Team: Maintain Silence SPJIMR Abhimanyu Basu | Kirti Kulkarni | Suraj Kataria | Marico Face Off Campus Connects

Abhimanyu Basu | Kirti Kulkarni | Suraj Kataria | THE BIG IDEA Making Parachute hair oil viral on social media by incentivizing user to share the idea in exchange of free salon service Launch Ad - Launch an Ad Campaign - Share Parachute Ad and get 50% off on massage service in one of the listed salons -Promote Parachute Ayurvedic oil with 5 sec YouTube Ad -Maintain a Facebook and Twitter page giving reviews or video of the past Promotion IdeaTarget SegmentValue PrepositionOperationsFinancials Improvement in reach - One share = View by entire friend list. -Even if 20% share, on an average 900 friends. -Next Sharing by 150, Growth exponential -Social Media that can be involved are Facebook, Twitter. Other partner YouTube, Google ad words Story Board for the idea Share Links Coupon Code Ads & user review Hair Oil & coupon Verification Coupon code for verification Coupon Code Services Why to target only women when men are equally conscious!!

Abhimanyu Basu | Kirti Kulkarni | Suraj Kataria | TARGET SEGMENT IdeaTarget SegmentValue PrepositionOperationsFinancials “Growing at a compounded annual growth rate (CAGR) of per cent in select metros and Tier-I cities like Mumbai, Delhi NCR, Chennai, Hyderabad, Bangalore, etc, a new survey has found out that a large number of customers of hair transplant services are in the age group of years when they are keen to tie the knot.” All the women actually eligible to vote, i.e. above 18 are targeted here. It is total around 59% females in India, between is 24.8% Hence it is around All men who are facing baldness are around 63.2% of Indian males above twenty one year age All the service providers (Salons) who are visited by semi-urban population Consumer(Women)Service ProviderConsumer(Men)

Abhimanyu Basu | Kirti Kulkarni | Suraj Kataria | VALUE PREPOSITION IdeaTarget SegmentValue PrepositionOperationsFinancials Any Idea is a win-win situation for all the stakeholders involved. Here we have consumer, Service Provider and Marico ConsumerService ProviderMarico Consumer gets an Ayurvedic solution for hair fall without any side effects Consumer gets the benefit of availing the salon massage services at 50% discount rates for 6 visits Customer lock-in for 6 weeks The number of customers would increases by 10+% Women’s availing the massage service are highly likely to go for hair wash and other services resulting in further increase in revenue The customer reach and the product awareness increases Impact can be measured through Facebook and coupon availed data even before the discount coupons are availed completely

Abhimanyu Basu | Kirti Kulkarni | Suraj Kataria | OPERATIONS * Check the info on the left side for the meaning of numbers mentioned above IdeaTarget SegmentValue PrepositionOperationsFinancials Facebook Application Customer Database Customer request for CC (Coupon Code) sent automatically as the likes on the post reach 50 2.Facebook application requests for CC from the database (DB) 3.DB sends the CC to the FB application 4.Customer gets a CC 5.Customer takes that CC to the salon to avail the services at discounted rates 6.Salon verifies the coupon code by sending SMS to a toll free number. 7.System maps the CC and the customer to the salon Salon will automatically receive the samples from the company based on their usage records Salon’s Onboarding Process Sales team generates lead and gives it to onboarding team Onboardin g team approaches Salon Check for the services offered by Salon Ask Salon to fill a form with T&C Create a database with Salon details Operations related to promotions

Abhimanyu Basu | Kirti Kulkarni | Suraj Kataria | FINANCIALS Monthly Revenue Before PromotionAfter promotion Existing customers Existing but passive Existing & active New & activeOverall Massage Hairwash Cost of oil/massage Profit/customer # Customers Total Revenue Incremental Revenue to each salon Monthly Benefit to Marico- Post Campaign Incremental Profit to salon= Rs 31,1125 – Rs 28,000 = Rs 3125 Oil bottles/Active customer2 # Active Customer/salon25 Total bottles/salon50 Salons in India5000 Cost for distributing bottles 15,000, Active customers achieved Increase in B2B sales 10,800, (Rs60*36*5000) Increase in B2C Sales 7,500, (125000*1*Rs60) Cost of Facebook App 100, Gross Operating Profit 3,200, Net Profit(Assume 40% of gross) 1,280, IdeaTarget SegmentValue PrepositionOperationsFinancials Proposed return on marketing expenditure

Thank You Abhimanyu Basu | Kirti Kulkarni | Suraj Kataria |

APPENDIX 1.A salon currently gets 100 customers/month. After promotion it will get 10% more customers 2.A 95ml bottle of oil can serve 3 massages. So, cost per massage = Price of bottle/3 = Rs 20 3.Active Customer: Customers who get more than 50+ likes on Facebook 4.Passive Customer: Customers who do not avail Facebook campaign promotion 5.Each Active customer can promote sale to 1 new customers through word of mouth – Increase in B2C Sales 6.Salons will also buy the oil after campaign ends – Increase in B2B Sales 7.For a 6 week massage cycle, 2 bottles are needed per customer Assumptions