Digital Transformation Recommendation

1. Lyle Cosmetics
Brand Development Campaign
Sept, 2021
Presented by:
Phone: +91 9008001926, +91 9746333628
www.dimark.in Email: contact@dimark.in
#KP 19/187A - 15, PKM Complex, Nr. IIM-K, Calicut,
Kerala, India - Pin: 673571
Behind Planeterium, Kuniyil Kavu, Kalathil Kunnu, Calicut,
Kerala, India – Pin: 673001
Di Mark
Integrated Marketing Services
GSTIN: 32ABQFA8157M1ZW
A division of: Ag Agnella Global LLP
(c)

2. Di Mark
Integrated Marketing Services
Understanding the Brand.
Lyle cosmetics has reached a point where its customers indentify and
appreciate the products in stores. The quality has been proved by the
increasing number of repeated customers, who once used,
becomes the loyalists and advocates.
Lyle has developed a distribution system in Kerala through a network
of local distributors, who closely go in touch of the final selling points.
The nail polish segment, followed by other products offers the
stakeholders in the trajectory (3 tier) a decent ROI.
Along with finely manufactured and packaged nail polish, the
company has also rolled out Rose Water, Lipstick, Nail Polish Tissue
Remover, Glycerin, Liquid Kum Kum, Liquid Nail Polish Remover,
Liquid Sindhoor, Nail Polish Remover and Liquid Nail Polish Removers.

3. Di Mark
Integrated Marketing Services
The Problem.
Lyle has focussed on hard sell, using direct, forceful and overt sales
methods to market its products. Even though this helped in created
an effective distribution system and a wider web of retailers, it
overlooked the benefits being a brand.
In cosmetics industry across the world, legacy brands rule the roost.
They dictate the principles and enjoy a major chunk of the market
volume. They had spent time, energy and resources to establish as
trusted brands. So naturally priced high and loved by millions.
Lyle is looking to position itself as a favourable brand of its TG. It is
looking to create brand imagery that go well with the expectations of
contemporary target. The brand is looking forward to turn into a day
to day name and create admirers and loyalists across regions.

4. Di Mark
Integrated Marketing Services
Better customer recognition
"Oh, I know that brand."
A strong brand consistently uses every customer
touchpoint; a customer will know it instantaneously
just by seeing its color, font, or expressions. That
delivers trust – and people like things that are safe.
Higher customer loyalty
"I like everything they do."
Customer loyalty is the natural effect of a con-
tinuously positive emotional experience, physi-
cal attribute-based satisfaction, and perceived
value of a strong brand.
More word of mouth
"Did you hear about this? It's amazing."
When your brand tells a story that people want
to hear, they’ll repeat it to friends, family, and
strangers at the bus stop. They’re your brand
ambassadors.
Higher advertising effectiveness
"They're showing something new."
Your brand is your guarantee. Your customer
knows that. Anything that originates from you,
the 'strong brand,' will be met with curiosity and
reliance.
Benefits of being a strong brand
Higher applicant quality
"Working for this brand must be awesome."
When a recruiter see a company that
appears to have their head in the game,
they’re likely to be interested. Everyone
wants to have strong, interesting brands in
their CV.
Higher employee motivation
"We have a cool thing going."
If someone working for something grand.
They undoubtedly proud of what they have
achieved. That brings an employee joy in
life, and in work.
Lower price sensitivity
"I need this, no matter what."
The power of a strong brand gives you the
ability to raise prices. It gives control pricing
irrespective of who the competition is.
And the Rational Benefit.
Higher ROI, with control over pricing and
great brand recall and loyalty.

5. Current Positioning:
Premium Products at Non Premium Pricing
The brand tries to emphasise the point that its products are
priced less but have high quality.
Tagline:
Beauty, starting from your fingertips
Di Mark
Integrated Marketing Services
Everything starts with the perfect positioning.

6. Di Mark
Integrated Marketing Services
How important is Price in selling Cosmetics Products in India?
Studies reveal that talking about price would not create good appeal , still
low-rung market is a lot price-conscious.

7. Di Mark
Integrated Marketing Services
Why Brand Positioning?
A branded business is committed to deliver the core
promise to its target consumer with utmost coherence at
every touchpoint. Brand Positioning serves as a guide for
communicating the brand to its target consumer and,
also, as an internal guide for the organization to deliver on
the communication and vice versa.
Your whole branded business needs to be built around
Brand Positioning. Brand Positioning statement summarises
your“core promise”, the target consumer, the problem you
are solving, your benefits: unique selling proposition,
difference from competitors and the reason to believe.
The brand has to grab attention in an emotional way.
Because this emotional connect drives the purchase
decision.

