fair and lovely
DESCRIPTION
final projectTRANSCRIPT
CONSUMERS BEHAVIOUR TOWARDS COSMETIC PRODUCTS,
WITH SPECIAL REFERENCE TO FAIR & LOVELY” [A CASE STUDY
OF SANJANA GIFTS AND FANCYS, SHIMOGA
CONTENTS
1. INTRODUCTION TO THE PROJECT REPORT
2. COSMETICS – HISTORY AND DEVELOPMENT
3. MARKETING OF COSMETICS
4. CONSUMER BEHAVIOUR
5. FAIR and LOVELY – COMPANY PROFILE
6. PROFILE OF CONCERN
7. ANALYSIS OF THE SURVEY
8. SUGGESTIONS AND CONCLUSIONS OF SURVEY
ANNEXURE
Consumer questionnaire
Bibliography
1
CHAPTER 1
INTRODUCTION TO THE PROJECT REPORT
General Introduction
Special introduction
Aims of the study
Scope of the study
Methodology adopted
Limitations
2
General introduction:
Marketing is a composite process in a society by
which the demand structure for economic goods and
services in intelligently anticipated or enlarged and
satisfied through conception. Promotion, exchange and
physical distribution of such goods and services which
can satisfy wants need and desires of consumer ore users
in market places.
Marketing program start from the product ideas and
class not end until customer wants are adequately
satisfied. Customer is the around which the entire
marketing operation revolve. Beginning and end of
marketing is consumer satisfaction, learning more about
consumer and dealer and about marketing mix generally
is the heart of marketing research.
As business grows larges and as management
becomes more remote from the market place, marketing
management has its more solving any problem, in the
3
field of marketing its an invaluable tool in decision
marketing based on scientific investigation and analysis
of a marketing problem.
This project has been aimed at giving detailed report
of marketing survey conducted on cosmetics especially
Fair and Lovely. Both secondary and primary data are
collected. For this purpose and with available data
collected in the span of time available at marketing
displaced analysis and interpretation on the same
subject.
This project report gives analysis of survey Findings.
Methodology adopted, Observation of the performance
and recommendation for improvement both from general
point of view for machine and from individual point of
view.
Decision regarding marketing mix namely, product,
bill, promotion and physical distribution are made on the
basis of market research reports. Such reports will help
4
to decide between the different prices. Such reports may
help the marketer to modify a particular marketing
strategy so as to get maximum project in the available
marketing conditions.
Special Introduction:
Specifically this project is made with reference to
Fair and Lovely. As there are numerous cosmetics of
different kind all cannot be taken for the purpose of
survey. Survey means going in depth to study a
particular or specific things product etc. The information
collected for the survey may not be liable in all cases as it
depends on the minds Fair and Lovely is a very old
cosmetic product since many years. As there were no
projects connected to Fair and Lovely, this project has
been prepared regarding it by taking Fair and Lovely for
special reference.
The information regarding this was collected from
Sanjana fancy stores and few books and from Google.com
5
Also a brief description of various Fair and Lovely
products has also been given in this.
Aims of project report:
Following all the aims of this project;-
a) To analysis the sales of Fair and Lovely
b) To know the consumer attitude towards cosmetics.
Scope of the study:
The scope of this report is restricted to the study of
consumer attitude towards cosmetic products. The area
of the study has been restricted to Shimoga district. This
report gives information in general regarding the attitude
of consumer towards cosmetic in Shimoga. However the
survey has been in the sampling basis of 100 consumers
selected on random basis for collecting information
regarding their attitudes. In addition this information the
secondary data has been collected.
Methodology:
6
Both primary and secondary data have been
collected to bring out this project report efficiently.
The sours of secondary data are newspapers,
magazines, encyclopedia and websites such as
google.com etc.
Primary data have been collected through
questionnaire method. The questionnaire is a set of
questions drawn to collect the opinion from the public for
making survey or in coming into a conclusion regarding
the problem. The selection of respondents is made on
the basis of has been issued to respondents to avoid
unnecessary delay in filling task is made easy. The
questionnaire is prepared in a structural manner.
Limitations:
Owing to the factors like limitation of time co-
operation of dealers etc the accuracy of this is limited.
As cosmetic has market all over the country, for
conveniences say Shimoga city was selected as sample
7
market. Survey which means going into depth, is
conducted. The result of survey is applied to all the other
market. the result of survey is applied to all the other
markets. In the assumption that similar conditions prevail
in other market too.
100 consumers were selected as sample and
investigated with the help of questionnaire, on this 15
consumers were non-co-operative and hesitated to
provide information. Therefore the accuracy of the
survey of the project report is limited.
8
CHAPTER 2
Cosmetics – History and Development
Origin and Development
Significance
Brief Introduction of cosmetics and their uses
9
COSMETICS- HISTORY AND DEVELOPMENT
Introduction:
Cosmetics are substances specially prepared to
improve beauty and generally increases the
attractiveness of the person colombia preposition are
therefore intended to enhance the beauty of have, hand,
nails and complexion. Recognition of the importance of
personal beauty and the application of new scientific
advance to product development have made Colombia a
major industry in America, Europe and also in many party
of the world.
Origin and Historical Development:
It is quite provable that Colombia had their origin in
china, but it is necessary to turn to Egypt for the lucre of
earliest recorder of Colombia and luxuries with the dead
kings. Toilet articles and unguents have been forced and
in the British museum there are many beautifully carved
10
vales that authorities have been dated back to 3500 B.C.
other interesting specimens are now vales in glass and
stadium pencil used in 1500 B.C. Popular showing men
and women having humps and world fixed on top of the
head. The opening by however lutes of the tomb of
Thukhanum who ruled about 1350 B.C. has brought to
light lay money excellent specimens. According to
eyewitness the unguent vales contained quantities of
automatics that were still elusively sergeant. Other
moments and tombs in Egypt bill provide ample evidence
of the value of the ancient Egyptian placard upon
cermets far instance in the breathy of sphinx, king thither
I U ( 1420-B.C.) in portioned making o\an of fearing of
license of fragrant oil or unguent. At this period it is
probable that the priest made most of there compounds
and this manufacturing was considered as mysterious and
much honored out. The container is beautifully erected
principally in ivory and alabaster, while frequently earned
wood, wax and porphyry were fashioned into last and
11
vales. The ingredients were naturally comparatively
ingredient grown in Egypt were thyme and olio mate have
been extracted from the shelled of lame identified such
all hayrick rotenone and spikenard came from Arabia,
vehicles fore aeronautic, although both demand and olive
oil were undoubtedly used.
