godrej expert

Name Phone Number

Sukhada Dhone 8884111657

Rohit Jaiswal 7676990235

Sushant Salunke 8147553650

TEAM NAME: NUTCRACKERS

Communication Objectives

• Burst Myths• Educate• Social Stigma

DIY Category Makeover

• Aspirational Quotient• Quality• Portfolio Knowledge

Brand Building

• Engagement• Induce Trial

Conversation

Brand Awareness in Tier 2 & Rural

Loyalty

• Identify Challenges of Brand and its communication

• Identify Target Consumer characteristics• Identify Consumer insights• Device right positioning and message• Identify right communication platform

Mission

Market SizeMission & Communication Objectives

Consumer InsightsExploratory and

Descriptive research are done to identify the

consumer insights in this category

PositioningAnalysis of positioning

strategy from customer perspective and identify the best

strategy

Context Analysis

Understanding the market opportunity, share & competitors

TargetingIdentifying the target market for Godrej in the current market

situation and also for future

Segmentation Identifying the

Demographic and Behavioral

segmentation for the category

Opinion Leader Research

Projective Techniques

Focus Group DiscussionsExploratory Research

In-Depth Interviews

Descriptive Research

Survey Discriminant Analysis

Factor Analysis Conjoint Analysis

TOOLS USED

Branding StrategyPositioning of “Home-

salon” to avoid age-connotation and bring

strengthen expert-connotation.

Integrated Marketing Communication using platforms like Mass Media, Experiential, Guerrilla marketing,

social & digital media, in-store, rural, etc.

Overall Methodology

CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION

Market SizeAbout the industry• Hair Care industry increased by 18% to reach Rs. 11,600 Crore

• Evolved from Grey Coverage to Lifestyle Need• Growth Drivers:

• Increasing disposable Income • Fashion Consciousness • Growth in Product Awareness

• Growing rapidly with consumers paying more attention to their hair• By 2017, the Indian hair care market will have a value of 185.418

Billion Rs, since 2012. • Share of Hair Color will be increasing to 42,103.6 Million Rs.

India: Colourants is just 1/10th of the soap market by value.

Rest of the world: hair colour is twice the soap market.

Only 20% of Indian women use hair colour as compared to 90% in developed markets

Hair colorant category is 17% of Hair care segment, valued at 2000 Cr.

Delivery formats are :o Powder-basedo Cream-basedo Liquids

Secondary analysis has been done to understand the nature of the industry and other inferences regarding the landscape to set the context right

HAIR Color Industry Analysis

• Increasing media penetration,

• Rise in organized retail

Hair color category is in the Growth phase in the product lifecycle with promising 29% growth

Source: Euromonitor & Marketline Reports

o Oil based emulsiono Shampoo based

• 45-50% of hair color market

• 15% annual growthPowder

Based

• 25% by value

• 20% annual growthCream

based

Hair Oils and

Condi-tioners;

41%

Sham-poo; 36%

Colourants; 17%

Salon Hair Care; 4%

Styling Agents; 2%

Growth Drivers

Industry Overview


Market Size

Competitor analysis has been done to understand USP’s and POSITIONING of competitors, which helped in to come up with UNIQUE communication Strategy for Godrej Expert

Competitor Analysis

Godrej Expert Garnier Indica Hair

dyeSuper

Vasmol 33 L'Oreal

Tagline/ Slogan

Happy hair happy you

Take Care ‘Apna khayal rakhna’

None Enriched with Almond Protein

Because you’re worth it

USPLargest selling hair colour in India

• Natural hair color

• Makes hair strong

Recapture your youth in 10 minutes

Natural power of Almond Protein & Ayurprash

Research and innovation

Segment

• Presence in all delivery formats

• Offers both low priced and higher priced products

• Range of personal/ hair care product.

