A

Project Report
On
Marketing strategies of LAKME

In partial fulfillment for the award of the degree of

Bachelor of Business
Administration (BBA
Batch 2013-2016)

CHAUDHARY CHARAN SINGH UNIVERSITY, MEERUT

Under the Guidance of:

Mrs Pooja singh
(Faculty Guide)

Submitted by:
S. Choudhary
BBA 6th Sem

GLOBAL INSTITUTION OF INFORMATION TECHNOLOGY

Knowledge Park 2 Greater Noida Uttar Pradesh

ACKNOWLEDGEMENT

I take this opportunity to express my heartiest gratitude to Global institution of information

technology Greater noida for permitting me to undertake this research and supporting me
during this research and otherwise also.
I would like to thank Mrs. POOJA SINGH who not only played the role of my philosopher and
guide but also mentored me at every stage of my project work. I would like to extend my hearty
thanks to entire faculty members of BBA department for their constant cooperation and support
to take decision during the course of my research. I would also like to thank my parents for their
support and blessing without which this project could not have been completed. Indeed I shall
remain ever grateful to them.
I am also thankful to college library and computer laboratory management staff for their constant
support.
The experience I gained during this research project is of immense importance in the
academically and more on professionally.

S. CHOUDHARY
ROLL NO: - 8447605

CERTIFICATE

I hereby certify that this project report entitled A study of Marketing Strategy of LAKME
is based on an original project study conducted by S.Choudhary under my guidance. This has
not formed basis for the award of any degree/diploma of this institution or any other University.

S. Choudhary
BBA 6th Semester

TABLE OF CONTENT
SNo.
1.

PARTICULARS
Ch-1: Introduction to the study
1.1
1.2
1.3
1.4

Brief overview of study

Objectives of the study
Scope & significance of the study
Limitations of the study

Ch-2: Research Methodology

2.1 Universe
2.2 Sample size and sampling technique
2.3 Data collection (Primary and secondary)
2.4 Presentation tools used

CH-3

INDUSTRY OVERVIEW

Introduction
Trends
Major players

REVLON
LAKME
AVON
VLCC

ORIFLAME

CHAPTER-4
4

COMPANY OVERVIEW

Introduction
Principal executive offices
Achievements
Organization structure
Customer satisfaction through 4Ps of marketing
mix
Product
Price
Promotion
Place distribution

PAGE No.

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-up and
fragrances. There is a huge motive behind the study of Lakme. The study will help
us to understand the operations which are carried out by LOreal. The operations
such as, business marketing strategies, business plans of company at a glance,
business structure, management and operating structures, competitors position as
per this company, business development, discussion of business strategies, SWOT
analysis to understand the different pros and cons of the company, so as to report
properly to operate effectively and deal smartly .This study offers a comprehensive
analysis of the organization, its business segments, and competitors. It analyzes the
business and marketing strategies adopted by the company, to gain a competitive
edge in the industry. The profile also evaluates the strengths of the company and
the opportunities present in the market. This study presents the key facts & figures,
business description, products & services offered and corporate timeline of the
company. It involves analysis of the company at three levels segments,

organizational structure and ownership composition. Both business and geographic

segments are analyzed along with their recent financial performance.

It further discusses the major subsidiaries of the company and the recent merger &
acquisitions.
It also examines the significant developments and milestone that have taken place
in the company. It is a form of news analysis where the most critical company
news is discussed. Also the factor Financial Performance included in this study. It
discusses the most recent financials of the company and also compares the
historical sales & income figures with the current and projected figures. The
objective is to evaluate the financial health of the company.
The Lakme Group is the world's largest cosmetics and Beauty Company. Lakme is
an Indian brand of cosmetics, owned by Unilever and run by CEO Anil Chopra.
Lakme started as a 100% subsidiary of Tata Oil Mills, part of the Tata Group; it
was named after the French opera Lakme, which itself is the French form
of Lakshmi, the goddess of wealth, also renowned for her beauty. Indian cosmetic
Lakme was started in 1952, famously because the then Prime Minister, Jawaharlal
Nehru, was concerned that Indian women were spending precious foreign
exchange on beauty products, and personally requested JRD Tata to manufacture
them in India. Simone Tata joined the company as director, and went on to become
its chairman.

In 1996 Tata sold off their stakes in Lakme Lever to HLL, for Rs 200 Crore (45
million US$), and went on to create Trent and Westside. Even today, when most
multinational beauty products are available in India, Lakme still occupies a special
place in the hearts of Indian women.

Lakme also started its new business in the beauty industry by setting up Lakme
Beauty Salons all over India. Now HUL (Hindustan Unilever Limited) has about
110 salons all over India providing beauty services. Lakme' has been ranked as
47th most trusted brand in India by The Brand Trust Report. The company is the
title sponsor for Lakme Fashion Week (LFW) a bi-annual fashion event which
takes place in Mumbai.

OBJECTIVES:
The main objective behind the study of this project is to evaluate the
distribution channel for Lakme Company.

To study the marketing strategies of Lakme cosmetics.

To study the 4ps of marketing.

To study Lakme market shares in cosmetic industry in comparison to other

brands.

To analyze the reason for Lakmes initial strategy in India.

