Marketing sustainability with reference to Lakme industry

It's a heritage that women love to be beautiful. People are more open and are not shy of using make-up and are open with the idea of taking care of their appearance. Lakme has acquired the market share due to its brand value. This paper gives a clear idea about the global beauty and sustainability of the cosmetic industry at the beginning of 21^st the century. It also provides a basic understanding of the nascent relationship between marketing and sustainability. In this paper the authors tried to focus on the marketing sustainability of Lakme by studying the marketing strategy adopted by Lakme through SWOT analysis and porter's five forces, model.