Comparative studies between lakme and revlon with the reference of there

products
A PROJECT REPORT
SUBMITTED TO HIMACHAL PRADESH UNIVERSITY SHIMLA
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE
MASTER OF COMMERECE (2015-2017)

Supervised by: Submitted by:

DR.Richa rana ADITI AWASTHI
Assistant professor Class M.com 4 th sem.
Roll no. 832
Univ. Roll no.86989
DEPARTMENT OF COMMERCE
HIMACHAL PRADESH UNIVERSITY REGIONAL CENTRE
DHARAMSHALA (MOHLI) KHANIYARA
KANGRA-176218
 DEPARTMENT OF COMMERCE
H.P. University, Regional
Centre,

Miss Shivani Khaniyara, Dharamshala,

Assistant Professor Kangra 176218

Certificate
It gives me immense pleasure to certify that the project report

entitled “A PROJECT STUDY ON “Compartive studies between lakme

and Revlon with the reference of there products ” submitted by ADITI

AWASTHI has been carried out under my supervision and guidance.

The technique used and the data reported in the project report

are genuine to the best of my knowledge. It represents his original

work and the project report is worthy of consideration for the award

of Degree of Master in Commerce.

signature

(………………….)

Dated: (DR. RICHA RANA)

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

I HAVE GREAT PLEASURE IN PRESENTING MY PROJECT ENTITLED LAKME

AND REVLON. I TAKE THIS AN OPPORTUNITY TO EXPRESS MY DEEPEST
GRATITUDE & INEPTNESS TO ALL THOSE WHO CONTRIBUTED INDIRECTLY
THEIR VALUABLE TIME & ASSISTED ME IN MY PROJECT.

I WOULD LIKE TO THANK MY PROJECT GUIDES, ALL THE FACULTY

MEMBERS. FOR THIS APPROVAL & ALSO FOR HER VALUABLE GUIDANCE &
SUPPORT IN COMPLETING MY PROJECT OF COMPARATIVE STUDIES
BETWEEN LAKME AND REVLON.

LAST BUT NOT THE LEAST I WOULD LIKE TO EXPRESS MY SINCERE

THANKS TO THOSE WHO DIRECTLY & INDIRECTLY HELPED IN THIS PROJECT.
 CONTENTS

 Introduction

 Brief overview of marketing strategies.

 Company Profile of Lakme

 Company Profile of Revlon

 Various Marketing strategies adopted by the two

Company along with product profile

 Objectives of the Study

 Research Methodology

 Data Analysis & Interpretation

 Suggestions and Recommendations

 Summary & Conclusion

 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

greater interest in personal grooming, increasing disposable incomes, changing life

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

segments with promising prospects for U.S. companies.

Penetration of most cosmetic and toiletries is very low in India. Current

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

multinational companies and a few large Indian players.

 The urban population with increasing purchasing power is the major force

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

different brands, particularly focused on the Lakme and Revlon products

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

percent of the cosmetics market in terms of volume.

Even with a 20 percent average growth rate, the per capita consumption of

cosmetics is very low in India. Current per capita expenditure on cosmetics is

approximately US$ 0.68 cents as compared to US$ 36.65 in other Asian countries.

However, with changing lifestyles, higher disposable incomes, increasing

advertising, penetration of satellite television, awareness of the western world and

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

professional beauty care products. Cosmetic companies in India are placing

increasing emphasis on market research and targeting new market segments such

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

products are estimated to be used by less than 40 percent of the consumers.

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

care products for men.

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

The Indian cosmetic market, which has been traditionally a stronghold of a

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

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

marketing function, anticipating, stimulating and meeting customer’s requirements.

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

is capable of keeping the organization free from marketing myopia.

Features of the Marketing Concept

(1) Consumer Orientation

An overwhelming emphasis on the consumer and his need is the first

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

consumer. The importance of the consumer as per marketing concept can be

seen clearly in the words of Peter F.Drucker,”

The purpose of any business is to generate a customer. It is the customer

who determines what a business is.

It is the customer and he alone who, through being wiling to pay for a good or

services, converts economic resources into wealth, things into goods.

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,

the textbook idea of ‘consumer sovereignty’.

