INTRODUCTION

1.1 THE CONCEPT BEHIND SALES PROMOTION

The term Sales Promotion broadly refers to all those promotional activities which are

undertaken to stimulate interest, trial or purchase of a product by the end user or other

intermediaries in between. Besides advertising and personal selling, all other activities

undertaken to promote a product can be classified under sales promotion!

According to the Institute of Sales Promotion, "Sales Promotion comprises that range of

techniques used to attain sales or marketing objectives in a cost effective manner by adding

value to a product or service either to intermediaries or end users, normally but not

exclusively within a defined time period."

Almost every Company uses Sales Promotion techniques at some stage of the product life

cycle since sales promotion techniques provide a strong incentive to BUY!

OBJECTIVES OF SALES PROMOTION:

Sales promotion is a tool used to achieve most of the five major promotional objectives

• BUILDING PRODUCT AWARENESS – Several sales promotion techniques are

highly effective in exposing customers to products for the first time and can serve as key

promotional components in the early stages of new product introduction. Additionally, as part

of the effort to build product awareness, several sales promotion techniques possess the added

advantage of capturing customer information at the time of exposure to the promotion. In this

way sales promotion can act as an effective customer information gathering tool (i.e., sales

lead generation), which can then be used as part of follow-up marketing efforts.

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• CREATING INTEREST – Marketers find that sales promotions are very effective

in creating interest in a product. In fact, creating interest is often considered the most

important use of sales promotion. In the retail industry an appealing sales promotions can

significantly increase customer traffic to retail outlets. Internet marketers can use similar

approaches to bolster the number of website visitors. Another important way to create interest

is to move customers to experience a product. Several sales promotion techniques offer the

opportunity for customers to try products for free or at low cost.

• PROVIDING INFORMATION – Generally sales promotion techniques are

designed to move customers to some action and are rarely simply informational in nature.

However, some sales promotions do offer customers access to product information. For

instance, a promotion may allow customers to try a fee-based online service for free for

several days. This free access may include receiving product information via email.

• STIMULATING DEMAND – Next to building initial product awareness, the most

important use of sales promotion is to build demand by convincing customers to make a

purchase. Special promotions, especially those that lower the cost of ownership to the

customer (e.g., price reduction), can be employed to stimulate sales.

• REINFORCING THE BRAND – Once customers have made a purchase sales

promotion can be used to both encourage additional purchasing and also as a reward for

purchase loyalty (see loyalty programs below). Many companies, including airlines and retail

stores, reward good or “preferred” customers with special promotions, such as email “special

deals” and surprise price reductions at the cash register.

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IMPORTANCE OF SALES PROMOTION :

IMPORTANCE TO CONSUMERS :

• Increased Buying Confidence - Distribution of free samples is probably the fastest and

best way through which manufacturers can push consumers to try a product. Once satisfied

with the quality of the sample product, consumers become more confident about buying a

new product.

• Reduced Rates - During promotional campaigns, companies offer their products at

discounted rates. Consumers like to make use of such occasions to buy larger quantities of

such products.

IMPORTANCE FOR PRODUCERS AND MANUFACTURERS :

• Entering New Markets - Sales Promotion campaigns enable manufacturers to capture

new markets.

• Controlled Expenses & Measurable Results - Producers have direct control over sales

promotion campaigns and this enable them to make sure that there are no undue wastages in

the process!

• Increased Sales - Sales promotion techniques have favourable effect on the sales of

products. Companies enjoy increased demands for their products while such campaigns are

running.

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1.2 BRAND

A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a

specific product, service, or business.

BRAND PREFERENCE:

Measure of brand loyalty in which a consumer will choose a particular brand in presence of

competing brands, but will accept substitutes if that brand is not available.

ACHIEVING BRAND PREFERENCE:

People begin to develop preferences at a very early age. Some babies like apple juice, others

water. Some kids play softball, others read. Some people thrive in the city and some need the

quiet of the country. Some drink Coke while others prefer Pepsi. Our preferences are part of

what makes us who we are. And, the brands we seek out reflect our preferences.

Within any product category, most consumers have a group of brands that comprise their

preference set. These are the four or five upmarket brands the consumer will consider when

making a purchase. When building preference, the goal is to first get on the consumer’s

preference sets, and then to move up the set’s hierarchy to become the brand consumers

prefer the most – their Upmarket brand. Gaining and maintaining consumer preference is a

battle that is never really won.

The competition among brands is fierce. In every product category, consumers have more

choices, more information and higher expectations than ever before. Jockeying for position in

a consumer’s preference set requires an aggressive strategy and constant vigilance. The

process begins by knowing who you are and with whom you want to establish a relationship.

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Key to communicating this brand position is establishing a frame of reference. In an article

published by the Harvard Business Review entitled, "Three Questions You Need To Ask

Your Brand," Kevin Lane Keller writes, ”…a frame of reference signals to consumers the

goal they can expect to achieve by using a brand.” Consumers can quickly figure out what the

product is and how they should use it.

