Parachute

ParachuteRural activation plan

1Campaign ObjectiveEstablish Parachute as a generic brand in the rural marketsIf anyone has to think of hair oil, it has to be Parachute

2Background4th largest brand in the country

Brand heritage based on Purity Perceived as purest form of Coconut oilBrand awareness very high

Parachute showcased itself as the purest brand Advertisements depicting absolute Parachute purity

Eventually Parachute moved on to taking a stance wherein it said Parachute adds to the beauty which brings in confidence, brings happiness & prosperity overall Triggered the emotions & aspirations of the TG

3We now need to take this heritage further down to the rural masses below 2K pop stratawhereMostly loose oil usersVery few of them have shifted to price brands like Cocoraj

4A peep in the rural marketsUnderstanding usage pattern & attitudes on usage of hair oil5Market Profile Mostly villages are in the form of Purvas ( clusters)At times houses are scattered250 - 350 householdsNext to 5k pop key villageOne key retail outlet & 2-3 small other retail outlets

TG profileUnexposedHair care is not prime considerationTG mostly found at home or in the field6Oil usage - Why? .. Daily habit / routine (not really high involvement)

Stops hair fall Increases the thickness of hair Hair remain smooth Prevents from dust while they are on fieldHair remain set - stylingMakes hair long & beautifulMakes hair black & shiny

We can broadly categorize the above benefits broadly under Basic hygiene factor (Potion) &Beauty (Saundaryatha)7Usage patternA) Pre washVery rareMostly TG exposed to urban is both Pre wash & Post wash users

B) Post washMost women apply post wash Both Pre & post wash is observed when TG takes head bath

8Most women are users of loose oilVery few have shifted to price brandsHence the challenge is to convert loose oil users to Parachute9Key aspects where Parachute gains over loose oil

ParachuteLoose oil

Purity of the product - Impure as against Parachute Color of the product Yellowish in color

Smell of the productSmells stale

Packaged oil can provide more nourishmentNot researched - raw to the hair ( researched & technology based)

Consistent viscosity, non stickySticky & inconsistent

Stays for a long timeShort life - can spoil your hair

10Available routes that can be taken for these markets

PurityThere are lot of other elements in the mantle of life spaceAny other product can take a stance on purity + Parachute may not necessarily represent 100% on purity platform against many elements (emotional, etc)

BeautyOnly saying that Parachute adds to the beauty does not help as potion is equally important for the rural womenAlso there are many other product categories which would stand for beauty better (hence cant be a long lasting positioning)

Hair care expertParachute is already got strong heritage & generic staus in the hair care space in semi-urban/ upcountry marketsCredibility of being Hair Care experts would stand a better chance on acceptability since the branded category itself needs to be tom tommedA first mover advantage with this positioning will be a definite plus

11TG attitude towards Hair careThe rural TG does not consider hair care as importantThey do not focus on hair care as such

The requirement is not seen to shift to branded oil For them loose is good enough

12Our attemptTo build relevance for Hair care with the TG

Bring her attention to how she grooms her hair currently

Create a need & upgrade to using Parachute as the 1st choice for hair oil

13Key benefits TG believes to be deriving from usage of loose oil

Perceived to be pure ( which is not true)

Serves also for styling

Price is low ( barrier for branded products) 14Activation approach/ requirementGenerate curiosity - Qt category usage and attitudeSense of fear - influence a sense to act Alert them - awareness on ParachuteDetail benefits using light humor & healthy interaction - to make them comfortable with the brand

Keep the communication simple for them to understandIt has to be direct for them to imbibe the message

15Communication toneParachute jo itne saal se deshbhar ke logo ke baloon ke swaasth ka dhyan rakhta hain aaj aapke goan main svayam aaya hain aur aapko 4 acchi bataein aapke baloon ke dekhbal ke liye batayega

Considering the hair care expert route - a complete hair care solution16

17Introduce Parachute & tell them the importance of hair care

Jaise aap apne Goan, ghar, mandir, pani ka swaasth rakhte ho waise hi aapko apne sharir ke ahem hisse ko swaasth rakhna bahut jaroori hain

Bal to aurat ki chehre ki khubsoorti ka mukut hota hain - sundar bal hone se aurat ke khubsoorti ko char chaand lagjate hain

