PRESENTED PRESENTED BY :BY :

SUNSILK GANG OF GIRLS

Launch : July 17, 2006Developed by : HUL in partnership with JWT ad agency and BC Website.Meant for : Girls 1.Various feature including blogs 2.Advice on hair care and fashion from experts 3.Job sites 4.Upload photograph and get an online makeover on fashion 5.Engage in a group activities

Popularity : Registered crossed the half million mark, with about 30,000 gangs.

• Sunsilk was a 1st shampoo brand to launch a two-in-one shampoo, i.e. shampoo with Conditioner – 1987.

• Provided one to one brand experience to consumers by conducting interactive hair wash and Salon contact program in India – 1990.

• Brand rejuvenation in 2003 as “SUNSILK NATURALS”

• In 2003 , HUL launched online initiatives for Sunsilk.

• By 2007 leading shampoo brand of India.

BACKGROUND

IMC ? Integrated Marketing Communication is a communication process for planning,

creation, integration, and implementation of diverse forms of marcom delivered to a brand’s targeted customers and prospects

IMC Approach by HUL. (Importance on Marketing)

• Largest ad spenders in traditional & Non conventional media in India.

• Use of wall painting , colorful flyers , entertaining jingles, promotion at village fairs in rural India.

• Used new kinds of media like Internet and digital media.

• Focused on 360 degree communication and integrated campaign for all major brands.

Leading brand of Uniliver marketed in more than 50 countries in Asia , Latin America , Middle East and North America.

It was launched in India in 1964 as a “ Cosmetic Beauty Shampoo”. And later on it was positioned as a “ Hair Expert” – HUL through endorsement of hair expert and celebrities.

Sunsilk was the first to launch shampoo by “Hair types” and continuously introduced new variants.

Black Sunsilk with Melanin from Plant Extracts for long hair Green Sunsilk with Fruitarians Vitamins from fruit Extracts Pink Sunsilk shampoo with essentials oils and flower extracts. Sunsilk purple with ceramides for damaged hair Sunsilk salon treatment for expert hair care.

SUNSILK- A POWER BRAND

Decision Problem

Strategies to sustain the initiative in India and taking GOG site global.

Other Major Issues…

• Promotional activities brought by competitors.• Changing consumer behavior .• Penetration in rural market.. (online/offline)• Misconception among Indian women.• Emergence of new media channels.

MEDIA STRATEGY FOR SUNSILK

• Predominantly TV lead• Non Traditional media like FM radio• Sponsored events like “Femina Miss India” & “India Fashion Week”• In 2003 online route• Just for You Zone- Javed Habib• Cool Zone – Sunsilk cool & Fresh• Sunsilkgangofgirls.com• Sunsilknaturals.com- Sunsilk Natural range• Direct contact with target audience.• 12-13 million page views – ‘highly unlikely’ – example of PR Hype.--- marcom

First “online all-girl community”

Uniqueness of the Initiative

• Animated 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 (for fashion related content) & with monster.com (for job hunting)

• GoG TV.

• Media blitz.

• One of the first Indian company to take up the risk.

Launching and PromotingSunsilk GOG

• Broadcast, print, online and outdoor media, public relations(NDTV , CNBC etc), and community outreach programs, online promotion such as on MSN – a 360 degree approach.

• Presences in College festivals, multiplexes, mall activation programs etc to spread awareness.

• Association with films such as “Dream Girls” and organizing a contest “Sunsilk Gang of Girls Dreamgirls’ contest.”

• In late 2006, GOG website came into action when HLL conducted Sunsilk Hair Bars(SHB) event in Delhi.(girls getting advice on hair care) & in Dec2006 another event was conducted in Mumbai (focusing on changing the perception of stereotype women to modern, stylish, updating women).

• In March 2007 SHB was opened in Bangalore ( hair makeover from Habib and Disco ambience with a live DJ).

Outcome from this web portalgangofgirls.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.

Macro Environment Analysis

Demographic factors:

• Growing number of people in age group of 17-22 years.

• Focuses on females

• Focuses on differentiating their offerings to appeal to each individual in a family with different brands.

Economic condition:

• Increased purchasing power leading to selectivity.

• Increased competition

Social Factors:

• Word of mouth

• Community in rural areas- “Sunsilk Sahelian”.

Technological conditions:

• Better Internet services available

• Strong R&D.

SWOT Analysis

Opportunities• Penetration level of shampoos in India was 38%.• Rural areas still a large prospective market.• Growing importance of print media and internet to show explosive growth.• focus on better targeting.

Threats

•Competitors – P&G (Beinggirl.com, Rejoice) , Femina (feminabelievblogs.com) and Cavin care ( Chik shampoo)• Price war• frequent changes in consumption behaviour.

Weaknesses • Competitor has strong promotional activities.• Customers are offered better alternatives by the competition.• Absences of cult – appeal.

Strengths

• Creative and innovative• Big Brand name• User friendly site.• Strong R&D department.• 360 degree communication.

RECOMMENDATIONS

•Continue to put emphasis on quality

•New emerging economies

•Expand Globally

•Come up with shampoos for specific male segment

• Focus on R&D to come up with new products