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A PROJECT REPORT
SUBMITTED TO HIMACHAL PRADESH UNIVERSITY SHIMLA
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE
MASTER OF COMMERECE (2015-2017)
Certificate
It gives me immense pleasure to certify that the project report
The technique used and the data reported in the project report
work and the project report is worthy of consideration for the award
signature
(………………….)
Place: Dharmashala
DECLARATION
I ADITI AWASTHI do hereby declare that this piece of project report entitled “COMPARITIVE
STUDIES BETWEEN LAKME AND REVLON WITH THE REFERENCE OF THERE PRODUCTS”
for partial fulfillment of the requirements for the award of the degree of “Master Of
Commerce” is a record of original work done by me. This project work is my own and has
neither been submitted nor published elsewhere.
Date :
Signature
Place: Dharamshala
AKNOWLEDGEMENT
Introduction
Research Methodology
Appendix
Questionnaire
Bibliography
INTRODUCTION
Within a short span of the last five-six years, the use of cosmetics by Indian
consumers has increased significantly with more and more women and men taking
styles, influence of satellite television and greater product choice and availability.
With the demand for cosmetics on the rise and the opening up of the market to
foreign companies, many of the world’s popular cosmetics brands entered the
Indian market in the early and mid-nineties and some more have set their sights on
India.
This cosmetics and personal care industry has been growing at an average
rate of 20 per cent for the last few years. The growing Indian cosmetics market
offers promising prospects for international brands. The growth rate in the
cosmetics market reflects an increasing demand for beauty care products in India.
Perfumes and fragrances, skin care, and hair care products are some of the major
consumption of many products is well below that of many countries in Asia. The
low market penetration of many cosmetics and personal care products offers room
for growth. The Indian toiletries market is well developed and dominated by major
driving demand for cosmetics and toiletries. India is a very price-sensitive market
and mass-market products constitute the major part of the cosmetics and toiletries
market. India’s import of cosmetics and toiletries and intermediate raw materials is
around US$ 120 million, of which the U.S. has a share of approximately 10 percent.
The objective of the study report is to analyze the consumer satisfaction level of
Market Overview
The current size of the Indian cosmetic market is approximately US$ 600
million. Of this, the fastest growing segment is cosmetics, accounting for around
US$ 60 million of the market. Industry sources estimate a rapid growth rate of 20
percent per annum across different segments of the cosmetics industry reflecting an
increasing demand for all kinds of beauty and personal care product. Growth has
come mainly from the low and medium-priced categories that account for 90
Even with a 20 percent average growth rate, the per capita consumption of
approximately US$ 0.68 cents as compared to US$ 36.65 in other Asian countries.
growing importance of beauty pageants, there have been significant changes and
use of cosmetics is on the rise. Also, with the boom in the Indian fashion world and
the growth in the television industry, there has been a rise in demand for
as teenagers, men and young women. Cosmetics constitute the high growth
segments. Nail enamels and lipsticks account for around 65 percent of total color
cosmetic sales in India. Lakme, a brand originally introduced by the Tata group of
India, now bought over by Hindustan Lever (HLL) of the Unilever group, Tips &
Toes, another domestic player, and Revlon dominate the US$ 60 million color
cosmetics market. Multinationals, Revlon of the U.S. and L'Oreal's Maybelline has a
dominant share of the small premium lipsticks and nail enamels market. Mass-
market products account for a major share, while the premium segment accounts
only for a mere 9 per cent in lipsticks and 5 per cent in nail enamels. Lipsticks
account for nearly a third of the market at US$ 21 million, while the market for nail
enamels is estimated at around US$ 23 million. The color cosmetics segment is very
competitive and has a high penetration level of 80 percent. Most other cosmetic
Market Trends
Cosmetics are not just the domain of women any longer and Indian men too
are increasingly taking to the use of more and more body sprays, perfumes and
other cosmetics. With rising demand from men, the Indian market is getting
enlarged and many players are coming out with cosmetic products especially skin
Import Market
Costs for importing products are much higher than producing it in the
country. India allows entry of imported cosmetics without any restrictions but the
average import tariff on cosmetics products is currently very high at 39.2 percent.
