1. Parachute Advanced Ayurvedic Coconut Hair Oil
Team Name: Brain Blast
Team Member 1: Krishna Ashok –IIM Shillong
Team Member 2: Kaushal Singh – IIM Shillong
The Recommendation Model – A Four Step Model
To identify a medium to sustain the momentum of conversation
In the earlier model, though customers could make recommendations to their friends and relatives, there was no medium to take it beyond that cycle of friends and relatives at a faster pace.
Thus we have identified salons as the medium that would recommend all its trusted customers our product 1 2
The second step is to make the process of recommending, a smooth one and an enjoyable process for the customers. We have recommended the use of a customer reference code for the same 3
The third step is to incentivise the recommendation model so that it sustains momentum 4
The final step is to create awareness on a wider scale.
For this, gaps are identified using the coupon codes, ad campaigns are put in place through effective mediums other than television and other social campaigns are organised to connect with the customers

2. Salons as the Primary Medium Use of the Reference Code
Sustaining the Model through Incentives
Anti Hair Fall Campaign
Customers generally have a good relation with the salons in their locality
The inputs given by the hairstylists at these salons are valued by the customers
Marico should form an association with salons and popular salon chains like Naturals and Green Trends in South India
They should get the hairstylists to believe in the efficacy of their product and recommend the same to the customers
Under the association, the salons are provided cards that contain a coupon code.
The salon recommends the product and distributes the card
The card contains the coupon code and the contact details of the company`
The customer calls on the number and provides his coupon code, contact number and address
The customer is delivered a free sample of the product
S  State Code
D  District Code
A  Area Code
R  Sector Code
XXXX  Coupon Number
Coupon Code
SDARXXXX
CONTACT DETAILS

3. Salons as the Primary Medium Use of the Reference Code
Sustaining the Model Through Incentives
Anti Hair Fall Campaign
The customer who used the coupon code and availed the sample is contacted after a period of 30 days
If the customer is satisfied with the product, a reference code is provided. For e.g. AS12R
The reference code would be mailed to the customer along with a Google Form.
The customer can provide the contact details of any person (maximum 3 per form) along with the reference number.
The form can be refilled many times as per the customer’s discretion
The recommended person/persons would be called and apprised of the recommender as well as the product.
If they are willing to test the product, they would receive a free sample and the recommender gets 10 points.
The reference code can be used in 2 ways
Messaging/WhatsApp:
The reference code would be messaged to the customer along with the contact details of the company.
The customer can forward the message containing the reference code to her friends/relatives
If the friends/relatives call on the provided number, the receiver(company representative) would ask the customer either for the coupon number(as issued by the salons) or reference code.
Once the caller provides the reference code the caller would receive the product sample within two working days and the recommender would get 10 points.

4. The Monthly Competition –Be the face of positive change
Salons as the Primary Medium
Use of the Reference Code
Sustaining the Model through incentives
Anti Hair Fall Campaign
For e.g. If the customer has recommended 3 people and only two of them use the product using the recommender’s reference code, then the recommender would get 20 points
+ 10
+ 10
+ 10
Every time a customer recommends another
Friend/relative to use the product, she would get 10 points if the recommended person uses the product
The Monthly Competition –Be the face of positive change
Anti Hair Fall – Face of the Month
At the end of each month, the customer with the highest reference points, either area wise or state wise would get a chance to be featured on the label of the product
Once the customer gets 30 reference points, she would be legible to get a 50% discount on the product if she chooses to buy it.
Selected customers, having high reference points would get a chance to be interviewed and their excerpts would be published in magazines

5. Thank You Salons as the Primary Medium Use of the Reference Code
Sustaining the Model through Incentives
Anti Hair Fall Campaign
Identifying the gaps
Ad Campaigns in Cinema Halls
Campaigns on a wider scale
- Using the coupon codes issued by the salons, an estimate can be made regarding the popularity of the product in a particular state/district/area/region based on the number of customers being issued the code and the number of customers using the recommendation.
- In areas where the penetration is relatively low, print media and other channels can be used to popularise the scheme
- Ads can be shown in Cinema Halls especially in areas where product penetration is less
- Generally people get frustrated with ads, so the advertisement can start with a women saying, “ Hate ads during a movie? Do you pull your hair in frustration? “ The ad will feature a women pulling her hair in frustration and realising that she has hair fall. Then the commercial can address the issue on a general note and recommend the use of Parachute Advanced Ayurvedic Hair Oil
- Women in South India, especially in Tamil Nadu wear ‘gajra’ – a flower, on their heads. Marico can hold campaigns during Flower festivals held in South India.
- They could distribute small sashes during these flower festivals.
- Marico can tie up with some Health channel and broadcast these campaigns or could also tie up with a popular Health Magazine or Social Magazine that would effectively cover these campaigns
Thank You