1

A comparative study on Lakme and

Amway beauty Products

2

Index

1. Introduction

2. Research Methodology

2.1 Objectives

2.2 Hypothesis

2.3 Scope Of Study

2.4 Limitation

3. Data Collection

3.1. Primary data

3.2 Secondary data

4. Data Analysis & Interpretation

5. Conclusion & Findings

5.1 Conclusion

5.2 Findings

5.3 Suggestion

6. Bibliography

7. Appendix

3

INTRODUCTION

4

CHAPTER SCHEMES

1.1 Lakme's Profile

1.1.1 About LAKMÉ

1.1.2 Products

1.2 Amway Profile

1.2.1 Vision of Amway

1.2.2 Mission of Amway

1.2.3 Goal of Amway

1.2.4 Community Services

1.2.5 The History of Amway

1.2.6. Amway India

1.2.7 Amway Product

5

CHAPTER 1

INTRODUCTION

1.1 Beauty product

Cosmetics (also known as makeup or make-up) are care substances used to

enhance the appearance or odor of the human body. They are generally mixtures of

chemical compounds, some being derived from natural sources and many being

synthetics.

In the U.S., the Food and Drug Administration (FDA), which regulates

cosmetics,defines cosmetics as "intended to be applied to the human body for

cleansing, beautifying, promoting attractiveness, or altering the appearance without

affecting the body's structure or functions." This broad definition includes any

material intended for use as a component of a cosmetic product. The FDA specifically

excludes soap from this category.

1.2 Marketing strategy

Marketing strategy is the goal of increasing sales and achieving a sustainable

competitive advantage. Marketing strategy includes all basic and long-term activities

in the field of marketing that deal with the analysis of the strategic initial situation of a

company and the formulation, evaluation and selection of market-oriented strategies

and therefore contribute to the goals of the company and its marketing objectives.

1.2.1 Developing a marketing strategy

Marketing strategies serve as the fundamental underpinning of marketing plans

designed to fill market needs and reach marketing objectives. Plans and objectives are

generally tested for measurable results. Commonly, marketing strategies are

developed as multi-year plans, with a tactical plan detailing specific actions to be

accomplished in the current year. Time horizons covered by the marketing plan vary

by company, by industry, and by nation, however, time horizons are becoming shorter

as the speed of change in the environment increases. Marketing strategies are dynamic

6

and interactive. They are partially planned and partially unplanned. See strategy

dynamics. Marketing strategy needs to take a long-term view, and tools such as

customer lifetime value models can be very powerful in helping to simulate the effects

of strategy on acquisition, revenue per customer and churn rate.

External environmental factors include customer analysis, competitor analysis,

target market analysis, as well as evaluation of any elements of the technological,

economic, cultural or political/legal environment likely to impact success.

A key component of marketing strategy is often to keep marketing in line with

a company's overarching mission statement.

Once a thorough environmental scan is complete, a strategic plan can be

constructed to identify business alternatives, establish challenging goals, determine

the optimal marketing mix to attain these goals, and detail implementation. A final

step in developing a marketing strategy is to create a plan to monitor progress and a

set of contingencies if problems arise in the implementation of the plan.

Marketing Mix Modeling is often used to help determine the optimal marketing

budget and how to allocate across the marketing mix to achieve these strategic goals.

Moreover, such models can help allocate spend across a portfolio of brands and

manage brands to create value.

1.2.3 Marketing strategy of Amway

The Amway Sales and Marketing Plan is a low risk, business opportunity that

is open to everyone. It allows you to build your business through retailing products

and sponsoring other people who, in turn, can retail products and offer the business

opportunity to others. By passing your sales and marketing knowledge to your

developing team, you not only build your own business network but also enable others

to build one of their own.

7

The Amway Sales and Marketing Plan has been operating for more than 55 years and

is available in 108 countries & territories around the

globe.

