Slide 2: Marketing plan for lakme Neha saxena
Mariyam qazi Group members: Slide 3: About the industry The cosmetic industry is a profitable business for most of the manufacturers of cosmetic products.
The cosmetic industry worldwide seems to be continuously developing, now more than ever with the advent of the Internet companies.
Many famous companies sell their cosmetic products online also in countries in which they do not have representatives.
Given the technological development and the improvement of the manufacturing process of cosmetics and not least due to the constantly increasing demand of such products, this industry reported an important growth in terms of profit. Slide 4: Half a century ago, as lakme took her steps into freedom, Lakme, first beauty brand was born.
Lakme tapped into what would grow to be amongst the leading, high consumer interest segments in the Industry that of skincare and cosmetic products.
Armed with a potent combination of foresight, research and constant innovation. Lakme has grown to be the market leader in the cosmetics industry .
Lakme today has grown to have a wide variety of products and services . About company Slide 5: 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 .
Other international brand in the sector include L’Oreal some , of them engaged in the level if marketing model for their products Competitors of lakme Slide 6: Products of lakme Lakme Fruit Blast Face Wash Lakme Discover
Glow Slide 7: Lakme Night Fever Summer Lakme perfect
Readience fairness range Slide 8: Cleansers Moisturisers Slide 9: Marketing plan for
2010-2011 Slide 10: Lakme is an Indian brand of cosmetics, owned by Unilever, it started as a 100% subsidiary of Tata Oil Mills which is a part of the Tata Group.
Lakme also started its new business in the beauty industry by setting up Lakme Beauty Salons all over India. Now HUL (Hindustan Unilever Limited) has about 110 salons all over India providing beauty services.
Lakme also started its new business in the beauty industry by setting up Lakme Beauty Salons all over India Executive summary Slide 11: Table of contents Situation analysis
Financial projections Slide 12: Industry analysis:
The more cosmetic utilization by Indian women brought more competitors to Indian beauty sector.
According to growth rate, the market provides wide opportunities to local and global players.
The Indian beautification sector has witnessed fast development in the recent two years. Situation analysis Slide 13: Competitor analysis:
Competitors of lakme like Revlon and Maybelline are competing at the upper-mass (premium) end cosmetics spectrum.
But, Lakme has a wide range of products and prices overall the market Leader.
Ranging of competitors from many multinational companies such as Revlon Modi slugging out to chamber, Maybelline & Avon Slide 14: Strengths:
High quality manpower resources
Vast range of products and services
Unilever global technology capability
High Services costs
Use of Hard Chemicals Swot analysis Slide 15: Opportunities:
Brand growth through increased consumption depth .
Growth in Business of beauty saloons .
Lakme Beauty Training academy in Mumbai, Chennai and New Delhi.
Aggressive price competition from local and multinational players .
Availability of cheap beauty products .
Reports regarding presence of LEAD in lipsticks. Slide 16: OBJECTIVE The consumers perception about the LAKME . Slide 17: 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 Elle 18 nail enamel like, which changing color according to environment changes and to protect nails and high shine finish at all time. Marketing mix- 4 p’s Slide 18: Promotional pricing:
Elle 18 nail Enamel Company can give price at special event pricing, because Elle 18 nail enamel targeted students to sell their products.
Responding to competitor’s pricing:
Elle 18 nail enamel’s major competitor is Revlon , if the competitor (Revlon) changes the price means, company have to analyze the market situation and then change the price accordingly.
Elle 18 nail Enamel Company can offer time pricing and image pricing. They can set the price according to quality and quantity of the product. Price: Slide 19: Internet as medium
Company has its own website to advertise their products. Website:http://www.lakmeindia.com .
Lakme Elle 18 offers sales promotion to increase the sales for particular time of period.
Company offers rebates and discounts on specific products which products are in low sales.
Lakme have bollywood Actress as a brand ambassadors like Katrina Kaif and Raima Sen.(Brand ambassador, 2005)(Brand ambassadors). Promotion: Slide 20: There is a significant change in market distributional channel of cosmetic products.
Distribution places are :
Other distribution places are :
Ware house clubs.
Lakme distribution merged with HUL. HUL is having 3000 distributors around the country and lakme have 1000 distributors. Place: Slide 21: Department stores, specialty stores and chain department stores, such as Macy's, Neiman-Marcus and J.C. Penney (internationally) and Shoppers’ Stop, VAMA, Westside, Bombay Stores etc (nationally).
Direct Sales Direct Mail/TV/Print Free Standing Stores Health Food Stores Salons Drug stores, food stores, cosmetic discounters, warehouse clubs, and mass merchandisers Fashion Week Banners . Promotional strategies Slide 22: Financial projections Slide 23: Print media Slide 24: Electronic media Slide 25: Break even analysis Total expenses/price per unit
Break even point = 326666.67 units on selling Slide 26: Returns on investment