Creative brief of plush shampoo

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CREATIVE BRIEF OF

PLUSH SHAMPOO

BY- ABHINAB ROBERT

RAO DEEPAK PACHAR

PRIYANSHA AGRAWAL

SUCHIR JINDAL

Plush

BACKGROUND

PLUSH range of shampoos has been recently launched in Indian market to compete among the strongly entrenched cosmetic shampoo market. Plush is an international player which is acknowledged as one of the finest hair care brands. The shampoos are infused with the goodness of exotic herbs and fruit extracts. It has three variants viz. Rosemary & lemon, Walnut bark & muskroot and Green apple & berry. Its market price is Rs 400 per 200lit.

ROLE OF COMMUNICATION

No need to spend on different shampoo for different Hair problem, Plush will provides you all Hair care Naturally in a single Bottle.

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TARGET GROUP

Demographic Segmentation :

Tier-1 & Tier-2 Cities , SEC-B, Gender- Female, Age- 20-40.

Psychographic Segmentation :

Females married, college girls, Homemade or entrepreneurs who loves their Hairs and fed up to purchase different shampoo for different use and ready to spend a little bit more amount to get complete Hair solution.

KEY PERCEPTION

Women visits different saloons, hair specialist and dermatologist for treatment of their hair but not satisfied with the results. Plush shampoo contains all hair care solutions in one bottle. It is made by the goodness of exotic herbs and fruit extracts which don’t have any side effects will gives satisfaction than other shampoo and treatments.

COMPETITION

Sunsilk Co-Creations Stunning Black Shine Shampoo

L’Oreal Paris Total Repair 5 Repairing Shampoo

Clinic Plus Strong and Long Health Shampoo

Fiama Di Wills - Anti Hair Fall Shampoo.

Dove Nutritive- Therapy Nourishing Oil Care Shampoo

Get Complete Hair care ……. IN ONE BOTTLE !!!

………..Let your Hair untighten without any problem……..

SINGLE MINDED PROPOSITION

PLUSH is all solution of Hair problem and one of the finest hair care brand. Its different three variants viz. Rosemary & lemon, Walnut bark & muskroot and Green apple & berry are the Backbone.

SUPPORT

PERSONALITY

Energetic

Problem solver

Warm

Positive.

KEY CONSUMER INSIGHT

Women loves their hairs very much. They are more conscious about caring of their Hair. They are always looking for new styles , but due to damage Hair, dandruff, Hair loss, light Hair, less strength of Hair are the major barriers now a days which make them to stop to do so. They forced to purchase different type of products as per different problems . They really need that one Bottle which give them a reason to open their Hair and let them to speak.

Packaging

Lemon squeezing cap

With Essence of lemon at the bottom