A STUDY ON CONSUMER PERCEPTION ON LAKME PRODUCTS

WITH SPECIAL REFERENCE TO LIPSTICKS.

BY
ALLI SNEHA
ROLL NO: 1058-21-538-034

SUBMITTED IN PARTIAL FULLFILLMENT FOR THE AWARD OF

THE DEGREE OF B.COM (BUSINESS ANALYTICS)
(2020-2023)
DEPARTMENT OF COMMERCE

ANDHRA MAHILA SABHA ARTS & SCIENCE COLLEGE FOR

WOMEN
NAAC-ACCREDITED
OSMANIA UNIVERSITY, HYDERABAD -500017
 CERTIFICATE

This is to certify that project work entitled

A STUDY ON CONSUMER PERCEPTION ON LAKME PRODUCTS WITH

SPECIAL REFERENCE TO LIPSTICKS
Is done by
NAME: ALLI SNEHA
ROLL NO: 1058-21-538-034
ANDHRA MAHILA SABHA ARTS & SCIENCE COLLEGE
Osmania University campus, Hyderabad-500017
This work has been carried under my guidance
PRINCIPAL HOD
DR. K JHANSI RANI DR. J SARITHA
MENTOR
MRS. D. MAMTHA
 DECLARATION

I here by declare that the project method entitled “A STUDY ON CONSUMER

PERCEPTION ON LAKME PRODUCTS WITH SPECIAL REFERENC TO
LIPSTICKS” Submitted to the Department of Commerce, Osmania University, Hyderabad
is a bonafied work undertaken by men and is not submitted by any other university or
institutions for the award of any degree or diploma or certificate.

NAME OF THE MENTOR

MRS.D .MAMTHA SIGNATURE OF THE MENTOR
 CERTIFICATION

This is to certify that project report titled “A STUDY ON CONSUMER PERCEPTION ON

LAKME PRODUCTS WITH SPECIAL REFERENCE TO LIPSTICKS” submitted in partial
fulfilment for the award of the degree of Bachelor of Commerce in Business Analytics,
Osmania University, Hyderabad was carried out by Alli Sneha is bearing Roll. No :1058-21-
538-034 under my guidance. This has not been submitted to any other university institution
for the award if any degree or diploma or certificate.

NAME OF THE MENTOR

MRS.D.MAMTHA SIGNATURE OF THE MENTOR
ACKNOWLEDGEMENTS

Firstly, I extend my gratitude to Dr. K .JHANSI RANI principal C/S Andhra Mahila Sabha
Arts and Science College For Women ,for her encouragement.

I am indebted to MRS.D.MAMTHA, Lecture for her valuable guidance ,Suggestions and

cooperation in doing this project.

My special thanks to DR.J.SARITH, Associate professor, Head and Dean for Department of
Commerce and management and faculty members for their valuable guidance, suggestions
and cooperation in doing this project.

I would especially like to thank my parents and friends for extending their warm support in
completing my project successfully.

ALLI SNEHA
NAME OF THE STUDENT
 TABLE OF CONTENTS
CHAPTERS CONTENTS PAGE NO.

ABSTRACT
I INTRODUCTION
1.1 General
1.2 Objectives of the study
1.3 Scope of the study
1.4 Need of the study
1.5 Importance of the study
1.6 Limitations of the study
1.7 Research and
Methodology
II REVIEW OF
LITERATURE
III COMPANY PROFILE
IV DATA ANALYSIS AND
INTERPRETATION
V FINDINGS AND
SUGGESTIONS
5.1 Findings
5.2 suggestions
5.3 conclusion
VI BIBILOGRAPHY
Annexure
ABSTRACT:
The purpose of this study to analysis the Lakme brand identity and brand image as well as the
usage of Lakme products in India and marketing strategy. Lakme products are helpful in
creating awareness and perception among customers. Advertisements develop self-concepts in
order to induce purchase decisions. Lakme product employs attention-grabbing tricks such as
catchy words, celebrity endorsement, attractive packaging, promotion, and repeated messages
etc. This study demonstrates the usage of Lakme products and the efficacy of Lakme's
marketing strategies on the success of the cosmetic industry. It also covers topics such as data
collection tools and the research method used for the project. Afterwards, a complete analysis
of the collected data will be carried out and a conclusion will be drawn
 CHAPTER -I
INTRODUCTION
INTRODUCTION

Lakme is the country’s first cosmetic brand to introduce makeup to Indian women and takes
pride in being the Indian beauty expert forever 65 years. It is a complete beauty brand spanning
colour cosmetics and skin care and extends to beauty services through the network of Lakme
Salons.
Lipstick draws attention to the lips and makes them stand out. Lips are considered a sensual
part of the body, and highlighting them can make women more attractive to the opposite sex.
Some women may wear lipstick to feel better about their appearance.

High priestess of sacred Indian temple meets English army officer who's unwittingly strayed
into holy ground. They fall in love. Her orthodox father vows vengeance... That's the story of
Lakme, a 19th century opera written by Frenchman Leo Delibes, from which Simone Tata
borrowed the name Lakme (French for Lakshmi, the name of the priestess).
The current size of the Indian cosmetic market is approximately US$ 600 million. Of this, the
fastest growing segment is colour cosmetics, accounting for around US$ 60 million of the
market. Industry sources estimate a rapid growth rate of 20 percent per annum across different
segments of the cosmetics industry reflecting an increasing demand for all kinds of beauty and
personal care product.
Growth has come mainly from the low and medium-priced categories that account for 90
percent of the cosmetics market in terms of volume. Even with a 20 percent average growth
rate, the per capita consumption of cosmetics is very low in India. Current per capita
expenditure on cosmetics is approximately US$ 0.68 cents as compared to US$ 36.65 in other
Asian countries.

Lakme Lipstick is one of the most versatile and go-to makeup products that can instantly glam
up your look, whether you're doing a quick fix or putting on an elaborate party makeup, lipstick
is a must-have for your makeup bag. Lipsticks make you slay wherever you go, regardless of
how you do your hair, eye makeup, or outfit! It's amazing how a lipstick can transform you
from drab to diva when you apply the right shade correctly and the benefits of wearing lipstick
you get.
When you wear lipstick, you are able to step out of your comfort zone and bring your outfit,
and your personality to the forefront. If you're into makeup, lipstick is one thing you can't miss,
as it gives your personality a touch of glamour, style, and grace. Despite what you may think
of lipstick, there are some surprising advantages and some interesting hacks that come to them,
don't you think? You'll always be glad you bought that tiny little bullet! Take a look at some
of the bullet as well as liquid lipstick benefits below.

