COMPEL BY FASCINATION

INTRODUCTION
Perfumes are used by everyone . There is a great demand for perfumes in the Indian market. Perfume enhances the personality of a person. There are many international brands competing with the national brands.

OBJECTIVES
To remove the misconception from the minds of the people that only expensive perfumes are reliable. To gain a learning experience. To study consumer behavior. To provide consumers with a sensational perfume.

CONSUMER PROFILE
CITY- Pune CITY SIZE-Above 15 lakhs. AGE-Above- 15-35. GENDER-Female. INCOME- Rs.15000(minimum) OCCUPATION-Students, Business Women, Professionals.

MARKET ANALYSIS
Maximum people prefer perfume rather than deodrants. Women prefer perfumes more than men. Perfumes are not used regularly, they are used only on special occasions. People are cost conscious and do not like to spend much on perfumes. As people visit malls very often, perfumes are mostly purchased from malls.

SWOT ANALYSIS
STRENGTHS
Natural

and non alcoholic. Best Quality. Rates are favorable as compared to competition. Special formula to give a long lasting effect.

STRENGTHS
Natural and non alcoholic. Best Quality. Rates are favorable as compared to competition. Special formula to give a long lasting effect.

WEAKNESS Difficult to convince people to try our perfume. Perfumes are used only during special occasions. Uncertainty of response as it is an initial launch.

OPPORTUNITIES

Huge number of women trust our brand. Sales can be done internationally . Diva has a great chance to penetrate into the market because of low pricing.

THREATS Many international brands such Revlon and Avon are preferred by women. It may be looked as a sub standard perfume as people buy costly perfume. Other brands are also sold in the malls which may overshadow LAKME.

INFORMATION ABOUT ORGANISATION

LAKME is the FRENCH form of goddess LAKSHMI, renowned for her beauty. It was started in 1952 by JRD TATA. It is an INDIAN cosmetic brand with a great market base. It has set up LAKME BEAUTY SALOONS all over INDIA. It has 110 saloons all over INDIA.

COMPETITORS ANALYSIS

CHARLIE RED : BY REVLON (PRICE Rs.421\100 ml) SUNFLOWER : BY ELIZABETH ARDEN (PRICE Rs.1000\ 100ml) HAPPY PERFUME: BY CLINIQUE (PRICE Rs.3295\100ml)

JOVAN MUSK: BY JOVAN (PRICE Rs.565\100ml)

MARKETING MIX
PRODUCT: DIVA an exclusive perfume for women Completely natural Special process to impart a stable fragrance PRICE: Diva is priced at RS 395 Complimentary LAKME nail paint with every purchase of DIVA

PLACE:Available at all LAKME salons and all leading malls across India U2 stockists for every region to distribute the perfume to retail counters PROMOTION:Four TV commercials on colors and MTv Three radio ads on radio mirchi Ads placed in Times Of India ,glossy magazines ,hoardings Pamphlets brochures distributed. Information available on web site(www.lakme.com/fragrances/diva)

BUDGET
TV Commercials:-4 Ads a day for 30 secs Rs 8000(Monthly=240000). Radio:-750 Rs for 10 secs 3 Ads per day=2250/day(Monthly=67500) Pamphlets and Brochures Rs 110000. Other Miscellaneous Expenses=Rs 50000. Total Budget=467500/month.

BIBLIOGRAPHY
Information collected from: Internet : www.google.com www.wikipedia.com www.lakme.com and other sites.

COMPILED BY
ASHISH RATHOD DHANANJAY CHAUHAN JAY MEHTA NIAMATULLAH KHAN PALVINDER KAUR RITIKA GANDHI

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PRESENT

G4

AMOK

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Deos are for the boys to make gals out of control..

Bt heres amok perfume to make the Boys to pay this time around

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