PREFACE

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected HOD Dr.Pramesh Gautam, Head of Department of Business Management SVNU, SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Mr. Neeraj Topkhane she rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.
BRAJESH TAMRAKAR MBA IST SEM.

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected , Head of Department Dr.Pramesh Gautam, Department of Business Management , SVNIT, SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of He rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

BRAJESH TAMRAKAR MBA IST SEM.

DELCLARATION BY THE CANDIDATE

Date : I declare that the project report titled " MARKETING STRATEGIES OF TOP FIVE BRANDS OF RAFRIGERATOR" on Market Segmentation is nay own work conducted under the supervision of MR. NEERAJ GOUTAM Department of Business Management ,

SVNIT, SAGARTo

the best of my knowledge the report does not

contain any work , which has been submitted for the award of any degree , anywhere.

BRAJESH TAMRAKAR MBA IST SEM.

CERTIFICATE

The project report titled titled " MARKETING STRATEGIES OF

TOP FIVE BRANDS OF REFRIGERATOR"

been prepared by BRAJESH

TAMRAKAR MBA IST Semester , under the guidance and supervision of MR. NEERAJ TOPKHANE for the partial fulfillment of the Degree of B.B.A.

Signature of the Supervisor

Signature of the Head of the Department

Signature of the Examiner

INTRODUCTION Cosmetics

Cosmetics (colloquially known as makeup or make-up) are care substances used to enhance the appearance or odor of the human body. They are generally mixtures of chemical compounds, some being derived from natural sources, many being synthetic.[1] In the U.S., the Food and Drug Administration (FDA) which regulates cosmetics,[2] defines cosmetics as "intended to be applied to the human body for cleansing, beautifying, promoting attractiveness, or altering the appearance without affecting the body's structure or functions." This broad definition includes, as well, any material intended for use as acomponent of a cosmetic product. The FDA specifically excludes soap from this category.[3] History

An 1889 Henri de Toulouse-Lautrecpainting of a woman applying cosmetics to her face

Kissproof brand face powder from 1926 from the permanent collection of the Museo del Objeto del Objeto. Main article: History of cosmetics The word cosmetics derives from the Greek (kosmetik tekhn), meaning "technique of dress and ornament", from (kosmtikos), "skilled in ordering or arranging"[4] and that from (kosmos), meaning amongst others "order" and "ornament".[5] Archaeological evidence of cosmetics dates at least from ancient Egypt and Greece. According to one source, early major developments include:[1] Castor oil by ancient Egypt as a protective balm. Skin creams made of beeswax, olive oil, and rosewater described by Romans. Vaseline and lanolin in the nineteenth century. Nivea Creme in 1911.

The Ancient Greeks also used cosmetics.[6][7] Cosmetics are mentioned in the Old Testament2 Kings 9:30 where Jezebel painted her eyelids approximately 840 BCand the book of Estherdescribes various beauty treatments as well.

Cosmetic use was frowned upon at many points in Western history. For example, in the 19th century, Queen Victoria publicly declared makeup improper, vulgar, and acceptable only for use byactors.[8] Of the major cosmetics firms, the largest is L'Oral, which was founded by Eugene Schuellerin 1909 as the French Harmless Hair Colouring Company (now owned by Liliane Bettencourt26% and Nestl 28%; the remaining 46% is traded publicly). 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 Este Lauder just after. Beauty products are now widely available from dedicated internet-only retailers,[9] who have more recently been joined online by established outlets, including the major department stores and traditional bricks and mortar beauty retailers. Although modern make-up has been used mainly by women traditionally, gradually an increasing number of males are using cosmetics usually associated to women to enhance or cover their own facial features. Concealer is commonly used by cosmetic-conscious men. Cosmetics brands are releasing cosmetic products especially tailored for men, and men are using such products increasingly more commonly.[10] Ethics During the 20th century, the popularity of cosmetics increased rapidly. [11] Cosmetics are increasingly used by girls at a young age, especially in the United States. Due to the fast-decreasing age of make-up users, many companies, from high-street brands like Rimmel to higher-end products like Estee Lauder, have catered to this expanding market by introducing more flavored lipsticks and glosses, cosmetics packaged in glittery, sparkly packaging and marketing and advertising using young models.[citation needed] The social consequences of younger and younger beautification has had much attention in the media over the last few years. Criticism of cosmetics has come from a variety of sources including some feminists, religious groups, animal rights activists, authorsand public interest groups. Growing awareness and preference for cosmetics exists for cosmetics lacking toxic ingredients, especially those derived [12] from petroleum, sodium lauryl sulfate (SLS), and parabens. Safety

