2. 2
Driving the new Hair Code Salon pack and demand generation
Enhance brand awareness through engagement in Salons (applying Hair code)
Placing merchandise to generate talk ability and memorability for the brand
We also Build a database of Salons and the barbers
Short term : for 3 months
Long term :
Barber Loyalty drive so that they become brand catalyst (refer
the product at the very moment of truth)
Mission is to recruit Barbers as
brand catalyst who refers Hair
code at the moment of truth
3. • Tire-2 Men’s Salons
• Salon Owner, Barbers
3
• Middle class catering B, B+ Customers
• Should have shop signage
• Should have at least 2 chairs
• Using Hi-Speedy, Garnier ,Godrej
• Well visible location
4. 4
Awarding Barbers for trial generation for 3 months
Trial generation only on Friday and Saturday
Thus for trial generation we’ll have 8 w. days per month X
3 months = 24 w. days
Barber relationship management thru out the year
after trial generation activity
Greeting cards on Cultural and religious fetivals
Direct sales to each of 10,000 saloons thru out the year
In the trial generation phase we find our Economic order quantity
(EOQ) per month for each of the saloon. We replenish products
before the month’s Hair Code consumption ends
Happens within our
campaign duration
of 3 months
Happens after the
campaign thru out
the year (way
forward)
5. It’s not feasible to keep one BP in each Saloon to see the effectiveness of the trial generation.
The solution:
We take advantage of the bulk SMS service
As and when a trial is generated a barber from his mobile sends an SMS sharing us the
contact number and profile of the customer on whom Hair code applied. Brand team can
always see real time the contact numbers of the trials
A calling agent calls Directly the contact to verify if the trial is an effective trial
**Note: We already successfully used this mechanism in
Parachute Advansed Ayurvedic Gold (PAAG) activity. Thru
parlors we generated trials without BP’s presence inside.
This mechanism proofed cost efficient and effective.
6. 6
In field storming to
tap the right
Saloons
Sign contract with
Owners/Barber's
for the three month
campaign & place
static media
Trial generation
thru barbers
Barber relationship
management &
Direct sales to
Saloons
Per BP 100
saloons
within 12 w.
days, hence
100 BP work
for 12 w. days
Per BP 100
saloons
within 4 w.
days, hence
100 BP work
for 4 w. days
Per BP 20
saloons. Thus
500 BP work for
: (3 days a week
X 4 weeks X 3
months) = 36
Starts when Trial
generation ends
3 months’ activity
Way forward
7. We select SALOONs
primarily that meet all
of the criterion
We provide the client
with the relevant info
to filter out the right
Saloons
We then sign up
contract paper with
each Saloon
8. S/N Info
1 Image of the Saloon from outside
2 Image of the current Fascia:
3 No. Chair
4 No. of hair-coloring on Fri & Sat day
5 No. of max foot fall on Fri & Sat Day
6 Hair coloring Charge (Product & Service charge)
7 Name of the owner
8 Contact no.
9 Full address
9. • The rate per hair-coloring varies from Saloon to Saloon. Again there’s no sharp
distinction between the two cost heads, - the product cost and the service
charge.
• Therefore, we need to define the term ‘free-hair-coloring’ in concrete term, so
that it becomes meaningful for the individual Saloon and the customer as well
• Single hair coloring charge = Service charge + Product Cost (+Tips)
But it would be Effective if we could bear a portion of the service charge, say, 50%
(it may vary Saloon to Saloon)
We tell the customer that the Saloon doesn’t charge for the product usage on that
particular day of the event
10. They get gift for most usages. (& most customer
recalling brand message – verified through call center)
10
1 Mobile Handset
- 1st Prize
A Accessories Set
- 2nd Prize
A Carton of “Hair Code”
- 3rd Prize
Free saloon pack for
empty wrappers
- 4th Prize (for 10 barbers)
This sort of gifts ensures our permanent visibility at the right place & moment
They get those reward if they meet some specific conditions during the campaign depicted in the
contract signed with them
11. Real Time Monitoring
On the event day in each Saloon we
deploy one BP. S/he takes picture,
ensure merchandising placement ,
Check barbers communication.
BP also maintains a reporting sheet
Each day the reporting sheet and the
corresponding pics are validated
Sudden visit to see
the campaign effect
Mistry shopper visit (client could be
involved too) : To reach Saloons
directly and communicate with the
Saloons to know the real effect of
the campaign
The mystery shopper also collects
the used packs and count the
number to validate the report.
12. Hair Code day
To be conducted on two
consecutive days
We suggest Fri & Sat to get max
result
Static media to be placed before the
event day
(Stay’s for three month )
Each Parlor has a glass
showcase to keep its products &
utility tools. We suggest to
animate it with running sticker
Mirror sticker for each chair in
Parlors
Portable Shelf for keeping
14. 10,000 Saloons
24 activity days
7 hair color each day
Total Contact – 1,680,000
Cost Per Saloon
(Without VAT) -
2296.51 tk
Cost Per Contact
( Without VAT ) -
13.66973 tk
