This document provides a marketing strategy and recommendations for the hair gel brand Marico-Over the Wall. It includes a situational analysis through secondary research and primary research via surveys, interviews, and focus groups. Key insights include identifying gaps in customer needs, perceptions, and usage occasions. The strategy proposes addressing these gaps by developing the right value proposition, increasing awareness of benefits, providing the right product variants for different uses, and changing consumer behavior through educational and engagement campaigns. The goal is to increase trial, conversion of non-users, and frequency of repeat purchases to establish hair gel as a regular habit.

1. Marico- Over the Wall
Team Victorious Secret | XLRI
Karan Chhabra
Vinamrata Gandhi
Anurodh Tak

2. Executive Summary
Brand Analysis
Right Value Proposition
Secondary PrimaryResearch
Fulfilling the Gaps
Changing Behaviour
Providing the
Right Products
Increasing Awareness
Current Trends
Opportunities Available
Motivation Hurdles Need Analysis
Gap Analysis
BehaviouralInformational Performance

3. Customer inputs
were gauged to
understand the
brand perception
& association
Market Analysis
Understanding
Customers
Analysing Gaps Fulfilling the Gaps
Research Methodology
Surveys PI FGDs
Identify gap between their
expectations & perceptions
To understand
the customer
behaviour
126
responses
15
PIs
2 FGDs
8 members
Respondents were asked to reply to expectation &
perception statements on responsiveness and
assurance & for dimensions of empathy and
reliability
Current
Trends
SWOT AnalysisBrand Analysis Opportunities Available
Opportunities
• Urban migration
• Changing
perception of males
for grooming
products
Threats
• Misconceptions
with hair gel usage
• New category
entrants
Strengths
• Market Leader
• Strong brand recall
• Popular campaigns
Weaknesses
• Limited TG
• Weak category
association
Blossoming of the ‘metro sexual’
man
Constant innovation & focus on
branding
Increased focus on herbal & organic
products
Penetration in Tier II
& III cities
Entry of international
players
More focus on personal care
products
Studio
Greasy look
High Price
Low Price
Wet look
Perceptual Map
Current Value Proposition
CBBE
Focus is on emotional
connect Being sexy
Appeals to
specific section
of TG Thus
Low
Penetration
• Age group of 18- 25 spend more money on grooming &
personal care products than women
• 1/3rd of men spend more than 30 mins/day grooming.
Source:
Euromonitor
International
Personal
Appearance
Survey, 2014

4. x
Confident
Shikhar
Socialite
Rahul
Handsome
Sam
• Good looks give confidence
• Hair styling best for changing looks
• Helps look fresh and lively
• Hair dresser knows best which hair
style suits me
• It is important to keep up with the latest
trends
Characteristics of TG
Need Analysis
Market Analysis
Understanding
Customers
Analysing Gaps Fulfilling the Gaps
Aspirational Needs
• Desire to look like movie star 
Handsome and attractive
• Need to look prim & proper
Social Needs
• Need for products only for men
• People should accept my looks
• Respect of others & Attention
• Status & Recognition
• Fame & Prestige
Functional needs
• Hair protection
• Damage avoidance
• Wide variety of effective, suitable
and easiest to use products
Emotional needs
• Needs Approval of female partner
• Give users more dependability
Survey Results
In a time-strapped world of infinite opportunities, People want to be able to look
and feel their best with minimal effort.
Total Looking
best
Spend Product
100%
Responde
nts
39%
Do not
Believe
37%
Not
Willing
24%
Willing
18%
Men Pdts
61 %
Believe
63
37
Choice of Salon
Men Only Unisex
General Behaviour
6%
Any Pdts
Geeky
Gopal
Lazy
Sid
Old school
guy Ravi
• It’s expensive No need for hair
styling Oil is sufficient
• Too much efforts Time
Consuming Can’t be done on
regular basis
• Not healthy and natural for hair
• Hair Styling is for ladies Male Hair
does not need much attention
Insights
We have further
divided the
personas into
Users & Non
Users to
understand the
triggers and
barriers for
hair styling.
Follows latest trends
in technology &
trendsetters among
their peer group
Male 15-25 years
old sec A
Single or Married
Adventurous and fun
loving. Like to get out
on weekends with
friends
Leads healthy lifestyle
Works out regularly &
likes to care of himself
Image conscious &
open to spend on
quality products
The
Multidimensional
Man
Desires to stand out
among the rest of his
colleagues at work
Needs something
quick & convenient
that works well
Busy and loves to
have options for
everything

5. The Need Matrix
Market Analysis
Understanding
Customers
Analysing Gaps Fulfilling the Gaps
Gaps Identified
Current Situation of Hair Gel
 Gap between feature availability and requirement
Consumers want certain features in gels which are not present
Non sticky feeling, Organic Gels, etc.
 Gap between set wet and alternative products
Certain alternate products provide benefits not given by Hair
Gels Hair oil is cheaper, etc.
 Gap between multifunctional needs and current offering
Customers need products with multiple usage
 Gap between benefits catered and benefits known
People are not aware about the utility benefits of Hair Gel
 Wrong information spread amongst consumers
Misconception amongst target group regarding harmful effects
of gel.
42% of the people surveyed consider hair gels as harmful
for hair
 Gap between when to use the product The right occasion.
 Gap between ‘correct’ & ‘practiced’ method to use product
People are not aware about The right technique of using the
product
88% of the people surveyed are not aware how to use the
product
PerformanceGapInformationalGapBehaviouralGap
Fulfilling the Gaps
Right Value Proposition Converting Non-Users to Users
Right value proposition is decided by
identifying customer pain points & using
the Value Proposition Model
Increasing
Awareness
Providing
the Right
Products
Changing
Consumer
Behaviour
Alternate Products
Needs Gel Mousse Wax Serum Spray Oil Cream
Non sticky
Gives shine
Extra volume
Conditioning
Wet look
To bring Gel into the habit zone,
we need to increase perceived
value & usage frequency.
Perceived Value (PV) vs
Usage Frequency (UF)PV
UF
Hair Oil
Shampoo
Hair Gel
Habit Zone
Target
Based on the survey results
Conversion: Committed vs Attracted
Users Non-Users
Committed
Regular
Users
Uncommitted
Non regular
users
Open
Open
to trial
Unavailable
Doesn’t want
to try
%Committed 
Committed Users for
Brand/Total Users.
%Attracted Open
Non Users aware
about Brand/Total
Aware Non users
(%C)
(%A)
Hair Oil
Shampoo
Hair Gel
Target

