a research study of marketing strategies of lakme.docx

7/23/2019 A Research Study Of Marketing strategies of LAKME.docx

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INTRODUCTION

BRIEF OVERVIEW OF STUDY

This report is on the company Lakme. It is the global leader in cosmetics, with 25 brands.They have 4 key areas of expertise hair care, skincare, make!"p and fragrances. There is a h"gemotive behind the st"dy of Lakme. The st"dy will help "s to "nderstand the operations which arecarried o"t by L#$real. The operations s"ch as, b"siness marketing strategies, business plans

o !ompan" at a glance, b"siness str"ct"re, management and operating str"ct"res, competitors position as per this company, b"siness development, disc"ssion of b"siness strategies, %&$Tanalysis to "nderstand the different pros and cons of the company, so as to report properly tooperate effectively and deal smartly .This st"dy offers a comprehensive analysis of theorgani'ation, its b"siness segments, and competitors. It analy'es the b"siness and marketing

strategies adopted by the company, to gain a competitive edge in the ind"stry. The profile alsoeval"ates the strengths of the company and the opport"nities present in the market. This st"dy presents the key facts ( fig"res, b"siness description, prod"cts ( services offered and corporatetimeline of the company. It involves analysis of the company at three levels ) segments,organi'ational str"ct"re and ownership composition. *oth b"siness and geographic segments areanaly'ed along with their recent financial performance. It f"rther disc"sses the ma+or s"bsidiariesof the company and the recent merger ( ac"isitions. It also examines the significantdevelopments and milestone that have taken place in the company. It is a form of news analysiswhere the most critical company news is disc"ssed. -lso the factor inancial /erformanceincl"ded in this st"dy. It disc"sses the most recent financials of the company and also comparesthe historical sales ( income fig"res with the c"rrent and pro+ected fig"res. The ob+ective is to

eval"ate the financial health of the company. The analyst opinion and stock performance helpanyone in eval"ating the performance of the company from an investor#s viewpoint.

The Lakme 0ro"p is the world1s largest !osmeti!s an# Beaut" Compan"$ %akme is

an Indian brand of cosmetics, owned by nilever and r"n by 3$ -nil 3hopra. Lakme started as

a 667 s"bsidiary of Tata $il 8ills, part of the Tata 0ro"p9 it was named after

http://en.wikipedia.org/wiki/India


http://en.wikipedia.org/wiki/Cosmetics


http://en.wikipedia.org/wiki/Unilever

http://en.wikipedia.org/w/index.php?title=Tata_Oil_Mills&action=edit&redlink=1

http://en.wikipedia.org/wiki/Tata_Group


http://en.wikipedia.org/wiki/Unilever


http://en.wikipedia.org/wiki/Tata_Group




the rench opera Lakme, which itself is the rench form of Lakshmi, the goddess of wealth, also

renowned for her bea"ty. Indian cosmetic Lakme was started in :52, famo"sly beca"se the then

/rime 8inister, ;awaharlal <ehr", was concerned that Indian women were spending precio"s

foreign exchange on bea"ty prod"cts, and personally re"ested ;=> Tata to man"fact"re them in

India. %imone Tata +oined the company as director, and went on to become its chairman.

In ::? Tata sold off their stakes in Lakme Lever to @LL, for =s 266 3rore A45 million

%BC, and went on to create Trent and &estside. ven today, when most m"ltinational bea"ty

prod"cts are available in India, Lakme still occ"pies a special place in the hearts of Indian

women.

Lakme also started its new b"siness in the bea"ty ind"stry by setting "p Lakme *ea"ty%alons all over India. <ow @L A@ind"stan nilever LimitedC has abo"t 6 salons all over India providing bea"ty services. Lakme1 has been ranked as 4Dth most tr"sted brand in India by The *rand Tr"st =eport. The company is the title sponsor for Lakme ashion &eek AL&C a bi!ann"al fashion event which takes place in 8"mbai.

http://en.wikipedia.org/wiki/France

http://en.wikipedia.org/wiki/Opera

http://en.wikipedia.org/wiki/Lakm%C3%A9

http://en.wikipedia.org/wiki/Lakshmi


http://en.wikipedia.org/wiki/Jawaharlal_Nehru


http://en.wikipedia.org/wiki/JRD_Tata



http://en.wikipedia.org/wiki/Simone_Tata

http://en.wikipedia.org/wiki/Trent_(Westside)

http://en.wikipedia.org/wiki/The_Brand_Trust_Report


http://en.wikipedia.org/wiki/Lakme_Fashion_Week

http://en.wikipedia.org/wiki/France

http://en.wikipedia.org/wiki/Opera

http://en.wikipedia.org/wiki/Lakm%C3%A9




http://en.wikipedia.org/wiki/Simone_Tata

http://en.wikipedia.org/wiki/Trent_(Westside)


http://en.wikipedia.org/wiki/Lakme_Fashion_Week



OB&ECTIVES'

( The main ob+ective behind the st"dy of this pro+ect is to eval"ate the distrib"tion channel

for Lakme 3ompany.

( To st"dy the marketing strategies of Lakme cosmetics.

( To st"dy the 4ps of marketing.

( To st"dy Lakme market shares in cosmetic ind"stry in comparison to other brands.

( To analy'e the reason for Lakme#s initial strategy in India.

( . To know and analy'e the level of satisfaction of c"stomers with regard to Lakme as oneof the ma+or players in 3osmetic ind"stry

• To "nderstand the relationship between c"stomers Awho demand the prod"ctC and the

s"ppliers or man"fact"rers Awho prod"ce the prod"ctC.

• or "nderstanding the company#s str"ct"re and f"nctioning among vario"s departments

like finance, acco"nts, @=, etc better.



SCO)E OF T*E STUDY'

This st"dy "ncovers the impact, "tility and effectiveness ( efficiency of marketing

strategies of Lakme on the s"ccess of cosmetic ind"stry. - special emphasis is laid down on

Lakme cosmetics.

The pro+ect begins with detailed information abo"t marketing strategies and the impact of

meas"ring c"stomer satisfaction in cosmetic ind"stry. "rther, it covers topics as data collection

tools and research methodology "sed for the pro+ect. Then it gives a complete analysis of the

data collected and it is then "sed to reach to a concl"sion. The st"dy took nearly 2 months to

complete. The st"dy is "sef"l for the better "nderstanding of marketing strategies towards the

Lakme cosmetic ind"stry.

or the p"rpose of this st"dy, a "estionnaire was designed based on different parameters to

+"dge and "nderstand the cons"mer behavior towards Lakme cosmetics. Target gro"p of the

pro+ect was mainly Lakme c"stomers.

-s this st"dy is confined to Lakme, it covers an analysis of cons"mer behavior, attit"de,

perceptions, marketing strategies and satisfaction with respect to Lakme as a *=-<> in

cosmetic ind"stry.

The st"dy takes into acco"nt the c"stomers of Lakme in <ew >elhi and 0"rgaon.



