TOPIC

Compare an online Global Brand with a

competing online Indian (homegrown) Brand
in the same product category, in terms of the
marketing mix, OVM, Payment System and
Delivery systems.

Brands Taken: Lakme & M.A.C

Submitted By:

JURY ASSIGNMENT Anjaleena Das (FD)

Debdeep Ghosh (BFT)

Global Marketing & E-Commerce Prachi Yash (BFT)

Rajeswari Dan (FD)

Shailja Sundaram (BFT)

SEMESTER VI
Contents
Acknowledgement ................................................................................................................ 2
Company Profile ................................................................................................................... 3
Lakme.............................................................................................................................. 3
M.A.C .............................................................................................................................. 3
Marketing Mix...................................................................................................................... 4
Product............................................................................................................................ 4
Price................................................................................................................................ 5
Place ............................................................................................................................... 6
Promotions ...................................................................................................................... 8
People ............................................................................................................................. 9
Process ...........................................................................................................................11
Physical Evidence .............................................................................................................12
OVM ..................................................................................................................................14
Payment.............................................................................................................................20
Terms & Condition ...............................................................................................................21
Delivery Charges & Conditions ...............................................................................................25
Return and Refund Policies ...................................................................................................26
Conclusion ..........................................................................................................................27
References..........................................................................................................................28

1
Acknowledgement

We express our gratitude for the valuable guidance provided to us by our subject faculties.
We would like to thank them for making us understand the various modules and helping us
apply the entire system and strategies in the project.
Our thanks and appreciation also go to the fellow classmates in developing the project and
people who have willingly helped us out with their abilities.

Anjaleena Das
Debdeep Ghosh
Prachi Yash
Rajeswari Dan
Shailja Sundaram

2
Company Profile

Lakme
Lakme is an Indian cosmetic brand which is owned by Hindustan Unilever and run by CEO
Pushkaraj Senai with its headquarters in Mumbai, India. It started in 1952, when the 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. Lakme started as a 100% subsidiary of Tata Oil Mills. It was named after the French
Opera Lakme, which itself is the French form of Lakshmi (the goddess of wealth) who is
renowned for her beauty. Simone Tata joined the company as director and went on to
become the chairperson. In 1996, Tata sold off their stakes in Lakme Lever to HUL, for Rs 200
Crores.

Lakme also starte d its ne w busine ss in the be auty industry by se tting up Lakme
Be auty Salons all over India. Now HUL (Hindustan Unilever Limited) has about 110 salons
all over India providing beauty services. The company is the title sponsor of Lakme Fashion
Week (LFW) a bi-annual fashion event which takes place in Mumbai.

Armed with a potent combination of foresight, research and constant innovation, Lakme
has grown to be the market leader in the cosme tics industry .Lakme today has
grown to have a wide varie ty of products and services that cover all facets of beauty
care, and arm the consumer with products to pamper he rself from head to toe . These
include products for the lips, nails, e yes, face and skin and services like the Lakme Beauty
Salons.

M.A.C
Makeup Art Cosmetics (M.A.C) was established in Toronto (Canada), 1984 by the makeup
artist and photographer, Frank Tosken and the beauty salon owner, Frank Angelo. They found
that cosmetic products had a little colour payoff that were not performing well under the
intense surroundings of studio lights & moisture. Their aim was to develop a studio line
makeup line that met their professional needs. Their first customers were Fellow makeup
artists, models, and photographers. With every colour, every magazine and every word of
mouth their popularity grew and in 1984 a single kiosk in a department store was opened. In
1995, the Estée Lauder Companies bought a percentage of the M.A.C and it helped the brand
much in becoming global. It has it headquarters in New York City, New York, USA.
M.A.C continues to fulfil the needs of its users by launching new categories of products
frequently. M.A.C is one of the world’s leading producers and markets of quality skincare,
makeup, and fragrance and hair care products. MAC Cosmetics is named one of the top three
global makeup brands, with an annual turnover of over $1 billion, and 500 independent
stores, with over thirty stores in France. All stores are run by professional makeup
artists. MAC is an official makeup brand, used to create makeup for movie actors.

