Lakme is one of the beauty brands of the Unilever Bangladesh Ltd presents to the target market. The review has been done to know cognitive components, affective components and behavioral pieces of the consumers in Dhaka city. The sample dimensions are 50. These kinds of respondents will be from distinct professional just like Student, Housewife, Private Services holder, Open public service holder and other occupations. Among 50 respondents, 31 or 62% respondents happen to be from the regarding 16 years to 25years, 16 participants from 21 to thirty five and a few respondents by 36 to 45 years and thirty-one respondents by 16 to 25 years make use of lipstick, sixteen respondents via 26 to 35 years make use of lipstick not only that 3 respondents from thirty six to forty-five respondents use lipstick.
Optimum respondents will be from lower higher school. According to the research 50% of the total respondents go to beauty parlor monthly, about 12% of the respondents go two times a month, 18% of the respondents go two times a week, 6% of the participants go once per week, 7% from the respondents go not in fix period interval. 36% of the total respondents watch television or films.
In case of ordering habit 54% of the respondents buy lipstick once a month, about 18% of the respondents purchase lipstick two times an month, around 12% of the participants buy lipstick twice every week and 16% of the respondents buy lip stick in different events. The respondents are a bit colorful, Arranged, Moderate stylish, changing oriented, a bit younger, somewhat logical, a bit formal, like to control, little bit calm. The schematic memory in the lakme is pretty positive. Respondents perceive the lakme lip stick as Hygienic, Modern View, Long Lasting, Amazing, Bright, Color, Elegance, Specific, High Price, High Class, Prestigious, Assured Quality, Fantastic, Satisfaction, and Best Quality. Relating to perceptual mapping Lakme has a good brand image than Revlon and Loreal.
Since weighted mean of lakme is usually 0. 326 and the considered mean of Revlon is definitely 0. 562 Lakme can be closer to Great brand than Revlon and so attitudes toward Lakme lip stick very favorable than attitudes toward Revlon lipsticks. Lakme has advantageous emotion to its lip stick. As per our research about 54% from the target market use Lakme and most of them will buy this next time. Therefore it reveals the positive behavioral aspects of attitude inside the mind of the consumers. Finally Lakme can change the intellectual attitudes by simply changing perception, adding opinion, shifting importanceand changing suitable and through classical conditioning, mere exposure lakme can change the affective components of clients. And operant conditioning should alter behavioral components of the consumers.
Background of the Survey: Our training course instructor Mr, Farhan Faruqui has advised us to organize a report in Lakme which is regarded as the term paper pertaining to the Spring 2008 session on the 7th April 2008. The survey was designed to find addition among real life advertisements simply by Lakme lipstick and the hypotheses taught in the classes in the course of Consumer Behavior.
Affirmation of the trouble: the statement will try to resolve the following questions:
¢ Is Bangladesh Unilever Ltd, making use of the ideas of Buyer Behavior in their Marketing actions?
¢ Are the methods effective?
¢ The actual consumers just like their advertising activities?
¢ Precisely what is Lakme lipstick’s position compared to other brands?
¢ What else Unilever Bangladesh Limited could perform to ensure foreseeable future success?
Assertion of Purpose: the statement will serve the following reasons
¢ Determining the program of hypotheses of buyer behavior obvious in Lakme lipstick’s promoting activities.
¢ Outlining the effectiveness of Lakme lipstick’s advertising activities.
¢ Showing a total picture regarding buyer feedback and responses.
¢ Conveying lakme lipstick’s position on the market.
¢ Proposing handful of suggestions for lakme lipsticks that will ensure long term success intended for Lakme.
Opportunity of the report: this survey has been ready with in the following parameters
¢ The Report includes the advertising activities pertaining to Lipstick made available from Lakme by Unilever Bangladesh.
¢ Throughout the review, emphasis was handed to girl members with the market.
¢ The Report can be primarily based on customer feedback created from the study which might not represent using the information because of sampling error.
¢ The study isconducted inside the Dhaka town as well as other created cities.
Strategy: this promoting report continues to be prepared based upon primary data. This is quite simply a qualitative analysis. We certainly have chosen non-comparative scaling approach because the reason for writing this is to measure the impact of each and every factor. Only by simply Non-comparative climbing technique we are able to do that. And among two styles non-comparative approach we used itemize strategy and among three itemize techniques we-took Likert your own for Efficient components and semantic scale for intellectual components including 1 to five point climbing.
