Scribd
Upload
6 views3 pages

Brief For Digital

The document outlines the requirements for positioning a masstige brand in the skincare, cosmetics, and hair care segments, targeting modern, independent women aged 15-35. Key strategies include raising brand awareness through digital marketing techniques such as interactive banners, videos, contests, and influencer engagement, while also focusing on building trials and gathering consumer feedback. The overall goal is to create a strong brand perception that aligns with the target group's aspirations and expectations for quality and innovation.

Uploaded by

aapargupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
6 views3 pages

Brief For Digital

The document outlines the requirements for positioning a masstige brand in the skincare, cosmetics, and hair care segments, targeting modern, independent women aged 15-35. Key strategies include raising brand awareness through digital marketing techniques such as interactive banners, videos, contests, and influencer engagement, while also focusing on building trials and gathering consumer feedback. The overall goal is to create a strong brand perception that aligns with the target group's aspirations and expectations for quality and innovation.

Uploaded by

aapargupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

REQUIREMENTS FROM DIGITAL MEDIUM

Objective:
To be positioned as an innovation driven masstige brand which brings together the best
of nature + science through potent product offerings in skincare, cosmetics & hair
care segment.

TG:
Demographics
 Female
 Sec A B
 Age 15 – 35 years
 Bold, confident, independent, smart, multitasking & outgoing and interested in
enjoying life i.e.
Choosing the best for her.

Psychographics
 Aspiration
 Modern in outlook
 Wants to enjoy Life
 Likes to pamper herself
 Believes that she deserves the best
 High expectations from the products that she uses
 Commands respect for her actions
 Instinctive and likes innovations

What do we want this TG to think about our brand?

Rational:
Efficacious, quality, creative, quick, Value for money, safe

Emotional:
Classy, sophisticated, aspirational, honest, loyal, pure

Key Requirements from Digital:


 Spreading awareness through :
- Banners ( Static as well as Interactive & innovative)

- Affiliate banners

- Videos ( sharing of product information, tips , do it yourself videos, creating buzz through viral
videos)

- Contests & Promotions (Gifts, discounts etc.)


- Trivia based quizzes

- SEO

- Ad word or key word marketing – for easy access to product information as well coming in the
consideration set of consumer for key categories

- Supporting thematic brand campaigns to build synergy & give 360 degree surround effect

- Through independent campaigns on digital which can be then extended to other platforms
supporting & strengthening the key brand though

- Occasion lead thematic campaigns to spread awareness & drive interaction & engagement –
Day specific ( Mother’s Day, Women Day etc.)

- E mail marketing

- Providing more visibility to the brand through platforms like Pinterest etc.

 Building trials
- Awareness led trials

- Sampling

- Attractive offers

- PWP special offers

- Cross marketing

 Forming Opinion
- Blogger/influencer activation, integration

- Product reviews & rating

- Testimonials

- User generated content

 Taking Feedback
- Use digital as a source for receiving feedbacks & complaints

- Platform for crowd sourcing of ideas

- Feedback on colous/ shades, new product concepts & ideas

You might also like