Often, your frame of reference is your competition – other brands that are most likely in the

preference set you’ve targeted for your brand. Here’s an example: When V8 was first

introduced there were no other vegetable juices on the market. To give consumers a frame of

reference for this new product, V8 went head-to-head with Sacramento Tomato Juice. When

V8 implemented their strategy, “I Could Have Had A V8,” they cleverly insinuated that the

consumer lost an opportunity to gain valuable nutrients while still satisfying their desire for

the taste of tomatoes and salt. The message also suggests that the consumer still has the

opportunity to break their tomato juice habit next time around by trying a V8.

The V8 marketers were aware that before a brand can join any consumer preference set it

needs to attain trial. Awareness, perceived quality and an upmarket identity that reflects the

values of your chosen consumers are the brand assets that move consumers to trial.

Continued and consistent branding initiatives that reinforce the consumer’s purchase decision

will, over time, land you in consumer preference sets.

To move consumers from trial to preference, brands need to deliver on their value

proposition, as well as dislodge someone else from the consumer's existing preference set.

The V8 marketers were successful at dislodging Sacramento from enough consumer

preference sets to gain significant market share in their chosen product category. While

gaining entry onto a consumer’s upmarket preference set is what every brand vies for, it is

very tenuous, at best.

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Preference is a scale, and brands move up, down and even off that scale with and without a

vigilant brand management strategy. Your competition is vying for the same share of mind.

Pricing, promotional deals and product availability all have tremendous impact on the

position of your brand in the consumer’s preference set. If all things are equal, the best

defense is to make yourself more relevant to consumers than the competition. The brands

potential can only be fulfilled by continually reinforcing its perceived quality, upmarket

identity and relevance to the consumer. The same branding activities that drive awareness

also drive preference. And, while awareness alone will not sustain preference, it will improve

the brand’s potential for building and maintaining preference.

With a great story and a large enough investment, awareness can be attained rather quickly. It

takes time, however, and constant reevaluation to build brand preference. Aristotle professed,

“We are what we repeatedly do. Excellence then is not an act, but a habit.” Attaining and

sustaining preference is an important step on the road to gaining brand loyalty. The ability to

generate more revenue, gain greater market share and beat off the competition is the reward.

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1.3 STATEMENT OF THE PROBLEM:
Brand preference is an attempt to understand and predict human actions in buying

decision.These actions can play a important and great role in future market potientials of

LAKME Products. Cosmetic industry in India is growing fast and expanding one.

Studies on Brand Preference of LAKME products will definitely help in future growth and

development in the right direction. In this project entitled “ Brand Preference of LAKME

Products”, an attempt is made to study the Brand Preference of LAKME Products and how

conscious are the consumers in selecting their brand of products to enchance their beauty.

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1.4 OBJECTIVES OF THE STUDY:

• To potray accurately the preference of cosmetics among consumers.

• To assess how brand influences the purchasing pattern of lakme products.

• To analyze the different factors involved in purchase decision of lakme products.

• To determine the promotional activities to be included in the business.

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1.5 SIGNIFICANCE OF THE STUDY:
Although this study is conducted at small level, yet the findings & suggestions of it will help

the management of the organisation in better way to understand the study areas covering all

the aspects of Brand Preferences among the consumers. The study will also help the

organisation in making decision regarding promotional schemes and modify the products as

expected by the consumers. So that,the corporate consumers may find the product more

attractive.

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1.6 RESEARCH METHODOLOGY

Research is an academic activity and as such the term should be used in a technical sense.

According to Clifford Woody “Research comprises defining and redefining problems,

formulating hypothesis or suggested solutions;collecting,organising and evaluating data;

making deductions and reaching conclusions; and last carefully testing the conclusions to

determine whether they fit the formulating hypothesis.”

1.7 RESEARCH DESIGN

The formidable problem that follows the task of defining the research problem is the

preparation of that design of the research project, popularly known as the “research design”.

Decisions regarding what, where, when, how much, by what means concerning an inquiry or

a research study constitute a research design.

“A research design is the arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with economy in procedure.”

The research design used in this project by the researcher is that of field research. Field

research depends upon the environment it is to be carried out.

Mass Observation

- Recorded mass behaviour, Interview using independent observes in public places.

Personal Interview

- Interviewing using a detailed scheduled with open & closed questions.

Focussed Interview

-Focussed attention upon a given experience and its effects.

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Case Study

-Cross sectional collection of data for intensive analysis, longitudinal collection of data of

intensive character.

SAMPLE SIZE

The number of samples studied by the researcher for the study is 100 respondents.

SAMPLING PROCEDURE/SAMPLING METHOD

The sampling method used for this study is convenience sampling. When the

population elements are selected for the inclusion in the sample based on the ease of

access.

1.8 METHOD OF DATA COLLECTION

The researcher has collected both primary and secondary data for this research.

• PRIMARY DATA

The primary data is collected by direct survey on the employees who are affected

by job hopping. This has been done through the questionnaire method. The

researcher used a structured questionnaire.

