Team – Two Good Vikalp Paharia NMIMS Mumbai Sachira Choudhary NMIMS Mumbai

The Challenge IMC CampaignImplementationSummary Objective Segment Evaluation Senior Citizen Age Group Infant Woman Students Working Moms Women Consumers Young Women Students Low Size of Target Group High *Size of the bubble depicts segment size Women Students Working Maidens HousewivesHousewife Moms Working WivesWorking Moms Unmarried & Studying Unmarried & Working Married & Not Working Married with children & Not working Married & Working Married with Children & Working Segmentation of Women Consumers (Occupational & Marital Status) Develop an Integrated Marketing Communication Plan for Parachute Advanced Jasmine (PAJ) Hair Oil Focus on “SHINE” Touch Points Retail Outlets General Trade Modern Trade E-Commerce Social Media Mobile FM RadioColleges Cafes/Restaurant Cinema Halls Salons 18 – 24 Yr. SEC-B & C Tier 1-2 Urban Towns “ Own The Shine ” Campaign

Creating PAJ Selfie Zones in Restaurants & Café, Colleges, Modern Retail Outlets & Cinemas PAJ - “ Own The Shine ” Campaign The Challenge IMC Campaign ImplementationSummary Download the PAJ App & Open it Take a Selfie/Pic boasting the shine of your hair App gives you a shine score on Shine-O-Meter Share it on Social Media with clicking location Flaunt your shine score & Invite / Challenge friends Mobile AppSocial Media App Saloon as Shining Partners ‘ Selfie Shine of the Day ’ Winner on Facebook, Twitter ‘Selfie shine of the Week’ FM Radio Interview & Song Dedication

Identified Segments Peer Group PAJ & Its Customers Influencer FacilitatorBeneficiary User The ChallengeIMC Campaign Implementation Summary PAJ & Its Partners Target Group Step No. Plan of Action 1 Create & Promote PAJ App & Selfie Shine contest 2 Get celebrities use App & share shine-o-meter score, selfie & clicking location on Social Media. 3Partner with Salons, Café & Restaurants, Cinema, Colleges & Retail outlets to create PAJ Selfie Zones 4 Organize BTL activities at Selfie Zones to create buzz 5Tie-up with Radio Channels to promote the selfie zones in the city. Interview Selfie Shine of the week winner, dedicate a song to her & to a person of her choice 6 Scale up the PAJ - “Selfie Shine” competition Feedback loop App downloads Social Media Response Mass Media Response Selfie Zone Location Usage Changes required New users & Retained Users Do You Have The Jasmine Shine What’s your Shine-O-Meter Score Publicity by location sharing For Hotels, Restaurants & CafesFor Cinema, Salons & Retail Outlets Turn On GPS Enter Location Take Pic SHINE !!! Shining Selfie Shine-O-meter Share Invite / Challenge Friends Shining Selfie Contest – WINNERS

The ChallengeIMC CampaignImplementation Summary Radio Channels App & Contest Promotion Set up PAJ Selfie zones & hold BTL acts Digital Marketing Team Activation Team College Campus Selfie shared at PAJ FB Page & Twitter FM Radio Interview & Song dedication Prizes for winners Brand Engagement Customer Feedback Distribution, Mass & Social Media Channels Hotels, Restaurants, Canteens & Cafes Yrs Females Young Students SEC – B & C Tier 1 & 2 Urban Towns Explore new things Inherent Value & Ideals Selfie Zones – Branding Costs App creation & Maintenance Endorsement & Winner Prize costs Increase in sales Advertisement Revenues from App Model at a glance Salon Chains & local Modern Retail Outlets App Management Team / Vendor Brag about your shine-O-meter score