A REPORT

ON
Eyconic kajal Lakme

Submitted to

INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT (I2IM)

CHAROTAR UNIVERSITY OF SCIENCE AND TECHNOLOGY
(CHARUSAT) –CHANGA

Prepared by
(Moksha Shah)
ID No.: 18BBA094
B.B.A. Third Year
2018-21 Batch
BM311.1 Consumer Behaviour
Marketing Specialization – Consumer Behaviour

INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT (I2IM)

CHAROTAR UNIVERSITY OF SCIENCE AND TECHNOLOGY (CHARUSAT)
AT. & PO. CHANGA – 388 421 TA: PETLAD DIST. ANAND, GUJARAT

November 2020

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 DECLARATION
I Moksha shah (18BBA094) , student of the three year BBA programme at Indukaka Ipcowala
Institute of Management (I2IM) hereby declare that the report on “ Eyconic Kajal Lakme” is the
result of my own work. I also acknowledge the other works / publications cited in the report.

Place: Changa (Signature)

Date: 21-11-2020 (Moksha Shah)

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 Table of Content

Sr. No. Title Pg. No.

1 Introduction

2 Competition

3 Brands and offerings

4 Packaging

5 Distribution Channel

6 Product mix

7 Customer value

8 Customer decision making

9 Marketing mix

10 Product life cycle

11 STP

12 References

Lakme Eye conic Kajal:

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The Kajal market in India can broadly be divided into 2 categories: Generic and Branded. Although
Kajal sticks constitute 5-7% of the total eye-care segment, which is a mere sliver of the Rs 2,500-
crore Indian cosmetics market, branded Kajal sticks are a rapidly growing market.

When Lakme Eye conic Kajal was first introduced by Lakme in India, the kajal market was largely
made up of general brands of Kajal thus giving Lakme the first mover advantage. It was also the
first kajal in India to offer a waterproof, smudge-free and long lasting product.

Reena Chhabra, CEO at Colorbar Cosmetics was quoted saying “While there isn’t a drastic change
in overall usage, kajal was an unbranded segment earlier. Now several companies with large
distribution networks have entered the segment, helping consumers upgrade to branded kohl.”

Lakme has adopted a forceful marketing plan to promote its products to every nook and corner. Its
ad campaigns are advertised through television, radio, newspapers, fashion magazines, billboards
and social media platforms like Twitter, Facebook, Blogs and YouTube. It believes in star power
and its impact on common masses and has roped in several personalities’ time and again as
its brand ambassadors and to act in its ad campaigns.

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Lakme launched Lakme Eye conic, a revolutionary line of kajal and mascara. Lakme’s new Eye
conic Kajal is literally iconic, requiring a kajal sweep and lasts for 10 hours. The product is
waterproof, does not stain and is even safe for the eyes because it is dermatologically tested. It is
offered in six colour variations: black, brown, blue, green, grey, and white.

Competition:

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Over the past five to six years, the use of cosmetics by Indian consumers has increased
dramatically, with more and more women and men becoming increasingly interested in grooming,
increasing disposable income. The change in lifestyle, the influence of satellite television and more
options and availability of products.

This cosmetics and personal care industry has seen an average growth of 20 percent in recent years.
The growth of the Indian cosmetics market offers promising prospects for international brands. The
growth rate of the cosmetics market reflects a growing demand for beauty products in India.

Even if the high-end segment is becoming increasingly crowded, the rural market is proving to be
the stronghold of the smaller regional players. Although fierce competition has emerged for Lakme
Lever in the Rs 250 million colour cosmetics market, it continues to dominate. In the skincare
market, estimated at Rs 700 crore, Lake’s market share modes 7-8%. Catalyst spoke with Anil
Chopra, company manager at Lakme Levers.

Kajal's market in India can be divided into 2 categories: generic and branded. Although Kajal bars
represent 5-7% of the total eye care segment, which is only a part of India's 2.5 billion rupee
cosmetics market, Kajal branded bars are a fast growing market.

When Lakme Eye conic Kajal was first introduced by Lakme in India, the kajal market was largely
made up of generic Kajal brands, giving Lakme the first advantage. It was also the first kajal in
India to offer a waterproof, stain-free and durable product.

Reena Chhabra, CEO of Colorbar Cosmetics, said: “While there is no drastic change in overall
usage, previously kajal was an unbranded segment. Today, several companies with large
distribution networks have entered the segment, helping consumers switch to the kohl brand. "

This growing segment of branded kajal sticks was quickly exploited by competitors Lakme,
Maybelline, L’Oreal and Colorbar, in the form of Colossal Kajal and Kajal Monique respectively.

