PROJECT ON:

ABOUT THE COMPANY:

Lakme founded in 1973 is an Indian brand of cosmetics, owned by Hindustan Unilever. Lakme started as a 100% subsidiary of Tata Group. Tata’s entered into a 50-50 joint venture with Hindustan Lever Limited in 1995. In 1998 Tata sold off their stakes in Lakme Lever to HLL, for Rs 200 Crore.

INTRODUCTION

The name ‘Lakme’ is borrowed from Lakshmi, the name of the priestess. The rate is high in the skin-care segment as compared to colour cosmetics. In the skin-care segment, price and volume played an equal role in value growth. Lakme has a range of beauty products to offer to its consumers.

“Lakme Fruit Blast Face Wash Series”

Lakme Fruit Blast ‘BERRY LUSH’ Face Wash. Lakme Fruit Blast ‘MELON MELT’ Face Wash. Lakme Fruit Blast ‘CITRUS RAIN’ Face Wash. Lakme Fruit Blast ‘HONEY GLOW’ Face Wash.

USAGE REASON Pro’s:- It has tiny granules which are strawberry seeds for exfoliation.-It has got a gel-like consistency with a strong and nice fruity fragrance.-It is reasonably priced. Cons:-Many women have complained that it leaves a slippery feel on the face after its use.- Since it is soap free, it does not lather that well.

Lakme’s Fruit Blast ‘Melon Melt’ face wash Pro’s:- It is reasonably priced for the quantity given.-Doesn’t cause skin to break out at all.-It smells of freshly cut melons and the aroma is just superb. Cons:-The granules in this face wash are quite rough.

Lakme Fruit Blast ‘Citrus Rain’ Face Wash Pro’s:- It contains niacin amide or vitamin c which adds radiance to skin.-It smells of freshly peeled oranges.- It is another effective and new innovation from the Lakme company.

Lakme Fruit Blast ‘Honey Glow’ Face Wash Pro’s:-Deeply revitalise and protect your skin from the winter.- The nourishing active ingredients; honey and avocado, are infused in this hydrating face wash.

CUSTOMER PERCEPTION

Perception is the process through which we select, organise and interpret sensory input to achieve or grasp of our surroundings. The commercial ad definitely stays in one’s mind and is hard to forget. The customers perceive the Fruit Blast face washes as a natural and soap free way to protect their skin. The natural scrub particles and granules of strawberry seeds have been perceived well with the women customers.

MOTIVE Inferential-The customer becomes aware about a product by observing another person talking about the product. Explanatory-The commercial ad has shown the importance of fruit essence to a woman's skin.Predictions-If working women and college girls are motivated to keep their skin hydrated they will try to take care of their skin.Multiple Motives-Catching and understanding different consumer motivation leads to successful launch of the product.

SURVEY How often do you purchase Lakme Face Wash?-a) 60% - Once in a month b) 40% - Twice a month Out of the 4 types which face wash do you use?-a) 50% - Citrus Rain b) 50% - Others How do you find its pricing?-a) 30% - High b) Low – 5% c) Optimum – 65% Do you want any changes in the product?-a) 70% - Yes b) 30% - No.