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Lakmefinal 151003154219 Lva1 App6891 PDF
Lakmefinal 151003154219 Lva1 App6891 PDF
A PROJECT
ON
SUBMITTED TO
UNIVERSITY OF MUMBAI
FOR SEMESTER- III
OF
MASTER OF COMMERCE PART-II
BY
NAME:NAJUKA MOHITE
ROLLNO: 2536
UNDER THE GUIDANCE OF
PROF. SHABAB RIZVI
YEAR 2015-2016
We bsite: www.pcacs.ac.in
Te l: 27456100/1700
Dr. K. M. Vasudevan Pillai’s Campus, Plot No: 10, Sector-16. New Panvel-410206
declare that the project for the Paper Research Methodologies titled,
work carried out by me under the guidance and supervision of Prof. SHABAB RIZVI.
I further state this work is original and not submitted anywhere else for any examination.
Signature of Student
EVALUATION CERTIFICATE
This is to certify that the undersigned have assessed and evaluated the project on
Assessment.
EXTERNAL EXAMINER
(OUT OF 10 MARKS)
PRESENTATION
(OUT OF 10 MARKS)
I INTRODUCTION 1
II ABOUT LAKME 2
III PRODUCTS 3
IV SIGNIFICANCE OF STUDY 5
V REVIEW OF LITERATURE 6
VI OBJECTIVE OF STUDY 7
IX QUESTIONNAIRE 10
X DATA ANALYSIS 12
XI CONCLUSION 18
INTRODUCTION
Within a short span of the last five-six years, the use of cosmetics by Indian consumers has
increased significantly with more and more women and men taking greater interest in
personal grooming, increasing disposable incomes, changing life styles, influence of satellite
television and greater product choice and availability. With the demand for cosmetics on the
rise and the opening up of the market to foreign companies, many of the world’s popular
cosmetics brands entered the Indian market in the early and mid-nineties and some more have
This cosmetics and personal care industry has been growing at an average rate of 20 per cent
for the last few years. The growing Indian cosmetics market offers promising prospects for
international brands. The growth rate in the cosmetics market reflects an increasing demand
for beauty care products in India. Perfumes and fragrances, skin care, and hair care products
are some of the major segments with promising prospects for U.S. companies.
Penetration of most cosmetic and toiletries is very low in India. Current consumption of
many products is well below that of many countries in Asia. The low market penetration of
many cosmetics and personal care products offers room for growth. The Indian toiletries
market is well developed and dominated by major multinational companies and a few large
Indian players.
The urban population with increasing purchasing power is the major force driving demand
for cosmetics and toiletries. India is a very price-sensitive market and mass-market products
constitute the major part of the cosmetics and toiletries market. India’s import of cosmetics
and toiletries and intermediate raw materials is around US$ 120 million, of which the U.S.
has a share of approximately 10 percent. The objective of the study report is to analyze the
consumer satisfaction level of different brands, particularly focused on the Lakme products
ABOUT LAKME
subsidiary of Tata Oil Mills (Tomco), part of Tata Group, it was named after the French
opera Lakmé. At the time of its establishment, Indian cosmetic industry was rather nascent,
and there was a very small market base. Simone Tata joined the company as director, and
went on to become its chairman. When Tata's saw a bigger growth potential in the retail
market, and greater competition from global companies in cosmetics, they enetered into a 50-
50 joint venture with Hindustan Lever Limited (the Indian subsidiary of Unilever) in 1995 to
The Carreras family established LAKMÉ Cosmetics in 1997 and is independent, self-
financed and family owned. The family has over 40 years of manufacturing experience in
salon products. Lakmé East a regional distributor of Lakmé Cosmetics with its main office in
Colchester is conveniently placed to provide you with all the guidance back up and support
Lakme today has grown to have a wide variety of products and services that cover all facets
of beauty care, and arm the consumer with products to pamper herself from head to toe.
These include products for the lips, nails, eyes, face and skin, and services like the Lakme
Beauty Salons
PRODUCTS
Face Lips
Nails Eyes
Anti-Pollution System
Cleansers
Moisturizers
SIGNIFICANCE OF STUDY
The concept of marketing is related to analysing the markets and the customers in relation to
any particular product. This is done basically in order to discover the unfulfilled demands of
the consumers. Marketing process refers to the procedure where the steps are taken and
decisions are made in order to match the requirements of the consumers by implementing the
Cosmetic companies in India are placing increasing emphasis on market research and
targeting new market segments such as teenagers, men and young women. Cosmetics
constitute the high growth segments. Nail enamels and lipsticks account for around 65
percent of total color cosmetic sales in India. Lakme, a brand originally introduced by the
Tata group of India, now bought over by Hindustan Unilever group (HUL).
satellite television, awareness of the western world and growing importance of beauty
pageants, there have been significant changes and use of cosmetics is on the rise. Also, with
the boom in the Indian fashion world and the growth in the television industry, there has been
Survey is a fact finding study. Under this method of research, the research is interested in knowing
something about the whole population. The researcher studies only sample drawn from population.
