CAMPUS SCMHRD TEAM NAME Relentless Trio TEAM MEMBERS Mayank Prabhu, Shrishti Agarwal, Yash Rampuria

Team Details

Mayank Prabhu- Likes to play football, topper of VIT.

Shrishti Agarwal- Likes to play Basketball
Yash Rampuria- Good at marketing, food lover

Shortlists for all LIME 11 Rounds will be declared exclusively on Unilever Diaries Instagram Page
Dove Hair CATEGORY CONSUMER VARIABLES USED TO
JOURNEY HYPER-SEGMENT
Awareness- ads in newspaper, videos
Consideration- attractive packaging, competitive pricing
Conversion- sample sachets, pop up shops, discounts Skin issues, Travellers, Environment friendly
Loyalty-surveys, testimonials
Advocacy- referrals
UNIQUE
COHORT DESRIPTION PRECISION
COHORT NAME MESSAGING FOR
MARKETING PLAN
COHORT
Target consumers using their Marketing to people with
Skin issues search history to find those Clear it
searching for solutions to skin problems
their skincare problems
For people who are environment Making an ad which focuses
Environment conscious and want to make a Go green on the product which uses
friendly positive impact to the
environment unique eco friendly packaging
Target frequent travellers who
want travel friendly products Goes with you Place ads on travel blogs
Travellers which are leakage proof and
well priced
Dove Hair VARIABLES USED TO HYPER-
CATEGORY CONSUMER JOURNEY
SEGMENT

Customer not loyal to any brand

Rural, price sensitive customers More respect to regional language
Customer inclined towards environment
Customer want to try new things

UNIQUE MESSAGING PRECISION

COHORT NAME COHORT DESRIPTION
FOR COHORT MARKETING PLAN

Variants Introducing new pocket friendly variants Dove for all Targeting price sensitive customers

Long lasting version as compared to the To change the perceptions in users about Dove soap Long lasting and cheaper variant- which may
Long lasting Dove Soap
previous variant tempt more people to try Dove Soap

Continuous Environment friendly initiative Can help in retaining customers and may avoid
Introducing refillable shampoo packets
engagement them from shifting to other brands

Users can be given a free trial of the new

New ideas to promote Free trial booths at railway station, mall May help to attract new customers
variants