STUDENT DECLARATION

I, DEEKSHA JAIN student of BBA V sem hereby declare that the study
entieled “ MARKETING STRATEGY OF LAKME” being submitted by me in the
partial fulfillment of the requirement by the Mrs. Moni Upadhayay Hod of
Rudra College Meerut is a record of my own work. The matter embodied in
this project report has Submitted to CCSU Meerut & not been Submitted to
any other University or Institution for the award of degree.

DEEKSHA JAIN

B.B.A (V Sem)

Roll No.- 200686105013

 ACKNOWLEDGEMENT
A single person alone can never be credited for performing any
extraordinary work successfully. It is only possible with the continous and
costant help and guidance that they receive from others. This research
report too has taken its shape because of the valuable and precious
guidance of our professor. I am gratefully acknowledge. Our thanks are due
to Guide who was very kind in explaining to us the challenge that lay ahead
of us & also for allowing us to make liberal use of his knowledge, resource &
patience. I feel grateful to Mrs. Moni Upadhayay HOD of BBA Rudra Group
of Institution Meerut. For allowing & encouraging us to pursue our research
with a most objectivity, fairness & flexibility.

DEEKSHA JAIN
INTRODUCTION
Lakmé is an Indian cosmetics brand, owned by Hindustan Unilever. It
was named after the French opera Lakmé, which itself is the French
word for goddess Lakshmi who is renowned for her beauty. It was
started in 1952 as a 100% subsidiary of Tata Oil Mills, famously after
Prime Minister Jawaharlal Nehru was concerned that Indian women
were spending precious foreign exchange on beauty products and
persuaded JRD Tata to manufacture them in India Simone Tata joined
the company as director and went on to become the chairpersonIn
1998, Tatas sold their stake in Lakmé to Hindustan Unilever[3] for 200
crore (US$48.46 million

Lakmé mainly sells coloured cosmetics products such as lipsticks,

eyeliners and skincare cream. In December 2018, it launched its e-
commerce platform As of 2021, Lakmé also runs 485 beauty salons
under Lakmé Lever The company is the title sponsor for Lakme
Fashion Week (LFW), a bi-annual fashion week which takes place in
Mumbai

Lakmé has Shraddha Kapoor, Kajol Devgn, Kareena Kapoor, and

Ananya Pandey as brand ambassadors In The Brand Trust Report
2012, Lakme was ranked 104th among India's most trusted brands
and following year it was ranked 71st on the list. In 2014, Lakme was
ranked 36th among India's most trusted brands according to the
Brand Trust Report 2014.

Lakmé
Type Private
Industry Personal care and Beauty salon

Founded1952; 71 years ago

Founders J.R.D Tata Simone Tata

Headquarters India

Area served India Nepal

Key people Pushkaraj Shenai (CEO, Lakmé Salon)

ProductsCosmetics, beauty products, and Salon services

Parent Tata Group (1952–1998) Hindustan Unilever

(1998–present)

Website lakmeindia.com
Lakme is the most famous and lived cosmetics brand in India, which was
established in 1952 by Tata Group. Today it is one of the Unilever labels,
specialized in the production of make-up and skincare products, which is
distributed all over India, Nepal, and Indonesia through its branded stores
and salons.
 Meaning and history

The brand got its name from the French version of the goddess of beauty,
Lakshmi, name. And this French mood and style have always been with the
brand, adding modesty and elegance to the company’s laconic logos,
brightening its make-up products palettes, and, of course, elevating the
quality of the cosmetics.

For the first decades of the brand’s history, its logo was composed of a
simple mani chrome lettering with nothing special in it. The inscription could
change its color depending on the background of the cosmetics packaging
and was more “an addition”, than the “face” of the brand. The first logo with
personality was created for the brand in 1996.

1996 — 2011

The Lakme logo, introduced in 1996, featured a dark pink logotype executed
in the uppercase of a stylish and smooth sans-serif typeface. The letters
featured their clean straight lines’ tails rounded from one side and pointed
from the other, which added playfulness to the emblem, showing the brand’s
purpose and unique style.

The smooth lines also elevated the Eastern roots of the brand and the Asian
understanding of beauty.

As for the color, deep pink, close to purple, shade was meant to celebrate
femininity and passion. The color also stands for love, warmth, and, of
course, beauty, which the brand aims to give to each and every one of its
customers.

2011 — Today

The redesign of 2011 changed the typeface and color palette of the Lakme
visual identity, elevating the emblem’s look and making it modest and
strong. The new logotype for its letters extended and more solid, while the
monochrome color palette made the inscription look professional and
evokes a sense of expertise and authority.

There was also an emblem, created for the brand in the same year. It is
usually used on its own but sometimes is placed near the logotype. The solid
fuchsia circle with a white “L” on it. The letter resembles the typeface of the
official version, yet had its angles softer, and lines — longer.
Font and color
The modern and stylish Lakme logotype in all capitals is executed in a
custom sans-serif typeface c which is pretty similar to such fonts as Winner
Sans Extended Regular and Distancia Regular, but with the contour of the
letters smoothened and some lines modified.

The monochrome color palette of the official emblem is an understandable

choice for a cosmetic brand, as it looks strong and bright on any background
and in any surroundings. As for the pink and white color scheme of the
Lakme emblem, it is a reflection of the brand’s purpose, and its value of its
customers’ beauty and happiness.

COMPANY PROFILE

Half a century ago, as India took her steps into freedom, Lakme, India's first
beauty brand was born. At a time when the beauty industry in India was at a
nascent stage, Lakme tapped into what would grow to be amongst the
leading, high consumer interest segments in the Indian 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 that cover all facets of beauty care, and
arm the consumer with products to pamper herself from head to toe. These
include products for the lips, nails, eyes, face and skin, and services like
Lakme Beauty Salons.

