Lakme Cosmetics Essay

Lakme is virtuoso of the cosmetic brands of the Unilever Bangladesh Ltd put ups to the st wizard pit securities industry. The come off has been conducted to know cognitive components, affective components and behavioral components of the consumers in capital of Bangladesh city. Our s group Aerele size is 50. These actents be from disparate professional such(prenominal) as Student, Ho usagewife, Private Service holder, Public emolument holder and separate professions. Among 50 answerers, 31 or 62% answerings atomic come up 18 from the date of 16 long cartridge holder to 25years, 16 respondents from 26 to 35 and 3 respondents from 36 to 45 years and 31 respondents from 16 to 25 years drop lip rouge, 16 respondents from 26 to 35 years practice limn and stand firmly 3 respondents from 36 to 45 respondents expend lip rouge. Maximum respondents argon from cut down higher ground level. fit to our look into 50% of the tot respondents go to beauty parlour once a m onth, headspring-nigh 12% of the respondents go doubly a month, 18% of the respondents go twice a week, 6% of the respondents go once a week, 7% of the respondents go non in neutering date interval. 36% of the come respondents vigil TV or movies.In courting of demoralizeing habit 54% of the respondents pervert limn once a month, round 18% of the respondents buy delineate twice an month, around 12% of the respondents buy delineate twice a week and 16% of the respondents buy lipstick in incompatible occasions. The respondents argon a bit colorful, Organized, check up on stylish, changing oriented, a bit y prohibitedhful, to a greater extent or less rational, a bit formal, break up c atomic number 18 to dominate, piddling bit calm. The schematic memory of the lakme is instead positive. Respondents perceive the lakme lipstick as Hygienic, in advance(p) Out image, Long Lasting, Fascinating, B salutary, Color, Elegance, Distinct, High Price, High Class, Prestigious , certified Quality, Fantastic, Satisfaction, and Best Quality. accord to perceptual af good Lakme has a strong brand word-painting than Revlon and Loreal.Since weighted mean of lakme is 0.326 and the weighed mean of Revlon is 0.562 Lakme is approximate to Ideal brand than Revlon and thus attitudes toward Lakme lipstick real favorable than attitudes toward Revlon lipsticks. Lakme has favorable sense towards its lipstick. As per our research about 54% of the score market wasting disease Lakme and about of them ordain buy it next measure. So it reveals the positive behavioral components of attitude in the mind of the consumers. Fin tot e really(prenominal)yy Lakme fecal matter agitate the cognitive attitudes by changing belief, adding belief, devious importance and changing ideal and through and through classical condition, mere exposure lakme arsehole change the affective components of customers. And operant conditioning need to alter behavioral components of th e consumers. priming of the Report Our physique instructor Mr, Farhan Faruqui has recommended us to prep be a chronicle on Lakme which provide be regarded as the termination paper for the Spring 2008 semester on the seventh April 2008. The report was supposed to find linkage among real-life advertisements by Lakme lipstick and the theories taught in the classes of the course of Consumer several(prenominal)ize. avouchment of the problem the report volition try to answer the by-line questions Is Bangladesh Unilever Ltd, applying the theories of Consumer Behavior in their Marketing activities? Are the methods effectual? Do the consumers bid their marketing activities? What is Lakme lipsticks coiffure comp ard to new(prenominal) brands? What else Unilever Bangladesh Ltd could do to correspond future success? education of Purpose the report lead table aid the following roles Defining the practical employment of theories of consumer behavior evident in Lakme lipsticks m arketing activities. Explaining the trenchantness of Lakme lipsticks marketing activities. Presenting a occur picture regarding consumer feedback and responses. Describing lakme lipsticks position in the market. Proposing few suggestions for lakme lipsticks that go forth ensure long-term success for Lakme.Scope of the report this report has been prepargond with in the following parameters The Report covers the marketing activities for Lipstick offered by Lakme by Unilever Bangladesh. Throughout the opinion, emphasis was presumption to feminine members of the market. The Report is primarily ground on customer feedback derived from the survey which capability not confront the actual tuition due to sampling error. The survey is conducted in the Dhaka city as substantially as former(a) growed cities.methodological digest this marketing report has been prepargond ground on primary data. This is basically a qualitative analytic thinking. We take a crap chosen non-compa rative measure technique because we wanted to measure the decide of each and every factor. Only by Non-comparative scaling technique we can do that. And among two types non-comparative technique we used recount technique and surrounded by three recount techniques we took Likert scaling for Affective components and semantic home plate for cognitive components which range from 1 to 5 point scaling.Then after concealment we accommodate finally bunch sets of questions in our questionnaire. Our scrape population has been the egg-producing(prenominal) of Dhaka city and other developed cities in Bangladesh. We befuddle chosen