18. ATL (Above The Line)
• Print: Newspaper Advertisement
• Out of Home: Flyers/Hoardings in Metropolitan Cities
• Radio: Advertisement on prime stations at office timings
• Television: Advertisement on Fashion Channels, Feminine TV
Shows, etc
19. BTL (Below The Line)
• Endorsement of Rossetto by Supermodels
• PoP: Posters, etc in existing cosmetic shops
20. Sales Promotion
• Trade Promotion: Offering credit to retailers & high margin
• Consumer Promotion: Providing discount since the product is
expensive & making them used to it.
21. Brand Readiness Stage
DoFeelThink
The consumers will be made aware of the brand through advertisement and focusing on the differentiation
traits, it will make them think/analyze, then they will have the desire to use the lipstick. Finally, making it
available in almost all major retail outlets will make them purchase the lipstick as soon as they see it.
22. Pull Marketing
• Making the consumers aware of the healthy/natural traits of the
lipstick will lure them into purchasing the product even though it is
priced high.