A marketing MIX evaluation of LAKME ELLE 18 Brand.

1. WELCOME TO A STUDY ON “ELLE
18” BY “LAKME” (UNILEVER LTD.

2. OBEJCTIVE OF THE STUDY

Understanding the marketing Mix with practical
implications and turnovers.

Understanding the marketing strategies.

Defining differences between an ideal situation and
practical situation.

Finding if there is any room for improvement.

Providing guidelines for future operations
/Recommendations.

3. METHODOLOGY OF THE STUDY
Open ended question-answers with some of the
students from East West University.
Do you know about the Brand Elle 18 of Lakme?
Brand recall
Yes
No
Not sure
20%
20%
60%
Chart 1: Brand Recall

4. METHODOLOGY OF THE STUDY

Do you use the products of Elle 18?
Usage of Elle 18
Yes
50%
No
50%
Chart 2: Usage of the product

5. METHODOLOGY OF THE STUDY

Why do you use the products of Elle 18?
Why use the product of Elle 18
Fragrance
Quality
Durability
I don't use the product
15%
50%
20%
15%
Chart 3: Cause of using this product

6. METHODOLOGY OF THE STUDY

Does price consideration have anything to do
with your choice?
Effect of price consideration
Yes
No
35%
65%
Chart 4: Price Consideration

7. METHODOLOGY OF THE STUDY
If another firm launches any other product of the
same quality and less pricing, what are the chances
of changing your choice of products?
Switching Brands
High possibility
Maybe
No possibility
I don’t use Elle 18
10%
25%
50%
15%
Chart 5: Brand switching possibility (Loyalty test)

8. STRENGTHS AND WEAKNESS OF THE ORGANIZATION

Strengths

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Recognized as a global company.
Strong brand portfolio.
Integrated supply chain and well
spread manufacturing units.
Economies of scale
Ability to deliver cost savings..
Strong and convincing CSR.




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Weakness
Dual leadership.
Price positioning in some
categories allows for low price
competition.
Varying quality range in products.
Not connecting with customers.
Inefficient management of brands.
Reduced spending for R & D.
Inability to maximize acquisitions.
Decrease in revenue.



9. SWOT ANALYSIS OF THE ELLE 18’S PRODUCT -(LAKME)
Strengths
 Manpower
 Equity of Lakme, Unilever.
 Vast range of products. (Nailpolish, Lipsticks etc.)
 Strong Distribution channel.
 Technology capability
 Local brand.
 Strong R&D.
 Integrated supply chain
 Sharing of best practices.

10. SWOT ANALYSIS OF THE ELLE 18’S PRODUCT -(LAKME)

Weakness
Price positioning in some categories allows for low
price competition.

High service costs.

Use of hard Chemicals.

Varying quality range in its products.

Falling Quality of Lame salons.

11. SWOT ANALYSIS OF THE ELLE 18’S PRODUCT -(LAKME)
Opportunities:
Brand growth through
increased consumption depth.

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Beauty salons.
Lakme beauty training.

High frequency of usage.

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Building brand image by
collaborating with top
designers in Lakme fashion
week.
Threats:
Aggressive price competition
from local and multinational
players.


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Availability of cheap beauty
products.

Reports regarding presence of
Lead in Lipsticks.

Spurious/counterfeit products
in rural area and small towns.

12. SEGMENTING AND TARGETING MARKET
Demographic Segmentation
Geographical
Segmentation
Town
Age
Occupation
Metropolitan
cities
Education
Sex
Social Class

13. SEGMENTING AND TARGETING MARKET
Segmentation
based on
behavioral
approach
Going out regularly.
Regular Usage.
Benefits
Necessary part of
everyday
accessories.

14. POSITIONING MARKET

Brand Mantra “Unusual and cool.”

“Break the rule.”

Less price with high quality

Priced1/4th of usual Lakme products.

Electric Brilliance.

Source of Radiant Beauty

15. MARKETING MIX OF LAKME ELLE 18
Product
Price
Place
Promotion

16. RECOMMENDATION

Promotions beyond fashion week and also beyond country’s borders.

The brand should not lose its focus away from nail polishes and lipsticks. It
can prove to very detrimental.

Elle 18 should do more publicity regarding their products. On fashion
Weeks, mainly the Lakme products on other categories are promoted. Elle 18
needs more space on that time.

The general perception is that company-owned salons are expensive.
Though Lakme beauty salons are reasonably priced, it has not been
communicated well enough.

It would be wise for the company to target young people in the above
category and grow along with them as they and the nation prospers.
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Elle 18 is discovering new ways to the pricing strategies. But they should
keep the pricing purpose in mind so that the brand doesn’t come to be lowend product.

Increase in Channels of distribution is needed. As Ell18 is not a luxury
product, it needs to be available in every cosmetic store.

17. THANK YOU