Lakme beauty

RESEARCH PROJECT SUBMITTED TO

DEPARTMENT OF COMMERCE

V.S.S.D COLLEGE, C.S.J.M UNIVERSITY, KANPUR

For the partial fulfilment for the award of the degree of

BACHELORS OF COMMERCE
BY
ANSHIKA GAUTAM
(University Roll no._22016002859)

UNDER THE SUPERVISION OF

DR. BHARAT SIDDARTHA

DEPARTMENT OF COMMERCE
V.S.S.D. COLLEGE, NAWABGANJ,
KANPUR
AFFILIATED IN C.S.J.M. UNIVERSITY, KANPUR
FOR THE YEAR 2024-2025
 PROJeCt RePORt

“ANALYSIS OF MARKETING STRATEGIES OF LAKME

BEAUTY BRAND”

In the partial fulfilment of Bachelors of Commerce

(2024-2025)

SUBMITTED TO: SUBMITTED BY:

ANSHIKA GAUTAM

ROLL NO. :- 22016002859

BCOM- 6TH SEMESTER

V.S.S.D.

VikRamaJit singh sanatan dhaRma COLLege,

Nawabganj, Kanpur, Uttar Pradesh, 208002
 deCLaRatiOn

I, Anshika Gautam, certify that this project titled Analysis of marketeting

strategies of Lakme beauty brand is my own work, based on my personal study
and/or research and that I have acknowledged all material and sources used in
its preparation with the guidance of PROF. MANOJ AWASTHI, whether they be
books, articles, reports, lecture notes, and any other kind of document,
electronic or personal communication.
I also certify that this project has not previously been submitted for assessment
in any academic capacity, and that I have not copied in part or whole or
otherwise plagiarised the work of other persons.
I confirm that I have identified and declared all possible conflicts that I may
have.
BY ANSHIKA GAUTAM
(B.COM 3rd YEAR)
 aCknOwLedgement
I want to thank everyone who has helped and supported me throughout my
college project, [Lakme beauty Brand].
First and foremost, a big thank you to my professor, [HOD] Prof Manoj Awasthi
and Dr. Bharat Siddartha, for giving me valuable guidance and pointing me in
the right direction.
I am also grateful to our wonderful principal, who has created a nurturing and
creative environment in our college.
I owe a special debt of gratitude to my parents, whose constant
encouragement, patience, and understanding have been the foundation of my
success.
I would also like to acknowledge my friends who contributed their ideas and
perspectives, which greatly enriched the project.
I appreciate each and every one of you for shaping this project and enhancing
my learning experience. Thank you all!

ANSHIKA GAUTAM
3rd YEAR

6th SEMESTER
 CeRtiFiCate
This is to certify that Ms. ANSHIKA GAUTAM (ROLL NO.
22016002859) Bachelor of Commerce VI semester student of
VIKRAMAJIT SINGH SANATAN DHARMA COLLEGE, C.S.J.M. University,
Kanpur, has done project work entitled “Lakme beauty brand” under
the guidance of our senior faculties towards the fulfillment of the
award of “Bachelor of Commerce”. She successfully completed the
project and during the period she was methodical and hardworking.

DATE: SIGNATURE OF
SUPERVISOR
DR. BHARAT SIDDARTHA
Department of Commerce
V.S.S.D. College, Nawabganj
indeX

SR. NO TITLES PG NO.

Introduction 1
1

2 2
About Lakme

3 Products 3

4 5
Significance Of Study

5 Review Of Literature 6

6 Objective Of Study 7
7 8
Hypothesis &
Formulation Of
Hypothesis

8 9
Sample & Data
Collection

9 Questionaire 12

10 Data Analysis 15

11 Conclusions 20
 intROduCtiOn
Lakmé is India's first homegrown cosmetics brand, launched in 1952, and is known for its extensive
range of color cosmetics and skincare products. The brand also operates a network of Lakmé Salons
and is a major sponsor of the Lakmé Fashion Week, making it synonymous with Indian beauty and
fashion. Lakmé was founded by J.R.D. Tata, who believed in promoting Indian industries and
understood the unique beauty needs of the Indian market.