3
Marketing Mix

Product
MAC LAKME
Lips Lips
Face Face
Eyes Eyes
Brushes & bags Nails
Skin Skin

MAC LAKME
Lips
Lipstick Lipstick
lip-glosses Lip glosses
Liquid lipstick Lip wear (liners)
Lip liners Lip balm
Lip palettes + kits
Face
Foundations Foundation
Powders Blush
Blushes + Bronzers Compact
Concealers Mousse
Highlighters Sindoor
Face Palettes
Glitters
Eyes
Eye shadows Eye Shadow
Eye liners Eye Liner
Mascaras Eye Mascara
Brows Kohl
Lashes
Eye palette
Skin
Face primers Mask
Eye primers Creme
Lip primers Serum
Setting sprays Moisturizers
Moisturizers Sun Protection
Makeup removers Cleansing
Fragrances
Brushes & Bags
Makeup brushes ---
Sponges + Applicators
Accessories
Bags
Nails
--- Enamel and paint

4
Price
MAC LAKME
Lips Rs 900 - Rs 3850 Rs 150 - Rs 1200
Eyes Rs 529 - Rs 3630 Rs 70 - Rs1795
Face Rs 1650 - Rs 3630 Rs 140 - Rs 1575
Skin Rs 1050 - Rs 3000 Rs 99 – Rs. 1774
Brushes & Bags Rs 750 - Rs 10750 ---
Nails --- Rs 90 – Rs 25

MAC

• MAC Cosmetics have a niche following in fashion and retail market. People are willing
to pay astronomical figures so that they can stay attached to this high-profile brand
name.
• MAC has a portfolio that shrieks of high premium goods and hence the company has
adopted a premium pricing strategy for all its products.
• Product prices are a bit higher than its competitors but the company is not worried as
it is sure of its loyal customers. Actually, its premium prices for premium products are
the reason why consumers find MAC Cosmetics desirable and the great purchase.
• MAC Cosmetics also follows product line pricing at some of the times to garner better
promotions and sales by offering complementary products and other incentives.

LAKME

• Lakme has targeted its major customers in India, and priced its products accordingly.
• Lakme also came up with a new range a 9 to 5 collection which was targeted for the
working ladies and its prices were slightly higher than the basic products.
• Also, Lakme has a completely exclusive range for models and glamour world. It has
outreached to the population in urban and rural areas and hence its prices are set
accordingly.
• As a result of the customer friendly pricing strategy, Lakme stands out as the leading
domestic brand for cosmetics in India.

5
Place

MAC
1. In Stores

2. Online
a. The first
M.A.C. store
was opened in
Greenwich
Village in the
year 1991
which now
stands at over
1000 stores in
more than 70
countries.
b. Authorized retails stores are also used as a channel of distribution like Sephora,
Frasers, Debenhams, etc.
c. It believes in building a close relationship with its customers and therefore,
provides face to face consultations and makeup lessons by the help of M.A.C.
makeup experts available at the stores.
d. Although, a big brand, M.A.C. does not sell its products through individuals,
street vendors or unauthorized retailers. The products are also available online
through specifics online channels like nykaa, amazon etc.

6
Lakme

1. In Stores

2. Online
a. 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.
b. It has a vast distribution channel that includes services of nearly twelve
hundred sales outlets with beauty advisors.
c. It has also set up one hundred and ten beauty salons in India.
d. 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.
e. Lakme has not curtailed its products to Indian market instead its products are
easily obtained in nearly seventy global countries.
f. Its products are also available online other than its official site like nykaa,
amazon, flipkart etc.
7
Promotions

MAC
• It relies heavily on word-of-mouth publicity
because as its popularity grew people
started talking more about the brand and its
qualitative products.
• The company gives its customers a huge
credit in its popularity as it has been able to
carve such a distinctive place in cosmetic
sector only because of the customer’s
appreciation. MAC’s motto is descriptive
and reflective of its attitude as it proclaims
All Ages, All Races, All Sexes.
• Unsolicited endorsements from celebrities
have helped MAC Cosmetics in reaching
new heights. It has been associated with
Janet Jackson, Cher, Naomi Campbell, Linda
Evangelista, Princess Diana, Mariah Carey
and Madonna.
• The brand has collaborated with famous personalities like Jeremy Scott in the year
2018, Patrick Starr in the year 2017 and Nicki Minaj in the year 2016 to increase its
brand visibility. In the year 2013 Rihanna worked with MAC to launch her own shade
Riri Woo which was a direct hit with customers.
• MAC realises its responsibility towards the community and has set up MAC Aids Fund
in the year 1994 to support victims of HIV/ADS via its charitable trust. It is supported
by several celebrities and all earnings from the sale of Viva Glam Lipstick are donated
to this fund.
• They give membership discounts. Discounts vary from country to country.

