Introduction

Lakme is an Indian brand of cosmetics, owned by Unilever, it started in 1952 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

Products of lakme
Lakme Fruit Blast Face Wash

Lakme Discover Glow

Lakme Night Fever Summer

Lakme perfect Readience fairness range

Cleansers

Moisturisers

Competitors of lakme
Several Multinational companies such as : REVLON,YARDLY,GARNIER,LOREAL 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 LOreal some , of them engaged in the level if marketing model for their products

OBJECTIVE The consumers perception about the LAKME .

Marketing mix- 4 ps
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 like, which changing color according to environment changes and to protect nails and high shine finish at all time.

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 competitors pricing:

Elle 18 nail enamels 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.

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 Katrina Kaif and Raima Sen.(Brand ambassador, 2005)(Brand ambassadors).

Place:
There is a significant change in market distributional channel of cosmetic products. Distribution places are : Super markets Departmental stores Other distribution places are : 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.

Swot analysis
Strengths:
High quality manpower resources Brand Name Vast range of products and services Distribution Channel Unilever global technology capability

Weaknesses:
High Services costs Use of Hard Chemicals

Opportunities:
Brand growth through increased consumption depth . Growth in Business of beauty saloons . Lakme Beauty Training academy in Mumbai, Chennai and New Delhi.

Threats:
Aggressive price competition from local and multinational players . Availability of cheap beauty products

introduction
LOREAL Group - worlds largest cosmetics and beauty company Founded in 1909 by Eugene Schueller LOreal has explored the fields of cosmetics like hair care, hair color, skin care, sun protection, and perfumes. LOreal is also active in dermatological and pharmaceutical field, which makes LOreal the top nanotechnology patent-holder in United States LOreal has global market share of 17%

Competition
Cosmetic majors like Revlon and Avon and Nivea vied for shelf space. The giant FMCG companies like Unilever and P&G. Local competitors like HLL-Lakme in India, Dark and Lovely in Africa, and the erstwhile Shu Umera in Japan (L'Oreal later acquired this brand).

PRODUCT STRATEGY
LOREAL provides a wide range of beauty products HAIR color should stay long lasting. By introducing some kind of fragrance in mosturiser, which provides skin to stay soft.

PRICE STATEGY
LOreal is known for its strong control of its Price Strategy which is decided at the Headquarters. High end products sold at competitive price distributed through the mass market retailing channels. Both the products range between Rs.500-Rs.550.

LOreal Excellence Crme for Rs.550/-

Shiseido Hair Colour for Rs.800/-

PLACE STRATEGY
It is a speciality good and has selective intermediaries It has about 290 subsidiaries, more than 100 distributors off-group and 42 plants, all spread out in about 130 countries To make its presence feel in different parts of the world LOreal has acquired many different companies like The Body Shop, which has over 2,000 stores in more than 50 countries Several salons use as well as sell loreal product L'Oral currently reaches around 450,000 sites in India, considerably below the totals of 2m and 3m registered by Hindustan Unilever and ITC, the FMCG firms.

PROMOTION STRATEGY

22% 45% 33%

21 %
60%

19%

7%
28% 72% 65%

28%

29% 71%

4%

26%

70%

Market Share

17%

41%

42%