MARKETING:

Marketing is the study and management of exchange relationship. “Marketing is used to

create the customer, to keep the customer and to satisfy the customer. With the customer as
the focus of its activities, it can be concluded that Marketing is one of the premier
components of Business Management- the other being Innovation. Other services and
management activities such as Operation (or production), Human Resources, Accounting,
Law and Legal aspects can be “bought in” or “contracted out”.

Some definitions:-

Product –oriented definition: The American Marketing Association has defined marketing as
“the performance of business activities that direct the flow of goods and services through
producers to consumers or users.”

Customer –oriented definition: According to Cundiff and Still, “Marketing is the business
process by which products are matched with the markets and through which transfer of
ownership are effected.”

IMPORTANCE OF MARKETING

1. Marketing helps in Transfer, Exchange and Movement of goods:

Marketing is very helpful in transfer, exchange and movement of goods. Goods and services
are made available to customers through various intermediaries i.e., wholesalers and retailers
etc.

2. Marketing creates Employment:

Marketing is complex mechanism involving many people in one form or the other. The major
marketing functions are buying, selling, financing, transport, warehousing, risk bearing and
standardization, etc. In each such function different activities are performed by a large
number of individuals and bodies.

3. Marketing as a Source of Income and Revenue:

The performance of marketing function is all important, because it is the only way through
which the concern could generate revenue or income and bring in profits. Buskirk has pointed

1
out that, "Any activity connected with obtaining income is a marketing action. it is all too
easy for the accountant, engineer, etc, to operate under the assumption that the company will
realize many dollars in total sales volume.

4. Marketing acts as a Basis for Making Decisions:

A businessman is confronted with many problems in the form of what, how, when, how much
and for when to produce? In the past of problems was less on account of local markets. There
are a direct link between producer and consumer.

5. Marketing acts as a Source of New Ideas:

The concept of marketing is a dynamic concept. It has changed altogether with the passage of
time. Such changes have far reaching effects on production and distribution. With the rapid
changes in tastes and preference of people, marketing has to come up with the same.
Marketing as an instrument of measurement, gives scope for understanding this new demand
pattern and thereby produce and make available the goods accordingly.

STRATEGY

Strategy is the firm’s working plan for achieving its vision, prioritizing objectives, competing
successfully and optimizing financial performance with its business model.

Strategy comes from a Greek word “strategos” which means generalship i.e. art of the
general.

A strategy could be-

 A plan or course of action or a set of decisions making a pattern or creating a common

thread.
 A pattern or a common thread derived from the policies goals and objectives of an
organization.
 The activities that moves an organization from its current state to desired future state.
 The resources necessary for implementing a plan or following a course of action.

“Strategies are the gameplans made to accomplish organisational goals. It describes the
actual framework through which organizations analyse their actual stress and become a
market leader by certain plans.

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Characteristics of Strategy:

1. Strategy is a systematic phenomenon:

Strategy involves a series of action plans, no way contradictory to each other because a
common theme runs across them. It is not merely a good ideas; it is making that idea
happen too. Strategy is a unified , comprehensive and integrated plan of action.

2. By its nature, it is multidisciplinary:

Strategy involves marketing, finance, human resource and operations to formulate and
implement strategy. Strategy takes a holistic view. It is multidisciplinary as a new
strategy influences all the functional areas, i.e., marketing, financial, human resources,
and operations.

3. By its influence, it is multidimensional:

Strategy not only tells about vision and objectives, but also the way to achieve them. So,
it implies that the organisation should possess the resources and competencies appropriate
for implementation of strategy as well as strong performance culture, with clear
accountability and incentives linked to performance.

4. By its structure, it is hierarchical:

On the top come corporate strategies, then come business unit strategies, and finally
functional strategy. Corporate strategies are decided by top management, Business Unit
level strategies by the top people of individual strategies business units, and the functional
strategies are decided by the functional heads.

5. By relationship, it is dynamic:
Strategy is to create a fit between the environment and the organisation’s actions. As
environment itself is subject to fast change, the strategy too has to be dynamic to move in
accordance to the environment.

