lakme & reliance fresh ( product and brand management)
DESCRIPTION
product and brand managementTRANSCRIPT
Product and service
ABOUT THE COMPANY Lakme is an Indian brand of cosmetics founded by
Hindustan Unilever in 1973.
Lakme started as a 100% subsidiary of Tata Group.
Tata’s entered into a 50-50 joint venture with Hindustan Lever Limited In 1995.
In 1998 Tata sold off their stakes in Lakme Lever to Hindustan Lakme Lever, for Rs 200 Crore.
4 P’S OF LAKME – MARKETING MIXPRODUCT It provides all cosmetic products that a girl want Face care products such as moisturizer, sunscreen ,
foundation etc. Eye – kajal ,eyeliner , eye shadow etc. Lips – lipstick ,gloss, lip liner etc. Nail – nail polish , remover
PLACE Major distribution channels are : hypermarkets Super markets Departmental stores Other distribution channels are : Cosmetic discounters Ware house clubs Beauty saloons
Lakme has nearly 1000 distributors across India
PRICING Priced high as it targets young brand conscious
people But cheap as compared to competitors such as
maybelline Differentiated pricing – according to quality and
quantity of product
PROMOTION Promoted with the help of heavy ad campaigns and Strong brand ambassadors like kareena kapoor Events like lakme fashion week Promotion through internet and social networking
sites.
SEGMENTATION women in the age group of 18 to 45 Focused on urban areas Concentrates on women who puts high
focus on style , fashion and beauty
TARGETING
Most of the lakme products are meant for the upper and the middle class
Products like orchid and avaince are meant for the affluent
Products like eye artist and radiance target the middle income group
The brand does not actually target the lower segment. But elle -18 as it is cheap can be termed as the only product for this segment
POSITIONING The target segment for the brand is
young women and the positioning of the brand is ‘trendy
and stylish complete range of products for skin and beauty care’
BRAND IDENTITY PRISM PHYSICAL FACETtrendy and stylish complete range of products for skin and beauty care dedicated to all women RELATIONSHIPWomen strongly trust lakme and consider it as their beauty partner REFLECTIONA brand which is trusted by Indian women due to its effectiveness
BRAND PERSONALITY Innovative Freedom Beauty Confidence and independBRAND CULTURE Innovation Expertise excellence
SELF IMAGE Thanks to lakme , feel like on the top of
the world
MAJOR COMPETITORS
REVLON YARDLEY GARNIER L’OREAL MAYBELLINE
SERVICE : RELIANCE FRESH
ABOUT RELIANCE FRESH Industry: Retail Type: Supermarket Chairman & Managing Director: Mukesh Ambani First Outlet: Hyderabad( Banjara Hills) Founded: 30th October 2006 Headquarter: Mumbai Area: 2000-4000 Sq. Ft.
PLACE Located in small commercial complexes close
to 3-4 residential areas Observation: Close to cross roads Almost in all Major areas : In all major cities
and towns in india Targets semi urban population
PRODUCT
Vegetables and fruits House hold items Food and beverages – All premiere brand + Private
label Groceries – only private label Dairy products Non veg food items Ready to eat items
PROMOTION
Main idea – make bulk purchase
Discount scheme days – Saturday and Sunday
Reliance fresh membership card – Reliance One
PRICING Main idea – make bulk purchase
Discount scheme days – Saturday and Sunday
Reliance fresh membership card – Reliance One
PRIVATE LABELS
Maximum Space: Own Products Less Space: Nestle Maggi, MTR Masala, Pepsi, Lay’s Chips.
Reasons: High Margin
BRAND AS ORGANISATION Culture – Process driven Skill sets required – Advanced Compensation – Not high• People – Most important
• Staff uniform – red, green and blue• 1 week training to staff• Needs to be courteous, well trained and
informed - more of a generalist• New CEO – focus increasing on customer
satisfaction
BRAND AS PERSON Role – Facilitator Role expectation – Doer Personification – Educated middle class
housewife Attitude – Value for money Age – middle class Relationship with customer – Friend
BRAND AS SYMBOL Typical slogan – “Friendly neighborhood store” Typical sponsorship - Cookery show (events
around housewives and young women) Adjectives – useful, convenient
THANK YOU ….