Key aspects of Lakmé's introduction and history:

• Vision:

The brand was envisioned by J.R.D. Tata and launched in 1952, aiming to cater to the Indian market's
beauty needs.

• First in India:

Lakmé was the first cosmetic brand in India to introduce makeup and skincare products.

• Expansion:

Lakmé expanded into skincare in the mid-1960s and also launched its salon business as a learning
center and to understand consumer preferences, according to the Lakmé Salon website.

• Fashion and Beauty:

Lakmé is strongly associated with Indian fashion and glamour, particularly through its sponsorship of
the Lakmé Fashion Week.

• Digital Growth:

Lakmé is actively expanding its presence in the digital world, with its website attracting millions of
visitors and a significant portion of its business coming from e-commerce.

• Ownership:

Lakmé was initially owned by the Tata group and later acquired by Hindustan Unilever.
abOut Lakme bRand
Lakmé is India's first homegrown cosmetics brand, owned by Hindustan Unilever, known for its
makeup and skincare products, and beauty services through Lakmé Salons, with a history rooted in a
vision to cater to Indian beauty needs.

Here's a more detailed look at the Lakmé brand:

Key Facts:

• Indian Origin:

Lakmé was established in 1952 as a 100% subsidiary of Tata Oil Mills, later acquired by Hindustan
Unilever in 1998.

• Name Origin:

The name "Lakmé" is derived from the French opera "Lakmé," which itself is the French word for the
goddess Lakshmi, known for her beauty.

• Focus on Indian Beauty:

Lakmé was founded with the goal of catering to the unique beauty needs of Indian women,
understanding their skin tones and climate.

• Product Range:

Lakmé offers a wide range of products, including makeup (lipsticks, eyeliners, foundations, etc.) and
skincare products.

• Beauty Services:

Lakmé extends its reach through its network of Lakmé Salons, providing beauty services.

• Fashion Connection:

Lakmé is deeply involved in the Indian fashion industry, sponsoring the Lakmé Fashion Week, one of
the largest fashion events in the country.

• Digital Presence:

Lakmé has embraced digital marketing, launching an e-commerce platform and virtual makeup apps.

• Sustainability:

Lakme is committed to sustainability, with offices designed for energy efficiency and initiatives to
reduce paper consumption and plastic use.

HYPOTHESIS AND FORMULATION OF HYPOTHESIS

HYPOTHESIS AND FORMULATION OF HYPOTHESIS
PROduCts

FACE LIPS

NAILS EYES

PURE DEFENSE CLEANSER

SUN CARE BODY CARE

MATTE EFFECT HAIRCARE

GLOW CREAM FACE CA RE

 signiFiCanCe OF study
Studying the Lakme brand is significant because it allows for a deeper understanding of the Indian
cosmetics market, particularly its evolution and the impact of a pioneering brand like Lakme.
Analyzing Lakme's success helps reveal the strategies that contribute to brand loyalty, customer
satisfaction, and market leadership. Furthermore, examining Lakme's brand image, marketing
strategies, and product offerings can provide valuable insights for other businesses in the beauty
industry, particularly those targeting the Indian market.

Here's a more detailed look at the significance:

1. Understanding the Indian Cosmetics Market:

• Lakme was the first major cosmetics brand in India, making it a valuable case study for
understanding the development of the Indian beauty industry.

• Studying Lakme helps understand the factors that contribute to a brand's success in a rapidly
growing and competitive market.

• It sheds light on how brands can effectively navigate the challenges and opportunities of the
Indian consumer landscape, including cultural nuances and evolving preferences.

2. Insights into Brand Building and Marketing:

• Lakme's success demonstrates the power of effective brand building and marketing
strategies.

• Analyzing its marketing campaigns, celebrity endorsements, and brand association with
events like Lakme Fashion Week can provide valuable lessons for other brands.

• Studying Lakme's approach to product development, segmentation, and pricing can offer
insights into how to cater to diverse consumer needs in the Indian market.

3. Learning from a Leading Brand:

• Lakme's position as a market leader allows for the study of successful brand management
practices.

