MARICO FACE OFF Making PAJ synonymous with shine Decisions to be taken: How to own up the touch-points relevant to the core customer ? What efforts to make in the surround/activation space ? Target Segment characteristics: 18-24 are beauty conscious ? They try out multiple new products ? Team FORTANA Abhilasha Mishra: IIM Ahmedabad Vishal Kumar Singh: IIM Calcutta

STRATEGY Introduce a ‘Shin-o-meter’ A card/measurement device which gives a quantitative measure to hair shine. A strip or a small device working on reflection theory Introduce a concept named ‘Shinefie’ Selfie displaying the shininess of hair Partner with some specific salons in Tier 1 and Tier 2 cities Salons with established network which will give access to their existing users Upcoming salons which would want to tie up with an established hair care brand Salons incentivized with monetary benefits, parachute products and training camps for employees Introduce the title of ‘Parachute Advanced Jasmine Miss Shiny Hair’ Introduce in fashion competitions of cultural fests of Tier 1 and Tier 2 colleges Not more than 2 college per city

STRATEGY IMPLEMENTATION Each PAJ bottle will contain a ‘Shinometer’ and a UNIQUE code Girls upload ‘Shinefie’ on PAJ Facebook page with the ‘Shinometer’ score Everyday one lucky winner gets a ‘PAJ Salon Shine,’ hair treatment in a partner salon The hair treatment would be specific to her hair type, hence customer satisfaction The lucky winner will be asked to provide the unique code She would be mailed the coupon Coupon will have to shown at the salon to avail the offer

FINANCE (6 Month) Total cost involved = 20 crores approx. No. of Tier 1 and Tier 2 cities = 150 (Source Wiki) No. of salon outlets to tie up with = 400 (Salons with maximum charge of 1500 for a normal hair treatment e.g. Locally famous parlors) Total cost in tie ups (6 months) – 400*1 lacs = 4 crores No. of colleges to conduct Miss Hair Shine = 100 Total cost of conducting Miss Hair Shine = 100*0.5 lacs = 50 lacs Total cost of front page pan India advertising in one newspaper = 1 crores Total cost of front page pan India advertising = 15*1 crore = 15 crores (Assumes 60 quarter page ads) Total cost involved = 20 crores approx. 4

EFFECTS ON TOUCHPOINTS Salons existing customers are made aware of the product Salon promotion of FB page Strategy Salons Social Media College Retail Outlets Salon turned customers can buy PAJ from retail stores as well Facebook Page for PAJ instant sharing and awareness Generates buzz among the friends circle of the user More sales will result in more stocks of the unit; Long term distribution medium TG is shopping enthusiast, tries new products 18-24 group is active on social media High core segment visibility (18-24)