(Final Project) 7

A Study on Competitive Analysis Among Sugar
Cosmetics and Lakme Cosmetic in Mumbai Area
Dissertation Submitted to the
Bunts Sangha’s UKS Institute of Management Studies & Research
in partial fulfilment of the requirements for the award of the Degree

of
Post Graduate Diploma In Management
SUBMITTED BY
Shaikh Shaista Bano Mohd Salim
(Roll No - 2149)
PROJECT GUIDE
Dr. Pratiksha Patil
Bunts Sangha’s UKS Institute of Management
Studies &Research
Shashi Manmohan Shetty Higher Education Complex, Buntara
Bhavan Marg, Kurla East
May 2023
DECLARATION
I hereby declare that the dissertation “Competitive Analysis Among Sugar

Cosmetics and Lakme Cosmetic in Mumbai Area” submitted for the PGDM Degree
at Bunts Sangha’s UKS Institute of Management Studies & Research is my original
work and the dissertation has not formed the basis for the award of any degree,
associate ship, fellowship or any other similar titles.
Place: Mumbai
Date:
_______________________________
Name of the Student

CERTIFICATE
This is to certify that the dissertation entitled “Competitive Analysis Among Sugar
Cosmetics and Lakme Cosmetic in Mumbai Area” is the bona fide research work
carried out by Shaikh Shaista Bano Mohd Salim, student of Bunts Sangha’s UKS
Institute of Management Studies & Research during the year 2018 -2020, in partial
fulfilment of the requirements for the award of the Degree of Post Graduate
Diploma in Management and that the dissertation has not formed the basis for the
award previously of any degree, diploma, associate ship, fellowship or any other
similar title.
________________
Dr. Pratiksha Patil
Research Guide
________________
Dr. Krishna Shetty
Director
Bunts Sangha’s
UKS Institute of Management Studies & Research
Place: Mumbai
Date:
ACKNOWLEDGEMENT
It is gratifying to express my indebtedness to some individuals who

rendered me notable assistance to bring my project work to a successful
completion. It would not have been possible for me to complete the task
without their help and guidance.
First of all, I would like to thank Director of UKS, Dr. Krishna

Shetty who gave me the opportunity to do this project work. Secondly, I
am very much obliged to Dr. Pratiksha Patil, my guide who helped me for
completing the project.
I would like to and give the due respect to my family and friends for
their cordial support and help they offered throughout the process of
preparing the whole report. I would also like to thank my batchmates,
they gave their valuable time and suggestions. I want to give thanks to all
these people
A special thanks to my parents their invaluable and continuous support

all through the study.
Last but not the least; I am thankful to almighty god for his grace and
mercy which has given me strength to successfully complete this project.
Place:Mumbai
Date:
________________________

PREFACE
While searching for a suitable topic for the PGDM Final Project, I understood
that market dynamics and analyzing the strategies of key players is essential for any
business to thrive. This study aims to provide a comprehensive analysis of the
competitive landscape between Sugar Cosmetics and Lakme Cosmetics in the Mumbai
area, shedding light on their respective strengths, weaknesses, opportunities, and
threats.
I would like to express my gratitude to all the individuals and organizations who
participated in this study and contributed their valuable insights. Their cooperation and
support have been instrumental in the successful completion of this research endeavor.
All these aspects then resulted in the development of the project report titled “A
Study on Competitive Analysis Among Sugar Cosmetics and Lakme Cosmetic in
Mumbai Area”.

TABLE OF CONTENTS
Chapter No. Title Page No.
1 Executive Summary 1
2 Objectives of the Study 3
3 Introduction 4
4 About Lakme Cosmetics 6
4.1 Assortment of Lakme Cosmetics Products 8
4.2 SWOT Analysis 16
4.3 Lakme’s 4P Marketing Mix 18
5 About Sugar Cosmetics 19
5.1 Assortment of Sugar Cosmetics Product 21
5.2 SWOT Analysis 26
5.3 Sugar’s 4P Marketing Mix 28
6 Literature Review 30
7 Research Methodology 39
8 Data Analysis and Interpretation 41
9 Limitations 85
10 Findings 86
11 Suggestion 88
12 Conclusion 89
13 Annexure 90
14 Bibliography 98
List of Table
Sr. No. Content Page No.

1 Table No: 1 Describe Age 41
2 Table No: 2 Describe Marital Status 42
3 Table No: 3 Describe Education Qualification 43
4 Table No: 4 Describe Occupation 45
5 Table No: 5 Describe how often respondent buy 46
Cosmetic Products
6 Table No: 6 Describe Which Brand respondent Prefer 47
the Most
7 Table No: 7 Describe Why do 48
respondent prefer using Lakme Product
8 Table No: 8 Describe Why do respondent prefer using 50
Sugar Product
9 Table No: 9 Describe Satisfaction Factor of Lakme 52
Cosmetics
10 Table No: 10 Describe Satisfaction Factor of Sugar 54
Cosmetics
11 Table No: 11 Describe Satisfaction Level of both the 56
brand
12 Table No: 12 Describe From where respondent prefer 57
buying Lakme Product
13 Table No: 13 Describe From where respondent prefer 59
buying Sugar Product
14 Table No: 14 Describe Various Skincare Products of 61
Lakme respondent are aware of
15 Table No: 15 Describe What are the Skincare Products 63
of Lakme respondent are Currently Using
16 Table No: 16 Describe Various Skincare Products of 65
Sugar respondent are aware of
17 Table No: 17 Describe What are the Skincare Products 67
of Sugar respondent are Currently Using
18 Table No: 18 Describe Reason Behind Using Lakme 70
Product
19 Table No: 19 Describe Reason Behind Using Sugar 73
Product
20 Table No: 20 Describe Problem / Challenges respondent 77
have faced in Usage of Lakme Product
21 Table No: 21 Describe Problem / Challenges respondent 81
have faced in Usage of Sugar Product
List of Chart
Sr. No. Content Page No.

1 Figure No: 1 Describe Age 41
2 Figure No: 2 Describe Marital Status 42
3 Figure No: 3 Describe Education Qualification 43
4 Figure No: 4 Describe Occupation 45
5 Figure No: 5 Describe how often respondent buy Cosmetic Products 46
6 Figure No: 6 Describe Which Brand respondent Prefer the Most 47
7 Figure No: 7 Describe Why do 49
respondent prefer using Lakme Product
8 Figure No: 8 Describe Why do respondent prefer using Sugar Product 51
9 Figure No: 9 Describe Satisfaction Factor of Lakme Cosmetics 52
10 Figure No: 10 Describe Satisfaction Factor of Sugar Cosmetics 54
11 Figure No: 11 Describe Satisfaction Level of both the brand 56
12 Figure No: 12 Describe From where respondent prefer buying Lakme 57
Product
13 Figure No: 13 Describe From where respondent prefer buying Sugar 59
Product
14 Figure No: 14 Describe Various Skincare Products of Lakme 61
respondent are aware of
15 Figure No: 15 Describe What are the Skincare Products of Lakme 63
respondent are Currently Using
16 Figure No: 16 Describe Various Skincare Products of Sugar respondent 65
are aware of
17 Figure No: 17 Describe What are the Skincare Products of Sugar 68
respondent are Currently Using
18 Figure No: 18 Describe Reason Behind Using Lakme Product 70
19 Figure No: 19 Describe Reason Behind Using Sugar Product 74
20 Figure No: 20 Describe Problem / Challenges respondent have faced in 78
Usage of Lakme Product
21 Figure No: 21 Describe Problem / Challenges respondent have faced in 82
Usage of Sugar Product
CHAPTER – 1
EXECUTIVE SUMMARY
This study presents a comprehensive competitive analysis between Sugar Cosmetics and
Lakme Cosmetics in the Mumbai area. The objective of this research was to examine and
compare the strategies employed by these two prominent cosmetic brands, shedding light on
their strengths, weaknesses, opportunities, and threats within the local market.
Mumbai, being a major cosmopolitan city in India, offers a diverse consumer base with
distinct preferences and needs. Both Sugar Cosmetics and Lakme Cosmetics have established
a strong presence in this region, catering to the growing demand for makeup and beauty
products. This study aimed to uncover the factors that contribute to their success and identify
areas for improvement.
To accomplish this, extensive market research was conducted, utilizing surveys, interviews,
and data collection from reliable sources. The findings reveal several key insights:
1) Product Offerings: Sugar Cosmetics and Lakme Cosmetics have distinct product
portfolios. Sugar Cosmetics focuses on vibrant and trendy makeup products,
appealing to younger consumers seeking bold and innovative options. On the other
hand, Lakme Cosmetics offers a wide range of products, including skincare and hair
care, catering to a broader demographic.
2) Pricing Strategies: Both brands adopt different pricing strategies. Sugar Cosmetics
positions itself as an affordable luxury brand, providing high-quality products at
competitive prices. Lakme Cosmetics, on the other hand, targets a slightly higher
price range, emphasizing the premium quality and innovation associated with their
offerings.
3) Distribution Channels: Sugar Cosmetics and Lakme Cosmetics employ multi-
channel distribution strategies. Sugar Cosmetics relies heavily on online platforms,
leveraging e-commerce and social media to reach a wider customer base. Lakme
Cosmetics maintains a strong presence in both online and offline channels, with a
network of dedicated brand stores and partnerships with retail outlets.
4) Marketing Initiatives: Sugar Cosmetics excels in digital marketing, utilizing
influencer collaborations, engaging social media campaigns, and user-generated
content to create brand awareness and generate buzz. Lakme Cosmetics, with its long-
established presence, focuses on a mix of traditional and digital marketing, leveraging
brand ambassadors and strategic partnerships to maintain brand loyalty.
1
5) Customer Perceptions: The study reveals that Sugar Cosmetics is perceived as a
youthful and trendy brand, attracting customers seeking vibrant and experimental
makeup options. Lakme Cosmetics, with its legacy in the Indian market, is perceived
as a reliable and trusted brand, appealing to a wider range of consumers, including
those seeking more traditional beauty solutions.
Based on the findings, several recommendations can be made to enhance the competitive
position of both brands:
1) Sugar Cosmetics could consider expanding its product range to include skincare and
hair care products, catering to a broader consumer base.
2) Lakme Cosmetics could further leverage digital marketing strategies to target younger
demographics and create a stronger online presence.
3) Both brands should continue investing in research and development to stay ahead of
emerging trends and customer preferences in the dynamic cosmetics industry.
It is important to note that the study is limited to the Mumbai area and focused specifically on
Sugar Cosmetics and Lakme Cosmetics. Therefore, the findings may not be directly
applicable to other regions or competitors in the cosmetics industry.
Overall, this study serves as a valuable resource for industry professionals, entrepreneurs,
marketers, and researchers interested in understanding the competitive dynamics between
Sugar Cosmetics and Lakme Cosmetics in the vibrant Mumbai market. The insights provided
can inform decision-making, strategy development, and market positioning efforts, enabling
businesses to thrive in this highly competitive industry.
2
CHAPTER – 2
OBJECTIVES OF THE STUDY
The Objectives of the study are:
1) To know the awareness towards the skincare products of Sugar cosmetics and Lakme
cosmetics.
2) To know Female Preference towards the Skincare Products by Sugar cosmetics and
Lakme cosmetics.
3) To know the Customer Satisfaction towards Sugar and Lakme Brand.
4) To Understand the purchasing ways of skincare products for both brands.
5) To know various challenges faced in use of both brand products.
6) To understand the reasons behind preference for any of the brand.
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CHAPTER – 3
INTRODUCTION
The cosmetic industry in India is rapidly growing, and with it, the competition between
cosmetic brands is intensifying. Sugar Cosmetics and Lakme Cosmetics are two prominent
players in this industry that have gained a loyal customer base in the Mumbai area. Both
brands offer a diverse range of products and target different customer segments, but they
compete against each other for a share of the market.
A competitive analysis of Sugar Cosmetics and Lakme Cosmetics in the Mumbai area can
help businesses understand their respective market positions and identify areas for
improvement. Such an analysis can reveal the strengths and weaknesses of each brand and
highlight potential opportunities and threats in the market.
Sugar Cosmetics has made a significant impact in the cosmetic industry in recent years. The
brand has a strong online presence and has leveraged social media to connect with its
customers. Sugar Cosmetics offers affordable yet high-quality products that are cruelty-free
and vegan, appealing to customers who prioritize ethical and eco-friendly products. However,
one of the brand's weaknesses is its limited offline presence, which may limit its reach to
customers who prefer to purchase products in-store. The brand also faces tough competition
from established players like Lakme Cosmetics, which have a more extensive offline
presence and higher brand value.
Lakme Cosmetics, on the other hand, has a legacy of over 60 years in India and is considered
a trusted brand by many customers. The brand has a strong offline presence in the Mumbai
area, with numerous stores and kiosks. Lakme Cosmetics offers high-quality products that are
well-suited for Indian skin tones and has a wide range of products, including makeup,
skincare, and hair care products. However, the brand's pricing strategy may deter some
customers from purchasing its products, and it faces competition from newer and more
affordable brands like Sugar Cosmetics.
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In terms of opportunities, Sugar Cosmetics can increase its offline presence by opening more
stores and kiosks in popular shopping areas. The brand can also collaborate with beauty
salons and spas to offer its products as part of their services and work with social media
influencers and beauty bloggers to increase its online presence. Lakme Cosmetics has
opportunities to diversify its product offerings and target new customer segments. The brand
can introduce new product lines that cater to specific customer needs, such as organic and
natural products or men's grooming products. Lakme Cosmetics can also collaborate with
fashion designers and influencers to launch new product lines and increase its brand value.
However, both brands face threats in the competitive environment of the Mumbai area. The
rise of organic and natural products may threaten traditional cosmetic brands like Lakme,
which may be perceived as being less eco-friendly. The intense competition from other
cosmetic brands may also impact both brands, with established players like Lakme and newer
brands like Nykaa and Faces Canada vying for market share.
In conclusion, a competitive analysis of Sugar Cosmetics and Lakme Cosmetics in the

