Launched in Jan 2002,head on for Lakmes Elle-18 Globally positioned at the young and trendy shopper Targeted at the

he socio-economic class (SEC) A, A2 30 products covering categories like nail enamel, lipsticks, lip gloss, face makeup kits and eye shadow

Lakm 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 platform that Revlon had adopted in other countries

Distribution
Only available at top distribution points, not at every kirana and general merchandise store Currently retailed through 15000 counters across India

Lakm Promotions
Looking Good and Feeling Great, with Lakm.

Lakm 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
Lakm India Fashion Week Unveils 2 Fashion Statements every year True Wear Nail Enamel Lakm Hair Next Lakm 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 'lightcapturing crystals' such as rose quartz, mother of pearl and topaz 2002-Revlon's launch of Vitamin C Absolutes Absolutes range of skin whitening products January 2003, Revlon launched StreetWear

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
- 360 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 volumedriven growth Creation of stay on products and fast drying nail paints

Retailers Feedback

Westside
Lakm
Monthly Sales Target Rs 165000 Rs 200000

Revlon
Rs 250000

Incentive
Replenishment Target Customer Best Selling Product Price Range

Fixed: Rs 2000
Twice a week Lip Gloss: Teenager Nail Color: Teenager Lipstick & Nail Color

Variable: 4%-5% Of Sales

Once a week Lipstick: Teenager Other Color Cosmetic: 30+ Skin Care: 30+ Color Cosmetic

Lipstick: Rs 140 - Rs 275 Lipstick: Rs 225 - Rs 550 Nail Color: Rs 65 Nail Color: Rs 90 Rs 130

Shoppers Stop
Lakm
Monthly Sales Target Incentive Replenishment Target Customer Best Selling Product Price Range

Revlon
Rs 250000

Rs 200000

Fixed: Rs 2500 Once in 10 days

Color Cosmetics: Teenager

Variable: 4%-5% Of Sales Once a week

Color Cosmetics: All Skin Care: 35+

Lipstick & 9 to 5 Range

Lipstick: Rs 140 - Rs 275 Nail Paint: Rs 65

Lipstick
Lipstick: Rs 225 - Rs 550 Nail Paint: Rs 90 Rs 130

Analysis

Demographics
Age Break-up

5%

4%

7%

21%

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 40 35 30 25 20 15 10 5 0 70% 56% 47% 44% 42% 46% 25% 19% Lakme Revlon

TV Ads

Print media

Peer group

Retailer Information

50 45 40 35 30 24 25 20 15 8 10 5 0 3

daily frequently never sometimes daily

Lip Makeup

22 23 7 3

frequently never sometimes

Eye Makeup

24

daily frequently

18 7

Frequency of Use

Nail Care
never sometimes daily frequently

25 43

7 2
never sometimes daily frequently

Skin Care Hair Care

5 23 28 1 5
sometimes never

Brand Usage
60 50 40 30 20 10 0
revlon revlon revlon revlon revlon don't don't don't don't other other other other lakme lakme lakme lakme lakme other don't

50 31 22 9 13 4 16 12 7 23 24 4 6 3 3 1 22 17 11 7

Eye Makeup

Lip Makeup

Skin Care

Hair Care

Nail Care

Identification With Communication

40 35 30 25 20 15 10 5 0 no yes 33% 37% Lakme Revlon 63% 67%

Occupation Vs Identification with Communication of Lakme

Count of Age

45

40

35

30 28 25 Identification with Lakme yes no

20

15

10 14 5 2 3 0 house wife 1 1 other Occupation 7 1 professional student

Occupation Vs Identification with Communication of Lakme

Count of Age

45

40

35

30 28 25 Identification with Lakme yes no

20

15

10 14 5 2 3 0 house wife 1 1 other Occupation 7 1 professional student

Lakme Ratings
Value for money very good 9 16% good 39 68% average 6 11% poor 0 0% very poor 0 0% NR 3 5% 10 18% Reliability (Quality) very good 10 18% good 35 61% average 7 12% Status very good 9 16% good 24 42% average 19 33% Variety very good good average poor very poor NR poor 1 2% very poor 1 2% NR 3 5% poor 1 2% very poor 1 2% NR 3 5%

