s

Institute Of Management
Studies

IMS
SESSION—2021-
22
BBA II SEMESTER
Project Topic - Lakme
GUIDED BY SUBMIT TED BY

Nidhi sharma Ritika Rai

(21MGT2BBA0207 )
 DECLARATION

I RITIKA RAI a student of BBA

(course)MANAGEMENT(department) do
hereby solemnly affirm and declare; That
LAKME (Project name) is done by me under
the guidance of MS. NIDHI SHARMA
(supervisor’s name) That I have created the
project as per the university’s rules and
regulations.

DATE 24\6\2022
ACKNOWLEDGEMENT

I would want to express my heartfelt gratitude to MS. NIDHI

SHARMA PROFSSEOR SAGE UNIVERSITY without whom the
task would not have been completed.
I’d also like express my gratitude to my friends and family
members for their recommendations and input throughout
the course of the project.

I will never forget their encouragement, and I hope that I will

be show the same kindness and direction in my future
endeavors

DATE: 24/6/2022 NAME: RITIKA RAI

CLASS: BBA core 2 nd SEM

INDEX
 INTRODUCTION
 ORGANIZATIONAL STRUCTURE
 MAJOR FUNCTIONS
 PRODUCTS AND SERVICES OFFERED
 MARKET SCOPE
 SWOT ANALYSIS
 FINANCIAL REPORT
 CONCLUSION
 REFERENCES
 APPENDIX
 Introduction

Lakmé is an Indian cosmetics brand, owned by Hindustan

Unilever. It was named after the French opera Lakmé, which
itself is the French word for goddess Lakshmi who is
renowned for her beauty. It was started in 1952 as a 100%
subsidiary of Tata Oil Mills, famously after Prime Minister
Jawaharlal Nehru was concerned that Indian women were
spending precious foreign exchange on beauty products and
persuaded JRD Tata to manufacture them in India. Simone
Tata joined the company as a director and went on to
become the chairperson. In 1998, Tatas sold its stake in
Lakmé to Hindustan Unilever for ₹200 crore (US$48.46
million).
Lakmé mainly sells colored cosmetics products such as
lipsticks, eyeliners, and skin care cream. In December 2018, it
launched its e-commerce platform. As of 2021, Lakmé also
runs 485 beauty salons under Lakmé Lever. The company is
the title sponsor for Lakme Fashion Week (LFW), a bi-annual
fashion week that takes place in Mumbai.
Lakmé has Shraddha Kapoor, Kajol Devgn, Kareena Kapoor,
and Ananya Pandey as brand ambassadors. In The Brand
Trust Report 2012, Lakme was ranked 104th among India's
most trusted brands and following year it was ranked 71st on
the list. In 2014, Lakme was ranked 36th among India's most
trusted brands according to the Brand Trust Report 2014.

Parent Company HUL (Hindustan Unilever)

Category Personal Care – Cosmetics

Sector FMCG

Tagline/ Slogan Lakme Reinvent; Beauty Sutra; Inspired haircare

Lakme brings expert products and services that are borne out of true
USP
the needs of the Indian woman

Women looking for personal care items – Cosmeti

Segment
& hair styling products. 

Target Group All Indian Women from middle and upper class

Lakme is a brand that takes care of women and

Positioning
needs
Major functions
A transformation for every function with
Lakmé Absolute
Reveal a fresh look for every event at your
wedding with a little help from Lakmé Absolute.
Save
Share

There are so many different styles of makeup a bride can

experiment with, it’s tough to choose just one. Fortunately,
Indian weddings usually entail a host of functions with
distinct moods and aesthetics. It’s the perfect opportunity to
reinvent yourself for each and show different aspects of your
personality.
Across the sprawling golf course, ballroom and terraces
of Vivanta Pune in Hinjewadi, this wedding saw the bride
appear in a series of unique looks created by makeup
artist Mausam Gandhi. Her arsenal of Lakmé
Absolute products breathed life into the various concepts she
came up with. The brand’s diverse collection leveraged her
creativity while the high-quality products formulated using
international cosmetic technology ensured the makeup stayed
intact all day long.
Mausam speaks to us about the vision behind each visage and
tells us which are her favorite products to achieve perfection.
Fresh-Faced Fun in the Sun
An outdoor brunch in the sun needs makeup that straddles
subtlety and glamour. But creating a minimalistic look cannot
be achieved with minimal effort. Mausam says, “With an au
naturel get-up, your skin is the hero of the show. To give it
that star quality iridescence, I apply a few different prepping
layers. I begin with the Lakmé Absolute Blur Perfect
Primer. The product does such a great job of evening out the
complexion and creating a smooth finish, which is essential
for a look like this. It also boosts the longevity of one’s
makeup which is an added bonus for outdoor events hosted
during the day.”

Products
Cosmetics: Lakmé provides Various products in
Cosmetics. Every women wants to look beautiful, so
Lakme is the brand who makes products for every skin
type.

