‘Sunsilk Gang Of Girls”Presented by -:

Group No- 5Saurabh SinghSaurav KumarSouradip DasSukrit Ghosh

Tapaswini Mishra

Sunsilk Gang of GirlsLunch : July 17, 2006Developed by : HLL in partnership with JET ad agency and BC Webwise.Meant for : Girls

1. Various feature which including blogs2. Advice on hair care and fashion from experts3. Job sites4. Upload photograph and get an online makeover on

fashion5. Engage in a group activities

Popularity : Registered crossed the half million mark, with

about 30,000 gangs

Background Note(Importance On Marketing)Largest spender in traditional media like TV, Print and

Radio (largest advertiser on radio in India).Largest spenders in non conventional media in India.Use of wall paintings, colorful flyers, entertaining jingles,

traveling cinema vans,.Lunch specific rural marketing programs :

1. Project Shakti2. Lifebuoy Swasthay Chetana

Used new kinds of media like advertiser funded programs (AFP), internet and digital media.

HLL focused on 360- degree communication and integrated campaigns for all major brands.

SUNSILK- A POWER BRAND Leading brand of Unilever in 50 countries Introduced in India in 1964 Initially cosmetic beauty shampoo Gradually many transformation took place Various forms for various hairs Projected as hair expert Brand rejuvenation in 2003 as “SUNSILK

NATURALS” By 2007 leading shampoo brand of India

MEDIA STRATEGY FOR SUNSILKPredominantly TV leadNon Traditional media like FM radioSponsored events like “Femina Miss

India” & “India Fashion Week”In 2003 online routeJust for You Zone- Javed HabibCool Zone – Sunsilk cool&FreshSunsilknaturals.com- Sunsilk Natural

range

First online Community of its kind for Girls

What’s unique about this initiativeAnimated Chirpy girls character and bright colors.Topics of interest included- fashion, job hunting, fun,

emotional .bonding, gossip,Parade ground to showcase talent , Cool prizes.Partnership with ELLE, Cosmopolitan, New Women.GoG TV.Media blitz.Broadcast, print, online and outdoor media, public

relations(NDTV , CNBC etc), and community outreach programs, online promotion such as on MSN.

Association with films such as “Dream Girls”.Presences in College festivals, multiplexes, mall

activation programs etc to spread awareness.

Launching and Promoting Sunsilk GOG

Late 2006, GOG website came into action when HLL conducted Sunsilk Hair Bars(SHB) event in Delhi.(girls getting advice on haircare).

After this in Dec2006; another event in Mumbai.(changing the perception of steriotype women to modern, stylish, updating women).

Here eight gangs(called gang of girls) participated in the program and winner got trip to Goa.

This was their CRM strategy.

Outcome from this web portal gangofgirls.com Within 1.5 months 1,00,000 members got registered. By Nov’2006, it got 250,000 registrations with 12-13 million

page views per month. By Mar’2007 the number of registered members was

540,000. It was totally a user-friendly site. target customers– youth hangouts at colleges, malls,

multiplexes, etc. Customer base was so high only because due to– the site not

only refers to hair treatment tips but also discuss about the daily referent issues related to girls.

HLL enhancing its CRM policy day by day. Recent development– segmenting into the Global arena as

HLL’s target is for long term success not the short term goals.

More Branded Spaces for Girls a competition for HLL. Mainly competitor was Procter and Gamble. P&G debuted their own portal Beinggirl.com Mainly promoted its hygiene brand for women, information

related to health, wellness, games , problems for girls. Targeted mainly the teenage girls(age group 14-19). For the CRM strategy to be more enthusiastic and more

customer oriented they got offline partnership with the T.V. channel CNBC Awaaz with Brand ambassador as Susmita Sen.

Problem– P&G considered as me-too brand. Their differentiation– not providing any social networking.

THE OTHER VIEW Absence of the “ Cult Appeal”.

Reason for taking it global -- may be it is unable

to sustain the interest of the target group.

HLL has never mentioned the impact of this

initiative in quantitative terms.

12-13 million page views – ‘highly unlikely’ –

example of PR Hype.

OUTLOOK One of the first Indian company to take up

the risk.

GOG-Global – so as to create world’s largest

online community.

Approaching rural areas – ‘Sunsilk Sahelian’.

Approaching the Target Group:

TV Ads[Wheel]

Via Internet[AXE, Sunsilk,etc]