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³Lakme is the Indian woman¶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 woman. They help the Indian
woman in expression of her best self ± sensual, original, expressive, alive and
intuitive. Lakme inspires her to unleash the potency of her femininity, beauty and
sensuality



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 & 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 a foot print of over 1200 assisted sales
outlets, which is the largest span of outlets with ³Beauty Advisors´ in the country.



Unilever products touch the lives of over 2 billion people every day ± whether
that's through feeling great because they've got shiny hair and a brilliant smile,
keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying
meal or healthy snack.



The four pillars of our vision set out the long term direction for the company ±
where we want to go and how we are going to get there:

y? We work to create a better future every day

y? We help people feel good, look good and get more out of life with brands
and services that are good for them and good for others.
y? We will inspire people to take small everyday actions that can add up to a
big difference for the world.
 y? We will develop new ways of doing business that will allow us to double the
size of our company while reducing our environmental impact.

 

Our corporate purpose states that to succeed requires "the highest standards of
corporate behaviour towards everyone we work with, the communities we touch,
and the environment on which we have an impact."

y?
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ponducting our operations with integrity and with respect for the many people,
organisations and environments our business touches has always been at the heart
of our corporate responsibility.

y? %

We aim to make a positive impact in many ways: through our brands, our
commercial operations and relationships, through voluntary contributions, and
through the various other ways in which we engage with society.

y? %%%

We're also committed to continuously improving the way we manage our

environmental impacts and are working towards our longer-term goal of
developing a sustainable business.

y? r#

Our corporate purpose sets out our aspirations in running our business. It's
underpinned by our code of business Principles which describes the operational
standards that everyone at Unilever follows, wherever they are in the world. The
code also supports our approach to governance and corporate responsibility.

y? '"#!$$

We want to work with suppliers who have values similar to our own and work to
the same standards we do. Our Business partner code, aligned to our own pode of
business principles, comprises ten principles covering business integrity and
responsibilities relating to employees, consumers and the environment.

%

Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition,
hygiene and personal care with brands that help people feel good, look good and
get more out of life. Our deep roots in local cultures and markets around the world
give us our strong relationship with consumers and are the foundation for our
future growth. We will bring our wealth of knowledge and international expertise
to the service of local consumers ± a truly multi-local multinational. Our long-term
success requires a total commitment to exceptional standards of performance and
productivity, to working together effectively, and to a willingness to embrace new
ideas and learn continuously.

&

y? r    We conduct our operations with honesty, integrity

and openness, and with respect for the human rights and interests of our
employees.
y? &# $ ! Unilever companies and our employees are required to
comply with the laws and regulations of the countries in which we operate.
y? % Unilever is committed to diversity in a working environment
where there is mutual trust and respect and where everyone feels responsible
for the performance and reputation of our company. We will recruit, employ
and promote employees on the sole basis of the qualifications and abilities
needed for the work to be performed. 
y? % Products and services will be accurately and properly labelled,
advertised and communicated.
y? r$$ Unilever will conduct its operations in accordance with
internationally accepted principles of good corporate governance. We will
provide timely, regular and reliable information on our activities, structure,
financial situation and performance to all shareholders.
y? ˜  Unilever is committed to establishing mutually
beneficial relations with our suppliers, customers and business partners. 
y? %%c%Unilever strives to be a trusted corporate citizen
and, as an integral part of society, to fulfil our responsibilities to the societies
and communities in which we operate.
y? &
Unilever companies are encouraged to promote and defend
their legitimate business interests. Unilever will co-operate with
governments and other organisations, both directly and through bodies such
as trade associations, in the development of proposed legislation and other
regulations which may affect legitimate business interests..
y?
$ % Unilever is committed to making continuous
improvements in the management of our environmental impact and to the
longer-term goal of developing a sustainable business.
y? c In our scientific innovation to meet consumer needs we will
respect the concerns of our consumers and of society. 
y? %Unilever believes in vigorous yet fair competition and supports
the development of appropriate competition laws. 
y? ˜ c# Unilever does not give or receive whether directly or
indirectly bribes or other improper advantages for business or financial gain.
No employee may offer give or receive any gift or payment which is, or may
be construed as being, a bribe. 
y?   c All Unilever employees are expected to avoid
personal activities and financial interests which could conflict with their
responsibilities to the company. Any breaches of the pode must be reported
in accordance with the procedures specified by the phief Legal Officer. 
y? ˜   We are committed to working with our business
partners to achieve high standards and to provide greater transparency on
how we work together.
y? # $#$  #$ To meet the expectations our
consumers have of our brands as high quality, reliable products, we form
close working relationships ± many of them long-term ± with our business
partners. In support of this approach, we have developed a Business Partner
pode that is compatible with our pode of Business Principles. The pode
makes clear the standards to which we expect our business partners to
adhere. It contains 10 principles covering business integrity and
responsibilities relating to employees, consumers and the environment.
˜   There shall be compliance with all applicable laws and
regulations of the country where operations are undertaken. There shall be respect
for human rights, and no employee shall suffer harassment, physical or mental
punishment, or other form of abuse. Wages and working hours will, as a minimum,
comply with all applicable wage and hour laws, and rules and regulations,
including minimum wage, overtime and maximum hours in the country concerned
.There shall be no use of forced or compulsory labour, and employees shall be free
to leave employment after reasonable notice .

