Marico Face-off Case study 2 Parachute Advansed Jasmine Team 3 Broomsticks! Ankita Dasgupta-IIM Lucknow Geetanjali Gulati-IIM Lucknow Navya Jain-IIM Lucknow

Parachute Advanced Jasmine: Brand Personification ‘Head in the clouds, Feet on the Ground’ She wants to experiment but she’s careful She takes her own decision but values others’ opinion She values tradition but wants to challenge THE status quo She is emotionally independent but attached to her loved ones She’s radiant but not blinding She is the Parachute Shine Woman-head in the clouds, feet on the ground

Phase 2: Scaled to 10 (Tier 1 and 2) colleges per state College Activation Phase 1(Trial phase) : 5 Tier-2 engineering/management colleges per state Phase 2: Scaled to 10 (Tier 1 and 2) colleges per state ‘Can You Keep a Secret ‘ Hair Booth Hair braiding(add on-Rs. 50) Hair styles( add on- Rs.50-100) Execution: Personnel apply a mystery solution & do the hair style of choice; Participants asked if they like the way the hair shines or not. If yes, they will be asked to guess the solution applied. If guess isn’t hair oil- participant asked- “Can you keep a secret? It’s actually a non-greasy hair oil-PAJ” Motive: Introduce concept of any-time hair oil application for shine; No need of wash. Can you keep a secret- ‘The best secrets get always leaked’-participants will end up discussing it anyway. Recording Instant Feedback : Participants will press a ‘Like’ or ‘Dislike’ button on tab after the service #champi ke baad Selfie lia? Contest Financials Booth Cost(<=Rs. 5000 for Tier 2; Rs. 10,000 for Tier 1 Phase 1: 5 colleges, 6 states, 1 booth each-1,50,000 Material Cost(5-10 ml per sitting depending on hair length) Around 700ml per booth-minimal cost Personnel Cost Average monthly salary of salon employees is 6000 Daily salary approximately 240 Phase 1: 5 colleges, 6 states, 2 days, 2 personnel each= Rs. 2,88,000 Total Phase 1 cost: Rs. 4,38,000 Takeaways Selfies & video feedback incorporated into an ad promotion of usage of non-greasy hair oil first hand reactions of people to the product

Mobile Activation Services Daily HOTD(Hairstyle of the day) trends DIY videos and step-by-step instructions Custom Hair care tips-seasons & hair types Ask a query-custom solutions by in house experts The hair cut of the day can be availed at an attached list of partner salons at special rate Virtual hair makeover users will be able to try different hair styles and colours on uploaded photos offer vouchers to have hair styled from photo at select exclusive salons share your hair feature-share your makeovers with friends via the app. External share feature can also be provided Push Notifications for App Daily health and nutrition tips Special offers in associated salons Pep up thoughts--#YouGoWoman Salon activation Shine consultation by partner salons PAJ (Partner salons-mix of High-end and neighbourhood salons to tap into both SEC B & C) Takeaways instant recall and visibility increase easy to gather data and feedback introduce any subsequent products via push notifications

Social Network Activation: Parachute ‘Perfect Landing’ : Shine Together A Pan India Network of Women This Facebook and Twitter activation is aimed at bringing together women for: Couch Surfing-Single female travellers(students, working professionals)who need safe places to stay in unfamiliar cities Interest Groups-Common platform to interact with like minded women Hobby Groups- Learn a hobby or teach one yourself! SOS help- If you are stuck at some place- Post location and nearest #PerfectLander will reach to your rescue We believe that the Parachute Shine Woman wants to interact and help women in similar circumstances . This network will stand in support of each other whenever needed. Restaurant/Café/Cinema Hall Activation Booths with attractive backgrounds specific to the restaurant/movie for people to click selfie at Is your hair selfie ready? Get shiny hair in seconds! Responses taken similar to ‘Can you keep a Secret’ campaign Takeaways First-hand reactions of people to the product- wider TG The social networking group can be a medium to aggregate our TG for the product Emotional connect: Empowered women standing in mutual support of each other

Thank You! Retail Outlets Product Placement: Separate camera shaped stand with the tagline: “Hair so shiny, you don’t need a Camera Flash!” Product Packaging : Nozzles make it easy to apply on-the-go TVC Concept A college-going girl with shiny hair- the crowd behind her is wearing sunglasses to protect their eyes from the sheen of her hair. Mother nagging daughter to apply oil overnight; daughter forgets; washes hair in the morning; and then remembers about the oil, applies PAJ on washed hair; Mother asks “Beta, Tel lagaya”; Daughter answers, “ haan, maa and winks at the camera” This can be used in all communications- print campaigns, TVC, #share your story on facebook, twitter etc. Thank You!