Cosmetic companies successfully resist regulation by government agencies like the FDA, and have also lobbied against this throughout the years. The FDA does not have to approve or review the cosmetics, or what goes in them before they are sold to the consumers. The FDA only regulates against the colors that can be used in the cosmetics and hair dyes. The cosmetic companies do not have to report any injuries from the products; they also only have voluntary recalls on products.[13] Numerous reports have raised concern over the safety of a few surfactants. SLS causes a number of skin issues includingdermatitis.[14][15][16][17][18] Parabens can cause skin irritation and contact dermatitis in individuals with paraben allergies, a small percentage of the general population.[19] Animal experiments have shown that parabens have a weak estrogenic activity, acting as xenoestrogens.[20] Synthetic fragrances are widely used in consumer products. Studies concluded from patch testing show synthetic fragrances are made of many ingredients which cause allergic reactions.[21] Cosmetics companies have been criticized for making pseudo-scientific claims about their products which are misleading or unsupported by scientific evidence.[22][23] Animal testing Cosmetics testing on animals is particularly controversial. Such tests, involve general toxicity, eye and skin irritancy, phototoxicity(toxicity triggered by ultraviolet light) and mutagenicity.[24] Cosmetics testing is banned in the Netherlands, Belgium, and the UK, and in 2002, after 13 years of discussion, the European Union (EU) agreed to phase in a near-total ban on the sale of animal-tested cosmetics throughout the EU from 2009, and to ban all cosmetics-related animal testing. France, which is home to the world's largest cosmetics company, L'Oreal, has protested the proposed ban by lodging a case at the European Court of Justice in Luxembourg, asking that the ban be quashed.[25] The ban is also opposed by the European Federation for Cosmetics Ingredients, which represents 70 companies in Switzerland, Belgium, France, Germany and Italy.[25] Psychology of cosmetics use The current literature on the motivation for cosmetics use is scarce A correlational study that surveyed thirty English women revealed that anxiety (p= .008), self-presentation (p=.003), and conformity (p= .007) are significantly positively correlated with the application of cosmetics, and social

confidence (p=.032), emotional stability (p=.037), self-esteem (p=.003), and physical attractiveness (p=.006) are significantly negatively correlated with cosmetics usage. (Fieldman, Robertson and Hussey, 2008)[26] This data suggests that anxious, insecure females are motivated to apply cosmetics more so than females who are emotionally secure, socially confident and perceive themselves as physically attractive. Another study conducted by Cash, Dawson, Davis, Bowen and Galumbeck, utilizing a sample of undergraduate college students, discovered that male peers tend to be harsher judges of a female's physical attractiveness than female peers are. It also revealed that females may overestimate their physical attractiveness when they are wearing makeup cosmetics. (1988)[27] Makeup types Cosmetics include skin-care creams, lotions, powders, perfumes, lipsticks, fingernail and toe nail polish, eye and facial makeup,towelettes, permanent waves, colored contact lenses, hair colors, hair sprays and gels, deodorants, hand sanitizer, baby products, bath oils, bubble baths, bath salts, butters and many other types of products. A subset of cosmetics is called "make-up," which refers primarily to colored products intended to alter the users appearance. Many manufacturers distinguish between decorative cosmetics and care cosmetics. Most cosmetics are distinguished by the area of the body intended for application. Primer, come in various formulas to suit individual skin concerns. Most are meant to reduce the appearance of pore size, prolong the wear of makeup, and allow for a smoother application of makeup. Applied before foundation. Lipgloss, is a sheer form of lipstick that is in a liquid form. Lipstick, lip gloss, lip liner, lip plumper, lip balm, lip conditioner, lip primer, and lip boosters.[2] Lip stains have a water or gel base and may contain alcohol to help the product stay on the lips. The idea behind lip stains is to temporarily saturate the lips with a dye, rather than covering them with a colored wax. Usually designed to be waterproof, the product may come with an applicator brush or be applied with a finger. Concealer, makeup used to cover any imperfections of the skin. Concealer is often used for any extra coverage needed to cover blemishes, or any other marks. Concealer is often thicker and more solid than