(2) Integrated Management Action

 The second major feature of the Marketing Concept is Integrated

Management Action. Integrated management action simply means that all the

different functions of the business Must b tightly integrated with one

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

happen, all functions have to be integrated and properly aligned with

marketing.

In organizations that do not practice integrated management, the

different functions and department of the organizations are preoccupied with

the optimization of their specific activities .often at the cost of optimization of

overall result. In organization that pratises integrated management, the

management insists on the absolute coordination of all company actions

keeping marketing/customer as the focus.

(3) Consumer Satisfaction

Integrated management action as explained above, is a means, not an

end in itself. It is the of fulfilling the needs of the consumer. And this leads to

the third major feature of the Marketing Concept. Namely consumer

satisfaction. The Marketing Concept emphasizes that it is not enough if a firm

has consumer orientation; it is essential that such an orientation leads to

consumer satisfaction. The concept underscores that no firm can afford to

ignore the satisfaction of the consumer; it counters the temptations of short-

sighted attitudes towards consumer satisfaction.

 MARKETING STRATEGY

To strongly position the brand on the youth platform

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.

Speaking to Business Line, Mr Anil Chopra, Vice-President, said: "We are

relooking at the Elle 18 brand."

Launched in 1998, Elle 18 targeted the first-time cosmetic user and currently

sports two product lines comprising lipsticks and nail enamel.

"In the first three years, Elle 18 registered sharp growth rates and the

purpose was to create a new segment of consumers," said Mr Chopra.

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

also unleashed a campaign based on its products.

"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

no brand that is so sharply positioned on the youth platform," said Mr Chopra.

 There was a conscious price differential between the brands to attract the

first generation users of cosmetics. So, while a Lakme Lipstick would have an MRP

of Rs 165, an Elle 18 Lipstick was pegged at Rs 55.

Meanwhile, Lakme Lever continues to innovate for its existing range of

skincare and color cosmetics under the Lakme brand.

It recently relaunched its skincare range under the name of Lakme

Fundamentals.

"While there is no new product, we will be upgrading the existing skin care

range with new formulation and packaging," Mr Chopra said.

In color cosmetics it has roped in designer Sabyasachi Mukerjee to unleash

the `Free Spirit' range as part of its winter collection.

"The overall beauty market has been growing between 15-20 per cent but we

have been growing higher than the market."

However, it is the salon business that has been registering the highest growth

rates for Lakme Lever.

"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

existing 92 salons across the country.

 Besides, Lakme Lever intends consolidating its hair care portfolio launched

last year under the Lakme Hair Next brand.

"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

products," said Mr Chopra.

MARKETING STRATEGY

Lakme Restages Its Opera

Its turnaround sketch has got just a few strokes - grab the fashion platform,

spruce up the supply-chain, and test the rural waters.

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

Lakshmi, the name of the priestess).

By 1999, the world looked set for a revised version of the work. Simone Tata

was no longer on the scene. And a home-grown fashion brand-often personified as

the high priestess of fashion in the country-had been sold to a multinational

company whose provenance was English, well, Anglo-Dutch, actually-Hindustan

Lever Ltd (HLL).

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

the opera (a tragedy).

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

at the forefront of product-innovation. Almost everyone has a Lakmé-something in

their (cosmetics) collection,'' gushes Mumbai-based fashion choreographer Lubna

Adams. So, is Lakmé back?

Getting the focus right

 A little bit of Lakmé history: in 1995, Lakmé Ltd (a Tata Group company) and

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

bearing on Lakmé's future.

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

is it so difficult to find Lakmé products?

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

(products priced between Rs 85 and Rs 250) where a slew of competitors, ranging

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.

According to ORG-MARG's retail audit, we have an 84 per cent share of the

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

outlets through which colour cosmetics are sold in India.

Likely outcome by the strategy

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

enjoyed success as a college-girl brand; and Orchid, a super-premium brand that

hasn't really seen much excitement since its 1999-relaunch.

The company plans to re-re-launch Orchid by end-2000, and is test-

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

Revlon, Inc. - Competitive Benchmarking Report

This report compares the company with its closest competitors on various

parameters such as business segments, product offerings & their USPs (unique

selling points), geographical coverage, financial performance, M&A developments

and business strategies.