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Importance of Strategy:

1. Provides Direction and Action Plans:

It establishes in a clear, concise and strategically sound way

• The direction for the organization

• How this will be achieved, including detailed action plans.

2. Prioritizes and Aligns Activities:

Strategic planning is about making choices, establishing priorities, allocating resources to

strategic initiatives and coordinating to achieve desired result.

3. Define Accountabilities:

It defines clear lines of accountability and timelines for achieving expected results on the
agreed strategic initiatives.

4. Enhance Communication and Commitment:

In clarifying the vision and accountabilities, the strategic plan increases the alignment of
all organizational activities and fosters commitment at all levels.

5. Provides a Framework for Ongoing Decision Making:

Since all decision should support the strategy, the strategy and the strategic initiatives are
the references point for decision-making.

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Level of Strategy:

 Corporate Strategy:

Corporate strategy defines what business or business firm is in or should be in, how
each business should be conducted, and how it relates to society. This strategy is for
the company and all of its business as a whole. Corporate strategies are established at
the highest levels in the organization; they generally involve a long-rang time horizon
and focus on the entire organization. At the corporate level the concern revolves
around the definition of business in which the corporation wishes to participate and
the acquisition and allocation of resources to these business unit.

 Business Strategy:

Business strategy defines how each individual business will attempt to achieve its
mission within its chosen field of endeavour. This strategy referred to each separate
business unit (SBU). At this level strategy two critical issues are specified: (1) the
scope or boundaries of each business and the operational links with corporate
strategy, and (2) the basis on which the business unit will achieve and maintain a
competitive advantage within its industry.

 Functional Strategy:
Functional strategy focuses on supporting the corporate and business strategies. This
strategy is the strategy for each specific functional unit within a business. Functional
strategy primarily is concerned with activities of the functional areas of business (i.e.,
operations, finance, marketing, personnel, etc.) will seaport the desired competitive
business level strategy and complements each other.

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Marketing Strategy:

Marketing strategy is a long-term, forward-looking approach to planning with the

fundamental goal achieving a sustainable competitive advantages.

Marketing Strategy is:

“A plan of action designed to promote and sell a product or services.”

“Process that can allow an organization to concentrate its resources on the optimal
opportunities with the goals of increasing sales and achieving a sustainable competitive
advantages.”

Importance of Marketing Strategy:

• Marketing strategy provides an organisation an edge over its competitors.

• Strategy helps in developing goods and services with best profit making potential.

• Marketing strategy helps in discovering the areas affected by organizational growth

and thereby helps in creating an organizational plan to cater to the customer needs.

• It helps in fixing the right price for organization’s goods and services based on
information collected by market research.

• Strategy ensures effective departmental co-ordination.

• It helps an organization to make optimum utilization of its resources so as to provide

a sales message to its target market.

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OBJECTIVE of the study:
 To analyse marketing strategy used by Lakme Lever Private Limited.
 To analyse the brand awareness of customer towards the product.
 To study the promotional aspect adopted by the company with reference to Central
Brand.New Pandari, Raipur.

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Lakme Lever Pvt. Ltd.
The Lakme group is the world’s largest cosmetics and Beauty Company, owned by
Hindustan Unilever and run by CEO Pushkaraj Shenai. India cosmetic Lakme was started in
1952, famously because the Prime Minister, Jawaharlal Nehru, was concerned that Indian
women were spending precious foreign exchange on beauty products, and personally
requested JRD Tata to manufacture them in India. Simone Tata joined the company as
director, and went on to become its chairman. In 1996 Tata sold off their stakes in Lakme
Lever to HUL, for Rs. 200 Crore (45 million USS), and went on to create Trent and
Westside. Even today, when most multinational beauty products are available in India,
Lakme still occupies a special place in the hearts of Indian women.

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

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Lakme products
Colours:

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

Face:

Lakme Daily Wear Souffle, Lakme Perfecting liquid Foundation- Lakme Radiance Compact,
Lakme Flawless Matte Complexion Compact.

