LAKME v L'Oreal

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Presentation Transcript

Slide 1:

Group members Nitish Negi Rakesh Mulchandani Shipra Stephy Joseph Visharad Saxena Vivek Chaklasia

Slide 2:

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:

History & Background Lakmé is an Indian brand of cosmetics, owned by Unilever. Lakme started as a 100% subsidiary of Tata Oil Mills ( Tomco ), part of the Tata Group; it was named after the French opera Lakmé, which itself is the French form of Lakshmi , the goddess of wealth, also renowned for her beauty. Indian cosmet Lakme was started in 1952, famously because the 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.

Slide 5:

Simone Tata joined the company as director and went on to become its chairman. In 1998 Tata sold off their stakes in Lakmé Lever to HLL, for Rs 200 Crore (45 million US$), and went on to create Trent and Westside. Even today, when most multinational beauty products are available in India, Lakme still occupies a special place in the hearts of Indian women. 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.

Slide 6:

Half a century ago, as lakme took her steps into freedom, Lakme , India’s 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 in India. Lakme today has grown to have a wide variety of products and services . It 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. About company

Slide 7:

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 8:

Products of lakme

Slide 9:

• Flawless Makeup • Creme Compact • Matte Compact • Radiant Compact • Invisible Finish Foundation • Pure Rouge Blusher • Liquid Foundation • Silk Naturelle Daily Foundation • Face Magic • Rose Powder • Lakme Perfect Radiance • Face Sheer • Jewel Sindoor Products of lakme • Enrich Lip Colour • Lip-gloss • Lip-liner • Glide On Lip Color • Aqua Shine Lip Color • Enrich 9 to 5 Lip Color • Enrich 9 to 5 Lip Duo & Liner • Enrich Metallic Lip Color • Lip Artist

Slide 10:

Products of lakme • 9 to 5 Long Wear Nail Color • True Wear Nail Enamel • Bridal True Wear Nail Color • Glamour True Wear Nail Color Winter 2009 • 9 to 5 Intense Volume Mascara • Quick Dry Insta Eye Liner • 9 to 5 Defining Eye Liner • Perfect Definition Eye Pencil • Black Impact Liner • Glide on Eye Color • Eye Artist • Intense Shine Eyeliner • Eye Magic • Kajal • Eye Color Quartet • Jewel Eye Liner • Lash Artist Mascara

Slide 11:

Lakme Night Fever Summer 2010 by Suneet Verma Spa line

Slide 12:

Table of contents Marketing strategy SWOT analysis

Slide 13:

OBJECTIVE The consumers perception about the LAKME .

Slide 14:

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 15:

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. Differentiated price: 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 16:

Internet as medium Company has its own website to advertise their products. Website:http://www.lakmeindia.com . Sales promotion 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. Brand ambassadors Lakme have bollywood Actress as a brand ambassadors like Katrina Kaif and Raima Sen , Vipasha Agarwal , Amrit Manghera . Promotion:

Slide 17:

There is a significant change in market distributional channel of cosmetic products. Distribution places are : Hyper markets Super markets Departmental stores Other distribution places are : Food stores Cosmetic discounters Ware house clubs Beauty salons Lakme distribution merged with HUL. HUL is having 3000 distributors around the country and lakme have 1000 distributors. Place:

Slide 18:

Strengths: High quality manpower resources Brand Name Vast range of products and services Distribution Channel Unilever global technology capability Weaknesses: High Services costs Use of Hard Chemicals Swot analysis

Slide 19:

Opportunities: Brand growth through increased consumption depth . Growth in Business of beauty saloons . Lakme Beauty Training academy in Mumbai, Chennai and New Delhi. Threats: Aggressive price competition from local and multinational players . Availability of cheap beauty products . Reports regarding presence of LEAD in lipsticks.

Slide 22:

History In 1909 Eugene Schueller , a young French chemist developed an innovative hair color formula, which he called “Aureole” thus began the history of L’Oreal. Main headquarters in Paris. Proud holder of 25 global brands and is one of the top patent-holders of nanotechnology in the United States. Over the years, the company has received several prestigious awards and recognitions. "Research and innovation" have remained the hallmark of L'Oreal. Company’s principles ongoing research and innovations started with hair coloring products now has cleansing / beauty products. History & Background

Slide 23:

L’Oreal’s largest single shareholder is 85-year-old French heiress Lilian Bettencourt, daughter of L’Oreal’s founder. Worth an estimated $22 billion, Bettencourt is also the world’s richest woman. Swiss food company Nestle owns 1/4 of the company. L’Oreal is the world’s largest cosmetics company. L’Oreal is also the top nanotechnology patent-holder in the United States. The brand ambassadors of L'Oreal include celebrities like Penelope Cruz and Aishwarya Rai Bachchan , Sonam Kapoor . About company

Slide 24:

The company began doing business in India in the early nineties through a distributor and later established L'Oreal India, a wholly owned subsidiary of the L'Oreal Group. L'Oreal - the second ranked international cosmetics company in India - claims that revenues in the country increased five-fold over the past five years. L'Oreal operates three divisions in India, including the Consumer Products Division Maybelline New York and Garnier The Active Cosmetics Division with the Vichy brand of dermo -cosmetics. The company continues to help millions across the globe to achieve their dream of "aspiring to beauty.” Our mission is to help men and women around the world realise that aspiration, and express their individual personalities to the full.