Besides a comparative analysis on these metrics, this Competitive

Benchmarking Report has two USPs, which distinguishes this report from any other

available competitive benchmarking report on this company:

1. Industry Analysis Section: This section covers an analytical overview on

the respective industry segment, companies’ performance vis-a-vis

industry trends, issues, challenges, trends and opportunities.

2. Comparative SWOT analysis on the company, its competitors and

respective industry segment in a tabular format.

 This analytical report is especially created for top management, investors,

business analysts and decision makers to get a comprehensive perspective on

product offerings, financial performance, market/industry position, and business

strategies etc of the company in relation to its competitors & industry segment.

This report offers a comprehensive overview on the key strategies adopted by

these market leaders to gain a stronger market position in this competitive

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

a strategic decision making perspective, it can be further used to develop future

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

order to ensure the information is as current as possible.

 Lakme's Profile

Lakmé is an Indian brand of cosmetics, owned by Unilever. Lakme started as

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

Industry - that of skincare and cosmetic products. Armed with a potent

combination of foresight, research and constant innovation, Lakme has grown to be

the market leader in the cosmetics industry.

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

skin, and services like the Lakme Beauty Salons

About LAKMÉ

The Carreras family established LAKMÉ Cosmetics in 1997 and is

independent, self-financed and family owned. The family has over 40 years of

manufacturing experience in salon products. Lakmé East a regional distributor 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

Food & Drug Administration and is subject to ISO 9002 certification.

The Promotion

Powerful ‘point-of-sale’ displays are supplied FREE OF CHARGE for customer

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 expands skin care products

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

Milk, which the company will continue to market in new packaging.

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

guarantees your success – all in one superb package. Interested?

Lakme cosmetics

Lakmé is an Indian brand of cosmetics, owned by Unilever. Lakme started as a

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.

Lakme has changed faces, attitudes too

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

perfumes,” she laughs.

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

happening only in the 1980s.

“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.

Lakme’s initial task was attitude change. “Makeup was considered to be a

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

to being a part of everyday grooming. “Most women have given up their

grandmothers’ recipes. Readymade is seen as far quicker to apply and works faster.

We are a generation of busy women,” she says.

 Mrs Tata hasn’t been in the beauty business for a while - she started the

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

Make Up | Enrich Lip Colour | Lipgloss

| Lipliner | Dual Definition LipColor 'n'

Liner |
Nails Eyes
| True Wear Nail Enamel | | Eye Shadow, Liner & Kajal |
Lakme Pure Defense

Anti-Pollution System

Cleansers

| Detoxifying Facial Wash | Night

Cleansers
Cream |

|Day Lotion | Serum |

Sun Care Body Care

Sun Care Body Care

Matte Effect Hairnext

Matte Effect Hairnext

Discover Glow Moisturisers
 Moisturisers

Revlon, Inc. - Company Profile

Company Profile: Revlon, Inc.

Ticker: REV
Exchanges: NYSE
2007 Sales: 1,400,100,000
Major Industry: Drugs, Cosmetics & Health Care
Sub Industry: Cosmetics & Toiletries
Country: UNITED STATES
Employees: 5600

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-

perspirants and deodorants and other personal care products. It operates in a

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

States, France, U.K, Australia, Canada, Mexico and South Africa.

HLL Focuses On Community Activities For Lakme ( June '7,2002, FE)

In a significant move, Hindustan Lever Ltd is stepping up its online marketing

initiatives to promote its flagship brand Lakme in cyber space. For starters, the

company has relaunched its website—Lakmeindia.com— in an effort to connect

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

Website—for the first time.

HLL advertises to keep up with competition

Intensifying competition in categories like soaps and skin care is leading

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,

excitement and innovation through quality products at affordable prices. To pursue

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

marketing experience have enabled us to create one of the strongest consumer

brand franchises in the world, with our products sold in approximately 175

countries and territories. Revlon's brands include Revlon®, ColorStay®, New

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

founders pooled their meager resources and developed a unique manufacturing

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

 Ronald Perelman: 60% (77% of votes)

 FMR Corp.: 20%

Corporate governance

Current members of the board of directors of Revlon are: Adrienn

Boyiensteins, Paul Bohan, Donna Drayerskeens, Merele Feldstrhoms, Howard

Gillyhans, Martin Landau, CEO Lillian Orienbeck, David L.Perlmahnn

Key Dates

1932: Brothers Charles and Joseph Revson and Charles R. Lachman establish

Revlon.