Lips:

Lakme Enrich Lipcolor- Perfecting Definition Lip Pencil- Starshine Lipgloss- Glosses in
lustrous shades available in 14 shades.

Eyes:

From dramatic to natural look- a wide range of products are on offer to create the perfect
eyes.
• Lakme Kajal
• Lakme Insta Eyeliner eyelids
• Lakme Shimmer Eyes Cube

Nails:

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

Skin:

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

Cleansing:

Strawberry Silk Splash Face Wash, Lakme Fundamental Deep Pore Cleansing Milk.

Moisturizing:

• Lakme Fundamental Peach Milk Moisturiser skin.

• Lakme Fundamental Winter Care Lotion.

Sun Protection:

The range comprises of lotions to keep your skin healthy and younger looking.

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MISSION:
BEAUTY FOR ALL

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

Beauty is a language.

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

Beauty is universal.

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

Beauty is science.

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

VISION:

Hair is a fundamental element of our personality. Health, wellbeing and the search for our
own personal look are the essential values that guide us towards the hair’s natural beauty.

Marketing Strategy for Customer Satisfaction:

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

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

Distribution strategies:
• Widen distribution network by giving various incentives to distributiors, retailers,
stockiest etc. in order, not to lose self space Product Modification.
• By modifying the product by adding SPF, so that lips can be protected from harmful.

SWOT Analysis of Lakme:

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

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

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

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

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FUTURE PLANS:

• The company plans to open cosmetics shops outlets across the globe.With other
emerging economics India's contribution to global cosmetics amounts to 60%.
• Lakme turns to cheap products to spur future growth.
• The company has drawn up a fresh strategy, including aggressive discounts &
opening up of new stores.
• Lakme Ltd. entered into a joint venture with Hindustan Unilever to form a 50-50
marketing joint venture.
• Lakme will produce 50% of production & sell it to the joint venture at manufacturing
cost.

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INTRODUCTION:

Research Methodology is considered as the nerve of the project. Without a proper well
organised research plan, it is impossible to complete the project and reach to any conclusion.
The project was based on the survey plan. The main objective of survey was to collect
appropriate data, which work as a base for drawing conclusion and getting result.

Therefore, research methodology is the way to systematically solve the research problem.
Research methodology not only talks of the methods but also logic behind the methods used
in the context of a research study and it explains why a particular method has been used in the
preference of other methods

Definition of Research Methodology:

Research Methodology is the systematic; theoretical analysis of the methods applied to a field
of study. It comprises the theoretical analysis of the body of methods and principles
associated with a branch of knowledge.

Research:
Research is one someone tries to find out in information in a systematic and orderly manner.
Research is a detailed study of subject, especially in order to increase the stock of knowledge,
including knowledge of man, culture and society, and the use of this stock of knowledge to
devise new application. It is used to establish or confirm facts, solve new or existing
problems, support theorems or develop new thories.

Definition of Research:
According to Martyr Shuttleworth – “In the broadest sense of the definition of research
includes any gathering of data, information and facts for the advertisement of knowledge.

Research Design:
A research design is a master plan or model for the conduct of formal investigation. Once the
investigation is decided, the researcher must formulate the plan of investigation. A research
design is the specification of method and procedures for acquiring the information need for
solving the problem. The formal investigation plan will concentrate on the selection of source
of information and the selection of method and the procedures of gathering the data. Data
gathering forms are prepared, questionnaire is tested, sample for investigation are planned.

13
Definition of Research Design:
According to Kerlinger, “ A Research design is a plan, structure and strategy of investigation
conceived so as to obtain answers to research questions and to control variance.”

DATA COLLECTION:

Sources of data:-
There are basically two types of data collection:-

1. Primary Data
2. Secondary Data

Primary Data:

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

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

Secondary Data:

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

The secondary data collected from records of the company, retailers and dealers. The data of
past have been collected. Also Personal Interview and Observation methods are used for
collection of secondary data.

Methods of Primary Data Collection:-

 Questionnaires:
Questionnaire is very important method. It consists of member of questions printed or
typed in a definite order on a form or set of form. According to this method a standard list

14
 of questions relating to the particular investigation is prepared. This list of questions is
workers, non-official bodies and private individuals.

