MARICO CASE STUDY PAJ Submitted by-Team Firdaus Neetika (IIM Indore) Manpreet Singh(IIM Indore) High revenues Customer retention No substitution

Clinic Plus(HUL ) Clinic Plus has 'do-good' ingredients which provide constant care like a mother does in every wash Shampoo offering the five most important hair health benefits: strengthens weak hair, prevents hair breakage, softens rough dry hair, shine for thick and healthy hair, and contains anti-dandruff ingredient Pantene( P&G) Currently holds around 14% of the market share Shampoo market leader in premium segment Selling point is vitamin nourishes hair Has won the most admired award Sunsilk Its attributes include unique packaging styles for different products, innovative marketing strategies The USP is it gives sense of style and elegance, and feel s good to use experts formula Head & Shoulders USP-One of the strongest contenders in dandruff shampoo market Target Group - Higher middle class people who are brand conscious, early adaptors and who care about the overall health of their hair Strong Financial position of P & G Brand Loyalty High Quality Products Well known brand Availability of Products in Different Sizes Large Network for Distribution Consumer Trust Competitor analysis Shampoo and hair oils Navratna A potent therapeutic oil, prepared from a combination of nine Ayurvedic herbs, provides stress relief, relaxation and a sense of rejuvenation. Segment- Therapeutic Hair oil Market leader in its category with around 50% market share Company has invested on product innovations and launched Navratna Oil Lite, Navratna Extra thanda oil. Vatika USP-Natural ingredients which include heena and amla Target Group -Confident, well educated and young women ready to spend money for nourishment and healthy products Innovative product offering containing henna, amla and lemon other than basic hair nutrients Strong distribution network High involvement in R&D Extensive supply chain Bajaj Almond oil drops USP- Provides quality with style Target Group-Women who want their hair to shine and look good, maintaining quality at the same time Well known brand in India A good distribution network Non-stickiness adds to the product value Packaging ensures its almond oil proposition is well visible Good brand visibility owing to TVCs and print ads Garnier USP- Shampoo + Oil eliminates need of two separate hair care routine Target Group -High Income and middle income group of all ages(includes all variants of fructis shampoo) Presence in Developed Emerging Markets Strong R&D capability High number of Variants Available Excellent distribution network Highly popular brand due to advertising and marketing

Growth market Communication channels Leading Newspapers & TV Channels YouTube & Social Media Word of Mouth Customer Testimonials Blogs Value offering Promotional Strategies Newspaper Editorials by hair experts Televison,Print,Outdoor,Digital Social Media Customer speak Point of Sale Usage Conversion of loose oil customers to the branded product Male population Online marketing Product line Extension Target Customer Segment Predominantly female Tier 2,3 city college going female students Jasmine woman is between 18 – 24 years confident and progressive yet has her roots in traditional values and culture Skin care Mix gel with oil and market it as a fashion product Shampoo Conditioners Different variants Factors in favour Brand loyalty Equity Reliability Brand recall Supply chain Wide distribution network Promotions Sales promotion Trade Business Consumer Mother like gentle hair care Nourishment Replenishment Shine Non sticky Problem free scalp Parachute Advanced Jasmine Market The Value-added Hair Oils market in India is expected to witness significant growth and grow at a CAGR of percent during the period Hair Care Market Categories in India Pre Wash categories - Rs.2400 Cr. Coconut oil Rs.1500 Cr. ( 50% unbranded) Hair oil Rs.800 Cr. Others conditioners, gels, hair cream anti lice, etc. Rs.100 Cr. Post Wash category - Rs.1100 Cr. (Shampoo )

Gulliver's Travels A representative of PAJ will be monitoring the situation in malls where the team will keep a huge PAJ bottle filled with oil and a tap in the bottom Bottle can be of 10 feet approx. If they come and apply it, their comments will be captured on a big banner with their photo with the product. This will be done in all the malls over a city and then will be expanded to entire country RECOMMENDATIONS WhatHow Impact Once the banner is filled with the captions,It will be posted on billboard In the night the banner will be connected to different colored lights which will show the captions below in one color and PAJ benefits in another color for the passerby. It will create a buzz online as well as offline High ROI High brand equity High brand recall Gulliver’s Travels Product placement and developm ent Android Game Strategy will become sustainable only after clear focus on social, economic and environmental dimensions. For scalability, it needs to diversify.

RECOMMENDATIONS This game will have full description of product, its qualities, its ingredients and how adding different ingredients enhance your look and will increase your points Audiences relate with characters so it will impact their usage If their favourite stars explain them properly regarding PAJ, usage will increase WhatHow Impact Product placement PAJ can be placed in movies, video games, pop music serials or can be shown in theatres during interval Android Game Champi booth Develop a game to dress a girl from tip to toe where in accessories we will have hair oils depicting their qualities Free massage in hair salons, retail outlets, malls Spot buy discount This will lead to rush and awareness regarding the product Selfie caption contest Upload your selfie with a catchy caption describing the impact of PAJ in your life Social campaigns work really fast and become viral when there is monetary benefit attached to it Parachute loyalty program Har pack pe paaye points and points pe aakarshak inaam SEO Select keywords such that PAG comes first in google search It will increase awareness and customer base Attach goodies with purchases Lucky coupons to meet endorser Faculty and students get aware of the product and the usage Personal hygiene camp Awareness camp in colleges Discount coupons to students Exclusive rights Allocate a significant portion of its total advertising budget to a massive event like IPL, Olympics More visibility and broadcast It has resulted in higher ROI for certain FMCG giants in history Help to gaze what people percept about our brand and product Surveys Questionnaires both for customer and retailer profiling

RECOMMENDATIONS It will increase the reach of the product PAG packets of Re1,2 will attract rural masses Jo dikhta hai wahi bikta hai Gifts or Attractive schemes to make the retailers and distributors to stock more which would increase the sales What How Impact Trade promotion Point of Purchase Best Product display award at retailer level Business promotion Rural marketing Packaging Rewarding the employees with best sales It will motivate the employees to work harder to push the sales Entering into the domain of rural Indian women by nukkad natak,amphi theatres Make packaging more attractive displaying its benefits Make 100ml and 250 ml packs Increase in sales and equity Better shelf space if product looks attractive Common faces Cast common working women in TVC so that people can relate It will imbibe a sense of emotion into the viewers Referral programs If someone refer a customers, points get added into her account Increase in awareness and sales Blind test It can be conducted in malls, retail outlets, salons where customers will be blindfolded It will lead to unaided awareness where if customers guess the product right with just the smell, it will mean they are aware of it Investment in IT Stocks are available with the distributors on time Reduction in stock out Improve supply chain management efficiency Invest in latest technology to reduce time lag New product development,R&D Bring hair oil plus gel catering to fashion industry More choices will avoid danger of substitution

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