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Student Name : Jayani Perera Student ID No: 12-500048

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Module Title Globalization

Assignment Title Marketing Plan - Laksala

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MARKERTING PLAN

Name: Jayani Perera

Student Number: 12-500048

Subject: Globalization

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Executive Summary

This marketing plan is based on the introduction of Sri Lankan ‘Handicrafts’ such as; Batiks

and Handlooms textiles launched by the Sri Lankan Handicraft specialty shop ‘Laksala’ in

Southampton, United Kingdom. This report consists of Marketing Plan’ for the introduction of

Laksala handicrafts in Southampton. The Laksala Handicraft shop will begin its business venture

as an independent retail shop in Southampton. The Handicraft items will be directly introduced

to the market by means of retail marketing through Laksala’s newly launched outlet in

Southampton. Laksala plans to introduce the products to the British Asians living in

Southampton and to the tourists visiting the area.

The Marketing plan’ provides a detailed account of Laksala’s Current marketing situation with

background data on the market, product, competition, and distribution. Market analysis for

Laksala through taking a look at the Macro and Micro environment, marketing strategy with

details of the 4Ps.

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Contents

0.1 About Laksala.........................................................................................................................6

Handicraft.......................................................................................................................................6

0.2 The product: How is it perceived by the intended target market?............................................7

2.1 Relative advantage.................................................................................................................7

2.3 Complexity.............................................................................................................................9

2.4 Trialability.............................................................................................................................9

2.5 Observability.........................................................................................................................9

0.3 Major problems and resistances to product acceptance based on the preceding evaluation...10

4.0 The Market.................................................................................................................................11

4.1 The Product Market................................................................................................................11

4.1.1 Geographic Region............................................................................................................11

0.5 Consumer buying habits.............................................................................................................12

5.1 Product- use patterns..............................................................................................................12

5.2 Product feature preferences...................................................................................................12

5.3 Shopping habits......................................................................................................................12

6.0 Distribution of the product.........................................................................................................13

6.1 Typical Retail outlets...............................................................................................................13

6.2 Product Sales by Other Middle men.......................................................................................14

7.0 Advertising & promotion...........................................................................................................14

7.1 International Advertising.......................................................................................................14

7.2 Sales promotions......................................................................................................................14

8.0 Pricing strategy...........................................................................................................................15

9.0. Competitor Analysis...................................................................................................................15

10. Competitors............................................................................................................................16

10.1 Competitors Prices................................................................................................................17

11.0 Competitors promotion & advertising methods........................................................................17

11.1 Competitors distribution channels.........................................................................................17

12.0 Market Size..............................................................................................................................18

12.1 Estimated industry sales for the planning year.....................................................................18

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12.2 Estimated sales of Laksala for the planning year..................................................................18

13.0 Marketing Objectives................................................................................................................19

13.1 Target market........................................................................................................................19

13.2 Market penetration and coverage.........................................................................................20

14.0 Product adaptation or modification..........................................................................................20

14.1 Core component.....................................................................................................................20

14.2 Product Platform:..................................................................................................................21

14.3 Design Features:....................................................................................................................21

14.4 Functional Features..............................................................................................................21

14.5 Packaging component............................................................................................................21

15.0 Promotion Mix..........................................................................................................................23

15.1 Advertising............................................................................................................................23

15.2 Objectives..............................................................................................................................24

15.3 Media Mix..............................................................................................................................24

15.4 Message.................................................................................................................................24

Bibliography.....................................................................................................................................26

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0.1 About Laksala

Laksala is the only State owned Gift & Souvenir Boutique and was established under

the National Crafts Council And Allied Institutions Act, No. 35 of 1982. Since then Laksala has

witnessed numerous changes with an ever growing list of products on sale. Today Laksala

operates through13  branches located island wide and offer the widest variety of all Sri Lankan

products at a reasonable price. Most importantly, Laksala enables the numerous industries that

supply goods to it to stay both profitable and in business. Today you will find an eclectic blend

of items ranging from selections of beautifully packaged tea and spices to, colourful batik ware

to an elaborate collection of art and craft as well as the finest collection of traditional Sri Lankan

Gems and Jewellery. Laksala is therefore your one stop guide and a visit to one of our stores

feels like you visited ‘all of Sri Lanka’!

