Making PAJ Synonymous to “Shine” Team Name: Methamphetamine SUVAJIT DE SRIJATA CHAKRABORTY NAVED ALAM

Brand Identity of Parachute Advansed Jasmine Hair Oil How I would describe the product? What the product does for me? Value for money Lustrous long hair Reduces hair fall FACTS AND SYMBOLS Must have for hair Consistent viscosity Gives nourishment Transparent bottle with a blue flipflop cap 100% pure coconut oil Credibility CORE BRAND PROMISE Shiny hair Market leader Modern women Progressive yet traditional Groomed Confident Spirited yet graceful Beauty with care Gorgeous BRAND PERSONALITY Cared for How the brand makes me look? How the brand makes me feel? Brand Identity of Parachute Advansed Jasmine Hair Oil

Core Value Propositions Target Market Segment SHINY HAIR Nourishment for coarse hair/hair stripped of natural oil NON-STICKY The non-stickiness of the oil will not deter women from using hair oil FRAGRANCE The fragrance of Jasmine adds to the freshness The target market segment for PAJ will be 18-30 years, SEC BC (middle segment), young college students or working women residing in Tier-1 & Tier-2 Urban towns. This segment remains exposed to the sun and pollution for more than 2 hours on an average and hence more vulnerable to dust. Most women in this category see their hair become frizzier and less manageable due to chemical treatments such as coloring, straightening, perms and frequent washing with harsh shampoos that strip the hair of natural oils.

Pricing Marico already has hair shine products in its portfolio – the Hair Care Silk n Shine Leave in Conditioner, in the premium category Also, the target market belongs to Tier 1 and Tier 2 cities, Hence the product needs to be priced as a budget item Thus, pricing this as a budget product will serve two purpose: higher penetration in Tier 2 markets as well making sure there is no cannibalisation of other products in the portfolio

Work or play, night and day – Ad Campaign Today’s woman leads a dynamic life. That next presentation at work, the next meeting, cooking your husband’s favourite dish – maintaining the balance is indeed a tough job! The constant pressure, travel and domestic work makes proper hair care that more important. Introducing PAJ, the new solution to damaged brittle hair. Apply and shine! Work or play, night and day – keep SHINING!

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