foundation, and provides longer lasting, and more detailed coverage. Some formulations are meant only for the eye or only for the face. Foundation, used to smooth out the face and cover spots or uneven skin coloration. Usually a liquid, cream, or powder, as well as most recently, a light and fluffy mousse, which provides excellent coverage as well. [2] Foundation primer can be applied before or after to get a smoother finish. Some primers come in powder or liquid form to be applied before foundation as a base, while other primers come as a spray to be applied after you are finished to help make-up last longer. Face powder, used to set the foundation, giving a matte finish, and also to conceal small flaws or blemishes. Rouge, blush or blusher, cheek coloring used to bring out the color in the cheeks and make the cheekbones appear more defined. This comes in powder, cream, and liquid forms.[2] Contour powder/creams, used to define the face. It can be used to give the illusion of a slimmer face or to even modify a persons face shape as desired. Usually a few shades darker than ones own skin tone and matte in finish to create the illusion of depth. A darker toned foundation/concealer can be used instead to contour to create a more natural look. Highlight, used to draw attention to the high points of the face as well as to add glow to the face. It comes in liquid, cream, and powder form. Often contains shimmer, but sometimes does not. A lighter toned foundation/concealer can be used instead to highlight create a more natural look. Bronzer, used to give skin a bit of color by adding a golden or bronze glow.[2] Can come in either matte, semi matte/satin, or shimmer finishes. Mascara is used to darken, lengthen, and thicken the eyelashes. It is available in natural colors such as brown and black, but also comes in bolder colors such as blue, pink, or purple. There are many different formulas, including waterproof for those prone toallergies or sudden tears. Often used after an eyelash curler and mascara primer.[2] There are now also many mascaras with certain components to help lashes to grow longer and thicker. There are specific minerals and proteins that are combined with the mascara that can benefit, as well as beautify.

Eye shadow being applied

Broadway actor Jim Brochu applies make-up before the opening night of a play.

The chin mask known as chutti forKathakali, a performing art in Kerala, India is considered the thickest makeup applied for any art form. Eyelash glue, Used to adhere false lashes to the eyes. Can come in either clear or colored formulas. Eyebrow pencils, creams, waxes, gels and powders are used to color and define the brows.[2] [2] Nail polish, used to color the fingernails and toenails. Setting Spray, used to keep applied makeup intact for long periods of time. An alternative to setting spray is setting powder which may be either pigmented or translucent.

Cosmetics can be also described by the physical composition of the product. Cosmetics can be liquid or cream emulsions; powders, both pressed and loose; dispersions; and anhydrous creams or sticks.

Eyeliner used to enhance and elongate the size of the eye.

Makeup remover is the product used to remove the makeup products applied on the skin. It is used for cleaning the skin for other procedures, like applying any type of lotion at evening before the person go to sleep.

VISION AND MISSION Current Vision Statement: To provide glamour, excitement and Innovation through quality products at affordableprice. Comments: The statement is too vague; it should reveal cosmetics industry Proposed Vision Statement: Provide glamour, excitement and Innovation through cosmetics quality products ataffordable price. Mission Statement Current Mission Statement: To emerge as dominant (5) cosmetics and personal care (2) firm In the Twenty-First centuryby appealing to young/trendy women, health conscious women (skin care), and elder women (1) with its variety of brands

OBJECTIVE OF THE STUDY To know about the different brands of Cosmatic. To know about the customer satisfaction To know about pricing to Cosmatic To know about market share of Cosmatic To know about the customers services.

RESEARCH METHODOLOGY

According to Green and Tall A research design is the specification of the methods and procedures for acquiring the information needed. It is the overall operational pattern or framework of the project that stipulates which information is to be collected, from where it is to be collected and by what procedures This research process based on primary data analysis and secondary data analysis will be clearly defined to meet the objectives of the study. I chose the primary sources to get the data. A questionnaire was designed in accordance with our mentor in Cosmatic. I chose a sample of about 30 corporate customers I collected some data from the secondary sources like published Company documents, internet etc. Research Design A research design is the arrangement of conditions for collections and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedures. It is a descriptive cross sectional design .It is the conceptual structure with in which research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data. It is needed because it facilitates the smooth sailing of the various research operations, thereby making research as efficient as possible yielding maximal information with minimal expenditure of effort, time and money.

In the preliminary stage, my research stage constituted of exploratory study by which it is clear that the existence of the problem is obvious .So, I can directly head for the conclusive research. Sampling Plan Sampling plan is a distinct phase of research process. In this stage I have to determine who is to be sampled, how large should be the needed sample and how sampling unit is to be selected. Population In my research, I have defined my population as a complete set of customers of Sagar City. Sample Survey As compared to census study, a sample study has been conducted by us because of: Wide range of population, it was impossible to cover the whole population Time and money constraints. Sample Unit In this survey I took the list of customers from the dealers of Cosmatic Sampling Technique Sampling technique implies the method of choosing the sample items, the two methods of selecting sample are: Probability method. Non-probability method. Probability method is those in which every item of the universe has an equal chance of the inclusion in the sample. Non-probability methods are those that do not provide every item in the universe with known cause of being included in the sample. The selection process is partially subjective. For my study, I employed the Non-probability sampling technique, in which I got the data of the customers from the dealer of Cosmatic.