• SECONDARY DATA

The researcher has collected secondary data from relevant studies from news

papers, books, magazines and websites.

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QUESTIONNAIRE

The questionnaire used is well structured. It is easily understandable and answerable by the

respondents. The types of questions used in the questionnaire are open ended and closed-

ended questions.

1.9 STATISTICAL ANALYSIS

The researcher carried out analysis through various statistical tools. Statistical analysis helps

a researcher in drawing inferences from the collected information. The tools used in this

study are:

• Simple percentage analysis

The formula for percentage analysis is

Percentage No of respondents

= ---------------------- X 100

Total respondents

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1.10 LIMITATIONS OF THE STUDY

• Sample size is confined to 100 repondents and the sampling design to be used is

convenience sampling.

• The time provided for the study was limited which also proves to be a hindrance in

finding the required datails from the respondents.

• At times convienience sampling may give very biased results when the population is

not homogenous.

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2.1HISTORY OF COSMETIC INDUSTRY

The word “cosmetics” comes from the Greek word kosmetikos meaning “skilled in
adornment” (Sage 33). The evolution of cosmetics has truly changed through the centuries.
The way people wear makeup and the reasons why they wear it have changed dramatically
over time. The Roman philosopher, Plautus, once wrote, “A women without paint is like food
with out salt.” The attraction of a beautiful face did not appear yesterday; painted ladies and
even gentlemen have been known through time in artwork and illustrations. The art of
cosmetics has definitely changed over time and through different cultures including:
Egyptians, Greeks, Romans, French, Italians, and Americans.

It is believed that the use of cosmetics dates back to ancient Egypt circa 4000 B.C. Scented
perfume jars have been discovered in the tombs of various pharaohs (Sage 33). It was during
these times that cosmetics began to fulfill beautifying needs along with playing a
predominant role in ritual burials. The sources used to concoct the numerous forms of
cosmetics were extracted from the fertile land of the Nile River. The shepherds and hunters of
the Mesolithic Period would often smear their bodies with grease.

Women in the 19th century liked to be thought of as fragile ladies. They compared
themselves to delicate flowers and emphasised their delicacy and femininity. They aimed
always to look pale and interesting. Paleness could be induced by drinking vinegar and
avoiding fresh air. Sometimes ladies discreetly used a little rouge on the cheeks, but make-up
was frowned upon in general especially during the 1870s when social etiquette became more
rigid.

Max Factor, one of the most predominant figures in cosmetics, moved to the United States
in 1904 from Poland. He was already skilled in the field of wig making and cosmetics. Factor
began his career in America in the theater and film industry. In 1920, Max Factor branched
out from theatrical makeup and created Society Makeup, a line of cosmetics for everyday use.
By 1928, his line, Society Makeup, was sold nationwide and began to run ads in movies and
women’s magazines (Peiss 101). By 1935 Factor opened a massive salon in Hollywood,
California, the film capital of America. It was in that Hollywood salon that Factor introduced
pancake makeup. This type of makeup was perfect for Hollywood because of its ideal
coverage.

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By the middle of the 20th century, cosmetics were in widespread use by women in nearly all
industrial societies around the world.

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.

2.2 OVERVIEW OF COSMETIC INDUSTRY:

Cosmetics have been around in one shape or form for many years, the earliest documented

use of cosmetics is around 4000BC way back in ancient Egypt days where eye decoration and

scents became common place. From then to now, very little has changed in the use of

cosmetics, they are still used to contour and highlight the skin and features and to mask any

body odour, although odour issues are not as big an issue now as it was back in those days.

The word "Cosmetics" is a rather broad term targeted towards many market sectors, its

dictionary definition is;

A powder, lotion, lipstick, rouge, or other preparation for beautifying the face, skin, hair,

nails, etc.

Cosmetics, superficial measures to make something appear better, more attractive, or more

impressive:

A sub category of "Cosmetics" is "Makeup" this encompasses most modern day beauty

products and is targeted to Facial cosmetics such as Eye Shadow, Lipstick, Mascara etc.

Today's Cosmetic market place is a huge global economy worth approximately $40 billion,

mostly generated in the western countries but it is ever expanding into other global markets

and these expand. One of the best known and oldest cosmetic providers is L'Oreal. L'Oreal

first started in 1909 specializing in hair colouring products in France, this grew rather rapidly

and eventually caught the eye of some now established cosmetics companies in the USA. The

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year 1910 was when the likes of Max Factor, Elizabeth Arden and Helena Rubinstein began

their global domination of this now lucrative market.

The cosmetics industry has developed rather rapidly since these early days of limited

products as the quest for beauty has become ever more important. Brands are now

represented by key celebrities around the world in a bid to increase the market share of this

$40 billion industry. The modern Cosmetics range includes: Skincare, Lotions, Powders,

Perfumes, Lip Colour, Nail polishes, Eye Makeup, Face Makeup, Hair Colour, Hair Care,

Baby products, Bath Products, Party Makeup, Special FX makeup. As with any growing

industry using chemicals, the Cosmetics industry has been in resistance with Governing

bodies from the word go as it brought into question the chemicals in use with these products.

