21755973 Sunsilk Gang f Girls Group No 5
Transcript of 21755973 Sunsilk Gang f Girls Group No 5
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nsilk Gang Of
nsilk Gang Of
”irls
”irls
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resented by
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resented by
Group No- 5
Saurabh Singh
Saurav Kumar
Souradip Das
Sukrit Ghosh
Tapaswini Mishra
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Sunsilk Gang of GirlsLunch : July 17, 2006
Developed by : HLL in partnership with JE ad a!ency and "# $ebwise%
&eant 'or : (irls1%)arious 'eature which includin! blo!s
2%*dvice on hair care and 'ashion 'ro+ eperts
-%Job sites
.%/ pload photo!raph and !et an online +aeover
on 'ashion%En!a!e in a !roup activities
opularity : 3 e!istered crossed the hal' +illion +ar, with about -0,000 !an!s
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Background Not !"mportanc #n Markting$Lar!est spender in traditional +edia lie ), rint and 3adio 4lar!est
advertiser on radio in 5ndia%
Lar!est spenders in non conventional +edia in 5ndia%
/se o' wall paintin!s, color'ul 'lyers, entertainin! in!les, travelin!cine+a vans,%
Lunch speci'ic rural +aretin! pro!ra+s :
1%roect 8hati
2%Li'ebuoy 8wasthay #hetana
/sed new inds o' +edia lie advertiser 'unded pro!ra+s 4*9,internet and di!ital +edia%
HLL 'ocused on -60 de!ree co++unication and inte!rated ca+pai!ns'or all +aor brands%
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SUNSILK- A POWER BRANDv%ading brand of &nilvr in 5' countris
v"ntroducd in "ndia in ()*+
v"nitiall, cosmtic baut, shampoo
vGraduall, man, transformation took plac
various forms for various hairs
v.ro/ctd as hair 0prt
v
Brand r/uvnation in 1''2 as 3S&NS"%KN4T&4%S6
vB, 1''7 lading shampoo brand of "ndia
q
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MEDIA STRATEGY FOR SUNSILK v.rdominantl, T lad
vNon Traditional mdia lik 8M radio
vSponsord vnts lik 38mina Miss "ndia69 3"ndia 8ashion :k6
v"n 1''2 onlin rout
v ;ust for abib
v?ool =on @ Sunsilk cool98rsh
vSunsilknaturalsAcom- Sunsilk Natural rang
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irst online
irst online
omm nity of its
omm nity of its
ind for Girls
ind for Girls
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h i b hi
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:hats uniCu about thisinitiativ4nimatd ?hirp, girls charactr and bright colorsA
Topics of intrst includd- fashion /ob hunting funmotional Abonding gossip
.arad ground to showcas talnt ?ool priEsA
.artnrship with F%%F ?osmopolitan Nw :omnAGoG TA
Mdia blitEA
Broadcast print onlin and outdoor mdia publicrlations!NDT ?NB? tc$ and communit, outrachprograms onlin promotion such as on MSNA
4ssociation with films such as 3Dram Girls6A
.rsncs in ?ollg fstivals multipl0s mall activationprograms tc to sprad awarnssA
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%aunching and .romoting
Sunsilk G#Gv%at 1''* G#G wbsit cam into action whn
>%% conductd Sunsilk >air Bars!S>B$ vntin DlhiA!girls gtting advic on haircar$A
v4ftr this in Dc1''* anothr vnt inMumbaiA!changing th prcption ofstriot,p womn to modrn st,lishupdating womn$A
v>r ight gangs!calld gang of girls$participatd in th program and winnr gottrip to GoaA
v This was thir ?M stratg,A
v
t t
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utcom rom t s wportal
gangofgirlsAcomv:ithin (A5 months (''''' mmbrs got rgistrdAvB, Nov1''* it got 15'''' rgistrations with (1-(2
million pag viws pr monthAvB, Mar1''7 th numbr of rgistrd mmbrs was
5+''''Av"t was totall, a usr-frindl, sitAvtargt customrs@ ,outh hangouts at collgs malls
multipl0s tcAv?ustomr bas was so high onl, bcaus du to@ th
sit not onl, rfrs to hair tratmnt tips but alsodiscuss about th dail, rfrnt issus rlatd to girlsA
v>%% nhancing its ?M polic, da, b, da,Avcnt dvlopmnt@ sgmnting into th Global arna
as >%%s targt is for long trm succss not th short
trm goalsA
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Mor Brandd Spacs for
Girlsva comptition for >%%AvMainl, comptitor was .roctr and GamblA
v.9G dbutd thir own portal BinggirlAcom
vMainl, promotd its h,gin brand for womninformation rlatd to halth wllnss gams problms for girlsA
v Targtd mainl, th tnag girls!ag group (+-()$A
v8or th ?M stratg, to b mor nthusiastic and mor
customr orintd th, got offlin partnrship withth TAA channl ?NB? Awaaz with Brand ambassadoras Susmita SnA
v.roblm@ .9G considrd as m-too brandA
v Thir diffrntiation@ not providing an, social
ntworkingA
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T>F #T>F "F:v4bsnc of th 3 ?ult 4ppal6A
vason for taking it global -- ma, b it is
unabl to sustain th intrst of th targt
groupA
v>%% has nvr mntiond th impact of this
initiativ in Cuantitativ trmsA
v(1-(2 million pag viws @ Hhighl, unlikl, @
0ampl of . >,pA
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#&T%##K Ø#n of th first "ndian compan, to tak up th
riskA
ØG#G-Global @ so as to crat worlds largst
onlin communit,A
Ø4pproaching rural aras @ HSunsilk SahlianA
Ø4pproaching th Targt GroupI
T 4dsJ:hl
ia "ntrntJ4LF Sunsilktc