Lakme 2

• Launched in Jan 2002,head on for
Lakme’s Elle-18
• Globally positioned at the young and
trendy shopper
• Targeted at the socio-economic class
(SEC) A, A2
• 30 products covering categories like
nail enamel, lipsticks, lip gloss, face
makeup kits and eye shadow
Lakmé Positioning
• Youth section – Elle 18
• Premium segment – Aviance

("customized beauty solutions“),
and Orchids
REVLON Positioning
• Not a mass-market brand
• Positioning as a premium
or at best mass premium
brand
• Targeted to younger,
upwardly mobile
consumer
• Carried a price
disadvantage initially but
it faded soon
• Premium positioning in
India is in contrast to the
more mass market
Distribution
• Only available at top distribution
points, not at every kirana and
general merchandise store
• Currently retailed through 15000

counters across India
Lakmé Promotions
• ‘Looking Good and Feeling Great,
with Lakmé’.
• Lakmé – ‘A source of radiant

beauty’.
• Used celebs like Aishwarya Rai,

Bipasha Basu, Yana Gupta
REVLON Promotion
• Creativity in advertising is a REVLON
hallmark
• Associated with glamour, style and
elegance
• Supermodels Cindy Crawford and
Claudia Schiffer
• Revlon in India has effectively
leveraged its international equity in
promoting the brand
Recent Developments
• Lakmé India
Fashion Week
• Unveils 2 Fashion
Statements every
year
• True Wear Nail
Enamel
• Lakmé Hair Next
• Lakmé Matt Effect
Recent Developments
• 2001-Colorstay range of make-up

products-benefit of long lasting
make up and color
• 2002-Skinlights-The product is
composed of 'light-capturing
crystals' such as rose quartz,
mother of pearl and topaz
• 2002-Revlon's launch of Vitamin C
Absolutes -Absolutes range of skin
whitening products
Achievements
• Grown to be the market leader
• Face Make-up – Over 80%
• Lipsticks – 31%
• Nail Enamel – 23%
• Skin Care
- Cleansers
- Moisturizers
- Sun & Winter Care
• Beauty Services
- 360º beauty services
REVLON Innovation
• Created appropriate packaging
modules
• Cater to the 'value-for-money'
ethic
• Launched 8ml nail enamel
'value packs‘
• Internationally, Revlon's nail
enamel is sold in 15ml bottles
• Enabled Revlon to embark upon
a volume-driven growth
• Creation of ‘stay on’ products
and fast drying nail paints
Retailer’s
Feedback
Westside
Lakmé Revlon
Monthly Sales Rs 165000 – Rs Rs 250000

Target 200000
Incentive Fixed: Rs 2000 Variable: 4%-5%
Of Sales
Replenishment Twice a week Once a week
Lipstick: Teenager
Target Lip Gloss: Other Color
Customer Teenager Cosmetic: 30+
Best Selling Nail Color:
Lipstick & Nail Skin
ColorCare: 30+
Cosmetic
Product Teenager
Color
Lipstick: Rs 140 - Lipstick: Rs 225 -
Price Range Rs 275 Rs 550
Nail Color: Rs 65 Nail Color: Rs 90 –
Shoppers’ Stop
Lakmé Revlon
Rs 200000 Rs 250000
Monthly Sales Fixed: Rs 2500 Variable: 4%-5% Of
Incentive
Target Sales
Once in 10 days Once a week
Replenishment
Color Cosmetics: All
Color Cosmetics: Skin Care: 35+
Target Customer Teenager
Lipstick & 9 to 5 Lipstick
Best Selling
Range
Lipstick: Rs 140 - Lipstick: Rs 225 - Rs
Price Range
Product
Rs 275 550
Nail Paint: Rs 65 Nail Paint: Rs 90 –
Analysis
Demographics
Age Break-up
4% 7% 21%
5% 18-21
22-25
26-30
31-35
above 35
63%
Demographics
Occupational Breakup
9%
4%
14% house wife
other
professional
student
73%
Monthly Expenditure ( in Rs. )
4% 2%
24%
59%
11%
0-500 1000-1500 1500-2000 500-1000 Nil

Source of Product Information
45 70%
40
35 56%
30 47% 44% 46%
42%
25 Lakme
20 25% Revlon
15 19%
10
5
0
TV Ads Print media Peer group Retailer
Information
0
5
10
15
20
25
35
40
45
50
daily
30 24
8
frequently
3
never
Lip Makeup
sometimes
daily
22 23
7
frequently
3
never
Eye Makeup
sometimes
24
daily
7
frequently
18
never
Nail Care
sometimes
25
Frequency of Use
daily
43
frequently
2
never
Skin Care
5
sometimes
daily
23
frequently
28
never
Hair Care
5
sometimes
Brand Usage
60
50
50
40 31
30 22 23 24 22
20 16 17
13 12 11
9 7 7
10 4 4 6 3 3 1
0
revlon
revlon
revlon
revlon
revlon
don't
don't
don't
don't
don't
other
other
other
other
other
lakme
lakme
lakme
lakme
lakme
Eye Makeup Lip Makeup Skin Care Hair Care Nail Care
Identification With Communication
40 67%
63%
35
30
25 37%
33% Lakme
20
Revlon
15
10
5
0
no yes
Occupation Vs Identification with Communication of Lakme
Count of Age
45
40
35
30
28
25 Identification with Lakme

