THE CUSTOMERS BUYING AND DECISION MAKING BEHAVIOUR:

The consumer buying decision process is a systematic way of looking at how a consumer makes the decision to purchase a product.

	Five Step Process:
		Problem Recognition
		Information Search
		Evaluation of Alternatives
		Purchase
		Post-purchase Evaluation The decisions sometimes are also based on the habits one has. Also some impulsive actions that just happens and are irrational or may be emotional. Motives and drives play a major role in buying and decision making process. LAKME SUNSCREEN: Problem recognition: Skin tanning has always been a problem to girls and womens of various age groups due to sunny weather conditions. Information research: Research for the product is made and options are figured out. Evaluation of alternatives: Alternatives are eliminated considering the most suitable option. Purchase: Finally a purchase of the last choice is done. Post purchase evaluation: After the purchasing is done,consumer needs to evaluate the product once more to get clarity of thought.

CUSTOMER MARKET SEGMENTATION:

Who all buy this item?

The demand for the lakme sunscreen is good in the market and matching up to the expectations of the women working,dropping and picking up their kids from schools,girls going to school and many more who have to face the sun too often use this sunscreen.

Basically a large segment of girls and women use the sunscreen but the targeted segment is from 15 years to 42 years.

What problem does the product will solve?

The skin is the largest organ on a person's body and it is the most exposed to harmful 

environmental pollutants. Longer wavelength rays of the sun can penetrate deep into the skin and damage the underlying cells even when the outer skin does not feel heat.

A lakme sunscreen can keep your skin protected from the dangerous effects of the sun's rays. 

Sunscreen are important not only to prevent the negative effects of ozone layer depletion but also to prevent discoloration of the skin, Early aging of the skin and even skin cancer.
Sun burn is not only painful but brings a host of other complications with it and it would 
only be in good sense that you apply lakme sunscreen before you step out of the house and reapply every couple of hours of when you are exposed to direct sunlight.

In that category,which attributes are important and why?

Lakme sunscreen is of great importance to the women as it helps:

• Composition: Lemon grass extracts,mineral clay,cucumber extract and other natural ingredients. Also it is organic.
• Lightweight: It is lightweight and non-oily which makes it even more acceptable by the women.
• Container type: It is in tube form which is so portable and can fit in any kind of small handy bags.
• Quantity: comes in various quantities,choice is yours!
• Sunscreen type is Lotion and is ideal for women.

If this decision is first,how will it likely to go and if it is 

repeated how will it go?

At first the decision to launch a product for a selected segment will not be an easy task so alot of promotions and advertising will be done in order to attract the attention of the specific customers in the market. 

Research part will play a huge role while launching it when the product is a new entrant in the market. And the activities would start from the introduction and then moving forward.

On the other hand, when the process has to be repeated,it wont require activities to be started from a scratch but the brand related to a certain product would have already set some image in the minds of the customers and hence the product would start from the growth process.

How was the deliberation for making a decision came 

into mind?

1. Skin cancer rates are on the rise and sunscreen has been proven to decrease the development of skin cancer.

2. It helps to prevent facial brown spots and skin discolorations.

3. It also helps to reduce the appearance of facial red veins and blotchiness.

4. It slows down the development of wrinkled, premature aging skin.

These were the reasons that why the deliberation for making such a decision came into mind as this idea would be fairly accepted widely by the girls and the women.

TRIGGER: TRIGGER TO THE IDEA COULD BE ONE'S SELF CONFIDENCE.

I believe that looking good is the important part of your life as it brings self confidence in you and your work. And specially women and the girls cannot let their beautiful skin get damaged when there is an option to save it from the harmful uv rays.

VALUE PROPOSITION AND CUSTOMER BENEFIT:

The idea of value propositions lies at the very heart of marketing. Value propositions is a set of benefits which a brand or product promises to deliver to its customers to satisfy their needs. 
Customer perceived value is the difference between the prospective customer's evaluation of all the benefits and all the costs of an offering and perceived alternatives.

SUN SAFETY IS NEVER OUT OF SEASON:

Using sunscreen in today's environment is a necessity for all the girls and women. If applying a cream can be a preventive measure from harmful skin problems and cancer like diseases I believe every women should go for it. Lakme provides a wide variety of sunscreens for its wide range of consumers. 
Lakme sun expert or the UV lotion a broad spectrum sunscreen formulation which contains SPF 24 and PA++ that shields skin from from rays. Anti-oxidant rich ingredients such as cucumber and vitamin B3 prevents pigmentation, dark spots and sun damage.

Some features of lakme sun expert:

>It’s not at all oily.
>Did not cause any breakout on face.
>Skin doesn’t tan much even after sustained sun exposure.
>The fragrance is citrusy kind, awesome one.
>It contains PA ++
>It gives you a cooling effect when applied.
>Contains lemongrass and cucumber extracts which refreshes you.>Packaging also plays a good role in creating a value of its own in the market.

PLAYING SAFE FROM SUN!!

                                                        WHAT IS MARKETING ?

Definition of marketing by AMERICAN MARKETING ASSOCIATION(AMA):
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,and exchanging offerings that have value for customers, clients, partners, and society at large.

Marketing is about identifying and meeting human and social requirements. Finance,operations,accounting, and other business functions won't really matter without demand for products and services for the products and services so the firm can make a profit. In other words,there must be a top line for there to be a bottom line. Thus financial success often depends on Marketing ability.

A marketer is someone who seeks a response-attention,a purchase, a vote, a donation, from another party called the prospect! 
Traditionally, a market was a physical place where buyers and sellers gathered to buy and sell goods. Marketers use the term market to cover various groupings of customers.They view sellers as constituting the industry and buyers as constituting the industry and buyers constituting the market. 
The key customer markets are consumer, business, global and non-profit and governmental markets.

                            

What would we do without the Sun! It supports life in plants by providing warmth, light and imagine your resort holidays without being able to bask in the Sunlight. In addition, sunlight is critical to human physical and psychological well-being.

UVA Rays

UVA rays, which are not absorbed by the ozone layer, penetrate deep into the skin and show signs such as tanning, age spots, wrinkles and thus heavily contribute to premature aging. Up to 90 percent of the visible skin changes commonly attributed to aging are caused by sun exposure.

UVB Rays

These powerful rays, which are partially absorbed by the ozone layer, mostly affect the surface of the skin and are the primary cause of sunburn.

SUNSCREEN-

Sunscreen is one of the important means of sun protection.Sunscreen is a lotion, spray, gel or other topical product that absorbs or reflects some of the sun's ultraviolet (UV) radiation on the skin exposed to sunlight and thus helps protect against sunburn. Skin-lightening products have sunscreen to protect lightened skin because light skin is more susceptible to sun damage than darker skin.

LAKME-

Lakmé is an Indian brand of cosmetics, owned by Hindustan Unilever. Lakme started as a 100% subsidiary of Tata Oil Mills, part of the Tata Group. Lakme has been ranked as 47th most trusted brand in India by The Brand Trust Report. Even today, when most multinational beauty products are available in India, Lakme still occupies a special place in the hearts of Indian women.

WHAT LAKME SAYS-

Lakme Sun Expert Sunscreen with SPF is designed to provide broad spectrum UV protection. While SPF majorly blocks UVB rays that cause sun burns, PA++,PA+++ provides effective protection from harmful UV A rays that cause dark spots, premature aging and skin darkening. This daily moisturizing sunscreen formulated with natural ingredients and Vitamin B3 not only protects but also correct past sun damage, dark spots and pigmentation.