To know and analyze the level of satisfaction of customers with regard to
Lakme as one of the major players in Cosmetic industry

To understand the relationship between customers (who demand the product)

and the

Suppliers or manufacturers (who produce the product).

For understanding the companys structure and functioning among various

departments like finance, accounts, HR, etc better.

SCOPE OF THE STUDY:

This study uncovers the impact, utility and effectiveness & efficiency of marketing strategies of
Lakme on the success of cosmetic industry. A special emphasis is laid down on Lakme
cosmetics.
The project begins with detailed information about marketing strategies and the impact of
measuring customer satisfaction in cosmetic industry. Further, it covers topics as data collection
tools and research methodology used for the project. Then it gives a complete analysis of the
data collected and it is then used to reach to a conclusion. The study took nearly 2 months to
complete. The study is useful for the better understanding of marketing strategies towards the
Lakme cosmetic industry.

For the purpose of this study, a questionnaire was designed based on different parameters to
judge and understand the consumer behavior towards Lakme cosmetics. Target group of the
project was mainly Lakme customers.
As this study is confined to Lakme, it covers an analysis of consumer behavior, attitude,
perceptions, marketing strategies and satisfaction with respect to Lakme as a BRAND in
cosmetic industry.
The study takes into account the customers of Lakme in New Delhi and Gurgaon.

LIMITATIONS:

Geographical scope of the study was limited to a small area, which may not represent the
whole sector of India. Size of the sample is 100, which is, of course small in comparison to
entire population.

Due to limitation of time only few people were selected for the study. So the sample of
consumer was not enough to generalize the finding of the study.

There can be many interpretations and explanation to the data collected. This is empirical
study and the research and the research provides the explanation as understood by the
researcher only.

The source of data for the study was primary data with the help of self-administered
questionnaire. Hence, the chances of unbiased information are less.

RESEARCH

METHODOLOGY

Research Methodology is a way to systematically solve the research problem. The

Research Methodology includes the various methods and techniques for
conducting a Research. Marketing Research is the systematic design, collection,
analysis and reporting of data and finding relevant solution to a specific marketing
situation or problem. D. Slesinger and M. Stephenson in the encyclopedia of
Social Sciences define Research as the manipulation of things, concepts or
symbols for the purpose of generalizing to extend, correct or verify knowledge,
whether that knowledge aids in construction of theory or in the practice of an art.
Research is, thus, an original contribution to the existing stock of knowledge
making for its advancement. The purpose of Research is to discover answers to the
Questions through the application of scientific procedures. Our project has a
specified framework for collecting data in an effective manner. Such framework is

called Research Design. The research process followed by us consists of

following steps:
4.1Research Design:4.1.1 Conclusion Oriented Research: - The research was conclusion oriented
because this research aimed at identifying the characteristics of a successful
entrepreneur. In other words it is a research when we give our own views
about the research.
4.1.2 Descriptive Research: - The research was a descriptive research as it was
concerned with specific predictions, with narration of facts and
characteristics concerning individuals specially entrepreneurs. In other
words descriptive research is a research where in researcher has no control
over variable. He just presents the picture which has already studied.

4.2 Sample Design: - A sampling design is a definite plan for obtaining a sample

from a given population. It refers to the technique or the procedure the

researcher adopts in selecting items for the sample . The following factors need to
be decided within the scope of sample design:

4.2.1 Universe of the Study: - The universe of the study included

respondents specially entrepreneurs in gurgaon city.
4.2.2

Sample Size: - Sample size is the number of elements to be included

in a study. Keeping in mind all the constraints 100 respondents was
selected..

4.2.3 Sampling Techniques: - The sampling techniques used are

convenience sampling technique and simple random sampling
technique.

UNIVERSE
All items in any field of enquiry constitute a Universe or Population. A complete enumeration
of all items in the population is known as a census enquiry.

SAMPLE SIZE AND SAMPLING TECHNIQUE

The number of items selected from the universe to represent the universe is called size of the
sample. The sample size of 100 served the purpose of the study. The sampling method used is
non-probability convenience sampling.

DATA COLLECTION METHOD

The task of data collection begins after a research problem has been defined and research design
plan checked out. While deciding about the method of collection of data to be used for the study
two types of data should be kept in mind vie, primary and secondary. For the study, both
primary data and secondary data were collected.
For primary data, this is those, which are collected afresh and for the first Time, and thus
happen to be original in character. There are many ways of data collection of primary data like
observation method, interview method, through schedules, pantry Reports, distributors audit,
consumer panel etc. The Team Managers and employees of both the Department were consulted
to get information about procedure of both the online and off line share trading. But the method
used by us for the primary data collection was through questionnaires.

For secondary data, these are those data, which are not collected afresh and are used earlier also
and

thus

they

cannot be considered as original in character. There are

many ways of data collection of secondary data like publications of the state and central govern
ment, reports prepared byresearchers, reports of various associations connected with business,
Industries, banks etc. And the method, which was used by us, was with the help of reports of the
company.

QUESTIONNAIRE METHOD
For the collection of primary data I used questionnaire method. A formal list of questions, which
are to be asked, is prepared in a questionnaire and questions are asked on those bases. There are
some merits and demerits of this method. These as under: Merits: 1. Low cost even when universe is large.

