Project report

ON
“ An Innovative idea on New Eyeliner
Marketing
Product :- “BLACK OPERA”

Submitted to Dr. A.P.J Abdul kalam Technical University, Lucknow

In the partial fulfillment of the requirement for the Awards of degree
of
Master of Business Administration

Submitted by

Under The Guidance of Juhi Agarwal

Mrs. Anjali Tiwari

Asst.prof.

UTTAM
INSTITUTE OF MANAGEMENT
STUDIES
Runakta, Agra
 CERTIFICATE
This is to certify that JUHI AGARWAL, a bonafide student
of MBA-Ist Sem. (Session 2020-21) of this institute, has
successfully completed his / her Mini Project on the topic entitled
“An Innovative Idea on New Eyeliner Marketing Product
“BLACK OPERA” under my guidance.

To the best of my knowledge and belief, the work submitted

by him / her is original and his / her own contribution.

(Mrs. Anjali Tiwari)

AssistantProfessor

DECLARATION
 I, Priyal Jain Student of Mast/er of business administration Hereby , declare
that. This mini project entitled “BLACK OPERA” is my original work. This
report is not submitted to any university for any degree/Reward.

DATE : JUHI AGARWAL

ACKNOWLEDGEMENT
 It gives us a great sense of pleasure to present the report of the MBA Project
undertaken during MBA first Year. We owe special debt of gratitude to Mrs.
Anjali Tiwari, UGI, Agra for her constant support and guidance throughout the
course of our work. His sincerity, thoroughness and perseverance have been a
constant source of inspiration for us. It is only his cognizant efforts that our
endeavors have seen light of the day.

We also do not like to miss the opportunity to acknowledge the contribution of

all faculty members of the department for their kind assistance and cooperation
during the development of our project. Last but not the least, we acknowledge
our friends for their contribution in the completion of the project.

“TABLE OF CONTENTS”
Title

Declaration

Acknowledgement

Chapter -1 Introduction
 - Vision ,Mission

- Need of Market

Chapter-2 Analysis

- Market Analysis

- Objective

- Market Survey

- STP

- Swot

- Manufacturing Strategy, Marketing mix

- Feasibility Analysis

Chapter-3 Implantation

- Budgeting

- Action program

Chapter-4 Conclusion

- Bibliography

Chapter 1

INTRODUCTION
Introduce “BLACK OPERA” eyeliner , ann affordable Price to the lower

Income level of the economic pyramid in INDIA. It used by the women

community Eyeliner is a cosmetic used to define the eye. It is applied around

the Countours of eyes to Caeate a variety of authetic effects.

VISION STATEMENT

We aim to offer high quality product to our customer and to create life time

value in the customers mind and thus bringing out product to the height of

excellence and also to be the best in our business and our customer’s first

choice.

MISSION STATEMENT
We will provide our customer sense of satisfaction and innovation in our

product to become a fast growing consumers goods industry by developing and

delivering innovate new product to consumer product and Marketing them

more Efficiently.

NEED OF MARKET

Product differentiation
 The eyeliner market has several similar competing products and we brand
ourself in such a way that it stand out among them.

We follow all the point as per beauty, efficiency both on the basis of
qualities as we believe quality is must.

So we never compromised on qualities we assured that our product is

competitively more efficient and less expensive.

Our “BLACK OPERA” has all the abilities to make Glossy and Bold
and protest Skin Irritation, acne, discolouration and early skin aging.

Chapter-2

MARKETING

Marketing is the process of exchange of goods and services for money or

something of value. It is a social process because it involves the interaction of

people (buyer and seller) and focuses on the needs and wants of people. Thus,

the modern concepts of marketing are based on all the following pillars - •

Identification of customers. • Understanding the needs and wants of customers.

I am developing goods or services to satisfy customer needs. I am doing all this

at a profit.

MARKETING MIX

"Marketing mix is the set of tools that a firm used to pursue its marketing

objectives in the target market it consists of the following.

Components of Marketing
Promotion

Place

Product

Price

PRODUCT

Product means goods or services or anything of the kind which is offered for

sale. The concept of product restricts not only physical distribution but also

their benefits. The decision in product mix includes deciding about features,

quality,. packaging. labeling, etc.

PRICE

Price is the monetary name of the product. The price mix refers to fixing price.

It's important to fix it properly because it affects demand. PLACE Place mix

refers to deciding distribution channels etc. It includes deciding no. And type of

dealers and various decisions about the same.

PROMOTION
 It includes activities that are meant to communicate availability, features,

merits of the product to large consumers. A firm spends a substantial amount of

money on promotion.

WHY EYELINER?

Growing Market:

Due to the rapidly growing market and utilization, the product has a great

demand.

Scope for earning high profits:

There is a large scope for earning high profits because of improving living

standards, a need for the quality product, and it's regular (daily basis) usage.

Scope of expansion:

A new variety of eyeliners in terms of colors, quantity. types, etc. can be easily

added due to high demand. and thus, there is a scope of expansion.