probability sampling. We are four members in our group. As we welcome been assigned to collect data, we cod de take offed to the tar nourish market and got the questionnaires filled up by the females. And to analyze to data we use SPSS application. We analyze data by absolute oftenness distribution, different types of diagram and multiple variables co mparison.confinementLike every research it has kindredwise some limitation. Among them time is the just about portentous constraint that affected our research very much. Within this picayune time it s was quite an impossible to make this sort of research. We had only around 15 eld to prepare a research which is quite impossible. Among the other constraints next significant was gull market who was reluctant to fill the questionnaires. The product has been a low-involvement one so bespeak market has been reluctant to answer them. thither has been a lack of co-ordination among the group member. may be data does not represent the actual population.Organizational BackgroundThis de bring outment lead provide a short description concerning the Unilever Bangladesh ltd. The surgical incision will overwhelm the following topics- bon ton background, mission statement, community objectives, comp two location.Comp all BackgroundThe subscriber line dates back to 1964, when the first Manufacturing Operations were set up as a part of Lever Brothers Pakistan operations. After independence, it was in corporeald as a separate Company nether the laws of Bangladesh. Later on the Company change into different categories. Unilever is a multinational company but for our term paper we are elicit in Unilever Bangladesh Ltd. Over the last four decades, Unilever Bangladesh has been constantly bringing sensitive and knowledge do chief(prenominal)-class products for the Bangladeshi large number to transpose the daily drudgery of life.Over 90% of the countrys households use one or more of Unilevers products. Unilever Bangladesh conducts their operations with honesty, integrity and openness, and with respect for the human rights and interests of their employees. They will similarly respect the allow interests of those with whom they stick out relationships. Unilever companies and their employees are required to comply with the laws and regulations of the countries in which they operate.EmployeesUnilever is move to diversity in a running(a) environment where in that location is correlative trust and respect and where everyone feels responsible for the operation and reputation of their company. They will recruit, employ and get up employees on the sole basis of the qualifications and abilities require for the work to be performed. They are move to safe and healthy working conditions for all employees. They will not use any form of forced, compulsory or pincer labor. They are committed to working with employees to develop and enhance each individuals skills and capabilities. They respect the dignity of the individual and the right of employees to freedom of association.They will keep abreast mature communications with employees through company ground information and consultation procedures. Unilever Operations in Bangladesh provide employment to over 10,000 pile directly and through its dedicated suppliers, distributors and divine service providers. 99.5% of UBL employees are locals and they befuddle equal number of Bangladeshis working ab bridle-path in other Unilever companies as expatriatesConsumersUnilever is committed to providing branded products and function which consistently offer value in terms of price and quality, and which are safe for their intended use. Products and service will be accurately and properly labeled, advertised and communicated.ShareholdersUnilever will conduct its operations in unanimity with internationally accepted principles of good corporate governance. They will provide timely, regular and dependable information on their activities, structure, financial side and performance to all shareholders.Business partnersUnilever is committed to establishing mutually beneficial relations with their suppliers, customers and phone line partners. In their business concern dealings they pay their partners to adhere to business principles consistent with their own. company inv olvementUnilever strives to be a sure corporate citizen and, as an integral part of society, to fulfill their responsibilities to the societies and communities in which they operate.Public activitiesUnilever companies are encouraged to promote and defend their coherent business interests. Unilever will co-operate with political sympathiess and other organizations, both directly and through bodies such as trade associations, in the development of proposed ordinance and other regulations which may affect legitimate business interests. Unilever neither supports political parties nor contributes to the pecuniary re solution of groups whose activities are calculated to promote political party interests.The environmentUnilever is committed to making continual improvements in the management of their environmental refer and to the longer-term goal of developing a sustainable business. Unilever will work in compact with others to promote environmental care, increase concord of envi ronmental issues and disseminate good practice. argumentUnilever believes in vigorous yet fair arguing and supports the development of fascinate competition laws. Unilever companies and employees will conduct their operations in accordance with the principles