1. Marico Face Off Case Challenge Parachute Advansed Ayurvedic Hair Oil
Submitted by: Team Titans
Team Members id
Mobile
Aamir Khan
Saon Bhakta

2. Competitive Landscape
Understanding the Parachute Advansed Ayurvedic Hair Oil
Strategic Roadmap
Agenda
Industry Analysis
Positioning of Competitors
Report Findings*
Dabur Vatika coconut Hair Oil
Segment- Value added coconut hair oil
USP-Has henna, amla & lemon along with coconut oil
TG- women of all ages urban and rural who are appearance conscious and wants herbal components for a problem free hair. 
Tagline- ‘proof hai,better hai’. 
Hair oil market in India will cross the INR 100 Billion-mark in 2015
Hair oil market in India is noted for a high market penetration, estimated at around 90%
Key Drivers
Competitive Landscape
Availability of gender-specific products
Heightened awareness of personal grooming
Himani Navratna Hair Oil 
Segment- Therapeutic Hair oil.
USP- Has nine Ayurvedic herbs, provides stress relief.
TG-Masses, especially young and middle aged people who suffer from a day to day stressful life. 
Tagline -‘Sirdard, Tension, Anidra aur Thakan Jao Bhool - Raho Thanda Thanda Cool Cool’.
Rapid urbanization and rising disposable income
Wide portfolio across price points
*rncos Report

3. Fig: Bull’s Eye Model for Parachute Ayurvedic
Industry Analysis
Parachute Ayurvedic
Understanding the Parachute Advansed Ayurvedic Hair Oil
Strategic Roadmap
Behavioral:
Typically used before taking hair wash: 2-3 times a week
Target Group: Men and wome- Early Teens to old age
Values, Personality, Character
Believable
Dependable
Reason To Believe
Points Of Parity
Availability in different sizes
Brand Mantra:
Stands for Care and nuturance
Visible results
Peer Review
Points Of Difference
Believability: Using ordinary looking women in advertisements
Consumer Need State:
Oil is for Hair care
Irreverent
Caring
High Quality Product
Consumer Insight:
Strong smell
Fig: Bull’s Eye Model for Parachute Ayurvedic

4. To increase the Brand awareness and reward the loyal consumers
Industry Analysis
Parachute Ayurvedic
Understanding the Parachute Advansed Ayurvedic Hair Oil
Strategic Roadmap
Get more cynical hair fall sufferers to try parachute and recommend to others.
Get a disproportionate share of new entrants in the hair fall category
Launch of “HIS Hair Oil”
Tie up with medical stores
Engaging Consumers
The Original System of Interaction between customers
BTL Campaigns such as Flash Dance in malls, Activations at School and college canteen
Making people try the product by distributing free packs in public places
Trigger and facilitate recommendations
To spread the message of recommendation
Maintaining Loyalty
Launch Local themes on cover packs
Tie-up with hotels and medical stores
Using mobile phones and print media to record personal messages and share it with family and friends
Increase penetration
Send sample along with electric bills and small satches to be given in exchange of 1Re, 2 Re coin.
To increase the Brand awareness and reward the loyal consumers
Engage Consumers and increase penetration

5. Thank You!