MARICO FACE OFF Presented By - Nouveaute Ananta Lal Anubhuti Parija Rituparna Mohanty Sandhyarani Sahoo Xavier Institute of Management, Bhubaneswar Team: Nouveaute

Positioning Target Audience Problem Statement Value Proposition Today’s women is strong confident and independent. They have too much on their plate all the time They balance the role of home maker and decision maker in the corporate world They all are beautiful in their own ways Target Audience Working women in corporate don’t get time to maintain and take care of their hair in this corporate life it is really important to be confident about yourself and Shine. Problem Statement PAJ will be a very innovative, convenient and less time consuming product which the ladies can apply on their hair and help them Shine within minutes. Value Proposition

FM Radio show powered by PAJ Radio is a medium chosen by many working and college going girls, who would like to have a relaxing travelling time. Listeners are dedicated to their favourite stations, identify with the music and bonding with on-air personalities. Benefits: Gives access to many drive-time listeners. Radio-an intimate form of advertising. Girls listen to it alone, such as when jogging or driving. All stations and shows on air, are very clear about the demographics of their audience (from their frequent callers, and type of requests on the show). Targeting is very efficient through Radio shows.  It is more cost-effective than television commercials, print advertising. On-the-go, Radio advertising works as an everywhere medium. Consumers don’t have to be in at home in front of their television or computer. They don’t have to acquire a magazine or newspaper, locate their eyeglasses or even know how to read.

FM Radio show powered by PAJ Karo Shine Always powered by Parachute Advanced Jasmine Theme: Confident women and how they thrive and succeed in their day-to-day lives. Timing of the Show: 4:30 PM – 8:30PM: A time when most of the girls return from their offices. Host: A leading RJ who is influential. Ladies, will be asked question like. One question will the topic for discussion per day. what keeps you going through out the day? What makes you strong? What makes you overcome your fears? How do you multi-task? Question on these lines to encourage professional women, to motivate many others listening to go out there and pursue their dreams. The ones with best answers would be shared on air. They would be given the Shine gift Hamper by Parachute. The RJ would also share a secret to manage frizzy hair, which would include tips comprising PAJ. Through-out the show, discount coupons or promo-codes would be shared with the ladies who interact with the RJ. Expected Outcomes: Increased awareness and specially when their favorite RJ would recommend, girls would try. More girls will try out , when they have promo-codes for discount on PAJ products.

Creating Brand Image A good way to reach the target Group : Professional 18-24 years of age Making the Product available in the outlets in their working areas /college outlets Hoardings should be displayed in these areas, highlighting that it is a very convenient product and can bring shine to your hair within minutes. 1 2 3 Introduce 25 ml bottles (trial packs)as part of promotional campaign Target young, urban women in colleges and offices Advertise PAJ as a convenience product that helps you manage your hair along with shine through out the day