BRAND BUILDING

PRODUCT: DEO FOR MALES (KNOCKOUT)

Professor: Hemant Kombrabail

GROUP MEMBERS

SHWETA BAJIRAO (32) NACHIKET BOHRA (38) SWAROOPA DESHMUKH (47) SANGRAM NAIKSATAM (72) POOJA SHAH (95)

COMPANY INTRODUCTION Introduction Company Profile: Name Founded : Aura Private Limited : 10th June, 2012

Headquarters: 1st Floor, Swastik Chambers, Chembur, Mumbai, India Phone : 022- 25228798 Aura Private Limited Company, we are an Indian private company categorized under Fragrance manufacturers. We are established in June 2012 and are incorporated at Mumbai, India. We create products on the contemporary consumers taste. Aura Co. will deal with the fragrance items like perfumes, deodorants, colognes etc. Motivated by the mystery and sensuality of fragrances, we provide our consumers with wide range of products. Aura Private Limited Company has launched its first major product DEODORANT for Males. The brand name is KNOCKOUT.

ABOUT THE PRODUCT Product Category: Personal Care Products Ingredients: Aqua Alcohol denat (organic) Calcium aluminum borosilate Cetyl esters Fragrances Castor oil Propellant Diethyl phthalate (DEP) Cyclomethicone NF Products USP:

Knockout is introduced in market to give people new fragrances that are more refreshing and relates with natural essence. This Product has a very unique quality i.e. its both body and hair spray. Its mainly for males who want one solution for both their body and hair odor. These features are selected after studying market and the competitors and after conducting informal and formal surveys.

PRODUCT DEVELOPMENT Survey undertaken for Knockout are to understand the consumer requirements for planning finance and pricing, distribution of the product and to frame the promotional mix, which will ultimately help in forming strategies for the same. To understand consumer requirements, formal or quantitative surveys and informal or qualitative surveys need to be done. Formal survey: 1. Group of 30 are considered as sampling units. They are asked a few questions regarding their expectations from deodorant and their response is recorded for further reference. 2. Questionnaire forms are distributed in malls, cafes, colleges and eateries (Eg. McDonalds), etc. and after answering the questions, are expected to drop in the drop-box. Informal survey: 1. By mere observation, a lot of information can be obtained regarding youngsters expectations. After this survey we came up with these features that male wants in their deodorant. Product features: KNOCKOUT deodorant is a unique deodorant with a range of fragrances like Aqua Cool, Wild Fire and Tornado. We try to give our consumers a touch of nature through the varied bold fragrances for the dominative males.

 KNOCKOUT Aqua Cool has the serenity of fresh and cool blue water and the fragrance is mind soothing and silent. KNOCKOUT Wildfire is made with all the wildness of the nature gathered and bottled to give our consumers the passionate and fire like fragrance that is bold and confident. KNOCKOUT Tornado is the fragrance that has a hurricane like strength and confidence. This range of deodorants is new and fresh and perfectly suited for the young male targeted audience for their powerful and trendy personalities. Product identity: KNOCKOUT is a product owned by Aura private limited company that manufactures range of fragrances. KNOCKOUTS lead product is male deodorant body spray in three different natural fragrances to woe the male audience. Product visuals and Packaging: Knockout body spray has a distinctive metallic exterior of cylinder shape having three different fragrances. 1. Blue-Aqua fresh

2. Orange-Wildfire

3.Grey-Tornado

The brand name is written on the bottle and with its distinctive colour and name the product will be quite recognizable among the consumers.

Pricing: Developing the pricing strategy requires an intimate look at the product strategy .The price is quite reasonable for every male class to purchase without any hesitation. The price being Rs 100 for 75ml and Rs 125 for 150ml bottle. Place: It refers to how the product reaches to the consumer. The geographical areas of country where are product would be sold referring to how the environment in which the product is sold it can affect the sales. KNOCKOUT will concentrate on urban and semi-urban areas of India for the marketing of its range of deodorants. Metro cities with heavy trendy young population like Delhi, Mumbai, Chennai, Kolkata, Bangalore etc will be majorly targeted. Other mini metro cities too will be concentrated for the marketing of the deodorant.

