Assessment : “Glocal” Marketing Strategy - “SunSilk Segar Murni Commercial"

Assessment :  The name of the brand selected from the Health and Beauty section of Coles Supermarket is Sunsilk. It is an international product brand with strong markets in Asia, Middle East and Latin America. This hair care brand is produced by the Unilever group and the brand includes different products such as shampoos, conditioners and other hair nourishing products. Though Sunsilk is a global brand with a consistent brand image across the continents, its promotional campaigns are the perfect embodiment of the amalgamation of local aspects such as taste, culture & religion as mentioned in Hooper (2016), with the global marketing elements. One of its prime marketing objectivesis enhancing the market share by expanding to the overseas markets. As a global brand, its main target customers are female gender in the age group of 14 to 40 years. This constitutes the demographic segmentation of the potential consumers. They majorly target the fashion oriented mind-set of the young girls in the target geographies. This can also be associated with the psychographic segmentation of the target market. The brand positions itself as a quality solution provider of the hair care aspects of modern women in the respective countries. Its messaging strategy is very much dependent on the local aspects of the target market.