Lakme & reliance fresh ( product and brand management)

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Information about Lakme & reliance fresh ( product and brand management)

Published on February 20, 2014

Author: salupkumar



product and brand management

Product and service

 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.

PRODUCT  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

 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

 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

 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.

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 

 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

 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’

PHYSICAL FACET trendy and stylish complete range of products for skin and beauty care dedicated to all women  RELATIONSHIP Women strongly trust lakme and consider it as their beauty partner  REFLECTION A brand which is trusted by Indian women due to its effectiveness 

 Innovative  Freedom  Beauty  Confidence and independ BRAND CULTURE  Innovation  Expertise  excellence

 Thanks world to lakme , feel like on the top of the



 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.

 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

 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

 Main idea – make bulk purchase  Discount scheme days – Saturday and Sunday  Reliance fresh membership card – Reliance One

 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

 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

 Role – Facilitator  Role expectation – Doer  Personification – Educated middle class housewife  Attitude – Value for money  Age – middle class  Relationship with customer – Friend

slogan – “Friendly neighborhood store”  Typical sponsorship - Cookery show (events around housewives and young women)  Adjectives – useful, convenient  Typical


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