Organization Study Undertaken

at

SWISS BEAUTY PVT. LTD.,

Submitted in partial fulfilment of the requirements for the award of the

Degree of Bachelor of Business Administration (FIB)

CHRIST (Deemed to be University)

By

MANIK BANSAL

Reg. No. 2023622

Under the guidance of

Prof. Shivi Khanna

School of Business and Management

CHRIST (Deemed to be University)

BENGALURU

2023
 CERTIFICATE

This is to certify that Manik Bansal, Reg. No. 2023622 is a bonafide student of Bachelor of
Business Administration (FIB) of CHRIST (Deemed to be University), Bengaluru and he has
prepared and submitted the Internship report, titled “An Organizational Study Undertaken at
Swiss Beauty Pvt. Ltd.” in partial fulfilment of the requirements for the award of the Degree
of Bachelor of Business Administration (Honours) of CHRIST (Deemed to be University),
Bengaluru, for the academic year 2022-2023.

Place: Bangalore Dr. Rashmi Rai

Date: Head of the Department

School of Business and Management

CHRIST (Deemed to be University)

BGR Campus
 CERTIFICATE

This is to certify that the project report, titled “An Organizational Study Undertaken at Swiss
Beauty Pvt. Ltd.” submitted to CHRIST (Deemed to be University), in partial fulfilment of
the requirements for the award of the Degree of Bachelor of Business Administration
(Honours) is a record of original study undertaken by Manik Bansal, during the period of
May – July 2022 in the School of Business and Management at CHRIST (Deemed to be
University), Bengaluru, under my supervision and guidance. The Internship report has not
formed the basis for the award of any Degree/ Diploma/ Associate ship/ Fellowship or other
similar title of recognition to any candidate of any University.

Date: Prof. Shivi Khanna

Assistant Professor

School of Business and Management

BGR Campus
 DECLARATION

I, Manik Bansal, hereby declare that the project report, titled “An Organizational Study
Undertaken at Swiss Beauty Pvt. Ltd.” Submitted to CHRIST (Deemed to be University), in
partial fulfilment of the requirements for the award of the Degree of Bachelor of Business
Administration (Honours) is a record of original and independent study undertaken by me
during May – July 2022 under the supervision and guidance of Prof. Shivi Khanna, School of
Business and Management and it has not formed the basis for the award of any Degree/
Diploma/ Associate ship/ Fellowship or other similar title of recognition to any candidate of
any University.

Date: Manik Bansal

 ACKNOWLEDGEMENTS

I express my special thanks to Prof Shivi Khanna, Assistant Professor, School of Business
and Management, CHRIST (Deemed to be University), Bengaluru for taking time to guide
and mentor me. His expert advice and constant motivation helped me to conduct the study in
a systematic and orderly manner.

I would like to express my deepest gratitude to Swiss Beauty Pvt. Ltd., Delhi for giving me
the opportunity to conduct my internship. I would like to thank Mr.Uttpal Dixit, General
Manager Marketing, Swiss Beauty Pvt. Ltd., Delhi, for taking the time and effort to support
and guide me in carrying out this study.

I would also like to thank Dr. (Fr) Abraham V M, Vice Chancellor, CHRIST (Deemed to be
University), Bengaluru, for having provided an opportunity to carry out this internship as part
of my curriculum of Bachelor of Business Administration Honours.

I would like to convey my gratitude to Fr Biju K C, Director, Dr Jyothi Kumar, Dean,

Dr. Rashmi Rai, HOD, School of Business and Management, CHRIST (Deemed to be
University), Bengaluru for providing me the opportunity and the support to carry out this
internship. This was instrumental in my journey of studying and understanding the concept
of marketing, especially in the B2C and the D2C sector.

I would like to also sincerely thank all the individuals involved in this internship. Their time
and valuable conversations were extremely helpful in providing the required knowledge to
make this internship a great experience.

Finally, I would like to thank my parents and friends for their constant help and support.
Their motivation and advice were very helpful in enabling me to conduct the internship and
bring it to completion.

Manik Bansal
 TABLE OF CONTENT

Introduction………………………………………………………………………………....

