BUILDING
‘AMBIKA PILLAI’
THE BRAND
The Task Profile for AMBIKA
PILLAI
KNOWLEDGE ATTITUDE BEHAVIOR
Create
Brand
Awareness
14%
Increase
TOM
9%
Communicate
News...
Bollywood
&
TV
celebrities
to
endorse
AMBIKA .
Excites
consumers
&
builds
trust
360 Activation
Many little girls play 'grown up' in mummy's lipsticks and
powder puffs, high heels and saris.
That one should grow up int...
Who Are They
A psychographic descriptor
Who definitely agree with the statement
“It is important to make it BIG In LIFE’’
...
These give us cues for planning
Profiling & Media
AGE 15-19 YRS 20-24 YRS 25-34 YRS 35-44 YRS 45+ YRS
College Going Profes...
Media Mix Recommendations
Media Mix Plan
Online45%
Radio 25%
Magazines
25%
Cinema
10%
Newspaper
5%
Our Recommended Media Mix
Online ~ to create interactive associations
Radio ~ to generate buzz and excitement
Cinema ~ to ...
THANK YOU
Upcoming SlideShare
Loading in …5
×

Ambika Pillai

1,385 views

Published on

Published in: Lifestyle, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,385
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Ambika Pillai

  1. 1. BUILDING ‘AMBIKA PILLAI’ THE BRAND
  2. 2. The Task Profile for AMBIKA PILLAI KNOWLEDGE ATTITUDE BEHAVIOR Create Brand Awareness 14% Increase TOM 9% Communicate News, 11% Communicate Product Features Details 14% Generate WOM, 6% Build Brand Perception 9% Change Brand Perception, 6% Intention 7% Support Telephone Based Response, 7% Support Online Response, 7% Support Visit to POS, 6% Support Decisions in POS, 4%
  3. 3. Bollywood & TV celebrities to endorse AMBIKA . Excites consumers & builds trust 360 Activation
  4. 4. Many little girls play 'grown up' in mummy's lipsticks and powder puffs, high heels and saris. That one should grow up into one of India's best-known make-up and hair stylists seems logical.
  5. 5. Who Are They A psychographic descriptor Who definitely agree with the statement “It is important to make it BIG In LIFE’’ A demographic descriptor Somebody who wants to achive fame Somebody who can afford Somebody with opportunities A geographic descriptor Top 8 Metros + A Class Towns + 5-10 Lakh Towns
  6. 6. These give us cues for planning Profiling & Media AGE 15-19 YRS 20-24 YRS 25-34 YRS 35-44 YRS 45+ YRS College Going Professional Course 1st Job 2nd Child Career Kids Education Femina Girl, Seventeen Femina,Stardust, Cosmo Girl Femina,Elle,Cosmo Wedding Affair,Marwar Cinema With Friends Cinema With Friends / Husband Cinema With Family Social Networking, Emailing, Chatting,Dating & Other SearchMedia Choices Femina, Elle, Cosmo Social Networking, Emailing, Chatting,Dating Email & Search Lifestage Need States Married 1st Kid Problem Solving Maintenance Enhancement AGE 15-19 YRS 20-24 YRS 25-34 YRS 35-44 YRS 45+ YRS College Going Professional Course 1st Job 2nd Child Career Kids Education Femina Girl, Seventeen Femina,Stardust, Cosmo Girl Femina,Elle,Cosmo Wedding Affair,Marwar Cinema With Friends Cinema With Friends / Husband Cinema With Family Social Networking, Emailing, Chatting,Dating & Other SearchMedia Choices Femina, Elle, Cosmo Social Networking, Emailing, Chatting,Dating Email & Search Lifestage Need States Married 1st Kid Problem Solving Maintenance Enhancement
  7. 7. Media Mix Recommendations Media Mix Plan Online45% Radio 25% Magazines 25% Cinema 10% Newspaper 5%
  8. 8. Our Recommended Media Mix Online ~ to create interactive associations Radio ~ to generate buzz and excitement Cinema ~ to create focused buzz Print –Magazines for sustenance & brand building
  9. 9. THANK YOU

×