lakme

MARKETING DETAILS OF LAKME

PRESENTED BY : REVATHY.S

INTRODUCTION

in Spain ,Half a century ago, as lakme took her steps into freedom, Lakme, first beauty brand was born. At a time when the beauty industry was at a nascent Stage,

Lakme tapped into what would grow to be amongst the leading , high consumer interest segments in the Industry that of skincare and cosmetic products. Armed with a potent combination of foresight, research and constant innovation.

Lakme has grown to be the market leader in the cosmetics industry .

Lakme today has grown to have a wide variety of products and services that cover all PHASES of beauty care, and arm the consumer with products.

About LAKME

The Carreras family established LAKMÉ Cosmetics in 1997 and is independent, self-financed and family owned. The family has over 40 years of manufacturing experience in salon products. Lakmé East a regional distributor of Lakmé Cosmetics with its main office in Colchester is conveniently placed to provide you with all the guidance back up and support you’ll ever need.

HISTORY A brand that has over 5 decades talked of beauty is none other than Lakmé.

Launched in 1952, it offered a range of cosmetics with nail polishes & lipsticks from the early 80’s

Lakmé also understands the importance of maintaining and accentuating a women’s natural beauty For this it has introduced a range of skincare products from 1987.

These ranges have been constantly innovated to bring specialized beauty care

With a unique blend of understanding of women of all ages, today, Lakmé is all setting trends and dominating the fashion arena.

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Company Profile

Lakmé is an Indian brand of cosmetics, owned by Unilever. Lakme started as a 100% subsidiary of Tata Oil Mills (Tomco), part of the Tata Group, it was named after the French opera Lakmé, which itself is the French form of Lakshmi, the goddess of wealth, also renowned for her beauty. Indian cosmetic Lakme was started in 1952, famously because the then Prime Minister, Jawaharlal Nehru was concerned that Indian women were spending precious foreign exchange on beauty products, and personally requested JRD Tata to manufacture them in India. Simone Tata joined the company as director, and went on to become it's chairman. In 1998 Tata sold off their stakes in Lakmé Lever to HLL, for Rs 200 Crore (45 million US$), and went on to create Trent and Westside. Even today, when most multinational beauty products are available in India, Lakme still occupies a special place in the hearts of Indian women.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.

Everything a girl wants

Lakmé has a wide range of products in color cosmetics that bring visible results. To add to this vast is a range of specialized skin care products for the discerning women.

Keeping skin looking healthy and glowing is also a part of looking great. Lakmé provide the complete package with the skin care range and the wide range of colors to spice up the look.

PRODUCT DESCRIPTION : Lakme is a world reknown and great cosmetic company. A wonderful gift hamper for today's women. This gift hamper is a great choice for gifting on any occasion

PRODUCT CATAGORIESOne Lakme Lipstick. One Lakme Nail Polish. One Lakme Eyeliner. One Lakme Kajal. One Lakme Strawberry Face Wash 50 gms. One Lakme Radiant Rose Powder. One Lakme Nail Enamel Remover. One Lakme Strawberry Silk Cream 50 gms. One Lakme Deep Pore Cleansing Milk 120 ml.One Lakme Shampoo.

PRODUCTS

The Products

LAKMÉ leading hair care products are developed exclusively for distribution to hair and beauty salons. Branding and packaging of the product range is first class and they are tested and manufactured solely for this brand name and no other. The very best raw materials are used in manufacture using the latest technology and adopting the highest levels of hygiene. All product formulation is in accordance with the health standards of the European Union and the United States Food & Drug Administration and is subject to ISO 9002 certification.

Clean, soft and fre

sh skin.

Lakme Strawberry Silk Splash Face Wash

Lakme Deep Pore Cleanser 

Formulated with natural avocado extracts, Lakme Deep Pore Cleanser gently cleans the skin of all surface impurities.  Contains anti-oxidants like Vitamin E which condition the skin. Its light moisture based formula, nourishes while it deep cleans the skin

Summer 2009

Rose Powder (Soft Warm & Pink)

Foundation make-up in a powder format gives a flawless radiant look.

Contains rose fragrance to keep you fresh, contains sunscreen to protect from harmful UV rays. Gives a flawless radiant look.

Free Spirit-Starlight Face Highlighter

A fine and transparent texture, the powder instantly blends into the skin to create a natural-looking glow. Light and easy to apply. Ideal for party-wear!