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.

8
 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.
• They give coupons and discounts to their customers.
• It also organises Lakme India Fashion Week twice a year to maintain its visibility and
popularise the brand through all possible means.

People

MAC

Staffs, store managers, supervisors,

cashier and managers comprise the
people involved in M.A.C.

MAC Makeup company was first to

invest the money into the training and
education of their staff, this meaning
that all staff in and around the sales
floor are fully trained makeup artists.
This allows customers to gain full
accuracy in the information and help
they need - enhancing their
experience in store and customer satisfaction.

Moreover, they are educated, well behaved, and are multi lingual i.e., speak at least English,
national and local language

9
All staff use MAC products, and their makeup is always that little bit extra and bold, this not
only motivates employees to enjoy going and preparing for work - it opens customers eyes to
the amazing makeup looks that can be created, also allowing them to see what the products
look like out of the bottle.

The training and experience of staff in the stores benefits all, including the staff themselves,
store managers and customers. Knowing that they are fully trained at what they are doing,
staff are able to gain motivation and the strive to do what they love!
For store managers, as their staff are fully trained and equipped to do the job well -
productivity will increase meaning store goals and aims will be met.

Customers will benefit from the staff skills as well, not only will they get accurate and
knowledgeable answers on the brands products, they will benefit from gaining clear examples
on how to do their makeup, for example the customers can get their makeup done by the
professionals themselves

Customers also benefit extremely with MAC's friendly and enthusiastic employees as when
looking for certain product shades, and so on, the skilled employee will be able to sit the
customer down and match their skin tone exactly.

Lakme

Lakme doesn’t have their own

staffs. The respective store’s
staffs and assistants comprise
the people involved.

They are educated, well dressed

and minimal multi-linguistic,
i.e., speak English, national and
sometimes local language also.

The staffs have good to go

knowledge on products, makeup and toning skills. They also possess detailed information on
customer dealing and behavioural skills.

The store assistants and managers are always having their makeup on and every staf f has a
different hue to express diversity and individuality. This also shows the real application and
hence provide customers a better experience. They also provide makeup drills and tips to the
customers.

They also have event staffs to conduct the special stalls in any event or public places.

10
Process

MAC

E-marketing has a major foothold in

the story of M.A.C. and its market -
meaning more and more people are
buying online. This is a very favoured
way of buying makeup products as
they are all made available and a wide
range can be viewed.

Buying online has its own process,

after you add your product to your
bag, you get an option of setting a
frequency of the purchasement i.e., on
your wish it may be delivered to you
once, every 15, 30, 45, 60, 75 or 90 days. It also accepts all kind of payments and serve promos
and credit points for different payment methods season wise. After paying for your product -
updates via email usually follow through, giving status updates on where your order is and
when it should be received. Purchasing online can not only be done at the comfort of your
own home, when done online, but it can also be done anytime.

Through websites like Beauty Bay (an online makeup store), personalised messages can be
added to the packaging of products, this then encourages people to buy things like gifts for
others and as it can only be done online - people are doing it more frequently.

MAC Pro stores always have products available in every outlet where target customers might
want to buy it, such as the textbook states. But of course, all product could definitely be found
online at the maccosmestic.com website, but then it wouldn't be considered an outlet, just
an online outlet. Due to MAC's outstanding customer service, products can be delivere d
expediently when ordered when you cannot find a certain item, except for limited edition
items of course, because only a limited amount come at once.''
In physical stores - the experience is far different and much more enjoyable. When going in
to stores of MAC, there are always people there to help with the buying process.

There is someone there to help you find the appropriate product, someone there to help you
match your skin tones, there is someone there to guide you on how the product is used and
there is always someone there to take your money!

When purchasing in a MAC store, you are helped with the same person throughout - they
help you by finding the exact product and shade and then help with application tips, once you
have been helped by this person - when at the bill counter- you give the cashier the person’s
name and this goes towards the persons number of sales (like a point scheme, the more sales
- the more benefits).

11
Lakme
Lakme products are available in every outlet. Customer can buy their choice of products with the help
of staff members. Trained staff members are there to help customers. If a customer wants to try the
product then staff member gives them sample products and even if a customer wants help in applying
the product staff member is willing to help them. If it’s a outlets customer can simply take that product
to billing counter and make the payment and if it’s a supermarket staff member will give you bill which
has products details and bring that to common billing counter and make the payment and then after
that you can show the bill at the Lakme counter and collect your product.