Most countries now have a governing body controlling the quality of allowable ingredients

used within cosmetic products; the USA has the FDA (Food & Drug Administration). The

FDA is a government Department of Health and Human Services and is responsible for the

safety regulation of many things including Cosmetics. Because of the involvement of this

regulation it has forced many companies to look at the ingredients used and eliminate some

of the synthetic ingredients, thus the trend of the new "Good for you" makeup.

Many products now available boast not only a visible benefit to the skin but a nutritional one

also. In terms of development cosmetics could be viewed as take a step back in the history

timeline to ancient Egypt times. For years synthetic ingredients have replaced natural ones

due to their ease to work with and the visible results. With that in mind these governing

organizations have benefited the consumer, giving them better products using Natural or

Organic materials. Natural products contain mineral and plant ingredients and organic

products are made with organic agricultural products. So when on the next makeup shopping

spree bear a thought for what is on sale and weight up the price verses the benefits, as Natural

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Mineral makeup may have more of an impact on the wallet, but will come with the added

benefit in protecting and nourishing the skin.

2.3 COMPANY PROFILE

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LAKME:

The name of the Indian cosmetic brand "Lakme" has its origins in Leo Delibes' opera of the

same name. However, the French name "Lakme" has its origins in the Indian name

"Lakshmi."

Lakme was inaugurated in the year 1952 by Pandit Jawaharlal Nehru, who was the Prime

Minister of India at that time. The idea of the Indian cosmetic brand Lakme was conceived by

the Indian industrialist J.R.D. Tata. At present, Lakme is a part of Hindustan Unilever

Limited (HUL).

In spite of the entry of global cosmetic brands like Revlon and Maybelline, Lakme still holds

the major stake in the Indian cosmetics market. Lakme has become a trusted cosmetic brand

in India over the years and it has a loyal following among Indian women. Lakme products are

available internationally, too.

Lakme produces cosmetics as well as skin and hair care products. This leading Indian

cosmetic brand has its own, Lakme Beauty Salons and exclusive Lakme product outlets all

over the country. The major Indian fashion event, Lakme Fashion Week, has Lakme as its

major sponsor. Earlier, this fashion event was known as the India Fashion Week. The Lakme

Fashion Week (Lakme India Fashion Week/LIFW) is the biggest Indian fashion event as far

as Indian fashion designers are concerned.

Some of the most popular Lakme products include Lakme's huge collection of lip colors, nail

enamels, eye makeup products and its great range of hair care products.

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Lakme cosmetics and beauty care products can be broadly categorized under the following

heads:

• Face

• Lips

• Nails

• Eyes

• Hair

• Lakme Pure Defense Anti-Pollution System

• Cleansers

• Toners

• Sun Care

• Body Care

• Discover Glow

• Moisturizers

Lakme products are designed to take care of your beauty care, and skin and hair care needs. If

you are not too sure about how to use Lakme products or which Lakme products will suit you

best-it may be a good idea to visit the Lakme Beauty Salon nearest to your locality. The

Lakme Beauty Salons offer a range of beauty, grooming, skin care and hair care treatments.

In fact, the Lakme Hair Next range is designed to help you get the "salon look" at home.

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Lakme has its exclusive Lakme Training Academy, where you can get trained as a beautician.

The Lakme Training Academy is open to professional beauticians as well as freshers, and it

offers long term as well as short term courses on makeup, hair care and skin care.

LAKME’S POSITIONING :

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 beauty1!

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 Color: magic of colors (collage).

2. Lakme (versatile eye shadow collection): rich, long lasting and healthy make up.

3. Lakme fair perfect: For flawlessly fair skin!

4. Lakme 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 52.

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 hair care, a source of pleasure and well being.

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12. Lakme hair next: exclusive range of hairstyle products that give you that salon look

instantly.

CHARACTERISTICS OF LAKME:

• 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.

FACTORS OF LAKME'S PERSONALITY:

The following factors of Lakme's personality help in differentiation of its products from the

competition:

• It covers all facets of beauty care.

• It helps arm the consumer with products to pamper her from head to toe i.e. a

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).

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3.1 TABLES & CHARTS:

TABLE-1

TABLE SHOWING THE SOURCE OF AWARENESS OF LAKME BRAND AMONG

THE RESPONDENTS

PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS

FRIENDS 20 20%
ADVERTISEMENTS 60 60%
RETAILERS 15 15%
OTHERS 5 5%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 60% of the respondents had the source of

awareness of LAKME products from the advertisements, 20% of the respondents from their

friends,15% of the respondents from the retailers and 5% of the respondents from the other

sources.

INFERENCE:

It is inferred that majority of the respondents had the source of awareness of LAKME

products through ADVERTISEMENTS.

