Marketing plan for

lakme
Group
Neeraj Mahajan 38
members:
Karan Moondra 40
Harshad mutha 42
Shailendra Nagare 43
Swapnil Muneshwar 41

About company
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
with market share of 32%.
Lakme today has grown to have a wide
variety of products and services .

Competitors of
lakme
Several Multinational companies such as :
REVLON, YARDLY, GARNIER, LOREAL
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 LOreal some , of them engaged in
the level if marketing model for their
products

Products of
lakme
Lakme Fruit
Blast
Face Wash

Lakme Discover
Glow

Lakme Night Fever

Summer

Lakme perfect
Readience
fairness range

Cleansers

Moisturisers

Marketing
plan for
20102011

Executive
summary
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

Table of
contents
1.Marketing Audit
2.Swot analysis
3.Marketing Objective
4.Marketing strategy
5.Marketing Programme
6.Financial projections
(Marketing
Budget)
7.Marketing Evaluation
And Control

Marketing Audit
Situation
analysis
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.
Indian Cosmetics market is growing at
the rate of 15% 20% from last two
years.

Competitor analysis:
Competitors of lakme like Revlon and
Maybelline are competing at the uppermass (premium) end cosmetics
spectrum.
But, Lakme has a wide range of
products and prices overall the market
Leader.
Local Competitors like Dabur, Himalaya
are coming with low price variants in the
market.

Swot analysis
Strengths:
High quality manpower
resources
Brand Name
Vast range of products and
services
Distribution Channel

Weaknesses:
High Services costs
Use of Hard Chemicals

Opportunities:
Brand growth through increased
consumption depth .
Growth in Business of beauty
saloons .
Beauty Training academy in
metros.

Threats:
Aggressive price competition
from local and multinational
players .
Availability of cheap beauty
products .
Reports regarding presence of
LEAD in lipsticks.

Marketing
Objectives

To increase market share.

To introduce low price variants.

Marketing mix- 4 ps
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

Price:
Promotional pricing:

Responding to competitors pricing:

Differentiated price:

Promotion
:

Internet as medium

Sales promotion

Rebates and discounts on specific

products.

Brand ambassadors

Place:
There is a significant change in market
distributional channel of cosmetic products.
Distribution places are :
Super markets
Departmental stores
Other distribution places are :
Food stores
Cosmetic discounters
Ware house clubs.
Beauty salons

Marketing
Programme
Department stores, specialty stores
and chain department stores, such as
Macy's, Neiman-Marcus and J.C. Penney
(internationally) and Shoppers Stop,
VAMA, Westside, Big Bazaar 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 .
LAKME fashion week and other events
sponsored by Lakme.

Financial projections
particulars

Total cost

Brand
ambassadors

40,00,000

Print media

1,00,00,000

Electronic
media

3,00,00,000

Promotional
visit

25,00,000

Production
expenses

3,00,00,000

total

4,90,00,000

Print media
Media

Total cost

Newspaper

1,00,00,000

Broachers

75,00,000

hoardings

50,00,000

magazines

86,00,000

total

3,11,00,000

Electronic
media
Media

Total cost

Television

10,00,000

Radio

70,50,000

Internet

98,00,000

Total

1,78,50,000

Marketing
Evaluation and
control
Quarterly meetings.
Annual Meetings.