1. SUPERMEN 2ND CASE STUDY DMS CORPORATE TEAM S GANESH NEERAJ V KRISHNAN
MANISH GUPTA
SOMBIT ROY
DMS
IIT DELHI

2. Suggestions for Marico to address the Key Touch Points in the Target Group
Annual fests like Antaragni (IIT Kanpur), Ragam (NIT Calicut), Dhwani (CET, Trivandrum), Mood Indigo (IIT Bombay), etc. have extravagant fashion shows that are huge crowd pullers. Marico should establish a tie-up with the organizers and come up with a ‘Shine-show’ that would see the participants flaunting shiny hairy with the help of PAJ.
Colleges
Marico should establish tie-ups with fast growing Salon chains like Naturals and Green Trends (as they are popular in most of the target cities). In addition to various other services that these Salons have to offer, a separate PAJ ‘Jasmine Shine’ hair wash can be offered as an add-on. The additional shine as well as fragrance clubbed with their newfound look will do wonders in the TG.
Salons

3. Cafés, Restaurants & Cinema Halls
Marico should strategically place ‘automatic room sprays’ that would periodically let out jasmine extracts in popular venues. These devices should also have an attractive banner displaying a model using PAJ placed near them.
An ideal location to place the devices would be near the displays (in Cinema Halls) and near the billing counter (in both Cinema Halls and Cafés). The fragrance along with the advert would definitely attract the right TG.
Cafés, Restaurants & Cinema Halls
Marico should sponsor movie tickets or gift vouchers in the form of food coupons in Cafés (like CCD, Barista, Lavazza, etc.) to girls (within the TG) who win some competition played on FM stations like RedFM and Radio Mirchi. This should be done on a daily basis at a time when radio traffic is maximum. The winners would go to those Cinema halls or Cafés where Marico would already have established the ‘automatic room sprays’.
FM Radio

4. There are many ‘girls-only’ schools and colleges in the target cities
There are many ‘girls-only’ schools and colleges in the target cities. Marico should sponsor a one-time monetary award (Rs.5000-Rs.10000) to the toppers of class 12 and the college toppers. During the award ceremony, the stage can have multiple displays of PAJ. Also, Marico can have a stall selling PAJ at these venues. These award ceremonies are attended by a lot of parents as well (Since most daughters look up to their mothers as role models, it would really work in Marico’s favor if the mothers bought PAJ for their daughters).
These ceremonies can be well photographed and posted in Facebook tagging the winners. Thus, the product visibility would increase within the TG.
Social Networking

5. Retail Outlets
Retail outlet can be utilized very effectively by working with the merchandize and working on the proper shelf space. On purchase of certain quantity of other Marico products one small packet of the product can be provided to the target audience for use. On weekends in Malls there can be promotion with the help of fun games by putting up a stall. This will attract the crowd and also increase the visibility.
Mobile
Utilizing the mobile network is very important. As the target segment is women in Tier 1 Tier 2 cities they use mobile extensively. So sending periodic messages can help to generate an interest. Also introducing an App to get all the information related to the product as well as having some quiz or games related to the product can help to generate interest as well as be on top of the mind of the target segment