THE PARACHUTE STORY Retold by “2 Bongs and 1 Punjabi” IIM Shillong Rakind Gupta Sumon Chaudhuri Atreyo Chatterjee IIM Shillong

“It is not the employer that pays the wages, it is the customers” “It is not the employer that pays the wages, it is the customers” – Henry Ford 324 million women above the age of 24, 105 million women in the age of 15-24 Hence, target group should no longer be restricted to only working women What does our Target Group love to do??? Beauty Parlours Mass Media WhatsApp More than 70 million monthly active users 27% of all selfies on social media 950 million USD Beauty Industry in India 35% - salons and parlours Huge exposure to TVCs and Print ad Campaigns Always in search of something unique

“I think the most important thing a woman can have – next to talent, of course – is her hairdresser” - Joan Crawford Tie ups with Salons to increase Market Penetration Leveraging the bond of Trust between a Beautician and her Client Getting the Ball Rolling Hey, have you heard about Parachute? Every person recommended gets a care package with : 10% Discount in the Salon Sample of Parachute Advansed Incremental Sales Expansion of clientele base What’s in it for Them?

“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful” – Jeff Bezos WhatsApp groups formed with the Phone Numbers of those who are Recommended 10 to 15 people in one group along with one Sales Representative Conversations initiated by sales reps, and continued by the participants Regular updates, Promotions and Hair Fall Advice given by sales reps For those who do not have WhatsApp, we will continue the present model of recommendation based on calling and messaging Development of an app that determines Hair Coverage, based on image processing and gives recommendations accordingly Promotion carried out on the WhatsApp group

“Get so close to your customers that you tell them what they need before they realize it themselves” – Steve Jobs Micro Marketing in order to gain further intimacy with our customers Transparent label makers placed at every point of contact with customers (Beauty Parlours) As soon as a recommendation is made, a label with the name of the person is pasted on her designated sample (in the parlour) Perception of a Brand that Cares for its customers, is generated For Aliyah Recommendations can be extended to different geographies based on the same logic Find out where the Target Group goes and make it the first point of contact Find out the preferred medium of communication and use it for word of mouth propagation