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MARICO – PARACHUTE ADVANCED AYURVEDIC HAIRFALL OIL RECOMMENDATION MODEL MOHIT KUMAR PGP/018/256 RAVI KUMAR SINGH PGP/018/267

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Presentation on theme: "MARICO – PARACHUTE ADVANCED AYURVEDIC HAIRFALL OIL RECOMMENDATION MODEL MOHIT KUMAR PGP/018/256 RAVI KUMAR SINGH PGP/018/267"— Presentation transcript:

1 MARICO – PARACHUTE ADVANCED AYURVEDIC HAIRFALL OIL RECOMMENDATION MODEL MOHIT KUMAR PGP/018/256 mohitk18@iimk.ac.in RAVI KUMAR SINGH PGP/018/267 ravik18@iimk.ac.in TEAM AVENGERS

2 INTRODUCTION Objectives 1.Hair fall reduction oil trial and recommendation 2.Increase number of new customers Framework 1.Trigger and facilitate recommendation 2.Spread message of recommendation and sales Strength Weakness Threats Opportunity New trial grew by 62% year on year Offtakes grew by 41% within six months Gained more new entrants Market share grew by 30% 2 nd largest hair fall control brand in SI Financial cost for couriering sample to customer is very high The word of mouth momentum cannot be maintained The campaign model is also not sustainable because of high cost The campaign is not financially sustainable and so will reduce the profit per unit of the product Various ad campaigns of oil brands had targeted hair fall and the message through advertisement may not be taken seriously The influencers like the salon, dermatologist and shop keepers present a great opportunity Kaya skin clinic hair loss treatment and conferences also can be leveraged for recommendation and showcasing the new products SWOT Analysis of Old Model

3 NEW CAMPAIGN PLAN Sales Man Pitch -The salesman pitches the “PAAHO” to the shopkeeper highlighting its benefits -Free samples will be given to shopkeeper to distribute among the customers -Salesman will pitch the product to beauty salons and encourage them to use and recommend it -Margin would increase as number of products sold increases -Points will be given to salesman on every bottle sold and he can redeem it for any Marico product with each point equal to 1 rupee -Posters advertising PAAHO should be placed in places informing customers to ask for free sample Sales Man Pitch -The salesman pitches the “PAAHO” to the shopkeeper highlighting its benefits -Free samples will be given to shopkeeper to distribute among the customers -Salesman will pitch the product to beauty salons and encourage them to use and recommend it -Margin would increase as number of products sold increases -Points will be given to salesman on every bottle sold and he can redeem it for any Marico product with each point equal to 1 rupee -Posters advertising PAAHO should be placed in places informing customers to ask for free sample Shopkeeper -Shopkeeper will recommend the product to the customers and will be given incentives to do it -They should be instructed to give free samples whenever a person has bought any Marico product -To gain a better margin the shopkeeper has to cross sell it with other Marico products -Points will be given to shopkeeper on every “PAAHO” bottle sold and can be redeemed for other Marico products -Shopkeeper will recommend the product to the persons owning hair salons or beauty parlours who buy from the shops Shopkeeper -Shopkeeper will recommend the product to the customers and will be given incentives to do it -They should be instructed to give free samples whenever a person has bought any Marico product -To gain a better margin the shopkeeper has to cross sell it with other Marico products -Points will be given to shopkeeper on every “PAAHO” bottle sold and can be redeemed for other Marico products -Shopkeeper will recommend the product to the persons owning hair salons or beauty parlours who buy from the shops Beauty Salons -Beauty salons owner will get points on every time they purchase PAAHO -For promotions of the product they will get incentives like discount coupons for purchase of Marico products -Beauty salons will recommend the product to its customers by educating it about its benefits -Marico should tie up with large beauty salons like Naturals to offer Ayurvedic treatment to its customer which uses PAAHO -The salon which does highest business for the product will be adjudged Best Marico Salon of the Month and will be given various prizes Beauty Salons -Beauty salons owner will get points on every time they purchase PAAHO -For promotions of the product they will get incentives like discount coupons for purchase of Marico products -Beauty salons will recommend the product to its customers by educating it about its benefits -Marico should tie up with large beauty salons like Naturals to offer Ayurvedic treatment to its customer which uses PAAHO -The salon which does highest business for the product will be adjudged Best Marico Salon of the Month and will be given various prizes *PAAHO stands for Parachute Advansed Ayurvedic Hair Oil

4 NEW CAMPAIGN PLAN Dermatologist -The dermatologist will be an important person who will recommend the product to the hair fall patients -Marico might hire some medical representatives who will pitch the product to the doctor highlighting its benefits -The doctor will be given various samples, which will then be recommended by them to the patients -Various incentives like gift and points will be given to doctors for maximum recommendations -Tie up with small hair clinic to recommend the product and reward them with incentives if response is good enough Dermatologist -The dermatologist will be an important person who will recommend the product to the hair fall patients -Marico might hire some medical representatives who will pitch the product to the doctor highlighting its benefits -The doctor will be given various samples, which will then be recommended by them to the patients -Various incentives like gift and points will be given to doctors for maximum recommendations -Tie up with small hair clinic to recommend the product and reward them with incentives if response is good enough E-commerce -Exclusively place the product so as to catch the attention on anyone buying hair care products -Tie up with flipkart, amazon so as to give the sample free to customers -For first 100 customers in a day for a month with a purchase amount greater than 1000 Rs will get PAAHO free of cost -Bundle the sample with Saffola 5 kg product and other Marico products -Waive off the delivery charge for the product for first 100 products and give points to customers which can be redeemed for buying other Marico products E-commerce -Exclusively place the product so as to catch the attention on anyone buying hair care products -Tie up with flipkart, amazon so as to give the sample free to customers -For first 100 customers in a day for a month with a purchase amount greater than 1000 Rs will get PAAHO free of cost -Bundle the sample with Saffola 5 kg product and other Marico products -Waive off the delivery charge for the product for first 100 products and give points to customers which can be redeemed for buying other Marico products

5 FURTHER RECOMMENDATIONS


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