Lakme Absolute Brand Extension Analysis
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Lakme Absolute Brand Extension Analysis
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Lakme Absolute Brand Extension Analysis
- 1. Just Skin Deep - LakméAbsoluteBrandExtension Review
- 2. CONTENTS I. About the Company II. About the Brand III. About the Extension I. 4 Ps Analysis IV. Understanding the Consumer I. Segmentation, Targeting II. Identifying the consideration set V. Understanding the Competitive Frame of Reference I. PoPs & PoDs II. Perceptual Map VI. Conclusion
- 3. The Company HINDUSTAN UNILEVER LIMITED
- 4. Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a heritage of over 80 years in India 16 HUL brands feature in India’s Most Trusted Brands, 2014 10 HUL brands feature in BrandZ Top 50 Most Valuable Indian Brands 2014 Reference: HUL Annual Report 2014-15
- 5. Hindustan Unilever - Financials Reference: HUL Annual Report 2014-15
- 6. 2009, 20.6 2010, 21 2011, 21.7 2012, 22 2013, 22.3 2014, 22.6 19.5 20 20.5 21 21.5 22 22.5 23 Brand Share Lakme in the Indian Cosmetics Market Lakmé 23% Gemey/Maybelline/ Jade 11% Revlon 9% Elle 18 7% Oriflame 5% Others 45% Competitive Landscape in Indian Cosmetics 0.00 5,000.00 10,000.00 15,000.00 20,000.00 25,000.00 30,000.00 35,000.00 40,000.00 45,000.00 50,000.00 2009 2010 2011 2012 2013 2014 Indian Cosmetics INR Mn Over 200% growth in the last 5 years Current Market Estimates of INR 44,000 Mn Reference: GMID Euromonitor Competitive Landscape
- 8. • Lakme is an ally to the Indian Woman and inspires her to express her unique beauty and sensuality, thus, enabling her to realize the potency of her beauty. Lakmé - Brand Vision Reference: HUL Website
- 9. Lakmé Absolute – Line Extension Recent launch in 2014 of a more premium cosmetics and skincare line In addition to existing lines such as ‘9 to 5’ targeted at working women, or ‘Classic’, for the everyday woman Closest competitor in terms of segment would be L’Oreal, Revlon and Max Factor Reference: Lakme India, lakmeindia.com
- 10. Reference: Lakme India, lakmeindia.com
- 13. Face •Foundations - 4 •Concealers - 2 •Highlighters/Bronzers •Blushers - 2 •Remover Eyes •Shadow - 4 •Liner - 5 •Mascara – 2 Lips •Liner - 1 •Gloss - 2 •Lip color - 4 •Tint - 1 Nails •Nail Color – 4 Absolute White Intense Absolute Face Stylist Reference: Lakme India, lakmeindia.com PRODUCT MIX
- 14. PRICE
- 15. Traditional Retail Channels Larger Pharmacies Standalone stores Organized Retail Department stores Health & beauty chains E-Commerce General purpose marketplaces E-commerce focused on health and beauty PLACE
- 16. • Magazines – Elle, Vogue, Femina • Newspapers – Metro supplements • 30 sec primetime spots on channels Print/ TV Lakme Youtube Spot PROMOTION
- 17. • Facebook – I Love Lakme has 2.4m followers • Twitter – @ILoveLakme has 33.9K followers • YouTube – Lakmé India has 37.9K subscribers • Be Beautiful (sponsored by Lakmé) – 74K followers • Targeted 15-30sec advertisements on select channels Digital PROMOTION
- 18. • In-store displays and counters • Frequent discounts on e- commerce platforms • Sampling and try-outs • Product Placement and tie- ups with movies and fashion shows Trade PROMOTION
- 19. The Consumer
- 21. Target Consumer Demographic • Women, 18-35 years • Upper Middle/ Upper Class • High Discretionary Spend Behavioral • Users of cosmetics who want to reinvent themselves • Occasion based – bridal, important events where you need to be fashionable Geographic • Focus on Tier I and II cities
- 24. Lakmé Absolute VS. L’Oreal Paris
- 25. Attribute Lakmé Absolute L’Oreal Paris Advertising • Celebrity – Kareena Kapoor • Focus on reinventing yourself to who you want to be • Celebrity – Aishwarya Rai, Sonam Kapoor • Focus on indulging yourself because you deserve it Price INR 700 – 1200 for 30 ml INR 900 – 1400 for 20 ml Perception • Everyday luxury ‘reinvention’ • Skincare benefits (SPF, hydrating) • Modern, chic • Not for everyday use (Due to high price point) • ‘Parisian’ appeal – glamorous, classic
- 26. Points of Parity Variety in colors, brand forms, sizes High quality Long-lasting wear Suitable for Indian skin tones and skin types
- 27. Points of Difference Skincare benefits (Hydrating formulas, SPF) High fashion appeal – products used at Lakmé Fashion Week – at a reasonable price point
- 28. High Price High Skin Care Benefit Low Price Low Skin Care Benefit Perceptual Map
- 29. In Conclusion
- 30. Absolute is a premium line extension of the Lakmé brand Targets those customers who would like to go for more ‘international’ offerings High level of similarities in product across brands makes differentiation difficult Focus on aspiration, emotional appeal to get to the consumer
- 31. LAKMÉ ABSOLUTE BRAND EXTENSION REVIEW FOR BRAND MANAGEMENT (B) UNDER THE GUIDANCE OF PROF. SAMEER MATHUR, IIM LUCKNOW - PGP30230 - SOUMYA EMANI