The document discusses Revlon nail paints in India. It provides an introduction to Revlon's partnership with Modi Group to enter the Indian market in 1995. It then performs a SWOT analysis and discusses Revlon's marketing mix strategies, including their product range, pricing, placement, promotion, and targeting of female customers, especially school/college girls and women of all income groups. It also covers segmentation, the product life cycle, new product ideas, test marketing approaches, and an analysis of consumer behavior and preferences for Revlon nail paints in India.
Dove is a personal care brand which is owned by Unilever. It was created in the year 1955 by an American chemist named Vincent Lamberti. The Dover products are sold in more than 150 countries and are offering a range of products for women, men and children. Dove's logo is a silhouette profile of the brand's namesake bird. The products include beauty bars, lotions/moisturizers, antiperspirants/deodorants, hair care, body washes, or facial care products.
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This was done as a part of my Summer Internship Program for McNROE Consumer Products Pvt. Ltd.
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Dove is a personal care brand which is owned by Unilever. It was created in the year 1955 by an American chemist named Vincent Lamberti. The Dover products are sold in more than 150 countries and are offering a range of products for women, men and children. Dove's logo is a silhouette profile of the brand's namesake bird. The products include beauty bars, lotions/moisturizers, antiperspirants/deodorants, hair care, body washes, or facial care products.
Consumer Behaviour Analysis - Wild Stone DeodorantsKashyap Mitra
Consumer behaviour analysis of Wild Stone deodorants.
This was done as a part of my Summer Internship Program for McNROE Consumer Products Pvt. Ltd.
The survey was done in Kolkata.
Brand building is the very core of any brand. Build your brand by right targeting & segmentation. We also share some essential tips to keep in mind for great branding.
Salons can acquire more customers, retain their best clients, and grow their business by clearly defining and living their brand.
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Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
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Depending on that, their journey either widens or narrows down. These types of buyers are
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Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
2. INTRODUCTION
Modi- Revlon is formidable alliance between
the Modi group and world famous Revlon of
USA.
Modi – Revlon was the first international
cosmetic brand to enter India in 1995.
3. SWOT analysis
Strengths:
• Strong retail presence
• Attractive counters
• Multiple product
category
• Never ending market
Weakness:
• Tendency of women
• Reduce the gap of well
informed product
launches
Opportunities:
• Larger portfolio in order
giving high distribution
capacity
• Increasing number of
salons
• More awareness about
nail art
Threats:
• Low media spends can
make the brand weak
• Premium brands like
MAC
5. product
EASY TO APPLY
FASHIONABLE
RANGE OF MORE THAN 400 COLOURS
DIFFERENT VARIETY OF PRODUCTS
SIMPLE COLOUR
MAT FINISH COLOURS
PEARL NAIL POLISH
COPPER FINISH NAIL POLISH
NON TOXIC
6. PRICE
THIS PRODUCT IS COST EFFICIENT
DIFFERENT PRICE FOR DIFFERENT PRODUCTS
PRICE IN RANGE WITH COMPITITOR’S PRICE
7. Pricing strategy
• As a manager my objective for pricing is product
quality leadership- i.e. I want to make the
product the market leader in terms of quality.
• My pricing strategies will be based by analysing
competitor’s costs, prices and special offers
• Pricing method:
• I have selected the following methods for pricing:
• Target return pricing- target rate of return on
investment is pre determined.
• Value pricing: this will attract the consumers to buy
more as the product has low price for high quality
• Psychological pricing- it is a play of numbers through
which people intend to buy more.