The core of the Amway Sales and Marketing Plan's income opportunity is the

sale of quality AMWAY products to retail customers.

1.2.4 Marketing strategy of Lakmé

Lakmé, which got its name from a late 19th century French Opera Lakmé by

Léo Delibes, which is the French word for Goddess Lakshmi, has been in the business

of sharing secrets of the mythical beauty of goddesses to Indian women. And in its

attempt to diffuse the message to the mass, the cosmetic brand has used all kinds of

MARKETING channels, including the now-popular digital media, led by social media

platforms. To keep the focus sharp, in this article, we shall see how the brand has

performed on social media leaving discussions on the rest of the channels for

elsewhere.

1.2.5 Audience Analysis of Lakmé

Owing to the brand building exercise by Lakmé, the sentiments expressed by

people (see second image), both male and female, is either positive or neutral. There is

almost no negative emotion flowing for the brand, but what is surprising is the number

of male followers of the brand.

1.3 Lakme's Profile

Lakmé is an Indian brand of cosmetics, owned by Unilever. Lakme started as a

100% subsidiary of Tata Group (Tomco), it was named after the French opera Lakmé.

At the time of its establishment, Indian cosmetic industry was rather nacent, and there

was a very small market base. Simone Tata joined the company as director, and went

8

on to become its chairman. When Tata's saw a bigger growth potential in the retail

market, and greater competition from global companies in cosmetics, they enetered

into a 50-50 joint venture with Hindustan Lever Limited (the Indian subsidiary of

Unilever) in 1995 to form Lakme Lever.

In 1998 Tata sold of there stakes in Lakmé Lever to to HLL, for Rs 200 Crore

(45 million US$), and went on to create Trent and Westside. 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

1.3.1 About LAKMÉ

The Carreras family established LAKMÉ Cosmetics in 1997 and is

independent, self-financed and family owned. The family has over 40 years of

manufacturing experience in salon products.

Lakmé East a regional distributor of Lakmé Cosmetics with its main office in

Colchester is conveniently placed to provide you with all the guidance back up and

support you’ll ever need.

9

Lakmé

Industry Personal care

Founded 1952

Founder J. R. D. Tata

Headquarters India

Area served Worldwide

Key people pushkaraj shenai(CEO), Purnima

Lamba(Innovation Head),

Products Cosmetics, beauty products, and Salon services

Website lakmeindia.com

1.3.2 The Products

LAKMÉ leading hair care products are developed exclusively for distribution

to hair and beauty salons. Branding and packaging of the product range is first class

and they are tested and manufactured solely for this brand name and no other. The

very best raw materials are used in manufacture using the latest technology and

adopting the highest levels of hygiene. All product formulation is in accordance with

the health standards of the European Union and the United States Food & Drug

Administration and is subject to ISO 9002 certification.

10

Face

Make Up

Lips

| Enrich Lip Colour | Lipgloss

| Lipliner | Dual Definition LipColor 'n' Liner |

Nails

| True Wear Nail Enamel |

Eyes

| Eye Shadow, Liner & Kajal |

Lakme Pure Defense

Anti-Pollution System

| Detoxifying Facial Wash | Night Cream |

|Day Lotion | Serum |

Cleansers

Cleansers

Sun Care

Sun Care

Body Care

Body Care

Matte Effect

Hairnext

11

Matte Effect

Hairnext

Discover Glow

Moisturisers

Moisturisers

12

1.4 Amway Profile

Amway is the largest direct selling company and manufacturer in the world that

uses network marketing to sell a variety of products, primarily in the health, beauty,

and home care markets. Amway was founded in 1959 by Jay Van Andel and Richard

DeVos. Based in Ada, Michigan, the company and family of companies under Alticor

reported sales growth of 2.3%, reaching US$ 8.4 billion for the year ending December

31, 2009. Its product lines include home care products, personal care products,

jewelry, electronics, Nutrilite dietary supplements, water purifiers, air purifiers,

insurance and cosmetics. In 2004, Health & Beauty products accounted for nearly

60% of worldwide sales. Amway conducts business through a number of affiliated

companies in more than ninety countries and territories around the world. It is ranked

by Forbes as one of the largest private companies in the United States and by Deloitte

as one of the largest retailers in the world.