CHART-1

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CHART SHOWING THE SOURCE OF AWARENESS OF LAKME BRAND AMONG

THE RESPONDENTS

TABLE-2

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 TABLE SHOWING THE RESPONDENTS CONCIOUSNESS OF BRAND

PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS

YES 86 86%
NO 14 14%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 86% of the respondents are conscious of the brand

which they use and 14% of the respondents are not conscious of the brand they use.

INFERENCE:

From the above table it is inferred that majority of the respondents are conscious of the brand

they use.

CHART-2

CHART SHOWING THE RESPONDENTS CONCIOUSNESS OF BRAND

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 TABLE-3

TABLE SHOWING THE RESPONDENTS SATISFACTION OF THE VARIETY OF

BRANDS AVAILABLE IN THE MARKET

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 PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS
HIGHLY SATISFIED 12 12%
SATISFIED 66 66%
NEUTRAL 10 10%
DIS-SATISFIED 10 10%
HIGHLY DIS-SATISFIED 2 2%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 66% of the respondents are satisfied with the

variety of brands available in the market,12% of the respondents are highly satisfied with the

variety of brands available in the market,10% of the respondents are neutral with their

opinion,10% of the respondents are dis-satisfied with the brands available in the market and

2% of the respondents are highly dis-satisfied with the variety of brands available in the

market.

INFERENCE:

From the above table it is inferres that majority of the respondents are satisfied with the

variety of brands available in the market.

CHART-3

CHART SHOWING THE RESPONDENTS SATISFACTION OF THE VARIETY OF

BRANDS AVAILABLE IN THE MARKET

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 TABLE-4

TABLE SHOWING THE PLACE FROM WHERE THE RESPONDENTS PURCHASE

LAKME PRODUCTS

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 PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS
DEPARTMENTAL 40 40%

STORES
COSMETIC STORES 44 44%
DRUG/PHARMACY 5 5%
TRADITIONAL SHOPS 6 6%
BEAUTY SALONS 5 5%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 44% of the respondents purchase LAKME products

from the cosmetic stores, 40% of the respondents purchase from departmental stores, 6% of

the respondents purchase from the traditional shops,5% of the respondents purchase from the

beauty salons,5% of the respondents purchase from drug/pharmacy.

INFERENCE:

From the above table it is inferred that majority of the respondents purchase LAKME

products from the cosmetic stores.

CHART-4

CHART SHOWING THE PLACE FROM WHERE THE RESPONDENTS PURCHASE

LAKME PRODUCTS

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 TABLE-5

TABLE SHOWING THE FREQUENCY OF VISIT OF THE RESPONDENTS FOR

PURCHASING LAKME PRODUCT

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 PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS
WEEKLY 6 6%
15-20 DAYS 42 42%
MONTHLY 48 48%
RARELY 4 4%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 48% of the respondents purchase the LAKME

products once in a month,42% of the respondents purchase once in 15-20 days,6% of the

respondents purchase weekly once and 4% of the respondents purchase very rarely.

INFERENCE:

From the above table it is inferred that majority of the respondents purchase the LAKME

products once in a month.

CHART-5

CHART SHOWING THE FREQUENCY OF VISIT OF THE RESPONDENTS FOR

PURCHASING LAKME PRODUCT

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 TABLE-6

TABLE SHOWING THE INSPIRATION OF THE RESPONDENTS TO GO FOR LAKME

PRODUCTS

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 PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS
COLOR/SHADES 60 60%
PRICE 6 6%
PACKAGING 14 14%
VERSATALITY 15 15%
OTHERS 5 5%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 60% of the respondents are inspired by the

color/shades of the LAKME products, 15% of the respondents are inspired by the versatility

of the products,14% of the respondents are inspired by the packaging of the products,6% of

the respondents are inspired by the price of the products and 5% of the respondents are

inspired by the other factors.

INFERENCE:

From the above table it is inferred that majority of the respondents are inspired by the

color/shades of the LAKME products.

CHART-6

CHART SHOWING THE INSPIRATION OF THE RESPONDENTS TO GO FOR

LAKME PRODUCTS

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 TABLE-7

TABLE SHOWING THE PURPOSE FOR WHICH RESPONDENTS USE LAKME

PRODUCTS

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 PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS
EYES 15 15%
LIP COLOR 30 30%
FACE 15 15%
NAIL ENAMEL 15 15%
HAIR 5 5%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 30% of the respondents use LAKME products for

lip color,15% of the respondents use for eyes,15% of the respondents use for face,15% use

for nail enamel and 5% use for hair.

INFERENCE:

From the above table it is inferred that majority of the respondents use lip colors in LAKME

products.

CHART-7

CHART SHOWING THE PURPOSE FOR WHICH RESPONDENTS USE LAKME

PRODUCTS

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 TABLE-8

TABLE SHOWING WHAT THE RESPONDENTS THINK ABOUT THE PRICE LEVEL

OF LAKME PRODUCT

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 PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS
HIGH 84 84%
OPTIMUM 16 16%
LOW 2 2%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 84% of the respondents think that the price of the

LAKME products is high,16% of the respondents think its optimum and 2% of the

respondents think that the price is too low.

