Lakme - Cosmetics Leader in India

Topics: Cosmetics, Lipstick Pages: 179 (5951 words) Published: August 23, 2013
 

 
 
 
 
 
  Project
 Team:
  Seema
 Rao
  Rajendra
 Sonade
  Ashish
 V
 Gupta
 
  Batch:
 SMP09
  Branch:
 Vashi

 


 

 
 
 
 
 
Contents
  LAKME
 Overview...................................................................3   MARKET
 SIZE .........................................................................5   MARKET
 SEGMENTATION .....................................................7   CONSUMER
 BEHAVIOR
 TOWARDS
 LAKME ...........................8
  POSITIONING.......................................................................11   COMPETITION
 BRANDS.......................................................12   MARKETING
 STRATEGIES
 BY
 OTHER
 BRANDS .....................13
  CURRENT
 MARKET
 STRATEGY.............................................23
  REFERENCES:.......................................................................29  

 

 
 

 


 

LAKME
 Overview
 

 
India,
  with
  a
  population
  of
  nearly
  a
  billion
  people,
  is
  a
  country
  of
  contrasts.
  India's
  urban
  population
  is
  the
  main
  engine
  that
  fuels
  the
  demand
  for
  various
  cosmetic
  products.
  Although
  Indians
  are
  strongly
  attached
  and
  committed
  to
  their
  traditions,
 and
 culture,
 the
 advent
 of
 television
 and
 the
 awareness
 of
 the
 western
  world
 is
 changing
 the
 tastes
 and
 customs
 of
 India.
 The
 ‘morphing’
 of
 India
 is
 subtle
  and
  the
  changes
  are
  not
  visible
  for
  the
  first
  time
  visitor.
  However,
  the
  market
  liberalization
  process
  that
  began
  in
  1991,
  along
  with
  the
  crowning
  of
  three
  Indians
  as
  Miss
  World
  and
  Miss
  Universe
  during
  the
  preceding
  four
  years,
  have
  made
  Indian
  women
  conscious
  of
  their
  appearance.
  Consequently,
  the
  cosmetic
  consumption
  patterns
  of
  Indian
  women
  have
  changed,
  and
  this
  trend
  is
  fuelling
  growth
 in
 the
 cosmetic
 sector.
 
  The
 Indian
 cosmetics
 and
 toiletries
 market
 grew
 by
 8.7%
 in
 current
 value
 terms
 in
  2001,
  with
  value
  sales
  amounting
  to
  Rs126
  billion.
  In
  1999
  the
  Indian
  cosmetics
  and
  toiletries
  market
  grew
  8%
  over
  1998.
  Total
  value
  since
  1995
  was
  54%
  in
  current
 terms,
 equating
 to
 25%
 in
 constant
 terms.
 
  The
 increasing
 size
 of
 the
 middle-­‐class
 population
 in
 India,
 representing
 a
 growth
  in
 disposable
 incomes,
 has
 led
 to
 more
 consumers
 for
 the
 cosmetics
 and
 toiletries
  market.
 Such
 consumers
 are
 more
 inclined
 to
 purchase
 higher-­‐priced
 products.
  Most
 multinationals
 that
 entered
 the
 market
 have
 however
 revised
 their
 estimates
  of
  the
  number
  of
  consumers
  able
  to
  buy
  their
  products.
  Optimism
  has
  been
  tempered
 by
 a
 gradual
 dawning
 of
 the
 fact
 that
 middle-­‐class
 India
 is
 not
 as
 big
 or
  as
 active
 as
 many
 marketers
 had
 believed.
 
  The
 size
 of
 India's
 Color...

References: http://www.lakmeindia.com
 
http://www.indianmirror.com/indian-­‐industries/cosmetics.html
  http://www.slideshare.net/BrickworkSourcing/brickwork-­‐procurement-­‐ cosmeticindustry15nov2012qc
  https://www.google.co.in/
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