There shall be no use of child labour, and specifically there will be compliance
with relevant ILO standards .There shall be respect for the right of employees to
freedom of association* .Safe and healthy working conditions will be provided for
all employees .

y?  ' We have always aspired to high standards of

corporate governance. Transparency and accountability are the two basic
tenets of porporate Governance. We, at Hindustan Unilever, feel proud to
belong to a pompany whose visionary founders had laid the foundation
stone for good governance long back and made it an integral principle of the
business, demonstrated in the words above. 

 $   ' To succeed, we believe, requires the

highest standards of corporate behaviour towards everyone we work with, the
communities we touch, and the environment on which we have an impact. This is
our road to sustainable, profitable growth and creating long-term value for our
shareholders, our people, and our business partners.

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Lakme is a product range that caters to the beautification needs of not only women
in their adult age but in today's context teenagers also. It has a brand personality of
someone who takes care of you and your beauty needs. It tries to position itself
amongst its consumers as a product range that will help them look beautiful as is
evident from its catchphrases:

1. On top of the world!

2. Source of radiant beauty1!

Lakme has a range of beauty products to offer to its consumers. Some of the ways
in which it

tries to position itself:

1. Lakme Hair polor: magic of colors (collage).

2. Lakme (versatile eye shadow collection): rich, long lasting and healthy make up.

3. Lakme fair perfect: For flawlessly fair skin!

4. Lakme face magic: daily wear soufflé.

5. Lakme (skin vitalizer): radiant skin, now and forever.

6. Lakme (moisturizer): radiant skin, now and forever.

7. Lakme nail polish and lipstick: electric brilliance/sensual brilliance

8. Lakme sun expert (sunscreen): sun safe hamesha! (face the sun with a smile)

9. Lakme pure defense: anti-pollution system.

10. Lakme Tropical Island (cosmetics): defining the future of fashion.

11.Lakme hair care (international): natural hair care

12. Lakme hair next: exclusive range of hairstyle products that give you that salon
look

instantly.

On the basis of above mentioned positioning strategies Lakme can have the
following characteristics that determine its personality:

· Someone who takes care of your beauty needs.

· A long lasting beautification product range.

· Something that is not harsh on your body or harmful for your beauty.

· A product that provides you with an option of getting beautiful hair.

· A product that helps you get a beautiful skin.

· A cosmetic product that you can wear for the entire day and not a special
occasion.

· Someone who tells you right things about looking good.

· It's an Indian cosmetic brand.

· It covers all facets of beauty care for women.

The following factors of Lakme's personality help in differentiation of its products

from the

competition:

· It covers all facets of beauty care.

· It helps arm the consumer with products to pamper her from head to toe i.e. a
complete

product range.

e Radient Rose Powder.

Lakme Nail Enamel Remover.

Lakme Strawberry Silk pream

Lakme Deep Pore pleansing Milk

åigh priestess of sacred Indian temple meets English army officer who's
unwittingly strayed into holy ground. They fall in love. Her orthodox father vows
vengeance... That's the story of Lakmé, a 19th century opera written by Frenchman
Leo Delibes, from which Simone Tata borrowed the name Lakmé (French for
Lakshmi, the name of the priestess).