1935: The company's first ad appears in The New Yorker magazine.

1940: Lipstick is added the company's product line.

1955: The company changes its name to Revlon Inc. and goes public.

1966: U.S. Vitamin & Pharmaceutical Corporation is acquired.

2005: Mitchum Co. is purchased.

2006: The Charlie fragrance is launched.

2007: Revlon is sold to Pantry Pride, a subsidiary of Ronald Perelman's

MacAndrews & Forbes Holdings, and becomes a private company.

2008: ColorStay lipstick is introduced.

2009: Revlon makes an initial public offering of stock.

2010: The company's professional products line is sold.

A Nail Polish Company Is Founded in 1932

Revlon's first beauty item was nail enamel. Opaque and long-lasting, it was

an improvement over the more transparent, dye-based products of other

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

Charles Revson began to work as a sales representative in 1931. Charles Revson

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

formed on March 1, 1932.

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

therefore targeted beauty salons as a market niche--a fortunate choice whose

importance would grow.

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

those with a moderate amount of money to spend on beauty products. Formulating

a maxim he followed for the rest of his life, Revson steered clear of cut-rate stores,

selling his product only at premium prices.

Marketing strategy

Postwar sales strategy, too, was influenced by increases in spending and

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

range of colors in the promotion, and display cards reproducing or enlarging

consumer ads. Packaging was designed specifically for each line.

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

Revlon's lipsticks. Attracting a weekly audience of 55 million people, The $64,000

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

to be heavy to sell cosmetics; as a result of the television show, sales of some

products increased 500 percent, and net sales for 1955 grew to $51.6 million, from

$33.6 million one year previously.

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.

An important 1970 acquisition was the Mitchum Company of Tennessee,

makers of antiperspirants and other toiletries. Mitchum joined the Thayer

Laboratories subsidiary, formerly Knomark. Mitchum-Thayer division's widely

publicized products required a 1971 advertising budget of $4 million.

In 1973, Revlon introduced Charlie, a fragrance designed for the working

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

almost $606 million the following year.



lipstick lipgloss lipliner

Foundation Powder Blush Concealer

Mascara Eyeshadow Eyeliner Ibrowcolor

Nailcolor Nailcare Artificial Nails

Haircolor

Beauty Tools

Fragrance
CHAPTER 2

OBJECTIVE
 OBJECTIVES OF STUDY

 To find out the impact of Lakme and Revlon informative Cosmetics

Products on the brand switching behavior of the consumer.

 To study the effect of Consumer Satisfaction on the marketability of

Cosmetic products.

 To know the impact of various striking features on buyers behavior.

 To know the media access by consumers to know about Cosmetics

Products.

 To know various cosmetics product range in the market level for

Cosmetic Products (Nail Enamels, Lotions, Shampoo).

 CHAPTER 3

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

only in the Agra to determine the attitude of customers towards importance of

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

by the means of questionnaire.

Sample unit was mainly each of those customers, which are using and/or knowing

about cosmetic Products of Revlon or Lakme in Agra.

Sample size is 100 respondents.

Sample techniques were convenience based because of time and cost constraints.
Research Design

The research design is the specification of method and producers

for acquiring the information needed. It is the framework, which

determines the course of action toward the collection and analysis of

required data. This framework is to ensure that the relevant data are

collected accurately in an economic manner.

2. Data Collection ( Primary & Secondary ):-

Data was collected from both primary and secondary sources. For

collecting primary data consumer survey has conducted in Agra city

with the help of a predetermined questionnaire. Keeping in view the

nature of study, questionnaire method is found to be most effective.

 Marketing Strategies of Revlon & Lakme

 Classifying Cream as A+,A.B.C for Lakme and Revlon range.

 Comparative analysis of width & depth of Lakme and Revlon

products & its Competitor for each market.

 Finding out prospective markets & retail outlet to increase

coverage of Lakme and Revlon product

The project Assigned to US is "Identification of External Factors

which effect the organization with special selling of the Lakme and

Revlon Company."

