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 & natural
 Personality:- nature-lover, simple living
 User:- 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 (A) Face

500ml -Rs.500
Eye pencils Rs.150 Hair conditioners Cleanser 50ml Rs.150
250ml-Rs.375
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
 Lifestyle
 West Side
 Health & Glow
 Beauty Centre
 Beauty 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

To 16 yrs of age
become & above
beautiful
naturally

Papaya
Regular/ Lakme,revlon,
occasionally avon,oriflame,
etc.
Brand Positioning

Why? For whom?

To become 16 yrs of age
beautiful & above
naturally

Papaya
When? Against
Regular/ whom?
occasionally Lakme,revlon,
avon,oriflame,
etc.