SYNOPSIS

ON

“MARKETING OF REVLON COSMETICS”
[with special reference to Mothi Marketing, Davangere]

Submitted by

Ms. MEGHANA .R.
REG.NO. M131001

Under the guidance of

Smt. SHILPA .R.Y. (M.B.A)
Dept. of commerce & management

Affiliated to Davangere University

BHDRA INSTITUTE OF MANAGEMENT & INFORMATION SCIENCE STUDIES,DAVANGERE577002

BHADRA EDUCATION TRUST ®

CONTENTS 1. Dealer Profile 4. Data Analysis 6. Company Profile 3. Product Profile 5. Findings Suggestions & Conclusion Annexure Questionnaire Bibliography . Introduction 2.

skin & hair like perfumes cosmetics were probably originally used as an adjacent to religious ritual & the ceremonial aspects were gradually lost as both men & women adorned themselves with cosmetics. A number of cosmetic products like Nail Polish. So. The last few years have seen a whole gamut of cosmetics lying for spare on her dressing table. Cosmetics Cosmetics are preparations used to change the appearance or enhance the beauty of the face. Mascara.1: GENERAL INTRODUCTION The development in science has brought revolutionary changes in the life style of mankind all over the world. herself in a bath full of milk in order to make her skin glow.. Growing has been an age old regimen which comes as naturally to human being as eating or sleeping.CHAPTER-1 INTRODUCTION 1. adore the racks of modern shops throughout the towns & cities. Fragrances. etc. This growing trend in the human civilization has given birth to a number of industrial houses to manufacture & market the cosmetic need of the human being. The looks conscious Indian women never had it better. varieties of Vanishing Creams. A thing of beauty is joy forever is what million worldwide had xiid. It is believed that the famous Egyptian Queen Cleopatra spent nours soaking. Lipsticks. This project work entitled "MARKETING OF REVLON COSMETICS IN DAVANAGERE CITY" with special reference lo "MOTHI MARKETING' Davanagere is an earnest attempt to know the consumer attitude towards the Revlon products marketed in Davanagere by Mothi Marketing. Nowadays people spent a major part of their income for clothing & on cosmetics for Looking smart. universal is the desire to look good that the beauty business knows no geographical boundaries. Foundation Creams. .

is an earnest attempt to know the consumer attitude towards the Revlon products marketed in Davangere. With growing environmental pollution it is very necessary to look after our health especially the skin which is most exposed. a cutlery manufacturer seized by the government in 1943 because of German business ties. by Charles Revson and his brother Joseph. sex. Cosmetics are mainly used by the female section of the society. Using instead of dyes. along with a chemist. Revlon was listed as one of America's top five cosmetic houses. the company became a multimillion dollar organization. By the end of the war. Revlon was founded in the midst of the Great Depression. which was honored in 1944 with the Army-Navy "E" Award for Excellence. and added lipstick to the collection. The main purpose of using cosmetics is to enhance the beauty. Revlon created makeup and related products for the U. status. Revlon started selling the polishes in department stores and drug stores. Revlon developed a variety of new shades of opaque nail enamel. In six years. Revlon offered an entire manicure line. This . 1932. It has become more of a 'necessity' than a 'comfort' or luxury'. Not only the consumer are benefited but also the wholesalers. retailers & dealers becomes the profit of margin is high in case of cosmetics. Its other purpose is also to maintain the good texture of the skin.S. In 1937. income. etc uses this product called "Cosmetics'. 1. Expanding its capabilities. Charles Lachman. who contributed the "L" in the Revlon name.2: SPECIFIC INTRODUCTION This project work entitled "MARKETING STUDY ON REVLON COSMETICS " with special reference To "MOTHI MARKETING” Davanagere. During World War II. Army. It is difficult to imagine even a single day without the society irrespective of age. & the best method is use of cosmetics.Cosmetics have become an integral product of our day-to-day life. By 1940. the company bought Graef & Schmidt.[3] Starting with a single product a new type of nail founders pooled their resources and developed a unique pigments manufacturing enamel the three process.

