BRAND BUILDING

PRODUCT: DEO FOR MALES (KNOCKOUT)

Professor: Hemant Kombrabail

 GROUP MEMBERS

 SHWETA BAJIRAO (32)

 NACHIKET BOHRA (38)
 SWAROOPA DESHMUKH (47)
 SANGRAM NAIKSATAM (72)
 POOJA SHAH (95)
COMPANY INTRODUCTION
Introduction
Company Profile:
Name : Aura Private Limited
Founded : 10th June, 2012
Headquarters: 1st Floor, Swastik Chambers, Chembur, Mumbai, India
Phone : 022- 25228798
‘Aura Private Limited Company’, we are an Indian private company categorized under
Fragrance manufacturers. We are established in June 2012 and are incorporated at Mumbai,
India. We create products on the contemporary consumer’s taste. Aura Co. will deal with the
fragrance items like perfumes, deodorants, colognes etc. Motivated by the mystery and
sensuality of fragrances, we provide our consumers with wide range of products.
‘Aura Private Limited Company’ has launched its first major product – DEODORANT for
Males. The brand name is KNOCKOUT.

ABOUT THE PRODUCT

Product Category: Personal Care
Product’s Ingredients:
Aqua
Alcohol denat (organic)
Calcium aluminum borosilate
Cetyl esters
Fragrances
Castor oil
Propellant
Diethyl phthalate (DEP)
Cyclomethicone NF
Product’s USP:
 Knockout is introduced in market to give people new fragrances that are more
refreshing and relates with natural essence. This Product has a very unique quality i.e. it’s both
body and hair spray. It’s mainly for males who want one solution for both their body and hair
odor.
These features are selected after studying market and the competitors and after conducting
informal and formal surveys.

PRODUCT DEVELOPMENT
Survey undertaken for Knockout are to understand the consumer requirements for planning
finance and pricing, distribution of the product and to frame the promotional mix, which will
ultimately help in forming strategies for the same.

To understand consumer requirements, formal or quantitative surveys and informal or

qualitative surveys need to be done.

Formal survey:

1. Group of 30 are considered as sampling units. They are asked a few questions regarding
their expectations from deodorant and their response is recorded for further reference.

2. Questionnaire forms are distributed in malls, cafes, colleges and eateries (Eg. McDonald’s),
etc. and after answering the questions, are expected to drop in the drop-box.

Informal survey:

1. By mere observation, a lot of information can be obtained regarding youngsters

expectations.
After this survey we came up with these features that male wants in their deodorant.

Product features:
 KNOCKOUT deodorant is a unique deodorant with a range of fragrances like Aqua Cool,
Wild Fire and Tornado.
 We try to give our consumers a touch of nature through the varied bold fragrances for
the dominative males.
  KNOCKOUT Aqua Cool has the serenity of fresh and cool blue water and the fragrance is
mind soothing and silent.
 KNOCKOUT Wildfire is made with all the wildness of the nature gathered and bottled to
give our consumers the passionate and fire like fragrance that is bold and confident.
 KNOCKOUT Tornado is the fragrance that has a hurricane like strength and confidence.
 This range of deodorants is new and fresh and perfectly suited for the young male
targeted audience for their powerful and trendy personalities.
Product identity:
KNOCKOUT is a product owned by Aura private limited company that manufactures range of
fragrances. KNOCKOUT’S lead product is male deodorant body spray in three different natural
fragrances to woe the male audience.
Product visuals and Packaging:
Knockout body spray has a distinctive metallic exterior of cylinder shape having three different
fragrances.
1. Blue-Aqua fresh

2. Orange-Wildfire

3.Grey-Tornado
The brand name is written on the bottle and with its distinctive colour and name the product
will be quite recognizable among the consumers.

