VLCC

Brand Character
1.
2.
3.
4.
5.
6.
7.

Lucrative
Classy
Solvent
Confident
Conscious
Smart
Functional (F

VICHY, Loriel, kerastase

Expert Root, Family Root, Medicated Root

Expert Brand (Example Silde, functional, Emotional and Expert)

Our Expected Target
1. Increase Target Base
Primary - Reach 12000 Customer Base (8000 Currently)
Secondary Increase Existing Customers Daily Usage (Weekly 2days)
Market Understanding
Competitor:

Parsona
Women World
Farzana Shakils
Vogue Lifestyle Lounge
Habibs Alvira
Laser Treat
Gold Gym

Markets Situation is Competitive

Core Feature

Saloon (Competitor)
VLCC (Fitness)

Target Group Understanding

70% Women and 30% Men (MetroSexual)
Potential Customers Status: Taste Nature Expectation
Customers Asking: Base of VLCC
Status: MNC

Male:

Solvent
Maintainer and Achiever

Female:

Social Value Grabber (Active Social Life)

Fitness Conscious People

Promotional Tools
Place:

Fashion Show
Corporate Events
Expensive Events (Concerts)
Different Forums (We have access to them)
Information/Experience Booth at Shopping Mall
Kiosk (Tresemme)
Brand Shop
Airport (Domestic)
School
Restaurant
Resorts

Media
1. Digital
Email
Facebook
Linked In
Whats Up
Viber
Mobile Telecom SMS
FM Radio
Online Magazine
2. Print
Newspaper (Supplementary)
FM Radio
Magazine (Life Style and Fashion Magazine)
Brochure Ads
3. Commodities
Mobile Bills
Credit Cards
Restaurant
4. Direct Media:
Event: Programs (Beauty and Health Program)
Taste of TG:

Posh

Nature of TG:

Health Conscious and Sophisticated

Expectation of TG:

Certain Level of Reliability and Quality End Product

Image Conscious
Boarderline Showoffs

Has to be reflected in every communications (Core Consumer Insight)

VLCC Advantages:
Communication: Same in All Media
Occasion Based Days. Anti-Obesity Day
Occasion: Blip
Style: Rise and fall (3 Month Campaign Time, 4 Times a Year)
Communication Mix
10%, 40%, 40%, 10%
Marketing Communication (Campaign)
15 days (Pre-Hype)
60 Days (Main Campaign)
15 Days (Post-Evaluation)
Constant Monitoring

Call to Action:
1. Lets Bring Out the Best in You. (Fitness, Health, Shape, Confidence)
2, 3 Month Cycle for this Campaign
TG: ALL (Higher and Upper)
Pre Hype (To be or Not To be)
Segmentation: Age Based and Profession Class
Mass Media:

Hope you know me? (With VLCC Logo)

Am I known to You?? (Teaser)
Digital

Email
Facebook
Linked In

Whats Up
Viber
Online Magazine

Print

Newspaper (Supplementary)
Magazine (Life Style and Fashion Magazine)

Main Campaign Theme: Promote Lets Bring Out the Best in You
1st Step: Throw Call to Action (Commonly All Media except Direct)
2nd Step: Letting the TG know what it is! (Focused Media, A portion of Common Media)
3rd Step: How to Achieve (Digital and Direct Marketing)
2. Lets Keep It Forever.
3. Lets Make it Permanent.

1st Phase: Teaser, Facebook, Daily Star

2nd Phase: Life Style, Beauty Shows, Fashion Show, Facebook, Occasion Day Discount, Club
Database, Forum Database, Supplementary
3rd Phase: Credit Card, Schools, SMS, Prioyojon Package, Online Magazine, Phone Bill, FM
Radio.
Branch Launch Event (Model &