1.1 GENERAL

The contemporary Indian beauty expert - Lakme continuously innovates to offer a wide range
of high performance and world class cosmetics, skincare products, and beauty salons.
Combining international cosmetic technology with an in-depth understanding of the Indian
woman’s needs, Lakme also offers its consumers a comprehensive beauty experience through
its products that are ideal for a variety of Indian skin tones.

AN ALLY TO THE CLASSIC INDIAN WOMAN, LAKMÉ INSPIRES HER TO EXPRESS THE
UNIQUE BEAUTY AND SENSUALITY WITHIN… ENABLING HER TO REALIZE THE POTENCY
OF HER BEAUTY.
1.2 OBJECTIVES OF THE STUDY

• To know the brand preference of the consumer towards Lakme Lipstick

• To find out the satisfaction level of consumer towards Lakme lipstick
• To analyse the quality of the product
• To determine consumer reaction on products based on Lakme lipstick
• To analyse the usage of Lakme lipstick
• To find the facts that pushes the customer to go for purchase of Lakme Products.

1.3 SCOPE OF THE STUDY

• The scope of study to know the customer satisfaction on Lakme lipstick product.
• The study of the quality of the Lakme lipstick products.
• The study analyse the customers satisfaction of Lakme lipstick products.
For the purpose of this study, a questionnaire was designed based on different parameters
to judge and understand the consumer behaviour towards Lakme cosmetics. Target group of
the project was mainly Lakme customers

1.4 NEED OF THE STUDY

The Consumer Behaviour helps the market to know how consumers spend their buying
decisions. By understanding the customer’s Behaviour, a marketer can easily get an idea of
how they can improve their buying decision. The market can guide and suggest a way to save
their money and give them better options. These study covers in area of nacharam.

1.5 IMPORTANCE OF THE STUDY

Launched in 1952, Lakme is the first home-grown successful cosmetics brand in India. The
classic Indian woman is expressive, confident and redefines the definition and meaning of
beauty. She not only inspires but also aspires to achieve the best.
From being the contemporary Indian beauty expert to becoming the flag-bearer of the latest
makeup trends and styles that hit the runway, Lakme as a brand continues to be innovative with
its approach towards the world of make-up and beauty. Whether it is products that are
synthesized to meet every Indian woman’s requirements, or the world-class hair, beauty and
skin care services offered at Lakme salons, we at the Lakme are proud to deliver only the finest!
Key Facts
• Lakme is the country's first cosmetic brand to introduce makeup to Indian women
and takes pride in being the Indian beauty expert for over 65 years.
• It is a complete beauty brand spanning colour cosmetics & skin care and extends to
beauty services through the network of Lakme Salons.
• Its bond with beauty and fashion is manifested through the Lakme Fashion Week,
which is now the largest fashion event of its kind in the country.

1.6 LIMITATION OF THE STUDY

➢ Customer opinions may vary at different time, because of their psychological instincts.

➢ The accuracy may have suffered because of the respondent consumers recording of what
they think was right as against what they do.

➢ The sample size taken for the study is limited only to 135 respondents.

➢ Time is a major limitation, extensive study was not possible mainly due to time constrain.
Due to limitation of time only few people were selected for the study. So the sample 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

1.7 RESEARCH AND METHODOLOGY

Primary data: The information collected from the consumers through
goggle forms to know how they are satisfy by using Lakme lipstick
product
Secondary data: The information collected from online websites, goggle scholar and books
magazines etc.
 CHAPTER -II
REVIEW OF LITERATURE
Anil kumar chopra

Below the line initiatives are extremely important in the cosmetic segment since the
buying experience is as important as brand image and advertising. Significant focus is on
sales counters, beauty advisors and dealer aids. We constantly integrate a lot of the above
the line campaigns like 'Whose watching your lips' with below the line initiatives Anil
Chopra, Business Head, Lakme Lever
''Lakme is at the forefront of product-innovation. Almost everyone
has a Lakme-something in their (cosmetics) collection,'' said Mumbai-based fashion
choreographer Lubna Adams. The Indian cosmetics industry is in churn. Even as the
premium segment is getting crowded, the rural market is turning out to be the stronghold
of smaller, regional players. Although stiff competition has emerged for Lakme Lever
within the Rs 250-crore colour cosmetics market, it continues to lead. In the skincare
market, estimated at Rs 700 crore, Lakme's market share averages 7-8 per cent. Catalyst
spoke to Anil Chopra, Lakme Lever's Business Head

Liesl Josephine Teixeira in her article, “Specific Cosmetic and Skin Care Needs of Women
of Colour in South Africa” mentioned that the African women and the Indian women like to
enhance the beauty of their eyes with the use of eye shadow, mascara and eyeliner, but Asian
women use liquid foundation. Lipstick was preferred by a majority of Indians and Asians prefer
nail polish.
S. Bagyalakshmi and S. Saranya (2017): In his study entitled, “a study on cosmetics usage
of girls”. The purpose of the study is to find cosmetic usage of girls and The most popular
products are coloured cosmetics, of which nail polish, lipsticks and shine are the largest number
of products in the entire Indian cosmetics and toiletries market. Popular local brands in the
region include Lakme and Revlon. This study has made a serious attempt to study the behaviour
of teenage girls in the use of cosmetics. A sample of 100 girls was examined and their data
collected. The samples for the study are selected systematically. The study uses statistical
techniques such as percent analysis and Chi-square test. In addition, a study may also be
conducted to identify differences in the use of cosmetics by female students of the arts and
sciences, engineering and other professional academy students. The behaviour of workers in
cosmetics can also be studied.

Syed Kazim and D. G. Kantharaj (2015): In there study entitled Impact of Advertisements
towards Customer Purchase Decision: A Study with reference to Cosmetic Products. In the last
two decades, advertising has increased dramatically change. Advertising has a major impact
on customers' purchasing decisions for specific brands. It is generally accepted that advertising
can give a product or service special features that would otherwise be lacking. The study
focuses on identifying the impact of advertising on the behaviour and attitudes of consumers,
especially cosmetics, among young people aged 15 to 24 years. To find answers to the research
problem, a descriptive search mode was used The information was collected from primary and
secondary sources. The study was conducted in Bangalore with a sample of 100 people,
focusing on the random sampling method for adolescents. The collected data were analysed by
SPSS using various statistical techniques. The study then showed that there is a close
relationship between cosmetics advertising and the buying decision of the customers. The result
of the study would help the various stakeholders to exercise caution.

