Parachute

Rural activation plan

Campaign Objective
Establish Parachute as a generic brand in the rural markets
If anyone has to think of hair oil, it has to be Parachute

Background

4th largest brand in the country

Brand heritage based on Purity

Perceived as purest form of Coconut oil

Brand 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

We now need to take this heritage further down to the rural masses
below 2K pop strata
where
Mostly loose oil users
Very few of them have shifted to price brands like Cocoraj

A peep in the rural markets

Understanding usage pattern & attitudes on usage of hair oil

Market Profile

Mostly villages are in the form of Purvas ( clusters)

At times houses are scattered
250 - 350 households
Next to 5k pop key village
One key retail outlet & 2-3 small other retail outlets

TG profile
Unexposed
Hair care is not prime consideration
TG mostly found at home or in the field

Oil 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 field
Hair remain set - styling
Makes hair long & beautiful
Makes hair black & shiny

We can broadly categorize the above benefits broadly under

Basic hygiene factor (Potion) &
Beauty (Saundaryatha)

Usage pattern
A) Pre wash
Very rare
Mostly TG exposed to urban is both Pre wash & Post wash users

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

Most women are users of loose oil

Very few have shifted to price brands

Hence the challenge is to convert loose oil users to

Parachute

Key aspects where Parachute gains over loose oil

Parachute

Purity of the product Parachute

Color of the product

Smell of the product

Loose oil
Impure as against
Yellowish in color
Smells stale

Packaged oil can provide more nourishment

to the hair ( researched & technology based)

Not researched - raw

Consistent viscosity, non sticky

Sticky & inconsistent

Stays for a long time

your hair

Short life - can spoil

Available routes that can be taken for these markets

Purity

Beauty

There are lot of other elements in the mantle of life space

Any other product can take a stance on purity + Parachute may not necessarily represent
100% on purity platform against many elements (emotional, etc)

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

Hair care expert

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

TG attitude towards Hair care

The rural TG does not consider hair care as important
They do not focus on hair care as such
The requirement is not seen to shift to branded oil
For them loose is good enough

Our attempt
To 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

Key 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)

Activation approach/ requirement

Generate curiosity - Qt category usage and attitude

Sense of fear - influence a sense to act
Alert them - awareness on Parachute
Detail benefits using light humor & healthy interaction - to make them
comfortable with the brand

Keep the communication simple for them to understand

It has to be direct for them to imbibe the message

Communication tone
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

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

Introduce 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

Parachute Hair care Kit for communication

Hair expert stance - if it is oil it has to be Parachute

Live product comparison - What they use & what we recommend

Two transparent oil cans/ acrylic containers
One with Parachute & other with loose oil
Image of a face (with beautiful hair) on the other side
Transparency translatable as purity is proved by the clarity of the image seen
through the oil
Fragrance / odour - demo loose oil & parachute oil (loose oil about 3-4 days old)
for odour
Stickiness - touch & feel

Take-out - Parachute is purer & uniformly consistent than loose oil

- Parachute is less sticky (chipchipaahat) than loose oil

Through 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 hair
Real comb affixed for dramatic effect

Life-cycle of Hair - flip chart

Showcasing 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 kaise

Images 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 adulteration
Tested - adhunik aur nature ka sahi mishran
Jyada dino tak rehta hain
Used across the country - leader in hair oil

Bal lambe ghane aur khubsoorat hote hain

Kam chip chipe hota hain
Sahi potion baloon ko milta hain to zuve aadhi nahi hote
Bal majboot hote hain aur khule khule rehte hain

Jabki saadharan tel

Does not have the necessary ingredients to nourish & strengthen your hair
Short life of oil (odour, styling/nourishing capacity)
More chances of hair fall/ roughening of hair
Inconsistent with every lot as against uniformly consistent anytime you buy
Parachute

Replacement 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 sachet
Tel 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 5

Re-iterating the message

Parachute 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 paaoge

Activation details

Village key touch points

Market area
Temple
Wash area ( lake well)
Anganwadis
Cluster of houses

Our approach
A) House to House contact, alternatively B) Gather them in small numbers 8 - 10 or
C) 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

Retailer merchandising - danglers, posters

Branding at various touch points - tin plates

Retailer program
Seeding at the retailer
Branding ( brand messages)

Identification of a distributor
The one who sells to more than 50 retail outlets
Present in a nearby bigger town

Coverage

Activity flow chart

Team hits village early morning

Team splits into two

1 Supervisor + 2 female
promoters

1 Promoter + 1 distributor person

Pre-pub + demonstration
(main activity)

Retail seeding + sub distributor

identification + Retail branding

Join & move to another village

 Markets
MP + KTKA - 5500 villages between 1.5K - 2K pop strata

Activation coverage
5,000 rural villages
MP - 3,000
KT - 2,000

Contacts
400 women per day
20 lac women in 5K villages in two states

Lets reach out ..

Ensuring har ghar main Parachute