Handicraft

Handicraft is one of the traditional sectors of Craft, which is completed by means of simple tools

or hands. It requires lot of creativity along with skills to design them. Handicrafts are designed

using natural raw material, cloths, jewelry, paper, plant fibers, etc. in different combinations of

colors which is most of the time eco-friendly. These are normally both, functionally and

decoratively useful for the customer. (Tatum, 2014)

Laksala produces many types of Handicrafts. They are:

1. Wood

2. Rush & Reed ware

3. Paper Mache

4. Clothes, fabric & accessories

5. Gem & Jewelry

6. Other

(Laksala, 2014)

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However, in the primary stage the company is looking forward to export clothes & fabric to

Southampton because there is high demand for handicrafts items and Southampton is the

business capital in east England. (Southampton City Centre, 2014) Therefore this category

includes batik, handloom, bath-ware, accessories and other.

0.2 The product: How is it perceived by the intended target market?

2.1 Relative advantage

Laksala ‘Batiks’ are made using pure cotton or silk fabric and designed with vibrant colours and

elegant designs of Sri Lankan life, nature and mythology. What differentiate the Batiks from the

usual textile are its distinct art forms replicated in intricate design inspirations ranging from Sri

Lanka’s natural beauty found on land, in the ocean and religious aspects. Laksala, Handloom

products as well showcases a distinct identity of traditional woven patterns in a range of dramatic

colours, patterns and designs produced to cater to individual requirements of buyers from

different cultures. Both Batiks and Handloom are completely sustainable and use eco-friendly

raw materials and natural ingredients (dyes) and internationally accepted quality standards are

maintained. Such eco-friendly and vibrant textiles are not readily available in a country like UK.

Thus Laksala makes such eco-friendly items easily available at arm’s reach to those customers

with a taste for eco-friendly labels. Moreover, a great deal of Laksala products will appeal to

Asians and British Asians customers living in Southampton because of cultural value and Asian

origin.

2.2 Compatibility

In accordance to the research, majority UK customers are gradually moving towards the trend of

purchasing eco-friendly items. (Darnall, 2014) Laksala presents a range of eco-friendly items

produced mostly from natural raw materials, thus the products are very much consistent and

compatible with the trend. Moreover Laksala products will be as well, highly compatible with

the Asians and British Asians living in Southampton, who are more likely to embrace such

products for cultural features or reasons and since of Asian origin. In addition another trend for

many UK customers buying handicraft items is that, handicraft products make a “unique gift”

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because of the human skill and personal touch involved. (McIntyre, 2010) Laksala products are

handmade by skilled craftsman, thus very much compatible with the current trend.

2.3 Complexity

Initially, there would be a certain amount of difficulty and time present in finding highly skilled

craftsman to produce textiles of export-oriented quality and to match international market

standards. Yet with the experience gained by some of the traditional local craftsman in the

domestic textile industry and the sufficient training provided, will help to overcome this

challenge to produce value added products overtime.

2.4 Trialability

Customers have the opportunity to try or fit on the various textiles offered in the Batik and

Handloom product based categories in Laksala’s very own model showroom or retail shop

located in Southampton. Customers would also have the opportunity to touch and feel the

softness of the materials showcased in the model showroom.

2.5 Observability

Laksala will open its own model showroom or own retail shop in Southampton showcasing a

wide range of Batik and handloom product based items. A cultural atmosphere and ambience

will be created in the showroom to provide the customer with a sense of Sri Lankan culture and

pride during their shopping experience at Laksala.

0.3 Major problems and resistances to product acceptance based on the preceding evaluation

Starting operations in a new country with new culture will be nearly impossible in first few years

because Laksala has to adapt to the new system of rules and regulations and culture terms.

However the fact that Laksala products are eco-friendly, health and hygiene certified premium

mixtures makes it more valuable and competent.

The first barrier Laksala would face is the competition in modernized and globalized business

world of today. UK is far more advance from our economy and technology. In UK majority of

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people purchase their products through smart phones and computers. Therefor it is essential to

adapt to their technology to connect with people. However the existence of other international

and local competitors will create immense pressure on our products launch. Pakistanis and

Indians are well ahead with handicraft products market in UK. This can be managed carefully by

creating an IMC plan and Laksala can use its pricing strategies in the first few years to attract

more customers to be competitive in the market.

