mkting prjct lakme

7/31/2019 Mkting Prjct Lakme

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Fast Moving Consumer Goods (FMCG)or Consumer Packaged Goods (CPG)are products that

are sold quickly and at relativelylow cost. Examples include non-durable goods such assoft

drinks,toiletries, and grocery items.[1][2]

Though the absolute profit made on FMCG products is relatively

small, they generally sell in large quantities, so the cumulative profit on such products can be substantial.

ScopeThe term FMCGs refers to those retail goods that are generally replaced or fully used up over a short

period of days, weeks, or months, and within one year. This contrasts withdurable goodsormajor

appliancessuch as kitchen appliances, which are generally replaced over a period of several years.

FMCG have a short shelf life, either as a result of high consumer demand or because the product

deteriorates rapidly. Some FMCGssuch as meat, fruits and vegetables, dairy products and baked goodsare highly perishable. Other goods such as alcohol, toiletries, pre-packaged foods, soft drinks and

cleaning products have high turnover rates.

The following are the main characteristics of FMCGs:[1]

From the consumers' perspective: Frequent purchase Low involvement (little or no effort to choose the itemproducts with strong brand loyalty are

exceptions to this rule)

Low price

From the marketers' angle: High volumes Lowcontribution margins Extensivedistributionnetworks Highstock turnover

About company:

Half a century ago, as lakme took her steps into freedom, Lakme, first beauty brand was born. Lakme tapped into what would grow to be amongst the leading, high consumer interest segments

in the Industry that of skincare and cosmetic products.

Armed with a potent combination of foresight, research and constant innovation. Lakme hasgrown to be the market leader in the cosmetics industry .
http://en.wikipedia.org/wiki/Low_costhttp://en.wikipedia.org/wiki/Low_costhttp://en.wikipedia.org/wiki/Low_costhttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Toiletrieshttp://en.wikipedia.org/wiki/Toiletrieshttp://en.wikipedia.org/wiki/Toiletrieshttp://en.wikipedia.org/wiki/Fast-moving_consumer_goods#cite_note-Ramanuj_Majumdar-0http://en.wikipedia.org/wiki/Fast-moving_consumer_goods#cite_note-Ramanuj_Majumdar-0http://en.wikipedia.org/wiki/Fast-moving_consumer_goods#cite_note-Ramanuj_Majumdar-0http://en.wikipedia.org/wiki/Durable_goodhttp://en.wikipedia.org/wiki/Durable_goodhttp://en.wikipedia.org/wiki/Durable_goodhttp://en.wikipedia.org/wiki/Major_appliancehttp://en.wikipedia.org/wiki/Major_appliancehttp://en.wikipedia.org/wiki/Major_appliancehttp://en.wikipedia.org/wiki/Major_appliancehttp://en.wikipedia.org/wiki/Fast-moving_consumer_goods#cite_note-Ramanuj_Majumdar-0http://en.wikipedia.org/wiki/Fast-moving_consumer_goods#cite_note-Ramanuj_Majumdar-0http://en.wikipedia.org/wiki/Fast-moving_consumer_goods#cite_note-Ramanuj_Majumdar-0http://en.wikipedia.org/wiki/Contribution_marginhttp://en.wikipedia.org/wiki/Contribution_marginhttp://en.wikipedia.org/wiki/Contribution_marginhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Stock_turnoverhttp://en.wikipedia.org/wiki/Stock_turnoverhttp://en.wikipedia.org/wiki/Stock_turnoverhttp://en.wikipedia.org/wiki/Stock_turnoverhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Contribution_marginhttp://en.wikipedia.org/wiki/Fast-moving_consumer_goods#cite_note-Ramanuj_Majumdar-0http://en.wikipedia.org/wiki/Major_appliancehttp://en.wikipedia.org/wiki/Major_appliancehttp://en.wikipedia.org/wiki/Durable_goodhttp://en.wikipedia.org/wiki/Fast-moving_consumer_goods#cite_note-Ramanuj_Majumdar-0http://en.wikipedia.org/wiki/Fast-moving_consumer_goods#cite_note-Ramanuj_Majumdar-0http://en.wikipedia.org/wiki/Toiletrieshttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Low_cost


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Lakme today has grown to have a wide variety of products and services .

Competitors of lakme

Several Multinational companies such as :

REVLON,YARDLY,GARNIER,LOREAL entered in the market .These companies initiallycashed on their international brand .

Revlon, ponds & Avon with the major part of the rest . Other international brand in the sector include LOreal some , of them engaged in the level if

marketing model for their products

Executive summary

Lakme is an Indian brand of cosmetics, owned by Unilever, it started as a 100% subsidiary ofTata 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 allover 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

Marketing mix- 4 ps

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.


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Price: Promotional pricing:

Elle 18 nail Enamel Company can give price at special event pricing, because Elle 18 nail enamel targetedstudents to sell their products.

Responding to competitors pricing:Elle 18 nail enamels 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.

Promotion:

Internet as mediumCompany has its own website to advertise their products. Website:http://www.lakmeindia.com .

Sales promotionLakme Elle 18 offers sales promotion to increase the sales for particular time of period.

Company offers rebates and discounts on specific products which products are in low sales.

Brand ambassadorsLakme have bollywood Actress as a brand ambassadors like Katrina Kaif and Raima Sen.(Brand

ambassador, 2005)(Brand ambassadors).


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Place:

There is a significant change in market distributional channel of cosmetic products.

Distribution places are :

Hyper markets Super markets Departmental stores

Other distribution places are :

Food stores Cosmetic discounters Ware house clubs. Beauty salons

Lakme distribution merged with HUL. HUL is having 3000 distributors around the country and lakme

have 1000 distributors.

mkting prjct lakme

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