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