Declining market for handicraft in UK is another barrier Laksala faces. This is because the high

marginal products are harder to sell since they are expensive. Laksala can use its pricing

strategies to increase the sales and also adding value to the product can also mitigate its sales

since people will pay extra money for value added products. It is important to add value to the

product without isolating there culture terms and values, introducing new products like table

linen, kitchen Linen, and curtaining with combination of colours and style can increase the level

of sales.

Also it is important to gain awareness of the product. this can be accomplish by using marketing

tools to connect with people, using promotional tools and pricing strategies can overcome this

problem.

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4.0 The Market

4.1 The Product Market

4.1.1 Geographic Region

United kingdom is located in Western Europe, islands, including the northern one-sixth of the

island of Ireland and between the North Atlantic Ocean and the North Sea; northwest of France.

And consists of 63,047,162 (July 2014 est.) of population. It’s a developed country and known as

the sixth largest economy by GDP and eight largest economies by purchasing power parity.

Southampton of UK is a city about 70 miles southwest of London. It’s also known for the Chief

Port of England and consists of a population of over 239,000. Southampton is recognized as a

commercial, cultural retail capital of south coast which is a tourist destination and drives and

thieving economy, so therefore Laksala store will be located in Southampton considering these

geographic advantages of the city.

(Business Southamptom, 2013)

(Maps Labs , 2013) (Maps Labs , 2013)

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0.5 Consumer buying habits

5.1 Product- use patterns

Laksala offers its clothes & fabric to match the consumers buying habits. Almost every

handicraft item has dual uses, such as decorative and functional. It caters personal & home uses,

gift giving, symbol of status and importantly it spreads cultural heritage from one generation to

the other.

The patterns available symbolize cultural and religious factors. Most of the items are unique

because of its colourful and sophisticated designed items. Therefore a wide choice of products

will be available for the customers. Laksala will be marketing theses unique designs to approach

customers by providing detailed information about the product use and patterns. (Laksala, 2012)

5.2 Product feature preferences

Customers’ tastes and preferences of products are moving towards eco-friendly product based

items. Most UK customers are becoming increasingly concerned about the environment and

basing their purchasing decisions on a product’s environmental attributes. (Darnall, 2014)

Laksala Batiks and handloom textiles are produced of natural raw materials and ingredients, thus

complimenting customer’s purchase preference towards eco-friendly based products. Moreover,

studies also reveal that many customers enjoy wearing vibrant, trendy and gigantic and colorful

designs and patterns of clothing because of the fair complexions. Batiks and handlooms

compliment this customer preference by creating colorful and dramatic designs.

5.3 Shopping habits

Englands Marginal Propensity to consume is 0.8, which means consumers in england spend

80% and save 20% of their total income. Most Britons do most of their shopping in holiday

seasons. Specially during winter and summer also during the end of a year, they usually renovate

their houses with new looks. Apart from clothes, Laksala has many items such as table linen,

kitchen Linen, and curtaining. This can be an advantage for us to improvise upon since we can

offer them new, different and stylish looks to their homes. We can inform them about Laksala

handloom products through leaflets, promotions and via mails.

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Nowadays most people are dealing with busy lifestyle they have less leisure time. consurmers

often seek for defferent methods of consumning to use the maximum time available for them.

Studies have found that people consume more often online than in past years. Therefore it is

important for Laksala to create a website which consumers can purchase products online.

Moreover most of the europian countries conusmers are more concerned about the quality of the

products over quantity. (Sillitoe, 2010)

6.0 Distribution of the product

6.1 Typical Retail outlets

There are five basic types of retail stores classified by UK statistics with regard to the type of

operations they engage in. The basic types of retail outlets include Department stores, Multiple

stores (chain of stores under the same legal ownership), Supermarkets, Cooperative stores and

Independent stores which operate in less than four branches. (UK Home Shopping, 2012) The

Laksala Company will begin its business venture as an independent retail store in Southampton,

UK. The retail store will be located in ‘Oxford Street’, Southampton’s most cosmopolitan

rendezvous located between the city walls and the residential waterfront, Ocean Village. An

outlet will be rented in Oxford Street to begin the retail store. This location will be an ideal site

for Laksala because of the continuous mass of tourists’ arrivals along Oxford Street, its close

proximity to the city’s Shopping Center and the multi-ethnic community residing in the area.

(Oxford Street, 2011) The handicrafts will be directly sold from Laksala’s very own independent

model showroom.

