Professional Documents
Culture Documents
Mini Project For
Mini Project For
Submitted By
Vaishali
Under the guidance of DR.AK MISRA
HOD, Department Of MBA
Place Signature
CERTIFICATE
This is to certify that VAISHALI a student of MBA has worked on project titled “Topic A
COMPARATIVE STUDY OF MARKETING STRAGIES OF LAKME & REVLON” in I
semester for the fulfilment of the requirement for the MBA programme. This is her
original work to the best of my knowledge.
I appreciate that he/she has put in lot of efforts and delivered good results on his/her
research. I, on behalf of institute, wish him/her success always.
INTRODUCTION
Introduction
Need and significance of the study
Objective of the study
Literature Review
Limitation of the study
CONCEPTUAL FRAMEWORK
COLLECTION OF DATA
Research Design
Sampling Design
Source of Data
Data Collection tools
Methods of Data Collection
FINDINGS
CONCLUSION
SUGGESTION
FUTURE SCOPE OF RESERACH
BIBLIOGRAPH
Introduction
In the highly competitive cosmetics market, brands are learning quickly to
make women – in their myriad roles of mother, wife, sister and daughter – as
the centre of their universe. Brands such as Revlon, Maybelline, Lakmé and
L’Oreal have taken to digital media in a big way to increase connect with
‘women of today’.
Saluting the true spirit of womanhood, Revlon recently launched its new
will highlight 13 different topics that Indian women are keen to discuss about
women’s individuality and celebrates their views and their ability to make
Maybelline has gone a step ahead and decided to give women across the
country a more intimate experience. For Karwa Chauth, the cosmetics brand
engaged women from across Delhi NCR, Lucknow and Kanpur, wherein they
products.
Keeping the wedding season in mind, Lakmé Salon played host to women
planning bachelorette parties for their best friends – the conditions of the
contest being tagging their friends, uploading pictures on Pinterest and using
the hashtag #Beautiful Brides. This resulted in increased site traffic, making
Lakmé Salon’s website popular as well as creating hype for Lakmé’s products.
L’Oreal, on the other hand, created a special app for the Cannes Film
get a feel of being on the actual red carpet of one of the most celebrated
Like most of you I was pretty unconvinced about the new Lakme Pop tints
which Lakme introduced with lot of pomp and show. Have you noticed
that ever since Kareena Kapoor has become Lakme Ambassador, there has
been a sharp rise in their product pricing. Few days back when I was
picking up the pop tints I found every one jumping over their Rs100
discount but nobody was bothered to check them out. In fact Lifestyle
counter did not have any testers for these and new products were hidden
country and I am sure it’s going to take little time for these pop tints to
make a mark.
As far as Revlon Lip Stains are concerned they have been around , loved
and hated .Some just got them in 3-4 shades and some didn’t like them all
but its true that it has been one of the recent hot selling products of Revlon.
Before we move ahead let us know what both companies claim and the pricing
and flaming red for that amazing “read-my-lips” pout and nail tints in
pastel tones of blue, green and corals.These thick creamy pencils in 8 pop
shades deliver rich deep color and incredible shine in just a stroke,
o Price – INR800
chubby crayon. Just Bitten Kissable Balm Stain gives softer, smoother lips
with a perfect flush of color that lasts hour after hour. The gel formula
EXPERT TIPS:
Step 1: Apply Just Bitten Kissable™ Balm Stain evenly to clean, bare lips.
STAIN
o Pigmentation – With Revlon Lip Stains I need to glide them two three
wait for a 2-3 seconds for the tint to settle down.It works pretty fine on
the lower lip but on my upper lip which is pigmented it needed little
work. Whereas Lakme pop tint seems more or less like a light weight
If you have highly pigmented lips then you might need two layers max
o Hydrating – Revlon lip stain looks glossy and more hydrating but they
are not. Lakme one is more hydrating and doesn’t need lip balm
underneath. Lakme Pop tints will suit dry lips more and won’t
o Shimmer – Lakme Pop tints have really really fine shimmer where as
o Staying power – In Lakme pop tints, intense shades like Red or berry
stay for 2-3 hours and then the tint stays for a while but less intense
shades are not that long staying and need touch ups.Same is the case
with Revlon ones but I do find they are tad bit longer staying than
Lakme.
