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Page 1: Lakme -Brand Management
Page 2: Lakme -Brand Management

PRESENTATION FOR THE ESSENTIAL MARKETING MANAGEMENT

PRESENTED BY :SHWETA GARG-09609158JYOTI ARORA-09609017

DEEPAK SHARMA -09609049APRAJITA SHARMA-09609140

RICHA SHARMA-09609144MOHD. FAHAD

MALVIKA TOMAR-09609153NEELANSH JAIN-09609164

 

Page 3: Lakme -Brand Management

INTRODUCTION

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 facets of beauty care, and arm the consumer with products.

Page 4: Lakme -Brand Management

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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Page 5: Lakme -Brand Management

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.

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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 giffting 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 Radient 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.

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GIFT HAMPER

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Clean, soft and fre

sh skin.

Lakme Strawberry Silk Splash Face Wash

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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

Page 12: Lakme -Brand Management
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Summer 2006

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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!

Page 16: Lakme -Brand Management
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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,

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MARKET SHARE

Revlon 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.

Page 19: Lakme -Brand Management

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

Page 20: Lakme -Brand Management

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.

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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.

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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.

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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

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PROMOTIONAL ACTIVITIES

It is identified by five different marketing methods:

• Direct Sales

• Direct Mail/TV/Print

• Free Standing Stores

• Health Food Stores

• Salons

Page 25: Lakme -Brand Management

SUGGESTION:

The colors 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 eyeshadow 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.