Lakmé History
In 1995, Lakme Ltd (a Tata Groups Company) and HLL formed a 50:50
venture Lakme Lever that would market and distributes Lakme products. In
1998, Lakme sold its brands (and the 50 per cent it owned in JV) to HLL,
renamed itself Trent and entered a different business (retail). Only, the years
between 1995 and 2000 saw HLL wrestling with several issues with a
bearing on Lakme’s future. A brand that has over 5 decades talked of beauty
is none other than Lakme. Launched in 1952, it offered a range of consmetics
with nail polishes & lipistics from the early 80’s. Lakme also understands the
importance of maintaining and accentuating a women’s natural beauty, for
this it has introduced a range of skincare products from 1987. These ranges
have been constantly innovated to bring specialized beauty care and complete
the range for the definitive women.
A brand that has over 5 decades talked of beauty is none other than Lakme.
Launched in 1952, it offered a range of cosmetics with nail polishes &
lipistics from the early 80’s . Lakme also understands the importance fo
maintaining and accentuating a women’s natural beauty, for this it has
introduced a range of skincare products from 1987. These ranges have been
constantly innovated to bring specialized beauty care and complete the range
for the definitive women. Chopra accepts that distribution has been the
company's Achilles heel for some time: ''The supply-chain hasn't been as
robust as it should
have been, but that has been the result of our efforts to reposition andreintrod
uce the brand.'' The positioning bit, although complex, is clear: Ponds is
Lever's primary skincare brand; Lakmé, it’s aspirational colour cosmetics
brand, which also has a presence in skincare. The 'aspirational' qualification
would mean Lakmé would compete atwhat the company terms the 'upper-
mass' (premium) end of the colour cosmetics spectrum (products priced
between Rs 85 and Rs 250) where a slew of competitors, ranging from
Revlon (through Modi Revlon) toChambor, are already slugging it out. Says
Meghna Modi, 26, Executive Director, Modi Revlon: ''The numbers say it all.
According to ORG-MARG's retail audit, we have an 84 per cent share of the
premium endof the colour cosmetics market.'' Chopra is quick to rubbish this
claim;he says ORG-MARG does not have a representative sample of
the60,000 outlets through which colour cosmetics are sold in India.Still, it is
conceivable that Lakmé's new-found aspirational strategy could have been
brought about by competitors like Revlon and Maybelline, which targeted
this segment. Indeed, the company's non-transfer lip-colour range follows in
the wake of Maybelline's launch of a similar range, and its new nail-enamel
colours come soon after Maybelline and Revlon launched their nail-enamel
range. The company's defense is that it takes at least 15 months from the
conceptualization to the actual launch of products. And fashion consultants
like Meher Castelino believe the brand commands an edge at the high-end:
''By appropriating the fashion platform for itself, Lakmé has entrenched itself
at the glamour-end.''
 SWOT analysis of Lakme

Strengths:-
1. High Brand awareness: Lakme is a well-known brand in the
cosmetic & beauty industry. High visibility through targeting high
end beauty parlors/salons & also through sponsoring fashion
events and strong promotions has helped the company in making
top of mind awareness.

2. Fantastic product line: Lakme contributes to the beauty of

women through a fantastic product line, which has amazing depth
of products. Lakme is also known to launch a variety of cosmetics
which are innovative and are known to sole the problem of
cosmetics for women.

3. Extensive distribution system of the parent company: HLL is

the parent company who purchased it from TATA group. Since
HLL is already an established FMCG brand so it uses extensive
distribution channel to make the Lakme products available in the
market. Also in addition to traditional channel, it also uses
 unconventional distribution system to make the products available
at pharmacist, beauty parlors & salons.

4. Celebrity endorsement: Lakme positioned perfectly in the mind

of prospective consumers by targeting apt celebrities to represent
their brand.

5. Strong parent company: HLL the parent company is the well-

known company in the FMCG industry has stable financial position
which is good for its group brands.

Weaknesses:
1. Limited presence in the premium market: Lakme have
presence in the VFM (Value for money) segment in which it is
leader. Lakme is the overall market leader in the color cosmetic
segment (lip care and nail enamel) with a wide range of products
and prices but when it comes to premium market which is growing
at the rate of 30% Revlon is the market leader.
2. Problem of differentiation: Its broad portfolio sometimes creates
confusion in the mind of the consumers. Such that, some products
are known to be very good but others are ignored because no
differentiation is present for them.

3. Quality of Lakme salons: Falling quality of Lakme salons will

result in the negative word of mouth which can affect sales &
growth of the company in future.
Opportunities:
1. Changing lifestyle: Migrating population & with the saturation of
developed economies, changing taste & preferences, Education
& changing lifestyle of the developing economies had resulted
into growth in the grooming segment. People now want to look
sharp, smart & confident.

2. Growing premium segment: There is a growth in the demand of

premium segment goods of which grooming industry is not an
exception. So with growing demand if Lakme extend its presence
in this segment then it will help it in becoming a leader in
grooming industry.

3. Co-creating the growth strategies: Creating more Collaborative

& participative community focused activities will help the company
in building brand image & co-creating growth opportunities.

Threats:
1. Intense rivalry: Intensive competition from the local, national &
International players on price & availability factors is the major
threat for the players in the segment which is affecting the
industry as a whole.

2. Counterfeit products: Fake products are directly affecting the

brand image of the company in the rural market & small towns.
 3. International brands extending into other
markets: International brands like Revlon which have centuries of
expertise in the Personal care industry can affect the business of
Lakme in the selected markets or can limit their growth rate.

4. Increasing allergies cases: Due to change in the lifestyle skin is

becoming more sensitive due to which companies in the personal
care industry face risk of losing sales on allergic grounds.

Key Facts
 Lakmé is the country's first cosmetic brand to introduce makeup to
Indian women and takes pride in being the Indian beauty expert for
over 65 years.
 It is a complete beauty brand spanning colour cosmetics & skin care
and extends to beauty services through the network of Lakmé Salons.
 Its bond with beauty and fashion is manifested through the Lakmé
Fashion Week, which is now the largest fashion event of its kind in the
country.

OUR VISION
Unilever products touch the lives of over 2 billion peoples every day
 – 
 whether
that’sthrough feeling great because they’ve got shiny hair and brilliant smile,
keeping their
homes freash and clean. Or by enjoying a great cup of tea, satisfying meal or
healthysnack

Everything A Girl Wants

Lakme has a wide range of products in color cosmetics that
bring visible result. To add to this vast repertoire is a range of
specialized skin care products for the discerning women.
Keeping skin looking healthy and glowing is also a part of
looking great. Lakme provide the complete package with the
skin care range and the wide range of colors to spice up to
the look.
Lakme Products
 Colours
From the spicy to the flattering look. Lakme offers a range of
product in the face, lips, eyes and nail segment for the beauty
aficionados.

Face
Lakme Daily Wear Souffle, Lakme Perfecting liquid
Foundation Lakme Radiance Compact, Lakme Flawless
Matte Complexion Compact.

