Product and service

ABOUT THE COMPANY Lakme is an Indian brand of cosmetics founded by

Hindustan Unilever in 1973.

Lakme started as a 100% subsidiary of Tata Group.

Tata’s entered into a 50-50 joint venture with Hindustan Lever Limited In 1995.

In 1998 Tata sold off their stakes in Lakme Lever to Hindustan Lakme Lever, for Rs 200 Crore.

4 P’S OF LAKME – MARKETING MIXPRODUCT It provides all cosmetic products that a girl want Face care products such as moisturizer, sunscreen ,

foundation etc. Eye – kajal ,eyeliner , eye shadow etc. Lips – lipstick ,gloss, lip liner etc. Nail – nail polish , remover

PLACE Major distribution channels are : hypermarkets Super markets Departmental stores Other distribution channels are : Cosmetic discounters Ware house clubs Beauty saloons

Lakme has nearly 1000 distributors across India

PRICING Priced high as it targets young brand conscious

people But cheap as compared to competitors such as

maybelline Differentiated pricing – according to quality and

quantity of product

PROMOTION Promoted with the help of heavy ad campaigns and Strong brand ambassadors like kareena kapoor Events like lakme fashion week Promotion through internet and social networking

sites.

SEGMENTATION women in the age group of 18 to 45 Focused on urban areas Concentrates on women who puts high

focus on style , fashion and beauty

TARGETING

Most of the lakme products are meant for the upper and the middle class

Products like orchid and avaince are meant for the affluent

Products like eye artist and radiance target the middle income group

The brand does not actually target the lower segment. But elle -18 as it is cheap can be termed as the only product for this segment

POSITIONING 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’

BRAND IDENTITY PRISM PHYSICAL FACETtrendy and stylish complete range of products for skin and beauty care dedicated to all women RELATIONSHIPWomen strongly trust lakme and consider it as their beauty partner REFLECTIONA brand which is trusted by Indian women due to its effectiveness

BRAND PERSONALITY Innovative Freedom Beauty Confidence and independBRAND CULTURE Innovation Expertise excellence

SELF IMAGE Thanks to lakme , feel like on the top of

the world

MAJOR COMPETITORS

REVLON YARDLEY GARNIER L’OREAL MAYBELLINE

SERVICE : RELIANCE FRESH

ABOUT RELIANCE FRESH Industry: Retail Type: Supermarket Chairman & Managing Director: Mukesh Ambani First Outlet: Hyderabad( Banjara Hills) Founded: 30th October 2006 Headquarter: Mumbai Area: 2000-4000 Sq. Ft.

PLACE Located in small commercial complexes close

to 3-4 residential areas Observation: Close to cross roads Almost in all Major areas : In all major cities

and towns in india Targets semi urban population

PRODUCT

Vegetables and fruits House hold items Food and beverages – All premiere brand + Private

label Groceries – only private label Dairy products Non veg food items Ready to eat items

PROMOTION

Main idea – make bulk purchase

Discount scheme days – Saturday and Sunday

Reliance fresh membership card – Reliance One

PRICING Main idea – make bulk purchase

Discount scheme days – Saturday and Sunday

Reliance fresh membership card – Reliance One

PRIVATE LABELS

Maximum Space: Own Products Less Space: Nestle Maggi, MTR Masala, Pepsi, Lay’s Chips.

Reasons: High Margin

BRAND AS ORGANISATION Culture – Process driven Skill sets required – Advanced Compensation – Not high• People – Most important

• Staff uniform – red, green and blue• 1 week training to staff• Needs to be courteous, well trained and

informed - more of a generalist• New CEO – focus increasing on customer

satisfaction

BRAND AS PERSON Role – Facilitator Role expectation – Doer Personification – Educated middle class

housewife Attitude – Value for money Age – middle class Relationship with customer – Friend

BRAND AS SYMBOL Typical slogan – “Friendly neighborhood store” Typical sponsorship - Cookery show (events

around housewives and young women) Adjectives – useful, convenient

THANK YOU ….