Personal hair dye for Middle aged

Women of upper middle class

Target Group

Men and women

Upper and middle classes Men and Women Woman with age

group 30+Affluent women 27+

Positioning

• Affordable Coloring

• Home solution

• Takes care of your hair

• Young at heart;

• Recapture your youth naturally

• For BLACK Color.

• No other shades available

• High end brand,

• Luxury

As per delivery format, there are individual format leaders: Godrej Consumer : 33 % of the hair dye market L’Oreal & Garnier : 60% of the hair cream market

Hygienic Research Institute : 91% of emulsion based hair colour

Godrej Hair 23%

Super Vas-mol Hygienic

Research 16%

L'Oreal Excellence Crème11%

Garnier Color Nat-urals6%

Indica-Cavin Kare5%

Godrej Colorsoft

5%

Streax2%

Revlon Colorsilk

1%

Others33%

Hair Color Market Share, 2012

Top 3 players constitute 50% of market

1/3rd of the market is still captured by unorganized/local/small players


Market Size

Godrej Expert have better presence in social media. Number of likes and activities happening are multifold than that of competitors

Close competitors and their Social Media activities

• For those young at heart, • Gateway to a vibrant lifestyle.

Social Media Used• Facebook presence since March 31,

2012.• Very low level of activity and

miniscule likes of just 26 people.

Impact

• The Facebook page is not popular • The followers, are not involved with

the brand. • Low involvement and Low mind share

• Prepared with the help of modern technology and Ayurvedic sciences

• Gives consumer the very best

Social Media Used

Joined Facebook on 15th Oct 2013. 494 likes till now.

ImpactRelatively greater presence in North India as compared to Southern part. Neophyte in case of use of social media marketing.

• Range of products

• Caters to many segments

Social Media used• Presence on Facebook for

Garnier as a whole, • No separate page for Hair

Color,• Periodic updates about

advertisements and promotions on Garnier Page

Impact• Catching up very fast, • Seen as quality brand and

preferred by both middle class and upper middle class/

• Expert Range of 5 products • Presence in most delivery format

Social Media Used• Facebook presence since March 25,

2012• Very active through various events e.g.

fathers day, • Good engagement activities like poll,

educating user for shades, how to apply color etc.

Impact The Facebook page is liked by 195274 people, Highest as compared to competitors


Market Size

Adequate usage of TV media, 2nd highest presence in Category. Some issues regarding uniform communication of 5 offering of the Expert Range

Traditional Media Communication Analysis

Sham-poo; 41%

Hair Oil; 23%

Hair Dye; 13%

Hair Care; 13%

Hair Condi-tioners;

7%

Other Cat-egories;

3%

Hair Care sector: Category wise TV ad spent in 2012

Godrej Expert Value PropOverall Color lock formulation technology, 100% grey coverage, long

lasting , natural look, no ammonia retains hair protein, easy to use pack

Godrej Expert Original

natural black, largest selling hair color in india

Godrej Expert Advanced

gel - non-drip, triple conditioners keep hair soft, silky

Godrej Expert Care

herbal based - goodness of henna and amla

Godrej Expert Rich Crème

aloe-protein to make hair soft and shiny, pre-measured sachets make it easy to use; complete one-stop solution

Communication does not create “expert” image. The advertisement makes the brand less relevant to young audience by showing 40+ people in adFamily is not main influencer as portrayed in most of the advertisement. So consumers find it less relevant.No UMBRELLA BRANDING for Godrej Hair Colour (like Garnier Take Care)Lack of uniform communication settings: Different ads for same products:

Two ads of Expert Advanced for Gel, one with Boman Irani focuses on FUNCTIONAL aspect, while the other ad with Ram Kapoor focuses on EMOTIONAL aspect

L'Oreal and Godrej are top two spender in Hair Color category Mot of the ads have common thread of

Background music: ‘Na na na……’ : Helps in connect and recall

Emphasis is on the function of easy to apply on hairs.

