TEAMNAME:NUTCRACKERS

Name Phone Number

Sukhada Dhone 8884111657
Rohit Jaiswal 7676990235
SushantSalunke 8147553650
 Mission & Communication Objectives

Communication Objectives
DIY Category Makeover

• Burst Myths
Mission • Educate
• Social Stigma

Brand Building

• Aspirational Quotient
• Quality
• Portfolio Knowledge

• Identify Challenges of Brand and its Conversation

communication
• Identify Target Consumer characteristics • Engagement
• Identify Consumer insights • Induce Trial
• Device right positioning and message
Brand Awareness in Tier 2 & Rural
• Identify right communication platform

Loyalty
 Overall Methodology

Consumer Insights Exploratory Research

Context Analysis TOOLS USED
Focus Group Discussions Opinion LeaderResearch
Exploratory and
Understanding the Descriptive research are
market opportunity, done to identify the
share & competitors consumer insights in this
category
In-Depth Interviews ProjectiveTechniques

Targeting Segmentation
Identifying the target Identifying the
market for Godrej in the Demographic and
current market situation Behavioral segmentation
and also for future for the category DescriptiveResearch
Survey Discriminant Analysis

Branding Strategy
Positioning of “Home
Positioning salon” to avoid age-
connotation and bring Factor Analysis
Analysis of positioning ConjointAnalysis
strategy from customer strengthen expert-
perspective and identify connotation. Integrated
the best strategy Marketing
Communication using
platforms like Mass
Media, Experiential,
Guerrilla marketing,
social & digital media, in-
sto rural, etc.
 CONTEXTANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

HAIR Color Industry Analysis

AboInudtustthryeOinvedruvisewtry
• Hair Care industry increased by 18% to reach Rs. 11,600 Crore
Styling
Salon Hair Agents,
Care, 4%
 Hair colorant category is 17% of Hair care
2% Hair Oils segment, valued at 2000 Cr.
and
Colourant
Condition
s, 17% ers, 41%  Delivery formats are :
Shampoo, o Powder-based o Oil based emulsion
36% o Cream-based o Shampoo based Hair color category is in the Growth phase in
o Liquids the product lifecycle with promising 29% growth
 India: Colourants is just 1/10th of the soap market
• Evolved from Grey Coverage to Lifestyle Need
• GGrroowwtthhDDrriivveerrss: by value.

• Increasing disposable Income • Increasing media penetration,  Rest of the world: hair colour is twice the soap
• Fashion Consciousness • Rise in organized retail market.
• Growth in Product Awareness  Only 20% of Indian women use hair colour as
• Growing rapidly with consumers paying more attention to their hair com•p4a5r-e5d0%too9f0h%aiirnde velo•p2e5d%mbayrkveatslue
• By 2017, the Indian hair care market will have a value of 185.418 Billion Rs, color market • 20% annual
• 15% annual growth
since 2012. growth
Powder Cream
• Share of Hair Color will be increasing to 42,103.6 Million Rs. Based based
Source: Euromonitor & Marketline Reports

Secondary analysis has been done to understand the nature of the industry and other inferences regarding the landscape to set the context right
 CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

Competitor Analysis
As per delivery format, there are individual format leaders:  Top 3 players constitute 50% of
 Godrej Consumer : 33 % of the hair dye market Hygienic Research Institute :
market
 L’Oreal & Garnier : 60% of the hair cream market 91% of emulsion based hair