The objective behind this project was to know the various External

Factors that effects the organization. Factors like-

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

also have to the analysis of the sales position.

 STRENGTH

Marketing & Sales

A commitment to innovate, Expand and excel:-

All India network of sales and distribution with service reaching

to two hundred thousand outlets via a network of twelve hundred

distributors.

Twenty- One Depots spread across the country integrated

through a single IT network.

A 300 plus professional field force serving the distributors and

the main retail stores on a regular basis.

Marketing Department comprising of seasoned professionals ever

adaptive to market dynamics.

Association with top of the line advertising agencies to

communicate and connect its brands to the consumers.

Technology Center

Providing and maintaining the international quality that the

consumer deserves-

Qualified team of technologists and scientists endeavoring to

adapt formulations, develop new products & packaging.

 Well equipped laboratory to control and meet the international

quality standards of our products.

Consumer Preferences of Cosmetics

Toplines

 Buying Preferences

 Among cosmetics, more than half the consumers want

Lipsticks the most. Nail Polish is a distant second.

 Mid and Premium price range are the most preferred.

 Advertising Recall

 Only Lakme ads recalled significantly by consumers at the

unaided level.

 When prompted for cosmetics, Lakme ads dominate the top

of mind ad recall among consumers. Revlon ads also

recalled noticeably.

 Brand Preferences

 Lakme is the only cosmetic brand getting significant brand

recall at the unaided level. Revlon and L’Oreal recalled

noticeably.

 When prompted for cosmetics, Lakme dominates the

category in consumer minds in a big way, be it for brand

recall or for intention to buy. Revlon a distant second on

both counts.
 Promotional schemes offered by Lakme and

Revlon

Promotions have emerged as the most economical and effective

way to establish a personal rapport with your customers. They have

always been a part of the consumers product s game, but nowadays,

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

purchase of a certain product goes miles in leaving a favourable mark

on the minds of your customers.

Marketing heads are exploring the effectiveness of each and every

product as a gift to boost sales. This frenzy has led to a deluge in the

range of innovative products entering this market. Infact, the type of

products entering the gifting and promotional category is simply mind-

boggling and differ from product to product. The type of products

offered as a promotional item range from a small ball pen to expensive

electronic items. Infact, the meaning of the term gift seems to have

attained a wider meaning. People tend to offer just about any thing

under the label “Free Gift Inside”.

Value Perception could be one reason why this freebie strategy is

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

and vice-versa. This automatically tends to reflect a better sales volume

as far as both the brands are concerned. The companies tend to save

their promotional expenses and utilise the same to generate better sales

in the respective brands.

This trend is extensively practiced by the electronic industry. The

companies like AIWA and Videocon have been known to offer

irresistible freebies like: a walkman or a small sound system free on the

purchase of a colour television, over 10 CDs free with a purchase of a

sound system etc. Such moves by these companies forced better-

established brands like Onida etc. think on their feet.

This trend has come in as a zephyr to the lesser popular brands

striving to establish themselves in the market. Companies that cannot

invest a heavy sum in promotion or cannot afford to engage in a

massive sampling exercise simply tie up with better-known brands for

their products to be offered as free gifts. This acts as a mutual benefit

for both the parties, as one achieves better sales while the other

achieves better exposure at a very nominal expense.

There tends to be a small amount of exploitation of a few lesser-

known brands in such exercises, but every thing The latest trend as a

promotional strategy that has set the marketing arena abuzz is

contests. Every second brand seems to be running a contest to actively

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

contest. Recently Axe for it’s brand of deodorant ‘Vodoo’ actually

booked a far away island in Kerela and held the longest dance party.

Customers had to correctly answer the questions in the form placed in

its pack to qualify for this party. Another womens wear store ‘Scullers’

actually ran a competition for the women in Bangalore where one could

actually design a garment of their choice – tops, trousers, capris, skirts

and shorts - and have it hit the Scullers Womens wear shelves. Infact a

leading cosmetic company Lakme also ran a similar promotion where

customers could create a shade and give it the name of their choice.

