PRESENTED

BY :
 SUNSILK GANG OF GIRLS
Launch : July 17, 2006
Developed 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.
 BACKGROUND
• 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.

 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.
 SUNSILK- A POWER BRAND
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.
 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 Promoting
Sunsilk 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 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.
 Macro Environment
Demographic factors:
Analysis
• 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.
Weaknesses
• Competitor has strong
promotional activities.
• Customers are offered
better alternatives by the
competition.
• Absences of cult – appeal.
Threats
•Competitors – P&G
(Beinggirl.com, Rejoice) ,
Femina
(feminabelievblogs.com) and
Cavin care ( Chik shampoo)
• Price war
• frequent changes in
consumption behaviour.
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