Consumer Behaviour of Lakme
CONSUMER BUYING BEHAVIOUR OF LAKME |
SUBMITTED BY:
AKANKSHA ARORA- 10BSPHH010050
DEBOPRIYA SAHA- 10BSPHH010213
DIPIKA AGARWAL- 10BSPHH010233
RISHIKA SHARMA- 10BSPHH010634
VRINDA BAJLA- 10BSPHH010888
TABLE OF CONTENTS
Overview of Industry and company profile
Marketing Mix
SWOT Analysis
Brand Equity of Lakme
Perception and Attitude of consumers
Promotional strategies of Lakme
How Lakme influences Consumer Behaviour
Situational Analysis at LAKME
Competitors Analysis
Suggestions
References
ACKNOLEDGEMENT
The satisfaction that accompanies the successful completion of our project would be incomplete without the mention of people whose endless co-operation, constant guidance and encouragement made it possible for us to exercise our efforts in the right direction.
We are grateful to our project guide and professor, Mr. MURLI KRISHNAN, for the guidance, inspiration and constructive suggestions that helped us in the preparation of this project. We also thank him for providing us with the opportunity of undertaking this project, through which our learning and understanding of the marketing concepts were further strengthened.
INDUSTRY PROFILE:
The strong trend towards consumerism is manifesting in the lives of the masses in subtle, yet interesting, ways. The likelihood of this trend emerging was recognised quite early by the cosmetics multinationals.
To begin with, they had donned a `premium alone' image, but soon spotted the potential of the medium- and low-end market. In the survival game, the MNCs have positioned themselves strategically in growth areas, chasing volumes and shedding the `premium' image. Though the craze for `foreign' cosmetics cannot be ignored, it has not been smooth sailing for the MNCs. Understanding the color of the cosmetics market has been an arduous process for most players. That the premium market is limited in size was
SUBMITTED BY:
AKANKSHA ARORA- 10BSPHH010050
DEBOPRIYA SAHA- 10BSPHH010213
DIPIKA AGARWAL- 10BSPHH010233
RISHIKA SHARMA- 10BSPHH010634
VRINDA BAJLA- 10BSPHH010888
TABLE OF CONTENTS
Overview of Industry and company profile
Marketing Mix
SWOT Analysis
Brand Equity of Lakme
Perception and Attitude of consumers
Promotional strategies of Lakme
How Lakme influences Consumer Behaviour
Situational Analysis at LAKME
Competitors Analysis
Suggestions
References
ACKNOLEDGEMENT
The satisfaction that accompanies the successful completion of our project would be incomplete without the mention of people whose endless co-operation, constant guidance and encouragement made it possible for us to exercise our efforts in the right direction.
We are grateful to our project guide and professor, Mr. MURLI KRISHNAN, for the guidance, inspiration and constructive suggestions that helped us in the preparation of this project. We also thank him for providing us with the opportunity of undertaking this project, through which our learning and understanding of the marketing concepts were further strengthened.
INDUSTRY PROFILE:
The strong trend towards consumerism is manifesting in the lives of the masses in subtle, yet interesting, ways. The likelihood of this trend emerging was recognised quite early by the cosmetics multinationals.
To begin with, they had donned a `premium alone' image, but soon spotted the potential of the medium- and low-end market. In the survival game, the MNCs have positioned themselves strategically in growth areas, chasing volumes and shedding the `premium' image. Though the craze for `foreign' cosmetics cannot be ignored, it has not been smooth sailing for the MNCs. Understanding the color of the cosmetics market has been an arduous process for most players. That the premium market is limited in size was