Team Name : Team Members : Aamir Alam, SCMHRD Aditya Verma, SCMHRD Anchit Gautam, SCMHRD Anand Kislay Singh, SCMHRD Product Name : Parachute Advansed Jasmine Hair Oil Face Off

Primary Research – Ensure that PAJ pamphlets are kept/pasted on the billing counter table. It will increase visibility of the product. Continuous announcements to be made in stores Audio promoting the product to be made available to all retailers. This will be played in the retail outlets and PAJ’s hair benefit of SHINE will be highlighted Ensure that PAJ SKUs are placed in the front row and visibility is more than that of competitors Tie up with ecommerce websites so that the product is easily available Run contests on twitter and give the winners special discount coupon codes which can be redeemed while purchasing PAJ from these ecommerce websites Ensure that all the SKUs of the product is available on the website PAJ pamphlets can be hung from the retailers ceiling at optimum height in such a way that it is the first thing that is visible to customer the moments he enters the outlet. This space is not chargeable so it will be a free and the most effective publicity of the brand Fix placards with prints of “Shine = Parachute Advansed Jasmine Hair Oil” In stores like Big Bazaar, hypermarket, etc. continuous announcement will be made about the product. Highlight the fact that PAJ is the only hair oil which gives the extrinsic hair benefit of Shine, which is desired by consumers over other attributes like Soft, Silky, Smooth hair General Trade Modern Trade This graph shows the expectations from hair oil. “Shine” ranks 3 rd in expectation which indicates it is least expected feature out of any hair oil. This graph indicates why consumers prefer hair shampoo than hair oil. “Naturally oily hair so don’t prefer” is the most important factor why consumers don’t prefer hair oil This graph indicates the brand of hair oil preferred by girls of the age group Ecommerce Primary research is conducted on a sample space of 30 girls in the age group 18-24

Social Media Make 10 videos to promote PAJ online focusing on “Shine” Each video will be shared on Facebook in a sequential manner on every Wednesday between 7-9:30 pm and Saturday between pm Make 5 out of these 10 videos as sponsored post targeting girls with age group of This will ensure maximum reach and visibility among the target group Online competitions preferably video making to promote the brand PAJ. This will ensure customer engagement. The girl with best and most creative video would get to feature in PAJ online video Link the twitter account to Facebook so that each post shared on Facebook is automatically shared on twitter Organize contests on twitter to engage the customers IPL is a brilliant opportunity to run various contests like predicting the man of the match or highest scorer of the match Winners will be given discount coupons which can be redeemed by purchasing PAJ online or offline Promote the product PAJ with hashtag #PAJshine Encourage the customers to share their experiences with #PAJshine a girl recommends PAJ to 10 people and if each of them buys PAJ on discounted rate of Rs 90, the girl qualifies to be our Young Marketer Certificate of Merit will be given to these Young Marketers which highlights their ability to market a product These girls’ photo will be shared on the brands Facebook page. Girls of this age group of crave for attention and recognition that this platform assures. Thus, it will be a sure shot success It will also create a buzz in colleges and increase traffic on the brands Facebook page and also the website This large audience can be kept captivated and PAJ can be aggressively promoted and made synonymous to “Shine” Recommendation Model on Facebook Market value of PAJ : Rs 120 (300 ml)

Develop games for mobile phones which focuses on girl power and Shiny hair Make it available on Android play store and I phone store Advertise these games as brought to you by PAJ Use the tagline “Shine in the game” just like “PAJ Shines your hair” Promote pop up ads of PAJ when user plays these games Goodies for highest scorer on fortnightly basis Use banner ads and poster ads to promote PAJ when any user visits Marico website from his/ her mobile phone Organize Quiz in undergraduate colleges Quiz Winners will get free samples of PAJ and experience shine in their hair These girls will recommend to other girls by creating whatsapp group Whatsapp group will also include 1 brand representative (company person) Consumer explains her experience in the group to her friends/ relatives/ loved ones Every minute detail about the product is given by brand representative in the group Recommend to 10 people and if each of them buys PAJ on discounted rate of Rs 90, the girl qualifies to be our Young Marketer Certificate of Merit will be given to these Young Marketers which highlights their ability to market a product Recommendation model on whatsapp Promote on local radio stations in local language 65% of girls listen to radio in the morning so this slot will be targeted for radio ads Analyze the percentage of listeners matching demographics from data of stations sales rep accordingly promote the product PAJ synonymous to Shine during the time of the day when best prospects will be reached Radio Mobile

Case study competitions in undergraduate colleges targeting the girl students in the age group of Organize competitions to understand the brand sentiments and competitor analysis. The winner will be tagged as the Brand ambassador of PAJ in that particular college These winners will be asked to promote the product PAJ on all social networking platforms These winners will get Certificate of brand ambassador from Marico Marathon event for girls powered by PAJ Scholarship to “Shine” for girl students Sponsor major cultural fest of best undergraduate colleges College Cafes and restaurants Standees at the entrance of the cafes and restaurants especially near the college promoting the product as a oil which makes your hair SHINE It will definitely grab eyeballs as every girl in this age group loves and craves for shiny hair Mention about the recommendation model on Facebook and whatsapp Clearly highlight about the Young Marketer award and Certificate of Merit Cinema Halls where the student crowd goes should be identified Fun activities will be conducted outside these halls or shopping malls indirectly highlighting the importance of shine in a girls hair Analogies will be made to directly map this consumer demand with the product PAJ 3 free samples can be distributed to winners of these fun activities apart from the gift hampers Cinema Halls Educate the salons about PAJ and its most important feature of being the only hair oil which gives the extrinsic hair benefit of Shine, which is desired by consumers over other attributes like Soft, Silky, Smooth hair Make Salons as point of sales Salons will refer the PAJ to customers highlighting its benefits Customer mostly try out products recommended by barbers, hence this will be a revenue generating medium for the brand and will also assist in tertiary sales No discount will be given in salons so that any thought whatsoever creeping in the mind of the customer about salon directly promoting the product is immediately eliminated Salons