case of sunslik :gangs of girls

1. Lovely professional
university
Name Reg. no

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

4. 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.

5. 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.

6.  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.

7.  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.

8. 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.

9. Product
 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.

10. 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.

11. 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

12. Factor Lead to Success
 Advertising
 Better quality product
 Brand focus
 Giving out free sample
 Innovative type of advertising
 Culture acceptance of unilever.

13. 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.

14. 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