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MOODS DEO + COLOGNE LAUNCH PRESENTATION
Don't hide it
• Brief: 
Launching MOODS Deo + Cologne Spray 
• Positioning statement: 
The only Deo + Cologne spray that lets your indiv...
Market situation 
• AXE is the market leader 
• Followed by competitors like: Zatak, Wild Stone, Fuel, Playboy, 
Denver et...
Objective 
• Launch MOODS Deo + Cologne spray 
• With a different creative strategy 
• Create buzz around the product
Present MOODS scenario 
• Taboo – can’t say Moods in public 
• Not kept openly 
• Embarrassing if caught
Condom to Deo 
Kamasutra Addiction
Moods Brand Extension 
• Lets borrow from MOODS 
• Only the equity and not the perception of MOODS 
• Equity – goodwill, k...
MOODS Deo + Cologne Spray 
SWOT Analysis 
• Strength 
– Moods brand equity 
– People already have perceptions about Moods ...
MOODS Deo + Cologne Spray 
• Weakness 
SWOT Analysis 
– Sexual imagery by default 
– No trials 
– No perception of its own...
MOODS Deo + Cologne Spray 
• Opportunity 
SWOT Analysis 
– Brand extension 
– Bank on Moods brand equity 
– Existing Moods...
MOODS Deo + Cologne Spray 
• Threat 
SWOT Analysis 
– Risk of being branded as a sex enhancer 
– Becoming just another deo...
Task at hand 
• Increase brand awareness 
• Inform consumers about the USP and its competitive advantage – 
the only deo +...
Desire response for 4Ps 
• Product - I have used Moods, let me try the deo 
• Place - It’s easily accessible, owns the who...
DEO usage 
• It’s shared between brothers 
• Working guys carry it in their bags 
• Guys hide it from their roommates 
• G...
Advantage 
• Other brands lose out on sharp differentiation 
• Other brands are revolving around sex, sensuality, flirting...
Creative strategy # 1 
Break taboo and make Moods a household name. 
After all, we are talking about a DEO Spray
Packaging Designs
Option 1
Option 1
Option 2
Option 2
Option 3
Option 3
Teaser Campaign
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.....
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. ...
Campaign Revealer
Revealer spot: 
• Spot # 1 
• Sfx: peppy music 
• MVO 1 Rohan, give me your MOODS man, mine got over!! 
• MVO 2 ...but don...
Revealer spot: 
• Spot # 2 
• Sfx: peppy music 
• MVO 1 Rohan, you look so fresh....whats the secret 
• MVO 2 well,... i s...
Creative strategy # 2 
We raised your pleasure 
Now raise your hands
Teaser Campaign
Microsoft Office 
PowerPoint 97-2003 Slide
CSR Activities
Promotion 
• Presence at college fest like Saarang 
• Mall promotional activity 
• Creating website that generate awarenes...
Trial kiosk
Shelf Sticker
website 
www.scentofmoods.com
Offer T-shirt
Short term goals 
• Penetrate the market 
• Create brand awareness 
• Create a distinct imagery 
• Awareness about USP – c...
Social Media 
Social Media – Facebook promotions
Creative Cost for the pan India 
Launch Campaign for 3 Month 
Sl.no. Particulars Value Amount 
1 Towards cost of strategy ...
Thank you
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
Moods Deo Pitch deck
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Moods Deo Pitch deck

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Pitch deck for the launch of Moods Deo Spray.

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Moods Deo Pitch deck

  1. 1. MOODS DEO + COLOGNE LAUNCH PRESENTATION
  2. 2. Don't hide it
  3. 3. • Brief: Launching MOODS Deo + Cologne Spray • Positioning statement: The only Deo + Cologne spray that lets your individuality leave a lasting impression
  4. 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. 5. Objective • Launch MOODS Deo + Cologne spray • With a different creative strategy • Create buzz around the product
  6. 6. Present MOODS scenario • Taboo – can’t say Moods in public • Not kept openly • Embarrassing if caught
  7. 7. Condom to Deo Kamasutra Addiction
  8. 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. 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. 10. MOODS Deo + Cologne Spray • Weakness SWOT Analysis – Sexual imagery by default – No trials – No perception of its own – Association with condom
  11. 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. 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. 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. 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. 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. 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. 17. Creative strategy # 1 Break taboo and make Moods a household name. After all, we are talking about a DEO Spray
  18. 18. Packaging Designs
  19. 19. Option 1
  20. 20. Option 1
  21. 21. Option 2
  22. 22. Option 2
  23. 23. Option 3
  24. 24. Option 3
  25. 25. Teaser Campaign
  26. 26. 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...
  27. 27. 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...
  28. 28. Campaign Revealer
  29. 29. 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.
  30. 30. 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
  31. 31. Creative strategy # 2 We raised your pleasure Now raise your hands
  32. 32. Teaser Campaign
  33. 33. Microsoft Office PowerPoint 97-2003 Slide
  34. 34. CSR Activities
  35. 35. 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
  36. 36. Trial kiosk
  37. 37. Shelf Sticker
  38. 38. website www.scentofmoods.com
  39. 39. Offer T-shirt
  40. 40. Short term goals • Penetrate the market • Create brand awareness • Create a distinct imagery • Awareness about USP – cologne
  41. 41. Social Media Social Media – Facebook promotions
  42. 42. 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.
  43. 43. Thank you

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