This makes imported products very expensive for most consumers. Most foreign
cosmetics companies selling premium brands have had a difficult time developing
the low volume premium market in India. Many had to re-work price strategies
towards the mass segment. Price is not the only reason responsible for their
problems. Poor assessment of the size of the upper middle and high-income groups,
and price sensitivity even within these groups, had added to their problems.
Competition
few major Indian players like Lakme has seen a lot of foreign entrants like Revlon to
the market within the last decade. India is a very price sensitive market and the
cosmetics and personal care product companies, especially the new entrants have
had to work out new innovative strategies to suit Indian preferences and budgets to
establish a hold on the market and establish a niche market for themselves.
Given the price-sensitivity of the Indian consumer who do not normally prefer
to fork out a large sum at one time, many cosmetic companies launched their
products in smaller pack sizes to make them more affordable. Lakme and Revlon
were the first to introduce small pack sizes. Revlon introduced its small-range of 8
ml nail polishes and lipsticks, and was soon followed it its strategy by major Indian
companies as well. Small pack sizes have proved to be very popular in the Indian
market as it offers a consumer lower purchase cost and the opportunity to try new
products.
The Marketing Concept was born out of the awareness that marketing starts
with the determination of consumers wants and needs with the satisfaction of those
wants.
The concept puts the consumer both at the beginning and the end of the
business cycle .It stipulates that any business should be organized around the
The customer, not the corporation has to be the centre of the business universe.
A business cannot succeed by supplying products and services that are not
properly designed to serve the needs of the customers. Only the Marketing Concept
distinguishing feature of the Marketing Concept. The concept enables the firm
to look at the nature and missions of its business fron the point of view of
It is the customer and he alone who, through being wiling to pay for a good or
When a firm adopts Marketing Concept , the consumer is the focal point of
the business. The concept enjoys on the firm to accept ‘the consumer as he is’- with
all his inherent contradictions, and treat him as the pivot around the entire
business has to be built. In other words, the concept translated into practice,
Management Action. Integrated management action simply means that all the
another, keeping marketing as the pivot. This is the essential because every
function has the bearing on the consumer and the aim is to see that all the
functions lead to the favorable impact on the consumer. And for this is to
marketing.
end in itself. It is the of fulfilling the needs of the consumer. And this leads to
Lakme Lever is planning to revive its youth-oriented brand, Elle 18. Having
put the brand on `maintenance' mode, this division of HLL was focusing on Lakme.
Launched in 1998, Elle 18 targeted the first-time cosmetic user and currently
"In the first three years, Elle 18 registered sharp growth rates and the
At that point of time, Elle 18's main competitor in the youth-based cosmetics
market was Tips & Toes, a brand that is almost non-existent today.
Pricing strategy
With a pricing that is almost one-third that of Lakme, Elle 18, of late, has
"There was a change in our strategy in the past. While Lakme has been high
on innovation, Elle 18 has been on maintenance mode. The brand has been growing
at a lower rate than Lakme. But now we are now relooking at Elle 18 as there is still
first generation users of cosmetics. So, while a Lakme Lipstick would have an MRP
Fundamentals.
"While there is no new product, we will be upgrading the existing skin care
"The overall beauty market has been growing between 15-20 per cent but we
However, it is the salon business that has been registering the highest growth
"With a small base, our salon business has been growing the fastest," Mr.
Chopra said.
