1. Marico- Face Off Challenge Understanding Parachute Advanced Ayurvedic Hair Oil “I can see visible hair growth and my hair fall is totally under control. I am happy to see less hair fall. My hair also has grown well.” - Pink and Pink It helped hair growth and controlled hair fall. The product conditions and makes hair soft after washing it, which made me fall in love with my hair all over again. I did not notice any effect on dandruff though. -Stylecraze “Use it on both me and my daughter's hair, and it definitely provides shine and moisture. Smell is a little different (sort of like cooking grease).” -Amazon.com “1 out of every 4 Indians is a Marico consumer!” - Marico Media Release, Q1FY12 Parachute Advanced Ayurvedic Hair Oil won a bronze in the category ‘Integrated Advertising Campaign’ for the same campaign. - Marico Media Release Q4FY14 Parachute Advanced Ayurvedic Hair oil’s campaign ‘Recommended by those who care’ won a Silver in the Consumer Products category. - Marico Media Release, Q4FY14 Submitted by- - Aayush Gandhi (MHRM) uh14053@stu.ximb.ac.in - Abhimanyu Sureka (MHRM) uh14002@stu.ximb.ac.in - Apurvi Maheshwari (MHRM) uh14059@stu.ximb.ac.in

2. TRIALS Due to tall (but false) claims by major brands to provide effective solutions, consumers have become cynical to any new products in the category. The major task at hand was to get more cynical women to try the product. RECOMMEN- DATIONS The next major task was to get the users to recommend the product to more people. The “Recommended by those who care” campaign, involving Mobile phones, Print and television, and strategies such as “Free Sampling” (to customer and his recommendations), “Personalization” (recorded messages, renaming the brand, photographs), Sampling through magazines, etc. have been used. NEW ENTRANTS SHARE The aim was to get major share of New Entrants into the product category. RESULTS-  New trials grew by 62% every year  230,266 unique conversations were created by the mobile campaign.  80% of women who got calls spoke to at least five people about it.  The number of recommendations grew at a rate 10 times that of the launch.  The brand gained the highest number (43%) of new entrants into the category.  It saw a growth in market share to 15.6%, up from 12%.  It is now the 2nd Largest Hair Fall Control Brand in South India. In Kerala, the brand has doubled its market share from 19% to 38.4% in a year.

3. “Parachute” is a well known and trusted brand providing excellent quality coconut hair oils across the country. The “Recommended by those who care” campaign has worked excellently well in triggering the use of the new product in the South. Coconut is the most gettable commodity in South India. Women are likely to use naturally extracted pure coconut oils. The product faces internal competition as well as from other well known brands such as Himalaya, Biotique, etc. These are well- establishes household names in Ayurvedic Hair Care. The shift in mind-set of people towards the benefits of Ayurvedic products due to increasing awareness. With more and more women coming forward in the work front, there is an increasing demand for fast and highly powerful solutions for haircare. There is the opportunity to shift from naturally extracted coconut oil to serially manufactured products. The Recommendation campaign is successful in triggering the use, but does not guarantee long- term sustainability of product usage. Free sampling involves high investment (cost). Tracking of consumers to ensure 30-day follow up calls and further recommendations is a cumbersome task. STRENGTHSWEAKNESSES OPPORTUNITIESTHREATS

4. “For beautiful, strong and long hair, apply Nariyal (Coconut), Kadipatta (Curry leaves) and Amla (Indian Gooseberry) everyday”. Ingredient Quantity (per 100 ml) Benefits Coconut Oil/ Excipients Q.S. It provides natural antioxidants and vitamins to boodt hair growth. Also, it has antifungal and antibacteral properties. Amla12.50 g It is known to reduce hair fall and thinning. Also known in increasing hair strength and shine. Ghritakumari (Aloe Vera) 6.25 g It helps in healing the scalp, balancing the pH level of the scalp and cleaning of pores. Mehendi2.50 g It is an excellent hair conditioner. Also reduces hair breakage and damage. Nagarmotha2.50 g It stimulates deep in the hair roots and works on the sebaceous glands to promote new hair growth. Methi1.25 g It contains elements such as trigonelline, lysine and steroidal saponins and fibre which increase hair thickening and growth. Sugandhit Dravya 0.85 g It improves blood circulation to hair roots and follicles, eliminates dandruff and helps in soothing flaky scalp. Coconut oil (pure and naturally extracted in-house) is extensively used in the South. The practice of using pure coconut oil has been ongoing for ages. The consumers are wide aware of the benefits of coconut for hair care. Such consumers are cynical of using any other form of coconut oil. The brand needs to capitalize on Product Differentiation. Consumers need to perceive it as a product that adds the benefits of these ingredients over and above the richness of coconut. WHAT TO DO- Create consumer satisfaction about the long term effects of using PAAHO. HOW TO DO- Build further on the Recommendations Campaign by involving channels such as Social Media. -Focus on Branding the product better by door- to-door feedback collection and sampling. - Brand Promotions by roping in Ayurvedic Gurus, Dermatologists, etc. on all possible channels.

5. Challenges & Strategy Challenges Coconut is readily available in Southern India. Naturally made cocnut oil more prefered Penetration is difficult specially in Rural India Faces competition from its own variety of Coconut oil Promotion Strategy adopted will not create a long term impact Covering other parts of India with a fresh strategy could be a challenge Source: insert source information here Recommendations Make a promotion and advertising strategy which will create a long term impact Focus on additional value creation and show how the product is different from others Target other parts of India as well Focus on Rural Marketing Development via Free Sample, Promotion via means of Road Shows, Announcements etc. Recommendations for South India Bring you smaller packs of he products Focus on Visibility of the product Give free samples on purchases rather than by current method Create a sustainable model and focus on long term growth vision