Amway is more than an income opportunity or a company or products. It’s

about putting people in control of their lives. It’s about connecting people to others

who respect them, who share their goals and aspirations. It’s about supporting people

in their achievements. Amway is about people connecting people to a better way of

life.

Amway has more than 6000 employees worldwide. In addition, Amway has

more than 3.6 million Independent Business Owners (IBOs) around the world. In

China, Amway products are sold by Amway sales representatives.

13

1.4.1 Vision of Amway

Helping people live better lives.

Showing where the business wishes to be in the future.

1.4.2 Mission of Amway

Through the partnering of Distributors, Employees, and the Founding Families

and the support of quality products and service, we offer all people the

opportunity to achieve their goals through the Amway Sales and Marketing

Plan. Broad over riding statement of purpose.

To facilitate best business opportunities.

To deliver high-quality products to semi-urban and urban homes in diverse

areas of insurance, home tech, home care, personal care, cosmetics and

wellness.

1.4.3 Goal of Amway

The development of new business opportunities.

To increase the company's role in relations to social responsibility.

To provide excellent customer service.

1.4.4 Community Services

Amway, its Independent Business Owners and employees are involved in improving

the communities in which they do business. Amway are committed to serve their

customers to fulfill their needs by focusing efforts on discovering and thereby meeting

stated and unstated requirements. Amway promote a culture of openness and mutual

trust by interacting objectively and without underlying personal interests. Amway are

committed to honor, encourage and support individuals and teams who contribute,

through their behavior and actions, to the success of the organization.

Social responsibilities performed by AMWAY

One by One Campaign for Children

Amway Opportunity Foundation (AOF)

National Project for the Blind

14

1.4.5 The History of Amway

What does the word Amway mean? Amway is an abbreviation for "American

Way" and was coined in 1959 by company founders, Jay Van Andel and Richard

DeVos. Short, unique and easy to remember, Amway has been registered as a

corporate name and trademark ever since. In the following decades, Amway

Corporation successfully established itself as a leading multilevel marketing business,

built on strong values and founding principles that continue to sustain our company

today. The business is built on the simple integrity of helping people lead better lives.

Today, Amway is a multibillion-dollar international business representing

freedom and opportunity to millions of people in more than 88 countries and

territories around the world. Amway offer over 3 million Business Owners the

inspiration to grow those businesses, and to work hard to provide new and better ways

for them to achieve their life goals.

A Solid Foundation

Rich DeVos and Jay Van Andel's friendship actually

began with a business proposition, when Rich struck

a deal with Jay for a ride to school for 25 cents a

week After high school they entered the military, but

they planned to start a business together after separate

tours of duty. A friendship formed and became a

business relationship that has lasted to this day. \\ .

The Early Years

Amway quickly outgrew its original facilities in the basements of Rich DeVos's and

Jay Van Andel's homes. In its first full year of business, Amway's sales were more

than half a million dollars.

15

The Decade of Growth

As vowed by Jay Van Andel the night of the 1969 disaster, Amway rebuilt the aerosol

plant and went on. The '70s began with sales of more than $100 million at estimated

retail, and kept going strong. After a lengthy investigation, the FTC verified that

Amway is a genuine business opportunity and not a "pyramid."

The Billion-Dollar Decade

The '80s will be remembered for the first Billion Dollar Year at estimated retail in

1980. Building expansion at Amway World Headquarters continued at breakneck

speed as Amway scrambled to keep pace with demand, opening its new cosmetics

plant in Ada, Michigan.

