CLIENT BUYING BEHAVIOR OF LAKME
SUBMITTED SIMPLY BY:
DEBOPRIYA SAHA- 10BSPHH010213
STAND OF CONTENTS
Overview of Sector and company profile
Brand Value of Lakme
Understanding and Attitude of consumers
Promotional tricks of Lakme
How Lakme influences Buyer Behaviour
Situational Analysis at LAKME
The satisfaction that comes with the successful completion of our project can be incomplete without the mention of persons whose limitless co-operation, constant guidance and encouragement made it possible for us to work out our initiatives in the right direction. Our company is grateful to the project guide and teacher, Mr. MURLI KRISHNAN, for the assistance, inspiration and constructive recommendations that helped us in the preparation with this project. We all also give thanks to him pertaining to providing all of us with the opportunity of commencing this project, through which the learning and understanding of the marketing concepts were additional strengthened.
The strong trend towards consumerism is realizing in the lives of the people in subtle, yet interesting, ways. The likelihood of this pattern emerging was recognised quite early by the cosmetics multinationals. To begin with, that they had donned a `premium alone' image, although soon seen the potential of the medium- and low-end industry. In the success game, the MNCs include positioned themselves strategically in growth areas, chasing volumes of prints and dropping the `premium' image. Though the craze intended for `foreign' cosmetics cannot be dismissed, it has not really been hanging around for the MNCs. Understanding the color of the cosmetics marketplace has been a difficult process for most players. The premium companies are limited in proportions was not recognized early. The medium and low ends are where volumes are _ almost as substantial 95 %. MNCs such as L'Oreal, Oriflame and Avon, which came into in the mid-1990s, realized the value of the part game and started reformulating their approaches. The size plus the potential in the cosmetics industry, like many more, have been largely misjudged. First, the middle-class users, which was taken to end up being 60 thousands, had to be pruned by 50 percent. Second, with little comprehension of the income disparities as well as the willingness to pay, players were found unawares by the price sensitiveness and the heterogeneous sets of needs at different selling price points. Third, a discrete change got occurred in the perception of cosmetics _ from a practical to a trend item, with emphasis on choice. These make the task of market expansion complex. MNCs such as Unilever (with their Pond's line), Procter and Gamble (Oil of Olay) and L. L. Morrison (Nivea range), which have a long presence and an understanding of the domestic marketplace, succeeded just after studying the varied tastes of consumers. This kind of being a entier, they are even now unlearning and relearning to fashion fresh strategies and introduce competitive products. The entry of MNCs as well helped the efforts of marketers and dispelled the idea that colors are dangerous for skin. The products are packaged because having pores and skin moisturising and enriching real estate agents too. As a result, the number of users and the regularity of use have got risen substantially.. Till the 1990s, the industry was reigned over by Lakme, a Struktur brand, and a far away second was Tips and Foot (manufactured simply by Paramount Makeup, a local company). Though Indian consumers seek for foreign brands, beyond reach prices forced them to stay loyal for the local brands. This avoided a marked change in the market leadership composition. Hindustan Button Ltd (HLL) has become a dominospiel with the takeover of Lakme and Pond's, and its furiously growing strength in personal-care...