o Packaging – Revlon packaging is more fun and is easily recognized as
o Price – Lake Pop tints cost INR 800 where as Revlon Lip Stains cost
INR 600.
fashion statement. They not only manage to camouflage her flaws but also
cosmetics market and showed that it has been growing at an annual pace of
20%. In 2013 the Indian cosmetic industry is valued at 29,000 crores. The
following list tries to capture the various brands that are popular among the
INDIAN MARKET
Lakme
headed by Mr Anil Chopra who is the CEO of the company. Lakme was
founded in the year 1952 by JRD Tata. In 1996 the Tata group decided to sell
off its stake in Lakme to Hindustan Lever Limited. Lakme was also ranked at
47th as one of the most trusted brands in India according to The Brand Trust
Report in 2011. This brand also sponsors the Lakme Fashion Week (LFW)
twice a year. It also launched the Lakmé Perfect Radiance and Lakmé eyeconic
kajal which gained significant market share. In the financial year 2012,
Hindustan Unilever Limited had a rise in profit before tax and interest of about
23%.
Lotus
The company Lotus Herbals Ltd. was set up two decades ago in the year 1993
by Kamal Passi. This brand deals with manufacturing and selling of various
kinds of cosmetics. The list includes face cleansers, sunscreens, winter care,
hair oils, and shampoos. Passi knew the importance of good packaging and
made sure his products stand out in design. He also priced his products at least
well as herbal goodness. The brand promotes their products by accrediting their
USP to be an amalgamation of traditional knowledge along with modern
technology. They believe in making use of herbal ingredients and making their
strictly against the cruel practice of animal testing. Lotus Herbals Ltd. is
Biotique
Biotique was launched by Vinita Jain in the year 1984. This brand also
used are extracted naturally from herbs. Moreover the herbs/plants used for
extracting raw material are also monitored from its nascent stage hence the end
product is organic.
L’Oreal
L’Oreal is one of the giants in the cosmetic segment in the world. Jean-Paul
Agon is the chairman and CEO. The Company has been present in India for
growing at a very fast rate. L’Oreal Paris is one of the trademark brands of this
Colorbar
Samir Modi. The brand is known for its bright peppy colours and has a number
launched in 1998. Elle 18 is aimed at the youth as it has bright colours along
with neon shades in its products. The pricing of the products are also done
keeping in mind the youth. The Elle 18 Colour Pop Liner (5ml) is priced at Rs
75.
Many of the world's popular cosmetics brands entered the Indian market in the
1990s as the Indian market opened up to foreign companies. The cosmetics and
personal care industry has been growing at an average rate of 15-20 percent for
the last few years. Growth has come mainly from the low and medium-priced
volume. Even though mass-market products still constitute the major portion of
the India cosmetics and toiletries market, increased disposable income has led
with its rising purchasing power, is the main force that drives the demand for
The reasons for the growing demand for cosmetic products in India also
the western world; increased advertising in general; and greater product choice
and availability. The success of contestants from India at various well known
international beauty pageants in the last few years has also contributed to
making Indian women more conscious of their appearance and more aware of
western cosmetic products and brands. Also, a boom in the Indian fashion
world has contributed to the rise in demand for professional beauty care
products.
Even with double-digit growth rates, the market penetration of cosmetics and
countries. This low market penetration for cosmetics and personal care
The current size of India's cosmetic and toiletries market is about $950 million.
The fastest growing segment is color cosmetics, accounting for around $60
million of the total market. Nail enamels and lipstick account for about round
65 percent of the color cosmetic segment. Revlon and L'Oreal dominate the
small premium lipsticks and nail enamels niches. Lipstick sales account for
nearly a third of the market at $21 million, while the market for nail enamels is
about $23 million. Lakme, a brand originally introduced by the Tata Group of
India, but now owned by Hindustan Lever (HLL) of the Unilever group, Tips
& Toes, and Revlon dominate the color cosmetics market. The color cosmetics
cosmetic products.
products.
