1. THE PARACHUTE STORY Retold by “2 Bongs and 1 Punjabi” IIM Shillong
Rakind Gupta
Sumon Chaudhuri
Atreyo Chatterjee
IIM Shillong

2. “It is not the employer that pays the wages, it is the customers”
“It is not the employer that pays the wages, it is the customers” – Henry Ford
324 million women above the age of 24, 105 million women in the age of 15-24
Hence, target group should no longer be restricted to only working women
What does our Target Group love to do???
Beauty Parlours
Mass Media
WhatsApp
More than 70 million monthly active users
27% of all selfies on social media
950 million USD Beauty Industry in India
35% - salons and parlours
Huge exposure to TVCs and Print ad Campaigns
Always in search of something unique

3. “I think the most important thing a woman can have – next to talent, of course – is her hairdresser” - Joan Crawford
Tie ups with Salons to increase Market Penetration
Leveraging the bond of Trust between a Beautician and her Client
Getting the Ball Rolling
Hey, have you heard
about Parachute?
Every person recommended gets a care package with :
10% Discount in the Salon
Sample of Parachute Advansed
Incremental Sales
Expansion of clientele base
What’s in it for
Them?

4. “If you do build a great experience, customers tell each other about that. Word of mouth is very powerful” – Jeff Bezos
WhatsApp groups formed with the Phone Numbers of those who are Recommended
10 to 15 people in one group along with one Sales Representative
Conversations initiated by sales reps, and continued by the participants
Regular updates, Promotions and Hair Fall Advice given by sales reps
For those who do not have WhatsApp, we will continue the present model of recommendation based on calling and messaging
Development of an app that determines Hair Coverage, based on image processing and gives recommendations accordingly
Promotion carried out on the WhatsApp group

5. “Get so close to your customers that you tell them what they need before they realize it themselves” – Steve Jobs
Micro Marketing in order to gain further intimacy with our customers
Transparent label makers placed at every point of contact with customers (Beauty Parlours)
As soon as a recommendation is made, a label with the name of the person is pasted on her designated sample (in the parlour)
Perception of a Brand that Cares for its customers, is generated
For
Aliyah
Recommendations can be extended to different geographies based on the same logic
Find out where the Target Group goes and make it the first point of contact
Find out the preferred medium of communication and use it for word of mouth propagation