Nischay, K. Upamannyu, S. S Bhakar (2014): In there study entitled Examine the impact of
customer satisfaction on branding and loyalty intent, directly and indirectly, based on a
hypothetical model (MP) in India, in the recent Fair for a Cosmetic Fair at Gwalior. The
measurements were standardized to make them suitable for the study. The number of factors
was identified by the exploratory factor analysis for all variables. The current structural
equation modelling was used in this study on AMOS 16. The SEM results show that there is a
close relationship between customer satisfaction and brand image. The result of SEM also
shows that there is a close relationship between the brand image and the intent to be loyal and
that the relationship between customer satisfaction and loyalty intent was considered weak.
The indirect relationship between customer satisfaction and loyalty through branding proved
to be very strong. The measure of the benefit of the brand image is the functional, social,
symbolic, experiential and aesthetic improvement. A survey was conducted among 250
respondents. The results also showed that overall satisfaction affects customer retention, which
means marketers must focus on branding benefits to strengthen customer loyalty.

G. Syamala (2013): “Study of the products of Lakme company ltd. with reference to Pune
city, Lakme is an Indian cosmetics brand from Unilever”. It began as a wholly-owned
subsidiary of Tata Oil Mills (TOMCO), part of the Tata Group, named after the French opera,
the goddess of wealth. Lakme Indian Cosmetics was founded in 1952. The then Prime Minister
Jawaharlal Nehru personally asked JRD Tata to make it in India. Simone Tata joined the
company as a director and then became president. In 1996, Tata sold its shares for 200 crores
($ 45 million) to HUL. Lakme still occupies a special place in the heart of Indian women. In
this research report, customer satisfaction with Lakme is highlighted. In addition, an attempt is
made to find out who the competitors are and which different Lakme products are used by the
customers.
Chang-Tzu-Chiang, Wan-ChenYu.(2010) studied female consumer behaviour in cosmetics
market. Case study of female consumers in Hsinchu Area Taiwan. The main aim of study was
to identify the attributes and value attached by female consumers towards cosmetics. Their
demographic statistics were used in research study.390 samples were used to collect data.
Factor analysis and ANOVA were used for examining various hypotheses. Means End chain
theory was used to understand the signification of product attribute valued by consumers.
Khan I. (2016) studied men’s attitude and motivation towards consumption of grooming
products: A comparison of Chinese and Pakistani male consumers. The main aim of study was
to explore the concept of masculine identity towards grooming products. 260 Chinese and 210
Pakistani samples were taken to collect data. Descriptive statistics, correlation and regression
were used to analyse the data. They found that physical attractiveness is the most important
factor for Pakistani males while Lifestyle is the most important factor for Chinese males for
selecting grooming products. It will help marketers to consider factors while designing
marketing strategy for particular country for grooming products.
 Rameshwari P., Mathivanan R., Jeganathan M., (2016) studied consumer buying
behaviour of cosmetic products in Thanjavur, Tamilnadu. Main objective of the study is to
identify reasons for purchasing cosmetics and to identify factors influencing consumer buying
decision for cosmetic products. Convenient sampling method was used as research method.
According to Alice (2008), the driving trend for eco-conscious beauty is actually derived from
consumer passion on natural, environmentally responsible-ingredients and organic-food
movement. However, currently there are no mandated standards defining organic when it
comes to cosmetics.
Back in late 1990s’, Johri and Sahasakmontri (1998) has conducted a research on green
cosmetics and toiletries in Thailand. The results shows that although companies have attempted
to use green marketing strategies, Thai consumers still consider non-green attributes are more
important in making their purchase decisions. This is mainly due to lack of awareness and
understanding from consumers about the potential damage caused by traditional products to
the environment. According to the research, marketers face extreme challenges to influence the
target group to become environmentally aware, since the consumers are not susceptible to the
influence of green marketing campaigns in the short term.
According to Johri and Sahasakmontri (1998), Thai consumers emphasise on critical aspects
such as price and safety while making their purchase decisions for cosmetics and toiletries.
Basic attributes such as "good value for money", "product performance", "safe for skin" are
important because consumers may not be willing to buy green products should those attributes
are compromised. For purchasing green products, Thai consumer regards two environmental
attributes as important, which are "ingredients" and "not tested on animals".
According to Rajagopal (2007) research on organic cosmetics and toiletries in Mexico,
several global and local companies such as The Body Shop and General Nutrition Centre
(GNC) have entered this growing market by using green marketing strategies. The study found
that that strategic product positioning and effective retailing strategy can change consumers’
perceptions and values towards non-conventional products or unfamiliar brands. Advertising
and promotional strategies of the organic cosmetics and toiletries brands can help consumers
appreciate the brand value and review their preferences against the synthetic cosmetics and
toiletries.
Anute, Nilesh&Deshmukh, Anand. (2015) 1. In their research paper collected the
information related to consumer behavior from 200 respondents in Pune city. They concluded
that most of the customers prefer domestic brand, they like organic products and they get the
information regarding various brands through television. They further said that most of the
people prefer Lakme brand and the important factor in purchase of cosmetic product is quality
and they give least importance to packaging of the product.
Anjana S. S. (2018) 2 in her research attempted to identify the factors affecting the consumers
buying behavior towards cosmetic products. She concluded that quality, price, brand,
packaging, advertising are important factors affecting the consumers’ behavior in cosmetics
segment.
OberoiParul, OberoiPrerna (2018) 3 conducted a researched on 400 respondents in Delhi
NCR to understand the consumer behavior towards the cosmetic products. They concluded that
social factors are important influencers on consumer behavior towards cosmetics.
Desai Kisan (2014) 4 . in his research work studied consumer behavior towards cosmetics with
reference to Kolhapur district. He concluded that the most important factor influencing
consumer behavior in cosmetic segment is quality. Apart from that he found that the customers
prefer to purchase Ayurvedic brands and can also wait if the product is not available.
Sumathi& Dr. Begum Mustiary (2016) 5, conducted a study in Mangalore city and studied
the impact of advertisement on consumer behavior of cosmetic products. Customers, taste,
preferences and awareness of brands influences their purchase decisions. They further said that
environmental and psychological factors also influence the customers’ taste and preferences.
Lakshmi Y P Sai & Suresh Babu M (2019) 6. studied the factors influencing consumer
behavior towards cosmetics. They discussed that various internal factors like attitude,
motivation, perception, and learning along with social and cultural factors and other factors
such as price, advertising and physical attributes shape the consumers’ behavior.
Rekha M., Gokila K. (2015) studied consumer awareness, attitude and preference towards
herbal cosmetic products with special reference to Coimbatore city. The main aim of study was
to consumer awareness towards herbal cosmetics, to identify the factors influencing the
consumers to use herbal products. Descriptive research design was used with non probability
convenience sampling with 50 respondents of Coimbatore city. Karl Pearson’s co-efficient of
correlation, average ranking analysis and chi-square analysis were used for data analysis. They
found that family income per month and spending for herbal products have positive correlation.
According to Pickett-Baker and Ozaki (2008), the efforts involved in purchase decision
making can be influenced by past experiences of a product, price and brand loyalty. Weisberg,
Te’eni and Arman (2011) state that knowing the effect of past experience in purchasing
behaviour is important because existing consumer behaviour is different from newcomer
Dickson (2000) found that past purchasing experience with a socially responsible company is
a significant determinant of future purchase intentions. For example, consumers having
purchased a pair of jeans from a socially responsible company will demonstrate greater
intentions to purchase again from the same company
Chen and Lin (2011) states that no matter how much the firms become committed to
environment friendliness or consumer health, corporate social responsibility has become the
most important issue in contemporary business. Committed to environmental responsible can
produce great impact on corporate image and social identity, as well as marketing activities.
Vandana Sabharwal identified in their study, ‘Women Buying Behaviour and Consumption
Pattern of Facial Skin Care Products’ that moisturizers were found to be preferred by most of
the consumers followed by anti ageing cream and toners preferred by aged women.
Jawahar V., Dr.TamizhjyothiK.( 2013) studied consumer attitude towards cosmetic
products. The main aim of the study was to examine the influence of attitude on consumer
buying behavior and to identify the important factors that determine the buying behavior
Conclusion: The review of literature on consumer behavior towards the cosmetic products
revealed various factors that affect the consumer behavior towards cosmetic products in various
cities. The consumer behavior is dynamic in nature. The review of literature has helped the
researcher to identify various variables that can be tested to identify the important factors that
affect the consumer behavior towards cosmetic products in Pune city with reference to well-
known brand-Lakme.
 CHAPTER -III
COMPANY PROFILE
Lakme is an Indian cosmetics brand which is owned by Hindustan Unilever. Having Kareena
Kapoor and Ananya Pandey as the ambassador, it ranked at number 1 among the cosmetics
brands in India. Lakme started as a 100% subsidiary of Tata Oil Mills (Tomco). It was named
after the French opera La, which itself is the French form of Lakshmi (the goddess of wealth)
who is renowned for her beauty. It was started in 1952 famously, because 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.