The ancient Egyptians were probably the first to
introduce the bathtub in the later years bath was treated
on a more elaborate scale by the Greeks and Romans.
This form of ablution was followed by the liberal
application of performed oil and unguents that were
found to be smoothing gave the skin a smooth, even
colors, cosmetics were by Egyptian ladies who enhanced
their personal beauty by wing lame what used points
such paintings reached it zenith in the time of Cleopatra.
As judged from the discoveries in the Egyptians tomb
abed from paintings, the makeup of eyes remained the
greatest attention. The effected achieved were not unlike
lame fashion in eye makeup in the 1960’s. They were
12
product made from antivsosy (sulphide) and applied
with the aid of ivory or wooden strike. Henna was much
favored for dyeing the fingers, nails, palms, head and
solar of the foot. Well-surveyed spucomens can be seen
in the British museum of combs and polished metal
mirrors used by Egyptian women. The bible mentions
colombia used by Egyptian women. The bible mentions
cplnetia used by Jeursh women in II kings, where at is
written that “When Jeho has come to Jezreel, Juzebel
heard of it, and they pointed her face and tied her hair
and looked out of eye point is suggested by sura 56, and
there shall be the glories with “ large dark eyes” like
pearls hidden in the shells.
The Romans during their early history gave very
little interest in their personal appearance. It was only
after their incursion to southerean Italy then occupied by
the Greeks, that they acquire moue intimate knowledge
by the aesthetic side of life. By the time Nairobean
13
emperors in A.D.54, both cosmetics and performs has
assumed important role.
He personally colombia liberally and has wife
Poppuia madena lecrete of using artificial beauty aids.
White lead and chock were used to within skin. Egyptian
kohl for eyelids and lasher “ Fueus a sort of range or
blush for cheek and lips. ‘ Psilotrum’ a species of
depslotory, barley flour and butter as a cure for pimples
and skin eruptions. A pumic stone for whitening the teeth.
The ultra fashionable ladies of Roman covert devised a
method of bleaching their hair by means of soap that
came from yaul. The Romans made may attractive
containers for their hair by many attractive containers for
their perfumes and cosmetics . the three principle kinds
are:-
Solid unguents ( ointments ) are lidysnata
Liquid unguents are “stymmata”
Powder perfumes are Deapasmata.
14
The solid unguents were generally of one specific
perfume such as almond or guinea. The liquid unguente
were most frequently compounds of flowers, spices and
gums digested in either olives been or seseme oil.
Though the use of cosmetics had long been known in
Britain importation of toiler articles from the East dates
from the time of crusades. When returning crusades
brought back money of the cosmetics prized by the ladies
of the Harene. By the reign of queen Elizabeth I, these
substances had become mare and more popular. The
ladies of the court kept strongly performed boxes called
“net coffers”. That were considered a necessary part of
the bedroom furniture. A recipe for making beautiful
complexion at the time of Elizabeth was first to take a
very hot bath to induce excessive perspiration and to
follow this up by washing the face. This later treatment
was even in those days fairly expensive through Mary
Queen and Scots, as alleged to have bathed in the wine.
15
This luxurious habit was not uncommon with the
elder ladies of the court, but the younger one had the
content with the milk. With the advent of the common
wealth all these luxuries were discarded. But when
Charles II was restored to the throne they became
popular again, Milk bath was considered an indispensable
aid to beauty and in later years the ladies of the court
adopted new practices, probably introduced from France,
like powdering their hair, but this soon fell in to disease.
By 18th century cosmetics were used in such an extent by
nearly all classes that in 1770 , according to
G.V.Septimly plerre in his Art of perfumery (1879), a bill
introduced in to the English parliament. This contained
the following drastic provisions.
That all women of what ever age real profession or
degree whether origins, maid or widows. That shall
provide and after such act, impose upon reduce and
betray in to matrimony and of his majesty’s subjects, by
the scents paints, cosmetic washer, artificial teeth, false
16
hair, Spanish wool, Iron stays, hoops, high yield shoes,
bolstered hips shall incur the penalty of law in force
against which craft and the miscellaneous and the
marriage upon convictions, shall stand nil or void. This
same law was adopted by the state of Pennsylvania in the
U S and open use of cosmetics was generally looked upon
with disfavor in most American colonies.
Cosmetics were much favored in Italy and at the
court of Louis XIII in France one of the greatest users was
Louis Queen the beautiful Anne of Australia. From Spain
creams of Vanilla and Coco and Almond paste were
imported and used liberally to whiten the skin of ladies of
the court. Louis XIV disapproved of artificial enhancement
and consequently cosmetic fell in to disease. These were
again revived under the regency under the ‘powder a la
Marechale’ was in vogue.
The emperor Napoleon I was insaptiable to the artistic
refinements of his time and the express Jolephins brought
17
from Mortinegre cosmetic that the always continued to
use. The French at this period made a definite more to
place the manufacturer of perfume and beauty aids on a
scientific basis.
The history of cosmetics in the U.S. Streams from
Europe and clearly parallel to its developments in Europe.
During colonial times in the u.s the use of cosmetics
varied enormously in different pants of the country.
Function, New England, for instance, banned it in moral
grounds, reflecting the pvritarism of the motherland, in
south, especially in colonies of French origin, cosmetics
flourished.