Online process of lakme’s official website is also simple like any other websites. Customer can choose
their products and put it in bag by clicking at “add to bag”. From there you can check out by entering
the details like name, address etc. and make the payment by different payment methods and the
product will be delivered within few days.

Physical Evidence

MAC

All the physical stores of M.A.C. have

a shady hue so as to bring all focus on
the products and their colour variety.

The walls are generally black or

cream white with matte black
ceilings. The racks and show setups
are generally black with spot focused
lights apart from the store diffusal
lights.
The stores have at least one visual
display featuring on-day discounts or
featured products.

All the staffs counting the managers, assistants and staffs are dressed in black.
Every employee has their makeup done perfectly. This not only promotes the brands
products, but it encourages customers to buy the brands products from the beautiful women
on hand to help.

The products are displayed as per their hue and category and its quite easy to find a specific
one.

12
Lakme

Lakme doesn’t have any stand-alone

store. They generally setup separate
cubicle in respective stores for
featuring its products.

The cubicles are generally of white or

other light colours with bright in rack
lights to highlight the products. The
products are well arranged, for the
staffs to find a product as per
customer’s choice.
Every cubicle has its personal staff assigned with good knowledge of the products.

Though they don’t have their personal billing counter, there’s always a supervisor, assigned
by Lakme present to look up on customer services

13
OVM

MAC

• MAC website has bold colours and has a colourful background.

• The fonts are bold and colourful.
• It has a bold front page and a bit of funky touch.
• It has the menu bar on top with options like new, best sellers, lips, eyes, virtual try on
etc.
• The landing page displays new products and its details.
• Login, signup and search options are also on the top of the website.

Registration Page

The registration tab is a pop-up window with white background asking for credentials one can
enter.

14
 Menu

The menu and the categories are displayed on top of the wesite itself once the cursor is
dragged upon it.
On clicking on a certain category the products types and details are displayed with necessary
information.

Product List Page

The product list page has a white background and the products are displayed two in a row
with a virtual try on option at the left and then three in a row from the next row.

15
 Product Page

The Product page displays the selected product individually with the overview of the product,
shade options(in selected products) and complete details of the products.

Checkout Page

The Checkout page or the add to the cart page displays the product order summary,
application of any gift card option and the products recommende to you. This page has a
white background.

16
Lakme

• Lakme’s website has bold colors.

• It is very minimalistic.
• It has colorful background.
• Font style is bold and Font color is white.
• The landing page has sliding option which displays different products and offers.
• It has menu bar on the top which has brand logo, beauty trends, how to’s, shop and
Lakme salon. It also has search option, registration and add to cart option.

Registration Page

Registration page is very minimalistic and it has a white background with menu list on the top.

17
 Menu
Menu has minimalistic style with white colour background and black font colour. It shows all
the products in tabular form.

Product list page

Three products are displayed at one in a row with their basic details which are in detail
when you will open your choice of product.

18
 Product Page

The product page displays the product individually with the shade colours and shade option.
It also has the try on option mentioned here.

Add to cart pop up

Add to cart comes as a pop up, you can check your products and check out from there.

19
Payment

MAC

For online orders shipped within the United States, the following Credit Cards are accepted:
American Express, Discover, MasterCard and Visa. We also accept PayPal, AFTERPAY and Gift
Cards and eGift Cards purchased from M•A•C freestanding retail stores in the United States,
Puerto Rico and Canada, MACCOSMETICS.COM and MACCOSMETIS.CA.

Please enter your billing address exactly as it appears on your credit card statement. For
orders shipped to the United States, we accept billing addresses from the United States,
Canada and select international countries.

Lakme

Lakmé offers you multiple ways to pay securely. These include:

- Debit and Credit Cards

- Net banking

- Wallets

- UPI
- Cash on Delivery

They use the 3D Secure payment gateway for card payments and the CC AVENUE payment
gateway for net banking. These are industry-standard secure payment methods so that they
can ensure that all your online transactions at Lakmé are processed in an extremely secure
environment.