Half a century ago, as India took her steps into freedom, Lakme, India's first beauty brand was
born. At a time when the beauty industry in India was at a nascent stage, Lakme tapped into
what would grow to be amongst the leading, high consumer interest segments the Indian
Industry - that of skincare and cosmetic products. Armed with a potent combination of
foresight, research and constant innovation, Lakme has grown to be the market leader in the
cosmetics industry.
Lakme, a brand originally introduced by the Tata group of India, now bought over by Hindustan
Unilever (HUL) of the Unilever group, Tips & Toes, another domestic player, and Revlon
dominate the US$ 60 million colour cosmetics market. Multinationals, Revlon of the U.S. and
Loreal s Maybelline has a dominant share of the small premium lipsticks and nail enamels
market. Mass-market products account for a major share, while the premium segment accounts
only for a mere 9 per cent in lipsticks and 5 per cent in nail enamels.
HISTORY

In 1995, Lakme Limited (a Tata Group company) and HLL formed a 50:50 venture Lakme
Lever that would market and distribute Lakme's products. In 1998, Lakme sold its brands (and
the 50 per cent it owned in the JV) to HLL, renamed itself Trent and entered a 8 different
business (retail). Only, the years between 1995 and 2000 saw HLL wrestling with several issues
with a bearing on Lakme's future. A brand that has over 5 decades talked of beauty is none
other than Lakme. Launched in 1952, it offered a range of cosmetics with nail polishes &
lipsticks from the early 80’s. Lakme also understands the importance of maintaining and
accentuating a women’s natural beauty, for this it has introduced a range of skincare products
from 1987. These ranges have been constantly innovated to bring specialized beauty care and
complete the range for the definitive women.
A brand that has over 5 decades talked of beauty is none other than Lakme. Launched in 1952,
it offered a range of cosmetics with nail polishes & lipsticks from the early 80’s. Lakme also
understands the importance of maintaining and accentuating a women’s natural beauty, for this
it has introduced a range of skincare products from 1987. These ranges have been constantly
innovated to bring specialized beauty care and complete the range for the definitive women.

SWOT ANALYSIS OF LAKME

Strengths:
1. local brand of specific relevance to India.
2. Strong R&D capability, well linked with business.
3. Integrated supply chain and well spread manufacturing units .
4. Ability to deliver Cost Savings.
5. Access to Unilever global technology capability and sharing of best practices from other
Unilever
Weaknesses:
1. Price positioning in some categories allows for low price competition.
2. Varying quality range in its products.
3. Falling Quality of Lame salons

Opportunities:
1. Brand growth through increased consumption depth and frequency of usage across all
categories
2. Upgrading consumers through innovation to new levels of quality and performance.
3. Building brand image by collaborating with top designers in Lakme Fashion week

Threats:
1. Aggressive price competition from local and multinational players.
2. Spurious/counterfeit products in rural areas and small towns.
3. Non Existence of brand image in long Run
EVERYTHING A GIRL WANTS
Lakme has a wide range of products in colour cosmetics that bring visible results. To add to
this vast repertoire is a range of specialized skin care products for the discerning women.
Keeping skin looking healthy and glowing is also a part of looking great. Lakme provide the
complete package with the skin care range and the wide range of colours to spice up the look.

DISTRIBUTION CHANNELS
There is a significant change in market distribution channel of cosmetics products.
Distribution places are:

• Hyper market

• Super market

• Departmental stores,

Lakme distribution merged with Hindustan Unilever and have three thousand distributers
around the country.
SERVICES
• Lakme beauty salons were established in Hyderabad, Delhi, Mumbai and Chennai 30 years
ago.
• The beauty parlour has beauticians who have been trained by Lakme.

• The staff is required to attend classes conducted by doctors and cosmetologists.

• Every six months their skills are polished further

• Proper attention towards each and every customer.

• Using branded products.
• Maintaining morning freshness throughout the day.
• Proper assistance at the time of taking appointments.
• Hospitality of premium standards.