%I+IT,TIONS'

• 0eographical scope of the st"dy was limited to a small area, which may not represent the

whole sector of India. %i'e of the sample is 66, which is, of co"rse small in comparison to

entire pop"lation.

• >"e to limitation of time only few people were selected for the st"dy. %o the sample of

cons"mer was not eno"gh to generali'e the finding of the st"dy.

• There can be many interpretations and explanation to the data collected. This is empirical

st"dy and the research and the research provides the explanation as "nderstood by the

researcher only.

• The so"rce of data for the st"dy was primary data with the help of self!administered

"estionnaire. @ence, the chances of "nbiased information are less.



RESEARCH METHODOLOGY

=esearch 8ethodology is a way to systematically solve the research problem.

The =esearch 8ethodology incl"des the vario"s methods and techni"es for

cond"cting a =esearch. E8arketing =esearch is the systematic design, collection,

analysis and reporting of data and finding relevant sol"tion to a specific marketing

sit"ation or problemF. >. %lesinger and 8. %tephenson in the encyclopedia of

%ocial %ciences define =esearch as Ethe manip"lation of things, concepts or

symbols for the p"rpose of generali'ing to extend, correct or verify knowledge,

whether that knowledge aids in constr"ction of theory or in the practice of an artF.

=esearch is, th"s, an original contrib"tion to the existing stock of knowledge

making for its advancement. The p"rpose of =esearch is to discover answers to the

G"estions thro"gh the application of scientific proced"res. $"r pro+ect has a

specified framework for collecting data in an effective manner. %"ch framework is

called E=esearch >esignF. The research process followed by "s consists of

following stepsH

4.=esearch >esignH!

4.. Conclusion Oriented Research: ! The research was concl"sion oriented

beca"se this research aimed at identifying the characteristics of a s"ccessf"l

entreprene"r. In other words it is a research when we give o"r own views

abo"t the research.



-$.$/ Descriptive Research: ! The research was a descriptive research as it was

concerned with specific predictions, with narration of facts and

characteristics concerning individ"als specially entreprene"rs. In other

words descriptive research is a research where in researcher has no control

over variable. @e +"st presents the pict"re which has already st"died.

4.2 %ample >esignH ! - sampling design is a definite plan for obtaining a sample

from a given pop"lation. It refers to the techni"e or the proced"re the

researcher adopts in selecting items for the sample . The following factors need to

be decided within the scope of sample designH

-$/$. Universe of the Study: 0 The "niverse of the st"dy incl"ded

respondents specially entreprene"rs in g"rgaon city.

-$/$/ Sample Size: - %ample si'e is the n"mber of elements to be incl"ded

in a st"dy. eeping in mind all the constraints 66 respondents was

selected..

-$/$1 Sampling Techniques: 0 The sampling techni"es "sed are

convenience sampling techni"e and simple random sampling

techni"e.



UNIVERSE

-ll items in any field of en"iry constit"te a Jniverse# or J/op"lation#. - complete

en"meration of all items in the pop"lation is known as a cens"s en"iry.

S,+)%E SI2E ,ND S,+)%IN3 TEC*NI4UE

The n"mber of items selected from the "niverse to represent the "niverse is called si'e of the

sample. The sample si'e of 66 served the p"rpose of the st"dy. The sampling method "sed is

non!probability convenience sampling.

D,T, CO%%ECTION +ET*OD

The task of data collection begins after a research problem has been defined and research

design plan checked o"t. &hile deciding abo"t the method of collection of data to be "sed for the

st"dy two types of data sho"ld be kept in mind vie, primary and secondary. or the st"dy, both

primar" #ata and se!on#ar" #ata were collected.

or primar" #ata, this is those, which are collected afresh and for the first Time, and th"s

happen to be original in character. There are many ways of data collection of primary data like

observation method, interview method, thro"gh sched"les, pantry =eports, distrib"tors a"dit,

cons"mer panel etc. The Team 8anagers and employees of both the >epartment were cons"lted

to get information abo"t proced"re of both the online and off line share trading. *"t the method

"sed by "s for the primary data collection was thro"gh "estionnaires.

or se!on#ar" #ata, these are those data, which are not collected afresh and are "sed earlier

also and th"s they cannot be considered as original in character. There are

many ways of data collection of secondary data like p"blications of the state and central govern

ment, reports prepared byresearchers, reports of vario"s associations connected with b"siness,



Ind"stries, banks etc. -nd the method, which was "sed by "s, was with the help of reports of the

company.

4UESTIONN,IRE +ET*OD

or the collection of primary data I "sed "estionnaire method. - formal list of "estions,

which are to be asked, is prepared in a "estionnaire and "estions are asked on those bases.

There are some merits and demerits of this method. These as "nderH !

+erits' 0

. Low cost even when "niverse is large.

2. It is free from bias of interviewer.

K. =espondents have proper time to answer.

4. =espondents who are not easily approachable can also be reachable.

5. Large samples can be made.

D,T, CO%%ECTION +ET*OD

The data has been presented by way of pie charts and graphs. These have been specifically

"sed to present the data collected from respondents thro"gh "estionnaire.



INDUSTRY OVERVIEW

),ST5 )RESENT 6 FUTURE TRENDS IN +,7EU)

Cosmeti!s Acollo"ially known as makeup or make0upC are care s"bstances "sed to enhance

the appearance or odor of the h"man body. They are generally mixt"res of chemical compo"nds,

some being derived from nat"ral so"rces, many being synthetic.

In the .%., the ood and >r"g -dministration A>-C which reg"lates cosmetics, defines

cosmetics as intended to be applied to the h"man body for cleansing, bea"tifying, promoting

attractiveness, or altering the appearance witho"t affecting the body1s str"ct"re or f"nctions.

This broad definition incl"des, as well, any material intended for "se as a component of a

cosmetic prod"ct. The >- specifically excl"des soap from this category.

The word cosmetics derives from the 0reek MNOPQRSM RUVWQ Akosmetikē tekhnē C, meaning

techni"e of dress and ornament, from MNOPQRSMXY AkosmētikosC, skilled in ordering or

arrangingZ and that from MXOPNY AkosmosC, meaning amongst others order and ornament

-rcheological evidence of cosmetics dates at least from ancient gypt and 0reece.

-ccording to one so"rce, early ma+or developments incl"deH[Z

3astor oil by ancient gypt as a protective balm.

%kin creams made of beeswax, olive oil, and rosewater described by =omans.

\aseline and lanolin in the nineteenth cent"ry.

<ivea 3reme in :.