• Understanding its strengths and weaknesses can help other brands avoid potential pitfalls
and identify areas for improvement.

• Examining Lakme's strategies for maintaining customer loyalty and adapting to changing
trends is crucial for long-term success in the competitive beauty industry.

4. Understanding Consumer Behavior:

• Studying Lakme's target audience and their preferences helps understand the evolving
beauty and skincare trends in India.

• Research on customer satisfaction and brand loyalty can inform strategies for enhancing
customer experience and building brand advocacy.

• Analyzing consumer perceptions of Lakme's products and brand image provides valuable
data for optimizing marketing and product development efforts.
• ReView OF LiteRatuRe
• Baby Maheswari , Mr. P. Vimal Kumar (May 2021) - In this study, I discovered the
impact of advertising on the brand image and brand identity of cosmetics. A study
shows the use of Lakme products by most people who use it in India. The product
fulfils the wishes of the company in addition to the wishes of the consumers.
Advertising and promotion are essential for cosmetics and personal care products to
educate consumers about new products and strengthen brand loyalty. Dr. Pushpraj
Wagh-March(2021) - TV Advertisement & social media were the major source of
information to the consumers about the cosmetic brands. Most of the respondents
are using Lakme products frequently and for the majority of the respondents, the
monthly expenditure on Lakme products is more than Rs. 1000. The factors affecting
consumer behavior towards cosmetic products that are identified through the
present research are useful guide for start-ups in manufacturing and marketing of
cosmetics for developing strategies for marketing the products. Mrs. Madhu
Dhansingh Edwin , Dr. Sabura Mohamed, Mrs. Juvy Vergara(July, 2020) - Cosmetics
and Beauty Products demand is one of the growing market sections in any
department stores which have been competitive both in local and international
brands. The purpose of this research paper is to determine the factors that affect the
consumer‟s buying decisions for brand preferences and if the brand preferences will
vary due to demographic profile of the respondents. Based on the data analysis and
findings, the factors are identified: price, brand names, promotion and
advertisement, product design, quality of the service and store location have greater
impact or influence on consumer brand preferences.
ObJeCtiVes OF the study
 To study the reason for choosing Lakme product brand.
 To find out benefits of customers using Lakme product brand.
 To analyze challenges faced with Lakme product.
 To study satisfactory levels of Lakme product.
 To know various cosmetics product range in the market level for Cosmetic
Products (Nails Enamels, Lotions, Shampoo.
 To know the media access by consumers to know about Coametics
Products.
 To know the impact of various striking features on buyers behaviour.
hyPOthesis and FORmuLatiOn OF hyPOthesis
A common approach to formulating a hypothesis about Lakme involves exploring relationships
between brand perception, customer behavior, and satisfaction. For example, one could hypothesize
that there's a strong positive correlation between perceived product quality and customer
satisfaction with Lakme products. This hypothesis can then be tested statistically by collecting data
on both perceived quality and satisfaction levels and analyzing the relationship.
Hypothesis Examples:

• H0 (Null Hypothesis):
There is no significant relationship between the perceived quality of Lakme products and customer
satisfaction.

• H1 (Alternative Hypothesis):

There is a significant positive correlation between the perceived quality of Lakme products and
customer satisfaction.

Formulating a Hypothesis:

1. 1. Identify the Research Question:

What specific aspect of Lakme are you interested in? For example, is it customer loyalty, brand
awareness, or the relationship between price and perceived quality?

2. 2. Define Variables:

Clearly identify the independent and dependent variables. For example, in a study on brand loyalty,
the independent variable might be brand awareness, and the dependent variable would be customer
loyalty.

3. 3. Develop the Hypothesis:

Based on your research question and variables, formulate a statement about the relationship
between them. This statement should be testable through data analysis.

4. 4. Consider the Direction:

Will the relationship be positive, negative, or non-directional? For example, a positive relationship
might suggest that as brand awareness increases, customer loyalty also increases.

5. 5. State the Null and Alternative Hypotheses:

The null hypothesis states that there is no relationship between the variables, while the alternative
hypothesis proposes that there is a relationship.

