PROJECT REPORT On

COMPARATIVE STUDIES BETWEEN LAKME AND REVLON WITH THE REFRENCE OF THEIR PRODUCTS

V/s

SUBMITTED IN THE PARTIAL FULFILLMENT TOWARDS THE AWARD OF B.B.A (Gen.), 3rd SEM BATCH : 2010-2013

DR. BHIM RAO AMBEDHKAR University ARYAN INSTITUTE OF MANAGEMENT AND COMPUTER STUDIES Sector 13, Avas V !as Co"on#,A$ra

F !"#ty G"i$e S"%&itte$ %y' M%S. A&A%'A &(%)A* H('E+ AGA%)A*

DR.BHIM RAO AMBEDKAR UNIVERSITY, AGRA

CERTIFICATE Certi(ie$ t) t Ms. Honey agarwa *( Ary n instit"te *( & n +e&ent *( !*&,"ter st"$ies ) s s"%&itte$ )er ,r*-e!t re,*rt entit#e$ !COMPARATIVE STUDIES BETWEEN LAKME AND REVLON WITH THE REFRENCE OF THEIR PRODUCTS" "n$er t)e +"i$ n!e *( Mrs. A,arna &or-a". A(ter !*&,#eti*n it s"!!ess("##y in t)e ("#(i##&ent *( re."ire&ent (*r t)e / r$ *( $e+ree *( % !)e#*r *( %"siness $&inistr ti*n *( !Aryan #ns$#$%$e o& 'anage'en$ o& (o')%$er s$%*#es".

Dr. S.K.G",t SHARMA 1Dire!t*r2 *( $e,t.2 1AIMCS2

A0AY 1He $

AKNOWLEDGEMENT
I HA3E GREAT PLEASURE IN PRESENTING MY PRO0ECT ENTITLED LAKME AND RE3LON. I TAKE THIS AN OPPORTUNITY TO E4PRESS MY DEEPEST GRATITUDE 5 INEPTNESS TO ALL THOSE WHO CONTRIBUTED INDIRECTLY THEIR 3ALUABLE TIME 5 ASSISTED ME IN MY PRO0ECT. I WOULD LIKE TO THANK MY PRO0ECT GUIDES6 ALL THE FACULTY MEMBERS. FOR THIS APPRO3AL 5 ALSO FOR HER 3ALUABLE GUIDANCE 5 SUPPORT IN COMPLETING MY PRO0ECT OF COMPARATI3E STUDIES BETWEEN LAKME AND RE3LON.

LAST BUT NOT THE LEAST I WOULD LIKE TO E4PRESS MY SINCERE THANKS TO THOSE WHO DIRECTLY 5 INDIRECTLY HELPED IN THIS PRO0ECT.

CONTENTS
Introduction Brief overview of marketing strategies. Company Profile of Lakme Company Profile of Revlon Various Marketing strategies adopted by t e two Company along wit product profile !b"ectives of t e #tudy Researc Met odology $ata %nalysis & Interpretation #uggestions and Recommendations #ummary & Conclusion %ppendi' (uestionnaire

 Bibliograp y

INTRODUCTION
)it in a s ort span of t e last five*si' years+ t e use of cosmetics by Indian consumers as increased significantly wit more and more women and men taking greater interest in personal grooming+ increasing disposable incomes+ c anging life styles+ influence of satellite television and greater product c oice and availability. )it t e demand for cosmetics on t e rise and t e opening up of t e market to foreign companies+ many of t e world,s popular cosmetics brands entered t e Indian market in t e early and mid*nineties and some more ave set t eir sig ts on India. - is cosmetics and personal care industry as been growing at an average rate of ./ per cent for t e last few years. - e growing Indian cosmetics market offers promising prospects for international brands. - e growt rate in t e cosmetics market reflects an increasing demand for beauty care products in India. Perfumes and fragrances+ skin care+ and air care products are some of t e ma"or segments wit promising prospects for 0.#. companies.

Penetration of most cosmetic and toiletries is very low in India. Current consumption of many products is well below t at of many countries in %sia. - e low market penetration of many cosmetics and personal care products offers room for growt . - e Indian toiletries market is well developed and dominated by ma"or multinational companies and a few large Indian players.

- e urban population wit increasing purc asing power is t e ma"or force driving demand for cosmetics and toiletries. India is a very price*sensitive market and mass*market products constitute t e ma"or part of t e cosmetics and toiletries market. India,s import of cosmetics and toiletries and intermediate raw materials is around 0#1 2./ million+ of w ic t e 0.#. as a s are of appro'imately 2/ percent. - e ob"ective of t e study report is to analy3e t e consumer satisfaction level of different brands+ particularly focused on t e Lakme and Revlon products

Market Overview
- e current si3e of t e Indian cosmetic market is appro'imately 0#1 4// million. !f t is+ t e fastest growing segment is cosmetics+ accounting for around 0#1 4/ million of t e market. Industry sources estimate a rapid growt rate of ./ percent per annum across different segments of t e cosmetics industry reflecting an increasing demand for all kinds of beauty and personal care product. 5rowt as come mainly

from t e low and medium*priced categories t at account for 6/ percent of t e cosmetics market in terms of volume. 7ven wit a ./ percent average growt rate+ t e per capita consumption of cosmetics is very low in India. Current per capita e'penditure on cosmetics is appro'imately 0#1 /.48 cents as compared to 0#1 94.4: in ot er %sian countries. ;owever+ wit c anging lifestyles+ ig er disposable incomes+ increasing advertising+

penetration of satellite television+ awareness of t e western world and growing importance of beauty pageants+ t ere ave been significant c anges and use of

cosmetics is on t e rise. %lso+ wit t e boom in t e Indian fas ion world and t e growt in t e television industry+ t ere as been a rise in demand for professional beauty care products. Cosmetic companies in India are placing increasing emp asis on market researc and targeting new market segments suc as teenagers+ men and young women. Cosmetics constitute t e ig growt segments. <ail enamels and lipsticks account for around 4: percent of total color cosmetic sales in India. Lakme+ a brand originally introduced by t e -ata group of India+ now boug t over by ;industan Lever =;LL> of t e 0nilever group+ -ips & -oes+ anot er domestic player+ and Revlon dominate t e 0#1 4/ million color cosmetics market. Multinationals+ Revlon of t e 0.#. and L?!real?s Maybelline as a dominant s are of t e small premium lipsticks and nail enamels market. Mass*market products account for a ma"or s are+ w ile t e premium segment accounts only for a mere 6 per cent in lipsticks and : per cent in nail enamels. Lipsticks account for nearly a t ird of t e market at 0#1 .2 million+ w ile t e market for nail enamels is estimated at around 0#1 .9 million. - e color cosmetics segment is very competitive and as a ig penetration level of 8/ percent. Most ot er cosmetic products are estimated to be used by less t an @/ percent of t e consumers. Market Trends Cosmetics are not "ust t e domain of women any longer and Indian men too are increasingly taking to t e use of more and more body sprays+ perfumes and ot er cosmetics. )it rising demand from men+ t e Indian market is getting enlarged and many players are coming out wit cosmetic products especially skin care products for men.

