Presentation on theme: "Team Name: Lẻs Invincibles. The problem statement Case breakdown: Objective: To create awareness and relevance for “Parachute Advansed Body Lotion” using."— Presentation transcript:
The problem statement Case breakdown: Objective: To create awareness and relevance for “Parachute Advansed Body Lotion” using mobile and digital space. Product Advansed body lotion Packaging: curve shaped bottle symbolises the body of a women Subtle colors: serene and divine qualities of the lotion Appeals to simple aged women Strong brand name leading to increased credibility Customer Females 25-40 year old Married Family centric Skin conscious Frequent internet user, Mix of impulse, offer centric and brand conscious customers Market New kid on the block(launched in 2011), market share - 5% Major competition Vaseline(50% market share), Presence - pan India through retail shops (MFS and GT) Advertises in TV, magazines and newspapers
Product Profile Fragrance Coconutty fragrance due to presence of coconut oil and milk IngredientsPackaging Attractive “hour glass shaped “ bottle gives it a sexy and curvy shape & facilitates easy handling Variants Texture Not very thick but Light and greasy Pricing Available in four variants : Body lotion Dry Body lotion deep nourish Body lotion butter smooth Body lotion MI summer fresh Body lotion Butter smooth 250 ml – Rs 160 Body lotion Dry 100/ 250 ml – Rs 70/115 Body lotion MI summer fresh 100 ml – Rs 70 Body lotion deep nourish 100/250 ml- Rs 59/ 115 Aqua,Cocos Nucifera oil, Glycerin, Isopropyl Myristate, Stearic Acid, Triethanolamine, Coconut Milk, Glyceryl Sterate, Hudrogenated Vegetable Oil, Dimethicone, Steareth-21, Steareth-2, Fragrance, Methyl Paraben, Carbomer, Titanium Dioxide, Propyl Paraben, Phenoxyethanol, BHT, Disodium EDTA, 100% Natural Moisturizers that nourish from deep within
Macro View Current Positioning: Hydrating body lotion for summers, focus higher on soft skin than mint/coolness. Target Group comes across as young married housewives, 25-30 years FB Page shared with the complete body lotion line by Parachute Advansed. Posts related to young couples and rekindling romance USP : 100% natural moisturizers that nourish from deep within Tagline: Jagaye Love Dubara/Laut aaye pal dubara Competitors: Vaseline, Nivea, Dove, Ponds Focus : Maintain the texture of your skin despite your age and maintain your desirability
Research And Analysis Primary Research Conducted interview based survey to analyze influencing factors for the TG and their shopping type preferences. Sample Size: 56 women, 24-42 Do you feel comfortable shopping for cosmetics online? Do you feel using body lotions improves the texture of your skin? Do you feel traditional Indian beauty secrets still have a place for today’s generation? Do you feel tempted to try out new products if they engage you in some way? Are you open to trying out a new product on a trial basis ?
Research And Analysis Majority of our TG is well adept at using android apps More than half the sample from our TG pay attention to promotional texts / free ads to avail offers, eg Dominoes, Mc Donalds, Installing Free apps they find of use Women of the Age group 25-35 are active on Social Media and use their phones for daily purposes like NEWS and Reminders The tendency of sharing any new content is prevalent on apps like whatsapp etc
Mobile Space Promoters at retail stores give a toll free number to customers getting involved with the product. By giving a miss call on this number a discount coupon message will be received by the customer. QR Code: At the back of the bottle. This will redirect the customer to the parachute website and every 3 rd visit will get 5% off. Also, every 100 th unique customer will get 20% off on any parachute product.
Ring-a-Bell Voice over for traditional Indian beauty secrets by giving a call on a toll free number to be displayed after TVC and other modes of communication. 1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 8 9 9 0 0 “Namaste, and welcome to ring-a-bell, Press 1 for facial care concern…” “Did you know, that drinking coconut water on a regular basis not only reduces tanning but also protects skin from further damage from sun” Body care Hair care This app will emphasize the use of coconut and milk which will help in increasing the product credibility. Also, other traditional Indian products will be suggested.
Digital space AAPKI PARESHANI – HUMARI PARESHANI Skin Care Child Care Healthy nutrition for husband Married life relationship AAPKI PARESHANI-HUMARI PARESHANI: A section in parachute website wherein customers can ask questions under different subheads like skin care, child care, healthy nutrition for husband and married life relationship which will be privately handled by our advisors.
Facebook Connectivity SHARE YOUR EXPERIENCES: Customers can share their experiences with Parachute Advansed Body Lotion on our Facebook page. Post getting maximum number of likes in a week can win exciting parachute goodies.
Mobile App – The Advansed Solutions Free skin consultation depending on your personal skin issues
Mobile App – The Advansed Solutions Order any Parachute product online
Mobile App – The Advansed Solutions A portal to connect to other Parachute users
Mobile App – Advansed Solutions Check out latest trends on our photo album The advantages of age old Indian remedies Connect with us on facebook Mail us your queries and feedback