The conversation Victorian Era that provened open
artificial beautiful aids influenced the cosmetic habits in
America. France pioneered in the development and
manufacturing of cosmetics and French woman used
make up long before it was accepted in polite society in
England are America. It was not vital after world war I
that barriers were lowered and prejudice were gradually
18
discarded, even then the use of cosmetics was sporadic
and limited as compared with that of 1960’s.
Significance:
In modern day, cosmetics play a very important role
in the day-to-day activities of the people. Everyone
irrespective of religion, classes, sex etc uses them. The
uses of cosmetics given in before explain how essential
they are: - uses of cosmetics begin with the very birth of
the child. Cosmetics like soaps; powders etc are used to
keep the newly born baby clean and fresh. From there
onwards cosmetics are used in every stage in childhood,
adolescent youth, middle-aged and even old aged.]
Cosmetics are essential in childhood to add to the
natural beauty of the children to make them look more
attractive. The very sight of children beautifully dressed
up with cosmetics refreshes the mind, which is full of
tensions and worries, on the next stage of human life
cycle i.e. adolescence and also in the succeeding stage
of youth. Find any youth who is non-users of cosmetics.
19
In this stage, where minds tend to make themselves look
more and more attractive, cosmetics are a must.
The very sight of a youth dressing up to attend any
occassion or even on the usual or casual days show how
important are cosmetics in their day to day life.
The next stage of human life cycle is middle age
lasing all the beauty and glamorous of youth is very
painful. But cosmetics try to reveal this pain upto some
extent. Eventhough middle age and old age are
inevitable, it can atleast –be postponed with the help of
cosmetics. Most of the cosmetics will help considerably in
regaining all contributing the beauty of youth in the
middle age. Thus, cosmetics are a boon to middle aged
and old aged people, thus, cosmetics prove to be
essential party of human life. It occupies a very
significant part in all the stages of human life.
20
Brief Introduction of cosmetics and their uses:
‘Cosmetics’ mean any article to the rubbed,
powered, sprinkled all sprayed or applied to promote
attractiveness or altering the appearance and include any
articles intented for use as a component of cosmetics.
Cosmetic may be divided into 4 main categories. They
are: creams, lotions and emulations for the case of skin
and hair. Make up preparations such as powder, lipstics,
eye makeup Hygenic and toilet preparations for bath.
Fragrance.
Skin care:
Cold cream is the only class and greasy cream to
which both the cleaning and lubricating creams belong. A
standard formula calls for spermoecti 125gms, where
paraflin wax 120gms expressed oil of almond 560gms,
sodium bicarbonate 5gms. Strongness rose water
190gms, they are many variations of this formula on
which other facts all waxes are substituted for spermate
and mineral oil is used in place of wax. The variations in
21
formulas change the creams only in detail. The standard
cold creams are generally purpose creams used for their
smoothing and softening effect.
22
Cleaning creams:
Cleaning creams may be simple form by cold creams
or even solidified mineral oil that melts at the touch. As
the name implies their purpose is to remove accumulated
grime and makeup from the skin.
Lubricating creams:
Lubricating creams, night creams or massage
creams are a type of cold cream with the addition of
London (wool fat). These creams are usually called “
nourishing creams” are “skin food” as they are still called
in England. As they contain lonolen, the best substitute
for natural oils secreted by the skin, there creams help to
overcome dryness and with consistent use the skin
becomes softer and pleasant.
Foundation creams:
Foundation can be in a powder base, in forms of
lotions, in form of pancake etc. It is primarily used to
create a smooth foundation for make up. Foundation
23
lotions are emulsified version of the creams and are used
for the some purpose. Now they are also available in the
form of stick.
Skin tonics are toning lotions:
Skin tonic are toning lotions are primarily performed
alcohol and water. They are usually used after the
removal of make up with cleansing creams, as mild
astringents giving the skin the sensation of freshness.
Make up:
This term adopted from the theater refers to the use
of beautifying cosmetics such as rounge, lipstick, powders
and eye shadows. Until World War I it was considered
improper and even immoral. Only face powder i.e. white,
tinted pink (fresh) all creams which is delicately
performed was considered permitable in polite society.
Much of the make-up preparations were originally
imported from France. By 1925 range and lipstick were
generally used and the influence of the film store gave
makeup a tremendous boort. Generally cosmetic
24
developed into a social necessity as more and more
women entered into the business world. at first powder,
lipstick and rough (blush ) were available only in 3 shades
viz light medium and dark intend for the bland, modern
and brunette complexion. By 1960’s vast range of
shades were available. The popularity of eye make up
increased tremendously during 1960’s again in late
1960’s.
Face powder [Translucent powers]:
Face powder is used to give a smooth matt finish to
the complexion.
25
Compact or compressed powder:
Compact all compressed mixing powder with a weak
gum solution as a binder and pressing it into cakes make
powder. The finished cake is somewhat denser than
loose powder but last enough to be readily picked up by
pill or pad.
Liquid foundation:
A liquid foundation is suspended in water or oil non-
oily emulsions similar in composition to skill and hand
lotions. It tends to dry the skin but, when skillfully
applied lasts well.
Cake Makeup:
Cake makeup is a dense face powder treated with oil
or wax to make it water repellents compounded with soap
or a synthetic surface active agents and then pressed into
cakes. It is applied with a moisturized sponge or pad.
Blush:
26
Blush is used to give colour to cheeks or complexion.
Compact Blush contains tale, Kaolin, small amounts of
white pigments concentrate red pigments and gum
solution as a binder. Cream blush pigments are ground
with petroleum, mineral oils, lumolin and wax to face in a
smooth consistency.
Mascaras:
Mascara as are used to give the lashes the colour
and to make lashes look dark and length. It is a mixture
of pigments, waxes and synthetic resin in a volatile
solvent. After the solvent evaporates. The Mascara on
the lashes is highly resistant to water. Now applicants
had been developed and applicators all brushes
facilitated the use. They are packed within the containers
of mascara. Now a false lashes are also is to lengthen or
extend the lash, which is made of fibrous material such as
nylon.