Import Market Costs for importing products are muc ig er t an producing it in t e country.

India allows entry of imported cosmetics wit out any restrictions but t e average import tariff on cosmetics products is currently very ig at 96.. percent. - is makes imported products very e'pensive for most consumers. Most foreign cosmetics companies selling premium brands ave ad a difficult time developing t e low volume premium market in India. Many ad to re*work price strategies towards t e mass segment. Price is not t e only reason responsible for t eir problems. Poor assessment of t e si3e of t e upper middle and ig *income groups+ and price

sensitivity even wit in t ese groups+ ad added to t eir problems. Competition - e Indian cosmetic market+ w ic as been traditionally a strong old of a

few ma"or Indian players like Lakme as seen a lot of foreign entrants like Revlon to t e market wit in t e last decade. India is a very price sensitive market and t e cosmetics and personal care product companies+ especially t e new entrants ave ad to work out new innovative strategies to suit Indian preferences and budgets to establis a old on t e market and establis a nic e market for t emselves. 5iven t e price*sensitivity of t e Indian consumer w o do not normally prefer to fork out a large sum at one time+ many cosmetic companies launc ed t eir products in smaller pack si3es to make t em more affordable. Lakme and Revlon were t e first to introduce small pack si3es. Revlon introduced its small*range of 8 ml nail polis es and lipsticks+ and was soon followed it its strategy by ma"or Indian companies as well. #mall pack si3es ave proved to be very popular in t e Indian market as it offers a consumer lower purc ase cost and t e opportunity to try new products. THE MARKETING CONCEPT

- e Marketing Concept was born out of t e awareness t at marketing starts wit t e determination of consumers wants and needs wit t e satisfaction of t ose wants. - e concept puts t e consumer bot at t e beginning and t e end of t e business cycle .It stipulates t at any business s ould be organi3ed around t e marketing function+ anticipating+ stimulating and meeting customer,s reAuirements. - e customer+ not t e corporation as to be t e centre of t e business universe. % business cannot succeed by supplying products and services t at are not properly designed to serve t e needs of t e customers. !nly t e Marketing Concept is capable of keeping t e organi3ation free from marketing myopia. Features of the Marketing Con ept
!"#

Consumer Orientation %n overw elming emp asis on t e consumer and is need is t e first distinguis ing feature of t e Marketing Concept. - e concept enables t e firm to look at t e nature and missions of its business fron t e point of view of

consumer. - e importance of t e consumer as per marketing concept can be seen clearly in t e words of Peter B.$rucker+C - e purpose of any business is to generate a customer. It is t e customer w o determines w at a business is. It is t e customer and e alone w o+ t roug being wiling to pay for a good or services+ converts economic resources into wealt + t ings into goods. ) en a firm adopts Marketing Concept + t e consumer is t e focal point of t e business. - e concept en"oys on t e firm to accept Dt e consumer as e is,* wit all is in erent contradictions+ and treat im as t e pivot around t e entire business as to

be built. In ot er

words+ t e concept translated into practice+ t e te'tbook idea of

Dconsumer sovereignty,.
!$#

Integrated Management Action - e second ma"or feature of t e Marketing Concept is Integrated Management %ction. Integrated management action simply means t at all t e different functions of t e business Must b tig tly integrated wit one

anot er+ keeping marketing as t e pivot. - is is t e essential because every function as t e bearing on t e consumer and t e aim is to see t at all t e functions lead to t e favorable impact on t e consumer. %nd for t is is to appen+ all functions marketing. In organi3ations t at do not practice integrated management+ t e different functions and department of t e organi3ations are preoccupied wit t e optimi3ation of t eir specific activities .often at t e cost of optimi3ation of overall result. In organi3ation t at pratises integrated management+ t e management insists on t e absolute coordination of all company actions keeping marketingEcustomer as t e focus. (3) Consumer Satis action Integrated management action as e'plained above+ is a means+ not an end in itself. It is t e of fulfilling t e needs of t e consumer. %nd t is leads to t e t ird ma"or feature of t e Marketing Concept. <amely consumer satisfaction. - e Marketing Concept emp asi3es t at it is not enoug if a firm as consumer orientationF it is essential t at suc an orientation leads to ave to be integrated and properly aligned wit

consumer satisfaction. - e concept underscores t at no firm can afford to

ignore t e satisfaction of t e consumerF it counters t e temptations of s ort* sig ted attitudes towards consumer satisfaction.

M%R&ETIN' STR%TE'(
To strong)* position the +rand on the *outh p)atform Lakme Lever is planning to revive its yout *oriented brand+ 7lle 28. ;aving put t e brand on Gmaintenance? mode+ t is division of ;LL was focusing on Lakme. #peaking to Business Line+ Mr %nil C opra+ Vice*President+ saidH I)e are relooking at t e 7lle 28 brand.I Launc ed in 2668+ 7lle 28 targeted t e first*time cosmetic user and currently sports two product lines comprising lipsticks and nail enamel. IIn t e first t ree years+ 7lle 28 registered s arp growt rates and t e purpose was to create a new segment of consumers+I said Mr C opra. %t t at point of time+ 7lle 28?s main competitor in t e yout *based cosmetics market was -ips & -oes+ a brand t at is almost non*e'istent today. Pricing strateg! )it a pricing t at is almost one*t ird t at of Lakme+ 7lle 28+ of late+ as also unleas ed a campaign based on its products.

I- ere was a c ange in our strategy in t e past. ) ile Lakme as been ig on innovation+ 7lle 28 as been on maintenance mode. - e brand as been growing at a lower rate t an Lakme. But now we are now relooking at 7lle 28 as t ere is still no brand t at is so s arply positioned on t e yout platform+I said Mr C opra. - ere was a conscious price differential between t e brands to attract t e first generation users of cosmetics. #o+ w ile a Lakme Lipstick would ave an MRP of Rs 24:+ an 7lle 28 Lipstick was pegged at Rs ::. Meanw ile+ Lakme Lever continues to innovate for its e'isting range of skincare and color cosmetics under t e Lakme brand. It recently relaunc ed its skincare range under t e name of Lakme Bundamentals. I) ile t ere is no new product+ we will be upgrading t e e'isting skin care range wit new formulation and packaging+I Mr C opra said. In color cosmetics it as roped in designer #abyasac i Muker"ee to unleas t e GBree #pirit? range as part of its winter collection. I- e overall beauty market as been growing between 2:*./ per cent but we ave been growing ig er t an t e market.I ;owever+ it is t e salon business t at as been registering t e ig est growt rates for Lakme Lever. I)it a small base+ our salon business as been growing t e fastest+I Mr. C opra said.

