CAMPUS IIM Calcutta TEAM NAME Maximus TEAM MEMBERS Keerthika, Boominathan, Siddarthan

Dove Hair CATEGORY CONSUMER VARIABLES USED TO HYPER-

JOURNEY SEGMENT

Price, Relevance, Positioning, unique proposition Facebook personal details – their age, gender,
and value for the product interest towards beauty products
YouTube- their search content and subscription

COHORT UNIQUE MESSAGING PRECISION

COHORT NAME DESCRIPTION FOR COHORT MARKETING PLAN
Women who prefer having
Short hair short hair over reasons like Be it short or long, we cater to Media and digital marketing
maintanence,etc every need

Frizzy hair should be the least of Digital marketing based on

Curly hair Women with curly hair
Women struggling with
dry hair preferring more
Dry hair
moisturizing products
consumer behaviour on
your worries
shopping sites
Youtube, Facebook ads based
Think beyond trimming to deal
on consumer browsing history
with dry hair

Don’t let the missing shine from Youtube, Facebook ads based
Dull hair Women who seek having on consumer browsing
your hair take out your shiny
shiny hair history
confidence
Working, Women who find it difficult to Strive towards achieving dreams Frequent media ads at
frequent maintain their hair from dust from
frequent exposure to pollutants with us having your back prime hours
travellers
Dove Skin Cleansing CATEGORY CONSUMER VARIABLES USED TO HYPER-
JOURNEY SEGMENT

Facebook personal details – their age, gender,

Price, Relevance, Positioning, unique interest towards beauty products
proposition and value for the product Youtube- their search content and
subscription
COHORT UNIQUE MESSAGING PRECISION
COHORT NAME DESCRIPTION FOR COHORT MARKETING PLAN

Glowing skin-attracts opposite Through digital media- actress or

Teenage girls Age between 12-19 model – showcasing the product
gender

Working Through digital media- actress or

population women
Aged between 24-30 A soap for all problems model – showcasing the product

Beauty Facebook beauty page Scented soap Video ad showing

consciousness followers fragrance

Travelers
Blogs mentioning travel No residue on skin Adventurous guy
video

Urban city Video pops out

population
Working class Protection from Pollutants
frequently
 INSTRUCTIONS
LIME 11 Case Study and Timelines
• For LIME Registrations, Case Study Problem,
Solution Template and Submissions log on to:
Dare2Compete: http://bit.ly/LIME_11
• Team Registrations close on August 11, 2019
23:59:59 Hrs
• Case Submissions close on August 15, 2019
23:59:59 Hrs
Shortlists for all LIME 11 Rounds will be declared exclusively on Unilever Diaries Instagram Page
Case Submissions
• Mention your Team and Campus names on Slide 1
• Answer each question precisely & within the space
• No other slide/appendix will be considered while
considering the solutions – pls follow the one pager per
category submission strictly
• You can use images, charts or videos to present your ideas
• Font Name- Calibri (Body) | Font Size >= 12
• Size of submission should not exceed 10 MB
• Follow the below file naming convention in the final PPT
submission: <Campus Name>_<Team Name>