Example: Hypothesis about Customer Satisfaction

Research Question: What factors influence customer satisfaction with Lakme products?

Variables:

• Independent Variables: Price, perceived quality, marketing communication, product features,

etc.

• Dependent Variable: Customer satisfaction levels

 samPLe &data COLLeCtiOn methOds
Lakme uses a combination of sampling methods for data collection, including targeted focus groups,
online surveys, and possibly in-store intercepts to gather information about product preferences,
customer behavior, and brand perception. This allows them to understand consumer needs and tailor
their product offerings accordingly.

Data Collection Methods:

• Targeted Focus Groups:

Lakme likely conducts focus groups with specific demographics or user segments to gather in-depth
qualitative data about product preferences and brand perception, according to a study on customer
loyalty and satisfaction. • Online Surveys:
Lakme may use online surveys to gather quantitative data from a wider sample of customers about
their purchasing habits, brand loyalty, and overall satisfaction.

• In-Store Intercepts:

They might also conduct in-store intercepts to gather real-time feedback from shoppers on their
purchasing behavior and brand perception.

• Social Media Monitoring:

Lakme likely monitors social media for mentions of their brand and products to gauge customer
sentiment and identify trends.

• Data Analytics:

Lakme uses data analytics to understand customer behavior, such as purchasing patterns, product
preferences, and website usage, to improve its marketing strategies and product development.

Sampling Methods:

• Stratified Sampling:

Lakme might use stratified sampling to ensure representation from different demographic groups
(e.g., age, income, location) in their research, as discussed in a study on brand awareness and
preference.

• Convenience Sampling:

They might also use convenience sampling to gather quick insights from readily available participants.

• Cluster Sampling:

Lakme could use cluster sampling to study specific geographic areas or consumer groups.

Data Analysis:

• Qualitative Data Analysis

•

ReseaRCh methOdOLOgy
RESEARCH DESIGN:

Research methodology is the specific procedures or techniques used to identify,

select, process, and analyze information about a topic. In a research paper, the
methodology section allows the reader to critically evaluate a study’s overall validity
and reliability.

Descriptive Research Design:

Descriptive research is a study designed to depict the participants in an accurate way.
More simply put, descriptive research is all about describing people who take part in
the study.

SOURCES OF DATA

Data collection is the term used to describe a process of preparing and collecting
data.

Primary Data – Questionnaire given to 150 respondents.

Secondary Data – Websites and online journals, Published reports & Review of
literature from published articles.

STRUCTURE OF QUESTIONNAIRE Questionnaire was divided into two

sections. First part was designed to know the 23 general information about
customers and the second part contained the respondent‘s opinions about
customer‘s satisfaction .

SAMPLING TECHNIQUE:

Convenience sampling method

• A convenience sample is one of the main types of non-probability sampling
methods.

• A convenience sample is made up of people who are easy to reach.

PERIOD OF STUDY
The duration of study is from DECEMBER 2020 to March 2021 which is a three
months of study.

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 150, which is, of course small in comparison to entire
population.

• Due to limitation of time only few people were selected for the study
PRimaRy data COLLeCtiOn thROugh QuestiOnnaiRe

1. Have you ever used Lakme products before?

o Yes o No

2. Which Lakme product categories do you use? (Select all that apply)

o Makeup
o Skincare o
Haircare o
Fragrance

3. How often do you purchase Lakme products?

o Once a month o
Once every 3
months o Once
every 6 months
o Once a year
Rarely

4. Which factor influences your decision to buy Lakme products the most?

o Price o Quality
o Brand
Reputation o
Recommendatio
ns o Packaging

5. Where do you usually purchase Lakme products? (Select all that apply)

o Pharmacy o
Supermarket o
Online o
Specialty o store

6. How likely are you to recommend Lakme products to a friend or family member?

o Very likely o
Likely Neutral o

Unlikely o Very
unlikely
7. Which aspect of Lakme products do you value the most?

o Ingredients o
Effectiveness o
Cruelty-free o
 Sustainability o
Variety

8. What improvements would you like to see in Lakme products? (Select all that apply)

o More shade
ranges o More
affordable prices
o More
environmentally
friendly
packaging o
Improved
product
performance
9. How do you discover new Lakme products?

o Social media o
Magazines o
Word of mouth
o In-store displays
o Online ads
10. Which Lakme products have you repurchased multiple times? (Select all that apply)

o Lipstick o
Foundation o
Moisturizer o
Eyeliner o
Sunscreen
11. What suggestions do you have for improving the Lakme brand?