Shows that hair coloring is fun. Show Hair coloring as social activity dispelling

embarrassment in conservative Indian SocietyChallenges in current communication

Good about Current Communication

Psychographic Segmentation was done based on the level of motivation and stated/latent

need level of consumers with

respect to buying the products in the

category

Segmentation


Target segment was decided based on the motivation to buy Godrej Expert Hair Color among all the identified segments

Simplistic Value-Seeker

Segments Perfectionist Trendsetting Aspirers Value-Seeker

Motivation to buy Godrej Hair color

Low motivation to buy Godrej expert as professional hair

colors are not available in portfolio

Low motivated to buy Godrej brand as fashion

colors like blond and reds are not present

Motivation to buy brands trusted by their friends

and hairdressers

Willing to buy if convinced about benefits

of using hair color for their target group

VerdictNot to be targeted Don’t target as portfolio

doesn’t go with their need Target using Color mate

and Godrej RenewHigh motivation if

convinced on emotional + functional benefits

Target

Based on the habits and practices of the consumer for the category and our product offering, the target segment is chosen:

Target consumer group for Godrej Expert


Aspirers

Awareness

Consideration

Purchase

No one of my friends or hairdresser recommended me hair Godrej Hair color

I didn’t read about the superiority of Godrej hair color over other brands

I don’t think its premium brand

Use of hair color will cause hair fall It will make my hair dull and rough

Possible Barriers to Adoption at each Stage

I didn’t come to know about Godrej Hair Expert through any of the media vehicles or other touch points


Receptive Touch-points

In-order to address the barriers in path to purchase different touch points are identified for target segment

Process

Path to purchase - Barriers

• TVCs, Print, Radio, FMOT

• Beauty salons ( Mirror stickers, Visuals, hair color accessories like bowl brush, Apron etc. ), Blogs, Recommendation through friends • New value proposition

• Recommendations through friends and stylists

In-Depth interview insights ( Hair Color )

Influencers

• Hairdresser and friends play important role in purchase decision compared to TV commercial and print advertisement

• Consumers wish to know what hair color hairdressers use for their hair because they think that they are the experts in the industry

• Hair color falls moving to high involvement category so consumer experience is of prime importance

Factors impending choice Behavior pattern

• Smell of ammonia vapours irritates the consumers and generates the burning sensation in eyes so consumer thinks all colours with ammonia cause more damage to hair

• Consumer think that more they color their more it get treated with chemicals and more damage it cause

• Consumers think that hair colouring leads to hair fall and rough and damaged hair

• Consumers don’t believe in non-branded products as hair

• Most of the women consumers apply the hair color at home while men go to the salons and apply it

• Women are brand conscious compared to men

• Trend of fashion color and highlights is observed among the new generation

• Consumers goes for global hair colouring one in 3 months while they do root touch up every month

• Burgundy is most preferred color among women these days compared to black while men go for black color

In-order to get insights on Hair color category 8 in-depth interview was taken


Brand analysis

Primary Research Analysis – Godrej Expert

What is the first brand that comes to your mind when you hear “Hair Color”?

Have you heard of “ Godrej Expert”

First word that comes to your mind when you hear ‘Godrej Hair Expert’ ?

Brand Concept Map

In order to find out perception of consumers about Godrej Expert Hair Color

Though Godrej is considered as established brand it is still considered as old fashioned

Garnier – 82 %Streaks – 53%Godrej – 42%Vasmol – 36 %

Yes – 63 %No – 37%

Value for Money

Chemicals

OLD

Affortable

One time usePioneer

30 RS

Small Pack

For middle age

Nanana…

Strong association of Godrej with affordability and value for money

No top-of-the-mind recall compared to other brands like Garnier

It is perceived as a old fashioned brand for earlier generation

No ammonia feature is not very prominent

Current advertisement is known among target group because of prime time telecast

Key Insights


Hairdressers’ opinion

My consumers believe me and use what I recommend

Consumers ask for No-ammonia hair color, though ammonia increases longevity of hair color

