Lakme

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  • Topic: Cosmetics, Maybelline, Mascara
  • Pages : 48 (3214 words )
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  • Published : April 28, 2010
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LAKME INDIA LIMITED

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A COMPARATIVE STUDY

CONTENTS

1. Acknowledgement.
2. Management problem.
3. Objectives of the research.
4. Executive Summary.
5. Limitations.
6. Main Chapters
a. Introduction of the Companies.
b. Data sources.
c. Findings and Analysis of the research.
d. Conclusion.
e. Recommendations.
8. Appendix

ACKNOWLEDGEMENT

We express our heartfelt gratitude to Mr. SANJAY JAIN for the efficient indispensable cooperation and help. His kind assistance and guidance has given us the strength to finish the project successfully.

We are also grateful to all the Colleagues of Lakme India Limited who helped us by providing their valuable time and opinion related to various activities and helped us in successful completion of the project.

Chandni Suri

Management Problem

To study Lakme India Limited as the leader in the lipstick industry and various changes made by the company in relation to the competition faced by the company from multi nationals like Maybelline, Revlon, Avon, L’Oreal.

EXECUTIVE SUMMARY

MANAGEMENT PROBLEM: To study the popularity of LAKME LIPSTICKS in comparison to other brands like L’Oreal, Maybelline, Avon, and Revlon.

OBJECTIVE:

To study and analyze the consumers perception about the LAKME INDIA LIPSTICKS.

INTRODUCTION OF LAKME INDIA LIMITED

All the products -formulated with the best raw materials- are manufactured with the most advanced technological means and the highest guarantee of hygiene and respect for the environment.

We would limit our research to “lakme lipsticks”.

INTRODUCTION TO AVON

In over hundred countries, Avon is a leader in beauty and a trusted name in direct selling. It is the largest direct selling company in the world, with annual sales revenues of over 5 billion US dollars.

MAYBELLINE

T.L. Williams founded The MAYBELLINE Company in 1915 and introduced MAYBELLINE Cake Mascara in 1917 as the first modern eye cosmetic to be produced for everyday use. The firm and brand name MAYBELLINE was adopted in honor of his oldest sister, Mabel, from whom he originally received the idea of producing an easy-to-use product to darken the eyelashes, which could be sold commercially. MAYBELLINE now operates as a separate division within L’Oreal USA, Inc.

REVLON

Revlon is a world leader in cosmetics, skin care, fragrance and personal care and is a leading mass-market cosmetics brand. Our vision is to provide glamour, excitement and innovation through quality products at affordable prices.

RESEARCH METHODOLOGY

DATA COLLECTION SOURCES

Data collected for the purpose of study:

• PRIMARY DATA

• SECONDARY DATA

PRIMARY DATA SOURCES:

• PERSONAL INTERVIEWS(questionnaires)

SECONDARY DATA SOURCES:

• BROCHURES

• MAGAZINES

• INTERNET

FINDINGS AND ANALYSIS

BRAND AWARENESS:

Respondents had the maximum brand awareness of lakme followed by Revlon, Maybelline, Avon and L’oreal respectively.

PRICE:

Lakme products are most reasonably priced followed by avon, maybelline, revlon and loreal respectively

COLOR RANGE:

L’Oreal scores the highest in the color range followed by Revlon, Maybelline, Lakme and Avon.

BRAND PREFERNCE:

Maybelline, Revlon and Lakme stand in stiff competition to each other.

TEXTURE:

• The texture of lakme lipsticks is good except the liquid lakme lipsticks.

• Maybelline and Revlon stand in close competition texture wise and the respondents have rated their texture better than lakme lipsticks.

PACKAGING:

L’oreal scores on the packaging front followed by Maybelline, Revlon, Lakme and Avon respectively. So lakme looses on the packaging front.

Recommendations

▪ Lakme should introduce a wider range of gloss, wet shine, and trendy lipsticks.

▪ The packaging of Lakme products should be more attractive.

▪ Further it should also focus on better...
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