This project is made in 2018. I have tried to make it as latest as possible about the product and promotion mix about Lakme. Marketing assignment. You can find its all product and services and how marketing tools are used in it.

1. Lakmé product &
promotion mix
16/0087
Kavita Behera
B.COM(Hons.)

2. ABOUT LAKMÉ
"LAKMÉ 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 contemporary Indian beauty expert - Lakmé continuously
innovates to offer a wide range of high performance and world
class cosmetics, skincare products, and beauty salons. Combining
international cosmetic technology with an in-depth
understanding of the Indian woman’s needs, Lakmé also offers its
consumers a comprehensive beauty experience through its
products that are ideal for a variety of Indian skin tones.
HISTORY
Lakmé is an Indian cosmetic brand which is fully owned by
Hindustan Unilever. Having Kareena Kapoor and Shraddha
Kapoor as its brand ambassador, it ranked at number 1 among
the cosmetic brand of India.
Lakmé initially started as a
100% owned subsidiary of
Tata oil mills (Tomco).
Lakmé name is derived from
Lakshmi (the goddess of
wealth), who is renowned
for her beauty.
Lakmé is primarily started in
1952, as back then in an
economic survey it is found
out that Indian women are
spending a big amount of
money on import of
cosmetics. On that note
Prime minister Jawaharlal
Nehru come up with the
idea and requested JDR Tata
to manufacture them in
India too. In 1996, Tata sold
their stake in Lakmé to HUL,
for 200 crores.
LAKMÉ BUSINESS
Lakmé remains the
dominant player in
cosmetic industry with Rs
1100 crore organised make-
up market. With growing
economy and fast
development of women in
society, the demand of
Lakmé was
countries FIRST INDIAN
COSMETIC BRAND to
introduce make up to
indian women and
takes a pride in being
the expert on indian
beauty for over 50
years.
It is a COMPLETE
BEAUTY BRAND
spanning color
cosmetics & skin care
extending to beauty
services through the
netowk of LAKMÉ
BEAUTY SALON.
Its a bond with beauty
and fashion is
manifested through the
LAKMÉ FASHION
WEEK, which is now
the largest fashion
event of its kind in india.

3. cosmetic with only grow from it
Lakmé has also played pricing strategy. It mostly covers the
range between Rs 200 - Rs1000. Whereas other International
Brand such as Revlon, Garnier, Yardley and loreal Paris are all
over Rs 500. Maybelline is the only other mass market player
competing Lakmé.
PRODUCT MIX OF
LAKMÉ
BRAND PRODUCT
Lakmé continuously innovates and experiment new product and
offer with high range of performance and world class colour
cosmetics, skin care and beauty salon. Combining international
technology with in depth knowledge of Indian women needs,
Lakmé offers a comprehensive range of products and services at
the Lakmé salon studios.
PRODUCT
PORTFOLIO OF
LAKMÉ
INCLUDES
SKIN: It includes items like
hydration, anti-aging, skin
brightening, cleansing,
moisturizing, facewash,
scrubs, sun protection,
nourishment. Some of them
are
• Lakmé Absolute
Skin Gloss Facial
Foam
• Lakmé Sun Expert
Ultra Matte Gel
Sunscreen SPF 50
PA+++
• Lakmé 9to5
Natural Day
Crème
FACE: It includes item like
compact, blush, concealer,
foundation, contour, face

4. primer, illuminator, serum, bronzer. Some of them are
• Lakmé Radiance Complexion Compact
• Lakmé Absolute Blur Perfect Makeup Primer
• Lakmé Absolute White Intense Concealer Stick
EYES: Includes eyeliner, mascara, kajal, eye shadow, eye primer
and eyebrow enhancers. Some of them are
• Lakmé 9to5 Natural Gel Eye Liners
• Lakmé Absolute Kohl Ultimate Kajal Black
• Kareena Kapoor Khan Lakmé Absolute Brow
Definer
LIPS: It includes items like lipstick, lip gloss, lip liner and lip balm.
Some of them are
• Lakmé Absolute Illuminating Lip Liner
• Lakmé 9 to 5 Crease-less Crème Lipstick
• Kareena Kapoor Khan Lakmé Absolute Lip Definers
NAILS: It includes Nail
paints in several colour
shades and remover for its
removal. Some of the
products are
• Lakmé absolute
Gel stylist Nail
Polish
• Lakmé 9to5
Primer Matte
Nails
• Lakmé 9 to 5
Frosties Nail
Enamel
• Lakmé 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.
RANGE OF
MAKE-UP
9TO5
ABSOLUTE
CLASSICS

