A

PROJECT REPORT
ON

“BRAND MARKETING FOR LUX”

SUBMITTED TO: - SUBMITTED BY:-

MRS. SHUCHI GOYAL Parshant(43)

Swati(62)
Sonia(61)
Vikrant(65)
Ram
ji(46)

HINDU INSTITUTE OF MANAGEMENT, SONEPAT

Affiliated to M.D.University (ROHTAK)

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 Table of contents

CHAPTER CHAPTER NAME PAGE

NO. NO.
A DECLARATION
B ACKNOWLEDGEMENTS
C PREFACE

(1) INTRODUCTION
 SIGNIFICANCE OF THE STUDY
 OBJECTIVES OF THE STUDY
 CONCEPTUALIZATION
 FOCUS OF THE STUDY
 REVIEW OF EXISTING LITERATURE
(2) RESEARCH METHODOLOGY
 NATURE OF RESEARCH
 SOURCES OF DATA
 UNIVERSE / SURVEY POPULATION
( SAMPLE SIZE AND TECHNIQUE)
 ANALYSIS PATTERN

(3) ANALYSIS & INTERPRETATION

 QUESTIONNAIRE
 SWOT ANALYSIS
(4) LIMITATIONS OF THE STUDY
(5) SUGGESTION & RECOMMENDATIONS
(6) CONCLUSION
(7) BIBLIOGRAPHY

DECLARATION

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We, students of class MBA 2nd SEM. Of HIM Sonepat affiliated to MDU Rohtak hereby
declare that the project work titled “BRAND MARKETING FOR LUX” is our work
submitted in partial fulfillment of master degree from Maharishi Dayanand University,
Rohtak and not submitted for the reward of any other degree, diploma, or other similar
title.

Project In-charge Signature of the students

(Mrs.Shuchi Goyal )

PREFACE

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Perfection is the claim of no human being, and we claim neither perfection nor
originality in bringing out this project “BRAND MARKETING FOR LUX” we
however, present this project in all modesty to the readers with a faith. That it serve
the cause of the subject in sublime way. On the completion of the project we feel
dispassionately assured that the work would prove to be very valuable to the brand.
We are indebted to our teachers for giving us the requisite knowledge of the subject.
.

ACKNOWLEDGEMENTS

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We would like to take this opportunity to express our heartfelt, gratitude to all those
who have extended their support and encouragement while under taking this project,
with out them the completion of this project would have been much more difficult.

First of all we would like to thank our project guide Mrs. Shuchi Goyal
(project guide), for her invaluable, suggestion, discussion and constant
encouragement which guided us though our work and helped in timely completion of
the same.

Sincere efforts have been made to present the project matter in a most concise,
compact, and lucid manner.

CHAPTER NO: 1

Introduction to the project

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  Significance of the study

 Review of existing literature

 Conceptualization

 Focus of the problem

 Objectives and Hypothesis

SIGNIFICANCE OF THE STUDY

 To learn about the organization work.

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 This study will indicate the current Market Trends
 To learn the professionalism in the organization

 This study will indicate the strong points and weaker points of LUX with its
competitors.
 This study will help in forecasting the future trends.
 To get the knowledge about the Brand marketing
 To get the knowledge about profit through Brand marketing.

REVIEW OF EXISTING LITERATURE

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The extensive literature used in the Project has been collected from various resources.
The main information is from internet & personal talk with customer. Some main sites
referred to are www.google.co.in, www.wikipedia.com etc.

Source 1: Internet

Source 2: Questionnaire

Source 3: Interview

Source 4 : Magazines

Conceptualization

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As in the today scenario, globalization is increasing day by day. Thus it is necessary to
know about brand of product.

The main concept of choosing this project is to familiarize with the products and Brand
name.

OBJECTIVES OF THE STUDY

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Following are the objectives of our Study:-

 The main objectives of brand marketing in India.

 To maintain friendly and cordial relations with the public.

 To establish good will for brand name.

HYPOTHESIS

 The time was limited.

 Sources were limited.

 The area is specific.

 The survey is also limited to area.

CHAPTER NO: 2

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Research methodology

 Research Design

 Data Collection Method

 Sample Design

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 RESEARCH METHODOLOGY

RESEARCH
Research refers to the search for knowledge, it be defines as scientific and systematic
search for information on the specific topic. It is carefully investigation or inquiry
especially through search for new facts of any branch of knowledge.

METHODOLOGY
Marketing research is the process collecting and analyzing marketing information and
ultimately arrived at certain conclusion Management in any organization need
information about potential marketing plans and to change in the market place. Marketing
research includes all the activities that enable an organization to obtain the information.
This research is very important in strategy formation and feed back of any organizational
plan.