Industry overview………………………………………………………………………….. 1-4

Company Profile………………………………………………………………………….... 5

Vision, Mission, Goals and Objective……………………………………………………... 6

Organization Structure/Chart (Hierarchy) ………………………………………………… 7

Board of Directors …………………………………………………………….…………... 8

Top Leaders ……………………………………………………………………………….. 8

Functional Areas………………………………………………………………………….. 8-10

Accounts Department …………………………………………………………………….. 8

Sales Department …………………………………………………………………………. 8-9

E-commerce Department .………………………………………………………………… 9

Marcom Department ……………………………………………………………………... 9-10

Human Resource Department …………………………………………………………… 10

Specialization Area …………………………………………………………………… 11 - 16

Swot Analysis …………………………………………………………………………. 17 - 18

Recommendation …………………………………………………………………………. 19

Conclusion ……………………………………………………………………………….. 20

Reference ………………………………………………………………………………… 21

Annexure ………………………………………………………………………………. 22 - 34
LIST OF FIGURES

SL DESCRIPTION Pg No
NO

9
LIST OF TABLES

SL DESCRIPTION Pg No
NO

8
 INTRODUCTION

Industry Overview

The cosmetics and personal care industry is one the fastest growing consumer sector in India
with a strong potential for foreign companies. The sector has showed continued growth, by
increasing the shelf space in retail stores and boutiques in India, by stocking cosmetics from
around the world.

The Indian Product cosmetics market is projected to grow at a CAGR of 4.23% in the
upcoming FY 22-23.

The cosmetics industry is relatively stronger as compared to other consumer segments,

however, the FY20-21 has been the poorest in terms of sales due to the pandemic. All the
segments of this industry experienced a similar kind of downfall in terms of sales due to the
Covid-19 pandemic which led to closure of offline stores across various locations. It is being
estimated that the industry will experience attractive growth in the upcoming future. The
pandemic has made a more noticeable trend in the industry like a rise in the use of
ecommerce rather than touching a new ground altogether.

Colour Cosmetics is one segment which deals in eye, facial and lip makeup category and is
said to have a bright future in India. With increasing adaptation of the digital revolution,
Ecommerce has seen a tremendous growth in the country in the past 3-4 financial years.
Brands like Nykaa, Purplle, Nnnow etc. Are a few examples of brands who are currently
experiencing this rapid growth in e-commerce.

The Indian cosmetic Industry is segmented by product type, category and distribution
channel. On the basis of distribution channel, the market is segmented into
Supermarkets/Hypermarkets/ speciality Stores, Pharmacy and Drug Stores, Online Retail
Stores and Other Distribution Channels. 

KEY MARKET TRENDS

Inclination Toward Vegan and Cruelty-free Cosmetics Products

The cruelty free (No animal testing), Vegetarian (No by-product of animal slaughter), and
Vegan (No animal ingredient at all) beauty market has exploded globally in the past few
years and somehow made its space in the India market. In May 2014, the Ministry of Health
& Family of India published the cosmetic testing ban, which added the new rule 148-C which
prohibition of testing of cosmetics on animals, such that no person shall use any animal for
testing of cosmetics to the existing Drug and Cosmetic Rule, 1945. Moreover, with the
advancement of vegan products in the country, the Indian consumers have started paying
more attention to not only a particular shade of lipstick but also how the lipstick is made. And
Global vegan products are also venturing into the market which are thus expanding the scope
of the marketing in the country.

Rising Penetration of Colour Cosmetic Products in the Country

With the rise in the adoption of western culture, the cosmetic industry is growing at a very
rapid space India. The need for as aesthetic appeal in the younger generation is rising, the
penetration of colour cosmetic is increasing in the Indian market. India is estimated to be the
fastest growing country in terms of colour cosmetic in the Asian Region.