The Next Generation

As carefully planned by Rich and Jay, the second generation Van Andel and DeVos

families took the helm during the ' 90s. The Policy Board was formed and Steve Van

Andel and Dick DeVos succeeded their fathers as Chairman and President.

Distributors witnessed a similar trend, with the second generation of many distributor

families taking on important leadership roles.

1.4.6. Amway India

Amway promotes individual entrepreneurship through its innovative direct

selling approach of world class consumer products. Amway India is the country’s

leading direct selling FMCG-company which manufactures and sells world-class

consumer products. Its business opportunity and all its products are covered by 100%

Money Back Guarantee. Amway sources all its products from within India, thereby

providing stimulus to the local manufacturing industry.

Amway India is a wholly owned subsidiary of US $ 7.2 billion Amway

Corporation, Ada, Michigan, USA. Established in 1995, Amway India commenced its

commercial operations in May 1998 and has emerged as the largest Direct Selling

FMCG Company. The Company is headquartered at the National Capital Region of

16

India - New Delhi. Amway has invested in excess of US $ 35 million (Rs. 151 crore)

in India of this; US $ 6 million (Rs. 26 crore) is in the form of direct foreign

investment. Amway India has 400 full time employees and has generated indirect

employment for 1,650 persons at all the contract manufacturer locations.

1.4.7 Amway Product

Attitude Lipstick - Truly Fuchsia

Attitude Lipstick is enriched with Almond Oil and Jojoba Oil to help keep your

lips soft & smooth. It also contains Vitamin E & Sunscreen agents at SPF 15 level,

which helps to nourish & protect your lips all day long against damaging effects of

UV rays. The stunning shades promise the expressive glow for every skin tone. So,

get a beautiful look with these lipsticks.

ARTISTRY™ Exact Fit Perfecting Loose Powder - Light(25g)

ARTISTRY EXACT FIT Perfecting Loose Powder This luxuriously silky

loose powder mimics the look of real skin; whether worn alone or over foundation,

skin looks perfected and luminous.

17

Nutrition and Wellness

Nutrilite® is the world’s leading brand of vitamin, mineral, and dietary supplements,

grown harvested and processed on its own certified organic farms.

Cosmetics

Our skin is the outward appearance of who or what we are , or what we would like to

be. But it is more than a simple cover. It is the largest organ of our body - a complex

and dynamic system that is vital to our health and reflects it as well.

Artistry®

Artistry® is one of the world’s top five largest-selling prestige brands of facial skin

care and colour cosmetics.

Attitude®

All products of Attitude contain Skin Vitalizing Complex that synergistically combine

to cleanse, Replenish & Moisturize the skin making it soft & supple.

18

Home Care

Amway’s Home Care Brands provide complete cleaning systems that fit with

everyone’s needs. Their versatile, effective product systems offer the features and

benefits consumers want. No matter what your lifestyle, Amway’s Home Care

products make light work of your cleaning chores.

SA8®

SA8 Gelzyme is India's only 3-in-1 laundry detergent which pretreats, cleans and

softens.

LOC®

LOC High Suds is a multipurpose household liquid cleaner.

Dish Drops®

Dish Drops is a concentrated hand dishwashing liquid with a powerful "Triadic

Detergency System".

19

Personal Care

Amway Personal Care products have built global reputation based on their world-class

research and development. These products are designed to deliver the ultimate

grooming experience and the confidence that lasts long.

Glister®

Glister Toothpaste is a revolutionary Multi-Action Toothpaste with Sylodent that

offers seven benefits.

Persona®

Persona Premium 3 in 1 Soap is a complete soap for the entire family promises

refreshing confidence.

Satinique®

Satinique Advanced Range with unique Ceramide Infusion System uses nature's own

renewing technology to rejuvenate, strengthen and protect your hair.

20

Dynamite®

Dynamite's range of male grooming products, formulated internationally is designed

to deliver the ultimate grooming experience.

