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 Insights
Exploratory and
Descriptive research are
done to identify the
consumer insights in this
category
Positioning
Analysis of positioning
strategy from customer
perspective and identify
the best strategy
Context Analysis
Understanding the
market opportunity,
share & competitors
Targeting
Identifying 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 Discussions
Exploratory Research
In-Depth Interviews
Descriptive Research
Survey Discriminant Analysis
Factor Analysis Conjoint Analysis
TOOLS USED
Branding Strategy
Positioning 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 Size
About 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-based
o Cream-based
o 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 emulsion
o Shampoo based
• 45-50% of hair
color market
• 15% annual
growth
Powder
Based
• 25% by value
• 20% annual
growth
Cream
based
Hair Oils
and
Condition
ers, 41%
Shampoo,
36%
Colourant
s, 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
dye
Super 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
USP
Largest 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+
Positioni
ng
• 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
Vasmol
Hygienic
Research
15%
L'Oreal
Excellence
Crème
11%
Garnier
Color
Naturals
6%
Indica-Cavin
Kare
4%
Godrej
Colorsoft
5%
Streax
2%
Revlon
Colorsilk
1%
Others
33%
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.
Impact
Relatively 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
Shampo
o, 41%
Hair Oil,
23%
Hair Dye,
13%
Hair
Care,
13%
Hair
Condition
ers, 7%
Other
Categori
es, 3%
Hair Care sector:
Category wise TV ad spent in 2012
Godrej Expert Value Prop
Overall 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 ad
Family 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 Society
Challenges 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
Verdict
Not to be targeted Don’t target as portfolio
doesn’t go with their need
Target using Color mate and
Godrej Renew
High 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 use
Pioneer
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 Raj
Hairdresser – Expert having experience of 12 years in this industry
City – Yavatmal
Age – 35

Name – Anupam Chaudhury
Brand 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 incentives
Though ammonia increases longevity of hair color, consumers are preferring Natural hair color

22%
37%
13%
5%
15%
8%
Purchase Influencer
Friends
Hairdresser
Advertisements
Shopkeeper
Family
Celebrity
endorsement
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 ingredients
No of shades
long lastingness
Brand
Price
41.10%
19.40%
8.50%
10.70% 10.30% 10%
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 35-50
Conservative
Missing: All-age and innovative
Trust
Convenience
Dependability
Sincerity
Convenience
Reliable
Missing: Trendy &
Aspirational
Semi-Urban
Adaptable
Young
Missing: Advanced
Indian
Traditional
Pioneer
Long Heritage
Missing: Freedom
-Colourful cursive logo – Colourful
Packaging
Missing: Umbrella Branding

Analyse Godrej
Expert’s brand image
+ identity
Target – ‘Simplistic’
Recap
Consumer
insights
Positioning for Godrej Expert
Differentiating space in
perceptual map
Indulgence
seeking
Solution
seeking
Sophistication
Simplicity
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
Response
s and
maintain
database
Analyze
and
evaluate
results
Word of Mouth
[Influencers]
•The Parlour
stylist, retailer
have decent
credibility
•Friends are the
biggest influencer
in this category
Experiential
Marketing
•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 chemicals
3. Increase aspirational quotient of product
4. 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 brands
4. Bottom of pyramid has social stigma of using hair color
Aim
Insights
IMC
TVC
Hair Grooming
App
Digital &
Social Media
Campaign
WOM enabling
Parlors
Newspaper &
Radio
POS
promotion
Experiential
Marketing
IMC
Channe
ls
Messag
e
• 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 shiny
Pallavi: “Wow! So natural! So soft and shiny!”
Ad then ends with umbrella communication, “Godrej Expert, Your Home-
Salon” with the logo.
1st Commercial Break 2nd Commercial Break
Migration from the
channel
Migration 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 rates
Prime 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
Rational
e
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.
Rational
e
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 Advertising
Newspaper 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 radio
Ad 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) promotion
Education 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 WOM
Brand 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
Female
Male
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
ammoni
a
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 Marketing
Banners 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
Sponsor Caller
Tune
• Ad in beginning
• High Reach
Mobile Scheme
• Listen to Advert
and get 1 Rs
Balance
• Cost effective

Godrej Expert

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