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7/29/2019 Client Service Assignment - Group
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The Body ShopDelipsciousSheer Lip Colour
The Client
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Business Objective
To launch a liquid , moisturizing lip colour from Body Shop, which is made
from 100% food grade ingredients
To gain 15% market share, where the target audience is women between
the age group 16 40 years, of within the first three months of the launch
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Communication Objective
To promote the aspect offeelinggood and being in Love when you apply
this lip colour
To promote this healthy, made from 100% food ingredients, lip colour
The launch would be during the month of February just when Valentines
day is around the corner
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Delipscious Sheer Lip Colour
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Target Audience
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Contd.
Primary:
16 40 years of age,
Sec A+, A [since it is priced around Rs. 595/- for 25ml]
Women who are open to the cute of love
Do not indulge heavily in cosmetics, but like to keep a shade or two.
Secondary: Women who aspire to be the primary target
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Benefit & Support
He makes me blush
I would wear a great shade on our first official date
Me and my husband have a candle night dinner once a month, and I doll up
for that!
My gift to him- my lips mark on our anniversary card
I wear liquid lipsticks when I really want to make an
impression, not when I am working
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I do not like the way the liquid lipstick sticks like flakes on my lips after
drying
It dries my lips
I tend to ingest a lot of lip products, and thus it affects my health
My lips are two different colors. Help!
Contd.
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Tone & Manner
Put out woman in a place where her mans eyes are on her
And what he feels about herwhat he sees..
From the eyes of a lover
Not What turns him on.what he loves in her
How he looks at her lips
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Media Objective
Lip Colours are brought on the basis of emotional and health aspect and
hence this needs to be communicated through the use of the proper media
It is the launch of the product and hence the main objective in using any
kind of media is to make the target audience aware about the product, so
that it becomes one of the product on their consideration list
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Contd.
The media used would be a proper mix of
The traditional media like TV, Print [especially Womens Magazine], etc.
Below The Line [BTL] activities like having tie ups with events like
Miss India, Model Hunt, or say Splitsvilla show on MTV etc.,
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Budget
Depending upon the media used and the extensive launch and promotion
activities done, the budget for this would be approximately Rs. 2 crores
Rs. 3 crores.
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Competition
Primary high end competitors like the products from the famous brands
like LOreal, Christian Dior, Mary Kay, etc.
Secondary competitors like Lakme, Revelon etc.
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Television Creatives
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Classic symbols: When she is in love
suddenly She wears the color red
She starts humming sweet songs
Suddenly, she wants to shop!
She keeps smiling
She likes seeing old couples
Wants to lose weight
At the same time, wants a lot of chocolates
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And now
We add another classic symbol of being in love
She starts wearing Depilscious
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Print Creatives
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Your every mood and every expressionstays in his memories. Make them abeautiful one,With new easy-to-remove lip
colours from Aquada
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Anuth Siddharth 127Apoorv Houzwala 130Grishma Nair 148Harsha Jagasia 150Maulik Chandarana 168Pranav Jain 184Ramneek Jhamb 188