RESEARCH DESIGN
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A Research Design is the framework or plan for a study which is used as a guide in
collecting and analyzing the data collected. It is the blue print that is followed in
completing the study. The basic objective of research cannot be attained without a
proper research design. It specifies the methods and procedures for acquiring the
information needed to conduct the research effectively. It is the overall operational
pattern of the project that stipulates what information needs to be collected, from
which sources and by what methods.

TYPES OF RESEARCH DESIGN

Different types of research design have emerged on account of the different perspectives
from which a research study can be viewed. There are three fundamental categories that
we used frequently are given below.

1. EXPLORATORY RESEARCH: - In the case of exploratory research, the focus is

on the discovery of ideas. An exploratory study is generally based on the secondary
data that are readily available. It does not have formal and rigid as the researcher may
have to change his focus or direction, depending on new idea and relationships among
variables. An exploratory research is in nature of a preliminary investigation.

2. DESCRIPTIVE RESEARCH: - The objective of such a study is to answer the

“who, what, when, where and how.” Of the subject under investigation, descriptive
studies are well structured and tend to be rigid and its approach can not be changed
every now and then. It is therefore, necessary that the researcher
give sufficient thought to farming research question and deciding the types of data to
be collected and procedure to be used for this purpose.

3. CAUSAL RESEARCH: - A causal research investigates is cause and effect

relationship between two or more variables. The causal research design is based on
reason along well-tested line. We use inductive logic for confirming hypothesis with
the help of future evidence.

The research design used by us is

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 “EXPLORATORY RESEARCH DESIGN”

UNIVERSE & SURVEY POPULATION

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UNIVERSE

We have selected for sample sonepat city. This city population is our universe and we
select sample on the base of our study in these city is our universe. Its finite survey
population.

Survey Population

We select sample from main places of sonepat city, like bus stand, Railway Station,
Market.

DATA COLLECTION

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To achieve the objectives, the primary as well as secondary sources of data are used.
Primary source includes the retailers and company’s officials through questionnaires.
Secondary source of data includes the past records of company.
The data were collected through the following methodical techniques in the present
project work.
1. Through questionnaires
2. Through interview
3. Through observation

TWO TYPES OF DATA

• PRIMARY DATA

• SECONDARY DATA

PRIMARY DATA:-
Primary data is that kind of data which is collected by the investigator himself for the
purpose of the specific study.
The data such collected is original in character. The advantage of third method of
collection is the authenticity. A set of question s were put together in the form of
questionnaire with “10” Questions. The method of sampling was the random method as it
is unbiased.

SECONDARY DATA: -
When an investigator uses the data that has been already collected by others is called
secondary data. The secondary data could be collected from Journals, Reports, and
Various Publications. The advantages of secondary data can be economical, both in the
term of money and time spent. The researcher 5of the reporter also did the same and
collected secondary from various internet sites like Google.com, Altavista.com and many
more.

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SAMPLING

Sampling refers to the method of selecting a sample from a given universe with a view to
draw conclusions about that universe. A sample is a representative of the universe
selected for study.

Convenience sampling is used in exploratory research where the researcher is interested

in getting an inexpensive approximation of the truth. As the name implies, the sample is
selected because they are convenient. This non-probability method is often used during
preliminary research efforts to get a gross estimate of the results, without incurring the
cost or time required to select a random sample.

SAMPLE SIZE

The sample size for the survey conducted was 10 respondents.

SAMPLE AREA

We select sample from main places of sonipat city, like bus stand, Railway Station,
Market.

SAMPLING TECHNIQUE

Convenience sampling technique was used in the survey conducted

PLAN OF ANALYSIS

Tables were used for the analysis of the collected data. The data is also neatly presented
with the help of statistical tools such as graphs and pie charts. Percentages and averages
have also been used to represent data clearly and effectively.

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 SUMMARIZE

UNIVERSE AND SURVEY Target People In Between the Age

POPULATION (Sample Type) of 20-40.

SAMPLING TECHNIQUES Convenience sampling technique

was used
SAMPLE SIZE
A sample of 50 respondents in
sonepat.

CONTACT METHOD Face to face interviews were

conducted.

APPROACH Structured Disguised

questionnaire was used.

RESEARCH DESIGN Exploratory Research Design

DATA ANALYSIS TOOLS Column Chart, Bar Chart, Pie

Chart.

