Published on February 20, 2014
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
REVLON YARDLEY GARNIER L’OREAL MAYBELLINE
SERVICE : 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.
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
THANK YOU ….
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