8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 1/32

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 2/32

The ManThe essence of being one««

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 3/32

.

The Man is a brand of male grooming products, owned by a south Indian company Huxers who also manufacture a range of products in the food ,health &

 beauty categories.

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 4/32

The Man's lead product is a deodorant body spray.The brand also includes deodorant sticks ,aftershaves

 and shower gels.

Our main focus

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 5/32

Evolution of the brand

 It was inspired by The success of Unilever's brands Impulse.  Impulse

 was a fragranced deodorant body spray for women that promised wearers male gaze . Huxers were keen to capitalize on the formula used by

Unilever·s impulse and rolled it out their own product for men in India

 from 2001 onwards, later introducing the other products in the range.

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 6/32

Product range

D  eodorant aerosol body spray

D  eodorant stick  D  eodorant roll-on Antiperspirant aerosol spray Antiperspirant stick 

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 7/32

The brand has also extended into

other areas such as :

S  hower Gels

 Aftershaves

S  kin Care

S  hampoo Hair  S tyling

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 8/32

Market situation

The Man has established itself as the leading male

toiletries brand in north india .Contributing to the brand·s success was its innovate character, creating its own

 category, which situated it at the leading edge of fashion

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 9/32

 However, the brand seemed to have aged with its initial consumer and didn·t follow youth fashion trends.

 Research indicates that the ´The Manµ was seen as outdated Amitabh bachan in a safari suit. The communication format was unable to go up the current 

 values of the youth target.

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 10/32

SWOT ANALYSIS

STRENGTHS

Market leadership

Fame for creative messages

Affordable price

Wide extension around the

country.

Successful and effective

advertisement campaigns

Strong emotional touch

WEAKNESSES

men featured are

comparatively slim concrete target public

(young man)

Un renovated and old

design of packaging advertise only spray

products, the production

line is much more.

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 11/32

OPPORTUNITIES

create new product lines,

targeting female customers

maintain better standards

of quality

unified advertising

campaign throughout the

world continuous innovation.

THREATS

risk of being a brand for

enhancing the men sex-

appeal

copy by the competitors

undermining the aspiration

of consumers

spray emits damages to theenvironment.

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 12/32

The only potential competition faced by The Man in terms of direct 

 competition are other deodorant brands being produced ² directed towardsthe same target market. These include, Axe,  S  et wet and various other

 generic brands targeting the lower and younger socio-economic market share.

Given the oligopolistic nature of the deodorant market, competitors cannot 

 gain significant market share by dropping prices much lower than our brand.

Market competition

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 13/32

Arch Rival

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 14/32

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 15/32

Rivals history

 Axe/Lynx was launched in France in 1983 by Unilever, a multi-national  corporation, formed of Anglo- D  utch parentage that owns many of the world's consumer product brands in foods, beverages, cleaning agents and 

 personal care products. Unilever were keen to capitalize on Axe's French success and rolled it 

 out in the rest of Europe from 1985 onwards, later introducing the

 other products in the range. Unilever were unable to use the name Axe in the UK and Ireland due to trademark problems so it was launched as Lynx.

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 16/32

Rivals USP

 O  nly combination anti ² perspirant and 

 deodarant in the current market.

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 17/32

Other strengths of Axe

D  istinct, seductive smell 

Precision spray nozzle  Long lasting scent 

S  olution to body odor and attracting women.

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 18/32

Setting our campaign strategy

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 19/32

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 20/32

Target customer profile

 In order to understand the proposed target market   effectively, particular evaluation needs to be given to the demographic, psychographic and behavioural features evident in

the sample size: The targeted age range should consist of 15-25 years of age The target market is also male, unaffected by race or

 ethnicity ² although different marketing initiatives may appeal to different ethnic groups

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 21/32

Targeted consumer is of a lower socio-economic status given the income

 distribution of the age group and education levels

The status of the proposed candidate is that of a bachelor or most  likely involved in shorter term relationships

The dominant portion of the target consumers exhibit heterosexual  orientation, given the success of previous campaigns portraying the protagonist of this sexual orientation

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 22/32

The following profile can therefore be

established :

 Age: 15-25 

Gender: Male

 Mentality: Mainstream. Perception: Peer influenced 

S  ocio-economic Class: Low

Geography: Anywhere males and females are present  S  exuality: Heterosexual 

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 23/32

Objective of ad campaign

 Introducing the brand to new young people of age 18 to 25 and  also retain the existing market equity.

Promote the brand in a cool funky way establishing the brand  position.

To make men believe that ,the product usage attracts the fairer

 sex towards them.

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 24/32

CREATIVE STRATEGY

The strategy had to build on the brand heritage, while

 rejuvenating The Man· s image to make comtemporary.

Passive seduction was still a real and motivating consumer

  insight. The young want to be seductive without being seen to

try too much. Having women show an inerest gives them the

 confidence to go on.

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 25/32

 However, since all brands talk about seduction, The

Man· had to impose its own point of view in a clever and  motivating way. The execution had to be new and different; it  made a break with conventional publicity. Humour is to used,

 considering seduction as a serious business. The setting and  protagonists used should be relevant and aspirational to the target  audience. This involves moving from the traditional exotic male role model to an environment close to the consumer·s reality.

The creative idea was to show Men proving women that they aretrue men, by wearing the product.

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 26/32

Media plan and action

 Mass communication can be uttilsed through the use of free-to- air television, radio, newspapers and 

 magazines, as well as other methods like cinema and outdoor advertising.

 All its campaigns should revolve round the central theme of making men

 want to be true men by using the product .

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 27/32

 It has, absolutely, subliminal implications. The brand assumesthat Men want to prove themselves as true men.

That feeling gives a big boost of self confidence to a man.

 Although many brands take this proposition, The Man

  just should make it perfect.

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 28/32

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 29/32

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 30/32

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 31/32

D  istribution begins with the Huxers sales forecasting intermediary by determining company production schedules, inventory levels and production.

 Everywhere the product ables to purchase is developed a in- store communication through educating retailer staff to be aware of competitions and promotion campaigns for huxers, as well as

 providing special promotional information about products and  potentially, increase sales.

8/8/2019 Ad Basics 09 Vc 131

http://slidepdf.com/reader/full/ad-basics-09-vc-131 32/32

Evaluation of ad campaign

RESULTS AWAITED !!!!