Parity in the minds of customers with regard to the various brands of parachute People still ask only for “Parachute hair oil” in kirana stores Predominant use of lose coconut oil for hair in Kerala/ Tamilnadu Traditional home remedies etc still considered best way to combat hair fall

Grandmothers and mothers- of age bracket years are the influencers Women of all age groups, predominantly between years of age, still consider elderly ladies of their house more credible for anti- hair fall advice than beauticians or dermatologists This is because, our target customer, the typical Indian woman still thinks, her ‘nani’ and ‘amma’ understand her body and hair best to give them the advice Hence, we are going to target the influencer and the customer together and build a marketing campaign around both of them

Pan south Indian classical event to be organized across top 10 south Indian cities The event to be sponsored by Parachute. The event will be a crowd puller as it comprises of a concert and classical competition The event is primarily targeted to attract the influencers( Women Age group(50-70) Since our product reflects traditional characteristics, the users of the product can relate to the classical event The event will happen in three phases. Each of the phase will have a classical concert performed by popular artists Each of the phases will have a month gap between them. This will help the trials induced to test the product for a month’s time

The competition is to engage the users and influencers to steer higher interest and participation The registrations for the competitors can happen only if they bring their mom or grand mother- word ‘paati’ meaning granny in tamil to be replaced with similar words in telugu,etc Every event location will have hoardings and BTL advertisements about the hair oilKiosk will be present at every location of the event to induce trialsThe kiosk will give free trial pack to the enquirers after the registration The Kiosk will also run a 30-day test campaign which lets the trailers to share their experience The best experience will be shared on stage before the final round of the competition The first round happens in the first month and semi finals on the second month and the grand finale for each of the city happen on the third month

 The event will promote the brand indirectly and the word of mouth surrounding the event as it has a competition embedded in it. The competition encourages higher level of participation among the audience.  The event is directly targeting the customer segment and the influencers  The cost associated with the event should be less compared to that of previous model and the event involves higher participation making the marketing campaign more efficient