2. It is free from bias of interviewer.

3. Respondents have proper time to answer.
4. Respondents who are not easily approachable can also be reachable.
5. Large samples can be made.

DATA COLLECTION METHOD

The data has been presented by way of pie charts and graphs. These have been specifically
used to present the data collected from respondents through questionnaire.

INDUSTRY
OVERVIEW
PAST, PRESENT & FUTURE TRENDS IN MAKEUP

Cosmetics (colloquially known as makeup or make-up) are care substances used to enhance
the appearance or odor of the human body. They are generally mixtures of chemical compounds,
some being derived from natural sources, many being synthetic.
In the U.S., the Food and Drug Administration (FDA) which regulates cosmetics, defines
cosmetics as "intended to be applied to the human body for cleansing, beautifying, promoting
attractiveness, or altering the appearance without affecting the body's structure or functions."
This broad definition includes, as well, any material intended for use as a component of a
cosmetic product. The FDA specifically excludes soap from this category.

The word cosmetics derives from the Greek (kosmetik tekhn), meaning
"technique of dress and ornament", from (kosmtikos), "skilled in ordering or
arranging"] and that from (kosmos), meaning amongst others "order" and "ornament"
Archeological evidence of cosmetics dates at least from ancient Egypt and Greece. According to
one source, early major developments include:[1]

Castor oil by ancient Egypt as a protective balm.

Skin creams made of beeswax, olive oil, and rosewater described by Romans.

Vaseline and lanolin in the nineteenth century.

Nivea Creme in 1911.

The Ancient Greeks also used cosmetics. Cosmetics are mentioned in the Old Testament2
Kings 9:30 where Jezebel painted her eyelidsapproximately 840 BCand the book of Esther
describes various beauty treatments as well.
Cosmetic use was frowned upon at many points in Western history. For example, in the 19th
century, Queen Victoria publicly declared makeup improper, vulgar, and acceptable only for use
by actors

Beauty products are now widely available from dedicated internet-only retailers, who have more
recently been joined online by established outlets, including the major department stores and
traditional bricks and mortar beauty retailers.
Although modern make-up has been used mainly by women traditionally, gradually an
increasing number of males are using cosmetics usually associated to women to enhance or cover
their own facial features.

PRESENT & FUTURE TRENDS IN MAKEUP

Values in clients personal lives have changed and that leads to a change in how they consume.
People are spending more time with friends and family, and are focusing on what they consider
to be the more important things in life. Consuming for the sake of consumption is no longer a
way of life. Cosmetic consumers are demanding more quality products with multiple benefits,
and what is inside the package will soon become more important than the package itself.
Although packaging and presentation will always be very important, it will not be enough to hold
a client, and it will not be the foundation upon which to build a business.
To predict how and where mineral makeup will grow in the future, it is important to revisit its
history and evolution. Traditional makeup was initially used to add color accents to the face, and
after a while, it was used to cover up imperfections. Mineral makeup brought the evolution to not
only color and cover, but also to protect and enhance. Mineral makeup today is almost as much
about skin care benefits as it is about the color and coverage.
That is not to say that mineral makeup is intended to replace skin care; it is meant to enhance it.
The mineral makeup category must continue to offer innovative and exciting formulations in
order to lead the cosmetic industry. Currently, most mineral formulas are cosmetic-grade only,
but the future could bring drug formulas right into color formulas. The beauty of this is that the
consumer is more likely to use color more consistently than skin care. The more a person uses
products with beneficial ingredients, the better the results will be.

Following are the coming trends for mineral makeup.

Face color formulations. Formulations for the face will do more than just correct uneven skin
tone; they will address texture issues, such as large pores, scars and pitted skin. The coverage
will camouflage without a heavy look or feel. Look for products that will address issues such as
discoloration; not just covering it, but also reversing its symptoms, whether red (rosacea and
acne), blue (dark circle and bruising), brown (hyper pigmentation) or white (hypo pigmentation).

Eye color formulations. Formulations for the eyes will still help make the eyes look larger and
brighter, but will also address issues such as wrinkles, dark circles, sagging, and thinning
eyelashes and eyebrows. Look for concealers and eye shadows that have powerful ingredients
included directly in the color formula.
New pharmaceutical skin care formulations are offering solutions for longer and darker
eyelashes. This will create resurgence in the sale of mascara and eye liner, as well as other eye
color products in general. In particular, the category of tubular mascara will skyrocket.
Tubular mascara formulas use a flexible copolymer instead of traditional oils and waxes and can
literally be built on top of the lashes to add even more length. Tubular mascara offers a waterresistant formula without compromising the lashes; it is easily removed with just warm water and
pressure. Women pay approximately $120 per month for the upkeep of longer, darker lashes, and
they will demand a mascara formula that will not break them down. One weakness of the tubular
mascara is that it does not offer the thickening power of traditional oil and wax formulas. Look
for a product that does both in one application. So far, most options require a two-step process to
enjoy both of these benefits.
Lip color formulations. Formulations for the lips have already addressed long-wearing,
plumping and moisturizing issues. The one area that needs to be seriously examined is the longterm damage that high-shine lip glosses are doing to the lips. Lip melanomas have increased
dramatically during the past few years, and wearing high-shine lip gloss is like wearing a
magnifying glass over the lips. To counteract this danger of sun damage, future formulas should
include protective ingredients, such as zinc and titanium dioxide.