Lips
Lakme Enrich Lipcolor- Perfecting Definition Lip Pencil-
starshine Lipgloss- Glosses in lustrous shades available in 14
shades.

Eyes
From dramatic to natural look a wide range of products are on
offer to create the perfect eyes.

1. Lakme Kajal.

2. Lame Insta Eyeliner eyelids

3. Lakme Lakme Shimmer Eye Cube:

Nails
True Wear Nails Enamel- Nail Enamel with Lacquer- like finish.
Contains resins and silicone with colour lock technology that gives
brilliant long lasting shine.
skin
For radiant skin Lakme is there to pamper your skin with
specialized products for the diva in you.

cleansing
Strawberry Silk Splash Face Wash, Lakme fundamental
Deep Pore Cleansing Milk.

Moisturizing
1. Lakme Fundamental Peach Milk Moisturiser Skin.

2.Lakme Fundamental Winter Care Lotion.

Sun Protection
The range comprises of lotions to keep your skin healthy and
younger looking.
 Questionnaire
Q) Do Lakme provides quality Product?

Quality
Yes60%

Q) Are You Brand Loyal to Lakme?

Q) For what purpose you use Lakme products?

What do you think about the price level of Lakme products ?

Q) If not Lakme then which other brand?

Competitors
Q) Do celebrity endorsements in advertisements attract youtowards Lakme
products
?
Celebrity Endorsement effect
No 17%Yes 83%

Q) What inspire you to go for any cosmetic product?

Color/ shades30%Quality 36%Packaging 14% Versatility 14%

Q) What changes you would like to see in the Lakmeproducts

?
47%35%17%1%
Expectations
Marketing Strategy of LAKME
Lakme is the Indian Cosmetic brand owned by Hindustan Unilever Ltd.
founded in 1952. The brand Manufacture, Market and sell beauty and
cosmetics products worldwide and is the number 1 selling the
cosmetic brand in Inthe dia.

The brand has been famous for its Lakmé Salon and Lak,mé Fashion
Week events in the country which is helping the brand in increasing
share of heart & share of mind in the market. The beauty brand has
been spreading awareness about color cosmetics & Skincare,
products through Lakme beauty salon spread across the country.

Segmentation, targeting, positioning in

the Marketing strategy of LAKME
Lakme has used customer groups such as individual customers and
the professionals through its network salon and the varied need of the
customers in the areas of Beauty, Haircare, Make-up, and skin care
as a basis of segmentation.

The Implementation
It has targeted to the young and upper and upper middle affluent class
customers who have enough disposable income and want to show off
their beauty.

The brand has been positioned as India’s largest/ biggest beauty care
and cosmetic brand reaching out to nook & corner of the country.
 Marketing Mix Of Lakme

Lakme is associated with FMCG industry and deals in personal care

products. It is a cosmetic brand of Indian origin founded in the year
1952 by its founder J.R. D. Tata. Lakme was a subsidiary of its parent
company Tomco but in the year 1996, its ownership changed hands
and currently it is owned by Hindustan Unilever. Lakme occupies the
first position as leading brand for cosmetics in India and faces fierce
completion from both Indian and international brands like the
following-

 L’Oreal
 Garnier
 Yardley
 Revlon
 Avon
 Oriflame

Place in the Marketing Mix Of Lakme

Lakme was the first brand in India dealing with cosmetics on such a
large scale and its footprint has extended towards every nook and
corner of the country. It has a vast distribution channel that includes
services of nearly twelve hundred sales outlets with beauty advisors. It
has also set up one hundred and ten beauty salons in India. Its
products are easily available to customers through services of
distributors, stockiest and retailers. Besides its outlet’s products are
available at hypermarkets, supermarkets, convenience stores,
discount stores, and beauty shops. Lakme has not curtailed its
products to Indian market instead its products are easily obtained in
nearly seventy global countries.

Price in the Marketing Mix Of Lakme

India is a price sensitive nation with most people thinking twice before
spending their money. Lakme is a cosmetic brand that caters mostly
to the female population. The company was quite sure of its approach
towards pricing strategy. It wanted to garner as many customers as
possible by penetrating both urban and rural market. Therefore it has
adopted a reasonable pricing policy because it wants its products to
reach masses. It realises that affordable and pocket-friendly rates will
result in large volumes and eventually will lead to better profits.

Promotion in the Marketing Mix Of

Lakme
Lakme has adopted an aggressive marketing plan to promote its
products to every nook and corner. Its ad campaigns are advertised
through television, radio, newspapers, fashion magazines, billboards
and social media platforms like Twitter, Facebook, Blogs and
YouTube. It believes in star power and its impact on common masses
and has roped in several personalities’ time and again as its brand
ambassadors and to act in its ad campaigns. Indian film star Shraddha
Kapoor, Kareena Kapoor and Katrina Kaif along with popular model
Lisa Haydon have acted in its commercials. It is the title sponsor of bi-
annually held fashion week titled Lakme Fashion Week. The company
has set up Lakme Beauty Training Academy in Chennai, Delhi and
Mumbai to assist interested people.

Lakme Campaign for Advertising

 
Lakme keep coming up with new campaign modes and strategies to
launch its products. They make their process entertaining and fun-
loving for the audience.
 

Colours of love
 

 To launch Lakme’s new lipstick range Enrich Satin, the brand’s
Facebook page I Love Lakmé kicked off a contest by asking “what’s
the colour of your love” on the eve of Valentine’s Day. Fans need to
select an existing picture of their valentine and then select the ‘colour
of love ’ from the range of lipsticks and leave a mark on the picture.
Winning entries got surprise gift hampers from LakméIndia. The
campaign got a great response and love from its audience. The
contest was a good medium to give every user access to a glimpse of
a new line. 
 
