MARICO FACE OFF CHALLENGE SANJEET WALIA & RICHA NARAYAN TEAM CAERUS NMIMS Mumbai Key Economic Drivers: 1.Per Capita Disposable income 2.Number of adults aged between 20 to 64 (Especially Women) 3. Percentage of services conducted online Industry Structure: Life cycle Stage : Growth Capital Intensity: Low Industry Assistance: Low Concentration Level: Medium Industry Structure: Regulation Level : Light Technology Change : Low Barriers To Entry : Medium Competition Level: High Industry Overview

Hair Oil Industry In INDIA, and MARICO’s share SEGMENTATION DEMOGRAPHIC Females Late teens to old age Educated Middle Class and Upper Middle Class GEOGRAPHIC Urban India: Metros and Tier 1 PSYCHOGRAPHIC For Women of today, who enjoy their elaborate lifestyle to the fullest and is conscious of her appearance Working and non-working women Believes in age old tradition that oil actually nourishes hair rather than going for chemicals and looking beautiful BEHAVIORAL Hair oils are typically used before taking a hair wash(2- 3 times a week)

Free Charge Campaign Sample Package This package will be bought by the consumer. Minimum Rs 100 Purchase for special offers The Customer takes down the product number. Goes online or gives a missed call to a number to fill a survey. After filling the survey the customer gets a DISCOUNT COUPON approx. 30% of the value of the purchase. This coupon will be valid for 2 months from filling of the survey The motive is to generate the revenues out of sales which were lost in the process of providing a free sample to the consumers. Previous SalesRs 0Current SalesSP of Product Previous ExpenditureOpportunity cost of the product + Cost of product Current Expenditure30% of the SP of the product + Marketing Cost of the Campaign + Website Exp. + Customer care Exp. Our Potential Partners The Campaign will have its rest period of Two months after every 3 months. This window will allow MARICO to reflect on the feedback received and make changes. Every time the campaign starts, the kick off has to be extended for a 2 week so that it attracts user attention. This campaign will have a span of 2 years The consumer would want to avail the cash benefits instead of such discounts. In that case Marico can offer 50% (50% of 30% of the SP) cash back on the next sale of any product. This will help marico increase the sales of all the products.

Roadmap GEN Y Customers Advanced, Reformulated products Increasing Workforce and hence increasing Income Affinity towards price premium products Male Consumers Groomed Males in TV serials Rising Metro sexuality trends, showing Men taking care of appearance Different Retail sections and Products for male consumers Growth in mature segments Hair oils and creams with better results Consumers preference for naturally derived products. Environment friendly Sun Care Products for Hair. Leg ONE for GEN Y3months ON + 2 Months OFF + 3 Months ON (Total 8 months) Leg TWO for MALE Customers2 months GAP + 5 Months ON + 2 Months OFF ( Total 9 months) Leg THREE for Mature products3 Months ON + 1 month OFF + 3 Months ON The roadmap suggests the way in which the customers should be targeted. The first target should be Gen Y Customers(preference 1), these are the ones who will start earning for the first time. These customers have the potential to become the loyal customers in the future. These should be targeted in the first leg of the campaign, i.e. first 6 months. Male customer segment remains untapped in the market. Currently, there is not a single product that caters to the men hair requirement. The data for these will be collected in the first Leg of the campaign. Finally the mature segments of the market will have to be revisited to generate more revenues.

LEG THREE FOR 7 Months LEG TWO FOR 9 MonthsLEG ONE FOR 8 Months Desh Ka Bhavishya Campaign: Chalo aap aur hum mil ke ek nayi soch banaye, ek nayi disha chune. To improve india campaign: Voluteers across the nation for different colleges, hiring brand ambassadors. What do they do? They revolutionize the thinking, organize educational promotional campaigns across the city. Teach the cosumers about what hair oil components do and then collect a feedback there Mr/ Miss FEEDBACK: Sending a message across that the consumers will get a discount coupons as and when a person brings the feedback. The coupons price will be approx. 33% of the product price. The coupons can be used even to collect cash at the retail outlets. No employee will be a part of this. Mr and Miss Parachute: Organising a fashion event that will be done at three levels: 1.Teen across the city 2.Teen across the state 3.Teen across the country The selected students will be provided with the trainings in the concerned field. The event itself will be used to collect a massive feedback for the products Metro Men : Its not about a movie star who can come to fore to teach you about your various styles. Its time that men comes to fore and teach the others the zing they have packed in them. Feature an ad only for the men with a ZING. Start auditions for them. Ask for their feedback for the product. Men from the walks of life: Men do play a different role than their counter parts, some become famous and others do their duties, to the soldier on the border, to the father in pursuit of happiness, to the brother, to the son who got good marks, to the son who didn’t, to the few who made a name, a fame. Dedicate an ad to these men, son, father, showing how much they make a life worth living. DO SHOW AT THE END they started with PARACHUTE, they will reach somewhere if not today then someday. We are just MEN : The sun has taken a toll on them, why not give them a reason to cheer up. This summer throw of their feet by organizing a pool party just for boys and men, followed by a champi. MAALISH TEL MAALISH. Let this be on the house. Book a Sunday with the stars. Well how to get there? Buy parachute hair oil, fill the survey, the 1000 lucky ones will get a chance to be in the party. The tickets are transferrable. What more? You still get the discount you were looking for. Not happy yet, It’s a monthly mela for 5 months. Get the feedback there too! Cream It Up! : Why don’t you cream it up? Certain brands never go out? Do they, certain products have along relationship with the family. Parachute ayurvedic creame gives a reason to the grandson to use what his Grandpa used. Its better I know, btw did you just drop that feedback? Drop it please, you have waterpark tickets for the family waiting. Ofcourse for the few lucky ones. Or you may have brunch, Sunday brunch with the family. The ON and OFF period indicate a period of change in the strategy of the product. The feedback collected will help the company to increase the Effectiveness of the campaign. The OFF period marks a rest in the aggressive campaigning. The feedbacks will continue to pour in, but the product team can revisit their strategy based on the feedback. The campaign will continue to offer the discount coupons irrespective of the ON and OFF period.