The brand has to realise that its focus-shift to skin-care products and away from cosme
tics will prove detrimental...
Beauty is skin deep… and sure enough Lakme understands it like no one does. Today, brand Lakme stands strong as one of the 100 most powerful brands and right fully so, for it’s ‘the’ brand that lights up the face of million girls, everyday. It’s a brand that inspires, motivates and infuses confidence. Colors, shades, brushes and tones to beautify, have been the core attributes of the products. Indrani Das Gupta, brand ambassador, Lakme, says, “Lakme is a very organised brand and the company can forecast fashion. They are extremely popular and I’ve had a long association with Lakme...” The challenge which the cosmetics industry had to break was the negative connotation of “Being fashionable”. However, what the b r a n d missed out on during the past year despite having roped-in top brand ambassadors like Yana Gupta, Katrina Kaif et al, is that it scored low on the promotional gauge. And understandably, the brand has slumped by 18 positions to 72nd in the 4Ps B&M 2007 rankings.
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tics will prove detrimental...Beauty is skin deep… and sure enough Lakme understands it like no one does. Today, brand Lakme stands strong as one of the 100 most powerful brands and right fully so, for it’s ‘the’ brand that lights up the face of million girls, everyday. It’s a brand that inspires, motivates and infuses confidence. Colors, shades, brushes and tones to beautify, have been the core attributes of the products. Indrani Das Gupta, brand ambassador, Lakme, says, “Lakme is a very organised brand and the company can forecast fashion. They are extremely popular and I’ve had a long association with Lakme...” The challenge which the cosmetics industry had to break was the negative connotation of “Being fashionable”. However, what the b r a n d missed out on during the past year despite having roped-in top brand ambassadors like Yana Gupta, Katrina Kaif et al, is that it scored low on the promotional gauge. And understandably, the brand has slumped by 18 positions to 72nd in the 4Ps B&M 2007 rankings.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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