HUL L.I.M.

E 13: Stage 1 Submission

HUL Brand that you have picked up: Lakme Salons
1. CONSUMER TREND/S YOU’VE CHOSEN AND WHY? (75 words)
Recently due to covid pandemic, Customers prefer to stay home and uses products which involves
minimum physical contacts associated with products. As Lakme salons are completely customer-based
service this is severely impacted due to this and visiting number of customers have been drastically
reduced. Also, now customers prefer to have products delivered at home. Work from home trend has
reduced using hair and body care products.

2. TARGET AUDIENCE AND THEIR PROBLEMS (75 words)

T
Target Audience are basically the women who are working from home as major IT companies have
come with hybrid future models where employees can choose to work from office or home. The
problem lies with the time and cost to personally travel to salon for the service. Many employees
would be choosing to stay home and work. We are targeting women in big cities who don’t want to
pay a physical visit to a salon or cant spare that time.

3. WHY IS IT IMPORTANT TO SOLVE THIS PROBLEM? (75 words)

It is important to solve the problem as people who are still cautious of COVID do not pay personal visit
to a salon for services. It is also difficult for the salons to sanitize and clean the chairs and equipment
after every customer. People who are loyal customer of LAKME products and services might switch to
other brands who are providing home services and may cause loss in customers.

4. PRODUCT DESCRIPTION (75 words)(Leave blank if your idea doesn’t have a product innovation)
Home service – As customers will refrain to visit places having more gathered , we can offer at home
service along with services at established offices to customers which can reduce our investment in
bigger assets and from that saving we can hire more employees to increase our customer reach.
Customers can choose the type of service, preferred product for use/purchase and suitable time
slots from the working hours of the employees through the Lakme Salon application.

5. COMMUNICATION CHALLENGE (100 words)

The major communication challenge can be perks of using Home services. How extra charges or cost
it would be for the home services. Will there be the same standards and quality and safety
measures followed by the employees.

6. CONSUMER INSIGHT (50 words)

Customer Insight – A LAKME membership packages with special discounts to customers with who
register for regular services maybe once every three or four weeks, etc. Discount in form of coupons
for subsequent services.

7. CAMPAIGN IDEA (50 words)

The campaign can be in form of a TV ad commercial where a working women can enjoy the
services of India’s leading cosmetic brand with proper safety and with same standards and quality
of service.
Also we can endorse social media influencers for better reach.in social media like Instagram,
facebook
8. etc. AMPLIFICATION (Including partnerships & Associations) (100 words)
CAMPAIGN

Campaign can be endorsed by a celebrity like Manushi Chhillar who got her body care by Home
service by booking on the App and the employee follows all the safety measures and also not
compromising with the quality