Godrej Indica Hair cSoluopurerVasmol

Garnier L'Oreal  1/3rd of the market is still captured
Expert dye 33
Take Care Because by unorganized/local/small players
Tagline/ Happy hair Enriched with
‘Apna khayal None you’re worth
Slogan happy you Almond Protein Godrej Hair
rakhna’ it 23%
• Natural hair Others
Largest selling Recapture your Natural power of Research
color 33%
USP hair colour in youth in 10 Almond Protein & and Super
• Makes hair Revlon Vasmol
India minutes Ayurprash innovation
strong Colorsilk Hygienic
• Offers both 1% Research
• Presence in • Range of Women of 15%
low priced and Personal hair dye Streax
Segment all delivery personal/ hair upper middle
higher priced for Middle aged 2%
formats care product. class L'Oreal
products Indica-Cavin
Godrej Excellence
Kare
Target Colorsoft Crème
Men and Upper and Woman with age Affluent 4% Garnier
Men and Women 5% 11%
Group women middle classes group 30+ women 27+ Color
Naturals
• Affordable 6%
• Young at heart; • For BLACK Color. • High end Hair Color Market Share, 2012
Positioni Coloring • Takes care of
• Recapture your • No other shades brand,
ng • Home your hair
youth naturally available • Luxury
Competitoranalysis
solution has beendone to understand USP’s and POSITIONINGofcompetito rs, which helped in to come up with UNIQUE
communication Strategy for Godrej Expert
 CONTEXT ANALYSIS SEGMENTATION
• Expert Range of 5 products
• Presence in most deliveryformat
Social Media Used
• Facebook presence since March 25,
2012
• Very active through various events e.g.
fathers day,
• Good engagement activities like poll,
educating user for shades, how to
apply color etc.
Impact
The Facebook page is liked by 195274
people, Highest as compared to
competitors
Godrej Expert have better presence in social media. Number of likes and activities happening are multifold than that of competitors
TARGETING POSITIONING BRANDINGSTRATEGY
Close competitors and their Social Media activities
• For those young at heart, • Prepared with the help of modern • Range of products
• Gateway to a vibrant lifestyle. technology and Ayurvedic sciences
• Caters to manysegments
• Gives consumer the very best
Social Media used
Social Media Used Social Media Used • Presence on Facebook for
• Facebook presence since March 31, Joined Facebook on 15th Oct 2013. Garnier as awhole,
2012. 494 likes till now. • No separate page for Hair
• Very low level of activity and Color,
miniscule likes of just 26people. • Periodic updates about
advertisements and
Impact promotions on GarnierPage
Impact Relatively greater presence in North
• The Facebook page is not popular India as compared to Southern part.
• The followers, are not involved with Neophyte in case of use of social Impact
the brand. media marketing. •
Catching up very fast,
• Low involvement and Low mind share • Seen as quality brand and
preferred by both middle
class and upper middle class/
 CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

Traditional Media Communication Analysis

Hair Care sector: L'Oreal and Godrej are top two spender in Good about Current Communication
Category wise TV ad spent in 2012 Hair Color category
 Mot of the ads have common thread of Background
Other
Hair Categori music: ‘Na na na……’ : Helps in connect and recall
Condition es, 3%  Emphasis is on the function of easy to apply on hairs.
Hair ers, 7%
Care,
 Shows that hair coloring is fun.
13% Shampo  Show Hair coloring as social activity dispelling
Hair Dye, o, 41% embarrassment in conservative Indian Society
13%

Challenges in current communication

Hair Oil, Communication does not create “expert” image.

23% The advertisement makes the brand less relevant to
young audience by showing 40+ people in ad
Godrej Expert Value Prop Family is not main influencer as portrayed in most of
Overall Color lock formulation technology, 100% grey coverage, long lasting ,
the advertisement. So consumers find it less relevant.
natural look, no ammonia retains hair protein, easy to usepack
No UMBRELLA BRANDING for Godrej Hair Colour
Godrej Expert natural black, largest selling hair color in india (like Garnier Take Care)
Original
Lack of uniform communication settings: Differentads
Godrej Expert gel - non-drip, triple conditioners keep hair soft,silky for same products:
Advanced Two ads of Expert Advanced for Gel, one with
Godrej Expert herbal based - goodness of henna and amla Boman Irani focuses on FUNCTIONAL aspect,
Care while the other ad with Ram Kapoor focuses on
Godrej Expert Rich aloe-protein to make hair soft and shiny, pre-measured sachets make EMOTIONAL aspect
Crème it easy to use; complete one-stop solution
Adequate usage of TV media, 2nd highest presence in Category. Some issues regarding uniform communication of 5 offering of the Expert Range
 CONTEXTANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

