The document discusses a presentation for launching a new deodorant and cologne spray brand called MOODS. It outlines the competitive market and need for a different creative strategy than competitors who focus on sexual appeal. A SWOT analysis is presented for the new MOODS product which identifies brand equity as a strength but also risks of being seen as a sex product. Different packaging and advertising concepts are proposed to increase awareness of the new product's unique proposition as the only 2-in-1 deodorant and cologne spray. Short term goals are to penetrate the market and create brand awareness of the cologne aspect.

1. MOODS DEO + COLOGNE LAUNCH PRESENTATION

2. Don't hide it

3. • Brief:
Launching MOODS Deo + Cologne Spray
• Positioning statement:
The only Deo + Cologne spray that lets your individuality leave
a lasting impression

4. Market situation
• AXE is the market leader
• Followed by competitors like: Zatak, Wild Stone, Fuel, Playboy,
Denver etc
• The common thread between the market leader and competitors is
the creative strategy i.e.
• Attraction or sexual appeal

5. Objective
• Launch MOODS Deo + Cologne spray
• With a different creative strategy
• Create buzz around the product

6. Present MOODS scenario
• Taboo – can’t say Moods in public
• Not kept openly
• Embarrassing if caught

7. Condom to Deo
Kamasutra Addiction

8. Moods Brand Extension
• Lets borrow from MOODS
• Only the equity and not the perception of MOODS
• Equity – goodwill, known brand, market share, existing user
• Perception – Sex

9. MOODS Deo + Cologne Spray
SWOT Analysis
• Strength
– Moods brand equity
– People already have perceptions about Moods
– Would be seen as a premium brand
– Priced at par with the competition
– Only deo + cologne spray
– Ease of access by TG

10. MOODS Deo + Cologne Spray
• Weakness
SWOT Analysis
– Sexual imagery by default
– No trials
– No perception of its own
– Association with condom

11. MOODS Deo + Cologne Spray
• Opportunity
SWOT Analysis
– Brand extension
– Bank on Moods brand equity
– Existing Moods condom users
– Brand name already known
– Growth rate – 50% annually i.e 21.4 million cans

12. MOODS Deo + Cologne Spray
• Threat
SWOT Analysis
– Risk of being branded as a sex enhancer
– Becoming just another deo on the shelf
– Competition
» Primary - AXE, Zatak, Nivea Men’s deo
» Secondary – Fuel, Denver, Wild Stone

13. Task at hand
• Increase brand awareness
• Inform consumers about the USP and its competitive advantage –
the only deo + cologne spray
• Remove potential consumer resistance to buying the product

14. Desire response for 4Ps
• Product - I have used Moods, let me try the deo
• Place - It’s easily accessible, owns the whole shelf
• Price - It’s priced at par with premium brands
• Promotion - Interesting promotion – let’s buy it

15. DEO usage
• It’s shared between brothers
• Working guys carry it in their bags
• Guys hide it from their roommates
• Guys overuse it (when it’s free)

16. Advantage
• Other brands lose out on sharp differentiation
• Other brands are revolving around sex, sensuality, flirting, cheating
• The property of attraction is used by almost all the brands
• Only few talk about “No sweat”
• Perfect time for Moods to go against the flow

17. Creative strategy # 1
Break taboo and make Moods a household name.
After all, we are talking about a DEO Spray

18. Packaging Designs

19. Option 1

20. Option 1

21. Option 2

22. Option 2

23. Option 3

24. Option 3

25. Teaser Campaign

40. Spot # 1
1. Sfx: peppy music
2. MVO 1 whenever i give my MOODS,
my brother always overuses it
3. MVO 2 same here man....
4. VO: 5 days to go...

41. Spot # 2
1. Sfx: peppy music
2. MVO 1 my roommates use my moods
without my knowledge, don't
know where to hide it
3. VO: 3 days to go...

42. Campaign Revealer

61. Revealer spot:
• Spot # 1
• Sfx: peppy music
• MVO 1 Rohan, give me your MOODS man, mine got over!!
• MVO 2 ...but don’t overuse it ok....
• MVO 1 ok.... pisssssssssssss
ssssssssssss sssssssssssssssss
sssssssssssssssssssss (spray sound)
• MVO 2 i told you .....
• MVO 1: sorry man, cant resist....
• VO: Presenting MOODS Cologne deo spray with 12 hour
freshness.

62. Revealer spot:
• Spot # 2
• Sfx: peppy music
• MVO 1 Rohan, you look so fresh....whats the secret
• MVO 2 well,... i start my day with MOODS
• MVO 1 MOODS...right in the morning???
• MVO 2 ya....its got deo + cologne which gives me 12 hour
freshness
• MVO 1: Moods deo + Cologne spray????
• VO: Presenting MOODS Cologne deo spray with 12 hour
freshness

63. Creative strategy # 2
We raised your pleasure
Now raise your hands

64. Teaser Campaign

68. Microsoft Office
PowerPoint 97-2003 Slide

69. CSR Activities

70. Promotion
• Presence at college fest like Saarang
• Mall promotional activity
• Creating website that generate awareness
• Road shows
• Trial kiosks to be set up in malls

71. Trial kiosk

72. Shelf Sticker

73. website
www.scentofmoods.com

74. Offer T-shirt

75. Short term goals
• Penetrate the market
• Create brand awareness
• Create a distinct imagery
• Awareness about USP – cologne

76. Social Media
Social Media – Facebook promotions

77. Creative Cost for the pan India
Launch Campaign for 3 Month
Sl.no. Particulars Value Amount
1 Towards cost of strategy & concept creation Rs. 15Lakhs
2 Towards cost of Packaging design for 4 variants Rs. 2Lakhs
3 Towards cost of 3 months Launch activities artwork Rs. 15Lakhs
(Incl. Translation & adaptation)
4 Towards cost of designing PoP material Rs. 1 Lakh
(Incl. FSU, Dangler, Dispenser, Poster, Kiosk)
5 Towards cost of making Film, Photo shoot and Radio Jingle Rs. 1.4 crores
(Incl. Model, 4 TVC ‘s Each 30 Sec.)
Note: Govt. taxes as applicable will be extra.

78. Thank you