CONSUMER GROUPS Consumer Behavior There was growing difference for Urban and Rural Areas.Eighty seven percent of the India women worked andmany held two job one state job and other independent. Thethree principle regional markets have differentcharacteristics.Guangzhou has most flexible for business approval andhiring. Consumer characteristics were unrefined, maininterest is food and family but most interested in glamorous.Delhi is capital of India and living people in this region arerigid, bureaucratic, Shanghai consumer are elegant, vain, tough negotiators ascompare to Beijing and Guangzhou. Also they seek quality orconsider quality more than others.MKC Cosmetic product good in quality and thats what theshanghai people wanted.

PRODUCT PROFILE

Lakm Cosmetics Lakm is an Indian brand of cosmetics, owned by Unilever and run by CEO Anil Chopra. Lakme started as a 100% subsidiary of Tata Oil Mills (Tomco), part of the Tata Group; it was named after the French opera Lakm, which itself is the French form of Lakshmi, the goddess of wealth, also renowned for her beauty. Indian cosmet Lakme was started in 1952, famously because the then Prime Minister,Jawaharlal Nehru, was concerned that Indian women were spending precious foreign exchange on beauty products, and personally requested JRD Tata to manufacture them in India. Simone Tata joined the company as director, and went on to become its chairman. In 1996 Tata sold off their stakes in Lakm Lever to HLL, for Rs 200 Crore[1](45 million US$), and went on to create Trent and Westside. Even today, when most multinational beauty products are available in India, Lakme still occupies a special place in the hearts of Indian women.[citation needed] Lakme also started its new business in the beauty industry by setting up Lakme Beauty Salons all over India. Now HUL (Hindustan Unilever Limited) has about 110 salons all over India providing beauty services. Lakme' has been ranked as 47th most trusted brand in India by The Brand Trust Report[2] The company is the title sponsor for Lakme Fashion Week (LFW) a bi-annual fashion event which takes place in Mumbai.[3]

Johnson & Johnson Johnson & Johnson (NYSE: JNJ) is an American multinational medical devices, pharmaceutical and consumer packaged goods manufacturer founded in 1886. Its common stock is a component of the Dow Jones Industrial Average and the company is listed among the Fortune 500. Johnson & Johnson consistently ranks at the top of Harris Interactive's National Corporate Reputation Survey,[2] ranking as the world's most respected company by Barron's Magazine,[3] and was the first corporation awarded the Benjamin Franklin Award for Public Diplomacy by the U.S. State Department for its funding of international education programs.[4] A suit brought by the United States Department of Justice in 2010, however, alleges that, from 1999 to 2004, the company illegally marketed drugs includingantipsychotics to Omnicare, a pharmacy that dispenses the drugs in nursing homes.[5]Johnson & Johnson responded that the payments were lawful and appropriate.[6] Johnson & Johnson is located in New Brunswick, New Jersey with the consumer division being located in Skillman, New Jersey. The corporation includes some 250 subsidiary companies with operations in over 57 countries and products sold in over 175 countries. Johnson & Johnson had worldwide pharmaceutical sales of $65 billion for the calendar year of 2011.[7] Johnson & Johnson's brands include numerous household names of medications products are and first aid supplies. Among line its well-known consumer the Band-Aid Brand ofbandages, Tylenol medications,

Johnson's baby products, Neutrogena skin and beauty products, Clean & Clear facial wash and Acuvue contact lenses.

In 2012, Johnson & Johnson announced that they will start to fund the therapeutic device company Clarimedix Inc. to support "proof of concept" study. On December 31, 2012, the Food and Drug Administration approved Sirturo, a Johnson & Johnson tuberculosis drug that is the first new medicine to fight the infection in more than forty years.[8]

Avon Products Avon Products, Inc. (NYSE: AVP) is an international manufacturer and distribution ofbeauty, household, and personal care company that sells products through representatives in over 140 countries across the world. As of 2010, Avon had annual sales of $10.8 billion worldwide.[2] It is the fifth-largest beauty company and largest direct selling enterprise in the world, with 6.4 million representatives.[3] Avon Product is a multi-level marketingcompany.
[4]

