CASE ON SUNSILK GANG OF GIRLS

PRESENTED BY:

AAKRITI ANAND (09BS0000009) SHIVANI SALUJA (09BS0002238)

BACKGROUND NOTE

Hindustan Vanaspati Manufacturing Company , first Indian subsidiary of Unilever, 1931

1933, Lever Brothers India Ltd & 1935,United Traders ltd.

1956, these three subsidiaries merged to form HLL.

2007, HLL was the largest FMCG company in India , with net sales of 121 Billion.

BRANDS UNDER HUL

SUNSILK – “ THE HAIR EXPERT”

Sunsilk was a leading brand present in more than 50 countries.

Initially was launched as a cosmetic beauty shampoo.

First to launch a tonic shampoo for dandruff and a two in one shampoo i.e. shampoo with conditioner.

Shampoo for different type of hair – variants like Sunsilk black ,pink , fruitamins etc

Experts such as Samantha Kochhar and Jawed Habib endorsing the brand .

SUNSILK – “ THE HAIR EXPERT”

In 2003 , re-launched as Sunsilk Naturals , ingredients such as amla , henna, lemon.

In 2007, Sunsilk was the leading shampoo brand in India.

MEDIA STRATEGY

Predominantly TV led , non traditional media such as Radio was also used.

Sponsored events such a “ Femina Miss India “ & “ India Fashion Week”

In 2003 , took the online route with :- Just For You Zone with Javed Habib- Cool Zone to promote Sunsilk Fresh & Cool- Sunsilknaturals.com

FOSTERING AN ONLINE COMMUNITY OF GIRLS

SUNSILK GANG OF GIRLSIn 2006, HUL launched Sunsilkgangofgirls.com – India's first “ online all girl community “

Branded space for promoting + Social Networking for girls

Concept : “ Girl Bonding” – a desire among girls to belong and share.

Content was developed such that it would be exciting for the TG.

Features : Sunsilk Gang of Girls

• Greeted by animated characters of chirpy girls and bright colors.

• Key topics were Fashion, Job hunting , gossip, having fun etc.• Only open to girls but boys could register by joining a gang

called “ Desperate Boys”

• Any member who joined GOG had to become a part of gang.• Each gang consisted of maximum 50 members.

Features : Sunsilk Gang of Girls GANG BLOGS• Enable members to express themselves, share pictures and provide

advice.• Not limited to just hair care and styling information.

GANG WARS• Gangs could engage in fights of wit.

PARADE GROUND• Girls could showcase their talent such as performing arts, cookery ,

writing etc.• Job hunting via Career Track formed in partnership with Monster.com

Features : Sunsilk Gang of Girls

GOG TV• Upload videos • Different categories such as news, comedy etc

ENTERTAINMENT• Horoscope , Rhythm lounge , Games etc

Makeover Machine

• The highlight• Members could

upload their pictures to the makeover machine and tryout various hairstyles , colors, eyeshades etc

• No money spent• Avoiding the risk of

looking bad.

LAUNCHING GOG360 Degree campaign : broadcast, print,online & outdoor media.

Extensive use of PR : profiled on CNBC’s “ ad of the days & NDTV’s “ your day today”.

Presence in college festivals , multiplexes , mall activation programs across the country.

GROUND ACTIVATIONSunsilk Hair Bars event in Delhi – live version of the GOG website

Spend time on getting hair care advice and trying different variants.

Events and activities to break stereotypes about girls such as that they are gossipmongers , over – emotional , bad drives.

An event to particularly test their driving and navigational skills.

IMPRESSIVE FIGURES 1,00,000 registered members within 36 days

Desperate Guys Section: 4000 members

2006: 2,50,000 registrations

Jan 2007: 3,50,000 registrations and 26,000 registered gangs

March 2007: 5,40,000 registrations and 30,000 gangs

MORE BRANDED SPACE FOR GIRLS

• P&G debuted its online portal: Being Girl for its hygiene brand for women

• Targeted girls in 14-19 age group• Interactive section: ‘Your Body’, ‘Your Mind’, ‘Love and Relationships’• Feminabelieveblogs.com

GOG: In sync with changing Consumer Behavior

Growth of

entertainment options

Changes in media consump

tion behavior

Moving away from

traditional

channels

Increase in

disposable income

Project a Youthful image of the brand

“Catch them

young”

SUPPORTIVE FACTS•Youth spending more time on internet, mobile phones, than TV and newspapers •Youth= two-thirds of the surfers in India

Doing away with traditional

media

•Youth relied more on views shared among their network of friends with whom they kept in tough online•In a survey, 53.25 percent of the youth agreed they prefer buying products recommended by their friends

Word of mouth

•In 2006, 2.5 million out of 30 million members on orkut were from India.

Increasing popularity of social networking in India

OPPORTUNITIESTwo- way communication

Foster interactive communications and connect with the target group on a personal level

Internet provided a plethora of opportunities to marketers

Not only aided brand recall, but also created brand loyalty.

Consumers were there by choice; hence, seek information on products of their interest.

Develop consumer base, which would generate WOM advocacy- online and offline

TYPES OF CONSUMERS IN ONLINE COMMUNITIES

VOYEURSOnly log on to see what the buzz is

about

Enjoy reading conversation threads but do not participate

Do not register

THE OTHER VIEWNot as appealing as other popular brands like Harley Davidson which had communities around them.

Hyped figures of page views

PR hype

Alienating male users of the shampoo.

OUTLOOK

Taking GOG Global

Similar community for sunsilk in rural areas: ‘Sunsilk Sahelian’

Focus on 360 degree communication- more effective and engaging