Mumbai area provides valuable insights into their market positions and potential
opportunities and threats. By understanding these factors, businesses can make informed
decisions to improve their competitive edge and succeed in the dynamic and rapidly growing
cosmetic industry.
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Chapter- 4
About Lakme Cosmetics
Lakme Cosmetics is a well-known Indian beauty brand that has been a part of the Indian
market for over 60 years. The brand was founded in 1952 by the Tata Group and was named
after the French opera Lakmé, which means beauty. The brand has been synonymous with
beauty and fashion in India and has played a significant role in the growth of the Indian
beauty industry.
In the early years, Lakme Cosmetics offered a limited range of products, including lipsticks,
nail polishes, and face powders. The brand‟s initial focus was on serving the upper-middle-
class women in India. The brand‟s strategy was to create a premium image for its products,
which would appeal to the upper-class consumers.
The brand's initial success was largely due to its association with the Miss India beauty
pageant. The pageant, which began in 1964, was sponsored by Lakme Cosmetics. This
association helped to create a strong brand image for Lakme as a premium beauty brand that
was associated with glamour and fashion.
In the 1980s, Lakme Cosmetics underwent a significant transformation. The Tata Group,
which owned the brand, realized the potential of the Indian beauty market and decided to
invest heavily in the brand. The company expanded its product range to include skincare
products, hair care products, and fragrances. It also opened exclusive Lakme Beauty Salons
across India, which offered a range of beauty services, including haircuts, facials, and
manicures.
During this time, Lakme Cosmetics also began to focus on international markets. The brand‟s
products were exported to several countries, including the United States, the United
Kingdom, and the Middle East. This helped to create a global brand image for Lakme and
positioned it as an Indian brand with international appeal.
6
In the 1990s, Lakme Cosmetics faced stiff competition from international beauty brands that
were entering the Indian market. To stay competitive, the brand underwent another
transformation. It launched a new range of products that were more affordable and targeted
the middle-class consumers. This strategy proved to be successful, and Lakme was able to
maintain its position as a leading beauty brand in India.
In 1995, the Tata Group decided to sell its stake in Lakme Cosmetics to Hindustan Unilever
Limited (HUL), a subsidiary of Unilever. The acquisition by HUL provided Lakme with the
resources it needed to continue to grow and expand its product range.
In the early 2000s, Lakme Cosmetics launched several innovative products that helped to
cement its position as a leading beauty brand in India. In 2004, the brand launched the Lakme
Eyeconic Kajal, which became an instant hit among Indian women. The brand also launched
the Lakme Absolute range of products, which included a range of makeup and skincare
products.
In recent years, Lakme Cosmetics has continued to innovate and expand its product range.
The brand has launched several new products, including the Lakme 9 to 5 range of makeup
products, which are designed for working women. The brand has also launched several
collaborations with leading Indian designers and fashion brands, such as Manish Malhotra
and Sabyasachi Mukherjee.
Today, Lakme Cosmetics is one of the leading beauty brands in India, with a wide range of
products that cater to different segments of the market. The brand‟s products are available
across India through a network of exclusive Lakme Beauty Salons, retail outlets, and e-
commerce platforms.
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4.1 Assortment of Lakme Products
Lakme creams and Moisturizer
Lakme is a popular Indian beauty brand that offers a wide range of skincare and beauty
products, including creams and moisturizers. Here are some of the popular Lakme creams
and moisturizers:
Lakme Peach Milk Moisturizer:
This is a lightweight moisturizer that is enriched with peach extracts and SPF 24 PA++. It is
suitable for all skin types and helps to keep the skin soft, smooth, and protected from the sun.
Lakme Absolute Perfect Radiance Skin Lightening Day Crème: This cream contains
micro-crystals and skin lightening vitamins that help to brighten and even out the skin tone. It
also has SPF 30 PA++ that protects the skin from the harmful effects of the sun.
8
Lakme 9 to 5 Naturale Aloe Aquagel:
This is a gel-based moisturizer that is infused with aloe vera and green tea extracts. It is
lightweight, non-greasy, and provides hydration to the skin. It is suitable for all skin types
and is ideal for daily use.
Lakme Absolute Argan Oil Radiance Oil-in-Crème:
This cream is enriched with argan oil that helps to nourish and moisturize the skin. It also
contains micro-shimmer particles that give the skin a radiant glow.
Lakme Youth Infinity Skin Firming Day Crème:
This cream is formulated with Insta-Collagen Boosters that help to firm and tighten the skin.
It also contains SPF 15 PA++ that protects the skin from the sun‟s harmful rays.
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Lakme Skin Serums.
Lakme, the popular Indian beauty brand, offers a range of serums that are designed to target
specific skin concerns and improve the overall health and appearance of the skin. Here are
some of the Lakme serums and their benefits:
Lakme Absolute Argan Oil Radiance Overnight Oil-in-Serum: This serum is enriched
with the goodness of argan oil, which helps to nourish and hydrate the skin while you sleep.
It also contains vitamin E, which helps to protect the skin from environmental damage and
promotes a radiant, healthy-looking complexion.
Lakme Absolute Perfect Radiance Skin Lightening Serum:
This serum contains skin lightening ingredients like Vitamin B3 and luminizing pearls that
helps to reduce dark spots, blemishes, and uneven skin tone. It is also enriched with
antioxidants that protect the skin from free radical damage and helps to reveal a brighter,
more youthful-looking complexion.
Lakme Absolute Hydra Pro Overnight Gel:
This serum contains hyaluronic acid, which is a powerful humectant that attracts moisture to
the skin. It helps to deeply hydrate the skin overnight and improves the skin‟s texture, leaving
it soft, supple and smooth.
Overall, Lakme serums are formulated to address various skin concerns and offer multiple
benefits to the skin. However, it is important to choose the right serum based on your specific
skin type and concerns for best results.
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Lakme Sunscreen
Lakme is an Indian cosmetic brand that offers a range of sunscreens to protect your skin from
harmful UV rays. Here are some of the popular Lakme sunscreen products:
Lakme Sun Expert Ultra Matte SPF 40 PA+++:
This sunscreen provides broad-spectrum protection against UVA and UVB rays. It has a non-
greasy, ultra-matte finish that keeps your skin shine-free for up to 12 hours.
Lakme Sun Expert SPF 50 PA+++ Sunscreen Lotion:
This sunscreen is specially formulated for Indian skin and provides long-lasting protection
against UV rays. It is water-resistant and contains cucumber and lemon grass extracts that
soothe and refresh your skin.
Lakme 9 to 5 Naturale SPF 50 PA+++ Matte Powder Foundation: This is a unique

