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Introduction:
The product we are marketing is a face exercising mask called Firmflex. After a certain age your face starts to sag and starts showing signs of ageing. This is the main reason why we are introducing Firmflex in the market. Losing weight on your face is one of the most difficult things to do and the gym does not have any facility that concentrates on that part of your body. This is a product that exercises your face and firms it giving you a visibly youthful face. This is a product that one can use at home and get the same effect as a face lift without any side effects. It is a healthy and natural way of losing weight on your face. This is the only face exercising mask in the market. This product is made for people who do not have the time or money to spend on expensive beauty treatments to keep their skin young. Firmflex is easy to use and convenient and people with busy schedules can use it as it is not very time consuming. Using this product everyday for 35 minutes and you will be able to notice the difference in one week. Once you buy this product you do not need to buy it again, it is like an investment.

Target Audience:
The Target Audience is people of the Upper Class and Upper Middle Class. Mostly Females are targeted as they are more likely to use this product. People between the ages of 35 to 65 are the main target group since skin starts sagging at around 35 years of age. Minimum education required is graduation and higher studies. Working professionals and Housewives are our main target group. This product caters to people who are modern, beauty conscious, broad minded and socially active. This product mainly concentrates on urban areas starting in urban cities such as 1st tier cities. Culture plays an important role in India as it is culturally very diverse therefore we need to keep in mind that we do not hurt or offend any culture while marketing this product. People in Urban India are getting more and more conscious about their appearance as we have started adopting and accepting the western culture. The Indian audience is very conscious about their appearance. They have started using more and more beauty products. Example anti ageing and fairness creams are very popular in India.

The Marketing Mix of Firmflex -

Product:
The product is a face exercising mask. It is a mask that you can wear and sit in front of the TV or do your daily chores. It is not time consuming as you need to use it only for 35 minutes. It exercises your face and firms it giving a visibly youthful face. This is a product that one can use at home and get the same effect as a face lift without any side effects. It is a healthy and natural way of losing weight on the face. This is the only face exercising mask in the market. This product is made for people who have busy schedules and do not have the time or money to spend on expensive beauty treatments to keep their skin young.

Price:
Keeping in mind the target audience, mainly the elite and upper-class the price of the product is Rs. 5,499. The price is marked as such because it is more like an investment. The product can be used constantly without the need to change it and it has a 1 year warranty. Other things like Botox and facelift are very expensive and comparatively this is a cheaper and healthier option as it is a natural process that is taking place without chemicals and injections. Thus there are no side effects.

Place:
The product will be launched on the internet. It is manufactured in Ghaziabad, Uttar Pradesh and is distributed in mainly the 1st tier cities of the country namely Delhi, Mumbai, Kolkata, Hyderabad, Bangalore, Chennai.

Promotion:
The product will be promoted online. Database of Salons, Skin Clinics and Spas will be used to get information of potential customers to send them emails. Emails will have links to the Website of the product. Email is one of the fastest growing forms of Internet advertising. Direct mail advertising is the most effective medium for generating inquiries & leads and for closing a sale. Since we are targeting a niche market we have opted for responsible e-mail advertising which is personalized, targeted and graphically sophisticated. Also, since banner advertisements are one of the most visible and impactful form of advertising on the web, banner ads may be used for creating awareness or recognition or for direct-marketing objectives. Along with this, interstitials advertising will be used as their recall is higher than any other advertisements on the web; they are least annoying and are read by everyone jumping websites. Links of firmflex website will be placed on particular online shopping websites such as Jabong, Ebay, Flipkart, OLX and Amazon. YouTube is used by people of all age groups and has global appeal; therefore the TVC will be put before a video comes. Search Engine Marketing will be focused since it enables an advertiser to target the specific audience. When a consumer types relevant key words like ‘weight loss, firm, tight skin’, Firmflex website will automatically appear. Pop up advertisements are placed on various relevant websites to make people aware of the product irrespective of the audience reading.

Advertisements:

The banner ad shows a 50 years old woman who looks relatively young according to her age and the heading says ‘Would you ever think she is 50 years old?’ which would leave the audience inquisitive and excite them to find out more. The body copy elaborates on the heading and explains about how the product helps control skin sagging and keeps it young. The logo remains prominent on the top-right corner of the ad space and the product shot on the bottom-left to inform the audience about Firmflex and how the product looks like. The Indian audience is not too adventurous and doesn’t try new things until they are sure of the product therefore placing the product shot is extremely important to assure them of the new product – Firmflex. Women are the main target audience and the websites most frequently used by them are shopping and weight loss websites therefore the ad will be placed in online shopping websites like www.jabong.com , www.Ebay.com , www.amazon.com , www.olx.com and also on health, fitness, and weight loss websites like www.webmd.com , www.bodytrim.com, www.weightwatchers.com where we can directly reach out to the desired target audience. The idea to place these ads on such websites is to directly reach the focus market.

