FASHON MARKETNG AND

RETALNG
SLudy complled by
ayal Mahaendra
rlyanka Chhabra
8achna Sharma
SanglLa 1lwarl
Sarahana Sanchay
1o undersLand Lhe markeL poslLlonlng of a
brand Lakme undersLandlng Lhe sLrengLhs
and shorLcomlngs of Lakme and suggesL a
markeL sLraLegy for a compeLlLlve brand as
per Lhe presenL markeL scenarlo whlch wlll
help Lhe brand carve a nlche for lLself
Objective
A step by Step Process
SLep1 Case SLudy of Lakme
SLep2 ConcepL Cf Lssenza
SLep3 Agendas Cf Lssenza
SLep4 vlslon Cf Lhe 8rand
SLep3 roducL ulfferenLlaLlon
SLep6 Lssenza 8esL racLlces
SLep7 Lessons learnL from Lakme fallures
and success
SLep8 Challenges Cf lndlan MarkeL
SLep9 8ole Model
Step 1
Case Study Of Lakme
ntroduction
As lndla Look her sLeps lnLo freedom
Lakme lndla's flrsL beauLy brand was born
ln 1932
Armed wlLh a poLenL comblnaLlon of
forslghL research and consLanL lnnovaLlon
Lakme has grown Lo be Lhe markeL leader
ln Lhe cosmeLlc lndusLry
lL ls manufacLured by Lakme Lever a
dlvlslon of PlndusLan Lever LLd
Case Study Of Lakme
Packaging Strategy
As color cosmeLlcs come under lmpulse
buylng caLegory Lakme producLs are
packaged ln such a way LhaL Lhe LargeL
audlence ls drlven by lnsLanL deslre Lo
posses Lhe producLs
1he sLraLegy ensures LhaL Lhe producLs are
easy Lo use and have a longer shelf llfe and
aL Lhe same Llme look conLemporary
1he range of producLs has a deflnlLe
ldenLlLy ln Lhe markeL ln Lerms of shape
color brandlng and so on
Case Study Of Lakme
Key ngredients
SmooLhenlng and nourlshlng lngredlenLs
llke frulL exLracLs vlLamlns and glycerlne
CLher lngredlenLs are MenLhol 1ocopheryl
AcLaLe Pydrolysed roLeln Amlno Aclds
8osemary CoconuL !o[oba and Almond
exLracLs are used ln halr care producLs
Case Study Of Lakme
Price Range
Llle range 8s 33 Lo 8s 300/
ulLra range 8s 300 Lo 8s 1000/
Crchld range 8s 1000 Lo 8s 2300/
Case Study Of Lakme
Marketing and Promotion
Aprll 2000 Shoppers SLop Lhe llfesLyle and
desLlnaLlon sLore ln assoclaLlon wlLh beauLy
producLs glanL Lakme launched salon
secreLs
uecember 2002 Lakme Lever LLd klcked
off a slew of loyalLy programs and reward
sysLems Lo popularlze lLs beauLy salons lor
Lhe purpose Lhe company has forged
alllances wlLh excluslve reLall ouLleLs across
naLlon lor Lhls lnlLlaLlve Lhe companles
alllance parLners lncluded uona Sylvla
8each 8esorL Coa !uhu 8esldency
Splender lurnlshlng PoLel anchLanLra eLc
Case Study Of Lakme
Marketing and Promotion
PlndusLan Lever has sLepped up lLs onllne
markeLlng lnlLlaLlves Lo promoLe lLs flagshlp
cosmeLlcs brand Lakme ln cyber space
!uly 2003 lor lndla's long summers Lakme
launched a cosmeLlc llne wlLh a coollng
effecL aL Lhe fourLh Lakme lndla lashlon
Week
Lakme's assoclaLlon wlLh Lhe annual Lakme
lndla lashlon Week has helped slgnlflcanLly
ln Lhe brand's growLh charL
Case Study Of Lakme
Marketing and Promotion
Aprll 2003 ?ahoo lndla Lles up wlLh Lakme
lndla lashlon Week
2008 1he company has deployed beauLy
advlsors aL 1200 Lakme reLall ouLleLs across
Lhe counLry Lo promoLe lLs new launch
dumplng mass medla ad campalgns
Case Study Of Lakme
Target Audience
Lakme sLands for women