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Brands and Offering

Brand: Lakme
Lakme is a popular brand in India. The company is renowned for its high quality and amazing range
of makeup products. It owes its name to the French opera Lakme, which itself is the French form of
Lakshmi, the goddess of wealth, also known for her beauty.

Lakme also offers its consumers a complete beauty experience through its products and services in
the Lakme Salons and Studios. It is a comprehensive beauty brand that covers colour cosmetics and
skin care and extends to beauty services through the Lakme beauty salon network. Her connection
to beauty and fashion is manifested through Lakme Fashion Week, which is now the largest fashion
event of its kind in the country.

Lakme Eye Make-up Range:

The range is truly eye-catching, from eye shadow to mascara, from kohl to eyeliner in Lake’s
Eyconic range. These are all intended for the consumer as a combo line or separate products for
women's vanity, intended to enhance and sculpt while combining modernism and traditions.

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Lakme Kajal Variants:
Lakme adds a playful touch to not only sculpt your eyes, but provides that ultimate beauty
statement to show off and the range of kajal they offer allows women to experience drama
personally and professionally. The best Kajal’s from Lake’s house are:

1. Lakme Eye conic Kajal:

This tapered kajal from Lakme comes in a twist or you can say shrink wrap. The colour is a deep
black and the texture is really smooth that glides effortlessly over your lids. The kajal remains for
10 hours without staining. It is also waterproof and perspiration resistant. You can also use it on the
waterline as the kajal Eyconic is dermatologically tested and you will not experience any irritation
or allergies. Wear it from the outer corner to the inside and you're done. You can apply an
additional stroke if you wish. You can use this new kajal for everyday wear and also to create
spectacular eye makeup looks.

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2. Lakme Eye conic Kajal:

Voila you have all the properties and effects of Lakme Eye conic Kajal in various shades.

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3. Lakme Black Satin Kajal:

This eyeliner comes in a black pencil package that can be sharpened accordingly. It has a smooth
and creamy texture and glides easily on the eyes. The colour is much pigmented and you only need
one stroke to achieve a deep black colour.

The kajal remains burr-free for a long time. It takes a while to set up, which means you can also use
it if you want to achieve a Smokey eye look. Just apply to lids and rub in right away to achieve the
look you want. Stay 8 hours without fading and you no longer have to worry about your eyeliner.

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4. Lakme Perfect Definition Eye Pencil:

This Lakme Perfect Definition eyeliner comes in interesting packaging and also has a built-in pencil
sharpener which makes it travel-friendly as you don't need to carry a separate pencil sharpener.
Contains hydrating cerides considered soothing to the eyes.

The texture is smooth and glides on effortlessly. It stays for 10 hours without fading because it is
resistant to stains and water at the same time. You can also use it as an eyeliner and it stays for 8
hours as well.

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5. Lakme Absolute Kohl Ultimate:

Define the eyes with Lakme Absolute Kohl Ultimate. Wear it at night to parties and gatherings to
turn heads with the glorious effect of this jet black kohl kajal. Its ultimate black colour provides a
defining line under the eyes, making them big, shiny and beautiful. You can generate a smoky
effect by stroking the applied kajal with the provided smudged and enjoy the fashionable feel it
gives to your eyes.

With hydrating cereals, this Absolute Lakme Absolute Kajal Kohl soothes your lashes and keeps
them soft. You can wear it all day at work or all night at the club and don't worry about it staining
or spreading in the seam area due to sweat or moisture. Dermatologically verified, this latest kajal
from Lakme Absolute kohl is safe for your eyes even when useful to the waterline. Use this Lakme
Absolute kohl for a great wind effect and amaze your date with your beautiful alluring eyes.

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6. Lakme Kajal:

Everyone must have used this Lakme kajal because it is the first kajal at such an affordable price. It
comes in the form of a large pencil that is also great for travel and attractive. This kajal contains
camphor and castor oil which soothes the eyes and also helps lashes grow faster. It is pigmented and
takes 2-3 sweeps to get the black colour you want.

It stays for 4-5 hours, which is commendable, especially at such a low price. The texture is smooth
and glides on easily and is non-irritating when applied to the waterline. You can use it on the lids as
an eyeliner or you can also use it as an eye shadow base when you want to have smoky eyes. Add
drama to the eyes and make them more attractive. It's really good for people on a budget and for
those who want to experiment with eye makeup. This kajal stains a bit, but if you want to avoid
staining, apply the lost powder before applying and it won't stain.