Sun care formulations. Formulations for sun care will continue to improve, and the category of
powder sunscreen has brought sun care formulas to a new level. The heat factor of chemical
sunscreens is important because heat can exacerbate skin conditions, especially acne and hyper
pigmentation.

Clients are more ingredient-savvy than ever and are aware of which ingredients work. They have
raised their standards and now must have real results from their cosmetic products. They expect a
product to offer multiple benefits. The consumer is still spending money on cosmetic products,
but is looking for value; it is not so much about price as it is about value. If a product delivers
real results and can do double-duty, it will be successful. That is why authentic mineral makeup
formulas will still lead the cosmetic industry as a major force.

MAJOR PLAYERS & THEIR MARKET SHARE

REVLON

Revlon was founded in the midst of the Great Depression, 1932, by Charles Revson and his
brother Joseph, along with a chemist, Charles Lachman, who contributed the "L" in the Revlon
name. Starting with a single product a new type of nail enamel the three founders pooled
their resources and developed a unique manufacturing process. Using pigments instead of dyes,
Revlon developed a variety of new shades of opaque nail enamel. In 1937, Revlon started selling
the polishes in department stores and drug stores. In six years, the company became a
multimillion dollar organization. By 1940, Revlon offered an entire manicure line, and
added lipstick to the collection. During World War II, Revlon created makeup and related
products for the U.S. Army, which was honored in 1944 with the Army-Navy "E" Award for
Excellence.
By the end of the war, Revlon was listed as one of America's top five cosmetic houses.
Expanding its capabilities, the company bought Graef & Schmidt, a cutlery manufacturer seized
by the government in 1943 because of German business ties. This acquisition made it possible

for Revlon to produce its own manicure and pedicure instruments, instead of buying them from
outside supply sources.

AVON

Avon Product is a multi-level marketing company. The company's CEO is Sherilyn S. McCoy,
who was appointed to that position in April 2012.The former CEO, Andrea Jung, became the
executive chairman of the board. Jung was the longest tenured female CEO among Fortune 500
companies.
Avon uses both door-to-door sales people ("Avon ladies," primarily and a growing number of
men) and brochures to advertise its products.
Addition to its corporate pursuits, the Avon corporation is involved in philanthropic causes.
The Avon Foundation for Women, public charity, is the largest corporate-affiliated
philanthropy for women in the world. Avon founded the Avon Foundation for Women with its
first grant, a $400 scholarship, in 1955. Avon was committed to helping women achieve their
highest potential of economic opportunity and self-fulfillment by empowering them through
scholarships and support for other forms of educational and occupational training and
advancement. Women's empowerment continued to be the focus through the early 1990s when
Avon began to increase its philanthropy with a new emphasis on breast cancer; the Avon
Foundation still awards scholarships for Avon Sales Representatives and their families, as well as
for the children of Avon associates.

The Avon Foundation is currently focused on two key causes: breast cancer and domestic
violence. The Foundation approved $38 million in grants in 2011. In 2012, Avon launched its

first global fundraising scheme. The symbol of this fundraising action is the Women's
Empowerment Bracelet.

VLCC

The guiding image of VLCC is Transforming Lives, which refers to the transforming self,
transforming future and spreading happiness. These are the three pillars, which are VLCCs
hallmarks which were established in 1989 by Mrs. Vandana Luthra. One of the above mentioned
hallmarks, the foundation has continued to grow as a leading beauty brand. VLCC, a re-defining
wellness business has revolutionized the beauty industry as well as acquired the position of
largest beauty brand and heath in India. VLCC today is the solitary mammoth competitor in the
industry with a Pan India presence of around 225 outlets in approximately 75 cities, 1 outlet in
Katmandu, Omen, Bahrain and 8 outlets in UAE.
The VLCC is a Super brand serving as a sunshade for its other products such as VLCC Health
Care, Personal Care and Institute of Health, Management and Beauty. Its services offer holistic
wellness, traditional therapies and marrying a scientific research. Having served more than
millions of consumers since its beginning, VLCC, at present, has achieved a start status all over
the world. It is Indias most preferred and largest Slimming, Health and Beauty brand.

VLCC Vision

To provide better quality life to everyone, by pursuing and adopting socially and ethically
significant business practices, which are aimed at shaping up the confidence of people and
making Beauty Care, Health and Fitness available to each and every section of the society.

ORIFLAME

Oriflame Cosmetics S.A. (Luxembourg) is a cosmetics group, founded in 1967 in Sweden by

the brothers Jonas AF Jochnick and Robert AF Jochnick. The company sells skin care, cosmetic
products and related products through an independent sales force of over 3 million people.
Oriflame Cosmetics is an international beauty company selling direct. The company began
operations in 1967 in Sweden and has today a presence in over 60 countries worldwide. The
company has over 3.5 million "consultants" worldwide with annual sales of 1.5 billion.
Oriflame has been listed on NASDAQ OMX Stockholm since 2004.
The brand got its name from the royal banner of medieval France which was unfurled only on
the battlefield and accompanied by the war cry Montjoie Saint Denis Oriflame gained its
first UK consultant in 1970.

