1 - Sources of Customer Value and application

LAKME
·         India's biggest and oldest beauty brand.
·         Presently owned by Unilever and run by CEO Anil Chopra.
·         Named after the French opera Lakmé, the goddess of wealth renowned for her beauty.
·         Lakme Salons and Lakme Studios across 130+ centers in about 25 major cities.
·         Lakmé also partners with the leading cosmetic house; Milan-based Intercos Italia, Schwann Stabilo Germany and Paris-based Fiabila

PRODUCT

Lakme - Flawless Matte Complexion Compact - 9g

Price : Rs 265/ 275

Shades

• Melon (for fair-complexioned people) - Price : Rs 265
• Apricot(for medium-complexioned people) - Price : Rs 265
• Almond(for dark-complexioned people) - Price : Rs 275

Benefits:
·         Matte finish
·         Compressed texture
·         Vitamin E
·         Oil absorbing formula
·         Attractive pack with an attached mirror
·         Non-irritating
·         Does not get cakey

Competitive products within Lakme:
·         Lakme Radiance Complexion Compact 9g (Price : Rs 104) - matte finish for 4 hrs
·         Lakme nine to five Flawless creme Compact 9g (Price : Rs 450) - concealer, foundation not required,           cream texture
·         Lakme Rose Powder Compact 40g (Price : Rs 100) - loose & more quantity
·         Lakme Absolute White Intense Wet & Dry Compact 9g (Price : Rs 590) - (cream base & does not             spread uniformly on skin; wet & dry part separate), has hyaluronic acid (hydrates)
·         Lakme Perfect Radiance Intense Whitening Compact 9g (Price : Rs 170)

Competitive products outside Lakme:
·         Maybelline Clear Glow All in one Fairness Compact powder Compact 9g (Price : Rs 175)
·         Colorbar UV Perfect Compact 9g (Price : Rs 250)
·         Colorbar Time Plus Powder Compact 9g (Price : Rs 200)
·         Lotus Herbals Naturalblend Botanical Compact (Price : Rs 314)
·         Coloressence Compact Powder Compact 10g (Price : Rs 160)

What do you think before going to the store?

Is the product worth the money, does it serve the purpose, does it suit me, does it last long.

What is the product category?

Cosmetics.

Who are you?

I am either a student from a upper-middle class family background or a working professional.

Consumers who have bought this product before?

They will continue to buy it if it suits their skin (no allergy), if it makes them look better for a longer period of time and serves purpose (like skin should not look oily).

Consumers who buy this product for the 1st time?

Those who want to see if this party wear compact powder gives them an even complexion and makes them look better.

How customers are influenced to purchase?

As lakme is a well known safe Indian cosmetic brand and suits our skin well. The number of cases of allergies/ rashes post using lakme products is very minimal. it is also a reasonably priced cosmetic brand.

How to pitch marketing given different experience?

Customers can go online to the Lakme official site and see the shades in which the compact are provided. If customers go to a store like "Health & Glow", employees there tell them which shade is closest to their complexion & will suit them best.

Where  is the product bought?

·         First time - health & glow or cosmetic store or fancy shop

·         Second time onwards - if the person is online shopping savvy, either from sites like flipkart or from a cosmetic store

Why this product?

They have a lower & higher price range cosmetic powder also. This is a long lasting cosmetic in the mid-level price range.