Team Hakuna Matata RECOMMENDATION MODEL FOR PAAHO Abhishek Mitra Surabhi Sharma

PRESENT RECOMMENDATION MODEL ANALYSIS To get cynical women consumers to try Parachute Ayurvedic who have no trust on the authenticity of hair fall control advertising To get a disproportionate share of new entrants into the hair fall category Women trust their friend’s and family’s recommendation blindly * Focus should be to enter the trust network of the cynical women consumer Make Parachute Ayurvedic a C2C brand to create a ripple effect in demand Use of mobile phone as primary medium ensuring maximum penetration Communication of “Recommend it to your loved ones” by using 1 : 3 hierarchical expansion model Sustainability of sampling leg & hence high cost of acquiring new customer Pushing the product to the customer through sampling rather than pulling the customers to the brand through demand building Momentum of conversations not sustained after the sampling phase through word of mouth

NEW RECOMMENDATION MODEL New model is a four pronged approach taking the best of the previous recommendation model for the brand and tweaking it to cater to the challenges. CONNECT COMMUNICATE COMMERCE CONTINUE

Day 0 : Outbound recorded call goes to the consumers “ Hi! I am calling from Parachute. Do you have a hair fall problem? We at Parachute are arranging for two free telephonic consultations with the renowned dermatologist & Hair Care expert in town Dr XXXXXX. So, if you are interested register the names and contact details of 5 of our family members or friends within 7 days and schedule a telephonic appointment. Also, choose the captain of your group. The link will be messaged to you.” Consumer opts in. Day 7 : Outbound recorded call goes to the captain of the group “ Thank you for registering with us. The date and time of your appointment is on Tuesday, XX March 2015 at 10:XX A.M. Please have all your concerns noted to be clarified personally by the hair care expert.” Day 1-7 Consumer connect with their loved ones among friends & family; spread news of this opportunity & register their names & contact numbers. Also, they choose captain of the group Day 10 : Personalised on-call appointment with the dermatologists Addressing the concerns of the group regarding hair fall and giving tips and recommendations of lifestyle to reduce hairfall. The dermatologist should never push the Parachute Ayurvedic product, otherwise it will lose the credibility of the program. CONNECT COMMUNICATE NEW RECOMMENDATION MODEL

Day 10: After the 30 minute consultation with dermatologist, the sales representative introduces the product “ Hi!! I hope you had an enriching experience of medical consultation from our hair care expert. We at Parachute want to make a difference to your problem of hair fall. Hence, we have also launched Parachute Ayurvedic hair oil which reduces hair fall in exactly 30 days. We will be sending across a trial sample to your group’s captain fro 30 day trial. If you see a difference, then use it and recommend all the group members to use this oil. We will schedule a follow up appointment 30 days hence, where the group captain can share her experiences of the usage of the oil and can educate the group for usage of Parachute Ayurvedic Oil. We will also have our hair care expert in case of any doubts and concerns. Thank you and the courier will be sent in the group captain’s registered address.” Day 40: Follow up conference call with the group. The captain shares her trial experience of PAAHO. She recommends the group to use it. In case of any concerns, hair care expert is available. Close the sale through WOM. Day 40: Continue the chain In the end, encourage each of the group members to be the “group captain” and continue the chain choosing 5 more family members and friends they care about. These members to become the source to schedule the chain appointments with the hair care experts COMMERCE CONTINUE NEW RECOMMENDATION MODEL

Blue ocean strategy of clubbing hair care as a service with the product Pulling the consumer to the brand achieving the word of mouth objective Leveraging on the trust of the consumer with the hair care expert, hence creating brand equity Women also want to become the “opinion leader” among their loved ones *Hence, the focus on choosing the group captain who is responsible for the wellness of the group. This urge to become the group captain gives momentum to the campaign and continues the chain. Creating Brand Equity for Parachute by providing a service to solve the persistent problem of hair fall among women Reducing the cost of sampling to 1/5 th of the original cost of sampling Creating WOM objective and momentum through the chain of becoming the group captain for further groups requiring consultation Making a recommendation model taking the best features of the current model and tweaking it to cater to the challenges Focus on mobile as primary medium for maximum penetration. TV and print to continue as the other mediums of communication of campaign Social media platforms cannot be explored for less internet penetration NEW RECOMMENDATION MODEL