Unilever and run by CEO Puskharaj Shenai. Having Shraddha Kapoor as the
started as a 100% subsidiary ofTata Oil Mills (Tomco). It was named after
the French opera Lakmé, which itself is the French form of Lakshmi (the
goddess of wealth) who is renowned for her beauty. It was started in 1952
famously, because the Prime Minister Jawaharlal Nehru was concerned that
Tata joined the company as director and went on to become the chairperson. In
1996, Tata sold off their stakes in Lakmé Lever to HLL, for Rs 200 Crore (45
million US$
Way back in the early 1950s, an economic survey of spending in India revealed
that Indian women were splurging on imported cosmetics. Nehru was not very
happy because it was affecting the forex reserves. Maintaining the forex
reserves was of utmost importance considering the fact that Indian economy
was still in its nascent stage. Nehru hit upon the idea of a home grown beauty
It was a challenge of its kind because it had to fulfill the needs of “Indian skin”
in which foreign brands fell short and at the same time, have a brand identity
which would appeal to the upper middle class women who were really the ones
HISTORY
Revlon was founded in the midst of the Great Depression, 1931, 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 new
type of nail enamel — the three founders pooled their resources and developed
started selling the polishes in department stores and drug stores. In six years,
offered an entire manicure line, and added lipstick to the collection. During
World War II, Revlon created makeup and related products for the U.S. Army,
which was honored in 1944 with the Army-Navy "E" Award for Excellence.
By the end of the war, Revlon was listed as one of America's top five cosmetic
houses. Expanding its capabilities, the company bought Graef & Schmidt, a
business ties. This acquisition made it possible for Revlon to produce its own
supply sources.
In November 1955, Revlon went public. The IPO price was $12 per share, but
it reached $30 per share within 8 weeks.
In the 1960s, Revson segmented Revlon Inc into different divisions, each
focusing on a different market. He borrowed this strategy from General
Motors. Each division had its own target customer:
Etherea, hypo-allergenic
LIMITATIONS
that there was limited area in survey area was only Aligarh.
lack of respond they don’t has keen interest while filling the
questionnaire.
limited time.
The skin care market in India is about $180 million. The market for specialized
skin care products such as sunscreens, toners, cleansers, astringents, dark circle
removing creams, anti-wrinkle creams and day and night creams has grown
steadily in recent years. Most consumers, however, are still are using only
facial cream and moisturizers, with moisturizing lotions, fairness creams and
facial cleansers being the most popular products. These products account for
segment are Lakme, Ponds, Fair & Lovely, J.L. Morison and Revlon.
The size of the hair care market in India is about $200 million. International
companies, including Unilever, through its subsidiary, HLL, and Procter &
Gamble dominate the shampoo market in India. The hair coloring and
styling/gel market segment is at a nascent stage and there are not many local
brands available. Foreign brands such as L'Oreal and Wella have started to
accessory. The market penetration of these products is very low, however, and
limited to a small section of the urban market. The market for hair creams,
mainly used for hair grooming by men, is also very small. Hair oiling, an age-
In the last few years, there has been a renewed craze for herbal cosmetic and
personal care products, especially in the skin care segment with the growing
expanded their product range into herbal variants, including companies with a
Foreign brands currently constitute only 20 percent of the market, due largely
to the higher pricing these brands carry. Foreign brands initially garnered sales
in the market based on their international brand image, but repeat purchases
were not forthcoming. To hit their sales growth targets, several foreign
companies have had to reformulate their pricing strategies to tap the most
also characterized by high entry barriers, a high rate of new product launches,
and high advertising expenditures. Bath and shower products account for the
largest share of the toiletries market segment. The toiletries segment can be
divided into two categories: the less price sensitive niche and the highly brand
conscious premium niche. The price sensitive niche caters to the middle and
lower middle class and the premium niche caters to the urban and higher class.
consumers. Indian men are increasingly using body sprays, colognes and other
cosmetics and toiletries. With a rising demand from men, many players are
coming out with men's cosmetic products, especially in skin care. Overall, the
market size of the men's personal care segment is about $165 million, with
Gillette having won the largest market share to date. Other major players in this
or packed or imported; and v) maximum retail sales price (MRP) at which the
commodity in packaged form may be sold to the end consumer. The MRP
and all charges towards advertising, delivery, packing, forwarding and the like.
