LAKME

VS
REVLON

COMPANY COMPETITTIVE ADVANTAGE AND STRATEGIES

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 CONTENTS
INTRODUCTION
COMPETITION
MARKETING CONCEPT
 COMPANY PROFILE OF LAKME
 COMPANY PROFILE OF REVLON

 MARKETING STRATEGIES
 OBEJECTS O THE STUDY
 FINDINGS
 CONCLUSIONS
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 INTRODUCTION

WITHIN A SHORT SPAN OF THE LAST FIVE YEARS THE USES OF

COSMETICS IN INDIA HAS INCREASED SIGNIFICANTLY WITH MORE
AND MORE WOMEN AND MEN TAKING GREATER INTEREST IN
PERSONAL GROMING, INCREAING DISPOSABLE INCOMES, CHANGING
LIFESTYLE .THE WORLD POPULAR COMETICS BRANDS ENTERED THE
INDIAN MARKET IN THE EARLY AND MID NINETIES AND SOME MORE
HAVE SETS THEIR SIGHTS ON INDIA.
PENETRATION OF COSMETICS AND
TOILETRIES IS VERY LOW N INDIA.THE INDIAN TOILETRIES MARKET IS
WELL DEVELOPED AND DOMINATED BT MAJOR MULTINATIONAL
COMPANIES AND AFEW LARGE INDIAN PLAYERS.

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 COMPETITION

THE INDIAN COSMETICS MARKET, WHICH HAS BEEN TRADITIONALLY A STRONGHOLD

OF A FEW MAJOR INDIAN PLAYERS LIKE LAKME HAS SEEN A LOT OF FOREIGN
ENTRANTS LIKE REVLON TO THE MARKET WITHIN THE LAST DECADE . INDIA IS VERY
PRICE SENSITIVE MARKET.
GIVEN THE PRICE SENSITIVITY OF THE INDIAN CUSTOMERS WHO DO NOT
NORMALLY PREFER TO FORK LARGE SUM AT ONE TIME. MANY COSMETIC COMPANY
LAUNCHED THEIR PRODUCTS IN SMALLER PACKAGE SIZE TO MAKE THEM MORE
AFFORDABLE LAKME AND REVLON WERE THE FIRST TO INTRODUCED THE SMALL PACK
SIZES.

MARKETING CONCEPT
THE MARKETING CNCEPT WAS BORN OUT OF THE AWERNESS THE MARKETING STARTS
WITH THE DETERMINATION OF CONSUMERS WANTS AND NEEDS WITH THE
SATISFACTION OF THOSE WANTS.
1) CONSUMER ORIENTATION
2) INTEGRATED MANAGEMENT ACTION
3) CONSUMER SATISFACTION
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 COMPANY PROFILE OF LAKME
LAKME IS AN INDIAN BRAND OF COSMETICS OWNED BY UNILEVER. LAKME STARTED AS 100%
SUBSIDIARY OF TATA GROUP ( TOMCO), IT WAS NAMED AFTER THE FRENCH OPERA LAKME.
LAKME TODAY HAS GROWN TO HAVE WIDE VARIETY OF PRODUCTS AND SERVICES THAT COVER
ALL FACETS OF BEAUTY CARE, AND THE ARM THE CONSUMER WITH THE PRODUCT TO PAMPER
HERSELF FROM HEAD TO TOE.

THE CARRERAS FAMILY ESTABLISHED LAKME COSMETICS IN1997 AND IS INDEPENDENT , SELF
FINANCED AND FAMILY OWNED. THE FAMILY HAS OVER 40 YEARS OF MANUFACTURIING
EXPERIENCES IN SALON PRODUCTS.

THE LAKM LEADING HAIR CARE PRODUCTS AREC DEVELOPED EXCLUSIVELY FOR DISTRIBUTION TO
HAIR AND BEAUTY SALON .

POWERFUL POINT OF SALE DISPAYS ARE SUPPILIED FREE OF CHARGE FOR CUSTOMERS SALES AND
YOUR OWN USE, WITH UNIQUE QUALITY OF PRODUCTS AND ENHANCING THE QUALITY OF YOUR
SALES AAND SEERVICE.

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 COMPANY PROFILE OF REVLON

REVLON IS A WORLD LEADER IN COSMETICS , SKINCARE, FRAGNANCE AND

PERSONAL CARE AND IS A LEADING MASS MARKET COSMETICS BRAND. OUR
VISIONS IS TO PROVID GLAMOUR , EXCITEMENTAND INNOVATION THROUGH
AFFORDABLE PRICE.

REVLON’S FIRST BEAUTY ITEM WAS NAIL ENAMEL. OPAQUE AND LONG LASTING. IT
WAS AN IMPROVEMENT OVER MORE TRANSPARENT, DYE BASDPRODUCTS OF
OTHER MANUFACTURERS.

