62998901 Sunsilk Gang of Girls

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Sunsilk is a hair care brand, primarily aimed atwomen,Produced by the Uniliver group,It is now considered the world's leadingcompany in hair conditioning and the secondlargest in shampoo

Sunsilk is Unilevers leading hair care brand,and ranks as one of the Anglo-Dutchconglomerate's billion dollar brands Sunsilk shampoos, conditioners and other hair

care products are sold in 69 countries worldwide.

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There was rising competition inshampoo market.

International brands entering into the

market.Lack in attracting the Target Group

(youth).

Traditional way of advertising.

Loosing the Target Group.

Low Brand recognition.

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Towards the end of 2002 Sunsilk, whichwas then sponsoring the Miss India pageant,decided to establish an online presence forthe endeavour.

The success of this activity spawned theidea of developing a portal for young girlsand soon thereafter the Sunsilk Naturalscame into being.

This in turn successfully resonated withthe target audience paving the way for anexclusive all-girl community that is todaywidely recognized as Gang Of Girls.

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Leveraging on the fact that sunsilk didhave an existing sitewww.sunsilknaturals.com, it became a

tad easier for sunsilk to target itspotential consumers

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Engage the end user directly and in aninteresting manner: girls in the targetgroup of 18-25 yrs

Provide an interactive platform for usersto have lot of fun

Present the user with a variety of

activities to choose fromUse it as an image building platform

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Earlier attitude :

Sunsilk provides hair care products.

To change this attitude Sunsilk came upwith many new concepts to allowconsumer to link themselves with the

product.

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Considering customer as an individual.Different product for different hair type :each customer has his own

requirement.And to promote this and much more

HUL came up with

Website: gangofgirls

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Fashion,

job hunting,

gossip,

emotional bonding etc..HUL Strategy :

A website is a key element of buildingbrands not only (obviously) for OnlineBusinesses but also Offline Businesses.A staggering 9 out of 10 times, majorityof consumers are bound to be internetsavvy.

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GoG Allowed its TG to try all the abovethings and even more via internet

Customer internetproduct

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GoG allowed TG to interact with eachother (formation of GANG on website) +hair care tips + games + etc.. allowed

TG to relate themselves to the product.Resulting in brand loyalty.

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Sunsilk came upwith a range of haircare products. Like:launch ofconditioners wereeasy to achievebecause : hadalready established

its market viaSunsilk Shampoos.

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Own belief

Intention

Normative belief

(peer group)

Behavior

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Sunsilk gang of girls is an exclusive onlinecommunity for like minded girls

It is built on the philosophy that girls love to gang

together to express what they feel.

Place for young urban women to come and saywhat they mean

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It is founded on three pillars and has beenoperating on these since its inception

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GOG TV enables girls to upload and share their videosIt has features like the moviemaker create her ownmovie by using pre-shot movie clips It also features the slideshow maker; where a user canupload pictures and give it various transitions along withbackground music Get Spotted is yet another platform for girls to showcase

their talents in performance art, writing etc. and winprizes based on how other users rate their talentsFurthermore, the Life Cant Wait tools give users aunique and creative space wherein they can express toother users their lifes defining moments as well as their

goals and dreams The Be A DJ feature in the Rhythm Lounge allows usersto express themselves musically they can create theirown music mixes by mixing and matching pre-recordedinstrumental tracks.

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Girl Talk is one of the most active sections of the

website

It is a forum that gives girls the space to discusseverything from hair & fashion to the latest inentertainment

Ask the girls is a special feature introduced with theunderstanding that girls often have questions that onlyother like-minded girls can answerThe site therefore has given its users the space to askaround

The website in association with MSN India has alsointroduced its very own mail and chat service availableexclusively to girls on the website.

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o The site is a rich reservoir of articles on hair styling,hair care, fashion trends, beauty secrets, relationshipsand more.

o Additionally, the website features blogs by femalecelebrities giving users insight into the lives and mindsof their idols.

o The site is well equipped with the latest entertainmentupdates presented by MSN India.

o The website in association with Astro Life presentsusers their daily horoscope along with other astrologicalinsights.

o An association with Monster Jobs allows the site to

present users with hot career opportunities for them toex lore. 23


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The success of Sunsilk Gang Of Girls, over the years, has

given way to the launch of Gang Of Girls websites for eachof a number of countries in South and South-East Asia.

Other Media Used

Towards the end of 2007 Sunsilk Gang Of Girls introduceda viral spoofing the then popular film Chak De India

The viral appropriately named Choke There features adisgraced & beleaguered hockey coach in search of hisdream hockey team

Some of the hilarious spoofs featured in the viral includeShah Rukh, Himmesh, Mithun, Sholays Thakur and more.