It will be available at all retail outlets like General Stores, Medical Stores and Malls etc. After few months we would expand our market to other parts of the country. The channel for the distribution will be from Manufacturer to agent to retailer to consumer. Distribution: The manufacturer and wholesaler must decide how to distribute their products. Working through established distributors or manufacturers' agents generally is easiest for us.

Knockout will be available in all leading retails. There will be a network of established distributors or manufacturers' agents which will operate in all leading metros like for example in Mumbai; there will be a established distributors or manufacturers' agents which will distribute our product in all leading retail outlets, and collection will be done after every 15 days. The process of effectively making and getting products and services to end users requires market logistics network. Essentially the physical distribution of the product through fast moving consumer oriented areas where they go weekly to purchase. The distribution of the product will be held in most of the major metro cities in India and the other semi metro cities the product will be sold in all retail and wholesale stores, supermarkets, beauty stores and even online shopping. Channel of Distribution of Consumer Products: There are 2 primary channels of distribution for Knockout: Distributor and Sub-distributor. The company would sell the products to its appointed distributors and sub distributors; they are responsible for the distribution of pre-defined geographical areas who distribute it further to retailers. Every available channel will be utilized for maximum distribution and coverage to all the hypermarkets, supermarkets, general stores, men and unisex salons and medical stores.

Brand Positioning: Positioning Against Competitor: Knockout is positioned as a brand for working males and provides spray for both body and hair giving a very pleasant fragrance. As compared to our competitors we have very strong USP which make us distinct from our competitors i.e. solution of body and hair odor in one deodorant. Positioning In Relation To Product Attribute: The primary positioning of the product attribute is that Knockout is made up of ingredients which will make the hair odor go. Positioning by price and quality: There will be no compromise for its quality, and if we are offering the best to them, customers dont mind to pay for it. We are also giving a reasonable price compared to our competitors.

MARKETING STRATEGIES AND MEDIA CHARACTERISTICS Planning: The plans for the first financial year are to establish a consumer base in all the categories of our products and to look into the main objective of satisfying the existing users. Also we would develop Knockout as a Brand by running advertising campaigns which would be conceived by Ad Agency with reference to the Marketing team.

Target audience: In order to understand the market effectively particular evaluation needs to be given in demographic psychographic and behavioral needs of the consumers. The target age range consist of 18-25 years age old (primary audience). The secondary target audiences are from 26-35 year old. The target is male oriented society unaffected by its race, identity, status The target audience is mainly of lower-socio economic status given the income distribution of age group or education level Heterosexual males targeted. Mainly bachelor males.

The brand has its brand value of fashionable and stylish. The USP of this brand is its touch of nature with the multipurpose of the deodorant, fragrance for body and hair.

Product and Line extensions: Knockout would be opening up with two products marketed 1. Blue-Aqua fresh The freshness of sea for everyday working males. The product which has been devised by us gives the consumers a feeling of Relaxation. It also can reduce Stress, because of its Cooling factor.

2. Orange-Wildfire The touch of nature for males those who loves day to day challenges. This product is for men who want a very strong long-lasting fragrance because of their hectic work.

3.Grey-Tornado Contact with both the surface of the earth and sky on top. For men who wants to do exciting and adventurous works and want to enjoy their life with best fragrance.

Promotion: We are about to utilize various marketing strategy by using the following tools: a. Sponsorship b. E- Communication c. Broadcast d. Social Media e. Others KNOCKOUT will use aggressive promotional strategy. This deodorant is one of its kinds. The USP of the deodorant is that it is a fragrance used for body as well as hair. This unique deodorant will be promoted on a wide scale as for consumers to know the novelty of the product. We will be going to use rational as well as sex appeal. On a regular basis the deodorant will be promoted through popular ways of promotion like Events, TV Ads, Print ads-Newspaper/Magazines, billboards/hoardings etc. Few other ways of promotion for the benefit of the consumers is through bonus packs provided. As KNOCKOUT deodorant comes in 3 different fragrances, a combo bonus pack