LAKME POSITIONING IN TERMS OF LAKMÉ'S PERSONALITY AND

SELF CONCEPT:
Lakme is a product range that caters to the beautification needs of not only women in their
adult age but in today's context teenagers also. It has a brand personality of someone who takes
care of you and your beauty needs. It tries to position itself amongst its consumers as a product
range that will help them look beautiful as is evident from its catchphrases:
1. On top of the world!
2. Source of radiant beauty 1 Lakme has a range of beauty products to offer to its consumers.
Some of the ways in which it tries to position itself:
1. Lakme Hair Colour: magic of colours (collage).
2. Lakme (versatile eye shadow collection): rich, long lasting and healthy make up.
3.Lakmé fair perfect: For flawlessly fair skin
4.Lakm’e face magic daily wear soufflé
5. Lakme (skin vitalizer): radiant skin, now and forever.
6. Lakme (moisturizer): radiant skin, now and forever.
7. Lakme nail polish and lipstick: electric brilliance/sensual brilliance/free spirit/peppermint/9
to 5
8. Lakme sun expert (sunscreen): sun safe hamesha! (Face the sun with a smile)
9. Lakme pure defense: anti-pollution system.
10. Lakme Tropical Island (cosmetics): defining the future of fashion.
11. Lakme hair care (international): natural haircare, a source of pleasure and well being
12. Lakme hair next: exclusive range of hairstyle products that give you that salon look
instantly. On the basis of above mentioned positioning strategies Lakme can have the following
characteristics that determine its personality:
• Someone who takes care of your beauty needs.
• A long lasting beautification product range.
• Something that is not harsh on your body or harmful for your beauty.
• A product that provides you with an option of getting beautiful hair.
• A product that helps you get a beautiful skin.
• A cosmetic product that you can wear for the entire day and not a special occasion.
• Someone who tells you right things about looking good.
• It's an Indian cosmetic brand,
• It covers all facets of beauty care for women. The following factors of Lakme's
personality help in differentiation of its products from the competition:
• lt covers all facts of beauty care.
• It helps arm the consumer with products to pamper her from head to complete product
range
• The quality of its products which can be only gauged by the consumer perception of
the brand.
• India's first beauty brand and is there for a long time in the market (since independence).
However, most of the other foreign brands have come only lately.
POPULAR PRODUCT IN LAKME (lipsticks)
Lipstick gain popularity in the 16th century, during the region of Queen Elizabeth who made
blood-red lips and stark white faces a fashion statement. By that time, lipstick was made from
a blend of beeswax and red stains from plants. During the second World War lipstick gamed
popularity as a result of its use in the movie industry, and it became common place for women
to apply make up, or “put their face on”. As with most other types of makeup, lipstick typically
but not unexclusively worm by women. It is usually not worn until a female reaches
adolescence or adulthood. Another form of lip colour (liquid lipstick) a wax-free semi-
permanent liquid formula was invented in the 1990’s by the Lip-Ink International company.
Other companies imitated the idea, putting out their own versions of long-lasting “liquid lip
colour” but were not allowed to infringe on the patented wax-free formula. A various lip
coloring preparations including:
Lipstick
• Lip gloss (Lip paint)
• Rouges
• Lip liner
• Lip slaves

PRICE
• Promotional pricing: Elle 18 nail Enamel Company can give price at special event pricing,
because Elle 18 nail enamel targeted students to sell their products.
• Responding to competitor's pricing: Elle 18 nail enamel's major competitor is Revlon, if the
competitor (Revlon) changes the price means, company have to analyse the market situation
and then change the price accordingly.
• Differentiated price:

• Elle 18 nail Enamel Company can offer time pricing and image pricing. They can set the
price according to quality and quantity of the product.

PLACE
There Is a significant change in market distributional channel of cosmetic products.
Distribution places are:
• Super markets

• Departmental stores Other distribution places are:

• Food stores

• Cosmetic discounters
• Beauty salons Lakme distribution merged with HUL. HUL is having 3000 distributors
around the country and Lakme have 1000 distributors.

PROMOTION
Internet as medium
Company has its own website to advertise their products. Website:http://www.lakmeindia.com.
Sales promotion Lakme Elle 18 offers

Sales promotion
To increase the sales for particular time of period. Company offers rebates and discounts on
specific products which products are in low sales.
Brand ambassadors
Lakme have bollywood Actress as a brand ambassadors like Katrina Kaif and Raima Sen

LAKME PRODUCTS
Colours From the spicy shades to the flattering look, Lakme offers a range of products in the
face, lips, eyes and nail segment for the beauty aficionados .

FACE
Lakme Daily Wear Soufflé ,Lakme Perfecting liquid Foundation – Lakme Radiance Compact
Lakme Flawless Matte Complexion Compact

LIPS
Lakme Enrich Lip colour- . Perfecting Definition Lip Pencil - Starshine Lip gloss - Glosses in
lustrous shades available in 14 shades.

EYES
From dramatic to natural look- a wide range of products are on offer to create the perfect eyes
1. Lakme Kajal:
2. Lame Insta Eyeliner eyelids
3. Lakme Shimmer Eye Cube:

NAILS
True Wear Nail Enamel -Nail Enamel with Lacquer-like finish. Contains resins and silicone
with colour lock technology that gives brilliant long lasting shine

SKIN
For radiant skin Lakme is there to pamper your skin with specialized products for the diva in
you. Cleansing Strawberry Silk Splash Face Wash, Lakme Fundamental Deep Pore Cleansing
Milk –

Moisturizing
Lakme Fundamental Peach Milk Moisturiser skin.
Lakme Fundamental Winter Care Lotion - Sun Protection
SUN PROTECTION
The range comprises of lotions to keep your skin healthy and younger looking.

PRODUCT PROFILE

Lakme Cleansing Milk Deep Cleanser

A mild, milk-based formula created with natural avocado extracts, it contains Vitamin E. It
gently cleanses your skin while getting rid of impurities and makeup residue.

Lakme Youth Infinity Skin Firming Serum

An essential in your usual skincare routine, this first-of-its-kind sculpting serum increases your
skin’s luminosity. It also hydrates your skin to aid it to achieve firmness and elasticity.

Lakme Absolute Skin Gloss Overnight Mask

Waking up with luminous skin was never this easy. This mask is enriched with minerals that
keep your skin hydrated and nourished. And, the mineral-laden glacial water content in this
product replenishes moisture to make your skin look lustrous when you wake up.