As a result, many cosmetic companies are venturing into colour cosmetic, due to its
increasing demand, among the large section of the Indian Society. Indian companies are
developing products which are suitable for the Indian skin and texture. Infused with bio-
active oils, butter, and natural clays, their products go beyond makeup to give the extra value-
added skincare, and the range of colour cosmetics includes lipsticks, eye pencils, and blush,
this in turn boosting the sales of colour cosmetics in the country.
Competitive Landscape

To capture the market. Leading companies are partnering with International exhibitions
organizers to launch their new cosmetic product in several international beauty events such as
Cosmoprof, Canton Fair, and fashion Fest. Some of the major players in the market studied
are L'Oréal, The Estée Lauder Companies, Colorbar Cosmetics Pvt Ltd, Natura &Co (The
Body Shop International Limited) among
others. The major players in the cosmetic
brand are as follow:

Colorbar Cosmetic Pvt. Ltd

Lotus Herbals Pvt. Ltd.

Unilever Limited

L’Oréal SA

Revlon Inc
 COMPANY PROFILE

Swiss Beauty is one of the fastest-growing beauty brands, incorporated in 2008 by Mr. Mohit
Goyal with a mission to provide high-quality colour cosmetics at an affordable price. The
company has over 200 products and 1000+ SKUs. In the last 12 years, the company has
carved a niche in a market dominated by brands like Maybelline, Lakme, Himalaya etcetera.
Till 2019, the company was a heavy offline brand. But now, the company has established its
presence on e-commerce websites such as Amazon, Nykaa, and many more. It has a retail
presence of more than 6000+ shops all over the country and is set to cross 10,000 this year.

In 2008, Mr. Mohit Goyal began trading cosmetic products in the Indian market. As a result,
they were able to identify a significant gap in the market. Therefore, in 2010, Swiss Beauty
was established as a fully-fledged Beauty Brand. Today, the company clocks a turnover of
approx. Rs. 400 crores. It saw an exponential increase of 300% in its revenue in the FY 2020-
21. Most of the products offered by Swiss Beauty are made in China, Taiwan, Italy, and
Germany. Only 15% of the production is done in India. The company has established itself as
a B2C and a D2C brand in the Indian Market.

In the upcoming years, the company plans to introduce a new range of product lines focused
on Bathing Products.

Website Link: https://swissbeauty.in

LinkedIn Profile: https://www.linkedin.com/company/swiss-beauty/

VISION, MISSION, GOAL AND OBJECTIVE

During the time, when Swiss Beauty was mere trading company, the co-founder Mr. Mohit
Goyal identified a major gap in the market. The Indian market has 2 types of cosmetic
product available in the market. One which were of good quality but expensive and the other
which one was affordable but of poor quality. Along with Mr. Amit Goyal, the vision of the
brother was to provide an affordable range of cosmetic products which were of good quality
to the Indian Households.

The mission of the brother is to provide a range of colour cosmetic and skin care products in
the market which were priced 30-40% lower than well established brands in the market. With
their hard work and sheer determination, the duo have established an affordable cosmetic
brand in the Indian market.

Their goal behind curating such innovative high quality products that meets all of our need
whether it is every day or those special day. Its main objective is to ensure

Quality –  Our products come with high-quality ingredients, luxurious texture, innovative
formulas and functional and sensible packaging.

Innovation –  it is our fuel, catering to your every need. You dream it and we deliver it. Our
R&D and product development team is always at work, with an ear firmly glued to your
feedback & inputs.

Price –  Our price points let our consumers play with their choices, fancy and needs - there is
something for everyone within the Swiss Beauty Portfolio.

Safety – All our products are  registered  with CDSCO (Central Drugs Standard Control
Organization) for them to be safe for all our users. The highest standard of manufacturing is
adhered to using technology and ingredients specially imported from Japan, Taiwan, Italy
and Germany.

Diversity –  We celebrate diversity in our colour palettes - each shade is curated for skin-
tones that dominate our geographical expanse, complimenting your beauty and highlighting
your unique features.
 Mohit & Amit Goyal
(Managing Director)

Suresh Jain (Executive Utpal Dixit (General Harshvardhan Tyagi Nidhi Gupta
Kuldeep (Finance Head)
Director) Manager Marketing) (Sales Head) (Adminstration Head)

Farhan Khan (Sr.