The -ncient 0reeks also "sed cosmetics. 3osmetics are mentioned in the $ld Testament ]2

ings :HK6 where ;e'ebel painted her eyelids]approximately ^46 *3]and the book of sther

describes vario"s bea"ty treatments as well.

http://en.wiktionary.org/wiki/component

http://en.wikipedia.org/wiki/Greek_language


http://en.wikipedia.org/wiki/Cosmetics#cite_note-3


http://en.wikipedia.org/wiki/Egypt

http://en.wikipedia.org/wiki/Greece

http://en.wikipedia.org/wiki/Cosmetics#cite_note-Ullmann-0

http://en.wikipedia.org/wiki/Castor_oil

http://en.wikipedia.org/wiki/Balm


http://en.wikipedia.org/wiki/Skin_cream

http://en.wikipedia.org/wiki/Beeswax


http://en.wikipedia.org/wiki/Olive_oil

http://en.wikipedia.org/wiki/Rosewater

http://en.wikipedia.org/wiki/Vaseline

http://en.wikipedia.org/wiki/Lanolin

http://en.wikipedia.org/wiki/Nivea_Creme

http://en.wikipedia.org/wiki/Ancient_Greek

http://en.wikipedia.org/wiki/Old_Testament

http://en.wikipedia.org/wiki/Jezebel

http://en.wikipedia.org/wiki/Esther


http://en.wiktionary.org/wiki/component



http://en.wikipedia.org/wiki/Egypt

http://en.wikipedia.org/wiki/Greece

http://en.wikipedia.org/wiki/Cosmetics#cite_note-Ullmann-0

http://en.wikipedia.org/wiki/Castor_oil


http://en.wikipedia.org/wiki/Skin_cream


http://en.wikipedia.org/wiki/Olive_oil

http://en.wikipedia.org/wiki/Rosewater

http://en.wikipedia.org/wiki/Vaseline

http://en.wikipedia.org/wiki/Lanolin

http://en.wikipedia.org/wiki/Nivea_Creme

http://en.wikipedia.org/wiki/Ancient_Greek

http://en.wikipedia.org/wiki/Old_Testament

http://en.wikipedia.org/wiki/Jezebel




3osmetic "se was frowned "pon at many points in &estern history. or example, in the :th

cent"ry, G"een \ictoria p"blicly declared make"p improper, v"lgar , and acceptable only for "se

by actors

$f the ma+or cosmetics firms, the largest isL-8, r"n by nilever and owned by 3$ -nil

3hopra.

*ea"ty prod"cts are now widely available from dedicated internet!only retailers, who have

more recently been +oined online by established o"tlets, incl"ding the ma+or department stores

and traditional bricks and mortar bea"ty retailers.

-ltho"gh modern make!"p has been "sed mainly by women traditionally, grad"ally an

increasing n"mber of males are "sing cosmetics "s"ally associated to women to enhance or cover

their own facial feat"res.

)RESENT 6 FUTURE TRENDS IN +,7EU)

\al"es in clients# personal lives have changed and that leads to a change in how theycons"me. /eople are spending more time with friends and family, and are foc"sing on what theyconsider to be the more important things in life. 3ons"ming for the sake of cons"mption is nolonger a way of life. 3osmetic cons"mers are demanding more "ality prod"cts with m"ltiple benefits, and what is inside the package will soon become more important than the packageitself. -ltho"gh packaging and presentation will always be very important, it will not be eno"ghto hold a client, and it will not be the fo"ndation "pon which to b"ild a b"siness.

To predict how and where mineral make"p will grow in the f"t"re, it is important to revisit itshistory and evol"tion. Traditional make"p was initially "sed to add color accents to the face, andafter a while, it was "sed to cover "p imperfections. 8ineral make"p bro"ght the evol"tion to notonly color and cover, b"t also to protect and enhance. 8ineral make"p today is almost as m"chabo"t skin care benefits as it is abo"t the color and coverage.

That is not to say that mineral make"p is intended to replace skin care9 it is meant to enhanceit. The mineral make"p category m"st contin"e to offer innovative and exciting form"lations inorder to lead the cosmetic ind"stry. 3"rrently, most mineral form"las are cosmetic!grade only, b"t the f"t"re co"ld bring dr"g form"las right into color form"las. The bea"ty of this is that thecons"mer is more likely to "se color more consistently than skin care. The more a person "ses prod"cts with beneficial ingredients, the better the res"lts will be.

ollowing are the coming trends for mineral make"p.

Face color formulations. orm"lations for the face will do more than +"st correct "nevenskin tone9 they will address text"re iss"es, s"ch as large pores, scars and pitted skin. Thecoverage will camo"flage witho"t a heavy look or feel. Look for prod"cts that will address iss"ess"ch as discoloration9 not +"st covering it, b"t also reversing its symptoms, whether red Arosacea

http://en.wikipedia.org/wiki/Victoria_of_the_United_Kingdom

http://en.wikipedia.org/wiki/Vulgar


http://en.wikipedia.org/wiki/Actor

http://en.wikipedia.org/wiki/Victoria_of_the_United_Kingdom


http://en.wikipedia.org/wiki/Actor



and acneC, bl"e Adark circle and br"isingC, brown Ahyper pigmentationC or white Ahypo pigmentationC.

Eye color formulations. orm"lations for the eyes will still help make the eyes look larger and brighter, b"t will also address iss"es s"ch as wrinkles, dark circles, sagging, and thinningeyelashes and eyebrows. Look for concealers and eye shadows that have powerf"l ingredientsincl"ded directly in the color form"la.

<ew pharmace"tical skin care form"lations are offering sol"tions for longer and darker eyelashes. This will create res"rgence in the sale of mascara and eye liner, as well as other eyecolor prod"cts in general. In partic"lar, the category of t"b"lar mascara will skyrocket.

T"b"lar mascara form"las "se a flexible copolymer instead of traditional oils and waxes andcan literally be b"ilt on top of the lashes to add even more length. T"b"lar mascara offers awater!resistant form"la witho"t compromising the lashes9 it is easily removed with +"st warmwater and press"re. &omen pay approximately B26 per month for the "pkeep of longer, darker lashes, and they will demand a mascara form"la that will not break them down. $ne weakness of the t"b"lar mascara is that it does not offer the thickening power of traditional oil and waxform"las. Look for a prod"ct that does both in one application. %o far, most options re"ire atwo!step process to en+oy both of these benefits.

Lip color formulations. orm"lations for the lips have already addressed long!wearing, pl"mping and moist"ri'ing iss"es. The one area that needs to be serio"sly examined is the long!term damage that high!shine lip glosses are doing to the lips. Lip melanomas have increaseddramatically d"ring the past few years, and wearing high!shine lip gloss is like wearing amagnifying glass over the lips. To co"nteract this danger of s"n damage, f"t"re form"las sho"ld

incl"de protective ingredients, s"ch as 'inc and titani"m dioxide. 3hemical s"nscreens on thelips will raise the heat factor on the lips and exacerbate conditions, s"ch as canker sores.

Sun care formulations. orm"lations for s"n care will contin"e to improve, and the categoryof powder s"nscreen has bro"ght s"n care form"las to a new level. The heat factor of chemicals"nscreens is important beca"se heat can exacerbate skin conditions, especially acne and hyper pigmentation.