Pricing:
Developing the pricing strategy requires an intimate look at the product strategy .The price is
quite reasonable for every male class to purchase without any hesitation. The price being Rs
100 for 75ml and Rs 125 for 150ml bottle.
Place:
It refers to how the product reaches to the consumer. The geographical areas of country where
are product would be sold referring to how the environment in which the product is sold it can
affect the sales.
 KNOCKOUT will concentrate on urban and semi-urban areas of India for the marketing of its
range of deodorants.
 Metro cities with heavy trendy young population like Delhi, Mumbai, Chennai, Kolkata,
Bangalore etc will be majorly targeted.
 Other mini metro cities too will be concentrated for the marketing of the deodorant.
It will be available at all retail outlets like General Stores, Medical Stores and Malls etc. After
few months we would expand our market to other parts of the country. The channel for the
distribution will be from Manufacturer to agent to retailer to consumer.
Distribution:
The manufacturer and wholesaler must decide how to distribute their products.
Working through established distributors or manufacturers' agents generally is easiest for us.
 Knockout will be available in all leading retails. There will be a network of established
distributors or manufacturers' agents which will operate in all leading metros like for example
in Mumbai; there will be a established distributors or manufacturers' agents which will
distribute our product in all leading retail outlets, and collection will be done after every 15
days.
The process of effectively making and getting products and services to end users
requires market logistics network. Essentially the physical distribution of the product through
fast moving consumer oriented areas where they go weekly to purchase. The distribution of the
product will be held in most of the major metro cities in India and the other semi metro cities
the product will be sold in all retail and wholesale stores, supermarkets, beauty stores and even
online shopping.
Channel of Distribution of Consumer Products: There are 2 primary channels of distribution for
Knockout: Distributor and Sub-distributor.
The company would sell the products to its appointed distributors and sub distributors;
they are responsible for the distribution of pre-defined geographical areas who distribute it
further to retailers. Every available channel will be utilized for maximum distribution and
coverage to all the hypermarkets, supermarkets, general stores, men and unisex salons and
medical stores.

Brand Positioning:
 Positioning Against Competitor: Knockout is positioned as a brand for working males
and provides spray for both body and hair giving a very pleasant fragrance. As compared
to our competitors we have very strong USP which make us distinct from our
competitors i.e. solution of body and hair odor in one deodorant.
 Positioning In Relation To Product Attribute: The primary positioning of the product
attribute is that Knockout is made up of ingredients which will make the hair odor go.
 Positioning by price and quality: There will be no compromise for its quality, and if we
are offering the best to them, customers don’t mind to pay for it. We are also giving a
reasonable price compared to our competitors.
MARKETING STRATEGIES AND MEDIA CHARACTERISTICS
Planning:
The plans for the first financial year are to establish a consumer base in all the
categories of our products and to look into the main objective of satisfying the existing users.
Also we would develop Knockout as a Brand by running advertising campaigns which would be
conceived by Ad Agency with reference to the Marketing team.

Target audience:
In order to understand the market effectively particular evaluation needs to be given in
demographic psychographic and behavioral needs of the consumers.
 The target age range consist of 18-25 years age old (primary audience).
 The secondary target audiences are from 26-35 year old.
 The target is male oriented society unaffected by its race, identity, status
 The target audience is mainly of lower-socio economic status given the income
distribution of age group or education level
 Heterosexual males targeted.
 Mainly bachelor males.
The brand has its brand value of fashionable and stylish. The USP of this brand is its touch of
nature with the multipurpose of the deodorant, fragrance for body and hair.

Product and Line extensions:

Knockout would be opening up with two products marketed
1. Blue-Aqua fresh
The freshness of sea for everyday working males. The product which has been devised by us
gives the consumers a feeling of Relaxation. It also can reduce Stress, because of its Cooling
factor.
2. Orange-Wildfire
The touch of nature for males those who loves day to day challenges. This product is for men
who want a very strong long-lasting fragrance because of their hectic work.

3.Grey-Tornado
Contact with both the surface of the earth and sky on top. For men who wants to do exciting
and adventurous works and want to enjoy their life with best fragrance.