Eyebrow penciles:
27
Eyebrow penciles are a mixture of pigments;
petrolatum landing and waxes made into penciles like
sticks are contained in plastic survels. It is used on the
eyebrow to give it a thick look and also to make it look
long.
Kajal:
Kajal is used on the eyes to give it a definition. It
applied on the eyelids or near the eyelashes to give eyes
a perfect shape.
Eye-liners:
Eyeliners may be in a liquid farm or in stick form.
These are used on the eyelids.
Lipstick:
Lipstick was used to give a red a rosy look to the
lips: It was also used on the chapped lips to smoothen it.
It was one of the most inevitable things for the women in
their dressing tables. Earlier there were only few shades
28
available but now in the modern year, there are unlimited
shades.
Sun screen lotions:
Sunscreen lotions had ingredients such as
derivatives of salicylic anthromilic and other to protect
the skin from the harmful ultra-voilet rays.
Hair care products:
The care of hair has always been considered as one
of the greatest beauty problems. Hair is hard to keep
clean than face as any other part of body. And dressing
the hair in the prevailing fashion takes more time. Hair
products may be divided into 3 groups.
1. Shampoo and tonics – that keeps hair and scalp clean
and healthy.
2. Lotions-that makes dressing of hair easier.
3. Hair cosmetics – that improve or changes the
appearance of hair.
29
Shampoos:
Shampoos are based on soaps or synthetic
[Soapless] detergents; ideally they lather well and
cleanse both hair and scalp. Soap shampoo is usually in
liquid farm, largely made from coconut oil, produce a
heavy lather and are solute enough to farm concentrated
solutions.
Conditioners:
Hair rinses and conditioners contains cationic
surfactants which are attracted to and adhere to the hair
oily film that oils in wet combining the hair and leaves the
hair soft in texture when dry. Other ingredients may be
added to give the hair additional body and set control.
Hair – Bleaches:
Hairs bleaches depend on the action of hydrogen
peroxide in the hair various effects and levels of
bleaching are attained use of stronger formulas can
decolorise the hair to blonde, repeated treatments will
have to be performed for darker hair.
30
Hair – Colorings:
Hair coloring can be divided into 3 groups: -
1. Temporary hair colors- products, which can be easily
removed with the first shampoo after, apply.
2. Semi – permanent dyes are applied as a rinse through
hair, the excel being rinsed away with water.
3. Permanent hair dyes were applied as a shampoo to the
entire head of hairs the excess is rinsed out with water.
Hair spray:
Hairs spray is used to help set the hair and hold the
finished set in place Hair spray is the largest selling
acrosol and the largest single item in cosmetics and
toileteries.
Manicure or hand preparations:
Hand lotion of classic glycerin and rose water type
has been in use since the beginning of 19th century.
Sometimes irtch hazes is added and if a mild bleaching is
desired a small amount of hydrogen peroxide or lemon
juice is included.
31
Special care of the fingernails began in about
1900’s until nails lacquers were introduced. The
manicure consisted of filing the ends of nails into an oval
shape, pushing back the cuticle. Them the change in the
fashion included the use of bright colour on nails to match
with other make up.
Hand lotions and creams are based on the vanishing
cream formula. Glycerol is added as a hummulant and
skin softner. Various emulsifiers were included and skin
preparations as on added protection.
Hygienic or Toilet preparations:
Bath preparations:
Bath preparations other than soap include bath
salts, oils, bubble bath and talc or dusting powder.
32
Bath salts:
They are coloured and perfumed crystals that soften
hard water. There salts are based upon sodium
carbonate ddcohydrate (Sal soda) or sodium
sesquicarbonate mixed with coloured and perfumed
alcoholic solutions.
Bath oils:
They are used mainly far their scent. The perfume is
dissolved in a low viscosity mineral oil. Another type of
bath oils usually of a poly – oxyethylene sorbitan
monolaurate and produces a dispersion of extremely fine
droplets that then perfumes the atmosphere.
Bubble bathes:
It is a solid or liquid mixture of perfumer foaming
detergent. Among these foaming detergents are the
alkylaramides sulphated fatty alcohols, or sulphated fatty
acid glycerides. The stable foam is usually almost
immediately broken by the toilet soap used in bath.
33
Bath powder or dusting powder:
It usally consists of perfumed tale with a moderate
proportion of absorbent kaolin.
Deodorants and Anti-perspirants:
Deodorants such as colognes or cologne sticks are
alcoholic water solutions of fragrances to cover odour.
Bacterially active compounds are added to prevent the
development of odour by bacteria on the perspiration.
This formula is found in many aerosol deodorants.
Epilators:
They are used to remove unwanted hair. The cream
is made with alrontium or related sulphides are effectives
but the strong odour of hydrogen sulphide maker them
objectionable. A mere modern formula based on calcium
thigly collate has a milder odour that can be masked by
certain perfumes.
Waxes are based rasin and wax mixture. They are
heated gently until melted and applied to the hairy area.
The wax is allowed to cool and harden and then the hair
is pulled off.
34
CHAPTER – 3
MARKETING OF COSMETICS
I. Marketing Definitions:
Meaning of marketing
Importance of marketing
Functions of marketing
II. Marketing of cosmetics advertising
35
Marketing of Cosmetics
Definition:
Marketing is a comprehensive turn and it includes
directing and facilitating the flow of goods and services
from producers to consumer in the process of distribution.
Marketing comprises all activities involved in the
determination and satisfaction of consumers needs at a
profit marketing encomposes all activities of exchange
conducted by producer and middlemen in commerce for
the purpose of satisfying consumer needs or demands.
The America marketing association: “ The
performance of business activities that direct the flow of
goods and services from producer to consumer are user”
It emphasises distribution aspects of the market and fails
to stress on managerial aspects of marketing.
