ELLE 18 – WONDER

GIRL

INTRODUCTION

ELLE18 Wonder Girl Alert your Safety

Product claim to change its colour when ever it comes in contact with any narcotic substance. It alerts you if your drink contains one of those. Women deserve to be safe. We named it as ELLE18 Wonder Girl.

OBJECTIVES

Ensures women safety.

Intimates users of the upcoming danger.

Named as ELLE 18-WONDER GIRL.

DRUGS

Date Rape Drugs-

Roofies/rubies(Rohypnol)Easy Lay(GHB)Kit Kat(Ketamine)

IDEA GENERATION

•At least 50% of college students’ sexual assaults are associated with alcohol use.

•Their effect includes-Black OutVision ProblemDeath

YET BE SMART !!!!!!!!

Fewer alternatives available to check a spiked drink:

1. Straws 2. Strips

CONCEPT DEVELOPMENT AND TESTING

Concept to be as per the consumers’ identified or hidden needs.

A product concept is a detailed description of an idea, which you describe from the perspective of your customer.

India is the fourth dangerous country for women

INITIAL TESTING

Initiated by producer : Test marketing. In our case – We can rope in corporate offices and

night clubs. Analyze shared data- Number of such incidents need

to be checked.

TARGET MARKET

Tourists

Business

women

Online dating

students

Party lovers

THE EFFECTIVENESS OF WONDER GIRL

Create awareness among women to be alert.

The dark side of online dating can be checked.

As it is a female centric product, glamour quotient needs to be glamourized.

A step towards women empowering.

PROMOTION

Tie up with NGOs to recommend and spread awareness.

Visual ads in cosmetic outlets.

Advertisement by a female celeb who is involved with social causes.

Ads in places like metros, railway stations, and airport.

A very strong online media campaign is the key.

VULNERABLE AREAS

Metro cities.

Places with more number of bars and night clubs.

PRICE

Price including retailer’s margin will be Rs.350.

There is a price flexibility as its margin is enough.

So we can vary our product price range from Rs.350-Rs.450.

Being priced in the range of the starting variants of premium brands like Lakme, Maybelline.

STRENGTHS & OPPORTUNITIES

Advantageous for occasional party goers.

Being launched under an established brand.

Unique Selling Proposition (USP).

Huge demand for the product can be generated.

In due course of time the product can be launched in offshore markets.

WEAKNESS & THREATS

High initial marketing and advertisement costs.

Giving opportunity to competitors to quickly copy the product.

Limited target audience : only urban centric.

Loss of goodwill if the product does not meet the customer expectations.

COMMERCIALIZATION

Commercialization is the process or cycle of introducing a new product or production method into the market.

Being cautious of the following while launching the product: The company has to decide

where to launch its product. Identifying the primary target

consumer group by research and test marketing.

PRODUCT LAUNCH

• Product being addressed by NGOs.

• Advertisements through hoardings, floating pamphlets etc.

• Trained sales personnel.

• Benefits will be discussed on social media, Radio, YouTube and chat shows on news channels.

• Product will be endorsed by a famous female celeb.

CONCLUSION

We tried to create a product keeping in mind the current issue of Women Safety in our country.

We planned to market it well so that our idea reaches all the ladies at a broader scale.

We have marked our product at market price so that ladies buy it at least to give a trial.

We would conclude saying that it is a CSR venture from ELLE18.

“Let’s PROTECT Women… They Deserve To Be SAFE”

Thank YouPresented By:

Ananya ChatterjeeJatin AtriSaikat ChakrabortyVishakha Gupta