BRAND LAKME

On Top of the World

ESSENCE OF A BRAND : AAKER

A company’s brand is the primary source of its competitive advantage and a valuable strategic asset.”

“The challenge for all brands is that they have distinct clear image that matters to customers and truly differentiates from the rest.”

The key step is to create a broad band vision or identity that recognizes a brand as something greater than a set of attributes that can be imitated or surpassed.

PRODUCT VS BRAND

A product is made in a factory… A Brand is bought by the customer.

A Product can be copied… A brand is unique

A Product is quickly outdated…A Brand is Timeless

PRODUCT VS BRAND

Brands differentiate Products Fairness Creams: Fair & Lovely vs Ponds

Dream Fairness Coconut Hair Oil: Parachute vs Dabur Vatika Cola: Coca Cola vs Pepsi

Products largely undifferentiated: Product choice function of Convenience / Availability / Price. Petrol : BPCL vs IBP vs …. ATM : HDFC vs HSBC vs …. Mineral Water : Bisleri vs Bailey vs Kinley …

Brand Association

Personality Based on: Expression of self or User Imagery

Eg: Nike – Achivement Performance User/Customer – Brand Relationship Eg:

McDonalds- Fun Family Functional Benefit – Association Based Eg:

Gujarat Ambuja- Strong Man

Brand Image

Brand Personali

ty

IDENTITY VS IMAGE

Consumer Research

• Brand Communication Activities

Brand Image

Market, Competition, Media

Consumer

Brand Identity

Corporate

Strategic Vision, Business Needs

IMAGE

Image:Consumer Perception: What is vs What can

beAwed by Competition : Problem of ImitatingDesire to Impress: Lacks genuinenessCaught in the Refection: Unable to see True

self

Core IdentityCore Identity

Extended Identity

(Peripheral Support Values)

Brand asPRODUCT

Brand as

PRODUCT

Brand as an ORGANISATION

VALUE PROPOSITIONFunctional + Emotional + Self

Expressive Benefits

SUPPPORT

THE BRAND LAKME

Lakme, a brand originally introduced by the Tata group of India, now bought over by Hindustan Unilever (HUL) of the Unilever group

Lakme means fashion. Lakme ignites inflammable needs of a

woman need for head turning attention, need for high level of color matching, co-ordination and detail, need for feeling nice about her

Lakme shows her way to fashion

PRODUCTS

Lakme offers both skin care and cosmetics products.

Lakme has a wide variety of products which includes products for lips, nails, eyes, face and skin.

Lakme has also ventured into the beauty services business with the launch of ‘Lakme Beauty Salons’ which has already become a leading beauty salon chain with more than 100 salons across different cities of India.

 

LAKME IDENITY

Lakme tapped into what would grow to be amongst the leading, high consumer interest segments in the Indian Industry - that of skincare and cosmetic products.

Lakmé also understands the importance of maintaining and accentuating a women’s natural beauty, for this it has introduced a range of skincare products

Lakme has grown to be the market leader in the cosmetics industry.

These include products for the lips, nails, eyes, face and skin, and services like the Lakme Beauty Salons

DO LAKME PROVIDES QUALITY PRODUCTS

Quality

Yes 40%

No 60 %

This graph shows that 60% of the people believe that lakme has good quality products . Lakme position its products as a brand which provide good quality products at affordable price

TARGET SEGMENT

The target segment for the brand is young women and the positioning of the brand is ‘trendy and stylish complete range of products for skin and beauty care.

Most of the Lakme ads feature beautiful girls who woo guys with their Lakme-cared lips, nails or skin

Lakme tries to position itself on the basis of its appeal to the consumers which have an ego.

This means that the consumers of Lakme have an impulsive drive for which they seek immediate satisfaction without concern for means of satisfaction.

 

LAKME position itself in the following manner: Someone who takes care of your beauty needs. A long lasting beautification product range. Something that is not harsh on your body or harmful for

your beauty. A product that provides you with an option of getting

beautiful hair. A product that helps you get a beautiful skin. A cosmetic product that you can wear for the entire day

and not a special occasion. Someone who tells you right things about looking good. It's an Indian cosmetic brand. It covers all facets of beauty care for women. It covers all facets of beauty care. It helps arm the consumer with products to pamper her

from head to toe i.e. a complete product range. The quality of its products which can be only gauged by

the consumer perception of the brand.

BRAND ASSOCIATION:

Brand association is anything which is deep seated in customer’s mind about the brand

Lakme is economical as compared to its competitor foreign brands. This particular aspect has never been harped upon by Lakme in its advertisements

Consumers feel that Lakme provides them a complete range of cosmetic products

People feel that Lakme is not at all a healthy choice in order to keep a healthy and beautiful skin

Customers feel that Lakme is a trendsetter for fashionable cosmetics in India.

WHAT INSPIRE YOU TO GO FOR ANY COSMETIC PRODUCT

Color/ shades 30%

Quality 36%

Packaging 14%

Versatility 14%

Others 6%

BRAND LOYALTY  Lakme has over the years built a brand that has got a

special place in the hearts of Indian women..

Lakme is economical as compared to its competitor foreign brands.

When asked whether the consumers would buy the products of Lakme if their price was increased most of the respondents were not able to make up their mind.

They were of the opinion that low price is one of the major strengths of the brand and it should remain like that.

 

BRAND RECOGNITION

In case of lakme as a brand the element of brand recognition is very high. Almost every females of every age group knows about the brand and its product.

They continuously follow the launching of new products and are loyal to the existing ones Lakme has such a wide variety of products.

Lakme as a very famous slogan which is very catchy .

ON THE TOP OF THE WORLD, which signifies that if a woman uses lakme she will be above all , this bring a sense of proud and ego in her and compels her to use LAKME..

COMPETITORS OF LAKME

Competitors

Revlon 22%

Oriflame 18%

Blue heaven 8%

L'Oreal 39%

Lissome 7%

Others 6%

SUGGESTIONS

Lakme should start a new product line of Herbal or Ayurvedic based

new product line or incorporate Herbal or Ayurvedic ingredients in its product portfolio.

If we look at a broader picture women today are changing their attitude towards more healthier and natural cosmetic products as a whole and are reluctant to use chemical based cosmetics if they have better options.

 

SUGGESTIONS

47%

35%

17%

1%

Expectations

More Product Range More ShadesBetter Packaging All the above

Thank you