MARICO CASE STUDY COMPETITION Team Name: Smiling Assassins College Name: Xavier Institute of Management, Bhubaneswar Team Members: Abhinav Mohanty Sukanya Dash Amit Kanodia

EXECUTIVE SUMMARY This report is to develop a new recommendation model for the brand to further “conversations” and “recommendations” of the brand. We went through various articles and videos of the previous models to analyze the problem. The problem mainly was keeping the momentum going and the customer’s loyalty. We have thought of introducing the incentive model so as to have customer retention.

OUR SOLUTION Considering the previous model which was implemented few years ago, the model only looked into acquiring new customers and lacked any retention ability. The recommendations being provided by a customer never received any incentives for being the sales force of the company. So that model clearly lacked "customer loyalty“ factor.   So we need to provide them with incentives so that they are recognized for their work. That’s why we came up with this plan wherein with more involvement the customer gets more incentives.

3 + 9 = 3 12 RECOMMENDATION MODEL (recommendations in extra) (recommendations in total)

RECOMMENDATION MODEL A prospective customer is identified and is asked to be a part of this campaign. Her mobile number is registered and she is identified by this unique number. She is assisted by Expert’s advice on every problems she has with respect to hair and is given a free sample of Parachute Advansed Ayurvedic Hair Oil to use. After a month she is asked to recommend the same to her three friends/relatives with a personal message recorded in her own voice . These recommendations are identified by their unique phone numbers. When a person ropes in 3 more women into this campaign she is given a coupon as an incentive. This process continues with 6,9,12,15….successive conversion but now the total conversion is cumulative.(as shown). After a total conversion of 50 a women will be given an incentive of a free customized bottle of the same hair oil

INCENTIVE MODEL The incentive model which can be implemented along with the existing model are: 1. For the first month, i.e. the testing phase of the product they are provided with a hair expert with whom they can share their concern with. 2. For the first three recommendations they are provided with discount coupons of various parlors in the city on various services. 3. With each levels, the value of coupons increases. 4. At a particular total they are provided as the most loyal customer by providing them incentives like their names on the oil bottles or hoardings or local newspaper.

CONCLUSION When customers are truly thrilled about their experience with a product or service, they have the potential to become one of its influential evangelists. Savvy marketing professionals know that this group of true believers can be leveraged as a potent force to build word of mouth that leads to new customers. Acquiring customers is nice. Keeping customers is how you stay in business.