1. Face Off 4 Young Guns 1 Sachin Salian | Ujjwal Kumar | Shivani Agarwal Shailesh J. Mehta School of Management

2. Agenda & Executive Summary AGENDA 1. Branding - The Parachute Advantage 2. Hair Care App - Features 3. Why App? 4. Proposal: Return bottle- environment friendly, concession in price, recycling the bottle, cost reduction 5. Selfie with best hair contests for users- prize EXECUTIVE SUMMARY We propose three major solutions to the case: o Making a Mobile App which shall provide hair care tips for users as well as serve as a platform for sharing hair care related queries and suggestions. The App shall as also act as a Personal Hair Attendant by scheduling oiling in the week o Selfie contest for Best Hair of the Month, consumers upload their selfie with their healthier hair, winner based on likes and hair health, winner gets gift hampers and recognition by Parachute. o Bottle Return Policy to provide concession for customers, reduce manufacturing costs and reduce environmental wastage. 2

3. Branding Parachute Advansed Ayurvedic Hair Oil has two important factors that should be capitalized on i.e., 3 Ayurvedic Ayurveda as a topic has 11. 5K flowers on Quora1, and has been tweeted approximately 20, 000 times on Twitter in the last month. This shows that Ayurveda has a considerable connect with Indian youth. Most of the suggestions provided for dry hair and hair fall treatment mention natural ingredients similar to the ones used in Ayurvedic products. This shows that the current demographic of consumers are open to the idea of adopting Ayurvedic products made by natural ingredients compared to chemical based foreign products Indian The fact that the product is indigenously made is a matter of pride for most. People use foreign products because of their strong brand recall as well as better aesthetics such as fragrance over Indian made products. But the chemicals used in the foreign products ultimately prove counter productive on the users. Hence they have a tendency to for products which are native and recommend by someone they trust Recommendations When some one you know or happen to trust suggests a product to try, this convinces the consumer to try the product better than any other marketing strategy. Trust goes a long way in convincing people. Keeping the above two points in mind, we have suggested the tag line: “Karo Khud pe Vishwas”

4. Hair Care App by PAAHO 1. Hair Care App by PAAHO- “Quora for Hair Care” People ask questions about their hair, post queries regarding hair fall, dryness, texture, shine, bounce, volume, oils, applying method App available for all users and hair experts, regular users as well as hair experts answer these questions, based on their expertise and experience 2. Testimonials - Selfie People share their experience with the product with photos and write ups Selfies of users is shared and the most liked/voted up one is given award, gift hamper; displayed by Parachute itself on FB, twitter, Pinterest as the Best Hair of the Month. 3. Personal Hair Attendant Oiling Schedule: Weekly schedule of the person is taken and the app schedules time and day for oiling. At that particular time and day it gives a reminder. Reminder asks to take photo before oiling. App specifies waiting period, app asks for photo after washing. App shows difference in photos. Health meter for hair: This schedule is for the entire month, the app compiles the photos for the entire month and shows difference. (like fairness meter for skin, whiteness meter for teeth) Techniques and Tips: During oiling time, it also shows to apply oil, massage scalp, and wash air and dry hair 4. Diagnosis App asks questions like: How does your hair feel between your fingers? How much hair fall do you observe while washing hair, drying hair? Customer gives input, the app accordingly prescribes oiling and other treatment, increase/decrease oiling frequency accordingly, nutritional diet required etc.. 4 Hair Care App Features of the App

5. Tapping into Social Media for Sustaining Conversations using Hair Care App Quora 5 1 Data taken from Quora as on 2 nd May 2015, * www.topsy.com, twitter feed analytics as on 2 nd May 2015 TopicFollowers 1 Hair151,655 Hair Care29,239 Haircuts17,976 Hair Loss and Baldness4,886 Shampoo3,158 Hair Coloring2,316 Curly Hair1,930 Hairdressers1,698 Quora an Twitter are current platforms where currently a sizeable number of people, of which young Indians are a significant proportion. have conversations regarding hair care as shown in the table and graph. Hair Care App can help address this demand by providing hair care tips at their fingertips. 1. First mover advantage of Parachute for bringing together the community for hair care – consumers as well as experts. 2. Common talking platform for people to discuss and share hair issues and remedies TopicTweets/month * Hair fall58,640 Hair oil53,232 Dry Hair41,129 Ayurveda20,000+ Twitter

6. Bottle Return Policy We propose the solution of asking consumers to return their empty oil bottles once they are empty. The returned bottles will enable them to purchase Parachute Advansed Ayurvedic Hair Oil at reduced prices. Reduces cost of manufacturing new bottles Recycling used bottles which are usually discarded by landfill or incineration Environment conscious company by taking responsibility of product life cycle Customers get some cash concession by returning bottles What is the financial impact of this step? Bottle recycling plant set up cost Collection unit set up cost? Sales rep concession cost 6 Customer returns empty bottles to retailer Consumer gets concession on purchase of PAAHO Retailer collects empty bottles and returns to distributor Retailers gets discount on Retailer’s price of PAAHO stock Distributor returns empty bottles to Manufacturer Manufacturing costs decrease due to availability of recycled bottles