TRUE COLOUR RANGE OF COSMETICS

INTRODUCTION
Mod cosmetics is a joint venture between Modern Pharma and Rave cosmetics if SA. The company targeting premium/upper middle segment of the market, the mass premium segment. The company struggled to recover cost for the first 5 years, but now its growing steadily at 14% annually with sales of rs.600 crore in 2000. The company became the market leader in the segment with 80% share of the market.

Target segmentation
Company planed to introduce new products and develop the core products by strengthening supply chain. It launched true color in aug 2001, the range of nontransferable make up, just like lipsticks, where the color dont run or transfer to other objects. Target customers were the women in the age group of 27 to 35 years of age. It was promoted with heavy marketing communication focusing on the brand image and non-transferable features.

Product promotion
Customer choice of such a product usually depend a lot on the brand image and specific features, along with the corporate reputation. Various promotion.
1.product test. 2. word of mouth communication. 3.including point of sales materials. 4.sales person and etc .

Survey of product
The store image and visual merchandising helps to create the right ambience and image for the brand. The branch manager went in for the survey that would reveal more about the customers perception of competing brands and also their self image. They used to collect the various market information and act according to the market demand and needs of the customer.

Understanding customer needs

Understanding the factors that influencing buying decision for the true color cosmetics. They use customers evolution parameters. Responses on the same was carried out. They think of the customers personality and motive of the typical buyers. Interview with customers. The study helped them in understanding various need and wants of the consumer.

Findings of the study

Comparative perception of the brand on these parameters was mapped. It found that word of mouth played the important role in the influencing the purchase. First time trial for new product was wellestablished but only repeat purchase will only take place in the mind of women for getting good quality product. This cosmetics is considered as self enhancement and as essential product of grooming.

Findings
Popular brands of cosmetics. 1.orion-32.2% 2.chimera-28.9% 3.further-42.2% Customers where neither satisfied nor dissatisfied with there chosen brands of cosmetics. 2 important source of information regarding cosmetics are; 1.magazin with 63.3% 2.friends with 65.6%

Results
only 42% people have heard about the product and brand. 82% of the people will be willing to try it. 45 % of people who used it , said they would repurchase , there was some need to reinforce the benefit perceived, or add value to enhance satisfaction level. Concentrating on competing brands on the key dimensions of brand persona and self-image. Reworking on communication strategies for further reach of the customers.