Sunsilk Gang of Girls': Hindustan Lever Limited's Online Social
Networking Initiative in India
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Networking Initiative in India case study
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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MKTG175 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Marketing Management/ Product management, Consumer
behavior, New and emerging media, Media planning |
| Case Length |
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24 Pages |
| Period |
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2005-2007 |
| Pub Date |
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2007 |
| Teaching Note |
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Not Available |
| Organization |
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Hindustan
Lever Ltd. |
| Industry |
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FMCG |
| Countries
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India |
Abstract:
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This case discusses the online community-building initiatives of Indian FMCG
major Hindustan Lever Ltd (HLL, now, Hindustan Unilever Ltd) for its beauty
shampoo brand, Sunsilk. HLL was one of the largest spenders in the traditional
advertising media. With the growing popularity of new and emerging media like
the Internet, especially among the Indian youth, HLL identified new marketing
communication programs that could capitalize on this trend. To keep the Sunsilk
brand relevant to its target group (young girls), HLL started an online social
network and community called the Sunsilk Gang of Girls (GoG). It was the first
all-girl online community in India and quickly caught the attention of the
target group (TG) as it was promoted by HLL with a 360-degree media
communication blitz.
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HLL continuously updated the content and
added new features to GoG to keep it relevant to the TG. It also
took this online initiative to the ground with mall activation
programs and participation in college youth festival events.
Experts felt that HLL was rewarded for taking
the risk of starting an online social networking site as it got
good brand recognition and could connect with the target group.
The case also discusses the issues and constraints faced by
companies and marketers who want to target the youth in a
rapidly changing market environment like India. It also
highlights the various opportunities and challenges for media
planners and advertisers in this changing environment.
Issues:
» Appreciate the importance of new and emerging media in view of the change in
environment, and media consumption behavior of the target audience
» Understand the issues and constraints in targeting the youth population in
India in view of the changing marketing dynamics
» Understand the significance of using online communities in brand building and
market development
» Understand how online communities around a brand can be built and sustained
over time
Contents:
Keywords:
Hindustan Lever Ltd., Sunsilk , Shampoo market, GoG TV,
Consumer behavior, Online community, Social networking, Community-building,
Sunsilk gang of girls, Fast moving consumer goods, Emerging media, Sunsilk
Sahelian, Advertiser funded programs, Branding, Integrated marketing campaign,
360-degree communication, Mall activation, Word-of-mouth marketing, Buzz
marketing, Public relations, Girl bonding, Target marketing, Cult brand,
Unilever
Welcome to The Sunsilk Gang !
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