20
Terms & Condition

MAC

M∙A∙C Cosmetics (“M∙A∙C”) provides the content and services available on the Site to you,
including M∙A∙C Pro and the M∙A∙C Lover Loyalty Program (“M∙A∙C Lover) subject to the
following terms and conditions, our Privacy Policy, the M∙A∙C Lover terms and conditions
available at WWW.MACCOSMETICS.COM/MAC-LOVER-TERMS-CONDITIONS, and any other
terms and conditions and policies which you may find throughout our Site in connection with
certain functionality, features or promotions as well as customer service, all of which are
deemed a part of and included within these terms and conditions (collectively, “Terms and
Conditions”).

You must be 18 years old or the age of majority in your jurisdiction in order to make a
purchase on our Site. If you are under 18 years old or the age of majority in your jurisdiction,
then you may not make a purchase on our Site. If you are under 13 years old, you may browse
our Site. However, you may not provide personal information to us, make a purchas e on the
Site nor register on the Site. This Site is not directed to children under 13 years old. By
accessing or using the Site, you are acknowledging that you have read, understand, and agree,
without limitation or qualification, to be bound by these Terms and Conditions. If you do not
agree to the terms and conditions, you may not use our site.
1. Privacy
2. MAC Lover
3. Products and Services for Personal Use
4. Purchase related policies and procedures
5. Accuracy of information
6. Intellectual Property
7. Limited Licenses
8. MAC pro members only access
9. Your obligations and responsibilities
10. Your Account
11. Third Party Links
12. Special features functionality and events
13. Submissions
14. User Content
15. Online Video
16. Copyright infringement notices
17. Disclaimer of warranties
18. Indemnification
19. Disputes

21
 20. Consent to receive notices electronically by posting on the site and via email
21. General

Nothing contained in these Terms and Conditions shall be construed as creating any agency,
partnership, or other form of joint enterprise between us. Our failure to require your
performance of any provision hereof shall not affect our full right to require such performance
at any time thereafter, nor shall our waiver of a breach of any provision hereof be taken or
held to be a waiver of the provision itself. In the event that any provision of these Terms and
Conditions shall be unenforceable or invalid under any applicable law or be so held by any
applicable arbitral award or court decision, such unenforceability or invalidity shall not render
these Terms and Conditions unenforceable or invalid as a whole but these Terms and
Conditions shall be modified, to the extent possible, by the adjudicating entity to most fully
reflect the original intent of the parties as reflected in the original provision. The headings in
the Terms and Conditions are for convenience only and shall not be used in its interpretation.

Lakme
Hindustan Unilever Limited (HUL) is the Owner of the brand “Lakme” and the Site. Uniluxe
Ventures (“Uniluxe”) is licensed to use and operate the Site and supply products to its
customers using the Site. As a User of the Site and its services you are contracting with Uniluxe
Ventures through these Terms.

These Terms are subject to change from time to time. Hence, you are requested to refer to
these Terms from time to time on notice of change being given to you. Your continued use of
the Site will mean that You accept and agree to the revisions.

Your Profile & security:

Shoppers have to register and login for placing Orders on the Site. As part of the regis tration
process on the Site, UNILUXE may collect the following personally identifiable information
about you: Name including first and last name, alternate email address, mobile phone number
and contact details, postal code, demographic profile (like your age, gender, occupation,
education, address etc.) and information about the pages on the site you visit/access, the
links you click on the site, the number of times you access the page and any such browsing
information.

The personal information / data provided to UNILUXE by you during the course of usage of
the Site will be treated as strictly confidential and in accordance with the Unilever Privacy
Policy and applicable laws and regulations. Please refer the Unilever Privacy Policy at
https://www.unilevernotices.com/india/english/privacy-notice/notice.html to understand
how Unilever / UNILUXE uses personal information.

You shall be responsible for maintaining the confidentiality of your login ID and Password and
preventing unauthorized access into your profile. You shall be responsible for all activities that
occur under your Login ID.

22
You agree to:
immediately notify UNILUXE of any unauthorized use / breach of your password or account
or where you have reason to believe that your account may be used in an unauthorized
manner; and

ensure that you exit from your account at the end of each session.
You agree that if You provide any information that is untrue, inaccurate, not current or
incomplete, Uniluxe shall have the right to indefinitely suspend or terminate or block access
of the Site to you.

Limited License and Use of Site:

UNILUXE grants you limited, non-exclusive, non-transferable, non-sublicensable license to
access, and make personal and non-commercial use of the Site. All rights not expressly
granted to you in these Terms, are reserved and retained by the Site and its affiliates.

