CAMPUS VGSoM, IIT Kharagpur TEAM NAME Phoenix Members TEAM MEMBERS Aashwin Sonker, Aaron Lopes, Rajat

pes, Rajat Kanti Paul

 INSTRUCTIONS
LIME 11 Case Study Case Submissions

• For LIME Registrations, Case Study Problem, • Mention your Team and Campus names on Slide 1
Solution Template and Submissions log on to:
Dare2Compete: http://bit.ly/LIME_11 • 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>

Shortlists for all LIME 11 Rounds will be declared exclusively on Unilever Diaries Instagram Page
Dove Hair CATEGORY CONSUMER JOURNEY VARIABLES USED TO HYPER-
SEGMENT

There are multiple reasons why a customer chooses a particular product brand and the
Location
degree of importance they give is also different. Mostly, the market of hair care products
Age-groups
increases from the motivation from the moments of truth like receding hair lines,
Professions
increasing grey hairs or decrease in hair quality due to pollution. When customers buy a
Lifestyles
hair care product they give utmost importance to the quality. They look for the specific
usage of the particular product and buy the product as per their requirement

COHORT NAME COHORT DESRIPTION UNIQUE MESSAGING PRECISION MARKETING

FOR COHORT PLAN

People in metros with high levels of Hoardings at strategic junctions in the

The Grind “Preserve your shine”/ “Let your hair feel the
pollution whose hair will be more likely city, sampling at city buzz areas.
calmness against the raging storm”
to be affected by the grime and dirt

“Fight hair loss” / “Turn back the clock. Reclaim Through targeted marketing using hair
Receding lines People facing hair-loss due to aging care centers and saloons for brand
your hairline”
promotion/testimonials.

Working Millennials – Young

Attractive discounts on online
professionals looking to enjoy their
Generation X.0 “Invest in the crown you never take off” purchases through credit cards with a
new found financial independence by
reward system for loyal customers
investing in comfort for themselves

People involved in the preforming arts,

Through word of mouth marketing
Shooting Stars theatre and who generally spend a “Wear your hair”
within the industry
great deal of time in the limelight.
Dove Skin Cleansing CATEGORY CONSUMER JOURNEY VARIABLES USED TO HYPER-
SEGMENT

The market for these lifestyle products is very competitive since various brands are Age-groups
offering the similar quality of product at a similar price range. The customers tend to Life events
choose familiar and reliable product. They usually see the advertisement in various Professions
interactive channels and buy the product from local store if their needs are satisfied. So, Lifestyles
product availability in the local markets and small shops also plays major role here

UNIQUE MESSAGING PRECISION MARKETING

COHORT NAME COHORT DESRIPTION PLAN
FOR COHORT

College girls above the age of 16 – represent

a generation obsessed with looks and Through targeted ads on social media
Selfie Stars “Bring the beauty out which lies within you”
appearances, and in a phase of exploration, platforms
experimentation and self-discovery

Working Millennials – Young

Attractive discounts on using credit
professionals looking to enjoy their new
Generation X.0 “Feel great in your own skin” cards with rewards scheme for loyal
found financial independence by
customers
investing in comfort for themselves
People searching for life partners –
“Uncover your beauty. Let your skin radiate
Knights in shining Generally individuals who are conscious Ads on matrimonial websites, dating
confidence”/ “Be thee one to make his/her head
armour of their appearances in light of finding aps
turn”
prospective matches

Women in their mid-fifties – having

grown children and relatively less “Regain that Timeless skin”/ “Its your turn to Through TV advertisements and co-
Fabulous at Fifty
burdened with familial obligations, and celebrate life” sponsorship of daily soaps
looking for quality “me” time

People involved in the preforming arts,

“A soft touch against the harsh light”/ “A shield to Through word of mouth marketing
Shooting Stars theatre and who generally spend a
guard your glow” within the industry
great deal of time in the limelight