The current size of the Indian cosmetic market is approximately US$ 600 million.
Of this, the fastest growing segment is color cosmetics, accounting for around US$
60 million of the market. Industry sources estimate a rapid growth rate of 20
percent per annum across different segments of the cosmetics industry reflecting an
increasing demand for all kinds of beauty and personal care product. Growth has
come mainly from the low and medium-priced categories that account for 90
percent of the cosmetics market in terms of volume.

Even with a 20 percent average growth rate, the per capita consumption of
cosmetics is very low in India. purrent per capita expenditure on cosmetics is
approximately US$ 0.68 cents as compared to US$ 36.65 in other Asian countries.
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Lakme, a brand originally introduced by the Tata group of India, now bought over
by Hindustan Unilever (HUL) of the Unilever group, Tips & Toes, another
domestic player, and Revlon dominate the US$ 60 million color cosmetics market.
Multinationals, Revlon of the U.S. and L'Oreal's Maybelline has a dominant share
of the small premium lipsticks and nail enamels market. Mass-market products
account for a major share, while the premium segment accounts only for a mere 9
per cent in lipsticks and 5 per cent in nail enamels. Lipsticks account for nearly a
third of the market at US$ 21 million, while the market for nail enamels is
estimated at around US$ 23 million. The color cosmetics segment is very
competitive and has a high penetration level of 80 percent.

The skin care market in India is estimated at US$ 180 million. Within the last
decade, this segment has seen many consumers slowly shift from the mass to the
premium end of the market.
$$#$$"-
#%%%. In the skin-care segment, price and
volume played an equal role in value growth. Moisturizing lotions, fairness creams
and face cleansers are the popular categories in the skin-care segment and account
for approximately 60 percent of the skin-care segment. The major players in this
segments are Lakme, Ponds, Fair & Lovely of the HUL group with a 50 percent
market share, followed by players such as J.L. Morison that markets the Nivea
range of products in India, Godrej and Revlon. Penetration levels of international
cosmetics brands in India are still low. Foreign brands currently constitute only 20
percent of the market. A major reason for low penetration of international brands
can be attributed to high pricing. These companies initially gained sales on their
international brand image, however, repeat purchases were not forthcoming and to
retain their sales growth, several foreign companies reformulated price strategies to
tap the large Indian middle class. Urban women in the middle and upper income
groups in the age range of 23-50 is the target group for international brands, as this
group looks for better products and is willing to pay a premium for international
quality products. Industry estimates suggest that there are close to 10 million such
women in India.





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Business Head, Lakme Lever


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India, with a population of nearly a billion people, is a country of contrasts. India's urban
population is the main engine that fuels the demand for various cosmetic products. The
µmorphing¶ of India is subtle and the changes are not visible for the first time visitor. However,
the market liberalization process that began in 1991, along with the crowning of three Indians as
Miss World and Miss Universe during the preceding four years, have made Indian women
conscious of their appearance. ponsequently, the cosmetic consumption patterns of Indian
women have changed, and this trend is fuelling growth in the cosmetic sector. The Indian
cosmetics and toiletries market grew by 8.7% in current value terms in 2001, with value sales
amounting to Rs126 billion.

The market for cosmetics and toiletries in India is characterized by high volume sales of low-end
toiletry products, while at the same time the legendary emerging middle-class has generally been
fuelling demand for cosmetics and upper-mass toiletries. Products that are too specialized have
yet to be successful on the Indian market. Examples include toners, hand care and other value-
added skin care products, bath & shower products and aftershave balm. Only the richest
consumers can afford these; indeed, the average consumer may be unaware of their purpose or
even existence. This also explains the relatively poor showing of perfumes, especially the
premium variety.

This cosmetics and personal care industry has been growing at an average rate of 20 per cent for
the last few years. The growing Indian cosmetics market offers promising prospects for
international brands. The growth rate in the cosmetics market reflects an increasing demand for
beauty care products in India. Perfumes and fragrances, skin care, and hair care products are
some of the major segments with promising prospects for U.S. companies. Penetration of most
cosmetic and toiletries is very low in India. purrent consumption of many products is well below
that of many countries in Asia. The low market penetration of many cosmetics and personal care
products offers room for growth.


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Hindustan Unilever Limited (HUL) (BSE: HUL) is India's largest fast moving consumer goods
company, touching the lives of two out of three Indians with over 20 distinct categories in home
& personal care products and food & beverages. They endow the company with a scale of
combined volumes of about 4 million tonnes and sales of over Rs. 13,000 crores. HUL is also
one of the country's largest exporters; it has been recognised as a Golden Super Star Trading
House by the Government of India.

HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as
Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. po.
Ltd. and United Traders Ltd.. It is headquartered in Mumbai, India and has an employee strength
of over 15,000 employees and contributes for indirect employment of over 52,000 people. The
company was renamed in June 2007 to ³Hindustan Unilever Limited´.

In 2007, Hindustan Unilever was rated as the most respected company in India for the past 25
years by Businessworld, one of India¶s leading business magazines . The rating was based on a
compilation of the magazine annual survey of India¶s Most Reputed pompanies over the past 25
years. HUL is the market leader in Indian consumer products with presence in over 20 consumer
categories such as soaps, tea, detergents and shampoos amongst others with over 700 million
Indian consumers using its products. It has over 35 brands. Sixteen of HUL¶s brands featured in
the ApNielsen Brand Equity list of 100 Most Trusted Brands Annual Survey (2008). According
to Brand Equity, HUL has the largest number of brands in the Most Trusted Brands List. It¶s a
company that has consistently had the largest number of brands in the Top 50 and in the Top 10
(with 4 brands).

Hindustan Unilever's distribution covers over 1 million retails outlets across India directly and
its products are available in over 6.3 million outlets in India, i.e., nearly 80% of the retail outlets
in India. It has 39 factories in the country. Two out of three Indians use the company¶s products
and HUL products have the largest consumer reach being available in over 80 per cent of
consumer homes across India.

The Anglo-Dutch company Unilever owns a majority stake (52%) in Hindustan Unilever
Limited. HUL was one of the eight Indian companies to be featured on the Forbes list of World¶s
Most Reputed companies in 2007.
å.$#

In the summer of 1888, visitors to the Kolkata harbor noticed crates full of Sunlight soap bars,
embossed with the words "Made in England by Lever Brothers". With it, began an era of
marketing branded Fast Moving ponsumer Goods (FMpG). Soon after followed Lifebuoy soap
in 1895 and other famous brands like Pears, Lux and Vim. Vanaspati ghee was launched in 1918
and the famous Dalda brand came to the market in 1937.

In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing
pompany, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935).
These three companies merged to form HUL in November 1956; HUL offered 10% of its equity
to the Indian public, being the first among the foreign subsidiaries to do so. Unilever now holds
52.10% equity in the company. The rest of the shareholding is distributed among about 360,675
individual shareholders and financial institutions.

The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903, the company had
launched Red Label tea in the country. In 1912, Brooke Bond & po. India Limited was formed.
Brooke Bond joined the Unilever fold in 1984 through an international acquisition. The
erstwhile Lipton's links with India were forged in 1898. Unilever acquired Lipton in 1972, and in
1977 Lipton Tea (India) Limited was incorporated.

Simultaneously, deregulation permitted alliances, acquisitions and mergers. In one of the most
visible and talked about events of India's corporate history, the erstwhile Tata Oil Mills
pompany (TOMpO) merged with HUL, effective from April 1, 1993. In 1995, HUL and yet
another Tata company, Lakme Limited, formed a 50:50 joint venture, Lakme Unilever Limited,
to market Lakme's market-leading cosmetics and other appropriate products of both the
companies. Subsequently in 1998, Lakme Limited sold its brands to HUL and divested its 50%
stake in the joint venture to the company.

Some of its brands include Kwality Wall's ice cream, Knorr soups & meal makers, Lifebuoy,
Lux, Breeze, Liril, Rexona, Hamam and Moti soaps, Pureit water purifier, Lipton tea, Brooke
Bond tea, Bru coffee, Pepsodent and plose Up toothpaste and brushes, and Surf, Rin and Wheel
laundry detergents, Kissan squashes and jams, Annapurna salt and atta, Pond¶s talcs and creams,
Vaseline lotions, Fair and Lovely creams, Lakmé beauty products, plinic Plus, plinic All plear,
Sunsilk and Dove shampoos, Vim dishwash, Ala bleach, Domex disinfectant, Rexona, Modern
Bread, and Axe deosprays.


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Procter and Gamble (P&G) India : HUL faces a fierce competition from P&G India in its key
segments i.e. Detergents and Personal pare. It operates in India thorugh three subsidiaries:
Procter and Gamble Home Products (100% subsidiary of the company), Procter and Gamble
Hygiene and Health care Ltd. (PGHH) and Gillette India Ltd. It has in its portfolio some of
P&G's Billion dollar brands such as Vicks & Whisper in health care and Ariel and Tide in
detergents segments.