Then after screening we certainly have finally established sets of questions within our questionnaire. Each of our target human population has been the woman of Dhaka city and also other developed metropolitan areas in Bangladesh. We have picked probability sampling. We are four members inside our group. As we have been given to collect data, we have attended the target marketplace and got the questionnaires filled up by the females. And to assess to data we make use of SPSS application. We analyze data by simply frequency syndication, different types of diagram and multiple variables assessment.
Limitation:
Like every research it has also some constraint. Among them period is the most significant constraint that affected the research quite definitely. Within this limited time it s i9000 was quite impossible to create this sort of research. We had simply around two weeks to prepare an investigation which is quite extremely hard. Among the different constraints next significant was target market who had been reluctant to fill the questionnaires. The product has been a low-involvement one therefore target market has become reluctant to answer them. There have been a lack of co-ordination among the group member. Might be data would not represent using the population.
Company Background:
This kind of segment will give you a short explanation concerning the Unilever Bangladesh limited. The portion will include the following topics- business background, objective statement, organization objectives, business location.
Organization Background:
The origin dates back to 1964, if the first Manufacturing Operations were set up as an element of Lever Brothers Pakistan procedures. After self-reliance, it was integrated as a independent Company beneath the laws of Bangladesh. Down the line the Company diversified into distinct categories. Unilever is a multinational company however for our term paper we could interested in Unilever Bangladesh Ltd. Over the last four decades, Unilever Bangladesh have been constantly taking new and world-class items for the Bangladeshi people to remove the daily drudgery of life.
Above 90% in the country’s homes use a number of of Unilever’s products. Unilever Bangladesh conducts their functions with integrity, integrity and openness, and with admiration for the human rights and interests of their employees. They may similarly esteem the genuine interests of people with whom they have interactions. Unilever corporations and their personnel are required to abide by the laws and regulations of the countries in which they operate.
Personnel:
Unilever is usually committed to range in a office where there is mutual trust and respect and where everyone seems responsible for the performance and reputation of their very own company. They are going to recruit, use and encourage employees within the sole foundation the qualifications and capabilities needed for the task to be performed. They are dedicated to safe and healthy working conditions for a lot of employees. They do not use any form of compelled, compulsory or child labor. They are focused on working with workers to develop and enhance each individual’s expertise and features. They respect the dignity of the individual and the right of employees to freedom of association.
They will maintain very good communications with employees through company centered information and consultation procedures. Unilever Operations in Bangladesh provide career to over 12, 000 persons directly and through their dedicated suppliers, distributors and service providers. 99. 5% of UBL employees are people and they possess equal number of Bangladeshis working abroad consist of Unilever corporations as expatriates
Consumers:
Unilever is committed to providing brand products and services whichconsistently offer benefit in terms of cost and top quality, and that are safe because of their intended employ. Products and services will probably be accurately and properly tagged, advertised and communicated.
Investors:
Unilever will certainly conduct their operations relative to internationally approved principles of good corporate governance. They will offer timely, regular and trusted information on their particular activities, framework, financial situation and performance to all shareholders.
Business lovers:
Unilever can be committed to establishing mutually useful relations with their suppliers, buyers and organization partners. Within their business negotiations they expect their associates to adhere to organization principles according to their own.
Community involvement:
Unilever strives to be a trusted corporate citizen and, as a fundamental element of society, to satisfy their duties to the communities and residential areas in which they operate.
Open public activities:
Unilever companies are prompted to promote and defend their very own legitimate business interests. Unilever will co-operate with governments and other agencies, both straight and through bodies just like trade organizations, in the advancement proposed legislation and other rules which may have an effect on legitimate business interests. Unilever neither supports political get-togethers nor plays a part in the funds of organizations whose activities are worked out to promote party interests.
Environmental surroundings:
Unilever is definitely committed to producing continuous improvements in the management of their environmental impact also to the longer-term goal of developing a lasting business. Unilever will work in partnership with others to promote environmental proper care, increase understanding of environmental issues and disseminate good practice.
Competition:
Unilever features vigorous but fair competition and supports the development of ideal competition laws and regulations. Unilever companies and workers will carry out their procedures in accordance with the guidelines of fair competition and everything applicable regulations.
Business honesty:
Unilever would not give or receive, whether directly or indirectly, morceaus or different improper advantages for business or perhaps financial gain. Simply no employee may well offer, offer or get any present or repayment which is, or may be construed as being, a bribe. Any demand for, or perhaps offer of, a give incentives to must be refused immediately and reported to management. Unilever accounting data and helping documents need to accurately explain and indicate the nature of the underlying ventures. No undisclosed or unrecorded account, finance or asset will be set up or managed.