packaged commodities such as raw materials, bulk imports, etc., that need to
Best Prospects
Perfumes and fragrances, and specialized/professional skin care and hair care
products are some of the major product niches with promising prospects for
market. The market base in the premium segment is very small, therefore, the
stores and malls featuring their own beauty consultants. Service marketing
have been very successful in gaining attention, creating product awareness and
overcoming consumers fears about many cosmetics and personal care products
L'Oreal India has established a consumer advisory unit and Ponds offers skin
care advise through touch-screen kiosks and telephone help lines for skin care.
L'Oreal also markets its range of specialized hair care products exclusively
through salons and beauty parlors and is currently the only company in the
market that has a hair color range tailored exclusively for parlors. To promote
Chamber brand, organizes tea party make-up sessions at major Indian cities.
In general, India is a very price sensitive market. Cosmetics and personal care
product companies, especially the new entrants, have had to work out
innovative strategies to satisfy Indian preferences and budgets in order to
products in smaller pack sizes to make them more affordable. Small pack sizes
have proved to be very popular in the Indian market as the concept offers
consumers lower purchase costs and the opportunity to try new products.
variety of quality products are some of the major reasons for the success in the
Indian market.
ABOUT COSMETICS...
the skin, hair, nails, lips, or eyes. Perfumery is usually excluded from the field
with cosmetics.
they are now known originated in the Far East, the study of non-industrial
cultures indicates the use of cosmetics in every part of the world. The war
superficial incisions of the skin) practiced by many peoples (the Maori of New
Zealand and numerous African cultures, for instance), and the use of woad (a
plant dye used by ancient Britons to paint their bodies blue) are all forms of
adornment.
The earliest known cosmetics come from the 1st Dynasty of Egypt (about
3100-2907 BC). Tombs of this era have yielded unguent jars, and from
remains of later periods it is evident that the unguents were scented. Such
preparations, as well as perfumed oils, were extensively used by both men and
women to keep the skin supple and unwrinkled in the dry heat of Egypt.
Egyptian women also developed the art of decorating the eyes by applying
dark green color to the lower lid and by blackening the lashes and the upper lid
with kohl, a preparation made from antimony or soot. It is likely that the Jews
adopted the use of cosmetics from the Egyptians, since references to face
By the middle of the 1st century AD, cosmetics were widely used by the
Romans, who employed kohl for darkening eyelashes and eyelids, chalk for
preparations), and pumice for cleaning the teeth. In the Middle Ages the
Crusaders found cosmetics widely used in the Middle East, and it was they
The almost universal use of cosmetics in modern times has grown with the
scientific study of the ingredients employed. This research was begun by the
French in the 19th century, and led to the development of more and better
emulsion of various oils and waxes and water; it is employed to cleanse and
soften the skin. Various purpose-made moisturizers and cleansers are also
magnesium silicate) and zinc oxide, are used to dry and give the skin a satin-
like texture. Lip color, either applied directly as a lipstick or brushed on to the
variety of shades, as are rouges, mixtures of red pigments and starch or finely
powdered clay. Bath salts and other bath preparations combine water-softening
agents such as sodium carbonate or borax with perfume; bath oils are also a
plastics available in many colors. Hair lotions and sprays are used to condition
the hair, keep it in place, or make it glossy. Shampoos are based on soap or
synthetic detergents.
Hair-coloring dyes, tints, and rinses, available in many shades and colors, are
widely used cosmetic products. Henna is a vegetable dye, used for centuries to
impart a red tint to the hair. Weak solutions of hydrogen peroxide are often
employed as hair bleaches. For coloring the eyebrows and eyelashes, mascara
is generally used. This is a compound of gum and black, brown, green, or blue
pigment. Sulphides of calcium and barium, which remove hair from the skin,
are generally the active agents in cosmetic depilatories. Bronzes are creams
Annual retail sales of men's and women's toiletries in the Western world today
make cosmetics a large and highly profitable industry.