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6.2 Product Sales by Other Middle men

Middle men as wholesalers, distributors and other intermediary parties will not be necessary, as

the handicrafts will be exported from Sri Lanka and directly made available for customers

through Laksala’s own independent retail shop in Southampton. Therefore the sales of the

products and In-store promotions will be directly handled by the staff at Laksala’s independent

retail shop.

7.0 Advertising & promotion

7.1 International AdvertisingIn order to increase sales of the products it is essential to create awareness among people.

Therefore advertising is a vital tool to create awareness and increase demand of the product.

Since the product distribution is limited to Southampton, United Kingdom, it is wise not to use

mass media for advertising. Laksala can use social media, direct mail, brochures, magazines and

radio advertising to increase sales. Moreover low budget advertising can be used to increase

awareness by using social media websites such as Facebook, twitter and Myspace.

7.2 Sales promotions Another effective way of attract the customer is sales promotions. Both push promotion and pull

promotions will be used by Laksala. Push promotions are effective to generate brand awareness

and promoting a new product or service. Push strategy goes to sell directly to the customer, by

pushing its products in front of the customers without the customer’s request. With this type of

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strategy, consumer promotions and advertising are the most likely promotional tools. (Kanani,

2009)

Pull promotion strategies are generally used to stimulate demand for the product, which helps to

increase store traffic and purchase. It is used to generate short term sales by using discount

vouchers, coupons, premiums and buy one get one free options. (Riley, 2012)

8.0 Pricing strategy

Laksala is launching Sri Lankan batik wear pricing with regards to textiles should be considered.

In UK generally the manufacture markup rate is around 30% and retailers are around 100%

markup. As Laksala is intending to open its own branch and as the product is with designer

quality with vibrant colours and designs sharped with skills we hope we would be able to have a

customer markup of 100%.

We focus on a value based pricing system for our products due to their high material quality and

exclusive designs.

9.0. Competitor Analysis

A considerable competition in UK’s handicraft market is there. Most of the competition has

arrived from the Asian exporters, mainly for wooden handicrafts. There are local competitors

strongly competing. Therefore Laksala has a competitive advantage in the clothes & fabric sector

because of the inadequate supply in this category (batik & handloom) to Southampton. (UK

Essays, n.d)

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10. Competitors(Hobbycraft, 2013) (Fabric Land, 2013)

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10.1 Competitors Prices

(Hobbycraft, 2013) (Fabric Land, 2013)

These are the top 10 purchases of Laksala’s competitor’s at Southampton.

11.0 Competitors promotion & advertising methods

The main competitor to Laksala in UK Southampton will be Hobbycraft. Hobbycraft’s use many

advertising methods in order to attract customers to their products. Mainly through Facebook,

twitter, YouTube and their own hobbycraft web page tend to advertise about their products to

their consumers. As promotional tools, hobbycraft’s carry out free workshops, demonstrations,

expert advice and they provide the chance for their consumers to meet craft world celebrities.

(International Craft & Hobby Fair Ltd., 2013). Store events in Hobby Crafts stores tend attract

customers to their stores regularly. Hobby craft’s provide coupons for their customers through

“Hobbycraft.co.uk Coupon Codes”

11.1 Competitors distribution channels

Hobby craft’s has their, own distribution channels of network. They have a wide distribution

covering entire UK in Select regions such as, East of England, East Midlands, London, North

East, North West, Scotland, South East, South West, Wales, West Midlands, Yorkshire and

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Hobbycraft Fabric Land100 flowers to knit and crochet £10.99 Plain white poly cotton per meter £1.50Sirdar snuggly baby crofter DK in Scottie £3.49 Mother flowers grey stretch cotton £3.99DMC sampler X stitch kit £16.99 Silver cloud stretch silver brocade £3.99Cleopatra’s needle cerise pansy spectacle case £21.99 Corduroys 15mt roll £3.99Handprints lilac fabric per meter £3.00 Lurex & sequined fabric £1.39Free spirit pink carnation fabric 1 yard £5.00 Marmalade Maranda Batik £3.33Ticking quilt fabric per meter £9.99 Thailand Batik £4.64Fleur di lis tablecloth kit £29.99 Chiffons & Georgettes 1 meter £2.99Pillow kit £34.99 Chinese Brocades 10MT £3.80Natures garden tapestry kit £60.99 Cheap Fabric 1 meter £2.00

Humberside. Hobby craft’s Southampton store is located at Gaters Hill, Mansbridge Road

Southampton, SO18 3HW. Store is being open from in weekdays and weekends from 9.00am to

6.00pm. (Hobbycraft Trading Ltd., 2013). Hobby craft products can be purchased through online

for free delivery as well as through a phone.