BRAND NAME
Noir Glamor

[French word for "Black']

PRODUCT

Black Opera

1. GEL EYELINER

2. LIQUID EYELINER

3. PEN EYELINER

The Eye Décor

Smooth & Smudge-proof

Color

Black

The Eye Décor

Smooth & Smudge proof

LOGO
TAGLINE

The Eye Décor

Smooth & Smudge-proof

USP

Intensively

Smooth & Smudge-proof

MARKET ANALYSIS

ANALYSIS
From the information and observation we get to know that the top &

company/Brands.

❖ Mac

❖ Avon

❖ Maybelline New-York

❖ Lakme

Introducing a new product in the market and generating profit with this is a

challenging thing to achieve but we believe that if we do branding in a unique

way consumers will definitely buy our product. Some of them satisfied by the
 current product buy many of them seeking something better we come up with

Marketing Survey

"Noir Glamour"

Brand Name :- Black Opera

STP

Geography Rural

Urban (Segment
Segment
People)

Behavior {Segment of people with Eye

problems}

Young

Demography Elder

Old

For people who want bold & Attractive

Targeting Achieve any Eye look with Noir Glamor

 Eyeliner used to emphasize the eyelids.
Positioning
Eyeliner with a different Colour and size for
different segments.

PACKAGING
It is the basic activity of every company. It can be defined as a set of activities

concerned with designing and producing container/wrapper of the product.

LEVELS

● PRIMARY (Immediate packing) - Customers can dispose of this off

after consumption.

● SECONDARY (Additional layer) - It can be kept till the product is ready

to use

● TRANSPORT (further packaging) - It's necessary for storage,

transportation, and identifications.

 TRANSPORTATION and WAREHOUSING

All possible means of transportation will be used to make my project product

reachable for the target consumers, provided transportation techniques are cost-

effective, and the product is taken care of. Direct as well as indirect channels of

distribution will be used

• Manufactures -> Customer (zero level)

• Manufacturer -> Wholesaler -> Retailer - customers (Two-level)

 • Manufacturer Agent- Wholesaler-> Retailer-> Customer (Three Level)

Warehouse of the product will be:-

• Located near the market

• Have appropriate space

• Clean and tidy.

• properly Ventilated

SWOT ANALYSIS

1. STRENGTHS

These are the characteristics of the business that give it an advantage over

others.

Our Strengths:
 ● Strong marketing, advertising strategies.

● Best offers for customers and social messages involved.

2. WEAKNESSES

These are the characteristics of the business that place business at a

disadvantage relative to others.

Our Weaknesses:

● Strong competitors

● Newly introduced product, hence less publicized.

● Substitutes available in a wide range.

3. OPPORTUNITIES

These are the elements in the environment that the business could exploit

to its advantage.

Our Opportunities

● changing customer requirements Rapidly.

● The requirement of a good quality eyeliner for daily use at a

reasonable price and good quantity.

THREATS

These are the elements in the environment that could cause trouble for

the business or project.

 Our Threats:

● Lone profit margin in eyeliners.

● Aggressive promotions being used by competitors.

● Entrance in a market where some similar brands already have a

good market value.

LICENSING

The following Licenses are required:

1. Coal mining license.

2. Pollution control license.

3. Manufacturing license.

● Registration under the following is required:-

1. Central Excise Tax (CST)

2. State value Added Tax (VAT).

● Registration of Patents and Trademarks.

● GRADING
GRADING is the process of classification of products into different

groups based on some important characteristics such as quality, size, etc.

Grading ensures that good belongs to a particular quality and helps in

realizing higher prices for high quality.

My product has been graded into three categories: -

1. BLACK OPERA Gel eyeliner

2. BLACK OPERA Liquid eyeliner

3. The BLACK OPERA pen eyeliner.

There have been graded based on the consistency, use, and quality of the

eyeliner.

OFFERS
● Gift Voucher worth RS.100/- will be given to the first 10,000

customers of Noir Glamor, which will be redeemable within one

month and on Noir Glamor products only.

● • a 5% discount on the purchase of our product will be given to

the customers who bring the old, empty eyeliner body and return

it.

● 60 off on purchase of Rs.1000 or above (only Noir Glamor

products).

SOCIAL RESPONSIBILITY
• For the environment: The body of used eyeliner will be collected and

recycled during the production of new eyeliners. For society: Every month a

certain percentage of profit will be donated towards the poor sections of the
society. • The dye of the eyeliner will contain natural color (black) from non-

harmful sources.

INNOVATIVE IDEAS OR FEATURES

Innovative Ideas or features which differentiate own product (EYELINER)

(BLACK OPERA) from other eyeliner, like Mac,Avon,Maybelline etc

Undoubtedly they are huge name in market but we specifically looking forward

for providing many thing in one eyeliner at a time

So, there are some of the features that distinguish our product from other

products

▪ Firstly- and almost Importantly our product is chapter are compared to

other product in market

▪ Secondly- we are very particular about Chemical Free and No side

effects course they all are doing well in their field but we make sure that

all type off eyes and all age group people attract towards this product “

Black Opera"

Due to its fragrance, colors, different forms behaviors and many things

that we believe can attract any person of any age group.

