New Brand of Cosmetics
Download as PPTX, PDF8 likes6,616 views
The document discusses the Indian cosmetics market and opportunities for a new cosmetics brand. It provides details on the size and growth of the Indian cosmetics market. It also discusses popular cosmetics categories and consumer preferences in India. The document then outlines plans for a new cosmetics brand called Allemal, including its brand concept, target audience, product range, pricing strategy, and approach to differentiation.
New Brand of Cosmetics
- 1. POLARIS Communication Agency By: Ashish Tomar
- 2. Cosmetic s Cosmetics are the substance which are intended to apply on skin to enhance the beauty of a Human Body or to make
- 3. Indian Cosmetic Market • Indian Cosmetic Market is huge and is experiencing the growth of 15-20% every year, twice as fast as that of the U. S. and European markets. • The growth rate in the cosmetics market reflects increasing demand for beauty care products in India. • Registered a Sales of Rs. 422.3 Billion (US $ 9.3 Billion) in 2010 • Holds an immense future growth potential • The cosmetic sales in India is expected to surge at a CAGR of around 18% during 2011-2014 Source - http://www.beautypackaging.com/articles/2011/06/alls-fair-in-indias-cosmetics-market
- 4. • The most popular items are color cosmetics, of which nail varnish, lipsticks and lip glosses account for the most sales. • Skin care cosmetics experienced a relatively slower growth, and products such as anti-wrinkle creams, cleansers and toners, for instance, are not as popular as facial creams, moisturizers and fairness creams in this genre. Companies like Pond’s and Fair & Lovely rule the roost in this segment. Source - http://www.rncos.com/Press_Releases/Indian-Cosmetic-Market-Set-to-Grow-at-18-CAGR.htm
- 5. Cosmetic Product Category • Bath Preparation • Eye Makeup Preparations • Fragrance Preparations • Hair Preparations (non-coloring) • Hair Coloring Preparations • Face Makeup Preparations • Manicuring Preparations • Oral Hygiene Products • Personal Cleanliness • Shaving Preparations • Skin Care Preparations (Creams, Lotions, Powders, and Sprays)
- 6. ROU TE A wide variety of shades, textures & effects
- 7. REASON
- 9. The Product Concept We offer a Wide variety of Natural shades & textures Awareness through TVC’s, Magazines and Digital medium Available at all leading stores and stand alone stores in metros Accessible by everyone who is aware of the brand Affordable for the masses Acceptable by those who wants to get noticed in a subtle and natural way
- 10. Prod uct • The brand offers a wide range of well researched products which… – Provides wide variety of Shades and Textures. – Will give a Natural look to the daily user as well. smashing and wild look to the user while partying – Are extremely Skin friendly and fit for all skin types and tones. – Are Easy to apply and are Long lasting.
- 11. Product Range • Eye Makeup Preparations • Hair Coloring Preparations • Face Makeup Preparations • Nail Paints & remover
- 12. Consumer Understanding Budget Brand Quality Factors Long Variety Lasting
- 13. Product is the ‘Final Offering’ and not the Product itself… Cosmetics are used for: Good Skin To make her look attractive & presentable feel good Recognized in a crowd
- 14. TG Demograp hics • Age : 16-35 years • Gender : Females • Occupation : Student and Working Women • Status: Upper Middle Class
- 15. TG Profil • She is an Extrovert, Outgoing and intelligent e • She is Fun Loving and Chirpy in nature • She values time and believes in perfection • She is the life of every party and hence is everybody's favorite • Shopping is a great pleasure for her • She is pampered but at the same time is friendly, loving and caring • She loves to experiment with her looks • A diva, A trendsetter
- 17. Top 7 Brands in
- 18. Vision statement- To provide glamour, excitement and innovation to consumers through high quality products at affordable prices. “Its fabulous to be a woman” Revlon is a mass market cosmetic brand offering colour cosmetic, skin care, fragrance and personal care products . Revlon takes pride in manufacturing the top skin care and strives to please young and older woman alike Source-http://issuu.com/1617lowends/docs/revlonanalysis
- 19. • „On Top of the World‟ • The target segment for the brand is young women and the positioning of the brand is ‘trendy and stylish complete range of products for skin and beauty care’. Most of the Lakme ads feature beautiful girls who woo guys with their Lakme-cared lips, nails or skin • It optimizes the feminity of Indian Women
- 20. • Maybe she's born with it. Maybe it's Maybelline • The "it" is accessible to women everywhere and empowering women worldwide to make the most of their unique beauty potential.
- 21. • Vision statement-To be the company that best understands and satisfies the product, service and self-fulfilment needs of women globally • With more than 60 Lakh representatives in over a 100 countries, Avon has understood that successful selling is about people connecting with people
- 22. Pricing $trategy • The Brand will follow the moderate pricing, neither too low nor too expensive. • To make it affordable to the TG. • At the high end though the brand will look expensive but it wont be able to grab much of the market share as people who can spend more are relatively less experimental (with Brands) and goes for the brands which are already established • They can also be called Laggards
- 23. Brand Names discussed
- 24. Brand Brand Concept Name allemal Argu A German word, meaning Always ment Today’s Young, powerful, independent and confident female demands to look attractive, presentable and different yet good at all times. Every good thing in this world has an impression of itself, to be trusted and to be remembered by the best is what we aim to do. Allemal gives you the surity and the trust to be Always with you, to Always make you look Beautiful
- 25. Brand concept Map Confident Alw ays Natural Allemal Presentable Attractive
- 26. 3R’s of Branding Allemal is relevant for the outgoing, confident woman who wants to get noticed Allemal will be reliable to all who understands the value of natural shades and the social value attached with the brand (No product is tested on animals) Allemal will build a strong emotional relationship with those who have never experienced any side effects using the products and gets any shade, irrespective of how wild, vivid and imaginative it is.
- 27. Brand Scan of Allemal Motivation/ Need Vision Need Vision To look beautiful, To make Allemal the elegant and attractive only brand offering the shade you desire Motivation Natural effect and offers widest range of Essence shades and textures Wide variety of Unique & natural shades Objective Brand To be the first choice in consumers mind Affordable range giving natural effect to make her look confident & attractive Commercial Positioning
- 28. Brand Identity Makes you feel confident and presentable ALWAYS by offering the widest variety of natural shades and textures, thereby Redefining the Beauty
- 29. Brand Building Loyal Preferred Accepted Aware unaware Allemal FHR is here
- 30. Brand Differentiation STrATEG Y Communication Allemal Identification Selection
- 31. Differen tiation All All the Others em al
- 32. Identific ation Allemal is the only brand which offers the widest range of textures and Natural shades.
- 33. selec tion Exclusive & Exquisite variety of shades by Allemal
- 34. communi • Print Advertising cation – Magazines such as Femina, Filmfare, Star dust, Elle ( Readership is high according to the IRS data 2011) • TVCs on Channels such as Colors, Star, Zee and Sony as these channels are most viewed by girls and women • Sponsor a show on Mtv which will be organized only for young girls to create awareness and buzz for the brand.
- 35. • Digital Advertising – Email Marketing. – Display Ads. – Social media Marketing • Hoarding in almost all Metropolitan as well as Cosmopolitan cities. • Will acquire a space in Retail outlets such as Shoppers stop, Pantaloons, Big Life, West side etc.
- 36. Position Allemal will be Positioned as a ing premium yet affordable brand offering the widest range of natural shades & textures Tagline- Redefining the Beauty Logo -