Sourabh Ranjan Khuntia Building a sustainable marketing model for “Parachute Advanced Jasmine” By Padmalaya Mallick Esha Epsita Sourabh Ranjan Khuntia

Value added coconut oil Introduction Changing the touch points Suggested Campaigns Market Size for Vale Added Hair Oils in India : INR 45 bn (~USD 818 million). Marico’s Volume Market Share in Hair Oil Market ~ 28%, up from 17-18% about 5-6 years ago. Value added Hair Oil Light hair oil 24% Amla oil 23% Cooling Oil 18% Value added coconut oil Anti Hair Fall 10% 7% Others Our Aim: To establish Parachute Advanced Jasmine as a better product than its competitors in the ‘Shine’ space. Target Market segment : Women in the age-group 18-24 residing in Tier-1 and Tier-2 cities. The above target group consists of two sub-categories: College going girls & Working women. Major Competitors: Shampoos and Conditioners e.g. Clinic Plus, Pantene, Sunsilk. Other Hair Oil e.g. Livon Silky potion, Silk-n-shine.

Changing the touch points Introduction Changing the touch points Suggested Campaigns Shine n Fragrance are the major touch points. Focus on goodness of coconut oil that acts as the base material in PAJ. (Healthy n beautiful hair from the roots.) Promote it as a post shampoo potion & pre-hair styling product that removes tangles n gives shine too.

Changing the touch points Introduction Changing the touch points Suggested Campaigns Collaboration with salons to use it a styling product to add shine to your hair styles. Facebook photography campaigns on "click-a-pic" of women with beautiful hair & win hampers/coupons. Customer engagement in shopping malls, "free hair styling" kiosks, etc. “Best hairstyle contests" in college campuses. "Future Princess" schemes at cafe/ restaurants.(one regular customer to be chosen as future princess n given a hamper of PAJ & 7-15 days later, she will be made the face of that restaurant/cafe-- gives maximum visibility n top of the mind recall to all other customers) Gain 10 points on each online purchase of Marico products/ recommendation of PAJ . on reaching 50 points, u will get a free sample of PAJ. Trendy combs n hair accessories as surprise gifts for urban & semi-urban customers.

Changing the touch points Introduction Changing the touch points Suggested Campaigns Organizing frequent fun activities for promotion of the product in malls and crowded places. Working women prefer to purchase products online. Frequent offers to increase the visibility of the product. Package deal e.g. Mediker for cleansing hair and then apply PAJ for extra shine. Tip on the back of other Marico shampoos and conditioners:- "Follow up with PAJ for best results". Product placement in popular soap operas. E.g. leading actress applying PAJ on hair for extra shine before going to a function. Women in the age group 18-24 are quite tech savvy nowadays. An app to remind girls for using PAJ to keep the shine of the hair would work wonders.