A REPORT

ON

Study of Lakme Lever Pvt. Ltd. with reference SHOPPERS STOP,

AMBUJA MALL, Raipur city

Submitted To:

School of Business

(Submitted in partial fulfillment of BBA curriculum of the The Assam Kaziranga University)

Submitted By:
Nancy Karnany
BBA
SB17BBAGN040
2017-2020

SHOPPERS STOP

Under the Guidance of:

Saurabh Sinha Prof. Randhir Phukan

Marketing Head, Faculty of SOB

Shoppers Stop The Assam Kaziranga University

CONTENTS

 Acknowledgements

 Certificate from Company Supervisor

 Executive Summary
 Chapter I Introduction
 Chapter II Data Analysis and Interpretations
 Chapter III Observations and Major Findings
 Chapter IV Conclusions and Suggestions

 References
 ACKNOWLEDGEMENT

The exclusively of this project cannot be claimed as a singular effort. I offer

my profound gratitude, as without their generous assistance this work would
never I have recognized at proper places. My project on entitled “A STUDY
ON MARKETING STRATEGY OF LAKME IN RAIPUR CITY” would have
been my dream forever if I did not get inspiration, encouragement and blessing
of my parent, teachers and friends, how can it be possible to start up my report
without saying a word of thanks to all of them.
By the grace of almighty it was very favourable on my part to work under the
guidance of Prof. Randhir Phukan . He guided me full of magnanimity on
every difficult step of my work and thus I completed my report in a very
efficient way over the hurdles.
I would also like to pay my thanks and regards to my parent, my family
member, and my friends who supported me and gave their full co-operation
and assistance in my study.
At least but not the least. I pay my sincere thanks to god almighty for enabling
me to do my work with his abounding grace.
 EXECUTIVE SUMMARY

A comparative study of effectiveness of different promotional

strategies with reference to Lakme, shoppers stop. All these
information has collected regarding the project through primary and
secondary data. This report highlights on the understanding the
marketing strategies of Lakme and their effects on sales of the
products from the questionnaire and the data collected from
internet and other resources. The limitation of this thesis is
sample size i.e. only 100 respondents. The methodology
adopted by me for this thesis is to conduct a survey. I have
prepared questionnaire for the survey. The finding of the thesis
is that customer is interested in product and services given by
Lakme, Shoppers stop and give different type of promotional
activity for the effective market potential.
INTRODUCTION
 SHOPPERS STOP
Headquarters Bombay Area,
India

Industry Retail

Type Public Company

Status Operating

Founded 1991

Shoppers Stop Limited was founded by K Raheja Corp in 1991 laying the

foundation of the organized retail industry in India. It started operations with

the first store in suburban Mumbai and is now a multi-channel retailer with

26 large format department stores and online presence. From its inception,

Shopper's Stop has progressed from being a single brand shop to becoming a

Fashion & Lifestyle store for the family. Today, Shopper's Stop is a household

name, known for its superior quality products, services and above all, for

providing a complete shopping experience.

Shoppers' Stop is a leader in the Indian Retail Sector and one of the
pioneers in setting up large format department stores chain in India .

Vision: To be a Global Retailer in India and Maintain No.1 position in the

Indian Market in the Department Store Category.
.
Positioning
Shoppers’ Stop is positioned as a family store delivering a complete shopping
experience defined by its mission, vision and values.
Lakme Lever Pvt. Ltd.
 

The Lakme group is the world’s largest cosmetics and Beauty Company,
owned by Hindustan Unilever and run by CEO Pushkaraj Shenai. India
cosmetic Lakme was started in 1952, famously because the Prime Minister,
Jawaharlal Nehru, was concerned that Indian women were spending precious
foreign exchange on beauty products, and personally requested JRD Tata to
manufacture them in India. Simone Tata joined the company as director, and
went on to become its chairman. In 1996 Tata sold off their stakes in Lakme
Lever to HUL, for Rs. 200 Crore (45 million USS), and went on to create Trent
and Westside. Even today, when most multinational beauty products are
available in India, Lakme still occupies a special place in the hearts of Indian
women.
 
