cosmetics marketing

MARKETINGMANAGEME

NTCase Study

Cosmetic Market In India

Directed by:

Prof. DR. Debmalya Dutta

GROUP MEMBERSUPAMI TAHANJALEE RAIJAYATI MUKHERJEEANKUR KHANDELWALSUBHAJIT SIL

Contents of the Case Study

Product Positioning StrategiesDemographical Profile Of Various Segments Of The BrandsUnconventional offerings in a changed environment

POSITIONING STRATEGIES

LAKME is an Indian brand of cosmetics owned by Unilever Ltd. and run by CEO Anil Chopra started as a 100% subsidiary of Tata Oil Mills part of a Tata group. Its USP : Lakme brings expert product and services that are borne out of true understanding of the needs of the Indian women segment: Personal Care Items - cosmetics, skin care and hair styling products. Brand extension to beauty services through Lakme Beauty Salons. TARGET GROUPS: All Indian women. POSITIONING : A brand that cares of you and your beauty.

Product mix: product planning

REVLON is an American cosmetics, skin care, fragrance and personal care company was founded in 1932. Revlon was listed as one of America's top 5 cosmetics houses. Revlon is the largest and most popular priced brand. Revlon is a global colour cosmetics, hair colour, skin care, deodorants care company whose vision is Glamour, excitement and innovation through high quality products at affordable prices

L'OREAL 's market strategy is to increase

brand awareness for the Garnier family brands. Minimize cannibalization from the introduction of Garnier products. Market. Market analysis company recommendation risk mitigation expected results conclusion.

Quality

Price

Status

HIGH

LOW

AVON's mission statement is to be the company the best understands and satisfies the product service and self-fulfillment needs of women globally the three important elements however are the focus on women on being global and on the additional opportunities for Avon is self-fulfillment. Its objective is to building relationships with people and offering them a high level service and personal attention.

M.A.C. introduces modern 'Glam' Art. They use 4P's marketing mix product 'Pop Art'. In overseeing the product's success M.A.C. will offer as a limited edition set before integrated it into normal inventory. Their goal is to reach target audience resulting in 5% increase in units sold in 6 months. STRATEGY: Temporary websites dedicated to a particular new launch like http:// www.barbielovesmac.com/ TARGET MARKET: young women between the age of 18-25 years who are students or recent graduates. They are energetic like going out with friends, follows movies as well as concerts. They are single or newly married. They are open minded and pay attention to self development. Make-up artists, cosmetologists, hairstyles, models, photographers.

DEMOGRAPHY

Demographics or demographic data refers to selected population characteristics as used in government, marketing or opinion research or the demographic profiles used in such research. Demography includes race , age , disabilities , mobility , educational attainment home ownership , employment status and location.

13-25 Use bright make-up

25-45 Use light and sober maker up

AGE

DEMOGRAPHICAL REPRESENTATIONS

IncomeUnemployed Less costly product of Lakme,

Avon,Elle18

Employed Use highly costly products like M.A.C, Maybelline , Color -Bar

Area

RURAL Use of low quality products like Blue Heaven, Suruchi

URBAN It depends as per the living standard

PRODUCT

BRAND-I R

S

BRAND-II

BRAND-III

BRAND-IV

RS

RS

RSKEY

A SETH

KAJAL

NAILPOLISH

LIPSTICK

BINDI

BLUE HEAVEN

BLUE HEAVEN

BLUE HEAVEN

SURUCHI

25

15

30/35

4/5

SINGAR

ELLE 18

SHILPA

ELLE 18

10

50110

4/5

LAKME

LAKME

LAKME

50100

200

HIGHEST SELLING BRANDS AT A PARTICULAR RURAL MARKET

120

Certain brands including some good company’s brand offering various schemes over and above their normal trade discounts. For

extra margin of profit the retailers substitute the leaders brand e.g. buy 10

get 2 free. But companies like Lakme and other big companies have different mode

of marketing. They want to reach the customers directly through T.V.

advertisements, fashion shows and even sometimes they campaign door to door.

UNCONVENTIONAL OFFERINGS IN A CHANGED ENVIRONMENT INDIAN MARKET

It offers several point of purchase display and also organizes LAKME FASHION WEEKS.

It offers upto 80% discount on their product

THANKYOU...