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Psychological

Personal

Social

Cultural

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Psychological Factors Personal Factors

Motivation

Perception

Learning

Beliefs andAttitudes

Family Life Cycle

Occupation andEconomic

circumstancesLifestyle

Personality and self- concept

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Social Factors Cultural Factors

Reference Group

Family

Roles and Status

Culture

Sub - culture

Social Class

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Reference groups refer to relevant groups to whichconsumers compare themselves and base purchasingdecisions on. Reference groups can be broken down intothree categories :

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Sunsilk was able to utilize all three categories ofreference groups to stimulate demand, as follows:

Sunsilk recruited Bollywood actress and former MissWorld Priyanka Chopra as its brand ambassador.

Indian women admire Priyanka giving her significantpersuasive power

Additionally, Sunsilk launched sunsilknaturals.com andshowcased its Miss India Pageant show, with participants in

the pageant show representing aspirational reference groups.

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Female consumers in India play a dominant role in the

buying decision process and form the axle of the Indianhousehold purchase system

Sunsilk recognized that these young women could influenceand promote the Sunsilk brand to each other;

Sunsilk just had to facilitate this

To get this group of women together, Sunsilk launchedSunsilgangofgirls.com and provided services such as the

Makeover Machine, Astrological forecasts, expert advice,Gang of Girls TV, forums, and other interactive elements.

Once these services attracted a large base of users, theseusers started discussing amongst themselves sharing adviceand deepening their relationships with the brand.

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With 761,674 members all discussing beauty and hair care,not having healthy hair or style puts you in a dissociativecategory.

If a women joins the site, she is almost obligated tomaintain her style and hair or risk being part of thedissociative group that doesnt take these things seriously

on a daily basis.

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Liaisons connect two or more cliquestogether without belonging to either clique.

Sunsilk used celebrities and hair care andbeauty experts as liaison opinion

leaders. Priyanka Chopra, former Miss World,anchored the website Dipannita Sharma, arenowned fashion model; Pearl, a DJ; Mehnaz,a vocalist; Sweta Subramaniam,

a Bharatnatyam dancer were all used asliaison opinion leaders to connect groups andinfluence buying decisions.

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Bridges are opinion leaders that belongto one clique and connect that group

with another clique. Active members on the Sunsilk Gang

of Girls website represent bridges,connecting multiple separate cliques

into one large group that can shareinformation and deepen theirrelationship with the brand together.

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PostpurchaseBehavior

PostpurchaseBehavior

PurchasePurchase

Evaluationof Alternatives

Evaluationof Alternatives

Information SearchInformation Search

Need RecognitionNeed Recognition

Cultural, Social,Cultural, Social,Individual andIndividual andPsychologicalPsychological

FactorsFactorsaffectaffect

all stepsall steps

Cultural, Social,Cultural, Social,Individual andIndividual andPsychologicalPsychological

FactorsFactorsaffectaffect

all stepsall steps

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IN SYNC WITH THE CHANGING CONSUMER BEHAVIOUR

New media channels due to change in media consumptionbehaviour of the TG

Increase in disposable income among Indian youth

Youth are spending lesser time with traditional media like TV

and newspaper and more time on internet , mobile phone etc.

Youth are sceptical about advertising and marketinggimmick and so rely more on the views shared among theirnetwork of friends with whom they keep in touch online

Women are also making their presence felt on the internet

Thus, the changing scenario provided marketers with theopportunity to join in the conversation and start two waycommunication with consumers

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The effectiveness towhich Sunsilk utilized reference groupsis demonstrated by the fact that within

6 months of its launch, the websiteattracted more than 500,000 users andincreased sales by 9.2%

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Exceptional ratings for a websites

No. of hits : 200 million

Nos. of registration : 280,000

No. of gangs : 26,000

Time spent on the site : 14 mins

RecognitionEnquiry from Star groups on acquisition

Google & Travelguru sought alliance

Link on Orkut site

Competitor imitation

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In November 2006, Economic Times reportedthat the site had generated 200 million hits andgot on an average 12-13 million page views permonth.

Within 36 days of its launch, GoG had 100,000registered members.

Though the 'Desperate Guys' section wasintended to restrict the entry of males, withinone month of its launch the membership in thissection was up to 4,000.

By November 2006, GoG had 250,000registrations and 25,000 gangs.

By January 2007, the registration base reached350,000, with 26,000 registered gangs.

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Results:HLL had been suitably rewarded for amongthe first Indian companies to take the risk of

harnessing an online community to promote itsbrand.With the growth in the number ofentertainment options, a large portion of theyouth had moved away from traditionalchannels and hence marketers had to woothem in new ways.The increase in disposable income among theIndian youth was also a key consideration.

Total Registration 7,16,621Average Monthly Page Views 30,00,000Average Monthly Hits 1,20,00,000Average Monthly Unique Visitors 97,086

Total Number of Gangs 42,586 41


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62998901 Sunsilk Gang of Girls

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