G&H®

G&H Range enriched with the goodness of Glycerine and Honey, deeply nourishes

and hydrates the skin for a healthy glow.

Apart from this Amway also deals in Air purifiers and Water purifiers, Jewellery,

Electronics, & Insurance products.

21

CHAPTER 2

DISTRICT PROFILE

GONDIA CITY

22

CHAPTER SCHEMES

2.1 Introduction

2.2 History

2.3 Divisions

2.4 Economy

2.5 Demographics

23

CHAPTER 2

DISTRICT PROFILE GONDIA CITY

2.1 Introduction

Gondia, or Gondiya is a city in the state of Maharashtra in Central India, and is

the administrative headquarters of the Gondia District. Gondia is also known as Rice

City due to the abundance of rice mills in the area. It is a very important city in the

Vidarbha region. Gondia is very close to the state of Madhya Pradesh, and is

considered the gateway to Maharashtra from Central and Eastern India.There are large

number of rice mills and some small scale tobacco industries.

In ancient time, this region was ruled over by Gond kings. The rich dense forest

reflects the culture of Gond people the main business at that time was to collect lak

(sealing wax) from Palas tree and Gum from Babul tree, Gum is called as Gond in

Hindi, therefore the name Gondia is tagged to the place

2.2 History

Gondia was part of the kingdom of Maha Kosala, ruled by the Haihaya Rajput kings

of Chhattisgarh in the 7th century and retains some recollection of Hindu kings who

ruled from Nagardhan.

The 12th century saw the rule of Ponwars who were subsequently ousted by Gond

chiefs who asserted their independence of the Ratanpur dynasty. This was followed by

Raghoji Bhonsle of Satara who established himself as the king of Vidarbha in 1743. In

1755, Janoji was declared as the sovereign of the territory, after the death of his father

Raghoji Bhonsle. The two brothers Mudhoji and Rupaji of Raghoji Bhonsle of

Hingani-Beradi were contemporaries of Shahaji, the father of Chhatrapati Shivaji and

one of the ancestors of the Bhonsles of Nagpur who rehabilitated the village of Beradi

was probably the contemporary of Maloji, the grandfather of Chhatrapati Shivaji.

After the death of Sambhaji, during the Mughal-Maratha conflict, Parasoji rendered

invaluable help to Rajaram who had succeeded to the throne of Chhatrapati. The

24

territories of Vidarbha and Berar from which he had exacted tribute were given to his

charge under a grant made in 1699 A.D.

In 1707 after the death of Aurangzeb when Shahu was released by Muhammad Azam,

Parasoji Bhonsle was the first of the Maratha nobles to join him in west Khandesh.

The 17th century saw the invasion of the Peshwas who were instrumental in making

the district a part of Berar. The Peshwas were succeeded by the Nizams during the

1850s; the Nizam ceded Berar to the British East India Company. In 1903, the Nizam

leased Berar to the British Government of India. It was transferred to the Central

Provinces. In 1956, with the re-organization of states, Bhandara was transferred from

Madhya Pradesh to Bombay Province and in 1960 with the formation of Maharashtra;

it became a district of the state. Gondia district was carved out by division of

Bhandara district after the 1991 Census.

2.3 Divisions

The district is divided into 2 sub-divisions, Gondia and Deori which are further

divided into 8 talukas. Each sub-division consists of 4 talukas. The Gondia sub-

division consists of Gondia, Goregaon, Tirora and Arjuni Moregaon talukas while

Deori sub-division consists of Deori, Amgaon, Salekasa and Sadak Arjuni talukas.

The district consists 556 Gram panchayats, 8 Panchayat Samitis and 954 revenue

villages. Two municipalities in this district are Gondia and Tirora.

The district has 4 Vidhan Sabha constituencies: Arjuni-Morgaon (SC), Gondiya,

Tirora and Amgaon (ST). While the first three are part of Bhandara-Gondiya Lok

Sabha constituency, the last one is part of Gadchiroli-Chimur (ST) Lok Sabha

constituency.