3lients are more ingredient!savvy than ever and are aware of which ingredients work. Theyhave raised their standards and now m"st have real res"lts from their cosmetic prod"cts. Theyexpect a prod"ct to offer m"ltiple benefits. The cons"mer is still spending money on cosmetic prod"cts, b"t is looking for val"e9 it is not so m"ch abo"t price as it is abo"t val"e. If a prod"ctdelivers real res"lts and can do do"ble!d"ty, it will be s"ccessf"l. That is why a"thentic mineralmake"p form"las will still lead the cosmetic ind"stry as a ma+or force.



+,&OR )%,YERS 6 T*EIR +,R7ET S*,RE

REV%ON

=evlon was fo"nded in the midst of the 0reat >epression, :K2, by 3harles =evson and his

brother ;oseph, along with a chemist, 3harles Lachman, who contrib"ted the L in the =evlon

name. %tarting with a single prod"ct ] a new type of nail enamel ] the three fo"nders pooled

their reso"rces and developed a "ni"e man"fact"ring process. sing pigments instead of dyes,

=evlon developed a variety of new shades of opa"e nail enamel. In :KD, =evlon started selling



the polishes in department stores and dr"g stores. In six years, the company became a

m"ltimillion dollar organi'ation. *y :46, =evlon offered an entire manic"re line, and

added lipstick to the collection. >"ring &orld &ar II, =evlon created make"p and related

prod"cts for the .%. -rmy, which was honored in :44 with the -rmy!<avy -ward for

xcellence.

*y the end of the war, =evlon was listed as one of -merica1s top five cosmetic ho"ses.

xpanding its capabilities, the company bo"ght Graef & Schmidt , a c"tlery man"fact"rer sei'ed

by the government in :4K beca"se of 0erman b"siness ties. This ac"isition made it possible

for =evlon to prod"ce its own manic"re and pedic"re instr"ments, instead of b"ying them from

o"tside s"pply so"rces.

,VON

,8on /rod"ct is a m"lti!level marketing company. The company1s 3$ is %herilyn %.

8c3oy, who was appointed to that position in -pril 262.The former 3$, -ndrea ;"ng,

became the exec"tive chairman of the board. ;"ng was the longest ten"red female 3$ among

ort"ne 566 companies.

-von "ses both door!to!door sales people A-von ladies, primarily and a growing n"mber of

menC and broch"res to advertise its prod"cts.

-nd addition to its corporate p"rs"its, the -von corporation is involved

in philanthropic ca"ses. The ,8on Foun#ation or Women, p"blic charity, is the largest

corporate!affiliated philanthropy for women in the world. -von fo"nded the -von o"ndation for

&omen with its first grant, a B466 scholarship, in :55. -von was committed to helping women

achieve their highest potential of economic opport"nity and self!f"lfillment by empowering them

thro"gh scholarships and s"pport for other forms of ed"cational and occ"pational training and



advancement. &omen1s empowerment contin"ed to be the foc"s thro"gh the early ::6s when

-von began to increase its philanthropy with a new emphasis on breast cancer9 the -von

o"ndation still awards scholarships for -von %ales =epresentatives and their families, as well as

for the children of -von associates. The -von o"ndation is c"rrently foc"sed on two key

ca"sesH breast cancer and domestic violence. The o"ndation approved BK^ million in grants in

26.

In 262, -von la"nched its first global f"ndraising scheme. The symbol of this f"ndraisingaction is the &omen1s mpowerment *racelet.

V%CC

The g"iding image of \L33 is JTransforming Lives#, which refers to the transforming self,

transforming f"t"re and spreading happiness. These are the three pillars, which are \L33#s

hallmarks which were established in :^: by 8rs. \andana L"thra. $ne of the above mentioned

hallmarks, the fo"ndation has contin"ed to grow as a leading bea"ty brand. \L33, a re!defining

wellness b"siness has revol"tioni'ed the bea"ty ind"stry as well as ac"ired the position of

largest bea"ty brand and heath in India. \L33 today is the solitary mammoth competitor in the

ind"stry with a /an India presence of aro"nd 225 o"tlets in approximately D5 cities, o"tlet in

atmand", $men, *ahrain and ^ o"tlets in -.

The \L33 is a J%"per brand# serving as a s"nshade for its other prod"cts s"ch as \L33

@ealth 3are, /ersonal 3are and Instit"te of @ealth, 8anagement and *ea"ty. Its services offer

holistic wellness, traditional therapies and marrying a scientific research. @aving served more



than millions of cons"mers since its beginning, \L33, at present, has achieved a start stat"s all

over the world. It is India#s most preferred and largest %limming, @ealth and *ea"ty brand.

V%CC 9 Vision

To provide better "ality life to everyone, by p"rs"ing and adopting socially and ethicallysignificant b"siness practices, which are aimed at shaping "p the confidence of people andmaking *ea"ty 3are, @ealth and itness available to each and every section of the society.

ORIF%,+E

Orilame Cosmeti!s S$,$ AL"xembo"rgC is a cosmetics gro"p, fo"nded in :?D in

%weden by the brothers ;onas - ;ochnick and =obert - ;ochnick. The company sells skin

care, cosmetic prod"cts and related prod"cts thro"gh an independent sales force of over K million

people.

$riflame 3osmetics is an international bea"ty company selling direct. The company began

operations in :?D in %weden and has today a presence in over ?6 co"ntries worldwide. The

company has over K.5 million cons"ltants worldwide with ann"al sales of _.5 billion.

$riflame has been listed on <-%>-G $8` %tockholm since 2664.



The brand got its name from the royal banner of medieval rance which was "nf"rled only

on the battlefield and accompanied by the war cry 8ont+oie %aint >enis $riflame gained its

first cons"ltant in :D6.

$riflame is involved in several programs for example the &orld 3hildhood

o"ndation, %$% 3hildren1s \illages as well as in local small charities.

The company has been ranked ^.5 o"t of : in the /alm $il *"yers# %corecard which is

compiled by the &orld &ide "nd and rates p"rchasers of palm oil on environmental

s"stainability.

+,R7ET S*,RE /:./

!"#$ %"!&ET S'"!E ()*

L"&%E +,.

!E/L0# 12.

L0!E"L +3.+4

"/0# 14.5

/L66 7.4

0!8FL"%E .3+

Source: usiness e9press



30.34

18.2714.67

9.24

7.03

20.45

MARKET SHARE

LOREAL

LAKME

AVON

VLCC

ORIFLAME

REVLON

COMPANY PROFILE

%akme is an Indian brand of cosmetics, owned by nilever and r"n by 3$ -nil 3hopra.