FaceAppChallenged campaign 
 
In 2019, a new trend caught the attention of people across the globe.
It was a Faceapp that transforms the face and makes you look
younger, older or change the gender.  Lakmé saw this excellent
opportunity and started the discussion around anti-ageing. According
to the company, with its Lakmé Absolute Youth Infinity Skin Range,
the brand was quick and smart enough to hop on
#FaceAppChallenged and drive the social media traffic in its
favour. The campaign was a hit among the influencers and fans.
To drive the conversation further, Lakmé shipped a box full of Infinity
products with a personalized note reminding them getting old virtually
might be fun, but not in reality. But there is nothing to worry about, as
Lakmé has got your back. The brand also ensured to benefit the larger
section of the audience through this campaign, and hence they
created a promo code and increased its online sales on their website
by offering discounts to its audience. 
Competitive advantage in the
Marketing strategy of LAKME

1.  Association with the renowned brands: 

The brand started its journey as a 100% subsidiary of the Tata Oils
Mills (TOMCO) in 1952 (TOMCO had many flagship brands like
Hamam, Moti, Joy soaps) which was later sold to Hindustan Unilever
Ltd. in 1994.

2. Lakme Fashion Week:

Products can be copied easily but creating the experiences and
constant touch with the consumers and at the same time making the
product available at the right time, social media engagements through
Lakme Fashion week page has helped the brand in increasing 225%
reach to the target segment thereby resulting in increase in the sales
by 20%.

BCG Matrix in the Marketing strategy

of LAKME
Lakme is in business segments of Skincare, Make-up, Lakme salon
along with the online store.

All the three business segments work in a collaborative manner to

give the customer a 360-degree view of the beauty & wellbeing
products. The segments help the customer & company to co-create
the offerings in the ecosystem herein the brand and the customer/
user learn and get benefitted with each other, all the strategic
business segments of the company are therefore are starred in the
BCG matrix.

Distribution strategy in the Marketing

strategy of LAKME
The supply chain of the company hovers around quality, customer
service, creating customer delight, end-to-end quality focus, cost-
saving programmes for customers and partnering with suppliers.

Inform of Lakme Lever Private Limited (LLPL), the Company has 360
salons, out of which 60 salons are owned and managed by LLPL and
300 are franchised salons. Additionally, brand Lakme market &
distributes its offerings through the existing network of the distribution
of its parent company Unilever and e-commerce.
LLP has manufacturing facilities across the countries wherein Lakme
products are manufactured but Unilever’s other brand products like
Dove are also produced through these facilities.

Brand equity in the Marketing strategy

of LAKME

Lakme highlights the sensuality of the customers and gives them the
medium to express their inner self and enabling customers to realize
who they are. Lakme beauty salon and Lakme fashion week show
have helped the brand in unleashing its true potential. In the brand
trust report, the brand has been ranked 36th in India most trusted
brands list. The brand is the title sponsor of the event LFW (Lakme
fashion week) which is the bi-annual event in Mumbai.
 Competitive analysis in the Marketing
strategy of LAKME
A rise of herbal and Ayush Ayurvedic products are turning out to be a
major competitor of beauty & cosmetics brand Lakme. Brand
competes on the basis of the strong portfolio, deep assortments within
the products categories which give customers ample choice and
options within the brand and easy availability of the products through
various mediums retail outlets, e-commerce sites, and wholesalers.

Additionally through Lakme fashion week brand has been creating

visibility and easy acceptability of the brand in the market.

Lakme competes with companies in the industry such as L’Oreal, The

Body shop, Himalaya Herbals, Revlon, and Ponds.
 Market analysis in the Marketing
strategy of LAKME
With the migration of the people from villages, changing the lifestyle of
the customers, increase in hygiene, penetration of social & physical
media channels in the remotest areas, Customers are becoming more
concerned about their looks and beauty. The brand has been doing
market penetration through teaching the customers the right kind of
make-up through is websites and the salons.  

Customer analysis in the Marketing

strategy of LAKME
The Beauty brand focusing on color cosmetics and skin care has been
extending its reach by reaching the individual and professional salon
or company-operated salon chains. In Retail segments, it targets
customer in the age group of 35-55 years who are the midst of their
career and want to look young either by coloring their white hairs or by
using beauty & skin care products. In business segment, it primarily
serves Lakme Lever Private Limited, which is 100% subsidiary of the
company and have company-owned and franchised outlets.
COMPETITION
The Indian cosmetics market, which has been traditionally a stronghold of a
few majorIndian players like lakme, and Ponds has seen a lot of foreign
entrants to the market withinthe last decade. India is a very price sensitive
market and the cosmetics and personal care product companies, especially the
new entrants have had to work out new innovativestrategies to suit Indian
preferences and budgets to establish a hold on the market andestablish a
niche market for themselves.Given the price sensitivity of the Indian
consumer who do not normally prefer to fork out alarge sum at one time,
many cosmetic and toiletries companies launched their products insmaller
pack sizes to make them more affordable HLL and Revlon were the first to
introducesmall pack sizes. Revlon introduced its small range of 8 ml nail
polishes and a strong brand promotional campaign, good distribution
network, constant product innovation and qualityimprovement and the ability
to provide a variety of quality products are some of the majorreasons for the
success of most companies

Top Lakme Competitors

Lakme, owned by Hindustan Unilever is a famous Indian cosmetic
brand. It is the number one cosmetic brands in India. It produces a
wide range of products which inspires every woman to express the
unique beauty thereby making them realize the strength of their
beauty.

It innovates continuously on various products to offer huge world-class

cosmetics, beauty salons, and skin care products. It combines
international cosmetic technology with a deep understanding of the
needs of an Indian woman.

It also provides the consumers complete beauty products that suit

many Indian skin tones. Lakme has created its visibility in the market
through high-end beauty parlors or salons, and through various
fashion events’ sponsor.
Through this article let us discuss the top Lakme competitors.

1) M.A.C

MAC (Make-up Art Cosmetics) is a leading cosmetic manufacturer,

headquartered in New York, United States. It was established in the
year 1985. It is considered as a leading professional makeup
specialist in the world. They produce products that cater to people of
all ages.

The various products of MAC serve the demand of consumers and

professional makeup artists. It is at the lead in the fashion industry and
collaborates with leading talents from art and fashion domain. It offers
a wide range of products that blend people with glamorous style. Their
products are available in over 200 locations in about 15 countries
across the globe. The company always focuses on developing new
categories of products and target to include 50 collections every year.
Their main goal is to serve the various demands of consumers and
professional makeup artist. Due to their various products, MAC is
considered one of the top Lakme competitors.
2) L’Oreal

L’Oreal is a well-known and leading company in the personal care and

cosmetic industry. Founded in the year 1909, L’Oreal is
headquartered in France. Their annual sale of various products is
estimated at about $27.2 billion dollars. Their famous products are
color cosmetics, hair care, sun care, skin care and fragrances.