2.4 Economy

In 2006 the Ministry of Panchayati Raj named Gondia one of the country's 250 most

backward districts (out of a total of 640). It is one of the twelve districts in

Maharashtra currently receiving funds from the Backward Regions Grant Fund

Programme (BRGF).

25

2.5 Demographics

According to the 2011 census Gondia district has a population of 1,322,331, roughly

equal to the nation of Mauritius or the US state of New Hampshire.This gives it a

ranking of 369th in India (out of a total of 640). The district has a population density

of 253 inhabitants per square kilometre (660/sq mi) . Its population growth rate over

the decade 2001-2011 was 10.13%. Gondiya has a sex ratio of 996 females for every

1000 males, and a literacy rate of 85.41%.

26

RESEARCH

METHODOLOGY

27

CHAPTER SCHEMES

3.1 OBJECTIVES

3.2 HYPOTHESIS

3.3 SCOPE OF STUDY

3.4 LIMITATION

28

CHAPTER 3

RESEARCH METHODOLOGY

The methodology that was adopted for the study includes both primary source

of data as well as the secondary source of data. The methodology of the study can be

explained

The Research and Methodology adopted for the present study has been systematic and

was done in accordance to the objectives set which has been detailed as below.

Research Definition

Research is a process in which the researcher wishes to find out the end result

for a given problem and thus the solution helps in future course of action.

According to Redman & Mory, research is defined as a “Systemized

effort to gain new knowledge”.

Research Design:

According to “Claire Seltiz”, a research design is the arrangement of condition

and analysis of data in manner that aims to combine relevance to the research purpose

with economy in procedure.

29

3.1 OBJECTIVES

a. To study the different strategies for sales promotion.

b. To determine the awareness level of Lakme & Amway beauty product with

respect to in the market.

c. To know the effectiveness of sales promotion on customers.

d. Gives extra incentive to the customers to make a purchase.

30

3.2 HYPOTHESIS

Brand name is the most prominent factor effects on buying decision of beauty

product.

Lakme & Amway Is providing in range product to customer.

Effectiveness of Lakme & Amway is more as compare to other beauty product

31

3.3 LIMITATION

Time was limited 3 month for the study.

Questionnaire was used for primary data collection.

Generally, the respondents were busy in their work and were not interested in

responding.

Number of Sample 50.

32

3.4 DATA COLLECTION

Data collection refers to a purpose gathering of information relevant to the subject

matter under study and methods depend mainly on nature, purpose and scope of the

enquiry to be undertaken on the available resource and time.

Sources of Data Collection

Data collection is one of the methods of research. There are mainly two methods of the

data collection.

● PRIMARY DATA COLLECTION

● SECONDARY DATA COLLECTION

3.4.1 PRIMARY DATA:

The primary data are those which are collected afresh and for the first

time, and thus happens to be original in character. We can obtain primary data either

through observation or through direct communication with respondents in one form or

another or through personal interview.

3.4.2 SECONDARY DATA:

Secondary data means data that are already available i.e. they refer to the data which

have been already been collected and analyzed by someone else. When the researcher

utilizes secondary data, then he has to look into various sources from where he can

obtain them.

Internet

Company manual and booklets

Books etc.

The source of information is generally classified as primary and secondary.

According to payline V. Young The source of information can be classified into

documentary sources and field sources.

33

a) Primary data:-

The information given / collection by individuals or group constitute primary

source.

Methods of generating primary data

i) Survey

ii) Personal interview

iii) Observation

v) Questionnaire

b) Secondary data:

Books, diary, manscrupt, letter, magazine, internet etc. are the secondary or

documentary source. The researcher for this dissertation has decided to use primary

source as interview schedule and secondary source as books and internet for data

collection.