product that not only provides sun protection but also acts as a foundation. It has a
lightweight, matte finish that gives your skin a natural, flawless look.
Lakme Sun Expert SPF 24 PA++ UV Lotion:
This sunscreen is perfect for everyday use and provides protection against both UVA and
UVB rays. It is enriched with cucumber and lemon grass extracts that help to soothe and
refresh your skin.
Lakme Absolute Sun-Kissed Bronzer:
This is a bronzer that also contains SPF 50 PA+++ sun protection. It gives your skin a
natural, sun-kissed glow while protecting it from the harmful effects of the sun.
These are some of the popular Lakme sunscreen products that you can consider depending on
your skin type and preference. It is important to choose a sunscreen that suits your skin type
and provides adequate protection against UV rays.
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Lakme Makeup
Lakme is a popular Indian cosmetic brand that offers a wide range of makeup products. Some
of their popular makeup products are:
Lakme Absolute Mattreal Skin Natural Mousse:
This lightweight mousse provides a matte finish and is perfect for daily wear.
Lakme 9 to 5 Flawless Matte Complexion Compact:
This compact powder gives a flawless matte finish and is ideal for oily skin.
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Lakme Eyeconic Kajal:
This kajal is highly pigmented and perfect for creating dramatic eye looks.
Lakme Absolute Argan Oil Radiance Foundation:
This foundation is infused with argan oil and provides a radiant finish.
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Lakme 9 to 5 Primer + Matte Lip Color:
This lip color comes with a built-in primer and provides a matte finish that lasts
for hours.
Lakme Absolute Precision Liquid Liner:
This liquid eyeliner has a fine tip and is perfect for creating precise lines.
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Lakme Absolute Kohl Ultimate Kajal:
This kajal has a smudge-proof formula and is perfect for creating smoky eye looks.
Lakme Absolute Shine Liquid Eye Liner:
This liquid eyeliner has a glossy finish and is perfect for adding a pop of color to your eyes.
These are just a few of the many makeup products offered by Lakme. You can explore their
range to find the products that suit your needs and preferences.
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4.2 SWOT Analysis
SWOT analysis is often used as a starting point for developing a strategic plan, identifying
areas of improvement, and making informed business decisions.
Lakme is a leading cosmetic brand in India, owned by Hindustan Unilever Limited (HUL). In
this SWOT analysis, we will evaluate the strengths, weaknesses, opportunities, and threats of
Lakme.
Strengths:
 Strong brand recognition:
Lakme is one of the leading cosmetic brands in India and has been in the market for over 60
years. It has a strong brand recognition and reputation for high-quality products.
 Wide range of products:
Lakme offers a wide range of products including makeup, skincare, and haircare products.
This enables the brand to cater to the needs of a diverse customer base.
 Established distribution network:
Lakme has a well-established distribution network that includes both online and offline
channels. The brand has a presence in over 100 countries and has a strong retail presence in
India.
 Partnership with fashion industry:
Lakme has a long-standing partnership with the Indian fashion industry and has been the
official makeup partner for the Lakme Fashion Week for many years. This association helps
the brand to stay relevant and trendy.
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Weaknesses:
 Limited global presence:
While Lakme has a strong presence in India, it has limited global recognition and presence.
This can limit the brand‟s growth opportunities in international markets.
 High price points:
Lakme products are priced higher than many of its competitors in the market. This can be a
disadvantage for customers who are price-sensitive.
Opportunities:
 Expansion into new markets:
Lakme can explore opportunities to expand its presence in new markets both domestically
and internationally.
 Diversification of product range:
Lakme can also consider diversifying its product range to include more natural and organic
products or expand into other beauty-related categories.
Threats:
 Intense competition:
The beauty industry is highly competitive, with many players offering similar products at
lower prices. Lakme faces stiff competition from both local and international brands.
 Rapidly changing consumer preferences:
Consumers‟ beauty preferences and trends are rapidly changing, and Lakme needs to keep
up with these changes to remain relevant and competitive in the market.
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4.3 Lakme’s 4P Marketing Mix
Lakme is a well-known Indian cosmetics brand that offers a wide range of beauty and
personal care products. The company‟s marketing mix strategy revolves around the 4Ps,
namely Product, Price, Place, and Promotion.
 Product:
Lakme‟s product range includes skincare, makeup, and haircare products. The brand has
established itself as a premium brand, offering high-quality products that cater to the needs of
its target audience. The company regularly introduces new products and updates its existing
range to stay relevant in the market.
 Price:
Lakme uses a premium pricing strategy for its products to convey its image as a high-end
brand. The company offers products in different price ranges to cater to a wider audience.
The pricing strategy is based on the value proposition of the product and the target audience‟s
willingness to pay.
 Place:
Lakme‟s products are available through a multi-channel distribution strategy, including both
online and offline channels. The company has its exclusive brand outlets, distribution
partners, and an online store. The company has a strong distribution network that ensures the
products are available in different regions and stores.
 Promotion:
Lakme‟s promotional strategy focuses on creating brand awareness and generating demand
for its products. The company uses a mix of traditional and digital marketing channels to
reach its target audience. The company collaborates with celebrities and influencers to
endorse its products, run various advertising campaigns, and create content for social media
platforms.
Overall, Lakme‟s marketing mix strategy has helped the brand establish a strong presence in
the Indian beauty market and create a loyal customer base.
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Chapter-5
About Sugar Cosmetics
Sugar Cosmetics is an Indian beauty brand that specializes in offering a range of makeup
products. Founded in 2012 by Vineeta Singh and Kaushik Mukherjee, Sugar Cosmetics has
become one of the most popular makeup brands in India with its innovative products,
attractive packaging, and affordable prices.
The brand's name, Sugar, represents its philosophy of celebrating individuality and
empowering women to feel confident and beautiful in their own skin. The brand believes that
makeup is a tool to enhance one‟s natural beauty and that everyone should have access to
high-quality products that are cruelty-free and vegan.
Sugar Cosmetics‟ product range includes a wide variety of makeup products, including
lipsticks, eyeliners, mascara, eyeshadows, foundations, and more. The brand‟s most popular
products are its matte lipsticks, which come in a range of shades and have a long-lasting
formula that is perfect for Indian weather conditions.
Sugar Cosmetics is known for its unique and playful product names, such as “Born To Wing
Gel Eyeliner,” “Matte As Hell Crayon Lipstick,” and “Ace of Face Foundation Stick.” The
brand‟s packaging is also eye-catching and fun, with bright colors and quirky designs that
appeal to a younger demographic.
In addition to its product range, Sugar Cosmetics is also committed to sustainability and
ethical practices. The brand uses recyclable and biodegradable packaging materials, and its
products are free from parabens, sulfates, and other harmful chemicals. Sugar Cosmetics also
works with cruelty-free suppliers and does not test its products on animals.
One of the unique aspects of Sugar Cosmetics is its focus on inclusivity. The brand offers
makeup products for a wide range of skin tones and undertones, ensuring that everyone can
find products that suit their needs. Sugar Cosmetics also celebrates diversity through its
advertising campaigns, featuring models of different ages, sizes, and ethnicities.
Sugar Cosmetics has won several awards and accolades for its innovative products and
ethical practices. In 2020, the brand was awarded the “Best Indian Brand” award by Nykaa,
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one of India‟s largest online beauty retailers. Sugar Cosmetics has also been featured in
numerous fashion and beauty magazines, such as Vogue India and Elle India.
One of the brand‟s most successful marketing strategies has been its use of social media.
Sugar Cosmetics has a strong presence on platforms such as Instagram and Facebook, where
it regularly posts engaging content, tutorials, and product reviews. The brand also
collaborates with popular influencers and bloggers to reach a wider audience.
Despite its success in India, Sugar Cosmetics is now expanding its reach globally. The brand
has launched in the United States and several other countries, and it has plans to expand
further in the future. Sugar Cosmetics‟ innovative products, ethical practices, and
commitment to inclusivity make it a brand to watch in the global beauty industry.
Overall, Sugar Cosmetics has made a significant impact on the Indian beauty industry with its
unique product offerings, sustainable practices, and inclusive approach. The brand‟s focus on
empowering women and celebrating diversity has resonated with consumers, making it one
of the most popular makeup brands in India. As the brand continues to expand globally, it is
sure to attract even more fans with its high-quality products and values-driven approach.
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5.1 Assortment of Sugar Cosmetics Products
Makeup Range
Sugar Cosmetics is an Indian beauty brand known for its high-quality makeup products. They
offer a wide range of cosmetics, including face, eye, and lip products. Here are some popular
makeup categories and products offered by Sugar Cosmetics:
Face Products:
 Foundation: Sugar Cosmetics offers various types of foundations, such as the Ace Of
Face Foundation Stick and the Drop The Base Serum Foundation.
 Concealer: The brand provides concealers like the Magic Wand Waterproof
Concealer for flawless coverage.
 Blush: Sugar Cosmetics offers blush options like the Contour De Force Mini Blush
and the Blend The Rules Blush.
 Highlighter: The brand has highlighters such as the Glow And Behold Jelly
Highlighter and the Contour De Force Mini Highlighter.
Eye Products:
 Eyeshadow Palettes: Sugar Cosmetics offers a range of eyeshadow palettes with

different color schemes, like the Blend The Rules Eyeshadow Palette and the Grand
Finale Eyeshadow Palette.
 Eyeliner: The brand provides eyeliners such as the Eye Dared You So! Double Matte
Eyeliner and the Arrested For Overstay Waterproof Eyeliner.
 Mascara: Sugar Cosmetics offers mascaras like the Uptown Curl Lengthening
Mascara and the Lash Mob Limitless Mascara.
 Eyebrow Products: They have products for eyebrows like the Arch Arrival Brow
Definer and the Fill in the Blanks Eyebrow Powder.
21
Lip Products:
 Lipsticks: Sugar Cosmetics offers a wide range of lipsticks, including matte, satin,
and creamy formulas. Some popular options are the Matte As Hell Crayon Lipstick
and the Mettle Liquid Lipstick.
 Lip Gloss: The brand provides lip glosses like the Plush Hour Matte Lipstick and the
Click Me Up Velvet Lip Gloss.
 Lip Liner: Sugar Cosmetics offers lip liners such as the Never Say Dry Creme Lip
Liner and the It's A-Pout Time! Vivid Lip Liner.
In addition to these categories, Sugar Cosmetics also offers makeup tools and accessories like
brushes, sponges, and makeup bags. They are known for their cruelty-free formulations and
trendy, vibrant packaging. It's worth noting that product availability and specific offerings
may vary over time, so it's recommended to check their official website or authorized
retailers for the most up-to-date information on their makeup range.
Foundation Concealer Highlighter
Eyeshadow Palette Mascara Eyeliner
22
Lipsticks Lip Liner Lip Gloss
23
Skincare Range
SUGAR Aquaholic Priming Moisturizer:
SUGAR Aquaholic Priming Moisturizer is enriched with Moringa Seed extracts that help
protect the skin from the effect of harmful pollutants. Hyaluronic acid lends a breathable
film to the skin keeping it moist & smooth.
Aquaholic Pore Exfoliating Scrub:
The unique icy scrub with fine granules polishes the skin, removes impurities, dead skin
and adds glow. It is enriched with skin-loving ingredients like hyaluronic acid, cica, green
tea leaf and chamomile flower extracts. This unisex face scrub helps in blackhead removal
and tones skin
Aquaholic Hyaluronic Serum:
Intensely hydrating serum infused with hyaluronic acid. Gives your firmer, smoother and
plumper-looking complexion. Improves signs of aging, tackles dark spots and blemishes.
Has a skin-soothing blend of witch hazel leaf, geranium oil, green tea, cica extracts and
vitamin E.
Citrus Got Real SPF30 Sunscreen:
Sunscreen powered by vitamin C goodness .It protects your skin from harmful UVA/UVB
rays and keeps it nourished. Vitamin C helps in diminishing skin damage induced by sun
exposure and is known for brightening skin!
Coffee Culture Hydrating Mist:
A skin-reviving face mist with caffeine to perk up dull, tired skin. Infused with skin
brightening ingredients like coffee seed, licorice and tangerine peel extracts. Coffee
Arabica (coffee seed extract) has essential vitamins that brighten, improves skin texture and
minimize pores
24
SUGAR Aquaholic Priming Moisturizer Aquaholic Pore Exfoliating Scrub
Aquaholic Hyaluronic Serum Citrus Got Real SPF30 Sunscreen
Coffee Culture Hydrating Mist
25
5.2 SWOT analysis
SWOT analysis is a strategic planning tool used to evaluate the strengths, weaknesses,
opportunities, and threats of a business or organization. Here's a SWOT analysis of Sugar
Cosmetics:
Strengths:
 Product Quality: Sugar Cosmetics is known for its high-quality makeup products
that are cruelty-free and formulated with skin-friendly ingredients.
 Brand Image: The company has built a strong brand image and has gained a loyal
customer base through its innovative marketing strategies and appealing packaging.
 Extensive Product Range: Sugar Cosmetics offers a wide range of makeup products,
including lipsticks, eyeliners, foundations, and more, catering to the diverse needs of
its customers.
 Online Presence: The brand has a strong online presence and effectively utilizes
social media platforms to engage with its customers, create brand awareness, and
promote its products.
 Affordable Pricing: Sugar Cosmetics offers reasonably priced products, making
them accessible to a wide range of consumers.
Weaknesses:
 Limited Geographic Reach: Although Sugar Cosmetics has expanded its presence
over the years, it may still have limited availability in certain regions, which restricts
its market reach.
 Lack of Physical Stores: While the brand primarily operates online, the absence of
physical stores limits the opportunity for customers to physically experience and try
the products before purchase.
26
Opportunities:
 International Expansion: Sugar Cosmetics can explore opportunities to expand its

presence in international markets, tapping into the growing demand for cruelty-free
and high-quality makeup products.
 Product Diversification: The company can consider expanding its product line to
include skincare or haircare products, leveraging its existing customer base and brand
reputation.
 Collaborations and Partnerships: Collaborating with influencers or other
complementary brands can help Sugar Cosmetics reach new audiences and enhance
brand visibility.
Threats:
 Intense Competition: The cosmetics industry is highly competitive, with both

