1. Me.Myself.I

2. 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.

3. 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

4. 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.

5. Advertising

6. 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.”

7. Objective of Advertising
 Informative Promotion
Persuasive Promotion
Reminder Promotion
DIFFERENTIATION Promotion

8. 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.

11. 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

12. TVC Screenshots

13. Online Internet marketing

14. Objectives of Online Marketing
Target 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.

15. Public Relation Mediums
 News Releases
Events shows
Regular appearances by Kareena Kapoor Khan.

16. 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.

17. 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

19. 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.

20. 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

21. Marketing Mix- Price
 Stretches from INR 1,000 – INR 4,000
 Target Audience- Middle Class – Upper Middle class segment.

22. Marketing Mix – PLACE
• Stores:
Lavie Botiques
Shoppers Stop
Lifestyle
Central
Samsonite
American Tourister
Bagzone Stores
• Online Stores
Bagzone
Myntra.com
Jabong.com
Flipkart.com

23. 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”

24. Perceptual Mapping
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LAVIE
CAPRESE
HIDESIGN
BATA
BAGGIT
Fashion Quotient
AveragePrice

25. THANK YOU
Apoorva Nair - 10
Drashti Shah - 17
Parul Singh – 36
Priyanka Pathak – 43
S. Shravani - 53
Sangini Shah - 55
Sreedevi Thekkedath - 63