SUNSILK GANG OF GIRLS: CRAFTING A
BRAND POSITIONING WITH REFERENCE
GROUPS
Consumer Behavior
GROUP MEMBERS
 Pachi Tyagi
 Priyanka Mansukh
 Rahul Kumar
 Rajas Sawardekar
 Ronak Dangi
 Rostum Irani
 Ruchi Parek...
SUNSILK
 Sunsilk

is a hair care brand, primarily aimed at women.
 Sunsilk was launched in the UK in 1954, and by 1959 i...
CASE SUMMARY
PURPOSE

:-

• To build brand awareness, the customer base and to penetrate untapped
markets.

OUTCOME

:-

•...
CASE ANALYSIS
Conventional advertising is old and ineffective,
consumers are more wise
Addictive and self-propagating cont...
CASE OBJECTIVES
Analyzing the reasons for shift in product promotion
methods by marketers from conventional advertising to...
INNOVATING MARKETING STRATEGY
Fashion
 Rapid growth the entire product portfolio of Sunsilk was re-launched by
By early 2...
INFLUENCE OF REFERENCE GROUPS
 Consumers are doing their best to skip television commercials and
messages.
Marketers nee...
TYPES OF INFLUENCE

Information
Influence

Utilitarian
Influence
Value
Expressive
Influence
TYPES OF REFERENCE GROUPS

Primary

Secondary

Direct

Indirect

Aspirational

Avoidance

Normative

Comparative

Formal

...
OPINION LEADERS

ROLES

Self Involvement
Product Involvement
Social Involvement
Message Involvement
OPINION LEADERS IN BRAND PROMOTION
 Groups like joint families prefer common products like price-sensitive healthcare
soa...
THANK YOU
SUNSILK GANG OF GIRLS CRAFTING A BRAND POSITIONING WITH REFERENCE GROUPS
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SUNSILK GANG OF GIRLS CRAFTING A BRAND POSITIONING WITH REFERENCE GROUPS

  1. 1. SUNSILK GANG OF GIRLS: CRAFTING A BRAND POSITIONING WITH REFERENCE GROUPS Consumer Behavior
  2. 2. GROUP MEMBERS  Pachi Tyagi  Priyanka Mansukh  Rahul Kumar  Rajas Sawardekar  Ronak Dangi  Rostum Irani  Ruchi Parekh  Saheel Dedhia
  3. 3. SUNSILK  Sunsilk 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.
  4. 4. CASE SUMMARY PURPOSE :- • To build brand awareness, the customer base and to penetrate untapped markets. OUTCOME :- • Target market became from isolated to connected, unaware to informed and passive to active. FUTURE :- • Expected to become 5th largest consumer market by 2025 with 559 million people with 20 – 44 age group.
  5. 5. CASE ANALYSIS Conventional advertising is old and ineffective, consumers are more wise Addictive and self-propagating content by using social media Responsible Marketing Word of Mouth Marketing
  6. 6. CASE OBJECTIVES 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.
  7. 7. INNOVATING MARKETING STRATEGY Fashion  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 internet Beauty and Career 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 website, of: the needas sunsilkgangofgirls.com.  Paper-based questionnaire  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 Entertainment Health  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 consumer. 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. initiative. Hair Care  Sunsilk Successfully established its first online presence by showcasing its Dreams Miss India Pageant show. Goals Family and
  8. 8. INFLUENCE OF REFERENCE GROUPS  Consumers are doing their best to skip television commercials and messages. Marketers need to search for other alternatives like:  Viral marketing,  Buzz marketing,  Word of Mouth market, and  Stealth marketing.  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 consumer activities.
  9. 9. TYPES OF INFLUENCE Information Influence Utilitarian Influence Value Expressive Influence
  10. 10. TYPES OF REFERENCE GROUPS Primary Secondary Direct Indirect Aspirational Avoidance Normative Comparative Formal Informal Friendship Group
  11. 11. OPINION LEADERS ROLES Self Involvement Product Involvement Social Involvement Message Involvement
  12. 12. 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.
  13. 13. THANK YOU

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