1. Prasanna Morey (IIM Indore) Varun Pande (IIM Indore)
Marico Face Off Challenge
Prasanna Morey (IIM Indore)
Varun Pande (IIM Indore)

2. Designing the Brand Durability Damage Control Shine & Fragrance
Currently, no single brand owns the “SHINE” tag
But the above mentioned attributes can be stressed along with shine, so that “SHINE” can be remembered as PAG Hair Oil feature only
Brand Positioning should be done in accordance with the combination of these attributes
This would be helpful to obtain a competitive advantage as most of our competitors focus only on one or two attributes
Each avenue of “Shiny Hair” is equally important while trying to decide upon the marketing campaign and positioning strategy
Moreover, coconut oil, being our key ingredient, can be leveraged to support these attributes
Our Brand
Durability
Damage Control
Shine & Fragrance
Strong & Thick
Smooth, Silky & Soft
1. Durability- Hair should shine for major part of the day
2. Damage Control- Hair fall should be eliminated and no dry scalp problem
3. Smooth, Silky & Soft- Hair should be smooth & silky with no split end problems
4. Strong & Thick- Hair should be thick from the scalp to the end
5. Shine & Fragrance- Hair should be shining and should smell nice
All these features can be achieved with coconut oil, we just need to focus on these features along with SHINE

3. The Marketing Campaign
Target Segment Analysis
The Marketing Campaign
Focus of our Marketing Campaign
Shine & Fragrance
Cool Looks
Day-to-Day Damage Protection
Natural Ingredients- Motherly Nature
Convenience- Easily Available
Lower Price (Cost Differentiation Strategy)
What they Want
Cool Looks
Innovative Products
Wide Portfolio
Damage Protection
Silky & Smooth
Shine
Natural Ingredients
Core Benefits of PAJ Hair Oil
Lower Price
Easy Accessibility
Shine
Fragrance

4. CAMPAIGN TOUCH POINTS (1/2)
Restaurants/Cafes/Public Places- Gloss-meters, to measure hair shine, can be placed at various popular places in the cities where youngsters hang out. This can be done as a part of marketing campaign of PAJ to create buzz about shine as a major attribute.
The restaurants would include a bulletin board listing the names of people with highest shine values. The winner at the end of each week would receive a goody bag from Marico.
The youngsters can be encouraged to use PAJ Hair Oil to improve their hair shine and come and see the difference.
Also, a TVC featuring the Shine-O-Meter can be run to create buzz among the youngsters so that PAJ Hair Oil is able to capture the hair care market and be the first-mover in terms of Shine space.
Mobile/Social Media-We will launch an app called “Parachute Jasmine Most Shiny Hair”. This app will keep track of the user’s hair, and will remind them to take photo every 5 days. At the end of the month, a GIF image will be generated by the app from the photos taken. The user who had tremendous improvement with respect to the above attributes will win. Winners will get exciting prizes and would have to recommend that app to their friends. This will help us to increase the visibility with customers helping us to market our product.
SHINE-O-METER
Restaurants/Cafes/Public Places- We could install Shine-o-meter or could let the participant stand in front of it and check their ‘Shine’ score, whoever has highest score will win goodies. The cost of the device is very less but the benefit is very high as direct visibility of our product will increase drastically.
Mobile/Social Media- The investment in this campaign is very low and we could find new customers directly and uniquely. Since winner will recommend this app to her new friends, the potential pool of our customer will also increase dramatically.

5. CAMPAIGN TOUCH POINTS (2/2)
Colleges/Social Media- A competition can be arranged at college level. The competition would be “Who has Parachute Best Shiny Hairs?” The contestants can upload their photo on the official Marico page and the best shiny hair (by votes) would win exciting prizes.
Salons- Tie-up with Salons and introduce a new “Maa ki Advanced Champi” hair treatment in which they will use Parachute Jasmine Oil to stress the importance of the new and upcoming attribute of Shine desired among the modern day youngsters along with the benefit of healthy hair.
College/Social Media: We need to contact the media cell of colleges and tell them about our competition. Since students would be uploading the photos and will vote for best photo, there will high involvement of participants. The winners will be awarded with weekly gifts. The facebook page would display our ads and thus they will know about our product’s features.
Salons: We will partner with specific Salons where our target customers frequently visits. We will introduce “Maa ki Advanced Champi” hair treatment which will have an immediate emotional connect with our target audience. After verifying the success for this technique, we can scale up by increasing the tie-ups in different parts of the cities.