The company's CEO is Sherilyn S. McCoy, who was appointed to that

position in April 2012.[5] The former CEO, Andrea Jung, became the executive chairman of the board. Jung was the longest tenured female CEO among Fortune 500 companies.[6] History In 1886, David H. McConnell started the business in a small office at 126 Chambers Street, in lower New York City. In 1892, McConnell changed the company name when his business partner, who was living in California, suggested that he call the business the California Perfume Company, because of the great abundance of flowers in California.[7] In 1894, Alexander D. Henderson, Vice-President and Treasurer, joined the company and helped to shape its policies and assist in its growth.[8] On June 16, 1909, McConnell and Henderson signed an agreement of Corporation for the California Perfume Company in the state of New Jersey.[9] On January 28, 1916, the California Perfume Company was incorporated in the state of New

York. McConnell, Henderson, and William Scheele were listed as company officials.[10]

Revlon Revlon is an American cosmetics, skin care, fragrance, and personal care companyfounded in 1932. History Revlon was founded in the midst of the Great Depression, 1932, by Charles Revson and his brother Joseph, along with a chemist, Charles Lachman, who contributed the "L" in the Revlon name.[3] Starting with a single product a new type of nail enamel the three founders pooled their resources and developed a unique manufacturing process. Usingpigments instead of dyes, Revlon developed a variety of new shades of opaque nail enamel. In 1937, Revlon started selling the polishes in department stores and drug stores. In six years, the company became a multimillion dollar organization. By 1940, Revlon 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 cutlery manufacturer seized by the government in 1943 because of German business ties. This acquisition made it possible for Revlon to produce its own manicure and pedicure instruments, instead of buying them from outside 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 fromGeneral Motors. Each division had its own target customer: L'Oral

The L'Oral Group is the world's largest cosmetics and beauty company. [2] With its registered office in Paris and head office in the Paris suburb of Clichy, Hauts-de-Seine,France,[3] it has developed activities in the field of cosmetics. Concentrating on hair colour,skin care, sun protection, makeup, perfumes and hair care, the company is active in thedermatological, tissue engineering and pharmaceutical fields and is the topnanotechnology patent-holder in the United States.[4] L'Oral is a listed company, but the founder's daughter Liliane Bettencourt and the Swiss food company Nestl each control around 30 percent of the shares and voting rights.[5] History In 1907, Eugne Schueller, a young French chemist and future La Cagoule supporter, developed a hair dye formula called Aurale. Schueller formulated and manufactured his own products, which he then sold to Parisian hairdressers. On 31 July 1919, Schueller registered his company, the Socit Franaise de Teintures Inoffensives pour Cheveux ("Safe Hair Dye Company of France" literally "French Society of Inoffensive Tinctures for Hair"), the original LOral. The guiding principles of the company, which eventually became LOral, were research and innovation in the field of beauty. In 1920, the small company employed three chemists. By 1950, the research teams were 100 strong; that number reached 1,000 by 1984 and is nearly 2,000 today. LOral got its start in the hair-color business, but the company soon branched out into other cleansing and beauty products. LOral currently markets over 500 brands and many thousands of individual products in all sectors of the beauty business: hair color, permanents, hair styling, body and skin care, cleansers, makeup and fragrances. The company's products are found in a wide variety of distribution channels, from hair salons and

perfumeries to hyper - and supermarkets, health/beauty outlets, pharmacies and direct mail. LOral has five worldwide research and development centers: two in France: Aulnay and Chevilly; one in the U.S.: Clark, New Jersey; one in Japan: Kawasaki, Kanagawa Prefecture; and in 2005, one was established in Shanghai, China. A future facility in the US will be in Berkeley Heights, New Jersey.

Deo Combo PackExtreme & Sensual ...Rs. 550

Nature'S EssenceGold KitRs. 1200 Rs. 1099

Nature'S EssenceDiamond KitRs. 1400 Rs. 1150

D & YAleovera 9Pc Body ...Rs. 1209 Rs. 1185

ColoressenceMother's Day Speci...Rs. 1800 Rs. 1499

ColoressenceMother's Day Speci...Rs. 750 Rs. 725

KonadStamping Nail Art ...Rs. 1075

Votre5 In 1 Skin Perfecting Creme Rs. 585 Free Shipping

-5%NyassaArabian Lily 2 Pc Bath Set MkspRs. 550 Rs. 523 Add-on

-10%VivianaCombo Of Lipstick & Compact MkspRs. 758 Rs. 682 Free Shipping

-15%VivianaCombo Of Lipstick & Eye Liner MkspRs. 928 Rs. 789 Free Shipping

-15%VivianaCombo Of Lipstick & Eye Liner MkspRs. 928 Rs. 789 Free Shipping

-10%Viviana3 Pc Make Up Kit MkspRs. 857 Rs. 771 Free Shipping

MARKETING STRATEGY
Marketing Mix Product Design Products should be designed according to the standards of the India consumers. Brand Name MKC should use its own brand name because foreignproducts were highly appreciated. Products Skin lotions, face wash and cleansing products, and fewMakeup products. Product Price All the product prices should be charge by consideringdomestic and foreign competitors products prices andcompensation plans. Place Growth areas of India market. Packaging Product should be packed in attractive jars or containers.Label should be applied to jars in a attractive way carriesboth English and India copy. Instruction paper should beincluded in the packing in both languages.. Advertisement On popular TV channels, print media like magazines. Product Differentiation/Competitive Advantages Deliver high quality and varieties of skin care and make upp roduct with a image of best suited for India consumers