Tools Of Data Collection:

a) Interview schedule & questionnaire was used as tool for primary source of

data collection.

b) Interview schedule consist of number of question typed in a definite order or

form.

Pre-study:

After careful study of literature and expert consultation the researcher still may

have only a rather vague idea about the critical element in his problem. As pilot study

sometimes may be launched as a step preliminary to the form scale before original

study are carried out in order to gain some preliminary information of the main

project.

34

Pretesting: -

Pretesting is the process of an advance testing of study design after the interview

schedule has been prepared .The researcher referred books and internet to get prepared

literature for this project & report.

Processing:-

Once the collection of data is over the main step top arranged for processing

and analysis of data.

Editing:

The preparation of the data forms for tabulations must include on operational

procedure for accepting, modifying or resection individual questionnaire.

Tabulation:

Tabulation is a process of summarizing raw and display it in compact forms for

further analysis. Analysis of data is made possible through tables. These tables are

made for different variables and to show relationship with each other.

Interpretation of data:-

Analysis and interpretation are central step in research process. The goal of

analysis is to summarize o collected data in such a way that they provide answer to the

and triggered the researcher. Interpretation is the research for the broader meaning of

research finding.

35

DATA ANALYSIS AND

INTERPRETATION

36

CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

1. Most of the customers who visited the store

Male Female

30 % 70 %

Interpretation:-

From the above the graph it is interpreted that 70% customers who visited

the stores are Female. While rest 30% customers are males.

70%

30%

0

10

20

30

40

50

60

70

80

90

100

Male Female

Gender

37

2. Occupation of the customers

Student Service Holder Businessmen other

16 % 35 % 39 % 10 %

Interpretation:-

From the above the graph it is interpreted that most of the

customers having business as occupation preferred Soaps brand of the

products. 35% of the customers are service holders.

16

35

39

10

0

5

10

15

20

25

30

35

40

45

Student Service holder Businessmen Others

Occupation

Occupation

38

3. Do you use Beauty products?

Yes No

80% 20%

Interpretation :

100% respondents in use cosmetics products their 80 percent customer

called yes and 20 percent customer called No.

80

20

0

10

20

30

40

50

60

70

80

90

Yes No

39

4. What all the products of Lakme do you use?

Lotion Nail enamels Lipsticks Shampoos

40% 30% 20% 10%

Interpretation :

From the above the graph it is interpreted that most 40% customer use Lotion 30%

use Nail enamels 20% Lipsticks and 10% shampoos use the lakeme beauty products

40%

30%

20%

10%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Lotion Nail enamels Lipsticks Shampoos

40

5. What do you think, is the main reason for your use of Lakme brand?

Price Products Place Promotion

50% 25% 5% 20%

Interpretation :

From the above the graph it is interpreted that most 50% say Price, 25%

say Products, 05% say Place, and 20% say Promotion is the main reason for

your use of Lakme brand

50%

25%

5%

20%

0%

10%

20%

30%

40%

50%

60%

Price Products Place Promotion

41

6. What all the products of Amway do you use?

Nutrilite Glister Lipsticks Shampoos

20% 30% 35% 15%

Interpretation :

From the above the graph it is interpreted that most 20% customer use

Nutrilite, 30% use Glister 35% Lipsticks and 15% shampoos use the Amway

beauty products.

20%

30%

35%

15%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Nutrilite Glister Lipsticks Shampoos

42

7. Are you satisfied with the products of Lakme?

Yes No

80% 20%

Interpretation :

100% respondents in use cosmetics products their 80 percent customer

called yes and 20 percent customer called No.

80

20

0

10

20

30

40

50

60

70

80

90

Yes No

43

8. Are you satisfied with the products of Amway?

Yes No

75% 25%

Interpretation :

100% respondents in use cosmetics products their 75 percent customer

called yes and 25 percent customer called No.

