MARKETING

PPT
KAPELO'S CUSTOMER LIFECYCLE
TARGETING
Phase 1 (Recognise)- popular influencers make content with our product in order to attract potential
customers , after every purchase we give out to a survey if they would recommend their product to
people they know in order to figure our consumer segmentation

Phase 2 (Anticipate)- after every purchase the customer will have a gift card we will be sending emails
regarding the loyalty points and what offers are going on with the other brands we have tied up with
in order to keep them interested in our product and service

Phase 3 (Engage)- as we have a lot of specifications with our products like a massager , shampoo ,
hair colour , the customer can choose what are their specifications and choose a product they prefer .
ACQUIRE
Phase 1:
Recognize
OFFER MANAGEMENT: Offers are the very necessities to aquire a customer or have him/her associated with the product for a longer
period. Therefore, the correct recipe of offers is extremely necessary and crucial. KAPELO has plans in place like tying up with
famous hair care brands and providing the consumers with these products, that too for FREE. Not only that, consumers will also get
regular discounts on our frequently bought products.
PERSUASIVE CONTENT ARCHITECTURE: Our main aim will be to highlight the importance of our product in the daily lives of
commoners. This will have an unbreakable connect with the consumers. We also plan to educate our consumers by running
constant "Educational" advertisements.
Phase 2:
ANTICIPATE
Community: Building a community for the brand is extremely necessary. KAPELO aims at creating a satisfactory community which
can further expand the horizons of our product by the word of mouth. This community will be absolutely necessary as they are the
ones who will actually propagate our brand name.
Recommendations: We aim to provide the consumers with a top notch experience. After a detailed analysis of the buying patterns
of our customers, we aim to suggest them products. Not only that, using our great research team, we can also suggest them
shampoos or oils that will suit their hair.
Scenario Management: We, here at KAPELO not only work tirelessly for the present but also keep in mind the opportunities
available in the future. Projection and management of future scenarios is crucial.
ONBOARD
Phase 1: Recognize
a) Commerce :- Start making relationship with your client because they will be the repeated customer
and make them aware of the product and services offered.
b) Merchandising - if they start taking our services we will give shampoo that is suggested .

Phase 2: Anticipate
a) Product configuration- We will provide them with the best dermatologist advice to meet the need
of the customer .
b)Rich Visualization- We will make our product easy to use and with good colour combination that
will make it look attractive.
Phase3: Engage
a) Guided selling - After we get the leads we will contact the leads who are most interested in our
product.
b)Contract management-We will keep a contract of free service again after using our product for 6
months , this will help in forming repeated customer base.
SERVE
Serve: Allow customer to self serve in a collaborative environment
Phase 1 : Recognise
1. Account Management: a.) Making relationship with customer by identifying who is an ideal customer and what are their needs.
2.Making Key Account plan blueprint which will have a direct link to customer information and will be built as a collaborative effort
between internal and external stakeholders. It will also help in clearing which information is important and which is not.
3.Customer Feedback: Creating a customer survey and the ability to build individual cards within each board to categorise requests.
We can use sections like "Inbox" (new ideas), "Rejected" (discarded ideas), and "Someday/maybe" (good ideas but not that
considerable).
4.Ratings: Providing them the option of 5 star ratings as well as the reason for the particular rating
Phase 2: Anticipate
1. Issue Resolution: This can be accomplished by providing them with a customer service number and the proper balance of prompt
action, genuine empathy and strong follow up. Issues could also be resolved by creating FAQs on the company's website.
2. Real time alerts: Our company will provide continues alert for the events. In addition, we will send out notifications about the
product-related events on a regular basis.
Phase 3: Engage
1. Click to call: An option will be available at the website wherein an agent can call the customers on click of a button. It will connect
the customer to company personnel in time-frame of 3-5 seconds.
2.Innovation Management: Our product's innovation is that it has a long battery life and is lightweight. The design is also very sleek
and simple to grasp.
GROW
Phase 1
a well built community helps in the growth of any company and it is crucial to form and manage a community effectively
in such way of building a community is through the use of social media, having a website or account on any of the social media
platforms will help in keeping the consumers updated and aware of the product and one of the marketing strategies that can be
used is special pricing can be implemented when the customer first visits the site or during various special occasions.
Phase 2
The lifecycle of our product will be 4-5 years and every part used in making the product can be recycled Our ambition in the
initial stage is to popularise the product within the metropolitan cities and establish a brand in the health and lifestyle sector of
India.
Phase 3
Our sales department will have strong ownership of their pipelines, all the data at their fingertips and accurate information at all
times, professional sales dashboard software will be used to help us in the process, making our operations and sales data
digestible, engaging the viewers to dig deeper and provide instant insights on our most important metrics and developments.
Workforce planning
The model is made up of five steps:
Set your strategic direction.
Analyze workforce, identify skills gaps and conduct workforce analysis.
Develop an action plan.
Implement action plan.
Monitor, evaluate and revise
RETAIN
Phase 1: Recognize:
Kapelo like any company recognizes the need to maintain customer loyalty and reduce customer
churn by creating a customer centric experience, from before sale to way after the sale is completed.
We as a company strive to provide top quality product and service to all of our consumers.
Phase 2: Anticipate
We at Kapelo strive to curate our product according to the consumer needs enabling them to derive
maximum utility from it, cutting our unnecessary steps and creating an experience that is personal to
the consumer.
We at Kapelo strive to ensure our consumers get an overall relaxing experience. Our online
aggregators enable us to ensure delivery within 48 hours. They also help us provide excellent logistic
solutions regarding return and exchange of our product. Out sourcing at an earlier stage helps we
serve a large consumer base with ease.
Phase 3: Engage
In order to scale this business we at Kapelo would provide our users with an app which acts as an
major touchpoint for the users to interact with our team.