 Interview:
In this method, the interview personally meets the respondent and asks necessary
questions to them regarding the subject of enquiry. Usually a set of questions or a
questionnaire is carried by him and questions are also asked according to that. The
interviewer efficiently collects the data from the informants by cross- examination them.
The interviewer must be very efficient and tactful to get the accurate and relevant data
from the informants. Interviews like personal interview/ depth interview or telephone
interview can be conducted as per the need of the study.

Methods of Secondary Data Collection:-

 Books:
The important source of secondary data is the books of the organisation. Through the
books I got to know the various methods used in manufacturing process and the ways
how the machines are managed and maintain.

 Interview:
Internet serves as the most important and useful tool while collecting the information.
Through various sites and blogs I have collected much relevant information regarding the
topic and it served as an important tool making the questionnaire.

 Sample Size:
Sample size is the count of individual samples or observations in any statistical setting,
such as a scientific experiment or a public opinion survey.

The sample size taken in this study is 50.

 Sample Method:
The sampling method which is used here is convenience random sampling method.

 Definition of Convenience Random Sampling Method:

Convenience sampling is types of non-probability sampling method where the sample is
taken from a group of people easy to contact or reach. For example, standing at a mall or
a grocery store and asking people to answer questions would be an example of a
conversation sample.

15
1. Do you think Lakme is more popular as a brand than any other competitor?

Particulars Frequency Percentage

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

Popular brand

2%

28%

Yes
No
Sometime
Never
0%

70%

INTERPRETATION

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

16
2. Which type of customer you target?

Particulars Frequency Percentage

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

Targeted customer

14%
22%

15-25yrs
25-35yrs
35-above
All of the above
32%

32%

INTERPRETATION

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

17
 3. Does the economy affect your business?

Particulars Frequency Percentage

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

Economy affects

4%

18%

Agree
Disagree
Strongly agree
Strongly disagree
18% 60%

INTERPRETATION
Out of 50 respondents; 60%people are agree that economy affects the business, 18% people
are disagree, 18%people are strongly agree and 4% people are strongly disagree with the
statement.

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 4. Is your business or market affected by business cycle or season?

Particulars Frequency Percentage

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

Bussiness cycle or season affects

0%

26%

Yes
No
According to condition
54%
Never

20%

INTERPRETATION
Out of 50 respondents; 26% people feel business cycle or season affects the business, 20%
people feel that it does not affects, 54% people feel that it affect according to condition.

19
 5. How much percentage do external environment affect your business?

Particulars Frequency Percentage

10-25% 15 30%
25-50% 24 48%
50-75% 10 20%
75-100% 1 2%
Total 50 100%

External environment affects

2%

20%
30%

10-25%
25-50%
50-75%
75-100%

48%

INTERPRETATION
Out of 50 respondents; 30%people feel that external environment affects by 10-25%, 48%
people feel that it affects by 25-50%, 20% people feel that it affects by 50-75% and 2% feels
that it affects by 75-100%.

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 6. Does heavy investment on packaging affect the sales of the product?

Particulars Frequency Percentage

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

Packaging affects sales

0%

34%

Yes
48% No
Sometime
Always

18%

INTERPRETATION
Out of 50 respondents; 34% people feel that highly packaging affects sales, 18% people feel
that it does not affects and 48% people feel that sometime it affects.

21
 7. Which promotional strategy is more effective for your organization?

Particulars Frequency Percentage

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

More effective promotional strategy

4%
10%

22%

Personal selling
Advertising
Mass media
Other

64%

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

22
8. Do you advertise online?

Particulars Frequency Percentage

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

Advertise online

38%
42% Yes
No
Always
Sometime

8%
12%

INTERPRETATION
Out of 50 respondents; 42% people feel that online advertising is done, 12% people
feel that it is not, 8% people feel that it is done always and 38% people feel sometime.

23
 9. Do you need a sales force to represent and sell your product or services directly to your
customers?