UNILUXE reserves the right, at any time, without notice, and at its sole discretion, to terminate
your license to use the Site and to block and prevent your future access the Site.

You agree, undertake and confirm that your use of the Site shall be strictly governed by the
following binding principles:

• That in the event a non-delivery occurs on account of a mistake by you (i.e. wrong
name or address or any other wrong information) any extra cost incurred by UNILUXE
for redelivery shall be claimed from you.
• That you will use the services provided by the Site for lawful purposes only and comply
with all applicable laws and regulations while using and transacting on the Site.
• That you are accessing the services available on this Site and transacting at your sole
risk and are using your best and prudent judgment before entering into any
transaction through this Site.
• That the address at which delivery of the product ordered by you is to be made will be
correct and proper in all respects.
• That before placing an order you will check the product description carefully. By
placing an order for a product, you agree to be bound by the conditions of sale,
conditions of Usage for the product included in the item's description and will not hold
us responsible for your failure to do so.
• You shall not use any false address, impersonate any person or entity, or otherwise
mislead UNILUXE by sharing multiple address, e-mail Ids and phone numbers or
transacting with malafide intentions.
• You shall not attempt to gain unauthorized access to any portion or feature of the Site,
or any other systems or networks connected to the Site or to any server, computer,

23
 network, or to any of the services offered on or through the Site, by hacking, password
"mining" or any other illegitimate means.
• You agree that you are responsible for all data charges you incur through use of the
Site.
• You agree that any grievance related to use of Site must be filed within 15 days after
such grievance arose; otherwise, your grievance is permanently barred.

Objectionable Material:

You understand that by using this Site or any services provided on the Site, you may encounter
Content that may be deemed by some to be offensive, indecent, or objectionable, which
Content may or may not be identified as such. You agree to use the Site and any service at
your sole risk and that to the fullest extent permitted under applicable law, HUL and/or
UNILUXE and its affiliates shall have no liability to you for Content that may be deemed
offensive, indecent, or objectionable to you.

Termination:

These terms constitute an agreement and is effective unless and until terminated by either
you or UNILUXE. You may terminate These terms at any time, provided that you discontinue
any further use of this Site. UNILUXE may terminate these Terms at any time and may do so
immediately without notice, and accordingly deny you access to the Site, such termination
will be without any liability to UNILUXE. Upon any termination of These Terms by either you
or UNILUXE, you must promptly destroy all materials downloaded or otherwise obtained from
this Site, as well as all copies of such materials, whether made under These Terms or
otherwise. UNILUXE's right to any Comments shall survive any termination of these Terms.
Any such termination of the These Terms shall not cancel your obligation to pay for the
product already ordered from the Site or affect any liability that may have arisen under these
Terms.

24
Delivery Charges & Conditions

MAC

MAC delivery system is quite smooth. Customers have 2 options.

1. Free standard delivery with any purchase. Delivery within 2 to 5 business days.
2. Collect from the nearest store in partnership with UPS free. We can choose the MAC
store that is nearest to us. Emails will be sent when the order is ready to be collected.

While collecting from any local shop, the customer will be required to bring any photo ID
proof for security measure. If someone else collects on behalf of mentioned customer, then
they will be required to bring their photo ID proof along with the mentioned customer’s ID
proof. The customer needs to sign the package to confirm receipt. An email will be sent if the
customer has not collected the package after 7days of delivery. The order will be sent back if
not collected within 10days. Different places around the world have different standard
delivery timings. MAC provides enough details to customers to:
1. Exercise their right of cancellation.
2. Address any intended cancellation or complaints to the correct place of business.

Signatures are required upon delivery. If any customer is not available to receive the delivery
then the delivery partner of MAC gets in touch with the customer to make required
arrangements.

To ensure that there are no mistakes with addresses, MAC uses a system that verifies
addresses using postcode.

Lakme

Once we place an order, the system inspects thoroughly to ensure that the products are in
perfect condition. Once the products pass the final round of quality check, they are packed
and handed over to the company’s delivery partner. The delivery is done at its earliest. The
delivery agents connect with the for-delivery timings or if there is any address issue. The items
are packaged in boxes, which are covered in a plastic layer. Each individual product is bubble
wrapped while fragile items are provided additional bubble wrap. Lakme ships throughout
India. Emails regarding tracking of the order are provided from company’s end. Estimated
delivery time is 2 to 5 business days. Orders taken from Mega Sale event, takes a bit more
time to dispatch due to bulk orders. Gift wrap orders are available only for prepaid orders.
One can also track the status of current order. For any queries customers can contact the
Customer Care team.

