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Lakme

Lakme uses a differentiation marketing strategy by offering a variety of beauty and skincare products targeted at different customer segments. The products are distributed through direct sales, television, print advertising, free-standing stores, and health food stores. Lakme's product categories include lipsticks, nail polish, nail enamel remover, shampoo, and strawberry face wash. The brand targets young women and positions itself as trendy and stylish for skin and beauty care.

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soniasharma07
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23 views

Lakme

Lakme uses a differentiation marketing strategy by offering a variety of beauty and skincare products targeted at different customer segments. The products are distributed through direct sales, television, print advertising, free-standing stores, and health food stores. Lakme's product categories include lipsticks, nail polish, nail enamel remover, shampoo, and strawberry face wash. The brand targets young women and positions itself as trendy and stylish for skin and beauty care.

Uploaded by

soniasharma07
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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HOME WORK-1 MGT -514

SUBMITTED TO:- SUBMITTED BY:-

MS.KANIKA JHAMB RAMANDEEP KAUR

RA17B2A14

B-TECH CSE(H)MBA
It is identified by five different marketing methods:-

 Direct sales
 Direct Mail/TV/Print
 Free standing Stores
 Health Food Stores
 Salon

PRODUCT CATAGORIES:-
 Lakme Lipstick
 Lakme Nail Polish
 Lakme Nail Enamel Remover
 Lakme Shampoo
 Lakme Strawberry Face Wash

Lakme’s Marketing strategy:- Lakme use differentiate strategy.The


products of lakme is for middle class and for high class . For middle class
people face washers are in limited range but for parlors use the range is high.
The target segment for the brand is young women and the positioning of the
brand is ‘trendy and stylish complete range of products for skin and beauty
care’. Most of the Lakme ads feature beautiful girls who woo guys with their
Lakme-cared lips, nails or skin.
Why use Differentiate strategy?
Differentiation is simply about offering different product features. Lakme
use Differentiate strategy because Lakme is introduce different varities of
the product under the same name into a particular product category. In
lakme face make up there are variety of products Lakme Flawless Creme
Compact, Lakme Flawless Matte Complexion Compact, Lakme Radiance
Complexion Compact, Lakme Perfecting Liquid Foundation, Lakme Face
Magic, Lakme Invisible Finish Foundation etc

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