12.0 Market Size

12.1 Estimated industry sales for the planning year

According to information in the year 2010 Sri Lankan Batik exports have crossed the 8$ billion

Mark and United Kingdom is one of the major clients. (Ministry of Industry & Commerce, 2010)

This boom has led Sri Lankan government to do further planning up to the year 2013.

Considering about the Global market for accessories which is a part of handicrafts the value for

home assessor products is estimated to be $100 billion and UK is one of the key markets. This

shows the future potential for Laksala to expand to other product items is future. (USAID, 2006)

Considering about textile industry: to which the current export Batik and handlooms associate

more, Textiles and clothing > % of value added in manufacturing id 10.54% and is the 35 th

country out of 101. (nation manster, 2013) These information shows that estimated Industry sales

for the planning year of 2014 will be very attractive for batik and handloom.

12.2 Estimated sales of Laksala for the planning year

As the estimation of industry is very attractive, Laksala is looking forward to face its first

estimation of sales. Laksala decides to estimates its sales for the planning year based on

Southampton population, purchasing power, shopping patterns of the population, ethnic

population and the analyzed information in the above parts.

Southampton’s Population is currently 236,900 as at 2011 census details.

(Southampton City Council, 2013)

The local purchasing power of Southampton is 79.73%. (Numbeo, 2013)

Southampton has been ranked at the 15th position in 2011-2012 for Top Shopping

venues in UK. (Southampton City Council, 2013)

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The ethnic population of Southampton displays there are 6.4% Asian’s living in

Southampton. (Southampton City Council, 2011)

Therefore based on the above information, Laksala production and exporting capabilities the

company decides to export 1% of the population in every three months at the initial stage. This

means 7107 units every 3 months in the 1st year. Hence estimates Rs. 30,500,000 income to

acquire in the 1st year.

13.0 Marketing Objectives

13.1 Target market The target market is middle age customers, Asian and local who are living in

Southampton, also the tourist of Southampton.

To attract 3000 or more customers during first three months

Since Laksala is in the initial stage, the company is looking forward to target customers with the

interest of Asian culture. Laksala is mainly targeting middle age customers and ladies, as clothes

and fabric will be offered in the primary stage. Yet middle age gents are also targeted because

the company will be supplying clothes and fabric to both of the genders. The locals, Asians

living in Southampton and the tourists of Southampton can be categorized as the target market of

Laksala.

As Southampton is the business capital of East England (Southampton City Centre, 2014) ; the

company is looking forward to attract 3000 customers in the first three months considering the

population of the city, tourists, shopping habits and income level. (Southampton City Council,

2013)

According to the statistics of ethnic population of Southampton; there are approximately 15,100

Asian’s in terms of percentage there are 6.4% Asian’s living in Southampton. (Southampton City

Council, 2011) The purchasing power of the locals is rated as 79.73%. (Numbeo, 2013)

Therefore the number of customers targeted is much realistic.

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13.2 Market penetration and coverage

Market penetration

Since its Laksala’s first time in UK, it is essential to penetrate on public awareness. Because

Laksala may be entrenched in Sri Lankan market for its quality product but none of the

customers in UK know about this brand. First it is useful to acknowledge how current

competitors such as Hobbycraft and Fabric Land penetrated in to the market. Accordingly

Laksala can gain wider acceptance and trust of consumers by using advertising and sales

promotion. Laksala can use online shopping facilities (e-mails, social marketing and search

engine optimization), discounts and coupons to gain public awareness.

Since Laksala has variety of handicrafts that are different one to another, it can be segmented to

different market. In result Multi-segment marketing would be a great opportunity to generate

sales from many different market segments. Laksala’s products are mainly targeted upon middle

and upper middle class levels.

Market coverage

Laksala would cover the market by opening exclusive Handicraft shops in Southampton (UK).

