1. Marico Face-off Case study 2 Parachute Advansed Jasmine
Team 3 Broomsticks! Ankita Dasgupta-IIM Lucknow Geetanjali Gulati-IIM Lucknow Navya Jain-IIM Lucknow

2. Parachute Advanced Jasmine: Brand Personification ‘Head in the clouds, Feet on the Ground’
She wants to experiment but she’s careful
She takes her own decision but values others’ opinion
She values tradition but wants to challenge THE status quo
She is emotionally independent but attached to her loved ones
She’s radiant but not blinding
She is the Parachute Shine Woman-head in the clouds, feet on the ground

3. Phase 2: Scaled to 10 (Tier 1 and 2) colleges per state
College Activation
Phase 1(Trial phase) : 5 Tier-2 engineering/management colleges per state
Phase 2: Scaled to 10 (Tier 1 and 2) colleges per state
‘Can You Keep a Secret ‘ Hair Booth
Hair braiding(add on-Rs. 50)
Hair styles( add on- Rs )
Execution: Personnel apply a mystery solution & do the hair style of choice; Participants asked if they like the way the hair shines or not. If yes, they will be asked to guess the solution applied. If guess isn’t hair oil- participant asked- “Can you keep a secret? It’s actually a non-greasy hair oil-PAJ”
Motive: Introduce concept of any-time hair oil application for shine; No need of wash.
Can you keep a secret- ‘The best secrets get always leaked’-participants will end up discussing it anyway.
Recording Instant Feedback : Participants will press a ‘Like’ or ‘Dislike’ button on tab after the service
#champi ke baad Selfie lia? Contest
Financials
Booth Cost(<=Rs for Tier 2; Rs. 10,000 for Tier 1
Phase 1: 5 colleges, 6 states, 1 booth each-1,50,000
Material Cost(5-10 ml per sitting depending on hair length)
Around 700ml per booth-minimal cost
Personnel Cost
Average monthly salary of salon employees is 6000
Daily salary approximately 240
Phase 1: 5 colleges, 6 states, 2 days, 2 personnel each= Rs. 2,88,000
Total Phase 1 cost: Rs. 4,38,000
Takeaways
Selfies & video feedback incorporated into an ad
promotion of usage of non-greasy hair oil
first hand reactions of people to the product

4. Mobile Activation Services
Daily HOTD(Hairstyle of the day) trends
DIY videos and step-by-step instructions
Custom Hair care tips-seasons & hair types
Ask a query-custom solutions by in house experts
The hair cut of the day can be availed at an attached list of partner salons at special rate
Virtual hair makeover
users will be able to try different hair styles and colours on uploaded photos
offer vouchers to have hair styled from photo at select exclusive salons
share your hair feature-share your makeovers with friends via the app. External share feature can also be provided
Push Notifications for App
Daily health and nutrition tips
Special offers in associated salons
Pep up thoughts--#YouGoWoman
Salon activation
Shine consultation by partner salons
PAJ (Partner salons-mix of High-end and neighbourhood salons to tap into both SEC B & C)
Takeaways
instant recall and visibility increase
easy to gather data and feedback
introduce any subsequent products via push notifications

5. Social Network Activation: Parachute ‘Perfect Landing’ : Shine Together A Pan India Network of Women
This Facebook and Twitter activation is aimed at bringing together women for:
Couch Surfing-Single female travellers(students, working professionals)who need safe places to stay in unfamiliar cities
Interest Groups-Common platform to interact with like minded women
Hobby Groups- Learn a hobby or teach one yourself!
SOS help- If you are stuck at some place- Post location and nearest #PerfectLander will reach to your rescue
We believe that the Parachute Shine Woman wants to interact and help women in similar circumstances . This network will stand in support of each other whenever needed.
Restaurant/Café/Cinema Hall Activation
Booths with attractive backgrounds specific to the restaurant/movie for people to click selfie at
Is your hair selfie ready?
Get shiny hair in seconds!
Responses taken similar to ‘Can you keep a Secret’ campaign
Takeaways
First-hand reactions of people to the product- wider TG
The social networking group can be a medium to aggregate our TG for the product
Emotional connect: Empowered women standing in mutual support of each other

6. Thank You! Retail Outlets
Product Placement: Separate camera shaped stand with the tagline:
“Hair so shiny, you don’t need a Camera Flash!”
Product Packaging : Nozzles make it easy to apply on-the-go
TVC Concept
A college-going girl with shiny hair- the crowd behind her is wearing sunglasses to protect their eyes from the sheen of her hair.
Mother nagging daughter to apply oil overnight; daughter forgets; washes hair in the morning; and then remembers about the oil, applies PAJ on washed hair; Mother asks “Beta, Tel lagaya”; Daughter answers, “ haan, maa and winks at the camera”
This can be used in all communications- print campaigns, TVC, #share your story on facebook, twitter etc.
Thank You!