Segmentation

Psychographic
Segmentation was
done based on the
level of motivation
and stated/latent
need level of
consumers with
respect to buying
the products in the
category
 CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

Target consumer group for Godrej Expert

Based on the habits and practices of the consumer for the category and our product offering, the target
segment is chosen:

Segments Perfectionist Trendsetting Aspirers Value-Seeker

Low motivation to buy Low motivated to buy Godrej Motivation to buy brands Willing to buy if convinced
Motivation to Godrej expert as brand as fashion colors like trusted by their friends and about benefits of using hair
buy Godrej Hair professional hair colors blond and reds are not hairdressers color for their target group
color are not available in present
portfolio
Not to be targeted Don’t target as portfolio Target using Color mate and High motivation if convinced
doesn’t go with their need Godrej Renew on emotional + functional
Verdict benefits

Target
 Aspirers
Simplistic
 Value-Seeker

Target segment was decided based on the motivation to buy Godrej Expert Hair Color among all the identified segments
CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

Path to purchase - Barriers

Possible Barriers to Adoption at each

Process Receptive Touch-points
Stage

 I didn’t come to know about Godrej Hair Expert

Awareness • TVCs, Print, Radio,
through any of the media vehicles or other touch
points FMOT
• Beauty salons ( Mirror
 No one of my friends or hairdresser recommended stickers, Visuals, hair
me hair Godrej Hair color
Consideration  I didn’t read about the superiority of Godrej hair color accessories like
color over other brands bowl brush, Apron
 I don’t think its premium brand etc. ), Blogs,
Recommendation
 Use of hair color will cause hair fall through friends
Purchase • New value proposition
 It will make my hair dull and rough
• Recommendations
through friends and
stylists

In-order to address the barriers in path to purchase different touch points are identified for target segment
CONTEXTANALYSIS SEGMENTATION
In-Depth interview insights ( Hair Color )
Influencers
• Hairdresser and friends play
important role in purchase decision
compared to TV commercial and
print advertisement
• Consumers wish to know what
hair color hairdressers use for
their hair because they think that
they are the experts in the industry
• Hair color falls moving to high
involvement category so
consumer experience is of prime
importance
In-order to get insights on Hair color category 8 in-depth interview wastaken
TARGETING
Factors impending choice
• Smell of ammonia vapours
irritates the consumers and
generates the burning sensation in
eyes so consumer thinks all
colours with ammonia cause more
damage to hair
• Consumer think that more they
color their more it get treated with
chemicals and more damage it
cause
• Consumers think that hair
colouring leads to hair fall and
rough and damaged hair
• Consumers don’t believe in non-
branded products as hair
POSITIONING BRANDINGSTRATEGY
Behavior pattern
• Most of the women consumers
apply the hair color at home while
men go to the salons and apply it
• Women are brand conscious
compared to men
• Trend of fashion color and
highlights is observed among the
new generation
• Consumers goes for global hair
colouring one in 3 months while
they do root touch up every
month
• Burgundy is most preferred
color among women these days
compared to black while men go
for black color
CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

Primary Research Analysis – Godrej Expert

Brand analysis Key Insights Brand Concept Map

What is the first brand that  Strong association of

comes to your mind when you Godrej with In order to find out
hear “Hair Color”? affordability and value
Garnier – 82 % perception of consumers
for money
Streaks – 53% about Godrej Expert Hair
Godrej – 42%  No top-of-the-mind Color
Vasmol – 36 % recall compared to
other brands like
Have you heard of “ Godrej Garnier
EYexspe–rt6”3%
 It is perceived as a old
No – 37% fashioned brand for
First word that comes to your earlier generation
mind when you hear ‘Godrej
Hair Expert’ ?  No ammonia feature
is not very prominent
Small Pack
Value for OLD
Money One time use  Current advertisement
Nanana… is known among target
Pioneer
Chemicals
group because of
For middleage Affortable prime time telecast
30 RS

