CT Assignment

Founded in 1952, by the Tata group LAKMÉ is one of
the most popular cosmetics brands in India. This

homegrown brand was the first one that introduced
makeup to Indian women, who have been their main
focus from the very beginning. The brand has been
present in the market for over 50 years and considers
itself an expert in Indian beauty. LAKMÉ production
includes color cosmetics, skincare products, and offers
beauty services in its chain of LAKMÉ beauty salons in
India. To understand the reasons behind LAKMÉ’s
success let’s dive deeper and go through the marketing
strategy and SWOT analysis of the brand.
Vision statement:
LAKMÉ wants to focus on encouraging people to do more,
helping people feel good, and reducing their impact on the
environment.
LAKMÉ stays true to its parent company Hindustan Unilever, as the
vision statement of the brand is very similar to the one of HUL. As I
understand, the brand strives to empower its customers, make them
feel, and look good. It wants to offer better products and services,
and continuous self-improvement inspires big changes for the whole
environment and world.
Mission Statement:
“An Ally To The Classic Indian Woman, LAKMÉ Inspires Her
To Express The Unique Beauty And Sensuality Within Enabling
Her To Realize The Potency Of Her Beauty.“
The mission statement of the brand identifies that their main focus is
women and especially Indian women. It becomes clear that the
brand clearly understands what it wants to do and why. It wants to
show that Indian women are special, powerful, and unique.
Aim: building a relationship with people, experiences,
environments, and work that they adore
Strategy: continuously working on becoming more appealing and
attractive both emotionally and physically, and in other possible
ways.
Lakme’s Marketing Strategy
And Interesting Reasons
Behind Its Success
Product–
The vast range of products and services helps Lakme to

occupy a major share in the domestic market. Nearly
about three hundred items of Lakme brand are got used
by professional hair artists in salons as well as individuals
both in the domestic and international market.
Product folio of Lakme includes the items for Face, Eyes,

lips, nails, tools and brushes and make-up kit.
Place–
Lakme is the first brand in India, which is dealing with

cosmetics on a large scale and leaved its footprint towards
every corner of the country. It has vast distribution channel
that includes twelve hundred sales outlets with beauty
advisors. Now it has set up 110 beauty salons all over in
India.
The products are easily available to customers through

services of distributors, stockiest and retailers. Besides its
outlet’s, the products are also available at hypermarkets,
supermarkets, discount stores, convenient stores and
beauty shops.
Price–
In India, most people think twice before spending their

money on anything. Lakme is the most favourable brand
among female population. The pricing strategy of the
company approaches its customers.
The company want to reach as many customers as

possible by penetrating both urban and rural market and
for this reason it has adopted a reasonable pricing policy
because it wants to reach masses. It realises that pocket
friendly and affordable rates will result in large volumes
and eventually will lead to better profits.
Promotion–
It has adopted an aggressive marketing plan to promote

its product to every nook and corner. The ad campaigns
are advertised through televisions, newspaper, radio,
billboards, fashion magazines and social media platforms
like Blogs, Twitter, Facebook and YouTube. It believes in
star power and so it hired many special faces or celebrities
for promoting its product via campaigns.
It is the title sponsor of a fashion show titled Lakme

Fashion Week. The company has set up the training
through Lakme Beauty Training Academy in Chennai,
Mumbai and Delhi, which will assist interested people after
participating in fashion week.
Lakme Campaign
Lakme India is a common household makeup brand in
India that made girls relishes their loved one through the
“Colours of Love” contest, based on a Valentine Day
special. The new lipstick range, Enrich Satin was the
centre of attention. The 70 available shades of lipstick
attracted the population, which encourages the sale of
product.
The Facebook page of official Lakme India – ‘I Love

Lakme’, launched the contest and asked their fans “Whats
the colour of your Love?” The main motive of conducting
the contest is to give access to every woman a glimpse of
the product. It was a good medium to spread the range of
lipstick shades and fans really get attracted to the product
and liked it so much.
The concept of television campaign created by O&M,

which is produced and directed by Vinod P Vijay of Red
Ice. The Executive Creative Director, Sumanto
Chattopadhyay said that Lakme wished to communicate
its sun care expertise, as embodied in its state of the art
product Lakme Sunscreen Matte Effect, which is in the line
with its ‘Sun Safe Hamesha’ platform. The TVC depicts a
world where women hide behind mask to avoid the
harmful effect of sun.
The concept of this product of Lakme targets every skin

types of urban woman who not only wants to look
confident, but also make herself comfortable on facing the
sun without fear of it harmful effects
Lakme created a Lakme Makeup Pro on March 2015. This

app host one-on-one experiences with its consumers in
which they can try different looks using augmented reality
and able to attain their undivided attention. The app was
designed in such a way that it can target urban and semi
urban women between the ages of 16 and 34. Currently
the app reaches 650, 000 downloads and has been
logged in four million times by the users.
Since the Indian market place had no real-time makeup

app, Makeup Pro gave Lakme a first-mover advantage
over its competitors. The apps users can enjoy a
seamless shopping experience, by purchasing from this
app.
Apart from TVC, Lakme is also using the print medium and
in-store promotional activities for the campaign. Having
Kareena Kapoor and Ananya Kapoor as the brand
ambassador, it helps to increase the selling of the product.
The other Indian Film Star Shraddha Kapoor and Katrina
Kaif along with popular model Lisa Haydon have also
acted in its commercial campaigns.
Conclusion
Lakme has not trimmed its products for Indian market
instead of this its products are easily obtained in nearly
seventy global countries. It is associated with FMCG
industry and deals in personal care products. Even with its
extensive range and retail presence, it has given a tough
challenge to the other companies.
They are able to hold the customer’s attention in a multi

brand retail or e-tail space, which is increasing the
expectations of the users. Lakme Fashion Week, India’s
premier fashion event is being conducted with the biggest
stars, models, designers, hairstylists and makeup artists in
attendance.

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Founded in 1952, by the Tata group LAKMÉ is one of

the most popular cosmetics brands in India. This

The vast range of products and services helps Lakme to

Product folio of Lakme includes the items for Face, Eyes,

Lakme is the first brand in India, which is dealing with

The products are easily available to customers through

In India, most people think twice before spending their

The company want to reach as many customers as

It has adopted an aggressive marketing plan to promote

It is the title sponsor of a fashion show titled Lakme

The Facebook page of official Lakme India – ‘I Love

The concept of television campaign created by O&M,

The concept of this product of Lakme targets every skin

Lakme created a Lakme Makeup Pro on March 2015. This

Since the Indian market place had no real-time makeup

They are able to hold the customer’s attention in a multi

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