ABOUT COMPETITORS
Competition MKC will face competition from foreign companies like Johnson & Johnson and Unilever and some of the domesticcosmetics manufacturing companies in India.All the foreign companies combine sales accounted for 3% of the India market. In other regions Avon and LOreal,Revlon, and Shiseido were presents.

DATA ANALYSIS & INTERPRETATION

MARKET SHARE
Market share of Ponds comparative to others in which the retailers are dealing in Yamuna Nagar City.

Name of Company Ponds Nivea

Market Share in (%) 65% 35%

70% 60% 50% 40% 30% 20% 10% 0%

65% 35% Pondsl Nivea

Series1

Above data reveals that Ponds has maximum market share i.e. : 65 % as compared to Nivea which have 35% market share because of its quality and availability.

ANALYSIS OF DATA
After collection of the data, the first task is to organize the data in such a form from which the result, comparison between features, advertising, marketing share and other promotional activities can be easily understood. Therefore after presenting the whole data or information collected in table, I have used bar diagrams, pie diagrams etc. 1) To have attraction and elegant presentation. 2) To make information and data simple and intelligent. 3) To have good visual impact 4) To facilitate comparison 5) To depict the characteristics of data.

From the analysis we find some effects which are as follows: a) b) c) d) Total number of Dealers for Ponds & Nivea Town wise some sale and total sale in yamuna nagar Market. Effect of advertisement Effect of different Advertisement techniques on women buying behavior .

DEALERS SPECIFIC RESEARCH FINDINGS

Various Beauty Parlor in Yamuna Nagar were interviewed with well structured questionnaire. The questions included were both open and close ended. All the data gathered was kept private and confidential during and after the market research. The Parlor dealer questioned were dealing in Ponds & Nivea Products . The Parlor dealers were keeping exclusive Ponds & Nivea products.

Q.1) Which Product customers demand the most? (a) Face Wash (d) Eye Liner (b) Massage Cream (c) Perfume

60% 50% 40% 30% 20% 10% 0%

50%

25% 15% 10% Eye liner 10%

Series1

Face Massa Perfum Wash ge e 50% 15% 25%

Series1

INTERPRETATION: From the above data it reveals the Hair Colour is on top in demand rather than other product i.e. 50%

Q .2)

Does the women customers influenced by (a) Ponds brand name (b) Nivea Brand Name

Nivea Brand Name

Ponds brand name 60%

Pondsbrand name

N iv eaB rand N am e

INTERPRETATION: 60% women influenced by the brand name of Ponds and 40% with Nivea

Q.3)

What is the price range in which Cosmetic Product sales is maximum? (a) Rs.300-500 (c) Rs.700-10,00 (b) Rs.500-700 (d) Rs. 10,00-15,00

Price range in which sales is max

3.5 3 2.5 2 1.5 1 0.5 0 Rs.1000-1500 Rs.700-1000

Price range

Series1

Rs.500700

Rs.300 500

INTERPRETATION: According to above data the price range in which the sales is maximum is Rs. 300-500 and 500-700 range have average sale.

Q .4) Which area do you think there are problems in Ponds Product ? (Yes / No) (a) Distribution (b) Availability of stock (d) Promotional activities (e) Price range (f) Product features