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Return and Refund Policies
MAC

A customer can return a product and would get the refund within 14 working days from
delivery. Products that cannot be returned are:

• Gift cards
• Booking Fees
• Personalised goods
• Services

Customers need to pay for the cost of returning products until the products are faulty. Online
orders can be returned to any MAC store as well with the original order confirmation.

Refund of amount paid for the product and initial standard delivery charge will be refunded
and not of the additional cost of any premium delivery option. Refunds will be made against
the original credit/debit card used. Refund will not be given if the products show sign of usage.
If the product received is faulty or not what the customer ordered, then full refund will be
ordered or products can be exchanged. For any queries, customers can contact MAC’s
Customer Care team.

Lakme

Under Lakme’s Return Policy there are certain conditions. They do not accept return if:

• Product is damaged.
• Returned without original packaging including price tags, labels, original packing,
freebies and other accessories or if original packaging is damaged.
• Serial Number is tampered.
• Product is used or altered.
• If the return request is generated after 5days of delivery.

Customers have to follow a very simple process to initiate return request. They have to
contact the Customer Care Team via email or call within 5days of order delivery and give them
order ID and image of the product delivered and request for Return/Replace/Refund. Then
the Customer Care Team initiates the request and is responsible for picking up the item from
the customer. The Return/Replace/Refund Status can be tracked via email. Refund is possible
only after the Company has received the returned product. In case a customer is ordering
multiple products, part of the order can also be returned/replaced/refunded. Refund is done
within 48 hours of receiving the retuned product, for customers who paid through
credit/debit cards or net banking. Cancellation of product can also be initiated by contacting
the Customer Care via email or phone call. Separate cancellation charges are not charged. If
the customer wants to cancel the order once the order has been shipped, they need to
contact the Customer Care and not accept the delivery. Refund will be given within 48hours.
No shipping charges are charged.
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Conclusion

This project is a comparison between MAC which is a global brand and Lakme which is an
Indian homegrown brand. Different aspects of both the brands are discussed in the project .
Lakme is an Indian cosmetic brand which is owned by Hindustan Unilever while Makeup Art
Cosmetics (M.A.C) was established in Toronto (Canada), 1984 by the makeup artist and
photographer, Frank Tosken and the beauty salon owner, Frank Angelo. Bothe the brands
deal with mostly cosmetics and beauty care products.

The product line for both the brands are mostly similar but there are a few products which
are unique for each brand. For example, lip palettes and kits are available in MAC but not in
Lakme. Similarly, Sindoor is available in Lakme not in MAC. The pricing of both the brands are
different. MAC has a high pricing range and is considered as expensive as compared to Lakme.
MAC relies heavily on word-of-mouth publicity because as its popularity grew people started
talking more about the brand and its qualitative products while Lakme advertises through all
the means.
The OVM of both the brands are also briefly discussed, some strategies are kind of similar
while some are different in each. The payment procedures for both the brands are similar
except for some the membership criteria payments.

Return/Refund Policies of each brand is same in some way except for the number of days
required to return within.

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References

• https://www.maccosmetics.com/
• https://lakmeindia.com/
• http://reviewsimpact.com/lakme-products-list-with-price
• https://www.marketing91.com/marketing-mix-of-mac-cosmetics/
• https://www.linkedin.com/pulse/brief-study-marketing-mix-mac-cosmetics-varsha-sharma
• https://www.mbaskool.com/marketing-mix/products/17053-
lakme.html#:~:text=Marketing%20Mix%20of%20Lakme%20analyses,marketing%20investme
nt%2C%20customer%20experience%20etc.
• https://www.marketing91.com/marketing-mix-lakme/
• https://lakmeindia.com/pages/terms-conditions
• https://lakmeindia.com/pages/faq
• https://www.maccosmetics.com/terms-conditions
• https://www.maccosmetics.com/ordering-online
• brandyuva.in
• www.marketing91.com
• www.researchguru.net
• www.globalcosmeticsnews.com
• dsim.in
• en.wikipedia.org
• lakmeindia.com
• www.maccosmetics.co.uk

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