Marketing plan for lakme

Group members:Neeraj Mahajan 38

Karan Moondra 40Harshad mutha 42Shailendra Nagare 43Swapnil Muneshwar 41

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 .

About company

Several Multinational companies such as :

REVLON, YARDLY, GARNIER, L’OREAL 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 L’Oreal some , of them engaged in the level if marketing model for their products

Competitors of lakme

Products of lakme

Lakme Fruit Blast Face Wash

Lakme Discover Glow

Lakme Night Fever Summer

Lakme perfectReadience fairness range

Cleansers

Moisturisers

Marketing plan for 2010-2011

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

Executive summary

Table of contents

1. Marketing Audit2. Swot analysis3. Marketing Objective4. Marketing strategy5. Marketing Programme6. Financial projections

(Marketing Budget)

7. Marketing Evaluation And Control

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.

Situation analysis

Marketing Audit

Competitor analysis:

Competitors of lakme like Revlon and Maybelline are competing at the upper-mass (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.

Strengths:

High quality manpower resources Brand Name Vast range of products and services Distribution Channel

Weaknesses:

High Services costs Use of Hard Chemicals

Swot analysis

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.

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………

Marketing mix- 4 p’s

Promotional pricing:

Responding to competitor’s pricing:

Differentiated price:

Price:

Internet as medium

Sales promotion

Rebates and discounts on specific products.

Brand ambassadors

Promotion:

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

Place:

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.

Lakme Saloons.

Marketing Programme

particulars Total costBrand ambassadors 40,00,000Print media 1,00,00,000Electronic media 3,00,00,000Promotional visit 25,00,000Production expenses 3,00,00,000

total 4,90,00,000

Financial projections

Media Total costNewspaper 1,00,00,000Broachers 75,00,000hoardings 50,00,000magazines 86,00,000total 3,11,00,000

Print media

Media Total costTelevision 10,00,000Radio 70,50,000Internet 98,00,000Total 1,78,50,000

Electronic media

Marketing Evaluation and control

Quarterly meetings.

Annual Meetings.