Corporate Social Responsibility:

For L’Oréal, incorporating social, environnemental and economic concerns is fundamental for its strategy and its activities , as it is with choosing partners and its supplier relations. L’Oréal has set up a social responsibility program the - L’Oréal buy & care program for dealing with suppliers in order to enforce fundamental aspects such as: compliance with laws in force, respecting human and labour rights , protecting the environment , the health and safety of workers . Corporate Social Responsibility

Slide 26:

Safety / Health / Environment social audits are frequently conducted worldwide all throughout the logistics chain in order to:- approve of suppliers ' choices , continuously improve existing partnerships . The company says it wants to reduce its carbon footprint and its use of natural resources through greater eco-efficiency and lowered environmental impact. It has laid down the goals of reducing greenhouse emissions, waste generated by finished products and water consumption per finished product by 50 percent over the next five years.

Initiatives & Achievements:

In the course of the past year L’Oreal has undertaken a number of significant initiatives as part of its sustainability aims and has also been acknowledged on a number of occasions for its achievements in the area. It was named for the third year running as one of top 100 most sustainable companies in the world by Corporate Knights magazine. As well as being ranked one of the top ten companies for the responsible use of palm oil by the WWF. Back in February “The Global Canopy Foundation” commended L’Oreal as a ‘best performer’ in its 2009 Forest Footprint Disclosure review. Initiatives & Achievements

Slide 28:

Products LUXURY PRODUCTS PROFESSIONAL PRODUCTS CONSUMER PRODUCTS ACTIVE CONSUMERS

Slide 29:

LUXURY PRODUCTS

Slide 30:

CONSUMER PRODUCTS

Slide 31:

PROFESSIONAL PRODUCTS

Slide 32:

ACTIVE CONSUMERS

Slide 33:

SWOT Analysis Strengths: Passion is the key to the well-renowned accomplishment. Research and innovation in the interest of beauty. Dedication to their continuous research. Leadership and developing activities in the growing cosmetics industry. Advertising strategy. Weaknesses: Decentralized organizational structure. Subdivisions of the Company, leads to the difficulty in the control of L’Oreal. The profit margin is comparably low. Coordination and the control of the activities in the worldwide market. Dissimilarities of products.

Slide 34:

OPPORTUNITIES: Being the leading cosmetic brand gives them the edge for their well-known image. L’Oreal take the advantage of the great market share because of the numerous patents registered by the Company. Growing demand for beauty products. THREATS: Growing competition in the field of cosmetic brands. The economic downturn and the spending habits of consumer. Problems to reach out the average people from the underdeveloped countries. People may find the products are not of their basic needs. The danger that other brands could surpass their profit.

Slide 35:

MARKET SEGMENTATION Going to saloons and demonstrate the products. Going to fashion hair stylist and make them understand the benefit of the products. Organizing seminars. Online teaser campaign. Make over programmes . Free skin analysis. Consumer satisfaction. To formulate products that suits other women from other parts of the world.

Slide 36:

Relation with Employees L'Oreal embraces diversity in their employees for which they received the Diversity Best Practices 2004 Global Leadership Award Value the employee’s culture and ideas. Employees are given certain products of the company at a discounted rate. Suggestions are always welcomed. Provided with incentives.

Market Survey and Analysis :

(November 2010) Market Survey and Analysis

Slide 39:

Sample survey was conducted in the areas of Rajinder Nagar, Karol Bagh and Rajouri Garden. Twenty random people were contacted through in-person surveying. Seventeen were taken into the report and three neglected owing to inappropriate responses. Lakme Salons, LOOKS Salons, General Stores and Street Markets were the places of surveying.

Statistics:

Statistics Consists of two main parts Industry Stats Comparison between Lakme and L’Oreal

Industry Stats:

Industry Stats

Comparison Between Lakme and L’Oreal:

Comparison Between Lakme and L’Oreal

Product Range:

Product Range Lakme L’Oreal

Expenditure per Month (in Rupees):

Expenditure per Month (in Rupees) Lakme L’Oreal

Store Preference:

Store Preference Lakme L’Oreal

Observations:

Observations L’Oreal is preferred over Lakme Hair Care is the most used product type in the Cosmetic Industry. Products are available and used by all the classes of the people, this shows deep market penetration of the industry. Most of the customers are regular users.

Slide 51:

Lakme customers mostly use Skin Care and Beauty Products with a low share of Hair Care Products. Hair Care tops the Product type in the case of L’Oreal customers contrary to Lakme ones. Average monthly expenditure of customers preferring Lakme is mainly below Rupees One Thousand whereas that of customers preferring L’Oreal is Rupees Two Thousand or above.

Inferences:

Inferences Customers using Skin Care prefer Lakme and those using Hair Care products prefer L’Oreal. Customers spending more prefer L’Oreal with all the customers spending Rupees Two Thousand or more preferring L’Oreal over Lakme . Customers buy Lakme products from the general stores whereas L’Oreal Products are sold mostly from it’s company stores and salons.

Slide 53:

Lakme leads the Market sales data in India but lags in this survey tells us that L’Oreal leads Lakme in the cities where customers have higher disposable income and more company stores and on the other hand, Lakme overtakes L’Oreal in the overall country stats with rural population being dominant over the urban across the country.

Conclusion:

Conclusion After meeting the CUSTOMERS of L’OREAL and LAKME we came to the conclusion that majority of the people prefer L’OREAL to LAKME because of its quality, brand and the goodwill of the company.

Slide 55:

THANK YOU