It is a total beauty care company that combines the latest technology

with the great quality. It is a global brand with many international
products.

As it is the biggest beauty brand in the world, L’Oreal has a supreme

commitment to the technology, innovation, and research, thereby
providing high-quality and brand-new products for people of all ages.
The band consists of five main beauty categories of hair cair, hair
color, hair style, cosmetics, and skin care. There are continuous
research and development that takes place in L’Oreal to ensure the
safety of the customers and also for new products. As L’Oreal is a
fastest growing personal care and beauty products, it is considered as
one of the top Lakme competitors in the world.
3) Maybelline

Maybelline is one of the top global cosmetics company in the United

States. It helps women to discover new looks and exhibit their own
creativity and individuality. Maybelline provides scientifically-advanced
formulas, radical textures, and trendsetting shades to enhance the
beauty of women. Maybelline produces various products for eyes,
faces, and lips.

Their products are available in about 129 countries worldwide. It

manufactures more than 200 products by using technologically
advanced formulas. The company sells their products across the
world through retail outlets and online shopping. The products of
Maybelline are tested for quality and their makeups are all mineral
based. They offer huge choices for each product. Due to their various
products and quality, Maybelline is considered as one of the top
Lakme competitors.
4) Covergirl

An American cosmetic brand, Covergirl is headquartered in Maryland,

United States. It was owned by Noxzema Chemical Company which
was later acquired by Procter & Gamble. CoverGirl provides their
products for individual customer service and offers a wide range of
beauty products at reasonable prices. It deals in a wide range of
cosmetics like foundations, concealers, blushes, and lotions for face
makeup, eyeshadows, eyeliners, kohl pencils, and mascara for eye
makeup and lipsticks, lip glosses and lip liners.

5) Colorbar
Colorbar is one of India’s leading beauty brands that is launched in the
year 2005. Their innovative and best in class products of Colorbar
make every woman feel beautiful. The products manufactured by
Colorbar meet the international standards.

It is a fastest growing beauty brand that is available in about 65

exclusive stores, more than 900 multi-brand outlets and through
partner chains across the globe. The company’s portfolio includes
many products like loose powders, highlighting kits, contour, primers,
concealers, BB creams, blush sticks, compacts, foundations, makeup
removers, lip colors, and wipes for the face.

The strength of the brand lies in its premium packing, continuous

product innovations, and its premium packaging. It is also known for
its fast-growing and demanding target segment of consumers.  Their
main focus on quality hence all their products are validated by Market
Research Group to suit the needs of the consumer and the markets it
caters to. Due to their wide range of products, Colorbar is regarded as
one of the top Lakme competitors.
The Covergirl cosmetics are manufactured with great care and are
safe for health, human, and the environment. They produce a wide
range of products that cater to the entire cosmetic requirements from
head to toe and also to all skin types.

The biggest support for Covergirl’s growth happened when it was

owned by Procter & Gamble. This could be because the company also
owned some of America’s marquee cosmetic brands like Olay, SK-II
etc. It helped the brand to expand to more regions and also reach out
to customers better. Due to their wide range of products and their
availability, Covergirl is regarded as one of the top Lakme competitors
in the world.

6) Revlon

An American multinational company, Revlon was found in the year

1932 in the New York City. The company started with a single product,
nail enamel and over the years entered into production of cosmetics,
fragrances, skin care, hair care, and many more.

The Company has their operations in four main divisions which are the
professional division, consumer division, Elizabeth Arden segment,
and Other segments.
The company is expert in a wide range of products like concealer,
foundation, face powder, blush, eyeshadow, eyebrow pencil, mascara,
nail paint, lipstick, and lip gloss. As their products reach many
customers across the world, it suits any skin types and complexion.
Their annual turnover is estimated at about 2.3 billion USD. The
company has high customer engagement by providing 24-hour online
helpdesk facility. This band is connected to prominent celebrities like
Ashley Graham, Halle Berry, Emma Stone, and many more. Due to
their various products available for customers, Revlon is considered
as one of the top Lakme competitors.

7) Avon

Avon is a well-known beauty company headquartered in London,

United Kingdom. Founded in the year 1886, Avon is the fifth largest
beauty company in the world. Avon produces various products like
makeup, skin care, perfume, toiletries, and fashion.

Their products are being sold successfully in places like America,

Europe, USA, UK, Middle East, and the Asia Pacific. The company’s
portfolio includes the production of beauty, home, and fashion
products. The company mainly sells the products to the consumer
through direct selling channel. Avon mainly focuses on women as their
target customers, because of which, their products are mainly for the
woman. Their products cater to all the beauty requirements.
Their products are produced after careful research and make sure of
the feasibility of the product in the market.  As technology is in great
use these days, Avon makes use of technology to reach out to the
customers and other stakeholders. Due to their various products,
Avon is considered as one of the top Lakme competitors.

8) NYX

NYX is a cosmetic company that is a part of L’Oreal group. The

company is headquartered in Los Angles. The company provides
various makeup and cosmetic accessories. Its wide range of products
includes powder, blushers, lip pencils, lipstick, lip gloss, bronzer,
concealers, setting sprays, contour, highlight, eyeliners, and many
more.

It also provides various tools accessories used in the beauty segment.

Their brand is sold through many retailers, fashion and beauty stores,
independent shops, beauty supply stores and online store. NYX
cosmetics are one of the fastest growing cosmetic companies.

It produces high-quality and professional cosmetic products and also

packed in a unique style. As it is one of the fastest growing cosmetic
companies, NYX is considered as a strongest Lakme competitor.
9) Bobbi Brown

An American cosmetic company, Bobbi Brown, produces and sells

many cosmetic products like skin care products, color cosmetics, and
makeup tools and accessories. It is an international prestigious beauty
brand that permits women to hold and enhance their individual beauty.
The company produces mascaras, eyeshadows, brows, foundation
creams, concealers, and many more. The company was founded in
the year 1991 by Bobbi Brown, a makeup artist who turned into an
entrepreneur. It produces great products with high quality that every
woman prefers it.

The company serves their customers through many duty-free stores

and other personal retail shops globally. Their products are also
available for purchase online. Due to their wide range of products,
Bobbi Brown is considered as one of the top Lakme competitors in the
world.
10) Clinique

Clinique was established in the year 1968, is a popular American

brand, It is a personal care and cosmetic company that manufactures
toiletries, skin care products, cosmetics, and fragrances. The products
of this brand are available in high-end department stores located in
the USA. This brand can be used for people who have sensitive or
problematic skin.

