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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Welcome to The Sunsilk Gang! Contd...

Vipul Chawla (Chawla), Category Head - Hair Care, HLL, said, "This initiative comes from an effort by Sunsilk to develop a greater understanding and connect between the consumer and the brand by building another interface with them. The brand stands for togetherness, fun and expertise, and that's what the site seeks to propagate."8

GoG was launched with a media blitz in broadcast, print, outdoor and online media. It also made extensive use of public relations (PR) to promote the site. To increase awareness of the site HLL conducted mall activation programs and participated in college festivals. From December 2006, HLL also started conducting various special events for the members of GoG.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

For instance, it conducted an event in Mumbai to break the myth that women cannot drive or read maps. It also conducted Sunsilk Hair Bars that were an offline equivalent of the GoG site, in cities like Delhi and Bangalore.

The GoG initiative generated immense interest among the media, analysts, and of course, the TG. By March 2007, the number of registered members had crossed the half million mark, with about 30,000 gangs. In November 2006, Economic Times9 reported that the site had generated 200 million hits and got on an average 12-13 million page views per month.10, 11 HLL said that the initiative had resulted in increase in sales and market share. However, it made it clear that it was not viewing GoG as short-term initiative and expected it to earn rich dividends for HLL in the future. Analysts felt that the risk taken by HLL with GoG, i.e., making a huge investment in an emerging medium (the Internet), had paid off...

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8] Renelle Snelleksz, "Access Only!! Sunsilk Gang of Girls," www.us.indiantelevision.com, July 26, 2006.

9] Economic Times is the daily business newspaper of the Times Group, one of the largest media services conglomerates in India.

10] A page view (or page impression) is a request to load a single page of an Internet site. It is a result of a web surfer clicking on a link on another HTML page pointing to the page in question. This should be contrasted with a hit, which refers to a request for a file from a web server. There may therefore be many hits per page view (www.en.wikipedia.org).

11] Ashley Coutinho, "Sunsilk's Gang of Girls Goes Global," www.economictimes.indiatimes.com, November 17, 2006.

 

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