established and emerging brands vying for market share. Sugar Cosmetics needs to
continuously innovate and differentiate itself to stay ahead.
 Changing Consumer Preferences: Consumer preferences and trends in the beauty
industry can change rapidly. Sugar Cosmetics must stay updated with evolving
preferences to ensure its products remain relevant and appealing.
 Supply Chain Disruptions: Any disruptions in the supply chain, such as raw
material shortages or logistics issues, can impact product availability and lead to
customer dissatisfaction.
It's important to note that this SWOT analysis is a general assessment and may not capture all
specific factors relevant to Sugar Cosmetics. Additionally, market conditions and factors can
change over time, so regular evaluation is crucial for businesses to adapt and stay
competitive.
27
5.3 Sugar Cosmetics 4p's Marketing Mix
The 4Ps of the marketing mix are Product, Price, Place, and Promotion. Let's discuss how
Sugar Cosmetics applies these elements to their marketing strategy:
 Product:
Sugar Cosmetics offers a range of beauty and makeup products, including lipsticks,
eyeshadows, foundations, mascaras, and more. They focus on creating high-quality products
that cater to different skin tones and preferences. Sugar Cosmetics emphasizes innovation and
trendy packaging to appeal to their target market.
 Price:
Sugar Cosmetics adopts a pricing strategy that positions its products as affordable yet
premium. They strive to strike a balance between quality and price to attract customers. By
offering competitive prices, Sugar Cosmetics aims to appeal to both budget-conscious
consumers and those seeking value for their money.
 Place:
Sugar Cosmetics has a multi-channel distribution strategy. They make their products
available through various channels such as their online store, third-party e-commerce
platforms, and physical retail outlets. Their online presence allows customers to conveniently
purchase products from their website and other online marketplaces. Additionally, Sugar
Cosmetics collaborates with beauty retailers and salons to expand their physical presence.
 Promotion:
Sugar Cosmetics uses various promotional strategies to create brand awareness and drive
sales. They leverage social media platforms, influencers, and beauty bloggers to showcase
their products and engage with their target audience. Sugar Cosmetics also conducts
promotional campaigns, giveaways, and partnerships to attract and retain customers. They
invest in advertising through digital channels, magazines, and billboards to reach a wider
audience.
28
Overall, Sugar Cosmetics focuses on offering quality beauty products at competitive prices
while maintaining a strong online and offline presence. Their promotional efforts aim to
create a buzz around their brand and products, enabling them to reach their target market
effectively.
29
CHAPTER - 6
LITERATURE REVIEW
INTRODUCTION
This chapter makes a brief review of literature the relevant to the study. There are only
limited studies, which are directly relevant to the study concerned. The researcher has made
an attempt to present a brief review of literature available, which consists of reports, articles
and publications.
Amin Ibrahim Gamal, Ei Din (1974) In his study entitled various demographic
characteristics influencing the buying behaviour examined the effect of inclusion comparison,
prices, the presence and absence of store discount, coupons, various brand types,
demographic characteristics, store image, store trust and consumer evaluations and reactions
on newspaper advertisements.
Namasivayam (1988) says that in his study on impact of advertisement and consumer
satisfaction on Lakme products focused that audio visual medium of advertisement in the
catch ring point to inspire the potential consumer in selecting their brand of product. This
study was t based on the social economic and psychological factors.
Poiesz and Verhellan (1989) Consumer behaviour was studied so that we can come to know
how perception and attitude of a person decides what should be the buying pattern of the
consumer. According to Keller (1993)4 The ability for brands to influence and persuade
consumers to purchase a product or service belonging to this brand is dependent on the brand
knowledge that they have of it. Brand knowledge consists of brand awareness and brand
image and is a major device of brand equity.
Dr.Vidhyadhar Reddy Aileni (2002) Conducted a study on Advertising effectiveness of

cosmetics products. It was found that the frequency rate of advertisement should be increased
in order to attract more consumers towards the exposure of these advertisements.
Ms.Kalaiselvi (2002-2003) “Consumer product awareness and consciousness for Lakme

products in his study on price quality relationship exposed that price is an indicator of the
quality manufactures are encouraged to raise the quality of their product.”
30
Mackenzie (2004) stated that advertising aims to persuade consumers to buy the product in
question. However, seeing as the majority claimed that advertisement did not have a
significant influence on their choice of product ; one can question the effectiveness of these
two brand‟s advertisement as they failed to consciously affect consumer‟s decision to buy
their product. Shanthi (2004)8 Conducted a study of the aimed to analyse the consumer
satisfaction towards the purchase and use of Lakme products the study also aimed to know
the consumer opinion about services provided to them. The study revealed that consumers are
highly satisfied with the consumption of Lakme products. Further it is known that the
consumers are satisfied with the services provided them.
Ramasamy V.S. (2005) says that “Marketing starts with the identification of a specific need
on the part of the consumer and ends with the satisfaction of the respondents‟ the need. The
consumer is found both at the beginning and end of the marketing process”. Sherlaker S.A
(2005)10 “says that the term consumer is a superior of the marketing the customer and
consumer are satisfied only on quality products”.
Gindift Still, Govoni (2005) The individual buyers specific behaviour in the market place is
affected by internal factors such as needs, motives, perceptions attitudes as well as by internal
or environment influences such as the family, social groups, culture, economic and business
influences.
P.Sashikala (2006) stated that consumer set reliability among the components of service
quality as the important criterion to determine behavioural intention. Service provide need a
practicable project proved short term performance within along term strategy for network
development.
Raja Uma Sharma and Shashikala (2006) in their empirical study observe that the product
quality, service support, product distribution, service personnel, information services and
corporate brand equity are the underlying factors of consumer satisfaction.
R.P.Kumar (2006) gives a picture of how the industry, which was a seller‟s market, has now
turned into a buyer‟s market. Henry Ford once said „I can give any colour to my case as long
as they are black‟. But today the story is different with emphasis the consumer choice today
is the day of the consumer.
31
Dr.Urvashi Makkar (2006) In this study entitled made an attempt to understand the
consumption trends with regard to cosmetic products. An effort has been made to identify the
factors responsible for the changing attitude of consumers from Lakme products. He found
that consumer attitude and perception become positive towards Lakme products.
Sciffman, Loen G and LesLineLazaknuk, (2007) “The behaviour of the consumer display,
in search for purchasing and evaluating products, services and ideas which they expect will
satisfy their needs”.
V.SanjeeSanyal (2007) In his study entitled consumer behaviour changing profile” said and
that the increase in per capita income increases the level of consumption basket itself. As
wealthier and they have shifted away, from satisfying basic needs to non-essentials.
Malikarguna Reddy (2008) To study the level of awareness among the consumer group,
customer expectation and consumer satisfaction, thus the conclude that telecom operates were
suggested based on technology quality service, value added services and tariffs specifically
individual telecom operators.
Sunil Bhardwaj and Indrani Palaparthy (2008) revealed that physical features,
promotional features and word of mouth are the main factors which tend to influence the
buying decision in a positive manner to increase the sales of the product, whereas the price
and brand name have a negative influence on the behaviour.
Ruchi Sharma (2009) revealed that TV advertising impact on buying behaviour of

teenagers related to different residential backgrounds and gender groups. Further research is
needed by inclusion of all popular mass-media and coverage of major dimensions of buying
behaviour.
Nirupama Nagar and PragyaJuroliya (2009) conclude that the study can be used by
marketers to strengthen the consumers‟ preferences for their product as well as promotion
strategies can be designed for the effectiveness of advertisement over internet.
R.Geethalakshmi (2009) From her study she has revealed that the consumer purchase the
brand which is betterin quality and has a reasonable price. She has also pointed out that the
customers have become healthy conscious and remains brand loyalty despite new strategy
adopted by new brands the study also revealed that consumer prefers branded as the quality is
assured.
32
P.JosephPawal (2009) says that consumer response to sales promotions will in large part,
depend on the amount and type of search effect required of the consumer. Consequently they
appear to be superior in generating brand awareness among new buyers.
Mohan Abdul Azem (2010) From his study of Lakme products in twin cities of Hyderabad
and Secundrapad. It was found that the target market for the Lakme products are females
keeping in view a proper segmentation can be done and the product should be promoted with
good marketing mix.
Hitesh Vyas (2011) to determine the competitive market provides opportunity on one hand
and threads on the other hand to both the consumer and the producer it is become quite
important to improving core products with value addition to enrich consumer satisfaction
more in the similar price range, not only quality improvements but improvement in after sale
service can development replacement demand or demand for second price in the households.
Cunningham tested whether the families who were particularly loyal to brands were also
loyal to stores. He found that there was no correlation between brand loyalty and store
loyalty.
Frank has reviewed brand loyalty research and concluded that the pattern of results for brand
loyalty as a basis for market segmentation in food products is not encouraging and that
responses of loyal buyers were found to be significantly different from those of non-loyal
buyers to new brands being tried.
Brody and Cunningham have suggested in their study that the personality variables such as
income, education, etc. should „better identify brand choice for groups exhibiting
successively greater brand loyalty‟.
Stuart U.Rich. identified in their study that store appeal was directly related to social class.
Greater percentage of lower class women favoured discount stores. Broad appeal stores were
more attractive to the middle class.
33
Rao38 has discussed as to how a consumers‟ selection of a store for the purchase of any
product is not a completely random process and how the housewife exhibits bias in her
choice of the store. According to him, (i) a 34 consumer exhibits bias in selecting the kind of
retailer (drugstores, food store, discount store etc.) in which she buys a particular product; (ii)
a bias towards a store, among different kinds of retailers, (iii) store switching increase brand
switching, (iv) a consumer changes her purchase size when she changes store or brand and
(v) she generally decreases, rather than increases the purchase size with a change in store or
brand. In short, a consumers‟ probability of purchasing a brand is not only affected by her
past experience with the brand but also by her selection of the store for the purchase. In view
of these findings, realistic models on brand loyalty should incorporate the place of purchase
that is the store also as a variable.
James M. Carman has suggested a relationship between personal characteristics, the

