Me.Myself.I

Brief History

Launched it’s first bag collection in 2010.

Aims to appeal to the Gen Y women.

Provides a wide range of bags to choose from.

Brand extension- Shoes.

Imbibes the dynamism of colors, youth and spunk.

Brand Elements Name: Lavie

Meaning: Life (French)

Logo: Made up of 4 L’s in the shape of a swastik which is very auspicious in Indian culture

Tagline : Handbags for the many you / me. myself. and I

Colors: Background is pink, usually associated with feminity

Graphics: In the end of each TVC, Lavie shows their vast range of handbags

Brand Ambassador: Kareena Kapoor Khan

Desired Brand image and Objectives

Bags for confident, young and style-conscious women.

Promises to have a bag for every mood and many taste – Lavie’s personality.

Trendy product, appealing to different spheres of a woman’s life .

Fashionable yet accessible.

Sense consumers’ needs and demands.

Satisfy them at the right price point along with good quality.

To place the brand as stylish, chic and trend-setter in the category of handbags.

Advertising

Launch Campaigns

Print ads – 2010

Talking about the objective of the campaign, Nirmalya Sen, Managing Director, TBWA India says “We aren’t the only brand that claims it has a wide range of styles and colours. But then, that truly is the competitive advantage of this brand – the widest range of colours, styles, genres of handbags. The challenge was to communicate range in a manner that is distinctive and endears the brand to its audience – confident, young, style-conscious women.”

Objective of Advertising

Informative Promotion

Persuasive Promotion

Reminder Promotion

DIFFERENTIATION Promotion

Print Campaigns

Leading magazines and newspapers

Goal: The creative is such that she is wearing the same attire and her bags change with her mood. She is shown saying that in all her moods she has a bag for herself. So the creative has been made in the manner that exhibits the different moods along with different features of the bag like the cut, style.

TVC

Goal: To communicate the USP Bags for every mood: Making Lavie an extension of a woman in any sphere or mood of her life.

Brand Ambassador : Kareena Kapoor (Youthful, Energetic, Lively)

Tagline: Me. Myself. I

TVC Screenshots

Online Internet marketing

Objectives of Online MarketingTarget Marketing

Interactive Capabilities – Customer’s involvement & feedback – Facebook & Twitter

Information Access – Blogs

Creativity – Pinterest

Message tailoring Done through twitter, queries solved on one-on-one basis.

Public Relation Mediums

News Releases

Events shows

Regular appearances by Kareena Kapoor Khan.

Reasons for indulgence in Public Relations Publicizing news & events.

Promoting established products or services.

Creating a favorable reputation of the company.

Arranging & publicizing public appearance of marketing spokespersons.

Probing public opinion.

Attracting news media coverage of sales conferences, trade shows &other sales promotion events.

Sales Promotion

Discounts• to sell low-priced products in high quantities• to cut costs and stay competitive.• to reward volume customers• to build customer loyalty.

Online Contest Facebook contest -“Dress up to match the product and upload your picture. The winner stands a chance to win a Lavie bag.” • to attract more customers• to keep them engaged• expanding the Product target group

Campaign Conclusion

The Lavie communication started with print ads, information about the product, and product placement.

The brand gained popularity with Kareena Kapoor’s endorsement and also with a very strong social media activity on Facebook.

The TVC takes the brand already to a new level, mainly because of ambassador . It helps them to reach out to a lot more customers given the fact that they are available at various cities across the country because it communicates the USP in the best manner.

Marketing Mix- Product Bags

• Totes• Box bags• Satchel• Hobo• Laptop Bags• Shopper• Bowling Bags• Clutch• Sling bags• Spring Summer 2013

Shoes• Ballerinas• Peep Toes• Flats • Pumps• Sling back• Slip on

Marketing Mix- Price

Stretches from INR 1,000 – INR 4,000

Target Audience- Middle Class – Upper Middle class segment.

Marketing Mix – PLACE • Stores: Lavie BotiquesShoppers StopLifestyleCentralSamsoniteAmerican TouristerBagzone Stores

• Online StoresBagzoneMyntra.comJabong.comFlipkart.com

Marketing Mix- Promotion

Collaboration with Online sellers

Regular contest announcements over FB Eg: Selfie Contest

TVC : Kareena Kapoor is the Brand Ambassador

Print Ads, Trends on Twitter, Pinterest etc.

POSTIONING: “BAGS FOR EVERY MOOD”

Perceptual Mapping

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LAVIE

CAPRESE

HIDESIGN

BATA

BAG-GIT

Fashion Quotient

Avera

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rice

THANK YOU

Apoorva Nair - 10Drashti Shah - 17Parul Singh – 36Priyanka Pathak – 43

S. Shravani - 53Sangini Shah - 55Sreedevi Thekkedath - 63