GLOBSYN BUSINESS SCHOOL

Batch - PGDM 07

Group -

Date -
PROJECT ON MARKETING
STRATEGIES

 Topic : Cosmetics
Cosmetics :
 Definition of cosmetics industry
 The U.S. FDA defines cosmetics as:
 “intended to be applied to the human body for
cleansing, beautifying, promoting attractiveness,
or altering the appearance without affecting the
body's structure or functions.”
 The FDA specifically excludes soap from this
particular category.


3
 Contents :

 Brand Overview
 Current Market Position
 STP Analysis
 Marketing Strategies
 Other Strategies
 Reference Source

5
 Lakmé Overview

1952
Dr. J. L Nehru personally
requested JRD Tata .

Started as 100%
subsidiary of
‘TATA Oil Mill’ (Tomco).
 Lakmé Overview

Named after French

Opera “Lakmé” .

 1995
50-50 JV with ‘Hindustan
Lever Limited’ to form
‘Lakmé Lever’.
 Lakmé Overview

1998
TATAs sold their Stakes
to HLL for 45 million
US$.

TODAY
Lakmé Lever is the
No. 1 cosmetics brand
in India.
 Lakmé Overview

Unilever

Hindustan
lever

Lakme
Current Market Position

Breakdown of Sales by Business

Others (mrkt.
Followers)
10%
REVLON (Mrkt.
Follower) Lakmé (Mrkt.
11% Leader)
L’Oréal (Mrkt. 52%
Challenger)
27%
 S.T.P. Analysis of Lakme

 Segmentation
 Target Market
 Positioning
 Segmentation
Age :
Youngster 16-25 yrs.
Office Lady 26-35 yrs.
Career woman 35 yrs. &
above
 Target Market

Lakme’s core
target audience of
16 to 25 year-old
women.

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 Positioning :
(Mass Market) Young

Eyebrow

Kajal
Nail Polish
Sun Expert Lipstick
High Inexpensive
Price Price
Nail Polish
Moisturizer

Matte Effect

Mature
14
Marketing Strategies
Market
ing Mix

Place

Prom Produ
otion ct

Price
 Marketing Mix of Lakmé
Products :

Lakmé Hair Care

 Lakmé Eyes
 Lakmé Face
 Lakmé Lipsticks
 Lakmé Nails
 Lakmé Matt Effect
 Lakmé Defense
 Lakmé Intense Body Milk
 Lakmé Deep Cleanser
 Lakmé Body Care
 Lakmé Hair Care

Lakmé Hair Next

Lakmé Body Care

 Lakmé Eyes
Lakmé Body Care

 Lakmé Face
 Lakmé Body Care
Lakmé Lipsticks
Lakmé Body Care

 Lakmé Nails
Lakmé Body Care

 Lakmé Matt Effect

Lakmé Body Care

 Lakmé Defense
 Lakmé Body Care
 Lakmé Intense Body Milk

 Lakmé Deep Cleanser

Lakme Hamper
1. Two pcs. of Lipstick.
2. One pc. of Lakme Nail Polish.
3. One pc. of Lakme Eyeliner.
4. One pc. Lakme Kajal.
5. One pc.  of Lakme Perfect
Finish Foundation.
6. One pc. Lakme Radient Rose
Powder.
7. One pc. of Lakme Nail
Enamel Remover.
 Marketing Mix of Lakmé
 Price :

 Lakmé is affordable by the Indian

mass.
 Standard Quality in an affordable
price
 Marketing Mix of Lakmé
Lips Makeup

Rs. 55-275
Eye Makeup Face Makeup

Rs. 28-195 PRICE Rs. 45-160

Rs. 75-120
Nail Makeup

Source: Amazon. COM & eBay. COM 27

 Competitive Price

LAKMÉ Rs. L’OREAL Rs.

 LAKME HAIR CARE = 120-195  L’OREAL HAIR CARE =175-210
 LAKME CLEANSER = 45-75  L’OREAL CLEANSER = 480
 LAKME TONER = 85  L’OREAL TONER = 370
 SUNSCREEN LOTION = 80-150  SUNSCREEN LOTION = 830
 MOISTURIZER = 90-160  MOISTURIZER = 590
 Marketing Mix of Lakmé
Promotion
Mix
Sales Promotion

Advertising
Distribution Target
Sales Force Channel customers

Public Relations

Direct Mail &

Internet
 Sales Promotion
Sales Promotion
 Strategies Adopted By Lakme
 Deviation from traditional mode
 Not to use mass media advertisement
 Education route to create awareness for new
product
 Direct marketing
 “Lakme Pure Defense” – new launch
 Deployed beauty advisors at 1200 Lakmé
retail outlet
 Sales Promotion
 Skin deep……..?

 “Nothing makes a women more beautiful than the

belief that she is beautiful”
– Sophia Loren.
 Lakme “Fruit Shock” – about energy &
individuality
 Salons set up to strengthen customer contact &
experience.
 Sales Promotion

 Lakme means……………………
 Fashion
 Ignites inflammable needs of a women
 Need for head turning attention
 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
 Fashion icon as Katrina Kaif

 News Papers

 Magazines

 Media
 Advertising
Slogans & Jingles:
Nine to Five : “make up
that survives the day.”

Aqua Shine : “the

lipstick of the future is
here.”
 Public Relation:

LAKMÉ FASHION
WEEK :

 Lakme Fashion Week :

Fission in Indian Fashion

 Lakme fashion week

introduces “Accessory
Designers Shows”
 Public Relation
 LAKMÉ SALON

 A kind of beauty
saloon to satisfy
‘individual customer’

 150 salons in 35 cities

 Public Relation
 Aim - connect customers on one-to-one
basis
 Goal - effective support for marketing
strategies

 Loyalty program & reward system to

popularize salons
 Launched “New Lakme Beauty Salon
Reward program”
 Provides various features on beauty & style
 Public Relation
LAKMÉ BEAUTY ZONE :

 ‘Lakmé Beauty Zone’ captures the

consumer's face through camera.
 Allows her to experiment with different
looks.
 Guiding her through a complete and
exciting personalized make up.
 Public Relation
Customer Connectivity :
for ideas, suggestions & feedback contact

 Toll free No. 1800-22-8080

 SMS ‘LEVERCARE’ to 4555
 Email : lever.care@unilever.com
 Direct Mail & Internet

 http:// www.lakme.com

 http:// www.lakmeindia.com

 http:// www.lakmefashionweek.co.in

 http:// www.lakmebeautysalon.in
 Marketing Mix of Lakmé

Place:

 Malls opening in
Delhi, Mumbai,
Hyderabad, Chennai
and Kolkata- luxury
cosmetics brand.

 Availability in most
departmental stores.
 Marketing Mix of Lakmé

Target Market
Delhi

Kolkata

Mumbai Bangalore

Chennai
 Other Marketing Strategy of
Lakmé
 Industry Trend

 Opportunity Hunting
Industry Trend
 New target segment
 Seniors
 Men
 Natural cosmetics
 The rapidly-growing area
 Government regulation

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 Opportunity Hunting

 Natural cosmetics
 Lakme is natural
 Multi- functional make-up

 Global expansion
 Emerging countries in Asia and Latin America

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 Presented By :

Lakmé  Abhishek Basak

 Aindrila BuXY
 Arindam Gupta
 Arnab Dutta
 Rohan Ghosh
 Suman Singh
Thank You