INTRODUCTION

Lakme is an Indian cosmetics brand which is owned by Hindustan Unilever. Having

Shraddha Kapoor as the brand ambassador.it ranked at number 1 among the cosmetics brands
in India. Lakme started as a 100% subsidiary of Tata Oil Mills (Tomco), It was named after
the French opera Lakme, which itself is the French from Lakshmi (the goddess of wealth)
who is removed for her beauty. It 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.

"Lakme is the Indian women's Beauty Sutra inspiring expression of her unique beauty and
sensuality. Lakme brings expert products and services that are borne out of true
understanding of the needs of the Indian women. They help the Indian women in expression
of herself-sensual, original, expressive, alive and intuitive. Lakme inspires her to unleash the
potency of her femininity, beauty and sensuality.

KEY FACTS
Lakme was the first major beauty brand in India and takes pride in being the expert on Indian
Beauty for over 50 years. It is complete beauty brand spanning colour, cosmetics, skin care
and hair styling products and extending to beauty services through the network of Lakme
beauty salons. Its bond with beauty and fashion is manifested through the Lakme fashion
week, which is now the largest fashion event of its kind in the country. Lakme has footprint
over 1200 assisted sales outless, which is the largest spain of outlets with "Beauty Advisers"
in the country.

OUR VISION
Unilever products touch the lives of over 2 billion peoples every day whether that's through
feeling great because they've got shiny hair and brilliant smile, keeping their homes freash
and clean. Or by enjoying a great cup of tea, satisfying meal or healthy snack.
Background of the Study:

Growing Indian Cosmetic Market:

The Indian cosmetics market is experiencing significant growth, driven by increased

disposable income and a growing demand for beauty products.

Lakme's Role:

Lakme has played a crucial role in shaping the Indian cosmetics industry, introducing make-
up to Indian women and becoming a trusted brand.

Need for Research:

Understanding customer satisfaction, brand perception, and marketing effectiveness is

essential for Lakme to remain competitive and meet evolving consumer demands.

Need and Importance of the Study:

Understanding Consumer Preferences:

The study aims to identify customer preferences, choices, and perceptions related to Lakme
products.

Evaluating Marketing Strategies:

It will assess the effectiveness of Lakme's marketing strategies in reaching and satisfying its
target audience.

Identifying Areas for Improvement:

The research will help identify areas where Lakme can improve its products, services, and
marketing efforts.

Strategic Decision Making:

The findings can be used to inform strategic decisions regarding product development,
marketing campaigns, and brand positioning.

OBJECTIVE OF THE STUDY

To understand the expectations and requirements of all the customers.

To examine the trends over time in order to take action on a timely. basis.

Establishing priorities and standards to judge how well company has met the goals,

To analyze the awareness of the products of Lakmé.

To study that towards which brand the customer is attracted more on the basis of price
Lakme.

To know about the promotional activity performed to influence the customers.

SCOPE OF THE STUDY

This study uncovers the impact, utility and effectiveness & efficiency of marketing strategies
of Lakme on the success of cosmetic industry. A special emphasis is laid down on Lakme
cosmetics

The projects begins with detailed information about marketing strategies and the impact of
measuring customer satisfaction in cosmetic industry Further. It covers topic as data
collection took and research methodology used for the project. Then it gives the complete
analysis of the data collected and it is then used to reach to a conclusion.

This study is useful for the better understanding of marketing strategies towards the Lakme
cosmetics industry. As this study is confined to Lakme. It vers an analysis of customer
behavior, attitude, perception, marketing strategies and satisfaction with respect to Lakme as
a BRAND in cosmetic industry.
 CHAPTER-2
COMPANY PROFILE
OVERVIEW OF INDUSTRY
PAST, PRESENT & FUTURE TRENDS IN MAKEUP Cosmetics (colloquially known as
makeup or make-up) are care substances used to enhance the appearance or of the human
body. They are generally mixtures of chemical compounds, some being derived from natural
sources, many being synthetic

In the US, the Food and Drug Administration (FDA) which regulates cosmetics, defines
cosmetics as "intended to be applied to the human body for cleansing. beautifying, promoting
attractiveness, or altering the appearance without affecting the body's structure or functions.
This broad definition includes, as well, any material intended for use as a component of a
cosmetic product. The FDA specifically excludes soap from this category.

The word cosmetics derives from the Greek κοσμητική τέχνη (kosmetikë tekhnë), meaning
"Technique of dress and omament", from κόσμητικός (kosmetikos), "skilled in ordering or
arranging"] and that from κόσμος (kosmos), meaning amongst others "order" and "omament"

Archeological evidence of cosmetics dates at least from ancient Egypt and Greece. According
to one source,Many major developments include

Castor oil by ancient Egypt as a protective balm

Skin creams made of beeswax, olive oil, and rosewater described by Romans.
Vaseline and lanolin in the nineteenth century.
Nivea Crème in 1911.
The Ancient Greeks also used cosmetics. Cosmetics are mentioned in the Old Testament-2
Kings 9:30 where Jezebel painted her eyelids-approximately 840 BC-and the book of Esther
describes varous beauty treatments as well.
Cosmetic use was frowned upon at many points in Western history. For example, in the 19th
century, Queen Victoria publicly declared makeup improper, vulgar, and acceptable only for
use by actors Of the major cosmetics firms, the largest is LAKME. run by Unilever and
owner by CEO Anil Chopra.Beauty products are now widely available from dedicated
internet-only retailers, who have more recently been joined online by established outlets,
including the major department stores and traditional bricks and mortar beauty retailers.