For root touch we use the same shade as earlier while going for global we might change to different shade

Easy application is primary criteria while choosing the brand in the category as it saves our time

We add olive oil to the color mixture in order to avoid the after coloring roughness

We prefer brand that provide salon accessories

We get emotionally connect with the brand which provides recognition platform Hair dressers are one of influencers and they look for incentives like parlor accessories

Name – Shiv RajHairdresser – Expert having experience of 12 years in this industry

City – Yavatmal Age – 35


Name – Anupam ChaudhuryBrand Manager – Wella hair Color ( Procter and Gamble)

Work Experience – 5 years Mumbai Head Office

Expert’s opinion

Hairdressers plays an important role in hair color category

We come up schemes like go for 3 hair coloring treatments and get next hair coloring free

There is high demand for Natural hair color like Scwoskoff’s essenticity

Hair coloring is like art and hairdressers need training for same especially for highlights

Easy application is primary criteria while choosing the brand in the category as it saves our time

We provide salon accessories in form of incentivesThough ammonia increases longevity of hair color, consumers are preferring Natural hair color


22%

37%

13%

5%

15%

8%

Purchase Influencer

Friends

Hairdresser

Adver-tisements

Shopkeeper

Family

Celebrity endorse-ment

Descriptive Survey : No of respondents – 52 Age – 30 - 45 years Male – 25 Female - 27

36%

13%9%

19%

11%

12%

Important parameters while choosing hair color

No ammonia

Herbal ingre-dients

No of shades

long lastingness

Brand

Price No ammon

ia

Long l

asting

ness

No of s

hades

Brand

Herbal

Ingred

ients

Price

41.10%

19.40%

8.50% 10.70% 10.30% 10.00%

Conjoint Analysis

Online Survey Analysis

Conjoint Analysis – To find the preference for different factors

A survey was conducted to understand the consumer behavior towards Hair Color. Survey responses were collected from 52 respondents belonging to SEC B and SEC C


Godrej Expert Brand Analysis

Though Godrej is considered as established brand it is still considered as old fashioned

Middle aged 35-50ConservativeMissing: All-age and innovative

TrustConvenienceDependability

Sincerity ConvenienceReliableMissing: Trendy & Aspirational

Semi-UrbanAdaptableYoungMissing: Advanced

IndianTraditionalPioneerLong HeritageMissing: Freedom

-Colourful cursive logo – Colourful PackagingMissing: Umbrella Branding



Analyse Godrej Expert’s brand

image + identityTarget – ‘Simplistic’

Recap

Consumer insights

Positioning for Godrej Expert

Differentiating space in perceptual map

Indulgence seeking

Solution seeking

Sophistication

Simplicity

Gap

Almost all the competitors are focussing on the ingredient based advertising and easy to apply, non drip proposition.

There is no brand which is providing both indulgence ( Parlors ) and simplicity ( Hairdresser )

Positioning

Umbrella Branding - “Your Home Salon” “Expertise of Salon at ease and affordability of home”

Hair coloring is a high involvement – Informational category which entails High Risk as it involves appearance

Therefore we recommend “Product as Hero” positioning.

An Umbrella Branding - “Your Home Salon” will bring consistent positioning for Godrej Expert products and establish “Product as hero”

Understanding the right set of Media and Influencer in Purchase decision is the first step to develop a 360 degree Integrated Marketing Campaign

Integrated Marketing Communication – Strategy

TV

• Still it’s one of the major medium of advertisement

•TG watches Soaps and reality shows

Digital & Social Media [FB, Blog, Forums, twitter,

pinterest] •TG Spends 21% time of online activity on Facebook

•Prefer personal blogs over magazines as written by people rather than journalists

•Famous blogs – Rynablog, makeupandbeautyblog, etc.

•Follow stylist on Twitter and Pinterest

•Checks review sites to evaluate brand

Mobile Apps

•A new media consumption channel.

