PRODUCTS
MAC LAKME
Lips Lips
Face Face
Eyes Eyes
Brushes & bags Nails
Skin Skin
LIPS
MAC LAKME
Lipstick Lipstick
lip-glosses Lip glosses
Liquid lipstick Lip wear (liners)
Lip liners Lip balm
Lip palettes + kits
Face
MAC LAKME
Foundations Foundation
Powders Blush
Blushes+bronzers Compact
Concealers Mousse
Highlighters Sindoor
Facepalettes
Glitters
Eyes
mac Lakme
Eye shadows Eye Shadow
Eye liners Eye Liner
Mascaras Eye Mascara
Brows Kohl
Lashes
Eye palette
Skin
mac lakme
Face primers mask
Eye primers creme
Lip primers serum
Setting sprays moisturizers
Moisturizers sunprotection
Makeup removers cleansing
Fragrances
Brushes & bags
mac lakme
Makeup brushes ---
Sponges + applicators
accessories
bags
Nails
mac lakme
--- Enamel and paint
PRICE
MAC LAKME
LIPS $12-$51 RS. 150 –RS. 1200
EYES $7-$48 RS. 70 – 1795
FACE $22 - $ 48 RS. 140 – RS. 1575
SKIN $14- $40 RS. 99 – RS. 1774
BRUSHES & BAGS $10- $142 ---
NAILS --- RS. 90 – RS. 25
MAC
MAC Cosmetics have a niche following in fashion and retail market. People are willing to pay
astronomical figures so that they can stay attached to this high-profile brand name.
MAC has a portfolio that shrieks of high premium goods and hence the company has adopted a
premium pricing strategy for all its products.
Product prices are a bit higher than its competitors but the company is not worried as it is sure
of its loyal customers. Actually, its premium prices for premium products are the reason why
consumers find MAC Cosmetics desirable and the great purchase.
MAC Cosmetics also follows product line pricing at some of the times to garner better
promotions and sales by offering complementary products and other incentives.
LAKME
Lakme has targeted its major customers in India, and priced its products accordingly.
Lakme also came up with a new range a 9 to 5 collection which was targeted for the working
ladies and its prices were slightly higher than the basic products.
Also, Lakme has a completely exclusive range for models and glamour world. It has outreached
to the population in urban and rural areas and hence its prices are set accordingly.
As a result of the customer friendly pricing strategy, Lakme stands out as the leading domestic
brand for cosmetics in India.
PLACE
MAC
1 STORES
2 ONLINE
The first M.A.C. store was opened in Greenwich Village in the year 1991 which now stands at
over 1000 stores in more than 70 countries.
Authorized retails stores are also used as a channel of distribution like Sephora, Frasers,
Debenhams, etc.
It believes in building a close relationship with its customers and therefore, provides face to face
consultations and makeup lessons by the help of M.A.C. makeup experts available at the stores.
Although, a big brand, M.A.C. does not sell its products through individuals, street vendors or
unauthorized retailers. The products are also available online through specifics online channels
like nykaa, amazon etc.
https://www.maccosmetics.com/
LAKME
3 STORE
4 ONLINE
Lakme was the first brand in India dealing with cosmetics on such a large scale and its footprint
has extended towards every nook and corner of the country.
It has a vast distribution channel that includes services of nearly twelve hundred sales outlets
with beauty advisors.
It has also set up one hundred and ten beauty salons in India.
Its products are easily available to customers through services of distributors, stockiest and
retailers. Besides its outlet’s products are available at hypermarkets, supermarkets, convenience
stores, discount stores, and beauty shops.
Lakme has not curtailed its products to Indian market instead its products are easily obtained in
nearly seventy global countries.
Its products are also available online other than its official site like nykaa, amazon, flipkart etc.
https://lakmeindia.com/
PROMOTIONS
MAC
It relies heavily on word-of-mouth publicity because as its popularity grew people started talking
more about the brand and its qualitative products.
The company gives its customers a huge credit in its popularity as it has been able to carve such
a distinctive place in cosmetic sector only because of the customer’s appreciation. MAC’s motto
is descriptive and reflective of its attitude as it proclaims All Ages, All Races, All Sexes.
Unsolicited endorsements from celebrities have helped MAC Cosmetics in reaching new heights.
It has been associated with Janet Jackson, Cher, Naomi Campbell, Linda Evangelista, Princess
Diana, Mariah Carey and Madonna.
The brand has collaborated with famous personalities like Jeremy Scott in the year 2018, Patrick
Starr in the year 2017 and Nicki Minaj in the year 2016 to increase its brand visibility. In the year
2013 Rihanna worked with MAC to launch her own shade Riri Woo which was a direct hit with
customers.
MAC realises its responsibility towards the community and has set up MAC Aids Fund in the year
1994 to support victims of HIV/ADS via its charitable trust. It is supported by several celebrities
and all earnings from the sale of Viva Glam Lipstick are donated to this fund.
They give membership discounts. Discounts vary from country to country.
Lakme
Lakme has adopted an aggressive marketing plan to promote its products to every nook and
corner.
Its ad campaigns are advertised through television, radio, newspapers, fashion magazines,
billboards and social media platforms like Twitter, Facebook, Blogs and YouTube.
It believes in star power and its impact on common masses and has roped in several
personalities’ time and again as its brand ambassadors and to act in its ad campaigns. Indian film
star Shraddha Kapoor, Kareena Kapoor and Katrina Kaif along with popular model Lisa Haydon
have acted in its commercials.
It is the title sponsor of bi-annually held fashion week titled Lakme Fashion Week. The company
has set up Lakme Beauty Training Academy in Chennai, Delhi and Mumbai to assist interested
people.
They give coupons and discounts to their customers.
It also organises Lakme India Fashion Week twice a year to maintain its visibility and popularise
the brand through all possible means.
References
https://www.maccosmetics.com/
https://lakmeindia.com/
http://reviewsimpact.com/lakme-products-list-with-price
https://www.marketing91.com/marketing-mix-of-mac-cosmetics/
https://www.linkedin.com/pulse/brief-study-marketing-mix-mac-cosmetics-varsha-sharma
https://www.mbaskool.com/marketing-mix/products/17053-lakme.html#:~:text=Marketing%20Mix
%20of%20Lakme%20analyses,marketing%20investment%2C%20customer%20experience%20etc.
https://www.marketing91.com/marketing-mix-lakme/
