MOOV has created new categories in pain relief for back, neck, and shoulder pain, and has become strongly associated with and known as a specialist for treating backaches. MOOV aims to meet customers' functional needs for pain relief through its ingredients like wintergreen oil and pudina oil, while also relating to customers' social and emotional needs by positioning itself as a reliable and trustworthy brand that provides feelings of warmth, security, and being an uplifter, especially for women. MOOV is trying to increase brand resonance by encouraging more active engagement and a sense of community through its website.

1. Stand out from the crowd B R A N D 04/12/11 By Aviroop Banik RIMSR, Bandra(W),Mumbai

2. Brand Brand and Customer Come closer (Brand Resonance) Customer Based Brand Equity Model How to differentiate your brand from the crowd? 04/12/11

3. 04/12/11 Customer Based Brand Equity Model

4. MOOV has created new categories in pain segment which is to treat Back, neck and shoulder pain Strong hold in backache, neck and shoulder category The Backache specialist MOOV MOOV rises up in the market by creating backache, neck and shoulder category 04/12/11

5. 04/12/11

6. S A L I E N C E B R A N D Depth of Brand awareness Breadth of Brand awareness How easily customers can recall the brand Range of purchase situation brand comes in mind (In case of OTC products, healthcare issues give rise to decision to purchase. But customer may stock MOOV for further use like buying MOOV for business tours, going for adventures etc) 04/12/11

7. Of awareness 1.MOOV has created a good recall in customer’s mind by creating a new category (Backache shoulder and neck pain reliever). 2.MOOV is known as backache specialist. 3.The choice of the brand name MOOV gives customers an easy recalling of brand. 4. Customer’s perception about MOOV is equal to pain reliever. 5.Initially targeted to middle class housewife who make the purchase decisions. 6. MOOV is used more frequently since backaches are more common than strains and sprains. 5.More MOOV is used since the larger surface area of the back needed the application of more cream. 04/12/11

8. Brand awareness Sound of the brand MOOV is penetrating into ears via TVC, print, web etc All MOOV communications are based on slice-of-life situations. 04/12/11

9. 04/12/11

10. M E A N I N G B R A N D Brand performance Brand imagery Relates to the ways MOOV attempt to meet customer’s most functional needs Intangible aspects of MOOV, extrinsic properties of MOOV, relates customer social needs 04/12/11

11. 04/12/11

12. P E R F O R M A N C E B R A N D Wintergreen oil, Pudinha, Tarpin oil, Nilgiri oil Produces warmth and help in faster pain relief. 1. 04/12/11 MOOV ingredients

13. Consistency in performance, 100% ayurvedic, no side effects MOOV tube can be stored in dry condition for 3-4 years.but the MOOV external carton do not withstand everyday’s push and pull. Packaging should be long lasting. 2. B R A N D P E R F O R M A N C E 04/12/11 MOOV reliability MOOV durability

14. Packaging Lami tubes, spray cans 3. Colour Smell Attractive Feminine colour, bright sky blue to attract men Pleasant (not strong) P E R F O R M A N C E B R A N D SKUs Tubes-5gm,15gm,25gm,50gm Spray- 35gm and 80 gm 04/12/11 Style and design

15. I M A G E R Y 1. Housewives, working M/F, elderly M/F Customers buy MOOV when they feel the pain or stock it for future use from Medical stores or retail outlets 24x7x365, they may use MOOV inside or outside home B R A N D 04/12/11 User profile of MOOV Purchase and usage situation of MOOV Time and place to use MOOV

16. Brand Personality 04/12/11

17. 04/12/11

18. R E S P O N S E S 1. Focus upon customer’s personal opinion on MOOV B R A N D How consumers think about the brand MOOV? MOOV quality MOOV superiority MOOV credibility MOOV expertise MOOV likability MOOV trustworthiness 04/12/11 Brand judgment

19. B R A N D R E S P O N S E S 04/12/11 Brand judgment

20. R E S P O N S E S 2. Customer’s emotional responses and reactions w.r.t MOOV B R A N D Warmth Security Social approval If MOOV is here with me, I am secured. Up lifter for woman in the family/society Customer become relaxed warm hearted after pain relief 04/12/11 Brand Feelings

21. 04/12/11

22. R E S O N A N C E 2. Nature of relationship that customers have with the Brand B R A N D Behavioral loyalty towards MOOV Sense of community Attitudinal attachment Active engagement 04/12/11 Brand Resonance

23. 04/12/11 Brand Resonance

24. Active Brand engagement www.moovneckandshoulder.com 04/12/11

25. 04/12/11 Backache, neck and shoulder specialist Dominating in the pain segment Female, reliable, middle-class, family friend Expert in its categories, trustworthy Up lifter and secure Behavioral loyalty ,lacking Sense of community, but creating active engagement via www.neckandshoulder.com

26. has created innovative categories according to the perceived needs of common men and women and has successfully built a brand MOOV with strong brand equity. M O O V 04/12/11 T h a n k Y o u