In November 1955. instead of buying them from outside supply sources. and sold its shoepolish line Esquire Shoe Polish in 1969. the largest and most popular-priced brand    Princess Marcella Borghese. such as Ty-D-Bol.S. Other acquisitions. each focusing on a different market. Revlon went public.S. the maker of toilet cleansers. By 1962. but it reached $30 per share within 8 weeks. Argentina. upscale/international premium juniors Natural Wonder. and Asia.  Moon Drops. The company began to market its products overseas at the end of the 1950s. and the sales for 1962 came to almost $164 million. Revlon's entrance into the Japanese market was typical of its international sales strategy. However.acquisition made it possible for Revlon to produce its own manicure and pedicure instruments. Revson segmented Revlon Inc into different divisions. Instead of adapting its ads and using Japanese models. the 1967 acquisition of U. and a 27 percent interest in the Schick electric shaver company were soon discarded. hypo-allergenic In 1957. a shoe-polish company. Japanese women loved the American look. Ultima II. The IPO price was $12 per share. . Vitamin and Pharmaceutical Corporation made Revlon a leader in diabetes drugs. dry skin  Etherea. Italy. Revlon acquired Knomark. Evan Picone. Each division had its own target customer:  Revlon. Revlon chose to use its basic U. when Revlon debuted in Japan. He borrowed this strategy from General Motors. Mexico. was sold back to one of the original partners four years later for $1 million. there were subsidiaries in France. advertising and models. a women's sportswear manufacturer which came with a price tag of $12 million in 1962. In the 1960s.

marketer of hard contact lens solutions. In 1975.S. was bought in 1976 and strengthened Revlon's share of the eyecare market. Revlon purchased Armour Pharmaceutical Company. Charlie model Shelley Hack in Ralph Lauren clothes. Norman Norell. famed photographer Richard Avedon was signed on as the exclusive photographer for the brand another cosmetics industry first. agreeing to pose for Revlon's Ultima line for $400. Revlon launched Braggi and Pub for men. from The Greyhound Corporation in 1977. a division of Armour and Company. Charles Revson died. and a line of wig maintenance products called Wig Wonder. Michel Bergerac. . the largest U. model Lauren Hutton signed an exclusive modeling contact. makers of Tums antacid in 1978.7 billion in 1979. the first cosmetic cream with an estrogen precursor called Progenitin (pregenolone acetate). Revlon acquired the Mitchum line of deodorants. She was featured on the cover of Newsweek for this ground-breaking cosmetics contract. Shelley Hack appeared on Oprah in 2007 to talk about the power of these Charlie print and commercial ads.000 for two years.In 1968. continued to expand the company holdings. who Revson had hired as President of the company. personified the independent woman of the 1970s. Charlie raised Revlon's net sales figures to $506 million for 1973 and almost $606 million the following year. Jontue. In 1970. These health-care operations helped sales figures to pass the $1 billion mark in 1977. In 1973. In 1973. Geared to the under-30 market. Other acquisitions included the Lewis- Howe Company. as well as introducing the world's first American fashion designer fragrance. Barnes-Hind. Additionally. Later. Their follow-up fragrance. an Oklahoma-based manufacturer of ophthalmic and optical processing equipment and supplies. Revlon introduced Charlie. bringing total sales to $1. Revlon introduced Eterna27. became the number two best seller. This was the first perfume ad to feature a woman wearing pants. Revlon acquired Coburn Optical Industries.

Germaine Monteil. Revlon became one of the first companies to replace animal tests with alternative safety testing methods. at a price of $58 per share. Revlon's share dropped from 20 percent to 10 percent of department store cosmetics sales. Sales at the drugstore also declined as Revlon lost shares to Noxell's Cover Girl brand. Perelman paid $1. Revlon was sold to Pantry Pride (later renamed to Revlon Group.7 billion.9 billion debt load.5 a share when its street price stood at $45 a share. On November 5. king Michael P. Estee Lauder spent millions of dollars on numerous magazine ads featuring Czech supermodel Paulina Porizkova. a brief public bidding war ensued. totaling $2. In 1989. Fermodyl. Ellen Betrix. The 1977 acquisition of Carlos Colomer. and Halston.2 million outstanding shares for $47. Revlon sold the Clean & Clear brand toJohnson & Johnson. later sold to Procter & Gamble in 1991. Inc. he repeatedly raised his offer until it reached $53 a share while fighting Revlon's management every step of the way. Revlon compensated with more acquisitions. Revlon lost ground to Estée Lauder. and the National Health Laboratories division which became a publicly owned corporation in 1988. In 1983 the company attempted an unsuccessful hostile takeover of Gillette. 1985. Milken--saddled Revlon with a huge $2. the vision care division for $574 million.In the mid-1980s. Aziza. Revlon acquired Mirage Cosmetics. but he also paid $900 million of other costs associated with the purchase.[7]Perelman had Revlon sell four divisions: two for $1 billion. and Perelman triumphed with an offer of $58 a share. Pantry Pride Inc. Max Factor. brought Fermodyl and Roux and helped introduce Revlon to the world of ethnic care: Creme of Nature.8 billion to Revlon's shareholders. Charles of the Ritz. Lancaster. a Spanish professional beauty supply distributor. .). which became an albatross around the company's neck for years to come. shot by famed Chicago fashion photographer Victor Skrebneski. Lovely Color and Milk and Honey. In March 2011. offered to buy any or all of Revlon's 38.Realistic. Almay. Initially rejected. a subsidiary of Ronald The buyout--engineered with the help of junk bond Perelman's MacAndrews & Forbes Holdings. Also in 1991. makers of Sinful Colors nail products. Additional make-up lines were purchased for Revlon: Max Factor in 1987 and Betrix in 1989. Forstmann Little & Company swooped in at $56 a share.

