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MARICO Faceof TEAM : Markoffs

Market Analysis
 As per the facts of the case - Volatile Consumer Preference
With regard to our primary research data Secondary Research: Vistas
Vacillating out of brand
Reliability
9
Primary Research :43
8
Brand
8 7 Longevity Equity
3
6

23
5 Factors of
lack of knowlegde about various variants
12 4 Purchase
3
5 Price Ecofriendly
2
Brand Loyal
Vacillating loyalty within brand 1
Vacillating loyalty out of brand Alcohol
0 less
Vasillatting out of brand
Recommendations on Communications
As per our analysis core focus should be on communication , the visibility and awareness
of each variant is critical

Leverage Social Media Platform


• Floating Quirky videos with a caricature for each variant set on a personality or string of stories
• Weekly games like picture/video based questions, connect image to a variant, etc. to award set wet
hampers

Advertising
• Collective commercial advertising of the brand , with each variant showcased as a unique brand in itself
• Consumer should be able to relate his personality with each variant which will help in building brand
equity for the entire product portfolio

Promotional events to garner youth


•Tie up with college fests and local street festivals wherein people win discount coupons(specific to
variants) on guessing the right fragrance
•The discount would lure people to experience new variants, which they otherwise wouldn't switch to
Innovative Strategies to Push
Retailer to stock variants

Pocket size travel packs targeting on the go Personalized racks of the company to
youth increase shelf space without burdening the Combo packs at reasonable prices would
retailer influence consumer purchase and push the
Travel packs would give a first mover
advantage among the leading brands Increase margin of profit for retailers ,during retailer to house each variant
nascent stages ,to push sales Combos of two variants can consist of same
Indian consumers will have the option of Building collaborative relations with retailer: or diferent sized packs, as long as it suits
trying new fragrance with mini packs in an Shelf Space incentive for retailer to stock the consumer’s budget
economical way more Set Wet products

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