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ABOUT THE COMPANY: Lakme founded in 1973 is anIndian brand of cosmetics,owned by Hindustan Unilever. Lakme started as a 100%subsidiary of Tata Group. Tata’s entered into a 50-50joint venture with HindustanLever Limited in 1995. In 1998 Tata sold off theirstakes in Lakme Lever to HLL,for Rs 200 Crore.
INTRODUCTION The name ‘Lakme’ is borrowedfrom Lakshmi, the name of thepriestess. The rate is high in the skin-caresegment as compared to colourcosmetics. In the skin-care segment, price andvolume played an equal role in valuegrowth. Lakme has a range of beautyproducts to offer to its consumers.
“Lakme Fruit Blast Face Wash Series” Lakme Fruit Blast ‘BERRYLUSH’ Face Wash. Lakme Fruit Blast ‘MELONMELT’ Face Wash. Lakme Fruit Blast ‘CITRUSRAIN’ Face Wash. Lakme Fruit Blast ‘HONEYGLOW’ Face Wash.
USAGE REASON Pro’s:- It has tiny granules which arestrawberry seeds for exfoliation.-It has got a gel-like consistency witha strong and nice fruity fragrance.-It is reasonably priced. Cons:-Many women have complained thatit leaves a slippery feel on the faceafter its use.- Since it is soap free, it does notlather that well.
Lakme‟s Fruit Blast „Melon Melt‟ face wash Pro’s:- It is reasonably priced for thequantity given.-Doesn’t cause skin to break out atall.-It smells of freshly cut melons andthe aroma is just superb. Cons:-The granules in this face wash arequite rough.
Lakme Fruit Blast „Citrus Rain‟ Face Wash Pro’s:- It contains niacin amide or vitaminc which adds radiance to skin.-It smells of freshly peeled oranges.- It is another effective and newinnovation from the Lakme company.
Lakme Fruit Blast „Honey Glow‟ Face Wash Pro’s:-Deeply revitalise and protect yourskin from the winter.- The nourishing active ingredients;honey and avocado, are infused inthis hydrating face wash.
CUSTOMER PERCEPTION Perception is the process throughwhich we select, organise and interpretsensory input to achieve or grasp of oursurroundings. The commercial ad definitely stays inone’s mind and is hard to forget. The customers perceive the Fruit Blastface washes as a natural and soap freeway to protect their skin. The natural scrub particles andgranules of strawberry seeds have beenperceived well with the womencustomers.
MOTIVE Inferential-The customer becomes aware about a product by observinganother person talking about the product. Explanatory-The commercial ad has shown the importance of fruit essence to awomans skin.Predictions-If working women and college girls are motivated to keep theirskin hydrated they will try to take care of their skin.Multiple Motives-Catching and understanding different consumer motivation leadsto successful launch of the product.
SURVEY How often do you purchase Lakme Face Wash?-a) 60% - Once in a month b) 40% - Twice a month Out of the 4 types which face wash do you use?-a) 50% - Citrus Rain b) 50% - Others How do you find its pricing?-a) 30% - High b) Low – 5% c) Optimum – 65% Do you want any changes in the product?-a) 70% - Yes b) 30% - No.