Team Name: Lẻs Invincibles. The problem statement Case breakdown: Objective: To create awareness and relevance for “Parachute Advansed Body Lotion” using.

Face-OffRound 3

Team Name: Lẻs Invincibles

The problem statement

Case breakdown:

Objective: To create awareness and relevance for “Parachute Advansed Body Lotion” using mobile and digital space.

Produ

ct

•Advansed body lotion•Packaging: curve shaped bottle symbolises the body of a women•Subtle colors:•serene and divine qualities of the lotion•Appeals to simple aged women

•Strong brand name leading to increased credibility

Customer

•Females•25-40 year old •Married•Family centric•Skin conscious•Frequent internet user, •Mix of impulse, offer centric and brand conscious customers

Mark

et

•New kid on the block(launched in 2011), market share - 5%•Major competition•Vaseline(50% market share), •Presence - pan India through retail shops (MFS and GT)•Advertises in TV , magazines and newspapers

Product Profile

Fragrance

Coconutty fragrance due to presence of coconut oil and milk

Ingredient

s

Packaging

Attractive “hour glass shaped “ bottle gives it a sexy and curvy shape & facilitates easy handling

Texture

Not very thick butLight and greasy

Available in four variants :Body lotion DryBody lotion deep nourishBody lotion butter smoothBody lotion MI summer fresh

Body lotion Butter smooth 250 ml – Rs 160Body lotion Dry 100/ 250 ml – Rs 70/115Body lotion MI summer fresh 100 ml – Rs 70Body lotion deep nourish 100/250 ml- Rs 59/ 115

Aqua,Cocos Nucifera oil, Glycerin, Isopropyl Myristate, Stearic Acid, Triethanolamine, Coconut Milk, Glyceryl Sterate, Hudrogenated Vegetable Oil, Dimethicone, Steareth-21, Steareth-2, Fragrance, Methyl Paraben, Carbomer, Titanium Dioxide, Propyl Paraben, Phenoxyethanol, BHT, Disodium EDTA, 100% Natural Moisturizers that nourish from deep within

Macro View

Current Positioning: Hydrating body lotion for summers, focus higher on soft skin than mint/coolness. Target Group comes across as young married housewives, 25-30 years

FB Page shared with the complete body lotion line by Parachute Advansed. Posts related to young couples and rekindling romance

USP : 100% natural moisturizers that

nourish from deep within

Tagline: Jagaye Love Dubara/Laut aaye pal dubara

Competitors: Vaseline, Nivea, Dove, Ponds

Focus :Maintain

the texture of your skin

despite your age

and maintain

your desirabili

ty

Research And Analysis

Primary ResearchConducted interview based survey to analyze influencing factors for the TG and their shopping type preferences. Sample Size: 56 women, 24-42

Do you feel comfortable shopping for cosmetics online?

Do you feel using body lotions improves the texture of your skin?

Do you feel traditional Indian beauty secrets still have a place for today’s generation?

Do you feel tempted to try out new products if they engage you in some way?

Are you open to trying out a new product on a trial basis ?

Research And Analysis

Majority of our TG is well adept at using android apps

More than half the sample from our TG pay attention to promotional texts / free ads to avail offers, eg Dominoes, Mc Donalds, Installing Free apps they find of use

Women of the Age group 25-35 are active on Social Media and use their phones for daily purposes like NEWS and Reminders

The tendency of sharing any new content is prevalent on apps like whatsapp etc

IDEAS

Mobile Space

Promoters at retail stores give a toll free number to customers getting involved with the product. By giving a miss call on this number a discount coupon message will be received by the customer.

QR Code: At the back of the bottle. This will redirect the customer to the parachute website and every 3rd visit will get 5% off. Also, every 100th unique customer will get 20% off on any parachute product.

Ring-a-BellVoice over for traditional Indian beauty secrets by giving a call on a toll free number to be displayed after TVC and other modes of communication.

1 2 3 4

5 6 7

8 9

0

“Namaste, and welcome to ring-a-bell, Press 1 for facial care

concern…”

“Did you know, that drinking coconut water on a regular basis not

only reduces tanning but also protects skin from further damage from

sun”

Body care

Hair care

This app will emphasize the use of coconut and milk which will help in increasing the product credibility. Also, other traditional Indian products will

be suggested.

Digital space

AAPKI PARESHANI – HUMARI PARESHANI

Skin Care

Child CareHealthy nutrition

for husbandMarried life relationship

AAPKI PARESHANI-HUMARI PARESHANI: A section in parachute website wherein customers can ask questions under different subheads like skin care, child care, healthy nutrition for husband and married life relationship which will be privately handled by our advisors.

Facebook Connectivity

SHARE YOUR EXPERIENCES: Customers can share their experiences with Parachute Advansed Body Lotion on our Facebook page. Post getting maximum number of likes in a week can win exciting parachute goodies.

Mobile App – The Advansed Solutions

Free skin

consultation

depending on

your personal

skin issues

Mobile App – The Advansed Solutions

Order any

Parachute

product online

Mobile App – The Advansed Solutions

A portal to

connect to

other

Parachute

users

Mobile App – Advansed Solutions

Check out

latest trends

on our photo

album

The

advantages of

age old Indian

remedies

Connect with

us on

facebook

Mail us your

queries and

feedback

Team - Lẻs Invincibles

Shikha Agrawal• NMIMS, Mumbai• 9004073850• [email protected]

Dwijendra Parashar• NMIMS, Mumbai• 9167429948• [email protected]

Nikita Sharma• NMIMS, Mumbai• 9766946602• [email protected]

Parul Garg• SCMHRD, Pune• 8552955688• [email protected]