Target Market Description

Demographics
• Age 21 to 23 years

• Gender

-

Female: 6

Male : 1

• Education

-

Graduates and Post
Graduates

Psychographics • Lifestyle New Experience Lovers • Social Status • Personality - Student Lifestyle Trendy Youth .

Usergraphics • Usage Pattern Application Time and Setting Time - Removal Time .

Benefits Sought • Bio-degradable • Herbal hair color • Easy application • Fast removal • Enhanced hair strength. elasticity and shine from inside out .

Target Prioritization • Myself .

Creative Brief Marketing Problem • Association of hair color with hair damage. among 50% of youth in Metros during Dec-Feb so that they can switch from hair color chemicals to herbal hair color spray. Advertising Objective • Creating awareness for 100% bio-degradable hair color. .

Creative Brief.contd… What is the Product: • Ambika Pillai Hair Color Spray Who Are the prospects: • Youth What do they Say? • Hair color –Full of chemicals and by using it one is inviting hair and skin problems .

What do you want your customer to do? • Our youth should understand that our product is 100% safe.contd… Who is the Competitor? • None at this stage Why should the buyer purchase? • We want our youth to love their hair even more than before using our product. .Creative Brief. providing an aid to their fear.

made from botanic herbs endorsed by Ambika Pillai.Creative Brief.contd… Brand Equity • The only hair color spray. Incentive Statement: • 100% Bio-degradable • 100% Vegan • 5% to fight cancer • Parabens and Sulphate free • No Animal Testing .

Incentive contd… • Choice of Variants: For all hair types • “It’s not a color. it defines your personality explicitly” .

comprised of botanicals known for their therapeutic and healing properties. we offer Naturceutical hair color spray. .Position Statement: To youngsters from the house of Ambika Pillai. POD: First Herbal hair color spray endorsed by famous Hair stylist with an application and setting time of less than 5minutes.

.

ADVERTISING APPEAL EMOTIONAL .

EXECUTION STYLE SPOKESPERSON .

EMPTIVE APPROACH .ADVERTISING STRATEGY PRE.

COMMUNICATION APPROACH COGNITIVE (Awareness & Knowledge) .

BIG IDEA “BE TRENDY ANY TIME ANY WHERE NATURALLY” .

LIFESTYLE. PERSONALITY.FCB GRID THINKING FEELING SPOKESPERSON. COSMETICS. BENEFITS (FEELER) HIGH FROM THE HOUSE OF AMBIKA PILLAI INVOLVEMENT (THINKER) LOW PURCHASE ACTION (DOER) (REACTOR) .

COPY PLATFORM Advertising Objective: Creating Awareness for 100% Bio. Supporting Selling Point: Supporting point of our product is the ingredients used are purely from mother nature. among 50% youth in metros during Dec – Feb so that they can switch from hair colour chemicals to herbal hair colour spray. Target Audience: Our target audience is comprised of new experience lovers who likes to keep up with the emerging trends and are willing to experience new products. . Consumer Benefit: One of the benefit to the target audience is the natural hair colour.degradable hair colour.

MEDIA STRATEGY .

MEDIA OBJECTIVE To Reach 50% of the target audience at least 3 times over the next 3 months (DEC-FEB) with a budget of 25 crore .

MEDIA MIX • • • • PRESS TELEVISION RADIO ONLINE .

00 PM 7. DAILY 8.00 PM. SUN 8.00 PM.00 PM – 10. SAT .00 PM – 8.30 PM – 9. PROGRAMME MASTER CHEF MOVIE SHOW MUSIC SHOW MIDUKKI IDEA STAR SINGER SUPER SINGER SEASON 7 MUSIC MOJO 45 SECONDS 45 SECONDS 45 SECONDS 45 SECONDS 45 SECONDS 45 SECONDS 45 SECONDS . FRI. SUN 8.30 PM.30 PM – 9.30 PM.00 PM.30 PM – 9.30 PM. DAILY 7. DAILY 8.TELEVISION MEDIA VEHICLE CHANNEL STAR WORLD STAR MOVIES MTV MALAYALA MANORAMA ASIANET MAA TV KAPPA TV MEDIA FORMAT MEDIA SCHEDULE 9. SAT.FRI.00 PM – 9.00 PM – 9.

09MHz KAATINUM EENAM NENJINU THALAM 20 SECONDS 7. DAILY STAR JAM 20 SECONDS BEST FM 95.3 MHz PROGRAMME SPOT LIGHT 20 SECONDS 8.30 PM – 8.00 PM.30 PM.00 PM – 9. WEEKENDS 8.9 MHz CLUB FM 94.30 PM – 9.RADIO MEDIA VEHICLE MEDIA FORMAT MEDIA SCHEDULE STATIONS RADIO MANGO 91. DAILY .30 PM.

BACK PAGE. BACK PAGE.PRESS MEDIA VEHICLE MEDIA FORMAT MEDIA SCHEDULE THE HINDU HALF PAGE WEEKENDS. LEFT CORNER WEEKENDS. FEB DEC. JAN . FEB MALAYALA MANORAMA HALF PAGE FEMINA VOGUE FULL PAGE FULL PAGE . JAN . LEFT CORNER DEC .

ONLINE • BLOGS AND COMMUNITY FORUMS • WEB BANNERS • CONTEXTUAL TARGETING .

1 CRORE .60 lac production – 25 lac crew – 10 lac miscellaneous – 5 lac GRAND TOTAL.MEDIA BUDGET Cost of an advertisement: Equipment.

MEDIA BUDGET Television – 15 crore Radio – 1 crore Press – 7 crore Online – 2 crore .

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