P ro b le m s in d istri b u tio n 6 5 4
No. of dealers

3 2 1 0 0 Y es No

S e ries 1

Problems in availability of stock 6 5

No. of dealers

4 3 2 1 0 0 Yes No Series1

Problems in product features 6 5

No. of dealers

4 3 2 1 0 0 Yes No Series1

Problems in price range 6 5

No. of dealers

4 3 2 1 0 0 Yes No Series1

SUGGESTIONS
The following important recommendations emerge from the study: In cosmetic products, the quality has played a remarkable role in developing brand loyalty, so it may be suggested that a company should stress on improving the quality so that almost all the consumers maybe brand loyal. Market segments may be identified in term of age, income and education because these segments are very important for developing brand loyalty. Accordingly a company should stress on advertising. It appears that the companies while launching good schemes such as gifts offered, discount provided etc. keep the people of metropolitan cities in mind. discrimination should be avoided. Now-a-days price of face and body creams have become sky rocketing, so it is suggested that prices should commensurate the common man's earning so that everybody can have a reasonable opportunity to be benefited. Best suited media for the advertisement of face and body creams in the following sequence. 1) 2) 3) 4) mentioned. One of the very important factor influencing brand choice in the opinion of the family members and friends and other people known to the purchaser. Therefore, efforts should not to limited to merely inducing people into buying a particular brand of face and body creams, at a given point in time but instead we should ensure that he/ she remained inclined to a brand over a longer period of time even after once the purchase has been made. This will ensure that the person will have a favourable word for the brand when other potential customers seek his/ her opinion. T.V. Radio Magazine Newspaper This sort of

So the firms manufacturing these products should allocate their funds in the sequence

CONCLUSION
The climax of the Research process is approached as one prepares to draw conclusions and report findings. The whole investigation culminates and research fruition in drawings inferences that lead to conclusions as to the course of action. On the basis of present study, major findings are listed below. FACE AND BODY CREAMS: The conclusions given below have been arrived at a result of surveyed in present study. Ponds and Nivea are the most popular brands in both category such as single VS dual brands except Ponds in single brand usage category. A majority of consumers have been found brand loyal and only a few respondents are brand switches. However, a vast number of consumers fall with in domain of high degree brand loyalty. All the consumers are found to be proper brand switches. The reason for brand switching behaviour are gifts offered special discount provided, consumer contests etc., the uses of Nivea, Lakme and Ponds for within the domain of brand loyalty. Brand Loyalty with regard to brand choice decision makes reveal that self decision making plays a very important role in developing brand loyalty, further more it has been found that a vast number of consumers used the brand clue to quality. But the doctors advise still is also very important factor which influence brand loyalty. It has been emferred that the consumer in the younger age group have been found brand loyal. Furthermore, it has been found that the middle income group are brand loyal. Brand preference patterns depict that in general Nivea and Ponds have been found the most preferred brands but when it is presumed that price of all brands are same or equal. Then it has been inferred that both the male and female prefer Nivea similarly the married and unmarried couples also prefer Nivea. Furthermore, it has been found that the all the consumers of various education level prefer Nivea. Also the consumers of different income groups prefer Nivea. When price is not consider, then it has been found that both the male and female prefer Nivea. Similarly the married couples also prefer Nivea but unmarried ones prefer Ponds and Lakme. Interms of education level except the post graduates (prefer Ponds)

prefer Nivea. Similarly, the consumer of the middle and highlevel income group prefer Nivea but the lower income group prefer Fair and Lovely. Ultimately it can be concluded that users of Nivea and Ponds and Ponds also prefer both the brands and also dominate brand loyalty. Most advertised brands were: Ponds, fair and lovely, fairever, Emami naturally fair, Boro Soft, Boro Plus etc. It has found that the maximum consumer recalled single of their favourite brand. It seems that most effective media for face and body creams are Radio and Television, their inferences was drawn from the fact that the respondents were asked to recall their favourite advertisement, 60% respondents recallthe adfvertisement of different brands which were advertised through these media. Also those who make a choice for a particular brand after being influenced by advertisement, most of them were introduced to their favourite brand through T.V. and Radio advertisement. it was depicted that television plays an important role as advertising media for face and body creams. Hair and Body Oils: The major finding given below have been emerged from the chapter IV of the study. Parachute is the most popular brand especially in female users. Parachute is no doubt use by the male ones but is also use by the female most. The users of Parachute and Dabur (Amla) are such more brand loyal as compare to other brands. At most the all the consumers are brand loyal except few ones who are brand switchers. However, a vast no. of consumers fall within the domain of higher degree brand loyalty. Also the majority of brand switching are 'proper' brand switchers. The reasons for switching the brands are gifts offered discount provided and consumer contents. It has been found that joint and self decision making plays a remarkable role in developing brand loyalty but the quality still plays an important role in preferring any brand. In most of cases doctors advise also has been inferred an important factor which influence the brand loyalty. Age group wise brand loyalty shows that the persons in the younger age group have been found brand loyal. Moreover , the middle income group and the highly educated consumer are found to be more brand loyal.

