Date post: | 12-May-2015 |
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Lifestyle |
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Sunsilk Gang of Girls
Presented by:
•Soumitra Kisku
Pune Institute of Business Management
World’s 3rd largest FMCG company
India’s largest consumer products company• 35 brands
•World's leading brand in hair conditioning and the second largest in shampoo.
Majority owner
Background
WELCOME TO SUNSILK GANG OF GIRLS
‘Evolution of Gang of Girls’July 17, 2006
SOCIAL NETWORKING SITE (sunsilkgangofgirls.com) MEANT EXCLUSIVELY FOR GIRLS CONNECT BETWEEN THE CONSUMER AND THE BRAND
Objectives
GIRLS IN THE TARGET GROUP OF 18-25 YRS INTERACTIVE PLATFORM FOR USERS VARIETY OF ACTIVITIES FOR USERS
‘ONLINE ALL GIRL COMMUNITY’
& Desperate Boys
BUILT ON THE CONCEPT OF GIRL BONDING
REVEALES PERSONAL INFORMATION &
COULD BE BLOCKED
CLAIMED TO HAVE CONTENT FILTERS &
OTHER SECURITY FEATURES
CENTERPIECE OF GOG WAS MAKEOVER
MACHINE
Features & Facilities
Hair problem !!
HAIR EXPERTS
Contests
Tie-in with “monster.com”
NON-TRADITIONAL MEDIA SPONSORED EVENTS: ‘FEMINA MISS INDIA’
AND ‘INDIA FASHION WEEK’. ONLINE INITIATIVE: JUST FOR YOU ZONE-JAVED HABIB PRINT OUTDOOR
Media Blitz
• BUILDING ONLINE COMMUNITY
• WOMEN FELT PRESENCE ON INTERNET
• INTERACTIVE COMMUNICATION & CONNECT
WITH TG ON PERSONAL LEVEL
• SHIFT FROM INDIVIDUAL INTEREST TO
COMMON INTEREST
GOG & Consumer Behaviour
Achievements
• HINDUSTAN LEVER CLAIMS 3,500,000
REGISTRATIONS• SITE HAD REGISTERED ALMOST 200 MILLION
HITS.
• TOTAL NUMBER OF GANGS – 42,586
• 12-13 MILLION PAGE VIEWS EVERY MONTH
• The concept will soon be
relaunched for rural parts
of India as “Sunsilk Saheli.”
Mission