Philip Kotter-“ The set of human activities directed at
facilitating and consummating exchange. The essence of
36
marketing is exchange of products and the transaction is
to satisfy human needs and wants.”
With the changing of time, defination prescriber in
the past also require modification.
The institute on marketing of the UK-“ The Inactive
Management function which promotes trade and
employment by accessing consumer needs and initiating
research development to meet them – It Co- ordinater the
resovers of prevention and distribution of goods and
services, determine and direct the nature and scope of
total effort required to sell profitably the maximum
production to the ultimate users.”
Council of the Institute of the marketing – “ The
management function which organizes and directs all
those business activities involved in assuring and
converting costumer purchasing power into effective
demand for a specific product as service. And in moving
the production service to the final consumer or user to as
37
to achieve the profit target or other objectives set by a
company.”
What Marketing does?
It is available to understand what is included in
marketing activities. Marketing is invariably connected
with the insight of research into consumers behaviour,
namely what is the customer’s want need prefer and
value, who are the prospects and where they live their
incomes and expenditure how they make purchasing
decisions and loan.
Marketing deals with the product policy i.e. what
type or product or products should be manufactured. The
determined of price and turn of payments are also
covered in the product policy. The amount of discount to
be allowed to the distributors of the product and whether
to insist on each payment or allow customer deferred
payment facilities must also be considered while
formulating the product policy.
38
Thus marketing tries to define the right type of
products in term of the company’s objective and attempts
to make it available at the right place and at the right
price. This is described as consumer orientation.
Decision in these areas is assisted by marketing research.
Meaning of Marketing:
Marketing refers to all business activities involved in
the determined creation and satisfaction of human wants
at fair prices. The meaning of turn marketing to studied
under two concepts.
1. Traditional or old marketing concept.
2. Modern marketing concept.
According to traditional marketing concept
marketing refer to the sum total of all those activities,
which are related to the flow of good from the paint of
origin to the point of consumption. Traditional concept is
sales-oriented here distribution is given importance in
their concept.
39
According to modern marketing, marketing as a
process of discovering and translating consumers wants
into product and services and then in turn of helping
making it possible for more consumers to enjoy more and
more of these product and services.
Importance of marketing:
Marketing is recognized or most significant activity
in our society. Marketing is all around us. Over very
existance, over entire economic life style are continuously
affected by wide range of marketing activities. The food
we eat, the clothes we wear, the having that shelter
comfort, the aminties and us we enjoy in over home at
work places. The wealth and welfare activities, which
gives us peace of mind, all these are greatly affected
each day by the marketing system.
Marketing is directly responsible to maintain
equilibrium b/n mare production and mass consumption.
Marketing is great because of its functions.
Concentration.
40
Disperssion and
Equilisation.
There constitute the heart by marketing. All there
marketing institution called middlemen in marketing
performs major three functions of marketing.
Functions of marketing:
Clark and Clark classified the marketing functions or
follows:
Functions
Marketing of cosmetics:
Marketing is a comprehensive term and it include all
resources and a set of activities necessary to direct and
facilitate the flow of good and services from producers to
consumers in the process of distribution.
41
Functions of Exchange1. Buying and selling2. Assembling
Functions of Physical Supply1. Transportation2. Storage
Facilitating Functions1. Financing2. Risk bearing3. Standardizationand. Grading4. Marketing research or Information
This deals with the four important elements of the
marketing mix.
Product
Price
Promotion
Physical distribution
It also deals with other aspects concerned with
marketing of products.
a. Demand:
Demand is one of the important concepts, which along
with demand determines the future of a product is a very
important term, which is to be death with.
b.Supply:
A very important aspect, which along with demand
determines the future of a product, is a very important
term, which is to be dealth with.
a. Product plan and strategy:
42
It plays a very important role in the marketing of the
product great the firm towards it gives attention.
Branding:
The cosmetics manufactured by the firms has got
their own brand name i.e. faire and lovely. The brand
name of the product is duly registered under the trade
name and trademarks. This helps in easy identification of
products in the market.
e. Packaging and Labelling:
As the product are convenience goods and
packaging acts as the firm for packaging and labeling
pays a silent soluman.
f. Pricing Policy:
Price is an important factor, which influence the
market for the product. It is an instrument generally
identified with a market economy. A free enterprise
43
system could not flourish without price competition. Price
of product is a complex problem.
44
h. Advertisement and sales promotions:
An identified sponsor can define advertisement as
more aid communication of goods, services or ideas.
I. Warehousing and Transportation:
The word storage means holding the stock of goods
for a relatively longer period as the goods are not
immediately in demand. Warehousing involves more
than storage. Ware housing perform many of usual
functions of wholesalers.
Eg:- Breaking bulk, dispatch of smaller consignment to
retailers. Regulating the goods flow to retailers.
Providing market intelligence and many other
merchandising service of manufacturer.
J. Channel of distribution:
Distribution mean to distribute spread out or
divceminate in the field of marketing, channels of
45
distribution includes routes or paths ways through which
goods and services move from primary producer to the
ultimate consumer.
K. Competition: -
Vow –a – days due to the growing importance of
cosmetics there are number of firms big and small
providing.
ADVERTISEMENT:
Definition;
The America marketing association defined as, “Any
paid form of non-personal presentation and promotion of
ideas, goods or services by an identified sponsors.”
The following are the important purpose of advertising
1. Promotion of new products.
2. Support of salesman ship.
3. Brand patronage
4. Immediate buying action.
5. Presold goods.
6. Advertising support dealers.
46
Following are the important advantages of advertising
1. Advertising offers planned and controlled message.
2. It can deliver the same message consistently in a
variety of contexts.
3. It helps to presell goods and pull the buyers to retailer.
4. It refers to wide choices of channels for transmission of
messages such as visual and oral.
5. It is very useful to create maximum interest and offer
adequate knowledge of new products when the
innovation is being introduced in the market.