Oriflame is involved in several programs for example the "World Childhood Foundation", SOS
Children's Villages as well as in local small charities.
The company has been ranked 8.5 out of 9 in the Palm Oil Buyers Scorecard which is compiled
by the World Wide Fund and rates purchasers of palm oil on environmental sustainability.

MARKET SHARE 2012

BRAND

MARKET SHARE (%)

LAKME

35.27

REVLON

18.27

LOREAL

30.34

AVON

14.67

VLCC

9.24

ORIFLAME

7.03
Source: Business express

MARKET SHARE
LOREAL
20.45

30.34

LAKME
AVON

7.03

VLCC

9.24
14.67

18.27

ORIFLAME
REVLON

COMPANY
PROFILE

COMPANY PROFILE

Lakme is an Indian brand of cosmetics, owned by Unilever and run by CEO Anil Chopra.
Lakme started as a 100% subsidiary of Tata Oil Mills (Tomco), part of the Tata Group; it was
named after the French opera Lakme, which itself is the French form of Lakshmi, the goddess of
wealth, also renowned for her beauty. Indian cosmetic Lakme was started in 1952, famously
because the then Prime Minister, Jawaharlal Nehru, was concerned that Indian women were
spending precious foreign exchange on beauty products, and personally requested JRD Tata to
manufacture them in India. Simone Tata joined the company as director, and went on to become
its chairman. In 1996 Tata sold off their stakes in Lakme Lever to HLL, for Rs 200 Crore (45
million US$), and went on to create Trent and Westside. Even today, when most multinational
beauty products are available in India, Lakme still occupies a special place in the hearts of Indian
women.

Lakme also started its new business in the beauty industry by setting up Lakme Beauty Salons all
over India. Now HUL (Hindustan Unilever Limited) has about 110 salons all over India
providing beauty services. Lakme' has been ranked as 47th most trusted brand in India by The
Brand Trust Report The company is the title sponsor for Lakme Fashion Week (LFW) a biannual fashion event which takes place in Mumbai

Makeup types
Cosmetics

include skin-care creams, lotions, powder, perfumes, lipsticks,

fingernail and toe nail polish, eye and facial makeup ,towelettes, permanent
waves, colored contact lenses, hair colors, hair sprays and gels, deodorants, hand
sanitizer, baby products, bath oils, bubble baths, bath salts, butters and many other
types of products. A subset of cosmetics is called "make-up," which refers
primarily to colored products intended to alter the users appearance. Many
manufacturers distinguish between decorative cosmetics and care cosmetics.
Most cosmetics are distinguished by the area of the body intended for application.
Face Primer, Come in various formulas to suit individual skin concerns. Most
are meant to reduce the appearance of pore size, prolong the wear of makeup,
and allow for a smoother application of makeup. Applied before foundation.
Eye Primer, Used 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 liquid form.
Lipstick, lip gloss, lip liner, lip plumper, lip balm, lip conditioner, lip primer,
and lip boosters. Lip stains have a water or gel base and may contain alcohol to

help the product stay on the lips. The idea behind lip stains is to temporarily
saturate the lips with a dye, rather than covering them with a color
Concealer, makeup used to cover any imperfections of the skin. Concealer is
often used for any extra coverage needed to cover blemishes, or any other
marks. Concealer is often thicker and more solid than foundation, and provides
longer lasting, and more detailed coverage. Some formulations are meant only
for the eye or only for the face.
Foundation, used to smooth out the face and cover spots or uneven skin
coloration. Usually a liquid, cream, or powder, as well as most recently, a light
and fluffy mousse, which provides excellent coverage as well. Foundation
primer can be applied before or after to get a smoother finish. Some primers
come in powder or liquid form to be applied before foundation as a base, while
other primers come as a spray to be applied after you are finished to help makeup last longer.
Face powder, used to set the foundation, giving a matte finish, and also to
conceal small flaws or blemishes.
Rouge, blush or blusher, cheek coloring used to bring out the color in
the cheeks and make the cheekbones appear more defined. This comes in
powder, cream, and liquid forms.
Contour powder/creams, used to define the face. It can be used to give the
illusion of a slimmer face or to even modify a persons face shape as desired.
Usually a few shades darker than ones own skin tone and matte in finish to
create the illusion of depth. A darker toned foundation/concealer can be used
instead to contour to create a more natural look.

 Highlight, used to draw attention to the high points of the face as well as to add
glow to the face. It comes in liquid, cream, and powder form. Often contains
shimmer, but sometimes does not. A lighter toned foundation/concealer can be
used instead to highlight create a more natural look.
Bronzer, used to give skin a bit of color by adding a golden or bronze
glow. Can come in either matte, semi matte/satin, or shimmer finishes.
Mascara is used to darken, lengthen, and thicken the eyelashes. It is available in
natural colors such as brown and black, but also comes in bolder colors such as
blue, pink, or purple. There are many different formulas, including waterproof for
those prone to allergies or sudden tears. Often used after an eyelash curler and
mascara primer. There are now also many mascaras with certain components to
help lashes to grow longer and thicker. There are specific minerals and proteins
that are combined with the mascara that can benefit, as well as beautify.