Though Godrej is considered as established brand it is still considered as old fashioned

CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

Hairdressers’ opinion

Name – Shiv Raj

Hairdresser – Expert having experience of 12 years in this industry
City – Yavatmal
Age – 35

My consumers believe me and use what I recommend

Consumers ask for No-ammonia hair color, though ammonia increases longevity of hair color

For root touch we use the same shade as earlier while going for global we might change to different
shade

Easy application is primary criteria while choosing the brand in the category as it saves our time

We add olive oil to the color mixture in order to avoid the after coloring roughness

We prefer brand that provide salon accessories

We get emotionally connect with the brand which provides recognition platform
Hair dressers are one of influencers and they look for incentives like parlor accessories
CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

Expert’s opinion

Name – Anupam Chaudhury

Brand Manager – Wella hair Color ( Procter and Gamble)
Work Experience – 5 years
Mumbai Head Office

Hairdressers plays an important role in hair color category

We come up schemes like go for 3 hair coloring treatments and get next hair coloring free

There is high demand for Natural hair color like Scwoskoff’s essenticity

Hair coloring is like art and hairdressers need training for same especially for highlights

Easy application is primary criteria while choosing the brand in the category as it saves our time

We provide salon accessories in form of incentives

Though ammonia increases longevity of hair color, consumers are preferring Natural hair color
 CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

Online Survey Analysis

Descriptive Survey : No of respondents – 52 Conjoint Analysis – To find the preference for

Age – 30 - 45 years
different factors
Male – 25
Female - 27

Purchase Influencer Important parameters while Conjoint Analysis

Friends choosing hair color
41.10%

8% Hairdresser No ammonia
12%

15% 22% Advertisements Herbal ingredients

11% 36% 19.40%
5% Shopkeeper No of shades 10.70% 10.30% 10%
8.50%
13% 19%
37% Family long lastingness

Celebrity 13% Brand

9%
endorsement
Price

A survey was conducted to understand the consumer behavior towards Hair Color. Survey responses were collected from 52 respondents belonging
to SECB and SECC
CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

Godrej Expert Brand Analysis

-Colourful cursive logo –Colourful Middle aged35-50

Packaging Conservative
Missing: Umbrella Branding Missing: All-age and innovative

Indian
Trust Traditional
Convenience Pioneer
Dependability Long Heritage
Missing: Freedom

Sincerity Semi-Urban
Convenience Adaptable
Reliable Young
Missing: Trendy& Missing: Advanced
Aspirational

Though Godrej is considered as established brand it is still considered as old fashioned

CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

Positioning
Sophistication
Recap Analyse Godrej
Expert’s brand image Target – ‘Simplistic’
+ identity

Consumer Differentiating space in

insights perceptual map
Solution Indulgence
seeking seeking
Positioning for Godrej Expert

Hair coloring is a high

involvement –
Informational category
Simplicity which entails High Risk as
it involves appearance

Therefore we recommend
Almost all the competitors are focussing on the ingredient “Product as Hero”
based advertising and easy to apply, non drip proposition. positioning.

There is no brand which is providing both indulgence

Umbrella Branding - “Your Home
( Parlors ) and simplicity ( Hairdresser )
Salon” “Expertise of Salon at ease
and affordability of home”

An Umbrella Branding - “Your Home Salon” will bring consistent positioning for Godrej Expert products and establish “Product ashero”
 CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

Integrated Marketing Communication – Strategy

Media Consumption habits of TG (Src: InMobiR eport) Influencers for Hair care category (Survey)