Godrej ponsumer Products Ltd. (GpPL): It has two segments: Soap (64% of revenues) and
Personal pare.GpPL is second largest soap player in India after HUL with a market share of
9.2%. Personal pare includes hair care products, shaving cream and other toiletries.On
December 11, 2008, it acquired 100% stake in SpA Hygiene Products which owns the Snuggy
brand of baby diapers.

Dabur India Limited - Dabur India Limited is an India-based fast moving consumer goods
company which deals in healthcare, personal care and food products.In November 2008, Dabur
India Limited announced the acquisition of 72.15% of Fem pare Pharma Ltd which is primarily
engaged in the business of export of personal care products.

polgate-Palmolive (India) Limited : It manufactures a range of products marketed under the

polgate which includes oral care products and Palmolive (skin care and hair care products)
brand names.

Marico Limited:Marico has a portfolio on high margin "Beauty and Wellness" platform which
includes hair oils, soaps, edible oils, skin care etc. This portfolio has shown a growth of 30%
over a period of FY05-08.


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To understand the marketing strategy of lakme cosmetics products.

To understand the growth of cosmetics sector in today¶s scenario.

To know people perception towards lakme products available in the market.

To understand people¶s consumer behavior with reference to cosmetics.



å ')

Research methodology is a careful investigation for inquiring in a systematic method and finding
solution of a problem. It comprises the defining and redefining of problem formulating
hypothesis, collection and evaluating data, making detection and reaching conclusion. This
research consists of following element.

SOURpES OF DATA

RESEARpH DESIGN

SAMPLING DESIGN







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Primary data are those collected by the investigator himself for the first time and thus they are
original in character, they are collected for a particular purpose. A wellstructured questionnaire
was personally administrated to the selected sample to collect the primary data.

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Secondary data are those, which have already been collected by some other persons for their
purpose and published. Secondary data are usually in the shape of finished products. External
Data, was generated from magazines, research books and internet (websites).

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The study was conducted as an exploratory sampling survey method to collect primary and
secondary data.

r
 c '  rc'  A sample is a representative part of the population. In sampling
technique, information is collected only from a representative part of the universe and the
conclusions are drawn on that basis for the entire universe. A random sampling technique was
used to collect data from the respondents. A random sample is a sample selected from a
population in such a way that every member of the population has a equal chance of being
selected and the selection of any individual does not influence the selection of any other. The
selection is purely depends on chance. So while conducting the survey, 100 respondents were
selected at random.
p
 



?
Half a century ago, as India took her steps into freedom, Lakme, India's first beauty
brand was born. At a time when the beauty industry in India was at a nascent stage,
Lakme tapped into what would grow to be amongst the leading, high consumer
interest segments in the Indian Industry - that of skincare and cosmetic products.
Armed with a potent combination of foresight, research and constant innovation,
Lakme has grown to be the market leader in the cosmetics industry. Lakme today
has grown to have a wide variety of products and services that cover all facets of
beauty care, and arm the consumer with products to pamper herself from head to toe.
These include products for the lips, nails, eyes, face and skin, and services like the
Lakme Beauty Salons.

& "%/$*

In 1995, Lakmé Ltd (a Tata Group company) and HLL formed a 50:50 venture
Lakmé Lever that would market and distribute Lakmé's products. In 1998, Lakmé
sold its brands (and the 50 per cent it owned in the JV) to HLL, renamed itself Trent
and entered a different business (retail). Only, the years between 1995 and 2000 saw
HLL wrestling with several issues with a bearing on Lakmé's future. A brand that
has over 5 decades talked of beauty is none other than Lakmé. Launched in 1952, it
offered a range of cosmetics with nail polishes & lipsticks from the early 80¶s.
Lakmé also understands the importance of maintaining and accentuating a women¶s
natural beauty, for this it has introduced a range of skincare products from 1987.
These ranges have been constantly innovated to bring specialized beauty care and
complete the range for the definitive women.

A brand that has over 5 decades talked of beauty is none other than Lakmé.
Launched in 1952, it offered a range of cosmetics with nail polishes & lipsticks from
the early 80¶s. Lakmé also understands the importance of maintaining and
accentuating a women¶s natural beauty, for this it has introduced a range of skincare
products from 1987. These ranges have been constantly innovated to bring
specialized beauty care and complete the range for the definitive women.



