Академический Документы
Профессиональный Документы
Культура Документы
The cosmetic industry is a profitable business for most of the manufacturers of cosmetic products. The cosmetic industry worldwide seems to be continuously developing, now more than ever with the advent of the Internet companies. Many famous companies sell their cosmetic products online also in countries in which they do not have representatives. Given the technological development and the improvement of the manufacturing process of cosmetics
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 . Lakme today has grown to have a wide variety of products and services .
About company
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
Products of lakme
Lakme Fruit Blast Face Wash
Cleansers
Moisturisers
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. The Indian beautification sector has witnessed fast development in the recent two years.
Situation analysis
Competitor analysis: Competitors of lakme like Revlon and Maybelline are competing at the uppermass (premium) end cosmetics spectrum. But, Lakme has a wide range of products and prices overall the market Leader. Ranging of competitors from many multinational companies such as Revlon Modi slugging out to chamber, Maybelline & Avon
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 . Reports regarding presence of
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
Internet as medium
Promotion :
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
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.
Promotional strategies
Department stores, specialty stores and chain department stores, such as Macy's, Neiman-Marcus and J.C. Penney (internationally) and Shoppers Stop, VAMA, Westside, Bombay Stores 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 .
Financial projections
particulars Brand ambassadors Print media Total cost 40,00,000 1,00,00,000
Electronic media 3,00,00,000 Promotional visit 25,00,000 Production expenses total 3,00,00,000
4,90,00,000
Print media
Media Newspaper Broachers hoardings magazines total Total cost 1,00,00,000 75,00,000 50,00,000 86,00,000 3,11,00,000
Electronic media
Media Television Radio Internet Total Total cost 10,00,000 70,50,000 98,00,000 1,78,50,000
Total expenses/price per unit 4,90,00,000/150=326666.66 7 units Break even point = 326666.67 units on selling
PRICE 150
REVENUE 45,00,00,00 0