23507521 globsyn business school

8/14/2019 23507521 Globsyn Business School

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Contents :Contents :

ØBrand Overview

ØCurrent Market Position

ØMarketing Strategies

ØOther Strategies



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



Lakmé Overview

1995 50-50 JV with

‘Hindustan Lever

Limited’to form‘Lakmé Lever’.



Lakmé Overview

O D A Y O D A Y

Lakmé Lever isthe No. 1 cosmeticsbrand in India.

1998 TATAs sold their

Stakes to HLL for 45

million US .$



Lakmé Overview



Current Market PositionCurrent Market Position



Positioning : (Mass Market)

HighPrice

InexpensivePrice

Mature

Young

Kajal

Sun Expert

Matte Effect

Moisturizer Nail Polish

Nail Polish

Lipstick

Eyebrow



Products :Products :ü

ü Lakmé Hair Careü Lakmé Eyesü akmé Faceü akmé Lipsticks

ü Lakmé Nailsü akmé Defenseü Lakmé Intense Body Milk

ü

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



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. Lakme Radient RoseOne pc. Lakme Radient RosePowder.Powder.6.6.One pc. of Lakme Nail EnamelOne pc. of Lakme Nail Enamel

Remover.Remover.



21

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

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

Direct marketingDirect marketing

Deployed beauty advisors at 1200Deployed beauty advisors at 1200 LakméLakméretail 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

Salons set up to strengthen customer& .contact experience

- .Dr Ranjan Das



Sales Promotion

……………………Lakme means

Fashion Ignites beauty needs of a women

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 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 Allows her to experiment with different

looks.

Guiding her through a complete andexciting personalized make up.




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



36

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

old women.old women.

Target Market



37

Opportunity Hunting

üMulti- functional make-up

üGlobal expansionüEmerging countries in Asia and Latin

America

ü



hank Youhank You



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/








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

23507521 globsyn business school

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