The document discusses the relaunch of the Diva soap brand by Altoindia. Some key details include: 1) The relaunch aims to target lower and middle class consumers between ages 15-30 years through affordable pricing of Rs. 14 for 75 grams and promotions like buy 4 packs for over 10% off. 2) The positioning focuses on traditional Ayurvedic benefits of neem oil and leaves for antibacterial properties and fairness, along with a refreshing fragrance. 3) The promotional strategy involves partnering with kirana stores and stockists that serve middle class consumers, as well as organizing eco-friendly campaigns and a Diva Marathon event.

1. The New Diva
Relaunches……..
A product of ALTOINDIA
PRN No.
12020541019
12020541020
12020541021
12020541022
12020541023
12020541024

2. The complete bathing experience……
Relaunch Missile Takes Of……..
cked Brand.
ifling Advertising.
r Tactical Effort.
ssment of capabilities, intention

3. The complete bathing experience……
Fuelled by the propellants……
• Segmenting: Popular+
Economy(Geographic, Demographic,
Behavioral)
• Targeting:
 Age Group: 15-30 years
 Income Segment: Lower and
Middle Class of the society
 Price: Rs.14 / 75 gms.

4. The complete bathing experience……
• Positioning : (Straddle Positioning)
 Neem Oil and Neem leaves: anti
bacterial and anti acne.
 Refreshing fragrance
 Legacy and Brand Value: Market
presence.
 Value for Money.
 Indian Pride: Ayurvedic Contents.
 Vitamin E: Anti Aging
 Fairness reinvented.
A Legacy forwarded: Old to new….

5. The complete bathing experience……
Where….the trajectory decided….
• Retailers: Kirana Stores(Middle Class)
• Stockists
• Pan Shops
Promotional strategy:
• Get more than 10% off on pack of 4.
• Go Green with Diva.
• Organize the “Diva Marathon”.
• Organize Eco friendly campaigns
• Money Back Guarantee
• Word of Mouth

6. Diva Soap
And here unravels the new Avatar…the
New Diva missile launched…

7. Diva Packaging
DIV
AThe complete bathing
experience……
With neem leaves and
neem tree extracts

8. THANK YOU