A comparative study on Lakme and

Amway beauty Products

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

INTRODUCTION

CHAPTER SCHEMES
1.1 Lakme's Profile
1.1.1 About LAKM

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

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

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.

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 Lakm

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

Owing to the brand building exercise by Lakm, 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

Lakm 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 Lakm.
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

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 Lakm 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 LAKM

The Carreras family established LAKM Cosmetics in 1997 and is

independent, self-financed and family owned. The family has over 40 years of
manufacturing experience in salon products.
Lakm East a regional distributor of Lakm Cosmetics with its main office in
Colchester is conveniently placed to provide you with all the guidance back up and
support youll ever need.

Lakm

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

LAKM 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.

Face

Lips

Make Up

| Enrich Lip Colour | Lipgloss

| Lipliner | Dual Definition LipColor 'n' Liner |
Eyes

Nails

| True Wear Nail Enamel |

| Eye Shadow, Liner & Kajal |

Cleansers

Lakme Pure Defense

Anti-Pollution System

| Detoxifying Facial Wash | Night Cream |

|Day Lotion | Serum |

Cleansers

Sun Care

Body Care

Sun Care

Body Care

Matte Effect

Hairnext

10

Matte Effect
Discover Glow

Hairnext
Moisturisers

Moisturisers

11

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. Its

about putting people in control of their lives. Its about connecting people to others
who respect them, who share their goals and aspirations. Its 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.

12

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
13

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.

14

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 countrys
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
15

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.

16

Nutrition and Wellness

Nutrilite is the worlds 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 worlds 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.

17

Home Care
Amways Home Care Brands provide complete cleaning systems that fit with
everyones needs. Their versatile, effective product systems offer the features and
benefits consumers want. No matter what your lifestyle, Amways 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".

18

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.

19

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.

20

CHAPTER 2
DISTRICT PROFILE
GONDIA CITY

21

CHAPTER SCHEMES
2.1 Introduction

2.2 History
2.3 Divisions
2.4 Economy
2.5 Demographics

22

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

23

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 subdivision 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).

24

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%.

25

RESEARCH
METHODOLOGY

26

CHAPTER SCHEMES
3.1 OBJECTIVES
3.2 HYPOTHESIS
3.3 SCOPE OF STUDY
3.4 LIMITATION

27

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.

28

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.

29

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

30

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.

31

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.

32

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.

33

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.

34

DATA ANALYSIS AND

INTERPRETATION

35

CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
1. Most of the customers who visited the store
Male

Female

30 %

70 %

Gender
100
30%

90
80
70
60
50
40
30
20

70%

10
0
Male

Female

Interpretation:From the above the graph it is interpreted that 70% customers who visited
the stores are Female. While rest 30% customers are males.

36

2. Occupation of the customers

Student

Service Holder

Businessmen

other

16 %

35 %

39 %

10 %

Occupation
45
39

40

35

35
30
25
20

Occupation

16

15

10

10
5
0
Student

Service holder

Businessmen

Others

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.

37

3. Do you use Beauty products?

Yes

No

80%

20%

90
80

80
70
60
50
40
30

20

20
10
0
Yes

No

Interpretation :

100% respondents in use cosmetics products their 80 percent customer

called yes and 20 percent customer called No.

38

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

Lotion

Nail enamels

Lipsticks

Shampoos

40%

30%

20%

10%

45%
40%

40%

35%
30%

30%

25%
20%

20%
15%

10%

10%
5%
0%
Lotion

Nail enamels

Lipsticks

Shampoos

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

39

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

Price

Products

Place

Promotion

50%

25%

5%

20%

60%
50%

50%

40%
30%

25%
20%

20%
10%

5%

0%
Price

Products

Place

Promotion

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

40

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

Nutrilite

Glister

Lipsticks

Shampoos

20%

30%

35%

15%

40%
35%

35%

30%

30%

25%
20%

20%

15%

15%
10%
5%
0%
Nutrilite

Glister

Lipsticks

Shampoos

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.

41

7. Are you satisfied with the products of Lakme?

Yes

No

80%

20%

90
80

80
70
60
50
40
30

20

20
10
0
Yes

No

Interpretation :

100% respondents in use cosmetics products their 80 percent customer

called yes and 20 percent customer called No.

42

8. Are you satisfied with the products of Amway?

80

Yes

No

75%

25%

75

70
60
50
40
30

25

20
10
0
Yes

No

Interpretation :

100% respondents in use cosmetics products their 75 percent customer

called yes and 25 percent customer called No.

43

9. Recommendation Amway Product to Others ?

Yes

No

90%

10%

100
89%

90
80
70
60

50
40
30
20
11%

10
0
Yes

No

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.

44

10. Recommendation Lakme Product to others?

90

Yes

No

85%

15%

89%

80
70
60
50
40
30
20

11%

10
0
Yes

No

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.

45

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

Through
advertisement
30%

Word of mouth
influence
50%

Internet

Any other

5%

15%

60
50

50

40
30

30

20

15

10

0
Through advertisement Word of mouth influence

Internet

Any other

Interpretation:
30% respondents is say Through advertisement, 50 % Word of mouth influence 05%
Internet, 15% any other know about Brand.

46

FINDINGS, CONCLUSION
& SUGGESTIONS

47

CHAPTER SCHEMES

5.1 FINDINGS
5.2 CONCLUSION
5.3 SUGGESTIONS

48

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.

49

CONCLUSION

50

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.

51

SUGGESTION

52

5.3 SUGGESTIONS
Company should encourage solving the customers 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.

53

BIBLIOGRAPHY

54

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

55

ANNEXURE

56

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
57

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

58