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 ANALYSIS

AND

INTERPRETATION

SWOT ANALYSIS
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A SWOT analysis focuses on the internal and external environments, examining strengths
and weaknesses in the internal environment and opportunities and threats in the external
environment.
STRENGTHS

 Brand LUX has its very good brand image.

 This brand is available in low cost.

 Packaging is very good of this brand.

 This brand is known worldwide.

WEAKNESS

 People are not very much aware about this brand.

OPPORTUNITIES
 Opportunities for this brand are that it can create a very good image in the
eyes of its customers.
THREATS
 There are so many competitors in this market segment.

 Loss of image in the eyes of customers, due to lack of awareness about this brand.

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Que: 1 Do you know the lux brand?

1. Yes
2. No

Out of total 50, each of the respondent was aware about the Lux brand.

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Que:2 Have you use this brand?

1. Yes
2. No
3. Often

Out of total 50 respondents, 20 had used the Lux brand, & 20 had not used it. 10 said they
use it often.

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Que:3 If no than what brand you use?

:
Ans Dettol,
Fiama di vills
Dove

Out of 20 respondents who had not used the Lux brand, 6 use Dettol, 2 use fiama di villis
& 4 use Dove.

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Que:4 Why you like this brand?
Due to its:-

1. Fragrance
2. Washing
3. cost

Out of the respondents who had used the Lux brand, 50% liked it for its fragrance, 40%
for good washing experience, 10% for price.

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Que:5 How did you come to know about this brand?

1. By advertisement

2. By friends

3. By relatives

50 % of the respondents said they came to know about the friend through advertisements,
40% through friends & 10 % through relatives.

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Que:6 Have you seen any advertisement of this brand?

1. Yes

2. No

Each of the respondents agreed to have seen the advertisements of the brand Lux.

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 Que:7 How is the packaging of this brand?

1. Good

2. Average

3. Bad

Just 10% of the respondents termed the packaging of the brand Lux ‘good’. 70% termed
it average & 20% considered it bad.

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Que:8 Are you satisfied with this brand?

1. Yes

2. No

70% of the respondents were satisfied with the brand while 30% said they were
unsatisfied.

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Que:9 How much you are satisfied with this brand?

1. Highly satisfied

2. Satisfied

3. Dissatisfied

4. Highly Dissatisfied

10% of the respondents were highly satisfied & 60% were just satisfied with the brand
Lux.

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 Conclusion
We can conclude from the project that Lux is a well known & prominently used brand.
There are certain areas however where certain improvements can be made. For example,
a decent percentage of respondents seemed to be unhappy with the packaging of the
product. Product is well advertised as all the respondents questioned were aware about
the product & had seen the advertisements.

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 LIMITATIONS

 As I didn’t have significant knowledge on this topic to start with, I was unable to
draw more information.

 The resources available were very limited and I faced problems finding relevant
information.

 There was also lack of time.

 The information to be dealt with was huge & I faced difficulty handling the
excessive information.

 Complete information about the project could not be accessed since a large part of
it was confidential.

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 RECOMMENDATION

After studying the project we would like to RECOMMEND that

 Company should focus on customer satisfaction at every levels of the account

opening procedure.
 Brokerage can be reduced with the attractive proposals for the company.
 Relationship manager should be given on the customer demand.
 Company should use the tool of advertising for marketing the brand and the
product.
 The company shows the positive trend in growth but it can be increased more if it
focuses on building the brand equity.

Questionnaire

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Name of the recipient :-

Address:-

Que:1 Do you know lux ?

1. Yes
2. No

Que:2 Have you use this brand?

1. Yes
2. No
3. Often

Que:3 If no than what brand you use?

1 dettol
2 fiama di vills
3 dove
4 any other

Que:4 What do you like most in this brand?

1. Fragrance
2. Washing
3. cost

Que:5 How did you come to know about this brand?

1. By advertisement
2. By friends
3. By relatives

Que:6 Have you seen any advertisement of this brand?

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 1. Yes
2. No

Que:7 How is the packaging of this brand?

1. Good
2. Average
3. Bad

Que:8 Are you satisfied with this brand?

1. Yes
2. No

Que:9 How much you are satisfied with this brand?

1. Highly satisfied
2. Satisfied
3. Dissatisfied
4. Highly Dissatisfied

Que:10 If you want to give any suggestion or feedback you can give. All
the information given by you would be keep secrete & will be 100%safe.

NAME:-……………..

ADD:-………………….
……………………..
……………………..

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 BIBLIOGRAPHY

Search engines

www.google.com

www.yahoo.com

www.rediff.com

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