Weaknesses of the advertising are as follows: -
1. It is much effective than personal selling and sales
promotion of later stages in the buying process.
2. It is less flexible than personal communication.
3. Many times advertising creates voices in
communication.
4. Many times Advertising lacks trust worthiness.
Advertising Media:
47
The mean through which advertising message is
conveyed to the public are called as advertisement
media. The solution of suitable medium is made
considering the following factor:
a. Objectives of an advertisement.
b. Media circulation.
c. The class of people.
d. The extent of competition.
e. The cost and life by various media of advertising.
1. Press Advertising:
Press advertising includes advertising in
newspapers, magazines, and trade journal as well as
other media, which come out occasionally
2. Outdoor advertising:
. It will be realized that press advertising is generally
read when the subscriber or reader are indoor. As
against this, there are other media, which are noticed by
a person when he is outdoor. There includes
a. Posters.
b. Vehicular Advertising.
48
c. Electric light sign.
d. Sky advertising.
3. Direct Mail Advertising:
Direct mail is any advertising send by mail including
sales letters, folders, phomplets, booklets, catalogues and
other like.
Direct mail advertising may make different paths.
The important among them are: -
a. Sales letter
b. Circular letter
c. Booklets.
4. Point of purchase Advertising includes:
a. Window display
b. Showroom display
c. Counter display.
5. Film Advertising includes:
a. Documentary films.
b. Feature films.
c. Slide films.
6. Radio Advertising:
All-India Radio at Bombay introduced it from 1st
November 1967. It has proved extremely popular with
49
trade and industry and the demand for exeeds it’s
advertising. The main advantages of radio advertising
are that the distances can switch off the radio if he is not
interested. Besides the brought home to the customer
when he is in a receptive mood.
7. Television Advertising:
When the Television age has dawned the Televison
setup in India has delinked from all India Radio on 1st April
1976 under its new name “Doordarhshan” a separate
department meant for full development of the medium
and specialized skill peculiar to television.
8. Specialty Advertising:
It includes giving some gifts as advertising their
products. They are: -
a. Key chains.
b. Ash trays
c. Ball pens.
d. Calendar etc.
50
CHAPTER – 4
CONSUMER BEHAVIOUR
Introduction
Definitions
Why study consumer behaviour?
Kotlers Consumer Buying Behaviour Model
Consumer Buying Process.
Summary
51
Introduction:
Profits from customer relationship are major aspects
of all business. So the basic objectives of any business
are profit maximization through customer’s satisfaction.
But it is always difficult to get customers satisfaction. A
consumer may state his needs and wants and yet may
act otherwise. He may not be aware of his deeper
motivations and may change his mind at any time.
Inspite of such diversities among consumers there
are many similarities among them. To find these, the
study of target consumers wants, perceptions and
shopping and buying behaviours will be helpful, as it will
provide the information necessary for developing new
products, prices. Channels, communication and other
marketing elements.
52
The importance of consumer behaviour in marketing
has been beautifully described in journal bitted modern
management, Calcutta January 99, in the following words;
“ consumer behaviour is rapidly growing in field of
research and teaching which, in addition to considerable
value of marketing managers and others who are
professionally studying consumer behaviour is evaluation
of consumer groups with unsatisfied needs and desires.
The essence of modern marketing concept is that all
element of business should be greased far the
satisfaction of consumers.
Definitions:
1.The dictionary of marketing and advertising:
“Observable activities choosen to maximize
satisfaction. Through the attainment of economic goods
and services, such as choice of retail outlet, preference
for particular brand etc.”
2. Astrow and smiths dictionary of marketing:
53
“The actions of consumer in the marketing place and
the underlying motives for those actions. Marketers
expect that by understanding what causes consumer to
buy particular goods and services they will be able to
determine which product are needed in the market place,
which are obsolate and how best to present the goods to
the consumers.”
3. Schiftman and kanuck:
“The behaviour that consumer display in searching
for purchasing, using, evaluating and displaying of
products and services that they expect will satisfy their
needs and the study of consumers behaviour is the study
of how individual make decisions to spend their available
resources like time, money, effort –on consumption
related items.”
4. Why study Consumer behaviour?
A number of reasons make the study of consumer
behaviour relevant for effective marketing. They are
54
a. Consumers do not always act or react, as the theory
would suggest.
b. Consumer’s preferences are changing and become
highly diversified.
c. Consumer research has vividly pointed out that
customers dislike using identical products and prefer
differentiated products.
d. Meeting of special needs of customers requirement in
market segmentation.
e. Rapid introduction of new product with technological
advancement has made the job of studying consumer
behaviour more imperative.
f. Consumers behaviour can be used to sell product that
might not sell easily.
KOTLERS CONSUMER BUYING BEHAVIOUR MODEL:
A consumer decision to buy a product or service is
the result of interplay of many forces or stimuli. The
starting point is the marketer’s stimuli in the form of
product offering through some promotional method,
55
available at some outlets at a price. The marketing
stimuli for the product includes locating target markets
and segmentation of market as per the consumers needs.
The marketing and Envtl stimuli, enter the buyers mind
through cultural, social, personal and psychological
factors when the marketing and other stimuli come in
contact with buyers his division process is initiated. The
marketer has to correctly read the buyer’s conscious
unconscious behaviour similarities or universals.
56
Consumers buying process:
This is an important process. Which has a vital role
in consumer behaviour study. This is the first essential
step to understand consumer behaviour. The objectives
of study of consumer buying process are to know how a
consumer makes his decision regarding buying or not
buying any commodity. In most case, a decision involves
the detection of an option from two or more attractive
choices.
The buying process is the process of decision-
making leading to a purchase function. It represents a
problem solving approach. The mechanism is the same
as in any processing activity in which we supply some
input followed by the processing activity and finally the
output comes before us.
During the last two decades, numerous model of
consumer’s behaviour depicting the buying process have
57
Input Process Output
been developed. All these models treat the consumer as
a decision makes ho comes to the market place to solve
his consumption problems and to achieve the satisfaction
of his needs.