- ere are plans to ave 2// Lakme salons by t e end of t e year from t e e'isting 6. salons across t e country. Besides+ Lakme Lever intends consolidating its air care portfolio launc ed last year under t e Lakme ;air <e't brand. I)e do not want to add to e'isting air care products in t e market. - e brand as been launc ed in t e air styling category and we want to create awareness and educate our consumers wit out confusing t em wit more products+I said Mr C opra.

MARKETING STRATEG"
#a$me Restages Its O%era Its turnaround sketc as got "ust a few strokes * grab t e fas ion platform+

spruce up t e supply*c ain+ and test t e rural waters.

;ig

priestess of sacred Indian temple meets 7nglis

army officer w o?s

unwittingly strayed into oly ground. - ey fall in love. ;er ort odo' fat er vows vengeance... - at?s t e story of Lakme+ a 26t century opera written by Brenc man Leo $elibes+ from w ic #imone -ata borrowed t e name Lakme =Brenc for

Laks mi+ t e name of t e priestess>. By 2666+ t e world looked set for a revised version of t e work. #imone -ata was no longer on t e scene. %nd a ome*grown fas ion brand*often personified as t e ig priestess of fas ion in t e country* ad been sold to a multinational company w ose provenance was 7nglis + well+ %nglo*$utc + actually*;industan Lever Ltd =;LL>. )orse+ wit ;LL not appearing too keen about t e brand*t e company+

predictably+ denies t is*LakmJ+ t e brand looked all set to follow t e spirit of LakmJ t e opera =a tragedy>. Lever was rig t. - e aria+ as is now evident+ wasn?t Auite over. #tanding amidst t e "amboree of w at is+ arguably+ India?s first fas ion summit+ t e LakmJ India Bas ion )eek =LIB) for s ort>+ %nil C opra+ :2+ t e affable $irector w o eads LakmJ Lever Ltd is bullis about t e brand?s new positioningH ??By taking on t e fas ion and glamour platform+ we ave+ in a way+ not "ust taken a lead =over ot ers>+ but also got a virtual owners ip of t is plank. It will be very difficult for any ot er brand to adopt a similar approac .?? %nd reactions to t e born*again LakmJ at t e LIB) did suggest t at C opra and t e brand were on to a good t ing. ??LakmJ is at t e forefront of product*innovation. %lmost everyone as a LakmJ*somet ing in t eir =cosmetics> collection+?? gus es Mumbai*based fas ion c oreograp er Lubna %dams. #o+ is LakmJ backK

'etting the fo us right % little bit of LakmJ istoryH in 266:+ LakmJ Ltd =a -ata 5roup company> and ;LL formed a :/H:/ venture LakmJ Lever t at would market and distribute LakmJ?s products. In 2668+ LakmJ sold its brands =and t e :/ per cent it owned in t e LV> to ;LL+ renamed itself -rent and entered a different business =retail>. !nly+ t e years between 266: and ./// saw ;LL wrestling wit several issues wit a bearing on LakmJ?s future. - e B%(sH )it Ponds becoming part of ;LL+ w at appens to LakmJ?s skincare businessK ) at does Lever?s launc of %viance mean for LakmJK %nd w y is it so difficult to find LakmJ productsK C opra accepts t at distribution as been t e company?s %c illes eel for some timeH ??- e supply*c ain asn?t been as robust as it s ould ave been+ but t at as been t e result of our efforts to reposition and reintroduce t e brand.?? - e positioning bit+ alt oug comple'+ is clearH Ponds is Lever?s primary skincare brandF LakmJ+ its apparitional colour cosmetics brand+ w ic also as a presence in skincare. - e ?aspirational? Aualification would mean LakmJ would compete at w at t e company terms t e ?upper*mass? =premium> end of t e colour cosmetics spectrum =products priced between Rs 8: and Rs .:/> w ere a slew of competitors+ ranging from Revlon =t roug Modi Revlon> to C ambor+ are already slugging it out. #ays Meg na Modi+ .4+ 7'ecutive $irector+ Modi RevlonH ??- e numbers say it all. %ccording to !R5*M%R5?s retail audit+ we ave an 8@ per cent s are of t e premium end of t e colour cosmetics market.?? C opra is Auick to rubbis t is claimF e says

!R5*M%R5 does not ave a representative sample of t e 4/+/// outlets t roug w ic colour cosmetics are sold in India. ,ike)* out ome +* the strateg* - e premium segment+ owever+ is "ust a slice of t e Indian market for colour cosmetics =estimated si3eH Rs .M: crore>. -oday+ t e company as t ree brandsH LakmJ itself+ w ic will be positioned as a fas ion*brandF 7lle 28+ w ic as en"oyed

success as a college*girl brandF and !rc id+ a super*premium brand t at asn?t really seen muc e'citement since its 2666*relaunc . - e company plans to re*re*launc !rc id by end*.///+ and is test*marketing 7lka+ a brand targeted at t e lowest*end of t e colour cosmetics market. - e brand+ C opra claims+ could also catalyse LakmJ?s entry into t e interland+ but only if tests s ow t ere is a rural market for colour cosmetics. #ays <ik il Vora+ .8+ Portfolio %dvisor+ # arek an.comH ??- oug rural markets are big potential+ a company as to t ink of segments carefully. %ny e'pansion into new areas s ould be "ustified by returns.?? LakmJ will remain a loner in t e Lever stableH 0nilever does not ave a presence in t e colour cosmetics segment. - at means LakmJ Lever will ave to depend on its own kitc en garden. But a focused*most of its skincare business and all of its e'ports business ave been taken on by ;LL*LakmJ does seem to be on a come*back trail. It?s still t e second act+ but t is opera could well ave a appy ending.

Marketing strateg* Rev)on- In . / Competitive 0en hmarking Report

- is report compares t e company wit its closest competitors on various parameters suc as business segments+ product offerings & t eir 0#Ps =uniAue selling points>+ geograp ical coverage+ financial performance+ M&% developments and business strategies. Besides a comparative analysis on t ese metrics+ t is Competitive Benc marking Report as two 0#Ps+ w ic distinguis es t is report from any ot er available competitive benc marking report on t is companyH 2. Industry %nalysis #ectionH - is section covers an analytical overview on t e respective industry segment+ companies, performance vis*a*vis industry trends+ issues+ c allenges+ trends and opportunities. .. Comparative #)!- analysis on t e company+ its competitors and respective industry segment in a tabular format.

- is analytical report is especially created for top management+ investors+ business analysts and decision makers to get a compre ensive perspective on product offerings+ financial performance+ marketEindustry position+ and business strategies etc of t e company in relation to its competitors & industry segment. - is report offers a compre ensive overview on t e key strategies adopted by t ese market leaders to gain a stronger market position in t is competitive environment. It can be best used to derive a framework for strategic planning wit key success factors =N#Bs> of t e industry or marketplace on specific metrics. Brom a strategic decision making perspective+ it can be furt er used to develop future Auality and market initiatives for t e company to en ance its overall competitive position. $elivery will take @*: business days as t e publication is updated at time of order to ensure t e information is as current as possible.

