Marico Face Off – Case Solution Submitted By:- Team Infinity Neha Mittal, MDI Gurgaon Praveen Sharma, MDI Gurgaon Sahil Sharma, MDI Gurgaon Shivi Srivastava, IMT Ghaziabad

“Shine Quotient” Campaign Problem Analysis Marketing Strategy “Shine Quotient” Campaign Problem 1 Problem 2 PAJ has been positioned using different product aspects at different times during the course of last 3-4 years both in TVCs and in its SKU PAJ doesn’t communicate clearly which ingredient causes the unique quality of “Shine” Some TVC and SKUs claim “Shine” is caused by jasmine extracts, some claim it is caused by coconut oil, and some others claim it is caused by a mixture of jasmine and coconut oil 1 TVC claims that PAJ gives “Shine” and this claim is backed by a survey of 30 people out of which 79% agree PAJ causes “Shine”- NOT a strong recommendation Problem 3 Hair oils are not associated with “Shine” The quality of “Shine” is a space that has been captured by hair conditioners, serums and shampoos Consumers don’t expect shine from hair oils Non-Sticky Shine Perfumed Due to ambiguous positioning, consumers are not able to associate PAJ with “Shine” and the brand loses on its credibility to deliver on its claim

“Shine Quotient” Campaign Problem Analysis Marketing Strategy “Shine Quotient” Campaign Objective of Marketing Campaign Strategy of Marketing Campaign Target Innovators and Early Adopters to build a solid positioning around “Shine” because: If these consumers are satisfied, they will help in establishing PAJ as a successful product in the “Shine” space which will then induce acceptability of PAJ as a shiny hair product in the mass market Target segment loves recognition and they are at a stage of their lives where they like to experiment with new things Leverage on these characteristics and connect with them by striking a personal chord which gives them an opportunity to express their uniqueness Once convinced, they will act as influencers as they will spread awareness about the unique quality of PAJ (Shine) through mediums like word-of-mouth, social media Profit Opportunity Mass Market Nature of Innovators and Early Adopters Early Majority will then look up to these Innovators and Early Adopters to follow in their footsteps making PAJ a synonym of shiny hair Experiment with new products and open to taking risk Not easily satisfied and keep looking for new products and features Well read, involved, and active on various platforms like social media, blogs

“Shine Quotient” Campaign Problem Analysis Marketing Strategy “Shine Quotient” Campaign What Where How Leverage the tendency to take initiatives and risks by asking girls to come up and test their Shine Quotient The winner will be acclaimed as the “Shine Diva” and shall get a chance to share a shining moment of her life which will be published on the official Facebook page of PAJ Tie up with FM channels and broadcast an advertisement about “Test your Shine Quotient” campaign which presents mini conversations with the day’s chosen Shine Divas in different locations which will attract girls from their locality/college etc. to do the same “Test your Shine Quotient” campaign gives an opportunity to the Innovators and Early Adopters to express their uniqueness by showcasing the beauty of their hair The campaign will be held in places like malls, colleges, outside cinema halls, shopping streets etc. where the target segment frequently visits in groups When The start of academic year which is during the summers This time shall provide maximum visibility to our campaign as this is the time when the mood is to explore new places with new friends and gain popularity among them Why This campaign would encourage the Innovators and Early Adopters to come forward to gain recognition and stand apart

“Shine Quotient” Campaign Problem Analysis Marketing Strategy “Shine Quotient” Campaign 1 Innovator/ Early Adopter sees the “Shine Quotient Campaign” podium consisting of curtains and some empty slots to let out hair 2 3 4 1 5 2 3 4 5 “Test your Shine Quotient” team calls up for girls who want to test the shine of their hair Innovator/ Early Adopter decides to test her Shine Quotient, goes to the back of the podium and is assigned a random slot to show her hair Other slots have hair hanging from mannequins Test your Shine Quotient The audience is asked to judge which slot has shiniest hair The audience along with the “Test you Shine Quotient” team decides the most shiny hair Early Majority look up to Innovators/ Early Adopters and follow the trend Mass publicity of PAJ and “Shine Quotient Campaign” through Facebook and FM If the girl has the shiniest hair, she is acclaimed as the Shine Diva, and gets an opportunity to share a shining moment of her life on PAJ Facebook page and on FM radio All the participants get PAJ hampers consisting of PAJ hair oil and goodies Solid positioning of PAJ around the shiny hair proposition PAJ gets associated with “Shine” PAJ samples reach Innovators/ Early Adopters leading to usage of PAJ among them SHINE = Story of Ms. XYZ, Shine Diva