Description
Lakmé is an Indian brand of cosmetics, owned by Unilever and run by CEO Anil Chopra. Lakme started as a 100% subsidiary of Tata Oil Mills (Tomco), part of the Tata Group; it was named after the French opera Lakmé, which itself is the French form of Lakshmi, the goddess of wealth, also renowned for her beauty.
About the industry
?The cosmetic industry is a profitable business for most of the manufacturers of cosmetic products. ?Many famous companies sell their cosmetic products online also in countries in which they do not have representatives.
About company
?Half a century ago, as lakme took her steps into freedom, Lakme, first beauty brand was born. ?Lakme tapped into what would grow to be amongst the leading, high consumer interest segments in the Industry that of skincare and cosmetic products. ?Armed with a potent combination of foresight, research and constant innovation. Lakme has grown to be the market leader in the cosmetics industry . ?Lakme today has grown to have a wide variety of products and services .
Products
? Lakme Lipstick. ? Lakme Nail Polish. ? Lakme Eyeliner. ? Lakme Kajal. ? Lakme Face Wash. ?One Lakme Radient Rose Powder. ?One Lakme Nail Enamel Remover. ?One Lakme Strawberry Silk Cream. ?One Lakme Deep Pore Cleansing Milk. ?One Lakme Shampoo.
Competitors
Several Multinational companies such as : ?REVLON,,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
Marketing mix
product :
? Lakme provides a wide range of beauty products ? Nail 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.
Price:
?Promotional 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.
Place:
There is a significant change in market distributional channel of cosmetic products. Distribution places are : ?Super markets ?Departmental stores Other distribution places are : ?Food stores ?Cosmetic discounters ?Beauty salons Lakme distribution merged with HUL. HUL is having 3000 distributors around the country and lakme have 1000 distributors.
Promotion:
?Internet as medium
Company has its own website to advertise their products. Website:http://www.lakmeindia.com .
?Sales promotion Lakme 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 ambassadors
Lakme have bollywood Actress as a brand ambassadors like Katrina Kaif and Raima Sen.
Product life cycle
Satisfactory index
Lakmé has a wide range of products in color cosmetics that bring visible results. To add to this vast is a range of specialized skin care products for the discerning women. Keeping skin looking healthy and glowing is also a part of looking great. Lakmé provide the complete package with the skin care range and the wide range of colors to spice up the look.
Swot analysis
Strengths:
?High quality manpower resources ?Brand Name ?Vast range of products and services ? Distribution Channel ?Unilever global technology capability
Weaknesses:
?High Services costs ? Use of Hard Chemicals
Opportunities:
?Brand growth through increased consumption depth . ?Growth in Business of beauty saloons ?Lakme Beauty Training academy in Mumbai, Chennai and New Delhi.
Threats:
?Aggressive price competition from local and multinational players . ?Availability of cheap beauty products . ?Reports regarding presence of LEAD in lipsticks.
doc_529966176.ppt
Lakmé is an Indian brand of cosmetics, owned by Unilever and run by CEO Anil Chopra. Lakme started as a 100% subsidiary of Tata Oil Mills (Tomco), part of the Tata Group; it was named after the French opera Lakmé, which itself is the French form of Lakshmi, the goddess of wealth, also renowned for her beauty.
About the industry
?The cosmetic industry is a profitable business for most of the manufacturers of cosmetic products. ?Many famous companies sell their cosmetic products online also in countries in which they do not have representatives.
About company
?Half a century ago, as lakme took her steps into freedom, Lakme, first beauty brand was born. ?Lakme tapped into what would grow to be amongst the leading, high consumer interest segments in the Industry that of skincare and cosmetic products. ?Armed with a potent combination of foresight, research and constant innovation. Lakme has grown to be the market leader in the cosmetics industry . ?Lakme today has grown to have a wide variety of products and services .
Products
? Lakme Lipstick. ? Lakme Nail Polish. ? Lakme Eyeliner. ? Lakme Kajal. ? Lakme Face Wash. ?One Lakme Radient Rose Powder. ?One Lakme Nail Enamel Remover. ?One Lakme Strawberry Silk Cream. ?One Lakme Deep Pore Cleansing Milk. ?One Lakme Shampoo.
Competitors
Several Multinational companies such as : ?REVLON,,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
Marketing mix
product :
? Lakme provides a wide range of beauty products ? Nail 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.
Price:
?Promotional 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.
Place:
There is a significant change in market distributional channel of cosmetic products. Distribution places are : ?Super markets ?Departmental stores Other distribution places are : ?Food stores ?Cosmetic discounters ?Beauty salons Lakme distribution merged with HUL. HUL is having 3000 distributors around the country and lakme have 1000 distributors.
Promotion:
?Internet as medium
Company has its own website to advertise their products. Website:http://www.lakmeindia.com .
?Sales promotion Lakme 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 ambassadors
Lakme have bollywood Actress as a brand ambassadors like Katrina Kaif and Raima Sen.
Product life cycle
Satisfactory index
Lakmé has a wide range of products in color cosmetics that bring visible results. To add to this vast is a range of specialized skin care products for the discerning women. Keeping skin looking healthy and glowing is also a part of looking great. Lakmé provide the complete package with the skin care range and the wide range of colors to spice up the look.
Swot analysis
Strengths:
?High quality manpower resources ?Brand Name ?Vast range of products and services ? Distribution Channel ?Unilever global technology capability
Weaknesses:
?High Services costs ? Use of Hard Chemicals
Opportunities:
?Brand growth through increased consumption depth . ?Growth in Business of beauty saloons ?Lakme Beauty Training academy in Mumbai, Chennai and New Delhi.
Threats:
?Aggressive price competition from local and multinational players . ?Availability of cheap beauty products . ?Reports regarding presence of LEAD in lipsticks.
doc_529966176.ppt