CAMPUS IIM Kashipur TEAM NAME Blitzkrieg • Avinash Tiwari (MBA20317)

• Khamsuanlian Zou (MBA20336)

TEAM MEMBERS • Ritesh Kumar (MBA20319)
Dove Hair VARIABLES USED TO HYPER-SEGMENT
CATEGORY CONSUMER JOURNEY
1. Lifestyle
Who does not want good looking hair? That is why the customers for hair caring 2. Interests
products are everywhere. The need is to focus on recognising them and their 3. Occupation
peculiar needs. 4. User Rate
5. Age

UNIQUE MESSAGING PRECISION

COHORT NAME COHORT DESRIPTION
FOR COHORT MARKETING PLAN
These are college going youths aspiring to Hair plays a crucial role in personality which is
College students / • Social media
make an image of themselves. perceived as an attribute of beauty.
Freshers • Tie up with college committtees

These are professionals working in sectors They want to create their image in the eyes of their • Organise events in
Working professions like IT, FMCG, E-commerce etc. colleagues and clients. their offices
• Social media

These women are experienced users and hence they • Word of mouth campaign
These are women living in homes and are
Middle to late age look for quality of the product. • Putting vendor shops in housing
non-working
Housewives societies

Their professionals stipulates them to look good in • Vendoring outside events hall
Actors performing in local events, parties which hair plays a vital role. • Tie up with event managers
Actors/Models etc.

These are group of people being found They are sensitive towards the life of animals Dove is PETA accredited product
Animal lovers almost everywhere and this very fact should be our
USP for these customers
Dove Skin Cleansing
CATEGORY CONSUMER JOURNEY VARIABLES USED TO HYPER-SEGMENT

1. Age
These cohorts broadly are social media enthusiasts, big dreamers, skin conscious and
2. Demographics
these factors only play major role in their product selection and purchase.
3. Connections
4. Geography
5. Professions

UNIQUE MESSAGING FOR PRECISION

COHORT NAME COHORT DESRIPTION MARKETING PLAN
COHORT
• Social media and e-commerce
These are the youth of age ranging from 10
This is age of massive physical and emotional changes sites
Adolescents to 19 years •
in youth, hence they are conscious of their looks Local Vendors

Students passionate about sports but Same case as above i.e. despite having an appeal for
• Sports committees
concerned about tanning etc. of their skins sports, these youth are concerned for their skins
College Sports Teams • Special Discount Offers

Working men and women in IT Companies Having impressive looks in young professionals is a • Tie up with IT Companies
Tech park especially new joiners common observable attribute • Discount offers
professionals

Massage and hair spa parlours where Customers ranging from young girls/boys to • Make that professional your
customers do visit women/men do visit these campaigner
Beauty parlors

Young females performing in local parties Aspiration to keep their small business sustaining • Vendor at these events
and events but having dream to make it big reminds them to be conscious about their skin • Tie up with event organisers
Local Models/Actors