1. Tom & Jerry ANKIT REDKAR ANIKET KUMAR
K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

2. Primary Research No. of Respondents: 30 Demographics Psychographics
Observations:
Female buyers are influenced more by society than experts (doctor, trichologist)
Major Reason: Hair Fall
Awareness about PAAHO is less
People have positive attitude towards Ayurvedic Products
Demographics
Objectives:
Market Penetration
Consolidate customer base
Brand Loyalty
Expand customer base
Increase awareness
Build a recommendation platform
Psychographics
*Primary Research Carried at Dombivli

3. We recommend Target Segment: Middle and Upper Middle Class Female
Buying decision of this segment is influenced by near ones
Lower preference to visit trichologist and product selection
However need an opinion which can be trusted and one that comes directly from a person ‘been there’
Current positioning of PAAHO is in-synch with driving forces of Customers
Problem Statement
Design a platform based on Personal Connectivity to achieve a bigger reach and sustainable outcome.
‘All’ Chemists
Life-Line
Utilize large networks of and dependability on Pharmacists
A chain of Purchase decision will be triggered by this entity
Advertising in railways
Target in Ladies compartments
Potential platform of huge
recommendation and word of mouth brand awareness
The ‘Selfie’ way
Social media platform
Target: Larger and faster outreach
Brand recognition and awareness
Facebook and Instagram Competition
‘Hashtag Mania#

4. ‘ALL’ Chemist Population> 1lac :: No of chemist shops= 85 (approx)
Pharmacist is a major driver in purchase decision especially when consumption /application does not have any side –effects
General perception: Pharmacist’s opinion is based on his experience+ demand for the product+ reviews received form those who used the product
Utilization of this wide presence of pharmacists will be a preferential model of Recommendation
Tie up with 15 major pharmacists in the city(Expected customer footfall= 560/day/store)
A total footfall of 8400per day per city
Catch Them Young:
Primary research revealed 65% of customers asks a pharmacist to suggest the beauty care product never tried before without consultation with a physician
A recommendation model will try to capture this segment with an expected conversion rate of 15%
That equals bottles of PAAHO sold per day per city
A commission/incentive based tie-up model with pharmacists is recommended
Sales can be boosted with an efficient usage of product display and line of sight (LoS) promotion material arrangements
Los>> Display>> Enquiry>> Recommendation>>Purchase Decision>> Sale

5. Selfie-way A ‘Selfie’ Competition
Theme: ‘ Beautiful Hair Beautiful Me’
Upload on social media typically Facebook and Instagram
Selfie with most number of likes and highest shares will be declared winner of the month
Winner picture will be cover photo of Parachute Advanced Ayurvedic Hair Oil for one complete day
One mega winner will get a chance to meet a celebrity/ brand ambassador at the end of 6months
Current Likes to FB page: 7,09,000
Suggested campaign will increase reach and brand awareness by 12%
Conversion rate of 10% from this campaign will yield cost effective results
Meet Tamanna Bhatia #contest
Meet Tamanna Bhatia #contest

6. Life-Line & Strategy A place where cordial coterie of women is seen
Visible placement of advertising is an effective way to trigger discussion on ‘the’ topic
Sharing experience, suggestions and recommendations can be exchanged
Ideal platform for word of mouth publicity
PAAHO should initially focus on the current segment and consolidate the brand loyalty before diversifying to new customer market
Shopping in retail can be made more customer-friendly with the introduction of ‘small sized bottles’ (Try it yourself version).This will increase the customer base as people who have never used can also purchase and ask their colleague or relative who is arriving to pick it up from the retail store
Value addition by addressing other hair related problems by PAAHO will be an icing on the cake
More competitions like #BeautfulHairBeautifulMe or #ArtOfOiling

7. Thank You