INTRODUCTION

Cosmetics are substances or products used to enhance or alter the appearance or fragrance of the
body. Many cosmetics are designed for use of applying to the face and hair. They are generally
mixtures of chemical compounds; some being derived from natural sources (such as coconut oil),
and some being synthetics. Common cosmetics include lipstick, mascara, eye shadow,
foundation, rouge, skin cleansers and skin lotions, shampoo, hairstyling products (gel, hair spray,
etc.), perfume and cologne. Cosmetics applied to the face to enhance its appearance are often
called make-up or makeup.

In the U.S., the Food and Drug Administration (FDA), which regulates cosmetics, defines
cosmetics as "intended to be applied to the human body for cleansing, beautifying, promoting
attractiveness, or altering the appearance without affecting the body's structure or functions".
This broad definition includes any material intended for use as a component of a cosmetic
product. The FDA specifically excludes soap from this category.

Egyptian men and women used makeup to enhance their appearance. They were very fond of
eyeliner and eyeshadows in dark colors including blue, red, and black. Ancient Sumerian men
and women were possibly the first to invent and wear lipstick, about 5,000 years ago. They
crushed gemstones and used them to decorate their faces, mainly on the lips and around the eyes.
Also around 3000 BC to 1500 BC, women in the ancient Indus Valley Civilization applied red
tinted lipstick to their lips for face decoration. Ancient Egyptians extracted red dye from fucus-
algin, 0.01% iodine, and some bromine mannite, but this dye resulted in serious illness. Lipsticks
with shimmering effects were initially made using a pearlescent substance found in fish scales.
Six thousand year old relics of the hollowed out tombs of the Ancient Egyptian pharaohs are
discovered. According to one source, early major developments include:

 Kohl used by ancient Egypt as a protective of the eye.

 Castor oil used by ancient Egypt as a protective balm.

 Skin creams made of beeswax, olive oil, and rose water, described by Romans.

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  Vaseline and lanolin in the nineteenth century.

The history of cosmetics spans at least 6000 years and is present in almost every society on
Earth. Cosmetic body art is argued to have been the earliest form of a ritual in human culture.
The evidence for this comes in the form of utilised red mineral pigments (red ochre) including
crayons associated with the emergence of Homo sapiens in Africa.

Archaeological evidence of cosmetics certainly dates from ancient Egypt and Greece. According
to one source, early major developments include the use of castor oil in ancient Egypt as a
protective balm and skin creams made of beeswax, olive oil, and rosewater described by the
Romans. The Ancient Greeks also used cosmetics. Cosmetics are mentioned in the Old
Testament—2 Kings 9:30 where Jezebel painted her eyelids—approximately 840 BC—and the
book of Esther describes various beauty treatments as well. Cosmetics were also used in ancient
Rome, although much of Roman literature suggests that it was frowned upon. It is known that
some women in ancient Rome invented make up including lead-based formulas, to whiten the
skin, and kohl was used to line the eyes.

Brief About the Company

Olay originated in South Africa as Oil of Olay. Graham Wulff (1916–2008), a former Unilever
chemist from Durban, started it in 1952. He chose the name "Oil of Olay" as a spin on the word
"lanolin", a key ingredient.

It was unique in the early days because it was a pink fluid rather than a cream, packaged in a
heavy glass bottle. Wulff and his marketing partner, Jack Lowe, a former copywriter, had tested
the product on their wives and friends and were confident in its uniqueness and quality.

Olay's marketing was also unique, since it was never described as a moisturizer, nor even as
beauty fluid. Nowhere on the packaging did it say what the product actually did. Print
advertisements used copy such as "Share the secret of a younger looking you" and talked about
the "beauty secret" of Oil of Olay. Other advertisements were written as personal messages to the

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reader from a fictitious advice columnist named Margaret Merril. They ran in Reader's Digest
and newspapers and often looked like editorials.

Wulff and Lowe, who ran the company under the banner of Adams National Industries (ANI),
did not sell the product to the trade. It instead waited for pharmacies to ask for it based on
consumer requests.

As the company began to market the product internationally, ANI decided to modify the name of
the product in each country so it would sound pleasing and realistic to consumers. This led to the
introduction of Oil of Ulay (UK and Ireland), Oil of Ulan (Australia) and Oil of Olaz (France,
Italy, the Netherlands and Germany). In 1970, ANI opened a test market in the US (Chicago) and
was expanding into northern Germany.