There are plans to have 100 Lakme salons by the end of the year from the
"We do not want to add to existing hair care products in the market. The
brand has been launched in the hair styling category and we want to create
awareness and educate our consumers without confusing them with more
MARKETING STRATEGY
Its turnaround sketch has got just a few strokes - grab the fashion platform,
High priestess of sacred Indian temple meets English army officer who's
unwittingly strayed into holy ground. They fall in love. Her orthodox father vows
vengeance... That's the story of Lakme, a 19th century opera written by Frenchman
Leo Delibes, from which Simone Tata borrowed the name Lakme (French for
By 1999, the world looked set for a revised version of the work. Simone Tata
Worse, with HLL not appearing too keen about the brand-the company,
predictably, denies this-Lakmé, the brand looked all set to follow the spirit of Lakmé
Lever was right. The aria, as is now evident, wasn't quite over. Standing
amidst the jamboree of what is, arguably, India's first fashion summit, the Lakmé
India Fashion Week (LIFW for short), Anil Chopra, 51, the affable Director who
heads Lakmé Lever Ltd is bullish about the brand's new positioning: ''By taking on
the fashion and glamour platform, we have, in a way, not just taken a lead (over
others), but also got a virtual ownership of this plank. It will be very difficult for any
other brand to adopt a similar approach.'' And reactions to the born-again Lakmé at
the LIFW did suggest that Chopra and the brand were on to a good thing. ''Lakmé is
HLL formed a 50:50 venture Lakmé Lever that would market and distribute
Lakmé's products. In 1998, Lakmé sold its brands (and the 50 per cent it owned in
the JV) to HLL, renamed itself Trent and entered a different business (retail). Only,
the years between 1995 and 2000 saw HLL wrestling with several issues with a
The FAQs: With Ponds becoming part of HLL, what happens to Lakmé's
skincare business? What does Lever's launch of Aviance mean for Lakmé? And why
Chopra accepts that distribution has been the company's Achilles heel for
some time: ''The supply-chain hasn't been as robust as it should have been, but
that has been the result of our efforts to reposition and reintroduce the brand.'' The
positioning bit, although complex, is clear: Ponds is Lever's primary skincare brand;
Lakmé, its apparitional colour cosmetics brand, which also has a presence in
skincare.
The 'aspirational' qualification would mean Lakmé would compete at what the
company terms the 'upper-mass' (premium) end of the colour cosmetics spectrum
from Revlon (through Modi Revlon) to Chambor, are already slugging it out. Says
Meghna Modi, 26, Executive Director, Modi Revlon: ''The numbers say it all.
premium end of the colour cosmetics market.'' Chopra is quick to rubbish this
claim; he says ORG-MARG does not have a representative sample of the 60,000
The premium segment, however, is just a slice of the Indian market for colour
cosmetics (estimated size: Rs 275 crore). Today, the company has three brands:
Lakmé itself, which will be positioned as a fashion-brand; Elle 18, which has
marketing Elka, a brand targeted at the lowest-end of the colour cosmetics market.
The brand, Chopra claims, could also catalyse Lakmé's entry into the hinterland,
but only if tests show there is a rural market for colour cosmetics. Says Nikhil Vora,
28, Portfolio Advisor, Sharekhan.com: ''Though rural markets are big potential, a
company has to think of segments carefully. Any expansion into new areas should
be justified by returns.''
Lakmé will remain a loner in the Lever stable: Unilever does not have a
presence in the colour cosmetics segment. That means Lakmé Lever will have to
depend on its own kitchen garden. But a focused-most of its skincare business and
all of its exports business have been taken on by HLL-Lakmé does seem to be on a
come-back trail. It's still the second act, but this opera could well have a happy
ending.
Marketing strategy
This report compares the company with its closest competitors on various
parameters such as business segments, product offerings & their USPs (unique
Benchmarking Report has two USPs, which distinguishes this report from any other
strategies etc of the company in relation to its competitors & industry segment.
environment. It can be best used to derive a framework for strategic planning with
key success factors (KSFs) of the industry or marketplace on specific metrics. From
quality and market initiatives for the company to enhance its overall competitive
position.
