Introduction to lakme

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 w o u l d g r o w t o b e a m o n g s t th e l e a d i n g , h i g h c o n s u m e r i nt e r e s t s e g me nt s i n th e In d i a n 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. Even today, when most multinational beauty products are available in India. Lakme still occupies a special place in the hearts of Indian women. L a k m i s a n I nd ia n b ra n d o f c o s me ti c s, o w n e d b y U n il e v e r . L a km e started as a 100% subsidiary of Tata Oil Mills (Tomco), part of the TataGroup; it was named after the French opera Lakm, which itself is theFrench form of Lakshmi, the goddess of wealth, also renowned for her beauty. Indian cosmetic Lakme was started in 1952, famously becausethen the Prime Minister, Jawaharlal Nehru, was concerned that Indianwomen were spending precious foreign exchange on beauty products,a n d p e r s o n a l l y requested JRD Tata to m a n u f a c t u r e t h e m i n I n d i a . Simone Tata joined the company as director, and went on to become its chairman. And in 1998 Tata sold off their stakes in Lakm to HLL.

VISION
To earn the love and respect of India, by making a real difference to every Indian.. HLL follows its parent companys mission to add vitality to life. They strive to meet everyday needs of nutrition, hygiene, and personal care products that help people feel good, look good, and get more out of life.

Principles of lakme

Our corporate purpose states that to succeed requires "the highest standards of corporate behaviour towards everyone we work with, the communities we touch, and the environment on which we have an impact." Always working with integrity Conducting our operations with integrity and with respect for the many people, organisations and environments our business touches has always been at the heart of our corporate responsibility. Positive impact We aim to make a positive impact in many ways: through our brands, our commercial operations and relationships, through voluntary contributions, and through the various other ways in which we engage with society. Continuous commitment We're also committed to continuously improving the way we manage our environmental impacts and are working towards our longer-term goal of developing a sustainable business. Setting out our aspirations Our corporate purpose sets out our aspirations in running our business. It's underpinned by our code of business Principles which describes the operational standards that everyone at Unilever follows, wherever they are in the world. The code also supports our approach to governance and corporate responsibility. Working with others
We want to work with suppliers who have values similar to our own and work to the same standards we do. Our Business partner code, aligned to our own Code of business principles, comprises ten principles covering business integrity and responsibilities relating to employees, consumers and the environment.

Marketing Mix

Marketing mix which is one of the main factors of marketing, has become most necessary for any organization to grow and survive. Marketing mix is among the famous marketing term and covers basic elements of tactical components of marketing plan. Four P's of marketing need to think before applying any marketing strategy to any business segment. Marketing mix moreover describes the: PRODUCT We have mentioned the Lakme Skin Care products above in the Product Description part. Lakme developes and manufactures its products to satisfy particular needs of society at large. The product range that Lakme Skin care has to offer are as follows: 1) Sunscreen Lotion 2) Lakme Matt effect Purifying Face Wash 3) Lakme Pure Defense Detoxifying Facial Wash 4) Lakme Intense Body Milk Lakm also has a wide range of products in color cosmetics that bring visible results. To add to this vast 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. Lakm provide the complete package with the skin care range and the wide range of colors to spice up the look. New Products and services Silky skin LAKME has launched Lakme Strawberry Silk Crme with strawberry extracts... Lakme has been the pioneer in the skincare category in and launched the first moisturising lotion over 20 years ago. Lakme Sun Expert Sunscreen for oily skin A unique, water-based, lightweight sunscreen that's

non-greasy and prevents 70% of skin damage. Lakme Skin Brightening Gel For After Sun Use Rehydrate and revive your skin with new 100% oil-free Lakme Skin Brightening Gel. Feast for face LAKME has introduced Lakme Face Magic -Daily Wear Souffle. Natural Marble for medium skin and Natural Shell for dusky skin. PRICE Price is the second component of marketing mix and can be determined by company based on various economical factors and cost of production and marketing. Price is what consumers actually pay for product in marketing mix. Lakme has priced its products reasonably for Indian customers. They have a vast range of products which are priced differently and cater to all types of customers in the country. Indian women are price cautions and they want value for money and they also spend wisely, they avoid experimenting and therefore taking the above things into consideration, Lakme makes sure that they provide the best quality in the best possible price, hence leaving behind their competitiors. PLACE Costumers will purchase the product from place where it is located. Place in markeing mix can be seen as distribution channel and cover physical store as well as virtual store on internet. There are two categories of channels of distribution

Prestige - Department stores, specialty stores and chain department stores. Broad - food stores, cosmetic discounters, warehouse clubs, and mass merchandisers. Lakme is a product range that caters to the beautification needs of not only women in their adult age but in today's context teenagers also. It has a brand personality of someone who takes care of you and your beauty needs. It tries to position itself amongst its consumers as a product range that will help them look beautiful as is evident from its catchphrases: 1. On top of the world! 2.Source of radiant beauty. Lakme Skin Care Products are easily available. From departmental stores to big retail stores like Shopper's Stop, etc. will have Lakme Products available with them. Malls have a special demonstration of the products for the customers who are willing to buy the products. PROMOTION The fourth component of marketing mix covers way of communications being used by marketers to convey product message in a marketplace. There various ways to promote product by means of word of mouth, advertising, public relation and point of sale. PROMOTIONAL ACTIVITIES It is identified by five different marketing methods:

Direct Sales Direct Mail/TV/Print Free Standing Store Health Food Stores Salons Purpose of Promotion To increase customer awareness both of the products and knowledge about the products desirable features and benefits. Elements of Promotion 1. Personal selling - Lakme uses personally selling as a very important aspect of promotion. The demonstration of products and making sure that the customers try experimenting with the new products are done through personal selling. 2. Advertising- Lakme advertises its products on a regular basis, they use celebrities like Yana Gupta, Indrani Das Gupta, etc for their advertising campaigns. The medium of advertising is print media like newspapers, magazines and television. 3. Direct Marketing- Lakme has kept in touch with their customers through mails, telephone and non-personal contact tools. They take feedbacks from their specific customers and try providing them with what they want. 4.Trail and service promotion- The demonstration of their products and services that they provide at various malls and also the discounts that they offer on their products is a part of this promotion. They have offers such as A small 30ml tube of the new Skin brighting gel free

with the Sunscreen lotion. 5. Sponsorship- They support certain events or people for their promotion and to come in the eyes of every possible consumer like the Lakme fashion week, etc. OBJECTIVES OF PROMOTIONAL STRATEGY 1. To provide information and educate the customers 2. To increase demand and usage of the products. 3. To differentiate the products. 4. To stabilize existing activity levels.

Competitors of lakme
Several Multinational companies such as : R E V L O N , Y A R D L Y , G A R N I E R , L O R E A L e n t er e d i n t h e market .These companies initially cashed on their international brand . R e v l o n , p o n d s & A v o n w i t h t h e m a j o r p a r t of t h e r e s t . O t h e r i n t e r n a t i o n a l br a n d i n t h e s e c t o r i n c l u d e L O r e a l s o m e , o f t h e m e n g a g e d i n t h e l e v e l i f m ar k e t i n g m o d e l f or their products

SWOT ANALYSIS Of LAKME

Opportunities : Brand growth through increased consumption depth and frequency of usage across all categories. Upgrading consumers through innovation to new levels of quality and performance. Building brand image by collaborating with top designers in Lakme Fashion week Threats : Aggressive price competition from local and multinational players. Spurious/counterfeit products in rural areas and small towns. Non Existence of brand image in long Run strategic position of product in market.