Shreya Juneja_Lakme_test marketing

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Information about Shreya Juneja_Lakme_test marketing

Published on April 2, 2014

Author: CIC_management



Some insights into possible test marketing techniques for Lakme, India

Test Marketing Strategies Shreya Juneja, Cluster Innovation Centre, DU

LAKMÉ Cosmetics 2 Started in 1952, because Sh. Jawaharlal Nehru, was concerned that Indian women were spending precious foreign exchange on beauty products, and personally requested JRD Tata to manufacture them in India. • Owned by Unilever • CEO Pushkaraj Shenai • 100% subsidiary of Tata Oil Mills • In 1996 Tata sold off their stakes in to HLL, for Rs 200 Cr to create Trent & Westside • Ranked as 47th most trusted brand in India* * The Brand Trust Report 2011

Test Marketing Techniques 3

LAKMÉ Sun Expert | After Sun Gel 4 • Offer free samples to women after a cricket match, at the stadium • Seek on-the-spot feedback

LAKMÉ ABSOLUTE~ Range 5 • For the elite, page-3 class • Test Market through Lakme India Fashion Week • Test market through Lakme Absolute Salon • Encourage models to post selfies on social networking websites • Analyze reviews

LAKMÉ Classics Range 6 • Make up for daily wear, Lakme Basics • Market testers at stores • Promotion through online Lakme Reinvent Studio • Video Tutorials

LAKMÉ 9to5 Range 7 • For the office going • Begin with Lakme’s own employees and analyse reviews • Makeover studios in office cafeterias


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