Lakme 9to5 Natural Day Crème

A recent entrant, this aloe-infused day cream enlivens dry and dull skin. It's light texture
moisturizes the face with a natural glow while the SPF 20 protects skin

KEY FACTS
• Lakme was the country's first cosmetic brand to introduce make up to Indian women
and takes pride in being the expert on Indian Beauty for over 50 years

• It is a complete beauty brand spanning colour cosmetics & skin care and extending to
beauty services through the network of Lakme Beauty salons.

• Its bond with beauty and fashion is manifested through the Lakmé Fashion Week,
which is now the largest fashion event of its kind in the country.
QUALITY OF THE LAKME LIPSTICK
A good lipstick has a balanced trio that makes the product easy to glide on the lips. A good
lipstick should be effortless when applying. When a lipstick has a good oil-wax balance, it
makes it very hydrating.

QUALITIES A GOOD LIPSTICK SHOULD HAVE

You're in the market for that a new perfect lipstick. Whether its red, pink, nude, or another
bold shade, you want to make sure it is a quality lipstick. A common misconception about
good products is that they have to be expensive. It's true in most cases that you get what you
pay for, but when it comes to quality products, they can come in all shades and prices. Here's
a rundown of 10 qualities a good lipstick should have.
1. LONG LASTING

A good lipstick should be able to stay on your lips for an extended period of time. Of
course things throughout the day will cause it to wipe off a bit (such as eating, drinking or
giving your boo a little smooch!). For the most part, you should be able to get through at
least 5 hours before needing to touch up that infamous "butt hole" lip stick look. Non-
transferring lipstick goes hand-in-hand. Your lipstick should not fly off your lips onto any
surface it comes in contact with (aka your teeth). This will depend mostly on the type of
product you're wearing (satin finish vs. matte) but a lipstick should be able to stay where it
is intended to be. Your lips of course.

2. DOESN'T BLEED
On the note of lipstick's staying where they are supposed to be, they should be able to stay
on your lips without bleeding. By which I mean to say, creeping its way beyond the lines
of your lips. This tends to become more of a problem with age (as lip creases around the
lip become amazing lip-bleeding agents). There are ways you can help prevent this effect
but if you pick up one that does this on its own, your makeup routine will be 10x as easy

3. OPAQUE

A fancy word in the beauty world that means the product has good colour payoff. A good
lipstick should go on as a highly pigmented shade in one to two swipes. Most of all, it
should be an even wash of colour so it doesn't appear as a streaky mess over your lips (this
tends to happen with many bright coloured lipsticks). A streaky lipstick requires more
layers to get an even colour often leaving you with a heavy, sticky application. And if the
product isn't opaque enough, you'll also end up having to apply many layers to build up
colour, this can mean wasting a lot of product.

4. CREAMY

Next of course is the creamy factor. Lipstick is made up of oils, pigments and waxes. A
good lipstick has a balanced trio that makes the product easy to glide on the lips. A good
lipstick should be effortless when applying.

5. HYDRATING

When a lipstick has a good oil-wax balance, it makes it very hydrating. A good lipstick
should not leave your lips feeling parched, craving just a drop of moisture as though you
had been trekking through the dessert for the past 10 days. It should not dry out your lips
(once again, depends on the type of lipstick you choose, think matte lipsticks).
6. NOT TOO STICKY

Still on the same train of the consistency of a good lipstick, it should not be too sticky.
Nobody wants their lips to feel glued together when you're giving a class presentation or
speaking in a business meeting to important members of your company. Your a boss lady,
you've got work to do.

7. TOUCHES UP WELL

Even the best lipsticks start to wear down during the day (if they don't break down at all
then they are probably other concerns you need to worry about). This is why a good
lipstick should be able to be reapplied easily (not to be a broken record, I'm just going to
leave an exception to this rule right here: matte liquid lipsticks). A good lipstick should be
all those above things so you can apply a thin layer. That way, when it comes to re-
applying, you can apply with ease and not end up with a crumbly mess all over your
mouth.
8. SMELLS GOOD

We use our sense of smell to spot out good products everyday. From good food to good
hygiene, our noses smell out the rose among the vines. A good lipstick should smell as
good as it looks. I don't mean it should be loaded with vanilla extract or smell of rose but it
should not smell like plastic. A good rule of thumb, is a lipstick should have little to no
scent. If you're smelling something chemical or plastic, it is either expired or contains an
ingredient that should not be on your lips anyway.

9. COMPLIMENTS YOUR SKIN TONE

What's the point of buying a lipstick if it doesn't look good on you? Now this is where
online shopping becomes a little tricky because there is no way to truly seeing how the
product will look on you if you don't actually try it on. Online photos can be deceiving
with a little brightening, tinting or saturation. A good lipstick should compliment your skin
tone. Red looks good on everyone, but you need to know if you should be looking for a
warm or blue tone.

10. SATISFY WHAT YOU ARE LOOKING FOR

If all else, you determine what makes a good lipstick. Whether you want something sheer
or opaque, satin or matte, if it ticks all of your boxes then it qualifies as a good lipstick for
you. The point is you don't have to break the bank to get a nice looking colour on your
lips. It just has to suit your needs (as well as your bank accounts needs)

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 India's 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,
• 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.
 CHAPTER-IV

DATA ANALYSIS
AND
INTERPRETATION
This chapter is the major part of this project. The data collected using questionnaire is
represented in graphical form as graphs and diagrams. This is for the purpose of making and
analysis of data and interpret the results there of. The sample size is 118. Tool used for the data
analysis is percentage analysis.

4.1 Demographic profile of the age of the respondents

Category Particular percentages
18-25 92.3%
Age 25-35 4%
35-45 4%

INTERPRETATION:
This chart 4.1 shows that 90 of the respondents comes under the age group of 18-25 years is
92.3%. The respondents falls under the age group of 25-35 years is 4%, there are respondents
from the age group of 35-45 years is 4%. The respondents falls under the 45-60 and above 60
years have does not involved in the responses. So as per the research there are a greater number
of respondents from age group of 18-25.
4.2 Do you like lakme lipsticks?
Particulars Percentages
Yes 95.7%
No 4.3%

INTERPRETATION:

This chart 4.2 shows respondents likes of Lakme lipstick. From the chart we observe that the
customers who likes the Lakme lipstick are 95.7% and 4.3% of them who didn’t use Lakme
lipstick. That is we observe likers are more from our respondents.
4.3 Do you use lakme lipsticks?
Particulars Percentages
Yes 86.2%
No 13.8%

INTERPRETATION:

This chart 4.3 shows respondents likes of Lakme lipstick. From the chart we observe that the
users of the Lakme lipstick are 86.2% and 13.8% of them who didn’t use Lakme lipstick. That
is we observe users are more from our respondents.
4.4 From where you purchase Lakme lipsticks?
Particulars Percentages
Cosmetic stores 73.7%
Super market 11.4%
Beauty salon 7%
Others 7.9%

