MARKETING STRATEGIES

Presented by:

Manisha Sachdeva
Rashi 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
PRINCIPLES – BASED MODEL
 Internal Marketing
 Benefits Development
 Program / Product Development
 Targeting
 Channels
 Differentiation
 Selling
 Positioning
 THE MARKETING MIX :
TIME FOR
RECONCEPTUALIZATION
 Concept

Communication Four Channels

C’s

Costs
 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