sunsilk gog final
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CASE ON SUNSILK GANG OF GIRLS
PRESENTED BY:
AAKRITI ANAND (09BS0000009) SHIVANI SALUJA (09BS0002238)
BACKGROUND NOTE
Hindustan Vanaspati Manufacturing Company , first Indian subsidiary of Unilever, 1931
1933, Lever Brothers India Ltd & 1935,United Traders ltd.
1956, these three subsidiaries merged to form HLL.
2007, HLL was the largest FMCG company in India , with net sales of 121 Billion.
BRANDS UNDER HUL
SUNSILK – “ THE HAIR EXPERT”
Sunsilk was a leading brand present in more than 50 countries.
Initially was launched as a cosmetic beauty shampoo.
First to launch a tonic shampoo for dandruff and a two in one shampoo i.e. shampoo with conditioner.
Shampoo for different type of hair – variants like Sunsilk black ,pink , fruitamins etc
Experts such as Samantha Kochhar and Jawed Habib endorsing the brand .
SUNSILK – “ THE HAIR EXPERT”
In 2003 , re-launched as Sunsilk Naturals , ingredients such as amla , henna, lemon.
In 2007, Sunsilk was the leading shampoo brand in India.
MEDIA STRATEGY
Predominantly TV led , non traditional media such as Radio was also used.
Sponsored events such a “ Femina Miss India “ & “ India Fashion Week”
In 2003 , took the online route with :- Just For You Zone with Javed Habib- Cool Zone to promote Sunsilk Fresh & Cool- Sunsilknaturals.com
FOSTERING AN ONLINE COMMUNITY OF GIRLS
SUNSILK GANG OF GIRLSIn 2006, HUL launched Sunsilkgangofgirls.com – India's first “ online all girl community “
Branded space for promoting + Social Networking for girls
Concept : “ Girl Bonding” – a desire among girls to belong and share.
Content was developed such that it would be exciting for the TG.
Features : Sunsilk Gang of Girls
• Greeted by animated characters of chirpy girls and bright colors.
• Key topics were Fashion, Job hunting , gossip, having fun etc.• Only open to girls but boys could register by joining a gang
called “ Desperate Boys”
• Any member who joined GOG had to become a part of gang.• Each gang consisted of maximum 50 members.
Features : Sunsilk Gang of Girls GANG BLOGS• Enable members to express themselves, share pictures and provide
advice.• Not limited to just hair care and styling information.
GANG WARS• Gangs could engage in fights of wit.
PARADE GROUND• Girls could showcase their talent such as performing arts, cookery ,
writing etc.• Job hunting via Career Track formed in partnership with Monster.com
Features : Sunsilk Gang of Girls
GOG TV• Upload videos • Different categories such as news, comedy etc
ENTERTAINMENT• Horoscope , Rhythm lounge , Games etc
Makeover Machine
• The highlight• Members could
upload their pictures to the makeover machine and tryout various hairstyles , colors, eyeshades etc
• No money spent• Avoiding the risk of
looking bad.
LAUNCHING GOG360 Degree campaign : broadcast, print,online & outdoor media.
Extensive use of PR : profiled on CNBC’s “ ad of the days & NDTV’s “ your day today”.
Presence in college festivals , multiplexes , mall activation programs across the country.
GROUND ACTIVATIONSunsilk Hair Bars event in Delhi – live version of the GOG website
Spend time on getting hair care advice and trying different variants.
Events and activities to break stereotypes about girls such as that they are gossipmongers , over – emotional , bad drives.
An event to particularly test their driving and navigational skills.
IMPRESSIVE FIGURES 1,00,000 registered members within 36 days
Desperate Guys Section: 4000 members
2006: 2,50,000 registrations
Jan 2007: 3,50,000 registrations and 26,000 registered gangs
March 2007: 5,40,000 registrations and 30,000 gangs
MORE BRANDED SPACE FOR GIRLS
• P&G debuted its online portal: Being Girl for its hygiene brand for women
• Targeted girls in 14-19 age group• Interactive section: ‘Your Body’, ‘Your Mind’, ‘Love and Relationships’• Feminabelieveblogs.com
GOG: In sync with changing Consumer Behavior
Growth of
entertainment options
Changes in media consump
tion behavior
Moving away from
traditional
channels
Increase in
disposable income
Project a Youthful image of the brand
“Catch them
young”
SUPPORTIVE FACTS•Youth spending more time on internet, mobile phones, than TV and newspapers •Youth= two-thirds of the surfers in India
Doing away with traditional
media
•Youth relied more on views shared among their network of friends with whom they kept in tough online•In a survey, 53.25 percent of the youth agreed they prefer buying products recommended by their friends
Word of mouth
•In 2006, 2.5 million out of 30 million members on orkut were from India.
Increasing popularity of social networking in India
OPPORTUNITIESTwo- way communication
Foster interactive communications and connect with the target group on a personal level
Internet provided a plethora of opportunities to marketers
Not only aided brand recall, but also created brand loyalty.
Consumers were there by choice; hence, seek information on products of their interest.
Develop consumer base, which would generate WOM advocacy- online and offline
TYPES OF CONSUMERS IN ONLINE COMMUNITIES
VOYEURSOnly log on to see what the buzz is
about
Enjoy reading conversation threads but do not participate
Do not register
THE OTHER VIEWNot as appealing as other popular brands like Harley Davidson which had communities around them.
Hyped figures of page views
PR hype
Alienating male users of the shampoo.
OUTLOOK
Taking GOG Global
Similar community for sunsilk in rural areas: ‘Sunsilk Sahelian’
Focus on 360 degree communication- more effective and engaging
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