Marico Face Off Case Challenge Parachute Advansed Ayurvedic Hair Oil Submitted by: Team Titans Team Members Email id Mobile Aamir Khan Pgp05.001@iimrohtak.ac.in 8199822001 Saon Bhakta saon.bhakta@dmsiitd.org 9891276581

Competitive Landscape Understanding the Parachute Advansed Ayurvedic Hair Oil Strategic Roadmap Agenda Industry Analysis Positioning of Competitors Report Findings* Dabur Vatika coconut Hair Oil Segment- Value added coconut hair oil USP-Has henna, amla & lemon along with coconut oil TG- women of all ages urban and rural who are appearance conscious and wants herbal components for a problem free hair.  Tagline- ‘proof hai,better hai’.  Hair oil market in India will cross the INR 100 Billion-mark in 2015 Hair oil market in India is noted for a high market penetration, estimated at around 90% Key Drivers Competitive Landscape Availability of gender-specific products Heightened awareness of personal grooming Himani Navratna Hair Oil  Segment- Therapeutic Hair oil. USP- Has nine Ayurvedic herbs, provides stress relief. TG-Masses, especially young and middle aged people who suffer from a day to day stressful life.  Tagline -‘Sirdard, Tension, Anidra aur Thakan Jao Bhool - Raho Thanda Thanda Cool Cool’. Rapid urbanization and rising disposable income Wide portfolio across price points *rncos Report

Fig: Bull’s Eye Model for Parachute Ayurvedic Industry Analysis Parachute Ayurvedic Understanding the Parachute Advansed Ayurvedic Hair Oil Strategic Roadmap Behavioral: Typically used before taking hair wash: 2-3 times a week Target Group: Men and wome- Early Teens to old age Values, Personality, Character Believable Dependable Reason To Believe Points Of Parity Availability in different sizes Brand Mantra: Stands for Care and nuturance Visible results Peer Review Points Of Difference Believability: Using ordinary looking women in advertisements Consumer Need State: Oil is for Hair care Irreverent Caring High Quality Product Consumer Insight: Strong smell Fig: Bull’s Eye Model for Parachute Ayurvedic

To increase the Brand awareness and reward the loyal consumers Industry Analysis Parachute Ayurvedic Understanding the Parachute Advansed Ayurvedic Hair Oil Strategic Roadmap Get more cynical hair fall sufferers to try parachute and recommend to others. Get a disproportionate share of new entrants in the hair fall category Launch of “HIS Hair Oil” Tie up with medical stores Engaging Consumers The Original System of Interaction between customers BTL Campaigns such as Flash Dance in malls, Activations at School and college canteen Making people try the product by distributing free packs in public places Trigger and facilitate recommendations To spread the message of recommendation Maintaining Loyalty Launch Local themes on cover packs Tie-up with hotels and medical stores Using mobile phones and print media to record personal messages and share it with family and friends Increase penetration Send sample along with electric bills and small satches to be given in exchange of 1Re, 2 Re coin. To increase the Brand awareness and reward the loyal consumers Engage Consumers and increase penetration

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