MARKETING STRATEGIES

Presented by:

Manisha SachdevaRashi Mahato

Zohra Banu

“ LOTS OF PEOPLE CAN MAKE A BETTER HAMBURGER THAN MCDONALDS; BUT VERY FEW CAN SELL HAMBURGERS MORE SUCCESSFULLY”

- ROBERT KIYOSAKI

The 4 P’s or The Principles-Based

Model or What Next ……..?

How will you design, package and add value to the product?

Product Strategies What pricing strategy is appropriate to use?

Price Strategies Where will the firm locate?

Place Strategies How will the firm promote its product ?

Promotion Strategies

http://www.soopertutorials.com/wp-content/uploads/2009/04/4ps.jpg

http://www.soopertutorials.com/wp-content/uploads/2009/04/4ps.jpg

PRINCIPLES – BASED MODEL Internal Marketing Benefits Development Program / Product Development Targeting Channels Differentiation Selling Positioning

THE MARKETING MIX : TIME FOR

RECONCEPTUALIZATION

Four C’s

Concept

Channels

Costs

Communication

THE FOUR C’S

Consumer - Placing the consumer first shifts the focus from the product to the consumer. Where satisfying the consumer has become the main focus.

Cost - This replaces pricing to reflect the true price. The real price that is set by the market. Not the price determined by the company.

Convenience - With the rise internet and hybrid purchasing models, a consumer no longer has to only visit a brick and mortar location to purchase their goods. Therefore, convenience becomes the distribution channel.

Communication - Takes the promotion level and expands it to reach. Expands its reach to represent a broader focus than simply promotions on a whole. It reaches out to the mass media, by including viral advertising.

CONCLUSION

The four C's model takes into consideration that what the consumer wants should be sold instead of what can be manufactured.

The model reflects a customer oriented marketing philosophy.

Developing a brand takes into account these considerations. Developing a brand is developing a promise. When one takes into consideration the "4 C’s" noted , one begin the process of developing a brand!

“ A lot of brand sites blatantly push their products even in a designated 'fun zone' or space on the web, which puts off the youth of today.”

“If you are a celebrity-obsessed, Madonna-loving, makeover-seeking, haircare-searching urban or suburban women in her teens, twenties, or even thirties, you´re gonna have, like, ohmygod so much fun on Sunsilkgangofgirls.com”

SUNSILK GANG OF GIRLS': HINDUSTAN LEVER LIMITED'S ONLINE SOCIAL NETWORKING INITIATIVE IN INDIA

INTRODUCTION

Online community-building initiatives of Indian FMCG major Hindustan Lever Ltd (HLL, now, Hindustan Unilever Ltd) for its beauty shampoo brand, Sunsilk.

To keep the Sunsilk brand relevant to its target group (young girls), HUL started an online social network and community called the Sunsilk Gang of Girls (GoG). It was the first all-girl online community in India.

HUL 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.

ISSUES

Appreciate the importance of new and emerging media in view of the change in environment, and media consumption behaviour of the target audience.

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.

BACKFLASH…. GoG was launched on July 17, 2006. It was developed by HUL in

partnership with advertising (ad) agency JWT and BC Webwise. In March 2007, advertising campaign won the Gold in the 40th Annual

Abby Awards in the interactive digital marketing category for the Sunsilk Gang of Girls (GoG) website.

The branded space, meant exclusively for girls, had various features which included blogs, advice on hair care and fashion from experts, a job site, etc. Members could form their own gangs (maximum 50 members) and engage in a number of group activities.

All the tools and activities in the site is designed to give the target group opportunities to have fun and provide a sense of emotional bonding that young girls would love.

HUL claimed that GoG was the first initiative of its kind. In addition to brand building, HUL expected this initiative to help in gaining key consumer insights to connect better with its target group (TG).

PROMOTIONAL STRATEGY 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, HUL conducted mall activation programs and participated in college festivals.

From December 2006, HUL also started conducting various special events for the members of GoG. For instance, it conducted an event in Mumbai to break the myth that women cannot drive or read maps.

The efforts to take the GoG website to the ground began in late 2006 when HUL conducted a Sunsilk Hair Bars (SHB) event in Delhi. SHBs were like a live version of the GoG website.

IMPRESSIVE FIGURES Within 36 days of its launch, GoG had 100,000 registered members.

Though the 'Desperate Guys' section was intended to restrict the entry of males, within one month of its launch the membership in this section was up to 4,000. By November 2006, GoG had 250,000 registrations and 25,000 gangs.

The site had registered almost 200 million hits and got on an average 12-13 million page views per month. By January 2007, the registration base reached 350,000 with 26,000 registered gangs...

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.

•  Total Registrations on Gang of Girls as on 6th May-09 – 7,28,461•  Average Monthly Page Views – 30,00,000•  Average Monthly Hits – 1,20,00,000•  Average Monthly Unique Visitors – 97,086•  Total Number of Gangs as on 6th May-09 – 42,934•  Average Visit Length – 11.06 minutes

OUTLOOK

Experts said that HUL had been suitably rewarded for among the first Indian companies to take the risk of harnessing an online community to promote its brand.

It was reported that HUL had a number of activities lined up for the members of GoG through 2007. By taking GoG global, HUL wanted to create the world's largest online community of girls.

It was also trying to form a similar community for Sunsilk called Sunsilk Sahelian in rural areas. However it could not be ascertained whether this would be an online or offline initiative...

MORE BRANDED SPACES FOR GIRLS

With the success of GoG, rival Procter and Gamble (P&G) also debuted its branded portal for girls in India, 'Being Girl' (Beinggirl.in), which promoted Whisper, its hygiene brand for women.

This was an interactive portal that offered the visitors information related to health, hygiene and wellness, contests, games, polls, tips and tricks, Q&A spaces, etc.

BeingGirl.in targeted girls in the 14-19 age group and had various interactive sections such as, 'Your Body', 'Your Mind', 'Beauty', and 'Love and Relationships'.

In summary, the success of Sunsilk is entirely worthy of the title of marketing excellence, worth many business studies. Success of this campaign is majorly driven by the community element and platform that encourages young women to share/discuss interesting things revolving around their life stream.

REFERENCES

ICMR Case Studies in Business Management. Google Images www.gangofgirls.com www.bcwebwise.com www.marketinghub.info/the-four-ps-of-

marketing-and-the-four-cs

THANK YOU