23507521 globsyn business school

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Contents :Contents :

ØBrand Overview

ØCurrent Market Position

ØMarketing Strategies

ØOther Strategies

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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

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Lakmé Overview

  1995 50-50 JV with

‘Hindustan Lever 

Limited’to form‘Lakmé Lever’.

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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 .$

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Lakmé Overview

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Current Market PositionCurrent Market Position

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Positioning : (Mass Market)

HighPrice

InexpensivePrice

Mature

Young

Kajal

 Sun Expert

 Matte Effect

Moisturizer Nail Polish

 Nail Polish

Lipstick

Eyebrow

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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

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qLakmé Hair Careq

Lakmé Body Care

qLakmé Hair Next

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qLakmé Eyes

Lakmé Body Care

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q  akmé Face 

Lakmé Body Care

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qq  akmé Lipsticks

Lakmé Body Care

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qLakmé Nails

Lakmé Body Care

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q  akmé Defense

Lakmé Body Care

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qLakmé Intense Body Milk 

Lakmé Body Care

qLakmé Deep Cleanser

q

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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. 

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 ail Makeup

 ips Makeup

 ye Makeup  ace Makeup

. -s 28195

PRICE

Marketing Mix of Lakmé

. -s 55 275

. -s 45 160

. -s 75 120

: . & .ource Amazon COM eBay COM

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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

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Marketing Mix of Lakmé

Promotion Mix

  Sales Promotion

 Advertising 

  Public Relations

 Direct Mail & Internet 

Distribution Channel Target customers

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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

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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

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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

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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

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Advertising

qFashion icon as Katrina Kaif

q

qNews Papersq

qMagazines

qqMedia

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Advertising

Slogans & Jingles:   Nine to Five : “make up

that survives the day.”

Aqua Shine : “thelipstick of the future ishere.”

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Public Relation:

LAKMÉ FASHIONWEEK 

Lakme fashion week introduces “AccessoryDesigners Shows”

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Public Relation

qLAKMÉ SALONq

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

q150 salons in 35 cities

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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

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Public Relation

LAKMÉ BEAUTY ZONE Allows her to experiment with different

looks.

Guiding her through a complete andexciting personalized make up.

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Marketing Mix of Lakmé

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.

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Marketing Mix of Lakmé

Kolkata

Bangalore

Chennai

Delhi

Mumbai

Target Market

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

old women.old women.

Target Market

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Opportunity Hunting

üMulti- functional make-up

üGlobal expansionüEmerging countries in Asia and Latin

America

ü

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 hank Youhank You

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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

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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 : lever.care@unilever.comlever.care@unilever.comü