GEL Provides hair with volume, shine and helps hold hair in place. MOUSSE Helps in giving volume to a hairstyle, especially for thin limp hair. SPRAY   Gives firm hold and finish to the style. SERUM For shine and tangle - free hair.

HAIR STYLING:Hairstyling is the art of setting your hair in a particular manner. ., hairstyling is seen as a time consuming process, involving trips to the salon. But with Lakme Hair next, you can get that salon look, at home,

MARKET SHARE

Lakme has a market share of 80% in the premium market.

Lakme is the overall market leader in the colour cosmetic with a wide range of products and prices, both.

The organised colour cosmetics market is estimated at Rs 340 crore currently.

Revlon's sales account for Rs 60 crore of that. Lakme leads the marke with sales of Rs 100 crore.

Lakme Sun Expert Sunscreen Soufflé 

For Oily Skin

A unique, water-based, lightweight sunscreen that's non-greasy and prevents 70% of skin damage. Specially formulated for skin.

Lakme Skin Brightening Gel  For After Sun Use  Rehydrate and revive your skin with new 100% oil-free Lakme Skin Brightening Gel. 

New Products & Services

Silky skin

LAKME has launched Lakme Strawberry Silk Crème with strawberry extracts... Lakme has been the pioneer in the skincare category in and launched the first moisturising lotion over 20 years ago.

Feast for face

LAKME has introduced Lakme Face Magic -Daily Wear Souffle.Natural Marble for medium skin and Natural Shell for dusky skin. Priced at Rs 90, it comes in a 30 ml jar. It contains Vitamin E and cucumber extracts.

COMPETITORS

Several Multinational companaies such as REVLON,YARDLY,GARNIER,L’OREAL entered in the market These companies initially cashed on their international brand

Revlon,Maybellline & Avon with the major part of the rest Other international brand in the sector include L’Oreal some , of them engaged in the level if marketing model for their products.

PRODUCT SEGMENTATION

COSMETICS

SKIN CARE

a.OILY SKINb.DRY SKINc.NORMAL SKIN

HAIR CARE

a.OILY HAIRb.DRY HAIRc.NORMAL HAIR

PRICING STRATEGIES

GEOGRAPHICAL PRICING

PRODUCT LINE PRICING

PRESTIGE PRICING

PROMOTIONAL ACTIVITIES

It is identified by three different marketing methods:

• Direct Sales

• Direct Mail/TV/Print

• Salons

There are two categories of channels of distribution

Prestige - Department stores, specialty stores and chain department stores,

Broad - food stores, cosmetic discounters, warehouse clubs, and mass merchandisers.

DISTRIBUTIO N

SWOT ANALYSIS Of LAKME

STRENGTHS:local brand of specific a relevance to IndiaStrong R&D capability, well linked with business. Integrated supply chain and well spread manufacturing units.Ability to deliver Cost Savings. Access to Unilever global technology capability and sharing of best practices from other Unilever

Price positioning in some categories allows for low price competition Varying quality range in its products.Falling Quality of Lame salons

WEAKNESSES:

Opportunities

Brand growth through increased consumption depth and frequency of usage across all categories Upgrading consumers through innovation to new levels of quality and performance. Building brand image by collaborating with top designers in Lakme Fashion week

Threats

Non Existence of brand image in long RunSpurious/counterfeit products in rural areas and small towns.Aggressive price competition from local and multinational players.

SUGGESTION:

The colours of the product, the logo design , the shape of the package all say ‘cool’.

Packaging should feature many clear caps and lids that show off the bright shades of lipstick and eye shadow within, as transparent packaging plays a major role in brands where colour is a key selling point. Always having new formulas in fresh packaging keeps customers coming back for more.

LAKME’ BEAUTY SALON

WORLD - CLASS EXPERTISENOW CLOSE AT HAND

At the Lakme Beauty Salon we pride our selves on being the best. From the latest beauty equipment and beauty treatment to highly trained person. From the class ambience to the extreme attention to personal hygiene, you can count on world-class expertise at each of our 88 beauty salons across India.

A RANGE OF SERVICESCUSTOMISED FOR YOU

There’s nothing more gratifying than our wide range of beauty services. Each of the following services is designed keeping India beauty trends and need in mind. Not to mention, customized to suit you too.