MISSION:
BEAUTY FOR ALL
For more than a century, Lakme has devoted itself solely to one business: beauty. It
is a business rich in meaning as it enables all individuals to express their
personality gain self-confidence itself and open up to others.

Beauty is a language.
Lakme has set itself the mission of offering men & women worldwide the best
cosmetics innovation in terms of quality; efficacy & safety .It purses this goal by
infinite diversity of beauty needs and desires all over the world.

Beauty is universal.
Since its creation by a researcher, the group has pushing back the frontiers of
knowledge. Its unique research arms it to continually explore new territories &
invent the products of the future, while drawing inspiration from beauty rituals the
world over.

Beauty is science.
By drawing on the diversity on its teams, & the richness & the complementarily of
its brand portfolio, Lakme has made the universalisation of beauty its project for
the years to come.

Lakme offering beauty for all.

ORGANISATIONAL STRUCTURE

PRODUCTS AND SERVICES OFFERED:

Lakme is world renown and great cosmetic company .a wonderful gift hamper for
todays women.

CATEGORIES
1. Lakme lipstick
2. Lakme eyeliner
3. Lakme kajal
4. Lakme strawberries face wash
5. Lakme radiant rose powder
6. Lakme nail enamel remover
7. Lakme shampoo
8. Lakme deep pore cleansing milk

Marketing Strategy for Customer Satisfaction:

Promotional strategies
Promotional posters.
Launch of beauty magazines.
Advertisement through film Commercials.
Open spa to promote the Brand.
Selecting reputed brand ambassador.

Sponsoring and Social Responsibility.

 Start campaign for safe cosmetics which will be started in February 2013.

Positioning strategies:
Most innovative.
High Quality, Advanced products & affordable price.
Only cosmetic brand in world that has products in all the segments
Consumer, Luxury, Professional & Pharmaceuticals.

Distribution strategies:

Widen distribution network by giving various incentives to distributors,

retailers, stockiest etc in order, not to lose self space Product Modification

By modifying the product by adding SPF, so that lips can be protected from
harmful.

FUTURE PLANS:
The company plans to open 110 cosmetics shops outlets across the globe
next year, the share of Indian market to Lakme turnover of euro 15.8 billion
small, but is growing.
With other emerging economies Indias contribution to global cosmetics amounts
to 60%.

Lakme turns to cheap products to spur future growth.

 Lakme is focusing on south market & is planning to open 10 stores in

Chennai & Hyderabad.
The company has drawn up a fresh strategy, including aggressive discounts
& opening up of new stores.
At present the company is operating 25 stores in 8 Indian cities under a
franchise agreement with retail major Future group.

THEORETICAL
PERSPECTIVE

THEORITICAL PERSPECTIVE:

o Marketing Mix refers to the ingredients or the tools or the variable which
the marketer mixes in order to interact with a particular market

o Marketing Mix is a set of marketing tools that the firm uses to pursue its
marketing objectives in the target market
o Marketing mix is a term used to describe the combination o the four inputs
which constitute the core of a companys marketing system: the product;
the price structure; the promotional activities, and the distribution system.
o Marketing mix represents the total marketing programmed of a firm. It
involves decisions with regard to product, price, place and promotion.
Marketing mix is a blending of decisions in the 4 Ps.

Four major ingredients of marketing mix are:

Product
A product is any good or service that consumers want. It is a bundle of
utilities or a cluster of tangible and intangible attributes. Product component
of the marketing mix involves planning, developing and producing the right
type of products and services. It deals with the dimensions of product line,
durability and other qualities. Product policy of a firm also deals with proper
branding, right packaging, appropriate color and other product features. The
total product should be such that it really satisfies the needs of the target
market. In short, product mix requires decisions with regard to
Size and weight of the product.
Quality of the product.

 Design of the product.

Volume of output.
Brand name.
Packaging.
Product range.

Price.
Price is an important factor affecting the success of a firm. Pricing decisions
and policies have a direct influence on sales volume and profits of business.
Price is, therefore, an important element in the marketing mix. In practice, it
is very difficult to fix the right price. Right price can be determined through
pricing research and test marketing.
Demand, cost, competition, govt. regulation, etc. are the vital factors that
must be taken into consideration in the determination of the price. Price mix

involves decisions regarding base price, discounts, allowances, fright payment,

credit, etc.
Promotion.
Promotion component o the marketing mix is concerned with bringing
products to the knowledge of customers and persuading them to buy. It is the
function of informing and influencing the customer.
Promotion mix involves decisions with respect to advertising, personal
selling and sales promotion. All these techniques help to promote the sale of
products and to fight the competition in the market.
No single method of promotion is effective alone and, therefore, a
promotional campaign usually involves a combination of two or more
promotional methods.

Growing competition and widening market have made simultaneous use of more
than one promotional method all the more necessary. Combination of two or more
methods in a single promotional campaign requires an effective blending of
promotional inputs so as to optimize the expenditure on each.