Brand preference patterns reveal that in general parachute has been found the most preferred brand but when it is assumed that the price of all brand are some or equal , then it is observed that the females and both married and unmarried couples prefer Parachute was the male prefer Keo-Karpin. Interms of education, all the consumers of different educationlevel except the professionals (prefer olive) prefer Parachute. Interms of income basis the consumers of low and high income level prefer Parachute but the consumers of middle level prefer Keo-Karpin. When price is not considered then it has been found thjat the male prefer Parachute but the female prefer Keo-Karpin. The married couples prefer mustard but the unmarried ones prefer Parachute. In terms of education all the consumers ofdifferent educationlevel prefer Parachute except the student of 10+2 standard who prefer Dabur Amla. In terms of income basis the consumers having low income prefer Parachute the consumers of middle income group prefer Keo-Karpin and mustafd while the consumers of high income level prefer Hair and care. Ultimately it can be concluded from the above discussion that the users of Parachute also prefer Parachute and also dominate brand loyalty. In this item most of advertised brand were: Prachute Dabur vatike, Hair and Care Dabur Amla etc. Same 60% respondents recall the advertisement of different brands which were advertised through T.V. and newpaper media. It was depicted plays an important role as an advertisement media for hair and body oils. THE COSMETICS: The cosmetic products it can be concluded that most of the consumer are brand loyal except a few ones who are brand switchers. Further more, it has been inferred that joint and self decision asking play an important role in developing brand loyalty. Mostly highly educated and consumers of middle income group are brand loyal. Moreover, brand loyally is pre dominant in younger age group.

BIBLIOGRAPHY

Marketing Management by Advertising Management by Marketing Research by Research Methodology Ponds Profile Nivea Profile

: : : :

Philip Kolter Chunawala Bery. C.R. Kothari

QUESTIONNAIRE
Q.) Which Product of Ponds you are using? (a) Face Wash (d) Lip Liner (b) Eye Liner (c) Massage Cream

Q.) which strategy of Nivea effected your habits A: Quality B: Advertising C: Popularity

Q.) How do you prefer to use Ponds Hair Colour ? (a) at Beauty Parlor (b) at home

Q.) How much satisfied are you with your Nivea Product ? Extremely Satisfied Neutral Dissatisfied Extremely dissatisfied

Q.) have u use any other cosmetic items before the use of Ponds & Nivea Q.) How Nivea change your habit about cosmetics? question for those who never use cosmetic before the use of Nivea .

A Study of Brand Loyalty in Cosmetic Products

1. 2. 4. 5. 6. Name of the Respondents Age Marital Status : i) Married Educational Qualifications: i) literate ii) illiterate Family composition s.no Name of the age sex Relationship with head of the family education remarks if : _______________________ : _____________ years ii) Unmarried

family member

7.

Occupations: i) ii) iii) iv) v) Employed Housewife Students Businessman Anyother

8.

Approximately Family Income (Monthly) Upto Rs. 5000/Rs. 5000 to 10000/Rs. 10000 to 15000 Rs. 15000 and above

9.

Which brand(s) of do you commonly use? And since how long you are using these: Brand(s) Used Duration i) ii) Face & Body Creams Hair and body oils

10.

How did you come to know this brand(s) i) ii) iii) iv) Family Friends Advertisement: TV Radio,. Magazine, Newspaper,Any other Shopkeeper

11.

Why do you prefer to use this particular brand(s), please rand the following factors. Factors i) ii) iii) iv) v) Price Quality Brand Image Advertising Anyother Face & Body Cream Hair & Body Oils

12. To what extent, the following factors influenced your choice for Brand(s) being currently used by you. Face & Body Cream Hair&Body boils Very Some what Not Imp. Imp. i) Doctor';s Advice ii) Advertising Appeal iii) Joint decision of family iv) Popular Brand v) Anyother Imp Very some what Not Imp. Imp. Imp.

13. How much is spent byyour family on following items? Items Face and body creams Hair and Body oils Expenditure

14. Who has been instrumental in deciding the brand(s) being used the items Instruments i. Head of the family ii. Lady iii. Grand lady iv. Children v. Combined decision Face & Body creams Hair & Body oils

15. When brand (s) of your choice is not available you would? Face & Body Creams Hair & Body Oils i) Switch over to new brand ii) Go to another shop iii) Go to another market in Yes/No Yes/No Yes/No Yes/No Yes/No Yes/No

search of brand iv) Wait for arrival of brand Yes/No Yes/No

16. Will you purchase same brand (s) being currentlyusd by you to price rises substantially? Face & Body creams Hair and Body Oils Yes/No Yes/No Yes/No Yes/No

17. Which of the following factors may lead you to change your brand(s) Face & Body creams Hair&Body oils i) More effective advertisement ii) Relatively low price of the brand iii) Better quality iv) Attractive package/size/etc of new brand v) Any other 18. Are you satisfied with the present packaging/ quality of your favourite brand(s) of items? If, No, then, please give reasons: Face & Body creams Hair and Body oils