BRAND BUILDING STRATEGY

FOR

Presented by:-
SHILPI PAL
 BRAND INVENTORY
Ø A brand that has over 5 decades talked of beauty is none other than
Lakmé.


Ø Launched in 1952, it offered a range of cosmetics with nail polishes

& lipsticks from the early 80’s
Ø
Ø Keeping skin looking healthy and glowing is also a part of looking
great. Lakmé provide the complete package with the skin care
range and the wide range of colors to spice up the look
Ø


•
HOW LAKME WAS BRANDED AND MARKETED …….


• In a market where social acceptance and self-denial were

the biggest barriers to acceptance of cosmetics, Lakme
was the first brand that took the onus of educating the
Indian woman and breaking her myths about beauty and
beauty products.
• In 1981, LakmÈ launched an ad campaign to help the Indian
woman discover not just the fine art of make up but also
the beauty that she possessed
• Lakme followed suit with the next campaign, promising
‘Looking Good and Feeling Great, with Lakme.
• Lakme India Fashion Week provides the top tier of the brand
communication structure.
• They use fair degree of all the communication vehicles
across the board be it print, television or radio, along
with fashion events like Lakme India Fashion Week where
the communication strategy is quite aggressive.
• Their latest campaign is focused on the recently launched
fashion statement – ‘Treasures
•
The TVC opens with a The Red facewash meant for
beautiful girl making the Smooth skin displays
strawberry aroma facewash
while the music in the
background plays "If you
think I am fresh, I am
fresher than you think

The TVC ends with the screen

The girl washes her face with
the Lakme strawberry face
washes for that ultra-fresh skin
displaying all face washes
from the recently-launched
Fresh range by Lakme.
• One of the most successful leaps
taken by LAKME STRAWBERRY FACE
WASH was in terms of relooking at
its packaging – it changed the look
and style of the brand So that
customer attracted more.

THE OLD LOOK

THE NEW LOOK
 BRAND EXPLORATORY
Qualitative research was done to know
what consumers think of the LAKME
STRAWBERRY Face wash
Target market: Natives of Warangal

Sample size-30

• Current Consumption:- out of 30 respondents- 13

said they go for LAKME STRAWBERRY FACEWASH
so among them(per month)
 7 respondents use 100gm tube = 7*100= 700
gm
 6 respondents use 50 gm tube= 6*50= 300
gm
 TOTAL=
1000 gm
• A mix of the following techniques were
implemented to know the insight of the
QUALITATIVE RESEARCH
TECHNIQUES
 CURRENT STATUS OF COMPETITORS

There are few competitors of LAKME
STRAWBERRY FACE WASH like:-
• Garnier
• Everyuth
• Clean n clear
• Ponds



 CURRENT SCHEMA
DI / 16 / 22
UNAVAILABILITY
FRAGNANCE
LEADING BRAND

FEEL FRESH WAT / 24 / 16 / 8

AFFORDABLE
DI / 14 / 24

LESS PROMOTION UNAWARENESS

REMOVES DIRT FROM PORES

PURE SMOOTH AND SILKY TOUCH DI / 17 / 19
GOOD QUALITY CT / 17 / 15 / 16
ATTRACTIVE PACKAGING
WAT / 12 REMOVES OILNESS
 Current pyramid
LOW ATTACHEMENT AND WEAK ENGAGEMENT

cewash which provides clear skin.

quality Feel safe while using
good credibility in the market resonance Provides smooth and silky sk
Removes dirt from pores.

judgemen feelings
I t imagery
Performance

Salience
It is made from fresh strawbe
stribution, attractive style and packaging. status symbol.
Easily affordable
PoP- Face wash,branded
POD-lakme, strawberry facewash,Deep cleanser , removes acne and pimples
VALUE PROPOSITION
 DESIRED SCHEMA
MP,SA

OOD QUALITY AWARENESS

FRAGNANCE
LEADING BRAND

FEEL FRESH
MP
AFFORDABLE
MP

GOOD PROMOTIONS AVAILABILITY

SA
REMOVES DIRT FROM PORES
EMOVES OILNESS PURE SMOOTH AND SILKY TOUCH

ATTRACTIVE PACKAGING
SMALL TUBES
MP MP
 Current
HIGH ATTACHEMENT AND STRONG pyramid
ENGAGEMENT. LOYALITY feel as part of life

h gives healthy skin,removes dirt from pores

Feel safe while using
ility in the market resonance Provides smooth and silky sk
Removes dirt from pores.

judgemen feelings
I t imagery
Performance

Salience
It is made from fresh strawbe
good smell,freshness. attractive style and packaging . symbol.
status
Easily affordable
PoP- Face wash,branded
POD-lakme, strawberry facewash,Deep cleanser , removes acne and pimples,
Long last fragnance
BRAND BUILDING
To fill the gap between internal &
external Schema following steps are
undertaken

The gaps are like :-

Someof them prefer other brand like
Garnier,Everyuth,Clean n Clear,Ponds etc.
Not easily available.
Packaging
Less promotion
Awareness


 BRAND ELEMENT

Memorability - LAKME strawberry facewash is
a product of well known brand which is
easily recognised and recalled.
Likability :- the packaging is somewhat
attractive that everyone like it .
Adaptable :- The quality should be maintained
which help the consumer to easily adapt the
product for a long period of time.
Meaningful :- the facewash work like that
which give some meaning like removes dirt
and gives smooth and silky skin which
satisfy the need of the consumer.

MARKETING PROGRAMS ( 4p ’ s )
PRODUCT:-


• This is a face wash ideal for all skin types .

• ItsStrawberry extracts polish your skin, leaving it silky
smooth
 and has a deep cleansing action
• Gently wash away the dirt from the innermost pores,
 leaving your skin fresh and tingling
• Its fresh strawberry fragrance lingers on for hours and
hours .
PRICE-


• 5O gm@Rs 45
• 100 gm@Rs 70

PLACE:-
•
• Available at leading retail stores
ü Spencer 3 times a week
ü Reliance fresh
ü More
ü Baba super market
ü MEENAKSHI SUPER MARKET


1-2 month
• Medical store
•
• Local kirana stores Daily according to need
 PROMOTION
• Banner- Parlours,malls
• Hoardings
• Stalls in malls.
•
• Advertisements in T.V. which is kept for sale in malls
•
• Gift handbooks of beauty tips along with every
purchase of lakme beauty product.
•
•


•
Promotional statement:-

 SECONDARY ASSOCIATION
• Channels of distribution- Available at all
departmental and mom and pop stores.
•
•
• Co branding
•
Lakme- Strawberry Face wash + Beauty Combo
MRP : Rs. 190/-You Pay : Rs. 95/-

You Save : 95

•
• Events- Organise fashion show and also
 sponser events which is organised in
 different colleges
THANK YOU!!!!!