MARKETING DETAILS OF LAKME

PRESENTED BY :
REVATHY.S
INTRODUCTION
 in Spain ,Half a century ago, as lakme took her steps into freedom, Lakme,
first beauty brand was born. At a time when the beauty industry was at a
nascent Stage,

 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 .

 Lakme today has grown to have a wide variety of products and services
that cover all PHASES of beauty care, and arm the consumer with
products.
About LAKME

The Carreras family established LAKMÉ

Cosmetics in 1997 and is independent, self-
financed and family owned. The family has over
40 years of manufacturing experience in salon
products. Lakmé East a regional distributor of
Lakmé Cosmetics with its main office in
Colchester is conveniently placed to provide you
with all the guidance back up and support you’ll
ever need.
 HISTORY
 A brand that has over 5 decades talked of beauty is none other than Lakmé.

 Launched in 1952, it offered a range of cosmetics with nail polishes & lipsticks from

the early 80’s

 Lakmé 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

 With a unique blend of understanding of women of all ages, today, Lakmé is all

setting trends and dominating the fashion arena.

.
 Company Profile

Lakmé is an Indian brand of cosmetics, owned by Unilever. Lakme start

as a 100% subsidiary of Tata Oil Mills (Tomco), part of the Tata Group,
was named after the French opera Lakmé, which itself is the French form
of Lakshmi, the goddess of wealth, also renowned for her beauty. Indian
cosmetic Lakme was started in 1952, famously because the then Prime
Minister, Jawaharlal Nehru was concerned that Indian women were
spending precious foreign exchange on beauty products, and personally
requested JRD Tata to manufacture them in India. Simone Tata joined th
company as director, and went on to become it's chairman. In 1998 Tata
sold off their stakes in Lakmé Lever to HLL, for Rs 200 Crore (45 millio
US$), and went on to create Trent and Westside. Even today, when most
multinational beauty products are available in India, Lakme still occupie
special place in the hearts of Indian women.
Lakme also started its new business in the beauty industry by setting up
Lakme Beauty Salons all over India . Now HUL (Hindustan Unilever
Everything a girl wants

Lakmé 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. Lakmé provide the complete
package with the skin care range and the wide range
of colors to spice up the look.
PRODUCT DESCRIPTION :
 Lakme is a world reknown and great cosmetic company.
 A wonderful gift hamper for today's women.
 This gift hamper is a great choice for gifting on any occasion

PRODUCT CATAGORIES
One Lakme Lipstick.
 One Lakme Nail Polish.
 One Lakme Eyeliner.
One Lakme Kajal.
One Lakme Strawberry Face Wash 50 gms.
One Lakme Radiant Rose Powder.
One Lakme Nail Enamel Remover.
One Lakme Strawberry Silk Cream 50 gms.
One Lakme Deep Pore Cleansing Milk 120 ml.
One Lakme Shampoo.
PRODUCTS
The Products

LAKMÉ leading hair care products are developed

exclusively for distribution to hair and beauty salons.
Branding and packaging of the product range is first
class and they are tested and manufactured solely for
this brand name and no other. The very best raw
materials are used in manufacture using the latest
technology and adopting the highest levels of hygiene.
All product formulation is in accordance with the
health standards of the European Union and the United
Lakme Strawberry Silk Splash Face
Wash

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a nd
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C le a
Lakme Deep Pore Cleanser 

Formulated with natural avocado extracts,

Lakme Deep Pore Cleanser gently cleans the
skin of all surface impurities. 
Contains anti-oxidants like Vitamin E which
condition the skin. Its light moisture based
formula, nourishes while it deep cleans the
skin
Summer 2009
Free Spirit-Starlight
Face Highlighter
A fine and
transparent texture,
the powder instantly
blends into the skin
to create a natural-
looking glow. Light
and easy to apply.
Ideal for party-wear!

Rose Powder (Soft Warm & Pink)

Foundation make-up in a powder format
gives a flawless radiant look.
Contains rose fragrance to keep you
fresh, contains sunscreen to protect
from harmful UV rays. Gives a flawless
radiant look.
HAIR STYLING:
Hairstyling is the art of setting your hair in a particular manner. ., hairstyling is seen
as a time consuming process, involving trips to the salon. But with Lakme Hair
next, you can get that salon look, at home,

 GEL Provides hair with volume, shine and helps hold

hair in place.
 MOUSSE Helps in giving volume to a hairstyle, especially
for thin limp hair.
 SPRAY   Gives firm hold and finish to the style.
 SERUM For shine and tangle - free hair.
MARKET SHARE
 Lakme has a market share of 80% in the premium market.