Revlon Ratings
Value for money very good good 26 46% average 15 26% poor 2 4% very poor 0 0% NR 4 7%

Reliability (Quality)
very good 15 26% good 29 51% average 9 16% Status poor 0 0% very poor 0 0% NR 4 7%

very good
18 32%

good
27 47%

average
8 14% Variety

poor
0 0%

very poor
0 0%

NR
4 7%

very good

good

average

poor

very poor

NR

12
21%

29
51%

11
19%

2
4%

0
0%

3
5%

9
16%

30
53%

12
21%

1
2%

0
0%

5
9%

Availability very good 28 good 22 average 4 poor 0 very poor 0 NR 3 very good 8 good 27

Availability average 17 poor 0 very poor 0 NR 5

49%

39%

7%

0%

0%

5%

14%

47%

30%

0%

0%

9%

Lakme Ratings
Value for money very good 8 19% good 31 74% average 3 7% poor 0 0% very poor 0 0% NR 0 0%

Revlon Ratings
Value for money very good 8 31% good 10 38% average 5 19% poor 2 8% very poor 0 0% NR 1 4% Reliability (Quality)

Reliability (Quality)
very good 10 24% good 27 64% 10% Status very good 9 21% good 22 52% average 10 24% Variety very good 12 29% good 24 57% average 5 12% Availability very good 21 good 16 average 5 poor 0 very poor 0 NR 0 very good 6 good 12 poor 1 2% very poor 0 0% NR 0 0% very good 7 27% good 14 poor 1 2% very poor 0 0% NR 0 0% very good 13 50% good 10 average 4 poor 1 2% 0% very poor 0 NR 0 0% 38% very good 10 good 13 50%

average 2 8% Status average 2 8%

poor 0 0%

very poor 0 0%

NR 1 4%

poor 0 0%

very poor 0 0%

NR 1 4%

38%

Variety
average 3 12% Availability average 7 poor 0 very poor 0 NR 1 poor 1 4% very poor 0 0% NR 1 4%

54%

50%

38%

12%

0%

0%

0%

23%

46%

27%

0%

0%

4%

Lakme Ratings of Common Users

Value for money very good 4 21% good 15 79% average 0 0% poor 0 0% very poor 0 0% NR 0 0%

Revlon Ratings of Common Users

Value for money very good good average poor very poor NR

5
26%

6
32%

5
26%

2
11%

0
0%

1
5%

Reliability (Quality) very good good average poor very poor NR very good 7 37% good

Reliability (Quality) average 2 11% Status poor 0 0% 0% very poor 0 NR 1 5%

2
11%

15
79% 5%

1
5% 0%

0
0%

9 47%

Status very good 3 16% good 9 47% average 7 37% Variety very good 3 16% good 13 68% average 2 11% Availability very good 8 42% good 10 53% average 1 5% poor 0 0% very poor 0 0% NR 0 0% very good 3 16% good 9 47% poor 1 5% very poor 0 0% NR 0 0% very good 5 26% good 11 58% poor 0 0% very poor 0 0% NR 0 0% very good 10 53% good 6 32%

average 2 11% Variety average 1 5%

poor 0 0%

very poor 0 0%

NR 1 5%

poor 1 5%

very poor 0 0%

NR 1 5%

Availability average 6 32% poor 0 0% very poor 0 0% NR 1 5%

Brand Recall
Lakme - 40% :Lips make-up category Lakme - 47% and Revlon - 28% :Eye makeup category Lakme - 39% and Revlon - 23% :Nail care category Loreal - 23% :hair care category Lakme - 38% :Skin 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 Sunscreens 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