0 penilaian0% menganggap dokumen ini bermanfaat (0 suara)
46 tayangan25 halaman
This document outlines marketing strategies proposed by team "Bajaj Ke Bande" to increase sales of Parachute Summer Fresh Body Lotion. It identifies problems such as low consumer engagement and brand awareness. The team proposes multi-pronged strategies including digital marketing, print ads, and campaigns. Campaign ideas involve promotional partnerships with salons/spas, distributing free samples through retailers like restaurants and multiplexes, and on-ground activations like pop-up stores. The goal is to transform the product from a occasional to daily use item and increase trial among target consumers aged 25-45.
Deskripsi Asli:
Judul Asli
1369587502 Parachute Summer Fresh Bajaj Ke Bande Jbims
This document outlines marketing strategies proposed by team "Bajaj Ke Bande" to increase sales of Parachute Summer Fresh Body Lotion. It identifies problems such as low consumer engagement and brand awareness. The team proposes multi-pronged strategies including digital marketing, print ads, and campaigns. Campaign ideas involve promotional partnerships with salons/spas, distributing free samples through retailers like restaurants and multiplexes, and on-ground activations like pop-up stores. The goal is to transform the product from a occasional to daily use item and increase trial among target consumers aged 25-45.
This document outlines marketing strategies proposed by team "Bajaj Ke Bande" to increase sales of Parachute Summer Fresh Body Lotion. It identifies problems such as low consumer engagement and brand awareness. The team proposes multi-pronged strategies including digital marketing, print ads, and campaigns. Campaign ideas involve promotional partnerships with salons/spas, distributing free samples through retailers like restaurants and multiplexes, and on-ground activations like pop-up stores. The goal is to transform the product from a occasional to daily use item and increase trial among target consumers aged 25-45.
Gaurav Jaiswal 9172649333 Jamnalal Bajaj Institute of Management Studies
Team Name: Bajaj Ke Bande
Case Study: Strategy for Parachute Summer Fresh Body Lotion
Aditya Iyer 9819352401 Rahul Krishnan 9892713154
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
AGENDA Digital Marketing Marketing Communication Strategy Big Ticket Ideas Campaigns & Print Ads Selling Hope & Promoting Sensuality Consumer Mindscaping CONSUMER INSIGHT Marketing Problems & Objectives
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Problem Definition & Objectives
Big Ticket Ideas Digital Marketing
Campaigns & Print Ads Marketing Communication Consumer & Market Knowledge
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Marketing Problems & Objectives Consumer engagement Product Awareness Creating brand awareness Identifying alternative channels Changing category from 'good to have' to 'must to have' Changing consumer buying behavior towards Summer Body lotions MARKETING PROBLEMS Optimising Revenue by Creating awareness in the Right Target audience Leverage Strengths & positioning them right Incremental Trial Generation Identifying Various Target segments & drawing a List of potential promotion options Zeroing in on a list of inputs which are high on cost benefit & returns Ensuring Guest Delight & Passionate word of Mouth. MARKETING OBJECTIVES To achieve the above objective, a single strategy will be insufficient. Hence we suggest employing a multi-pronged strategy to explode the category. INFERENCE
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Problem Definition & Objectives Big Ticket Ideas Digital Marketing
Campaigns & Print Ads Marketing Communication Consumer & Market Knowledge
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
CONSUMER INSIGHT Source: As per interactions with customers of Foodhall
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
CONSUMER INSIGHT CONSUMER STATEMENTS INFERENCE SOLUTION "8ody Lot|on for me is more of a daily rout|ne product" Any time a product gets into a daily regiment product then it is a part of the habit therefore there is no excitement or romance in the product. No longer sexy but a part of the routine. Bring excitement in the product. Suggest Parachute Body Lotions have Dual objective of Revitalising & Reenergising. "I ma|n|y use Lotion on my Face, Hands & Feet" Other parts of the body are not given much importance Focus on the problems with not using a body lotion. Focus on the Navel adjoining areas & Back as they are also very much exposed.
