Sunsilk Lively Clean & Fresh – Blue Ocean Strategy?
It was a very creative thought, when a very famous writer whose name no one knows, once said “When all think alike, then no one is thinking”. But the idea struck everybody, and we all understood the importance of innovation and creativity and standing out as an individual, group or as a team meant. Similarly, each brand is different and needs to stand-out being unique and innovative in approach and strategy. Here is where the Blue Ocean Strategy (BOS) sets in.
Let’s just start this discussion by understanding what Blue Ocean Strategy really is? Blue ocean strategy is
- Make uncontested market space
- The aim of BOS is not to out-perform the competition in the existing industry, but to create new market space or a blue ocean, thereby making the competition irrelevant.
- Create and capture new demand
- The simultaneous pursuit of differentiation and low cost
When I saw the Sunsilk Lively Clean and Fresh campaign with Ayaan Ali wearing a scarf (sure it was eye candy), the ad proclaiming “Hijaab se Dhakay Baloun k Liay” it occurred to me that Sunsilk’s Marketing was entering a new dimension.
This was a classic case of Blue ocean strategy; they were reaching beyond existing demand by positioning this brand extension towards all young girls and women who cover their hair as part of religion, but are modern and fashionable, contemporary yet elegant at the same time, who wear a scarf socially and at work or education centers. This was marketed as an outright solution to the problem of hair damage and dandruff.
By entering into this niche, Sunsilk, rather than just fighting for a higher share in the hair care category, it increases the size of the pie, there is growth in the overall industry as other companies/brands eventually develop and direct their marketing campaigns towards this segment of the market. But for now sunsilk is the pioneer in providing solution for all these gorgeous ladies out there who cover their hair.
It eventually up to you to decide whether Sunsilk is fulfilling all the BOS criteria stated above or not? If not is it BOS or did I just loose it and wrote this article???