Promotion:
We are about to utilize various marketing strategy by using the following tools:
a. Sponsorship
b. E- Communication
c. Broadcast
d. Social Media
e. Others
 KNOCKOUT will use aggressive promotional strategy.
 This deodorant is one of its kinds. The USP of the deodorant is that it is a fragrance used
for body as well as hair. This unique deodorant will be promoted on a wide scale as for
consumers to know the novelty of the product.
 We will be going to use rational as well as sex appeal.
 On a regular basis the deodorant will be promoted through popular ways of promotion
like Events, TV Ads, Print ads-Newspaper/Magazines, billboards/hoardings etc.
 Few other ways of promotion for the benefit of the consumers is through bonus packs
provided. As KNOCKOUT deodorant comes in 3 different fragrances, a combo bonus pack
 will be available for consumers with lesser price, for them to avail the essence of all the
three unique fragrances; Aqua Cool, Wildfire and Tornado.
 There will be demos held of the samples of deodorants at different shopping malls all over
the country for consumers to know about the product.
 KNOCKOUT will be promoted through Public Relation strategies by having a press release
of the product.
Our site is up and running in the beta version. And will be upgraded in a few weeks with a fully
functional flash website. Our Banners would be up and running whenever the key words “Feel
Better”, search engines of Yahoo and Ask.com. Ads would also be up on Linkedin.
Communities/Fan pages would be made on Orkut as well as Facebook respectively. Facebook
would be the center attraction as the most of the research and feedback would be done.
We would use Facebook as a medium of consumer poll putting up ideas for the launch of a new
Limited Edition deodorants.
Facebook would also be used to divert on to the blogs regarding the new development,
announcement which is to be made official on our website.
Facebook would also be used to share experiences, share ads via YouTube, register grievances
and feedback.
There are various other ways in which we will promote our products. We will display a stall in
selected corporate areas; this will help our product to get popular among business class. We
have even provided our consumers with a toll free number (65788888) from where they can
get our various products and offers. They can also launch complains and give feedback on the
same number. We even welcome suggestions as customer satisfaction is our main motive. We
will keep updating our existing consumers about various offers suitable for them. Our main
target will be metro cites.

ADVERTISING
Advertising is one of the effective medium to communicate. Begin a new company with
a newly launched product we would be using various strategies at the initial stage of the
product being launched.
 Knockout being a new brand needs creation of an identity amongst other brands in the
market. Thus, informative advertisement would help the customers know about the product
even more.But there will be more emphases on persuasive ads.
There would be various print ads which would be published at regular intervals in various
newspapers and magazines. We are looking to click with the business minded people as far as
Knockout is concerned. So advertisements would be injected in Men’s fashion magazine and
Newspapers.
Our advertisements are mostly persuasive ads. There would also be hoardings and
television commercials. Our Advertisements would be telecasted more on Sports and Lifestyle
channels. Sports like Cricket, Football dominated channels and also channels like Colors, TLC,
Star World, Zee Café, Zee Trendz and AXN. Less insertion would be given on Regional and
Entertainment Channels.
 KNOCKOUT range of deodorants will be heavily advertised for it to reach the consumers
in all the major cities.
 Aggressive advertising will be done through the means of :
 Print Medium (High Visibility) - KNOCKOUT range of deodorants will be advertised in
leading newspapers and magazines. Majorly in Men’s magazines and sports magazines to
reach the niche male audience.
 Television Medium(For information) - Advertisements will be shown on national channels
like Star Plus, Sony TV, and Zee TV etc for wider masses. Major concentration apart from
famous channels will be on sports oriented channels to reach the male audience.
 Outdoor medium (Sustenance) - The ads will be advertised by the means of hoardings
and billboards. Prime locations will be chosen for the ads to be an immediate eye catcher
to the consumers.
 Social Media (Immediate) - Social media advertising through Facebook , Twitter, LinkedIn
etc.
ADVERTISING OBJECTIVE
Basic objective of any company is to create awareness about OUR products and to
create immense demand for the same. Our main objective is to create awareness and to
motivate people to buy our product because of the benefits offered.
We are advertising and marketing our deodorant to reach wider audience; to inform
them about KNOCKOUT range of deodorants.
We are trying to achieve trust, loyalty, confidence and love of our customers through
advertising.
Our main idea is to persuade people through to experience of uniqueness of the
multipurpose deodorant which they have never experienced. Our communication is to inform
our target audience. Audience, Young males with trendy lifestyle.
Our primary appeal is sex and secondary appeal is rational one that satisfies our
customers, helps them feel confident with keeping the money factor in mind.
The buying motive that we provide our customers is confidence and convenience.