26% 22% 18% 15% 45% 10% 30%

Point of Sale
Print Word of Mouth Experiential [In-store
Digital & Social Media
[Influencers] Marketing Activation]
TV [FB, Blog, Forums, twitter, Mobile Apps [Newspaper &
pinterest] Magazines]
•Still it’s one of • TG Spends 21% time of online • A new media • Newspaper still • The Parlour • Demonstration • High disposable
the major activity on Facebook consumption has strong stylist, retailer on self or others income of TG
medium of channel. consumption in have decent creates trial in • Right exposure at
• Prefer personal blogs over
advertisement • Apps are tier 2 cities credibility this category POS can be the
magazines as written by people
•TG watches rather than journalists dominantly used • Fashion • Friends are the • Mall and Event moment of truth.
Soaps and reality on mobiles rather Magazines are biggest influencer campaigns • Impulse buying of
• Famous blogs – Rynablog,
shows than browser still a common in this category trial pack
makeupandbeautyblog, etc.
• Follow stylist on Twitter and leisure activity
Pinterest • Vogue, Elle,
• Checks review sites to evaluate Cosmopoliton,
brand Beauty, etc.
Focus

Communication
Message
Promotion Channel Customer Cost effective
• Clear
Synergy Engagement Campaigns
• Consistent
• Aligned to Brand Value

Understandingthe right set of Media and Influencer in Purchase decision is the first step to develop a 360 degree Integrated Marketing Campaign
 CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

Integrated Marketing Communication – Strategy

1. Friends and Stylists are the biggest Influencer forTG.

Insights Experiential TVC
2. TG consider Godrej as low quality hair dye (category default)
3. Upgrades happens to competing brands Marketing
4. Bottom of pyramid has social stigma of using hair color Digital &
Aim 1. Brand Building as high quality and strengthen “Expert” image Social Media
Campaign
2. Burst myths and perception of harmful chemicals IMC
3. Increase aspirational quotient of product
4. Slowly move to Emotional Connect from Functional
Messag • Big Idea – “Your Home Salon” - Expertise of Salon at ease and IMC
e POS
affordability of home promotion
Channe
Secondary Communication – runs in background ls
• “Natural look” - “safe colouring for natural looking hair forall-
age”
• “Hair colouring is fun” - ease and convenience
• “It’s a social activity” – dispel the embarrassment
Idea • Creation of 360 degree Integrated Marketingcampaign
• Symbolized by home salon

Newspaper & Hair Grooming

Radio App

WOM enabling
Parlors

Clear insights, aim and message of campaign. Idea is to create emotional connect with chosen 360 degree IMCchannels
 CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

IMC – TV Commercial
TVC1 Friend suggesting Home- TVC2 Family using Home-salon
salon preparing for wedding
Target Target Tier 2 cities, town & rural areas.
Rational Metro and Tier1 & 2 cities
Friends are usually better Rational A social fun activity is depicted
e e as associated with family
influencer
occasion. All-age hair color
Storyboard Riya (30) in troubled voice: “Not again, these grey hairs are Storyboard 3 ladies and a man are sitting in cascading order. A young
coming back and salon is so expensive”. girl Seema(22 years) is colouring hair of her married sister (30 years), who
Pallavi (smart woman who has shiny burgundy hair): “Bas itni si baat, ten- is colouring hair of her mother (50 years) who is colouring hair of her
tedan, presenting the home-salon” and she takes out Godrej Expert crème husband (52 years).
hair color kit. A passer-by uncle says: “Yeh kya hai”
Riya: “Mere balon ko kuch….” Seema: “humara Home-Salon, Uncle!” and everyone starts
Pallavi: “Kuch nahi hoga. It’s Godrej Expert, bilkul safe hai with aloe laughing showing cRoelocuormingmaenfudnedsobcyiaXlaYcZtivHitya.ir
protein, I use it” and she takes out the pack, mixes the crème and revolves
Expert
the brush in hand (showing how fun and easy it is).
Then, after colouring is done, Pallavi’s hair look great shiny Time Slot Channel(s) Target Audience Area
Pallavi: “Wow! So natural! So soft and shiny!”
Prime DD National, Family (including children – 50,000 - 1,00,000 for 10
Ad then ends with umbrella communication, “Godrej Expert, Your Home-
Time Colors, Star Plus potential user after few years sec spot
Salon” with the logo.
Time Slot Channel(s) Target Audience Prime time rates
Prime Time Star Plus, Family (including children 2,00,000 for 10 sec spot Migration from the
Colors, Sony, – potential user after few cMhigarnanteiolnto the channel
Zee TV years
Non-prime Star Plus, SAB House-wife 18,000 - 35,000 for a 10 1st Commercial Break 2nd Commercial Break
time TV second spot Air the TVC during the 1st commercial break or during the last 30 sec slots of
commercial breaks

