Submitted to : Yavnika Arora

Submitted by: Pushpender ,

Chandan, Sinnu,Mahesh,Deeya,
Kapil,Deepesh
BUSINESS
STUDIES
 ACKNOWLEDGEMENT
WE TAKE THIS OPPORTUNITY TO EXPRESS OUR PREFOUND GRATITUDE AND
DEEP REGARDS TO OUR GUIDE MRS. YAVNIKA ARORA FOR HER
EXEMPLARY GUIDANCE , MONITORING AND CONSTANT
ENCOURAGEMENT THROUGHOUT THE COURSE OF THIS THESIS. THE
BLESSINGS HELP AND GUIDANCE GIVEN BY HER TIME TO TIME SHALL
CARRY A LONG WAY IN THE JOURNEY OF LIFE IN WHICH WE ARE ABOUT
TO MARK.
WE ARE THANKFUL TO OUR ALMIGHTY TEACHERS AND PARENTS FOR THE
VALUABLE INFORMATION PROVIDED BY THEM IN THEIR RESPECTIVE FIELDS .
WE ARE GRATEFUL FOR THEIR COOPERATION DURING THE PERIOD OF
THIS PROJECT.
 PREFACE
WE ARE PLEASED TO SUBMIT PROJECT WORK IN BUSINESS
STUDIES FOR CLASS 12. WE ARE EXTREMELY GRATEFUL TO
CBSE FOR INTRODUCING
THIS PROJECT IN BUSINESS STUDIES . THIS PROJECT HAS GIVEN
AN AMPLE OPPORTUNITY TO EXPLORE VARIOUS AREAS OF
MARKETING MANAGEMENT , WHICH INCREASED OUR UNDER
STANDING OF THE CONCEPT STUDIED . THIS HAS RESULTED IN
ENHANCING OUR ANALYTICAL , INTERPRETING AND CREATIVE
SKILLS. THIS PROJECT IS STRICTLY DONE ACCORDING TO
GUIDELINES BY CBSE.
 GROUP
MEMBERS
KAPIL KAUSHIK
SINNU YADAV
PUSHPENDER
SONI
DEEYA RAO
DIPESH YOGI
MAHESH YADAV
CHANDAN
FAIRNESS
CREAMS
FAIRNESS CREAMS
 INTRODUCTION
IN TODAYS YOUNG
GENERATION , FAIR LOOK IS
ONE OF THE MOST IMPORTANT
FEATURE REQURIED FOR
HUMANS. IT HAS BEEN SEEN
THAT A FAIRER PERSON
ALWAYS GET APPRECIATION
EVERY WOMEN WANT TO
LOOK FAIRER THAN OTHERS.
FAIRNESS CREAM MAKES
THE SKIN SOFTER, FAIRER
AND BETTER WHICH LOOKS
GREAT. THATS THE RESONS,
WE HAVE CHOOSEN
FAIRNESS CREAM AS OUR
 COMPETITORS
FAIR &
LOVELY

OLAY
 GARNIER

PONDS

EMAMI
FAIR & LOVELY
PARENT COMPANY :HINDUSTAN UNILEVER

CATEGORY : PERSONAL CARE-SKIN CARE

SECTOR : FMCH

TAGLINE /SLOGAN : MORE THEN JUST FAIRNESS, CLER

FAIRNESS

USP : POWER OF BEAUTY/ MAXIMUM FAIRNESS

STRENGTH: FAIR LOVELY BRAND IS WORLD S FIRST AND

LARGEST FAIRNESS CREAM . LINE EXTENSION TO
PREMIUM SOAP FAIR AND LOVELY SOAP,HIGH LEVELS
OF CONSUMER AWARENESS FOR THE BRAND
OPPORUNITY
FAIR & LOVELY FOUNDATION WHICH AIMS AT
EMPOWERMENT OF WOMEN .
FAIR & LOVELY SCHOLARSHIP FOR
UNDERPRIVILEGED GIRLS.
THREATS
SEVERAL COMPETTIONS IN THE MARKET
LEGAL ISSUES OFTEN HAMPER THE BRANDIMAGE

COMPETITORS
FAIREVER (CAVIN CARE )
NO MARKS (OZONES AYURVDIC )
VICCO
OLAY NATURAL
WHITE
PARENT COMPANY = > PROCTER AND
GAMBLE

CATEGORY = > PERSONAL CARE

BRANDS SKIN CARE

SECTOR = > FMCG

TAGLINE/SLOGAN = > CHALLENGE

WHATS POSSIBLE, GLOWING FAIRNESS
FROM WITHIN
 STRENGTH
ESTABLISHED BRAND NAME OF OLAY.