Lakme also started its new business in the beauty industry by setting up
Lakme Beauty Saloons all over India. Now HUL (Hindustan Unilever Limited)
has about 110 salons all over India providing beauty services. Lakme has been
ranked as 47th most trusted brand in India by The Brand Trust Report. The
company is the title sponsor for Lakme Fashion Week (LFW) a bi-annual
fashion event which takes place in Mumbai.
OBJECTIVE of the study:

 To analyse marketing strategy used by Lakme Lever Private Limited.

 To analyse the brand awareness of customer towards the product.

 To study the promotional aspect adopted by the company with reference

to Shoppers Stop Raipur.

 To understand the working of the various departments

 To enable us to gain an insight into the corporate world.

 To understand the various responsibilities and duties carried out

by each
Department
SCOPE OF THE STUDY

The scope of this study is that it shows the awareness of

LAKME product and various attributes of LAKME cosmetic
products that influence the customers and also
about the brand loyalty of customers towards LAKME products.
This study will have to undertake from the point of view of
customers.
Limitation of the Study

 Time limit is a major constraint

 As per the company rules many information was not disclosed

 As the managers are busy in their daily schedule it is not possible for us
to spend more time in interaction and discussion with them

 The questionnaire has been filled up by those people who used

Lakme product.
Marketing Strategy for Customer Satisfaction:

Promotional strategies:
• Promotional poster.
• Launch of beauty magazines.
• Advertisement through film Commercials.
• Open spa to promote the brand.
• Selecting reputed brand ambassador.
• Sponsoring and Social Responsibilty.
• Started campaign for safe cosmetics.

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

Distribution strategies:
• Widen distribution network by giving various incentives to distributiors,
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.
Lakme products

Face
Face primer, concealer, foundation, compact, contour, loose powder, blush,
bronzer, BB&CC cream, highlighter-Lakme 9 to5 range, Lakme absolute
range

Lips:

Lipstick, liquid lipstick, lip crayon ,lip gloss, lip liner, lipbalm-Lakme9 to 5
range ,Lakme absolute range, Lakme enrich range.

Eyes:

From dramatic to natural look- a wide range of products are on offer to create
the perfect eyes.
• Kajal
• Eyeliner
• Mascara
• Eye shadow
• Under eye concealer
Lakme eyeconic range ,lakme 9 to5 and absolute range

Nails:

Wide range of nailpaints and nail remover products are available

Skin

For radiant skin Lakme is there to pamper your skin with specialized products
for the diva in you.

Cleanser:

Lakme Deep Cleansing Milk, Lakme blush and glow range

Toner:

Lakme Absolute Pore Fix Toner

Moisturizers:

• Lakme Peach Milk skin range.

• Lakme Absolute skin range.

Masks:

They also have face packs

Lip care:

Lakme liplove range

Sun Protection:

This range comprises of Lakme sun expert to protect your skin from harmful
sun rays.
DATA ANALYSIS AND
INTERPRETATION
 DATA COLLECTION
Sources of data:-

There are basically two types of data collection:-

1. Primary Data
2. Secondary Data

Primary Data:

Primary data are first hand information. Primary data is information that we collect
specifically for the purpose of research directly from the source by means of field studies.
Primary data are original and are like raw materials. It is the crudest form of information.
The investigator himself collect primary data or supervises in collection it may be
collected on a sample or they are the census basis or from case studies from focus group.

In my research work, I have used primary data, collected from questionnaire method. The
primary data collected from distributers of the company, dealers dealing in the products of
the company.

Secondary Data:

Secondary data are second hand information. The data which have already have been
collected and processed by some agency or persons and are not used for the first time are
termed as secondary data. According to M.M. Blair, “Secondary data are those already in
existences and which have been collected for some other purpose.”

