Detailed Marketing Communication Plan for Lakme's Customized Lipstick

This report details a marketing communication plan for Lakme, focusing on the introduction of customized lipsticks in the Australian market. The report begins with a background of the company and an overview of the current marketing situation, highlighting industry trends and the significance ...Read More

Running head: MARKETING COMMUNICATION
MARKETING COMMUNICATION
Name of the student
Name of the university
Author note

1MARKETING COMMUNICATION
Table of contents
Introduction......................................................................................................................................3
1. Background of the company........................................................................................................3
2. Overview of the marketing situation...........................................................................................3
3. Segmentation and target market analysis....................................................................................4
4. Communication objectives..........................................................................................................5
5. Alternative style of advertising....................................................................................................7
6. Development of a media plan......................................................................................................8
7. Evaluation of the marketing plan...............................................................................................11
Conclusion.....................................................................................................................................11
Reference list and bibliography.....................................................................................................13

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Introduction
Marketing communication plays an important role in terms of developing the strong relationship
between the management and customers (GREEN and WARREN 2019). Marketing
communication plan also has significant impact in increasing the rate of profitability as well as
customer base. The purpose of this study is to shed light on the emerging marketing situation in
Lakme. In this study a marketing plan will shed light in case of introducing the customized
lipstick in the market. In the marketing plan, the media platforms and those contributions in the
marketing process will be shared.
1. Background of the company
Lakme is a popular Indian cosmetics brand which was founded in the year 1952 by J.R.D Tata. It
is being considered as the fastest growing brand in the global market, which aims to influence
the natural skin care process (Lakmeindia.com 2019). By continuing this, it can be said that the
company aims to share the necessary knowledge regarding the natural skin care so that people
can be capable enough for choosing the right product for their skin. Therefore, through the
knowledge expansion process the company focuses on educating the community by providing
cosmetic courses and consultancy services, which indirectly influence the women empowerment
process.
2. Overview of the marketing situation
In the words of Ramli (2015), due to increasing growth opportunities as well as changing
consumption abilities of the customers, marketing trends in the beauty industry has got changed.
From the last few years the beauty industry is maintaining its continuous gravity in the global
market. After the increasing ecommerce business trends, it has been identified that half of the

3MARKETING COMMUNICATION
beauty products are being sold through online in the globe (Lakmeindia.com 2019). Analyzing
the emerging market trends, it has been identified that rapid introduction of new products are
services are being highly appreciated by the customers, which continues the competitive
sustainability in the market (Nazir et al. 2019). Due to the larger generational shifting, different
beauty product categories such as natural, artisanal and locally made products have started
getting high market responds. Brand creativity as well as new product ideas have been
introduced in the market. Increasing numbers of beauty brand in the market the physical retail
beauty channels are being supported.
Analyzing the global cosmetics product market it has been identified that in the year 2017, the
market value reached USD 532 billion. With the increasing growth opportunities it can be
assumed that within the coming 2024, the value may reach USD 863 billion (Forbes.com 2019).
By continuing this, it can also be said that social media is playing an important role in case of
driving the purchasing decision making process of the customers. On the other hand, it is also
true that in the competitive beauty industry, marketing initiatives adopted by the companies have
become important elements for ensuring the sustainable position of the brand. Smart cosmetic
devices have been introduced in the market (Forbes.com 2019). Introducing various skin
diagnostics platforms, the beauty brands started providing the consultancy services by measuring
the skin of the customers. With the diversified range of beauty products in the market as well as
various growth opportunities in the industry, the employment rate is also being influenced. In
order to develop strong relationship with the customers the beauty brands have started
introducing the crowd-led innovation so that large scale of market base can be created.

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3. Segmentation and target market analysis
In the marketing plan, Lakme has decided to introduce customized lipstick in the Australian
market. Not only the essence and ingredients but also the customers can be able to make their
own color. Introducing a separate section for limited edition of customized lipsticks, the
company can be able to target the premium customers. In that case from the demographic
segment, the upper class people will be targeted through the marketing plan. Targeting the
female customers in between the age group of 18 to 45. From the psychographic segment, the
customers who prefer the luxury beauty products and fascinated with lipstick will be targeted by
the company. On the other hand, in order to maintain the uninterrupted distribution process, the
people from urban area will be targeted by the company.
4. Communication objectives
Communication is being considered as one of the important elements in successful marketing
process. Based on the communication the influential interaction between the company and
customers determines the purchasing decision of the customers. On the other hand, based on the
effective communicational practices it becomes easier for the companies to bring the employees
engagement as well as improvements in the operational practices. Through the effective
communicational practices the brand awareness can be introduced by transferring the knowledge
with the customers. Through the effective communicational practices, it becomes easier for the
company to increase the brand awareness. The communicational objectives of Lakme are
 To introduced limited edition of customized lipsticks for imparting the knowledge of the
premium customers
Smart objective