REVLON HAD A KEEN FASHION INSTINCT, HONED BY HIS SEVEN YEARS OF SALES
EXPERIENCES AT THE PICKWICK DRESS COMPANY IN THE NEWYORK.

IN 1973, REVLON INTRODUCED CHARLIE, A FRAGNANCE DESIGNED FOR THE

WORKING WOMEN’S BUDGET. GEARED UNDER 30 MARKET.

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 MARKETING STRATEGY
LAKME
• LAKME LEVER IS PLANING TO REVIVE ITS
YOUTH ORIENTED BRAND.
• LAKME HAS BEEN INNOVATION.
• LAKME LEVER CONTINUESTO INNOVATES
FOR ITS EXISTING RANGE OF COLOUR
COSMETICS AND SKIN CARE.
• IT RECENTLY RELAUNCHED ITS SKINCARE
RANGE UNDER THE NAMEOF LAKME
FUNDAMENNTALS.
• SALON BUSINESS THAT HAS BEEN
REGISTERING THE HIGHEST GROWTH RATES
FOR LAKME LEVER.
• THE OVERALL BEAUTY MARKET HAS BEEN
GROWING BETWEEN 15-20 % BUT WE HAVE
BEEN GROWING HIGHER THAN THE MARKET.
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REVLON
• THE REVLON IS ONE OF THE MOST WELL
RECOGNISED COSMETICS AND MAKEUP
BRAND.
• REVLON MARKETING STRATEGY HELPS THE
BRAND TO POSITIO ITSELF.
• REVLON HAS INTRODUCED DIFFERENT
PRODUCTS IN ITS MARKETTING MIX
PRODUCT PORTFOLIO.
• REVLON HAS PRODUCTS UNDER THE BRAND
NAME OF REVLON YOUTH FX.
• REVLON HAS PRODUCT CATERING TO BEAUTY
TOOLS LIKE TWEEZERS, MIRRORS, BEAUTY
KITS ETC.
• REVLON HAS ADOPTED COMPETITVE PRICING
SINCE THE PRICE OF PRODUCT VARY
ACCORDNGLY.
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 OBJECTIVES OF COMPANIES
TO FIND OUT THE IMPACT OF LAKME AND REVLON
INFORMATIVE COMETICS PRODUCT ON THE BRAND SWITCHING
BEHAVIOUR OF THE CONSUMER.
TO STUDY THE EFFECT OF THE CONSUMER SATISFACTION ON
THE MARKETABILITY OF COSMETIC PRODUCT.
TO KNOW THE IMPACT OF VARIOUS STRIKING FEATURES ON
BUYERS BEHAVIOR.
TO KNOW THE MEDIA ACCESS BY CONSUMERS TO KNOW BOUT
THE COSMETICS PRODUCTS.

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 findings
1. THE PRODUCTS OF REVLON GROUPS OF COMPANIES ARE PREFERRED BECAUSE OF ITS LOW
PRICE AND EASY AVAILABLE.

2. THE PRODUCT OF LAKME GROUPS OF COMPANIES ARE EASILY AVAILABLE AT EASY

PAYMENTS AND HAD VERY GOOD AFTER ALES RETAILER SERVICES.

3. PEOPLE WHO ARE MORE CONSCIOUS ABOUT THEIR HEALTH ARE MORE AWARE ABOUT
PRODUCTS AND THEREFORE PREFER THE PRODUCTS OF REVLON GROUPS OF COMPANIES.

4. USERS OF PERSONNEL & HEALTH CARE PRODUCTS ALSO GENERALLY PREFER FOR BUYING
THE PROUCTS OF REVLON GROUPS OF COMPANIES.

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 CONCLUSIONS
THE OVERALL AVERAGE SALES OF REVLON PRODUCTS ARE 54.9% IN ALL MARKETS
AND LAKME PRODUCTS ARE 45.1% IN ALL MARKETS.

THE AVERAGE SALES IN DIFFERENT MARKETS ARE AS FOLLOWS:

 THE AVERAGE SALES ACROSS EAST ACROSS EAST AGRA MARKETS ARE 50.2%
RESPECTIVELY.
 THE AVERAGE SALES ACROSS WEST AGRA MARKETS ARE 48.9% RESPECTIVELY
 THE AVERAGE SALES ACROSS NORTH AGRA MARKETS IS 42.1% RESPECTIVELY
 THE AVERAGE SALES OF LAKME & REVLON ACROSS SOUTH AGRA MARKETS IS
37.2% RESPECTIVELY

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 THANK YOU

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 NAME- SANGEETA DAS
MBA(HR)
REGD NO- 2006297160
2ND SEMESTER

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