8. Place
IT WILL BE AVAILABLE IN EVERY MARKET LIKE
WHOLESALE , RETAIL , MALLS , DISTRIBUTORS
OPEN BRANDS OUTLET
9. Market presence : Distribution & Retail
• Three categories of channels of distribution:
• Prestige: department stores, specialty
stores, & chain departmental stores such as
shoppers stop, Westside, lifestyle etc
• Broad : drug stores, food stores, cosmetics
discounters such as haiko, beauty center, Alfa
etc
• Alternative: in famous salons like enrich, b-
blunt, etc
11. Promotion
SPONSORING FASHION EVENTS
PUBLISHING IN FASHION MAGAZINE
PROVIDING DEMONSTRATION OF PRODUCT
TO COLLEGE GIRLS
PROVIDING ATTRACTIVE DISCOUNT TO LADIES
(OF WHICH THEY ARE FOND OF)
ATTRACTIVE PACKAGING
12. Marketing relationship
• I will like to have beauty
advisor and make up artist
for makeovers at each mall
on our counter on
weekends
• They will be well spoken
and trained
• They will be aware of all
products and offers
13. Marketing orientation
• I being the marketing manager of REVLON I
will follow the marketing concept as I will give
more attention to the target market and their
needs and also look after the profitability of
the company.
19. Product spectrum
• The product of my company is a consumer
product. It falls under non- durable category as
its usage is limited depending upon the quantity.
• Convenience – our product is available in many
stores and multi- branded stores.
• Speciality- we have many different types of nail
paints other than normal ones. Like nail paint
with nail art pen, magnetic nail paints etc.
20. Decision making : survey
1. Do you use nail paints?
• Yes
• No
2. Which brand of nail paint do you prefer?
• Revlon
• Lakme
• Elle18
• Chamber
• Other (specify) ________
3. Would you use customised nail paints?
i.e you are able u to choose exact shade and tone of ur desired colour n nail care
products( nail strengtheners, vitamin e, cuticle softner etc) can also be added. On top
of that it will be created and packed on the spot for you.
• Agree
• Disagree
4. Do u feel that certain colours should only be reserved for certain people?( e.g. a 40yr
old can pull off a neon colour like an 18yr old)
• Yes
• No
21. 5. Rate the following attributes from 1 to 7
• Neon paints _____
• Seasonal colours _____
• Nourishing nail paints _____
• Matt paint ______
6. Rate Revlon nail paint?
• Excellent
• Very good
• Good
• Poor
7. How often do you apply nail polish?
• Daily
• Weekly
• Fortnightly
• Monthly
• Yearly
• Never
9. I apply nail polish because.....
• Self- expression
• Sense of identity
• Fashionable purposes
• Hobby
• Personal grooming
• Satisfaction
• Occasions
• Others( pls specify)
10. When you think of Revlon what comes 1st in your mind...
______________________-
23. Segmentation
GEOGRAPHIC
PRODUCT WILL BE AVAILABLE EVERY
WHERE
DEMOGRAPHIC
FEMALE , LADIES , COLLEGE GIRLS ,
AGE GROUP FROM 12 TO 60
DIFFERENT INCOME GROUP
25. Targeting
THE ONLY TARGET AUDIENCE IS FEMALE
SCHOOL & COLLEGE GOING GIRLS
EVERY GROUP INCOME AUDIENCE
YOUNG AND FASHIONABLE GIRLS
HOUSWIVES
FEMALES STAYING IN VILLAGES
28. New ideas
• Neon colour paints.
• Seasonal colours.
• Nourishing nail paints with vitamin-e, cutical
remover and nail softener.
• Matt colour paints.
• Sun sensitive nail paints( i.e changing colour
when exposed to sunlight)
• magnetic nail paints.
29. TEST MARKETING
• I will undergo test marketing for new products to
find out whether the product is acceptable by the
people. I will distribute these products in multi
brand stores and malls in Mumbai n new Delhi for
a duration of 4months i.e one quarter. We will
collect information regarding the consumers
acceptability towards the product and
satisfaction level. If the test marketing results are
upto the mark then I will launch the product
across India.
30. CONSUMER BEHAVIOUR
In nail paints women are the consumers, each
women has a different behavior and
preferences.
Consumer mainly prefers Revlon nail paints
because of its quality and its presence over
years.
They opt new shades and new nail colour nail
polish to stay trendy and well groomed.
31. SURVEY INTERPRETATION
• From the survey its found that most
consumers that use nail paints are in the age
group of 12-60
• These consumers often buy nail paints of
reputed companies like
chamber, elle18, Revlon etc.
• They are willing to try our new nail polish as
Revlon is known for high quality and moderate
pricing.
