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Parachute AdvansedSummer Fresh Body Lotion

Anustup Sikdar NMIMS, Mumbai anustupsikdar@gmail.com

Tirthankar Behera NMIMS, Mumbai tirthankar.nitjal@gmail.com

Sumeet Arora NMIMS, Mumbai sumeet.arora086@gmail.com

Anshul Sharma NMIMS, Mumbai Anshul.sharma2k11@gmail.com

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Objectives

Change mindset that body

lotions are only for winter

Cleary put forth all USPs

Integrated social mediaactivity for more eyeballs

Create awareness inRetailers

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Methodology Used

Primary Research 87 Respondents (TG SEC AB, Women

Age 25 to 44) 16 Retailers, 3 supermarkets

Secondary Research

Indian readership Survey(IRS) 2010,2011 Social media usage statistics Facebook pages (Fanta, Loreal, Parachute

Advansed Body lotion etc) Media Industry statistics for India

Research Findings

1. Customer awareness of a coolingbody lotion is low

2. USPs not portrayed clearly3. Confusing ads4. Retailer awareness about summer

lotion very low (Parachute stillassociated mainly with coconut hairoil)

5. Good reviews from users whoalready used it

Research Findings

1. Facebook page not promoted well2. Social media content needs

improvement3. Product reviews good4. Cooling sensation termed as

experienced in all reviews.. No oneknew about cooling effect prior tousing

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Actions Proposed

We propose that actions be taken on following lines :

a. Brand developmentTo make the product speak for itself

b. Brand ActivationTo communicate the intended message to thetarget segment

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Brand Development

Based on primary, secondaryresearch the need for repackaging

of the product is clear

The packaging should clearlyindicate the USPs of

a. Mint (Cooling)b. Coconut Milk(Purity)

c. Non-Greasiness

Color, words & images (ex. mint,coconut, ice cubes )on bottle

should clearly indicate these USPsto draw customer attention

Great Products have great Packaging

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BrandActivation

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Total Cooling Funda- Campaign

1. Key Target General Trade (GT) and Modern Trade (MT) outlets, which have arefrigerator for chilled beverages. Educate the retailers about the product.

2. Placing a Brand Identification Window (BIW), just adjacent to or on top of therefrigerator in GT and a kiosk beside the bigger refrigerators in MT outlets.

3. This should be placed in all shops including the ones which keep only edible items abody cream amongst food items will surely catch attention.

4. The BIW will have the tagline Total Cooling Funda. 2 arrows, one pointingtowards refrigerator, with the line Yeh bujhaye pyaas and the other arrowpointing towards the product, with the line Aur yeh thanda kare andars

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Total Cooling Funda- Campaign

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Save Energy Campaign

This is an ad-campaign. The scene is set in a hot part of India. Bottom right of the TV screen will have the

location and the temperature For ex. New Delhi, 42C. A woman comes out of the washroom, after having a shower and is wiping her

arms with a towel. She sits in front of the dressing table and applies Parachute Advanced Summer

Fresh body lotion. Then she switches off the air-conditioner. And goes to sleep, turning off the light. Total darkness for 1-2 seconds. A bulb glows and a child in a rural village starts doing his school homework.

The idea is that Parachute Advanced Summer Fresh body lotion keep you coolenough for you not to use an AC all night and thereby helps in conserve energy.

Tagline Thanda rakhe aapko Ek behtar kal ke liye

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Other Campaigns

Traffic Signal Campaign

Make your agents hold banners about the product at signals with hightraffic density

Result : Large no. of eyeballs Increased awareness at very low cost

Product awareness Campaign for venues with heavy footfall

This campaign can be done in/outside shopping malls, beaches, parks etc.Huge standees in the shape of bottle to be put upHuge balloons in the shape of the bottle to be put upOutlets to be set up for people to sit and relax

Simple games with small prizes to be conducted near thesestandees/outlets

Parachute agents to roam about dressed in summer fresh bottle shapedcostumes

They inform people about the product, its USPs & offer free trials

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The Online Parachute Community

ParachuteCommuni ty

Integrate discussionson these platforms to

widen the reach

Drive purchases bytop of mind recall

Get PeopleTalking on these

platforms

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Central Theme Explained

The 40:40:20 RuleIdeas for Content

Generation

Tap the beauty, fashionconscious crowd byposting beauty, fashion,skin care tips etc.

