5/12/2018 True Colour Range of Cosmetics - slidepdf.com

http://slidepdf.com/reader/full/true-colour-range-of-cosmetics 1/9

TRUE COLOUR RANGE

OF COSMETICS

5/12/2018 True Colour Range of Cosmetics - slidepdf.com

http://slidepdf.com/reader/full/true-colour-range-of-cosmetics 2/9

INTRODUCTION

Mod cosmetics is a joint venture between ModernPharma and Rave cosmetics if SA.

The company targeting premium/upper middlesegment of the market, the ³mass premium¶¶segment.

The company struggled to recover cost for thefirst 5 years, but now its growing steadily at 14%

annually with sales of rs.600 crore in 2000. The company became the market leader in the

segment with 80% share of the market.

5/12/2018 True Colour Range of Cosmetics - slidepdf.com

http://slidepdf.com/reader/full/true-colour-range-of-cosmetics 3/9

Target segmentation

Company planed to introduce new products anddevelop the core products by strengthening supplychain.

It launched true color in aug 2001, the range of 

nontransferable make up, just like lipsticks, wherethe color don¶t run or transfer to other objects.

Target customers were the women in the agegroup of 27 to 35 years of age.

It was promoted with heavy marketingcommunication focusing on the brand image andnon-transferable features.

5/12/2018 True Colour Range of Cosmetics - slidepdf.com

http://slidepdf.com/reader/full/true-colour-range-of-cosmetics 4/9

Product promotion

Customer choice of such a product usuallydepend a lot on the brand image and specific

features, along with the corporate reputation.

Various promotion.1.product test.

2. word of mouth communication.

3.including point of sales materials.

4.sales person and etc .

5/12/2018 True Colour Range of Cosmetics - slidepdf.com

http://slidepdf.com/reader/full/true-colour-range-of-cosmetics 5/9

Survey of product

The store image and visual merchandising helpsto create the right ambience and image for the brand.

The branch manager went in for the survey thatwould reveal more about the customers perception of competing brands and also their self image.

They used to collect the various marketinformation and act according to the marketdemand and needs of the customer.

5/12/2018 True Colour Range of Cosmetics - slidepdf.com

http://slidepdf.com/reader/full/true-colour-range-of-cosmetics 6/9

Understanding customer needs

Understanding the factors that influencing buying decision for the true color cosmetics.

They use customers evolution parameters.

Responses on the same was carried out. They think of the customers personality and

motive of the typical buyers.

Interview with customers. The study helped them in understanding

various need and wants of the consumer.

5/12/2018 True Colour Range of Cosmetics - slidepdf.com

http://slidepdf.com/reader/full/true-colour-range-of-cosmetics 7/9

Findings of the study

Comparative perception of the brand on these parameters was mapped.

It found that word of mouth played the importantrole in the influencing the purchase.

First time trial for new product was well-established but only repeat purchase will onlytake place in the mind of women for getting goodquality product.

This cosmetics is considered asself ± enhancement and as essential product of grooming.

5/12/2018 True Colour Range of Cosmetics - slidepdf.com

http://slidepdf.com/reader/full/true-colour-range-of-cosmetics 8/9

Findings

Popular brands of cosmetics.1.orion-32.2%

2.chimera-28.9%

3.further-42.2% Customers where neither satisfied nor dissatisfied

with there chosen brands of cosmetics.

2 important source of information regarding

cosmetics are;1.magazin with 63.3%

2.friends with 65.6%

5/12/2018 True Colour Range of Cosmetics - slidepdf.com

http://slidepdf.com/reader/full/true-colour-range-of-cosmetics 9/9

Results

only 42% people have heard about the productand brand.

82% of the people will be willing to try it.

45 % of people who used it , said they would re- purchase , there was some need to reinforce the benefit perceived, or add value to enhancesatisfaction level.

Concentrating on competing brands on the key

dimensions of brand persona and self-image. Reworking on communication strategies for 

further reach of the customers.