The secondary data collected from records of the company, retailers and dealers. The data
of past have been collected. Also Personal Interview and Observation methods are used
for collection of secondary data.
1. Do you think Lakme is more popular as a brand than any other
competitor?

Particulars Frequency Percentage

Yes 35 70%
No 0 0%
Sometime 14 28%
Never 1 2%
Total 50 100%

Popular brand
2%

28%

Yes
No
Sometime
Never

70%

INTERPRETATION

Out of 50 respondents; 70% people feels that Lakme is popular as a brand, 28% feels that it is
sometime popular and 2% feels that it is never popular.
2. Which type of customer you target?

Particulars Frequency Percentage

15-25yrs 7 14%
25-35yrs 16 32%
35-above 16 32%
All of the above 11 22%
Total 50 100%

Targeted customer

14%
22%

15-25yrs
25-35yrs
35-above
All of the above

32%

32%

INTERPRETATION

Out of 50 respondents; 14% people feels that the targeted customers are of age group 15-25yrs, 32%
people feels that it is of 25-35yrs, 32% people feels that it is of 35-above and 22% people feels that
all of the above option are correct.
 3. Does the economy affect your business?

Particulars Frequency Percentage

Agree 30 60%
Disagree 9 18%
Strongly agree 9 18%
Strongly disagree 2 4%
Total 50 100%

Economy affects
4%

18%

Agree
Disagree
Strongly agree
Strongly disagree

60%
18%

INTERPRETATION
Out of 50 respondents; 60%people are agree that economy affects the business, 18% people are disagree,
18%people are strongly agree and 4% people are strongly disagree with the statement.
 4. Is your business or market affected by business cycle or season?

Particulars Frequency Percentage

Yes 13 26%
No 10 20%
According to condition 27 54%
Never 0 0%
Total 50 100%

Bussiness cycle or season affects

26%

Yes
No
According to condition
Never
54%

20%

INTERPRETATION
Out of 50 respondents; 26% people feel business cycle or season affects the business, 20% people feel
that it does not affects, 54% people feel that it affect according to condition.
 5. Does heavy investment on packaging affect the sales of the product?

Particulars Frequency Percentage

Yes 17 34%
No 9 18%
Sometime 24 48%
Always 0 0%
Total 50 100%

Packaging affects sales

34%

Yes
No
Sometime
48%
Always

18%

INTERPRETATION
Out of 50 respondents; 34% people feel that highly packaging affects sales, 18% people feel that it does
not affects and 48% people feel that sometime it affects.
 6. Which promotional strategy is more effective for your organization?

Particulars Frequency Percentage

Personal selling 5 10%
Advertising 32 64%
Mass media 11 22%
Other 2 4%
Total 50 100%

More effective promotional strategy

4%
10%

22%

Personal selling
Advertising
Mass media
Other

64%

INTERPRETATION
Out of 50 respondents; 10% people feel that personal selling is more effective promotional strategy,
64%people feel advertising, 22% people feel mass media and 4%people feel others are more effective.
7. Do you advertise online?

Particulars Frequency Percentage

Yes 21 42%
No 6 12%
Always 4 8%
Sometime 19 38%
Total 50 100%

Advertise online

38%
Yes
42% No
Always
Sometime

8%
12%

INTERPRETATION
Out of 50 respondents; 42% people feel that online advertising is done, 12% people feel that it is
not, 8% people feel that it is done always and 38% people feel sometime.
 8. Do you need a sales force to represent and sell your product or services
directly to your customers?

Particulars Frequency Percentage

Yes 11 22%
No 17 34%
Sometime 21 42%
Always 1 2%
Total 50 100%

Need sales force

2%

22%

Yes
No
42% Sometime
Always

34%

INTERPRETATION
Out of 50 respondents; 22% people feel that sales force is needed, 34%people feel that it is not,
42%people feel sometime and 2% of them feels that it is always needed.
 9. What do you think is your product’s biggest selling point?

