21-12-2012, 06:42 PM
MARKETING STRATEGY OF LAKME INDIA
1MARKETING STRATEGY.ppt (Size: 889 KB / Downloads: 148)
ABOUT COMPANY
Lakme is an Indian brand of cosmetics, owned by Unilever, it started 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.
Lakme also started its new business in the beauty industry by setting up Lakme Beauty Salons all over India
ABOUT THE INDUSTRY
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.
Given the technological development and the improvement of the manufacturing process of cosmetics and not least due to the constantly increasing demand of such products, this industry reported an important growth in terms of profit.
COMPETITORS OF LAKME
SEVERAL MULTINATIONAL COMPANIES SUCH AS :
REVLON,YARDLY,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 engaged in the level if marketing model for their products
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 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.