Globsyn Business School

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GLOBSYN BUSINESS

SCHOOLBatch - PGDM 07

Group -

Date -





3

CosmeticsCosmetics ::

üDefinition of cosmetics industryü The U.S. FDA defines cosmetics as:

ü “intended to be applied to thehuman body for cleansing,beautifying, promotingattractiveness, or altering theappearance without affecting the

body's structure or functions.”ü The FDA specifically excludes soap

from this particular category.ü

ü





5

Contents :Contents :

ØBrand Overview

ØCurrent Market Position

ØSTP Analysis

ØMarketing Strategies

ØOther Strategies

ØReference Source



Lakmé Overview

1952 Dr. J. L Nehru

personally

requested JRD Tata .

Started as %1 0 0

subsidiary of

‘TATA Oil Mill’(Tomco).



Lakmé Overview

Named after FrenchOpera “Lakmé” .

1995 50-50 JV with

‘Hindustan Lever

Limited’to form‘Lakmé Lever’.





Lakmé Overview



Current Market PositionCurrent Market Position



v

vSegmentationvTarget MarketvPositioning

S.T.P. Analysis of Lakme



Age :Age :Youngster 16-25 yrs.Youngster 16-25 yrs.Office Lady 26-35 yrs.Office Lady 26-35 yrs.Career woman 35 yrs. &Career woman 35 yrs. &aboveabove

Segmentation



Lakme’s coreLakme’s coretarget audiencetarget audienceof 16 to 25 year-of 16 to 25 year-

old women.old women.

Target Market



Positioning : (Mass Market)

HighPrice

InexpensivePrice

Mature

Young

Kajal

Sun Expert

Matte Effect

Moisturizer Nail Polish

Nail Polish

Lipstick

Eyebrow



Marketing Strategies



Products :Products :ü

ü Lakmé Hair Careü Lakmé Eyesü akmé Faceü akmé Lipsticks

ü Lakmé Nailsü Lakmé Matt Effectü akmé Defenseü Lakmé Intense Body Milk ü Lakmé Deep Cleanser

ü

Marketing Mix of Lakmé



qLakmé Hair Careq

Lakmé Body Care

qLakmé Hair Next



qLakmé Eyes

Lakmé Body Care



q akmé Face

Lakmé Body Care



qq akmé Lipsticks

Lakmé Body Care



qLakmé Nails

Lakmé Body Care



qLakmé Matt Effect

Lakmé Body Care



q akmé Defense

Lakmé Body Care



qLakmé Intense Body Milk

Lakmé Body Care

qLakmé Deep Cleanser

q



Lakme Hamper

1.1.Two pcs. of Lipstick.Two pcs. of Lipstick.2.2.One pc. of Lakme Nail Polish.One pc. of Lakme Nail Polish.3.3.One pc. of Lakme Eyeliner.One pc. of Lakme Eyeliner.4.4.One pc. Lakme Kajal.One pc. Lakme Kajal.

5.5.One pc. of Lakme PerfectOne pc. of Lakme PerfectFinish Foundation.Finish Foundation.6.6.One pc. Lakme Radient RoseOne pc. Lakme Radient Rose

Powder.Powder.7.7.One pc. of Lakme Nail EnamelOne pc. of Lakme Nail Enamel

Remover.Remover.




Price :Price :

Lakmé is affordable by the IndianLakmé is affordable by the Indian

mass.mass. Standard Quality in an affordableStandard Quality in an affordable

priceprice



27

ail Makeup

ips Makeup

ye Makeup ace Makeup

. -s 28195

PRICE


. -s 55 275

. -s 45 160

. -s 75 120

: . & .ource Amazon COM eBay COM



Competitive Price

LAKMÉRs.

L’OREALRs.

LAKME HAIR CARE =

120-195 LAKME CLEANSER = 45-

75 LAKME TONER = 85 SUNSCREEN LOTION = 80-

150 MOISTURIZER = 90-

160

L’OREAL HAIR CARE = 175-210

L’OREAL CLEANSER = 480 L’OREAL TONER =

370

SUNSCREEN LOTION = 830

MOISTURIZER =

590




Promotion Mix

Sales Promotion

Advertising

Sales Force

Public Relations

Direct Mail & Internet

Distribution Channel Target customers



Sales Promotion

Strategies Adopted By LakmeStrategies Adopted By Lakme

Deviation from traditional modeDeviation from traditional mode

Not to use mass media advertisementNot to use mass media advertisement Education route to create awareness for newEducation route to create awareness for new

productproduct Direct marketingDirect marketing

““Lakme Pure Defense” – new launchLakme Pure Defense” – new launch Deployed beauty advisors at 1200Deployed beauty advisors at 1200 LakméLakmé

retail outletretail outlet



Sales Promotion

Skin deep……..?