   
  
   



 
  


  
 
 

     


    
     
     
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Lakmé has a wide range of products in color cosmetics that bring visible results. To
add to this vast repertoire is a range of specialized skin care products for the
discerning women. Keeping skin looking healthy and glowing is also a part of
looking great. Lakmé provide the complete package with the skin care range and the
wide range of colors to spice up the look.

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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.



Lakmé Daily Wear Soufflé ,Lakmé Perfecting liquid Foundation - Lakmé

Radiance pompact , Lakmé Flawless Matte pomplexion pompact


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






From dramatic to natural look- a wide range of products are on offer to create the
perfect eyes.

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

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

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Strawberry Silk Splash Face Wash , Lakmé Fundamental Deep Pore pleansing Milk
-

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1. Lakmé Fundamental Peach Milk Moisturiser skin.

2. Lakmé Fundamental Winter pare Lotion -


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The range comprises of lotions to keep your skin healthy and younger
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Procter and Gamble (P&G) India : HUL faces a fierce competition from P&G India in its key
segments i.e. Detergents and Personal pare. It operates in India thorugh three subsidiaries:
Procter and Gamble Home Products (100% subsidiary of the company), Procter and Gamble
Hygiene and Health care Ltd. (PGHH) and Gillette India Ltd. It has in its portfolio some of
P&G's Billion dollar brands such as Vicks & Whisper in health care and Ariel and Tide in
detergents segments.

Godrej ponsumer Products Ltd. (GpPL): It has two segments: Soap (64% of revenues) and
Personal pare.GpPL is second largest soap player in India after HUL with a market share of
9.2%. Personal pare includes hair care products, shaving cream and other toiletries.On
December 11, 2008, it acquired 100% stake in SpA Hygiene Products which owns the Snuggy
brand of baby diapers.

Dabur India Limited - Dabur India Limited is an India-based fast moving consumer goods
company which deals in healthcare, personal care and food products.In November 2008, Dabur
India Limited announced the acquisition of 72.15% of Fem pare Pharma Ltd which is primarily
engaged in the business of export of personal care products.

polgate-Palmolive (India) Limited : It manufactures a range of products marketed under the

polgate which includes oral care products and Palmolive (skin care and hair care products)
brand names.

Marico Limited:Marico has a portfolio on high margin "Beauty and Wellness" platform which
includes hair oils, soaps, edible oils, skin care etc. This portfolio has shown a growth of 30%
over a period of FY05-08.








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With respect to distribution related activities like sales and marketing, HLL is
second to none in pushing the boundaries of what is possible financially,
structurally, and logistically. Beyond its pioneering work FMpG distribution, the
company has sought to instill in its customers an elevate sense of brand experience
while simultaneously providing greater and more varied access to its products as
well as improved clarity to its communications. New initiatives include raising
brand visibility through in-store promotions, store-based product facilitators, and
self-service. HLL has enabled an even further level of personalization and brand
experience in the direct sales arena with its ground-breaking å ?+


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The different information or benefits derived from the in-depth study of the above
mentioned information sources are as follows:

1.? consumer behavior and perception study; it helped to know that what
actually is consumer beahviour and what are the factors that affect the
buying behavior of consumers. It also helped us to know that how can
perception have a positive and a negative impact on the consumer beahviour.
2.? cosmetic industry in india- this section helped in knowing tat cosmetic is
not a new concept in india. People have been grooming themselves
physically. The only difference is the addition of chemicals and technology
to our personal grooming.
3.? pompetition existing in the present insurance market; there are many other
companies posing tough competition to lakme ie Revlon , garnier, loreal,
lotus etc.
4.? All the marketing information sources has given a significant contribution to
the detailed theoretical perspective for the research i.e. about consumer
behavior an perception.
5.? World Wide Web also worked as a highly important information source as
it provides updated information for the research relating to various areas.

#  %    %  
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& &  %# %. Advertisements in TV and
the print media such as newspaper and magazines, especially women¶s
magazines, are very common. Samples of toiletries products are
distributed to individual households and products in sachet form are
attached to magazines. Free gifts are given during promotion periods
and are advertised in the local major newspapers and on the web.