Lakme started as a 667 s"bsidiary of Tata $il 8ills ATomcoC, part of the Tata 0ro"p9 it was

named after the rench opera Lakme, which itself is the rench form of Lakshmi, the goddess of





wealth, also renowned for her bea"ty. Indian cosmetic Lakme was started in :52, famo"sly

beca"se the then /rime 8inister, ;awaharlal <ehr", was concerned that Indian women were

spending precio"s foreign exchange on bea"ty prod"cts, and personally re"ested ;=> Tata to

man"fact"re them in India. %imone Tata +oined the company as director, and went on to become

its chairman. In ::? Tata sold off their stakes in Lakme Lever to @LL, for =s 266 3rore A45

million %BC, and went on to create Trent and &estside. ven today, when most m"ltinational bea"ty prod"cts are available in India, Lakme still occ"pies a special place in the hearts of Indian

women.

Lakme also started its new b"siness in the bea"ty ind"stry by setting "p Lakme *ea"ty

%alons all over India. <ow @L A@ind"stan nilever LimitedC has abo"t 6 salons all over

India providing bea"ty services. Lakme1 has been ranked as 4Dth most tr"sted brand in India

by The *rand Tr"st =eport The company is the title sponsor for Lakme ashion &eek AL&C a

bi!ann"al fashion event which takes place in 8"mbai.

+akeup t"pes

3osmetics incl"de skin!care creams, lotions, powder , perf"mes, lipsticks,fingernail and toe nail polish, eye and facial make"p ,towelettes, permanent

waves, colored contact lenses, hair colors, hair sprays and gels, deodorants, handsaniti'er , baby prod"cts, bath oils, b"bble baths, bath salts, b"tters and many other types of prod"cts. - s"bset of cosmetics is called make!"p, which refers

primarily to colored prod"cts intended to alter the "ser#s appearance. 8anyman"fact"rers disting"ish between decorative cosmetics and care cosmetics.

8ost cosmetics are disting"ished by the area of the body intended for application.

ace /rimer, 3ome in vario"s form"las to s"it individ"al skin concerns. 8ostare meant to red"ce the appearance of pore si'e, prolong the wear of make"p,

and allow for a smoother application of make"p. -pplied before fo"ndation. ye /rimer, sed to prolong the wear of eye shadows on the eye as well as

intensify color payoff from shadows.

Lip gloss, is a sheer form of lipstick that is in a li"id form.

Lipstick , lip gloss, lip liner , lip pl"mper , lip balm, lip conditioner, lip primer,and lip boosters. Lip stains have a water or gel base and may contain alcohol to

http://en.wikipedia.org/wiki/Cream_(pharmaceutical)

http://en.wikipedia.org/wiki/Lotion

http://en.wikipedia.org/wiki/Perfume

http://en.wikipedia.org/wiki/Lipstick

http://en.wikipedia.org/wiki/Nail_polish

http://en.wikipedia.org/wiki/Human_eye

http://en.wikipedia.org/wiki/Wet_wipe

http://en.wikipedia.org/wiki/Colored_contact_lenses

http://en.wikipedia.org/wiki/Hair

http://en.wikipedia.org/wiki/Hair_spray

http://en.wikipedia.org/wiki/Gels

http://en.wikipedia.org/wiki/Deodorants

http://en.wikipedia.org/wiki/Hand_sanitizer


http://en.wikipedia.org/wiki/Bubble_bath

http://en.wikipedia.org/wiki/Bath_salts

http://en.wikipedia.org/wiki/Butter

http://en.wikipedia.org/wiki/Lipgloss



http://en.wikipedia.org/wiki/Lip_gloss

http://en.wikipedia.org/wiki/Lip_liner

http://en.wikipedia.org/wiki/Lip_plumper

http://en.wikipedia.org/wiki/Lip_balm

http://en.wikipedia.org/wiki/Cream_(pharmaceutical)

http://en.wikipedia.org/wiki/Lotion

http://en.wikipedia.org/wiki/Perfume


http://en.wikipedia.org/wiki/Nail_polish

http://en.wikipedia.org/wiki/Human_eye

http://en.wikipedia.org/wiki/Wet_wipe

http://en.wikipedia.org/wiki/Colored_contact_lenses

http://en.wikipedia.org/wiki/Hair

http://en.wikipedia.org/wiki/Hair_spray

http://en.wikipedia.org/wiki/Gels

http://en.wikipedia.org/wiki/Deodorants



http://en.wikipedia.org/wiki/Bubble_bath

http://en.wikipedia.org/wiki/Bath_salts

http://en.wikipedia.org/wiki/Butter



http://en.wikipedia.org/wiki/Lip_gloss

http://en.wikipedia.org/wiki/Lip_liner

http://en.wikipedia.org/wiki/Lip_plumper

http://en.wikipedia.org/wiki/Lip_balm



help the prod"ct stay on the lips. The idea behind lip stains is to temporarilysat"rate the lips with a dye, rather than covering them with a colored wax.s"ally designed to be waterproof, the prod"ct may come with an applicator

br"sh or be applied with a finger.

3oncealer , make"p "sed to cover any imperfections of the skin. 3oncealer isoften "sed for any extra coverage needed to cover blemishes, or any other marks. 3oncealer is often thicker and more solid than fo"ndation, and provideslonger lasting, and more detailed coverage. %ome form"lations are meant onlyfor the eye or only for the face.

o"ndation, "sed to smooth o"t the face and cover spots or "neven skincoloration. s"ally a li"id, cream, or powder, as well as most recently, a lightand fl"ffy mo"sse, which provides excellent coverage as well. o"ndation

primer can be applied before or after to get a smoother finish. %ome primers

come in powder or li"id form to be applied before fo"ndation as a base, whileother primers come as a spray to be applied after yo" are finished to help make!"p last longer.

ace powder , "sed to set the fo"ndation, giving a matte finish, and also toconceal small flaws or blemishes.

=o"ge, bl"sh or bl"sher , cheek coloring "sed to bring o"t the color inthe cheeks and make the cheekbones appear more defined. This comes in

powder, cream, and li"id forms.

3onto"r powdercreams, "sed to define the face. It can be "sed to give the

ill"sion of a slimmer face or to even modify a person#s face shape as desired.s"ally a few shades darker than one#s own skin tone and matte in finish tocreate the ill"sion of depth. - darker toned fo"ndationconcealer can be "sedinstead to conto"r to create a more nat"ral look.

@ighlight, "sed to draw attention to the high points of the face as well as to addglow to the face. It comes in li"id, cream, and powder form. $ften containsshimmer, b"t sometimes does not. - lighter toned fo"ndationconcealer can be"sed instead to highlight create a more nat"ral look.

*ron'er , "sed to give skin a bit of color by adding a golden or bron'e

glow. 3an come in either matte, semi mattesatin, or shimmer finishes.