Company profile
Lakme is an Indian brand of cosmetics, owned by Unilever and run by CEO Anil Chopra.
Lakme started as a 100% subsidiary of Tata Oil Milis (Tomco), part of the Tata Group: it was
named after the French opera Lakme, which itself is the French form of Lakshmi, the goddess
of wealth, also renowned for her beauty. Indian cosmetic Lakme was started in 1952,
famously because the then 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 HLL. 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 Salons all over India. Now HUL
(Hindustan Unilever Limited) has about 110 salons all over India providing beauty services.
Lakme' has been ranked as 47 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.

Makeup types Cosmetics include skin-care creams, lotions, powder, perfumes, Ipaticks,
fingemail and toe nail polish, eye and facial makeup towelettes, permanent waves, colored
contact lenses, hair colors, hair sprays and gels, deodorants, hand sanitizer, baby products,
bath oils, bubble baths, bath salts, butters and many other types of products. A subset of
cosmetics is called "make-up," which refers primarily to colored products intended to aller
the user's appearance. Many manufacturer distinguish between decorative cosmetics and care
cosmetics. Most cosmetics are distinguished by the area of the body intended for application
PRODUCTS AND SERVICES OFFERED:

Lakme is world renown and great cosmetic company a wonderful gift hamper for today's
women

CATEGORIES

1. Lakme lipstick
2. Lakume eyeliner
3. Lakme kajal
4. Lakme strawberries face wash
5. Lakme radiant rose powder
6. Lakme nail enamel remover
7. Lakme shampoo
8. Lakme deep pore cleansing milk
Types and varieties of products
Colours
From the spicy shades to the flattering lock,
Lakme offers a range of products in the face,
lips, eyes and nail segment for the beauty aficionados
Faco
Lakmé Daily Wear Souffle
Lakmé Perfecting liquid Foundation
Lakmé Radiance Compact
Lakmé Flawless Matte Complexion Compact.
Lips:
Lakmé Enrich Lipcolor
Perfecting Definition Lip Pencil
Starshine Lip-gloss
Glosses in lustrous shades available in 14 shades.
Eyes
From dramatic to natural lock-a wide range of products are on offer to create the perfect eyes.
1. Lakmé Kajal
2. Lame insta Eyeliner eyelids
3. Lakme Lakmé Shimmer Eye Cube

Nails:
True Wear Nail Enamel,
Nail Enamel with Lacquer-like finish.
Enamel Contains resins and silicone with colour lock technology that gives brilliant long
lasting shine.
14

Skin:
Lakme is there to pamper your skin with specialized products for the diva in you
Cleansing:
Strawberry Silk Splash Face Wash
Lakmé Fundamental Deep Pore Cleansing Mik
Moisturizing
Lakmé Fundamental Peach Milk Moisturiser skin.
2. Lakmé Fundamental Winter Care Lotion

Sun Protection: The range comprises of lotions to keep your skin healthy and younger.

CONCLUSION
The competition is fierce in the multi-channel retailing environment. A business that hopes to
grow and prosper requires a comprehensive logistics and transportation strategy, executed
flawlessly

The dilemma for management lies in trying to meet consumers' growing expectations while
keeping costs in check. In response to these issues of multi-channel growth, more and more
carners are branching out to offer logistics services. Those businesses that work to build
successful retationships with logistics and transportation vendors will find that their efforts
lead to improved customer service and profitability.

It's not an easy task, but it is certainly one that's achievable with the tools and technology
available today.

Lakme has been found to be the most preferred brand it meet the promise made to the
customer. Consumer relies on the Lakme products because it provides good quality, good
results, good services, etc.

So that customer may prefer Lakme products. While conducting survey I found that the
customer may like the showrooms of the Lakme products. They still likes the easily
availability of various products. So the Lakme products customers are fully satisfied to use
the products.

Recommendations.

Promotions beyond fashion week.

The brand should not lose its focus away from cosmetics. It can proved to very detrimental
For vast reach unlikely, in the short-term "some sort of an allience or co-branding with the
salons that already 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.
 CHAPTER-1
COMPANY PROFILE
 CHAPTER-3
RESEARCH METHODOLOGY
 CHAPTER-4
DATA ANALYSIS AND ITERPRETATION
AND QUESITIONNAIRE
 CHAPTER-5
FINDINGS,CONCLUSIONS AND
RECOMMENDATIONS
 CHAPTER-6
REFERENCE AND BIBLIOGRAPHY
 CHAPTER-7
ANNEXURE

RESEARCH DESIGN

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

process, and analyse 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 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.

