BRANDWARZ

ASAGAO
P R E S E N T A T I O N

Team Renegades
Keshav Kaushik
Prerna Raghuwanshi
Sarthak Bhagat
 Response to Bushido’s jeering campaigns
PARTICIPATE IN BRAND BANTER
Opportunity for Asagao to tap into
Bushido's follower base. Increase
brand awareness tremendously on
social media by poking fun on
themselves and Bushido:
Create brand moments by involving
indirect competitors or brands which
share same ethos:
MOMENT MARKETING CAMPAIGNS WITH SOCIAL MESSAGE
Advertise over social media and
Run inclusive campaigns celebrating
billboards based on trending news,
men of all personalities whether they
events and festivals to gain traction
are straight or gay; white or black;
and be a part of consumer
athlete or geek
conversations:
Skin ki care mangoge,
Skincare denge
Asagao
Focus on how "lazy stereotyping"
associated is a hinderance to
Asagao can accept some of the
inclusivity and progress. Convey the
negative points portrayed by Bushido
initiatives taken by Asagao towards
during festivals like Holi & Dussehra
making a gender neutral world
while also showcasing how they
worked on these shortcomings and
made an improved product
 GROWTH
Levers 0 yr 1 yr 2 yr 3 yr
own the supply

STRATEGY Business
Vertical chain - reduce

Integration Integration costs -> Deploy

promotional offers

Growth target is
Broaden product

set to 45% market Inorganic

Acquisitions portfolio- acquire

New

share in 3 yrs Growth & Mergers small competitors

Market

13% increase
Products like

Horizontal
Diversification perfumes and

Diversification fragrances

Go international

Geographic International post domestic

Growth Target Expansion success

Chartering to small
towns - building

Domestic
distribution

Increase models
Price
Existing
Increase
Brand

Market Customer Base

repositioning -

Increase
appealing

Volume Increase newer

Product Mix customers

Target share 0 4% 8% 13%

 IMPORTANT PREMISES BRAND REPOSITIONING
Image repositioning
Minimalistic and Asagao faces stiff
Asagao can use the ongoing banter to shift the focus on
customisable challenges from
"evolving men" covering a wider spectrum

products which are competitors for

Categorising products by Age, theme or interests instead of for

in demand now appealing more to
boys, for men etc and creating a gender-neutral environment
the feminine side
Use AI to recommend product based on how a person answers
VALUE
a questionnaire
PROPOSITION
Product repositioning
Asagao is re-defining Asagao faces the
USP: Minimalistic and customisable
Gender-
the men category - threat from Bushido

Neutral as a Intangible repositioning

breaking stereotypes about the "rugged"

Reaching out to LGBTQ+ people by advertising products

of masculinity product category Branding

for transgenders and becoming the anchor company to

Maxim, Not a
reach out to them, creating wider product acceptance
Trend
Can target parents especially fathers to use their products

Bushido's
The brand is
and connect better with their children
financial strength
positioned as a market

allows more
leader especially

spending capacity
among youth
on advertisement Tangible repositioning
Focus on youth (the prime customers), maintain same
products and expand the share via campaigns
THANK

YOU