Case Study on Sunsilkgangofgirls.com

Set in mid-2009 and meant to be discussed in the ‘Consumer Behaviour’ Course, this case study helps in understanding the psychology of customers in the social context and enables an interesting discussion on the influence of reference groups and opinion leaders on consumer buying behaviour. Further, it attempts to analyse how social networking communities are proving beneficial – compared to conventional advertising strategies – in creating brand awareness and brand salience.

Consumer goods companies in the new millennium are undergoing a metamorphosis by changing their attitudes and understanding that brand building is not a simple exercise of advertising. Realising this fact, companies are moving away from ‘advertising’ to ‘content’ and sunsilkgangofgirls.com is one such initiative, attempting to craft its brand positioning in an unconventional way. Hindustan Unilever Limited (HUL) used the brand ‘Sunsilk’ for creating a social networking website by targeting young girls, particularly in the age group of 16–24 years, providing them a means of communication to share issues of interest.

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