Marketing presentation on Lakme

SWOT, STP ,COMPETITORS

1. GROUP 6: Deepa, Garima, Kanika, Khushboo, Manvi , Megha MARKETING LIVE PROJECT

2. INTRODUCTION Lakme is a global leader in cosmetic with 25 brands with four key areas of expertise haircare,skincare,makeup and fragrances. It is world’s largest cosmetic and beauty company An Indian brand of cosmetic owned by HUL, and run by chief executive officer Pushkaraj Shenai . It started as a 100% subsidiary of tata oil mills. The company is ranked 29 th most trusted brand in I ndia and a title sponsor for Lakme Fashion Week. It was named after the French opera Lakme which itself is a French form of company, the goddess of wealth, also renowned for her beauty .

3. Cosmetic customers are demanding more quality products with multiple benefits Mineral makeup brought the evolution to not only color and cover but also to protect and enhance Following are the trends for mineral makeup : Face colour formulation Eye colour formulation Lip care formulation Sun care formulation The portfolio today consists of products priced as low as 99 to lipsticks that now cost 1300 INDUSTRY OVERVIEW

4. C O M P E T I T O R S

5. LAKME M.A.C. L’OREAL MARKET SHARE 17.7% 5% 8% PRICE RANGE 270-1200 990-1600 400-1050 PROMOTION LAKME FASHIONWEEK SALON - - MAX. NO. OF SHADES 70 48 70 COMPETITORS ANALYSIS GRID

6. Lakme Lipstick Different SKUs and Ranges s.no. Product Shades SKU Price (Rs) 1 Kareena Kapoor Khan Lakme absolute pout definer 8 2.5 g 1200 2 Kareena Kapoor Khan Lakme Absolute Lip Definer 6 1.2 g 900 3 Lakme Absolute Matte Ultimate Lip Color 12 3.4 g 800 4 Lakme Absolute Matte Lipstick 14 3.7 g 800 5 Lakme Matte Melt 20 6 ml 750 6 Lakme Absolute Argan Oil Lip Color 20 3.4 g 750 7 Lakme Absolute Lip Pout Matte Masaba Lips 6 3.7 g 750 8 Lakme Absolute Lip Pout Matte Lip Color 4 3.5 g 650 9 Lakme 9 to 5 Weightless Mousse Lipstick and cheek color 20 9 g 625 10 Lakme 9 to 5 Naturale Matte Lipstick 10 3.6 g 550 11 Lakme 9 to 5 Primer+ Matte Lipsticks 41 3.6 g 500 12 Lakme Absolute Plump and Shine Lip Gloss 5 3 ml 475 13 Lakme enrich satin lip color 70 3g 270

7. PRODUCT PRICE PLACE PROMOTION Wide product line offering large number of variety in terms of number of shades in each type. * The price rage of Lakme Lipsticks varies between the range of 270rs.to 1200rs. * A 9 to 5 collection which was targeted for the working ladies and its prices were slightly higher than the basic products. * It has a well-designed website, it is easily available in all kind of stores including retail outlets, convenience shops, hyper markets, malls, etc.  * Lakme has its salons widespread across major cities in India  * Its brand ambassadors include Indian film stars like Shraddha Kapoor , Kareena Kapoor , Katrina Kaif and other leading models. * It also organises Lakme India Fashion Week twice a year to maintain its visibility and popularise the brand through all possible means.

8. SEGMENTATION POSITIONING TARGETING DEMOGRAPHIC Women and Unisex GEOGRAPHIC People residing in big cities PSYCHOGRAPHIC Quality conscious customers It has targeted the young and upper and upper middle affluent class customers who have enough disposable income and want to show off their beauty Lipstick has positioned itself as a brand customized as per the specification of Indian women which they use in their Tagline “ Lakme Reinvent” taking care of their everyday beauty and skin care needs.

9. Improving its bond with beauty and fashion through the Lakme Fashion Week. Lakme Beauty Training Academies can boost the brand's presence Global reach by advertising and tie ups can increase the company's business

10. GAPS IDENTIFIED IN MARKET SURVEY Limited Nude shades. Lipstick storage and temperature maintenance issue. Setup cost incurred by retailer or distributer hence they tend to avoid these cost, affecting the quality if product. Targeting only female segments. Royalty as high as 18% is to paid by Lakme Salon employer.

11. RECOMMENDATIONS Introduce more nude shades and the shades which suits to Indian skin color. Provide storage and temperature maintenance facilities. Part of set up cost must be incurred by the companies. Launch a separate brand targeting male segment and endorsing it with the help of popular male celebrities. Provide rebates at the initial stage in the payment of royalty .