1. ‘Sunsilk Gang Of Girls”Presented by -: Group No- 5 Saurabh Singh Saurav Kumar Souradip Das SukritGhosh Tapaswini Mishra

2. Sunsilk Gang of Girls Lunch : July 17, 2006 Developed by : HLL in partnership with JET ad agency and BC Webwise. Meant for : Girls Various feature which including blogs Advice on hair care and fashion from experts Job sites Upload photograph and get an online makeover on fashion Engage in a group activities Popularity : Registered crossed the half million mark, with about 30,000 gangs

3. Background Note(Importance On Marketing) Largest spender in traditional media like TV, Print and Radio (largest advertiser on radio in India). Largest spenders in non conventional media in India. Use of wall paintings, colorful flyers, entertaining jingles, traveling cinema vans,. Lunch specific rural marketing programs : Project Shakti Lifebuoy SwasthayChetana Used new kinds of media like advertiser funded programs (AFP), internet and digital media. HLL focused on 360- degree communication and integrated campaigns for all major brands.

5. Introduced in India in 1964

6. Initially cosmetic beauty shampoo

7. Gradually many transformation took place

8. Various forms for various hairs

9. Projected as hair expert

10. Brand rejuvenation in 2003 as “SUNSILK NATURALS”

12. Non Traditional media like FM radio

13. Sponsored events like “Femina Miss India” & “India Fashion Week”

14. In 2003 online route

15. Just for You Zone- JavedHabib

16. Cool Zone – Sunsilkcool&Fresh

19. What’s unique about this 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. GoG TV. Media blitz. Broadcast, print, online and outdoor media, public relations(NDTV , CNBC etc), and community outreach programs, online promotion such as on MSN. Association with films such as “Dream Girls”. Presences in College festivals, multiplexes, mall activation programs etc to spread awareness.

21. After this in Dec2006; another event in Mumbai.(changing the perception of steriotype women to modern, stylish, updating women).

22. Here eight gangs(called gang of girls) participated in the program and winner got trip to Goa.

24. By Nov’2006, it got 250,000 registrations with 12-13 million page views per month.

25. By Mar’2007 the number of registered members was 540,000.

26. It was totally a user-friendly site.

27. target customers– youth hangouts at colleges, malls, multiplexes, etc.

28. 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.

29. HLL enhancing its CRM policy day by day.

31. Mainly competitor was Procter and Gamble.

32. P&G debuted their own portal Beinggirl.com

33. Mainly promoted its hygiene brand for women, information related to health, wellness, games , problems for girls.

34. Targeted mainly the teenage girls(age group 14-19).

35. For the CRM strategy to be more enthusiastic and more customer oriented they got offline partnership with the T.V. channel CNBC Awaazwith Brand ambassador as Susmita Sen.

36. Problem– P&G considered as me-too brand.

38. Reason for taking it global -- may be it is unable to sustain the interest of the target group.

39. HLL has never mentioned the impact of this initiative in quantitative terms.

41. GOG-Global – so as to create world’s largest online community.

42. Approaching rural areas – ‘SunsilkSahelian’.

43. Approaching the Target Group:

44. TV Ads[Wheel]

45. Via Internet[AXE, Sunsilk,etc]