CONTENTS PROFILE PRODUCTS PLACE PRICE PROMOTIONCOMPETITORS SWOT
Profile of LakmeHalf a century ago, as lakme took her stepsinto freedom, Lakme, first beauty brand wasborn. Lakmé is an Indian brand of cosmetics, ownedby Unilever and run by CEO Anil Chopra.Indian cosmet Lakme was started in 1952.It has about 110 salons all over India providingbeauty services.Lakme has been ranked as 47th most trustedbrand in India by The Brand Trust Report.Lakme today has grown to have a wide varietyof products and services .
Maybe she’s born with it…Maybe it’s Maybelline…
T.L. Williams founded the Maybelline company in 1915 and introduced Maybelline Cake Mascara. In 1996, Maybelline was acquired by L’Oreal USA, a leader in the mass-market color cosmetics business. Maybelline creates seasonal color stories with products in the season’s hottest shades. The Maybelline image is hip, intelligent, stylish and trendy Maybelline has the top research and development terms and resources through their parent company L’Oreal.
New & very modern product. Wide variety of products - lipsticks, nail enamel, Face Make-Up, eye products. Price starts from Rs 80. Eye Catching packaging Made to fit seasonal Conditions
PlaceThere is a significant change in market distributionalchannel of cosmetic products.Distribution places are :Hyper marketsSuper marketsDepartmental storesOther distribution places are :Food storesCosmetic discountersWare house clubs.Beauty salonsLakme distribution merged with HUL. HUL is having3000 distributors around the country and lakme have1000 distributors.
Maybelline has a presence in about 1,000 stores. Available at New U, Shopper’s stop, Lifestyle, Pantaloons, Big Bazaar, Westside. Excellent location for export expansion to China, Vietnam, Indonesia, etc. Online services plus catalogue. Wide distribution channels in more than 70 countries worldwide.
PricePromotional pricing:Elle 18 nail Enamel Company can give price atspecial event pricing, because Elle 18 nailenamel targeted students to sell theirproducts.Responding to competitor’s pricing:Elle 18 nail enamel’s major competitor is Revlon, if the competitor (Revlon) changes the pricemeans, company have to analyze the marketsituation and then change the priceaccordingly.Differentiated price:Elle 18 nail Enamel Company can offer timepricing and image pricing. They can set theprice according to quality and quantity of theproduct.
low prices. Low-cost production. Benefits from economies of scale. Pricing upto local purchasing power rate. Pricing followed: Value & Psychological.
PromotionInternet as mediumCompany has its own website to advertisetheir products.Website: http://www.lakmeindia.com .Sales promotionLakme Elle 18 offers sales promotion toincrease the sales for particular time ofperiod.Company offers rebates and discounts onspecific products which products are in lowsales.Brand ambassadorsLakme have bollywood Actress as a brandambassadors like Kareena Kapoor, Katrina Kaifand Raima Sen.
The American image in India. Ads. TV spots. Maybelline’s viral route (DIGITAL is the main medium).
CompetitorsSeveral Multinational companies such as:REVLON,YARDLEY,GARNIER,L’OREALentered in the market. These companiesinitially cashed on their internationalbrand.Revlon, ponds & Avon with the major partof the rest.Other international brand in the sectorinclude L’Oreal, some of them are engagedin the level if marketing model for theirproducts.
SHARE OF PLAYERS Value (%) Volume (%) Maybelline’s two mainBran 201 201 competitors in Indiad 2010 2011 0 1 are : Unilever ( Lakme)Lakm and Revlon 22.5 17.7 3.7 2.6e Maybelline is actuallyElle 10 11.3 5.4 5.1 number two if modern18 trade is also taken intoRevlo 6.5 4.2 1.1 0.7 account.n Nielsen does not trackMayb modern trade nor does 2.1 2.5 0.3 0.3elline it cover face and eyes,Street which are big make-up 1.4 1.1 0.3 0.4Wear categoriesLOre 1.0 0.4 0.1 0.0alSource: Nielsen; Data for All India Urbanfor categories lips plus nails in traditionaltrade
StrengthsHigh quality manpower resources.Brand Name.Vast range of products andservices. Distribution Channels.Unilever global technologycapability.
Extensive, multiple, cleverly selected distribution channels. Unique selling points on specialty stores. … Focus on female beauty/experience. Wide range of products. Quality in product’s components. Owned by L’Oreal. Global brand.
High Services costs Use of Hard Chemicals
Weak image in comparison to many competitors Operating in the mass market. Weak brand name awareness. Experience only in make-up products.
Brandgrowth through increased consumption depth. Growth in Business of beauty salons. Lakme Beauty Training academy in Mumbai, Chennai and New Delhi.
Existence of some gaps in the market. Competitors ignore this section. Technological advancements . Extend its product line. Focus on innovation enhancing competitiveness.
Aggressive price competition from local and multinational players. Availability of cheap beauty products. Reports regarding presence of LEAD in lipsticks.
Success: imitation and reactive attack by competitors. Failure: negative impact on the brand name. Selective markets: bigger market shares. Could distract from core business . Economic crisis and its impact on consumer spending patterns can hurt the company.
As per the study made by our group, the products of both the companies are of superior quality. W.R.T:- - Indian Market. - Globally.