INFERENCE:

From the above table it is inferred that majority of the respondents think that the price of the

LAKME products is high.

CHART-8

CHART SHOWING WHAT THE RESPONDENTS THINK ABOUT THE PRICE LEVEL

OF LAKME PRODUCT

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 TABLE-9

TABLE SHOWING THE REPONDENTS SATISFACTORY LEVEL ABOUT THE

QUALITY OF LAKME PRODUCTS

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 PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS
HIGHLY SATISFIED 20 20%
SATISFIED 65 65%
NEUTRAL 6 6%
DIS-SATISFIED 4 4%
HIGHLY DIS-SATISFIED 5 5%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 65% of the respondents are satisfied with the

quality of the LAKME products,20% of the respondents are highly satisfied,6% of the

respondents are neutral about their opinion,5% of the respondents are highly dis-satisfied and

4% of the respondents are dis-satisfied with the quality of LAKME products.

INFERENCE:

From the above table it is inferred that majority of the respondents are satisfied with the

quality of LAKME products.

CHART-9

CHART SHOWING THE REPONDENTS SATISFACTORY LEVEL ABOUT THE

QUALITY OF LAKME PRODUCTS

38
 TABLE-10

TABLE SHOWING THE RESPONDENTS SATISFACTORY LEVEL WITH THE COLOR

SELECTION IN LAKME PRODUCTS

39
 PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS
HIGHLY SATISFIED 40 40%
SATISFIED 44 44%
NEUTRAL 5 5%
DIS-SATISFIED 6 6%
HIGHLY DIS-SATISFIED 5 5%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 44% of the respondents are satisfied with the color

selection available in LAKME products,40% of the respondents are highly satisfied,6% of the

respondents are dis-satisfied,5% of the respondents are neutral about their opinion and 5% of

the respondents are highly dis-satisfied.

INFERENCE:

From the above table it is inferred that majority of the respondents are satisfied with the

colors available in LAKME products.

CHART-10

CHART SHOWING THE RESPONDENTS SATISFACTORY LEVEL WITH THE

COLOR SELECTION IN LAKME PRODUCTS

40
TABLE-11

41
 TABLE SHOWING THE RESPONDENTS SATISFACTION LEVEL WITH THE

HEALTHY LONG LASTING & HARMLESS MAKE-UP PROVIDED BY LAKME

PRODUCTS

PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS

HIGHLY SATISFIED 25 25%
SATISFIED 60 60%
NEUTRAL 4 4%
DIS-SATISFIED 6 6%
HIGHLY DIS-SATISFIED 5 5%
TOTAL 100 100%

INTERPRETATATION:

From the above table it is interpreted that 60% of the respondents are satisfied with the

healthy long lasting & harmless make up provided by LAKME products,25% of the

respondents are highly satisfied,6% of the respondents are dis-satisfied,5% of the respondents

are highly dis-satisfied and 4% of the respondents are neutral about their opinion.

INFERENCE:

From the above table it is inferred that majority of the respondents are satisfied with the

healthy long lasting & harmless make up provided by LAKME products.

CHART-11

CHART SHOWING THE RESPONDENTS SATISFACTION LEVEL WITH THE

HEALTHY LONG LASTING & HARMLESS MAKE-UP PROVIDED BY LAKME

PRODUCTS

42
 TABLE-12

TABLE SHOWING THE RESPONDENTS EXPERIENCE WITH LAKME PRODUCTS

PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS

VERY GOOD 20 20%
GOOD 60 60%

43
 AVERAGE 17 17%
POOR 3 3%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 60% of the respondents have a good experience

with LAKME products,20% of the respondents have a very good experience, 17% of the

respondents have an average experience and 3% of the respondents have a poor experience

with the LAKME products.

INFERENCE:

From the above table it is inferred that majority of the respondents have a good experience

with the LAKME products.

CHART-12

CHART SHOWING THE RESPONDENTS EXPERIENCE WITH LAKME PRODUCTS

44
 TABLE-13

TABLE SHOWING WHETHER LAKME IS A TREND SETTER OR NOT BY THE

RESPONDENTS

45
 PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS
YES 86 86%
NO 14 14%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 86% of the respondents consider that LAKME is a

trend setter and 14% of does not consider that LAKME is a trend setter.

INFERENCE:

From the above table it is inferred that majority of the respondents consider LAKME to be a

trend setter.

CHART-13

CHART SHOWING WHETHER LAKME IS A TREND SETTER OR NOT BY THE

RESPONDENTS

46
 TABLE-14

TABLE SHOWING THE RATING OF THE RESPONDENTS ABOUT THE LAKME

PRODUCTS

47
 PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS
VERY GOOD 30 30%
GOOD 60 60%
AVERAGE 8 8%
POOR 2 2%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 60% of the respondents rate LAKME products to

be good,30% of the respondents rate it to be very good,8% of the respondents rate it to be

average and 2% of the respondents rate it to be poor.