Summary:
Consumers Behaviour is the study of why how what
where and how often do consumers buy and consume
different products and services.
Knowledge of consumer behaviour is helpful to the
marketing manager in understanding the needs of his
different consumer segments and developing appropriate
marketing strategies for each. The study of consumers
drives at a purchase decision and the variable, which
influence their decision. A consumers decision to
purchase a product classified into 4 categories namely
psychological, personal in term of their sex, age,
education, income, family life cycle stage, personality and
life – style and other personal characteristics, which
influence their buying from those of young consumers.
Newly married coupler have needs, which are totally
different from older different personal characteristics, the
marketer must according modify his marketing strategies.
58
CHAPTER-5
FAIR and LOVELY – COMPANY PROFILE
Company profile- HLL, Hindustan Lever Limited
59
History:
Hindustan lever Ltd is the number one leading
company in India. It produces a variety of household
articles like cosmetics, Soaps, detergents etc.
Before Independence this company was a private
company, which was called as “ The lever Brother Ltd.
Co..” In 1976 this company came to be called as the
“Hindustan Lever Ltd.Co., is in London. Their percentage
of shares bring 51% and remaining 49% of shares held by
the Indian public company.
The first chairman of this company is H.S. Banga
today in the midst of many potential competitors in the
Indian market, this company has its own reputation due
to its quality products and services. It has made its name
especially in the field of cosmetics. Today it is the largest
cosmetics manufacturing company in India.
60
Many of its products are laid in the world market
75% of the Indian cosmetic market is acquired by the
company. Its products are very popular.
Products of Hindustan lever Ltd:
Personal products like cosmetics fair and lovely soap
and detergents.
Soap and detergents.
Agriculture – leather products, perfumes, shall
thermometers.
Lakme cosmetics.
HLL in 2003, announced the launch of Hindustan
Lever network, a unique network marketing opportunity –
HLL network aims to be the preferred business
opportunity by partnering its consultants to success and
providing them with a business and lay development
opportunity i.e. truly rewarding. This is an opportunity
from “ Hindustan” lever Ltd. Which has a historical
consumers understanding for more than 70 years in India.
With a turnover of over 10,600 crores. HLL is India’s
61
No.1 consumer goods company with the largest
distribution network across India.
HLL is the market leader in consumer beauty
personal hygienic home care products in India.
With a strong invest and learning of 4 years behind
it through avaince business. HLL is uniquely poised to
Leverage the goodwill and strength of a large origin to
create a truly vibrant direct selling business. Hindustan
lever network to be invited to be associated with such
renounced company by becoming a
“ CONSULATANT IN HINDUSTAN LEVER NETWORK” is
most gratifying and will definitely be rewarding.
HLL vision:
To be most preferred direct selling company in India
by partnering consultant to success and providing them
with a business and self – development opportunity that
truly delights them.
62
HLL Mission:
To provide its consultants innovative, high quality
products to meet the needs and improve the lives of
Indians everyday, everywhere. This will include
unsurpassed service training and an opportunity to grow
themselves successfully or business entrepreneurs. HLL
a 51% owned subsidiary of angle Dutch against unilever
has been trying its way into India since 1888. India’s
largest consumer goods company. HLL markets produces
such as Beverages, Food and home and personal care
goods. Its brands include Faire and lovely, Lakme,
Kwality wallys Ice creams,. Lipton Tea, Life boy soap.
Pepsodent toothpaste and self laundry detergents. HLL
also markets Aatta (a type of meal ) Maize, rice, salt, and
specially chemical and its exports division ships, Castor
oil and fish. The company plans to began selling bottled
water over the counter health care products.
63
MARKETING MANAGER
Golden Achievements:
HLL is new of their peak success. It is the number
one leading company in India. Its annual turnover is
more than 8500 Crores and its profit is more than 10 to
12 crore every year.
HLL is of very much helpful to the Government as
its exports of goods to various foreign countries and
earns a lot of foreign currency.
64
ZONAL SALESMANAGER
NORTH
ZONAL SALESMANAGER
WEST
ZONAL SALESMANAGER
SOUTH
ZONAL SALESMANAGER
EAST
AREA SALES MANAGER
EXECUTIVE REPRESENTATIVE
AREA SALES MANAGER
EXECUTIVE REPRESATIVES
DISTRIBUTION
DISTRIBUTION
Many companiee in India such as TATA, ponds and
Kissan have been merged with HLL Ltd as they failed to
compete with this company. This is one of the greatest
achievements of Hindustan Lever Ltd.
As HLL is a Multinational company it has installed
imported computerized machineries for the production
and packaging of their products. They are wing imported
machineries from abroad due to lack of technology in
India. With the help of these machineries. HLL has
increased its goodwill and reputation.
PRODUCT CATEGORIES:
During the year the export business of the company
was organized into 3 different categories viz, HPC
exports, beverages exports and specialty exports. HPC
exports and beverages export have now been closely
aligned and integrated with domestic personal production
and beverages business respectively to leverage an
supply chain synergies and other benefits arising from
this realignment. During 2002 products recorded low
65
growth in the context of a flat to dealing market in many
of the categories. The year was marked by innovation
and activation of the care brands and Investment in
strengthening their equity.
The skin care category had a very good year with
Fair and Lovely performing well for the second year in
succession. The gain from Innovations of 2001 was
consolidated and the brand was extended into herbals
and naturals area with the launch of Fair and lovely
Ayurvedic cream. The sachet pack grew well and led to
increased penetration of the brand particularly in rural
areas. Lakme Ltd which was owned by TATA oil mills Ltd (
TOHCO ). Merged with HLL in 1993 and in 1995 Lakme
lever was formed.
In the oral category, the toothpaste market showed
both volume and value decline over the previous year.
There was also increased competition from low priced
brands.