 ▪ Nowadays skin irritation, acne,discoloration and early skin aging are

other prices we pay because of many harmful chemicals in other products

. at we are so glad that our product is organically provided and surely

chemicals environment friendly

▪ Our packing is totally Eco Friendly.

Our main goal – Magic Make-up

So; with provision of Magic Make-up we make sure so with provision of Magic

Make-up we make such that our product will not produce harm to face by

direct or indirect means.

▪ We used different types of eyeliner in different in packaging Like- gel

eyeliner, liquid eyeliner and pen eyeliner, And the fragrance we

incorporated will surely attract people of different age groups, especially

youngsters and old aged people.

Comparisons/ our competition

From the information and observation I came to know the 4 brands in our

market.

1.Mac

2.Lakme
3.Avon

4.Maybelline

Introducing a new product in the market and generating profit with this is a

challenging thing to achieve but we believe that if we do branding with a unique

way consumers will definitely buy our product.

There are 3 Core categories in market of Eyeliner

These are:-

1. Gel Eyeliner

2. Liquid Eyeliner

3. Pen Eyeliner

Our “Black Opera’s different feature are as follows:-

Our brand name is "Black Opera"

This name was chosen because it is

▪ Relatable to the nature of product

▪ Easy to pronounce , recognise and remember

 ▪ Distinctive and easy to remember

BLACK OPERA AVAILABLE IN

3 VARIANTS

LIQUID eyeliner (brush GEL eyeliner PENCIL eyeliner

applicator)

FOR FOR EMPHASIZE FOR PERFECT

PROVIDING THE EYELIDS & EYES
GLOSSY LOOK CHANGE THE
PERCEIVED
SHAPE

OUR TAGLINE

THE EYE DECOR

We emphasize on that line and our every promotional activities will based on
this particular line that create good vibes on customer’s heart automatically

We will using them for promotion basis

We will make billboard and using

“ Deepika Padukone (Actress)

“ Urvashi Rautela (Actress)

For promotion of our brand.

Competitive Review

MAC Cosmetics

● MAC Cosmetics, stylized as M.A.C, is a cosmetics manufacturer founded

Toronto and now headquartered in New York City and part of the Estee

Lauder Companies.

● Presently MAC has a range of eyeliner in the market.

● MAC is a direct competitor in the field of eyeliner due to skillful

working.

AVON
 ● It was launched by unlevel in 2010 as its top brand in terms of sales

in india.

● It was its coloured Glimmersticks eyeliner.

● Avon is our direct competitor.

MAYBELLINE

NEWYORK

● MAYBELLINE Company was created by a 19-year-old entrepreneur

named Thomas Lyle Williams in1915.

● Its Parent Company is LOreal.

● LAKME

● Lakme is an Indian cosmetic brand. It was launched in 1952.

● Its category is personal care.

● It is our competitor.
OUR PRODUCT- BLACK OPERA

OUR TAGLINE
 THE EYE DECOR

FEASIBILITY ANALYSIS

The product is feasible

Feasible analysis to the process of determining whether a business idea is

viable or not.

We are glad to introduce that the product is feasible for rural and urban both

the localities and it is economically viable and feasible.

 IMPLEMENTATION & CONTROL
Chapter
III
Implementation and Control

To ensure the goal of this plan and easy access to a continuity set of control.

This plan suggest preferred card services form all retails environment to be

reported to the marketing department in order to further appraise “Black

Opera" penetration the accounting department is also to report all eyeliner

coupon is usage by retail chain and region tech support and website

analytics departments are to report monthly black opera eyeliner.

BUDGETING
 ▪ Raw material 1,727.99

▪ Power and fuel cost

19.58
▪ Other manufacturing expenses

▪ Selling and administration

37.82
expenses

▪ A advertisement expense
345.00

▪ Miscellaneous expenses 390.00

▪ Employee cost 125.76

349.43

= Total variable cost 2,995.58

LIMITATION-
1- Research was conducted within a constrained sample of respondents.

2- unequal distribution of both genders.

3-unequal distribution of various age groups.

4-The chances of reopening the questionnaire hastily are high.

5-Respondents were largely from big cities which biased the result toward
the customer behavior of urban areas.

Suggestion-
Some products are not doing well in the market. It's high time for the future
needs of people and we also keep this thing in consideration that we have to
satisfy consumers at any possible cost.
From several years of not making good strategies to fulfill customer needs
for eyeliner.

CONCLUSION
Chapter
IV
Conclusion
From this Marketing research, I have understood the
importance of marketing mix. I have learnt to take the
following necessary decisions regarding the 4ps of marketing
and following things too
● How to design a product
● Branding, Packaging
● Pricing a Product

We are offering good quality products at affordable prices.