Highest in media consumption with target programs like Soaps and Lifestyle program. Create Emotional Connect & establish Expert Home-Salon.
 CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

IMC – Print & Radio Advertising

Newspaper and Billboard Idea: Salon inside
Radio Advertisement
Mirror
• A man is sitting in front of a mirror and applying Godrej Expert with • Most of our TG listen to FM radio
brush. Inside the mirror we can see that the man is sitting inside a
Ad line: Sponsor caller-talk shows
salon and an expert stylist is applying hair colour. and talk on topics like “what is
• Bottom of the ad reads, “Godrej Expert, Your Home-Salon” with the “Godrej Expert – Aapka home- an expert to you”, “why hair
logo and then follows secondary communication in smaller font. salon. Salon jaisa expert ab colour is just more than hair
ghar me” coverage- sharing your story”
Magazine Idea: Home opens to salon
• Inside magazine there is an extended page which is in shapeof
home.
Customer reviews can be Popular shows can be
• when flipped, a salon appears where Godrej E xpert products are aired about the performance sponsored by the Godrej
placed on table. of the product Expert

Print and Radio provides high reach and engagement. Intelligent communication creates aspirational quotient of brand.
 CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

IMC – Digital & Social Media

• Facebook page of Godrej Expert has a good number of 195,000fans.

• Revamp the look of website and Facebook page to appear like “Home-salon” Godrej Expert Ambassador
• Connect the website, FBpage and YouTube channel by sharing content and conducting Contest
campaign across platforms
Godrej Expert Ambassador
Contest
• Call the bloggers to write interesting, crazy blogs on “Why I coloured my Hair?” and
include “Godrej Expert Home-salon – the expert colouring at home” in the article.
Share the “Salon-Effect”Campaign
• Publish the blog on the Godrej Expertwebsite.
• Share the blogs on Facebook to generate conversation on hair smoothening.The articles
would also be judged by number of likes and conversationgenerated.

Share the “Salon-Effect” Campaign

• Females love to share their fashion photos – HighEngagement

• Contest where fans would be encouraged to share their photos after haircolor.
• The TVC, Experiential marketing campaign and guerrilla marketing campaigns Add your quote
Select a childhood or “Share” it on your
should be shared. old photo showing your
and submit on FB wall
Facebook
love for your hair
• Launch Twitter and Pinterest pages – Engagementcoverage

Blogging and Sharing photos creates emotional connect and high engagement. Move to Pinterest and Twitter with users
 CONTEXTANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

IMC – In-store (Point of sale) promotion

New Product Launch
Education Hot Spot
Indicators
• It is the small portion of shelf space where • In order to communicate to the user
brand can talk to the consumers directly what is new in the product offerings
about this type of indicators to be used
• Make it like a Home-Salon • It is small cardboard sticker attached
• Benefit: Natural looking hair to shelf space.
• How to apply Price Tags – To communicate the range
• burst myths about harmful chemicals available with the Godrej and build the
• Engage Customers, generate WOM premium image
Brand Header at Hair care Color Chart
Shelf
• Innovative rolled color chart
• Grabs the attention of the consumers
• Showing range of colors that Godrej
especially in supermarkets
Expert provides
where large portfolio of product is available
• Engagement and Premium image
at one place
• Also builds the brand equity and
increases brand recall Sample Display Strands
Product offering chart
- to avoid the confusion among the consumers
between different product offerings

POSpromotions ensures educating customer and increase trial. Brand Building and Engagement is increased giving ‘touch & feel’
 CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