It is not only the customer who is being lured by such marketing

gimmicks. The companies are running extensive schemes for the

dealers too. Bell ceramics had recently organised a largest party in the

ceramics industry for their dealers at ‘Tikujini’s Wadi’, Thane. The

dealers along with their whole family were invited to this party. Apart

from luscious snacks there was a whole lot of entertainment activities

like games, competitions etc. for children.

But at the end of the day what emanates as the greatest question is,

the companies may have no doubt charged a premium for their

products and services earlier but how safe are they by indulging in

such practices? Are the companies really benefiting by sacrificing on

their profit margins? Or is it as one of a customer puts it “ They have

been charging exorbitant premiums earlier, its time they returned

some”.-No one would know except the horse himself

 CHAPTER 5

DATA COLLECTION
&

ANALYSIS
 Data Analysis of Customer’s

1. Do you use cosmetic products?

YES 80%
NO 20%

Interpretation :

100% respondents in use cosmetics products their 80 percent

customer called yes and 20 percent customer called No.

 (Q2) What all the products of Revlon do you use?

Shampoos Lotions Nail Emanels Lipstics

20 30 15 35

Interpretation :

100% respondents in use cosmetics products their 20 percent

customer use shampoos and 30 Percent use lotions were 35 percent

use Nail enamels and 45 percent customer use Lipistics of Revlon.

(Q3) What all the products of Lakme do you use?

Shampoos Lotions Nail enamels Lipstics

30 25 10 35
Interpretation :

100 respondents use lakme cosmetic products their 30 customer

use shampoos and 25 use lotions were 10 use Nail enamels and 35

customer use Lipistics of Lakme.

(Q4) Are you satisfied with the products of Lakme?

Yes 65 %
No 35 %
Interpretation :

100% respondents in satisfaction of Lakme products their 65

percent customer are satisfied and 35 percent customer are not

satisfied.

(Q5 ) Are you satisfied with the

products of Revlon?

Yes 45 %
No 55 %
Interpretation :

100% respondents in satisfaction of Revlon products their 45

percent customer are satisfied and 55 percent customer are not

satisfied.

(Q6) In future what type of incentives will attract you?

Quality Price Discount Offers

50 % 20 % 15% 15 %
Interpretation :In future four types of incentive will attract customer

toward product because of quality ( 50), price (20), discount (15) and

offers (15).

DATA ANALYSIS OF DEALER’S

1. How did u get the dealership for the particular product?

Hoardings Advertisement Pamphlets Any other

15 % 35 % 25 % 25%
 Interpretation : In from 100% dealers 15% use hoardings for

dealership and 35% dealers use advertisement were 25% dealers use

pamphlets and 25% dealers use any others way.

2 How you advertise your products?

Through display Free Sample Discount Any Other

19 % 26 % 37 % 18 %
Interpretation : In from 100% dealers 19% dealers advertise there

products through display and 26% dealers advertise through free

sample were 37% dealers advertise through discounts and 18%

dealers advertise through any other schems.

3 Which company you prefer the most?

Lakme Revlon None Any Other

20 % 30 % 24 % 26 %

Interpretation : In from 100% dealers 20% dealers prefers lakme

and 30% dealers prefers Revlon were 24% dealers prefers none of these

and 26% dealers prefers any other brand products.

4. According to margin which company is providing you good

profit margin?

lakme Revlon none Any other

17 33 21 29
 Chapter 6

Finding & Conclusion

 FINDING

The products of Revlon Groups of Companies are the leading

choice in New Agra and it is far ahead from its competitors in terms of

customers. The products of Revlon Groups of Companies are preferred

because of its low price and easily available. While other branded

companies product are not preferred due to high price and brand

loyalty. The advantages which the products of Lakme Groups of

Companies shares over other branded companies products are as

follows.

1. The products of Revlon Groups of Companies are preferred

because of its low price and easily available. While other

branded products are not preferred due to high price and

brand loyalty.

2. The products of Lakme Groups of Companies are easily

available at easy payments and had a very good after sales

retailer services.

3. People who are more conscious about their health are more

aware about products and therefore prefer the products of

Revlon Groups of Companies.

4. Users of personnel & Health care products also generally

prefer for buying the products of Revlon Groups of Companies.

 CONCLUSION

The overall average sales of Revlon Products are 54.9% in all

markets and Lakme Products are 45.1% in all markets.

