TEAM NAME: INQUISITORS INSTITUTE NAME: FORE SCHOOL OF MANAGEMENT TEAM MEMBERS: SARANSH GUPTA, BHAVNA KHATTAR Methodology, New Segment analysis, StrategyRecommendation through different Touch PointsSocial media Experiential marketing, Conclusion FLOW OF PRESENTATION

New Segmentation : Product suitable for both men & women equally (based on experience at a retail end store in our community & personal opinion) whereas in current segmentation, it is portrayed as a women hair oil. Thus, the segmentation may be revised to suit the product better. PAJ can substitute Hair Serum that provides shiny, soft & frizz-free hair since it also provides the same functional needs at a lower cost & will be a more attractive option for the middle income segment. Garnier Fructis Silky Straight 24/7 Smoothing Serum – Rs. 89 for 40 ml in comparison to PAJ – Rs 39 for 90 ml L’Oreal Smooth Intense Serum – Rs. 240 for 100 ml – high priced Methodology : After visiting several mom & pop stores and interacting with shop keepers, we analyzed that a large chunk of buyers are men. Strategy: Our current strategy aims to increase the visibility of the product through various touch points and help to convey the uniqueness factor of “SHINE” through our various promotion events.

Saloons & Beauty Parlours – keep samples for visibility only, posters of “shine like a star with PAJ”; buy shelf space for inquiry generation about product & its usage. Through Radio : Hair care expert talking on radio about common problems, relevance of shiny hair and how hair oil after bath is used these days. Different customers who benefitted from the product also share their testimonies on radio. College Campus Ambassadors Recruit a team of enthusiastic, well-connected students to do- survey from college students, Word of Mouth marketing so that brand gain popularity & receive recognition within the youth audience. 92% of people surveyed by Nielsen said they trust recommendations from friends & family more than all other forms of marketing. Sponsorship during college fests and different vouchers, beauty pageant sponsor, “Shining hair STAR of the College”. Mobile marketing on-campus; Student, alumni, and parent lists; Product sampling. Cafes/Restaurants/Cinema Halls/ Shopping Complexes Posters on the doors of washrooms at these places – hub for our target group, makes them read about the brand & its benefits  gives visibility. Ladies with “Pink color handbags” wins a free sample oil + Rs. 20 off on purchase of any drink – on specific days for fun & promotion.

Through Social Media Make such events for daughters and mothers to share the moments & win prizes/ gifts. Send in your entries with a caption to Marico fb link with subject line…”shiny hair secrets”. Which team will “ SHINE ” this IPL? like, participate, comment, tag atleast 2 friends, put status with # & Win free goodies from Marico PAJ Restaurants/ Cinema Halls elevator hangings where it catches the eyes for our target groups…”Shine & Softer hair” Feasibility is there & scalability can be achieved - directly tap our target audience and elevators are the places where people do not have anything to look upon.

Concept: Experiential Marketing i.e. immersing the young crowd in a memorable experience of using the product after enjoying water based fun activities. Target Places: Water parks, rain dance, swimming pools, spas, lakes or rivers. These places witness millions of people visiting annually and the young crowd in huge numbers too. Description: Most swimming pools, water parks use chlorine as it is the cheapest and most efficient ways of disinfecting the water. Chlorine wrecks havoc on hair. It forms a bond with the protein in hair and causes lots of damage. The bonding of chlorine causes the protein in the hair to breakdown, making it dry, course, brittle and unmanageable and all types of hair are susceptible. All hues of hair lose their healthy look, color and shine. Methodology: Tie ups with organizations operating above mentioned places; providing small bottles of Parachute Advanced Jasmine Hair oil to visitors when they take fresh head baths after enjoying water based fun activities. CONCLUSION: Parachute Advanced Jasmine Hair Oil is a product that still has untapped potential market for it due to the fact that it can leverage the brand name and the unique characteristics to an even greater extent. The concept of oil functionality in the consumer’s minds needs to be altered only then would the transformation come. The resources need to be invested in changing the consumer notions instead of promoting the already established hair oil brand.