SUPPORT OF STRONG DISTRIBUTION NETWORK OF P&G.

EFFECTIVE AND VARIED MARKETING AND PROMOTIONAL

OPPORTUNITY
ACTIVITIES.
EXPANDING IN OTHER MARKETS
R&D AND INNOVATIONS TO BRING IN NEW AND
WEAKNESS
BETTER VARIANST.
HIGH PRICE LIMITS THE TARGET CUSTOMERS.
CONFUSION OVER THE ORIGINAL OLAY IN DIFFERENT MARKETS.

THREAT
AGGERSSIVE COMPETITORS
S THREAT OF NEW ENTRANTS
PRICE WARS
GARNIER
 GARNIER IS A MASS MARKET
COSMETICS BRAND OF LOREAL THAT
PRODUCES SKIN CARE PRODUCTS. THE
COMPANY STARED HAS
LABOURATOIRES GARINER IN 1904,
AND WAS ACQUIRED BY LOREAL IN
THE 1970S. GARNIER IS SOLD IN
NUMEROUS CONTRIES WORLDWIDE,
WITH SPECIFIC PRODUCT LINES AND
CULTURES. IN 2011, GARNIER
PARTNERED WITH TERRACYCLE TO
EMAMI CREAM
 THE EMAMI NATURALLY FAIR
HERBAL FAIRNESS CREAM
CONTAIN ACTIVE HERB AND
PEARLS. IT IS 100% HERBAL AS
RESEACHED BY EMAMI HERBAL
RESEACH. LIQIVRICE AND REAL
PEARLS SPREAD MELANIN AND
PROVIDE SUNCREEN TO THE SKIN.
OTHER RARE HERBS NOURISH THE
PONDS CREAM
HISTORY : PONDS CREAM WAS INVENTED IN
THE UNITED STATES AS A PATENT MEDICINE
BY PHARANACIST THERMO I POND EXTRACT
A HEALING TEA FROM WITCHES DISCOVERED
COULD HEAL SMALL CUT AND OTHER
ELEMENTS THE PRODUCT WAS NAMED
GOLDEN TRESURE AFTER THRENODIES ,IT
1910S : BY 1910 ,PONDS WAS A WELL
ESTABLISHED BRAND AMONG AMERICANS. THE
PONDS COMPANY BEGIN AN AD CAMPAIGN
THAT WOULD BECOME NOTORIOUS BECAUSE
OF THE CELEBRITIES INVOLVED IN IT. AS A
RESULT OF THE CAMPAIGN ,PONDS VANISHING
CREAM HAD A 60% INCREASE IN SALES
DURING 1915, AND PONDS COLD CREAM
HAD A 27% INCREASE.
1920S : BY 1922, SALES OF THE PRODUCTS HAD
GONE MANY BELIEVED THAT SUCH AN EASILY
AVAILABLE PRODUCT COULD NOT PERFORM AS
WELL AS OTHER DESIGNER PRODUCT. BECAUSE
1930S : DURING THE DEPRESSION ERA OF
THE 1930S, THE COMPANYS BUSINESS
SLOWED DOWN SOME WHAT. HOWEVER
THE PONDS COMPANY EXPANDED
SLOWLY, ADDING FACE POWDER AND
ANGEL FACE PRODUCTS.
PRODUCT IS AN ELEMENT OF MARKETING MIX REPRESENTING
THE TAGLINE AND INTANGIBLE ELEMENTS OFFERED TO THE
CUSTOMERS IN ORDER TO SATISFY THEIR NEEDS.
PRODUCT IS THE MOST VISIBLE COMPONENT OF MARKETING MIX
OUR PRODUCT , FAIRNESS CREAMS IS A PRODUCT WHICH IS
BENEFICIAL FOR THE SKIN AND MAKES A PERSON LOOKS
FAIRER.
WHICH BRINGS CONFIDENCE TO THE PEOPLE.
IT IS CLASSIFIED AS A COSMETIC PRODUCT WHICH MEANS IT IS
PURCHASED AFTER COMPARATIVE ANALYSIS OF PRICES AND
QUALITY.
 FEATURES OF OUR
PRODUCT
QUALITY PRODUCT

