Test Marketing Strategies

Shreya Juneja, Cluster Innovation Centre, DU

2

LAKMÉ Cosmetics

Started in 1952, because Sh. Jawaharlal Nehru, was concerned that Indian women were spending precious foreign exchange on beauty products, and personally

requested JRD Tata to manufacture them in India.• Owned by Unilever

• CEO Pushkaraj Shenai

• 100% subsidiary of Tata Oil Mills

• In 1996 Tata sold off their stakes in to HLL, for Rs 200 Cr to create Trent & Westside

• Ranked as 47th most trusted brand in India*

* The Brand Trust Report 2011

3

Test Marketing Techniques

4

LAKMÉ Sun Expert | After Sun Gel

• Offer free samples to women after a cricket match, at the stadium

• Seek on-the-spot feedback

5

LAKMÉ ABSOLUTE~ Range• For the elite, page-3 class

• Test Market through Lakme India Fashion Week

• Test market through Lakme Absolute Salon

• Encourage models to post selfies on social networking websites

• Analyze reviews

6

LAKMÉ Classics Range• Make up for daily wear, Lakme Basics

• Market testers at stores

• Promotion through online Lakme Reinvent Studio

• Video Tutorials

7

LAKMÉ 9to5 Range• For the office going

• Begin with Lakme’s own employees and analyse reviews

• Makeover studios in office cafeterias

8

THANK YOU