PROJECT REPORT ON MARKETING STRATEGY

SUBMITTED TO: SUBMITTED BY:

AMANDEEP KAUR
 INTRODUCTION
Lakme is an Indian cosmetics brand, owned by Hindustan Unilever.
It is an French word for goddess Lakshmi who is famous for her beauty.
It was started in 1952.
Our the then Prime Minister Jawaharlal Nehru approached industrialist
J.R.D Tata for solution and Lakme was introduced as India’s first
homegrown cosmetics brand.
It was a “Make in India” project.
In the skin care segment, price and volume played an equal role in
value growth.
It has a range of beauty products to offer to its consumers.
It was started as a 100% subsidiary of Tata Oil Mills which is a part
pf the Tata Group.
Lakme also started new business in the beauty industry by setting
up Lakme Beauty Salons all over India.
The cosmetic industry is a profitable business for most of the
manufacturers of the cosmetic products.
 COMPETITORS OF LAKME
SEVERAL MULTINATIONAL COMPANIES SUCH AS:

REVLON, YARDLY, GARNIER, L’OREAL entered in the market. These

companies initially cashed on their international brand.
Revlon, Ponds & Avon with the major part of the rest.
MARKETING MIX – 4P’S
 PRODUCT

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 lakme nail enamel like, which changing
color according to environment changes and to protect nails and
high shine finish at all time.
 PRICE
 Promotional pricing:
Lakme can give price at special event pricing, because lakme students to sell their
products.

 Responding to competitor’s pricing:

Lakme’s major competitor is Revlon, if the competitor changes the price means,
company have to analyse the market situation and then change the price accordingly.

 Differentiated Price:
Lakme can offer time pricing and image pricing. They can set the price according to
quality and quantity of the product.
 PROMOTION
 Internet as medium
Company has its own website to advertise their products.
Website: http://www.lakmeindia.com

 Sales Promotion
Lakme offers promotions to increase the sales for particular time of period.

 Company offers rebates and discounts on specific products which products are in low sales.

 Brand ambassadors
Lakme have Bollywood Actress as a Brand Ambassadors like Katrina Kaif and Karina Kapoor.
 PLACE

There is a significant change in market distributionalchannel of cosmetic products.

Distribution places are:

 Hyper Markets
 Super Markets
 Departmental stores

Other distribution places are:

 Food stores
 Cosmetic discounters
 Warehouse clubs
 Beauty salons
Lakme distribution merged with HUL. HUL is having 3000 distributors around he country and Lakme have 100
distributors.
 S.T.D.P
NEW MARKETING STRATEGY
 SEGMENTATION

DEMOGRAPHIC
 In this segment Lakme targeted females from the age group 24 to 42.

GEOGRAPHIC
 In this Lakme has mainly focused on the urban areas.

PSYCOGRAPHIC
 In this women are more concerned about their looks and how they feel about it. So, lakme has provided
them with a wide range of skin care products that has helped them come off their age and now they are
constantly changing their lifestyle & Lakme is constsantly innovating tpo match up with their wants.
 TARGETING

 AGE
• Youth segment(15-24): Elle-18
• Core target(24+): Lakme Radiance

 Purchasing Power
• Affulent segment: Aviance, Orchids
• Middle segment: Lakme Radiance
• Lower Segment: Lakme does not exactly cater to the lower segment but the Elle-18 range is low priced and
hence can satisfy this end of the market also.
 DIFFERENTIATON

 IT COVERS ALL FACTS OF BEAUTY CARE.

 It helps the consumer with products to pamper her from head to toe i.e., a complete product range.
 The quality of its products which can be only gauged by the consumer perception of the band.
 India’s first beauty brand and is there for a long time in the market (since independence).
 POSITIONING
It tries to position itself amongst its consumers as a product range that will help them look
beautiful as is evident from its catchphrases:
 On top of the world
 Sources of radiant beauty
Lakme has a range of beauty products to differ to its consumers. Some of the ways in which it tries
to position itself:

 Lakme Hair Colour: magic of colours(collage)

 Lakme fair perfect: For flawlessly fair skin
 Lakme(moisturizer): radiant skin, now and forever
 Lakme sun expert (sunscreen): sun safe hamesha!(face the sun with a smile)