,akme1s 2rofi)e
LakmJ is an Indian brand of cosmetics+ owned by 0nilever. Lakme started as a 2//O subsidiary of -ata 5roup =-omco>+ it was named after t e Brenc opera LakmJ. %t t e time of its establis ment+ Indian cosmetic industry was rat er nacent+ and t ere was a very small market base. #imone -ata "oined t e company as director+ and went on to become its c airman. ) en -ata?s saw a bigger growt potential in t e retail market+ and greater competition from global companies in cosmetics+ t ey enetered into a :/*:/ "oint venture wit ;industan Lever Limited =t e Indian

subsidiary of 0nilever> in 266: to form Lakme Lever. In 2668 -ata sold of t ere stakes in LakmJ Lever to to ;LL+ for Rs .// Crore =@: million 0#1>+ and went on to create -rent and )estside. ;alf a century ago+ as India took er steps into freedom+ Lakme+ India?s first beauty brand was born. %t a time w en t e beauty industry in India was at a nascent stage+ Lakme tapped into w at would grow to be amongst t e leading+ ig consumer interest segments in t e Indian Industry * t at of skincare and cosmetic products. %rmed wit constant innovation+ Lakme industry. Lakme today as grown to ave a wide variety of products and services t at cover all facets of beauty care+ and arm t e consumer wit products to pamper erself from ead to toe. - ese include products for t e lips+ nails+ eyes+ face and skin+ and services like t e Lakme Beauty #alons a potent combination of foresig t+ researc and

as grown to be t e market leader in t e cosmetics

%+out ,%&M3 - e Carreras family establis ed L%NMP Cosmetics in 266M and is independent+ self*financed and family owned. - e family as over @/ years of

manufacturing e'perience in salon products. Lakm East a regional distributor of LakmJ Cosmetics wit its main office in Colc ester is conveniently placed to provide you wit all t e guidance back up and support you,ll ever need.

The Products
L%NMP leading air care products are developed e'clusively for distribution to air and beauty salons. Branding and packaging of t e product range is first class and t ey are tested and manufactured solely for t is brand name and no ot er. - e very best raw materials are used in manufacture using t e latest tec nology and adopting t e ig est levels of ygiene. %ll product formulation is in accordance wit t e ealt standards of t e 7uropean 0nion and t e 0nited #tates Bood & $rug %dministration and is sub"ect to I#! 6//. certification.

The Promotion
Powerful Dpoint*of*sale, displays are supplied BR77 !B C;%R57 for customer sales and your own use+ wit freestanding display units ig lig ting t e uniAue Auality and variety of your products and en ancing t e Auality of your sales and service. Combine t is wit BR77 ongoing in*salon education and you ave t e perfect basis to grow your business for yourself+ but not by yourself.

,akme e4pands skin are produ ts Lakme+ t e Indian cosmetics giant as e'panded t e range of skin care

products it markets in #ri Lanka+ and unveiled t e company?s new international logo and image+ Lakme?s local distributor ;emas Marketing =Pte> Ltd.+ as announced. Launc ed in Colombo earlier t is mont + t e addition to t e Lakme skin care range are t e Lakme <ouris ing Cold Cream+ <ouris ing Body Lotion+ p;*Balanced Bace )as + Calamine Lotion+ #un #creen Lotion and ;air Remover. Prior to t e launc of t ese products+ ;emas Marketing was responsible for t e distribution of Lakme Ma'imum Moisturiser and Lakme $eep Pore Cleansing Milk+ w ic t e company will continue to market in new packaging. Support LakmJ 7ast is here to give you all t e elp and support you need. <ot because we,re altruistic+ but because we need eac ot er. By working toget er+ we can en"oy mutual success limited only by ambition and effort. Bor our part+ we believe our on* going support programme is second to none. )e presently ave two ig ly trained #tylistE-ec nicians constantly in t e field ensuring our salons are getting all t e elp t ey need wit t e very best product and training possible+ plus direct access to t e main tec nical 7uropean team. !ur ware ouse is constantly re*stocked to ensure products are always available for immediate delivery and at t e keenest prices. Q)e are committed to you and your customers+ providing t e finest air care products available.C To Summarise Bor t ose of you already involved in t e air care business LakmJ offers a natural progression to broaden business prospects and boost profits. LakmJ 7ast can

make your "ob easier by supplying t e ig est Auality products+ a totally reliable service+ PL0# a complete programme of professional support t at virtually guarantees your success R all in one superb package. InterestedK

Lakme cosmetics
,akm5 is an Indian brand of cosmetics+ owned by 0nilever. Lakme started as a 2//O subsidiary of -ata !il Mills =-omco>+ part of -ata 5roup+ it was named after t e Brenc opera LakmJ. %t t e time of its establis ment+ Indian cosmetic industry was rat er nascent+ and t ere was a very small market base. #imone -ata "oined t e company as director+ and went on to become its c airman. ) en -ata?s saw a bigger growt potential in t e retail market+ and greater competition from global companies in cosmetics+ t ey enetered into a :/*:/ "oint venture wit ;industan Lever Limited =t e Indian subsidiary of 0nilever> in 266: to form Lakme Lever.

,akme has hanged fa es- attitudes too

#;7,# per aps more media*s y t an er famously reticent nep ew Ratan -ata. But w en s e does meet t e press+ #imone -ata s ows t at s e,s as muc on top of business and consumer issues as any ig *profile C7!. 7- met t e former

c airman of -rent at er offices in Bombay ;ouse in #out Mumbai. %nd Mrs -ata almost caug t us on t e wrong foot+ as s e arrived five minutes early for t e meeting+ armed wit a file containing Auestions+ answers+ and er notes. )e c atted wit t e C3arina of Indian business about a sub"ect t at,s close to er eart * beauty. %s managing director of Lakme in t e 264/s and 26M/s+ Mrs -ata ad been given a uge brief * from on ig + so to speak. QLakme was launc ed at t e reAuest of Pandit"i w o decided to ban imports of cosmetics. %ll is friends in $el i

