Lakme Case Study

2569 Words Mar 12th, 2013 11 Pages
LAKME CASE STUDY - MARKET & ADVERTISINg

OVERVIEW & MARKET SHARE
High priestess of sacred Indian temple meets English army officer who's unwittingly strayed into holy ground. They fall in love. Her orthodox father vows vengeance... That's the story of Lakmé, a 19th century opera written by Frenchman Leo Delibes, from which Simone Tata borrowed the name Lakmé (French for Lakshmi, the name of the priestess).
The current size of the Indian cosmetic market is approximately US$ 600 million. Of this, the fastest growing segment is color cosmetics, accounting for around US$ 60 million of the market. Industry sources estimate a rapid growth rate of 20 percent per annum across different segments of the cosmetics industry reflecting an
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Getting the focus right
The 'aspirational' qualification would mean Lakmé would compete at what the company terms the 'upper-mass' (premium) end of the color cosmetics spectrum (products priced between Rs 85 and Rs 250) where a slew of competitors are already slugging it out.
And fashion consultants like Meher Castelino believe the brand commands an edge at the high-end: ''By appropriating the fashion platform for itself, Lakmé has entrenched itself at the glamour-end.''
Getting the spread right
The premium segment, however, is just a slice of the Indian market for colour cosmetics (estimated size: Rs 275 crore). Today, the company has three brands: Lakmé itself, which will be positioned as a fashion-brand.
Advertising Strategies by Lakme
In-store sampling
Lakme has in-store trail products. Since it in the cosmetics market it is very essential to provide samples, many stores in Mumbai from time to time have Lakme sampling offers. Where they allow you to try the product and then buy it.
Brand placement & Event sponsorship
Brand placement often referred to, as product placement is the sales promotions technique of getting a marketer's brand featured in movies and television shows. When a firm sponsors or co-sponsors an event, the brand featured in an event immediately gains credibility with the event audience. The audience attending an event already has a positive attitude and affinity for the contest that they choose to

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