shopping process and loyalty. He introduced a new measure of brand loyalty and established
that a) a store loyal consumer will have higher brand loyalty scores, b) a non shopper will
remain loyal to a very small number of brands rather than make careful choices between the
values being offered by those stores c) personal characteristics of consumers‟ will explain
differences in store loyalty and d) loyalty is positively correlated with the extent to which the
housewife socializes with her neighbours.
Ronald E.Goldsmith et.al. held the view that actually, women of both races were found to
be more fashion. Conscious and, innovative than men, suggesting that sex, income, education
and socio economic status may be relatively more important than race in shaping fashion
attitudes and behaviour.
Mohd-Ali and Ansari have reported that about 90 hair care products are available in the
Indian Market which are prepared by a combination of one or more herbal drugs. These
products are used as hair tonics, dyes, growth promoters, conditioners, clearing agents and in
the treatment of alopecia and dandruff.
Rajendran and Aswal have concluded after an intensive ethnobotanical survey between
1992-94 in of plants are used as herbal cosmetics by tribals of Nilgiris hill of Tamilnadu.
Thirty one species belonging to 29 genera in 25 families of angiosperms were used. Each
plant is listed with botanical name, relevant synonyms, family names in parenthesis,
vernacular name and uses, method of preparation of cosmetic products, mode of application
and duration of use are also given.
34
Cheng-Shuiyuan has reviewed the status and outlook of studies on products made from
Ginkgo biloba leaves (medicinal products, health foods, cosmetics and weight-losing
preparations). The main problems with these leave products are that the contents of toxic
components are high while those of the bioactive components are low, the different product
types are not clear and the commodity production processes are imperfect. Solutions to those
problems are suggested, included unified quality standards for different products based on
their types and uses and the adoption of economic and rational technologies for preparation of
the bioactive materials.
Kayahara et.al. have analyzed the Herb water. Thirteen herbal waters were studied for the
effects of aging on their odour (Plantago asiatiaca, Melissa officinalis, Salviasclarea, Salvia
officinalis, Mentha spicata, Mentha rotundifolia, Cymbopogon citratus, Pelargonium
graveolens, rosmarinus officinalis, Eucalptus citriodora, Eucalyptus radiate, Melaleuca
alternifolia and Lavandula angustifolia). They found two stages associated with aging during
the storage of herbal water. The first occurs during the first few days with the loss of
characteristics of grassy flavours. During the second stage, the main ingredients of the
flavour decrease or change. In some floral waters, a correlation was found between the results
of sensory analysis and the ingredients detected by HPLC. This work suggests a simple new
method by which the qualities of herb water may be evaluated and this could lead to more
widespread use of floral waters in medicine and cosmetics.
Shiva Kumar and Sujatha have understood a study with the objective of finding out
marketing activity carried out by retailers of cosmetics, the preferred brand of cosmetics if
any and the price range which their customers prefer when they buy cosmetics such as talcum
powder, facial cream, shampoo, nail polish and the factors which contributed to the success
of retail business. They found that concessions and advertisements were the major
promotional measures, wherein more than three fourths of the respondents felt that they
increased sales. They also identified that courteous and good service offer of varieties of
products were the factors responsible for the success of the retailers.
35
Sampath Kumar has attempted a study to highlight the consumer behaviour towards soft
drinks in urban areas of Hyderabad city and in rural areas of Telangana region in Andhra
Pradesh. In this study the consumers‟ were asked to indicate their present brand of soft drink
and their place of purchase of the soft drinks. He concluded from the study that when the
retailer supports a brand the possibility of success of that brand is high, unless the brand itself
is of inferior quality. The identification of consumer motive is an important step towards
ensuring that the appropriate needs are met by the products.
A study by Voss and Parasuraman suggests that the purchase preference is primarily
determined by price than quality during pre-purchase evaluation. Given explicit quality
information, price had no effect on prepurchase or post-consumption quality perceptions.
Instead, post consumption quality evaluations had a favorable impact on price evaluations.
The study by Chernev analyzed the effect of common features on brand choice and the
moderating role of attribute importance. It is argued that when brand attributes differ in
importance, with the best value on the most important attribute, thus further polarizing
brands‟ choice shares. In contrast, when attributes are similar in their importance, common
features are likely to have an opposite effect, equalizing brands share.
Russo and France studied the nature of the choice process for commonly purchased non-
durables by tracking eye fixations in a laboratory simulation of supermarket shelves. The
findings are fully compatible with the general view that the choice process is constructed to
adapt to the immediate purchase environment.
While describing about shopping orientation, Sinha reports that Indian Shoppers seek
emotional value more than the functional value of shopping. Their orientation is based more
on the entertainment value than on the functional value. The orientation is found to be
affected primarily by the type of store, the frequency of buying and to some extent by the
socioeconomic classification. The retailers need to experiment with a format that attracts both
types of shoppers. Research suggests that beauty consciousness among people in general is
changing.
36
Vigneron et.al. reported that people's needs for appearance and materialism were increasing.
That is human beings wanted to satisfy the need to look and feel good. This created a boom
in the cosmetic and toiletries sector across the world. Now a variety of cosmetic and toiletries
ranging from natural to sophisticated items are available in the market. The pattern and
preference of use of these items vary according to different segments of gender, age and
socio-economic class. When we review the literature on the cosmetic and toiletry industry,
not many studies are available especially about Indian scenario.
According to Briney in 2003, the world market for cosmetics and toiletries (C&T) was
valued at US$201 billion, up 4.8% from 2002 (in fixed exchange rate terms). Though nature,
hair care maintains its position as the most valuable sector in global cosmetics and toiletries,
with global sales amounting to US$42.4 billion in 2003.
Briney describes an interesting trend among the Indian cosmetic consumers‟, while other
global countries are taking to the traditional Indian herbal and ayurvedic applications for
beauty solutions, Indian consumers‟ are increasingly looking to international personal care
brands as lifestyle enhancement products, in the belief that the association with and use of an
international brand confers one with a sophisticated and upper class image. The projected
sales in 2010 at constant 2005 prices is Rs. 195.6 billion, the main reasons being a greater
ability to purchase personal grooming products among a larger base of financially
independent women, frequent relevant product launches and growing beauty consciousness
and awareness, especially among the younger population. Despite the huge nascent potential
in India, cosmetics and toiletries are expected to grow at a relatively slow pace in constant
value terms over the 2005-2010 forecast periods. The probable reason being lacklustre
performance of products which have get already a thorough household penetration, such as
bath and shower products and oral hygiene, which represent together over half of the value
sales of cosmetics and toiletries in India. However the Growth was affected by low product
awareness or lack of inclination to spend on cosmetics and toiletries especially in rural areas.
The aggressive price competition from local and regional players, which seized volumes with
better trade margins and heavily discounted offerings, have also contributed to the same.
37
Malhotra (2003) describes the main reasons for boom in cosmetic industry as increasing
fashion and beauty consciousness coupled with rising incomes and focus on health and
fitness. To complement this, beauty culture or cosmetology has emerged as a major
occupational avenue with significant commercial potential. New scientific developments,
techniques, products and media hype, has contributed to the Indian fashion industry in
generating mega revenues and this has in turn added to the growth of cosmetic industry.
Rising hygiene and beauty consciousness due to changing demographics and lifestyles,
deeper consumer pockets, rising media exposure, greater product choice, growth in retail
segment and wider availability are the reasons reported by Euromonitor International, 2006.
Over the recent years, India has been increasing literacy levels, penetration of satellite
television, growing urbanization and greater beauty awareness among women, which has
resulted in rewarding the growth opportunities to cosmetics and toiletries manufacturers.
Around 44% of value sales (2005) of cosmetics & toiletries market in India are with two
market leaders i.e. Hindustan Lever & Colgate Palmolive. The rest is very fragmented with
hundreds of companies trying to get into the market. The presence of a large grey market and
many counterfeits also enhanced this trend.
To Monteiro Indian women are becoming increasingly more beauty conscious. Reports of
Consumer Graphics revealed that in 2003, Indian women aged 15-24 years accounted for
29.8% of all Indian makeup sales The increased purchasing ability of women households
helped them to spend more on personal grooming. Colour cosmetics emerged as the fastest
growing area of the cosmetics and toiletries market over the review period. Experimentation
among teen and young adult Indian women was one reason cited for the increase in makeup
use.
Thirumoorthi in his study attempted to discuss the customers‟ attitude towards detergent
powder in Coimbatore city. He collected primary data from 200 sample respondents by
adopting the method of convenient sampling. The techniques like, chi square test, ANOVA,
weighted average, simple average and ranking method were used. From the analysis of the
collected data, the study could conclude that brand name, availability, advertisement,
varieties, price, quality, and packaging are the major determinants of purchase preference.
38
CHAPTER – 7
RESEARCH METHODOLOGY
1) Significance of Study:
Competitive analysis holds immense significance for Sugar Cosmetics and Lakme Cosmetics
in the Mumbai area. By examining their competitors, they can gain valuable insights into the
market dynamics and make informed business decisions. One major advantage is the
identification of untapped market opportunities and gaps that can be capitalized on. This
analysis enables them to understand customer preferences and emerging trends, helping them
develop tailored products and targeted marketing strategies to meet the specific needs of
Mumbai consumers. Assessing their own strengths and weaknesses against their competitors
allows them to refine their offerings and improve their competitive positioning. Furthermore,
competitive analysis aids in determining optimal pricing strategies and effective promotional
campaigns, ensuring that their products remain attractive and competitive in the market. By
continuously tracking market share and monitoring their positioning, Sugar Cosmetics and
Lakme Cosmetics can adapt to market changes, maintain their market presence, and stay
ahead of the competition in the vibrant Mumbai cosmetics market.
2) Sample Size: For present study, 100 respondents have filled and given the
questionnaires.
3) Sampling Method: Convenience sampling method has been applied. A
convenience sample is a sample where the respondents are selected, in part or in
whole, at the convenience of the researcher
4) Competitor Identification: Identify Sugar Cosmetics and Lakme Cosmetics as
the main competitors in the Mumbai area. Other potential competitors may include
Nivea, Himalaya, Lotus, and Forest Essential.
5) Scope: Focus on comparing, brand perception, and customer preferences for various
product categories under Skincare products in the Mumbai area.
6) Data Collection: The researcher employed the use of the questionnaire as a data
collection instrument. This was to enable the researcher to adequately gather the
needed information to successfully complete the study and ensure reliability.
39
7) Primary Data: Questionnaire containing 22 questions was prepared and
Distributed and filled by 100 users.
8) Secondary Data: Secondary data was collected through websites.
By following this research methodology and tailoring it to your specific needs, you can
gather valuable insights about the competitive dynamics between Sugar Cosmetics and
Lakme Cosmetics in the Mumbai area.
40
Chapter-8
Data Interpretation
1) Age
Respondent Frequency Percentage

Below 20 59 59%
20-25 21 21%
25-35 10 10%
35 Above 10 10%
Table No. 1
Below 20
20-25
25-35
35 Above
Fig. No. 1
Data Interpretation
Here is the interpretation of the respondent frequency and percentage:
Below 20: Out of 100 the respondents, 59 individuals fall into this age category, which
accounts for 59% of the total respondents.
20-25: There are 21 respondents who are between the ages of 20 and 25, representing 21% of
the total respondents.
25-35: There are 10 respondents who fall into the age range of 25 to 35, constituting 10% of
the total respondents.
35 Above: Similarly, there are 10 respondents who are 35 years old or above, accounting for
10% of the total respondents
41
2) Marital Status
Married 30 30%
Unmarried 69 69%
Divorced 1 1%
Widowed 0 0%
Table No. 2
Marital Status
Married
Unmarried
Divorced
Widowed
Fig. No. 2
Data Interpretation
Based on the data respondent frequency and percentage in relation to marital status, here is
the interpretation:
Married: Out of 100the respondents, 30 individuals are married, which represents 30% of the
total respondents.
Unmarried: There are 69 respondents who are unmarried, accounting for 69% of the total
respondents. This category typically includes individuals who have never been married or are
currently not married.
Divorced: Only one respondent reported being divorced, representing 1% of the total
respondents. Divorced individuals are those who have legally ended their marriage.
Widowed: The data shows that there are no respondents who reported being widowed.
Widowed individuals are those who have lost their spouse due to death.
42
3) Educational Qualification

SSC 6 6%
HSC 10 10%
Graduate 46 46%
Post Graduate 35 35%
Doctorate 3 3%
Table No. 3
Educational Qualification
SSC
HSC
Graduate
Post Graduate
Doctorate
Fig No. 3
Data Interpretation
Based on the data respondent frequency and percentage in relation to educational
qualifications, here is the interpretation:
SSC: Out of 100 respondents, 6 individuals have completed SSC (Secondary School
Certificate), which represents 6% of the total respondents. SSC typically corresponds to the
completion of secondary education.
HSC: There are 10 respondents who have completed HSC (Higher Secondary Certificate),
accounting for 10% of the total respondents. HSC usually corresponds to the completion of
higher secondary education.
Graduate: The data indicates that 46 respondents have completed their graduation,
representing 46% of the total respondents. Graduation refers to the completion of a bachelor's
degree.
43
Post Graduate: There are 35 respondents who have completed post-graduation, which
accounts for 35% of the total respondents. Post-graduation typically includes master's degrees
or other higher education qualifications beyond the bachelor's level.
Doctorate: The data shows that 3 respondents have obtained a doctorate degree, representing
3% of the total respondents. Doctorate degrees are the highest level of academic
qualifications, typically achieved through research and the completion of a doctoral program.
44
4) Occupation

Salaried 39 39%
Self Employed 10 10%
Student 30 30%
Home Maker 21 21%
Retired 0 0%
Table No. 4
Occupation
Salaried
Self Employed
Student
Home Maker
Retired
Fig No. 4
Data Interpretation
Salaried: Out of 100 the respondents, 39 individuals reported being salaried employees,
which represents 39% of the total respondents. Salaried individuals typically work for an
organization or company and receive regular salaries or wages.
Self Employed: There are 10 respondents who reported being self-employed, accounting for
10% of the total respondents. Self-employed individuals work for themselves and have their
own businesses or professional practices.
Student: The data indicates that 30 respondents reported being students, representing 30% of
the total respondents. Students are individuals who are currently enrolled in educational
institutions, such as schools, colleges, or universities.
Home Maker: There are 21 respondents who reported being home makers, which accounts
for 21% of the total respondents. Home makers are individuals, often women, who primarily
take care of household and family responsibilities.
Retired: The data shows that there are no respondents who reported being retired. Retired
individuals have left the workforce after reaching a certain age or fulfilling specific
requirements, typically associated with the end of their professional careers.
45
5) How Often do you buy Cosmetics Products

Always 49 49%
Often 31 31%
Rarely 18 18%
Never 2 2%
Table No. 5
How Often do you buy Cosmetics Products
Always
Often
Rarely
Never
Fig No. 5
Data Interpretation
Participants were asked, How often do you buy cosmetics products
49% of the participants reported purchasing cosmetics products Always
31% of the participants purchased cosmetics products Often
18% of the participants bought cosmetics products Rarely
2% of the participants Never Purchase cosmetics products
46
6) Which Brand you Prefer the Most
Highly % Somewhat % Less % Not at all %

