Brand Name

Aim:- The brand name should be simple, it should reflect our core concept & could be easily recalled.

Ejay’s Cindrella And few others “Papaia”

Contd..

The brand name is unique enough to attract attention.

It elicits a picture or image of the papaya fruit.

The brand name conveys :Product attributes:- bio-fresh & naturalPersonality:- nature-lover, simple livingUser:- Most likely to be bought by

females in the age group of 16-25.

Brand symbol-Logo

Our brand intends to provide people a range of cosmetic products that are bio-fresh & has more of natural contents.

The logo should easily remind people of the brand.

So we decided to keep the core ingredient of our product range i.e. picture of the papaya fruit.

We have used “nature & logo” as our brand symbols from amongst non-living characters, animals, nature, pack, things people, monuments & logo.

Color

Orange:- It is a power color. It is one of the healing colors. It also stimulates enthusiasm and creativity. Lady luck's color is orange.

Green: life, learning , growth, money, jealousy, nature, fertility, harmony

White:- is the color of purity. White means kindness.

Tagline

“Where being beautiful is natural” Justification:- Beauty products made

from natural extracts of papaya fruit. The tagline states that you do not

need beauty products high in chemical content or any cosmetic surgeries to be beautiful.

Brand Ambassador

Marketing mix-Product & Price

Cosmetics Hair Skin care

Lip gloss Rs. 250

Liquid shampoos 500ml -Rs.500

(A) Face

Eye pencils Rs.150

Hair conditioners 250ml-Rs.375

Cleanser 50ml Rs.150

Eye shadows Rs.100

Toner 100ml Rs.150

Nail paints Rs.50

Moisturizer 50ml Rs.150

Lip balms Rs.50

Scrub 125 grms Rs.250

Face wash 250ml Rs.250

(B) Body

Hand & body lotion 50ml Rs.450

Deodorants 75ml Rs.150

Place TARGET AREAS:-Urban & Semi-urban

areas of the country Medical stores Retail outlets like Pantaloons LifestyleWest SideHealth & GlowBeauty CentreBeauty Parlors

Positioning

We are positioning our brand on the “bio-fresh” factor.

Components of positioning:-1. Product class/category: Products

falling under our brand name fall into cosmetics & personal care category.

2. Consumer Segmentation (females of 16 yrs of age & above)

3. Consumer Perceptions(perceptual mapping)

Brand Positioning

Papaya

To become beautiful naturally

16 yrs of age & above

Lakme,revlon,avon,oriflame,etc.

Regular/occasionally

Brand Positioning

Papaya

Why?To become beautiful naturally

For whom?16 yrs of age & above

When?Regular/occasionally

Against whom?Lakme,revlon,avon,oriflame,etc.