Parachute jo itne saal se deshbhar ke logo ke baloon ke swaasth ka dhyan rakhta hain aaj aapke goan main svayam aaya hain aur aapko 4 acchi bataein aapke baloon ke dekhbal ke liye batayega

18Parachute Hair care Kit for communicationHair expert stance - if it is oil it has to be Parachute19Live product comparison - What they use & what we recommend

Two transparent oil cans/ acrylic containersOne with Parachute & other with loose oilImage of a face (with beautiful hair) on the other sideTransparency translatable as purity is proved by the clarity of the image seen through the oilFragrance / odour - demo loose oil & parachute oil (loose oil about 3-4 days old) for odourStickiness - touch & feel

Take-out - Parachute is purer & uniformly consistent than loose oil - Parachute is less sticky (chipchipaahat) than loose oil20Through a Hair care Detailer - very colourful & attractive (with Parachute can cut-outs etc) show them the difference between hair nurtured with loose oil & hair nurtured with Parachute

It is like a model where in you can touch, feel & experience

One side artificial hair with loose oil applied & other with Parachute Difference clearly demonstrated ( sticky & non - sticky) - touch & feel

Next chart/detailer - One side with entangled hair -titled Loose oil usage - Other shows smooth shining hair - slide your comb through - titled - Use Parachute for smoother stronger hairReal comb affixed for dramatic effect

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22Life-cycle of Hair - flip chartShowcasing the life cycle of the hair Manju ke bal ki kahani - manju hamesha sadharan tel istemal karti thi aur isi karan dheere dheere uski lambe ghane bal bikharte chalegaye aiye dekhe kaiseImages of the life cycle from good, bad to worse

Phir kahani main twist - Parachute expert ne uske gaon main aakar salah di ki Parachute tel istemal karna chahiye Aur bataya ki usse hota kya hain The purest form of oil No adulterationTested - adhunik aur nature ka sahi mishranJyada dino tak rehta hain Used across the country - leader in hair oil

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24Bal lambe ghane aur khubsoorat hote hainKam chip chipe hota hainSahi potion baloon ko milta hain to zuve aadhi nahi hoteBal majboot hote hain aur khule khule rehte hain

Jabki saadharan tel Does not have the necessary ingredients to nourish & strengthen your hairShort life of oil (odour, styling/nourishing capacity)More chances of hair fall/ roughening of hairInconsistent with every lot as against uniformly consistent anytime you buy Parachute25Replacement of loose oil - get TG to give up their loose oil & immediately opt for Parachute

Give them an exchange offer where they have to exchange their loose oil with Parachute sachetTel Badlo Baal badlo - Change the way you use oil & see the benefits for your self (repeats all the benefits) - Exchange your loose oil in this small can & take a Parachute sachet in exchange of the oil - experience the difference yourself

You can also buy sachets & Parachute mini 5 ml bottle for Rs 526Re-iterating the messageParachute saalon se desh bhar ke logo ke baalon ka khayaal karta chala aaraha hain

Ye baalon ke vaidya/ Expert ki tarah hain jo aapke baalon ko surakhshit rakhe

Agar ise istemal karoge to baal swaasth paaoge27Activation details28Village key touch pointsMarket areaTempleWash area ( lake well)AnganwadisCluster of houses

29Our approachA) House to House contact, alternatively -B) Gather them in small numbers 8 - 10 orC) In household clusters, call them all together for a demonstration at a central location

Depending on the geography & nature of the village - scattered / cluster of HHs etc

30Retailer merchandising - danglers, posters

31Branding at various touch points - tin plates

32Retailer programSeeding at the retailer Branding ( brand messages)

Identification of a distributorThe one who sells to more than 50 retail outletsPresent in a nearby bigger town33Coverage34Activity flow chart1 Supervisor + 2 female promoters

Team splits into two1 Promoter + 1 distributor personTeam hits village early morningPre-pub + demonstration (main activity)Retail seeding + sub distributor identification + Retail brandingJoin & move to another village35MarketsMP + KTKA - 5500 villages between 1.5K - 2K pop strataActivation coverage5,000 rural villagesMP - 3,000KT - 2,000

36Contacts

400 women per day20 lac women in 5K villages in two states37Lets reach out ..Ensuring har ghar main Parachute38