SHUBHAM MEHRA- XIMB SALONI AGARWAL- SCMHRD
Present Scenario Pleasant fragrance of jasmine and non-sticky Outdoor and Mobile Advertising Provides healthy shine to the hair and even reduces hairfall to an extent Where are we? • In the new oil regime the value-added hair oil market commands a premium over plain oils • Value-added market is now growing faster than the coconut oils prompting multinationals to step into the space aggressively. Hair becomes easy to detangle and affordable price INGREDIENTS Other media Where we want to be ? • Mineral Oil(79. 7%) • Coconut Oil(20%) • Fragrance with jasmine extract • Benzophenone COMPETITORS • Dove Elixir Hair Oil • Habibs Hair Serum • Dove Vitro Oil Serum • Bio. Lace • Streax Hair Serum (with walnut oil) • Loreal Nourish Oil • Need to draw growth from value added products in each category • Own the market space in this category through the “SHINE CAMPAIGN” • In order to tap an increasing number of discerning customers we need a plan , need real success stories to gain goodwill • Need people using the product to vouch for us
Present Scenario DAY TIME Outdoor and Mobile Advertising Other media Concept of Hoardings: - Focus on the shine part Intensity of light can vary during day and night time so that people can notice the importance of good shiny hair and relate Parchute Advanced Jasmine Oil with SHINE Make today Shiny with us NIGHT TIME Make today Shiny with us Big Hoardings in the Tier -I cities Advertising will also be done : - Location : - Toll Booths, Near IT parks , which drive huge population • Local trains( in Mumbai) • Malls • Cabs • Local intra-city buses Cities with METRO (Delhi/NCR, Bangalore, Kolkata) • Advertising in the women’s coach in metro (pink coach) • Ads in the metro stations Pinks Autos Visibility can also be enhanced by publicity through Pink Autos (only for women) Make today shin y with us
Present Scenario Outdoor and Mobile Advertising Make today Shiny with us X Buy Parachute Advanced Jasmine Oil Today Current loopholes: • No dedicated Fb page • Search results on Google does not show PAJ as one of the solution for shiny hair • For people to distinguish between different products of Parachute Advanced a dedicated Fb page of the PAJ is a must • Ask people using the oil to like the page • Mention the reviews as well as stories of women using PAJ on the Fb page FACEBOOK • Popularize the oil on popular sites among youth like Gaana. com • Give the Ad on Youtube prior to the main videos MAKE IT AVAILABLE ON ALL ECOMMERCE SITES (bigbasket. com/ • Start #Shinemoment campaign on twitter • Ask women to mention their shine moment where they rose to gain new heights • This will create goodwill among customers TWITTER • Start a new competition where women will be asked to share their rise and shine moment • Particular woman will be given Parachute Advanced gift vouchers • Jingles of the oil can be played during the peak hours • RJ’s can also talk about the hoardings in the city • Popularize the oil on Google • Searching best solution for shiny hair should show PAJ in top 5 results Other media DURING MOTHER’S DAY/DAUGHTER’ S DAY PROVIDE SOME OFF ON THE PRODUCT AS FM
Present Scenario Tie-ups with Parlours and Salons which can help promote the oil as a detangler and a solution for shiny hair Outdoor and Mobile Advertising Interval time in the movie can be used for promotion of PAJ advertisements Sponsor college events which draw huge girl crowd (especially of the age 18 -24 yrs) • POPULARISE THE EFFECTIVENESS OF THE OIL ON BEAUTY SITES • ASK USERS TO RECOMMEND OTHERS THROUGH REVIEWS/BLOGS Other media • Makeupandbeauty. com • She. sulekh • Pinkandpink. com Tie-Ups with Retail Chains • Launch “Rise n Shine Retailer of the Month” Award • Award the retailers who do maximum publicity of the PAJ in their stores • Special Tie-Ups for few months with some of the big retails stores • Ask them to make the shelf different ( Eg: - little shiny from
HOARDINGS* Our Team , TWO WOLVES , talked with advertising agencies and got out the rates for most costly advertising mediums Locatio n Nal Stop FTF DELHI METRO MEDIA PLAN(For reference) Station Location Media Illu Size No of units Total Area(sqft) Shahdra On the platform Exit of the platform Translite BL 4*6 1 24 Display Charges/m onth* 28800 Translite BL 7*7 1 49 58800 Enterance of the station Shastri Park On the platform Shastri Park Exit of the platform Translite BL 10*4 1 40 48000 Translite BL 8*4 1 32 38400 Translite BL 9*3 1 27 32400 Shahdra Wid th 40 Hei ght 8 Sq. Ft. 25 25 40 Deccan Padmavati Square Satara Road Swargate Near Bus Stop F C Road Deccan FTF Garware Bridge S B Road facing Symbiosis Fatimanagar FTF MALL PROMOTIONS Option Location Place Type Media Units Size Easel Drop Down Main Entry Main Atrium Internal Ambilit Flex 8 6 2. 5*6 6*30 *Rate per unit 12000 48000 Internal Ambilit Flex 1 43. 3*4 60000 Bridge Panel Monthly price 50, 000. 0 0 Printing Cost 3, 200 Mountin g Cost 960 Total Cost 54, 160 625 85, 000. 0 0 6, 250 1, 875 93, 125 20 800 1, 000. 00 8, 000 2, 400 1, 10, 4 00 20 20 400 80, 000. 0 0 4, 000 1, 200 85, 200 20 20 400 95, 000. 0 0 4, 000 1, 200 1, 00, 2 00 30 20 600 70, 000. 0 0 6, 000 1, 800 77, 800 320 * Taken the case of Pune
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