Vishwa Vishwani Institute Of

Systems And Management

INTRODUCTION

Half a century ago, as lakme took her steps into freedom, Lakme, first beauty

brand was born. At a time when the beauty industry was at a nascent Stage,

Lakme tapped into what would grow to be amongst the leading,high consumer

interest segments in the Industry that of skincare and cosmetic products.

Armed with a potent combination of foresight, research and constantinnovation.

Lakme has grown to be the market leader in the cosmetics industry .

Lakmetoday has grown to have a wide variety of products and services

that cover all facets of beauty care, and arm the consumer with products

CEO :- Neol Tata

HISTORY

A brand that has over 5 decades talked of beauty is none other than Lakmé.

Launched in 1952, it offered a range of cosmetics with nail polishes & lipsticks

from the early 80’s

Lakmé also understands the importance of maintaining and accentuating a

women’s natural beauty

For this it has introduced a range of skincare products from 1987.

These ranges have been constantly innovated to bring specialized beauty care

With a unique blend of understanding of women of all ages,today, Lakmé is all

setting trends and dominating the fashion arena

EVERYTHING A GIRL WANTS

Lakmé has a wide range of products in color cosmetics that bring

visible results.

To add to this vast is a range of specialized skin care products for

the discerning women.

Keeping nails looking healthy and glowing is also a part of looking

great. Lakmé provide the complete package with the nail remover.

PRODUCT DESCRIPTION

 Lakme is a world reknown and great cosmetic company. A wonderful gift hamper

for today's women.This gift hamper is a great choice for giffting on any

Occasion

PRODUCT CATAGORIES

One Lakme Lipstick.

One Lakme Nail Polish.

One Lakme Eyeliner.

One Lakme Kajal.

One Lakme Strawberry Face Wash 50 gms.

One Lakme Radient Rose Powder.

One Lakme Nail Enamel Remover.

One Lakme Strawberry Silk Cream 50 gms.

One Lakme Deep Pore Cleansing Milk 120 ml.

One Lakme Shampoo.

COMPETITORS

 Several Multinational companaies such as

REVLON,YARDLY,GARNIER,L’OREAL entered in the market

These companies initially cashed on their international brand

Revlon,Maybellline & Avon with the major part of the rest

Other international brand in the sector include L’Oreal some ,of them

engaged in the level if marketing model for their products

BROAD CASTING CHANNELS

MtvChannel VZoomStar WorldSony

The Story Board

The EASY …. FREEZY

Nail polish !!! waaaaaaaaooo !! Girls love applying different color nail polish , matching with there color of dress…

Pink , Green , blue , black , silver , red ,orange , yellow , golden , cream , violet , purple , maroon , sky blueee….

Lets get ready for the party tonight….

Hows it????

Coool na??? hmm…

NEXT day….

Have to apply other nail polish.

hmmm.. This is a total mess , always have to take COTTON .. takes lot of time….

How to get out of this problem????

PRESENTING U …..

FREEEEEZY!!! Soooo eeeeeeasy….

No more fuss , no more time wastage , always ready with your favorite colour…..

Yipeeeeeee!!!

No more COTTON ,

Easy to use , with a brush Saves time Cost advantage

Can apply in hands

can apply in feet

irritation n tiresome task gone !!! girls then wht are you waiting for????

Come on ! get ready for the next party …

Thanks to LAKME FREEEZY!!

STP

SEGMENTATION

Beautification needs are not only women in their adult age but teenager’s girl too have it. The brand as known who will take care of you and your beauty needs, which can be evident from its catchphrases “on top of the world” and another is “source of radiant beauty”

POSITION

HUL Lakme approached with Elle18 in early 1998. It promoted as "Young girl who breaks the rules and loves to have fun". This positioning statement demonstrated young girls who anticipated the image of trying to be unusual and "cool". A nail remover would be apt for this.

TARGETTING

Age: 15 to 24

Education: Students or Graduates.

Students and graduates have more knowledge about the product.

Sex: Female.

Product was launched only for female.

Occupation: Students and Working women

Company has targeted students and working women, because basically this

group works on their beauty part, even it is on nails.

Life cycle: Young, Single and Married.

When it comes to Life Cycle Stage Company targeted to young, single and

married, because they have more influence to buy the products.

Social class: Middle and lower class people

People have enough money to afford the product

PERSUASION MATRIX

A communications planning model in which the stages of the response process

(dependent variables) and the communications components (independent variables)

are combined to demonstrate the likely affect that the independent variables will

have on the dependent variables. Here independent variables are the controllable

components of the communication process; dependent variables are the steps a

receiver goes through in being persuaded