Delivery will take 4-5 business days as the publication is updated at time of
a 100% subsidiary of Tata Group (Tomco), it was named after the French opera
Lakmé. At the time of its establishment, Indian cosmetic industry was rather
nacent, and there was a very small market base. Simone Tata joined the company
as director, and went on to become its chairman. When Tata's saw a bigger growth
potential in the retail market, and greater competition from global companies in
cosmetics, they enetered into a 50-50 joint venture with Hindustan Lever Limited
(the Indian subsidiary of Unilever) in 1995 to form Lakme Lever. In 1998 Tata sold
of there stakes in Lakmé Lever to to HLL, for Rs 200 Crore (45 million US$), and
went on to create Trent and Westside. Half a century ago, as India took her steps
into freedom, Lakme, India's first beauty brand was born. At a time when the
beauty industry in India was at a nascent stage, Lakme tapped into what would
grow to be amongst the leading, high consumer interest segments in the Indian
Lakme today has grown to have a wide variety of products and services that
cover all facets of beauty care, and arm the consumer with products to pamper
herself from head to toe. These include products for the lips, nails, eyes, face and
independent, self-financed and family owned. The family has over 40 years of
Lakmé Cosmetics with its main office in Colchester is conveniently placed to provide
you with all the guidance back up and support you’ll ever need.
The Products
LAKMÉ leading hair care products are developed exclusively for distribution
to hair and beauty salons. Branding and packaging of the product range is first
class and they are tested and manufactured solely for this brand name and no
other. The very best raw materials are used in manufacture using the latest
technology and adopting the highest levels of hygiene. All product formulation is in
accordance with the health standards of the European Union and the United States
The Promotion
sales and your own use, with freestanding display units highlighting the unique
quality and variety of your products and enhancing the quality of your sales and
service. Combine this with FREE ongoing in-salon education and you have the
perfect basis to grow your business for yourself, but not by yourself.
Lakme, the Indian cosmetics giant has expanded the range of skin care
products it markets in Sri Lanka, and unveiled the company's new international
logo and image, Lakme's local distributor Hemas Marketing (Pte) Ltd., has
announced.
Launched in Colombo earlier this month, the addition to the Lakme skin care
range are the Lakme Nourishing Cold Cream, Nourishing Body Lotion, pH-Balanced
Face Wash, Calamine Lotion, Sun Screen Lotion and Hair Remover.
Prior to the launch of these products, Hemas Marketing was responsible for
the distribution of Lakme Maximum Moisturiser and Lakme Deep Pore Cleansing
Support
Lakmé East is here to give you all the help and support you need. Not
because we’re altruistic, but because we need each other. By working together, we
can enjoy mutual success limited only by ambition and effort. For our part, we
believe our on-going support programme is second to none. We presently have two
highly trained Stylist/Technicians constantly in the field ensuring our salons are
getting all the help they need with the very best product and training possible, plus
direct access to the main technical European team. Our warehouse is constantly re-
stocked to ensure products are always available for immediate delivery and at the
keenest prices.
“We are committed to you and your customers, providing the finest hair care
products available.”
To Summarise
For those of you already involved in the hair care business Lakmé offers a
natural progression to broaden business prospects and boost profits. Lakmé East
can make your job easier by supplying the highest quality products, a totally
reliable service, PLUS a complete programme of professional support that virtually
Lakme cosmetics
100% subsidiary of Tata Oil Mills (Tomco), part of Tata Group, it was named after
the French opera Lakmé. At the time of its establishment, Indian cosmetic industry
was rather nascent, and there was a very small market base. Simone Tata joined
the company as director, and went on to become its chairman. When Tata's saw a
bigger growth potential in the retail market, and greater competition from global
companies in cosmetics, they enetered into a 50-50 joint venture with Hindustan
Lever Limited (the Indian subsidiary of Unilever) in 1995 to form Lakme Lever.
SHE’S perhaps more media-shy than her famously reticent nephew Ratan
Tata. But when she does meet the press, Simone Tata shows that she’s as much on
top of business and consumer issues as any high-profile CEO. ET met the former
chairman of Trent at her offices in Bombay House in South Mumbai. And Mrs Tata
almost caught us on the wrong foot, as she arrived five minutes early for the
meeting, armed with a file containing questions, answers, and her notes.