5. RANGE FOR SKIN CARE
NEW PRODUCTS LAUNCED THIS YEAR:
The Kareena Kapoor Khan Collection by Lakmé
Lakmé Lip Love SPF15
Lakmé Kohl Ultimate
Lakmé Absolute Matte Melt Lip Colour Range
Lakmé 9to5 Naturale Range
Lakmé Absolute
Nudes Collection
Lakmé Blush &
Glow Lemon
Facewash
Lakmé 9to5 Primer
+ Matte Collection
LAKMÉ ABSOLUTE SKIN
GLOSS
LAKMÉ ABSOLUTE
PERFECT RADIANCE
LAKMÉ YOUTH
INFINITY

6. SERVICES
Lakmé salon is dedicated towards the evolvement of the modern
Indian women and her exploration of beauty.
It brings a plethora of beauty and grooming services that proudly
matches the International standards. Lakmé lever brings the
backstage expertise from Lakmé fashion week to the modern
Indian beauty. Professionally trained hair and makeup experts with
countless shows under their belt and outstanding skin services
come together at Lakmé, where they give a 360-degree unforgetful
experience.
Lakmé Lever has a presence of more than 380 Lakmé Salons at
premium locations in over 100 cities.
Services provided at Lakmé Salon:
•Sleek Mystique
•Smoothening
•Perming
•Rebonding
Trendy hair style
•Bridal tips
•Style gel
application
Be Bold, Nails
•Hot oil massage
•Perfect makeup
•Radiant faces
•Everyday essentials
•Skin enhancement
& solutions
Brilliant body
•Manicure &
pedicure
•Spas
•Massage
Pamper my hands and feet
Picture Perfect Bride

7. PROMOTION MIX
A market strategy is made up of 7 Ps. One of the important P is
Promotion mix of a product. A promotion mix strategy is consist of
personal selling, advertising, public relation, sale promotion and
direct marketing. Over the time Lakmé use each element for
promotion of their products. Now with a strong Brand ambassador
like Kareena Kapoor khan and her personalised cosmetic range and
with shraddha Kapoor the business is just going to boom.
Promotion Strategies: To increase customer
knowledge and product awareness. Following modes are used
• Personal selling: Lakmé uses the personal selling as the
most important element. They make sure that customer
take trial and demonstration of product by free swatches
or through sample before buying it. For e.g. In many malls
they offer free make-up trial at their outlets so customer
can test it.
• Advertising: Lakmé advertise its product on regular basis
on all offline and online channel of media like television,
newspaper, radio, magazines, YouTube, Instagram,
Facebook, twitter. They have celebrities like Kareena
Kapoor khan, shraddha Kapoor, Izabelle leite for their
advertising campaign.
• Direct marketing:
Lakmé has kept in
touch with its
customer through
mail, telephone and
other mode. They
also provide services
and sell product
through their own
website
www.Lakméindia.co
m. They ensure to
take proper
feedback from their
specific customer
and give timely
assistance
• Sale Promotion:
Lakmé provide small
tubes and packets of
their product as
sample for free so
customer can test it
and then consider it
buying themselves.
They give extra
discount and exciting
offers like Lakmé for
life, happy hours,
student discount.
FREE SAMPLE
NEWSPAPER MAGAZINE
BILLBOARD

8. • Social media: In order to promote itself. Lakmé has a
strong media presence over Instagram, Facebook, Twitter
and You Tube.
• Public relation: To maintain a healthy image in eye of
public. Lakmé organises and support certain events and
activity which promote it as a brand. Like Lakmé fashion
week etc.
LAKMÉ FASHION WEEK:It is a bi-annual fashion
event that take place in Mumbai. For winters collection show take
place in august and for summer collection the show take place in
February. Through this event Lakmé get a huge platform for its
promotion. Lakmé fashion week significantly help in the Brand
growth chart.
Lakmé fashion week is ranked no. 1 fashion show in India.
It is run by Fashion Design Council of India (FDCI) and the title
sponsor is Lakmé. This event is first taking in 1999 and since then
big star such as Malaika Arora khan, Kangana Ranaut, Kareena
Kapoor khan and varun dhawan have participated. This event is
also responsible for the boost of the careers of designer such as
Sabyasachi Mukherjee, Pankaj & Nidhi and Anushree Reddy.

9. REFERENCE
www.Lakme india.com/about-us/
www.lakmeindia.com
Wikipedia.org
Instagram- @lakmeindia
Marketing91