1. PARACHUTE JASMINE HAIR OIL
Marico Face Off
Marico Face Off 4
PARACHUTE JASMINE HAIR OIL
Executive Summary
Oil nourishes the hair and provides intrinsic shine and healthy hair. This can be communicated to the target customer segment by setting up stalls in college festivals and malls. Details about a Hair Shine app shall be printed on the bottle which will act as a personal hair attendant and measure hair shine. Fashion and beauty blogs as well as YouTube videos can used to promote use of the product. Social Media Campaign to award the girl for Best Hair Selfie on PAJ FB wall.
Contents
Set up Stalls of PAJ at Colleges Fests and Malls
App to measure hair shine
Fashion Blogs, Youtube channel promoting the product
Science of Shine Message communication
Team Young Guns
Sachin Salian
Aman Soni
Ujjwal Kumar
Shailesh J Mehta school of Management, IIT Bombay

2. PAJ Stalls at Colleges and Malls
Colleges: Time for you to Shine
Setup PAJ stalls during 3-5 day college festivals in Tier 1 and Tier 2 cities.
There will be maximum footfall of target consumer group, 18-24, SEC BC, young girls during this time.
The stalls will have hair experts who provide free hair care tips and hair care solutions to young girls who come up to the stall.
Use Shine Meters to measure hair gloss and spread awareness of how PAJ improves hair shine.
Show PAJ mobile app and explain how it will help in scheduling hair oiling time during the week as well as show improved hair shine by taking selfies.
Shine meter to measure hair shine
Malls:
Set up stalls on weekends in Malls in Tier 1 And Tier 2 cities
Provide free hair care tips and hair care solutions in the stall by hair experts.
Have professionals measure their hair shine using shine meters and explain consumers how they can improve hair shine using PAJ hair oil.
Click Selfies of PAJ Stall visitors and post on PAJ FB wall, tagging the girl. This will a lot of social media awareness and buzz about the product.
Crowd in a mall

3. Buzz on Fashion Blogs, YouTube Channels
1. Fashion experts on YouTube have their own channels with thousands of subscribers. When they release a video, it gets thousands of views. The above two are example of fashion experts recommending PAJ for shine.
2. PAJ YouTube channel: PAJ should have their own channel with fashion experts prescribing the Oil for Shine and hair care tips.
3. Fashion and Beauty blogs: These blogs provide product reviews of different hair care products in the market and recommend them to their followers. Promoting PAJ on such websites and blogs would improves in brand equity and publicity.
5466 views on Amc Tomy’s video about PAJ
Pros of Parachute Advansed Jasmine Hair Oil:
Love the fragrance.
Non sticky.
Fragrance isn’t strong.
Makes my hair very soft and silky.
Manages the frizz of hair.
Reduces hairfall to a great extent.
Provides a very healthy shine to my hair.
Hair is easier to detangle after wash.
Affordable.
Easily available.
From the site makeupandbeauty.com
4246 views on Britel814’s video about PAJ

4. Hair Shine App by PAJ Features of the App Hair Shine App
1. Personal Hair Attendant
Oiling Schedule: Weekly schedule of the person is taken and the app schedules time and day for oiling. At that particular time and day it gives a reminder. Reminder asks to take photo before oiling. App specifies waiting period, app asks for photo after washing. App shows difference in photos and improvement in hair shine.
Shine meter for hair: This schedule is for the entire month, the app compiles the photos for the entire month and shows difference. (like fairness meter for skin, whiteness meter for teeth)
Techniques and Tips: During oiling time, it also shows to apply oil, massage scalp, and wash air and dry hair
2. Selfie Contest- Best hair shine
People share their experience with the product with photos Selfies of users is shared and the most liked/voted up one is given award, gift hamper; displayed by Parachute itself on Facebook, Twitter, Pinterest as the Best Hair Shine
Hair Shine App
Features
1. Oiling hair schedule = fixes a time in the user’s weekly schedule for oiling their hair with respect to their kind of work, travel details etc.. reminder alerts the user just before scheduled time for oiling
2. Tips = provides recommendations, by PAAHO experts for oiling hair such as technique, massage style, waiting time, washing style, drying style etc.
3. Reviews = Users provide reviews of the product and their experience with PAAHO time
testimonials posted with name, photo of hair (selfie)
4. Conversation platform = app gives users the chance to post questions about their hair on a common platform which will contain hair experts and users of PAAHO,
People post queries about their hair, problems about dryness, hairfall, breakage, bounce, shine, volume, smoothness etc.
People answer these questions, regular users as well as hair experts
This becomes Quora for Hair Care.
Monitor people’s activities, give them
(mobile version of website)
App personal hairfall attendant
In print ads, give details of personal hairfall attendant availability on app
App becomes “quora for hair”
Women answer questions asked by other women, platform provided by PAA Hair Care
Monitor people’s activities and provide gift hampers to them

5. Science of Shine- Marketing Communication
The following are points derived from two research papers as to how does a hair fiber shine and why Shampoos/Conditioners aren’t good for shine. This information shall be communicated to the stall visitors at college fests and malls to spread awareness. 1. Light behaves in three ways with hair fibers A. Shine Band: The reflected light rays provides highest intensity of shine to the hair. Shampoos and Conditioners each deposit a thin film each on the hair fiber. Shampoo deposits a thin film to provide shine to the hair, were as conditioner deposits a thin film to soften the cuticles and make the hair smooth and silky. This layer makes the hair look dull. That is why excessive conditioning is shown to dull the hair. B. Chroma Band: provides larges band of reflection on hair C. Diffused Light: Hair cells in the medulla get dehydrated due to lack of nourishment. When light enters the hair, it gets diffused by dehydrated hair cells of the medulla. The diffused light when it exits gives us the brightness of the hair. Since light is diffused, hair does not appear shiny. This happens for major portion of the light intensity.
2. External coatings are temporary solutions which do not cater to the core of the problem. Oil is always left on the hair and head for a long time (from 1 hour to 1 entire night), this is done so that that oil is absorbed by the hair and scalp. Oil will rehydrate the hair cells in the medulla and reduce diffusion of light, thereby increasing the shine of hair. This is the enduring, natural remedy for hair shine. 1. 2.