SHUBHAM MEHRA- XIMB SALONI AGARWAL- SCMHRD

COMPETITORS Present Scenario Outdoor and Mobile Advertising Other media Provides healthy shine to the hair and even reduces hairfall to an extent Pleasant fragrance of jasmine and non-sticky Hair becomes easy to detangle and affordable price INGREDIENTS Where are we? In the new oil regime the value-added hair oil market commands a premium over plain oils Value-added market is now growing faster than the coconut oils prompting multinationals to step into the space aggressively. Where we want to be ? Need to draw growth from value added products in each category Own the market space in this category through the “SHINE CAMPAIGN”  In order to tap an increasing number of discerning customers we need a plan , need real success stories to gain goodwill Need people using the product to vouch for us COMPETITORS Mineral Oil(79.7%) Coconut Oil(20%) Fragrance with jasmine extract Benzophenone Dove Elixir Hair Oil Habibs Hair Serum Dove Vitro Oil Serum BioLace Streax Hair Serum (with walnut oil) Loreal Nourish Oil

Outdoor and Mobile Advertising Present Scenario Outdoor and Mobile Advertising Other media DAY TIME Concept of Hoardings:- Focus on the shine part Intensity of light can vary during day and night time so that people can notice the importance of good shiny hair and relate Parchute Advanced Jasmine Oil with SHINE Make today Shiny with us Big Hoardings in the Tier-I cities Location :- Toll Booths, Near IT parks , which drive huge population Advertising will also be done :- Local trains( in Mumbai) Malls Cabs Local intra-city buses Pinks Autos Visibility can also be enhanced by publicity through Pink Autos (only for women) NIGHT TIME Cities with METRO (Delhi/NCR, Bangalore,Kolkata) Advertising in the women’s coach in metro (pink coach) Ads in the metro stations Make today shiny with us Make today Shiny with us

Outdoor and Mobile Advertising Present Scenario Outdoor and Mobile Advertising Other media TWITTER Start #Shinemoment campaign on twitter Ask women to mention their shine moment where they rose to gain new heights This will create goodwill among customers Make today Shiny with us X Buy Parachute Advanced Jasmine Oil Today Popularize the oil on popular sites among youth like Gaana.com Give the Ad on Youtube prior to the main videos Current loopholes:- No dedicated Fb page Search results on Google does not show PAJ as one of the solution for shiny hair FM Start a new competition where women will be asked to share their rise and shine moment Particular woman will be given Parachute Advanced gift vouchers Jingles of the oil can be played during the peak hours RJ’s can also talk about the hoardings in the city MAKE IT AVAILABLE ON ALL E-COMMERCE SITES (bigbasket.com/ flipkart/amazon etc) DURING MOTHER’S DAY/DAUGHTER’S DAY PROVIDE SOME OFF ON THE PRODUCT AS A GESTURE Popularize the oil on Google Searching best solution for shiny hair should show PAJ in top 5 results FACEBOOK For people to distinguish between different products of Parachute Advanced a dedicated Fb page of the PAJ is a must Ask people using the oil to like the page Mention the reviews as well as stories of women using PAJ on the Fb page

Outdoor and Mobile Advertising Present Scenario Outdoor and Mobile Advertising Other media Tie-ups with Parlours and Salons which can help promote the oil as a detangler and a solution for shiny hair Interval time in the movie can be used for promotion of PAJ advertisements Sponsor college events which draw huge girl crowd (especially of the age 18-24 yrs) POPULARISE THE EFFECTIVENESS OF THE OIL ON BEAUTY SITES ASK USERS TO RECOMMEND OTHERS THROUGH REVIEWS/BLOGS Makeupandbeauty.com She.sulekh Pinkandpink.com Tie-Ups with Retail Chains Special Tie-Ups for few months with some of the big retails stores Ask them to make the shelf different ( Eg:- little shiny from the appearance) Launch “Rise n Shine Retailer of the Month” Award Award the retailers who do maximum publicity of the PAJ in their stores

DELHI METRO MEDIA PLAN(For reference) Our Team ,TWO WOLVES , talked with advertising agencies and got out the rates for most costly advertising mediums HOARDINGS* Location Width Height SqFt. Monthly price Printing Cost Mounting Cost Total Cost Nal Stop FTF 40 8 320 50,000.00 3,200 960 54,160 Deccan Padmavati Square 25 625 85,000.00 6,250 1,875 93,125 Satara Road Swargate Near 20 800 1,00,000.00 8,000 2,400 1,10,400 Bus Stop F C Road Deccan 400 80,000.00 4,000 1,200 85,200 FTF Garware Bridge S B Road facing 95,000.00 1,00,200 Symbiosis Fatimanagar FTF 30 600 70,000.00 6,000 1,800 77,800 DELHI METRO MEDIA PLAN(For reference) Station Location Media Illu Size No of units Total Area(sqft) Display Charges/month* Shahdra On the platform Translite BL 4*6 1 24 28800 Exit of the platform 7*7 49 58800 Enterance of the station 10*4 40 48000 Shastri Park 8*4 32 38400 9*3 27 32400 MALL PROMOTIONS * Taken the case of Pune Option Location Place Type Media Units Size *Rate per unit Easel Main Entry Internal Ambilit Flex 8 2.5*6 12000 Drop Down Main Atrium 6 6*30 48000 Bridge Panel 1 43.3*4 60000