Place (Distribution)
This element of marketing mix involves a choice of the place where the products
are to be displayed and made available to the customers. It is concerned with
decisions relating to the wholesale and retail outlets or channels of distribution.
The objective of selecting and managing trade channels is to provide the products
to the right customer at the right time and place on a continuing basis. In deciding

where and through whom to sell, management should consider where the customer
wants the goods to be available.
A manufacturer may distribute his goods through his own outlets or he may
employ wholesalers and retailers for this purpose. Irrespective of the channel used
management must continuously evaluate channel performance and make changes
whenever performance falls short of expected targets. In addition, management
must develop a physical distribution system for handling and transporting the
products through the selected channels. In the determination of distribution mix or
marketing logistics, a firm has to make decision with regard to the mode of
transporting of goods to middle-men, use of company vehicles or both.

FINDINGS
ANALYSIS

&

GENERAL FINDINGS:
Lakme is the global leader in cosmetics, with 25 global brands. It has five key
areas of expertise- hair care, skincare, make-up and fragrances. This company has
over 63,358 employees working currently. And it sells its products around in
130countries all over the world. Its consolidated sales are recorded in over 17,063
in millionaires .The company manufacture well above 4.7 billion units annually. It
also has investments above 560 million euro s in R&D investments.

On the analysis and interpretation of research conducted. It was found that certain
findings are very critical and are directly or indirectly affecting the Lakme
products.
There is a good awareness of Lakme cosmetics products among the consumers.
The quality of Lakme is very satisfactory viewed by the majority of customers.
There is a neck to neck competition between LOreal, Oriflame, VLCC, Revlon
etc
75% of the customers are fully satisfied with existing quality While 25% are
partly satisfied.
Majority of women are using Lakme products.
Consumers prefer the Lakme products because it provides good quality, good
results, good services, etc and it all fulfills their needs.

DATA ANALSIS

SURVEY OF CONSUMERS.
Survey was conducted with the help of questionnaire.
QUESTIONNAIRE.

A SURVEY CONDUCTED WITH THE HELP OF QUESTIONNAIRE

FOR THE PURPOSE OF RESEARCH ON MARKETING STRATEGIES OF
LAKME which includes the following question. Please fill the question
precisely and help us in achieving the desired objective.
NAME

.
AGE GROUP
above 35
GENDER

a) Under 16
a) Male

b) Under 16-25

c) Under 25-35

d)

b) Female

OCCUPATION

ADDRESS

..

..

DATA ANALSIS
GENDER
FEMALE

AGE GROUP

NO
RESPONDANTS
100

OF

UNDER-16

16-25

18

25-35

72

35 Above

QUESTIONNAIRE.

Do you use cosmetic?

a) Yes

b) No

When do you use cosmetics?

a) At parties & occasions

b) Always

c) When I want to

d) Outside home

How much do you spend on cosmetics in a month?

a) Less than 200

b) Between 200 & 400

c) 400-800

d) More than 800

Are you a Lakme customer?

a) Yes

b) No

Which of the following products of Lakme have you been using?

a) Mascara

b) Compact

c) Kajal

d) Hair Spa

 Are you satisfied with the Lakme products?

a) Satisfied

b) Very Satisfied

c) Neither satisfied nor dissatisfied

d) Dissatisfied

e) Very dissatisfied

In dealing with Makeup, will u take chance with your skin for experimenting
the products of Lakme?

A) Agree

b) Agree little

c) Neither agrees nor disagree

d) Disagree

What were the reasons for you to choose Lakme products?

A) Cheap price

b) Brands name

C) Quality

d) Variety

E) Advertisement

f) Others

 From which source did you get to know about Lakme product?

A) Newspaper

c) Direct sale executive

b) Television

d) Internet

e) Others

Are you satisfied with the promotional offers of Lakme?

a) Yes

b) No

C) Cant say

Do you find Lakme products value for money?

a) Yes

C) Cant say

b) No

 If your Lakme product is not available then what would you do?

a) Will buy some other product

b) Will never change my brand preference.

C) Will wait for Lakme to be available at the outlet as soon as possible

Do you find availability of Lakme product in shops/outlets easily?

A) Very easily available

b) Easily available

c) Neither easily nor difficult available

d) Very difficult

E) Difficult

Would you recommend Lakme to your friends & relatives?

A) Yes

c) Cant say

b) No

 What improvements do you suggest to Lakme for its products?

A) Reduction in price

b) Easily available

c) Improve promotional activities

d) others

FINDINGS BASED ON QUESTIONNAIRE RESPONSES

Do you use cosmetic?

Women Use cosmetics

Percentage (%)

Yes

125

No

25

Women Use cosmetics

17%
yes
no
83%

When do you use cosmetics?

Women use
Cosmetics

Percentage

At parties & occasions

80%

Always

20%

When I want to

15%

Outside home

35%

Women use cosmetics

At parties &
occassions

23%

Always
When I want to
53%

10%

Outside home

13%

How much do you spend on cosmetics in a month?

Money spent in a month on

cosmetic

Percentage (%)

Less than 200

50%

Between 200-400

60%

More than 400, less than 800

30%

More than 800

10%

Money spent on cosmetics in a month

60%
50%
40%
30%
20%
10%
0%
Less than 200
Between 200-400
More than 400 , Less than 800
More than 800

Are you a Lakme customer?

