360 degree Campaign Planning Project on a fictitious perfume brand - Douceur From inception to execution. History, uses, demographics, target audience, creative strategies, conclusion.

1. DOUCEUR
parfum exotique pour
les femmes
FABRIQUÉ
EN
FRANCE

2. DOUCEUR PVT LTD.
parfum exotique pour les femmes
Douceur is one of the leading brands of perfumes & deodorants for
women in France.
Known for having a range of natural perfumes & deodorants
i.e. Made up of Natural Oils.

3. DOUCEUR PVT LTD.
parfum exotique pour les femmes
New Premium Brand in the Indian Market
Celebrating womanhood since beginning of its existence,
Douceur is now serving aluminum free perfumes, deodorants & wipes
in India.

4. THE PRODUCT
Parfum Exotique pour Les Femmes
(Exotic Fragrance for Women)
Aluminium Free
Skin Friendly
(has Natural Ingrédients)

5. DOUCEUR GIVES YOU A
FEELING OF NATURE’S
GENTLE TOUCH…

6. INTRODUCTORY OFFER:
PERFUME (50 ml): Rs.2675/-
DEODORANT (250 ml): Rs.675/-
WET WIPES (PACK OF Rs.10): Rs.375/-
NORMAL RATES:
PERFUME (50 ml): Rs.4000/-
DEODORANT (250 ml): Rs.1100/-
WET WIPES (PACK OF Rs.10): Rs.700/-

7. DEMOGRAPHICS
• Women From the age of 18-60
(18-22: Influencers and Above 23: Working women & skin conscious
people)
• SEC A,B ( since the deodorant caters the audience that can afford
luxury.)
• Social class: Upper Middle Class
• Location: Mumbai
• Income category: Rs.50000/- p.m. and above

9. PSYCHOGRAPHICS
• Skin conscious
• 24 hours freshness
• Allergy free
• Usage of Chemical free cosmetics

10. PROBLEM STATEMENT
Creating Awareness in the mind of the
consumers about the product since its
new in the market.

11. INSIGHTS
• I want to get rid of my body odour.
• I want a chemical free product.
• I want a long lasting fragrance.
• I often have skin problems after applying any deodorant.
(Itchy skin, burns, rashes, skin colour turning black)

12. PROPOSITION
• Amazing fragrance that stays for 24 hours.
• It gives you confidence to flaunt even skin tone.
• The skin feels smoother and more gentle to touch.
• No allergies or rashes formed cause it is completely natural.

13. CHANNELS USED
• TVC
• Print: Newspapers & Magazines & Catalogues
• Direct mailers on special occasions like birthdays
• Inserts of new product and combo offers
• Flyers to be given at Top Notch Salon
• Discount coupons
• Contests
• SMS
• Social Media
• .

14. INTEGRATED DIRECT MARKETING
FOR ONE YEAR- FLIGHTING
STRATEGY
BUDGET: 8-9 Crores

15. SWOT
ANALYSIS

16. STRENGTHS
• One of a kind deodorant which is natural.
• 100% natural and allergy free.
• Unlike other existing deodorants and wipes ideal for skin.
WEAKNESSES
• Misunderstood as an ayurvedic product.
• Only one size available being a developing and newly started firm.

17. OPPORTUNITIES
• Many deodorants and wipes exists but none of those brands provide
natural deodorant wipes.
• New product type in the market.
THREATS
• Lack of trust in the Target Audience as it is the new player in the
market.
• Competitors like Victoria’s Secret, Lady Gaga’s brand have an existing
share in the market.

18. • Ambient Advertising for the influential
buyers
• Invest in Look & Feel of the product
• Other brands in this luxury category are
building experience
• Make women centric ads targeting some
social menace
• Spend much on Visual Media
WHAT IS THE COMPETITION DOING?

20. Print ads will be placed in newspapers like The Times of India,
Mumbai Mirror & Magazines like Femina, Cosmopolitan, etc.
TVC will be placed in prime time spots on content rich & women
centric shows
Outdoor Ads on Posh & traffic centric locations which can grab
maximum eye balls specific to the target segment.
Brouchers and handouts in famous malls in the areas targeted.

21. ARTWORKARTWORK

22. Magazine

24. Newspaper

26. Outdoor

36. Experience the new exotic
fragrance in town. It’s
completely natural. Just give a
missed call on this number to
get the location of the nearest
store outlet.

40. TVC

41. A women is getting ready for a
party…

42. Her friend arrives to pick her up for
the party

43. When the she goes to apply the
deodorant, she hesitates…

44. Her friend asks her what is
wrong..

45. The women answers …
“the deodorant really hurts it literally burns my
skin and then those ugly patches…
My skin can not take so much chemicals”

46. Her friend makes her understand
Don’t tolerate the torture of these chemical
sprays and switch to Douceur which is a 100%
natural
It is very gentle on the skin…
A promise from mother nature.

47. The woman tells her friend…
Thank You, nothing is better than anything natural.
From now on I’ll only use only the best for my skin.