1. Marico Face Off – Case Solution
Submitted By:- Team Infinity
Neha Mittal, MDI Gurgaon
Praveen Sharma, MDI Gurgaon
Sahil Sharma, MDI Gurgaon
Shivi Srivastava, IMT Ghaziabad

2. “Shine Quotient” Campaign
Problem Analysis
Marketing Strategy
“Shine Quotient” Campaign
Problem 1
Problem 2
PAJ has been positioned using different product aspects at different times during the course of last 3-4 years both in TVCs and in its SKU
PAJ doesn’t communicate clearly which ingredient causes the unique quality of “Shine”
Some TVC and SKUs claim “Shine” is caused by jasmine extracts, some claim it is caused by coconut oil, and some others claim it is caused by a mixture of jasmine and coconut oil
1 TVC claims that PAJ gives “Shine” and this claim is backed by a survey of 30 people out of which 79% agree PAJ causes “Shine”- NOT a strong recommendation
Problem 3
Hair oils are not associated with “Shine”
The quality of “Shine” is a space that has been captured by hair conditioners, serums and shampoos
Consumers don’t expect shine from hair oils
Non-Sticky
Shine
Perfumed
Due to ambiguous positioning, consumers are not able to associate PAJ with “Shine” and the brand loses on its credibility to deliver on its claim

3. “Shine Quotient” Campaign
Problem Analysis
Marketing Strategy
“Shine Quotient” Campaign
Objective of Marketing Campaign
Strategy of Marketing Campaign
Target Innovators and Early Adopters to build a solid positioning around “Shine” because:
If these consumers are satisfied, they will help in establishing PAJ as a successful product in the “Shine” space which will then induce acceptability of PAJ as a shiny hair product in the mass market
Target segment loves recognition and they are at a stage of their lives where they like to experiment with new things
Leverage on these characteristics and connect with them by striking a personal chord which gives them an opportunity to express their uniqueness
Once convinced, they will act as influencers as they will spread awareness about the unique quality of PAJ (Shine) through mediums like word-of-mouth, social media
Profit
Opportunity
Mass Market
Nature of Innovators and Early Adopters
Early Majority will then look up to these Innovators and Early Adopters to follow in their footsteps making PAJ a synonym of shiny hair
Experiment with new products and open to taking risk
Not easily satisfied and keep looking for new products and features
Well read, involved, and active on various platforms like social media, blogs

4. “Shine Quotient” Campaign
Problem Analysis
Marketing Strategy
“Shine Quotient” Campaign
What
Where
How
Leverage the tendency to take initiatives and risks by asking girls to come up and test their Shine Quotient
The winner will be acclaimed as the “Shine Diva” and shall get a chance to share a shining moment of her life which will be published on the official Facebook page of PAJ
Tie up with FM channels and broadcast an advertisement about “Test your Shine Quotient” campaign which presents mini conversations with the day’s chosen Shine Divas in different locations which will attract girls from their locality/college etc. to do the same
“Test your Shine Quotient” campaign gives an opportunity to the Innovators and Early Adopters to express their uniqueness by showcasing the beauty of their hair
The campaign will be held in places like malls, colleges, outside cinema halls, shopping streets etc. where the target segment frequently visits in groups
When
The start of academic year which is during the summers
This time shall provide maximum visibility to our campaign as this is the time when the mood is to explore new places with new friends and gain popularity among them
Why
This campaign would encourage the Innovators and Early Adopters to come forward to gain recognition and stand apart

5. “Shine Quotient” Campaign
Problem Analysis
Marketing Strategy
“Shine Quotient” Campaign 1
Innovator/ Early Adopter sees the “Shine Quotient Campaign” podium consisting of curtains and some empty slots to let out hair 2 3 4 1 5 2 3 4 5
“Test your Shine Quotient” team calls up for girls who want to test the shine of their hair
Innovator/ Early Adopter decides to test her Shine Quotient, goes to the back of the podium and is assigned a random slot to show her hair
Other slots have hair hanging from mannequins
Test your Shine Quotient
The audience is asked to judge which slot has shiniest hair
The audience along with the “Test you Shine Quotient” team decides the most shiny hair
Early Majority look up to Innovators/ Early Adopters and follow the trend
Mass publicity of PAJ and “Shine Quotient Campaign” through Facebook and FM
If the girl has the shiniest hair, she is acclaimed as the Shine Diva, and gets an opportunity to share a shining moment of her life on PAJ Facebook page and on FM radio
All the participants get PAJ hampers consisting of PAJ hair oil and goodies
Solid positioning of PAJ around the shiny hair proposition
PAJ gets associated with “Shine”
PAJ samples reach Innovators/ Early Adopters leading to usage of PAJ among them
SHINE =
Story of Ms. XYZ, Shine Diva