The data are collected directly from the sample by interviewing or mailing questionnaires at particular
period of time. It is the data, which are collected by some body for some other purchases. In this study
the sample size was 20. Sampling is only a tool which helps to know the characteristic of the universe
or population by examining only a small part of it. In this study the researcher has addressed
Marketing strategy is a set of objectives, policies and rules that leads the company's marketing efforts.
In mass marketing, the seller engaged in the mass production, mass distribution and mass promotion
of one product for all buyers. Through this the choice of distribution channels and communication
channels become much easier. The positioning requires that every tangible aspect of product, price,
place and promotion must support the chosen positioning strategy. Company should develop a unique
selling proposition (USP) for each brand and stick to it, PPL consistently promotes it’s DAP fertilizer
To find out the impact of Lakme Cosmetics Products on the brand switching behavior of the
consumer.
To know various cosmetics product range in the market level for Cosmetic Products (Nail
In the classical tests of significance, two kinds of hypothesis are used the null hypothesis and
the alternate hypothesis. Null hypothesis ( Ho) is used for testing. It is the statement that no
difference exists between the parameter and the statistic being compared. Second is
Alternative hypothesis. (Ha) is alternative hypothesis is alternative hypothesis which holds
that there has been a change.
In this report our null hypothesis and alternative hypothesis are stated below:
DATA COLLECTION
Data is fact or information that we are collected through a sampling procedure. Primary data
and Secondary data are the two types of data.
Primary Data:
Questionnaire
Secondary Data:
Internet
Company Reports& Broachers
Magazines
Newspapers Articles &journals
Primary Data Collection through questionnaire
Questionnaire
Sex: - Designation:-
A. Yes B. No
Q.3 For How long have you been using the lakme Brand?
A. Yes B. No
C. Can’t say
Q.5 What do you think is the main reason for your use of lakme product’s?
A. Price B. Variety
C. Quality D. Availability
E. Promotion
Q.6 Any Problems you faced while using it?
A. Yes (Specify) B. No
Q.7 State your level of satisfaction / Dissatisfaction with regard to the product’s from
lakme?
A.yes B. No
Q10 Do you think that lakme provides you with an option of healthy long lasting and
Harmless make –up answer with a Statement?
Q.11 would you continue to buy lakme Product’s even if there is increased to say up-to
10-15% In Prices?
A. Yes B. No
DATA ANALYSIS
Ans. Acoording to study and research i have to select those sample who prefer britannia as a
their brand.Therefore from 20 sample everyone prefer Lakme products.
Nail Enamel
10%
Eyes
35%
Eyes
Face
25% Lip color
Face
Nail Enamel
Lip color
30%
Since, Lakme is old and most competitive brand in India. Majority of customers are using more than 5
years of lakme product.
Its means every customer ids satisfied with their lakme products whether they use for face,eyes,lip
color or nail enamel.
Q.5 What do you think is the main reason for your use of lakme product’s?
Promotion Price
3% 7%
Variety Price
Availabilty 15%
30% Variety
Quality
Availabilty
Quality Promotion
45%
7% from samples says the main reason to use lakme product, they buy reasonable rates.
15% from samples says that reason to use lakme product because of it has variety of products.
45% from samples says that the reason to use lakme product because of its quality.
3% comes to use the product through its promotion strategies like advertisement as main ambassador
like Sharddha kapoor and Karina kapoor
Q.6 Any Problems you faced while using it?
No one face any problems while using lakme products..As the quality of product is much better than
other.
Q.7 State your level of satisfaction / Dissatisfaction with regard to the product’s from
lakme?
Level of Dissatisfaction 10- 20 has maximum no. Of ticks from Sample that I get.No one is
dissatisfied with Lakme Product.
All th Bove
14%
More Product
Range More Product Range
Better
27%
Packing More Shade
18%
Better Packing
All th Bove
More Shade
41%
Everyone responses positive about this statement. But they may sometime like switching their
products from Lakme to Maybelline.
Q10 Do you think that lakme provides you with an option of healthy long lasting and
Harmless make –up answer with a Statement?
Make-up
Long Lasting
30%
Long Lasting
Harmless
Harmless
70%
30% from samples says that lakme is quality product but it not provide long lasting make
up.it stays on face upto 3-4 hours.
70% from samples says that it provide harmless makeup. No one still faces any skin
problems, reaction through applying lakme products.
Q.11 would you continue to buy lakme Product’s even if there is increased to say up-to
10-15% In Prices?
No
35% No
Yes
Yes
65%
65% of sample responses they will buy the same product when there is major changes in
Price as they prefer Quality product.
35% of sample responses they will stop buying the same product but switch their product to
other company which is affordable to them.
CONCLUSION
The brand should not lose its focus away from cosmetics. It can proved to very
detrimental.
For vast reach unlikely, in the short-term. “Some sort of an alliance or co-branding with
the salons that already exist may, perhaps, have been a better strategy.
The general perception is that company-owned salons are expensive. Though Lakme
beauty salons are reasonably priced, it has not been communicated well enough.
BIBLOGRAPHY
www.google.com
www.economictimes.com
www.financialexpress.com
www.lakmeindia.co.in