yes
20 no
15
10
14
5 7
2
3 1
0 1 1
house wife other professional student
Occupation
Occupation Vs Identification with Communication of Lakme
Count of Age
45
40
35
30
28
25 Identification with Lakme

yes
20 no
15
10
14
5 7
2
3 1
0 1 1
house wife other professional student
Occupation
Lakme Value for money
Revlon Value for money
very good
9
Ratings
good
39
average
6
poor
0
very poor
0
NR
3
very good
10
Ratings
good
26
average
15
poor
2
very poor
0
NR
4
16% 68% 11% 0% 0% 5% 18% 46% 26% 4% 0% 7%
Reliability (Quality) Reliability (Quality)
very good good average poor very poor NR very good good average poor very poor NR
10 35 7 1 1 3 15 29 9 0 0 4
18% 61% 12% 2% 2% 5% 26% 51% 16% 0% 0% 7%
Status Status
9 24 19 1 1 3 18 27 8 0 0 4
16% 42% 33% 2% 2% 5% 32% 47% 14% 0% 0% 7%
Variety Variety
12 29 11 2 0 3 9 30 12 1 0 5
21% 51% 19% 4% 0% 5% 16% 53% 21% 2% 0% 9%
Availability Availability
28 22 4 0 0 3 8 27 17 0 0 5
49% 39% 7% 0% 0% 5% 14% 47% 30% 0% 0% 9%
Lakme Revlon
very good Ratings
good
Value for money
average poor very poor NR very good Ratings
good
Value for money
average poor very poor NR
8 31 3 0 0 0 8 10 5 2 0 1
19% 74% 7% 0% 0% 0% 31% 38% 19% 8% 0% 4%
10 27 4 1 0 0 10 13 2 0 0 1
24% 64% 10% 2% 0% 0% 38% 50% 8% 0% 0% 4%
Status Status
9 22 10 1 0 0 13 10 2 0 0 1
21% 52% 24% 2% 0% 0% 50% 38% 8% 0% 0% 4%
Variety Variety
12 24 5 1 0 0 7 14 3 1 0 1
29% 57% 12% 2% 0% 0% 27% 54% 12% 4% 0% 4%
21 16 5 0 0 0 6 12 7 0 0 1
50% 38% 12% 0% 0% 0% 23% 46% 27% 0% 0% 4%
Lakme Ratings of Revlon Ratings of
Common Users
Value for money
Common Users
Value for money
4 15 0 0 0 0 5 6 5 2 0 1
21% 79% 0% 0% 0% 0% 26% 32% 26% 11% 0% 5%
2 15 1 1 0 0 7 9 2 0 0 1
11% 79% 5% 5% 0% 0% 37% 47% 11% 0% 0% 5%
Status Status
3 9 7 0 0 0 10 6 2 0 0 1
16% 47% 37% 0% 0% 0% 53% 32% 11% 0% 0% 5%
Variety Variety
3 13 2 1 0 0 5 11 1 1 0 1
16% 68% 11% 5% 0% 0% 26% 58% 5% 5% 0% 5%
8 10 1 0 0 0 3 9 6 0 0 1
42% 53% 5% 0% 0% 0% 16% 47% 32% 0% 0% 5%
Brand Recall
• Lakme - 40% :Lips make-up
category
• Lakme - 47% and Revlon -
28% :Eye make-up category
• Lakme - 39% and Revlon -
23% :Nail care category
• Loreal - 23% :hair care
category
Male Respondents
• 25% respondents recall Lakme
when it comes to Skin care
• 35% users actually use Lakme
Skin care products
• Lakme does not figure in the hair
care category
• Revlon does not figure in either
category
Suggestions
For Lakme
• Create product line for premium
segment with a different brand
name
• Increased products in hair care
and skin care
• More depth in product range
• Improve packaging
• Increase Communication
For Lakme
• Come out with hair loss treatment
• Introduce low cost variants 4 high
end products
• Water-proof, thick volume
mascara
• Improve Sunscreen’s quality
• More colours for nail
• Smaller bottles
For Revlon
• Improve availability
• Improve communication
• Increase variety and reduce
prices
• Make prices more competitive
For Both
• Keep up with international trends
• Availability in semi-rural areas
• Explore gloss and shine segment
• Both of them can add ayurvedic
pdts
• Revlon parlour

Lakme 2

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Lakme 2

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• Launched in Jan 2002,head on for

• Premium segment – Aviance

• Currently retailed through 15000

• Lakmé – ‘A source of radiant

• Used celebs like Aishwarya Rai,

• 2001-Colorstay range of make-up

Monthly Sales Rs 165000 – Rs Rs 250000

0-500 1000-1500 1500-2000 500-1000 Nil

25 Identification with Lakme

25 Identification with Lakme

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