Ekta Arora (E- Manish Kumar (Ass. Amit Jain (Account
Manager Offline/Trade
commerece Head) Sales Manager) Manager)
Marketing)

Vinay Mishra (Digital Gaurav Kumar (E- Rajender (Ecommerce Nitin Ghulani (Brand Dinesh Kumar (Ass.
Anju (Account Manager)
Marketing Manager) commerce Manager) Manager) Manager) Sales Manager)

Ritika (Ecommerce Ritika (Ecommerce Mohd. Arshan Khan (Sr. Deepak (Finance
Executive) Executive) Social Media Manager) Executive)

Priya Sachdeva Priya Sachdeva Ashwani (Finance

(Ecommerce Executive) (Ecommerce Executive) Executive)

Priya Sachdeva Priya Sachdeva

(Ecommerce Executive) (Ecommerce Executive

ORGANIZATIONAL STRUCTURE
 Board Of Directors

The directors of the company consists of the follow are as follow:

Mr. Mohit Goyal

Mr. Amit Goyal

Top Leaders

Mr. Amit Goyal (Managing Director)

Mr. Mohit Goyal (Managing Director)

Mr. Suresh Jain (Executive Director)

Functional Areas

Accounts Department:

The accounts department is a part of the corporate overhead of the organization. It is

responsible for billing, payroll, cost accounting, the production of financial statements,
paying suppliers, and similar activities. The accounting staff may provide a number of
additional value-added services, such as actual-versus-budget reporting, cost reduction
suggestions, and other forms of financial analysis.

In Swiss Beauty, the accounts department was managed by Mr. Kuldeep Goyal who was the
Finance Head. He managed a team 10 accounts. The department had rules wherein it only
made payment on Monday, Wednesday and Friday after it was approved by the General
Manager Marketing, Sr. Business Development Associate and the Managing Director. Urgent
payments were only made after it had obtained approval from the Managing Director.

Sales Department:
The sales department consists of a set of business activities and processes that help
a sales organization run effectively, efficiently and in support of business strategies and
objectives. The sales department generally includes sales, sales support or business
operations.

The E-commerce department was managed by the Senior manager Offline and Trade
Marketing who was responsible for managing the branding of the brand across the country.
With the help of the Sales Officer(SO) and Assistant Sales Manager (ASM) for every state
the company used to keep a track of the revenue made by its retailers and whether the
branding has been in the right way or not. It was also responsible for sales promotion in their
respective states.

E-commerce Department:

The E-commerce manager is responsible for driving the sales performance on the online
platform by managing and executing the promotional campaigns and ensuring that the
customer has a smooth experience of buying the product.

In Swiss Beauty, the E-commerce Department was headed by Mrs. Ekta Arora who was
responsible for managing the online sales of the colour cosmetics and skin care products. The
department used to manage the inventory of the products that is available on different e-
commerce websites such as Amazon, Nykaa etc and along with the Digital Marketing
Manager, they used to bring out new campaigns and promotional offers for the customers on
a regular basis.

Marcom Department:

It refers to the entire range of marketing activities. It includes advertising, sales promotion,
events, public relations, online, mobile, social media, direct, and personal selling. Marcom

involves transmitting, receiving, and processing information. It has two parties (sender and
receiver), four functions (encoding, decoding, response, and feedback), and two
communication tools (message and media).
Steps in Marcom

The steps involved in Marcom are:

Identify target audience

Set communication objectives

Design the communications

Select communication channels

Establish the communication budget

In Swiss Beauty, the Marcom Department consisted of the Head of General marketing, the
Brand Manager, Sr. Social Media manager. Their job involved developing content for
brand’s social media page and offline marketing. They were also responsible for developing
the packaging of the products and the managing the content on the brand’s website. After the
content was developed, the role of the Sr. Social Media Manager was to deliver that content
to the audience through the brand’s official Instagram Page.

Human Resource:

Human resources (HR) is the division of a business that is charged with finding, screening,
recruiting, and training job applicants. It also administers employee-benefit programs.

In Swiss Beauty, every month around 3 new candidates were being hired. The HR, Sakshi
Jain, used to select the candidates through online job portals such as Naukri.com, LinkedIn,
Personal Reference etc. to recruit candidates. After their screening, they were interviewed by
the respective heads of the department for which had applied for.
 SPECIALIZATION AREA

The Organization had various departments to ensure the smooth functioning of the
operations. However, the main department in the organizations were Marketing Department,
Finance Department and E-commerce Department which were critical for ensuring
generating revenue.

