Sunsilk Gang of Girls': Hindustan Lever Limited's Online Social Networking Initiative in India

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Case Details:

Case Code : MKTG175
Case Length : 24 Pages
Period : 2005-2007
Pub Date : 2007
Teaching Note :Not Available
Organization : Hindustan Lever Ltd.
Industry : FMCG
Countries : India

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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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Excerpts

Background Note

In 1931, the first Indian subsidiary of Unilever, Plc (Unilever), Hindustan Vanaspati Manufacturing Company, was formed (Refer to Exhibit I for a brief note on Unilever, and Exhibit II for the logos of Unilever and HLL). But, Unilever products were available in India even before the formation of its Indian subsidiary. Its laundry soap 'Sunlight' reached Indian shores as early as 1888. By the time Hindustan Vanaspati Manufacturing Company was established in India, a number of Unilever brands such as 'Lifebuoy', 'Pears', 'Lux', 'Vim' and 'Dalda' were already available in India...

Sunsilk - 'The Hair Expert'

Sunsilk was a leading brand of Unilever marketed in more than 50 countries in Asia, Latin America, the Middle East and North Africa. It was launched in India in 1964. In the initial years in India, Sunsilk was a cosmetic beauty shampoo. Within ten years of its launch in India Sunsilk launched a tonic shampoo for dandruff, which was the first anti-dandruff shampoo in India. In the subsequent years Sunsilk grew with the growth in the shampoo market in India and launched a number of product variants (Refer to Exhibit V for a brief note on the shampoo market in India)...

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Fostering an Online Community of Girls

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 (Refer to Exhibit VII for a screenshot of Sunsilkgangofgirls.com). Social networking sites had become very popular with young adults. Sites such as Orkut, hi5, Facebook, and MySpace were all dominated by this age group...

A Media Blitz to Launch GOG

HLL promoted GoG through a media blitz on broadcast, print, online and outdoor media. GoG targeted young adult females through these ads (Refer to Table I for the copy of a print ad promoting GoG). The ads appealed to the TG's desire for emotional bonding over issues of common interest to them and invited them to join GoG. The TV and print ads were handled by JWT...

Bringing GOG to the Ground

The efforts to take the GoG website to the ground began in late 2006 when HLL conducted a Sunsilk Hair Bars (SHB) event in Delhi. SHBs were like a live version of the GoG website. Here girls could spend their weekend getting advice on hair care, trying out new Sunsilk variants, etc. In December 2006, HLL conducted an event in Mumbai that strove to break certain stereotypes about girls. Women are often unfairly perceived as bad drivers, and may also be stereotyped as gossipmongers, over-emotional, and suffering from low self-esteem regarding their body and how they look...

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