8ascara is "sed to darken, lengthen, and thicken the eyelashes. It is available innat"ral colors s"ch as brown and black, b"t also comes in bolder colors s"ch as

bl"e, pink, or p"rple. There are many different form"las, incl"ding waterproof for those prone to allergies or s"dden tears. $ften "sed after an eyelash c"rler andmascara primer. There are now also many mascaras with certain components to

http://en.wikipedia.org/wiki/Concealer

http://en.wikipedia.org/wiki/Foundation_(cosmetics)

http://en.wikipedia.org/wiki/Face

http://en.wikipedia.org/wiki/Face_powder

http://en.wiktionary.org/wiki/Special:Search/matte

http://en.wikipedia.org/wiki/Rouge_(cosmetics)

http://en.wikipedia.org/wiki/Cheeks

http://en.wikipedia.org/wiki/Cheekbones

http://en.wikipedia.org/wiki/Bronzer

http://en.wikipedia.org/wiki/Mascara

http://en.wikipedia.org/wiki/Eyelash

http://en.wikipedia.org/wiki/Waterproof

http://en.wikipedia.org/wiki/Allergies

http://en.wikipedia.org/wiki/Eyelash_curler

http://en.wikipedia.org/wiki/Concealer

http://en.wikipedia.org/wiki/Foundation_(cosmetics)

http://en.wikipedia.org/wiki/Face

http://en.wikipedia.org/wiki/Face_powder

http://en.wiktionary.org/wiki/Special:Search/matte

http://en.wikipedia.org/wiki/Rouge_(cosmetics)

http://en.wikipedia.org/wiki/Cheeks

http://en.wikipedia.org/wiki/Cheekbones

http://en.wikipedia.org/wiki/Bronzer

http://en.wikipedia.org/wiki/Mascara

http://en.wikipedia.org/wiki/Eyelash

http://en.wikipedia.org/wiki/Waterproof

http://en.wikipedia.org/wiki/Allergies

http://en.wikipedia.org/wiki/Eyelash_curler



help lashes to grow longer and thicker. There are specific minerals and proteinsthat are combined with the mascara that can benefit, as well as bea"tify.

+ISSION'

*-T $= -LL

or more than a cent"ry, Lakme has devoted itself solely to one

b"sinessH bea"ty. It is a b"siness rich in meaning as it enables all

individ"als to express their personality gain self!confidence itself and

open "p to others.

*ea"ty is a lang"age.

Lakme has set itself the mission of offering men ( women worldwide

the best cosmetics innovation in terms of "ality9 efficacy ( safety .It

p"rses this goal by infinite diversity of bea"ty needs and desires all over

the world.



*ea"ty is "niversal.

%ince its creation by a researcher, the gro"p has p"shing back the

frontiers of knowledge. Its "ni"e research arms it to contin"ally explorenew territories ( invent the prod"cts of the f"t"re, while drawing

inspiration from bea"ty rit"als the world over.

*ea"ty is science.

*y drawing on the diversity on its teams, ( the richness ( the

complementarily of its brand portfolio, Lakme has made the

"niversalisation of bea"ty its pro+ect for the years to come.

Lakme offering bea"ty for all.



OR3,NIS,TION,% STRUCTURE



)RODUCTS ,ND SERVICES OFFEREDH

Lakme is world renown and great cosmetic company .a wonderf"lgift hamper for today#s women.

C,TE3ORIES

.$ %akme lipsti!k

/$ %akme e"eliner

1$ %akme ka;al

-$ %akme stra<berries a!e <as=

>$ %akme ra#iant rose po<#er

?$ %akme nail enamel remo8er

@$ %akme s=ampoo

A$ %akme #eep pore !leansing milk



Marketing Strategy for Customer Satisfaction:

)romotional strategies

/romotional posters.

La"nch of bea"ty maga'ines.

-dvertisement thro"gh film 3ommercials.

• $pen spa to promote the *rand.

• %electing rep"ted brand ambassador.

• %ponsoring and %ocial =esponsibility.

• %tart campaign for safe cosmetics which will be started in ebr"ary 26K.

)ositioning strategies'

8ost innovative.

@igh G"ality, -dvanced prod"cts ( affordable price.

• $nly cosmetic brand in world that has prod"cts in all the segments3ons"mer, L"x"ry, /rofessional ( /harmace"ticals.



Distribution strategies'

• &iden distrib"tion network by giving vario"s incentives to distrib"tors,

retailers, stockiest etc in order, not to lose self space /rod"ct 8odification

• *y modifying the prod"ct by adding %/, so that lips can be protected from

harmf"l.

FUTURE )%,NS'

•

The company plans to open 6 cosmetics shops o"tlets across the globenext year, the share of Indian market to Lakme t"rnover of e"ro 5.^ billionsmall, b"t is growing.

&ith other emerging economies India#s contrib"tion to global cosmeticsamo"nts to ?67.

•

Lakme t"rns to cheap prod"cts to sp"r f"t"re growth.

• Lakme is foc"sing on so"th market ( is planning to open 6 stores in

3hennai ( @yderabad.



• The company has drawn "p a fresh strategy, incl"ding aggressive disco"nts

( opening "p of new stores.

• -t present the company is operating 25 stores in ^ Indian cities "nder a

franchise agreement with retail ma+or "t"re gro"p.

THEORETICAL PERSPECTIVE



o +arketing +i reers to t=e ingre#ients or t=e tools or t=e 8ariable <=i!=

t=e marketer mies in or#er to intera!t <it= a parti!ular market

o +arketing +i is a set o marketing tools t=at t=e irm uses to pursue its

marketing ob;e!ti8es in t=e target market

o +arketing mi is a term use# to #es!ribe t=e !ombination o t=e our inputs

<=i!= !onstitute t=e !ore o a !ompan"s marketing s"stem' t=e pro#u!t

t=e pri!e stru!ture t=e promotional a!ti8ities5 an# t=e #istribution s"stem$

o +arketing mi represents t=e total marketing programme# o a irm$ It

in8ol8es #e!isions <it= regar# to pro#u!t5 pri!e5 pla!e an# promotion$

+arketing mi is a blen#ing o #e!isions in t=e G- )s$

Four ma;or ingre#ients o marketing mi are'



)ro#u!t

- prod"ct is any good or service that cons"mers want. It is a b"ndle of"tilities or a cl"ster of tangible and intangible attrib"tes. /rod"ct component

of the marketing mix involves planning, developing and prod"cing the righttype of prod"cts and services. It deals with the dimensions of prod"ct line,d"rability and other "alities. /rod"ct policy of a firm also deals with proper

branding, right packaging, appropriate color and other prod"ct feat"res. Thetotal prod"ct sho"ld be s"ch that it really satisfies the needs of the targetmarket. In short, prod"ct mix re"ires decisions with regard to

• %i'e and weight of the prod"ct.

• G"ality of the prod"ct.

• >esign of the prod"ct.

• \ol"me of o"tp"t.

• *rand name.

• /ackaging.

/rod"ct range.

)ri!e$

/rice is an important factor affecting the s"ccess of a firm. /ricingdecisions and policies have a direct infl"ence on sales vol"me and profits of

b"siness.

/rice is, therefore, an important element in the marketing mix. In practice, itis very diffic"lt to fix the right price. =ight price can be determined thro"gh

pricing research and test marketing.

>emand, cost, competition, govt. reg"lation, etc. are the vital factors thatm"st be taken into consideration in the determination of the price. /rice mixinvolves decisions regarding base price, disco"nts, allowances, fright

payment, credit, etc.