MEDIA CHARACTERISTICS
 Direct Media used will be Print, Television, Outdoor, and Social Media.
 Inter personal media technique used will be demonstrations at popular malls in metro
cities.
 The media will help to create awareness among the target audience by increasing
percent of consumers per year.
 Information to the target audience about features and benefits of product and its
competitive advantage through advertisements and marketing activities will be
provided.
 It will decrease or remove potential customers’ resistance to buying product and leading
to increase in sales.
Print:

For high coverage, print medium is the best. Hence, to make itself appear and known, Knockout
print advertisements will appear in leading newspapers and magazines in appropriate sections.
 As our target audiences are male the ads will appear on sports magazines, Lifestyle for
youngsters and fashion magazine to show its in trend.

Television:

For providing information in brief in limited time, Knockout ad slot will be on national television
entertainment channels during prime time shows since they are watched normally by audience.
Also, the commercials will appear on music channels like MTV, Channel V, etc. since they attract
young crowd equally. And of course sports channel will help grab many attention.

Radio:

Radio is a popular medium amongst a lot of youngsters. Hence, use of radio for advertising
Knockout will create a lot of exposure in minds of youngsters. Also, it will help selecting local
and effective targeting.

Internet:

Internet advertising for Knockout is the best option as it will provide exposure to correct target
group to the young and upgraded internet savvy audience offering free vast coverage. Pop out
advertisements can appear on various shopping websites, advertisement sections of social
networking websites, personal e-mail websites, etc. will help to attract attention of youngsters.

Outdoor:

Hoardings around the cities will attract attention due to vibrant, large nature of visual. Also,
they help in specific geographic like near colleges, offices etc.

MARKETING OBJECTIVES
1. Short term objectives:
To reach the specific Target Audience:
In the marketing plan process, the target customers section is the one who the company is trying
to reach with its product or services. We have defined the target audience based on
demographics- gender, age, income and sec. This research helps to narrow down the focus to the
most lucrative segments of the market for a company’s product or service. Hence, youngsters can
be influenced.
To create Brand Awareness:
Branding is for consumers to recognize the existence and availability of a company's product or
service. Creating brand awareness is one of our key steps in promoting our product, so that our
customers will know what we are as a company and what we provide.

2. Long term objectives:

Introduce our brand on a wider
We want our deodorants to reach people on a wider scale as it is a new launch in the market.
To be in par with other competitive brands
Our main objective is to prove our product better than competitors.
SetWet,Garnier ,etc . are some of our main competitors and although these brands have an
extremely strong base since they have been established years ago, still we shall try to get our
brand in par with these brands.
Bring about new features to the deodorant and introduce new brands
Enhance the product to a higher level and make it more exciting and wanted. We’ll be looking into
providing brand extension in the years to come.

CAMPAIGN EVALUATION AND MEASURING EFFECTIVENESS

Advertising objective How success can be measured

Stimulate an increase in sales - Number of enquiries from our advertising

- Number of enquiries converted into sales

- Test customer awareness both before and after the

Remind customers of the existence of a
advertising campaign
product
- Number of enquiries

- Test customer awareness

Inform customers
- Number of requests for further information

Build a brand image -Sales

 -Test customer awareness

- Levels of repeat purchase

Build customer loyalty and relationship
- Levels of customer retention

- Measure demographic profile of purchases

Change customer attitudes - Measure type of goods ordered by new purchasers
- Compare with previous data

There are various factors which influence advertising. Some of the factors are, the
medium, ad copy (exact wording), the format, audience (is the ad well aimed to the people
who use our products?) – All of this affects the final success of the campaign. Therefore, it is
necessary to judge the effectiveness in context.
We at CREAT Inc. can judge the effectiveness of our campaign by:
 Customers feedback
 Increase in sales of our product
 More calls to our toll-free line
 More number of visits to our websites.

We can measure effectiveness of our campaign by Secondary Data Collection Method that
is Questionnaire. Following questions helped us to go through the process.
1. Which brand comes in your mind when you hear deo?
a) Garnier b) Knockout c) Axe d)None

2. Can you recollect Knockout’s Ad?

a) Yes b) No
3. Do you remember different Fragrances offered by Knockout?
a) Yes b) No

4. What had influenced you to buy the product?

5. What difference do you find in Knockout when compared to other products?

6. What do you think, which changes can be made in the product?

7. Would you recommend Knockout to any of your friend/relative?

8. Have you visited our website to know about various ranges of Knockout?

9. In future, If Knockout comes up with another range, will you purchase it?