DIFFERENTIATED PRODUCT

AFFORDABLE PRICES

CUSTOMER SATISFACTION

ACCORDING TO THEIR NEEDS

GLOW UP PRODUCTS ARE ACCORDING
TO CUSTOMERS
OUR PRODUCTS ARE MADE UP OF
GREAT QUALITY
OUR PRODUCTS ARE MADE UP OF
NATURAL PRODUCTS
WE HAVE TRUE KNOWN FAMOUS
THE PRICES OF OUR PRODUCTS ARE
VERY AVOIDABLE AND REASONABLE
 PERMISSION &
LICENSES
MANUFACTURING LICENSE
{MANUFACTURING LICENSE } IS TO BE
OBTAINED FROM A LICENSING OFFICER TO
START A MANUFACTURING ACTIVITY
PATENTS: THESE REFERS TO EXCLUSIVE
RIGHTS THAT ARE GRANTED FOR A NEW
INVENTION. PATENTS MUST BE OBTAINED
ACCORDING TO THE INNOVATION IN THE
MANUFACTURING OR IN A PRODUCT.
REGISTERED TRADEMARK : A TRADEMARK
,THAT IS A DISTINCTIVE SYMBOL OR SIGN
 BRANDING
BRANDING IS A PROCESS OF ASSIGNING A
DISTINCTIVE NAME OR A SYMBOL TO A
PRODUCT WHICH IT IS TO BE IDENTIFIED AND
KNOWN REMEMBERED.
THE COMPANY S BRAND HAS BEEN NAMED
GLOW UP AS OUR COMPANY IS TARGETING
THE MASSES OF ALL INCOME LEVELS AND OUR
PRODUCT IS NOT JUST TO BE USED BY THE
URBANS BUT ALSO BY THE RURAL CROWD AND
PEOPLE ALSO WITH LESS INCOME AS, INDIA IS
A COUNTRY WHICH 70% PEOPLE ARE LIVING IN
BRANDS LOGO
TAGLINE
 GLOW UP GET
SET GLO
AS THE COMPANY HAS JUST STARTED
PRODUCTION IT TAKES PLACE AT VERY SMALL
SCALE .
THE BRAND HAS BEEN REGISTERED AND ITS
TAGLINE AND LOGO.
THE REASON BEHIND USING THIS LOGO IS
THAT BRIGHT COLOURS AND LITTLE
GLOWING EEFECT SHOWS THAT AFTER
 BRAND
AMBASSADER
KRITTI SANON
VIVAN DSENA
 PRODUCTS OF FIRM

GLOW UP WOMEN
FAIRNESS CREAM
GLOW UP MEN
FAIRNESS CREAM
SUNSCREAM
GLOW UP FACE WASH
GLOW UP FACE PACK
GLOW UP MOISTURISOR
GLOW UP WINTERCREAM
GLOW UP CLEANSER
Products
PRICE TABLE Wholeseller Retailer Costumer

Glow up women 60 65 70
Fairness cream
Glow up men 75 80 90
Fairness cream
sunscream 65 70 75
Glow up face wash 40 45 50
Glow up face pack 125 130 140
Glow up moisturisor 70 75 85

Glow up cointer cream 50 55 60

Glow up cleanser 100 115 120
 PACKAGING
PACKAGING REFERS TO THE ACT OF DESIGNING
AND PRODUCING THE CONTAINER OR
WRAPPER OF A PRODUCT. PACKAGING PLAYS A
VERY IMPORTANT ROLE IN THE MARKETING
SUCCESS OR FAILURE OF MANY PRODUCTS. IN
FACT IF ONE MAKES AN ANALYSIS OF THE
REASONS FOR THE SUCCESS OF SOME OF THE
SUCCESSFUL PRODUCTS IN THE RECENT PAST,
IT CAN BE NOTED THAT PACKAGING HAS
PLAYED ITS DUE ROLE.
 IMPORTANCE OF
PACKAGING
RISING STANDARDS OF HEALTH AND SANITATIONS:
BECAUSE OF THE INCREASING STANDARDS OF LIVING IN
THE COUNTRY ,MORE AND MORE PEOPLE HAVE
STARTED PURCHASING PACKED GOODS AS THE
CHANCES OF ADULTERATION IN SUCH GOODS ARE
MINIMIZED.
SELF SERVICE OUTLETS: THE SELF SERVICES RETAIL
OUTLETS ARE
PRODUCT BECOMING VERYPACKAGING
DIFFERENTIATION: POPULAR, PARTICULARLY
IS ONE OF THE
VERY IMPORTANT
IN MAJOR MEANS
CITIES AND TOWNS.OFBECAUSE
CREATING PRODUCT
OF THIS, SOME
DIFFERENTIATION.
OF THE TRADITIONAL ROLE ASSIGNED TO PERSONAL
INNOVATIONAL OPPORTUNITY: PACKAGING IS ONE OF
SELLING IN RESPECT OF PROMOTIONS HAS GONE TO
THE VERY IMPORTANT MEANS AS SOME OF THE RECENT
PACKAGING.
DEVELOPMENT.
TRANSPORTATION PACKAGING
 CHANNELS OF DISTRIBUTION
A CHANNEL OF DISTRIBUTION IS THE ROUTE OR PATH ALONG WHICH
PRODUCTS FLOW
FROM ONE POINT OF PRODUCTION TO THE POINT OF ULTIMATE
CONSUMPTION OR USE
 TYPES OF CHANNEL OF DISTRIBUTION