3) To know the awareness about the cosmetics. 4) To know the advertisement effect.3 NEED FOR THE STUDY: Nowadays-marketing has becoming very much popular. 5) To know the leading brand. it is playing very important role in the business. 2) To know the popularity of the brand. 6) To know the customer satisfaction. . Today Revlon cosmetics stands for beauty and glamour in more than 59 countries world wide. it is successful especially in selling of household items and cosmetics. therefore. 10) To verify the sales performance of Revlon product by Mothi Marketing. 7) To know the quality. In those. I taken up this study to know :  The increasing importance of marketing of cosmetics  The popularity and success of Revlon cosmetics. Revlon is one of the worlds largest selling cosmetics company. Many cosmetic Companies rapidly growing in direct selling of cosmetics.  The factors influencing buying behavior of the customers  The customer’s attitude towards selling of Revlon cosmetics  The market potential for Revlon cosmetics. Revlon is one of the largest selling multinational companies which has rapidly increasing its sales Day by day.4: OBJECTIVES OF THE STUDY 1) To study the market characteristics. 8) To know the competition. 1.1. 9) To know the existing problems with the products.

magazines.6: RESEARCH AND METHODOLOGY The research design is the overall operational framework within which the project is to be done. However. broaches. The report gives information in general regarding attitude of consumer towards Revlon products. Primary data includes personal interview. the survey is conducted on sampling basis. b) Secondary data Secondary data were collected through books. 1. contacting the respondents. . It stipulates what information is to be collected from what sources & by what procedures the information obtained would be relevant to the research problem & was collected by objective & economic procedures. a) Primary Data Primary data were collected through questionnaires. The questionnaire is prepared in structural manner. The area of the study has been restricted to Davanagere. Questionnaire has been issued to respondents to avoid unnecessary delay & to make the filling task easy. internet & other records & discussions with the dealers. Data collection method Both primary & secondary data were for the study. asking questions & recording the responses. The selection of respondents is made on the basis of stratified random method of sampling.5: SCOPE OF THE STUDY The scope of this report is restricted to the study of consumer attitude towards Revlon products. consumers have been selected on random basis regarding their attitudes & views towards the Revlon products.1.

Findings In the 1s' chapter entitled "Introduction". 4) Due to time imitation. 5) The information collected may contain biased opinion. 1. Product Profile 5. Survey Analysis & Interpretation 6. history of Revlon. objectives. 2) The study is limited to Davanagere city & the data collected may Or may not be relevant to other cities. Company Profile 3. management. marketing strategy. management structure. Dealer Profile 4. aims of the study. sales analysis.7: LIMITATIONS OF THE STUDY 1) The data collected from the respondents is not assumed to be Authentic. 3) It was very difficult to get certain information such as company profile. scope. methodology.1. introduction to project report. distribution network from the company. financial analysis & interpretation? . In the 2" chapter entitled "Company Profile1'.8: CHAPTER SCHEME The entire project report is prepared in six chapters as presented by a brief description about each of the chapters. location. In the 3rd chapter entitled "Dealer Profile". objectives. Introduction 2. establishment. introduction. 1. limitations are analyzed besides introducing the topic. survey was restricted just to50 respondents. introduction of Revlon.

.In the 4n chapter entitled "Product Profile". history of cosmetics. color cosmetics range of Revlon. suggestions & a brief conclusion has been drawn. The 6th chapter states about the findings. cosmetics in the ancient world. products in Revlon. In the 5lh chapter entitled "Survey analysis & interpretation" where in researches & conducts the survey for 50 respondents respectively & their results are analyzed & interpreted through tables & graphs. color cosmetics.

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