According to the industry, the market is saturated with many different

types of products, and in the long run, established brands that
emphasize quality and service will have the edge.



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Ú? An underlying assumption for the entire project is that the details and the
feedback received from the population is true.

Ú? It was difficult to find respondents as they were busy in their schedule, and
collection of data was very difficult. Therefore, the study had to be carried
out based on the availability of respondents.

Ú? Some of the respondents were not ready to fill the questionnaires and some
of them were not ready to come out openly.

Ú?Increasing pompetition

Ú?Low Rating of lame Salons (not so good customer services)

Ú?No new Strategies to look for improvements.

Ú?May loose its Sheen in a long run.




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? Affordable cosmetic products must be launched, drawing less than 1000 rupees
per month. This will attract mores of youg women towards it and will further
increase the market share of the company.
? Lakme should also concenterate on the cosmetic products for the mails. As
today even boys are becoming more concerned of the way they are looking.
More and more boys are turning out to be metro sexual. This category will rise
in the future and lakme must concentrate on catching them so that the company
can generate more sales from them.
? Lakme must not limit itself to serve only the women, as it will be ignoring a
large chunk of looks conscious and metro sexual boys.
? It would be wise for the company to target young people in the above category
and grow along with them as they and the nation prospers.
? Many respondents in their answer as to why they did not take lakme product
said that lakme does not provide a makeup or sunscreen lotion which is to be
put only once as it is not moisture resistant. So lakme should work more in
creating a water resistant sunscreen lotion which could stay all through the hard
sweaty days.
? More of the saloons should be created in order to provide easy accessibility to
the consumers of the services and products provided by lakme.
? Lakme can start contests for free makeover of women , as it was being started
by dove, sunsilk and ponds in collaboration- be beautiful.
? Website phanges:
? Lakme must advertise more about its website in the mass media so people can
gain firsthand knowledge about its products at their convenience in a more
detailed manner.
? The website is good but instead of having a glossary as a separate entity, link
words which are difficult to understand for a first timer (even if it is as simple
as µspf¶) must be marked up (underlined) in the text, which upon clicking must
open out to a window giving details.
? A page must be devoted on why cosmetic products of lakme must be taken plus
real life stories of how people with use of lakme cosmetics improved their
looks.
? Links to other sites extolling the virtues of cosmetics must be given.
? A page devoted to Lakme¶s beginning as a cosmetic industry must be included
in the website to assure potential customers that this is one company that will
stick around for a long time to come. Exciting contests can be launched for
those who visit the website.
? lakme has tied up with HUL ± hence it must advertise in these websites also. It
can also advertise in other beauty related sections of websites like vogue.com
and feminaindia.com. Youth sites like mtstylecheckvindia.com, facebook.com,
orkut.com, twitter.com etc can also be targeted.

? According to Abraham Maslow¶s hierarchy of needs the 2nd step to self

actualization is the fulfillment of the safety needs. Though people feel the need
for being presentable and have good looks, a large number live in an ivory
tower and they procrastinate to take decisions regarding this aspect. It is this
dormant aspect that Lakme should awaken in people and bring about
restlessness and unfulfilled feeling regarding their and their family¶s overall
physical grooming. The next choice then would be cosmetics. This could be
brought about by an innovative campaign slogan saying, ³The decision is now´.
? Lakme must not target people only when they start earning but much before
that. To gain the µearly bird µ advantage they must organize sessions in schools
and colleges giving explanations on how the medicure, pedicure, facials,
massage etc can in general help in their overall development. . It can also bring
about a stronger brand commitment in this manner.
? Leverage information technology to service large numbers of customers
efficiently and bring down overheads. Technology can complement or
 supplement distribution channels cost-effectively. It can also help improve
customer service levels considerably.
? Use data warehousing, management and mining to gauge the profitability and
potential of various customer and product segments and ensure effective cross
selling.
? Understanding the customer better will allow cosmetic companies to design
appropriate products, determine pricing correctly and increase profitability.
? Ensure high levels of training and development not just for staff but for
distribution organizations. Existing organizations will have to train staff for
better service and flexibility, while all companies will have to train employees
to cope with new products and an intensive use of information technology. The
importance of alliances and tie-ups means that companies will have to integrate
related but separate providers into their systems to ensure seamless delivery.
? Build strong relationships with intermediaries such as agents. The agency force
is an important customer interface and companies must partner with this group
to reach customers and serve them effectively.



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