“A STUDY ON PREFERENCE OF WOMEN ON BRAND IMAGE OF COSMETICS IN CHENNAI” By P. Dhivya K . Dhanahasini R. Maria Shirley D. Preetha A PROJECT REPORT Submitted on the basis of Research Methodology in partial fulfillment of the requirement for the award of the P.G. DIPLOMA IN H.R.M. Madras Christian College(Autonomous) Tambaram Chennai – 59
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“A STUDY ON PREFERENCE OF WOMEN ON BRAND IMAGE OF
COSMETICS IN CHENNAI”
By
P. Dhivya
K . Dhanahasini
R. Maria Shirley
D. Preetha
A PROJECT REPORT
Submitted on the basis of Research Methodology
in partial fulfillment of the requirement for the award of the
P.G. DIPLOMA IN H.R.M.
Madras Christian College(Autonomous)
Tambaram
Chennai – 59
(2011 – 2012)
INTRODUCTION
1. INTRODUCTION:
Almost every business has a trading name, from the smallest market trader to the largest multi-
national corporation. Only a minority of those businesses however, have what could be classed
as a ‘brand’ or a ‘brand name’. Branding is a word commonly referred to by advertisers and
marketing people, but what does it actually mean, how can you get it, and most importantly; how
will it benefit your business?
1.1. BRANDING:
A well-known brand is generally regarded as one that people will recognize, often even if they
do not known about the company or its products/services. These are usually the business name or
the name of the product, although it can also include the name of a feature or style of a product.
The overall ‘branding’ of a company or product can also stretch to a logo, symbol, or even
design features (e.g. regularly used colors or layouts, such as red and white for coco cola.) that
identify the company or its products/services.
For example: The Nike brand name is known throughout the world, people can identify the name
and logo even if they have never bought any of their products. However, not only is the company
name a brand, but the logo (The ‘tick’ symbol) is also a strong piece of branding in its own right.
The majority of people that are aware of the company can also identify it from this symbol alone.
1.2. BRAND IMAGE:
Brand image is the current view of the customers about a brand. It can be defined as a unique
bundle of associations within the minds of target customers. It signifies what the brand presently
stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the
customers’ perception about the product. It is the manner in which a specific brand is positioned
in the market. Brand image conveys emotional value and not just a mental image. Brand image is
nothing but an organization’s character. It should highlight an organization’s mission and vision
to all. The main elements of positive brand image are-unique logo reflecting organization’s
image, slogan describing organization’s business in brief and brand identifier supporting the keys
values.
1.3. RECOGNITION AND LOYALTY:
The main benefit of branding is that customers are much more likely to remember your business.
A strong brand name and logo/image helps to keep your company image in the mind of your
potential customers.
If your business sells products that are often bought on impulse, a customer recognizing your
brand could mean the difference between no-sale and sale. Even if the customer was not aware
that you sell a particular product, if they trust your brand, they are likely to trust you with
unfamiliar products. If a customer is happy with your products or services, a brand helps to build
customers loyalty across your business.
1.4. IMAGE OF QUALITY:
A strong brand projects an image of quality in your business; many people see the brand as a part
of a product or service that helps to show its quality and value.
It is commonly said that if you show a person two identical products, only one of which is
branded; they will almost always believe item is higher quality.
If you can create effective branding, then over time the image of quality in your business will
usually go up. Of course, branding cannot replace good quality, and bad publicity will damage a
brand (and your business image), especially if it continues over a long period of time.
1.5. FEATURES OF A GOOD BRAND NAME:
A good brand name should have following characteristics:
1. It should be unique/ distinctive (for instance-Kodak, Mustang).
2. It should be extendable.
3. It should be easy to pronounce, identified and memorized.
4. It should give an idea about product’s qualities and benefits.
5. It should be easily convertible into foreign languages.
6. It should be capable of legal protection and registration.
7. It should suggest product/ service category.
8. It should indicate concrete qualities.
9. It should not portray bad/ wrong meanings in other categories.
REVIEW OF LITERATURE
2.1. HISTORY OF LAKME
History of Lakmé is an Indian brand of cosmetics, owned by Unilever. Lakme started as a
100% subsidiary of Tata Oil Mills (Tomco), part of the Tata Group; it was named after the
French opera Lakmé , which itself is the French form of Lakshmi, the goddess of wealth, also
renowned for her beauty. Indian cosmetLakme was started in 1952, famously because the then
Prime Minister, Jawaharlal Nehru, was concerned that Indian women were spending precious
foreign exchange on beauty products, and personally requested JRD Tata to manufacture them in
India. Simone Tata joined the company as director, and went on to become its chairman. In 1996
Tata sold off their stakes in Lakmé Lever to HLL, for Rs 200 Crore[1](45 million US$), and went
on to create Trent and Westside. Even today, when most multinational beauty products are
available in India, Lakme still occupies a special place in the hearts of Indian women.[citation needed]
Lakme also started its new business in the beauty industry by setting up Lakme Beauty Salons all
over India. Now HUL (Hindustan Unilever Limited) has about 110 salons all over India