Mission Affirmation:
“Our quest is to put Vitality alive. We satisfy everyday requirements for nourishment, hygiene and personal care with brands that help people look great, feel good and get more out of lifestyle. This is actually the mission statement of the Unilever Bangladesh Ltd.
Brands:
Unilever Bangladesh has a number of brands available in the market. Those are Wheel, Lux, Lifebuoy, Reasonable & Attractive, Pond’s, Close-up, Sunsilk, Lipton Taaza, Pepsodent, Clear, Vim, Surf Surpass, Rexona, In cui, Vaseline & Lakme.
Form of business:
Fast Moving Customer Goods Firm with neighborhood manufacturing features, reporting to regional organization groups pertaining to innovation and business outcomes.
Constitution:
Authority of the conducting the business is still available of Unilever.
Unilever owns 62. 75% from the total talk about and Bangladesh government has 39. 25% of the total share
Objective:
All their purpose in Unilever is to meet the each day needs of men and women everywhere ” to foresee the aspirations their consumers and clients and to respond creatively and competitively with branded product or service which enhance the quality of life.
Their deep origins in community cultures and markets all over the world are their unparalleled inheritance and the base for their future growth. They will bring their wealth of knowledge and intercontinental expertise for the service of local buyers ” a truly multi-local multinational company.
Their particular long-term accomplishment requires a total commitment to exceptional standards of functionality and production, to working together effectively and also to a readiness to take hold of new concepts and learn consistently.
They believe that to succeed requires the highest specifications of business behavior toward their personnel, consumers as well as the societies and world by which they live. This is Unilever’s road to sustainable, profitable growth because of their business and long-term value creation for their shareholders and employees..
Company Location:
The business has a Cleansing soap Manufacturing manufacturing plant and an individual Products Factory located in Chittagong. Besides these types of, there is a tea packaging procedure in Chittagong and 3 manufacturing products in Dhaka, which are possessed and manage by businesses exclusively specialized in Unilever Bangladesh
Target Market Guidelines:
1 . Demographic Factors:
Demography is the study of features and mechanics pertainingto your population. You will encompassed with this study contain size, progress rate, thickness, vital stats, and distribution of a particular population. Population analysis is traditionally used for different purposes and may encompass small , and targeted populations or mass populations. The prospective market can be divided based on demographic parameters. Demographic parameters encompasses various aspect of an human including Age, Sexuality, Family size, Family lifecycle, baby-boomers, Salary, Occupation, Education, Ethnicity, Nationality, Religion, Social class and so forth To be successful because marketer a single must be familiar with demographic factors of the human population.
1 . one particular: Age and Sex: Normally consumers’ needs and wishes change with age. There are specific types of products which attract different types of old people as well as different sexual intercourse. There some product which will attract men people and there are some products which find the attention of female people. In the same one there are some products which usually get fascinated by the older people in addition to other types of merchandise which entice the child. For that reason products just like Lipstick appeal to the female people or segment. In case of Lakme lipstick the prospective market is downtown female and other developed towns like Dhaka, Shylet, Chittagong e. to. c. although the targeted age is somewhere within 16 years and 45 years. It may be seen that male are buying the lip stick but the ultimate users will be female. Consequently our many targeted participants are woman. The amount of the guy and female participants in the survey is like this kind of.
Figure1. 1: Gender analysis
According to Figure 1 . 1 the majority of the respondents are Woman. Among 50 respondent woman is 43 in case of percentage about 86% of the total sample. So from this Physique 1 . 1 it can be understood that the review has been received answered by right people.
Number 1 . a couple of: Age research
Figure1. a couple of is demonstrating the age composition which has been utilized for our review. Among 40 respondents, 31 or 62% respondents happen to be from the associated with 16 years to25years, sixteen respondents from26 to thirty-five and 3 respondents coming from 36 to 45 years. These participants will give all of us the information regarding Lakme lip stick. They will advise us about Cognitive part, affective aspect as well as behavioral component of the Lakme lip stick. They will differentiate the lakme among the different lipsticks. Kind their answers we will be capable to understand the several aspect our research subject.
Figure 1 ) 3: Rate of recurrence of Brand
In respect figure 1 ) 2 amongst 50 respondents, 31 respondents from sixteen to 25 years use lip stick, 16 respondents from 26 to more than 30 years use lipstick and lastly three or more respondents from 36 to 45 participants use lip stick. So here we come across the prime consumer of lipstick is the people who fall in the range from 16 to 25. so Unilever Bangladesh Ltd should pay much more attention on this segment as well as the segment range from 26 to 35.