)romotion$

/romotion component o the marketing mix is concerned with bringing prod"cts to the knowledge of c"stomers and pers"ading them to b"y. It is thef"nction of informing and infl"encing the c"stomer.

/romotion mix involves decisions with respect to advertising, personalselling and sales promotion. -ll these techni"es help to promote the sale of

prod"cts and to fight the competition in the market. <o single method of promotion is effective alone and, therefore, a

promotional campaign "s"ally involves a combination of two or more promotional methods.

0rowing competition and widening market have made sim"ltaneo"s "se

of more than one promotional method all the more necessary. 3ombinationof two or more methods in a single promotional campaign re"ires aneffective blending of promotional inp"ts so as to optimi'e the expendit"re oneach.

)la!e HDistribution

This element of marketing mix involves a choice of the place where the prod"ctsare to be displayed and made available to the c"stomers. It is concerned withdecisions relating to the wholesale and retail o"tlets or channels of distrib"tion.The ob+ective of selecting and managing trade channels is to provide the prod"ctsto the right c"stomer at the right time and place on a contin"ing basis. In decidingwhere and thro"gh whom to sell, management sho"ld consider where the c"stomerwants the goods to be available.

- man"fact"rer may distrib"te his goods thro"gh his own o"tlets or hemay employ wholesalers and retailers for this p"rpose. Irrespective of thechannel "sed management m"st contin"o"sly eval"ate channel performanceand make changes whenever performance falls short of expected targets. In

addition, management m"st develop a physical distrib"tion system forhandling and transporting the prod"cts thro"gh the selected channels. In thedetermination of distrib"tion mix or marketing logistics, a firm has to makedecision with regard to the mode of transporting of goods to middle!men,"se of company vehicles or both.



FINDINGS & ANALYSIS

GENERAL !ND!NGS:

Lakme is the global leader in cosmetics, with 25 global brands. It has five keyareas of expertise! hair care, skincare, make!"p and fragrances. This company hasover ?K,K5^ employees working c"rrently. -nd it sells its prod"cts aro"nd inK6co"ntries all over the world. Its consolidated sales are recorded in over D,6?Kin millionaires .The company man"fact"re well above 4.D billion "nits ann"ally. Italso has investments above 5?6 million e"ro s in =(> investments$

$n the analysis and interpretation of research cond"cted. It was fo"nd thatcertain findings are very critical and are directly or indirectly affecting the Lakme

prod"cts.

There is a good awareness of Lakme cosmetics prod"cts among the cons"mers.

The "ality of Lakme is very satisfactory viewed by the ma+ority of c"stomers.

There is a neck to neck competition between L#$real, $riflame, \L33,=evlon etc

D57 of the c"stomers are f"lly satisfied with existing "ality &hile 257 are partly satisfied.

8a+ority of women are "sing Lakme prod"cts.

3ons"mers prefer the Lakme prod"cts beca"se it provides goo# Jualit"5 goo#

results, goo# ser8i!es5 et! an# it all ulills t=eir nee#s$



D,T, ,N,%SIS

SURVEY OF CONSU+ERS$

Sur8e" <as !on#u!te# <it= t=e =elp o Juestionnaire$

4UESTIONN,IRE$

- %=\ 3$<>3T> &IT@ T@ @L/ $ G%TI$<<-I=$= T@ /=/$% $ =%-=3@ $< 8-=TI<0 %T=-T0I% $L-8 which incl"des the following "estion. /lease fill the "estion

precisely and help "s in achieving the desired ob+ective.

#"%E

.

";E ;!0U< a* Under 15 =* Under 15-, c* Under ,-+, d*

a=ove +,

;E#$E! a* %ale =* Female

066U<"T80#

"$$!ESS

..

..



$"T" "#"LS8S

GENDER NO OF

RESOND!N"S

FE#!$E %

";E ;!0U<

'NDER(%) %

%)(*+ %,

*+(-+ .*

-+ !/ove 0

4UESTIONN,IRE$

( >o yo" "se cosmetic

aC es bC <o

( &hen do yo" "se cosmetics

aC -t parties ( occasions bC -lways

cC &hen I want to dC $"tside home



( @ow m"ch do yo" spend on cosmetics in a month

aC Less than 266 bC *etween 266 ( 466

cC 466!^66 dC 8ore than ^66

( -re yo" a Lakme c"stomer

aC es bC <o

( &hich of the following prod"cts of Lakme have yo" been "sing

aC 8ascara bC 3ompact

cC a+al dC @air %pa



( -re yo" satisfied with the Lakme prod"cts

aC %atisfied bC \ery %atisfied

cC <either satisfied nor dissatisfied dC >issatisfied

eC \ery dissatisfied

( In dealing with 8ake"p, will " take chance with yo"r skin for experimentingthe prod"cts of Lakme

-C -gree bC -gree little

cC <either agrees nor disagree dC >isagree

• What were the reasons for yo" to choose Lakme prod"cts

-C 3heap price bC *rand#s name

3C G"ality dC \ariety

C -dvertisement fC $thers

From which so"rce did yo" get to know abo"t Lakme prod"ct



-C <ewspaper bC Television

cC >irect sale exec"tive dC Internet

eC $thers

( -re yo" satisfied with the promotional offers of Lakme

aC es bC <o

3C 3an#t say

( >o yo" find Lakme prod"cts val"e for money

aC es bC <o

3C 3an#t say

( If yo"r Lakme prod"ct is not available then what wo"ld yo" do

aC &ill b"y some other prod"ct



bC &ill never change my brand preference.

3C &ill wait for Lakme to be available at the o"tlet as soon as possible

• >o yo" find availability of Lakme prod"ct in shopso"tlets easily

-C \ery easily available bC asily available

cC <either easily nor diffic"lt available dC \ery diffic"lt

C >iffic"lt

Wo"ld yo" recommend Lakme to yo"r friends ( relatives

-C es bC <o

cC 3an#t say

( &hat improvements do yo" s"ggest to Lakme for its prod"cts

-C =ed"ction in price bC asily available



cC Improve promotional activities dC others

FINDINGS BASED ON QUESTIONNAIRE RESPONSES

Do "ou use !osmeti!K

>omen Use cosmetics <ercentage ()*

?es 1,

#o ,



83%

17%

Women Use cosmetics

ye

!"

W=en #o "ou use !osmeti!sK

>omen use

6osmetics

<ercentage

"t parties @ occasions 23)

"lAays

3)>hen 8 Aant to 1,)

0utside home +,)



53%

13%

10%

23%

Women use cosmetics

A# $&#'e ("))'"!