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Specific: The goal is specific as it will play an important role for increasing the brand popularity
of Lakme in the global beauty industry.
Measurable: Monitoring the financial report, the organizational performances can be measured.
Attainable: introducing new product through the celebrity endorsement, the goal can be easily
attainable by the company.
Reliable: Introducing limited edition of customized lipsticks, the premium customers can be
attracted by the company, which can help to increase the market share.
Time: in order to achieve the goal, the 6 months will be needed.
 To increase the customer base for ensuring sustainable position in the market through
media
Smart objective analysis
Specific: The goal is specific as it aims to focus on ensuring the sustainable market position in
beauty industry.
Measurable: Depending on the numbers of viewers on the webpage and amount of sold units, the
goals can be measured.
Relevant: The objective is relevant as it will focus on improving the customer relationship
through the development of effective marketing strategies.
Time: it will take 6 months
 To understand the changing needs and demands of the consumers from the company by
improving interaction

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Specific: The goal is specific as it aims to identify the current beauty trends so that the better
product can be introduced in the market.
Measurable: The goal is measurable as based on the development of strong relationship with the
customers, it can be easier for the company to measure the reviews of the customers.
Relevant: The goal is relevant as it has focused on improving the interaction with the customers
Time: It will take 2 months
5. Alternative style of advertising
The term creative advertising indicates the process for explaining the method for achieving the
communication objectives adopted by the company. In the competitive business environment,
creativity has become necessary for ensuring the sustainable position in the market. Through the
creative alternative process, it can be easier for the company to create interest of target
customers, which can indirectly influence the situation so that the situation in the company can
be managed. Introducing the creative campaign, it can be easier for the company to ensure the
individuals engagement in the marketing plan. In the first communication objective, the company
has mainly focused on enhancing the knowledge of premium customers. In this case, it can be
said that in order to bring the overall brand popularity, engagement of different class of people
are needed. Although the company can target the premium customer base for introducing the
luxury product in the market, however, adding class based content the ethical issue may be
aroused. In that case, the emotional needs of the customers may get hurt. Therefore, it can be
said that rather than focusing on particular customer segment, the company needs to focus on
ensuring the individuals empowerment through its communicational objectives. If the journey of
Lakme can be analyzed, it will be identified that from the year 1952, the company is maintaining

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the role of good motivator in cosmetics industry (Forbes.com 2019). Due to its business growth
opportunities, it has brought huge impact on women empowerment. In that case, adding the class
based content in the advertisement practices, the ethical concern can be aroused.
6. Development of a media plan
Introducing various skin diagnostics platforms, the beauty brands started providing the
consultancy services by measuring the skin of the customers. With the diversified range of
beauty products in the market as well as various growth opportunities in the industry, the
employment rate is also being influenced by the company. As stated by West, Koslow and
Kilgour (2019), social media has become one of the important contributors in the marketing
field. The emerging marketing trends are highly being dominated by different social media
platforms. In order to promoting the limited edition of customized lipstick in the Australian
market, Lakme can focus on celebrity endorsement through the social media campaign.
Media plan objectives
 To improve the communication with the consumers through different social media
platforms
 To enhance the brand awareness through the introduction of customized lipsticks
 To adopt celebrity endorsement strategy for developing the emotional relation with the
customers
Budget for media plan
Invitation
(printing and postage costs) $834.00 $834.00
Time & Expense (T&E) $600.00 $600.00
Company staff T&E $200.00 $200.00
Customer testimonial T&E $100.00 $100.00
Additional Costs Subtotal $1,734.00

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Giveaways 0
Giveaway #1 20 $10.00 $200.00
Giveaway #2 20 $5.00 $100.00
Giveaway Subtotal $300.00
Event Costs Total $6,140.42
Event Price per Person $122.81
Promotions
Product giveaways 50 $8.00 $400.00
Product discounts 200 $3.00 $600.00
Special offers 100 $2.50 $250.00
Promotions Costs Total $1,250.00
Advertising
Brochures (development and
production) 5,000 $0.15 $750.00
Mailings 15,000 $0.04 $600.00
Postcards 10,000 $0.03 $300.00
Television 3 $600.00 $1,800.00
Radio 5 $200.00 $1,000.00
Newspapers 4 $300.00 $1,200.00
Billboards 3 $500.00 $1,500.00
Bus sides 3 $125.00 $375.00
Advertising Costs Total $7,525.00
Public Relations
Charity events 3 $200.00 $600.00
Advertising 4 $200.00 $800.00
Employee promotions 6 $200.00 $1,200.00
Sponsorships 3 $200.00 $600.00
Public Relations Costs Total $3,200.00
ESTIMATED MARKETING GRAND
TOTAL
$51,119.4
2
Media plan process
Facebook Twitter Youtube
What Facebook is being
considered as the
Twitter can be
considered as the
In the current
scenario, numbers of

