1. Face – OFF Parachute Advanced Ayurvedic Hair Oil
Ravi Agrawal – SIBM
Dwaipayan Chatterjee – SIBM
Karthik M – SIBM
Anand Ganapathy – IIM A
Team Gryffindor

2. The Sustainable Marketing Concept
Start-Up
Growth
Maturity
Decline
Death
Rebirth
‘91
‘90
‘94
‘96
Marico was born
Lists on Indian Stock Exchange
‘02
‘03
Marico Innovation Foundation
’06
’12
Innovation Timeline
The Marketing Concept
Focuses on the company’s short-term sales, growth, and profit needs.
Meets both the current needs of customers as well as the current needs of businesses.
The Sustainable Marketing Concept
Identical to the strategic planning concept.
Meets both the immediate and future needs of consumers  in addition to the company.

3. Viability and Impact Short Term Solutions
Personal recommendations work, but the visibility is limited
The danger of stagnation. With the inflow of many options, customers need to re-emphasis their need in the product
Looks more like a Pyramid Scheme, where the new players are involved just for the sake of incentives
Difficult to keep the customers engaged, not any tangible recommendation benefits for the loyal customers
Impact of Recommendation
The youth needs to be targeted in an effective manner. This would lead to the increase in the market penetration. Initiate youth-centric marketing campaigns
Using the Porter’s Five forces, the biggest threat is that from the substitutes like Patanjali. Bring the Marico Advantage in the promotional campaign.

4. The three ‘game changers’ will lead to a sustainable increase in revenue by creating new ‘focus channel strategy’ and aligning the product to it
3.0 Strategy
BUSINESS MODEL
‘Youth Brands’
Hair strengthening Alternative
Regional promotion Popular mascots
The power of Ayurveda
Position the untapped market
Align the product to the core ingredients
Increase Visibility / Promotion
Game Changers
The Foundation --- Value Proposition
Supplier Relationship
Inventory management
Product Management
Profitability
Business As Usual
Customer focussed Product portfolio alignment

5. Thank You