Sleek, Shine, Slurp !!

Marketing Plan Designed

by:
Saurabh Khandelwal 414

Aritri Kumar 416

Dolly Parikh 417

Tarun Baldia 504

Vansh Patel 517

Bhushan Patil 518

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PEST

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LAKME – SWOT ANALYSIS

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STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS

Competitors
Good
High
Brand Service
brand
growth portfolio
selling
Costs
through
products
increased
at lower
Excellent
Niche
consumption
range Market
Distribution
depth Network
High Innovation
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Unilever global technology capability
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Attractive Promotion and Packaging

4 |Page
 SEGMENTATION – LAKME élancé

PRODUCT DETAILS

LAKME élancé – Sleek, Shine, Slurp !!

ESSENCE: LAKME élancé will be an easy to apply; shiny, glossy and appetite
curbing lip stick with interesting flavours to chose from

“THE” PRODUCT: The product will curb your appetite with juicy flavours of
grape, peach, strawberry, litchi and raspberry. The product is infused with
healthy energy boosting ingredients. It will exceed customer expectations
because it is a lip-stick with gloss which helps in suppressing the desire to eat.

THE RECIPE:

SERIAL NAME OF INGREDIENTS PURPOSE

NO.

1. Chromium Weight loss, burns fat

Polynicotinate

2. L- Cartinine Reduces fatigue and fat mass

3. Tocopheryl Acetate Vitamin E supplement

4. Salt of Garcinia Herbal Dietary Supplementary

5. Iron Oxide Colouring Agent

6. Cera Carnauba Glossy Wax

7. Shea Butter Moisturiser

8. Titanium Dioxide To prevent discoloration of lips

PRODUCT DIFFERENTIATION:

FORM: A rotating slender stick which comes in various colours and

flavours giving customer more choice for indulgence
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SHAPE: The lipstick inside will be a sharp angle tip to represent high spirited
outgoing women

PERFORMANCE: The Lipstick will last for 30- 40 days if used daily (considering
twice)

COLOURS AND FLAVOURS:

PINK RED NUDE MAUVE

BROWN

PLACE

LAKME has the strongest distribution channel amongst all the INDIAN
cosmetic companies since LAKME’s distribution merged with HUL.

LAKME ELANCE will be launched initially in ten major cities of India namely
Mumbai, Pune, Indore, Delhi, Chandigarh, Jaipur, Chennai, Bangalore,
Kolkota, Ahmedabad.

DISTRIBUTION NETWORK

The Customer Access Points are as follows:

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 • High End Shopping Malls
• Hypermarkets
• LAKME Salons
• Cosmetic Distributers

PRICING
Setting the Price Range – Any company when launching a new product
always works on a strategy such that it can survive in the market. A price range
is set which is competitive with the similar products of competitor brands, but in
this case the market is a monopolistic market (at least at the time of launch)
hence we need to work on a pricing strategy which suits the kind of product
being sold by us. A survey was conducted on 50 women.

The question asked was: What price range would you prefer while buying a
lipstick with Herbal Hunger Curbing features?

As shown in the graph above 66% of the women selected the Rs750-1250 Range.

The price we finalised was Rs.1175 due to the following reasons:

• The brand image – LAKME

• It is a Niche product aimed at the high strata women
• The Market Survey
• No competitive products and pricing available

The market survey revealed that 50% of the women opted for LAKME and that is
the reason we selected a high price of Rs.1175/-

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