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Lakme SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Lakme analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Lakme SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Lakme to benchmark its business & performance as compared to the competitors and industry. As of 2020, Lakme is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Lakme competitors and includes Lakme target market, segmentation, positioning & Unique Selling Proposition (USP).

Lakme SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Lakme Brand Analysis
Parent Company

HUL (Hindustan Unilever)


Personal Care – Cosmetics



Tagline/ Slogan

Lakme Reinvent; Beauty Sutra; Inspired haircare


Lakme brings expert products and services that are borne out of true understanding of the needs of the Indian woman

Lakme STP
Lakme Segmentation

Women looking for personal care items – Cosmetics, Skin Care & hair styling products. 

Lakme Target Market

All Indian Women from middle and upper class

Lakme Positioning

Lakme is a brand that takes care of women and their beauty needs

Lakme SWOT Analysis
Lakme Strengths

Below are the Strengths in the SWOT Analysis of Lakme:

1. Lakme was the first major beauty brand in India with a legacy of over 60 years
2. Has a foot print of over 1200 assisted sales outlets, which is the largest span of outlets with “Beauty Advisors” in the country
3.  Vast range of products and services offered
4. Has a strong market share across India
5. Lakme started its new business in the beauty industry by setting up Lakme Beauty Salons all over India 
6. Lakmé brand boasts over 300 products, used in professional hair salons in over 70 countries around the world

7. Brand extension to beauty services through Lakme Beauty Salons

Lakme Weaknesses

Here are the weaknesses in the Lakme SWOT Analysis:

1. People with sensitive skin avoid skincare products
2. Intense competition means limited market share growth for Lakme

Lakme Opportunities

Following are the Opportunities in Lakme SWOT Analysis:

1. Improving its bond with beauty and fashion is through the Lakme Fashion Week, which is now the largest fashion event of its kind in the country
2. Lakme Beauty Training Academies can boost the brand's presence

3. Global reach by advertising and tieups can increase the company's business

Lakme Threats

The threats in the SWOT Analysis of Lakme are as mentioned:

1. International brands coming into the domestic cosmetics market can be a threat to the market share held by Lakme over the years
2. Availability of cheap local brands and imitations

3. Global operations of Lakme can be affected by fluctuating market scenario

Lakme Competition

Below are the top 4 Lakme competitors:

1. Revlon
2. Yardley
3. Garnier

4. L'Oréal

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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