 Lakme is the overall market leader in the colour cosmetic with a wide
range of products and prices, both.

 The organised colour cosmetics market is estimated at Rs 340 crore

currently.

 Revlon's sales account for Rs 60 crore of that. Lakme leads the marke
with sales of Rs 100 crore.
 New Products & Services

Lakme Sun Expert Sunscreen Soufflé 

For Oily Skin
A unique, water-based, lightweight sunscreen that's
non-greasy and prevents 70% of skin damage.
Specially formulated for skin.

Lakme Skin Brightening Gel 

For After Sun Use 
Rehydrate and revive your skin with new
100% oil-free Lakme Skin Brightening Gel. 
 Silky skin
LAKME has launched Lakme
Strawberry Silk Crème with
strawberry extracts... Lakme has
been the pioneer in the skincare
category in and launched the first
moisturising lotion over 20 years ago.
 Feast for face

LAKME has introduced Lakme Face Magic -Daily Wear Souffle.

Natural Marble for medium skin and Natural Shell for dusky skin. Priced at Rs 90,
it comes in a 30 ml jar. It contains Vitamin E and cucumber extracts.
 COMPETITORS

 Several Multinational companaies such as REVLON,YARDLY,GARNIER,L’OREAL

entered in the market

These companies initially cashed on their international brand

 Revlon,Maybellline & Avon with the major part of the rest

Other international brand in the sector include L’Oreal some ,
of them engaged in the level if marketing model for their products.
 PRODUCT SEGMENTATION

 COSMETICS

SKIN CARE

a.OILY SKIN
b.DRY SKIN
c.NORMAL SKIN

 HAIR CARE

a.OILY HAIR
b.DRY HAIR
c.NORMAL HAIR
 PRICING STRATEGIES

 GEOGRAPHICAL PRICING

PRODUCT LINE PRICING

PRESTIGE PRICING
 PROMOTIONAL ACTIVITIES

It is identified by three different marketing methods:

• Direct Sales

• Direct Mail/TV/Print

• Salons
 DISTRIBUTIO N

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.
SWOT ANALYSIS Of LAKME

STRENGTHS:
local brand of specific a relevance to India
Strong R&D capability, well linked with
business. Integrated supply chain and well
spread manufacturing units.
Ability to deliver Cost Savings.
Access to Unilever global technology
capability and sharing of best practices
from other Unilever
 WEAKNESSES:

Price positioning in some

categories allows for low price
competition
Varying quality range in its
products.
Falling Quality of Lame salons
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

Non Existence of brand

image in long Run
Spurious/counterfeit
products in rural areas and
small towns.
Aggressive price
SUGGESTION:

The colours of the product, the logo design , the

shape of the package all say ‘cool’.

Packaging should feature many clear caps and

lids that show off the bright shades of lipstick and
eye shadow within, as transparent packaging
plays a major role in brands where colour is a key
selling point. Always having new formulas in
fresh packaging keeps customers coming back for
more.
 LAKME’ BEAUTY SALON

WORLD - CLASS EXPERTISE

NOW CLOSE AT HAND

At the Lakme Beauty Salon we pride our selves on being the best. From
latest beauty equipment and beauty treatment to highly trained person.
From the class ambience to the extreme attention to personal hygiene, yo
can count on world-class expertise at each of our 88 beauty salons across
India.

A RANGE OF SERVICES
CUSTOMISED FOR YOU

There’s nothing more gratifying than our wide range of beauty services.
Each of the following services is designed keeping India beauty trends an
 BRIDAL
 
7 Day Bridal package
 
 21 Day Bridal package
 
 45 Day Bridal package
 
  Bridal hair do
 
 Bridal make-up
 
 Reception make-up
 
 Friends of the Bride
 
 
 BRIDAL CONT ……
* Hair Accessories will be charged extra

SAREE DRAPE
MEHENDI
 
Rates available at request
 
HAIR CARE ESSENTIAL SERVICES
 
WASH & PLAIN DRY
BLOW DRY
Short / medium hair
Short / medium hair
Long / extra long hair
Long / extra long hair
 
