Parachute Summer Fresh Bajaj Ke Bande Jbims

Parachute Summer Fresh Body Lotion
Strategies for Augmented Sales

Team : Bajaj Ke Bande

Gaurav Jaiswal
9172649333
Jamnalal Bajaj Institute of Management Studies

Team Name: Bajaj Ke Bande

Case Study: Strategy for Parachute Summer Fresh
Body Lotion

Aditya Iyer
9819352401
Rahul Krishnan
9892713154


AGENDA
Digital Marketing
Marketing Communication Strategy
Big Ticket Ideas
Campaigns & Print Ads
Selling Hope & Promoting Sensuality
Consumer Mindscaping
CONSUMER INSIGHT
Marketing Problems & Objectives


Problem
Definition &
Objectives

Big Ticket
Ideas
Digital
Marketing

Campaigns &
Print Ads
Marketing
Communication
Consumer
& Market
Knowledge


Marketing Problems & Objectives
Consumer engagement
Product Awareness
Creating brand awareness
Identifying alternative channels
Changing category from 'good to
have' to 'must to have'
Changing consumer buying behavior
towards Summer Body lotions
MARKETING PROBLEMS
Optimising Revenue by Creating awareness
in the Right Target audience
Leverage Strengths & positioning them right
Incremental Trial Generation
Identifying Various Target segments &
drawing a List of potential promotion options
Zeroing in on a list of inputs which are high
on cost benefit & returns
Ensuring Guest Delight & Passionate word of
Mouth.
MARKETING OBJECTIVES
To achieve the above objective, a single strategy will be
insufficient. Hence we suggest employing a multi-pronged
strategy to explode the category.
INFERENCE


Problem
Definition &
Objectives
Big Ticket
Ideas
Digital
Marketing

Campaigns &
Print Ads
Marketing
Communication
Consumer
& Market
Knowledge


CONSUMER INSIGHT
Source: As per interactions with customers of Foodhall


CONSUMER INSIGHT
CONSUMER
STATEMENTS
INFERENCE SOLUTION
"8ody Lot|on for me
is more of a daily
rout|ne product"
Any time a product gets into
a daily regiment product
then it is a part of the habit
therefore there is no
excitement or romance in
the product. No longer sexy
but a part of the routine.
Bring excitement in the
product.
Suggest Parachute Body
Lotions have Dual objective
of Revitalising &
Reenergising.
"I ma|n|y use Lotion
on my Face, Hands &
Feet"
Other parts of the body are
not given much importance
Focus on the problems with
not using a body lotion.
Focus on the Navel
adjoining areas & Back as
they are also very much
exposed.


Consumer Mindscaping
Definition of our target: Those women aged 25-45 who perceive body care as an important part
of life and who believe that in addition to their Face ,Hands & Feet their other parts of the
anatomy need to be equally looked after. They also need a quick solution to look beautiful,
attractive ,fresh and boost their self esteem.
Expected
Evolution
Currently used as a Daily
Routine Product mainly
only in Winter Season
Increase Aspiration to use
Parachute Summer Fresh
induced through trial and
communication strategy
Elevation to special usage on
occasions, in addition to normal
daily usage.
Institutional Channels:
Restaurants, Pubs & Clubs,
Multiplex.
Parachute Gift Packs.
On Ground Activations :
Parachute Summer Fresh Zones,
OOH Kiosks at Malls
Professional Endorsements

On Ground Activations :
Parachute Summer Fresh Zones,
OOH Kiosks at Malls
"amp|e 1o e|| Amp|e"

On Ground Activations : Direct
Selling

Parachute Gift Packs.

