2023

Assignment No. 01
MARKETING MANAGEMENT
SUBMITTED BY: HABIB MUHAMMAD HASSAN
CLASS: MBA-E72
REGESTRATION NO: 2339102
SUBMISSION DATE: 12TH SEP 2023
 Table of Contents
1 Brand Awareness of LACOSTE in Pakistan ............................................................................................. 2
1.1 Vision and Mission of Lacoste: ...................................................................................................... 2
1.1.1 Vision:........................................................................................................................................ 2
1.1.2 Mission: ..................................................................................................................................... 2
1.2 Brand Awareness in Big Cities:...................................................................................................... 2
1.2.1 Brand Awareness by Advertisement:........................................................................................ 2
1.2.2 Brand Awareness by association with sports events ................................................................ 3
1.2.3 Event marketing: ....................................................................................................................... 3
1.2.4 Colaborative Marketing ............................................................................................................ 3
1.3 Brand Awareness in GENERAL: ..................................................................................................... 3
1.3.1 Making a brand ambassador..................................................................................................... 3
1.3.2 Influencers Marketing ............................................................................................................... 3
1.3.3 Social media marketing ............................................................................................................. 3
1.3.4 Content marketing: ................................................................................................................... 3
1.3.5 Public relations (PR): ................................................................................................................. 3
1.3.6 Referral marketing: ................................................................................................................... 3
2 Unique Sale Proposition (USP) for LACOSTE Challenge EDT.................................................................. 4
3 Competitors ........................................................................................................................................... 4
1 Brand Awareness of LACOSTE in Pakistan
To measure the LACOSTE brand awareness, a short survey was performed and found below results;

PEOPLE AWARENESS ABOUT LACOSTE BRAND

4.5
4
3.5
3
2.5
2
1.5
1
0.5
0

No Yes

From the graph above clearly shows that many of that most of the people don’t even know about the
brand in Pakistan, whereas people living in big cities like Karachi and Hyderabad are familiar with the
Brand Name. Besides this it can be seen that

In view of above it may be identified that our targeted audience is mostly available in Big and Metropolitan
cities. So it would be optimum to make awareness in those big cities in first phase. Also being little
expensive, major quantum of people should be Upper Middle Class to High and Elite Class people.

1.1 Vision and Mission of Lacoste:

1.1.1 Vision:
“Our primary Goal is to be the leader in the premium casual wear market. We are dedicated to achieving
this ambition in the year to come”

1.1.2 Mission:
“Our Mission is to make LACOSTE a unique casual luxury brand embodying elegance such as
Frenchness.”

1.2 Brand Awareness in Big Cities:

1.2.1 Brand Awareness by Advertisement:

In Advertisement, it would be promoted that LACOSTE is for people of style, as it adds value to your
personality.

Mediums to be used for campaign

  Bill Boards
 Social Media Platforms
 Main Stream Media (TVC)

1.2.2 Brand Awareness by association with sports events

To make relation with targeted audience association with sports event to promote product with sports
loving people and big crowds at once.

1.2.3 Event marketing:

Event marketing involves hosting or sponsoring events such as trade shows, conferences, or webinars.
This helps you connect with your target audience in person or online while also increasing brand
awareness 1.

1.2.4 Colaborative Marketing

Collaborate with Big supermarket to establish Shelf decorated with Brand Name and Make attractive and
unique among others. Also crocodile teddy can be placed showing direction label toward the shelf as this
will definitely be noticed by large number of customers walking through supermarket.

1.3 Brand Awareness in GENERAL:

1.3.1 Making a brand ambassador

To make a local ambassador for brand will help reaching our more people in the country. A popular sport
celebrity, preferably present cricket player would be best choice for our product.

1.3.2 Influencers Marketing

Contact with Local Influencers with high number of followers to promote the product in their
videos/vlogs/podcasts on major social media platforms i.e. Facebook, Instagram, Tiktok and Youtube etc.

1.3.3 Social media marketing

Social media platforms such as Facebook, Instagram, Twitter, and LinkedIn are great tools for building
brand awareness. You can use these platforms to create engaging content that resonates with your target
audience and encourages them to share it with their friends and family 1.

1.3.4 Content marketing:

Content marketing involves creating and sharing valuable content such as blog posts, videos, and
infographics that educate and inform your target audience. This helps build trust and credibility with your
audience while also increasing brand awareness 1.