75

25

0

10

20

30

40

50

60

70

80

Yes No

44

9. Recommendation Amway Product to Others ?

Interpretation:

Word of mouth promotion has a deciding impact on consumers. Here finding shows

that companies are successful in this as 90% of consumers recommend the brand to others.

89%

11%

0

10

20

30

40

50

60

70

80

90

100

Yes No

Yes No

90% 10%

45

10. Recommendation Lakme Product to others?

Interpretation:

Word of mouth promotion has a deciding impact on consumers. Here finding shows

that companies are successful in this as 90% of consumers recommend the brand to others.

89%

11%

0

10

20

30

40

50

60

70

80

90

Yes No

Yes No

85% 15%

46

11. How did you come to know about the Lakme and Amway brand?

Through

advertisement

Word of mouth

influence

Internet Any other

30% 50% 5% 15%

Interpretation:

30% respondents is say Through advertisement, 50 % Word of mouth influence 05%

Internet, 15% any other know about Brand.

30

50

5

15

0

10

20

30

40

50

60

Through advertisement Word of mouth influence Internet Any other

47

FINDINGS, CONCLUSION

& SUGGESTIONS

48

CHAPTER SCHEMES

5.1 FINDINGS

5.2 CONCLUSION

5.3 SUGGESTIONS

49

CHAPTER 5

FINDINGS & CONCLUSION

5.1 FINDINGS

1. While other branded products are not preferred due to high price and brand

loyalty, brand loyalty.

2. The products of Lakme Groups of Companies are easily available at easy

payments and had a very good after sales retailer services.

3. People who are more conscious about their health are more aware about products

and therefore prefer the products of Amway Groups of Companies.

4. Users of personnel & Health care products also generally prefer for buying the

products of Amway Groups of Companies.

5. A majority of the customers look for the price and after sales services before

choosing the products. So the company should plan accordingly to increase their

sales.

50

CONCLUSION

51

5.2 CONCLUSION

The average sales of Lakme & Amway across markets is 37.2 % respectively.

The figure reveal that Lakme & Amway has good market penetration in all

most all the market covered in the survey where compared to its competitions,

Like HLL, NIVEA and Others.

Still there is a need to Promote Lakme to reach at the level of product like

ponds, pears etc.

52

SUGGESTION

53

5.3 SUGGESTIONS

Company should encourage solving the customer’s complaint. Customer

satisfaction should be the ultimate aim so that customer complaints should be

removal.

Promotion by local advertisement can also help in promoting Sales of the

products.

More promotional schemes should be introduced for customers.

Timely feedback should be taken so that all the problems can be easily

removed.

The company should provide good margin for distributorship.

54

BIBLIOGRAPHY

55

CHAPTER 6

BIBLIOGRAPHY

Books

Marketing Managememnt - J.C. Berry

Marketing Managememnt – P. Kotler

Introduction Marketing Managememnt by Adran Palmar

Research Methodology by C.R. Kothari.

Websites

http://www.amway.com/beauty/artistry

http://www.amway.in/Shop/Product/Category.aspx

http://www.overdrive.in/

Magazine

Beauty

Femina

56

ANNEXURE

57

CHAPTER 7

ANNEXURE

1. Most of the customers who visited the store

Male

Female

2. Occupation of the customers

Student

Service Holder

Businessmen

Other

3. Do you use Beauty products?

Yes

No

4. What all the products of Lakme do you use?

Lotion

Nail enamels

Lipsticks

Shampoos

5. What all the products of Lakme do you use?

Nutrilite

Glister

Lipsticks

Shampoos

58

6. Are you satisfied with the products of Lakme?

Yes

No

7. Are you satisfied with the products of Amway?

Yes

No

8. Recommendation to Others ?.

Yes

No

9.How did you come to know about the Lakme and Amway brand?

Through advertisement

Word of mouth influence

Internet

Any other

10. What do you think, is the main reason for your use of Lakme brand?

Price

Products

Place

Promotion