Segmentation
Segment 1:
(Just Married Women)
Lifestyle: Modern, Outgoing
Age Group: 25-30
Segment 3:
(Women whose Kids are Married)
Lifestyle: Traditional, Retired
Age Group: 40-45
Segment 2:
(Married Women with Kids)
Lifestyle: Routine Lifestyle
Age Group: 30-40
Targeted
Strategy


Selling Hope & Promoting Sensuality
"ev|ta||ze &
e[uvenate ourse|f"
"Indu|ge & amper yourse|f
||ke never before"
"Wh||e |t coo|s you down |t actua||y
massages the goodness into you & get
you felling Sensual, Exhilarated &
omant|c"
"Do onto your 8ody What you do onto
your Iace & nands"
"Wh||e ou 1h|nk that |ts Important for
you & your hair to Look Good. Its also
|mportant to fee|s good."
Injects : "Lnthus|asm |n your ||fe
Life into your Marriage
ev|va| |nto your marr|age."
"Iee| Coo| & me|| ensua| that's how you
can make life out of your marriage,
re|at|onsh|p, act|v|ty, fr|endsh|p."
"8r|ngs you the goodness of coconut o||,
Goodness & freshness of exotic mint:
Subtlety of moisturizing which only a
coconut o|| massage wou|d have done |t"


Consumer &
Market
Knowledge
Marketing
Communication
Consumer &
Market
Knowledge

Big Ticket
Ideas
Digital
Marketing
Campaigns &
Print Ads


Suggested Print Ad


Campaign 1: aple To ell Aple
1
2
3
Strategy
Target &
Timeline
Benefits
REACHING ALL PARACHUTE HOUSEHOLDS:
Give away SKU of Parachute Summer Fresh Body Lotion (PSF) for
free on big SKU of Parachute Coconut Hair Oil.
Give away 20 l KU of PF (MRP 10)for free on 500 ml SKU of
Parachute Coconut Hair Oil & two 20 l KU of PF (MRP 10)for
free on 1000 ml SKU.
Also in order to promote repetition give along a Discount Coupon
for the Next Purchase of Parachute Summer Fresh Body Lotion
In order to create awareness give along with it a leaflet about
benefit & usage of Parachute Summer Fresh Body Lotion.
VALUE PROPOSITION
Campaign to run only in the TIER I & TIER II Cities of India
We will be mainly targeting the SEC A & SEC B of these regions
Will be run for a Period of 6 months only
TARGET & TIMELINE
Campaign will help in inducing immediate trail of Parachute
Summer Fresh (PSF) into all the existing Parachute households.
Create Awareness & Trail generation about PSF
Piggy back into a Co Marketing exercise with parachute household
& then have a repeat purchase encouragement.
BENEFITS


Campaign 1: Suggested Print Ad


Campaign 2: Professional Endorsement
1
2
3
Strategy
Target &
Timeline
Benefits
REACHING POTENTAIL TARGET MARKET
We Advocate the Idea of Endorsement of Parachute Summer
Fresh by Professionals such as Beauticians, Cosmetologists etc.
Parachute Summer Fresh Tie ups with medium & High class
Beauty Parlour, Saloons & Spa Centres where facials & other
services are given.
In order to promote repetition give along a 20 ml PSF SKU to
woman who walks in to these Saloons, Parlours & Spa Centres.
Also in order to create awareness give along with it a leaflet
about benefit & usage of Parachute Summer Fresh Body Lotion.
VALUE PROPOSITION
Campaign to run only in the TIER I & TIER II Cities of India
We will be mainly targeting the SEC A & SEC B of these regions
Will be run for a Period of 6 months only
TARGET & TIMELINE
Campaign will help in inducing immediate trail of Parachute
Summer Fresh (PSF) by all our Potential Target Market.
Create Awareness & Trail generation about PSF
Experience the product & then have a repeat purchase
encouragement.
BENEFITS


Campaign 2:Beauty Parlours & Spa


Campaign 3:Institutional Channel
Every woman gets a free 20 ml SKU on purchase of a ticket
About 1000 screens in India currently, growing at 25% CAGR
Targeting to reach about 750 screens by 2014 and 1250 screens by 2021
Major chains include PVR, Big Cinemas, Cinemax, Fun, Fame, Movie Time, Cinepolis, Inox
MULTIPLEX
Sponsor Ladies Night events at various up market clubs & Pubs
Specials Parachute Summer Fresh Gift Hamper to winning Couples/women
Helps in creating awareness & induces passionate word of Mouth.
Major chains include PVR, Big Cinemas, Cinemax, Fun, Fame, Movie Time, Cinepolis, Inox
PUBS & NIGHTS CLUBS
Every Couple/woman gets free Parachute Summer Fresh SKU on any bill amount
Induce Trails & Brings Back the romance back to life
High probability of repeated trails.
RESTAURANTS
Note: Since the current retail demand for a summer body lotion is low,
we are looking at additional segments to explode this category.


