Lakme C Beauty Producf d Research 34 Peges f3ack group Compe

Lakme C Beauty Producf) d Research 3-4 Peges \"f3ack group Compettion rand uore Mataix Ceostioning map) arget Auidence Bibls

Solution

Lakme is one of the main leading company (FMCG) over the world market by Hindustan Unilever which was set up in 1952.

Strengths :

Brand Awareness (Well-known, targets high-end parlors)

Good product offering

Effective distribution system of the parent organization

Having market share above 20%.

Influence through celebrity

Strong parent organization associated with the brand

Weaknesses:

Limited presence in the premium market segment which is ruled by Revlon

Lack of differentiation in the product

Negative word of mouth has degraded the quality of the salons owned by Lakme

Opportunities

new product and offerings

Growth opportunities

developing interest and demand among the users

the growth of developing economy

funding

Threats

Regulations imposed by government

diversion of interest among users for organic and vegan products

increment in labor costs

changes in tax structure

Target Audience

The target audience of the company is majorly the middle and upper-class women

Major Competitors

Lo\'real, Revlon, Yardley and Garnier

Positioning: \"Lakme brand cares about the needs of Women\". This is the basic statement used by Lakme as a positioning statement.

Brand Future:

Lakme is a subsidiary of FMCG giant Hindustan Unilever (HUL), is solidifying the beauty salon business as a feature of its development methodology.

The organization is incorporating Lakme Salon and Lakme Studio and
is trying to remodel its operations. Going ahead, it intends to have Lakme Salon and Lakme Absolute Salon (a top-notch brand that was propelled a year ago). In a joint effort with global excellence specialists, the organization is preparing new launches throughout the following couple of months. But the negative word of mouth about the Lakme salon will negatively affect the growth of Lakme, so they should better reposition the brand and should associate the brand with empowering women in the developing nations to gain a good image in customer\'s minds.