OBJECTIVES OF THE STUDY

To improve the standard and quality of the product.

 
To study the marketing strategies of Lakme cosmetics.

 To know the opinion of consumers toward the company’s product.

 
 To analyze the reason for these initial strategy in India.

 To know and analyze the level of satisfaction of customers (who demand the
product)and the supplies or manufactures (who produce the product).

 To influence the people to prefer company’s product.

 
To study the factors affecting the consumption pattern
 RESEARCH METHODOLOGY

Based on the secondary data, this case study is developed and published
sources are taken into account for data collection. This article describes
Lakme Company’s marketing strategies and development agenda.Using the
information collected from journal articles, newspapers and business website
including the website of lakme company,detailed evaluation are presented.

RESEARCH DESIGN
1. Conclusion Oriented Research- The research was conclusion oriented
becausethis research aimed at identifying the characteristics of a successful
entrepreneur. Inother words it is a research when we give our own views
about the research.

2. Descriptive Research - The research was a descriptive research as it was

concernedwith specific predictions, with narrations of facts and
characteristics concerningindividuals specially entrepreneurs. In other words
descriptive research is a researchwhere in researcher has no control over
variable. He just presents the picture whichhas already studied.Our research
is based on the Exploratory Study.Research is exploratory when you use no
earlier model as a basis of your study. The mostusual reason for using this
approach is that you have no other choice. Normally you wouldlike to take an
earlier theory as a support, but there perhaps is none, or all available
modelscome fromwrong context
 BUSINESS STRATEGY
BUSINESS STRATEGY:
Business strategies are aimed at creating
value for clients and taking advantage of
competitiveness by
exploiting core competencies in particular
product or service markets. A company's
core competency
must be taken care of and attempted to meet
customer requirements in order to achieve
excellent yields.
This is achieved through strategies at the
business level. The Business strategy is
concerned with the
situation of a company in sector with
respect to rivals and the various
competitive forces. Knowing the
customers is very crucial in order to obtain
and maintain a competitive advantage
Business strategies are aimed at creating value for clients and taking
advantages of competitiveness by exploiting core competencies in particular
product or service market. A company’s core competency must be taken core
of and attempted to meet customer requirements in order to achieve excellent
yields. This is achieve through strategy in concerned with the situation of the
company in sector with respect to rivals and various competitive forces.
Knowing the customer is very crucial in order to obtain and maintain the
competitive advantages.

Lakme PESTLE Analysis

Political Factors:
The political factors in the Lakme PESTLE Analysis can be explained
as follows:
Starting Lakme, was itself Prime minister Nehru’s idea in 1952 who
was concerned with ladies giving away valuable foreign exchange for
buying cosmetics from West. Since its inception there has been
rumours of discontent with regards to much touted fashion week.
Designers have used Lakme fashion week for various political protests
many times be it violent events taking place in India due to Hindu
Muslims conflict, censorship on designers by government. Also, when
in Gujarat one of the designers depicted a politician wrongly through a
Fashion week. A movie star was arrested for rude gestures during a
fashion week show.
Economic Factors:
Below are the economic factors in the PESTLE Analysis of Lakme:
The beauty industry is quite resistant to economic recession.
Indian cosmetic was 250billion Indian rupees in 2011 and was expected to
grow by 18percent due to increase in purchasing power, higher literacy rate
and increasing awareness for fashion. Lakme is the market leader with a good
share of 18percent and expected to grow. Marketers have developed a
segment of men in this category by showing them over and over that their
skin needs protection. There are multiple reasons for the constant growth of
Lakme. Some are high brand awareness as Lakme is a well-known brand in
cosmetic & beauty industry. It has a fantastic product line, which has an
amazing depth of products. Moreover, the parent company HUL is a well-
known FMCG company with a strong financial strength
Social Factors:
Following are the social factors impacting Lakme PESTLE Analysis:
Lakme is having Bollywood actresses as their brand ambassadors.
Manish Malhotra, India’s star designer. known for wedding collections
raised and promoted issues of gender equality and voice against any
kind of domestic violence in Lakme fashion week. This has made the
picture of a brand which is liberal and social, present day and tasteful.
This stage has likewise taken an interest in get-togethers and causes
like fund-raising through Fashion week for flood exploited people and
psychological oppressor assault unfortunate casualties. Similarly as
originators were utilizing Lakme Fashion Week as a stage to speak
loudly on political issues they do likewise for some social issues as
well. India's star architect, known for his wedding accumulations,
advanced gender equity and raised his voice against any sort of
abusive behavior at home dependent on gender separation.
Technological Factors:
The technological factors in the PESTLE Analysis of Lakme are
mentioned below:
While Lakme, part of HUL recently inaugurated bigger facility in
Bangalore. This was their new R&D was based in Mumbai. Lakme is
the class head and this classification requests high volume of R&D.
consistently new hues get I pattern and old hues become out of style,
organizations need to keep up and even remain in front of patterns. In
skincare clients request high research driven items which are a
superior answer for their needs and issues, so as to keep up its
administration position Lakme has presented its Radiance extend. The
innovation mixes with the skin cells and shields the skin from any ham
like tanning, staining, pimples, skin break out and so forth. So, also in
haircare fragment it has created cutting edge innovation through which
clients will get excellent lively hues without harming wellbeing of hair.
Legal Factors:
Following are the legal factors in the Lakme PESTLE Analysis:
Lakme is a public limited company thereafter it has to follow rules
regarding disclosure of true financial statements depicting the correct
picture of the company to shareholders and also informing them about
any major investment decisions that company might undertake, it has
to follow laws regarding their products— cosmetics. Lakme is in
sensitive business, their products get in direct skin contact with
customers. Any fault on their part can lead to suit & defamation, loss
of customers and revenue and therefore they have to be highly careful
in whatever new products they are launching.
Environmental Factors:
In the Lakme PESTLE Analysis, the environmental elements affecting
its business are as below:
Lakme help protect the planet and improve the lives of those who may
come into contact with Lakme’s business and products. Their
business strategy is based on two key aspects: ethical consumerism
and environmental protection. Their research helps them develop
products according to the protocols established under ISO 22716
Good manufacturing practices on Cosmetics. As the mindfulness and
requirement for beauty care products are expanding, the skin issues
answered to specialists are additionally on the ascent.