A*+y

,-e! I +!# #"

O#'/e -"e

( *o< mu!= #o "ou spen# on !osmeti!s in a mont=K

%oney spent in a month on

cosmetic

<ercentage ()*

Less than 33 ,3)

etAeen 33-433 53)

%ore than 433B less than 233 +3)

%ore than 233 13)



Le #-! 200

e#+ee! 200400

M"&e #-! 400 Le #-! 800

M"&e #-! 800

0%

10%

20%

30%

40%

50%

60%

Mone s!ent on cosmetics in " mont#

,re "ou a %akme !ustomerK

LaCme customer <ercentage

?es 133)



#o +3)

ye

0%

20%

40%

60%

80%

100%

L"$me custome%

Le )#"e&

( W=i!= o t=e ollo<ing pro#u!ts o %akme =a8e "ou been usingK

<roducts using <ercent

age ()*

%ascara />

&aDal ->



6ompact >:

Shampoo 1:

35%

10%25%

30%

L"$me P%oucts use ' (omen

* -$"" )& )"$)#

( ,re "ou satisie# <it= t=e %akme pro#u!tsK

Satisfied Aith LaCme products <ercentage ()*

Satisfied ,3



/ery satisfied 2,

#either satisfied nor dissatisfied

$issatisfied ,

/ery dissatisfied +

0%

10%20%30%40%50%60%70%80%90%

s"tis)e (it# *"$me !%oucts

#'e/ +'#- *e$&"/)#

( In #ealing <it= +akeup5 <ill u take !=an!e <it= "our skin or

eperimenting t=e pro#u!ts o %akmeK



E9perimenting Aith LaCme <ercentage ()*

"gree ^6

"gree little 26

#either agree nor disagree D

$isagree ^

$isagree strongly 5

70%

20%2%

3% 5%

E+!e%imentin, (it# *"$me on s$in

A&ee

A&ee L'##*e

Ne'#-e& &ee !"&

/'&ee

'&ee #&"!*y

'&ee

• W=at <ere t=e reasons or "ou to !=oose %akme pro#u!ts



!easons for choosing LaCme <ercentage ()*

6heap price 6D

rand name 4K

uality ?5

/ariety 2D

"dvertisement 6?

0thers 2

0

10

20

30

40

50

60

70

Re"sons -o% c#oosin, *"$me

Re"! "& )-""'!

*e

( From <=i!= sour!e #i# "ou get to kno< about %akme pro#u!tsK



Source to CnoA a=out LaCme

products

<ercentage ()*

#eAspaper D7

Television ?:7

$irect sale e9ecutive K47

8nternet 227

0thers ^7

30%

50%

12%

6% 2%

Sou%ces to $no( "'out *"$me !%oucts

Ne+$$e&

Te*e:''"!

'&e)# S*e E;e)#':e

I!#e&!e#

O#-e&



,re "ou satisie# <it= t=e promotional oers o %akmeK

Satisfied Aith promotional

offers

<ercentage ()*

?es 135

#o ,

6ant say 17

<ES= 71%

NO= 17%

C!># y= 13%

S"tis)e (it# !%omotion"* o.e%s



Do "ou in# %akme pro#u!ts 8alue or mone"K

<roducts value for money )er!entage HL

?es 11

#o 13

6ant say 2

88%

10% 2%

L"$me !%oucts /"*ue -o% mone

ye

!"

)!># y

I "our %akme pro#u!t is not a8ailable t=en <=at <oul# "ou #oK

<roduct is not availa=le then <ercentage ()*

>ill =uy some other =rand /:

>ill never change my =rand preference A/



>ill Aait for LaCme to =e availa=le at the

outlet as soon as possi=le-A

13%

55%

32%

I- !%ouct is not "/"i*"'*e

+'** ?y "e "#-e& $&"/)# +'** !e:e& )-!e y ?&!/ $&ee&e!)e

+'** +'# "& *e #" ?e :'*?*e

( Do "ou in# a8ailabilit" o %akme pro#u!t in s=opsMoutlets easil"K

"vaila=ility of products <ercentage ()*

/ery easily availa=le 42

Easily 5^

#either easy nor difficult 25

$ifficult 2

/ery difficult K



28%

39%

17%

8%

9%

A/"i*"'i*it o- *"$me !%oucts

:e&y e'*y :'*?*e

e'*y

!e'#-e& ey !"& /'@)*#

/'@)*#

:e&y /'@)*#

( Woul# "ou re!ommen# %akme to "our rien#s 6 relati8esK

!ecommend LaCme <ercentage ()*

?es ?

#o 2

6ant say 22



<ES NO C!># y

0

20

40

60

80

10086

95

Recommen *"$me to -%iens

Re)"e!/ *e #"

&'e!/

( W=at impro8ements #o "ou suggest to %akme or its pro#u!tsK

8mprovements <ercentage ()*

!eduction in price D5

Easily availa=le KK

8mprove promotional activities 2D

others 4



50%

22%

18%

9%

Im!%o/ements

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CONC%USION

6

RECO++END,TION



CONC%USION'

The competition is fierce in the m"lti!channel retailing environment.- b"siness that hopes to grow and prosper re"ires a comprehensivelogistics and transportation strategy, exec"ted flawlessly. The dilemmafor management lies in trying to meet cons"mers# growing expectationswhile keeping costs in check. In response to these iss"es of m"lti!channel growth, more and more carriers are branching o"t to offer

logistics services. Those b"sinesses that work to b"ild s"ccessf"l relationships with

logistics and transportation vendors will find that their efforts lead toimproved c"stomer service and profitability. It#s not an easy task, b"t itis certainly one that#s achievable with the tools and technology availabletoday.

Lakme has been fo"nd to be the most preferred brand it meet the

promise made to the c"stomer. 3ons"mer relies on the Lakme prod"cts beca"se it provides goo# Jualit"5 goo# results5 goo# ser8i!es5 et!$ So

t=at !ustomer ma" preer %akme pro#u!ts$

&hile cond"cting s"rvey I fo"nd that the c"stomer may like theshowrooms of the Lakme prod"cts. They still likes the easily availabilityof vario"s prod"cts. %o the Lakme prod"cts c"stomers are f"lly satisfiedto "se the prod"cts.



SU33ESTIONS'

The s"pply m"st be properly f"lfilled so the need of the c"stomer satisfies.

Target selling for the dealer agent can increase the sales of company.

The company m"st concern to the satisfaction of c"stomer demand.

The company and dealer sho"ld develop its marketing informationsystem "p to date information of competitor1s policy, price and prod"ct,target market, so the company can know its strengths and weaknesses.

*rand preference st"dies reveal that comparatively there is more preference for Lakme among cons"mers so in order to attract andmaintain his cons"mers. -dvertising programs sho"ld be intensified.

/erception of the cons"mer is changing rapidly. They seek new benefits and val"es in their preferred brand. 8oreover, cons"mer likes tohave brand at low rate. %o Lakme sho"ld insert it so as to meet thechanging preference of the cons"mer.

Lakme is the market leader in make!"p prod"cts. 8ost of thecons"mers are brand loyal. They sho"ld be treated as intangible assets.Lakme sho"ld ever strive to satisfy them

a research study of marketing strategies of lakme.docx

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