“Nothing makes a women more beautiful”

than the belief that she is beautiful – .S op hi a L or en

“ ” – &Lakme Fruit Shock about energyindividuality

Salons set up to strengthen customer& .contact experience



Sales Promotion

……………………Lakme means

Fashion

Ignites inflammable needs of a women Need for head turning attention Need for feeling nice about oneself -A heady mix which few women can ignore

% .captured 52 of market share -Beauty they say is skin deep Lakme.strived to fathom its depth



Sales Promotion

Summing up

. Women feel beautiful in many ways It&takes earnestness consistency

&through product cycles to nurture.enhance their self image It takes

intensity to win their…………………hearts



Advertising

qFashion icon as Katrina Kaif

q

qNews Papersq

qMagazines

qqMedia



Advertising

Slogans & Jingles: Nine to Five : “make up

that survives the day.”

Aqua Shine : “thelipstick of the future ishere.”



Public Relation:

LAKMÉ FASHIONWEEK :

Lakme Fashion Week :Fission in IndianFashion

Lakme fashion week introduces “AccessoryDesigners Shows”





Public Relation

qLAKMÉ SALONq

qA kind of beauty saloon to satisfy ‘individual customer ’q

q150 salons in 35 cities



Public Relation

Aim -Aim - connect customers on one-to-oneconnect customers on one-to-onebasisbasis

Goal -Goal - effective support for marketingeffective support for marketing

strategiesstrategies

Loyalty program & reward system toLoyalty program & reward system topopularize salonspopularize salons

Launched “New Lakme Beauty SalonLaunched “New Lakme Beauty SalonReward program”Reward program” Provides various features on beauty &Provides various features on beauty &

stylestyle



Public Relation

LAKMÉ BEAUTY ZONE :

‘Lakmé Beauty Zone’ captures theconsumer's face through camera.

Allows her to experiment with differentlooks.

Guiding her through a complete andexciting personalized make up.



Public Relation

Customer Connectivity :Customer Connectivity :for ideas, suggestions & feedback contactfor ideas, suggestions & feedback contact

üToll free No. 1800-22-8080Toll free No. 1800-22-8080ü SMS ‘LEVERCARE’ to 4555SMS ‘LEVERCARE’ to 4555üEmail :Email : [email protected]@unilever.comü



Direct Mail & Internet

Øhttp:// www.lakme.comhttp:// www.lakme.comØ

Ø

http:// www.lakmeindia.comhttp:// www.lakmeindia.com

Ø

Øhttp:// www.lakmefashionweek.co.ihttp:// www.lakmefashionweek.co.iØ

Øhttp:// www.lakmebeautysalon.inhttp:// www.lakmebeautysalon.in

http://www.lakme.com/


http://www.lakmeindia.com/


http://www.lakmefashionweek.co.in/


http://www.lakmebeautysalon.in/









Place:Place:

q Malls opening inMalls opening in Delhi, Mumbai,Delhi, Mumbai, Hyderabad, ChennaiHyderabad, Chennai and Kolkata- luxuryand Kolkata- luxury cosmetics brand.cosmetics brand.

q Availability in mostAvailability in most departmental stores.departmental stores.




Kolkata

Bangalore

Chennai

Delhi

Mumbai

Target Market



Other Marketing Strategy of

Lakméq

qIndustry Trend

qq

qOpportunity Hunting



46

Industry Trend

üNew target segmentüSeniors

üMen

üNatural cosmeticsü The rapidly-growing area

üGovernment regulation

ü



47

Opportunity Hunting

üNatural cosmeticsüLakme is natural

üMulti- functional make-up

üGlobal expansionüEmerging countries in Asia and Latin

America

ü



Presented By :

Abhishek Basak

Aindrila BuXY

Arindam Gupta Arnab Dutta

Rohan Ghosh

Suman Singh

Lakmé



hank Youhank You

Globsyn Business School

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