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1.Neha saxena
2.Ronak gala
3.Priyanka gharat
4.Rupal upadhyay
5.Manisha dasan
6.Mariyam qazi
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hhe cosmetic industry is a profitable business for
most of the manufacturers of cosmetic products.

h he cosmetic industry worldwide seems to be

continuously developing, now more than ever with
the advent of the Internet companies.

hMany famous companies sell their cosmetic

products online also in countries in which they do not
have representatives.

hGiven 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.
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hŒalf a century ago, as lakme took her steps into freedom,
Lakme, first beauty brand was born.

hLakme tapped into what would grow to be amongst the

leading, high consumer interest segments in the Industry
that of skincare and cosmetic products.

hArmed with a potent combination of foresight, research

and constant innovation. Lakme has grown to be the
market leader in the cosmetics industry .

hLakme today has grown to have a wide variety of

products and services .
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ºeveral Multinational companies such as :

hREVLON,YARDLY,GARNIER,L͛OREAL entered in the market

.hese companies initially cashed on their international
brand .

hRevlon, ponds & Avon with the major part of the rest .

hOther international brand in the sector include L͛Oreal

some , of them engaged in the level if marketing model for
their products
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1. ºituation analysis
2. ºwot analysis
3. Marketing strategy
4. Promotional strategy
5. Financial projections
 º  

Industry analysis:

hhe more cosmetic utilization by Indian women

brought more competitors to Indian beauty sector.

h According to growth rate, the market provides wide

opportunities to local and global players.

hhe Indian beautification sector has witnessed fast

development in the recent two years.
‰ompetitor analysis:

h‰ompetitors of lakme like Revlon and Maybelline are

competing at the upper-mass (premium) end cosmetics
spectrum.

h But, Lakme has a wide range of products and prices

overall the market Leader.

hRanging of competitors from many multinational

companies such as Revlon Modi slugging out to
chamber, Maybelline & Avon
º  


ºtrengths:

hŒigh quality manpower resources

hBrand Name
hVast range of products and services
h Distribution ‰hannel
hUnilever global technology capability

Weaknesses:
hŒigh ºervices costs
h Use of Œard ‰hemicals
Opportunities:

hBrand growth through increased

consumption depth .
hGrowth in Business of beauty saloons .
hLakme Beauty raining academy in Mumbai,
‰hennai and New Delhi.

hreats:

hAggressive price competition from local and

multinational players .
hAvailability of cheap beauty products .
hReports regarding presence of LEAD in
lipsticks.
 OBJE‰IVE
he consumers perception about the LAKME .
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product :
h 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:

hPromotional pricing:

Elle 18 nail Enamel ‰ompany can give price at special event

pricing, because Elle 18 nail enamel targeted students to
sell their products.

hResponding to competitor͛s pricing:

Elle 18 nail enamel͛s 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.

hDifferentiated price:

Elle 18 nail Enamel ‰ompany can offer time pricing and

image pricing. hey can set the price according to quality
and quantity of the product.
Promotion:
hInternet as medium

‰ompany has its own website to advertise their products.

Website:http://www.lakmeindia.com .

hºales promotion

Lakme Elle 18 offers sales promotion to increase the sales

for particular time of period.

h‰ompany offers rebates and discounts on specific

products which products are in low sales.

hBrand ambassadors

Lakme have bollywood Actress as a brand ambassadors

like Katrina Kaif and Raima ºen.(Brand ambassador,
2005)(Brand ambassadors).
 Place:
here is a significant change in market distributional channel of
cosmetic products.

Distribution places are :

hŒyper markets
hºuper markets
hDepartmental stores

Other distribution places are :

hFood stores
h‰osmetic discounters
hWare house clubs.
hBeauty salons
Lakme distribution merged with ŒUL. ŒUL is having 3000
distributors around the country and lakme have 1000
distributors.
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hDepartment stores, specialty stores and chain

department stores, such as Macy's, Neiman-Marcus and
J.‰. Penney (internationally) and ºhoppers͛ ºtop, VAMA,
Westside, Bombay ºtores etc (nationally).

h Direct ºales Direct Mail/V/Print Free ºtanding ºtores

Œealth Food ºtores ºalons Drug stores, food stores,
cosmetic discounters, warehouse clubs, and mass
merchandisers Fashion Week Banners .
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particulars otal cost

Brand ambassadors 40,00,000
Print media 1,00,00,000
Electronic media 3,00,00,000
Promotional visit 25,00,000
Production expenses 3,00,00,000

total 4,90,00,000
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Media otal cost
Newspaper 1,00,00,000
Broachers 75,00,000
hoardings 50,00,000
magazines 86,00,000
total 3,11,00,000
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Media otal cost

elevision 10,00,000
Radio 70,50,000
Internet 98,00,000
otal 1,78,50,000
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Aotal expenses/price per unit

4,90,00,000/150=326666.667 units

ABreak even point = 326666.67 units on

selling
PARI‰ULARº NO, OF UNIº PRI‰E REVENUE
EºIMAED 30,00,000 150 45,00,00,000
ºALEº

Returns on investment

45,00,00,000-4,90,00,000
=40,10,00,000