2 MARKETING STRATEGY OF LAKME INDIA GROUP MEMBERS:ASHISH GAURVIVEK RAJJASLEENKOKILAYOGENDRAIILM-GSM GREATER NOIDA
3 TABLE OF CONTENTS ABOUT THE COMPANY ABOUT THE INDUSTRY COMPETITOR’S ANALYSISMARKETING MIXSTDP
4 ABOUT COMPANYLakme is an Indian brand of cosmetics, owned by Unilever, it started as a 100% subsidiary of Tata Oil Mills which is a part of the Tata Group.Lakme also started its new business in the beauty industry by setting up Lakme Beauty Salons all over India. Now HUL (Hindustan Unilever Limited) has about 110 salons all over India providing beauty services.Lakme also started its new business in the beauty industry by setting up Lakme Beauty Salons all over India
5 ABOUT THE INDUSTRYThe cosmetic industry is a profitable business for most of the manufacturers of cosmetic products.The cosmetic industry worldwide seems to be continuously developing, now more than ever with the advent of the Internet companies.Given the technological development and the improvement of the manufacturing process of cosmetics and not least due to the constantly increasing demand of such products, this industry reported an important growth in terms of profit.
6 COMPETITORS OF LAKME SEVERAL MULTINATIONAL COMPANIES SUCH AS : REVLON,YARDLY,GARNIER,L’OREAL entered in the market .These companies initially cashed on their international brand .Revlon, ponds & 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
8 PRODUCT Nail enamel should dry within particular time of period. Lakme provides a wide range of beauty productsNail enamel should dry within particular time of period.By introducing some kind of fragrance in nail enamel and making nail enamel very quickly dry.Introducing something in Elle 18 nail enamel like, which changing color according to environment changes and to protect nails and high shine finish at all time.
9 PRICE Promotional pricing: Responding to competitor’s pricing: Elle 18 nail Enamel Company can give price at special event pricing, because Elle 18 nail enamel targeted students to sell their products.Responding to competitor’s pricing:Elle 18 nail enamel’s major competitor is Revlon , if the competitor (Revlon) changes the price means, company have to analyze the market situation and then change the price accordingly.Differentiated price:Elle 18 nail Enamel Company can offer time pricing and image pricing. They can set the price according to quality and quantity of the product.
10 PROMOTION Internet as medium Sales promotion Brand ambassadors Company has its own website to advertise their products. Website:http://www.lakmeindia.com .Sales promotionLakme Elle 18 offers sales promotion to increase the sales for particular time of period.Company offers rebates and discounts on specific products which products are in low sales.Brand ambassadorsLakme have bollywood Actress as a brand ambassadors like Katrina Kaif and Karina Kapoor
13 PLACEThere is a significant change in market distributional channel of cosmetic products.Distribution places are :Hyper marketsSuper marketsDepartmental storesOther distribution places are :Food storesCosmetic discountersWare house clubs.Beauty salonsLakme distribution merged with HUL. HUL is having 3000 distributors around the country and lakme have 1000 distributors.
15 SEGMENTATION DEMOGRAPHIC GEOGRAPHIC PSYCOGRAPHIC IN THIS SEGMENT LAKME TARGETED FEMALES FROM THE AGE GROUP 24 TO 42.GEOGRAPHICIn this lakme has mainly focused on the urban areaPSYCOGRAPHICIn this women are more concerned about their looks and how they feel about it. So, lakme has provided them with a wide range of skin care products that has helped them come off their age and now they are constantly changing their lifestyle & Lakme is constantly innovating to match up with their wants.
16 TARGETING Age Purchasing power =>Youth segment ( yrs): Elle – 18 =>Core target (24+): Lakme RadiancePurchasing power =>Affluent segment: Aviance, Orchids =>Middle segment: Lakme Radiance =>Lower segment: Lakme does not exactly cater to thelower segment but the Elle-18 range it offers is low-priced and hence can satisfy this end of the market also.
17 DIFFERENTIATION It covers all facts of beauty care. It helps arm the consumer with products to pamper her from head to toe i.e. a complete product range.The quality of its products which can be only gauged by the consumer perception of the brand.India's first beauty brand and is there for a long time in the market (since independence).
18 POISTIONINGIt tries to position itself amongst its consumers as a product range that will help them look beautiful as is evident from its catchphrases:On top of the worldSource of radiant beautyLakme has a range of beauty products to offer to its consumers. Some of the ways in which it tries to position itself:Lakme Hair Colour: magic of colours (collage).Lakme fair perfect: For flawlessly fair skinLakme (moisturizer): radiant skin, now and forever.Lakme sun expert (sunscreen): sun safe hamesha! (face the sun with a smile)