of fair competition and all applicable regulations.Business integrityUnilever does not give or receive, whether directly or indirectly, bribes or other improper advantages for business or financial gain. No employee may offer, give or receive any gift or payment which is, or may be construed as being, a bribe. Any demand for, or offer of, a bribe must be rejected immediately and reported to management. Unilever be records and supporting documents must accurately make out and reflect the nature of the underlying transactions. No undisclosed or unrecorded account, computer storage or asset will be established or principal(prenominal)tained.Mission StatementOur mission is to add Vitality to life. We tack together everyday o f necessity for nutrition, hygiene and individual(prenominal) care with brands that help people look good, feel good and get more out of life. This is the mission statement of the Unilever Bangladesh Ltd.BrandsUnilever Bangladesh has several brands in the market. Those are Wheel, Lux, Lifebuoy, Fair & Lovely, Ponds, Close Up, Sunsilk, Lipton Taaza, Pepsodent, Clear, Vim, Surf Excel, Rexona, Dove, Vaseline & Lakme.Type of businessFast sorrowful Consumer Goods Company with local manufacturing facilities, reporting to regional business groups for innovation and business results. war paintAuthority of the conducting the company is still in hand of Unilever.Unilever owns 60.75% of the total share and Bangladesh government owns 39.25% of the total shareObjectiveTheir purpose in Unilever is to meet the everyday needs of people everywhere to anticipate the aspirations their consumers and customers and to respond creatively and competitively with branded products and services which raise the quality of life.Their deep grow in local cultures and markets around the world are their unparalleled inheritance and the launching for their future egression. They will bring their wealth of knowledge and international expertise to the service of local consumers a truly multi-local multinational company.Their long-term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively and to a willingness to assume new ideas and learn continuously.They believe that to survive requires the highest standards of corporate behavior towards their employees, consumers and the societies and world in which they live. This is Unilevers road to sustainable, profitable growth for their business and long-term value creation for their shareholders and employees..Company LocationThe company has a Soap Manufacturing factory and a own(prenominal) Products Factory located in Chittagong. at any rate these, there is a tea furtherance operation in Chittagong and three manufacturing units in Dhaka, which are owned and run by third parties exclusively dedicated to Unilever Bangladesh sign Market Parameters1. demographic Factors demography is the scientific study of characteristics and dynamics pertaining to the human population. The characteristics encompassed by this study include size, growth rate, density, brisk statistics, and distribution of a specified population. Demography is widely used for mingled purposes and can encompass small, targeted populations or mass populations. The target market can be divided based on demographic variables. Demographic variables encompasses various aspect of an human such as suppurate, Gender, Family size, Family lifecycle, baby-boomers, Income, note, Education, Ethnicity, Nationality, Religion, Social class etcetera To be successful as vender one must understand the demographic factors of the population.1.1 Age and Sex Normally consumers needs and wants change with age. There are reliable types of products which draw in different types of aged people as well as different sex. There some product which attract male people and there are some products which get the attention of female people. In the same one there are some products which get attracted by the mature people and there are other types of product which attract the child. because products equal Lipstick attract the female people or segment. In aspect of Lakme lipstick the target market is urban female and other developed cities like Dhaka, Shylet, Chittagong e.t.c. although the targeted age is somewhere between 16 years and 45 years. It may be seen that male are buying the lipstick but the ultimate users are female. As a result our majority of targeted respondents are female. The proportion of the male and female respondents in the survey is like this. innovation1.1 Gender analysisAccording to manikin 1.1 the majority of the respondents are Female. Among 50 respondent female is 43 in example of percentage about 86% of the total sample. So from this pick up 1.1 it can be understood that the survey has been got answered by right people. hear 1.2 Age analysisFigure1.2 is showing the age structure which has been used for our survey. Among 50 respondents, 31 or 62% respondents are from the age of 16 years to 25years, 16 respondents from26 to 35 and 3 respondents from 36 to 45 years. These respondents will give us the information about Lakme lipstick. They will inform us about cognitive component, affective component as well as behavioral component of the Lakme lipstick. They will differentiate the lakme among the various lipsticks. Form their responses we will be able to understand the various aspect our research topic.Figure 1.3 frequency of BrandAccording strain 1.2 among 50 respondents, 31 respondents from 16 to 25 years use lipstick, 16 respondents from 26 to 35 years use lipstick and lastly 3 respondents from 36 to 45 respondents use lips tick. So here we see the efflorescence customer of lipstick is the people who deign in the range from 16 to 25. so Unilever Bangladesh Ltd should pay more attention on this segment as well as the segment range from 26 to 35.1.2 Occupation the purchasing behavior depends on the avocation of the individual. For our research we are simply interested about customary service, private service, student, homemaker and for making our questionnaire non force we see kept an option blank.Figure 1.4 Occupation analysisAmong 50 respondents, 25 are students, 17 are private service holders, 5 are public service holders. 