started moaning and groaning+ so e asked t e -atas to bring out a range of powders and perfumes. - at was is understanding of cosmetics * powders and perfumes+C s e laug s. Lakme as come a long way since t en+ but even in t ose early days+ Mrs -ata went beyond t e brief+ in a market w ic consisted of "ust talcum powder+ face powder and vanis ing cream+ Lakme was a ead of t e curve. It introduced t e Indian woman to colour * launc ing lipsticks+ nail enamels+ foundations and more. Q)e t oug t t at it s ould be available for t ose w o wanted it+ and we were confident t at t e day will come w ere it would be needed+C s e e'plained. - at did appen+ but Mrs -ata admits t at it took a long time+ wit t e real turnaround appening only in t e 268/s. QI didn,t ave a benc mark+ you ad to play it t e way it came * as long as you ad t e vision and as long as you could see t e evolution in t e rest of t e world.C Competition did come along+ wit brands like Pond,s+ Ma' Bactor and ;imalayan. Q- ere was also a famous nail enamel called Cute'. 7very nail enamel was called Cute' w et er by Lakme or w oever+C s e reminisces. But not too many of t ose early competitors are around todayH QI suppose t ey gave up. )e did not+C s e says. Lakme,s initial task was attitude c ange. QMakeup was considered to be a way to attract t e male se' and t erefore very muc frowned upon+C s e said+ and t e brand,s marketing campaigns addressed t ese taboos directly+ wit copy e'plaining t at using cosmetics didn,t mean one was Qc eapC. Brom a situation even twenty years ago w en makeup was a special occasion item+ it,s today moved to being a part of everyday grooming. QMost women ave given up t eir grandmot ers, recipes. Readymade is seen as far Auicker to apply and works faster. )e are a generation of busy women+C s e says.

Mrs -ata asn,t been in t e beauty business for a w ile * s e started t e -ata,s retail company -rent in 2668 * but s e,s not left it be ind. $uring t e course of our meeting+ s e ad some rapid fire Auestions for us * on w at* on w at cosmetics we used+ andw ic brands we favoured. ) en 7- tried to turn t e tables on er+ s e turned staunc loyalist. QIt,s all Lakme * I t ink I,m fait ful to Lakme.C But for one e'ception+ s e,d admit to using "ust one*nig t cream t at is a non*Lakme product+ because it,s a specialised formulation t at suits er skin. But s e wouldn,t reveal w ic one. Q- at,s a state secret+C is all s e would say

2rodu ts
Face Lips

Make Up

S Enri h ,ip Co)our S ,ipg)oss S ,ip)iner S Dua) Definition ,ipCo)or 1n1 ,iner S Eyes

Nails

S True 6ear Nai) Ename) S Lakme Pure Defense Anti-Pollution System

7 E*e Shadow- ,iner 8 &a9a) 7 Cleansers

C)eansers

| &eto'i !ing (acia) *as+ | Nig+t

Cream | |&a! #otion | Serum |

Sun Care

Bo y Care

Sun Care !atte Effect

0od* Care "airne#t

Matte Effe t Disco$er %lo&

:airne4t Moisturisers

Moisturisers

Rev)on- In . / Compan* 2rofi)e Company Profile' (icker' E#chan)es' *++, Sales' !a-or .n ustry' Su/ .n ustry' Country' Employees' 7usiness &escri%tion Revlon+ Inc.. - e 5roup?s principal activities are to manufactures and sell an e'tensive array of cosmetics+ skincare+ fragrances+ beauty tools+ air color+ anti* Re,)on- Inc. RE/ N"SE 0-122-022-222 &rugs- Cosmetics 3 Hea)t+ Care Cosmetics 3 Toi)etries 4NITE& STATES 5622

perspirants and deodorants and ot er personal care products. It operates in a single segment. - e 5roup also sells consumer products to 0.#. military e'c anges and commissaries and as a licensing business+ pursuant to w ic t e Company licenses certain of its key brand names to t ird parties for complementary beauty*related products and accessories. Its principal customers include large mass volume retailers and c ain drug and food stores+ as well as certain department stores and ot er specialty stores+ suc as perfumeries. - e 5roup sells face makeup+ including

foundation+ powder+ blus and concealers+ under Revlon brand names. - e products are sold in more t an 2// countries including in t e 0nited #tates+ Brance+ 0.N+ %ustralia+ Canada+ Me'ico and #out %frica. :,, Fo uses On Communit* % tivities For ,akme ! ;une 1<-$==$- FE# In a significant move+ ;industan Lever Ltd is stepping up its online marketing initiatives to promote its flags ip brand Lakme in cyber space. Bor starters+ t e company as relaunc ed its websiteTLakmeindia.comT in an effort to connect wit consumers. In addition+ ;LL as also kicked off its community building e'ercises by

launc ing an interactive section titled TMy Lakme Tat Lakme,s new )ebsiteTfor t e first time. :,, advertises to keep up with ompetition Intensifying competition in categories like soaps and skin care is leading BMC5 company ;industan Lever =;LL> to aggressively up its adspend as its market s ares in t ese categories as slipped in t e si' mont s from Marc to #eptember.

Rev)on 2rofi)e

Revlon is a world leader in cosmetics+ skin care+ fragrance and personal care and is a leading mass market cosmetics brand. !ur vision is to provide glamour+ e'citement and innovation t roug Auality products at affordable prices. -o pursue t is vision+ Revlon?s management team combines t e creativity of a cosmetics and fas ion company wit t e marketing+ sales and operating system of a consumer

packaged goods company. !ur global brand name recognition+ product Auality and marketing e'perience ave enabled us to create one of t e strongest consumer brand franc ises in t e world+ wit our products sold in appro'imately 2M: countries and territories. Revlon?s brands include RevlonU+ Color#tayU+ <ew Comple'ionU+ Revlon %ge $efyingU+ %lmayU+ 0ltima IIU and Ble'U and C arlieU.

Revlon was founded in 269.+ by C arles Revson and is brot er Losep + along wit a c emist+ C arles Lac man+ w o contributed t e ILI in t e R7VL!< name. #tarting wit a single product * a nail enamel unlike any before it * t e t ree founders pooled t eir meager resources and developed a uniAue manufacturing process. 0sing pigments instead of dyes+ Revlon was able to offer to woman a ric * looking+ opaAue nail enamel in a wide variety of s ades never before available. O8ners+i%

Rona)d Pere)man9 62: (;;: o ,otes) (MR Cor%.9 <2:

Cor%orate go,ernance Current members of t e board of directors of Revlon areH %drienn Boyiensteins+ Paul Bo an+ $onna $rayerskeens+ Merele Beldstr oms+ ;oward 5illy ans+ Martin Landau+ C7! Lillian !rienbeck+ $avid L.Perlma nn

&e* Dates ">?$@ Brot ers C arles and Losep Revson and C arles R. Lac man establis Revlon.

">?A@ - e company?s first ad appears in (he Ne& 0orker maga3ine. ">B=@ Lipstick is added t e company?s product line. ">AA@ - e company c anges its name to Revlon Inc. and goes public.