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Packaging:

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The Name:

The words "Lakme" and "make up" drive hand in hand. The company has been active in the
makeup industry for decades. The term "Eye conic" can be clearly associated with the main product
offering. Indian women generally wear kajal to enhance their eyes and make them look bigger. The
name thus fed the hidden desires of its target audience.

Colour:

The turquoise blue and black combination is one of the catchier colour combinations, reinforcing its
rich colour message.

Design Elements:

Each pack includes 2 main design elements: an eye design and a clock that shows 10 o'clock
without smudging. These elements are used to highlight the core message of the brand that kajal
offers as an eye enhancer and as a durable, smudge-free product.

Packaging:

Lakme Kajal has very high quality and eye-catching packaging. It stands out from its competitors
and its blue-black colour should not be missed. The packaging also features the main benefits of the
product, highlighted in bold, smudge-free, leak-proof and dermatologically tested.

Distribution Channel:

Lakme, launched by Tata, now owned by Hindustan Unilever (HUL), is managed by Hindustan
Lakme Lever's consumer products division. The Lakme brands of this division are intended for
mass consumption and are therefore distributed through mass distribution channels (hypermarkets,
supermarkets, drugstores and traditional stores).

Very soon, Lakme made the decision to integrate its production plant. Located around the world, its
45 factories produce 87% of the cosmetic units sold.
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Types of Distribution Channel for Lakme:
Marketing distribution channels are a set of interdependent organizations that participate in the
process of making the product or service available for use or consumption. For Lakme Kajal’s, all
Pathways followed post-production. A combination of the three distribution channels is tracked
based on demographics and psychographics.

Lakme is the manufacturer that produces kohl using raw materials and other resources.
Postproduction or reaches the consumer directly through the Lakme fairs because they sell products
for Lakme (channel 0).

Otherwise, they turn to retailers like Sephora stores and other toilet stores to sell Lakme Eyconic
kohl through these so-called level one distribution retailers.

In the additional level distribution channel, Lakme, after trade, the Eyconic kajal uses wholesalers,
the latter moving to retailers such as local beauty shops, beauty salons, etc., reaching clients in turn.

In third-level distribution, if a consumer orders a Lakme Eye conic kajal through an online
purchase, it goes to wholesalers, to a merchant who in turn takes their packages and transfers it to
the demographic warehouse from there. , is picked up by another vendor or retailer who delivers the
product to the customer base.

Why this model works for Lakme:

Quality assurance and traceability, this model reduces risks and optimizes the industrial tool.

More receptive and adaptable to the specificities of local markets because the industrial tool is
distributed in five large geographical areas.

It ensures the best possible price because its proximity to the main markets reduces the distance
between consumers and factories and guarantees them access to products at the best possible price.

Facilitate innovation by creating long-term partnerships and joint ventures with key suppliers.

Distribution channels are expanding to meet the growing demand. Measures are also taken to
prevent the sale of counterfeit products.

Product mix:

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 Foundation

Powder
Face
Blush

Concealer

Shadow

Liner
Eyes
Kajal
Lakme
Makeup
India
Mascara

Lip colour

Lips Lip gloss

Lip liner

Enamel
Nails
Cream

Customer Value:

Kohl pencils, affectionately called kajal in India, are a staple in most Indian women. The kajal in
India is used by almost all women, in all age groups, to accentuate their eyes to such an extent that
it has become part of our culture. Despite this, the kajal market in India was a largely unbranded
segment.
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Kohl marketing value, also recognized as customer perceived value, is the variance between a
potential customer's calculation of the benefits and costs of one product over others.

Customers get the assistances and bear the costs. Therefore, the value is also subjective for Kohl.

Very often, managers conduct a customer value analysis to reveal the strengths and weaknesses of
the business relative to other competitors on the basis of intensity, texture, durability, lack of
staining, pigmentation and safety, etc. for kohl.

Examine
Identify Assess Monitor

Customer Decision Making:

1. Who buys this item?

Lakme Kajal addresses women who wear kajal every day. In India, this includes almost all girls
over the age of 15 and working professionals. The idea of the meeting of beauty with tradition
makes Lakme Eye conic a product to wear every day.

2. What problem will this product solve?

Indian women incorporated kajal into their daily beauty routine, but incomplete the presentation of
Lakme Eye conic Kajal, the kajal manufacturing in India was brandless. The lack of branded
Kajal’s on the market has always posed a quality problem. Lakme Kajal solved this problem. They
gave the customer quality assurances by rating their product 10 hours smudge free (their USP) and
giving it a spectacular smooth finish.

