MOODS CONDOMS

Group 1
Pratishtha Gulati
Sachit Jain
Rupali Rani
Puneet Chaudhari
Aishwarya Adarsh
ABOUT MOODS
Manufacturer of condoms made from natural rubber latex
In 1968, HLL Life care Limited decided to develop a product
for premium and upper middle class segment of India
Total Annual Production of HLL : 800 million pieces across
globe
Present in nearly 30 overseas markets
 PRODUCT VARIETY
Mood Allnight 10– Rs.70 Moods Ribbed- Rs. 90
Mood Ultrathin 10 – Rs.70 Moods Silver Blaze- Rs. 140
Mood Absolute Xtasy – Rs. 90 Moods Silver Joyride- Rs. 140
Mood Choco- Rs.90 Moods Silver cool – Rs. 140
Mood Melange- Rs.90.
Moods Aloe – Rs. 90
Moods Silver 1500 dots – Rs.140
Moods Silver Electricity- RS.140
Velvet Female Condoms- Rs. 80
Moods Dotted 10s – Rs. 70
Mood Strawberry- Rs. 90
Moods Allnight- Rs. 90
Moods Dotted- Rs. 90
PRODUCT LEVELS
CORE
- Male contraceptive   
 BASIC
- Sexual well-being
 EXPECTED
- Protection from STDs & unwanted pregnancies,    
pleasure
 AUGMENTED
- Dotted, flavored, extra lubrication, ribbed
 POTENTIAL
- 100% protection from unwanted pregnancies
SWOT ANALYSIS
MARKET SHARE
MARKET RESEARCH
 GAP
ANALYSIS
AIDA MODEL
.
 AIDA MODEL
Awareness-
Only 15% of Target Audience is aware, Out of 60% are users
of ‘MOODS’ and the rest 40% are non users. 55% of the
remaining target audience are aware about 'MOODS' but not
enough to be users.
Interest -
66.7% of our Target Audience is interested in ‘MOODS’ and is
willing to try it.
 Desire-

Majority of our TA is not physically eccentric, are either

unmarried or single which makes them not desire the product
or show interest.

Action-
There is low purchase action due to low availability and weak
distribution channel of ‘MOODS’ and low awareness
& interest.
WHERE 'MOODS'
LACKS?
HOW 'MOODS' CAN
OVERCOME THIS?
 MARKETING OBJECTIVE

We want “MOODS” market share to increase from 12.7% to 16% by 31st

March, 2020.
 COMMUNICATION
OBJECTIVE
We want the 15% of our target audience that is aware to increase to
50%. Out of which we want 80% to become users of our brand.
This will be done through our campaigns on social media, print media,
 television media by 31st march, 2020.
IMPLEMENT
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that can be reports.
WHO IS OUR
TARGET
AUDIENCE?
 CONSUMER PROFILING

INSPIRATION IDEATION IMPLEMENT

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that can be reports. that can be reports. that can be reports.
Chartered Accountants
Age- between 25-45 years.
Gender - Male, Female
Occupation - Professional, Technical
Education - Post college
Generation - Millennials
Not physically eccentric, rigid schedule, extreme in nature
Family life Cycle- Either married, Unmarried or Single.
User Status - Potential users, regular users
Attitude towards product- unaware, informed interested
Behavior- quality oriented, not price conscious
Point of purchase- mostly the chemist.
PERCEPTUAL POSITIONING MAP
AWARENESS

AVAILABILITY

INSPIRATION IDEATION
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that can be reports. that can be reports.
 FRAME OF REFERENCE

INSPIRATION IDEATION IMPLEMENT

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MARKETING PLAN
 Omnichannel

place
Promotion
Social Media

Television
Media
Print Media
 Promotion
Creating a new campaign that revolves around 'KAHI BHI, KABHI
BHI' & 'KAHI 1+1, 3 NA HO JAAYE' to create awareness.
TVC: will be shown during morning and evening news time on news
channel- NDTV and ZEE News, 2 times in the given time slot, 4
times a week for the initial 2 months and then 2 times a week for
the remaining 4 months. TVC will also be released on Social Media-
Youtube and Facebook.
Print Creatives: will be released between 3 weeks
of gap through Social media- Facebook, Instagram
and Twitter, and Print media- Economic Times and
Business Today.

Kiosks & booth: In Malls during

weekends and in Bhikaji Cama
Palace & Nehru Place during
weekdays with fun activities to
create awareness and generate
interest.
PRINT CREATIVES
PRINT CREATIVES
 Point of purchase:
~SPIN THE WHEEL
~SHELF SPACE
~CONTEST FOR
SHOPKEEPERS
KAHI BHI,
KABHI BHI
ACKNOWLEDGEMENT
Prof. Ramola Kumar
Mr. Abhay Kumar Singh
Mr. Manik Katyal
Ms. Shree Lahiri
Mr. Shijin Sreekumar
Ms. Mandvi Bisht
Ms. Rupanjali Lahiri Gupta
Non Teaching Faculty of DSC
PGDPC 24
PGDPC 25
Add a little bit of body text
ANY
QUESTIONS?