Suhail Angi Puneeta Ahuja Team Infinity, XLRI, Jamshedpur Marico Parachute Advansed Ayurvedic Hair Oil

Primary and Secondary Research Million Female Subscribers Million Housewife Subscribers Million Mobile Data Users What do people do with their smartphones 17%, 45%,Text/SMS 20%,Banking 26%,SocialMedia 15%, IM 11%, Music 15%, Shopping 13%, Apps 15%, Browsing Women spend an average of 32 Mins per day on IM apps Number of monthly active Whatsapp users in India from August 2013 to November 2014 (in millions) has increased by 350 % over a year. Currently India ranks first in the number of downloads of Whatsapp. About 71% of women, compared to only 18% of men, will 'like' or follow a brand on the social media conversations on apps like Facebook, WhatsApp, etc. Women are more interactive and responsive in group conversations than men. WhatsApp 76 % WeChat 22 % Hangout 25 % Reach of IM apps 9000 practicing Dermatologists 100+ branded hair salons in Tier I & II cities

100+ branded hair salons in Tier I & II cities substantiated Refer and earn businesses Ola and Uber have seen 10-fold growth after their refer and earn model4 PlayStore stats 10Mn Uber, 5Mn Ola IOS stats: 7Mn Uber, 3Mn Ola

4 Recommendations(1/2) Parachute Advanced #tag Conceptualization Running a hashtag contest campaign on Twitter and Facebook for women with a set handle such as #PAAHO The contestant with the maximum likes to their status and re-tweets wins a year’s supply and enhances recommendation Execution TG: Mothers aged years Tech-savvy, upper middle class Judgment on number of likes Marketing Activation Contest announcement on Social Media and Dailies Reaching masses through Word-of-Mouth publicity by women in offices and social circles Mid-week leaderboard on website Hair-Expert and Salon Advisory Leverage on the number of hair-experts and brand salons which are growing at 20% YoY Set up opinion leaders and distribute sachets at associated clinics and salons to ensure customers re-try when they come for subsequent sittings and Establish brand recognition by branding clinics and salons Women are likely to hear hair-experts’ views and we can target broad set of audience Refer and Earn Mobile App Introduce sales on mobile app and keep a refer and earn scheme Users send unique referral code and earn Marico Credits when their friend makes a purchase Incentivize people to try the product and recommend. Starts a chain reaction.

5 Recommendations(2/2) Para-Champi in Malls WhatsApp Tip of the Day and Group Sharing Send out Hair-Care tips to users on WhatsApp at a specified time of the day Emotional Connect by requesting users to share the tips on groups with family and friends Build brand association by sending tips signed MARICO and PAAHO and enhance brand recognition Create an experience zone for customers in malls and travelers at airports to relax with a champi and shampoo session by specialized people from Marico at a low cost for mins Post their experiences and testimonials in local dailies and magazine columns. Play and Win Devise a MARICO-Strong Hair mobile game for children such that weekly top scorers win a free personalized consultation with certified experts at the nearby partner clinics or over phone Experts advice on hair-fall problems and give out parachute hampers. Trains and Hotel tie-ups Currently not many hotels place hair oils in their washrooms and Premium hotels’ toiletries are considered to be elite and reliable so WOM will be generated In-flight or train distribution of samples will generate awareness among travelers and prompt some to even use them during long journeys