BRIDAL 7 Day Bridal package   21 Day Bridal package   45 Day Bridal package   Bridal hair do   Bridal make-up   Reception make-up   Friends of the Bride   

BRIDAL CONT ……

* Hair Accessories will be charged extra

SAREE DRAPEMEHENDI Rates available at request  

HAIR CARE ESSENTIAL SERVICES WASH & PLAIN DRYBLOW DRY Short / medium hairShort / medium hair Long / extra long hairLong / extra long hair    WASH & STRAIGHT BLOW DRYDEEP CONDITIONING Short / medium hairShort / medium hairLong / extra long hairLong / extra long hair      

COCONUT OIL MASSAGE TRIM / CHILD CUT HENNAAROMA OIL MASSAGE HAIR CUTALMOND OIL MASSAGEHAIR CUT WITH WASH AND BLOW DRY OLIVE OIL MASSAGE

BLEACHING

UnderarmHalf arms Full arms Half legs Full legs Feet Body Full back/ full front Midriff Half back /half front Face and neck Face, neck & blouse line Upper lip

BEAUTY CARE ESSENTIAL SERVICES

BEAUTY CARE ESSENTIAL SERVICES CONTS……

WAXING

Underarms Half armsFull armsHalf legsFull legs BikiniFull waxing BodyFull back / Full front MidriffUpper lip ChinFace

THREADING  

Eyebrows Upper lip Lower lip Chin Side Neck Forehead Face   

HAND & FEET ESSENTIAL SERVICES  

Cut & file  Cut, file & polish   Change of polish    Regular manicure  Regular pedicure  Express manicure  Express pedicure  

HANDS & FEET SPECIALISED SERVICES

French ManicureFrench Change of PolishAroma ManicureAroma PedicurePeppermint ManicurePeppermint PedicureHappy Touch Hand FacialHappy Touch Foot FacialFree spirit Orchid Hand FacialFree spirit Orchid Foot Facial

Mosaic Nail ArtPer nail1 hand2 hands

HAIR CARE•Advanced and professional services to transform your hair. Go get a completely different you.•Avant Garde Haircuts•Hairnext Indulgences•Hair Colouring•Re bonding SKIN CARE: Lakme expertise weaves its magic on your skin with a bouquet of specialized services customized to your skin type.Clean-upMatte Effect Deep CleansingSkinspa FacialsAgeless Facial Happy Glow FacialSun safe Facial 

HAND AND FEET CARE

Give your hands and feet the pampering they deserve with our unique and indulging services. French Manicure & PedicurePeppermint Manicure & PedicureAroma Manicure & PedicureMosaic Nail Art

Happy Touch Hand & Foot facial

Link Up With LAKMÉ And Watch Your Business Grow!

This is your chance to earn additional and unlimited income by using and selling the unique range of LAKMÉ Hair Care Products.  We are offering specially selected hair salons in Essex and Suffolk the opportunity to join forces with Lakmé East (an exclusive UK regional distributor), to enjoy business and financial growth to whatever level they choose. LAKMÉ is a prestigious Spanish company already selling to 50 countries worldwide, and Lakmé East is now offering this premium range of hair care products to interested salons in the following areas: Essex and Suffolk

The Promotion

Powerful ‘point-of-sale’ displays are supplied FREE OF CHARGE for customer sales and your own use, with freestanding display units highlighting the unique quality and variety of your products and enhancing the quality of your sales and service. Combine this with FREE ongoing in-salon education and you have the perfect basis to grow your business for yourself, but not by yourself.

Support

Lakmé East is here to give you all the help and support you need. Not because we’re altruistic, but because we need each other. By working together, we can enjoy mutual success limited only by ambition and effort. For our part, we believe our on-going support programme is second to none. We presently have two highly trained Stylist/Technicians constantly in the field ensuring our salons are getting all the help they need with the very best product and training possible, plus direct access to the main technical European team. Our warehouse is constantly re-stocked to ensure products are always available for immediate delivery and at the keenest prices.  “We are committed to you and your consuming policy, providing the finest products available.”

To Summarise

For those of you already involved in the hair care business Lakmé offers a natural progression to broaden business prospects and boost profits. Lakmé East can make your job easier by supplying the highest quality products, a totally reliable service, PLUS a complete programme of professional support that virtually guarantees your success – all in one superb package. Interested? To secure your chance to Link Up with LAKMÉ, please call:01206 323599 or 07962 014746email: [email protected]  

THANK YOU