Description
It’s a heritage that women love to be beautiful. People are more open and are not shy of using make-up and are
open with the idea of taking care of their appearance. Lakme has acquired the market share due to its brand value
.This paper gives a clear idea about the global beauty and sustainability of the cosmetic industry at the beginning of
the 21st century.
APJEM
Arth Prabhand: A Journal of Economics and Management
Vol. 3 Issue 9 September 2014, ISSN 2278-0629, pp. 175-183
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MARKETING SUSTAINABILITY WITH REFERENCE TO LAKME
INDUSTRY
LIJI PANDA*, SNIGDHA RANI PANDA** and LUCINA PRIYADARSHINI ROUT***
*,**,***Lecturer In Commerce, Kiss, Bhubaneswar
________________________________________________________________________________
ABSTRACT
. It’s a heritage that women love to be beautiful. People are more open and are not shy of using make-up and are
open with the idea of taking care of their appearance. Lakme has acquired the market share due to its brand value
.This paper gives a clear idea about the global beauty and sustainability of the cosmetic industry at the beginning of
the 21
st
century. It also provides a basic understanding of the nascent relationship between marketing and
sustainability. In this paper the authors tried to focus on the marketing sustainability of Lakme by studying the
marketing strategy adopted by Lakme through SWOT analysis and porter’s five forces, model.
Keywords: Lakme, sustainability, Marketing Strategy.
References:
1. Barbalova I. (2011). Global beauty and personal care: the year in review and winning strategies for the
future. In-cosmetics. Milan. Retrieved from:http://www.in-cosmetics.com/ RXUK/RXUK InCosmetics/
documents/IC11 EuromonitorInt GlobalBeautyAndPersonalCare
2. Booming Cosmetics market in China. (2005), CNCIC, Li&Fung Research Centre, Bejing-Hong Kong.
3. Brazil: key player in global beauty and personal care growth.(2010). Euromonitor International. Retrieved
from:http://nme2010-2.wikispaces.com/file/view/Brazil_Key Player
4. Bucalo A. (1999). State of the industry. The emerging markets march forward. Global Cosmetics Industry.
5. China’s cosmetics market. 2011. (2012, February). Li&Fung Research Centre.
Retrievedfrom:http://www.funggroup.com/eng/knowledge/research/industry_series20
6. China’s retail industry development prospects (2011, March), My Decker Capital.
7. Colour cosmetics and fragrances in China. (2011). Euromonitor International. Retrieved from:
www.euromonitor.com
8. Bernstein Research. (2009). Cosmetics & fragrances: Analyzing sales growth prospects within the global
beauty industry, LVMH: King of the Luxury Jungle, 139-153.
9. Cosmetics and toiletries market in China (2010), A market analysis, retrieved from: www.accessasia.co.uk
10. Dutton, G. (1999). A Changing landscape for cosmetics and personal care.
11. Porter’s five forces assessing the Balance of Power in a Business Situation. [cited 2010 December
15]. Available from:http://www.mindtools.com/pages/article/newTMC_08.htm 4. What is SWOT
analysis? Description.[cited 2011 June 5]. Available from:http://www.12manage.com/methods_swot_analysis.html
12. Marketing mix. Product, Price, Place, Promotion. The 4ps of Marketing.
13. Cosmetic industry. [Cited 2010 October 25]. Available from:http://www.bignerds.com/
papers/15575/Cosmetics-Industry-5-Forces/Cosmetics Industry
14. Cosmetics SWOT Analysis.[cited 2011 September 15] .Available
from:http://www.wikiswot.com/SWOT/4_User_Generated/cosmetics.html
APJEM
Arth Prabhand: A Journal of Economics and Management
Vol. 3 Issue 9 September 2014, ISSN 2278-0629, pp. 175-183
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doc_101970054.pdf
It’s a heritage that women love to be beautiful. People are more open and are not shy of using make-up and are
open with the idea of taking care of their appearance. Lakme has acquired the market share due to its brand value
.This paper gives a clear idea about the global beauty and sustainability of the cosmetic industry at the beginning of
the 21st century.
