1. MARICO FACE OFF Making PAJ synonymous with shine
Decisions to be taken:
How to own up the touch-points relevant to the core customer ?
What efforts to make in the surround/activation space ?
Target Segment characteristics:
18-24 are beauty conscious ?
They try out multiple new products ?
Team FORTANA
Abhilasha Mishra: IIM Ahmedabad
Vishal Kumar Singh: IIM Calcutta

2. STRATEGY Introduce a ‘Shin-o-meter’
A card/measurement device which gives a quantitative measure to hair shine.
A strip or a small device working on reflection theory
Introduce a concept named ‘Shinefie’
Selfie displaying the shininess of hair
Partner with some specific salons in Tier 1 and Tier 2 cities
Salons with established network which will give access to their existing users
Upcoming salons which would want to tie up with an established hair care brand
Salons incentivized with monetary benefits, parachute products and training camps
for employees
Introduce the title of ‘Parachute Advanced Jasmine Miss Shiny Hair’
Introduce in fashion competitions of cultural fests of Tier 1 and Tier 2 colleges
Not more than 2 college per city

3. STRATEGY IMPLEMENTATION
Each PAJ bottle will contain a ‘Shinometer’ and a UNIQUE code
Girls upload ‘Shinefie’ on PAJ Facebook page with the ‘Shinometer’ score
Everyday one lucky winner gets a ‘PAJ Salon Shine,’ hair treatment in a partner salon
The hair treatment would be specific to her hair type, hence customer satisfaction
The lucky winner will be asked to provide the unique code
She would be mailed the coupon
Coupon will have to shown at the salon to avail the offer

4. FINANCE (6 Month) Total cost involved = 20 crores approx.
No. of Tier 1 and Tier 2 cities = 150 (Source Wiki)
No. of salon outlets to tie up with = 400 (Salons with maximum charge of 1500 for a normal hair treatment e.g. Locally famous parlors)
Total cost in tie ups (6 months) – 400*1 lacs = 4 crores
No. of colleges to conduct Miss Hair Shine = 100
Total cost of conducting Miss Hair Shine = 100*0.5 lacs = 50 lacs
Total cost of front page pan India advertising in one newspaper = 1 crores
Total cost of front page pan India advertising = 15*1 crore = 15 crores (Assumes 60 quarter page ads)
Total cost involved = 20 crores approx. 4

5. EFFECTS ON TOUCHPOINTS
Salons existing customers are made aware of the product
Salon promotion of FB page
Strategy
Salons
Social Media
College
Retail Outlets
Salon turned customers can buy PAJ from retail stores as well
Facebook Page for PAJ instant sharing and awareness
Generates buzz among the friends circle of the user
More sales will result in more stocks of the unit; Long term distribution medium
TG is shopping enthusiast, tries new products
18-24 group is active on social media
High core segment visibility (18-24)