We chatted with the Czarina of Indian business about a subject that’s close to
her heart - beauty. As managing director of Lakme in the 1960s and 1970s, Mrs
Tata had been given a huge brief - from on high, so to speak. “Lakme was launched
at the request of Panditji who decided to ban imports of cosmetics. All his friends in
Delhi started moaning and groaning, so he asked the Tatas to bring out a range of
powders and perfumes. That was his understanding of cosmetics - powders and
Lakme has come a long way since then, but even in those early days, Mrs
Tata went beyond the brief, in a market which consisted of just talcum powder, face
powder and vanishing cream, Lakme was ahead of the curve. It introduced the
Indian woman to colour - launching lipsticks, nail enamels, foundations and more.
“We thought that it should be available for those who wanted it, and we were
confident that the day will come where it would be needed,” she explained. That did
happen, but Mrs Tata admits that it took a long time, with the real turnaround
“I didn’t have a benchmark, you had to play it the way it came - as long as
you had the vision and as long as you could see the evolution in the rest of the
world.” Competition did come along, with brands like Pond’s, Max Factor and
Himalayan. “There was also a famous nail enamel called Cutex. Every nail enamel
was called Cutex whether by Lakme or whoever,” she reminisces. But not too many
of those early competitors are around today: “I suppose they gave up. We did not,”
she says.
way to attract the male sex and therefore very much frowned upon,” she said, and
the brand’s marketing campaigns addressed these taboos directly, with copy
explaining that using cosmetics didn’t mean one was “cheap”. From a situation
even twenty years ago when makeup was a special occasion item, it’s today moved
grandmothers’ recipes. Readymade is seen as far quicker to apply and works faster.
Tata’s retail company Trent in 1998 - but she’s not left it behind. During the course
of our meeting, she had some rapid fire questions for us - on what- on what
cosmetics we used, andwhich brands we favoured. When ET tried to turn the tables
on her, she turned staunch loyalist. “It’s all Lakme - I think I’m faithful to Lakme.”
But for one exception, she’d admit to using just one-night cream that is a non-
Lakme product, because it’s a specialised formulation that suits her skin. But she
wouldn’t reveal which one. “That’s a state secret,” is all she would say
Products
Face Lips
Liner |
Nails Eyes
| True Wear Nail Enamel | | Eye Shadow, Liner & Kajal |
Lakme Pure Defense
Anti-Pollution System
Cleansers
Business Description
Revlon, Inc.. The Group's principal activities are to manufactures and sell an
extensive array of cosmetics, skincare, fragrances, beauty tools, hair color, anti-
single segment. The Group also sells consumer products to U.S. military exchanges
and commissaries and has a licensing business, pursuant to which the Company
licenses certain of its key brand names to third parties for complementary beauty-
related products and accessories. Its principal customers include large mass
volume retailers and chain drug and food stores, as well as certain department
stores and other specialty stores, such as perfumeries. The Group sells face
makeup, including foundation, powder, blush and concealers, under Revlon brand
names. The products are sold in more than 100 countries including in the United
initiatives to promote its flagship brand Lakme in cyber space. For starters, the
with consumers. In addition, HLL has also kicked off its community building
exercises by launching an interactive section titled —My Lakme —at Lakme’s new
FMCG company Hindustan Lever (HLL) to aggressively up its adspend as its market
shares in these categories has slipped in the six months from March to September.
Revlon Profile
Revlon is a world leader in cosmetics, skin care, fragrance and personal care
and is a leading mass market cosmetics brand. Our vision is to provide glamour,
this vision, Revlon's management team combines the creativity of a cosmetics and
fashion company with the marketing, sales and operating system of a consumer
packaged goods company. Our global brand name recognition, product quality and
brand franchises in the world, with our products sold in approximately 175
Complexion®, Revlon Age Defying®, Almay®, Ultima II® and Flex® and Charlie®.
Revlon was founded in 1932, by Charles Revson and his brother Joseph,
along with a chemist, Charles Lachman, who contributed the "L" in the REVLON
name.