•Apps are dominantly used on mobiles rather than browser

Print [Newspaper

& Magazines]

•Newspaper still has strong consumption in tier 2 cities

•Fashion Magazines are still a common leisure activity

•Vogue, Elle, Cosmopoliton, Beauty, etc.

Media Consumption habits of TG (Src: InMobi Report)

26% 22% 18% 15%

Develop Insights

Create IMC Plan

Allocate IMC

Budget

Capture Responses and

maintain databas

e

Analyze and

evaluate results

Word of Mouth [Influencers]

•The Parlour stylist, retailer have decent credibility

•Friends are the biggest influencer in this category

ExperientialMarketing

•Demonstration on self or others creates trial in this category

•Mall and Event campaigns

Point of Sale[In-store

Activation]

•High disposable income of TG

•Right exposure at POS can be the moment of truth.

•Impulse buying of trial pack

Influencers for Hair care category (Survey)45% 10

% 30%

Promotion Channel Synergy

Communication Message

•Clear•Consistent•Aligned to Brand Value

Customer Engagement

Cost effective Campaigns

Focus

IMC Process


• Big Idea – “Your Home Salon” - Expertise of Salon at ease and affordability of home

Secondary Communication – runs in background• “Natural look” - “safe colouring for natural looking hair

for all-age”• “Hair colouring is fun” - ease and convenience• “It’s a social activity” – dispel the embarrassment

1. Brand Building as high quality and strengthen “Expert” image

2. Burst myths and perception of harmful chemicals3. Increase aspirational quotient of product4. Slowly move to Emotional Connect from Functional

Clear insights, aim and message of campaign. Idea is to create emotional connect with chosen 360 degree IMC channels

Integrated Marketing Communication – Strategy

1. Friends and Stylists are the biggest Influencer for TG. 2. TG consider Godrej as low quality hair dye (category default)3. Upgrades happens to competing brands4. Bottom of pyramid has social stigma of using hair color

Aim

Insights

IMC

TVC

Hair GroomingApp

Digital &Social MediaCampaign

WOM enablingParlors

Newspaper & Radio

POSpromotion

Experiential Marketing

IMCChann

els

Message

• Creation of 360 degree Integrated Marketing campaign• Symbolized by home salon

Idea


Highest in media consumption with target programs like Soaps and Lifestyle program. Create Emotional Connect & establish Expert Home-Salon.

Friend suggesting Home-salon

Metro and Tier1 & 2 cities

Riya (30) in troubled voice: “Not again, these grey hairs are coming back and salon is so expensive”. Pallavi (smart woman who has shiny burgundy hair): “Bas itni si baat, ten-tedan, presenting the home-salon” and she takes out Godrej Expert crème hair color kit.Riya: “Mere balon ko kuch….”Pallavi: “Kuch nahi hoga. It’s Godrej Expert, bilkul safe hai with aloe protein, I use it” and she takes out the pack, mixes the crème and revolves the brush in hand (showing how fun and easy it is). Then, after colouring is done, Pallavi’s hair look great shinyPallavi: “Wow! So natural! So soft and shiny!”Ad then ends with umbrella communication, “Godrej Expert, Your Home-Salon” with the logo.

1st Commercial Break2nd Commercial Break

Migration from the channelMigration to the channel

Air the TVC during the 1st commercial break or during the last 30 sec slots of commercial breaks

IMC – TV Commercial

Target

TVC1

Storyboard


Time Slot Channel(s) Target Audience Prime time ratesPrime Time Star Plus,

Colors, Sony, Zee TV

Family (including children – potential user after few years

2,00,000 for 10 sec spot

Non-prime time

Star Plus, SAB TV

House-wife 18,000 - 35,000 for a 10 second spot

Friends are usually better influencer

Rationale

3 ladies and a man are sitting in cascading order. A young girl Seema(22 years) is colouring hair of her married sister (30 years), who is colouring hair of her mother (50 years) who is colouring hair of her husband (52 years). A passer-by uncle says: “Yeh kya hai”Seema: “humara Home-Salon, Uncle!” and everyone starts laughing showing colouring a fun social activity.

