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    Saon Bhakta@

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    Raj Mohan

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Saon Bhakta@

    Uploaded by

    Raj Mohan
    12 views5 pages

    Original Title

    Copyright

    © © All Rights Reserved

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    PPT, PDF, TXT or read online from Scribd

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    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    12 views5 pages

    Saon Bhakta@

    Uploaded by

    Raj Mohan

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 5

    Marico Face Off Case Challenge

    Parachute Advansed Ayurvedic Hair


    Oil

    Submitted by: Team Titans


    Team Members Email id Mobile
    Aamir Khan [email protected] 8199822001
    n
    Saon Bhakta [email protected] 9891276581
    Industry Understanding the Parachute Strategic
    Agenda Advansed Ayurvedic Hair Oil Roadmap
    Analysis

    Report Findings* Positioning of Competitors

    •Hair oil market in India will cross the Dabur Vatika coconut Hair Oil
    INR 100 Billion-mark in 2015
    Segment- Value added coconut hair oil
    •Hair oil market in India is noted for
    USP-Has henna, amla & lemon along with

    Competitive Landscape
    a high market penetration, estimated at coconut oil
    around 90% TG- women of all ages urban and rural who are
    appearance conscious and wants herbal
    components for a problem free hair.
    Key Drivers
    Tagline- ‘proof hai,better hai’.
    Availability of
    gender-specific Heightened
    products awareness
    of personal Himani Navratna Hair Oil
    grooming
    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.
    Rapid
    urbanization Tagline -‘Sirdard, Tension, Anidra aur Thakan Jao
    and rising Bhool - Raho Thanda Thanda Cool Cool’.
    disposable Wide portfolio
    income across price
    points

    *rncos Report
    Industry Parachute Understanding the Parachute Strategic
    Analysis Ayurvedic Advansed Ayurvedic Hair Oil Roadmap

    Behavioral:
    Typically used
    Target Group: before taking
    Men and hair wash: 2-3
    wome- Early times a week
    Teens to old Values, Personality,
    age Character

    Believable Dependable
    Reason To Believe
    Points Of Parity
    Availability in different
    sizes
    Brand Mantra:
    Stands for Care and Visible results
    Peer Review
    nuturance

    Points Of Difference
    Believability: Using
    ordinary looking women
    in advertisements
    Consumer
    Need State: High Quality Product Irreverent
    Caring
    Oil is for Hair Consumer
    care Insight:
    Strong smell

    Fig: Bull’s Eye Model for Parachute


    Ayurvedic
    Industry Parachute Understanding the Parachute Strategic
    Analysis Ayurvedic Advansed Ayurvedic Hair Oil Roadmap

    Get more cynical hair fall


    sufferers to try parachute and Launch of “HIS Tie up with medical
    recommend to others. Hair Oil” stores

    Get a disproportionate share


    of new entrants in the hair fall
    category Engaging Consumers
    The Original System of
    Interaction between customers
    BTL Campaigns such as Making people try the
    Flash Dance in malls, product by distributing
    Trigger and To spread the Activations at School and free packs in public
    facilitate message of college canteen places
    recommendat recommendation
    ions

    Maintaining Loyalty
    Launch Local themes on Tie-up with hotels
    cover packs and medical stores
    Using mobile phones and
    print media to record
    personal messages and Increase penetration
    Send sample along
    share it with family and
    with electric bills
    friends
    and small satches
    to be given in
    To increase the Brand awareness Engage Consumers and increase exchange of 1Re, 2
    and reward the loyal consumers penetration Re coin.
    Thank You!

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