APJEM
Arth Prabhand: A Journal of Economics and Management
Vol. 3 Issue 9 September 2014, ISSN 2278-0629, pp. 175-183
P
i
n
n
a
c
l
e
R
e
s
e
a
r
c
h
J
o
u
r
n
a
l
s
1
7
5
h
t
t
p
:
/
/
w
w
w
.
p
r
j
.
c
o
.
i
n
MARKETING SUSTAINABILITY WITH REFERENCE TO LAKME
INDUSTRY
LIJI PANDA*, SNIGDHA RANI PANDA** and LUCINA PRIYADARSHINI ROUT***
*,**,***Lecturer In Commerce, Kiss, Bhubaneswar
________________________________________________________________________________
ABSTRACT
. It’s a heritage that women love to be beautiful. People are more open and are not shy of using make-up and are
open with the idea of taking care of their appearance. Lakme has acquired the market share due to its brand value
.This paper gives a clear idea about the global beauty and sustainability of the cosmetic industry at the beginning of
the 21
st
century. It also provides a basic understanding of the nascent relationship between marketing and
sustainability. In this paper the authors tried to focus on the marketing sustainability of Lakme by studying the
marketing strategy adopted by Lakme through SWOT analysis and porter’s five forces, model.
Keywords: Lakme, sustainability, Marketing Strategy.
References:
1. Barbalova I. (2011). Global beauty and personal care: the year in review and winning strategies for the
future. In-cosmetics. Milan. Retrieved from:http://www.in-cosmetics.com/ RXUK/RXUK InCosmetics/
documents/IC11 EuromonitorInt GlobalBeautyAndPersonalCare
2. Booming Cosmetics market in China. (2005), CNCIC, Li&Fung Research Centre, Bejing-Hong Kong.
3. Brazil: key player in global beauty and personal care growth.(2010). Euromonitor International. Retrieved
from:http://nme2010-2.wikispaces.com/file/view/Brazil_Key Player
4. Bucalo A. (1999). State of the industry. The emerging markets march forward. Global Cosmetics Industry.
5. China’s cosmetics market. 2011. (2012, February). Li&Fung Research Centre.
Retrievedfrom:http://www.funggroup.com/eng/knowledge/research/industry_series20
6. China’s retail industry development prospects (2011, March), My Decker Capital.
7. Colour cosmetics and fragrances in China. (2011). Euromonitor International. Retrieved from:
www.euromonitor.com
8. Bernstein Research. (2009). Cosmetics & fragrances: Analyzing sales growth prospects within the global
beauty industry, LVMH: King of the Luxury Jungle, 139-153.
9. Cosmetics and toiletries market in China (2010), A market analysis, retrieved from: www.accessasia.co.uk
10. Dutton, G. (1999). A Changing landscape for cosmetics and personal care.
11. Porter’s five forces assessing the Balance of Power in a Business Situation. [cited 2010 December
15]. Available from:http://www.mindtools.com/pages/article/newTMC_08.htm 4. What is SWOT
analysis? Description.[cited 2011 June 5]. Available from:http://www.12manage.com/methods_swot_analysis.html
12. Marketing mix. Product, Price, Place, Promotion. The 4ps of Marketing.
13. Cosmetic industry. [Cited 2010 October 25]. Available from:http://www.bignerds.com/
papers/15575/Cosmetics-Industry-5-Forces/Cosmetics Industry
14. Cosmetics SWOT Analysis.[cited 2011 September 15] .Available
from:http://www.wikiswot.com/SWOT/4_User_Generated/cosmetics.html
APJEM
Arth Prabhand: A Journal of Economics and Management
Vol. 3 Issue 9 September 2014, ISSN 2278-0629, pp. 175-183
P
i
n
n
a
c
l
e
R
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doc_101970054.pdf