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Consumer Mindscaping Definition of our target: Those women aged 25-45 who perceive body care as an important part of life and who believe that in addition to their Face ,Hands & Feet their other parts of the anatomy need to be equally looked after. They also need a quick solution to look beautiful, attractive ,fresh and boost their self esteem. Expected Evolution Currently used as a Daily Routine Product mainly only in Winter Season Increase Aspiration to use Parachute Summer Fresh induced through trial and communication strategy Elevation to special usage on occasions, in addition to normal daily usage. Institutional Channels: Restaurants, Pubs & Clubs, Multiplex. Parachute Gift Packs. On Ground Activations : Parachute Summer Fresh Zones, OOH Kiosks at Malls Professional Endorsements
On Ground Activations : Parachute Summer Fresh Zones, OOH Kiosks at Malls "amp|e 1o e|| Amp|e"
On Ground Activations : Direct Selling
Parachute Gift Packs.
Segmentation Segment 1: (Just Married Women) Lifestyle: Modern, Outgoing Age Group: 25-30 Segment 3: (Women whose Kids are Married) Lifestyle: Traditional, Retired Age Group: 40-45 Segment 2: (Married Women with Kids) Lifestyle: Routine Lifestyle Age Group: 30-40 Targeted Strategy
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Selling Hope & Promoting Sensuality "ev|ta||ze & e[uvenate ourse|f" "Indu|ge & amper yourse|f ||ke never before" "Wh||e |t coo|s you down |t actua||y massages the goodness into you & get you felling Sensual, Exhilarated & omant|c" "Do onto your 8ody What you do onto your Iace & nands" "Wh||e ou 1h|nk that |ts Important for you & your hair to Look Good. Its also |mportant to fee|s good." Injects : "Lnthus|asm |n your ||fe Life into your Marriage ev|va| |nto your marr|age." "Iee| Coo| & me|| ensua| that's how you can make life out of your marriage, re|at|onsh|p, act|v|ty, fr|endsh|p." "8r|ngs you the goodness of coconut o||, Goodness & freshness of exotic mint: Subtlety of moisturizing which only a coconut o|| massage wou|d have done |t"
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Consumer & Market Knowledge Marketing Communication Consumer & Market Knowledge
Big Ticket Ideas Digital Marketing Campaigns & Print Ads
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Suggested Print Ad
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Campaign 1: aple To ell Aple 1 2 3 Strategy Target & Timeline Benefits REACHING ALL PARACHUTE HOUSEHOLDS: Give away SKU of Parachute Summer Fresh Body Lotion (PSF) for free on big SKU of Parachute Coconut Hair Oil. Give away 20 l KU of PF (MRP 10)for free on 500 ml SKU of Parachute Coconut Hair Oil & two 20 l KU of PF (MRP 10)for free on 1000 ml SKU. Also in order to promote repetition give along a Discount Coupon for the Next Purchase of Parachute Summer Fresh Body Lotion In order to create awareness give along with it a leaflet about benefit & usage of Parachute Summer Fresh Body Lotion. VALUE PROPOSITION Campaign to run only in the TIER I & TIER II Cities of India We will be mainly targeting the SEC A & SEC B of these regions Will be run for a Period of 6 months only TARGET & TIMELINE Campaign will help in inducing immediate trail of Parachute Summer Fresh (PSF) into all the existing Parachute households. Create Awareness & Trail generation about PSF Piggy back into a Co Marketing exercise with parachute household & then have a repeat purchase encouragement. BENEFITS
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Campaign 1: Suggested Print Ad
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Campaign 2: Professional Endorsement 1 2 3 Strategy Target & Timeline Benefits REACHING POTENTAIL TARGET MARKET We Advocate the Idea of Endorsement of Parachute Summer Fresh by Professionals such as Beauticians, Cosmetologists etc. Parachute Summer Fresh Tie ups with medium & High class Beauty Parlour, Saloons & Spa Centres where facials & other services are given. In order to promote repetition give along a 20 ml PSF SKU to woman who walks in to these Saloons, Parlours & Spa Centres. Also in order to create awareness give along with it a leaflet about benefit & usage of Parachute Summer Fresh Body Lotion. VALUE PROPOSITION Campaign to run only in the TIER I & TIER II Cities of India We will be mainly targeting the SEC A & SEC B of these regions Will be run for a Period of 6 months only TARGET & TIMELINE Campaign will help in inducing immediate trail of Parachute Summer Fresh (PSF) by all our Potential Target Market. Create Awareness & Trail generation about PSF Experience the product & then have a repeat purchase encouragement. BENEFITS
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Campaign 2:Beauty Parlours & Spa
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Campaign 3:Institutional Channel Every woman gets a free 20 ml SKU on purchase of a ticket About 1000 screens in India currently, growing at 25% CAGR Targeting to reach about 750 screens by 2014 and 1250 screens by 2021 Major chains include PVR, Big Cinemas, Cinemax, Fun, Fame, Movie Time, Cinepolis, Inox MULTIPLEX Sponsor Ladies Night events at various up market clubs & Pubs Specials Parachute Summer Fresh Gift Hamper to winning Couples/women Helps in creating awareness & induces passionate word of Mouth. Major chains include PVR, Big Cinemas, Cinemax, Fun, Fame, Movie Time, Cinepolis, Inox PUBS & NIGHTS CLUBS Every Couple/woman gets free Parachute Summer Fresh SKU on any bill amount Induce Trails & Brings Back the romance back to life High probability of repeated trails. RESTAURANTS Note: Since the current retail demand for a summer body lotion is low, we are looking at additional segments to explode this category.
