Sun Silk Gang of Girls
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Transcript of Sun Silk Gang of Girls
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INTRODUCTION
21stcentury marked the rise of digital media platforms, like, socialnetworking sites, blogs, social forums, review sites and micro-blogging sites.
The reason behind this increase are the intangible benefits, whichare provided by online social media communities, like, increasedcustomer loyalty, better consumer insights, r & d, buzz marketingand updates customer services.
This forced major industry players like HUL and Procter &Gamble (P&G) are focusing on digital media as an ideal remedy forbuilding brands, retaining customer base and penetrating intountapped new markets.
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Conti.
HUL identified the trend & unveiled an innovative onlinecampaign, Sunsilk Gang of Girls on 1June 2006 anddeclared Priyanka Chopra, former Miss World (2006) as itsbrand ambassador.
SunsilkGang of Girls is worlds 1stonline all connectcommunity that provided a new means of communication forgirls around the world to connect with each other.
Within 6 months of its launch, website attracted more than 5lakh users, which increased product sales by 9.2%.
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This campaign is awarded as Best Online Campaign Gold award in interactive digital
marketing category sponsored by Yahoo in 2007.
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TIMELINE
Sunsilk
launchedSunsilk Gang
of Girls+ PC
116,964
members
11,511 gangs
6 times
increased to
786,254
membersBest onlinecampaign Gold
Rankedd 44th
in 100 most
trusted brand
Readers digest
In 2005
50.96 lakh
women
In 200148.3% of
pop. women
1964 2002 2006 2007 2008
Sales grew by
9.2% within 6
months
Market Share
dipped from
51.6 to 50%
Showed beautypageant
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Videos
https://www.facebook.com/pages/Sunsilk-
Gang-of-Girls.
http://www.sunsilk.in/
https://www.youtube.com/watch?v=4uGMaN
2lLBU
https://www.youtube.com/watch?v=HbWWRBpe9H0
https://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttp://www.sunsilk.in/https://www.youtube.com/watch?v=4uGMaN2lLBUhttps://www.youtube.com/watch?v=4uGMaN2lLBUhttps://www.youtube.com/watch?v=HbWWRBpe9H0https://www.youtube.com/watch?v=HbWWRBpe9H0https://www.youtube.com/watch?v=HbWWRBpe9H0https://www.youtube.com/watch?v=HbWWRBpe9H0https://www.youtube.com/watch?v=4uGMaN2lLBUhttps://www.youtube.com/watch?v=4uGMaN2lLBUhttp://www.sunsilk.in/https://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girls -
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Sunsilk Gangs of Girls- An Innovative Marketing
strategyObjective : to create high brand awareness, develop a
tendency to purchase Sunsilks hair care products, create aexcitement about its new product launches and to generate adatabase of potential customers
Connecting Beauty to brand: established first onlinepresence by showcasing Miss India pageant show
Online Presence: Develop a new portal sunsilknaturals.com
Launched beta site
Customized according to customer needs: Re-Launchedentire product portfolio and launched Sunsilkgangofgirls.com
Adopted 360approach
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Influence of Reference Groups in
Sunskilkgangofgirls.comCompanies
spent large amount on print and electronic media
had no control over what consumers heard, saw , felt, heard or watched about their products
Failed to connect with consumers
Therefore, they started looking for alternatives like:
Viral marketing, buzz marketing, WOM marketing etc toimprove customer engagement
By monitoring discussions, marketers could improveproduct designs and enhance brand loyalty among
customers
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Conti.. By engaging these groups in discussions and forum,
marketers can benefit from WOM marketing as satisfiedcustomers behave as reference groups in spreading message
Considering the popularity of Social media websites, Sunsilkprovided : Makeover machine that gave online makeover to
customers GoG Tv that allowed its subscribers to upload video
clippings of their lifes best moments Expert tips by Jawed Habib, Asha Bachani etc on hair
care, health, diet & nutrition etc
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Conti. It also tied up with magazines like New Woman,
Cosmopolitan etc to discuss topics ranging from beauty,to music, to movie review, astrology, health etc
They tied up with Naukari.co to cater to careeraspirations
All this helped in building a platform for spreading WOMby propagating Sunsilksbrand positioning through acommunity building exercise among its target groups
Helped marketers to gain fresh insight into how youngconsumers relate to brands
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Opinion Leaders in Brand Promotion
Sunsilk target its market on the basis ofconsumer buying behavior, Income level andpurchasing power of people. It focused onthe girls between 16-24 age.
As youth was the targeted segment , GOG
hired actress and former MissWorld Priyanka Chopra as its brandambassador for Sunsilk in India.
Another way of engaging the consumer wasthrough blogging by the celebrities ofdifferent field like
Dipannita Sharma, fashion model
Mehenaz, vocalist
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HUL forecasted anopportunity in Indias FMCG
market, particularly hair careproductsPenetration level of shampooin India is estimated to be 38%
& per capita consumption isabout $0.3
Opinion leader publish theiropinion through articlesThey helped sunsilk to create a
viral communication network
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BRAND POSITIONING : A Hair Care Expert
SunsilksPOD is Co-creation. Sunsilk started working with a
number of professional hair expert to develop new andimproved products.
Sunsilk provides real solution to womens everyday hair
needs
Understanding what girls want & how girls feel about their hair
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Target Online users
To reach the potentialconsumers, HULs
sunsilkgangofgirls.complanned to strengthen its
brand awareness and createan emotional bonding usingonline social media as aneffective platform.
Total no. of Internet usersincreased by 28% from 23.60million in 2006 to 30.32 millionin 2007
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