  WASH & STRAIGHT BLOW DRY
DEEP CONDITIONING
Short / medium hair
Short / medium hair
Long / extra long hair
Long / extra long hair
 
 
 
COCONUT OIL MASSAGE
TRIM / CHILD CUT
HENNA
AROMA OIL MASSAGE
HAIR CUT
ALMOND OIL MASSAGE
HAIR CUT WITH WASH AND BLOW DRY
OLIVE OIL MASSAGE

 
BEAUTY CARE ESSENTIAL SERVICES

BLEACHING
Underarm
Half arms
Full arms
Half legs
Full legs
Feet
Body
Full back/ full front
Midriff
Half back /half front
Face and neck
Face, neck & blouse line
Upper lip
 BEAUTY CARE ESSENTIAL SERVICES
CONTS……
WAXING

Underarms
Half arms
Full arms
Half legs
Full legs
Bikini
Full waxing
Body
Full back / Full front
Midriff
Upper lip
Chin
Face
 THREADING
 
 
Eyebrows
 Upper lip
 Lower lip
 Chin
 Side
 Neck
 Forehead
 Face
 
 
 HAND & FEET ESSENTIAL
SERVICES
 
Cut & file
 
 Cut, file & polish
 
 Change of polish
 
  Regular manicure
 
 Regular pedicure
 
 Express manicure
 
Express pedicure
 HANDS & FEET SPECIALISED SERVICES

French Manicure
French Change of Polish
Aroma Manicure
Aroma Pedicure
Peppermint Manicure
Peppermint Pedicure
Happy Touch Hand Facial
Happy Touch Foot Facial
Free spirit Orchid Hand Facial
Free spirit Orchid Foot Facial
Mosaic Nail Art
Per nail
1 hand
2 hands
 HAIR CARE
•Advanced and professional services to transform your hai
Go get a completely different you.
•Avant Garde Haircuts
•Hairnext Indulgences
•Hair Colouring
•Re bonding
 SKIN CARE: Lakme expertise weaves its magic on your
skin with a bouquet of specialized services customized to
your skin type.
Clean-up
Matte Effect Deep Cleansing
Skinspa Facials
Ageless Facial
Happy Glow Facial
 HAND AND FEET CARE
Give your hands and feet the pampering
they deserve with our unique and
indulging services.
French Manicure & Pedicure
Peppermint Manicure & Pedicure
Aroma Manicure & Pedicure
Mosaic Nail Art

Happy Touch Hand & Foot facial

Link Up With LAKMÉ
And Watch Your Business Grow!

This is your chance to earn additional and unlimited income by using and
selling the unique range of
LAKMÉ Hair Care Products.
  
We are offering specially selected hair salons in Essex and Suffolk the
opportunity to join forces with Lakmé East (an exclusive UK regional
distributor), to enjoy business and financial growth to whatever level they
choose.
 
LAKMÉ is a prestigious Spanish company already selling to 50 countries
worldwide, and Lakmé East is now offering this premium range of hair ca
products to interested salons in the following areas: Essex and Suffolk

 
 The Promotion

Powerful ‘point-of-sale’ displays are supplied

FREE OF CHARGE for customer sales and your
own use, with freestanding display units
highlighting the unique quality and variety of
your products and enhancing the quality of your
sales and service. Combine this with FREE
ongoing in-salon education and you have the
perfect basis to grow your business for yourself,
but not by yourself.
 Support
Lakmé East is here to give you all the help and support you nee
Not because we’re altruistic, but because we need each other. By
working together, we can enjoy mutual success limited only by
ambition and effort. For our part, we believe our on-going
support programme is second to none. We presently have two
highly trained Stylist/Technicians constantly in the field ensurin
our salons are getting all the help they need with the very best
product and training possible, plus direct access to the main
technical European team. Our warehouse is constantly re-stocke
to ensure products are always available for immediate delivery
and at the keenest prices.
 
To Summarise

For those of you already involved in the hair care

business Lakmé offers a natural progression to broaden
business prospects and boost profits. Lakmé East can
make your job easier by supplying the highest quality
products, a totally reliable service, PLUS a complete
programme of professional support that virtually
guarantees your success – all in one superb package.
Interested?
 
To secure your chance to Link Up with LAKMÉ,
please call:
THANK
YOU