product and brand management

1. Product and service

2. 
Lakme is an Indian brand of cosmetics founded by
Hindustan Unilever in 1973.

Lakme started as a 100% subsidiary of Tata Group.

Tata’s entered into a 50-50 joint venture with
Hindustan Lever Limited In 1995.

In 1998 Tata sold off their stakes in Lakme Lever to
Hindustan Lakme Lever, for Rs 200 Crore.

3. PRODUCT
 It provides all cosmetic products that a girl want
 Face care products such as moisturizer, sunscreen ,
foundation etc.
 Eye – kajal ,eyeliner , eye shadow etc.
 Lips – lipstick ,gloss, lip liner etc.
 Nail – nail polish , remover

4.  Major
distribution channels are :
 hypermarkets
 Super markets
 Departmental stores
 Other distribution channels are :
 Cosmetic discounters
 Ware house clubs
 Beauty saloons
Lakme has nearly 1000 distributors across India

5.  Priced
high as it targets young brand conscious
people
 But cheap as compared to competitors such as
maybelline
 Differentiated pricing – according to quality and
quantity of product

6.  Promoted
with the help of heavy ad campaigns and
 Strong brand ambassadors like kareena kapoor
 Events like lakme fashion week
 Promotion through internet and social networking
sites.

7. women in the age group of 18 to 45
 Focused on urban areas
 Concentrates on women who puts high focus
on style , fashion and beauty


8.  Most
of the lakme products are meant for the
upper and the middle class
 Products like orchid and avaince are meant
for the affluent
 Products like eye artist and radiance target
the middle income group
 The brand does not actually target the lower
segment. But elle -18 as it is cheap can be
termed as the only product for this segment

9.  The
target segment for the brand is young
women and
 the positioning of the brand is ‘trendy and
stylish complete range of products for skin
and beauty care’

10. PHYSICAL FACET
trendy and stylish complete range of products
for skin and beauty care dedicated to all
women
 RELATIONSHIP
Women strongly trust lakme and consider it as
their beauty partner
 REFLECTION
A brand which is trusted by Indian women due
to its effectiveness


11.  Innovative
 Freedom
 Beauty
 Confidence
and independ
BRAND CULTURE
 Innovation
 Expertise
 excellence

12.  Thanks
world
to lakme , feel like on the top of the

13. REVLON
 YARDLEY
 GARNIER
 L’OREAL
 MAYBELLINE


14. SERVICE : RELIANCE FRESH

15.  Industry:
Retail
 Type: Supermarket
 Chairman & Managing Director: Mukesh Ambani
 First Outlet: Hyderabad( Banjara Hills)
 Founded: 30th October 2006
 Headquarter: Mumbai
 Area: 2000-4000 Sq. Ft.

16.  Located
in small commercial complexes close
to 3-4 residential areas
 Observation: Close to cross roads
 Almost in all Major areas : In all major cities
and towns in india
 Targets semi urban population

17.  Vegetables
and fruits
 House hold items
 Food and beverages – All premiere brand + Private
label
 Groceries – only private label
 Dairy products
 Non veg food items
 Ready to eat items

18. 
Main idea – make bulk purchase

Discount scheme days – Saturday and Sunday

Reliance fresh membership card – Reliance One

19. 
Main idea – make bulk purchase

Discount scheme days – Saturday and Sunday

Reliance fresh membership card – Reliance One
PRIVATE LABELS
 Maximum Space: Own Products
 Less Space: Nestle Maggi, MTR Masala, Pepsi, Lay’s Chips.
 Reasons: High Margin

20.  Culture
– Process driven
 Skill sets required – Advanced
 Compensation – Not high
•
•
People – Most important
• Staff uniform – red, green and blue
• 1 week training to staff
• Needs to be courteous, well trained and
informed - more of a generalist
New CEO – focus increasing on customer
satisfaction

21.  Role
– Facilitator
 Role expectation – Doer
 Personification – Educated middle class
housewife
 Attitude – Value for money
 Age – middle class
 Relationship with customer – Friend

22. slogan – “Friendly neighborhood store”
 Typical sponsorship - Cookery show (events
around housewives and young women)
 Adjectives – useful, convenient
 Typical

23. THANK YOU ….