Target

TVC2

Storyboard

A social fun activity is depicted as associated with family occasion. All-age hair color

Family using Home-salon preparing for wedding Tier 2 cities, town & rural areas.

Rationale

Time Slot

Channel(s) Target Audience Area

Prime Time

DD National, Colors, Star Plus

Family (including children – potential user after few years

50,000 - 1,00,000 for 10 sec spot

Recommended by XYZ Hair Expert

Print and Radio provides high reach and engagement. Intelligent communication creates aspirational quotient of brand.

IMC – Print & Radio AdvertisingNewspaper and Billboard Idea: Salon

inside Mirror


• A man is sitting in front of a mirror and applying Godrej Expert with brush. Inside the mirror we can see that the man is sitting inside a salon and an expert stylist is applying hair colour.

• Bottom of the ad reads, “Godrej Expert, Your Home-Salon” with the logo and then follows secondary communication in smaller font.

• Inside magazine there is an extended page which is in shape of home.

• when flipped, a salon appears where Godrej Expert products are placed on table.

Magazine Idea: Home opens to salon

Radio Advertisement

• Most of our TG listen to FM radioAd line:

“Godrej Expert – Aapka home-salon. Salon jaisa

expert ab ghar me”

Sponsor caller-talk shows and talk on topics like “what is an expert to you”, “why hair colour is

just more than hair coverage- sharing your

story”

Customer reviews can be aired about the performance of the

product

Popular shows can be sponsored by the Godrej

Expert

Blogging and Sharing photos creates emotional connect and high engagement. Move to Pinterest and Twitter with users

IMC – Digital & Social Media• Facebook page of Godrej Expert has a good number of 195,000 fans. • Revamp the look of website and Facebook page to appear like “Home-

salon”

• Connect the website, FB page and YouTube channel by sharing content and conducting campaign across platforms

• Call the bloggers to write interesting, crazy blogs on “Why I coloured my Hair?” and include “Godrej Expert Home-salon – the expert colouring at home” in the article.

• Publish the blog on the Godrej Expert website.

• Share the blogs on Facebook to generate conversation on hair smoothening. The articles would also be judged by number of likes and conversation generated.

• Females love to share their fashion photos – High Engagement

• Contest where fans would be encouraged to share their photos after hair color.

• The TVC, Experiential marketing campaign and guerrilla marketing campaigns should be shared.

• Launch Twitter and Pinterest pages – Engagement coverage

Select a childhood or old photo showing your love for your

hair

Add your quote and submit on

Facebook

“Share” it on your FB wall

Godrej Expert Ambassador Contest


Share the “Salon-Effect” Campaign

Godrej Expert Ambassador Contest

Share the “Salon-Effect” Campaign

POS promotions ensures educating customer and increase trial. Brand Building and Engagement is increased giving ‘touch & feel’

IMC – In-store (Point of sale) promotionEducation Hot Spot • It is the small portion of shelf space

where brand can talk to the consumers directly about • Make it like a Home-Salon• Benefit: Natural looking hair• How to apply • burst myths about harmful

chemicals• Engage Customers, generate WOMBrand Header at Hair care Shelf• Grabs the attention of the

consumers especially in supermarkets

where large portfolio of product is available at one place

• Also builds the brand equity and increases brand recall

Product offering chart - to avoid the confusion among the consumers between different product offerings

Sample Display Strands


• In order to communicate to the user what is new in the product offerings this type of indicators to be used

• It is small cardboard sticker attached to shelf space.

