Marketing Mix Of Lakme

Lakme is associated with FMCG industry and deals in personal care products. It is a cosmetic brand of Indian origin founded in the year 1952 by its founder J.R. D. Tata. Lakme was a subsidiary of its parent company Tomco but in the year 1996, its ownership changed hands and currently it is owned by Hindustan Unilever. Lakme occupies the first position as leading brand for cosmetics in India and faces fierce completion from both Indian and international brands like the following-

• L’Oreal
• Garnier
• Yardley
• Revlon
• Avon
• Oriflame

About Lakme

• Type: Cosmetics brand
• Industry: Beauty
• Founded: 1952
• Founders: JRD Tata and Simone Tata
• Headquarters: Mumbai, India
• Area served: India and other parts of Asia
• Current CEO: Sunil Duggal
• Number of employees: 2,500
• Major products: Cosmetics, skincare, haircare, and beauty services

Product in the Marketing Mix Of Lakme :

Lakme occupies a major share in the domestic market with its vast range of products and related services. It has nearly three hundred items to its credit that are used by professional hair salons as well as individuals both in the domestic and international market. Product portfolio of Lakme includes items for

Face- It includes items like illuminators, blush, compact, concealer, bronzer, contour, sunscreen, serums, moisturisers, scrubs, face wash, foundation and face primer. Some of them are

• Lakme Radiance Complexion Compact
• Lakme Absolute Blur Perfect Makeup Primer
• Lakme Absolute White Intense Concealer Stick

Eyes- Includes eyeliner, mascara, kajal, eye shadow, eye primer and eyebrow enhancers. Some of them are

• Lakme Absolute Illuminating Eye Shadow
• Lakme Absolute Kohl Ultimate Kajal Black
• Lakme Eyeconic curling Mascara- black

Lips- It includes items like lipstick, lip gloss, lip liner and lip balm. Some of them are

• Lakme Absolute Illuminating Lip Liner
• Lakme 9 to 5 Crease-less Crème Lipstick
• Lakme Absolute |Gloss Stylist Lip Gloss

Nails- It includes Nail paints in several colour shades and remover for its removal. Some of the products are

• Lakme absolute Gel stylist Nail Polish
• Lakme True Wear Nail Color
• Lakme 9 to 5 Frosties Nail Enamel
• Lakme Nail Color Remover with Vitamin E

Tools and Brushes- Includes lip brush, blush brush, eye brush sets and face brush

Make-up kit- Includes eye palettes, face palettes, customised palettes and combo sets

Place in the Marketing Mix Of Lakme :

Lakme was the first brand in India dealing with cosmetics on such a large scale and its footprint has extended towards every nook and corner of the country. It has a vast distribution channel that includes services of nearly twelve hundred sales outlets with beauty advisors. It has also set up one hundred and ten beauty salons in India. Its products are easily available to customers through services of distributors, stockiest and retailers. Besides its outlet’s products are available at hypermarkets, supermarkets, convenience stores, discount stores, and beauty shops. Lakme has not curtailed its products to Indian market instead its products are easily obtained in nearly seventy global countries.

Price in the Marketing Mix Of Lakme :

India is a price sensitive nation with most people thinking twice before spending their money. Lakme is a cosmetic brand that caters mostly to the female population. The company was quite sure of its approach towards pricing strategy. It wanted to garner as many customers as possible by penetrating both urban and rural market. Therefore it has adopted a reasonable pricing policy because it wants its products to reach masses. It realises that affordable and pocket-friendly rates will result in large volumes and eventually will lead to better profits.

Promotion in the Marketing Mix Of Lakme :

Lakme has adopted an aggressive marketing plan to promote its products to every nook and corner. Its ad campaigns are advertised through television, radio, newspapers, fashion magazines, billboards and social media platforms like Twitter, Facebook, Blogs and YouTube. It believes in star power and its impact on common masses and has roped in several personalities’ time and again as its brand ambassadors and to act in its ad campaigns. Indian film star Shraddha Kapoor, Kareena Kapoor and Katrina Kaif along with popular model Lisa Haydon have acted in its commercials. It is the title sponsor of bi-annually held fashion week titled Lakme Fashion Week. The company has set up Lakme Beauty Training Academy in Chennai, Delhi and Mumbai to assist interested people.

Liked this post? Check out the complete series on Marketing Mix