Particulars Frequency Percentage

Price 12 24%
Unique nature 15 30%
Colour 11 22%
Durability 12 24%
Total 50 100%

Biggest selling point

24% 24%

Price
Unique nature
Colour
Durability

22%

30%

INTERPRETATION
Out of 50 respondents; 24% people feel price is biggest selling point of the product, 30% people feel its
unique nature, 22% people feel its colour and 24% people feel its durability.
10. Which method of sales promotion is more effective to motivate
customers to buy?

Particulars Frequency Percentage

Price off/ discount 24 48%
Extra quantity 18 36%
Contest 5 10%
Premium 3 6%
Total 50 100%

Sales promotion motivate customer to buy

6%

10%

Price off/ discount

Extra quantity
Contest
48%
Premium

36%

INTERPRETATION
Out of 50 respondents; 48% people feel price off/ discount motivate customer to buy, 36% people
feel that extra quantity motivate them, 10% people feel that contest motivate them and 6% people
feel that premium motivate them.
OBSERVATION
AND
FINDINGS
SWOT Analysis of Lakme

Strengths:
• Local brand of specific relevance to India.
• Strong R&D capability, well linked with business.
• Integrated supply chain and well spread manufacturing units.
• Ability to deliver Cost saving.
• Access to Unilever global technology capability and sharing of best
practices from other Unilever.

Weakness:
• Price positioning in some categories allows for low prices competition.
• Varying quality range in its products.
• Falling Quality of Lakme salons.

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

Threats:
• Aggressive price competition from local and multinational players.
• Spurious /counterfeit products in rural areas and small towns.
Non existence of brand image long run.
FINDINGS

 The marketing strategy of Lakme is good.

 Lakme is enjoying a high brand quality.
 The main sources of information for the people about the advertisements
and promotional offers of Lakme is television, magazine, newspaper,
web.
 Products of Lakme are least defective.
 The prices of products are reasonable, and are discounted also if
requested by the customer.
 There is a good awareness of Lakme cosmetics products among the
consumers.
SUGGESTION
AND
CONCLUSION
SUGGESTION

 Target selling for dealer/ agents can increase the sale of company.
 Lakme should meet the changing preference of the consumer.
 Most of the consumers are brand loyal, so they should be treated as
intangible assets.
 Fulfil the consumer needs.
 Some products are little expensive.
CONCLUSION:

Purpose of any survey or research is to fulfill its objectives. In this study “

Marketing Strategy of Lakme Lever Pvt. Ltd. with reference to Central
Brand.New Pandari, Raipur” the various objectives has been fulfilled by using
the method of questionnaire, getting it filled from 50 respondent and finally
analyzing the result.

After analyzing the result it was found that the marketing strategy play a very
important role for particular brand. It was found that the people are aware of
the brand- LAKME.most of the time people are influenced and attracted by the
promotional aspect used by the company.

Summering all point it is concluded that the cosmetic industry is a profitable

business for most of the manufacturers of cosmetic products and Lakme has
successfully manage to fullfill the demands of all its customers.
 REFERENCE

 Kotler Philip & Armstrong Gary: Principles of Marketing, Prentice- Hall

of India; Eleventh Edition
 Kazmi SHH: Marketing Management- Text & Cases, Excel Books
 Sontakki C.N.: Marketing Management in the Indian Background,
Kalyani Publisher, Fifth revised & Enlarged Edition
 Chhabra T.N. & Grover S.K.: Marketing Management, Educational &
Technical Publishers; Fourth Edition
 Beri G C:Marketing Research, Mc Graw Hill Education Pvt. Ltd.; Fifth
edition

WEBLIOGRAPHY:

 www.scribd.com
 www.wikipedia.com
 www.lakmeindia.com