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cosmetics marketing
Lakme is an Indian cosmetics brand owned by Unilever that focuses on personal care items. It targets all Indian women and positions itself as a brand that cares about beauty. Revlon is an American cosmetics company known for affordable yet high quality products. L'Oreal's strategy is to increase brand awareness for its family of brands while minimizing cannibalization from new products. Avon's mission is to understand and satisfy the self-fulfillment and product needs of women globally through building relationships. M.A.C introduces limited edition "Glam Art" products and uses temporary marketing websites to reach its target market of young women ages 18-25 interested in fashion and art.
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- 2. Directed by: Prof. DR.Debmalya Dutta
- 3. GROUP MEMBERS UPAMITAH ANJALEE RAI JAYATI MUKHERJEE ANKUR KHANDELWAL SUBHAJIT SIL
- 4. Contents of theCase 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 anAmerican 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 marketstrategy 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 statementis 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 demographicdata 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.
- 14. DEMOGRAPHICAL REPRESENTATIONS AGE 13-25 Use bright make-up 25-45Use light and sober maker up
- 15. Income Unemployed Less costly productof 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 BRANDSAT 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 INA 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 severalpoint of purchase display and also organizes LAKME FASHION WEEKS.
- 20. It offers upto80% discount on their product
- 21.