12. Which Lakme product do you consider a holy grail in your beauty routine?

o Lipstick o Kajal o
Sunscreen o
Foundation o
Eyeliner
13. On average, how much do you spend on Lakme products per month?

o Less than $20 o

$20-$50 o $50-
 $100 o More
than $100

14. Which Lakme advertising campaign do you remember the most? (Select all that apply)

o Absolute
Reinvent o
Illuminate and
Shine o Sun-
Kissed

o Shades of a Diva

15. How long have you been using Lakme products?

o Less than 6
months o 6
months - 1 year
o 1-3 years o
More than 3

years o
 data anaLysis and inteRPRetatiOn
Age of the respondents
Age No of respondents Percentage
18-28 115 77
29-28 43 22
39-48 2 1
40 above 0 0
Total 150 100

no. of respondents

115, 37% 18-28

29-28
150, 48% 39-48
40+
total

43, 14%
02,,01%
%

Chart 4.1.1 : Age of respondents

Interpretation :
From the above table it is interpreted that the number of respondents between 18 to 28 age of
respondents are 77 %, between 28 to 38 age of respondents are 22%,Between 38 to 48 age of
respondents are 1%, 48 above age of respondents are 0.

Inference: Majority (77%) of the respondents are age between 18-28 years.
Gender of the respondents
Gender No.of.respondents Percentage
Male 4 3
Female 146 97
Total 150 100

no. of respondents

1%
3%

male
female
total
4th Qtr

96%

Chart 4.1.2: Gender of respondents

Interpretation :
From the above the table it is interpreted that the number of male respondent is 3%

And female respondents is 97%.

Inference: Majority is 97% of respondents are Female.

.

Marital status of respondents

Particulars No. Of . respondents Percentage
Married 42 28
Unmarried 108 72
Total 150 100

Sales

28%
married
unmarried

72%

Chart 4.1.3 : Marital status of respondents

Interpretation:
From the above table it is interpreted that the number of Married respondents are 28% and
unmarried respondents are 72%.

Interference: Majority is (72%) of respondents are Unmarried persons

Do you prefer lakme products (Brands )for Cosmetics
Particulars No.of respondents Percentage
Yes 141 94
No 0 0
May be 9 6
Total 150 100

NO. OF RESPONDENTS
yes no maybe

6%
0%

94%

Chart 4.1.4 : Do you perfer lakme products

Interpretation :
From the above table it is interpreted that the number of respondents between yes of respondents
are 94% between No of respondents are0% ,Between may be of respondents are 6%

Inference: Majority (94%) of the respondents are yes.

For which purpose you usually use Lakme product’s
Particulars No.of respondents Percentage
Eyes 57 38
Lipsticks 56 37.3
Face 30 20
Nails 7 4.7
Total 150 100

NO. OF RESPONDENTS
eyes lipsticks face nails

5%

20%

38%

37%

Chart 4.1.5 :For which purpose you usually use Lakme product’s Interpretation
:

From the above table it above table it is interpreted that the number of respondents between Eyes of
respondents are 38% %, between lipsticks of respondents are 37.3%,Between Face of respondents
are 20%%, Nails of respondents are 4.7%

Inference: Majority (38%) of the respondents are Eyes.

COnCLusiOn

 Promotions beyond fashion week.

 The brand not lose its focus away from cosmetics. It can be

proved to very detrimental.

 For vast reach unlikely, in the short-term “Some sort of an
alliance or co-branding with the salons that already exist may,
perhaps, have been a better strategy.
 The general perception is that company-owned salons are
expensive. Though Lakme beauty salons are reasonably priced, it
has not been communicated well enough.