Case Study On Sunsilk Gog

CASE STUDY ON
SUNSILK GANG OF
GIRLS
Presented by:
Alisha Bhansali
Case Findings
• Sunsilk, renowned for its product development
initiatives, saw stiff competition from new players in
the shampoo market.
• Sunsilk is a brand of Hul or HLL, the leading FMCG
company of India which is known for its innovative
promotional & distribution strategies.
• Therefore the Sunsilk planned to adopt new strategy
for promoting its Brand.
Continued..
• On June 17, 2006, HLL launched
Sunsilkgangofgirls.com which it claimed was India's
first "online all-girl community". The site was a
branded space promoting Sunsilk while at the same
time providing a social networking space for girls.
• Social networking sites had become very popular
with young adults. Sites such as Orkut, hi5,
Facebook, and MySpace etc., were all dominated by
this age group.
• Gang of Girls is a sucessful online girls' community
created by Sunsilk in India and the Philippines
Problems faced by the Sunsilk Marketers
• There was rising competition in shampoo

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.
Solution
Solution found by the Marketers
www.sunsilkgangofgirls.com
With the growing consumption of internet
among the youth, led to innovate a new way of
promoting the brands.
For the 1st time in India HUL introduced new
way of promoting brands & its products. This
site is a social networking site for only girls. Any
girl can have account to access & join her gang.
Reasons for selecting the above Solution
Segmenting
Targeting
Positioning
Change in media consumption behaviour of the Target

Group.
The growing popularity of new and emerging media the
Internet, especially among the Indian youth.
To keep the Sunsilk brand relevant to its target group
(young girls).
Social networking had become a new trend among youth.
Continued..
Better than conventional advertising.
Brand awareness & brand salience.
Reference groups, which plays most important
role in purchasing FMCGs. This site helps the
target group to get reference from the group
members online.
The increase in income of most of the youth is also
considered. Who can go & have internet facility.
Benefits
• It becomes cheaper & reduces the spending on
other promotional activities to the company.
• It generates a Brand recognition.
• It helps creating Brand loyalty among the Sunsilk
GoG users.
• It helps the target Group to discuss & have
solution for the beauty related problems.
• It helps in having the expert advice for hair related
problems.
Continued..
• It helps the TG to get a online makeup advices
from the experts.
• It helps in building a strong binding between
the gang members.
• It provides information about the new
products.
• It helps in connecting from the every corner of
the world & have girly fun.
Sunsilk GoG Members/Users
• Within 36 days of its launch, GoG had 100,000 registered
members. Though the 'Desperate Guys' section was intended
to restrict the entry of males, within one month of its launch
the membership in this section was up to 4,000. By November
2006, GoG had 250,000 registrations and 25,000 gangs. The
site had registered almost 200 million hits and got on an
average 12-13 million page views per month. By January 2007,
the registration base reached 350,000, with 26,000 registered
gangs.
• The site had over 5 lakh registered users few months before,
30000 gangs and an average user spent 28 minutes on the site.
Criticisms
• It could not attract most of the girls in India.
• It was unable to reach the girls in rural area
where the consumer of Sunsilk shampoo were
more.
• It targeted only girls between 16-24 age &
neglected the other group.
• Every girl may not have the facility of Internet.
Suggestions
• As the mobile phones are widely used &
possessed by most of the people, it is
suggested to have it as an promotional media.
It can reach even the remote areas as well.
Conclusion
• From this case study we can see the impact of
medium in which we promote our brands.
• The changing behavior of the Target Group in
media consumption affects the marketing
strategy.
• So the marketers should see the media
consumption behavior of the Target Group.

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CASE STUDY ON

• There was rising competition in shampoo

Change in media consumption behaviour of the Target

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