Lakme Case Study

Ladurée put its main office in Kumho Asiana Plaza and have a large firm to produce fifteen thousand of which are sold everyday.

Sponsorships include the support of an event, activity, person, organization or product by another organization that may interchange money, services or goods in return for the relationship that the sponsorship delivers. Sponsors select events that interest their target market to increase their brand status and knowledge. A process of shaping brand identity, sponsorship can develop company image, increase company profile and produce awareness of company principles and ideas. As sports sponsorships economic value grows, a lot of brands are looking for ways to associate their fans in new and inventive ways. “Over the past couple of years, brands have started a new trend in athlete sponsorship and activation: fictional endorsers” (sporttechie.com, 2013). In fictional endorsements, characters are created to create brand awareness and marketing through the reputation of an athlete. An example would be, State Farm Insurance’s sponsorship of Chris Paul and it’s fictional promotion on Paul’s twin “Cliff Paul”. Stotlar states, that a “win-win-win situation can provide market value and higher profits for corporations, and increase operating revenues for sport organizations and events” (pg. 10, 2013).

Prestige Pricing – Even though Lululemon clothing is not comparable to a Rolex or Louis Vuitton purse, it is prestigious and exclusive in its product category. This is what Lulu’s target market loves about their brand. Its high quality not found in every city and mall, fashion forward and represents a healthy, well off lifestyle.

The first functional plan entails facilities planning. Ulta Beauty has produced a shop that is designed to fulfil all of the cosmetic needs of its customers. Each location across the country stock a distinctive blend of more than 20,000 esteemed cosmetic products prearranged by classification in a bright, open-space environment. Additionally, products are organized in a self-service exhibit. Each location also has full-service boutiques that encourages customers to appreciate learning different products and services. Ulta Beauty continues to strive at delivering the most extensive variety of mass cosmetics, fragrance, haircare, skincare, bath and body products and salon styling tools. Lastly each location offers a full-service professional salon and a salon haircare products.

MISSHA has created a history in the cosmetic industry. Through MISSHA’s emergence and the remarkable success in early 2000’s, the low-priced cosmetics niche market created by them became bigger enough to attract many other companies.

Product placement, a teamwork approach to marketing, has continued to be part of a widely and successful form of marketing that benefits numerous parties at once. Product placement comes in many forms of media but I find it most effective in an athlete’s postgame comments or during a sporting event.

Product and brand exposure in films is the result of paid product placement, the provision of free products as props, or personal use by actors. Product placement implies a mutually beneficial relationship between the filmmaker and the manufacturer of the product. Initial contact may be made by the filmmaker seeking to reduce costs, increase income, and provide realism or it may be made by product placement firms seeking product exposure for companies they represent. Product placement firms have evolved over the last two decades to broker relationships between filmmakers and corporations. The usual procedure is for the product placement firm to receive scripts in advance of production from filmmakers and review the scripts for the possible use of products they represent. Normally this involves substituting a specific brand for a generic brand—that is, instead of “John meets Mary at a coffeehouse”, John might meet Mary at Curt's Coffee. The integrity of the script is maintained, a touch of realism is provided, the filmmaker has an existing location for filming, and Curt's Coffee receives extensive free exposure. The film cast and crew may also receive free lattes and muffins and possibly Curt's Coffee mugs. The product placement firm receives its fee for making the placement, and everyone connected with making the film wins.

The example I chose to use of product placement is Ray-Ban’s Wayfarer sunglass in the classic 1983 comedy, Risky Business. This film launched celebrity Tom Cruise’s career and saved Ray-Ban’s Wayfarer sunglasses from extinction. I decided to rent the movie because I had never seen it since it came out 13 years before I was born. This movie sparked my interest because whenever we have to name our groups someone always picks that movie title for their group name. On the cover of the movie you see Tom Cruise rocking the Ray-Ban sunglasses. The opening scene is black and it slowly zooms out from the center of the Ray-Ban sunglasses. He wears them throughout the movie when he is partaking in his risk business. Then at the end of the movie it does

Product placement is an advertising technique used by companies to promote their products through appearances in film. Most movies have some product placement, two of these, Yes Man and American Beauty do it sometimes subtly and other times so blatantly that they break the fictive stance pulling the audience out of the story.

According to Schiffman & Wisenblit (2015), “product placements consists of featuring products within the contents of entrainment, such as TV, movies, video games, among other.” (pp. 203).

•Main competitors (Oil of Olay, Pond's and, Nivea) were situated in the HBA aisles of the stores while Plenitude products were merchandised in point of sales in the cosmetics' aisles next to L'Oreal cosmetics where the consumer is looking for cosmetics not skin care. The skin care consumer is in the HBA aisles!

Focused on matching key luxury rivals in quality and styling while beating them on price by 50 percent or more; competitive advantage

bareMinerals by bareEscentuals is a prestigious cosmetic company which creates and sells makeup items that are made from pure, natural, earth ingredients. The company is a corporate based business. A variety of networks and platforms are available to the company for sales. The heritage of the company starts with QVC, the television shopping channel, which is where the bareMinerals foundation gained exposure and popularity. This platform is one of the most popular for the company. Another popular platform is the online store as well as cosmetic retail stores such as Sephora and Ulta. These stores are important to the business as these stores reach more consumers. The company strives to create a connection with all clients and uses the cosmetics to enhance their natural beauty, which is called a make-under. The boutiques and outlets offer services for customers such as consultations, a complimentary make-under and events. A free rewards card, called F.A.B. (Friends And Benefits) is available to clients when they make a purchase. This rewards program retains purchase information from each transaction linked to the card, offers the member a complimentary birthday gift each year and shoppers receive multiple discounts throughout the year. F.A.B. members often receive calls from the nearest boutique inviting them in for a birthday make-under, sale or boutique event and also when new products launch.

Estée Lauder has an extremely large presence as the global leader in prestige beauty with products being sold in more than 150 countries. This global success is attributed to their focus on cultural relevance, making sure that their products, signage, marketing etc. appeals to consumers in each local market.

Rivalry is intense among the competition in the cosmetic and skin care industry. There are numerous existing cosmetic companies competing in the market. The giant corporations acquire numerous brand name products and compete for the same number of customers. The competition consists of companies such as, Procter & Gamble, L’Oreal, Unilever, Avon Products, Inc., Estee Lauder, in addition to competing with large retailers, who order mass