.
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, of course small in comparison to entire population.

Due to limitation of time only few people were selected for the study.

QUESTIONNAIRE:

1. Name:

2.Gender:
a) Male, b) Female

3.Marital status

a) Manied, b) Unmarried

4. Age

a) 18-28, b) 29-38,

c) 39-48, d) 40 above

5. Do you prefer lakme products (Brands) for Cosmetics:

a) Yes, b) No

6.For which purpose you usually use Lakme product's,

a)Eyes, b) lipsticks,

c) Face, d)skin

7. How often do you buy lakme products?

a) Rarely , b) Frequency,
c) Very frequency, d) Do not shop

8. Do you think Lakme provides quality products to its customers?

a) Agree

, b) Disagree

9. What do you think is the main reason for your use of Lakme products ?

a) price,

b) Variety,

c) Quality.

d) Availability.

e) promotion.

10. Any problem you faced while using it?Column

a) Agree Strongly,

11. State your level of satisfaction/dissatisfaction with regard to the products from Lakme?

a) Level of 20-40 b) level of 40-60

c) level of 60-80, d) level of 80-100.

12.What changes you would like to see in Lakme products?

 a) More products range, b)More shades

c) Better packaging d) All the above.

13.Will you recommend Lakme products to others?

a) Yes ,b) No,

c) Maybe

14. Give your suggestions to improve Lakme product?

: Gender of the respondents

Gender
No.of. of respondents

Male 04
Female 26
Total 30
 Sales
13%

87%

: Gender of respondents

Interpretation : From the above the table it is interpreted that the number of male
respondent is 13%
And female respondents is 87%.
Inference: Majority is 87% of respondents are Female.

Marital status of respondents

Particulars No. Of . respondents
Married 05
Unmarried 25
Total 30
 Sales

17%

83%

Marital status of respondents

Interpretation: From the above table it is interpreted that the number of Married
respondents are 17% and unmarried respondents are 83%.

Interference: Majority is 83% of respondents are Unmarried persons.

.Do you prefer lakme products (Brands )for Cosmetics

Particulars No.of respondents
Yes 24
No 0
May be 06
Total 30
 Sales

20%

80%

Do you perfer lakme products.

Interpretation :From the above table it is interpreted that the number of respondents
between yes of respondents are 80% between No of respondents are0% ,Between may be of
respondents are 20%

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

.For which purpose you usually use Lakme product’s

Particulars No.of respondents
Eyes 14
Lipsticks 09
Face 7
Nails 0
Total 30

Sales

23% 1st Qtr

2nd Qtr
3rd Qtr
47% 4th Qtr

30%

Interpretation :From the above table it above table it is interpreted that the number of
respondents between Eyes of respondents are 47% %, between lipsticks of respondents are
30%,Between Face of respondents are 23%%, Nails of respondents are 0%
Inference: Majority (47%) of the respondents are Eyes.

.How often do you use lakmé poducts?

Particulars No.of respondents
Rarely 8
Frequently 13
Very frequently 9
Do not shop 0
Total 30
 Sales

27% 1st Qtr

30% 2nd Qtr
3rd Qtr
4th Qtr

43%

How often do you use Lakme product’s

Interpretation :From the above table it is interpreted that the number of respondents
between Rarely of respondents are 27 %, between Frequently of respondents are 43
%,Between very frequently of respondents are 30%, Do not shop of respondents are 0% .
Inference: Majority (43%) of the respondents are Frequently.

: Lakmé provides quality products to its customers

Particulars No. Of . respondents
Strongly agree 22
Disagree 2
Both 6
Total 30
 Sales
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

20%

7%

73%

Lakmé provides quality products to its customers

Interpretation: From the above table it is interpreted that the number of strongly agree
respondents 73% , disagree 7% ,both 20%.

Inference: Majority (73%) of respondents say strongly agree

What do you think is the main reason for your use of lakme products.
Particulars No. of. Respondents
Price 08
Variety 07
Quality 08
Availability 07
Total 30
 Sales
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

23%
27%

27%
23%

what is the main reason for your use of lakmé products

Interpretation: From the above table it is interpreted that the number price respondents are
27%, between the variety respondents are 23%, between the Quality are 27% and between
Availability respondents are 23%

Inference: Majority (27%)of responds of price.

Any problem you faced while using it?

Particulars No.of . respondents
Agree 2
Disagree 28
Total 30
 Sales
7%

93%

Any problem do you faced while using it?

Interpretation: From the above table it is interpreted that the number between Agree
respondents are 7%, , between the Disagree are 93%

Inference: Majority (93%)of respondents are Disagree .

T.Will you recommend lakme products to others

Particulars No.of. respondents
Yes 26
No 0
May be 4
Total 30
 Sales
1st Qtr 2nd Qtr 4th Qtr

13%

87%

Interpretation :From the above table it is interpreted that the number of yes respondents are
87% , No of respondents are 0%, between May be of respondents are 13%.

Inference: Majority (87%) of the respondents are yes