CAMPUS NMIMS BANGALORE TEAM NAME The Terrific Trio TEAM MEMBERS Hershita Rai, Kirti Sinha, Muskan

ha, Muskan Singla

 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 VARIABLES USED TO HYPER-
CATEGORY CONSUMER JOURNEY
SEGMENT

Consumer watches ‘7 Day Test’ ad on YouTube or TV. They search for the product
online. Add the skin cleansing bar in their carts and checkout. Some of them Demographic, Psychographic, Life Stage, Behavioral
purchase the product while browsing in supermarkets when they are reminded
of the ad.

COHORT DESRIPTION UNIQUE MESSAGING FOR PRECISION MARKETING

COHORT NAME COHORT PLAN

Upper middle-class people like

Upper Middle Class Bathing in luxury as never before. reading magazines and get influenced
Financial Status
by instagrammers/bloggers who
advertise the products online.

Working Category Beauty for every body. This market segment have short of
Women Women with regular pay
time and we need to target them via
billboards or Youtube marketing.

Age Group: 22 to 37 Experience A Burst Of Freshness. Find target customer using social
Gen Y
media

Women with dry/rough skin Simple soaps for sensitive skin. Use google analytics to find out the
Loyal Customers customer preferences and reach them
via email marketing

Using Google analytics and previous unique and

People loyal to the
branding use it for
benefits
Women who has been using behavioral pattern to adjudge which kind of
Experience buttery soft glowing Skin.
Dove products , having dry skin consumers are loyal to the brand. Give them
and need moisturizing elements. personal messages for special offers and invite
them to be brand ambassadors.
Dove Skin Cleansing VARIABLES USED TO HYPER-
CATEGORY CONSUMER JOURNEY
SEGMENT

Consumer watches ‘Monsoon Ready Kit or Healthy Ritual’ ad on

YouTube or TV. They search for the product online. Read the reviews Demographic, Psychographic, Life Stage, Behavioral
and discuss with friends. Add the hair product in their carts and
checkout. Some of them purchase the product while browsing in
supermarkets when they are reminded of the ad.

COHORT DESRIPTION UNIQUE MESSAGING FOR PRECISION MARKETING

COHORT NAME COHORT PLAN

A life full of Beauty. Show them how the people in metro

Income Upper middle Class
cities get a better lifestyle and more
opportunities.

Consumers with dry hair have Target consumer who stays in

problem of hair fall and dandruff Life is better with a little texture.
Dryness of Scalp region which have a dry climate
instead of the one’s where there
is humidity
Consumers prefer products that Associate a brand personality with
Brand Conscious have distinct image and reputation Because once loyal always a loyal
dove show normal human being who
People in the market achieve extra ordinary success in life

The brand should be sensitive Portray sensitivity towards

Cruelty Free towards animal and other specie Think outside the box animals, but involving them in
testing advertisements.

Generally Women and men who are For Hair That You Love. Such consumers are short on
Demographic very particular with their hair and time and value to the point
want to always stand out messaging.