INTERPRETATION:

According to above pie diagram shows many of the lakme customers were purchasing the
lakme products from the Cosmetic stores whereas very few of them purchasing from other
stores like supermarkets, beauty salon and other stores. Here we observe the most of the
customers preferred in cosmetic stores.
4.5 Do you think lakme provides quality lipsticks to its customers?
Particulars Percentages
Yes 86.2%
No 2.6%
May be 11.2%

INTERPRETATION:

The above pie diagram represents that the lakme company will provide quality
lipsticks to there customers with the respondents of 86.2% and, No with the respondents of
11.2%. So here we observe Lakme company has quality lipsticks to sell the market
4.6 Which colour shade lipstick you prefer most?
Particulars Percentages
Dark shades 65.8%
Light Shades 34.2%

INTERPRETATION:

From the above pie diagrams shows the respondents of colour shades of lakme lipsticks.
65.8% percentage of customers are preferring dark shades and 34.2% percentage of
customers are preferring light shades. So here we observe many of the consumers are
preferring dark shades of the lakme lipsticks.
4.7 What inspire you to go for Lakme lipsticks?
Particulars Percentages
Colour shade 85.2%
Price 7%
Packing 2%
Others 5.8%

INTERPRETATION:
According to the above pie diagram the lakme users have inspired with the colour shades of
lakme lipsticks,with the percentage of 85.2%,and 7% customers are using the product
because of price rating ,2% of the customers are inspired to packing of lakme lipsticks and
5.8% are inspired to other sources in lakme. So here observe customers are inspired throught
colour shades of lipsticks.
4.8 What do you think about price level of Lakme lipsticks?
Particulars Percentages
High 44.2%
Medium 53.1%
Low 2.7%

INTERPRETATION:
From the above pie diagrams we can that the most of the respondents were replied to high
price and medium prices on lakme lipsticks. when compare to low prices.
4.9 According to customers what kind of promotional activities can make
Lakme reach in a better way which can increase there market share?
Particulars Percentages
Discount 79.1%
Free sample distribution 19.1%
Lucky draws 1.8%

INTERPRETATION:

According to the above pie chart we got from the Lakme respondents that most of the people
told that for the promotional activities Lakme can reach in a better way to increase there
market with the help of free sample distribution, discounts compare to else one.
4.10 What do you think is the main reason for you to use lakme lipsticks?
Particulars Percentages
Price 27.2%
Avaliability 43%
Variety 13.2%
Secure 16.7%

INTERPRETATION:
According to above pie diagram many of the customers are using lakme lipsticks. The main
reason behind using lakme lipstick is there is more availability in the market with the
percentage of 43% when compare with others like price, variety and secure. So here we
observe that lakme users are buying the lakme lipstick because of they are availability in the
markets.
4.11 Do you think lipsticks provides you with an option of healthy and long
lasting?
Particulars Percentages
Yes 77.4%
No 5.2%
May be 17.4%

INTERPRETATION:
From the above pie diagram shows that the lakme lipsticks provides heathly and longlasting
with the percentage of 77.4%, compare with the others.
4.12 Any problems you faced while using it?
Particulars Percentages
Yes 24.6%
No 75.4%

INTERPRETAION:
From the above pie diagram shows that the lakme users does not face any problems while
using with the percentage of 75.4%. So here we observe that lakme lipsticks are very trust
worthy.
4.13 Do you use samples of Lakme lipsticks before purchasing?
Particulars Percentages
Yes 70.2%
No 29.8%

INTERPRETATION:
From the above pie diagram many of the lakme customers were used samples of lakme with
the percentage of 70.2% were as 29.8% have does not use any samples of lakme lipsticks.
4.14 Do you think that lakme lipstick would get better in future?
Particulars Percentages
Yes 90.3%
No 9.7%

INTERPRETATION:

According to above pie diagram shows many of the lakme customers are replied that YES in
future lakme lipsticks will get better more than present situation.
4.15 Since how long you have been using lakme lipsticks?
Particulars Percentages
Less than 6months 34.2%
6months to 1year 18.4%
1year to 2 years 17.5%
More than 2 years 29.8%

INTERPRETATION:

From the above pie diagram shows that lakme customers are using lakme lispticks from
many years. And there respondents are less than 6months with the percentage of 34.2%, 18.4
of customers are using since 6months to 1year, 29.8% are using more than 2years .so here
less than 6 months, people are using lakme lipsticks.
4.16 In all the brands of cosmetics why would you prefer only Lakme
lipsticks?
Particulars Percentages
Quality 60.9%
Trustable 33%
Cheap rate 1.1%
Others 5%

INTERPRETATION:
From the above pie diagram in all brands of lakme products many of the customers are using
lakme lipstick because of quality of lipsticks with the percentage of 60.9% and it is also 33%
of trustable products compare with others. So here we observe lakme products have more
quality.
4.17 Give your remark regarding lakme lipsticks?

INTERPRETTION:

From the above graph shows the lakme users have responded that remark on lakme
lipstick have good quality and there is nothing to say about lakme lipsticks. At the same time
some of them are responded that the lipsticks are excellent, suber quality and others.
4.18 What changes would you like to see in the lakme lipsticks?
Particulars Percentages
More shades 89.7%
Better packing 10.3%

INTERPRETATION:
From the above pie diagram responded that most of the lakme users want more shades
in above responses with the percentage of 89.7% were as 10.3% people want changes in
better packing. So here we observe lakme wants changes in more shades.
4.19 Do you ever got a negative, effects on Lakme lipsticks?
Particulars Percentages
Yes 93.2%
No 6.8%

INTERPRETATION:
From the above pie diagrams respondend that the lakme users does not get negative
effect by using lakme lipsticks with the percentage of 93.2% were as 6.8 as got negative
effect. So here we observe that lakme doesnot have any negative effect after using lakme
lipsticks.
4.20 Are you satisfied with the prices of lakme lipsticks?
Particulars Percentages
Satisfied 81.7%
Dissatisfied 18.3%

INTERPRETATION:

According to above pie chart most of the people are satisfied with the lakme lipsticks
with the percentage of 81.7% were as 18.3% of people are does not satisfied with the lakme
lipstick.
4.21 If not Lakme, then which other brand?
Particulars Percentages
Revlon 40%
Loreal 24.3%
Maybelin 35.7%