Llle 18 caLers Lo youLh segmenL (13 Lo 24
yrs)
Lakme 8adlance caLers Lo mlddle segmenL
LhaL ls Lhelr core LargeL (24 yrs and above)
Lakme producLs are malnly exporLed Lo Lhe
counLrles wlLh lndlan eLhnlc populaLlon or
Lo geographles where Lhe brand en[oys
sLrong equlLles
Step 2
Concept of Essenza
Lsseza Lhe word sLands for 'essence' ln
spanlsh
Lssenza acLs as our hypoLheLlcal brand A
brand LhaL uses herbal and ecofrlendly
lngredlenLs for lLs producLs
1he brand ls 'lnnovaLlve' 'darlng' and
'radlcal' as lL sLands by Lhe soclal causes lL
sLands agalnsL Lhe anlmal LesLlng supporL
communlLy Lrade defends human rlghLs
proLecLs our planeL
Step 3
Agenda of Essenza
"8usiness peop/e hove qot to be the
instiqotors of chonqe 1hey hove the
money ond the power to moke o
difference 4 compony thot mokes o profit
from society hos o responsibi/ity to return
somethinq to thot society"
Step 4
Vision of the Brand
CommlLmenL
hllanLhropy
naLural lngredlenLs
no anlmal LesLlng
uefendlng Puman 8lghLs
roLecLlon of our laneL
lalr Labor racLlces
Step 5
Product Differentiation and target
Skln Care producLs lace cleanser lace
lreshener nourlshmenL cream Sun
roLecLors Lye Care Skln vlLallser Skln
exfollaLors lace packs and lalrness
LreaLmenLs
Palr Care roducLs Palr cleansers Clls
vlLallsers CondlLloners and color
8ody Care roducLs 8ody cleansers
nourlshers looL Cream 1alc Soaps
Step 6
Essenza Best Practices
rlclng
lranchlslng
roducL uevelopmenL and roducLlon
MarkeLlng and AdverLlslng
CrganlzaLlon and Puman 8esources
Step 6
Essenza Best Practices
rlclng roducLs wlll be prlced hlgher Lhan
Lhe mass merchandlse cosmeLlcs buL well
under excluslve deparLmenL sLore llnes
lranchlslng 8y appolnLlng a head
franchlse ln each ma[or naLlonal markeL we
wlll be able Lo concenLraLe on Lhe
developmenL of new producL llnes and
company's global vlslon raLher Lhan
worrylng abouL Lhe complexlLles of
admlnlsLraLlon or personal managemenL
Step 6
Essenza Best Practices
roducL uevelopmenL All Lhe producLs are
developed uslng eco frlendly lngredlenLs so
LhaL Lhere ls no deLrlmenLal lmpacL on
naLure
1argeL Audlence Mlddle class Lo upper
mlddle class
AdverLlslng Slnce Lhe brand ls a lnnovaLor
and rlsk Laker noLlceably Lhe brand wlll noL
use phoLographs of any model wlLh
beauLlful halr and perfecL skln buL wlll use
a personallLy who can well be relaLed Lo
soclal cause and soclal awareness lssues
Step 7
Lessons learnt from Lakme failures
and successes
Lessons |earnt from Lakme successes
AuLhenLlclLy adds value
lmporLance Cf SLaff SelecLlon
CloballzaLlon can lead Lo CreaLer Success
Step 7
Lessons learnt from Lakme failures
and successes
Lessons |earnt from Lakme fa||ures
uon'L confuse your personal sLraLegles
wlLh buslness sLraLegles
AdverLlslng and markeLlng adds value
uo noL underesLlmaLe your CompeLlLlon
Step 8
Challenges of ndian Market
CompeLlLlon
varled consumer behavlor
Low awareness levels
Lack of accesslblllLy Lo dlfferenL medla
Large markeL of plraLed producLs
Step 9
Role Model
8ecyclable ackaglng
Creen eace
lrlends Cf Lhe LarLh
no Anlmal 1esLlng
naLural roducLs
LnvlronmenLal
PollsLlc approach
1hank you