LAKME’S POSITIONING IN TERMS OF PERSONALITY AND SELF

CONCEPT:

Lakme is a product range that caters to the beautification needs of not only women
in their adult age but in today's context teenagers also. It has a brand personality of
someone who takes care of you and your beauty needs. It tries to position itself
amongst its consumers as a product range that will help them look beautiful as is
evident from its catchphrases:

1. On top of the world!

2.Source of radiant beauty1!
Lakme has a range of beauty products to offer to its consumers. Some of the ways
in which it

tries to position itself:

1. Lakme Hair Color: magic of colors (collage).

2. Lakme (versatile eye shadow collection): rich, long lasting and healthy make up.

3. Lakme fair perfect: For flawlessly fair skin!

4. Lakme face magic: daily wear soufflé.

5. Lakme (skin vitalizer): radiant skin, now and forever.

6. Lakme (moisturizer): radiant skin, now and forever.

7.Lakme nail polish and lipstick: electric brilliance/sensual brilliance/free

spirit/peppermint/9 to 52.

8. Lakme sun expert (sunscreen): sun safe hamesha! (face the sun with a smile)
9. Lakme pure defense: anti-pollution system.

10. Lakme Tropical Island (cosmetics): defining the future of fashion.

11.Lakme hair care (international): natural hair care, a source of pleasure and well
being.

12. Lakme hair next: exclusive range of hairstyle products that give you that salon
look
instantly.
On the basis of above mentioned positioning strategies Lakme can have the
following
characteristics that determine its personality:
•
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.
The following factors of Lakme's personality help in differentiation of its products
from the
competition:
•
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.
•
India's first beauty brand and is there for a long time in the market (since
independence).
However, most of the other foreign brands have come only lately

HOW LAKME IS INFLUENCING ITS CONSUMERS:

THE CONCEPT OF EGO:
•

According to Freudian Psychoanalytic theory 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 satisfaction3.

Women all over the world are always expected to look good and Indian women are
no exception; More so because of the fact that Indian women in general do not
have a fair skin like that of their western counterparts. Thus it becomes but natural
for Indian women to try and look good and use beauty products that help enhance
their looks and style. With globalization and liberalization of Indian economy and
the changing demographics and income levels there is more and more concern to
look good as today's Indian woman is no longer confined to her home but is a big
contributor to the growth of Indian economy.

THE CONCEPT OF PERSONALITY GROUPS:

•
Lakme tries to woo the compliant consumers according to Karen Horney's
classification4 of personality groups i.e. people who move towards others. Those
who have desire to be loved, wanted and appreciated. As is earlier stated women
are supposed to look good not only in western countries but also in India.

Women always appreciate if someone calls them beautiful and it has become the
custom of the society to see women in such a context. So it would be prudent to
say that according to the societal norms a women has to look good at all times and
which has a bearing on the psychology of female consumers towards cosmetic
products which help them achieve that desired look. Needless to say that Lakme
plays on the concept of women wanting themselves to be appreciated for their
beauty and being loved for that.

Q) Pick any services as an example to demonstrate how retailers perform functions

to
increase the value of the services.
Ans) I have chosen the service offered by Lakme beauty salon.

Lakme Beauty Salons offer a full range of the latest beauty

and grooming services in the areas of hair care, skin care
and beauty. The services include specialized services for
skin (facials), hair (coloring, cuts, styles, perms etc), hands
& feet (advanced manicures and pedicures) as well as
essential beauty services (waxing, pedicures, and
manicures).

Half a century ago, as India took her steps into freedom,

Lakme, India's first beauty brand was born. At a time when
the beauty industry in India was at a nascent stage, 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. Lakme has since grown to be the market
leader in the
cosmetics industry. There have been a number of reasons that has made Lakme
grow both in
cosmetic arena and service arena. The following addition of value in their services
has lead to the
growth of this nascent brand:-

Firstly, the salon offers a wide variety of services (hair care, skincare, bridal, etc.)
that are designed keeping India beauty trends and need in mind.

The salon is equipped with latest beauty

equipments and highly trained personnel who take
personal care of the customers, ensuring proper
comfort and convenience.

•
The sophisticated designer ambience of the salon also provides its customers with
a
pleasant experience and they thoroughly enjoy their services.
•
The management ensures complete hygiene in the salon ranging from the operating
area
to the personnel attending the customers.

The salon has 88 outlets all over India which again makes it easily accessible by its
target
consumers.
•
The management also seeks feedback from its customers to ensure complete
satisfaction
and ways to improve their experience.
•

The salon has also launched unique programmers such as peppermint services, free
spirit services, happy hour services which are designed to meet the need of various
consumers to either rejuvenate them or relive their stress.

•
Lastly, the services offered by the salon are at affordable prices that again suit the
budget
of the middle class society, which occupies the maximum percentage in India.

Thus, these unique features offered by the salon have helped it position itself in the
market and has also helped the parent brand enhance its image. With newer
innovations the company might excel further and achieve bigger profits in the
future.
PRODUCT DESCRIPTION :

 Lakme is a world reknown and great cosmetic company.

 A wonderful gift hamper for today's women.
 This gift hamper is a great choice for giffting on any

occasion
PRODUCT CATAGORIES

One Lakme Lipstick.

 One Lakme Nail Polish.
One Lakme Eyeliner.
One Lakme Kajal.
One Lakme Strawberry Face Wash 50 gms.
One Lakme Radient Rose Powder.
One Lakme Nail Enamel Remover.
One Lakme Strawberry Silk Cream 50 gms.
One Lakme Deep Pore Cleansing Milk 120 ml.
One Lakme Shampoo.