1. Team Battered Soul – IIFT DELHI
Sashidhar Vadlamani
Gogineni Ritesh

2. Solution OBSERVATION ADVANTAGES OF ABOVE SOLUTION
Our solution is a three prong strategy which is as follows
The first step is identifying some reputed colleges which offer courses in higher education in the selected towns & cities.
Most of the well reputed college organize annual cultural fest. Parachute can sponsor the events which are aligned with the products' brand proposition For eg: a ramp walk or dance competition. In between (during the breaks) the product can be promoted
The final step is selecting one girl from the winners of these competitions for a chance to act in the next TV commercial along with a celebrity. An individual form can be floated and a small audition can be conducted at the college itself for the winning girl to assess them in relative to other winners
OBSERVATION
It is seen that during cultural fests of few reputed colleges, students from many other colleges of that city attend those events.
On top of that they are invited to participate in the various events of that fest which will ensure that our communication is reached to the target group
Moreover in college fest students tend to get involved in the activities more, which will ensure that they are hearing our message
Many young girls migrate from rural locations to urban and semi urban areas after their 12th to pursue higher education.
Most of these girls are ambitious and also want to be like their urban counterparts. Generally this is in extra curricular activities. But due to restricted & inhibited environment they are brought up in, they lack the confidence in these areas. So such initiatives will bring out the best out of them
ADVANTAGES OF ABOVE SOLUTION 1 2 3 4
REACH AND EFFECTIVENESS INCREASED TRIAL RATE INCREASED BRAND IMAGE SCALABILITY & SUSTAINABILITY
This will ensure that Parachute is able to communicate to a large portion of its target group at a single place.
The spill over is less as the communication is done directly to the intended target group
Reach is high and word of mouth will also ensue after this
During The cultural fest parachute can establish a stall at the place and can ask the target group to try the Parachute advanced jasmine hair oil.
This will create an interest in the new users and reinforce a positive opinion about the brand in current users
Associating a brand with such youth centric events and at the same time making sure that the promotional activity is aligned with its key proposition “ shine” will ensure that the image of Parachute as brand will grow
This idea is highly scalable as positive results in some colleges will pave a platform for others due to buzz created and the ease of extending it to them.
This is sustainable over a long term if feed back is taken at a regular basis. A page in social media such as Facebook can be opened where the users can give their feedback

3. Parachute Jasmine Advanced hair oil
Core benefits : Non sticky scented hair oil which should be used after taking a head bath. The key differentiating benefit of this hair oil from other competitors is that it gives shine to the hair after applying
Parachute Jasmine Advanced hair oil
Our solution acts as a wedge and combines
the core benefits with brand essence
Essence : This hair oil is all about young college going women who have some inhibitions about themselves and are not confident about carrying themselves in front of others . The key benefit provides u the shine (Not literally in this sentence) which enables u to be more confident & poised
Promotion
Word of Mouth
Word of mouth is an important part of promotion as people always trust the recommendations of their closed ones. This will help increasing the trial rate and also ensure promotion for the selection of actor in TV commercial. Word of Mouth will automatically be accounted for after the event in the college fest
Social Networking
Since our target audience is in the age group of 18-24, social media will play an important role in creating the buzz for the tv commercial event. Facebook and twitter can be used as an platform for targeted ads and also sharing of the messages regarding the event
TV Commercial
TV commercial is always important for such type of events i.e selection of actor for the next commercial along with a celebrity. The celebrity can act in the commercial and communicate the same regarding the event which is for college students who are attending the cultural fests. A tagline can be introduced to create the buzz
Mobile
WhatsApp is one platform which most of the youth is using for communication. Almost 90% of smartphone owners are WhatsApp users. Therefore it can be used as a platform to share messages regarding the same