- Lakme is a leading Indian cosmetics brand owned by Hindustan Unilever with a wide range of haircare, skincare, makeup, and fragrance products. - It faces competition from international brands like M.A.C, L'Oreal, and Maybelline as well as Indian brands such as Colorbar and Avon. - Lakme has a large portfolio of lipstick products priced between Rs. 270-1200 with over 70 shades total. It positions itself as a premium, quality brand and targets young, urban women.

1. MARKETING LIVE PROJECT

2. INTRODUCTION
 Lakme is a global leader in cosmetic with 25 brands with four key
areas of expertise haircare,skincare,makeup and fragrances.
 It is world’s largest cosmetic and beauty company
 An Indian brand of cosmetic owned by HUL, and run by chief
executive officer Pushkaraj Shenai.
 It started as a 100% subsidiary of tata oil mills.
 The company is ranked 29th most trusted brand in India and a title
sponsor for Lakme Fashion Week.
 It was named after the French opera Lakme which itself is a French
form of company, the goddess of wealth, also renowned for her
beauty.

3. Cosmetic customers are demanding
more quality products with multiple
benefits
Mineral makeup brought the evolution
to not only color and cover but also to
protect and enhance
Following are the trends for mineral
makeup :
Face colour formulation
Eye colour formulation
Lip care formulation
Sun care formulation
The portfolio today consists of
products priced as low as 99 to
INDUSTRY
OVERVIEW

4. M.A.C
• M.A.C, is a cosmetics manufacturer founded
in Toronto, Canada in 1984.
• The company's only made products for
professionals, but later sold directly to customers
also.
• It is one of the most exclusive and biggest brand to
exist.
L’OREA
L
• French cosmetic company founded in 1909 with its
headquarters in Clichy, France.
• The company also sells products such as hair color,
sun protection lotions, perfume, hair care etc.
• It has also been named as one of the world’s most
ethical companies more than once.
MAYBELL
INE
• Maybelline is one of the most popular makeup
brands in the world and a subsidiary of L’Oreal.
• The company was founded in 1915 and has its
headquaters in New York.
• In January 2019, Maybelline collaborated with the
German fashion brand Puma for its limited edition
collection that was marketed as Maybelline X Puma.
C
O
M
P
E
T
I
T
O
R
S

5. COLORB
AR
• Launched in 2005, today Colorbar is the fastest growing
beauty brand and owned by Modi Group
• The company has 65 exclusive stores, 900+ multi brand
outlets and through partner chains – Shoppers Stop,
Lifestyle, New U, Pantaloons.
• Won awards such as Retailer of the Year Award,
2017 and the Femina Beauty Award.
AVON
• It was founded in 1886 and has its headquaters in
London, UK.
• It is the fifth-largest beauty company is the second
largest direct-selling enterprise in the world
• The main products sold are cosmetics, perfumes and
clothing.
REVLO
N
• Revlon was founded in New York City on 1932 during
the midst of the Great Depression, by Jewish American.
• It was the first International Color Cosmetics brand to
be launched in India

6. LAKME M.A.C. L’OREAL
MARKET
SHARE 17.7% 5% 8%
PRICE
RANGE 270-1200 990-1600 400-1050
PROMOTION
LAKME
FASHIONWE
EK
SALON
- -
MAX. NO.
OF
SHADES
70 48 70
COMPETITORS ANALYSIS
GRID

7. Lakme Lipstick Different SKUs and Ranges
s.no. Product Shade
s
SKU Price (Rs)
1 Kareena Kapoor Khan Lakme
absolute pout definer
8 2.5 g 1200
2 Kareena Kapoor Khan Lakme
Absolute Lip Definer
6 1.2 g 900
3 Lakme Absolute Matte Ultimate Lip
Color
12 3.4 g 800
4 Lakme Absolute Matte Lipstick 14 3.7 g 800
5 Lakme Matte Melt 20 6 ml 750
6 Lakme Absolute Argan Oil Lip Color 20 3.4 g 750
7 Lakme Absolute Lip Pout Matte
Masaba Lips
6 3.7 g 750
8 Lakme Absolute Lip Pout Matte Lip
Color
4 3.5 g 650
9 Lakme 9 to 5 Weightless Mousse
Lipstick and cheek color
20 9 g 625
10 Lakme 9 to 5 Naturale Matte Lipstick 10 3.6 g 550
11 Lakme 9 to 5 Primer+ Matte
Lipsticks
41 3.6 g 500
12 Lakme Absolute Plump and Shine
Lip Gloss
5 3 ml 475

8. 4 P’S
PRODUCT PRICE
PLACE PROMOTION
• Wide product line offering large
number of variety in terms of
number of shades in each type.
* The price rage of Lakme
Lipsticks varies between the range
of 270rs.to 1200rs.
* A 9 to 5 collection which was
targeted for the working ladies and
its prices were slightly higher than
the basic products.
* It has a well-designed website, it is
easily available in all kind of stores
including retail outlets, convenience
shops, hyper markets, malls, etc.
* Lakme has its salons widespread
across major cities in India
* Its brand ambassadors include
Indian film stars like Shraddha
Kapoor, Kareena Kapoor, Katrina Kaif
and other leading models.
* It also organises Lakme India
Fashion Week twice a year to
maintain its visibility and popularise
the brand through all possible means.

9. SEGMENTATIO
N
POSITIONIN
G
TARGETIN
G
DEMOGRAPHIC
Women and Unisex
GEOGRAPHIC
People residing in big
cities
PSYCHOGRAPHIC
Quality conscious
customers
It has targeted the
young and upper and
upper middle affluent
class customers who
have enough
disposable income and
want to show off their
beauty
Lipstick has
positioned itself as a
brand customized as
per the specification
of Indian women
which they use in their
Tagline “Lakme
Reinvent” taking care
of their everyday
beauty and skin care
needs.

10. * Major beauty brand
in India with a legacy
of over 67 years
* Wide price range
* Strong market
share in India
* Brand Loyalty
* Brand ambassadors
* Low moisturising
content in the Matte
Lipsticks
* Price conscious
customer prefer not
buy the Lakme
lipsticks because of
its high price
* Intense competition
means limited market
share growth
* Availability of cheap
local brands and
imitations
* Global operations
of Lakme can be
affected by
fluctuating market
scenario
* International brands
coming into the
domestic cosmetics
market
•Improving its bond
with beauty and
fashion through the
Lakme Fashion
Week.
• Lakme Beauty
Training Academies
can boost the
brand's presence
• Global reach by
advertising and tie
ups can increase the
company's business

11. GAPS IDENTIFIED IN
MARKET SURVEY
 Limited Nude shades.
 Lipstick storage and
temperature maintenance
issue.
 Setup cost incurred by
retailer or distributer hence
they tend to avoid these
cost, affecting the quality if
product.
 Targeting only female
segments.
 Royalty as high as 18% is to
paid by Lakme Salon

12. RECOMMENDATION
S
 Introduce more nude shades and the shades which
suits to Indian skin color.
 Provide storage and temperature maintenance
facilities.
 Part of set up cost must be incurred by the
companies.
 Launch a separate brand targeting male segment and
endorsing it with the help of popular male celebrities.
 Provide rebates at the initial stage in the payment of
royalty .