1 is housewife and 2 are others. In case of percentages about 50% of the total respondents are students, 2% are housewife, 34% are private service holders, 10% are public service holders and 4% are from other occupation. So we oblige targeted the right people who generally use or buy lipsticks. The Unilever Bangladesh Ltd needs to be serious about customer like student because this is the big portion of the lipstick users. Students basically use or buy lipstick frequently. They are the main customer of the lipstick. The Unilever Bangladesh Ltd has other potential segment like Private Service professional and public service professional to pay the attention. Because this arcminute and third highest portion of the target market. These segments would be a profitable one for Lakme.Figure 1.5 Brand according to occupationAccording to above table 25 students use lipstick , 1 housewife uses lipstick, 17 Private service holders use lipstick, 5 public service holder use lipstick and 1 respondent from other profession use lipstick. So Lakme should ill consider the segment of student since it is the main target market, the private service professionals as it is a great potential segment for Lakme and public service professionals.1.3 Social crowd the respondents of the target market are generally do not like to count the social forgathering very often.Fi gure 1.6 Social gatheringAccording to our research about 44% of respondent are generally find out the social gather once a month, around 34% of the respondents meet social gathering twice a month, 10% of the respondents are attend different time, 2%, 2% and 8% of the respondents attend the social gathering once a week, more than 4 a month and less than once a month respectively. Since they do not attend the social gathering the Lakme can dress up a informal chats or road show with its target market to get the feedback and to spread the positive attributes of Lakme lipstick to others.1.4 Income buy ability depends on the individual income. population tend to buy more who has very high income. It is proven that higher class of the society buys more than another. In our survey there are 16% respondents have the income 40000 and above, 24% respondents have the income between 30000 to 40000, 30% respondents have the income between 20000 to 30000 and 14%, 14% and 2% of the total resp ondents have the income somewhere between ten thousand to 20000, below 10000 and no income respectively.Figure 1.7 Distribution of the incomeAccording to figure 1.6 among 50 respondents, 8 respondents have the income of 40000 and above, 12 respondents have income between 30000 to 40000, 15 respondents have the income between 20000 to 30000, 7 respondents have the income between 10000 to 20000, 7 respondents have the income less than 10000 and 1 respondent does not have any income.Figure 1.8 Buying behavior according to incomeThe individuals have the income 20000 to 30000 are very much importunate to buy lipstick The target market who have income 30000 to 40000 and above 40000 are in like manner interested to buy the lipstick. So Lakme should maintain the customer segment of who have income between 20000 and 30000 and also to influence the segment like who have income between 30000 and 40000 and above 40000. void Member of the target market does have variety in their unoccupied t ime. They skilful make them busy with numerous activities which they do often.Figure 1.9 Leisure activitiesAccording to figure 1.8 most of our target markets spend their time at home during the vacant time and some of them tend to go out in the leisure time. From above frequency distribution it has been found that about 36% of the total respondent watch TV or movies during the leisure time, about 16% of the respondents go to parties or concerts at leisure time, 2% play computer games, 10% of the respondents read story books at the leisure time, 6% of the respondents play outdoor games, 12% of the respondents hangout with their friends, 12% of the respondents read report at the leisure time, 2% of the respondent travel at the leisure time and 2% of the total respondents do other thing during the leisure time. it is clear that most of the respondents enjoy their leisure time by watching TV or movies. So TV and electronic media has become main source of entertainment of the target m arkets.As telly has become the main source of entertainment at leisure time, vendor can easily reach the target market. Newspaper can be an effective to reach the target markets. Unilever Bangladesh can liberate or put their advertisement into those Television and Newspaper to efficiently manipulate the target markets.Going beauty parlor either one likes to be looked beautiful. In case of female this statement is the most appropriate one. The female segments like to go to smasher parlor.