BRAND BUILDING STRATEGY FOR

Presented by:- SHILPI PAL

BRAND INVENTORY A brand that has over 5 decades talked of beauty is none other

than Lakmé.

Launched in 1952, it offered a range of cosmetics with nail polishes & lipsticks from the early 80’s

Keeping skin looking healthy and glowing is also a part of looking great. Lakmé provide the complete package with the skin care range and the wide range of colors to spice up the look

HOW LAKME WAS BRANDED AND MARKETED …….• In a market where social acceptance and self-denial were the biggest

barriers to acceptance of cosmetics, Lakme was the first brand that took the onus of educating the Indian woman and breaking her myths about beauty and beauty products.

• In 1981, LakmÈ launched an ad campaign to help the Indian woman discover not just the fine art of make up but also the beauty that she possessed

• Lakme followed suit with the next campaign, promising ‘Looking Good and Feeling Great, with Lakme.

• Lakme India Fashion Week provides the top tier of the brand communication structure.

• They use fair degree of all the communication vehicles across the board be it print, television or radio, along with fashion events like Lakme India Fashion Week where the communication strategy is quite aggressive.

• Their latest campaign is focused on the recently launched fashion statement – ‘Treasures

The TVC opens with a beautiful girl making the strawberry aroma facewash while the music in the background plays "If you think I am fresh, I am fresher than you think

The Red facewash meant for Smooth skin displays

The girl washes her face with the Lakme strawberry face washes for that ultra-fresh skin

The TVC ends with the screen displaying all face washes from the recently-launched Fresh range by Lakme.

• One of the most successful leaps taken by LAKME STRAWBERRY FACE WASH was in terms of relooking at its packaging – it changed the look and style of the brand So that customer attracted more.

THE OLD LOOKTHE NEW LOOK

BRAND EXPLORATORYQualitative research was done to know what

consumers think of the LAKME STRAWBERRY Face wash

Target market: Natives of WarangalSample size-30• Current Consumption:- out of 30 respondents- 13 said they go for

LAKME STRAWBERRY FACEWASH so among them(per month) 7 respondents use 100gm tube = 7*100= 700 gm 6 respondents use 50 gm tube= 6*50= 300 gm

TOTAL= 1000 gm• A mix of the following techniques were implemented

to know the insight of the consumers:

QUALITATIVE RESEARCH TECHNIQUES

Direct •Focus•Depth

Indirect

•Projective technique•Word association, finishing sentence, role playing, cartoon test

CURRENT STATUS OF COMPETITORS

There are few competitors of LAKME STRAWBERRY FACE WASH like:-• Garnier• Everyuth• Clean n clear• Ponds

Garnier Lakme strawberry

Ponds Clean n clear Everyuth0

4

8

12

1617

13

6

10

4

Out of 30

CURRENT SCHEMA

FRAGNANCEUNAVAILABILITY

LEADING BRAND

AFFORDABLE

REMOVES DIRT FROM PORESSMOOTH AND

SILKY TOUCHPURE

LESS PROMOTION

FEEL FRESH

UNAWARENESS

ATTRACTIVE PACKAGINGREMOVES

OILNESS

DI/16/22

DI/17/19CT/

17/15/16

DI/14/24

WAT/24/16/8

GOOD QUALITY

WAT /12

Current pyramid

I imageryPerformance

Salience

feelingsjudgement

resonance

PoP- Face wash,brandedPOD-lakme, strawberry facewash,Deep

cleanser , removes acne and pimples

It is made from fresh strawberry. status symbol.Easily affordable

Not always available,poor distribution, attractive style and packaging.

Feel safe while using Provides smooth and silky skinRemoves dirt from pores.

It’s a facewash which provides clear skin.Very good qualityHaving a good credibility in the market

LOW ATTACHEMENT AND WEAK ENGAGEMENT

CREATING AWARENESS through promotion

AVAILABLE IN DIFFERENT PACKAGESGOOD ADVERTISEMENTS

ATTRACTIVE PACKAGING

VALUE PROPOSITION

DESIRED SCHEMA

FRAGNANCEAWARENESS

LEADING BRAND

AFFORDABLE

REMOVES DIRT FROM PORESSMOOTH AND

SILKY TOUCHPURE

GOOD PROMOTIONS

FEEL FRESH

AVAILABILITY

ATTRACTIVE PACKAGING

SMALL TUBES

REMOVES OILNESS

GOOD QUALITY

MP,SA

SA

MP

MP

MPMP

Current pyramid

I imageryPerformance

Salience

feelingsjudgement

resonance

PoP- Face wash,brandedPOD-lakme, strawberry facewash,Deep cleanser , removes acne and pimples,

Long last fragnance

It is made from fresh strawberry. status symbol.Easily affordable

Always available,good distribution,

good smell,freshness. attractive style and packaging.

Feel safe while using Provides smooth and silky skinRemoves dirt from pores.

It’s a facewash which gives healthy skin,removes dirt from poresVery good qualityHaving a good credibility in the market

HIGH ATTACHEMENT AND STRONG ENGAGEMENT. LOYALITY feel as part of life

BRAND BUILDING-Provides healthy skin

-Freshness-Gives smooth and silky skin

AFFECT

-Removes dirt from pores-Easily affordable-Availability-Long last fragrance

COGNITION

The gaps are like:- • Some of them prefer other brand like

Garnier,Everyuth,Clean n Clear,Ponds etc.• Not easily available.• Packaging• Less promotion• Awareness

To fill the gap between internal & external Schema following steps are undertaken

BRAND ELEMENT

• Memorability - LAKME strawberry facewash is a product of well known brand which is easily recognised and recalled.

• Likability:- the packaging is somewhat attractive that everyone like it .

• Adaptable:- The quality should be maintained which help the consumer to easily adapt the product for a long period of time.

• Meaningful:- the facewash work like that which give some meaning like removes dirt and gives smooth and silky skin which satisfy the need of the consumer.

MARKETING PROGRAMS(4p’s)

PRODUCT:- • This is a face wash ideal for all skin types . • ItsStrawberry extracts polish your skin, leaving it silky smooth and has a deep cleansing action• Gently wash away the dirt from the innermost pores, leaving your skin fresh and tingling

• Its fresh strawberry fragrance lingers on for hours and hours.PRICE-• 5O gm@Rs 45• 100 gm@Rs 70

PLACE:-

• Available at leading retail stores Spencer Reliance fresh More Baba super market MEENAKSHI SUPER MARKET

• Medical store

• Local kirana stores

3 times a week

1-2 month

Daily according to need

PROMOTION• Banner- Parlours,malls• Hoardings• Stalls in malls.

• Advertisements in T.V. which is kept for sale in malls

• Gift handbooks of beauty tips along with every purchase of lakme beauty product.

Promotional statement:- REMOVES DIRT FROM PORES AND GIVE SMOOTH AND SILKY SKIN…………..

• Channels of distribution- Available at all departmental and mom and pop stores.

• Co branding

Lakme- Strawberry Face wash + Beauty ComboMRP : Rs. 190/-You Pay : Rs. 95/-You Save : 95

• Events- Organise fashion show and also sponser events which is organised in different colleges

• Endorsement- Winner of fashion show

SECONDARY ASSOCIATION

THANK YOU!!!!!