SUNSILK GANG OF GIRLS CRAFTING A BRAND POSITIONING WITH REFERENCE GROUPS
SUNSILK GANG OF GIRLS: CRAFTING A
BRAND POSITIONING WITH REFERENCE
is a hair care brand, primarily aimed at women.
Sunsilk was launched in the UK in 1954, and by 1959 it was
available in 18 different countries worldwide.
Produced by the Unilever group
Today, it is considered the world's leading company and brand in
hair conditioning and the second largest in shampoo.
Sunsilk is Unilever’s leading hair care brand, and ranks as one of
the “billion dollar brands".
Sunsilk shampoos, conditioners and other hair care products are
sold in 69 countries worldwide.
• To build brand awareness, the customer base and to penetrate untapped
• Target market became from isolated to connected, unaware to informed
and passive to active.
• Expected to become 5th largest consumer market by 2025 with 559 million
people with 20 – 44 age group.
Conventional advertising is old and ineffective,
consumers are more wise
Addictive and self-propagating content by using
Word of Mouth Marketing
Analyzing the reasons for shift in product promotion
methods by marketers from conventional advertising to
online social community networks.
Understanding the role and influence of reference groups
on consumer behavior.
Understanding how opinion leaders can influence the
consumer buying process.
INNOVATING MARKETING STRATEGY
Rapid growth the entire product portfolio of Sunsilk was re-launched by
By early 2006, to Education in the new millennium emerged as a new platform
identifying and connecting uniquely with its target group.
for FMCG to study consumer needs and aspirations.
Paved the way its existing sunsilknaturals.com to a more community-led
Redesigning of for a more dynamic and liberated ecosystem, eliminating
the needas sunsilkgangofgirls.com.
Brand used for creating a social networking website targeting women in
age group surveys
the Door-to-doorof 16-24 years.
It Dependency on retailer-based feedback reports issues od common interest.
provided means of communication to discuss
It had brought in the most basic change being the shift in the role of the
sunsilkgangofgirls.com focused on the convergence of media sources
which Sharat Jain (CEO, Dentsu Media Pallette called ‘Media Meshing’.
The fear among women about the use of shampoo waned-out with this
Responsible marketing is the key to success for multinational brands.
Sunsilk Successfully established its first online presence by showcasing its
Miss India Pageant show. Goals
INFLUENCE OF REFERENCE GROUPS
Consumers are doing their best to skip television commercials and
Marketers need to search for other alternatives like:
Word of Mouth market, and
Indian marketers are increasingly targeting younger population who are
potential buyers and influencers in consumer markets.
Use of skills of online community managers to nudge the conversation,
seed chat forums with threads, recruit others to take a lead in topics.
The influence of reference groups is not similar for all types of products and
TYPES OF INFLUENCE
TYPES OF REFERENCE GROUPS
OPINION LEADERS IN BRAND PROMOTION
Groups like joint families prefer common products like price-sensitive healthcare
soaps or branded oils that are enough for the entire family.
Consumers or decision-makers in business generally tend to allow their attitudes or
perceptions to be molded by third party to avoid risk.
It roped in renowned celebrity, famous Bollywood star, former Miss World Priyanka
Chopra to anchor the brand and the website.
The celebrities did not promote product sales on blogs, they successfully engaged
the ‘gang of girls’ in conversations and made them ‘brand re-callers’.
The success of this portal triggered industrial leaders and opinion leaders to publish
their opinions through articles.
Sunsilk tried to create an environment relevant to its brand positioning.
The company forecasts that India’s FMCG market has a huge Scope for
penetration largely due to its untapped market.