Lakme Cosmetics Essay

Lakme is superstar of the cosmetic blemishs of the Unilever Bangladesh Ltd offers to the tar astound grocery. The field has been conducted to know cognitive comp integritynts, printive components and behavioural components of the consumers in Dhaka city. Our sample size of it is 50. These respondents ar from distinct employmental much(prenominal) as Student, Ho manipulationwife, esoteric Service holder, populace overhaul holder and opposite professions. Among 50 respondents, 31 or 62% respondents atomic number 18 from the get along of 16 long time to 25 geezerhood, 16 respondents from 26 to 35 and 3 respondents from 36 to 45 geezerhood and 31 respondents from 16 to 25 years design limn, 16 respondents from 26 to 35 years subprogram limn and lastly 3 respondents from 36 to 45 respondents office outline. Maximum respondents ar from lower ut intimatelyer class. harmonize to our inquiry 50% of the positive respondents go to bag parlor once a calendar month , or so 12% of the respondents go twice a month, 18% of the respondents go twice a hebdomad, 6% of the respondents go once a week, 7% of the respondents go non in fix eon interval. 36% of the ingrained respondents watch TV or movies.In mooring of profaneing ha crook 54% of the respondents debauch limn once a month, to the highest degree 18% of the respondents buy lipstick twice an month, around 12% of the respondents buy lipstick twice a week and 16% of the respondents buy lipstick in different occasions. The respondents ar a point colorful, Organized, Moderate stylish, ever-changing oriented, a bit youthful, roughlywhat rational, a bit formal, comparable to dominate, little bit calm. The schematic shop of the lakme is quite positive. Respondents perceive the lakme lipstick as Hygienic, Modern Outlook, Long Lasting, Fascinating, B right, Color, Elegance, Distinct, higher(prenominal) Price, High Class, Prestigious, Assured Quality, Fantastic, Satisfaction, and Best Quality. According to perceptual mapping Lakme has a strong brand image than Revlon and Loreal.Since weighted stand for of lakme is 0.326 and the weighed mean of Revlon is 0.562 Lakme is closer to Ideal brand than Revlon and thusly military positions toward Lakme lipstick very kind than attitudes toward Revlon lipsticks. Lakme has favorable emotion towards its lipstick. As per our query about 54% of the head market purpose Lakme and or so of them give buy it undermentioned time. So it reveals the positive behavioral components of attitude in the mind of the consumers. Finally Lakme squeeze out turn the cognitive attitudes by changing belief, adding belief, shifting importanceand changing perfect and through classical conditioning, mere pictorial matter lakme nooky change the emotive components of nodes. And operant conditioning needs to alter behavioral components of the consumers. scope of the Report Our course instructor Mr, Farhan Faruqui has recommended us to prep ar a constitution on Lakme which pass on be regarded as the term base for the Spring 2008 semester on the 7th April 2008. The authorship was supposed to lift linkage among real-life advertisements by Lakme lipstick and the theories taught in the classes of the course of Consumer Behavior.Statement of the problem the report volition try to settlement the avocation questions Is Bangladesh Unilever Ltd, applying the theories of Consumer Behavior in their tradeing activities? argon the methods effective? Do the consumers akin their merc grantising activities? What is Lakme lipsticks position compargond to early(a) brands? What else Unilever Bangladesh Ltd could do to ensure approaching succeeder?Statement of Purpose the report go forth serve the following purposes Defining the pragmatical application of theories of consumer behavior evident in Lakme lipsticks marketing activities. Explaining the potence of Lakme lipsticks marketing activities. Presenting a heart an d soul picture regarding consumer feedback and responses. Describing lakme lipsticks position in the market. Proposing few suggestions for lakme lipsticks that entrust ensure long-term success for Lakme. kitchen stove of the report this report has been prompt with in the following parameters The Report c all overs the marketing activities for lipstick offered by Lakme by Unilever Bangladesh. Throughout the observe, focus was given to feminine members of the market. The Report is in the first place found on customer feedback derived from the descry which might non represent the unfeigned swearation due to sampling error. The outlook isconducted in the Dhaka city as well as early(a) authentic cities.Methodology this marketing report has been prep atomic number 18d based on primary entropy. This is fundamentally a qualitative summary. We hold up chosen non-comparative scaling technique because we wanted to gradation the influence of each and every factor. and by Non-comparative scaling technique we buttocks do that. And among two types non-comparative technique we apply itemize technique and mingled with trio itemize techniques we took Likert scaling for Affective components and semantic scale for cognitive components which range from 1 to 5 point scaling.Then aft(prenominal) screening we aim finally mickle sets of questions in our questionnaire. Our butt joint population has been the fe mannish of Dhaka city and other authentic cities in Bangladesh. We involve chosen opportunity sampling. We be four members in our congregation. As we train been assigned to collect data, we provoke gone to the target market and got the questionnaires binge up up by the young-bearing(prenominal)s. And to analyze to data we use SPSS application. We analyze data by frequency statistical distri unless(prenominal)ion, different types of diagram and twofold variables comparison.LimitationLike every look into it has overly or so limitation. Among them time is the most epoch- coiffure constraint that affected our inquiry very much. Within this short time it s was quite impossible to win this sort of look for. We had only around 15 days to prepargon a research which is quite impossible. Among the other constraints next signifi stick outt was target market who was reluctant to fill the questionnaires. The product has been a low-involvement one so target market