INFERENCE:

From the above table it is inferred that majority of the respondents rate LAKME products to

be good.

CHART-14

CHART SHOWING THE RATING OF THE RESPONDENTS ABOUT THE LAKME

PRODUCTS

48
 TABLE-15

TABLE SHOWING WHETHER THE RESPONDENTS WOULD RE-PURCHASE

LAKME PRODUCTS

49
 PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS
YES 86 86%
NO 14 14%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 86% of the respondents would re-purchase

LAKME products and 14% of the respondents would not re-purchase LAKME products.

INFERENCE:

From the above table it is inferred that majority of the respondents would re-purchase

LAKME products.

CHART-15

CHART SHOWING WHETHER THE RESPONDENTS WOULD RE-PURCHASE

LAKME PRODUCTS

50
 TABLE-16

TABLE SHOWING THE RESPONDENTS VIEW ABOUT CELEBRITY

ENDORSEMENTS IN PURCHASE OF LAKME PRODUCTS

51
 PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS
YES 75 75%
NO 25 25%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 75% of the respondents purchase LAKME products

by considering the celebrity endorsements and 25% of the respondents do not consider the

celebrity endorsements.

INFERENCE:

From the above table it is inferred that majority of the respondents consider celebrity

endorsements while purchasing LAKME products.

CHART-16

CHART SHOWING THE RESPONDENTS VIEW ABOUT CELEBRITY

ENDORSEMENTS IN PURCHASE OF LAKME PRODUCTS

52
 TABLE-17

TABLE SHOWING THE CHANGES WHICH THE RESPONDENTS LIKE TO SEE IN

LAKME PRODUCTS

53
 PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS
MORE PRODUCT RANGE 42 42%
MORE SHADES 20 20%
BETTER PACKAGING 8 8%
ALL THE ABOVE 30 30%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 42% of the respondents expect more product range

from LAKME products,30% of the respondents expect all the above(ie): more product

range,more shades,better packaging,20% of the respondents expect more shades and 8% of

the respondents expect better packaging.

INFERENCE:

From the above table it is inferred that majority of the respondents expect more product range

from LAKME products.

CHART-17

CHART SHOWING THE CHANGES WHICH THE RESPONDENTS LIKE TO SEE IN

LAKME PRODUCTS

54
 TABLE-18

TABLE SHOWING THE VIEW OF THE RESPONDENTS FOR THE PROMOTIONAL

ACTIVITIES OF LAKME PRODUCTS

55
 PARTICULARS NO.OF RESPONDENTS % OF RESPONDENTS
LUCKY DRAWS 20 20%
FREE BONANZA 20 20%
FREE SAMPLE 25 25%

DISTRIBUTION
DISCOUNT COUPONS 30 30%
OTHERS 5 5%
TOTAL 100 100%

INTERPRETATION:

From the above table it is interpreted that 30% of the respondents suggest that discount

coupons is one of the promotional activity for LAKME products,25% of the respondents

suggest free sample distribution,20% of the respondents suggest lucky draws,20% of the

respondents suggest free bonanza and 5% of the respondents suggest other promotional

activities.

INFERENCE:

From the above table it is inferred that majority of the respondents suggest discount coupons

as the promotional activity to improve the sales of LAKME products.

CHART-18

CHART SHOWING THE VIEW OF THE RESPONDENTS FOR THE PROMOTIONAL

ACTIVITIES OF LAKME PRODUCTS

56
4.1 FINDINGS:

57
• 60% of the respondents had the source of awareness of LAKME products from the

advertisements.

• 86% of the respondents are conscious of the brand they use.

• 66% of the respondents are satisfied with the variety of brands available in the

market.

• 44% of the respondents purchase LAKME products from the cosmetic stores.

• 48% of the respondents purchase the LAKME products once in a month.

• 60% of the respondents are inspired by the color/shades of the LAKME products.

• 30% of the respondents use LAKME products for lip color.

• 84% of the respondents think that the price of the LAKME products is high.

• 65% of the respondents are satisfied with the quality of the LAKME products.

• 44% of the respondents are satisfied with the color selection available in LAKMEE

products.

• 60% of the respondents are satisfied with the healthy long lasting & harmless make up

provided by LAKME products.

• 60% of the respondents have a good experience with LAKME products.

• 86% of the respondents consider that LAKME is a trend setter.

• 60% of the respondents rate LAKME products to be good.

• 86% of the respondents would re-purchase LAKME products.

58
 • 75% of the respondents purchase LAKME products by considering the celebrity

endorsements.

• 42% of the respondents expect more product range from LAKME products.

• 30% of the respondents suggest that discount coupons is one of the promotional

activity for improving the sales of LAKME products.

4.2 SUGGESTION:

• The colors of the product, the logo design,the shape of the package all say ‘cool’.

• Packaging should feature many clear caps and lids that show off the bright shades of

lipstick and eyeshadow within, as transparent packaging plays a major role in brands

where colour is a key selling point.