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 3. Which attributes are important and why?

Lakme Eye conic Kajal is competitively priced. It targets working professionals and other women
as it reduces the need for touch-ups due to its blemish-free nature. It is also safe and waterproof.

4. If this decision is the major time, how will it go? If it’s a repeat process,
then how will it happen?

If a person is making the buying decision for the first time, he will go through the following stages: 

- Need recognition
- Information search
- Evaluation of alternatives
- Post purchase behaviour
- Purchase decision

In the case of Lakme Eye conic Kajal, the consumer recognizes the need to acquire kajal, among the
available market alternatives. The consumer will then research these alternatives and evaluate them.
Being safe, stain-free, durable, and competitively priced gives Lakme Kajal an edge over the rest.
This leads to a purchase decision. After the purchase, the consumer evaluates the product against its
perceived value of the product.

Marketing Mix
Marketing Mix denotes to the 4 P’s of marketing – Product, Price, Place, and Promotion.

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 Promotion
Place

Price

Product

Product:

Lakme Eye conic Kajal is a stain-free kajal stick that claims to withstand Indian humidity for 10
hours, reducing the need for touch-ups during the day. It is improved with olive oil, vitamin E,
vitamin C, and conditioning agents. This company also introduced five colour variations. The
product comes in its striking blue and black packaging.

Price:

Lakme Eye conic Kajal is engaged in the mid-priced kajal segment. A starting price of Rs 120 was
quoted at the launch. The price has increased to Rs.200 currently. It has competitors in both the
low-cost and high-priced markets with competitive prices ranging from Rs. 55 to Rs. 700.

Place:

Lakme Eye conic Kajal is intended for mass consumption and is distributed through mass
distribution channels (hypermarkets, supermarkets, drug stores and traditional stores). Its
distribution is in charge of Lake’s Consumer Products Division.

Promotion:

The Lakme Eye conic Kajal brand ambassador is Kareena Kapoor. The product is primarily
promoted through TVC, print ads, point-of-sale ads, and online promotions.

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Product Life cycle:

Lakme Kajal is in their growth stage of product life cycle. This can be inferred from the following:

1. Growth in sales
2. Growth in market share
3. Promotion is aimed at a larger market
4. Product variants are introduced: colours and mascara

Introduction
Decline
Maturity
Growth
Adding
Seek to
new
build
features.
products awareness and develop a market for the product.
Defend
Seek market
Reduce to buildshare
costs. brandwhile
prefereness
maximizing
and increase
profit. market share.
Discontinue

Socio-cultural and Individual Drivers

Segmenting, Positioning and Targeting

Segmentation:

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Segmentation is the process by which the large, heterogeneous market is divided into separate
homogeneous groups to identify potential customers for the business. Segmentation is based on
many factors.

I. Demographic factors:
 Age – Lakme is a product that is frequently purchased by women above the age of 15 years.
 Income – It is a product that can be purchased by people from well-to-do families with a
dressed level of income.
 Gender – It marks female gender.

II. Behavioural factors:

 Decision Roles – The purchase decision of Lakme Kajal is mostly done by women who like
to use make-up to importance their eyes.
 Occasions – There are no precise occasions to purchase Lakme Kajal.
 User Status – Lakme Kajal has a huge base of loyal customers
 Usage Rate – Lakme Kajal has customers base that purchases it frequently and are loyal to
it.

III. Psychographic Factors:

 Lifestyle – It can be used by women with an energetic life as it can resist Indian humidity
for up to 10 hours, and dropping the need of touch ups.
 Geographical Factors – India is a country where women like to smear kajal to their eyes. In
fact this product was exactly made to cater to the wants of Indian women and their love for
eye make-up.

Targeting:

Lakme Kajal goals the women with lead active live and like to apply cosmetics to boost their eyes.

Positioning:
They have placed themselves as a product that can remain smudge free for over 10 hours, a big feat
when rough against the Indian humidity.

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http://nazarkateeka.blogspot.com/2015/10/nazar-ka-teeka-kajal-industry-and.html

https://www.marketing91.com/marketing-strategy-of-lakme/

https://www.marketing91.com/marketing-mix-lakme/#:~:text=Lakme%20has%20adopted%20an
%20aggressive,%2C%20Facebook%2C%20Blogs%20and%20YouTube.

https://www.mbaskool.com/marketing-mix/products/17053-lakme.html

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