1.3.5 Public relations (PR):

PR involves building relationships with journalists and media outlets to get coverage for your brand. This
can help increase visibility and build credibility for your brand 1.

1.3.6 Referral marketing:

Referral marketing involves encouraging your existing customers to refer their friends and family to your
business. This helps increase word-of-mouth marketing while also building brand awareness 1.
2 Unique Sale Proposition (USP) for LACOSTE Challenge EDT
The USP of Lacoste Challenge EDT is its invigorating fragrance that is ideal for the office as well as an
evening out. It combines citrus, spicy, and woody notes to emphasize a strong masculine scent that
instantly boosts your confidence.

The fragrance draws attention without trying too hard. People recognize the green crocodile first
popularized on Lacoste polo shirts. Since its start in 1954, the company has expanded from making tennis
wear to a complete fashion line of sportswear, watches, footwear and since 1984, fragrances for men and
women that capture the spirit and fun of athletic competition.

Challenge by Lacoste Fragrances is a Citrus Aromatic fragrance for men. Challenge opens with notes of
pure energy created of tangerine and lemon with a hint of bergamot. A heart of this fragrant challenge
hides ginger combined with aromatic lavender and violet leaves, creating a perfect, pleasant and sensual
harmony. Base notes leave a trail of ebony and teak wood, which are in charge of the modern, powerful
trend on the border between tradition and trend.

1. Wearable and versatile for the active person

2. Unquestionably masculine
3. Unique scent
4. Not the typical aquatic/marine/fresh sport fragrance
5. Recognizable in a sporty, masculine demeanor
6. Fruity and fresh
7. Intense and extreme enough in strength
8. Great for clubbing

Lacoste Challenge EDT Perfume for Men is an invigorating and refreshing fragrance that is designed to
embody the spirit of competition and challenge. This scent is perfect for the modern, active man who is
always on the go and ready to take on the world.

3 Competitors
As for its competitors, there are many fragrances in the market that offer similar notes and scents. Here
are some of the most popular competitors of Lacoste Challenge EDT:

J. Fragrances Sher Dil: This fragrance also has Citrus and woody scent like in Lacoste Challenge EDT. It
has top notes of Bergamot, Orange, Mandarin, Lemon, Green Apple, hear notes of black Currant, Rose,
Jasmine, Freesia, Lily of the Valley, Wallflower, Pepper and base notes of Cedar wood, Patchouli, Oak
moss, Amber, Leather, Musk. Plus J. Fragrances are non-alcoholic and making it first choice for Muslim
customers as Pakistan is Muslim Majority country.

Paco Rabanne Invictus: This fragrance has a similar spicy and woody scent as Lacoste Challenge EDT. It
has top notes of grapefruit and mandarin orange, heart notes of bay leaf and jasmine, and base notes of
guaiac wood, oakmoss, patchouli, and ambergris 2.
Dolce & Gabbana The One: This fragrance has a similar citrusy scent as Lacoste Challenge EDT. It has top
notes of bergamot, coriander, and basil, heart notes of cardamom, ginger, and neroli, and base notes of
cedarwood, ambergris, and tobacco 3.

Calvin Klein Eternity for Men: This fragrance has a similar woody scent as Lacoste Challenge EDT. It has
top notes of mandarin orange, lavender, and lemon, heart notes of coriander, lily-of-the-valley, and
juniper berries, and base notes of sandalwood, amber, musk, and Brazilian rosewood.

Giorgio Armani Acqua Di Gio: This fragrance has a similar citrusy scent as Lacoste Challenge EDT. It has
top notes of bergamot, lemon, lime, and mandarin orange, heart notes of jasmine, nutmeg, coriander,
and violet, and base notes of musk, ambergris, cedarwood, patchouli, and oakmoss.

Beside That Market of Local Non-Alcoholic Copies of premium perfume is also emerging in Pakistan
which claims to provides upto 90% similar fragrance to actual brand’s perfume. These Local copies are
very cheap in price and can affect the sales of our product as well. Some of the most popular
manufactures are;

 Scents N Stories
 Scents N Secrete
 Musk al Mahal
 WB by hemani
 Saeed Ghani
 Bonanza Fragrances
 Gul Ahmed Fragrances
 And Many Other(s)…
References:

1. https://blog.taboola.com/increase-brand-awareness-today/
2. https://www.fragrancenet.com/fragrances/lacoste/lacoste-challenge
3. https://theperfumebox.com/products/mc-laccha