Preferred Preferred Preferred Preferred
Lakme 49 49% 27 27% 47 47% 7 7%
Sugar 27 27% 34 34% 32 32% 7 7%
Table No. 6
Fig No. 6
Data Interpretation
Based on t he data respondent preferences for two brands (Lakme and Sugar), here is the
interpretation:
For Lakme:
Highly Preferred: 49 respondents indicated a high preference for Lakme Cosmetics.
Somewhat Preferred: 27respondents mentioned a moderate preference for Lakme Cosmetics..
Less Preferred: 47 respondents stated a lower preference for Lakme Cosmetics.
Not at all Preferred: 7 respondents expressed no preference for Lakme Cosmetics.
For Sugar:
Highly Preferred: 27 respondents showed a high preference for Sugar Cosmetics..
Somewhat Preferred: 34 respondents indicated a moderate preference for Sugar Cosmetics.
Less Preferred: 32 respondents mentioned a lower preference for Sugar Cosmetics.
Not at all Preferred: 7 respondents expressed no preference for Sugar.
47
7) Why do you Prefer Using Lakme Product
Strongly Agree Agree Disagree Strongly

Disagree
Cheapest 42 34 20 4
Products are
as good as
expensive
Nutrition for 25 40 29 6
Skin
Provides Skin 26 33 35 6
Protection
Quality 36 34 24 6
Product
A Longer- 29 34 27 6
Lasting
Product
Skin Friendly 32 38 25 5
Good 38 38 22 5
packaging
Influenced by 33 35 23 4
Friends and
Family
Table No. 7
48
Fig. No.7
Data Interpretation
Cheapest Products are as good as expensive:
The majority of respondents (76%) agree that the cheapest products are as good as expensive ones.
Nutrition for Skin:
The responses are evenly distributed, with a significant number of respondents (40%) agreeing that
nutrition is important for skin, but a considerable percentage (35%) disagreeing.
Provides Skin Protection:
The responses are relatively balanced, with 59% of respondents agreeing and 41% disagreeing
regarding whether the product provides skin protection.
Quality Product:
The majority of respondents (70%) agree that the product is of good quality.
A Longer-Lasting Product:
The responses are evenly distributed, with 63% of respondents agreeing and 33% disagreeing on
whether the product lasts longer.
Skin Friendly:
The majority of respondents (70%) agree that the product is skin-friendly.
Good packaging:
The majority of respondents (76%) agree that the product has good packaging.
Influenced by Friends and Family:
The responses are relatively balanced, with a slight majority of respondents (68%) agreeing that they
are influenced by friends and family.
49
8) Why do you Prefer Using Sugar Product
Strongly Agree Agree Disagree Strongly

Disagree
Cheapest 31 35 29 5
Products are as
good as
expensive
Nutrition for 23 47 26 4
Skin
Provides Skin 28 36 31 5
Protection
Quality 33 37 24 6
Product
A Longer- 35 39 20 6
Lasting
Product
Good 39 38 19 4
packaging
Influenced by 39 33 23 5
Friends and
Family
Table No. 8
50
Fig. No.8
Data Interpretation
Cheapest Products are as good as expensive:
The responses are relatively balanced, with 66% of respondents either agreeing or
disagreeing on whether the cheapest products are as good as expensive ones.
Nutrition for Skin:
The majority of respondents (70%) agree that nutrition is important for skin.
Provides Skin Protection:
The responses are evenly distributed, with 64% of respondents either agreeing or disagreeing
on whether the product provides skin protection.
Quality Product:
The majority of respondents (70%) agree that the product is of good quality.
A Longer-Lasting Product:
The majority of respondents (74%) agree that the product lasts longer.
Skin Friendly:
The majority of respondents (71%) agree that the product is skin-friendly.
Good packaging:
The majority of respondents (77%) agree that the product has good packaging.
Influenced by Friends and Family:
The majority of respondents (72%) agree that they are influenced by friends and family.
51
9) According to you list out the Satisfaction factor for Lakme Product
Highly Somewhat Satisfied Not at all

Satisfied Satisfied Satisfied
Quality 46 31 15 8
Product Range 29 37 28 6
Long-Lasting 32 29 26 13
Toxic Free 29 32 19 20
Reliable 30 35 24 11
Effective 34 28 27 11
Table No. 9
Fig. No. 9
52
Data Interpretation
Quality:
The majority of respondents (77%) are highly satisfied or somewhat satisfied with the quality
of the product.
Skin Friendly:
The responses are relatively evenly distributed, with 62% of respondents indicating some
level of satisfaction regarding the product being skin-friendly.
Product Range:
level of satisfaction with the product range.
Long-Lasting:
level of satisfaction with the product's long-lasting nature.
Toxic Free:
The responses are more varied for this category, with 61% of respondents indicating some
level of satisfaction, but a significant percentage (20%) expressing not at all satisfied.
Reliable:
level of satisfaction with the product's reliability.
Effective:
level of satisfaction with the product's effectiveness.
53
10) According to you list out the Satisfaction factor for Sugar Product
Highly Somewhat Satisfied Not at all

Satisfied Satisfied Satisfied
Quality 46 29 17 8
Product Range 28 30 29 13
Long-Lasting 22 33 37 8
Toxic Free 23 36 25 16
Reliable 30 27 35 8
Effective 29 32 28 11
Table No. 10
Fig. No. 10
54
Data Interpretation
Quality:
The majority of respondents (77%) are highly satisfied or somewhat satisfied with the quality
of the product.
Skin Friendly:
level of satisfaction regarding the product being skin-friendly.
Product Range:
level of satisfaction with the product range.
Long-Lasting:
level of satisfaction with the product's long-lasting nature.
Toxic Free:
The responses are more varied for this category, with 61% of respondents indicating some
level of satisfaction, but a significant percentage (20%) expressing not at all satisfied.
Reliable:
level of satisfaction with the product's reliability.
Effective:
level of satisfaction with the product's effectiveness.
55
11) Kindly rate overall satisfaction below
(5 being the highest and 1 being the lowest)
1 2 3 4 5
Lakme 20 19 17 21 23
Product
Sugar 6 8 32 25 29
Product
Table No. 11
Fig. No. 11
Data Interpretation
Lakme Product:
The majority of respondents (23) rated Lakme products as a 5, indicating the highest level of
satisfaction.
There is a relatively even distribution of ratings, with a slightly higher number of respondents
rating Lakme products as a 4 or 5.
Overall, Lakme products received a mix of ratings across the scale.
Sugar Product:
The majority of respondents (29) rated Sugar products as a 5, indicating the highest level of
satisfaction.
There is a higher concentration of ratings towards the higher end of the scale, with more
respondents rating Sugar products as a 4 or 5.
Sugar products received fewer ratings of 1 or 2, indicating a generally positive sentiment

among respondents.
56
12) From where you Prefer buying Lakme Product
Always Often Rarely Never

Shopping 42 23 20 15
Website
Retail Outlet 27 28 34 11
Various other 23 25 30 22
retail
Official website 24 17 39 20
Table No.12
Fig. No. 12
57
Data Interpretation
Shopping Website:
The highest percentage of respondents (42%) indicated that they always prefer buying Lakme
products from shopping websites.
A significant number of respondents (23%) stated that they often prefer buying from
shopping websites.
Relatively fewer respondents (20%) mentioned that they rarely prefer buying from shopping
websites, while 15% said they never prefer it.
Retail Outlet:
The responses for retail outlets are relatively evenly distributed.
A moderate percentage of respondents (28%) mentioned that they often prefer buying Lakme
products from retail outlets.
Similarly, a significant number of respondents (34%) stated that they rarely prefer buying
from retail outlets.
A smaller percentage (11%) mentioned that they never prefer buying from retail outlets.
Various other retail:
The responses for various other retail channels are also relatively evenly distributed.
products from various other retail stores.
from various other retail stores.
A moderate percentage (22%) mentioned that they never prefer buying from various other
retail stores.
Official website:
The responses for the official website are relatively evenly distributed.
products from the official website.
from the official website.
A moderate percentage (20%) mentioned that they never prefer buying from the official
website.
58
13) From where you prefer buying Sugar Product

Shopping 44 25 19 12
Website
Retail Outlet 21 32 36 11
Various other 23 33 21 23
retail
Official website 31 30 30 19
Table No. 13
Fig. No. 13
Data Interpretation
Shopping Website:
The highest percentage of respondents (44%) indicated that they always prefer buying Sugar
products from shopping websites.
A significant number of respondents (25%) stated that they often prefer buying from
shopping websites.
Relatively fewer respondents (19%) mentioned that they rarely prefer buying from shopping
websites, while 12% said they never prefer it.
59
Retail Outlet:
The responses for retail outlets are relatively evenly distributed.
A moderate percentage of respondents (32%) mentioned that they often prefer buying
Sugar products from retail outlets.
from retail outlets.
A smaller percentage (11%) mentioned that they never prefer buying from retail outlets.
Various other retail:
The responses for various other retail channels are also relatively evenly distributed.
Sugar products from various other retail stores.
from various other retail stores.
A significant percentage (23%) mentioned that they never prefer buying from various other
retail stores.
Official website:
The responses for the official website are relatively evenly distributed.
Sugar products from the official website.
from the official website.
A significant percentage (19%) mentioned that they never prefer buying from the official
website.
60
14) What are the Various Skincare Products of Lakme you are aware of
Unaware Somewhat aware Fully aware

Creams and 14 27 59
Moisturizer
Facial Cleansers 15 41 44
Serums 6 36 58
Toners 11 26 63
Masks 7 35 58
Scrubs 9 35 56
Lotion 10 24 66
Sunscreen 10 23 67
Makeup 6 23 71
Table No.14
Fig. No. 14
61
Data Interpretation:
Creams and Moisturizer:
Creams and moisturizers have the highest level of awareness among the listed products, with
59 individuals being fully aware of them. However, there are still 14 individuals who are
unaware of creams and moisturizers.
Facial Cleansers:
Facial cleansers also have a relatively high level of awareness, with 44 individuals being fully
aware. However, there are still 15 individuals who are unaware of facial cleansers.
Serums:
Serums have a similar pattern as facial cleansers, with 58 individuals being fully aware. Only
6 individuals are unaware of serums.
Toners:
Toners have the highest level of full awareness among all the listed products, with 63
individuals being fully aware. However, there are still 11 individuals who are unaware of
toners.
Masks:
Masks have a relatively high level of awareness, with 58 individuals being fully aware. Only
7 individuals are unaware of masks.
Scrubs:
Scrubs have a similar pattern as masks, with 56 individuals being fully aware. Only 9
individuals are unaware of scrubs.
Lotion:
Lotion has a high level of full awareness, with 66 individuals being fully aware. However,
there are still 10 individuals who are unaware of lotion.
Sunscreen:
Sunscreen also has a high level of full awareness, with 67 individuals being fully aware. Only
10 individuals are unaware of sunscreen.
Makeup:
Makeup has the highest level of full awareness among all the listed products, with 71
individuals being fully aware. Only 6 individuals are unaware of makeup.
62
15) What are the Skincare Products of Lakme you are Currently Using

Creams and Moisturize 39 30 14 17
Facial Cleansers 14 25 32 29
Serums 20 28 35 17
Toners 21 21 34 24
Masks 18 33 31 18
Sunscreen 37 26 25 12
Scrubs 37 25 30 18
Lotion 30 30 24 16
Makeup 39 34 22 5
Table No.15
Fig. No. 15
63
Creams and Moisturizers:
Creams and moisturizers are used "always" by 39 individuals, "often" by 30 individuals,

"rarely" by 14 individuals, and "never" by 17 individuals.
Facial Cleansers:
Facial cleansers are used "always" by 14 individuals, "often" by 25 individuals, "rarely" by

32 individuals, and "never" by 29 individuals.
Serums:
Serums are used "always" by 20 individuals, "often" by 28 individuals, "rarely"

by 35 individuals, and "never" by 17 individuals.
Toners:
Toners are used "always" by 21 individuals, "often" by 21 individuals, "rarely"

Masks:
Masks are used "always" by 18 individuals, "often" by 33 individuals, "rarely"

Sunscreen:
Sunscreen is used "always" by 37 individuals, "often" by 26 individuals,

"rarely" by 25 individuals, and "never" by 12 individuals.
Scrubs:
Scrubs are used "always" by 37 individuals, "often" by 25 individuals, "rarely"

