1. Recommendation model for Parachute Advansed Ayurvedic Hair Oil
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Marketing Case Study
Recommendation model for Parachute Advansed Ayurvedic Hair Oil
Prashant Kumar , ,
Sobhan Pattanaik,
Team Name: System Crash “parachute.exe missing”
National Institute of Industrial Engineering (NITIE), Mumbai
Xavier Institute of Management, Bhuvaneshwar (XIMB)

2. 30th day- Outbound recorded call goes to her mobile: Did you like PAAHO? Recommend it to 3 loved ones.
Recommendation Model
Consumer uses brand for 30 days. Sees hair fall reduce
Record a personal message for your friend. We will play it on your behalf and surprise her.
Your friend buys a PAAHO bottle from retail shops
Consumer buys a PAAHO bottle from retail shops
You get a message tracking number of friends/friends of friends in your chain or you can also track from the mobile app or logging on the website
Call goes to friend: Your friend has recommended PAAHO. Here is her message for you. Hi..” .. Message played back
Outbound recorded call goes to consumers-introducing the brand & offer to get a free hair checkup from the best hair specialist in the region
Get a free hair checkup from the best specialist
Members in the chain greater than a critical number (decided by the cost-benefit analysis with the hair specialist’s fees) ?
Yes No
The Chain continues…..

3. Survival of the wittiest
Boosting ROI and increasing customer base through Recommendation Model
Sales Volume = Number of Brand Users Usage Rate per User Intenders New Sales Repeat Sales Owners
Increase number of intenders
Attract competitor’s customers
- This can be done by the existing customers of PAAOH(satisfied customers) who will recommend their friends in temptation of free hair check-up
Retain customers by tempting them with the hair check-up by the best hair specialist of that region (ensuring quality of PAAOH) – gaining customer’s faith
Emotional Branding
Current Perception – (Red Ocean Strategy)
Brand Repositioning as a anti- hair fall remedy by luring customers (having a critical chain ) with free hair-check up
Future Mapping – Blue Ocean Strategy
Share of Heart
Share of Mind
Share of Market

4. Thank You Sobhan Pattanaik Profile : Prashant Kumar
Post Graduation – MBA, XIMB
Graduation-B.Tech (Electronics)
Experience – 2 years (TCS)
Prashant Kumar
Profile :
Post Graduation – MBA, NITIE
Graduation-B.Tech (ECE) , B.I.T. Sindri
Fresher