">CC@ 0.#. Vitamin & P armaceutical Corporation is acAuired. $==A@ Mitc um Co. is purc ased. $==C@ - e C arlie fragrance is launc ed. $==<@ Revlon is sold to Pantry Pride+ a subsidiary of Ronald Perelman?s Mac%ndrews & Borbes ;oldings+ and becomes a private company. $==D@ Color#tay lipstick is introduced. $==>@ Revlon makes an initial public offering of stock. $="=@ - e company?s professional products line is sold. % Nail Polis Company Is Bounded in 269. Revlon?s first beauty item was nail enamel. !paAue and long*lasting+ it was an improvement over t e more transparent+ dye*based products of ot er manufacturers. Revlon?s nail polis owed its superiority to t e use of pigments+ w ic also allowed a wider color range t an t e lig t red+ medium red+ and dark red t en available. Initially+ t e revolutionary Icream enamelI came from t e tiny 7lka company+ in <ewark+ <ew Lersey+ a polis supplier to beauty salons for w om C arles Revson began to work as a sales representative in 2692. C arles Revson and is older brot er Losep distributed 7lka nail polis as Revson Brot ers. )it in a year+ owever+ C arles Revson decided to open is own nail polis company+ going into partners ip wit is brot er and a nail polis supplier named C arles R. Lac man+ w o

contributed t e IlI to t e Revlon name. Revlon was formed on Marc 2+ 269..

Revlon ad a keen fas ion instinct+ oned by is seven years of sales

e'perience at t e Pickwick $ress Company in <ew Vork. Coupling t is wit is

e'perience at 7lka+ e noted t at t e permanent wave boom was making beauty salons more popular and t at demand for manicures was rising in tandem. ;e t erefore targeted beauty salons as a market nic e**a fortunate c oice w ose importance would

grow. )it in its first nine mont s+ t e company boasted sales of 1@+/::. - ere was a s arp rise in sales to 122+.@4 in 2699+ t e year t e company incorporated as Revlon Products Corporation. %t t e end of 269@+ t e company ad grossed 148+///. By 269M+ sales multiplied more t an @/ times. In t at year+ Revson decided to enlarge is market by retailing is nail polis t roug department stores and selected drugstores. - is gave im access to more affluent customers as well as t ose wit a moderate amount of money to spend on beauty products. Bormulating a ma'im e followed for t e rest of is life+ Revson steered clear of cut*rate stores+ selling is product only at premium prices. Marketing strateg* Postwar sales strategy+ too+ was influenced by increases in spending and department store credit sales. Returning interest in dress sparked t e company?s twice* yearly nail enamel and lipstick promotions+ w ic were crafted in anticipation of t e season?s clot ing fas ions. 7ac promotion featured a descriptive color name to tempt t e buyer+ full*color spreads in fas ion maga3ines+ color cards s owing t e range of colors in t e promotion+ and display cards reproducing or enlarging consumer ads. Packaging was designed specifically for eac line. - e Bire and Ice promotion for fall 26:. was one of t e most successful. Its features included t e cooperation of Vogue maga3ine+ w ic planned its <ovember issue around t e lipstick and nail enamel+ Ipus I money given to demonstrators in stores wit out Revlon sales staff to insure full retail coverage+ and radio endorsements written into scripts for performers suc as Bob ;ope and Red #kelton. - ese efforts produced e'cellent publicity and million. elped to raise 26:. net sales to almost 1.:.:

- e company received its ne't boost from its 26:: sole sponsors ip of t e CB# television s ow - e 14@+/// (uestion. - oug initially reluctant to go a ead wit t is pro"ect+ Revson was persuaded by t e success of rival ;a3el Bis op+ w ose sponsors ip of - is is Vour Life was providing serious competition for Revlon?s lipsticks. %ttracting a weekly audience of :: million people+ - e 14@+/// (uestion topped t e ratings wit in four weeks of its debut. Revlon?s advertising budget for t e year+ 1M.: million+ proved C arles Revson?s adage t at publicity ad to be eavy to sell cosmeticsF as a result of t e television s ow+ sales of some products increased :// percent+ and net sales for 26:: grew to 1:2.4 million+ from 199.4 million one year previously. Takeover strateg* - e 26M/s began wit annual sales of about 192@ million. - e Cosmetics and Bragrances division+ its si' lines separately aimed+ advertised+ and marketed+ was t e industry leader in all franc ised retail outlets. Revlon fragrances+ suc as <orell and Intimate for women and Braggi and Pub for men+ ad also become familiar to 0.#. consumers. Revlon also ad a new line of wig*maintenance products called )ig )onder. %n important 26M/ acAuisition was t e Mitc um Company of -ennessee+ makers of antiperspirants and ot er toiletries. Mitc um "oined t e - ayer Laboratories subsidiary+ formerly Nnomark. Mitc um*- ayer division?s widely publici3ed products reAuired a 26M2 advertising budget of 1@ million. In 26M9+ Revlon introduced C arlie+ a fragrance designed for t e working woman?s budget. 5eared to t e under*9/ market+ C arlie models in Ralp Lauren clot es personified t e independent woman of t e 26M/s. C arlie was an instant success+ elping to raise Revlon?s net sales figures to 1:/4 million for 26M9 and to

almost 14/4 million t e following year.

)i%stic$

)i%g)oss

)i%)iner

(oundation

Po8der

7)us+

Concea)er

Mascara

E!es+ado8

E!e)iner

7ro8co)or

(a)se E!es)as+es

Nai)co)or

Nai)care

Arti icia) Nai)s

Hairco)or

7eaut! Too)s

(ragrance

O0;ECTIEES OF STUD(
-o find out t e impact of Lakme and Revlon informative Cosmetics Products on t e brand switc ing be avior of t e consumer. -o study t e effect of Consumer #atisfaction on t e marketability of Cosmetic products. -o know t e impact of various striking features on buyers be avior. -o know t e media access by consumers to know about Cosmetics Products. -o know various cosmetics product range in t e market level for Cosmetic Products =<ail 7namels+ Lotions+ # ampoo>.

RESE%RC: MET:ODO,O'(
In t e present study stratified sampling was done and strata were formed on t e basis of t e age+ se' and occupation of t e respondent among t e strata formed was done random sampling for t e collection of primary data. #ample was taken only in t e %gra to determine t e attitude of customers towards importance of branding in modern marketing. - e researc er truly on t e basis of is convenience did t e sampling. - e persons were contacted and t e data was collected from t em by t e means of Auestionnaire. #ample unit was mainly eac of t ose customers+ w ic are using andEor knowing about cosmetic Products of Revlon or Lakme in %gra. #ample si3e is 2// respondents. #ample tec niAues were convenience based because of time and cost constraints.

Researc+ &esign - e researc design is t e specification of met od and producers for acAuiring t e information needed. It is t e framework+ w ic determines t e course of action toward t e collection and analysis of reAuired data. - is framework is to ensure t at t e relevant data are collected accurately in an economic manner. <. &ata Co))ection ( Primar! 3 Secondar! )9= $ata was collected from bot primary and secondary sources. Bor collecting primary data consumer survey as conducted in %gra city wit t e elp of a

predetermined Auestionnaire. Neeping in view t e nature of study+ Auestionnaire met od is found to be most effective.