Here is the list of Lakmé cosmetics:

  Lipsticks
 Eye Liner
 Foundation
 Primer
 Blush
 Kajal
 Mascara
 Highlighter
 Nail paint
 Lip Gloss
 Lip Liner
 Eyeshadow
Skin Care: Lakmé offers Skin Care products which are
chemical free and provide glow to your body.

Here is the list of Lakmé skin care products:

 Face Mask
 Face Serum
 Moisturizer
 Body lotion
 Natural Aloe Vera Gel
 Sunscreen SPF
 Facial Kit
 Face Cleansers & Removers
  Face Wash
 Face Cream
Salon Services: Lakmé also provides salon services
near by you. So book your salon at home and enjoy the
services.

Here is the list of Lakmé Salon services:

 Candy Crush Pedicure & Manicure

 Lakme Salon – Beauty sutra facialBeauty Sutra
Facial
 Lakme Salon – Beauty Sutra Hair spaBeauty Sutra
Hair Spa
 Lakme Salon – The Gen-Next Bridal Collection
2020The Gen-Next Bridal Collection 2020
 Everyday Glam Makeup

 SCOPE OF THE STUDY

This study uncovers the impact, utility and effectiveness &

efficiency of marketing strategies of Lakme on the success of
the cosmetic industry. A special emphasis is laid down on
Lakme
cosmetics.
The project begins with detailed information about marketing
strategies and the impact of measuring customer satisfaction in
the cosmetic industry. Further, it covers topics such as data
collection
tools and the research methodology used for the project. Then
it
gives a complete analysis of the data collected and it is then
used to reach a conclusion. The study took nearly a week to
complete. The study is useful for the better understanding of
marketing strategies towards the Lakme cosmetic industry.
As this study is confined to Lakme, it covers an analysis of
consumer behavior, attitude, perceptions, marketing strategies
and satisfaction with respect to Lakme as a BRAND in cosmetic
industry.
 The study takes into account the customers of Lakme in Mumbai
Lakme Competitors
Below are the top 4 competitors of Lakme:

1. Revlon
2. Yardley
3. Garnier

4. L'Oréal

SWOT analysis of Lakme

Below are the Strengths in the SWOT Analysis of Lakme:
1. Lakme was the first major beauty brand in India with a legacy of over 60 years
2. Has a footprint of over 1200 assisted sales outlets, which is the largest span of
outlets with “Beauty Advisors” in the country
3.  Vast range of products and services offered
4. Has a strong market share across India
Lakme Strengths
5. Lakme started its new business in the beauty industry by setting up Lakme Beauty
Salons all over India 
6. Lakmé brand boasts over 300 products, used in professional hair salons in over 70
countries around the world
7. Brand extension to beauty services through Lakme Beauty Salons

Here are the weaknesses in the Lakme SWOT Analysis:

Lakme Weaknesses 1. People with sensitive skin avoid skincare products
2. Intense competition means limited market share growth for Lakme

Lakme Opportunities Following are the Opportunities in Lakme SWOT Analysis:

1. Improving its bond with beauty and fashion is through the Lakme Fashion Week,
 which is now the largest fashion event of its kind in the country
2. Lakme Beauty Training Academies can boost the brand's presence
3. Global reach by advertising and tie-ups can increase the company's business

The threats in the SWOT Analysis of Lakme are as mentioned:

1. International brands coming into the domestic cosmetics market can be a threat to
Lakme Threats the market share held by Lakme over the years
2. Availability of cheap local brands and imitations
3. Global operations of Lakme can be affected by fluctuating market scenario

FINANCIAL REPORT - LAKME LEVER

PRIVATE LIMITED

Here is a summary of financial information of LAKME

LEVER PRIVATE LIMITED for the financial year ending on 31
March, 2021.
  Revenue / turnover of LAKME LEVER PRIVATE LIMITED is
INR 100 cr - 500 cr
 Net worth of the company has decreased by -9.11 %
 EBITDA of the company has decreased by -28.36 %
 Total assets of the company has decreased by -2.51 %
 Liabilities of the company has increased by 3.62 %
https://www.tofler.in/viewcart

Operating Revenue INR 100 cr - 500 cr

EBITDA  -28.36 %

Networth  -9.11 %

Debt/Equity Ratio 0.70

Return on Equity -10.02 %

Total Assets  -2.51 %

Fixed Assets  0.02 %

Current Assets  5.01 %

Current Liabilities  3.62 %

Trade Receivables  -10.57 %

Trade Payables  0.07 %

Current Ratio 0.48

 CONCLUSION

 Lakme has not trimmed its products for the Indian

market instead of this its products are easily
obtained in nearly seventy global countries.
 It is associated with the FMCG industry and deals
in personal care products. Even with its extensive
range and retail presence, it has given a tough
challenge to the other companies.
 They are able to hold the customer’s attention in
multi-brand retail or e-tail space, which is increasing
the expectations of the users.
 Lakme Fashion Week, India’s premier fashion event
is being conducted with the biggest stars, models,
designers, hairstylists, and makeup artists in
attendance.