IMC – Mobile and Tablet Grooming App [Augmented Reality]

Godrej Expert Home-Salon App
•Female TG spends 46 min on Apps per day
We can bring an Android and IPhone App for the
women which would give them:
•Companion App
•Daily/ weekly tips on Hair Styling
•Salon-Effect Campaign: Share photos and win
•Trends via blog
•Fashion news
•Reviews
• Virtual Mirror app using AugmentedReality
tech
• User can see herself putting different
Source: Nielson Report
hairstyle and color- True Companion
Time spent on apps per day

46 Min 25
Min

Male
Female

A hair grooming app which acts as companion. Creates Loyalty as serves their daily need of hair grooming
 CONTEXTANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

IMC – Experiential Marketing

Mission Home-Salon – say Bye to grey
hair Guerrilla Marketing
• Conducted in shopping mall and public places

• Personal and interactive • Lift

• Closed Doors – home and grey hair
• The whole activity would be covered by media and shared
• Open Inside – salon inside and colored
on social & digital media.
hair
• Live action of how easy, fun and safe it is to colour • Bus stop
using Godrej Expert. • Remodel the bus-stop with posters and
Breaking its own Limca light display as a Home-salon
How? world record: Target 2000
• A Godrej expert stylist is standing behind
• A setup like home (“Home-salon” written on top) people colour their hair with
bus stop seats holding Godrej Expert
• In place of mirror a projector screen called VirtualMirror Godrej Expert within 12
sachet and a brush.
would be placed. hours.
• Using Augmented Reality technology, when a man sits
in front of it, his hair would appear to be coloured inthe
screen.
• The same view would be projected on a bigger screen for
the audience.
• Then his wife will be asked to colour hair of her husband.
• Increases aspiration quotient as evokes
The couple will receive gift hamper. Lucky winner would
intelligence of brand
win a grand prize.
• Cost effective
It’s important that customer Experience the product to create credibility, engagement, and trial. Improves brand image.
 CONTEXTANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

Exploring new Channels

Key Decision- Where to advertisement?

• Write recommends Godrej
• Hairdressers are one of the key influencers while choosing the Expert for Healthy Hair on
hair care products accessories
• Also the receptivity towards the hair care product is very high
inside the beauty parlors • Given with products for sell in
• Thus Parlors can be used as touch point to sell as well as parlour
promote Godrej Expert
• Hairdressers aspires
• Give T – shirts to the to get recognition
hairdressers on purchase of 50 • Certify salon as well
sachets of Godrej Expert as hairdresser who
sell maximum
• Print Gogrej Expert message Godrej Expert
on the T- shirt/appron as shown Coloring
here • Use Mirror stickers and L-
Say NO cards to convey the same
• Give other hair related to message
accessories free on further ammoni • Eye level positioning of
purchase like styling comb etc. a mirror stickers improves
Godrej the visibility and thus
• Use this accessories as Expert makes message more
receptive touch point to impactful
promote Gogrej
Parlors fall under alternative medium apart from the conventional media to target identified segments
 CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDINGSTRATEGY

IMC- Mom & Pop Store and Rural Marketing

Banners on Side Panel of Shop Rural Marketing

• captures the attentions of passer-by • Tap the Bottom of the Pyramid

• increases the visibility of brand among TG • Have Social Stigma of coloring and Myths
• More schemes & Gifts to retailers. • Focus on GE Care (Henna Based) and original

Sachet Strips
Puppet shows
• Display Sponsor Caller
and skits at Stalls at Mills Mobile Scheme
Tune
• Shopping Behavior of Melas, haat
“buying what is hanging”
• induces the impulse buying.

• Story-telling • Farmers spend • Ad in beginning • Listen toAdvert

• Effective way to significant time in • High Reach and get 1 Rs
l .Iunritneglligentc omm u nic a tioncreates aspirational quotient of barlaanndc.e
Print and Radio provides high reach and enteglalgheamriecnoto
m s
l
i w a i
t n
i g . B
benefits. • Stalls to explain • Cost effective