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CASE STUDY

‘Sunsilk Gang Of Girls’.

Introduction Case finding Marketing strategy SWOT Analysis 4 Ps of Sunsilk Factor lead to success of Sunsilk Criticism Conclusion

CONTENTS

Sunsilk is a hair care brand, primarily aimed at Women. It is produced by the Unilever group. Sunsilk Shampoos conditioners and other hair care products are sold in 69 countries worldwide.

In July 17,2006, FMCG gaint HUL launched Sunsilk gang of girls, an online social networking website built around it’s leading beauty shampoo brand, Sunsilk.

INTRODUCTION

Moreover gang of girls has various tools and activities which are target group to have fun, and provide a sense of emotional bonding. In March 2007, HUL launched the Gang of Girls TV where member could upload their videos and share them with the other member. The other interactive feature like makeover machine the Sunsilk buddy.

CASE FINDINGS Sunsilk renowed for its product development initiates ,saw stiff competition from new players in the shampoo market. Sunsilk planned to adopt new strategy for promoting its brand. On 17 June 2006 ,HLL launched Sunsilk gang of girls.com. The site was a branded space promoting Sunsilk while at the same time providing a social networking space for girls. Social networking sites had become very popular with young adults. Gang of girls is a successful online girls community created by Sunsilk in India.

MARKETING STRATEGY change logo. Change their shape colour of bottle. There are different type of prices for sunsilk,different type of shampoo and conditioner. Promotion through celebrity Priyanka chopra. Sunsilk ads products by TV ,internet ,promos newspaper. All range of prices Sunsilk provide discount on shopping online. Available in every store as well as online.

SWOT ANALYSIS Strengths

International company Online growth Strong management team Pricing Unique product

Weaknesses

Bad communication Diseconomies to scale Weak management team

Opportunities Acquisition

Emerging markets and expansion abroad Innovation Online

Threats• Competitors in house: clinic plus• Price war• Frequent change in consumer behavior.

4PS OF SUNSILKProduct yellow Sunsilk with bio proteins from vegetables. Black hair with melanin from plat. Green Sunsilk with fruitarians vitamins from fruit. Pink Sunsilk with yoghurt proteins.

Price value based pricing Fulfills the perception of customer. price are different according customer budget

Place Strong presence all over India. Has a strong presence in both rural and urban.

Promotion

Advertisement depict both Men and Women as the consumer. Product labeling is done in international language only.Use of celebrity in advertisement. Example:- Priyanka chopra

Factor Lead to Success

Advertising Better quality product Brand focus Giving out free sample Innovative type of advertising Culture acceptance of unilever.

Criticism It could not attract most of the girls. It was unable to reach the girls in rural area were the consumer of Sunsilk shampoo were more. It target only girls between 16-24 age and neglected the other group. Every girl may not have the facility of internet.

Conclusion There is a high level of customer preference in terms of Sunsilk shampoo. The customer prefer Sunsilk shampoo as it satisfies their need. The company should introduce a new product mix for cleanness and remove dandruff. There is considerable negative attitude towards the package. Innovation, Implementation. Cost reduction to offer best competitive price