Brand Building for Lakme Strawberry Facewash
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Transcript of Brand Building for Lakme Strawberry Facewash
BRAND BUILDING STRATEGY FOR
Presented by:- SHILPI PAL
BRAND INVENTORY 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
Keeping skin looking healthy and glowing is also a part of looking great. Lakmé provide the complete package with the skin care range and the wide range of colors to spice up the look
HOW LAKME WAS BRANDED AND MARKETED …….• In a market where social acceptance and self-denial were the biggest
barriers to acceptance of cosmetics, Lakme was the first brand that took the onus of educating the Indian woman and breaking her myths about beauty and beauty products.
• In 1981, LakmÈ launched an ad campaign to help the Indian woman discover not just the fine art of make up but also the beauty that she possessed
• Lakme followed suit with the next campaign, promising ‘Looking Good and Feeling Great, with Lakme.
• Lakme India Fashion Week provides the top tier of the brand communication structure.
• They use fair degree of all the communication vehicles across the board be it print, television or radio, along with fashion events like Lakme India Fashion Week where the communication strategy is quite aggressive.
• Their latest campaign is focused on the recently launched fashion statement – ‘Treasures
The TVC opens with a beautiful girl making the strawberry aroma facewash while the music in the background plays "If you think I am fresh, I am fresher than you think
The Red facewash meant for Smooth skin displays
The girl washes her face with the Lakme strawberry face washes for that ultra-fresh skin
The TVC ends with the screen displaying all face washes from the recently-launched Fresh range by Lakme.
• One of the most successful leaps taken by LAKME STRAWBERRY FACE WASH was in terms of relooking at its packaging – it changed the look and style of the brand So that customer attracted more.
THE OLD LOOKTHE NEW LOOK
BRAND EXPLORATORYQualitative research was done to know what
consumers think of the LAKME STRAWBERRY Face wash
Target market: Natives of WarangalSample size-30• Current Consumption:- out of 30 respondents- 13 said they go for
LAKME STRAWBERRY FACEWASH so among them(per month) 7 respondents use 100gm tube = 7*100= 700 gm 6 respondents use 50 gm tube= 6*50= 300 gm
TOTAL= 1000 gm• A mix of the following techniques were implemented
to know the insight of the consumers:
QUALITATIVE RESEARCH TECHNIQUES
Direct •Focus•Depth
Indirect
•Projective technique•Word association, finishing sentence, role playing, cartoon test
CURRENT STATUS OF COMPETITORS
There are few competitors of LAKME STRAWBERRY FACE WASH like:-• Garnier• Everyuth• Clean n clear• Ponds
Garnier Lakme strawberry
Ponds Clean n clear Everyuth0
4
8
12
1617
13
6
10
4
Out of 30
CURRENT SCHEMA
FRAGNANCEUNAVAILABILITY
LEADING BRAND
AFFORDABLE
REMOVES DIRT FROM PORESSMOOTH AND
SILKY TOUCHPURE
LESS PROMOTION
FEEL FRESH
UNAWARENESS
ATTRACTIVE PACKAGINGREMOVES
OILNESS
DI/16/22
DI/17/19CT/
17/15/16
DI/14/24
WAT/24/16/8
GOOD QUALITY
WAT /12
Current pyramid
I imageryPerformance
Salience
feelingsjudgement
resonance
PoP- Face wash,brandedPOD-lakme, strawberry facewash,Deep
cleanser , removes acne and pimples
It is made from fresh strawberry. status symbol.Easily affordable
Not always available,poor distribution, attractive style and packaging.
Feel safe while using Provides smooth and silky skinRemoves dirt from pores.
It’s a facewash which provides clear skin.Very good qualityHaving a good credibility in the market
LOW ATTACHEMENT AND WEAK ENGAGEMENT
CREATING AWARENESS through promotion
AVAILABLE IN DIFFERENT PACKAGESGOOD ADVERTISEMENTS
ATTRACTIVE PACKAGING
VALUE PROPOSITION
DESIRED SCHEMA
FRAGNANCEAWARENESS
LEADING BRAND
AFFORDABLE
REMOVES DIRT FROM PORESSMOOTH AND
SILKY TOUCHPURE
GOOD PROMOTIONS
FEEL FRESH
AVAILABILITY
ATTRACTIVE PACKAGING
SMALL TUBES
REMOVES OILNESS
GOOD QUALITY
MP,SA
SA
MP
MP
MPMP
Current pyramid
I imageryPerformance
Salience
feelingsjudgement
resonance
PoP- Face wash,brandedPOD-lakme, strawberry facewash,Deep cleanser , removes acne and pimples,
Long last fragnance
It is made from fresh strawberry. status symbol.Easily affordable
Always available,good distribution,
good smell,freshness. attractive style and packaging.
Feel safe while using Provides smooth and silky skinRemoves dirt from pores.
It’s a facewash which gives healthy skin,removes dirt from poresVery good qualityHaving a good credibility in the market
HIGH ATTACHEMENT AND STRONG ENGAGEMENT. LOYALITY feel as part of life
BRAND BUILDING-Provides healthy skin
-Freshness-Gives smooth and silky skin
AFFECT
-Removes dirt from pores-Easily affordable-Availability-Long last fragrance
COGNITION
The gaps are like:- • Some of them prefer other brand like
Garnier,Everyuth,Clean n Clear,Ponds etc.• Not easily available.• Packaging• Less promotion• Awareness
To fill the gap between internal & external Schema following steps are undertaken
BRAND ELEMENT
• Memorability - LAKME strawberry facewash is a product of well known brand which is easily recognised and recalled.
• Likability:- the packaging is somewhat attractive that everyone like it .
• Adaptable:- The quality should be maintained which help the consumer to easily adapt the product for a long period of time.
• Meaningful:- the facewash work like that which give some meaning like removes dirt and gives smooth and silky skin which satisfy the need of the consumer.
MARKETING PROGRAMS(4p’s)
PRODUCT:- • This is a face wash ideal for all skin types . • ItsStrawberry extracts polish your skin, leaving it silky smooth and has a deep cleansing action• Gently wash away the dirt from the innermost pores, leaving your skin fresh and tingling
• Its fresh strawberry fragrance lingers on for hours and hours.PRICE-• 5O gm@Rs 45• 100 gm@Rs 70
PLACE:-
• Available at leading retail stores Spencer Reliance fresh More Baba super market MEENAKSHI SUPER MARKET
• Medical store
• Local kirana stores
3 times a week
1-2 month
Daily according to need
PROMOTION• Banner- Parlours,malls• Hoardings• Stalls in malls.
• Advertisements in T.V. which is kept for sale in malls
• Gift handbooks of beauty tips along with every purchase of lakme beauty product.
Promotional statement:- REMOVES DIRT FROM PORES AND GIVE SMOOTH AND SILKY SKIN…………..
• Channels of distribution- Available at all departmental and mom and pop stores.
• Co branding
Lakme- Strawberry Face wash + Beauty ComboMRP : Rs. 190/-You Pay : Rs. 95/-You Save : 95
• Events- Organise fashion show and also sponser events which is organised in different colleges
• Endorsement- Winner of fashion show
SECONDARY ASSOCIATION
THANK YOU!!!!!