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Customer Business Development
Digital Marketing Consumer & Market Knowledge
Marketing Communication Problem Definition & Objectives Big Ticket Ideas
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Big Ticket Ideas: On Ground Activations Objective: Consumer engagement & Awareness Activity: Conduct games, blindfold users and ask them to catch their husbands Distribute merchandise to winners Concerned Agency: Platinum outdoor (Madison) OOH KIOSKS AT MALLS In-store: A specific zone where a consumer can enter and try the new Parachute Summer Fresh Body Lotion Traffic Signals: A dummy with an attached Summer Fresh Fragrance Emitter- High brand visibility Outsourcing: Outsource to agencies that map out areas and have trained women Give flashcards and a creative copy for the pitch Impact: Increase |n tr|a|s thus |ead|ng to "1ry & 8uy" PARACHUTE SUMMER FRESH ZONES DIRECT SELLING
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Big Ticket Ideas: Parachute Gift Packs Occasion Based Gifting: Gifts packs for specials occasions such as Date Night, Anniversary, Birthday etc Gifting during Special Days: Giftig durig special days like others day & woes day. Corporate Gifting: Gifts by employers to special women employees for good performance. Parachute Gift Packs Corporate Gifting Occasion Based Gifting Gifting During Special Days
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Big Ticket Idea: Institutional Channel Total 3*, 4* and 5* rooms in India: 100000, expected to double by next decade Conservative estimate of 3 SKUs per month per room will create a demand of over 36 Lacs .K.Us i 2013 Major hotel chains: Taj, ITC, Mariott, Hyatt, Leela, Oberoi Also target major budget Hotels in Tier I & Tier II Cities. HOTELS
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Big Ticket Ideas Problem Definition & Objectives Campaigns & Print Ads
Digital Marketing Consumer & Market Knowledge Marketing Communication
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Marketing Communication Strategy Communication Objective: To create awareness about the under-leveraged Summer Body Lotion Category and then conviction amongst the users of the brand, To build reasons for repeat consumption of the product. Place Media Vehicle(s) Message(s) Purpose Result Home ATL: OOH TV BTL: Mall trials TV: Sony, Star Plus, Regional Channels. Select Malls "Comp|ete Scent-sation: Iresh and Iragrant e|f. Lvery 1|me."
"8r|ngs you the goodness of coconut o||, Goodness & freshness of exotic mint: Subtlety of moisturizing which only a coconut o|| massage wou|d have done |t" Convert Non- users to users by awareness Increase Frequency of usage Saloon , Beauty Parlors & SPA ATL: TV Print BTL: Promotion in Saloons TV: As above Print: Women Magazines "Do onto your 8ody What you do onto your Iace & nands"
"Wh||e |t coo|s you down |t actua||y massages the goodness |nto you & get you fe|||ng ensua|, Lxh||arated & omant|c"
"Indu|ge & amper yourse|f ||ke never before" Increase consumption Buy more for less
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Marketing Communication Consumer & Market Knowledge Big Ticket Ideas
Problem Definition & Objectives Campaigns & Print Ads Digital Marketing
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande
Digital Marketing Make the Current Facebook Page much more interactive by having online games. Ask Conumers to upload Photos & Ask them to share their Stories Link the Twitter feed to Facebook page Use Hash Tags such as #WohiLOveDobara #ParachuteSummerFresh Create a Parachute Summer Fresh Channel on YouTube. Upload Romantic Stories of Various Couples in the form of Advertisement. Have special columns specifically related to Parachute Summer Fresh on Women Related Blogs with exciting stories & experiences to catch eyeballs
Parachute Summer Fresh Body Lotion Strategies for Augmented Sales Team : Bajaj Ke Bande