MARICO CASE STUDY COMPETITION Team Name: Smiling Assassins College Name: Xavier Institute of Management, Bhubaneswar Team Members: Abhinav Mohanty Sukanya Dash Amit Kanodia

Executive Summary This presentation refers how to own PAJ up in other avenues relevant to the core consumer. PAJ is targeted specifically at the young women residing in Tier-1 & Tier-2 Urban towns. In terms of psychographics, these are women who have just moved to college/higher education and have started the journey of exploring new things while staying true to their inherent values & core ideals. Parachute Advanced Jasmine (PAJ) is the largest sub brand under the Parachute Advanced Franchise. It is a non-sticky hair oil with Jasmine extracts in a coconut oil base. This oil can cater to the target group of young women who are studying in colleges who want to look good by having shining and healthy hair. Currently the PAJ oil is targeted through TVC only which talks about the shine but lacks to connect with the target audience. This can be done through various channels and the major impact would be created through social media campaigns.

Introduction 6.04% of Indian Population consists of female aged years Out of them 11 % use social media Apart from TVC the other avenues that we want to explore are social media, FM Radio, various trade channels, etc. To connect with the younger generation on social media campaign “Sign IN to Shine ON”  Make visual content engaging and appealing  Promote self expression  Appeal to Multi-Screen and Mobile Use  Promoting the campaign on the wrapper of the bottle and providing an unique code.

Sign in to shine on campaign This Campaign is all about connecting this youth population to PAJ and help them relate with the product. This Campaign will have its presence in Online as well as Offline modes. First a user has to register or Sign Up for the PAJ account online in which she will have her mobile number and id registered. Then the user can be a part of this “Sign In to Shine On” campaign in which she will have access to a number of competitions to showcase her talent and win gifts. Make visual content engaging and appealing Making the official FB page visually appealing and sharing posts that are of concern to our target group for example: hair care tips, contests to keep them engaged etc. Express Yourself! Upload the selfie pic with a new hair style and the unique code provided in the bottle. The one with most no of likes gets to feature in the cover page of FB page and bottle of PAJ People stand a chance to win to meet the PAJ ambassador Appeal to multi screen and mobile use Promoting through live tweets, videos along with their friends promoting the product Be a Copy Cat Upload a pic with the same hairdo as the actor of the upcoming movie to get free movie ticket. This will be judged based on likes as well as shares.

Campus Connect strategy Visit various colleges in the city and place an outlet which promotes “Sign in to Shine on” campaign Various One to two minute activities to be performed with the girls of the college as participants. Winners can be rewarded with bottle of PAJ and a lucky coupon to get them a chance to promote their college and PAJ on FM available in that city Products can be promoted and made available for sale in various sizes for girls in that colleges at a discounted price and a chance to participate in the lucky draw

Trade through other channels Modern trade / general trade: standee promoting the social media campaign Trying to display the products at eye level slot and also to promote the brand by keeping the standee at the end of the aisle E-commerce: Various websites promoting the social campaign by providing the link to official face book page Promoting the campaign in various theatres through commercials