6. Market Analysis
Understanding
Customers
Analysing Gaps Fulfilling the Gaps
The Right Value Proposition
Customer Profile helps clarify
customer understanding.
Value Map describes how we intend
to create value for that customer.
Gains
Jobs
Pains
Gain Creator
Pain Reliever
Product
 Updated
with trend
 Wet Looks
 Gives Confidence
 Stylish appearance
 Do not know the right
procedure to use.
 People say its
unhealthy for hair.
 Superior
gel providing
wet and
stylish looks
as per the
situation
 B5 protein to
strengthen hair
 Easy to
use-
Convenient  Too much effort in
hair styling.
 Can easily make
trendy hairstyles
FIT
Value Proposition Model
Key
Points
Convenience
Trust
Reliability
Ease of Use
Variety
Increasing Awareness: Targeting Informational Gap
Impact – Fulfilling informational gap will help clear the air
KPI – Revenue, Units sold
Brand Tagline Squeeze  Spread  Set
• Current tagline ‘Sada Sexy Raho’ has limited connectivity with people
inspite of being highly catchy. (Many a times people don’t want to
look sexy but look presentable).
• The Above tagline focuses on convenience at the same time
maintains the core value proposition of setting the hair.
Advertisements Scene: Elder brother teaching his sibling how to
use gel.
The above campaign focuses on educating the customers
regarding the correct method of using the hair gel
Brand Communication
• Add numbers & figures in Brand communication to give the scope of
Brand sales & consumer acceptability: (We sell xxx set wet gels
every second)
• Focus on helping men groom themselves quickly & conveniently
• Pioneer in offering multi-functional men’s grooming products
To get details, or in case of confusion,
customers give a missed call on the XXXX
number & gets called back by the Set Wet
Team
Give a missed call drive
Develop sense of
assurance amongst
customers.
Campaigns
Men in the age group of 15-25 have to
prepare a video of not more than a
minute Showing how they style their
hair using set wet.
Style in a minute Challenge
A Facebook page will be
created for the campaign.
A video on the landing page of the
website showing how to use set wet 
how various styles can be achieved
using Set wet Gel.
The
campaign will
help
establish
ease and
convenience
of using Hair
Gels

7. Market Analysis
Understanding
Customers
Analysing Gaps Fulfilling the Gaps
Impact – Bridging this gap will not only lead to increase in sales
but also lead to entry of hair gel into habit zone
 KPI – Repeat Sales, Positive Word of Mouth
Providing the Right Products: Bridging the Performance Gap
Providing the Right Variants
At Present, Customers find it difficult to
choose between various variants.
Current variants are classified based on the
technical properties/ Functionality Cold
Hold, Vertical Hold
Variants should be classified based on
the end user application/ utility with
properties in the background
Set Wet for Work:
Balanced hold & shineSet Wet for
College:
Cold Hold for
trendy looks
Set Wet for
Party: Vertical
Hold for party
nights
It will encourage
customers to buy more
than 1 product at a time for
different environments.
As per the current trends, the demand for organic products is increasing rapidly,
especially for products in direct contact with body
Go Green with Green Set Wet (Casual Wear)
Launching the Organic Product
Products which simplify hair care & hair styling routine
• Gel-cum-leave on conditioner
• Serums which give oiling conditioning without greasiness
• Eliminating use of water before application of hair gel; this will enable
to use gel even if there is no washroom nearby
Providing Multi functional products
Changing Behaviour and Creating Habit
Inducing social approval of hair styling and gel usage through
Campaigns: Advertisements & Social Media
Scene: ‘Mother is packing gel for her teen age boy who
is shifting to hostel’
Advertisement
The above advertisement will focus on the changing behaviour and
usage pattern of things in the current age
Social Media Campaign ‘everyday DIFFERENT day’
21 3 4 5Days
• Upload 5 photos per week with
‘different’ styles on FB page.
• Winner for surprise gift will be
declared weekly.
The campaign will encourage customers to use Gels on a daily basis 
Increasing usage frequency which may help in culminating a habit.
Providing external
triggers influential
set wet campaigns
to grab eye balls.
Encouraging action by
customer by engaging
them Set wet bought by
customer in anticipation of
reward.
Providing variable gifts
surprise weekly gifts by
online competitions.
Investment of time
& efforts by
customer by
participating in the
events.
Impact – Fulfilling performance gap will lead to increase in conversion
encourage customers for repeat purchase increase the CLTV.
 KPI – Repeat Purchase, Revenue, Units sold

8. THANK YOU