Sunsilk Gang of Girls': Hindustan Lever Limited's Online Social
Networking Initiative in India
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ICMR HOME | Case Studies Collection
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...
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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.
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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.
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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... |
Excerpts >>
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