1 ) 2: Career: the purchasing behavior depends on the occupation of the individual. For each of our research were simply interested about public service, personal service, student, Housewife and then for making the questionnaire low force we certainly have kept a choice blank.
Determine 1 . 5: Occupation evaluation
Among 40 respondents, twenty-five are students, 17 happen to be private assistance holders, 5 are open public service slots. 1 is housewife and 2 will be others. In the event of percentages regarding 50% in the total respondents are students, 2% are housewife, 34% are personal service holders, 10% happen to be public services holders and 4% are from other career. So we certainly have targeted the right people who generally use or buy lipsticks. The Unilever Bangladesh Limited needs to beserious about customer like scholar because this is the big percentage of the lip stick users. Learners basically use or acquire lipstick frequently. They are the main customer from the lipstick. The Unilever Bangladesh Ltd features other potential segment like Private Support professional and public services professional to pay the attention. Because this second and third highest area of the target industry. These segments would be a rewarding one to get Lakme.
Figure 1 . a few: Brand relating to occupation
According to above table 25 students use lip stick, 1 stay at home mom uses lip stick, 17 Exclusive service owners use lip stick, 5 open public service holder use lipstick and one particular respondent from other profession employ lipstick. Therefore Lakme will need to seriously consider the segment of student because it is the main target audience, the exclusive service specialists as it is an excellent potential section for Lakme and general public service experts.
1 . 3: Social Gathering: the respondents of the target audience are generally do not like to enroll in the interpersonal gathering often.
Figure 1 ) 6: Social gathering
In accordance to our study about 44% of surveys takers are generally go to the cultural gather once per month, around 34% of the respondents attend sociable gathering two times a month, 10% of the participants are show up at different time, 2%, 2% and 8% of the respondents attend the social gathering once a week, much more than 4 per month and less than once a month respectively. Since they usually do not attend the social gathering the Lakme can plan a simple chats or road display with its target audience to get the reviews and to pass on the positive advantages of Lakme lip stick to others.
1 . 4: Salary: Purchasing ability depends on the specific income. People tend to purchase more who have very high cash flow. It is confirmed that higher class with the society will buy more than one more. In our study there are 16% respondents have the income 40000 and previously mentioned, 24% respondents have the salary between 30000 to 40000, 30% respondents have the cash flow between 20000 to 30000 and 14%, 14% and 2% from the total respondents have the income somewhere between ten thousand to 20000, below 10000 and no profits respectively.
Number 1 . several: Distribution in the income
In respect to figure 1 ) 6 among 50 participants, 8 respondents have the salary of 40000 and over, 12 respondents have profits between 30000 to 40000, 15 participants have the profits between 20000 to 30000, 7 participants have the income between ten thousand to 20000, 7 respondents have the salary less than ten thousand and you respondent will not have any income.
Figure 1 . almost eight: Buying behavior according to income
The individuals have the income 20000 to 30000 are very very much eager to get lipstick The target market who may have income 30000 to 40000 and above 40000 are interested to buy the lip stick. So Lakme should take care of the customer portion of who may have income between 20000 and 30000 and also to influence the segment like who have profits between 30000 and 40000 and over 40000.
Enjoyment: Member of the point market has variety within their leisure time. They will just make these people busy with numerous actions which they do often.
Figure 1 . being unfaithful: Leisure actions
According to find 1 . almost 8 most of our target markets spend their time at home during the spare time and some of which tend to go out in the free time. From above frequency distribution it has been found that about 36% of the total respondent view television or movies during the spare time, about 16% of the respondents go to get-togethers or live shows at leisure time, 2% perform computer games, 10% of the participants read account books with the leisure time, 6% of the respondents play outdoor games, 12% of the participants hangout with their friends, 12% of the respondents read newspapers at the spare time, 2% in the respondent travel and leisure at the free time and 2% of the total respondents carry out other factor during the leisure time. it is very clear that most in the respondents get pleasure from their spare time by watching TV or films. So TELEVISION and digital media has become main supply of entertainment from the target market segments.
As Tv has become the key source of entertainment at free time, Marketer may easily reach the target market. Newspaper can be an effective to reach the prospective markets. Unilever Bangladesh can publish or perhaps put their advertisement into those Television set and Newspapers to proficiently manipulate the point markets.
Going beauty parlor: Everyone likes to be looked beautiful. In case of female this statement is the most appropriate one. The female segments prefer to go to Beauty parlor.
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