Mar$eting Strategies o Re,)on 3 #a$me

Classifying Cream as %W+%.B.C for Lakme and Revlon range. Comparative analysis of widt & dept of Lakme and Revlon products & its Competitor for eac market.

Binding out prospective markets & retail outlet to increase coverage of Lakme and Revlon product - e pro"ect %ssigned to 0# is IIdentification of 7'ternal Bactors w ic effect

t e organi3ation wit special selling of t e Lakme and Revlon Company.I - e ob"ective be ind t is pro"ect was to know t e various 7'ternal Bactors t at effects t e organi3ation. Bactors like* 2* 5overnment Policy .* Competitors 9* (uality @* 7conomic Bactors :* #ocial Bactors 4* Customers )e also ave to know t e mission and vision of t e organi3ation and also ave to t e analysis of t e sales position.

STREN'T: Marketing 8 Sa)es

A commitment to innovate+ 7'pand and e'celH* %ll India network of sales and distribution wit service reac ing to two

undred t ousand outlets via a network of twelve undred distributors. -wenty* !ne $epots spread across t e country integrated t roug a single Inetwork. % 9// plus professional field force serving t e distributors and t e main retail stores on a regular basis. Marketing $epartment comprising of seasoned professionals ever adaptive to market dynamics. %ssociation wit top of t e line advertising agencies to communicate and connect its brands to t e consumers. -ec nology Center Pro$i in) an maintainin) the international 1uality that the consumer eser$es(ualified team of tec nologists and scientists endeavoring to adapt formulations+ develop new products & packaging. )ell eAuipped laboratory to control and meet t e international Auality standards of our products. Consumer Preferences of Cosmetics (oplines

 Buyin) Preferences %mong cosmetics+ more t an alf t e consumers want Lipsticks t e most. <ail Polis is a distant second. Mid and Premium price range are t e most preferred.

A $ertisin) 2ecall !nly Lakme ads recalled significantly by consumers at t e unaided level. ) en prompted for cosmetics+ Lakme ads dominate t e top of mind ad recall among consumers. Revlon ads also recalled noticeably. Bran Preferences Lakme is t e only cosmetic brand getting significant brand recall at t e unaided level. Revlon and L,!real recalled noticeably. ) en prompted for cosmetics+ Lakme dominates t e category in consumer minds in a big way+ be it for brand recall or for intention to buy. Revlon a distant second on bot counts.

2romotiona) s hemes offered +* ,akme and Rev)on

Promotions ave emerged as t e most economical and effective way to

establis a personal rapport wit your customers. - ey ave always been a part of t e consumers product s game+ but nowadays+ it,s almost like one can,t buy a toot brus wit out aving to tote a detergent bar ome as well. % gift on a festive occasion or free wit t e purc ase of a certain product goes miles in leaving a favourable mark on t e minds of your customers.

Marketing eads are e'ploring t e effectiveness of eac and every product as a gift to boost sales. - is fren3y as led to a deluge in t e range of innovative products entering t is market. Infact+ t e type of products entering t e gifting and promotional category is simply mind*boggling and differ from product to product. - e type of products offered as a promotional item range from a small ball pen to e'pensive electronic items. Infact+ t e meaning of t e term gift seems to ave attained a wider meaning. People tend to offer "ust about any t ing under t e label QBree 5ift InsideC. Value Perception could be one reason w y t is freebie strategy is more effective. Bive rupees off means five rupees less to t e manufacturer+ but a gift item w ic sells for five rupees mig t be sourced for "ust Rs. 2* .+ making t e offer far more cast effective.

Large M<Cs like t e Levers+ 5odre"+ P ilips+revlon etc. ave resorted to giving t eir own lesser known brands free wit t eir popular brands and vice*versa. - is

automatically tends to reflect a better sales volume as far as bot t e brands are concerned. - e companies tend to save t eir promotional e'penses and utilise t e same to generate better sales in t e respective brands. - is trend is e'tensively practiced by t e electronic industry. - e companies like %I)% and Videocon ave been known to offer irresistible freebies likeH a

walkman or a small sound system free on t e purc ase of a colour television+ over 2/ C$s free wit a purc ase of a sound system etc. #uc moves by t ese companies forced better*establis ed brands like !nida etc. t ink on t eir feet. - is trend as come in as a 3ep yr to t e lesser popular brands striving to establis t emselves in t e market. Companies t at cannot invest a eavy sum in promotion or cannot afford to engage in a massive sampling e'ercise simply tie up wit better*known brands for t eir products to be offered as free gifts. - is acts as a

mutual benefit for bot t e parties+ as one ac ieves better sales w ile t e ot er ac ieves better e'posure at a very nominal e'pense. - ere tends to be a small amount of e'ploitation of a few lesser*known brands in suc e'ercises+ but every t ing - e latest trend as a promotional strategy t at as set t e marketing arena abu33 is contests. 7very second brand seems to be running a contest to actively involve t e buyer in is brand. - e pri3es given out by companies in contests range from gold+ diamonds to cars+ omes and free trips abroad. - e companies are tying up big celebs and running contests w ere t e customer gets to dine wit is favourite star on winning t e contest. Recently %'e for it,s brand of

deodorant DVodoo, actually booked a far away island in Nerela and eld t e longest dance party. Customers ad to correctly answer t e Auestions in t e form placed in its pack to Aualify for t is party. %not er womens wear store D#cullers, actually ran a competition for t e women in Bangalore w ere one could actually design a garment of t eir c oice R tops+ trousers+ capris+ skirts and s orts * and ave it it t e #cullers )omens wear s elves. Infact a leading cosmetic company Lakme also ran a similar promotion w ere customers could create a s ade and give it t e name of t eir c oice. It is not only t e customer w o is being lured by suc marketing gimmicks. - e companies are running e'tensive sc emes for t e dealers too. Bell ceramics ad recently organised a largest party in t e ceramics industry for t eir dealers at D-iku"ini,s )adi,+ - ane. - e dealers along wit t eir w ole family were invited to t is party. %part from luscious snacks t ere was a w ole lot of entertainment activities like games+ competitions etc. for c ildren.

But at t e end of t e day w at emanates as t e greatest Auestion is+ t e companies may ave no doubt c arged a premium for t eir products and services earlier but ow safe are t ey by indulging in suc practicesK %re t e companies really benefiting by

sacrificing on t eir profit marginsK !r is it as one of a customer puts it Q - ey ave been c arging e'orbitant premiums earlier+ its time t ey returned someC.*<o one would know e'cept t e orse imself

&ata Ana)!sis o Customer>s

2. $o you use cosmetic productsK

No, 20 Yes No Yes, 80

Interpretation @ 2//O respondents in use cosmetics products t eir 8/ percent customer called yes and ./ percent customer called <o.