CUSTOMER SATISFACTION

Customer satisfaction is a term frequently used in marketing. It is a measure of how products

Customer satisfaction refers to the extent to which customers are happy with the products and
services provided by a business. Customer satisfaction levels can be measured using survey
techniques and questionnaires.

Gaining high levels of customer satisfaction is very important to a business because satisfied
customers are most likely to be loyal and to make repeat orders and to use a wide range of
services offered by a business.

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 RESEARCH DESIGN

Statement of the problem:

Every work is Goal oriented and otherwise a work is not goal oriented there is no
meaning in it. This work or the project is goal oriented and expected to get some valuable
information about the product, we can get the valuable information through the respondents only.
But even through some predetermined goals are expected.

These predetermined goals can be summarized as, to know the Customer Satisfaction
towards the Ori Flame and Rivalry brands. Awareness and buyers prospective towards the
product. Evaluating the marketing strategy or sales plan and at the end to know Customers
buying motives and preferences.

The above predetermined goals are the basic needs of a project and product. The work
will be beneficial if the above needs are fulfilled with accurate and valuable information.

Objectives of the study:

Every task done has an objective and the present study has no exception relating to objectives.
The various objectives of the study have been illustrated as follows:

 To know the Customer Satisfaction towards Olay Products.

 To Study the present Brand equity among the Customers.

 To know respondent awareness towards Olay Products.

 To know the Customer Satisfaction towards the rivalry brands.

 To find out prospective buyers to Lotus Products.

 To know Customer buying motives and preferences.

 To get an idea about the financial strength and weakness of company and competitors
simultaneously.

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Scope of the study:

The scope of the study, that is, the boundary of the study is restricted to the study of
“Capital Market Operating Strategies in Ayurveda with Special Marketing Strategies of Olay
Products in Chikkamagaluru city only.

For the purpose of study Chikkamagaluru city has been selected. It is developing
economically and educationally rather than developed fairly. It has an population around one and
half lakh. The working people been scattered as follows.

o 15% of total population depends upon agriculture.

o 45% of the total population depends upon business.

o Rest of the people are coming under salary class.

This study -covers the users of Lotus and some strictly other competitive brands. This
study has given also an opportunity to cover survey on dealer of Lotus and other competitive
brands which are prevailing in Chikkamagaluru city presently.

As the survey has been conducted at dealer shop it will be a great helpful to the financial
manager at the time of planning and thereby knowing sales forecast for the product. It will also
be helpful to students of management Studies.

This scope of project is also to prepare and submit a detailed and comprehensive report.
The contents of this report furnish all the details regarding history, marketing, buying motives,
objectives, methodology adopted findings, commendations and conclusions.

Methodology of Study:

Two methods are adopted to collect the necessary and valuable data for the project report
namely.

 Primary

 Secondary.

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Primary data: It has been largely obtained through interviews with sales representative of the
Olay Products which produced the below said.

 Sales of the product.

 Demand of the product.

 Annual turnover product.

 Market share product

 Channels share product

Interview with Customer:-

To know the Customer buying behaviour towards the product company, a questionnaire, was
prepared and distributed among different classes of people with differential age, income etc.,

 The factors effecting Customer to buy Himalaya Health Care Products.

 Opinion about the product.

 Effectiveness of advertisement.

 To conclude total information about 4P’s.

b) Secondary data:

Date was also been used for the purpose of the report. The main sources are

 Internet.

 Newspaper & Magazines

 Company’s Annual report.

 Text Books.

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Limitations of the Study:

The study has certain limitations under which it was carried out. As these limitations are
unavailable it was decided to carry out the study in spite of all these limitations. Some of the
limitations found in the study are as follows:

Time constraint:

The time period for conducting survey and getting information was so limited that
required and efficient information have not been sought out perfectly.

Maximum Reach:

As the time proven to be very less. Only 25 respondents are taken into account for the
survey. It is too less to conduct a survey in Chikkamagaluru city. Still having no other
alternatives. We has to conduct survey with the limited respondents only.

Ranking the Customers:

As we know that the difference Customers having different perception towards a product.
And therefore, the ranking by Customers in terms of taste, price etc., which is based on the
individual preference was not accurate and binding and the survey is based on perception only.

Less involvement:

During the survey some respondents were hesitant, some of them were not very serious
and some gave biased answers.

Some confidential matters were hiding by the company. Personnel which had adverse
effect.

Some response towards the respondents, age, education, occupation and income are not
very accurate.