Lakme Fruit Blast Project

1. PROJECT ON:

2. ABOUT THE COMPANY:
 Lakme founded in 1973 is an
Indian brand of cosmetics,
owned by Hindustan Unilever.
 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 HLL,
for Rs 200 Crore.

3. INTRODUCTION
 The name ‘Lakme’ is borrowed
from Lakshmi, the name of the
priestess.
 The rate is high in the skin-care
segment as compared to colour
cosmetics.
 In the skin-care segment, price and
volume played an equal role in value
growth.
 Lakme has a range of beauty
products to offer to its consumers.

4. “Lakme Fruit Blast Face Wash Series”
 Lakme Fruit Blast ‘BERRY
LUSH’ Face Wash.
 Lakme Fruit Blast ‘MELON
MELT’ Face Wash.
 Lakme Fruit Blast ‘CITRUS
RAIN’ Face Wash.
 Lakme Fruit Blast ‘HONEY
GLOW’ Face Wash.

5. USAGE REASON
 Pro’s:
- It has tiny granules which are
strawberry seeds for exfoliation.
-It has got a gel-like consistency with
a strong and nice fruity fragrance.
-It is reasonably priced.
 Cons:
-Many women have complained that
it leaves a slippery feel on the face
after its use.
- Since it is soap free, it does not
lather that well.

6. Lakme‟s Fruit Blast „Melon Melt‟ face wash
 Pro’s:
- It is reasonably priced for the
quantity given.
-Doesn’t cause skin to break out at
all.
-It smells of freshly cut melons and
the aroma is just superb.
 Cons:
-The granules in this face wash are
quite rough.

7. Lakme Fruit Blast „Citrus Rain‟ Face Wash
 Pro’s:
- It contains niacin amide or vitamin
c which adds radiance to skin.
-It smells of freshly peeled oranges.
- It is another effective and new
innovation from the Lakme company.

8. Lakme Fruit Blast „Honey Glow‟ Face Wash
 Pro’s:
-Deeply revitalise and protect your
skin from the winter.
- The nourishing active ingredients;
honey and avocado, are infused in
this hydrating face wash.

9. CUSTOMER PERCEPTION
 Perception is the process through
which we select, organise and interpret
sensory input to achieve or grasp of our
surroundings.
 The commercial ad definitely stays in
one’s mind and is hard to forget.
 The customers perceive the Fruit Blast
face washes as a natural and soap free
way to protect their skin.
 The natural scrub particles and
granules of strawberry seeds have been
perceived well with the women
customers.

10. MOTIVE
 Inferential
-The customer becomes aware about a product by observing
another person talking about the product.
 Explanatory
-The commercial ad has shown the importance of fruit essence to a
woman's skin.
Predictions
-If working women and college girls are motivated to keep their
skin hydrated they will try to take care of their skin.
Multiple Motives
-Catching and understanding different consumer motivation leads
to successful launch of the product.

11. SURVEY
 How often do you purchase Lakme Face Wash?
-a) 60% - Once in a month
b) 40% - Twice a month
 Out of the 4 types which face wash do you use?
-a) 50% - Citrus Rain
b) 50% - Others
 How do you find its pricing?
-a) 30% - High b) Low – 5% c) Optimum – 65%
 Do you want any changes in the product?
-a) 70% - Yes
b) 30% - No.