Marico Face Off Case Challenge Parachute Advansed Ayurvedic Hair Oil Marico Face Off Case Challenge Parachute Advansed Ayurvedic Hair Oil Submitted by: Team Titans Team Members idMobile Aamir ak.ac.in Saon d.org

Case Overview A lot of hair care brands have traditionally explored the shine space. Key players among them are Clinic plus, Pantene and Sunsilk. The attribution of shine is also stronger Of late, the Challenge is to own shine as the distinctive competitive advantage of the shampoo. Industry Analysis Understanding the Parachute Advansed Ayurvedic Hair Oil ( Bull’s eye model) Distinguishing the Brand from the competitors Strategic Road Map Agenda Retail outlet, social media, mobile, FM radio, colleges,Cafes, Cinema Hall s, Salons. Question Asked Industry Analysis Strategic Roadmap Agenda Understanding the Parachute Advansed Ayurvedic Hair Oil

Report Findings* Hair oil market in India will cross the INR 100 Billion-mark in 2015 Hair oil market in India is noted for a high market penetration, estimated at around 90% Competitive Landscape Key Drivers Dabur Vatika coconut Hair Oil  Segment- Value added coconut hair oil  USP-Has henna, amla & lemon along with coconut oil  TG- women of all ages urban and rural who are appearance conscious and wants herbal components for a problem free hair. Tagline- ‘proof hai,better hai’. Heightened awareness of personal grooming Rapid urbanization and rising disposable income Wide portfolio across price points Availability of gender-specific products Positioning of Competitors *rncos Report Himani Navratna Hair Oil  Segment- Therapeutic Hair oil.  USP- Has nine Ayurvedic herbs, provides stress relief.  TG-Masses, especially young and middle aged people who suffer from a day to day stressful life. Tagline -‘Sirdard, Tension, Anidra aur Thakan Jao Bhool - Raho Thanda Thanda Cool Cool’. Strategic Roadmap Understanding the Parachute Advansed Ayurvedic Hair Oil Agenda Industry Analysis

Brand Mantra: Stands for Care and nuturance Points Of Parity Availability in different sizes Believability: Using ordinary looking women in advertisements Points Of Difference Reason To Believe High Quality Product Peer Review Visible results Values, Personality, Character Believable Caring Irreverent Dependable Target Group: Men and wome- Early Teens to old age Consumer Need State: Oil is for Hair care Consumer Need State: Oil is for Hair care Behavioral: Typically used before taking hair wash: 2-3 times a week Behavioral: Typically used before taking hair wash: 2-3 times a week Fig: Bull’s Eye Model for Parachute Ayurvedic Consumer Insight: Strong smell Consumer Insight: Strong smell Industry Analysis Parachute Ayurvedic Understanding the Parachute Advansed Ayurvedic Hair Oil Strategic Roadmap

The Original System of Interaction between customers To spread the message of recommendation Trigger and facilitate recommendat ions Get more cynical hair fall sufferers to try parachute and recommend to others. Get a disproportionate share of new entrants in the hair fall category Engaging Consumers BTL Campaigns such as Flash Dance in malls, Activations at School and college canteen Making people try the product by distributing free packs in public places Launch of “HIS Hair Oil” Maintaining Loyalty Using mobile phones and print media to record personal messages and share it with family and friends Launch Local themes on cover packs Industry Analysis Parachute Ayurvedic Strategic Roadmap Increase penetration Tie-up with hotels and medical stores Send sample along with electric bills and small satches to be given in exchange of 1Re, 2 Re coin. Tie up with medical stores To increase the Brand awareness and reward the loyal consumers Engage Consumers and increase penetration Understanding the Parachute Advansed Ayurvedic Hair Oil

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