Top 10 International Brand
teats nipples pacifiers infant toys bibs garments non spill cups training cups
plastic sippers baby wipes baby cosmetics such as baby talcum powder soap,
M/S Bagla cosmetics Pvt. Ltd. was founded on 1.8.1997 but after extensive
Research & Development for 2 Years, we launched our herbal based beauty
products, derived from latest technique which can only ensure no side effects.
Our company has consistently been meeting the expectation level of customers
supplier of high class export quality Nail polish, Nail Enamel Remover, non-
settling Nail Lacquers, Lipsticks, Nail Polish Raw Materials & Chemicals for
We Estelle chemicals pvt ltd are the leading manufacturers of various food,
exporting all the above said products kindly feel free to contact us for any
in 6 flavours (5gms for 2 litre) Sugar candies, Biscuits, Whiskey, Rum &
cosmetics & Herbal Products and hospital supplies like surgicals etc.
exporters of herbal cosmetics for skin and hair care like Dew Herbal Raal Hair
Oil,Dew Herbal Shikakai Shampoo, Dew Herbal Witch Hazel Astringent, Dew
Herbal Brahmi Hair Oil, Dew Herbal Face Pack for normal/dry skin, Dew
With over 35 yrs. Experience in traditional medicine and herbal industry, the
founders of All-Season Herbs have come a long way in exploring herbs and
their derivatives. This rich experience in the trade and its growing commercial
We are the Indias largest producer of Herbal cosmetics. Our product range
investment
Although new players entered cosmetics and toiletries, and existing players
added to their offerings, Hindustan Lever Ltd remained well ahead of the
India Ltd a distant second. Hindustan Lever Ltd's success was on account of its
class, still some are conscious about the affordable price with good quality of
product.
Product quality
The young generation is concern about the quality of the product. They want to
use the product without any side effect or harm on their skin.
Status
cosmetics specially developed and allow them to remain attractive in the eyes
of other. Most youth of both genders wear makeup. Does this mean they are all
looking for attention? Do all youth who wear makeup have self-esteem?
Lifestyle
The time youth dedicate to the lifestyle not only plays a part in building
harmony between the body and the mind. It also takes part in building self-
respect. The way we see ourselves affects the way others see us. This is why
quality of life starts here, since essentially, men and women exist in the eyes of
others. Youth wear cosmetic makeup because that would make them feel
Industry Today
billion. Of the major firms, the oldest and the largest is L'Oreal, which was
the remaining 46.1% are publicly traded). The market was developed in the
USA during the 1910s by Elizabeth Arden, Helena Rubinstein, and Max
Factor. These firms were joined by Revlon just before World War II and Estee
agencies like the FDA, and have lobbied against this throughout the years.
sparkly packaging and marketing and advertising using young models. The
animal rights activists, authors and public interest groups. There is a growing
awareness and preference for cosmetics that are without any toxic ingredients,
especially those derived from petroleum, sodium lauryl sulfate (SLS), and
parabens.
Numerous published reports have raised concern over the safety of a few
Parabens can cause skin irritation and contact dermatitis in individuals with
experiments have shown that parabens have a weak estrogenic activity, acting
as xenoestrogens.
from patch testing show synthetic fragrances are made of many ingredients
Makeup Types
Lipstick, lip gloss, lip liner, lip plumper, lip balm, lip luster, lip
mousse.
finish.
Rouge, blush or blusher, cheek stain used to color the cheeks and
emphasize the cheekbones. This comes in powder, cream and gel forms.
Bronzer, used to create a more tanned or sun-kissed look.
Eye liner and eye shadow, eye shimmer and glitter eye pencils as well as
different color pencils used to color and emphasize the eyelids (larger eyes
Eyebrow pencils, creams, waxes, gels and powders are used to fill in
Also included in the general category of cosmetics are skin care products.
These include creams and lotions to moisturize the face and body, sunscreens
repair or hide skin imperfections (acne, wrinkles, dark circles under eyes, etc.).