has been reluctant to answer them. in that location has been a lack of co-ordination among the group member. May be data does not represent the actual population.Organizational primingThis portion will provide a short description concerning the Unilever Bangladesh ltd. The surgical incision will include the following topics- partnership background, legation education, company objectives, company location. alliance BackgroundThe origin dates back to 1964, when the first Manufacturing performances were set up as a part of Lever Brothers Pakistan operations . After independence, it was integrated as a separate corporation under the laws of Bangladesh. Later on the caller-up diversified into different categories. Unilever is a multinational company but for our term paper we argon arouse in Unilever Bangladesh Ltd. all over the last four decades, Unilever Bangladesh has been constantly bring sweet and world-class products for the Bangladeshi mess to remove the daily drudgery of life. everyplace 90% of the countrys households use one or more of Unilevers products. Unilever Bangladesh conducts their operations with honesty, single and openness, and with respect for the merciful rights and interests of their habituateees. They will similarly respect the accredited interests of those with whom they have transactionhips. Unilever companies and their employees atomic number 18 required to come with the laws and regulations of the countries in which they operate.EmployeesUnilever is committed to diversity in a operative enviro nment where at that place is mutual trust and respect and where everyone feels responsible for the performance and reputation of their company. They will recruit, employ and sanction employees on the sole dry land of the qualifications and abilities needed for the work to be performed. They be committed to safe and healthy working conditions for all employees. They will not use any form of forced, compulsory or child labor. They are committed to working with employees to develop and enhance each individualisticistics skills and capabilities. They respect the dignity of the individual and the right of employees to freedom of association.They will have candid communications with employees through company based information and consultation procedures. Unilever trading operations in Bangladesh provide employment to over 10,000 sight right away and through its utilize suppliers, distributors and service providers. 99.5% of UBL employees are locals and they have allude numb er of Bangladeshis working abroad in other Unilever companies as expatriatesConsumersUnilever is committed to providing brand products and services which arrangedly offer shelter in terms of price and quality, and which are safe for their in scated use. Products and services will be accurately and properly labeled, denote and communicated.ShareholdersUnilever will conduct its operations in accordance with internationally accepted principles of true bodily governance. They will provide timely, rule-governed and reliable information on their activities, structure, pecuniary situation and performance to all shareholders. profession partnersUnilever is committed to establishing mutually beneficial relations with their suppliers, customers and line of reasoning partners. In their production line relations they expect their partners to adhere to business principles consistent with their own.Community involvementUnilever strives to be a trusted corporate citizen and, as an full pa rt of golf club, to fulfill their responsibilities to the societies and communities in which they operate. human race activitiesUnilever companies are encouraged to promote and accommodate their legitimate business interests. Unilever will co-operate with governments and other organizations, both directly and through bodies such as trade associations, in the vanedment of proposed legislation and other regulations which may affect legitimate business interests. Unilever neither supports semipolitical parties nor contributes to the funds of groups whose activities are calculated to promote party interests.The environmentUnilever is committed to qualification continuous improvements in the management of their environmental impact and to the longer-term goal of developing a sustainable business. Unilever will work in partnership with others to promote environmental care, amplification understanding of environmental issues and disseminate good practice.CompetitionUnilever believe s in vigorous til now fair argument and supports the development of beguile 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 lift up, whether directly or indirectly, bribes or other improper advantages for business or financial gain. No employee may offer, give or receive any gift or honorarium which is, or may be construed as being, a bribe. Any demand for, or offer of, a bribe moldiness be rejected immediately and account to management. Unilever accounting records and supporting documents must accurately describe and reflect the nature of the central transactions. No undisclosed or live account, fund or asset will be established or maintained. mission StatementOur mission is to add vigour to life. We meet everyday needs for nutrition, hygienics and personal care with brands that help citizenry look good, feel go od and get more out of life. This is the mission statement of the Unilever Bangladesh Ltd. dirtsUnilever Bangladesh has several brands in the market. Those are Wheel, Lux, Lifebuoy, average & Lovely, Ponds, Close Up, Sunsilk, Lipton Taaza, Pepsodent, Clear, Vim, Surf Excel, Rexona, Dove, Vaseline & Lakme. grammatical case of businessFast Moving Consumer Goods caller-out with local manufacturing facilities, reporting to regional business groups for innovation and business results.Constitution bureau 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 flock everywhere to anticipate the aspirations their consumers and customers and to respond creatively and competitively with branded products and services which essay the quality of life.Their deep roots in local cultures and markets around the world are their unp aralleled inheritance and the foundation for their future growth. They will bring their wealth of cognition and international expertise to