Moreover Laksala uses direct marketing, which is by assembling the products in Sri Lanka and

then directly importing it to UK (Southampton), and Laksala would not use any intermediaries

during the distribution process. Short channels could specifically use for wider acceptance of

general public

14.0 Product adaptation or modification

14.1 Core componentThe core component of batik and handloom of Laksala are product platform, design features and

functional features. An explanation with regard of the core-components as follows.

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14.2 Product Platform: Materials used to produce Batik and Handloom products of Laksala are eco-friendly. Handloom-

made clothes are good for skin because artificial, synthetic fibers are not being used. It’s healthy

for use .Batik and Handloom products platform is highly compatible with the target market’s

preferences in UK

14.3 Design Features: The design features for Batik and Handloom products carries unique clothing designs with new

styles. It’s attractive with its different types of fashionable designs and with various kind of

unique items products under batik and handloom which specially display the Asian beauty which

the target market prefer to have.

14.4 Functional FeaturesFunctional features of Batik and handloom products are easy to use, no side effects with

regarding from the batik and handloom material as its 100% cotton and the material high in

quality and reliability.

14.5 Packaging componentLaksala Batik and Handloom will be packed in safety package and a compact package design

specially to optimize space when shipping to Southampton UK.

●Trademark – Textile product

● Brand Name - Laksala

● Price :

Product Ranges

Batik & Handloom Men’s wear

(Laksala, 2012) (Laksala, 2012)

Shirts £13.95 - £17.57 Sarong£13.95 - £17.57

Batik & Handloom Ladies wear

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(Laksala, 2012) (Laksala, 2012) (Kapruka, 2013)

Frocks £ 9.31- £15.51 Blouse - £10- £16.54 Skirt -- £10- £16.54

Other Batik & Handloom products

Batik & Handloom Wall hangings £16- £42

(Kapruka, 2013)

Batik & handloom table clothes £30-42

(Kapruka, 2013)

● Quality - Laksala is the only State owned Gift & Souvenir Boutique and was established

under the National Crafts Council and Allied Institutions Act, No. 35 of 1982. (Laksala,

2012)

● Package - Includes in two forms either normal bags or exclusive box for gift giving.

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● Styling - For exclusive items, highly unique designs handloom and batik products with a

stylish exclusive package box. Normal products in a normal decent Laksala bag.

15.0 Promotion Mix

15.1 AdvertisingOur target market includes Asians, Middle age customers and youth in Southampton It account

to a mass population. So it is important to undertake a wide range of advertising modes as well

as other promotional techniques to raise customer awareness about the brand Laksala. Laksala

hope to engage in Press advertising, customer oriented sales promotions and support media as

major forms of advertising.

Press advertising:

Newspaper

Laksala expect to use press advertising trough the bestselling Newspaper in Southampton: The

Southampton press. Instead of just using usual forms of graphical newspaper advertising we

hope to generate news by having a grand opening which will generate awareness as well as foot

traffic in to store. (Microsoft, n.d)

Magazine

Laksala hopes to advertise through

Southampton Air Port magazine

(southamptonairport, 2013) & city

view magazine. “City view

magazine” is a magazine which is

unique to Southampton. It is also

Southampton city council’s flagship

magazine and appears to be the most

popular print magazine in

Southampton. (Southampton City

Council, 2013)

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Through press advertising Laksala hope to generate awareness for the brand and also to position

it as the “Feel The Asian beauty”.

Support media

When using support media as an advertising form Laksala will be using Billboards and outdoor

advertising which is a staple of consumer campaigns. (Outdoor advertising, 2008) Laksala

intends to use bus and rail advertising as those transportation modes are near to the premises.

(Inspiriamedia, 2013) This may carry out Laksala Web address that would create online traffic to

our site and ultimately shop traffic.

15.2 Objectives

To create awareness for the Laksala retail store and Laksala brand

To generate online traffic as well as in- store traffic

To persuade customers for first trial

Emphasis the quality of Sri Lankan products

15.3 Media Mix

As mentioned above our Print media mix comprise with Southampton press Newspaper and City

view Magazine. As for Internet media Laksala intend to use We Heart magazine which is the

most popular e based magazine in Southampton.

15.4 Message

As Laksala is well established in Sri Lanka, the expansion to Southampton is an essential mile

stone. In order to attract the target market, Laksala will be using the below tagline to promote its

products.

“Feel The Asian Beauty”

Through this tagline the company expects to profess the message that Laksala’s products will be

simply providing the true Asian feeling and beauty. This message will be expressed throughout

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