LAKMÉ BECOMING A GLOBAL BRAND

A PRESENTATION BY :
MBA HR ‘B’

VASUDHA PRASHAR [04]

SRISHTI SINGH [12]
MUSKAN BHARTI [44]
MONIKA MAAN [58]
NISHANT BISHT [59]
INTRODUCTION
 Lakmé is an Indian cosmetics brand which is owned by Hindustan
Unilever. Having Kareena Kapoor and Ananya Pandey as the
ambassador, it ranked at number 1 among the cosmetics brands in India.
 It was named after the French opera Lakmé, which itself is the French
form of Lakshmi (the goddess of wealth) who is renowned for her
beauty.
 It was started in 1952 famously, because then Prime Minister Jawaharlal
Nehru was concerned that Indian women were spending precious
foreign exchange on beauty products and personally requested JRD
Tata to manufacture them in India.
 Lakmé was the country's first cosmetic brand to introduce make up to
Indian women and takes pride in being the expert on Indian Beauty for
over 50 years.
 It is a complete beauty brand spanning colour cosmetics & skin care and
extending to beauty services through the network of Lakmé Beauty
Salons.
 Its bond with beauty and fashion is manifested through the Lakmé
Fashion Week, which is now the largest fashion event of its kind in the
country.
 "AN ALLY TO THE CLASSIC INDIAN WOMAN, LAKMÉ
INSPIRES HER TO EXPRESS THE UNIQUE BEAUTY AND
SENSUALITY WITHIN ; ENABLING HER TO REALISE THE
POTENCY OF HER BEAUTY."
MISSION, VISION & STP
MISSION & VISION :
 Lakmé follows the same mission and vision statement as their parent
company Unilever. The statements focus on encouraging people to do
more, helping people feel good, and reducing their impact on the
environment

STP :
 Segment: Women looking for personal care items – Cosmetics, Skin
Care & hair styling products.
 Target: GroupAll Indian Women from middle and upper class.
 Positioning: Lakmé is a brand that takes care of women and their beauty
needs.
TYPES OF PRODUCTS:
 Lakmé Eyeconic Kajal.
 Lakmé Eyeconic Curling Mascara.
 Lakmé Complexion Care Cream.
 Lakmé Perfect Radiance Intense Whitening Compact.
 Lakmé Enrich Satin Lipstick Range.
 Lakmé Fast and Fabulous Nail Paint.
 Lakmé Absolute White Intense Skin Cover Foundation.
 Lakmé Peach Milk Moisturiser.
… and various others.
SWOT ANALYSIS
STRENGTHS :
1. Lakmé was the first major beauty brand in India with a legacy of over 60
years
2. Has a foot print 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
WEAKNESSES :
1. Use of hard chemicals.
2. People with sensitive skin avoid skincare products.
3. Intense competition means limited market share growth for Lakmé
OPPORTUNITIES :
1. Improving its bond with beauty and fashion is through the Lakmé Fashion
Week, which is now the largest fashion event of its kind in the country.
2. Lakmé Beauty Training Academies can boost the brand's presence.
3. Global reach by advertising and tieups can increase the company's
business.

THREATS:
1. International brands coming into the domestic cosmetics market.
2. Availability of cheap local brands and imitations.
LAKMÉ’S KEY COMPETITORS:
Below are some of Lakmé’s key competitors:
1. Revlon
2. Yardley
3. Garnier
4. L’Oréal
5. Maybelline
6. Kiko Milano
LAKMÉ’S BRAND AMBASSADORS
KAREENA KAPOOR KHAN AND ANANYA PANDEY
MARKETING MIX
PRODUCT :
 Lakmé Makeup - which includes products for eyes, face, lips and nails and all these
products are well categorized in two categories - application area and range
 Skin needs - hydration, anti-aging, skin brightening, cleansing, skincare and makeup,
moisturizing, sun production
 Skin regimes - skin gloss, perfect radiance, youth infinity
 Lakmé Salon - which offers show stopping collection, runway menu, salon offers,
franchise options, teaching academy, gift cards, loyalty programs, salon locators, etc.
PRICE
 Lakmé has targeted its major customers in India, and priced its products accordingly.
Lakmé 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,
Lakmé 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, Lakmé stands out
as the leading domestic brand for cosmetics in India. This gives an insight in the
pricing strategy of Lakmé.
 PLACE :
 Lakmé has made sure to be available in all parts of the country with utmost
ease and convenience. It has a well-designed website, it is easily available in
all kind of stores including retail outlets, convenience shops, hyper markets,
malls, etc. Lakmé has its salons widespread across major cities in India and
is coming up with projects in new cities as well. Lakmé has more than 300
products and they are available in more than 70 countries.

PROMOTION :
 Lakmé has never stood back in spending money in advertising. Through its
rigorous ad campaigns involving leading actresses and promotions in
televisions, online ads, magazines, newspapers, etc Lakmé has always
maintained a position in the minds of customers. Lakmé has been aggressive
in its promotion strategy.
BUSINESS PLANS
 Matchless products : Every year Lakmé launches captivating products. These
products are designed so that they cause least harm even if used regularly. Some of its
famous products are Lakmé Absolute Youth, Infinity, Absolute Gloss Range, Skin
Care Reflection Serum etc., making them contribute to effective marketing policies.
 Affordable : The prices of these cosmetics are kept in the range of a common man.
Lakmé provides quality at affordable prices. This is one of the main reasons behind
its popularity.
 Social Media : Apart from the use of Facebook and Twitter, the brand trust on
YouTube for its increase in product sales. This has been made possible by the
incorporation of the learning tutorial – Lakmé Studio of Style
 Lakmé Studio of Style : A Unique bunch of tutorial hosted by Sarah Janes Dias.
Sarah is an Indian actress, host, VJ and former Beauty Queen. The hostess thus has
good beauty sense and communication skills and is therefore able to drive large
customers to the company on versional and publish updates that are share-able.
 Promotions by Brand Ambassadors : Choosing the most popular style diva as their
brand’s promotor increases the trust and loyalty of the consumer for their brand.
Currently, Kareena Kapoor Khan, Shraddha Kapoor and Ananya Pandey are Lakmé’s
popular brand faces.
SUGGESTED OUTCOMES
1. The supply of products must adequately be fulfilled so that the customer needs are met
and satisfied. The company must concern to the satisfaction of customer demand.

2. Targeted selling for the dealer or seller can cause an overall increase in the sales of the
company which in turn would lead to profits.

3. The company and the dealer should develop its marketing information system up to
date information of competitor’s policy, price and product, target market, so that the
company can know its strengths and weaknesses.

4. Brand preference studies reveal that comparatively there is more preference given for
Lakmé among consumers so in order to attract the customers and maintain the loyalty,
advertising programs should be intensified.

5. Perception of the consumer is changing rapidly. They now seek new benefits and
values in their preferred brand. Moreover, consumers likes to have their preferred
brand at a relatively low rate. So Lakmé should insert it so as to meet the changing
preferences and choices of the consumers.
THANK YOU.