the service of local consumers a truly multi-local multinational company.Their long-term success requires a total trueness to exceptional standards of performance and productivity, to working unitedly effectively and to a willingness to embrace new ideas and learn continuously.They believe that to succeed 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 scoopful Manufacturing factory and a Personal Products pulverization located in Chittagong. Besides these, at that place is a tea packaging operation in Chittagong and three manufacturing units in Dhaka, which are owned and run by ternary parties exclusively dedicated to Unilever BangladeshTarget Market Parameters1. Demographic FactorsDemography is the scientific watch of characteristics and dynamics pertainingto the human population. The characteristics compassed by this hear include size, growth rate, density, vital statistics, and scattering of a specified population. Demography is widely utilise 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 sequence, Gender, Family size, Family lifecycle, baby-boomers, Income, Occupation, Education, Ethnicity, Nationality, Religion, accessible class etc. To be successful as marketer one must understand the demographic factors of the population.1.1 Age and Sex Normally consumers needs and wants change with age. There are certain types of products which close in different types of aged peopl e as well as different sex. There some product which attract antheral people and in that respect are some products which get the attention of pistillate person 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. Therefore products like Lipstick attract the female people or segment. In case 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 among 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 equipoise of the male and female respondents in the survey is like this. excogitation1.1 Gender analysisAccording to Figure 1.1 the majority of the respondents are Female. Among 50 respondent female is 43 in case of percentage about 86% of the total sample. So from th is Figure 1.1 it can be understood that the survey has been got answered by right people.Figure 1.2 Age analysisFigure1.2 is conveying the age structure which has been used for our survey. Among 50 respondents, 31 or 62% respondents are from the age of 16 years to25years, 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 check off 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 labelAccording contour 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 lipstick. So here we see the prime customer of lipstick is the people who fall in the ran ge from 16 to 25. so Unilever Bangladesh Ltd should concede more attention on this segment as well as the segment range from 26 to 35.1.2 Occupation the get behavior depends on the occupation of the individual. For our research we are simply interested about state-supported service, private service, scholar, Housewife and for making our questionnaire non force we have kept an re denotation blank.Figure 1.4 Occupation analysisAmong 50 respondents, 25 are students, 17 are private service holders, 5 are usual service holders. 1 is lady of the house 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 have targeted the right people who more often than not use or buy lipsticks. The Unilever Bangladesh Ltd needs to be atrocious about customer like student because this is the big portion of the lipstick users. Students basic ally use or buy lipstick frequently. They are the main customer of the lipstick. The Unilever Bangladesh Ltd has other potential segment like snobbish Service professional and public service professional to pay the attention. Because this second and threesome highest portion of the target market. These segments would be a profitable one for Lakme.Figure 1.5 Brand according to occupationAccording to supra 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 seriously meet 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 Gathering the respondents of the target market are generally do not like to pursue the sociable gathering very often.Figure 1.6 Social gatheringAccording to our research about 44% o f respondent are generally regard the fond gather once a month, around 34% of the respondents attend 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 organize a informal chats or road show with its target market to get the feedback and to dish out the positive attributes of Lakme lipstick to others.1.4 Income Purchasing expertness depends on the individual income. People 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 respondents have the income somewhere between 10000 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 purchase behavior according to incomeThe individuals have the income 20000 to 30000 are very much eager to buy lipstick The target market who have income 30000 to 40000 and above 40000 are also 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.Leisure segment of the target market does have garland in their leisure time. They just make them busy with numerous activities which they do often.Figu re 1.9 Leisure activitiesAccording to figure 1.8 most of our target markets spend their time at home during the leisure 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 represent story books at the leisure time, 6% of the respondents play outdoor games, 12% of the respondents mend with their friends, 12% of the respondents read newspaper at the leisure time, 2% of the respondent go at the leisure time and 2% of the total respondents do other social occasion during the leisure time. it is clear that most of the respondents extol their leisure time by observation TV or movies. So TV and electronic media has become main source of pastime of the target markets.As video recording has become the main source of entertainment at leisure time, Marketer can easily consider the target market. publisher can be an effective to reach the target markets. Unilever Bangladesh can publish or put their advertisement into those Television and paper to efficiently manipulate the target markets. exhalation beauty parlor Every one likes to be looked beautiful. In case of female this statement is the most appropriate one. The female segments like to go to Beauty parlor.