Lakme customer

Percentage

Yes

100%

No

30%

Lakme customer

100%
Lakme customer

80%
60%
40%
20%
0%
yes

Which of the following products of Lakme have you been using?

Products using

Percent
age (%)

Mascara

25

Kajal

45

Compact

50

Shampoo

30

Lakme Products used by women

kajal

shampoo

mascara

30%

compact

35%

25%

10%

Are you satisfied with the Lakme products?

Satisfied with Lakme products

Percentage (%)

Satisfied

50

Very satisfied

85

Neither satisfied nor dissatisfied

Dissatisfied

Very dissatisfied

satisfied with lakme products

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

satisfied with lakme

products

In dealing with Makeup, will u take chance with your skin for
experimenting the products of Lakme?

Experimenting with Lakme

Percentage (%)

Agree

80

Agree little

20

Neither agree nor disagree

17

Disagree

18

Disagree strongly

15

Experimenting with lakme on skin

20%

2%

Agree

3% 5%

Agree Little
Neither agree nor
dissagree
70%

Disagree strongly
Disagree

What were the reasons for you to choose Lakme products?

Reasons for choosing Lakme

Percentage (%)

Cheap price

07

Brand name

43

Quality

65

Variety

27

Advertisement

06

Others

Reasons for choosing lakme

70
60
50
40
30
20
10
0

Reasons for choosing

lakme

 From which source did you get to know about Lakme products?
Source to know about Lakme
products

Percentage (%)

Newspaper

17%

Television

69%

Direct sale executive

34%

Internet

22%

Others

8%

Sources to know about lakme products

Newspaper

6% 2%
12%

30%

Television
Direct Sales Executive
Internet
Others

50%

Are you satisfied with the promotional offers of Lakme?

Satisfied with promotional

offers

Percentage (%)

Yes

106

No

25

Cant say

19

Satisfied with promotional offers

Can't say; 13%
NO; 17%
YES; 71%

Do you find Lakme products value for money?

Products value for money

Percentage (%)

Yes

112

No

10

Cant say

28

Lakme products value for money

10% 2%
yes
no
can't say
88%

 If your Lakme product is not available then what would you do?

Product is not available then

Percentage (%)

Will buy some other brand

20

Will never change my brand preference

82

Will wait for Lakme to be available at the

outlet as soon as possible

48

If product is not available

will buy some other product

will never change my brand preference

will wait for lakme to be available

32%

13%

55%

Do you find availability of Lakme product in shops/outlets easily?

Availability of products

Percentage (%)

Very easily available

42

Easily

58

Neither easy nor difficult

25

Difficult

12

Very difficult

13

Availability of lakme products

9%
8%

very easily available

28%

easily
neither easy nor difficult
difficult

17%

very difficult

39%

Would you recommend Lakme to your friends & relatives?

Recommend Lakme

Percentage (%)

Yes

116

No

12

Cant say

22

Recommend lakme to friends

100

86

80
Recommend lakme to
friends

60
40
20

NO

Can't say

0
YES

What improvements do you suggest to Lakme for its products?

Improvements

Percentage (%)

Reduction in price

75

Easily available

33

Improve promotional activities

27

others

14

Improvements
reduction in price

easily available

improve promotional activities

others

9%
18%
50%
22%

CONCLUSION
&
RECOMMENDATION

CONCLUSION:
The competition is fierce in the multi-channel retailing environment. A business
that hopes to grow and prosper requires a comprehensive logistics and
transportation strategy, executed flawlessly. The dilemma for management lies in
trying to meet consumers growing expectations while keeping costs in check. In

response to these issues of multi-channel growth, more and more carriers are
branching out to offer logistics services.
Those businesses that work to build successful relationships with logistics and
transportation vendors will find that their efforts lead to improved customer service
and profitability. Its not an easy task, but it is certainly one thats achievable with
the tools and technology available today.
Lakme has been found to be the most preferred brand it meet the promise made
to the customer. Consumer relies on the Lakme products because it provides good
quality, good results, good services, etc. So that customer may prefer Lakme
products.
While conducting survey I found that the customer may like the showrooms of
the Lakme products. They still likes the easily availability of various products. So
the Lakme products customers are fully satisfied to use the products.

SUGGESTIONS:
The supply must be properly fulfilled so the need of the customer satisfies.
Target selling for the dealer / agent can increase the sales of company.
The company must concern to the satisfaction of customer demand.

The company and dealer should develop its marketing information system up
to date information of competitor's policy, price and product, target market, so the
company can know its strengths and weaknesses.

Brand preference studies reveal that comparatively there is more preference for
Lakme among consumers so in order to attract and maintain his consumers.
Advertising programs should be intensified.
Perception of the consumer is changing rapidly. They seek new benefits and
values in their preferred brand. Moreover, consumer likes to have brand at low
rate. So Lakme should insert it so as to meet the changing preference of the
consumer.
Lakme is the market leader in make-up products. Most of the consumers are
brand loyal. They should be treated as intangible assets. Lakme should ever strive
to satisfy them.

Fulfill the consumer needs.