Starting with a single product - a nail enamel unlike any before it - the three
process. Using pigments instead of dyes, Revlon was able to offer to woman a rich-
looking, opaque nail enamel in a wide variety of shades never before available.
Ownership
Corporate governance
Key Dates
1932: Brothers Charles and Joseph Revson and Charles R. Lachman establish
Revlon.
1955: The company changes its name to Revlon Inc. and goes public.
Revlon's first beauty item was nail enamel. Opaque and long-lasting, it was
manufacturers. Revlon's nail polish owed its superiority to the use of pigments,
which also allowed a wider color range than the light red, medium red, and dark red
then available. Initially, the revolutionary "cream enamel" came from the tiny Elka
company, in Newark, New Jersey, a polish supplier to beauty salons for whom
and his older brother Joseph distributed Elka nail polish as Revson Brothers.
Within a year, however, Charles Revson decided to open his own nail polish
company, going into partnership with his brother and a nail polish supplier named
Charles R. Lachman, who contributed the "l" to the Revlon name. Revlon was
Revlon had a keen fashion instinct, honed by his seven years of sales
experience at the Pickwick Dress Company in New York. Coupling this with his
experience at Elka, he noted that the permanent wave boom was making beauty
salons more popular and that demand for manicures was rising in tandem. He
Within its first nine months, the company boasted sales of $4,055. There was
a sharp rise in sales to $11,246 in 1933, the year the company incorporated as
Revlon Products Corporation. At the end of 1934, the company had grossed
$68,000. By 1937, sales multiplied more than 40 times. In that year, Revson
decided to enlarge his market by retailing his nail polish through department stores
and selected drugstores. This gave him access to more affluent customers as well as
a maxim he followed for the rest of his life, Revson steered clear of cut-rate stores,
Marketing strategy
department store credit sales. Returning interest in dress sparked the company's
twice-yearly nail enamel and lipstick promotions, which were crafted in anticipation
of the season's clothing fashions. Each promotion featured a descriptive color name
to tempt the buyer, full-color spreads in fashion magazines, color cards showing the
The Fire and Ice promotion for fall 1952 was one of the most successful. Its features
included the cooperation of Vogue magazine, which planned its November issue
around the lipstick and nail enamel, "push" money given to demonstrators in stores
without Revlon sales staff to insure full retail coverage, and radio endorsements
written into scripts for performers such as Bob Hope and Red Skelton. These efforts
produced excellent publicity and helped to raise 1952 net sales to almost $25.5
million.
The company received its next boost from its 1955 sole sponsorship of the
CBS television show The $64,000 Question. Though initially reluctant to go ahead
with this project, Revson was persuaded by the success of rival Hazel Bishop,
whose sponsorship of This is Your Life was providing serious competition for
Question topped the ratings within four weeks of its debut. Revlon's advertising
budget for the year, $7.5 million, proved Charles Revson's adage that publicity had
products increased 500 percent, and net sales for 1955 grew to $51.6 million, from
Takeover strategy
The 1970s began with annual sales of about $314 million. The Cosmetics and
Fragrances division, its six lines separately aimed, advertised, and marketed, was
the industry leader in all franchised retail outlets. Revlon fragrances, such as Norell
and Intimate for women and Braggi and Pub for men, had also become familiar to
U.S. consumers. Revlon also had a new line of wig-maintenance products called Wig
Wonder.
woman's budget. Geared to the under-30 market, Charlie models in Ralph Lauren
clothes personified the independent woman of the 1970s. Charlie was an instant
success, helping to raise Revlon's net sales figures to $506 million for 1973 and to
Haircolor
Beauty Tools
Fragrance
CHAPTER 2
OBJECTIVE
OBJECTIVES OF STUDY
Cosmetic products.
Products.
RATIONAL OF STUDY
NEED OF STUDY
My core composition is about comparision between lakme and Revlon
of marketing products. I got this idea when I saw many people
turned towards lakme products at the place of Revlon product and
lakme product are purchased by them because of good quality of
lakme products.
