marico over the wall

8/10/2019 Marico over the wall

1/12

FORE Schoo

PARACHUTE ADVANSED BODY LOTI

THE DIGITAL AND MOBILE ENGAGEMENT STRAT


2/12

2.5 Times is the expected increase in the number of peoplewho will own smartphone at the end of 2014

7.1crPeople own a smartphone in India

Mobile BOOM Internet BO2015

We will be the second largpopulation in the world, aMcKinsey

33cr Indian users of the intern

3.3% Will be the contribution oGDP in 2015 up from 1.6

REASON: ue to falling internet and mobile devicnumber of people will be able to afford these servi

243


3/12

websiteThe current Parachute Advansed website is dedicated to the hair care segment. There shoul

integration of all Parachute personal care products in the same domain name.

The Alexa ranking of the website is 9,893,881. This shows that even with a well developedengagement among the target audience is missing.

The digital strategy should encompass increases page visits with an integration with facebook anSignature mobile app.

The key features to be present in the website for Skin Care to be:

Blogs and Stories: Registered app users to be provided with a blog space to share their experiences

Expert Speak: Blogs and Opinionairres by Experts

Know your Skin: A quiz to know how good your skin is, with the recommended solutions.

Tips and Tricks: General household tricks

Mythbusters: Like the existing pattern in the haircare segment, the skincare to follow suit


4/12

Facebook is the 2 nd most visited website with over a 100 million users in India.

The content of Parachute Advansed Body Lotion Page to specifically target women in the age-group of 25-40.

Facebook to be extensively used for two way communication. The current page was suitable administered but it did not receive the requisite response.

Guerilla Tactics to be used for engagement with

simpler content and a conversational tone

Also to be used for other engagement activities like

Consumer surveys

Two kind of content to be posted periodically: 1) Call to Action & 2) Story Posts

social engagement


5/12

Story Posts1) Integration with Blog: The website would be integrated to the facebook page and prov

stories from the users2) Poster Girl: Based on the Instagram #parachuteyourskin contest

social engagement

Call to Action1) Polls : These polls to be categorical in nature which asks for general day to day

opinions.For eg: What do you do when you are out of your moisturizer?

2) Quizzes: An integrated feature with the mobile app3) General and Curious: Like the existing posts on the page, this would be consisting of

general engagement posts following the theme of the product.

For eg: What was your most memorable rainy day?


6/12

other platformsinstagram pinterest twitter

A weekly contest to berun on instagram with#parachuteyourskin ashashtag

The photo to receivethe maximum likes to beused as a cover page onthe official fb page.

This periodic contestwould increase interestand visibility

83% of Pinterest usersin India are women

Making a page andadministering regularcontent

Pinning posts that arecollected across variousmediums

Using instagramcontent

Even thoughan important pcurrently it is ncatered extensito its fast decay

Can be onlygenerate imporfeeds


7/12

youtube and integration aspectsVideo Series: A YouTube video series that is instructional and light hearted with expert aconsumer aspects to be startedSEO: The website and blog series would help in generating relevant data. This would neproficient SEO which would increase visits to the websites. Since the blog would cover aspects of a good skin health, it is expected that with keywords like skin itch problemswould display the parachute page

INTEGRATION: The primary objective of the entire campaign is to seamlessly integratacross mobile and digital spaces. One User One Space would be the mantra of thecampaign. This would create a single chained network of users.


8/12

The Mobile Platform

1 Know Your Skin An interactive feature which would

comprise of questions that would solicitresponse from the users

The questions would be such so as toadjudge the skin type and concernbeing faced if any

The output would display results on skintype and rate the users skin on a scalebased on the responses

2 Upkeep Your Skin A feature that would allow the lady to

set her work clock timings i.e. the timeshe gets up and goes to bed

Based on this input and skin type, itwould show reminders that could beconfigured to suit ones needs, likewashing ones face, removing onesmake-up before going to bed, to drinkwater when one gets up etc.

It shall show skin tips for that time ofthe day and ideal things to be followedas part of ones skin regime

3 Experts on Your This feature would hav

Query the Experts the lady to type a skion her needs and woureceive a personalizewithin a stipulated tim

Book a Call This feenabled with each unParachute Advansed user would scan the bavailable on the prodfeature shall enable tcall to the Parachute specialists. The speciback to answer her pquery. (* Only onecode scanned throu

a

huteYourS

nMo

e


9/12

The Mobile Platform

a

huteYourS

nMo

e

4 The Parachute Skin Hub This feature shall enable building a

Parachute Skin Advansed Community

This would enable the ladies to interactand share their experiences and advisethe others on their problems

This shall be a collaborative platformand induce interactivity

5 The Skin Quiz This section shall comprise of a quiz on

skin issues and upkeep and care regime,other knowledgeable facts one mustknow about skin

On successful completion of the quiz, acoupon shall be generated, which shallbe redeemable only at select retailoutlets

6 Linking to other Platforms The application shall b

social networking platfFacebook page, PintereParachute Skin Advans


10/12

The Mobile Platform

a

huteYourS

nMo

e

Search Allabout Skin

This feature shall have exhaustive options related to Skin ailments

It shall have options to be selected based on ones skin type

Based on the selections, skin tips and skin ailments handy andhome treatment resolutions shall be given

It shall have all information on beauty upkeep, taking care of onesskin, ideal diet for various issues and skin care etc.


11/12


12/12

SurveyA survey on basic habits of the consumer, this survey willhelp the company in knowing their consumer in a betterway.

Consumers will be lured by means of a free sample which

would only be offered if consumers give their email addressand their contact details.

Getting the contact details will help in creating a databasefor mobile app.

Consumers can be send the link directly on theirsmartphones for them to download the app

Consumers can avail the sample by visiting the nearest retailoutlets.

Infographics

Infographics stands for informative g

These are graphic visual representatiinformation intended to present compinformation quickly and clearly.

Users tend to spend a considerable atime on these infographics, thus thesa good way of engaging users to the

marico over the wall

Documents