(?<) *+at a)) t+e %roducts o Re,)on do !ou use@

Revlon 50 40 30 20 10 0
Shampoos Lotions Nail enamels Lipstics

45 35 30 20 Revlon

(?3) *+at a)) t+e %roducts o #a$me do !ou use@

Lakme

50 45 40 35 30 25 20 15 10 5 0 Shampoos Lotions Nail enamels 30 40 34

48

Lakme

Lipstics

(?6) Are !ou satis ied 8it+ t+e %roducts o #a$me@

No, 35 Yes Yes, 65 No

(?;) Are !ou satis ied 8it+ t+e %roducts o Re,)on@

Yes, 45 No, 55

Yes No

(?A) In uture 8+at t!%e o incenti,es 8i)) attract !ou@

60 50 40 30 20 10 0

56

23

18

15

Qualit

!"ice

#iscount

$%%e"s

&ATA ANA#"SIS O( &EA#ER>S

0.

Ho8 did u get t+e dea)ers+i% or t+e %articu)ar %roduct@

40 30 20 10 0
H* r$in+s

33 23 15

2&

A $vertise&ents

P &,)#ets

A ny * t)er

< Ho8 !ou ad,ertise !our %roducts@

40 30 20 10 0
T)r* "+) $is,# ys

36 31 21 25

Free S &,#es

Dis!* "nts

A ny * t)er

3 *+ic+ com%an! !ou %re er t+e most@

30 25 20 15 10 5 0
L 7&e

30 20

28

26

Rev#* n

N* ne

A ny * t)er

1. According to margin 8+ic+ com%an! is %ro,iding !ou good %ro it margin@

50 40 30 20 10 0

50

30 15

10

L 7&e

Rev#* n

N* ne

A ny * t)er

,IMIT%TIONS OF T:E STUD(

2. - e Auestionnaire as been filled up by t ose people w o used Lakme of Revlon Products. - is constraint must ave ampered t e study finding in favour of peoples aving Personnel & ;ealt Care. .. - e random sampling includes more people+ as t e people are mainly used Lakme of Revlon Products. - is led a bias in favour of people and affect t e study finding. 9. - e general Auestion as more true representation t an t e detailed

Auestion. - is could ave saved t e finding of t e study from devilling to too muc from reality. @. #ince some of t e random sample people are not sincere w ile writing responses and must ave affected t e finding. :. #ince it is impossible to c oose all walks of life in people in random sample. - is constraint mig t ave affected t e study finding.

SU''ESTIONS
I would like to suggest few points over w ic a t oug t can be given to overcome t at drawback due to w ic some of t e problems are faced by t e products of Lakme and Revelon Products. 2. Company s ould encourage solving t e customer,s complaint. Customer satisfaction s ould be t e ultimate aim so t at customer complaints s ould be removal. .. Promotion by local advertisement can also elp in promoting #ales of t e products. 9. @. More promotional sc emes s ould be introduced for customers. -imely feedback s ould be taken so t at all t e problems can be easily removed. :. - e company s ould provide good margin for distributors ip.

FINDIN'
- e products of Revlon 5roups of Companies are t e leading c oice in <ew %gra and it is far a ead from its competitors in terms of customers. - e products of Revlon 5roups of Companies are preferred because of its low price and easily available. ) ile ot er branded companies product are not preferred due to ig price and brand loyalty. - e advantages w ic t e products of Lakme 5roups of

Companies s ares over ot er branded companies products are as follows. 2. - e products of Revlon 5roups of Companies are preferred because of its low price and easily available. ) ile ot er branded products are not preferred due to ig price and brand loyalty. .. - e products of Lakme 5roups of Companies are easily available at easy payments and ad a very good after sales retailer services. 9. People w o are more conscious about t eir ealt are more aware about products and t erefore prefer t e products of Revlon 5roups of Companies. @. 0sers of personnel & ;ealt care products also generally prefer for buying t e products of Revlon 5roups of Companies.

CONC,USION
- e overall average sales of Revlon Products are :@.6O in all markets and Lakme Products are @:.2O in all markets. - e average sales in different markets are as follows H*

 - e average #ales %cross 7ast %gra markets are :/..O respectively. - e average #ales across )est %gra markets are @8.6O respectively. - e average sales across <ort %gra markets is @..2O respectively. - e average sales of Lakme & Revlon across #out %gra markets is 9M.. O respectively. - e figure reveal t at Lakme & Revlon as good market penetration in all most all t e market covered in t e survey w ere compared to its competitions+ Like ;LL+ <IV7% and !t ers. #till t ere is a need to Promote Lakme to reac at t e level of product like ponds+ pears etc. QMont ly survey s ould be conducted to improve its brand image and increase customer loyaltyC.

0I0,IO'R%2:(
- e essence of t e report+ are inspired and collected by t ese sources+ listed in t is c apter+ not fully but partially as advisory notes. 0OO&S N!-;%RI C. R. F BV R7#7%RC; M7-;!$!L!5V + <7) P%$M% P0BLIC%-I!< + <7) $7L;I. 6E0SITES

888.)a$meindia.com 888.re,)on.co.in

CUSTOMERS FUESTIONN%IRE

2.

$o you use cosmetic productsK =a> yes =b> <o

..

) at all t e products of Revlon do you useK =a> # ampoo =b> <ail 7namel =c> Lotion =d> Lipistics

9.

) at all t e products of Lakme do you useK =a> # ampoo =b> <ail 7namel =c> Lotion =d> Lipistics

@.

;ow u come to know about all t e products of t e companyK =a> %dvertising =b> ;oardings =c> Brand Image

:.

Reasons for purc asing t e particular products of t e companyK =a> Better (uality =d> Brand Image =b> 7asy availability =c> Low rates

4.

%re you satisfied wit t e products of LakmeK =a> yes =b> <o

M.

%re you satisfied wit t e products of RevlonK =a> yes =b> <o

8.

In future w at type of incentives will attract youK =a> (uality =b> Price =c> $iscount =d> !ffers

DE%,ERGS FUESTIONN%IRE
2. ;ow did u get t e dealers ip for t e particular productK =a> ;oardings =c> Pamp lets . =b> %dvertisements =d> %ny !t er

;ow you advertise your productsK =a> - roug displays =b> Bree #amples =c> $iscounts =d> %ny !t er

) ic company you prefer t e mostK =a> Lakme =b> Revlon =c> <one=d> %ny !t er

@.

%ccording to margin w ic company is providing you good profit marginK =a> Lakme =b> Revlon =c> <one =d> %ny !t er

:.

%ccording to you w ic company provides better AualityK =a> Customer demand =b> Brand Image =c> More profit margin =e> %ll above =d> %dvertising

) y you keep products of a particular company at your s opK =a> Customer demand =b> Brand Image =c> More profit margin =e> %ll above =d> %dvertising

%ccording to you w ic company,s product sales t e mostK =a> # ampoos =b> Lotions =c> <ail enamels =d> Lipstics

8.

%re you satisfied wit your company you preferK =a> Ves =b> <o