I started with talking to people and collecting data from consumer
group retailer too.
I wanted show that the beliefs of consumer are really affecting the
LAKME BRAND AND REVLON BRAND PRODUCTS.
CHAPTER 4
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
In the present study stratified sampling was done and strata were formed on
the basis of the age, sex and occupation of the respondent among the strata formed
was done random sampling for the collection of primary data. Sample was taken
branding in modern marketing. The researcher truly on the basis of his convenience
did the sampling. The persons were contacted and the data was collected from them
Sample unit was mainly each of those customers, which are using and/or knowing
Sample techniques were convenience based because of time and cost constraints.
Research Design
required data. This framework is to ensure that the relevant data are
Data was collected from both primary and secondary sources. For
which effect the organization with special selling of the Lakme and
Revlon Company."
The objective behind this project was to know the various External
1- Government Policy
2- Competitors
3- Quality
4- Economic Factors
5- Social Factors
6- Customers
We also have to know the mission and vision of the organization and
distributors.
Technology Center
consumer deserves-
Toplines
Buying Preferences
Advertising Recall
unaided level.
recalled noticeably.
Brand Preferences
noticeably.
both counts.
Promotional schemes offered by Lakme and
Revlon
it’s almost like one can’t buy a tooth brush without having to tote a
detergent bar home as well. A gift on a festive occasion or free with the
product as a gift to boost sales. This frenzy has led to a deluge in the
electronic items. Infact, the meaning of the term gift seems to have
attained a wider meaning. People tend to offer just about any thing
more effective. Five rupees off means five rupees less to the
manufacturer, but a gift item which sells for five rupees might be
sourced for just Rs. 1- 2, making the offer far more cast effective.
Large MNCs like the Levers, Godrej, Philips,revlon etc. have resorted to
giving their own lesser known brands free with their popular brands
as far as both the brands are concerned. The companies tend to save
their promotional expenses and utilise the same to generate better sales
for both the parties, as one achieves better sales while the other
known brands in such exercises, but every thing The latest trend as a
involve the buyer in his brand. The prizes given out by companies in
contests range from gold, diamonds to cars, homes and free trips
abroad. The companies are tying up big celebs and running contests
where the customer gets to dine with his favourite star on winning the
booked a far away island in Kerela and held the longest dance party.
its pack to qualify for this party. Another womens wear store ‘Scullers’
actually ran a competition for the women in Bangalore where one could
and shorts - and have it hit the Scullers Womens wear shelves. Infact a
customers could create a shade and give it the name of their choice.
dealers too. Bell ceramics had recently organised a largest party in the
dealers along with their whole family were invited to this party. Apart
But at the end of the day what emanates as the greatest question is,
products and services earlier but how safe are they by indulging in
DATA COLLECTION
&
ANALYSIS
Data Analysis of Customer’s
YES 80%
NO 20%
Interpretation :
Interpretation :
use shampoos and 25 use lotions were 10 use Nail enamels and 35
Yes 65 %
No 35 %
Interpretation :
satisfied.
products of Revlon?
Yes 45 %
No 55 %
Interpretation :
satisfied.
toward product because of quality ( 50), price (20), discount (15) and
offers (15).
dealership and 35% dealers use advertisement were 25% dealers use
and 30% dealers prefers Revlon were 24% dealers prefers none of these
profit margin?
choice in New Agra and it is far ahead from its competitors in terms of
because of its low price and easily available. While other branded
companies product are not preferred due to high price and brand
follows.
brand loyalty.
retailer services.
3. People who are more conscious about their health are more
respectively.
respectively.
respectively.
The average sales of Lakme & Revlon across South Agra markets
is 37.2 % respectively.
The figure reveal that Lakme & Revlon has good market
Others.
Suggestions &
Limitations
SUGGESTIONS
easily removed.
Care.
detailed question. This could have saved the finding of the study
4. Since some of the random sample people are not sincere while
finding.
BIBLIOGRAPHY
sources, listed in this chapter, not fully but partially as advisory notes.
BOOKS
margin?