Sales prospects
The growing Indian cosmetics market offers promising opportunities for
international brands. The growth rate in the cosmetics market reflects an
increasing demand for beauty care products in India. The most promising
segments for international companies
to pursue are perfumes and fragrances, and specialized / peofessional skin car
e and hair care products. The fastest growing market is however colour
cosmetics, ehich account for USS 60million of the total market. The rural
market in India for cosmetics and toiletries remains is largely untapped.
Major domestic players have also not been able to penetrate this market. The
urban market itself for specialized cosmetics products remains to be fully
exploited
Lakme believes in certain values
&principles that stimulate the Lakme CSR
policy where Lakme is
committed to undertake its activities with
regard to integrity in the interests of its
stakeholders and in
line with its Business Principle Code.
Lakme thinks that growth and
environmental sustainability need
not have conflict. The business model of
Lakme is intended to produce sustainable
growth. The model's
inputs are its operations. The model's
outputs are sustained development, reduced
environmental and
social adverse effect. USLP (Unilever
Sustainable Living Plan) is the
differentiator in their business
model and the objective of sustainable
living. Lakme is working with and
engaging with various
stakeholders including NGOs, IGOs,
Governments, Farmers, and Distributors
to address the various
challenges faced by society.
Pursuant to Section 135(5) of the
Companies Act, 2013, HUL (Hindustan
Unilever Limited) is
committed to spend at least 2 percent of its
average net profits made during the
financial year on some
of the identified assets listed in Schedule
VII (as amended) to the Act. This will
include expenditure
through operations conducted by the
Hindustan Unilever Foundation (HUF), the
non-profit subsidiary
of Lakme, and also aimed at
constructing water conservation capacity
and further community
development projects. Lakme's various
CSR initiatives are the following:
(1) Project Shakti: This is a programme
used to enrich rural females financially
and generate
possibilities in order to support their
livelihood. In this project, Lakme is
striving to improve the
livelihood of rural people especially
women. Approximately 70% of Shakti
Ammas work in districts
with a small Human Development Index
(HDI < 0.51). They appoint and contact
rural females as Shakti
Entrepreneurs (SE), frequently known to be
called as 'Shakti Ammas’. The rural
promoter is provided
training about the Company's
products/services and their usefulness in
everyday life in the maintenance
of health and hygiene. After training, she
receives goods from the rural distributor at
a discounted price
at which the products are sold in the normal
course. Then she sells these products to
customers directly
(through home to home selling) as well
as to village distributors. The Company
would provide the
training throughout the villages to
thousands of Shakti Ammas in an effort to
create an entrepreneurial
mindset and make them financially
independent and empowered.
(2) Sustainable Sourcing: Major
proportion of raw materials come from
agriculture and such
procurement choices can have a profound
impact on climate change and farmers'
livelihoods. In 2012,
Lakme entered into a public-private
partnership with the Maharashtra
Government for local sustainable
tomato sourcing. In 2013, the Maharashtra
Government recorded over 1,600 farmers
growing tomatoes
on over 2,000 acres of land for this project.
(3) Safe Consumption of Water: Lack of
clean drinking is a major public health
problem, especially
in developing countries where the
majority of waterborne diseases occur. To
make secure drinking
water available to individuals, Lakme
partners with NGOs throughout the nation.
(4) Fair and Lovely Foundation (FAL):
The initiative recognizes exceptional
young women with
financially challenged backgrounds and
offers scholarships to applicants. The
choice is made by a panel
of eminent personalities from various areas
to preserve integrity and fairness.
(5) Sanjivani: The Hindustan Unilever
Limited organizes a free mobile medical
camp in Sanjivani near
Doom Dooma Factory in Assam. The goal
is to provide free mobile medical facilities
in Assam's indoor
villages. The goal in Assam's indoor
villages is to provide free mobile medical
facilities. The plan
consists of two mobile vehicles, each with a
male and a female physician, two nurses, a
medical assistant
(helper) and an operator. Since its founding
in 2003, the Sanjivani team has given
medical help to almost
2.5 lakh patients, covering more than four
thousand camps until July 2013.
(6) Prabhat: 'Prabhat Dawn' is a system
based that focuses on communities around
factories. Health &
Hygiene, building livelihoods, and water
conservation are the areas of practice. The
Water Conservation

Business strategies are aimed at creating

value for clients and taking advantage of
competitiveness by
exploiting core competencies in particular
product or service markets. A company's
core competency
must be taken care of and attempted to meet
customer requirements in order to achieve
excellent yields.
This is achieved through strategies at the
business level. The Business strategy is
concerned with the
situation of a company in sector with
respect to rivals and the various
competitive forces. Knowing the
customers is very crucial in order to obtain
and maintain a competitive advantage
Business strategies are aimed at creating
value for clients and taking advantage of
competitiveness by
exploiting core competencies in particular
product or service markets. A company's
core competency
must be taken care of and attempted to meet
customer requirements in order to achieve
excellent yields.
This is achieved through strategies at the
business level. The Business strategy is
concerned with the
situation of a company in sector with
respect to rivals and the various
competitive forces. Knowing the
customers is very crucial in order to obtain
and maintain a competitive advantage
Business strategies are aimed at creating
value for clients and taking advantage of
competitiveness by
exploiting core competencies in particular
product or service markets. A company's
core competency
must be taken care of and attempted to meet
customer requirements in order to achieve
excellent yields.
This is achieved through strategies at the
business level. The Business strategy is
concerned with the
situation of a company in sector with
respect to rivals and the various
competitive forces. Knowing the
customers is very crucial in order to obtain
and maintain a competitive advantage
 Lakme Mission Statement

Lakme is Indian cosmetic brand which is now owned by Hindustan Unilever

limited run by CEO Anil Chopra .Lakme started 100% subsidiary of TATA
OIL MILLS in 1952 , Our Prime Minister Jawaharlal Nehru was concerned
that Inidan women were spending lot of money on foreign beauty products so
they personally requested JRD TATA to manufacture them in India .