will be available for consumers with lesser price, for them to avail the essence of all the three unique fragrances; Aqua Cool, Wildfire and Tornado. There will be demos held of the samples of deodorants at different shopping malls all over the country for consumers to know about the product. KNOCKOUT will be promoted through Public Relation strategies by having a press release of the product. Our site is up and running in the beta version. And will be upgraded in a few weeks with a fully functional flash website. Our Banners would be up and running whenever the key words Feel Better, search engines of Yahoo and Ask.com. Ads would also be up on Linkedin. Communities/Fan pages would be made on Orkut as well as Facebook respectively. Facebook would be the center attraction as the most of the research and feedback would be done. We would use Facebook as a medium of consumer poll putting up ideas for the launch of a new Limited Edition deodorants. Facebook would also be used to divert on to the blogs regarding the new development, announcement which is to be made official on our website. Facebook would also be used to share experiences, share ads via YouTube, register grievances and feedback. There are various other ways in which we will promote our products. We will display a stall in selected corporate areas; this will help our product to get popular among business class. We have even provided our consumers with a toll free number (65788888) from where they can get our various products and offers. They can also launch complains and give feedback on the same number. We even welcome suggestions as customer satisfaction is our main motive. We will keep updating our existing consumers about various offers suitable for them. Our main target will be metro cites.

ADVERTISING Advertising is one of the effective medium to communicate. Begin a new company with a newly launched product we would be using various strategies at the initial stage of the product being launched.

Knockout being a new brand needs creation of an identity amongst other brands in the market. Thus, informative advertisement would help the customers know about the product even more.But there will be more emphases on persuasive ads. There would be various print ads which would be published at regular intervals in various newspapers and magazines. We are looking to click with the business minded people as far as Knockout is concerned. So advertisements would be injected in Mens fashion magazine and Newspapers. Our advertisements are mostly persuasive ads. There would also be hoardings and television commercials. Our Advertisements would be telecasted more on Sports and Lifestyle channels. Sports like Cricket, Football dominated channels and also channels like Colors, TLC, Star World, Zee Caf, Zee Trendz and AXN. Less insertion would be given on Regional and Entertainment Channels. KNOCKOUT range of deodorants will be heavily advertised for it to reach the consumers in all the major cities. Aggressive advertising will be done through the means of :

Print Medium (High Visibility) - KNOCKOUT range of deodorants will be advertised in leading newspapers and magazines. Majorly in Mens magazines and sports magazines to reach the niche male audience. Television Medium(For information) - Advertisements will be shown on national channels like Star Plus, Sony TV, and Zee TV etc for wider masses. Major concentration apart from famous channels will be on sports oriented channels to reach the male audience. Outdoor medium (Sustenance) - The ads will be advertised by the means of hoardings and billboards. Prime locations will be chosen for the ads to be an immediate eye catcher to the consumers. Social Media (Immediate) - Social media advertising through Facebook , Twitter, LinkedIn etc.

ADVERTISING OBJECTIVE Basic objective of any company is to create awareness about OUR products and to create immense demand for the same. Our main objective is to create awareness and to motivate people to buy our product because of the benefits offered. We are advertising and marketing our deodorant to reach wider audience; to inform them about KNOCKOUT range of deodorants. We are trying to achieve trust, loyalty, confidence and love of our customers through advertising. Our main idea is to persuade people through to experience of uniqueness of the multipurpose deodorant which they have never experienced. Our communication is to inform our target audience. Audience, Young males with trendy lifestyle. Our primary appeal is sex and secondary appeal is rational one that satisfies our customers, helps them feel confident with keeping the money factor in mind. The buying motive that we provide our customers is confidence and convenience.