9MARKETING COMMUNICATION
largest social media
platform that can help
to ensure the higher
level of customer
(Flint and Agarwal
2018). engagement
within few minutes.
microblogging site in
which with the
limited numbers of
words the product
can be endorsed.
Youtube users are
increasing day by day
(Fulgoni, Lipsman
and Davidsen 2016).
In this situation
sharing the videos it
can increase the
average numbers of
customers.
Who Mostly the female
customers will be
targeted through this
platform
It is true that near
about 60%v of twitter
users are female and
they belong from the
younger demographic
segment, which can
play an influential
role for improving
the customer base.
In the Australian
market, availability
of both the male and
female viewers are
high in Youtube.
Frequency 3 times per day 4 times. However,
based on the
recommendation and
share the frequency
rate may vary.
The Ads will be
appeared after
starting every video.

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Type of message Video, photos, beauty
games can be shared.
Links, videos and
photos.
Short videos and ads
(Created by author)
7. Evaluation of the marketing plan
After developing a marketing plan, measuring its efficiency, it is very important for the company
to analyze if the marketing plan has brought any positive impact on the company or not. As the
marketing plan will be developed by focusing on the social media platforms, in that case, based
on the numbers of viewers at a time, the effectiveness of the marketing plan can be measured. In
that case, proper monitoring can be beneficial in terms of understanding the numbers of visitors
in daily basis. On the other hand, maintaining the standard media plan, frequency of ads
appearance needs to be maintained in proper manner. The employees in the company can play an
effective role for ensuring the performance standard so that effective customer relationship can
be maintained. In order to achieve the communication objectives, the company can also focus on
developing a separate department for handling the customers’ needs and quarries. The
department will solve the quarries of the customers within 24hrs, which can indirectly improve
the service standard.
Conclusion
In this study it can be concluded that for improving the customer relationship management, the
introduction of effective marketing plan is needed. By continuing this, it can be said that in the
emerging marketing trends are highly being dominated by different social media platforms. In
order to promoting the limited edition of customized lipstick in the Australian market, Lakme
can focus on celebrity endorsement through the social media campaign. If the company can be
effectively introduce the media plan, it can help to achieve its business goals.

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Reference list and bibliography
Flint, C. and Agarwal, J., 2018. An investigation into the experience of advertising students in
seeking and working in internships. Journal of Innovation in Polytechnic Education, 1(1).
Forbes.com 2019. Retrieved from:
https://www.forbes.com/sites/richardkestenbaum/2018/09/09/beauty-industry-biggest-trends-
skin-care-loreal-shiseido-lauder/#6b41a2c66982 [Accessed on 24th May, 2019]
Fulgoni, G.M., Lipsman, A. and Davidsen, C., 2016. The Power of Political Advertising:
Lessons for Practitioners: How Data Analytics, Social Media, and Creative Strategies Shape US
Presidential Election Campaigns. Journal of Advertising Research, 56(3), pp.239-244.
GREEN, M.C.K. and WARREN, J., 2019. GLOBAL MARKETING. Pearson.
Hennigs, N., Karampournioti, E. and Wiedmann, K.P., 2016. Do as you would be done by: The
importance of animal welfare in the global beauty care industry. In Green fashion(pp. 109-125).
Springer, Singapore.
Inshakova, E. and Inshakov, O., 2017. World market for nanomaterials: structure and trends.
In MATEC web of conferences (Vol. 129, p. 02013). EDP Sciences.
Lakmeindia.com 2019. Retrieved from: https://lakmeindia.com/ [Accessed on 24th May, 2019]
Levin, E., Thaichon, P. and Quach, T.N., 2016. The impact of creative competence and project
management on longevity of the client-advertising agency relationship. Journal of business &
Industrial marketing, 31(2), pp.274-286.

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Nazir, M., Arif, S., Khan, R.S., Nazir, W., Khalid, N. and Maqsood, S., 2019. Opportunities and
Challenges for Functional and Medicinal Beverages: Current and Future Trends. Trends in Food
Science & Technology.
Ramli, N.S., 2015. Immigrant entrepreneurs on the world's successful global brands in the
cosmetic industry. Procedia-Social and Behavioral Sciences, 195, pp.113-122.
West, D., Koslow, S. and Kilgour, M., 2019. Future Directions for Advertising Creativity
Research. Journal of Advertising, 48(1), pp.102-114.