3. GROUP MEMBERS
UPAMI TAH
ANJALEE RAI
JAYATI MUKHERJEE
ANKUR KHANDELWAL
SUBHAJIT SIL
4. Contents of the Case Study
Product Positioning
Strategies
Demographical Profile Of
Various Segments Of The
Brands
Unconventional offerings in
a changed environment
5. POSITIONING STRATEGIES
Product mix: product planning
LAKME is an Indian brand of cosmetics owned by Unilever
Ltd. and run by CEO Anil Chopra started as a 100%
subsidiary of Tata Oil Mills part of a Tata group. Its USP
: Lakme brings expert product and services that are borne out
of true understanding of the needs of the Indian women
segment: Personal Care Items - cosmetics, skin care and hair
styling products. Brand extension to beauty services through
Lakme Beauty Salons. TARGET GROUPS: All Indian
women. POSITIONING : A brand that cares of you and
your beauty.
6. REVLON is an American cosmetics, skin
care, fragrance and personal care company
was founded in 1932. Revlon was listed as
one of America's top 5 cosmetics houses.
Revlon is the largest and most popular priced
brand. Revlon is a global colour cosmetics,
hair colour, skin care, deodorants care
company whose vision is Glamour, excitement
and innovation through high quality products
at affordable prices
7. HIGH
Quality
Price
Status
LOW
L'OREAL 's market strategy is to increase brand awareness for
the Garnier family brands. Minimize cannibalization from the
introduction of Garnier products. Market. Market analysis company
recommendation risk mitigation expected results conclusion.
8. AVON's mission statement is to be the company the best
understands and satisfies the product service and selffulfillment needs of women globally the three important elements
however are the focus on women on being global and on the
additional opportunities for Avon is self-fulfillment. Its
objective is to building relationships with people and offering
them a high level service and personal attention.
9. M.A.C. introduces modern 'Glam' Art. They use 4P's marketing mix
product 'Pop Art'. In overseeing the product's success M.A.C. will offer as
a limited edition set before integrated it into normal inventory. Their goal is to
reach target audience resulting in 5% increase in units sold in 6 months.
STRATEGY: Temporary websites dedicated to a particular new launch like
http:// www.barbielovesmac.com/ TARGET MARKET: young women between
the age of 18-25 years who are students or recent graduates. They are
energetic like going out with friends, follows movies as well as concerts. They
are single or newly married. They are open minded and pay attention to self
development. Make-up artists, cosmetologists, hairstyles, models,
photographers.
10. DEMOGRAPHY
Demographics or demographic data refers to
selected population characteristics as used in
government, marketing or opinion research or the
demographic profiles used in such research.
Demography includes race , age , disabilities ,
mobility , educational attainment home ownership ,
employment status and location.
15. Income
Unemployed
Less costly product of Lakme,
Avon,Elle18
Employed
Use highly costly products like
M.A.C, Maybelline , Color -Bar
Area
RURAL
Use of low quality products like Blue
Heaven, Suruchi
URBAN
It depends as per the living standard
16. HIGHEST SELLING BRANDS AT A PARTICULAR RURAL
MARKET
PRODUCT
KAJAL
BRAND-I
RS
BLUE
HEAVEN
NAILPOLISH BLUE
HEAVEN
LIPSTICK BLUE
HEAVEN
BINDI
SURUCHI
BRANDII
25
SINGAR
15
ELLE 18
30/35 ELLE 18
4/5
SHILPA
BRANDBRANDIII
IV
RS
R
RS
LAKME S
50 KEYA
10
SETH 120
100
50 LAKME
110 LAKME 200
4/5
17. UNCONVENTIONAL OFFERINGS IN A CHANGED
ENVIRONMENT INDIAN MARKET
Certain brands including some good
company’s brand offering various
schemes over and above their normal
trade discounts. For extra margin of
profit the retailers substitute the leaders
brand e.g. buy 10 get 2 free. But
companies like Lakme and other big
companies have different mode of
marketing. They want to reach the
customers directly through T.V.
advertisements, fashion shows and even
sometimes they campaign door to door.
18. It offers several point of
purchase display and
also organizes LAKME
FASHION WEEKS.