• Always having new formulas in fresh packaging keeps customers coming back for

more.

59
4.3CONCLUSION:

LAKME appears to be the most popular brand among the respondents.While purchasing a

cosmetic the respondents choice is based on the quality of the cosmetic,which we can say

forms the guiding force behind purchasing a particular brand. The next characteristic is brand

followed by the price convenience and advertisements.hence we can say that advertisements

and celebrity endorsements also have a large impact on purchase of cosmetics.

44% of the respondents buy cosmetics from the stores making it very popular. On probing the

samples it was found they prefer buying from stores because they can touch,feel and see the

product before purchasing and get immediate delivery.60% of the respondents buy LAKME

products because it gives healthy,long lasting and harmless make up which is been most

preferred by every women. The name LAKME gives a prestigious sound,the people feel

proud to use a prestigious brand of products.

Hence from the above data and inferences in the report it is concluded that,

“The consumers are brand conscious in purchasing a product.”

60
 BIBLIOGRAPHY
BOOKS:
Kothari, C.R.,”Research Methodology”, New Delhi, New Age International Publishers, 2008.

Cooper Schindler., “Business Research Methods”, TATA McGraw-Hill Publishing Company

Ltd, 8th Edition, New Delhi.

Beri.G.C.”Marketing Research”, TATA McGraw-Hill Publishing Company Ltd, 3rd Edition,

New Delhi.

Philip Kotler., “Marketing Management”, Prentile-Hall of India Pvt Ltd, 8th Edition, New

Delhi, 1988.

WEBSITES:
WWW.EN.WIKIPEDIA.ORG/WIKI/SALES_PROMOTION.

WWW.BUSINESSDICTIONARY.COM/DEFINITION/BRANDPREFERENCE.HTML.

WWW.HUL.CO.IN.HLL/FLASH/FIND INFORMATION.

WWW.SCRIBD.COM/DOCUMENT/28339477/PROJECT 1.

WWW.OPPAPERS.COM/RESEARCH-ON-LAKME-PRODUCTS.

WWW.SCRIBD.COM/15684586/PROJECT LAKME.

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 INTERVIEW SCHEDULE

1.NAME :

2.AGE :

3.OCCUPATION :

4.INCOME LEVEL :

5.Wat was the source of awareness of LAKME brand?

a)Friends b)Advertisements c)Retailers recommendationsd)Others.

6.Are you brand conscious?

a)Yes b)No.

7.What is the first word /thing that comes to your mind when you hear the word LAKME?

Ans:

8.Are you satisfied with the variety of brands available in the market?

a)Highly Satisfied b)Satisfied c)Neutral d)Dis-Satisfied

e)Highly Dis-satisfied.

9.From where do you purchase your product?

a)Departmental Storesb)Cosmetic Stores c)Drug/Pharmacy

d)Traditional Shops e)Beauty Salons.

62
10.How many times do you visit the place for purchasing the product?

a)Weekly b)15-20days c)Monthly d)Rarely.

11.What inspired you to go for LAKME?

a)Color/Shades b)Price c)Packaging d)Versatility

e)Others.

12.For which purpose do you usually use LAKME products?

a)Eyes b)Lip Color c)Face d)Nail Enamel e)Hair.

13.How will you rate your products in terms of following factors?(RANK BETWEEN 5-1)

FACTORS EXCELLENT VERY GOOD GOOD/AVG BELOW AVG

PRICE
QUANTITY
LOOK
DURABILITY

14.What do you think about the price level of the LAKME products?

a)High b)Optimum c)Low.

15.How is your satisfactory level about the quality of LAKME products?

a)Highly Satisfied b)Satisfied c)Neutral d)Dis-Satisfied

e)Highly Dis-satisfied.

16.Are you satisfied with the color selection provided in LAKME products?

a)Highly Satisfied b)Satisfied c)Neutral d)Dis-Satisfied

e)Highly Dis-satisfied.

17.How is your satisfaction level with the healthy long lasting & harmless make-up provided
by LAKME products?

a)Highly Satisfied b)Satisfied c)Neutral d)Dis-Satisfied

e)Highly Dis-satisfied.

63
18. How has been your experience with LAKME products that you have ever purchased?

a)Very Good b)Good c)Average d)Poor.

19.Is LAKME a Trend Setter?

a)Yes b)No.

20.How would you rate the LAKME products?

a)Very Good b)Good c)Average d)Poor.

21.Would you like to repurchase LAKME products?

a)Yes b)No.

22.Do the celebrity endorsements in the advertisements attract you towards the product?

a)Yes b)No.

23.What changes you would like to see in the LAKME products?

a)More Product Range b)More Shades c)Better Packaging

d)All the above.

24.According to you what kind of promotional activities can make LAKME reach customers
in a better way which can increase their market share?

a)Lucky Draws b)Free Bonanza c)Free Sample Distribution

d)Discount Coupons e)Others.

25. Any suggestions..

Ans:

64