• Federal TV channel. • The largest coverage of audience - 98, 8%*. • Positioned as the main channel of the country. • Federal TV channel. • Positioned as a “classic entertainment channel”. • Broadcast a large number of movies, serials and shows. • The leading nationwide TV channel. • Rank #2 in the national rating (1 quarter of 2012)**. • Broadcast a large number of talkshows, serials and movies. • The leading nationwide TV channel. • Positioned as a family channel, taking into account the needs of all social and age groups. • Coverage of audience 94, 6%*. • Broadcast a large number of movies, talk-shows and social projects. * data from GFK Group Russia ** data from GFK Ukraine
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Consumer Group - 18 -30 years - Average level of income - Citizen (population size 300000+) - Steady job, Higher education - Lead an active life - Gain new experiences Consumer Insights I lead active lifestyle: work, play sports, visit exhibitions, parties, cinemas and theaters. In such busy schedule, I find time to indulge myself. Product Positioning How to win with consumers I like taking care of myself. Several TV Commercials and 3 types of Print Ad Poster for 5 year marketing plan. I choose the best hair-care products for me. With Herbal Essences I feel my attractiveness and selfconfidence. 1/3
Brand Benefits Functional: clean and soft hair, favorable impact for scalp. Emotional: a way to feel beauty and care. Rational: quality shampoo with natural ingredients. Brand Nature and Value Brand Nature: feminine, active, creative Brand Value: cheerful view of life, freedom of choice, selfrealization, disclosure of creative potential, self-confidence, attractiveness. The Point of the Brand Herbal Essences knows better that you are beautiful woman, good friend, interesting conversationist, therefore you deserve all the best. “Indulge your hair!” 2/3
Premium Tier Proposition Strength hair falling out ”As Strong As Impression” Shine lack of shine ”Sunshine in your hair” Long hair split-ends ”Long and strong” Print Ad Poster – Text TV Commercial 3/3