My tenure at the internship was 6 weeks long wherein I was employed as ‘Social Media And
Marketing Intern’ by the company. However, with time, my responsibilities diversified. It
also involved taking care of the Offline trade and marketing along with managing the Brand’s
Social Media presence.

Under Social Media, I was responsible for designing and curating creative and interactive
post for the brand’s Instagram page. Every day, my job involved designing up to 5 creative
and interactive posts. Every day, a different category was picked up and stories were made on
that specific category. However, on weekends, the topic of the story used to be Skincare Tips
and skincare products. On an average, a single story used to generate approx.. 5,000 views in
24 hours.

Offline and Trade Marketing involved taking care of the branding done across the country for
the Brand promotion. I was given the responsibility of taking care of the branding done in
West Bengal, Punjab, Hyderabad. The process involved appointing a sales officer for each
reason who then was responsible for appointing an media agency who was responsible
sending the measurements of the posters that can be placed in a shop and also collected their
monthly sales report. Then, the creative team was responsible for sending the creatives as per
each shop requirement. On the basis of the creatives, the branding for each shop was
approved and rejected.

We also sponsored Delhi’s one of most awaited food-fest ‘Horn Ok Please’. More than 150+
solely handpicked F&B outlets from Delhi NCR’s most famous and exquisite restaurants
were present in the event. We had set up an activation space wherein we conducted a range of
activities to for crowd engagement. The main objective behind this sponsorship was to spread
brand awareness among the target audience about the products that the company offers. The
following table gives an overview of the results of the event.

Compiled Report of 3 Days - Horn Ok Event 

S No Element  Number  Remarks 

1 Footfall at Horn Ok Fest  1.5L for 3 days 

2 Total Number of eye ball 75K for 3 days 

3 Footfall at Swiss Beauty Stall for 3 days 

15K 

4 Anchor Engagement  6K for 3 days 

5 Makeup Done  400+ for 3 days 

6 Tattoo’s  Done 700 for 3 days 

7 Data Received  850 for 3 days 

8 Total Offline Sale  INR50000 + for 3 days 

These coupons are valid

9 Total On- line Sale 
5 till - 20th July 

10 Followers increase on Insta  for 3 days

1500+
Total Cost Incurred for the event:
 SWOT ANALYSIS

Strength:

1. The company had a strong retail presence in the market which allowed it make sure
that it product reaches each and every corner of the country.
2. The company offered products which is of high quality at an affordable price to the
Indian consumers..
3. The brand has established itself in almost every state which gives its access to the
consumers all over the country.
4. The company has a diversified product portfolio which allows it to diversify the risk
each product category carries.

Weakness

1. Due to weak marketing strategy, the company is heavily dependent upon retail stores
for the sale of its products.
2. The brand has poor engagement of its target audience on its social media platform
unlike its competitors who constantly engage with their target audience on a daily
basis.
3. The brand offers various type of products in each category which leads to minimal
differentiation between products. It can confuse the customer during the purchase

Opportunity:

1. The company will have to spend extensively to establish its online presence in the
market.
2. Due to economic development. The per capita income of women have increased
which gives the brand to target working women who spend extensively on make-up
products.
3. The company is planning to venture into new product areas which can bring new
target market access for it.
Threat:

1. Swiss Beauty competitors have a greater access to a large number of resources which
makes it easier for them to kill the competition in the market.
2. Swiss Beauty competitors have a stronger hold over the loyal base which gives them
the ability to influence their decisions.
3. Heavy dependence on offline marketing can impact the sales of the company in
events like the pandemic.
4. Cosmetic brand are often subject to negative publicity if the product causes harm to a
customer which causes the harm to the brand public image.
Recommendations

My tenure at Swiss Beauty Pvt. Ltd. Was 6 weeks longs wherein a learned about
organizational changes take place in an dynamic work environment. After the first week, my
responsibilities increased and I was also given the responsibility of handling the offline and
trade marketing department. As a result, my exposure towards the working culture of the
organization got diversified and meaningful. It gave me the opportunity to observe the
positive and negative traits of the organization. Therefore, I have the following
recommendations that would help to improve the organizational efficiency of the company:

The company had a huge line of revenue but used to spend very less on marketing as
compared to other players in the industry. Therefore, it should focus on spending at least 20%
of its revenue on marketing.