Price Tags – To communicate the range available with the Godrej and build the premium image

New Product Launch Indicators

Color Chart • Innovative rolled color chart• Showing range of colors that

Godrej Expert provides• Engagement and Premium

image

A hair grooming app which acts as companion. Creates Loyalty as serves their daily need of hair grooming

IMC – Mobile and Tablet Grooming App [Augmented Reality]

• Female TG spends 46 min on Apps per day

We can bring an Android and IPhone App for the women which would give them:• Companion App• Daily/ weekly tips on Hair Styling• Salon-Effect Campaign: Share photos

and win• Trends via blog• Fashion news• Reviews • Virtual Mirror app using Augmented

Reality tech• User can see herself putting

different hairstyle and color- True Companion

Source: Nielson Report

25 Min

46 Min

Time spent on apps per day

FemaleMale

Godrej Expert Home-Salon App


It’s important that customer Experience the product to create credibility, engagement, and trial. Improves brand image.

IMC – Experiential Marketing

• Conducted in shopping mall and public places• Personal and interactive• The whole activity would be covered by media and

shared on social & digital media. • Live action of how easy, fun and safe it is to

colour using Godrej Expert.

• A setup like home (“Home-salon” written on top) • In place of mirror a projector screen called Virtual

Mirror would be placed. • Using Augmented Reality technology, when a

man sits in front of it, his hair would appear to be coloured in the screen.

• The same view would be projected on a bigger screen for the audience.

• Then his wife will be asked to colour hair of her husband. The couple will receive gift hamper. Lucky winner would win a grand prize.

Guerrilla Marketing

• Lift• Closed Doors – home and grey hair• Open Inside – salon inside and

colored hair• Bus stop

• Remodel the bus-stop with posters and light display as a Home-salon

• A Godrej expert stylist is standing behind bus stop seats holding Godrej Expert sachet and a brush.

• Increases aspiration quotient as evokes intelligence of brand

• Cost effective


Breaking its own Limca world record: Target 2000 people colour their hair with Godrej Expert within 12 hours.

Mission Home-Salon – say Bye to grey hair

How?

Parlors fall under alternative medium apart from the conventional media to target identified segments

Exploring new Channels

Key Decision- Where to advertisement?

• Hairdressers are one of the key influencers while choosing the hair care products

• Also the receptivity towards the hair care product is very high inside the beauty parlors

• Thus Parlors can be used as touch point to sell as well as promote Godrej Expert

• Give T – shirts to the hairdressers on purchase of 50 sachets of Godrej Expert

• Print Gogrej Expert message on the T- shirt/appron as shown here

• Give other hair related accessories free on further purchase like styling comb etc.

• Use this accessories as receptive touch point to promote Gogrej

• Write recommends Godrej Expert for Healthy Hair on accessories

• Given with products for sell in parlour

Say NO to

ammonia

Godrej Expert

• Use Mirror stickers and L-cards to convey the same message

• Eye level positioning of mirror stickers improves the visibility and thus makes message more impactful

• Hairdressers aspires to get recognition

• Certify salon as well as hairdresser who sell maximum Godrej Expert Coloring


IMC- Mom & Pop Store and Rural MarketingBanners on Side Panel of Shop


• captures the attentions of passer-by • increases the visibility of brand among

TG• More schemes & Gifts to retailers.

• Display • Shopping Behavior of

“buying what is hanging”• induces the impulse buying.

Rural Marketing

• Tap the Bottom of the Pyramid• Have Social Stigma of coloring and Myths• Focus on GE Care (Henna Based) and original

Sachet Strips

Print and Radio provides high reach and engagement. Intelligent communication creates aspirational quotient of brand.

Puppet shows and skits at Melas, haat

• Story-telling• Effective way

to tell hair colouring benefits.

Stalls at Mills

• Farmers spend significant time in mills waiting.

• Stalls to explain and demonstrate Godrej Expert

• even colour their hair quickly.

Sponsor Caller Tune

• Ad in beginning

• High Reach

Mobile Scheme

• Listen to Advert and get 1 Rs Balance

• Cost effective and Targeted