Cosmetics can also be described by the form of the product, as well as the area
Special Effects
remove the oldest, top layers of skin cells. The younger layers of skin left
Ingredients
While there is assurance from the largest cosmetic companies that their various
ingredients are safe to use, there is a growing preference for cosmetics that are
mainstream.
now illegal in the United Kingdom, the Netherlands, and Belgium, and a ban
Face Powder
875)
Setting Powder
Concealer
Blush
Bronzer
Highlighter
Eyeliner
Pencil Eyeliner
Mascara
Lipstick
INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
Interpretation:
The above graph shows that 90% respondents are regular use of
Interpretation:
The above graph shows that 75% respondents are familiar with the
brands and remaining 25% respondents not familiar with the brands.
Q. 3: Do you prefer the branded cosmetic product?
Interpretation:
cosmetic product and remaining 42% not prefer the branded cosmetic products.
Q. 4:. Reasons for using the Cosmetics?
(a) Good looking (b) Fashion trends (c) to shoe
oneself modern
Interpretation:
The above graph shows that 40% respondents using the cosmetic for
good looking , 20% use for fashion trends, 20% use to shoe oneself modern
Interpretation:
The above graph shows that 10% respondents use Revelon, 40% use
Lakme, 10% use Ponds, and remaining 40% use prefer for others brands.
Q. 6 Reason for purchasing the particular brand
Interpretation:
The above graph shows that 20% respondents purchase for price, 40%
purchase for quality, 15% purchase for friends and remaining 25% purchase for
brand ambassador.
Q. 7 How frequently you are purchasing the cosmetic products?
Months
Interpretation:
The above graph shows that 10% respondents are regularly use, 30%
your health?
(a)Yes (b) No
Interpretation:
The above graph shows that 45% respondents cosmetic products create
any negative effect in their health and remaining 55% respondents not think as.
Q. 9 Do you think branded cosmetic products are less harmful in
(a)Yes (b) No
Interpretation:
The above graph shows that 75% respondents think that and remaining
Interpretation:
The above graph shows that 35% respondents think that it effect on skin
infection , 20% respondents have effect of eye side problems, 15% effect
advertisement?
Interpretation:
The above graph shows that 10% respondents purchase one times, 30%
have purchase in two times and remaining 60% purchase for always.
Q.12: Money is the matter while you select the brand:
Interpretation:
The above graph shows that 70% respondents think that money is the
matter while they select the brand and remaining 30% not think as.
Q.13. For how long have you been using the Revlon brand?
b) 1 year
c) 2 year
Interpretation:
The above graph shows that 10% respondents using Revlon less than
1 year, 20% using last one year, 25% using last two year, 30% using less than
a) Price
b) Products
c) Place
d) Promotion
Interpretation:
The above graph shows that 10% respondents says price of Revlon
affordable , 30% says the product, 20% says for place and 25% says the
a) Through advertisement
c) Internet
Interpretation:
The above graph shows that 25% respondents says I know about
b) 1 year
c) 2 year
Interpretation:
The above graph shows that 15% respondents using Revlon less than
1 year, 18% using last one year, 22% using last two year, 25% using less than
a) Price
b) Products
c) Place
d) Promotion
Interpretation:
The above graph shows that 15% respondents says price of Revlon
affordable , 45% says the product, 15% says for place and 25% says the
a) Through advertisement
c) Internet
Interpretation:
The above graph shows that 20% respondents says I know about
products .
During the project I also found that lots of people use different kinds of
cosmetic brands.
income group.
Branded cosmetic companies have better market shares then other local.
brand.
Cosmetic products are widely used by people now a days and hence the
different products, like modify the product or change in product design, fixing
of price that better suit the targeted audience, appropriate promotion mix
base
to move away from using products from the grey and the
organised channel.
While the economy was booming and consumers were in the mood
colours, relaunched
products, and increased spending on advertising and promotion, all
1. BOOKS
Femina
Meri saheli
Women era
2.WEB SOURCES
www.Google.com
www.loreal.com
www.ayurinternational.com
www.lakme.com
www.revelon.com
3. MEGAZINES
India today
Lakme fashion weak
Questionnaire
Name:
……………………………..Address……………………………………
Age………………………Mob…………………………………………