The revenue earned by the organization was not stable in nature. As a result, the exponential
growth that the organization experienced made its stream of revenue inconsistent. Therefore,
it should focus on formulating strategies that would help to make its revenue stream
consistent.

The organization focused only on products which had low sale and gave minimal importance
to products which were popular among the target audience. As a result, the products which
were famous among the target audience was far from the saturation point. Therefore, the
organization should focus on saturating the sales of these products and then focus on products
which had low sale.

The organization had a very conservation approach wards marketing which restricted its
ability to adapt to the changing marketing trends. Therefore, it should focus on adapting to
the current and new marketing dynamics to establish its presence on social media platforms.

The company even after having such a huge stream of revenue did not have a Brand
Ambassador which restricted its ability to reach the target audience at a faster pace.
Appointing a brand ambassador would help to influence the target audience at a faster pace.

The company was hiring at least 3 new candidates every month. As a result, the sense of
alienation was increasing among the office people. Therefore, adding on responsibilities on
the existing staff and giving them a hike would help to reduce the sense of alienation among
the office people.
The new Head Of Department were given freedom to act on their own. As a result, it gave
them a sense of ultra-superiority over their subordinates. This had increased the articulation
rate in the organization. Properly defining the roles and responsibilities of the HOD and the
subordinates would ensure efficient and effective functioning of each department.
 CONCLUSION

This organizational study gave me an understanding of how a corporate organization

functions. Being a part of the Marketing Department, I got an overview of What is a Marcom
Department and how the Marcom department functions in an organization. Integrated
marketing plays an important role in marketing by minimising cost, increasing sales, creating
brand awareness and creating a positive brand image. Therefore, Swiss beauty benefitted
greatly through Integrated marketing which offered a competitive advantage against its
competitors in the local market. The combination of the strategies proved to be instrumental
in reaching a wider target market. These tools helped them to evaluate sales, conducting
surveys and evaluating customer feedback.

This internship helped me to widen my exposure w.r.t marketing. It gave me an

understanding how marketing department functions. It helped me to nurture my creativity
and problem solving ability which are essential for any job. And also helped me to develop
my communication skills.
 Reference

6 sales department functions (Plus objectives and importance). (n.d.). Indeed Career Guide.
Retrieved July 18, 2022, from https://uk.indeed.com/career-advice/career-development/sales-
department-functions

Bragg, S. (n.d.). Accounting department definition. AccountingTools.

https://www.accountingtools.com/articles/accounting-department

https://www.facebook.com/marketing91. (2017, May 5). SWOT analysis of Maybelline -

Maybelline SWOT analysis. Marketing91. https://www.marketing91.com/swot-analysis-
maybelline/

Mayhew, R. (2019, January 25). Six Main Functions of a Human Resource Department.

Chron.com. https://smallbusiness.chron.com/six-main-functions-human-resource-department-
60693.html

Paperflite. (2019, May 16). Marcom - A Comprehensive Guide. Paperflite.

https://www.paperflite.com/blogs/marcom-marketing-communication

City, S. (2022, June 4). 5 Exciting Reasons To Attend Horn OK Please 8.0 This Month. So
City. https://so.city/delhi/article/9-exciting-reasons-to-attend-horn-ok-please-80-this-month-
at-a-brand-new-location

‌
 ANNEXURE

School of Business and Management

Internship Diary

Academic Year 2020-23

Name of the Student: Manik Bansal

Register Number: 2023622

Class: 4 BBA FIB B

Contact (Mobile No): +91-8368034232

Email Id: manik.bansal@bba.christuniversity.in

 Internship Details

Name of the Organization: Swiss Beauty Cosmetics Pvt. Ltd.

Address: 207, 2nd floor, NDM 1, Netaji Subhash Place, Wazirpur,

Delhi-110034

Duration of the Internship: 6 Weeks

Company Supervisor:

Name: Mr. Uttpal Dixit

Designation: General Manager Marketing

Contact Number: +91 99994 97795

Email Id: utpal.dixit@swissbeauty.in