8. Di Mark
Integrated Marketing Services
Positioning statements of market leaders in health
and beauty.

9. Di Mark
Integrated Marketing Services
Our Recommendation.
Love at first sight.
Rationale:
Let’s start it simple, with easily communicable emotionally connected statements. Here the thoughts are:
a) You love the product at first sight, as it packaged and presented well, and you keep loving it, as the relationship grows.
B) Wear Lyle and grab love at first sight from everyone as the product gives you a distinctive personality.
R

10. Di Mark
Integrated Marketing Services
Target Group
All Indian Women from middle and upper class

11. Di Mark
Integrated Marketing Services
The dipstick survey (25 among the TG) provided the following responses.
Have you seen this
product before?
What is your first impression
looking at the bottle?
How would you pay for this?
What do you think after
using it?
Will you buy this next time when
you see this in a shop?
Any suggestions?
All 25 said No.
Bottle looks nice
Response varied from 40 to 60
All colours are nice
Dont know:17, May be: 6, Yes: 2
Come up with small bottles
with lesser price tag-
so that a customer can
experiment before going
for a bigger ones

12. Di Mark
Integrated Marketing Services
The Future is Rosy.
India Cosmetics Market was valued USD 13191.23 Million in FY2020
and is forecast to grow at double digit CAGR of 16.39% through FY2026
to reach USD 28985.33 Million by FY2026.

13. Di Mark
Integrated Marketing Services
Let’s claim our chunk.
How to approach
The 2 Fold Marketing Strategy.
1) Re-energize and reap more from the existing Kerala Market with added brand imagery
2) Explore the benefits of online marketing through popular market places across India
Items
Pricing
Packaging
Innovation
Seasonal Offers
Campaigns
Logistics
Follow ups
Kerala Market
Keep the same
Keep the same
Smaller units of the nail polish –
like 5/6 ml – in singles and
bunches – priced low
Nil
Kerala Oriented – Offline
Current Distribution method
Existing mode – introduce
scientifically organized surveys
India- outside Kerala
Price – 25-40% higher
Singles and multiple units
tied together, newer experiments
Smaller units of the nail polish –
like 5/6 ml – in singles and bunches
Virtually all models like Price offers,
buy 2 get 1 free models, Festival offers etc.
Major cities oriented – Digital
Explore the best and cheapest
Digital marketing tools –
Conversation building methods

14. Di Mark
Integrated Marketing Services
Platforms:
In-stores
Website
Social Media– Facebook, Instagram, Youtube
Online Market Places
Suggested Platforms & Channels:

15. Di Mark
Integrated Marketing Services
The Media Plan and budgets – 1 Year
Focussed on Nail Polish Promotion (Other products can follow later)
GST will be extra
Tools
Product Shoot -for the complete range
Stock Image procurement
Artwork Designing
Model Shoot -Still – (Optional)
Model Shoot Image retouching– (Optional)
Posters and Dangler designing
Website redesigning
Commercial Video
Audio Jingle
Details
Table-top Shoot – One day call-sheet. Studio,
Camera, Photographer, Props, and lights+ retouching
25 images of Shutterstock or available equivalent
3 primary artworks with royalty-free stock images
or Model Shoot + product shoot
One female model (locally available in Kerala) + Photographer,
Camera, Studio and lights + Stylist, Makeup man,
Assistant – One day call sheet
12 best images retouching
3 posters and 3 danglers in different look and feel
(Print production cost will be extra on actual)
Quality SEO optimized content, contemporary design,
payment gateway (optional), one year technical maintenance
– On existing domain under same SSL certificate and server.
1 minute Chorma shoot with single model – one day Callsheet
for entire crew + 3D animated logo and Jingle +
- Edited to 5 sec, 30 sec, 45 sec and 60 sec
60 sec musical highlighting the brand name and tagline
– Independent tune + Female Englishvoiceover
+ appropriate BGM
Price
Rs. 22,000/-
Rs. 18,000/-
Rs. 9,000/-
Rs. 70,000/-
Rs. 1,000/- each
Rs. 9,000/-
Rs. 35,000/-
Rs. 80,000/-
Rs. 35,000/-

16. The Media Plan and budgets – 1 Year - Contd.
Social Media Managment
(Paid procument of stock images to be done twice a year.
Paid promotions & campaigns on Social Media and Online Market Places can be done on prject basis.
Cost+ 20% Agency Commission + GST)
GST will be extra
Di Mark
Integrated Marketing Services
Channel
Facebook
Instagram
Youtube
Activity Price
Rs. 18,000/- month
Content Creation &
Managment of 3 Channels
On monthly retainer fee
basis. - 1year

17. Phone: +91 9008001926, +91 9746333628
www.dimark.in Email: contact@dimark.in
#KP 19/187A - 15, PKM Complex, Nr. IIM-K, Calicut,
Kerala, India - Pin: 673571
Behind Planeterium, Kuniyil Kavu, Kalathil Kunnu, Calicut,
Kerala, India – Pin: 673001
Di Mark
Integrated Marketing Services
GSTIN: 32ABQFA8157M1ZW
A division of: Ag Agnella Global LLP
Looking forward to hearing from you.