Strategies to Retain its Market Share
A Project Report Submitted in Partial Fulfillment of award of MBA Degree
Prof. Siraj Bloch
Ekta Sheth Jay Lalseta
Gujarat Technological University
This is to certify that Ms. Ekta Sheth and Mr. Jay lalseta , students of M.B.A., have prepared this project entitled “Project Report on Lakme ” as a partial fulfillment of M.B.A. degree for the academic year 2010– 2012.
Prof. Siraj Bloch
Knowledge is gained by experience. Since knowledge is a social enterprise, assistance from a selected group of experts become necessity and proves encouraging in the view at limitation of time and resources for the better understanding of this project.
There are many people who are directly or indirectly involved in making our project successful. We would like to draw attention to those whose contribution proved valuable for us in this project.
We shall be weakening in our job if we do not put across our gratefulness to our professors. We are thankful to Shri S.Chinnam Reddy (Director), Prof. Siraj Bloch (Asst. professor)
Ekta ShethJay Lalseta
2. CRITICAL REVIEW OF LITERATURE
3. RESEARCH METHODOLOGY
3.1 OBJECTIVE OF THE STUDY
3.3 RESEARCH DESIGN
4. SAMPLE DESIGN
4. INDUSTRY PROFILE
5. DATA, FINDINGS & ANALYSIS
6. RECOMMENDATION & CONCLUSION
About the project
Within a short span of the last five-six years, the use of cosmetics by Indian consumers has increased significantly with more and more women and men taking greater interest in personal grooming, increasing disposable incomes, changing life styles, influence of satellite television and greater product choice and availability.
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. Current 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.
The urban population with increasing purchasing power is the major force driving demand for cosmetics and toiletries. India is a very price-sensitive market and mass-market products constitute the major part of the cosmetics and toiletries market. India’s import of cosmetics and toiletries and intermediate raw materials is around US$ 120 million, of which the U.S. has a share of approximately 10 percent.
Plan of the project
Beauty is skin deep… and sure enough Lakme understand it like no one does .Today brand lakme stand strong as one of the 100 most powerful brands and right fully so ,for it’s ‘the’ brand that lights up the face of million girls ,everyday. It’s a brand that inspire, motivate and infuses confidence Colors, shades, brushes and tones to beautify, have been the core attribute of the products. The challenge which the cosmetic industry has to break was the negative connotation of “being fashionable.” Though the brand missed out on during the past year despite having roped...