MEDIA CHARACTERISTICS Direct Media used will be Print, Television, Outdoor, and Social Media. Inter personal media technique used will be demonstrations at popular malls in metro cities. The media will help to create awareness among the target audience by increasing percent of consumers per year. Information to the target audience about features and benefits of product and its competitive advantage through advertisements and marketing activities will be provided. It will decrease or remove potential customers resistance to buying product and leading to increase in sales. Print: For high coverage, print medium is the best. Hence, to make itself appear and known, Knockout print advertisements will appear in leading newspapers and magazines in appropriate sections.

As our target audiences are male the ads will appear on sports magazines, Lifestyle for youngsters and fashion magazine to show its in trend. Television: For providing information in brief in limited time, Knockout ad slot will be on national television entertainment channels during prime time shows since they are watched normally by audience. Also, the commercials will appear on music channels like MTV, Channel V, etc. since they attract young crowd equally. And of course sports channel will help grab many attention. Radio: Radio is a popular medium amongst a lot of youngsters. Hence, use of radio for advertising Knockout will create a lot of exposure in minds of youngsters. Also, it will help selecting local and effective targeting. Internet: Internet advertising for Knockout is the best option as it will provide exposure to correct target group to the young and upgraded internet savvy audience offering free vast coverage. Pop out advertisements can appear on various shopping websites, advertisement sections of social networking websites, personal e-mail websites, etc. will help to attract attention of youngsters. Outdoor: Hoardings around the cities will attract attention due to vibrant, large nature of visual. Also, they help in specific geographic like near colleges, offices etc. MARKETING OBJECTIVES 1. Short term objectives: To reach the specific Target Audience: In the marketing plan process, the target customers section is the one who the company is trying to reach with its product or services. We have defined the target audience based on demographics- gender, age, income and sec. This research helps to narrow down the focus to the most lucrative segments of the market for a companys product or service. Hence, youngsters can be influenced. To create Brand Awareness:

Branding is for consumers to recognize the existence and availability of a company's product or service. Creating brand awareness is one of our key steps in promoting our product, so that our customers will know what we are as a company and what we provide.

2. Long term objectives: Introduce our brand on a wider We want our deodorants to reach people on a wider scale as it is a new launch in the market. To be in par with other competitive brands Our main objective is to prove our product better than competitors. SetWet,Garnier ,etc . are some of our main competitors and although these brands have an extremely strong base since they have been established years ago, still we shall try to get our brand in par with these brands. Bring about new features to the deodorant and introduce new brands Enhance the product to a higher level and make it more exciting and wanted. Well be looking into providing brand extension in the years to come.

CAMPAIGN EVALUATION AND MEASURING EFFECTIVENESS Advertising objective How success can be measured

Stimulate an increase in sales

- Number of enquiries from our advertising - Number of enquiries converted into sales

Remind customers of the existence of a product

- Test customer awareness both before and after the advertising campaign - Number of enquiries - Test customer awareness - Number of requests for further information -Sales

Inform customers Build a brand image

-Test customer awareness

Build customer loyalty and relationship

- Levels of repeat purchase - Levels of customer retention

- Measure demographic profile of purchases Change customer attitudes - Measure type of goods ordered by new purchasers - Compare with previous data

There are various factors which influence advertising. Some of the factors are, the medium, ad copy (exact wording), the format, audience (is the ad well aimed to the people who use our products?) All of this affects the final success of the campaign. Therefore, it is necessary to judge the effectiveness in context. We at CREAT Inc. can judge the effectiveness of our campaign by:

Customers feedback Increase in sales of our product More calls to our toll-free line More number of visits to our websites.

We can measure effectiveness of our campaign by Secondary Data Collection Method that is Questionnaire. Following questions helped us to go through the process. 1. Which brand comes in your mind when you hear deo? a) Garnier b) Knockout c) Axe d)None

2. Can you recollect Knockouts Ad? a) Yes b) No

3. Do you remember different Fragrances offered by Knockout? a) Yes b) No

4. What had influenced you to buy the product?

5. What difference do you find in Knockout when compared to other products?

6. What do you think, which changes can be made in the product?

7. Would you recommend Knockout to any of your friend/relative?

8. Have you visited our website to know about various ranges of Knockout?

9. In future, If Knockout comes up with another range, will you purchase it?