Lotion:
Lotion is used "always" by 30 individuals, "often" by 30 individuals, "rarely" by

24 individuals, and "never" by 16 individuals.
Makeup:
Makeup is used "always" by 39 individuals, "often" by 34 individuals, "rarely"

by 22 individuals, and "never" by 5 individuals
64
16) What are the Various Skincare Products of Sugar you are aware of ?
Unaware Somewhat aware Fully Aware

Creams and 17 28 55
Moisturizer
Facial Cleansers 24 43 33
Masks 11 37 52
Toners 13 37 50
Serum 14 33 53
Lotion 12 42 46
Sunscreen 14 34 52
Makeup 12 29 59
Scrub 14 36 50
Table No.16
Fig. No. 16
65
Creams and Moisturizers:
Creams and moisturizers have a high level of awareness, with 55 individuals being fully
aware of them. However, there are still 17 individuals who are unaware of creams and
moisturizers.
Facial Cleansers:
Facial cleansers have a relatively high level of awareness, with 43 individuals being
somewhat aware of them. However, there are still 24 individuals who are unaware of facial
cleansers.
Masks:
Masks have a high level of awareness, with 52 individuals being fully aware of them. Only
11 individuals are unaware of masks.
Toners:
Toners have a relatively high level of awareness, with 50 individuals being fully aware of
them. Only 13 individuals are unaware of toners.
Serums:
Serums have a high level of awareness, with 53 individuals being fully aware of them. Only
14 individuals are unaware of serums.
Lotion:
Lotion has a relatively high level of awareness, with 46 individuals being fully aware of it.
Only 12 individuals are unaware of lotion.
Sunscreen:
Sunscreen has a high level of awareness, with 52 individuals being fully aware of it. Only 14
individuals are unaware of sunscreen.
Makeup:
Makeup has the highest level of full awareness among all the listed products, with 59
individuals being fully aware of it. Only 12 individuals are unaware of makeup.
Scrubs:
Scrubs have a relatively high level of awareness, with 50 individuals being fully aware of
them. Only 14 individuals are unaware of scrubs.
66
17) What are the Skincare Products of Sugar you are Currently Using

Creams and 43 20 20 17
Moisturizer
Facial 8 28 37 27
Cleansers
Masks 18 33 31 18
Toners 15 26 33 26
Serum 21 28 34 17
Lotion 26 21 35 18
Sunscreen 23 30 29 18
Makeup 22 22 34 22
Scrub 38 26 25 11
Table No.17
67
Fig. No. 17
Creams and Moisturizer:
43% of respondents reported using creams and moisturizers always.
20% reported using them often,
20% reported using them rarely,
and 17% reported never using them.
Facial Cleansers:
Only 8% of respondents reported using facial cleansers always.
Masks:
18% of respondents reported using masks always.
Toners:
15% of respondents reported using toners always.
68
Serum:
21% of respondents reported using serum always.
Lotion:
26% of respondents reported using lotion always.
Sunscreen:
23% of respondents reported using sunscreen always.
Makeup:
22% of respondents reported using makeup always.
Scrub:
38% of respondents reported using scrub always.
69
18) What is the Reason Behind Using Lakme Product
Agree Strongly Agree Disagree Strongly Disagree

Petroleum free 52 24 17 7
Ingredients
Natural 40 27 22 11
Ingredients
Non Comedogenic( 32 32 28 8
Ingredients that
donot block Pores)
Oil-Free 40 32 20 8
Ingredients
Alcoholic- 31 39 21 9
FreeIngredients
Brand Reputation 38 42 15 5
Range of products 39 40 19 2
Celebrity 35 47 13 5
endorsemen
Table No. 18
70
Fig. No. 18
Petroleum-free Ingredients:
52% of respondents agreed that they use Lakme products because they contain petroleum-
free ingredients.
24% strongly agreed with this reason.
17% disagreed.
7% strongly disagreed.
Natural Ingredients:
40% of respondents agreed that they use Lakme products because they contain natural
ingredients.
22% disagreed.
Non-Comedogenic Ingredients:
32% of respondents agreed that they use Lakme products because they contain non-
comedogenic ingredients that do not block pores.
28% disagreed.
Oil-Free Ingredients:
40% of respondents agreed that they use Lakme products because they contain oil-free
ingredients.
20% disagreed.
71
Alcohol-Free Ingredients:
31% of respondents agreed that they use Lakme products because they contain alcohol-free
ingredients.
21% disagreed.
Brand Reputation:
38% of respondents agreed that they use Lakme products because of the brand reputation.
15% disagreed.
Range of Products:
39% of respondents agreed that they use Lakme products because of the range of products
available.
19% disagreed.
Celebrity Endorsement:
35% of respondents agreed that they use Lakme products because of celebrity endorsements.
13% disagreed.
Overall, the top reasons for using Lakme products among the respondents were:
Celebrity Endorsement, with 47% strongly agreeing and 35% agreeing.
Brand Reputation, with 42% strongly agreeing and 38% agreeing.
Range of Products, with 40% strongly agreeing and 39% agreeing.
72
Natural Ingredients, with 27% strongly agreeing and 40% agreeing.
Alcohol-Free Ingredients, with 39% strongly agreeing and 31% agreeing
19) What is the Reason Behind Using Sugar Product
Agree Strongly Disagree Strongly

Agree Disagree
Petroleum freeIngredients 51 29 14 6
Natural Ingredients 37 27 28 8
Non Comedogenic( Ingredients 32 34 23 11
that donot block Pores)
Oil-Free Ingredients 39 27 22 12
Alcoholic-FreeIngredients 44 29 21 6
Brand Reputation 36 36 21 7
Range of products 31 44 20 5
Celebrity endorsement 36 39 18 7
Table No. 19
73
Fig. No. 19
Petroleum-free Ingredients:
51% of respondents agreed that they use Sugar products because they contain petroleum-free
ingredients.
14% disagreed.
Natural Ingredients:
37% of respondents agreed that they use Sugar products because they contain natural
ingredients.
28% disagreed.
Non-Comedogenic Ingredients:
32% of respondents agreed that they use Sugar products because they contain non-
comedogenic ingredients that do not block pores.
23% disagreed.
74
Oil-Free Ingredients:
39% of respondents agreed that they use Sugar products because they contain oil-free
ingredients.
22% disagreed.
Alcohol-Free Ingredients:
44% of respondents agreed that they use Sugar products because they contain alcohol-free
ingredients.
21% disagreed.
Brand Reputation:
36% of respondents agreed that they use Sugar products because of the brand reputation.
21% disagreed.
Range of Products:
31% of respondents agreed that they use Sugar products because of the range of products
available.
20% disagreed.
75
Celebrity Endorsement:
36% of respondents agreed that they use Sugar products because of celebrity endorsements.
18% disagreed.
Overall, the top reasons for using Sugar products among the respondents were:
Range of Products, with 44% strongly agreeing and 31% agreeing.
Alcohol-Free Ingredients, with 44% strongly agreeing and 29% agreeing.
Celebrity Endorsement, with 39% strongly agreeing and 36% agreeing.
Petroleum-Free Ingredients, with 51% agreeing and 29% strongly agreeing.
Brand Reputation, with 36% strongly agreeing and 36% agreeing.
These reasons indicate that the respondents are influenced by factors such as the range of
products available, alcohol-free ingredients, celebrity endorsements, and the use of
petroleum-free ingredients. Brand reputation also plays a role in their decision to use Sugar
products.
76
20) What are the Problem / Challenges you have faced in Usage of Lakme Product
Agree Strongly Agree Disagree Strongly

Disagree
Acne 38 14 29 19
Redness 19 22 43 16
Marketing 18 25 39 18
Myths
Chemical 18 26 37 19
Catastrophe
Unrealistic 17 24 39 20
BeautyStandards
Availability of 18 25 35 22
Product
Allergic 21 25 35 19
reaction
Skin irritation 20 28 33 19
Table No. 20
77
Fig. No. 20
Data Interpretation
Acne:
38% of respondents agreed that they experience acne.
14% strongly agreed with this statement.
29% disagreed.
Redness:
19% of respondents agreed that they experience redness.
43% disagreed.
Marketing Myths:
18% of respondents agreed that they believe in marketing myths related to skincare.
39% disagreed.
78
Chemical Catastrophe:
18% of respondents agreed that they consider skincare products a chemical catastrophe.
37% disagreed.
Unrealistic Beauty Standards:
17% of respondents agreed that they feel pressure due to unrealistic beauty standards.
39% disagreed.
Availability of Product:
18% of respondents agreed that they have difficulty finding skincare products.
35% disagreed.
Allergic Reaction:
21% of respondents agreed that they have experienced allergic reactions to skincare products.
35% disagreed.
Skin Irritation:
20% of respondents agreed that they have experienced skin irritation from skincare products.
33% disagreed.
79
Overall, the top factors agreed upon by the respondents were:
Acne, with 38% agreeing and 14% strongly agreeing.
Redness, with 19% agreeing and 22% strongly agreeing.
Allergic Reaction, with 21% agreeing and 25% strongly agreeing.
Skin Irritation, with 20% agreeing and 28% strongly agreeing.
Marketing Myths, with 18% agreeing and 25% strongly agreeing.
These results suggest that a significant portion of the respondents have experienced skincare-
related issues such as acne, redness, allergic reactions, and skin irritation. Additionally, some
respondents agreed that they believe in marketing myths and face challenges in finding
suitable skincare products.
80
21) What are the Problem / Challenges you have faced in Usage of Sugar Product
Agree Strongly Agree Disagree Strongly

Disagree
Acne 31 19 36 14
Redness 13 27 42 18
Marketing 16 22 45 17
Myths
Chemical 17 24 40 19
Catastrophe
Unrealistic 17 25 40 18
BeautyStandards
Availability of 19 30 31 20
Product
Allergic 19 18 45 18
reaction
Skin irritation 18 24 38 20
Table No. 21
81
Fig. No. 21
Data Interpretation
Acne:
31% of respondents agreed that they have faced acne issues while using Sugar products.
36% disagreed.
Redness:
13% of respondents agreed that they have experienced redness while using Sugar products.
42% disagreed.
Marketing Myths:
16% of respondents agreed that they have faced challenges related to marketing myths
associated with Sugar products.
45% disagreed.
82
Chemical Catastrophe:
17% of respondents agreed that they consider Sugar products a chemical catastrophe.
40% disagreed.
Unrealistic Beauty Standards:
17% of respondents agreed that they have faced challenges due to unrealistic beauty
standards associated with Sugar products.
40% disagreed.
Availability of Product:
19% of respondents agreed that they have faced challenges related to the availability of Sugar
products.
31% disagreed.
Allergic Reaction:
19% of respondents agreed that they have experienced allergic reactions to Sugar products.
45% disagreed.
Skin Irritation:
18% of respondents agreed that they have experienced skin irritation from using Sugar
products.
38% disagreed.
83
Overall, the top challenges or problems faced by the respondents in using Sugar
products were:
Availability of Product, with 30% strongly agreeing and 19% agreeing.
Redness, with 27% strongly agreeing and 13% agreeing.
Allergic Reaction, with 19% strongly agreeing and 18% agreeing.
Skin Irritation, with 24% strongly agreeing and 18% agreeing.
Marketing Myths, with 22% strongly agreeing and 16% agreeing.
These results indicate that some respondents have experienced challenges related to the
availability of Sugar products, as well as issues such as redness, allergic reactions, and skin
irritation. There are also some concerns related to marketing myths and unrealistic beauty
standards associated with Sugar products.
84
Chapter-9
Limitation
External factors: Skincare product preferences can be influenced by various external factors,
such as marketing campaigns, cultural influences, and personal experiences. It may be
challenging to isolate the influence of these factors on the competitive analysis between
Sugar Cosmetics and Lakme Cosmetics.
Time constraints: Conducting a comprehensive competitive analysis requires sufficient time