Lakme vision
Based on the secondary data, this case
study is developed and published sources
are taken into account
for data collection. This article describes
Lakme Company’s marketing strategies
and development
agenda. Using the information collected
from journal articles, newspapers, and
business websites
including the website of Lakme Company,
detailed evaluations are presented.
Based on the secondary data, this case
study is developed and published sources
are taken into account
for data collection. This article describes
Lakme Company’s marketing strategies
and development
agenda. Using the information collected
from journal articles, newspapers, and
business websites
including the website of Lakme Company,
detailed evaluations are presented.
Based on the secondary data, this case
study is developed and published sources
are taken into account
for data collection. This article describes
Lakme Company’s marketing strategies
and development
agenda. Using the information collected
from journal articles, newspapers, and
business websites
including the website of Lakme Company,
detailed evaluations are presented.
Based on the secondary data, this case
study is developed and published sources
are taken into account
for data collection. This article describes
Lakme Company’s marketing strategies
and development
agenda. Using the information collected
from journal articles, newspapers, and
business websites
including the website of Lakme Company,
detailed evaluations are presented.
Based on the secondary data, this case
study is developed and published sources
are taken into account
for data collection. This article describes
Lakme Company’s marketing strategies
and development
agenda. Using the information collected
from journal articles, newspapers, and
business websites
including the website of Lakme Company,
detailed evaluations are presented.
Based on the secondary data, this case
study is developed and published sources
are taken into account
for data collection. This article describes
Lakme Company’s marketing strategies
and development
agenda. Using the information collected
from journal articles, newspapers, and
business websites
including the website of Lakme Company,
detailed evaluations are presented.
Based on the secondary data, this
case study is developed and
published sources are taken into
account
for data collection. This article
describes Lakme Company’s
marketing strategies and
development
agenda. Using the information
collected from journal articles,
newspapers, and business
websites
including the website of Lakme
Company, detailed evaluations are
presented.
Based on the secondary data, this
case study is developed and
published sources are taken into
account
for data collection. This article
describes Lakme Company’s
marketing strategies and
development
agenda. Using the information
collected from journal articles,
newspapers, and business
websites
including the website of Lakme
Company, detailed evaluations are
presented.
Lakme products touch the lives of over 2 billion people every day whether
that 's through feeling great .
A clear direction
The four pillars of vision set out the long term direction for the company
Lakme work to create a better future every day
Lakme help people feel good, look good and get more out of life with brands
and services that are good for them and good for others.
Lakme will inspire people to take small everyday actions that can add up to a
big difference for the world

Lakme restructures business model

Lakme Lever, the beauty and wellness services business has
restructured its business model. Lakme-Lever may also opt for a joint
venture with a mall developer or a real estate major, once the new
business model is in place. 
This move by Hindustan Lever's Lakme is an attempt to take on
aggressive competitors vying to capture the growing spends of Indian
consumers on personal grooming. There are  over 120 Lakme Salons
across the country,
Lakme Lever's hybrid business model - a handful of company-owned
salons and over hundred franchisee run - will now be tweaked in
favour of more company-owned salons.
The new business model will also involve launching another top-end
variant, Lake Studio. The salon is also being geared to be a specialised
retail point to market Lakme's personal care products.
Lakme-Lever has shut down a couple of company-owned Lakme
Salons which will be re-launched as high-end specialised beauty
centre, Lakme Studio. The remaining lot of 118 Lakme Salons are also
being refurbished.
A tie-up with a JV partner could happen after a couple of months.
SCOPE OF THE STUDY
This study uncovers the impact, utility and effectiveness & efficiency
ofmarketing strategies of Lakme on the success of cosmetic industry. A
specialemphasis is laid down on Lakme cosmetics.

 
The projects begins with detailed information about marketing strategies
andthe impact of measuring customer satisfaction in cosmetic industry
Further. Itcovers topic as data collection took and research methodology used
for the project. Then it gives the complete analysis of the data collected and it
is thenused to reach to a conclusion.

 
This study is useful for the better understanding of marketing
strategiestowards the Lakme cosmetics industry. As this study is confined to
Lakme. Itcovers an analysis of customer behavior, attitude, perception,
marketingstrategies and satisfaction with respect to Lakme as a BRAND in
cosmeticindustry.
 
The study takes into account the customers of Lakme in New Delhi
andGurgaon
FINDINGS AND RESULTS
Lakme is the global leader in cosmetics with 25 global brands. It has five key
areasof expertise  – hair care, skin care, make-up and fragrances.this
company has over 63,358employess working currently and it sells its
products around in 130 countriesall over theworld.On the analysis of research
conducted. It was found that certain findings are very critical andare directly
or indirectly affecting the products:-

 There is a good awareness of Lakme cosmetics products among

thecunsumers.
 The quality of Lakme is very satisfactory viewed by the majority
ofcustomers.

 There is a neck to neck competition between L’Oreal, Oriflame, VLCC,

Revlon etc.
 75% of the customers are fully satisfied with existing quality while 25%
are partly satisfied.

 Majority of women are using lakme product.

 Cunsumers prefer the Lakme products because it provides

good qulity,good services, etc and it all fulfill their needs.

LIMITATIONS
 Geographical scope of the study was invited to a small area, which maynot
represent the whole sector of India.
 
 Due to limitation of time only few people were selected for the study.
Sothe sample of consumer was not enough to generalize the finding of
thestudy.
 
 There can be many interpretation and explanation to the data collect.
Thisis empirical study and the research and the research provides
theexplanation as understood by the researcher only
 
 It is a time consuming process to find the data of this topic.

 Increasing competition.
 
 Low rating of Lakme Salons (not so good customer services)
 
 No new Strategies to look for improvements.
 
 May loose its sheen in a long run
 RECOMMENDATIONS AND SUGG
ESTIONS
Recommendations
Promotions beyond fashion week.

 The brand should not lose its focus away from cosmetics. It can proved to
verydetrimental.

 For vast reach unlikely, in the short- term “some sort of an alliance or co-
brandingwith the salons that already exist may, perhaps, have been a better
strategy.

 The general perception is that company- owned salons are expensive.

Though Lakme beauty salons are reasonably priced, it has not been
communicated well enough.
Suggestions
 The supply must be properly fulfilled so the need of the customer satisfies.
 
 Target selling for the dealer/agent can increase the sales of company.

 The company must concern to the satisfaction of customers demand.

 Fulfill the customer needs.

 The company and dealer should develop its marketing information system
up to dateinformation of competitors policy, price and product target market
so the companycan know its strengths and weaknesses.

 Lakme is the market leader in make-up products. Most of the consumers

are brandloyal. They should be treated as intangible assets. Lakme should
ever strive to satisfythem