Particulars Frequency Percentage

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

Need sales force

2%

22%

Yes
42%
No
Sometime
Always

34%

INTERPRETATION
Out of 50 respondents; 22% people feel that sales force is needed, 34%people feel that it is
not, 42%people feel sometime and 2% of them feels that it is always needed.

24
 10. What do you think is your product’s biggest selling point?

Particulars Frequency Percentage

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

Biggest selling point

24% 24%

Price
Unique nature
Colour
Durability

22%
30%

INTERPRETATION
Out of 50 respondents; 24% people feel price is biggest selling point of the product, 30%
people feel its unique nature, 22% people feel its colour and 24% people feel its durability.

25
 11. Sales promotion activities in rural areas are totally different than urban areas.

Particulars Frequency Percentage

Agree 26 52%
Disagree 6 12%
Strongly agree 18 36%
Strongly disagree 0 0%
Total 50 100%

Difference in sales promotion

0%

36%
Agree
Disagree

52% Strongly agree

Strongly disagree

12%

INTERPRETATION
Out of 50 respondents; 52% people are agree with difference in sale promotion activity, 12%
people are disagree and 36% people are strongly agree.

26
12. Which method of sales promotion is more effective to motivate customers to buy?

Particulars Frequency Percentage

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

Sales promotion motivate customer to buy

6%

10%

Price off/ discount

48% Extra quantity
Contest
Premium

36%

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

27
13. Are you planning to increase your product line and width?

Particulars Frequency Percentage

Yes 24 48%
No 2 4%
Can’t say 22 44%
Never 2 4%
Total 50 100%

Increase product line and width

4%

Yes
48% No
44% Can’t say
Never

4%

INTERPRETATION
Out of 50 respondents; 48% people feel that planning of increase in product line and
width should be there, 4%people does not feel, 44% people feel that they can’t say
anything and 4% people feel that it should be never planned.

28
 14. What percentage do you think you can increase your market share by?

Particulars Frequency Percentage

10-25% 9 18%
25-50% 25 50%
50-100% 7 14%
Can’t say 9 18%
Total 50 100%

Future market share

18% 18%

10-25%
25-50%
14%
50-100%
Can’t say

50%

INTERPRETATION
Out of 50 respondents; 18%people feel that future market share increase by 10-25%, 50%
people feel that it will increase by 25-50%, 14% people feel that it will increase by 50-100%
and 18% people feel that they can’t say anything.

29
 15. Have you been satisfied with Lakme as a whole, during your experience selling Lakme
product?

Particulars Frequency Percentage

Yes 28 56%
No 1 2%
Sometime 17 34%
Can’t say 4 8%
Total 50 100%

Satisfaction level as awhole

8%

Yes
No
34%
Sometime
56% Can’t say

2%

INTERPRETATION
Out of 50 respondents; 56% people feel that Lakme give satisfaction as a whole during
selling, 2% does not feel that, 34% people feel that sometime and 8%people feel that they
can’t say anything.

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FINDINGS:-

 The marketing strategy of Lakme is good.

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

31
LIMITATIONS:-

 Geographical scope of the study was limited to a small area, which may not represent
the whole sector of India. Size of the sample is 50, which is, of course small in
comparison to entire population.
 Due to limitation of time only few people were selected for the study. So the sample
of consumer was not enough to generalize the finding of the study.
 The source of data for the study was primary and secondary data with the help of self-
administered questionnaire and research on internet. Hence, the chances of unbiased
information are less.
 The information was not collected from particular age group.

32
SUGGESTION:-

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

33
CONCLUSION:

Purpose of any survey or research is to fulfill its objectives. In this study “ Marketing
Strategy of Lakme Lever Pvt. Ltd. with reference to Central Brand.New Pandari, Raipur” the
various objectives has been fulfilled by using the method of questionnaire, getting it filled
from 50 respondent and finally analyzing the result.

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

Summering all point it is concluded that the cosmetic industry is a profitable business for
most of the manufacturers of cosmetic products and Lakme has successfully manage to
fullfill the demands of all its customers.

34
BIBLIOGRAPHY:

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

WEBLIOGRAPHY:

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

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