1. Making PAJ Synonymous to “Shine”
Team Name: Methamphetamine
SUVAJIT DE
SRIJATA CHAKRABORTY
NAVED ALAM

2. Brand Identity of Parachute Advansed Jasmine Hair Oil
How I would describe the product?
What the product does for me?
Value for money
Lustrous long hair
Reduces hair fall
FACTS AND SYMBOLS
Must have for hair
Consistent viscosity
Gives nourishment
Transparent bottle with a blue flipflop cap
100% pure coconut oil
Credibility
CORE BRAND PROMISE
Shiny hair
Market leader
Modern women
Progressive yet traditional
Groomed
Confident
Spirited yet graceful
Beauty with care
Gorgeous
BRAND PERSONALITY
Cared for
How the brand makes me look?
How the brand makes me feel?
Brand Identity of Parachute Advansed Jasmine Hair Oil

3. Core Value Propositions Target Market Segment
SHINY HAIR
Nourishment for coarse hair/hair stripped of natural oil
NON-STICKY
The non-stickiness of the oil will not deter women from using hair oil
FRAGRANCE
The fragrance of Jasmine adds to the freshness
The target market segment for PAJ will be years, SEC BC (middle segment), young college students or working women residing in Tier-1 & Tier-2 Urban towns. This segment remains exposed to the sun and pollution for more than 2 hours on an average and hence more vulnerable to dust.
Most women in this category see their hair become frizzier and less manageable due to chemical treatments such as coloring, straightening, perms and frequent washing with harsh shampoos that strip the hair of natural oils.

4. Pricing
Marico already has hair shine products in its portfolio – the Hair Care Silk n Shine Leave in Conditioner, in the premium category
Also, the target market belongs to Tier 1 and Tier 2 cities, Hence the product needs to be priced as a budget item
Thus, pricing this as a budget product will serve two purpose: higher penetration in Tier 2 markets as well making sure there is no cannibalisation of other products in the portfolio

5. Work or play, night and day –
Ad Campaign
Today’s woman leads a dynamic life. That next presentation at work, the next meeting, cooking your husband’s favourite dish – maintaining the balance is indeed a tough job! The constant pressure, travel and domestic work makes proper hair care that more important. Introducing PAJ, the new solution to damaged brittle hair. Apply and shine!
Work or play, night and day –
keep SHINING!

6. THANK YOU