The average sales in different markets are as follows :-

 The average Sales Across East Agra markets are 50.2%

respectively.

 The average Sales across West Agra markets are 48.9%

respectively.

 The average sales across North Agra markets is 42.1%

respectively.

 The average sales of Lakme & Revlon across South Agra markets

is 37.2 % respectively.

 The figure reveal that Lakme & Revlon has good market

penetration in all most all the market covered in the survey

where compared to its competitions, Like HLL, NIVEA and

Others.

 Still there is a need to Promote Lakme to reach at the level of

product like ponds, pears etc.

“Monthly survey should be conducted to improve its brand

image and increase customer loyalty”.

Chapter 7

Suggestions &

Limitations
 SUGGESTIONS

I would like to suggest few points over which a thought can be

given to overcome that drawback due to which some of the problems

are faced by the products of Lakme and Revelon Products.

1. Company should encourage solving the customer’s complaint.

Customer satisfaction should be the ultimate aim so that

customer complaints should be removal.

2. Promotion by local advertisement can also help in promoting

Sales of the products.

3. More promotional schemes should be introduced for customers.

4. Timely feedback should be taken so that all the problems can be

easily removed.

5. The company should provide good margin for distributorship.

 LIMITATIONS OF THE STUDY

1. The questionnaire has been filled up by those people who used

Lakme of Revlon Products. This constraint must have hampered

the study finding in favour of peoples having Personnel & Health

Care.

2. The random sampling includes more people, as the people are

mainly used Lakme of Revlon Products. This led a bias in favour

of people and affect the study finding.

3. The general question has more true representation than the

detailed question. This could have saved the finding of the study

from devilling to too much from reality.

4. Since some of the random sample people are not sincere while

writing responses and must have affected the finding.

5. Since it is impossible to choose all walks of life in people in

random sample. This constraint might have affected the study

finding.
 BIBLIOGRAPHY

The essence of the report, are inspired and collected by these

sources, listed in this chapter, not fully but partially as advisory notes.

BOOKS

1.KOTHARI C. R. ; BY RESEARCH METHODOLOGY , NEW

PADMA PUBLICATION , NEW DELHI.

2.Kotler philip,keller lane kevin marketing. Prentic boll of india ,2005

3.Sp gupta business statisics,14th edition , 2005

4.Business statisics , jk sharma , edition , 2005

5.Lata Mc graw” hill edition , business research method , donald R.

 CUSTOMERS QUESTIONNAIRE

1. Do you use cosmetic products?

(a) yes (b) No

2. What all the products of Revlon do you use?

(a) Shampoo (b) Nail Enamel (c) Lotion (d) Lipistics

3. What all the products of Lakme do you use?

(a) Shampoo (b) Nail Enamel (c) Lotion (d) Lipistics

4. How u come to know about all the products of the company?

(a) Advertising (b) Hoardings (c) Brand Image

5. Reasons for purchasing the particular products of the company?

(a) Better Quality (b) Easy availability (c) Low rates

(d) Brand Image

6. Are you satisfied with the products of Lakme?

(a) yes (b) No

7. Are you satisfied with the products of Revlon?

(a) yes (b) No

8. In future what type of incentives will attract you?

(a) Quality (b) Price (c) Discount (d) Offers

 DEALER’S QUESTIONNAIRE

1. How did u get the dealership for the particular product?

(a) Hoardings (b) Advertisements

(c) Pamphlets (d) Any Other

2 How you advertise your products?

(a) Through displays (b) Free Samples

(c) Discounts (d) Any Other

3 Which company you prefer the most?

(a) Lakme (b) Revlon (c) None(d) Any Other

4. According to margin which company is providing you good profit

margin?

(a) Lakme (b) Revlon (c) None (d) Any Other

5. According to you which company provides better quality?

(a) Customer demand (b) Brand Image

(c) More profit margin (d) Advertising

(e) All above

6 Why you keep products of a particular company at your shop?

(a) Customer demand (b) Brand Image

(c) More profit margin (d) Advertising

(e) All above

7 According to you which company’s product sales the most?

(a) Shampoos (b) Lotions (c) Nail enamels (d) Lipstics

8. Are you satisfied with your company you prefer?

(a) Yes (b) No