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,FINDING & 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 Colours , 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 top brand ambassadors is that it scored low on promotional gauge. In the following project we basically seeks to provide experiential marketing solutions to a brand (Lakme) .We also gauge into reasons that why Lakme’s position as market leader was threatened when international majors like Revlon and Maybelline entered the fray in the mid-90s.The research process was entailed by visiting lakme outlets in noida ,which includes the response received from target audiences(Min age 19yrs- Max -45yrs) via through questionnaire for deeper insights.
CHAPTER 2- CRITICAL REVIEW OF LITERATURE
Below the line initiatives are extremely important in the cosmetic segment since the buying experience is as important as brand image and advertising. Significant focus is on sales counters, beauty advisors and dealer aids. We constantly integrate a lot of the above the line campaigns like 'Whose watching your lips' with below the line initiatives Anil Chopra, Business Head, Lakme Lever
''Lakmé is at the forefront of product-innovation. Almost everyone has a Lakmé-something in their (cosmetics) collection,'' said Mumbai-based fashion choreographer Lubna Adams.
The Indian cosmetics industry is in churn. Even as the premium segment is getting crowded, the rural market is turning out to be the stronghold of smaller, regional players. Although...