1 DIRECT CHANNEL(ZERO LEVEL):

2MANUFACTURER-RETAILER-CONSUMER(ONE LEVEL)
3 MANUFATURER-WHOLESALER-RETAILER-CONSMER(TWO LEVEL)
4 MANUFATURER-AGENT-RETAILER-WHOLESALER-CONSUMER(THREE
LEVEL)
 CHANNELS OF
DISTRIBUTION 1
PRODUCER
RETAILER
CONSUMER

CHANNELS OF DISTRIBUTION 2
PRODUCER
WHOLSELEER
RETAILER
CONSUMER

CHANNELS OF DISTRIBUTION 3
WHOLSELLER
RETAILER
CONSUMER
 OUR COMPANY HAS CHOOSEN THE TWO
LEVEL CHANNEL .
WHERE THE MANUFACTURER SELLS THE
PRODUCT TO WHOLESALER AND THEN HE
SELLS IT TO RETAILER AND THEN HE MAKES
PRODUCT AVAILABLE FOR THE CUSTOMER.
IT IS THE BEST WAY TO ENTER INTO MARKET.
AS WE HAVE VERY FEW FIRMS IN COUNTRY
SO IT IS DIIFICULT FOR US TO SELL PRODUCT
DIRECTLY TO THE RETAILER OR CUSTOMER
PRODUCTION WHOLESALER
UNIT

CUSTOMER RETAILER
 WAREHOUSES IS A STORAGE STRUCTURE CONSTRUCTED FOR
THE PROTECTION OF THE QUALITY AND QUANTITY OF THE
PRODUCTION.
THE NEED FOR A WAREHOUSE ARISES DUE TO TIME GAP
BETWEEN PRODUCTION AND CONSUMPTION OF PRODUCTS.
WAREHOUSING OR STORAGE REFERS TO THE HOLDING AND
PRERESERVATION OF GOODS UNTIL THEY ARE DISPATCHED TO
THE CONSUMER,BY BRIDGING THIS GAP STORAGE CREATES
TIME UTILITY.
 TRANSPORTATION

TRANSPORTATION IS THE MEANS TO CARRY PEOPLE AND

GOODS FROM ONE PLACE TO ANOTHER .THIS HAS
BECOME VERY IMPORTANT IN EACH STAGE OF HUMAN
CIVILIZATION.

OUR FIRM HAS THREE MEANS OF TRANSPORTATION FOR

CARRYING OF GOODS FROM ONE PLACE TO ANOTHER.
ROADWAYS, RAILWAYS AND AIRWAYS
 PROMOTION

PROMOTION IS A PROCESS OF COMMUNICATION WITH

THE POTENTIAL BUYERS INCLUDING INFORMATION ,
PERSUATION AND INFLUENCE.
IT INCLUDE ALL TYPES OF PERSONAL AND IMPERSONAL
COMMUNICATION WITH THE CUSTOMER
METHODS OF PROMOTION USED BY OUR FIRM ARE
DIGITAL ADVERTISMENT ,PRINTED
ADVERTISMENT,PERSONAL SELLING
 CONCLUSION

INDIAN FAIRNESS INDUSTRY IS UNIQUE MIX WITH EXTREME ATTITUDE

,BELIEFS,INCOME LEVEL AND SPENDING.
UNDERSTANDING CONSUMER PREFRENCES AND DEMANDS IS THE KEY
TO GROWTH
ECONOMICAL DISTRIBUTION USING PROPER SUPPLY CHAIN
MANAGEMENT IOS NECESSARY.
THE INDIAN FAIRNESS INDUSTRY IS DESTINED TO GROW AND WILL
DO SON IN THE FUTURE.
THANK