Shruthi Megha Nayna Arushi

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Overview

• Introduction• Snapshots from Sunsilk GOG, other sites• Success and Challenges of Sunsilk GOG• Trend towards online media, other initiatives• Types of brands that can be promoted online• Rural Marketing, Survey results

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• Sunsilk brand stands for togetherness, fun and expertise

• Sun + Silk = Bright & Shiny + Soft• Sunsilknaturals.com which had 1,00,000

registered users was changed to Sunsilk Gang of Girls and the users were carried forward to the new site

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Introduction

Overview

• Introduction• Snapshots from Sunsilk GOG, other sites• Success and Challenges of Sunsilk GOG• Trend towards online media, other initiatives• Types of brands that can be promoted online• Rural Marketing, Survey results• Conclusion and Suggestions

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After Before

Arushi

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After Before

Nayna

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After Before

Shruthi

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After Before

Megha

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Kwality walls (by HUL) - Hojaanede.com… Previously Spillurdil.com, launched Summer 200911 of 35

Innovative features…12 of 35

13 of 35Innovative features…

14 of 35Innovative features…

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• 1.5 million users in 30 days• Brand lift of 12-14% overall

Overview

• Introduction• Snapshots from Sunsilk GOG, other sites• Success and Challenges of Sunsilk GOG• Trend towards online media, other initiatives• Types of brands that can be promoted online• Rural Marketing, Survey results

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• Time factor – Globalisation, most peoplework online

• Advertising Clutter in television

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Factors for Success & Comments

• Word of Mouth• Multidimensional site, interesting

features• Analogy - One gang, no changes allowed• Get feedback directly from consumer• Company can analyze and launch new

products

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Factors for Success & Comments

Consumer Behaviour Patterns19 of 35

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Challenges/Issues

• Sachet Market - 70%, Rural market ignored

• Losing middle aged customers• Losing male users by naming them ‘Desperate Guys’• Younger children use what parents give

them

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Challenges/Issues

• Compete with Facebook, Twitter, Friendster and Orkut (In India) that keepadding features and not restricted togirls

Social Networking Sites -Worldwide Distribution

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Overview

• Introduction• Snapshots from Sunsilk GOG, other sites• Success and Challenges of Sunsilk GOG• Trend towards online media, other initiatives• Types of brands that can be promoted online• Rural Marketing, Survey results

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Trend towards online media

• 400 million people access internet regularly in India. Internet users comprise 3.6 % of the population

• Cyberspace commands over 10% of the Indian advertising industry (estimated at Rs 20,000cr)

• Growth in online advertisements because it involves interacting & engaging the audience

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Trend towards online media• Web surfers can interact with ads in greater

depth • Consumer dependency more on internet –

Booking tickets online, shopping, gifting, finding a partner, etc.

• Great opportunity for experimentation • Power of internet - advertising is less

wasteful & more measurable.• Attract, engage & retain customers is what

will work online.

Has traditional media diminished?

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• The usage of TV has diminished only in urban areas. In rural areas TV is the most common mode of communication•Traditional media lacks interactivity, causes advertisement clutter & has limited scope• People want to comment, express opinion & share wisdom• Consumers not sure of ad’s performance in traditional media

Overview

• Introduction• Snapshots from Sunsilk GOG, other sites• Success and Challenges of Sunsilk GOG• Trend towards online media, other initiatives• Types of brands that can be promoted online• Rural Marketing, Survey results

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Types of brands that canbe promoted online

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• Personal care products Eg: Skin care (anti-ageing, etc.), fitness,

baby care, hair care

• Health related products Eg: Massagers, gym equipments

Overview

• Introduction• Snapshots from Sunsilk GOG, other sites• Success and Challenges of Sunsilk GOG• Trend towards online media, other initiatives• Types of brands that can be promoted online• Rural Marketing, Survey results

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Challenges with Rural Marketing

• Low Literacy• Seasonal Demand• Transportation• Distribution• Traditional Problems• Traditional Life• Buying Decisions• Media for Promotions• Prevalence of spurious brand (local

variants)

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Challenges with Rural Marketing

• Low Per Capita Income- 33-35% of GDP generated is shared by 74% of the population

- Low per capita incomes

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Challenges with Rural Marketing

• Dispersed Market - 6,30,000 villages- Scattered, next to impossible to ensure the availability of a brand all over the country- 7 Indian states account for 76% of the country's rural retail outlets totalling 3.7 million- Advertising in such a highly heterogeneous market, which is widely spread, is very expensive.

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Sample Survey

• All use shampoos sachets most of the time, but when having excess money choose to buy Rs. 10/ Rs. 15 bottle

• Majority prefer Clinic All Clear/Clinic Plus (HUL) mainly for anti-dandruff properties

• They have a notion that changing shampoos causes hair damage (younger generation)

• Older people just go to the market, pay and ask for any shampoo

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Sample Survey Contd..

• Advertisements don’t affect them much, they think it’s a marketing gimmick and the hair shown is not real

• Celebrities influence is close to nil• Poorer villages: Stick to local brands

costing 1 rupee or less

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Thank You!

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