INTERPRETATION:
From the above pie diagram response that if not lakme the users are switching to the
other brands like Revlon has more demand and with the percentages of 40%, 24.3% on loreal
brand and 35.7% on maybelin. So here we observe Revlon has higher percentage were
compare with other brands.
 4.22 Would you continue to buy lakme lipstick even if there is cost
increase?
Particulars Percentages
Yes 82.1%
No 17.9%

INTERPRETATION:
From the above pie diagram response 82.1% of Lakme users are purchasing the
Lakme lipsticks even if price increases. And 17.9 are saying no. so here we observe that
many of the customers are willing to buy Lakme lipsticks even price increase.
 4.23 Do you recommend your friends or relatives to purchases Lakme
lipsticks?
Particulars Percentages
Yes 92.3%
No 7.7%

INTERPRETATION:

According to the pie diagram says most of the lakme users are recommend to their friends or
relatives that the lakme lipsticks was good.
 CHAPTER - V

FINDINGS, SUGGESTIONS
AND CONCLUSION
5.1 FINDINGS

Percentage analyses is used to find brand choice of the respondents in the category of lipstick
86.2 percentage prefer lakme lipstick.
It reveals that respondents all type age persons are preferred Lakme lipstick.
REGARDING up and the age group 18 - 20 prefers lip make-up
products. As far as education is concerned, respondents who have completed higher
secondary level prefer lip make-up products. Many of customer are preferring to use Lakme
lipstick and half of the customers are buying Lakme lipsticks from cosmetic stores.
➢ 85% of Lakme customers are responding that the products are qualitative

➢ Customers are very inspired with the colour shades of Lakme lipsticks more people
are using dark shade colours
➢ Lakme Lipsticks price levels are medium more customers are attacking for discounts
of Lakme lipstick
➢ 77% of people are feeling that Lakme lipsticks keeps healthy and long lasting
products.
➢ More customers are saying that they want more shades of lipsticks and also they are
saying that they are effected with the negative effects of lipstick.

➢ Lakme lipstick provides qualitative products and customers are feeling very secure
and they not have any side effects when they are using it.
➢ In all brands of cosmetics customers are only prefer to use Lakme because of the
quality and it is very trustable and they are satisfied with the Lakme prices.

➢ 83% of the Lakme users are prefer to Lakme lipstick even if the price increases and
they also recommend to their friends and relatives about the Lakme lipsticks.
5.2 SUGGESTIONS

Be a beyond fashion week

Promotions 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-brandingwith 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.
While choosing a particular shop to buy make-up products they
ranked “Attractive
good service” as first and “Advice from beauty experts as second. So
the retailing outlets should concentrate on providing valuable service
in a convincing manner.
The beauty consultants and the sales personnel should have
complete knowledge about the available make-up products, in
addition they should be aware of new arrivals of beauty products
offered by various manufacturers.
Among the total respondents, 35.67 per cent of the respondents
spend more than Rs.500 per month for make-up products. To cover
middle income and low income groups of consumers, the producers
of make-up products can produce multipurpose products, such as
perfumed nail polish or lipstick.
CONCLUSION:
Lakme has played an important role in changing the perception of beauty. It has always
promoted that beauty is not all about looking good, it is also about looking healthy and bright.
Despite the cutthroat competition with domestic and international brands, Lakme still
manages to be relevant amongst its customers and never trimmed its product for the
market. There’s no doubt that Lakme is leading its way and is an inspiration for other
homegrown brands.
Marketers of make-up products need to understand this and try to cope with the situation.
They should create awareness in the minds of women that make-up products are not luxury
items but are essential items in their daily life routine
They should also emphasise the need for lip make-up products by insisting the users through
highlighting the aesthetic value of using quality product items. The other important factor
which the marketers should throw attention is to retain the brand switchers.
They should also emphasise the need for lip make-up products by insisting the users through
highlighting the aesthetic value of using quality product items. The other important factor
which the marketers should throw attention is to retain the brand switchers.
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. This cosmetics and personal care industry has been growing at an average rate of
20 percent 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. Majority respondents are found to be
preferring the brand and they are very loyal towards the brand. Quality is one of the major
influences of Lakme brand purchases, thus the company can ensure to maintain and sustain
quality of the brand with no compromise on standards.
 CHAPTER -VI
BIBILIOGRAPHY
BIBILOGRAPHY
1.www.Lakmeindia.com

2.www.Wikipedia.com
3. www.lakmesalon.com
4. www.feminaindia.com
5. WWW.Lakme.Com
ANNEXURE
NAME: AGE:

1.Do you like Lakme lipsticks?

o Yes
o No

2. Do you use Lakme lipsticks?

o Yes
o No

3. From where you purchase Lakme lipsticks?

o Cosmetic stores
o Super market
o Beauty salon
o Others

4. Do you think Lakme provides quality lipsticks to its customers?

o Yes
o No
o Maybe

5. Which colour shade lipstick you prefer most?

o Dark shades
o Light shades

6. What inspire you to go for Lakme lipsticks?

o Colour shade
o Price
o Packaging
o Others

7. What do you think about price level of Lakme lipsticks?

o High
o Medium
o Low
8. According to customers what kind of promotional activities can make Lakme reach In a
better way which can increase there market share?
o Discount
o Free sample distribution
o Lucky draws

9. What do you think is the main reason for you to use Lakme lipsticks?
o Price
o Avaliability
o Variety
o Secure

10. Do you think Lakme lipsticks provides you with an option of healthy and long lasting?
o Yes
o No
o Maybe

11. Any problems you faced while using it?

o Yes
o No

12. Do you use samples of Lakme lipsticks before purchasing?

o Yes
o No

13. Do you think that Lakme lipstick would get better in future?
o Yes
o No

14. Since how long you have been using Lakme lipsticks?
o Less than 6months
o 6months to 1year
o 1year to 2 years
o More than 2 years

15. In all the brands of cosmetics why would you prefer only Lakme lipsticks?
o Quality
o Trustable
o Cheap rate
 o Others

16.Give your remark on Lakme lipsticks?

A.____________________________________

17. What changes would you like to see in the Lakme lipsticks?
o More shades
o Better packing

18. Do you ever got a negative effects on Lakme lipsticks?

o No
o Yes

19. Are you satisfied with the prices of Lakme lipsticks?

o Satisfied
o Disatisfied

20. If not Lakme, then which other brand?

o Revlon
o L’Oréal
o Maybelin

21. Would you continue to buy Lakme lipstick even if there is cost increases?
o Yes
o No

22. Do you recommend your friends or relatives to purchase Lakme lipsticks?

o Yes
o No