Lakme and Maybelline are leading cosmetics brands in India. Lakme is owned by Unilever and has been operating in India since 1952, providing cosmetics and salon services. Maybelline is owned by L'Oreal and focuses on makeup products. Both companies have wide product ranges and utilize various marketing strategies like advertising, celebrity endorsements, and digital promotion. Their main competitors are each other as well as international brands like L'Oreal and Revlon in the Indian market.

1. v/s

2. Ashwini Gawade
Manpreet Anand
Shivani Mujumdar
Ramyaa Iyengar
Varsha Agarwal

3. CONTENTS
PROFILE
PRODUCTS
PLACE
PRICE
PROMOTION
COMPETITORS
SWOT

5. Profile of Lakme
Half a century ago, as lakme took her steps
into freedom, Lakme, first beauty brand was
born.
 Lakmé is an Indian brand of cosmetics, owned
by Unilever and run by CEO Anil Chopra.
Indian cosmet Lakme was started in 1952.
It has about 110 salons all over India providing
beauty services.
Lakme' has been ranked as 47th most trusted
brand in India by The Brand Trust Report.
Lakme today has grown to have a wide variety
of products and services .

6. Maybe she’s born with it…
Maybe it’s Maybelline…

7.  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.

8. Products of
Lakme

9. FACE

10. LIPS

11. EYES

12. NAIL

13.  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

14. Place
There is a significant change in market distributional
channel of cosmetic products.
Distribution places are :
Hyper markets
Super markets
Departmental stores
Other distribution places are :
Food stores
Cosmetic discounters
Ware house clubs.
Beauty salons
Lakme distribution merged with HUL. HUL is having
3000 distributors around the country and lakme have
1000 distributors.

15.  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.

16. Price
Promotional pricing:
Elle 18 nail Enamel Company can give price at
special event pricing, because Elle 18 nail
enamel targeted students to sell their
products.
Responding to competitor’s pricing:
Elle 18 nail enamel’s major competitor is Revlon
, if the competitor (Revlon) changes the price
means, company have to analyze the market
situation and then change the price
accordingly.
Differentiated price:
Elle 18 nail Enamel Company can offer time
pricing and image pricing. They can set the
price according to quality and quantity of the
product.

17.  low prices.
 Low-cost production.
 Benefits from economies of scale.
 Pricing upto local purchasing power
rate.
 Pricing followed: Value & Psychological.

18. Promotion
Internet as medium
Company has its own website to advertise
their products.
Website: http://www.lakmeindia.com .
Sales promotion
Lakme Elle 18 offers sales promotion to
increase the sales for particular time of
period.
Company offers rebates and discounts on
specific products which products are in low
sales.
Brand ambassadors
Lakme have bollywood Actress as a brand
ambassadors like Kareena Kapoor, Katrina Kaif
and Raima Sen.

19.  The American image in India.
 Ads.
 TV spots.
 Maybelline’s viral route (DIGITAL is the main medium).

20. Competitors
Several Multinational companies such as:
REVLON,YARDLEY,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 are engaged
in the level if marketing model for their
products.

21. SHARE OF PLAYERS
Value (%) Volume (%)  Maybelline’s two main
Bran
201 201 competitors in India
d 2010 2011
0 1 are : Unilever ( Lakme)
Lakm and Revlon
22.5 17.7 3.7 2.6
e  Maybelline is actually
Elle
10 11.3 5.4 5.1 number two if modern
18 trade is also taken into
Revlo
6.5 4.2 1.1 0.7 account.
n  Nielsen does not track
Mayb modern trade nor does
2.1 2.5 0.3 0.3
elline
it cover face and eyes,
Street which are big make-up
1.4 1.1 0.3 0.4
Wear
categories
L'Ore
1.0 0.4 0.1 0.0
al
Source: Nielsen; Data for All India Urban
for categories lips plus nails in traditional
trade

23. Strengths
High quality manpower resources.
Brand Name.
Vast range of products and
services.
 Distribution Channels.
Unilever global technology
capability.

24.  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.

25.  High Services costs
 Use of Hard Chemicals

26.  Weak image in comparison to many competitors
 Operating in the mass market.
 Weak brand name awareness.
 Experience only in make-up products.

27.  Brandgrowth through increased
consumption depth.
 Growth in Business of beauty
salons.
 Lakme
Beauty Training academy in
Mumbai, Chennai and New Delhi.

28.  Existence of some gaps in the market.
 Competitors ignore this section.
 Technological advancements .
 Extend its product line.
 Focus on innovation enhancing
competitiveness.

29.  Aggressive price competition from
local and multinational players.
 Availability of cheap beauty products.
 Reports regarding presence of LEAD
in lipsticks.

30.  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.

31.  As per the study made by our group, the
products of both the companies are of superior
quality.
 W.R.T:-
- Indian Market.
- Globally.