The idea is to use our ads strategically and place them so that the person is delighted to read it and is excited to know about the product rather than getting annoyed. Therefore interstitital ads have been used so that the ad is not a hindrance in the person’s work and since it will be present there, the person might just see it anyway so it’s a good and effective way to reach the target audience without flashing it in their face. The ads will again be placed in the websites related to the products like skin treatment, face lift, salon etc. Since mostly women opt for such treatments around the age of 45 yrs and above, they are established old woman and usually have grown adult children of 20yrs and above. Therefore we have tried to reach out to them directly by using the visual of an old woman who looks relatively young according to her age and used the headline ‘Do you think she is a mother of working adults?’ so that it generates curiosity since people can immediately relate to themselves and therefore be interested to know more. The body elaborates on the product and since it’s a new kind of a product in the market, its shot is extremely important to assure them that it is not harmful.

Pop-up ads will be used only to create awareness about the product, no particular audience is targeted since pop-up ads are annoying, we do not want to establish the brand as an imposition whereas want it to be a classy product for the elite. Therefore, less focus will be put on pop-ups but will still be used to create mass awareness. These ads will be places in general health fitness, online shopping and other relevant websites.

Storyboard for the TVC:
Scene 1: Front view of a house, the main door of the house. A young looking woman steps out of the house saying bye to her husband and children as she is going for a girl’s night out.
Scene 2: Eye-level front view of the car standing outside. She sits inside; it is her friend’s car.
Scene 3: Eye-level long shot of her husband standing at the house gate, doting towards her and her children stand next to the father. Zoom in to the children’s face, they lovingly wave goodbye.
Scene 4: Inside the car. Pan shot of all the friends sitting, chatting, chirpy and excited to see her.
Scene5: Zoom, close-up shot of the woman happy and excited. Cut to friends. Long shot, slow pan of all the friends looking surprised and jealous of her young skin. They have dull and sagging skin.
Scene 6: Extra long shot of the club.
Scene 7: All the friends entering the club. Bouncer stops the protagonist.
Scene 8: Close-up shot of the bouncer stopping the protagonist because she is suspected of under-age and asks for a proof of identification.
Scene 9: Close-up shot of the protagonist blushing and simultaneously taking out her identification card.
Scene 10: Close-up shot of the bouncer surprised and allows her to go inside.
Scene 11: Long shot of all the ladies sitting around a table in a dim lit area.
Scene 12: close-up of one of the lady and she asks “How come your skin is so fresh again?”
Scene 13: Close up of the protagonist, she says “firm Flex is the answer to keeping your youth alive”
Scene 14: Product shot of Firmflex mask with focus on the logo and voice over says - Keeping your youth alive.

Branding:
The logo is in synergy with the color of the product and the name. Red is a very attractive color which symbolizes warmth, energy, vitality, confidence and seduction. Yellow is a bright, youthful color that symbolizes happiness, cheerful. Both these colors are attractive and draw the attention of the audience. As our product is called Firmflex the logo has a mirror image of an ‘F’ making it a simple and classy logo.
Payment method -
Firmflex will be sold by using the ‘Pay per sale’ technique; it is an online advertisement pricing system where the website owner is paid on the basis of the number of sales that are directly generated by an advertisement.

Customer Service-
We offer a 24 hour toll free helpline, in case of a problem with the product or any enquiries regarding the use of it. We are also providing the customers with a one year warrantee incase of any defects or problems with the product. Our site www.firmflex.com also has an online video demonstrating how to use the product.

Create Online Focus Groups-
Before we launch the product we conduct a focus group online questionnaire in which we ask people questions that will help us to understand whether our product will be accepted or not. It will also help us to know if the price will be acceptable among the target audience and will a product like this work in the market.
We give out free trials to 5 people from our target audience before we launch it on a national level. After a week of using it, we call them online and have a session through which we can get direct feedback on the product. This will help us evaluate the product and find out what is working for the audience and what is not from a small part of our target audience helping us to make changes, if any.
After the product has been in the market for a month we will do another survey to evaluate whether the message has reached the target audience. This will be done to evaluate whether the product has been accepted by the market.