Customer
Business
Development

Digital
Marketing
Consumer &
Market
Knowledge

Marketing
Communication
Problem
Definition &
Objectives
Big Ticket
Ideas


Big Ticket Ideas: On Ground Activations
Objective: Consumer engagement & Awareness
Activity: Conduct games, blindfold users and ask them to
catch their husbands
Distribute merchandise to winners
Concerned Agency: Platinum outdoor (Madison)
OOH KIOSKS AT MALLS
In-store: A specific zone where a consumer can enter and try
the new Parachute Summer Fresh Body Lotion
Traffic Signals: A dummy with an attached Summer Fresh
Fragrance Emitter- High brand visibility
Outsourcing: Outsource to agencies that map out areas and
have trained women
Give flashcards and a creative copy for the pitch
Impact: Increase |n tr|a|s thus |ead|ng to "1ry & 8uy"
PARACHUTE SUMMER FRESH ZONES
DIRECT SELLING


Big Ticket Ideas: Parachute Gift Packs
Occasion Based Gifting:
Gifts packs for specials occasions such as Date
Night, Anniversary, Birthday etc
Gifting during Special Days:
Giftig durig special days like others day &
woes day.
Corporate Gifting:
Gifts by employers to special women employees
for good performance.
Parachute Gift Packs
Corporate
Gifting
Occasion
Based
Gifting
Gifting
During
Special
Days


Big Ticket Idea: Institutional Channel
Total 3*, 4* and 5* rooms in India: 100000, expected to double by next decade
Conservative estimate of 3 SKUs per month per room will create a demand of over 36
Lacs .K.Us i 2013
Major hotel chains: Taj, ITC, Mariott, Hyatt, Leela, Oberoi
Also target major budget Hotels in Tier I & Tier II Cities.
HOTELS


Big Ticket
Ideas
Problem
Definition &
Objectives
Campaigns &
Print Ads

Digital
Marketing
Consumer &
Market
Knowledge
Marketing
Communication


Marketing Communication Strategy
Communication Objective:
To create awareness about the under-leveraged Summer Body Lotion Category and
then conviction amongst the users of the brand, To build reasons for repeat
consumption of the product.
Place Media Vehicle(s) Message(s) Purpose Result
Home
ATL: OOH
TV
BTL: Mall
trials
TV: Sony,
Star Plus,
Regional
Channels.
Select
Malls
"Comp|ete Scent-sation: Iresh and Iragrant e|f. Lvery 1|me."

"8r|ngs you the goodness of coconut o||, Goodness & freshness
of exotic mint: Subtlety of moisturizing which only a coconut
o|| massage wou|d have done |t"
Convert Non-
users to users
by awareness
Increase
Frequency of
usage
Saloon ,
Beauty
Parlors
& SPA
ATL:
TV
Print
BTL:
Promotion
in Saloons
TV: As
above
Print:
Women
Magazines
"Do onto your 8ody What you do onto your Iace & nands"

"Wh||e |t coo|s you down |t actua||y massages the goodness
|nto you & get you fe|||ng ensua|, Lxh||arated & omant|c"

"Indu|ge & amper yourse|f ||ke never before"
Increase
consumption
Buy more
for less


Marketing
Communication
Consumer &
Market
Knowledge
Big Ticket
Ideas

Problem
Definition &
Objectives
Campaigns &
Print Ads
Digital
Marketing


Digital Marketing
Make the Current Facebook Page much more interactive
by having online games. Ask Conumers to upload Photos
& Ask them to share their Stories
Link the Twitter feed to Facebook page
Use Hash Tags such as #WohiLOveDobara
#ParachuteSummerFresh
Create a Parachute Summer Fresh Channel on YouTube.
Upload Romantic Stories of Various Couples in the form
of Advertisement.
Have special columns specifically related to Parachute
Summer Fresh on Women Related Blogs with exciting
stories & experiences to catch eyeballs


Parachute Summer Fresh Bajaj Ke Bande Jbims

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Parachute Summer Fresh Body Lotion

Strategies for Augmented Sales

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