MARKETING OF FASHION

 PRODUCT LEVELS
 PRODUCT GRID
5 LEVELS OF PRODUCT
 COCA- COLA
 1. Core BenefitThe core benefit of Coca-
Cola is to quench a thirst.
 2. Generic ProductThe generic product is a
burnt vanilla smelling, black, carbonated, and
sweetened fizzy drink.
 3. Expected ProductThe expected product
is that the customer’s Coca-Cola is cold.
 4. Augmented ProductCoca-Cola’s
augmented product is that it offers Diet-Coke. By
offering all the great taste of Coca-Cola, but with
zero calories.
 5. Potential ProductCoca-Cola delights
customers is by running competitions.The prizes
in these competitions are often things that,
“money can’t buy”, such as celebrity experiences.
To continue to delight customers over time the
competition prizes change frequently.

5 LEVELS OF PRODUCT
 CORE PRODUCT
COSMETICS ( For enhancing
beauty)
 GENERIC PRODUCT
LAKME COMPACT POWDER
FOR FACE
 EXPECTED PRODUCT
THE COLOUR OR SHADE OF
THE COMPACT MUST MATCH
WITH ONE’S SKIN COLOUR.
 AUGMENTED
PRODUCTCOMPACT
APPLICATOR+ 20%-30%
DISCOUNT ON PURCHASE.
 POTENTIAL PRODUCTA
RANGE OF DIFFERENT SHADES
FOR DIFFERENT SKIN TYPES IN
A SINGLE PALETTE.
5 LEVELS OF PRODUCT
 CORE PRODUCT VISIT
TO A RESTAURANT
 GENERIC PRODUCT 10
DOWNING STREET
RESTAURANT
 EXPECTED PRODUCT
1)THE AMBIENCE

2)COURTEOUS STAFF
 AUGMENTED
PRODUCT 1) LIVE MUSIC

2) OWN BREWERY
 POTENTIAL PRODUCT
FREE TICKETS TO LONDON
(actual 10 Downing Street)
FEW FACTS ABOUT LAKME
 Lakme is an Indian brand of
cosmetics, owned by
Unilever, it started as a 100%
subsidiary of Tata Oil Mills
which is a part of the Tata
Group.
 Lakme also started its new
business in the beauty
industry by setting up Lakme
Beauty Salons all over India.
Now HUL (Hindustan
Unilever Limited) has about
110 salons all over India
providing beauty services.
Ansoff Product
Grid
Study of Ansoff
product grid with
the reference of
different brands.
Market Development Of Manyavar
 Manyavar is a men's ethnic wear brand founded in India
by entrepreneur Ravi Modi in 1999 under his company
Vedant Fashions.
 Manyavar, which is known for its lavish Wedding Wear
besides its signature Ethnic Wear, Party Wear and
Accessories for men, has now forayed into the women's
couture with equal pomp and splendour in 2016.
Market Penetration of Mufti
 Existing products: Mufti is Mumbai, India based men
clothing fashion brand, which was founded by Kamal
Khushlani in 1998. It manufactures shirts, jeans, t-shirts,
sweatshirts, sweaters and jackets.
THANK YOU
 AGAMONI DAS
 TIASHA BANERJEE
 B. F. TECH. DEPARTMENT