Sunsilk Gang F Girls( Group No 5)


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Sunsilk Gang F Girls( Group No 5)

  1. 1. ‘Sunsilk Gang Of Girls”Presented by -:<br />Group No- 5<br />Saurabh Singh<br />Saurav Kumar<br />Souradip Das<br />SukritGhosh<br />Tapaswini Mishra<br />
  2. 2. Sunsilk Gang of Girls<br />Lunch : July 17, 2006<br />Developed by : HLL in partnership with JET ad agency and <br /> BC Webwise.<br />Meant for : Girls<br />Various feature which including blogs<br />Advice on hair care and fashion from experts<br />Job sites<br />Upload photograph and get an online makeover on fashion<br />Engage in a group activities <br />Popularity : Registered crossed the half million mark, with <br /> about 30,000 gangs <br />
  3. 3. Background Note(Importance On Marketing)<br />Largest spender in traditional media like TV, Print and Radio (largest advertiser on radio in India).<br />Largest spenders in non conventional media in India.<br />Use of wall paintings, colorful flyers, entertaining jingles, traveling cinema vans,.<br />Lunch specific rural marketing programs : <br />Project Shakti<br />Lifebuoy SwasthayChetana<br /> Used new kinds of media like advertiser funded programs (AFP), internet and digital media.<br />HLL focused on 360- degree communication and integrated campaigns for all major brands. <br />
  4. 4. SUNSILK- A POWER BRAND<br /><ul><li>Leading brand of Unilever in 50 countries
  5. 5. Introduced in India in 1964
  6. 6. Initially cosmetic beauty shampoo
  7. 7. Gradually many transformation took place
  8. 8. Various forms for various hairs
  9. 9. Projected as hair expert
  10. 10. Brand rejuvenation in 2003 as “SUNSILK NATURALS”
  11. 11. By 2007 leading shampoo brand of India</li></li></ul><li>MEDIA STRATEGY FOR SUNSILK<br /><ul><li>Predominantly TV lead
  12. 12. Non Traditional media like FM radio
  13. 13. Sponsored events like “Femina Miss India” & “India Fashion Week”
  14. 14. In 2003 online route
  15. 15. Just for You Zone- JavedHabib
  16. 16. Cool Zone – Sunsilkcool&Fresh
  17. 17. Sunsilk Natural range</li></li></ul><li>First online Community of its kind for Girls<br />
  18. 18.
  19. 19. What’s unique about this initiative<br />Animated Chirpy girls character and bright colors.<br />Topics of interest included- fashion, job hunting, fun, emotional .bonding, gossip,<br />Parade ground to showcase talent , Cool prizes.<br />Partnership with ELLE, Cosmopolitan, New Women.<br />GoG TV.<br />Media blitz.<br />Broadcast, print, online and outdoor media, public relations(NDTV , CNBC etc), and community outreach programs, online promotion such as on MSN.<br />Association with films such as “Dream Girls”.<br />Presences in College festivals, multiplexes, mall activation programs etc to spread awareness.<br />
  20. 20. Launching and Promoting Sunsilk GOG<br /><ul><li> Late 2006, GOG website came into action when HLL conducted Sunsilk Hair Bars(SHB) event in Delhi.(girls getting advice on haircare).
  21. 21. After this in Dec2006; another event in Mumbai.(changing the perception of steriotype women to modern, stylish, updating women).
  22. 22. Here eight gangs(called gang of girls) participated in the program and winner got trip to Goa.
  23. 23. This was their CRM strategy.</li></li></ul><li>Outcome from this web portal<br /><ul><li> Within 1.5 months 1,00,000 members got registered.
  24. 24. By Nov’2006, it got 250,000 registrations with 12-13 million page views per month.
  25. 25. By Mar’2007 the number of registered members was 540,000.
  26. 26. It was totally a user-friendly site.
  27. 27. target customers– youth hangouts at colleges, malls, multiplexes, etc.
  28. 28. Customer base was so high only because due to– the site not only refers to hair treatment tips but also discuss about the daily referent issues related to girls.
  29. 29. HLL enhancing its CRM policy day by day.
  30. 30. Recent development– segmenting into the Global arena as HLL’s target is for long term success not the short term goals.</li></li></ul><li>More Branded Spaces for Girls<br /><ul><li> a competition for HLL.
  31. 31. Mainly competitor was Procter and Gamble.
  32. 32. P&G debuted their own portal
  33. 33. Mainly promoted its hygiene brand for women, information related to health, wellness, games , problems for girls.
  34. 34. Targeted mainly the teenage girls(age group 14-19).
  35. 35. For the CRM strategy to be more enthusiastic and more customer oriented they got offline partnership with the T.V. channel CNBC Awaazwith Brand ambassador as Susmita Sen.
  36. 36. Problem– P&G considered as me-too brand.
  37. 37. Their differentiation– not providing any social networking.</li></li></ul><li>THE OTHER VIEW<br /><ul><li>Absence of the “ Cult Appeal”.
  38. 38. Reason for taking it global -- may be it is unable to sustain the interest of the target group.
  39. 39. HLL has never mentioned the impact of this initiative in quantitative terms.
  40. 40. 12-13 million page views – ‘highly unlikely’ – example of PR Hype.</li></li></ul><li>OUTLOOK<br /><ul><li>One of the first Indian company to take up the risk.
  41. 41. GOG-Global – so as to create world’s largest online community.
  42. 42. Approaching rural areas – ‘SunsilkSahelian’.
  43. 43. Approaching the Target Group:
  44. 44. TV Ads[Wheel]
  45. 45. Via Internet[AXE, Sunsilk,etc]</li>