and resources. The study may face limitations in terms of time constraints, preventing a
thorough examination of all relevant aspects of the two brands and their products.
Limited geographical scope: The study focuses specifically on the Mumbai area, which may
not represent the preferences and behaviors of millennial females in other regions or cities.
Extrapolating the findings beyond the Mumbai area should be done cautiously.
Potential response bias: Participants who choose to take part in the study may already have
a preference for one brand over the other, potentially introducing a bias in the analysis.
Ensuring a balanced and representative sample can help mitigate this limitation.
85
Chapter-10
Findings
Findings from the study on competitive analysis between Sugar Cosmetics and Lakme
Cosmetics in the Mumbai area reveal several key insights:
Product Offerings:
 Sugar Cosmetics focuses on vibrant and trendy makeup products, catering to younger
consumers who seek bold and innovative options.
 Lakme Cosmetics offers a wide range of products, including makeup, skincare, and
hair care, targeting a broader demographic.
Pricing Strategies:
 Sugar Cosmetics positions itself as an affordable luxury brand, providing high-quality

products at competitive prices.
 Lakme Cosmetics targets a slightly higher price range, emphasizing premium quality
and innovation associated with their offerings.
Distribution Channels:
 Sugar Cosmetics heavily relies on online platforms, utilizing e-commerce and social
media to reach a wider customer base.
 Lakme Cosmetics maintains a strong presence in both online and offline channels,
including dedicated brand stores and partnerships with retail outlets.
Marketing Initiatives:
 Sugar Cosmetics excels in digital marketing, leveraging influencer collaborations,

engaging social media campaigns, and user-generated content to create brand
awareness.
 Lakme Cosmetics employs a mix of traditional and digital marketing, utilizing brand
ambassadors and strategic partnerships to maintain brand loyalty.
Customer Perceptions:
 Sugar Cosmetics is perceived as a youthful and trendy brand, attracting customers

seeking vibrant and experimental makeup options.
 Lakme Cosmetics is perceived as a reliable and trusted brand, appealing to a wider
range of consumers, including those seeking more traditional beauty solutions.
86
Overall, Sugar Cosmetics targets a younger demographic with its trendy and affordable
products, while Lakme Cosmetics caters to a broader consumer base, focusing on a wider
range of products and maintaining a reliable brand image. Both brands have established
strong distribution channels and employ effective marketing strategies, albeit with different
approaches.
Based on these findings, recommendations for both brands include expanding product ranges,
leveraging digital marketing, and investing in research and development to stay ahead of
emerging trends and consumer preferences. These insights provide valuable guidance for
businesses seeking to enhance their competitive position in the Mumbai cosmetics market.
87
Chapter-11
Suggestion
Pricing and value for money: Compare the pricing of similar skincare products from both
brands. Assess whether the pricing reflects the quality, efficacy, and perceived value of the
products. Consider factors like product size, longevity, and any additional benefits or features
that contribute to the overall value for money.
Product efficacy and performance: Gather user reviews, conduct product testing, or
analyze available studies to assess the efficacy and performance of the skincare products
from Sugar Cosmetics and Lakme Cosmetics. Look for feedback on aspects like hydration,
texture, absorption, visible results, and any potential side effects or sensitivities.
Product safety and testing: Investigate the safety measures taken by both brands in ensuring
the quality and safety of their skincare products. Check if the products undergo testing for
potential irritants, allergens, or harmful substances. Look for certifications or adherence to
regulatory standards in the skincare industry.
Consumer satisfaction and loyalty: Analyze consumer reviews, feedback, and ratings for
both brands' skincare products. Look for patterns in customer satisfaction, brand loyalty,
repurchase rates, and overall brand perception. Assess factors such as customer service,
responsiveness, and post-purchase support that contribute to consumer satisfaction.
Accessibility and availability: Evaluate the availability and accessibility of Sugar Cosmetics
and Lakme Cosmetics skincare products in the Mumbai area. Consider factors such as online
availability, retail distribution, availability of testers or samples, and customer convenience in
purchasing the products.
88
Chapter-12
Conclusion
In conclusion, A Study on Competitive Analysis Among Sugar Cosmetics and Lakme

Cosmetic in Mumbai Area reveals that both brands offer a diverse range of products,
visually appealing packaging, and effective branding strategies. The pricing and value for
money may vary, and product efficacy and performance are generally satisfactory according
to user reviews. Consumer satisfaction and loyalty are evident for both brands, with
accessibility and availability being widespread. The study highlights the importance of
marketing strategies and varying levels of commitment to sustainability and ethical practices.
89
Chapter-13
Annexure
1) Name
2) Age
o Below 20
o 20-25
o 25-35
o 35 Above
3) Marital Status
o Married
o Unmarried
o Divorced
o Widowed
4) Education Qualification
o SSC
o HSC
o Graduate
o Post Graduate
o Doctorate
5) Occupation
o Salaried
o Self Employed
o Student
o Home Maker
o Retired
6) How often do you buy Cosmetic Products *

o Always
o Often
o Rarely
o Never
90
7) Which Brand you Prefer the Most
Highly Preferred Somewhat Less Preferred Not at all

Preferred Preferred
Lakme Product
Sugar Product
8) Why do you Prefer Using Lakme Product
Strongly Agree Agree Disagree Strongly Disagree

Cheapest Products
are as good as
expensive
Nutrition for Skin
Provides Skin
Protection
Quality Product
A Longer-Lasting
Product
Skin Friendly
Good packaging
Influenced by
Friends and
Family
9) Why do you Prefer Using Sugar Product
Strongly Agree Agree Disagree Strongly Disagree

Cheapest Products
are as good as
expensive
Nutrition for Skin
Provides Skin
Protection
Quality Product
A Longer-Lasting
Product
Skin Friendly
Good
packaging
Influenced by
Friends and
Family
91
10) According to you list out the Satisfaction factor for Lakme Product
Highly Satisfied Somewhat Satisfied Not at all

Satisfied Satisfied
Quality
Skin Friendly
Product Range
Long-Lasting
Toxic Free
Reliable
Effective
11) According to you list out the Satisfaction factor for Sugar Product
Highly Satisfied Somewhat Satisfied Not at all

Satisfied Satisfied
Quality
Skin Friendly
Product Range
Long-Lasting
Toxic Free
Reliable
Effective
12) Kindly rate overall satisfaction below (5 being the highest and 1 being the lowest)
1 2 3 4 5
Lakme
Cosmetics
Sugar
Cosmetics
92
13) From where you Prefer buying Lakme Product

Shopping Website
Retail Outlet
Various Other
Retail
Official Website
14) From where you prefer buying Sugar Product

Shopping
Website
Retail Outlet
Various Other
Retail
Official Website
15) What are the Various Skincare Products of Lakme you are aware of ?
Unaware Somewhat Aware Fully Aware

Creams and
Moiturizer
Facial Cleansers
Serum
Toner
Mask
Scrub
Lotion
Sunscreen
Makeup
93
16) What are the Skincare Products of Lakme you are Currently Using

Creams and
Moiturizer
Facial
Cleansers
Serum
Toner
Mask
Scrub
Lotion
Sunscreen
Makeup
17) What are the Various Skincare Products of Sugar you are aware of ?
Unaware Somewhat Aware Fully Aware

Creams and
Moiturizer
Facial Cleansers
Serum
Toner
Mask
Scrub
Lotion
Sunscreen
Makeup
94
18) What are the Skincare Products of Sugar you are Currently Using

Creams and
Moiturizer
Facial Cleansers
Serum
Toner
Mask
Scrub
Lotion
Sunscreen
Makeup
19) What is the Reason Behind Using Lakme Product

Petroleum free
Ingredients
Natural Ingredients
Non Comedogenic
(Ingredients that do not
block Pores)
Oil-Free Ingredients
Alcoholic-Free
Ingredients
BrandReputation
Range of Products
Celebrity Endorsement
95
20) What is the Reason Behind Using Sugar Products

Petroleum free
Ingredients
Natural Ingredients
Non Comedogenic
(Ingredients that do not
block Pores)
Oil-Free Ingredients
Alcoholic-Free
Ingredients
BrandReputation
Range of Products
Celebrity Endorsement
21) What are the Problem /Challenges you have faced in Usage of Lakme Product

Acne
Redness
Marketing Myths
Chemical
Catastrophe
Unrealistic Beauty
Standard
Availability of
Products
Allergic Reaction
Skin Irritation
96
22) What are the Problem /Challenges you have faced in Usage of Sugar Product

Acne
Redness
Marketing
Myths
Chemical
Catastrophe
Unrealistic
Beauty Standard
Availability of
Products
Allergic Reaction
Slin Irritation
97
Chapter-14
Bibliography
https://en.wikipedia.org/wiki/Lakmé
https://lakmeindia.com/blogs/trends/the-lake-products-you-need-to-get-your-
https://lakmeindia.com/pages/about-us
https://www.cosmeticsbusiness.com/advertise
https://in.sugarcosmetics.com/pages/about-us
https://theinternetstud.com/sugar-cosmetics-vs-lakme/
98

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A Study on Competitive Analysis Among Sugar

Cosmetics and Lakme Cosmetic in Mumbai Area

Dissertation Submitted to the

Bunts Sangha’s UKS Institute of Management Studies & Research

in partial fulfilment of the requirements for the award of the Degree

I hereby declare that the dissertation “Competitive Analysis Among Sugar

Name of the Student

Dr. Krishna Shetty

UKS Institute of Management Studies & Research

It is gratifying to express my indebtedness to some individuals who

First of all, I would like to thank Director of UKS, Dr. Krishna

A special thanks to my parents their invaluable and continuous support

Shaikh Shaista Bano Mohd Salim

Shaikh Shaista Bano Mohd Salim

Chapter No. Title Page No.

Sr. No. Content Page No.

Sr. No. Content Page No.

OBJECTIVES OF THE STUDY

The Objectives of the study are:

In conclusion, a competitive analysis of Sugar Cosmetics and Lakme Cosmetics in the

About Lakme Cosmetics

Lakme creams and Moisturizer

Lakme Peach Milk Moisturizer:

Lakme Absolute Argan Oil Radiance Oil-in-Crème:

Lakme Youth Infinity Skin Firming Day Crème:

Lakme Absolute Perfect Radiance Skin Lightening Serum:

Lakme Absolute Hydra Pro Overnight Gel:

Lakme Sun Expert Ultra Matte SPF 40 PA+++:

Lakme Sun Expert SPF 50 PA+++ Sunscreen Lotion:

Lakme 9 to 5 Naturale SPF 50 PA+++ Matte Powder Foundation: This is a unique

Lakme Sun Expert SPF 24 PA++ UV Lotion:

Lakme Absolute Sun-Kissed Bronzer:

Lakme Absolute Mattreal Skin Natural Mousse:

Lakme 9 to 5 Flawless Matte Complexion Compact:

Lakme Absolute Argan Oil Radiance Foundation:

Lakme Absolute Precision Liquid Liner:

Lakme Absolute Shine Liquid Eye Liner:

 Strong brand recognition:

 Wide range of products:

 Established distribution network:

 Partnership with fashion industry:

 Limited global presence:

 High price points:

 Expansion into new markets:

 Diversification of product range:

 Rapidly changing consumer preferences:

About Sugar Cosmetics

 Eyeshadow Palettes: Sugar Cosmetics offers a range of eyeshadow palettes with

Foundation Concealer Highlighter

Eyeshadow Palette Mascara Eyeliner

SUGAR Aquaholic Priming Moisturizer:

Aquaholic Pore Exfoliating Scrub:

Aquaholic Hyaluronic Serum:

Citrus Got Real SPF30 Sunscreen:

Coffee Culture Hydrating Mist:

Aquaholic Hyaluronic Serum Citrus Got Real SPF30 Sunscreen

Coffee Culture Hydrating Mist

 International Expansion: Sugar Cosmetics can explore opportunities to expand its

 Intense Competition: The cosmetics industry is highly competitive, with both

Dr.Vidhyadhar Reddy Aileni (2002) Conducted a study on Advertising effectiveness of

Ms.Kalaiselvi (2002-2003) “Consumer product awareness and consciousness for Lakme

Ruchi Sharma (2009) revealed that TV advertising impact on buying behaviour of

James M. Carman has suggested a relationship between personal characteristics, the