cosmetics marketing
DESCRIPTION
cosmetics market in IndiaTRANSCRIPT
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...