Engage through gossips,fashion trolls, riddles, funfacts, trivia, videos etc.

Provide a platform forpeople to discuss coolmoments of their life

Have online contests withhandsome rewards to keeppeople interested

Networking made Real

Drive In-store Traffic

Provide incentives likediscount coupons, giftvouchers etc. to bring theonline traffic to retail stores

The purpose is to bringpeople who were engagedthrough social media to theretail stores

Use of Instant Feedback tosocial platforms

Instant FeedbackIntuitive use of

technology

A web app for people togive feedback on theirexperience with theproduct

Feedback forms to be madeavailable at retail stores

These feedbacks should beconverted into a tweet andFB post via a server andposted on various socialplatforms

This in turn will help createbuzz about summer freshbody lotion online

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Current FB PresenceDedicated FB page forParachute Advansed Bodylotion is present

Posts on this page havevery lesslikes/comments/shares ascompared to posts on a lotof other FB pages (Shownin next slide)

Two reasons for this.1. Fewer visits to the FB

page2. Lack of

engaging/interestingcontent People donot revisit

Facebook The most heavily used social mediaplatform by SEC AB Women(Working/Non working)

(Souce IRS 2011)

Facebook should be the most focused platform to tapever increasing online users

All other social media platforms to play a supportingrole.

A stronger FB presence Cost effective way to attractattention from a large no.

Promotion of FB page through ads on FB, highly visitedwebsites likes (timesofindia.com etc) is a must

Content is king Needs to be more engaging(see nextslide) to increase revisit counts.

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Activation on FB

Organize contests

likeCoolest Cool Moment,Coolest Tagline, etc. onthe FB page keep prizeslike discount voucher, gifthampers, makeovers ,chance to meet with starsetc.

Develop games on FB that cankeep the visitors hooked

Ex. A game similar to templerunner where the hero runsfrom the rays of burning sunand collects summer freshbody lotion bottles as specialpowers to counter the heat

Reach out to public through their favoritestars- Get a popular brand ambassador

(say, Anushka Sharma for her oomphfactor)

- Sponsor star studded eventsTwo fold advantagesa. Share pics /info of these stars on

your pageb. Stars share the pics on their FB page

We get more eyeballs

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Activation on other Social platforms

Tweets Create a tweet handle #ParachuteAdvansed Put tweets about activities on FB page

Competitions

Tweet I am as chilled out as Parachute advansed summer fresh lotionbecause using tweet handle

Users who tweets are re-tweeted the most get prizes

Prizes Discount coupons, Gift Vouchers, Makeovers Chance to get your picture on the FB page

Marketing activities on other social media platforms like Pinterest,Twitter, Youtube, Blogs etc. should complement FB Activities.. Andall these should be integrated to ensure more eyeballs

Blogging is a highly growing trendand can be a great influencer onthe followers.. Special focus needed here

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Activation through Print Media

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Activation through Print Media

T o u c h a n

d F e e

l The best way to change the

perception of customers is to make

them feel the product. This can be done by attaching freesachets in the leading newspapersand magazines.

Catchy captions can be used to grabattention. For eg. The sachet shouldbe sent when the weather forecastpredicts very high temperatures.

The weatherman says Mr. Sun isgoing to be very harsh today. UseParachute.. And stay cool

E f f e c t i v e p

l a c e m e n t The advertisements should be

placed in the weather section of thenewspaper.

It is present on the first page andgets a very high percentage of viewsfrom the readers.

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