66
In hair category, the shampoo Market saw the
growth of low priced sachets at Re-1 and 50 paise. Over
leading brands Sunsilk and clinic have extended into
these new price growth in rural areas. These brands now
operate across the entire spectrum of shampoo sachets
and bottler.
In deodrant category, focus on AXE and REXONA.
AXE brand was extended to role toiletries including
talcum powder and shaving products. Rexona
strengthened its positioning on long-term deodrant
efficiency backed by delivery and advertising.
Colour cosmetics category saw product and
packaging improvements and many innovations on both
Lakme and Elle 18 – This included a well –received range
of new colour based around the “LAKME INDIA FASHION
WEEK”.
Fast facts:
India largest fast moving consumer goods company
touches the line of two out of three Indians.
67
30 power brands.
Combined volume four million retail outlets, 50,000
villages About 40,000 employer ( including group co’s )
Golden super –star branding house: Net Foreign
Exchanges earner.
History:
1888- Sunlight introduced in India.
1918 – Vanaspati launched through imports.
1931- Unilever registers company in India. Hindustan
vanaspathi manufacturing company.
1933- Lever brothers India Ltd in corporated to
manufacture soaps.
1935- united traders Ltd incorporated to manufacture
soaps.
1956- HUM, LBIT, UTL merge form HLL
1979- Chemical complex commissioned in India.
1993- Tomco merges with HLL
1994- JV Kimberly – clark lever formed.
1995- Lakme Lever formed
1996- HLL and BBLIL merge.
68
Milestones:
1998- Ponds India Ltd merges with HLL, HLL acquires
Lakme
2000- HLL acquires modern foods.
2001- Project Shakthi. HLL’s partnership with rural self
help groups. Launch of HLL’s e-mailing service – Sangam-
Max confectioneries launched.
2002- lever Ayush launched.
2003- Launch of Hindustan lever network.
Financials:
Financial performance in 2002
Gross turnover Rs 10952 crores.
Net profit Rs 1756 crores.
Earnings per share Rs 7.98
Dividend per share Rs 5.50
Changing face of Indian consumer
More aware and selective
has faster changing needs and habits.
Increased ability to spend on wide range of products
69
Availability and willingness to use credit.
Quality consciousness.
Rural consumers are specially price sensitive.
The Indian Market place:
Urban cities / towns 3700
Outlets 1.5 million
Rural villages 6,27,000
The reach:
7000 redistribution stockiest
direct coverage of 1 million of Indians 4.8 million retailers
501000 villages.
Commitment to society:
Proactive social development
Rural development
Basic education.
Case and education for abondoned, special children
caring for HIV- positive patients.
Reconstruction and relief post natural calamities.
70
Fair and Lovely
Faire and Lovely is a expert Fairness cream. It is
accepts by millions of people across the world. it was the
first Fairness cream which people really accepted it.
Before the introduction of Fair and Lovely vicco turmeric
was in demand which was Mfd by vicco laboratories. To
beat the demand of vicco turmeric HLL introduced Fair
and Lovely.
Fair and Lovely have introduced Fair and Lovely
foundation. Fair and Lovely foundation is a non-profit
institution dedicated to help women across the country to
gain economic independence through education career
guidance and scholarship.
Their main projects are:
Project Disha aims to provide career guidance by
organizing “ Career Fairs ” in over 20 cities across the
country. Offering counselling in as many as 110 careers.
In addition to their there are special TV programs an
career counselling.
71
Which are:-
Fair and Lovely careers Baatein on DD metro Thursday
at 6.30 pm.
Fair and Lovely Bharti on DD Sanyadri every Monday
7-30 p.m project Saraswathi offers scholarship for
deserving woman in several and urban India.
Project soundarya- the first of its kind professional
course for aspiring beauticians.
The various products of Fair and Lovely include.
1. Fairness Cream
Which is considered as the worlds No 1 Fairness
cream.
2. Ayurvedic Fairness cream
With contains Haridra, Jast Bharma and Kumumadhi
Tailam. Non greasy base for natural fairness.
3. Fairness cream for Deep skin shade
With pearl extracts + Milk cream for extra
brightness.
4. Fairness Soap
72
A complete moisturizing soap.
5. Fairness Talc
Which is in sale for Karnataka, A.P, Kerala and Tamil
Nadu. A perfumery Talc.
6. Fairness face wash
Which removes the dist from inside leaving a fresh,
glowing and supple skin making it look fair and beautiful.
7. Fairness lotion
It is a liquid base for dry skin.
8. Dark circle remover cream
Removes Dark circle.
9. Anti Marks Cream
Reduce Marks left from pimples, pigmentation and
dark circles.
10. Winter fairness cream
Preferred in winter for maintaining Moisture level in
the skin.
11. Oil control fairness Gel
With extract of papaya and watermelon which is
suited for the oily skin.
12. Sun Block creame
73
Which has been introduced recently to protect the
skin with harmful rays of the sun with SPF-25
74
CHAPTER - 6
PROFILE OF CONCERN
75
A chapter on Sanjana Gifts n Fancys
This report specially refers to the marketing of Fair
and Lovely products in Sanjana Fancy stores. So it is
necessary to know the brief history of the concern
This chapter deals with the various aspects of the
shop such as its establishment, location, objectives,
promoters capital Investment, means of finance and
management.
a. Establishment:
Sanjana fancy was established recently in 2003 with
an initial capital of Rs 250,000. They started dealing with
the fair and lovely and other products soon after
commencing their business.
They have obtained sales tax registration from the
Asst commercial tax office. Shimoga with the help of an
auditor.
76
b. Location:
This shop is located opp. To kariyanna bldg. Aruna
complex vinobanagar, Shimoga, since many years the
people particularly surrounding vinobanagara did not
have much better service of cosmetics, But since this
fancy store is established people are really fulfilling their
requirements.
Management:
It is not a partnership concern. It is an individual
concern. It is owned by Rakesh and misses Tutsi. The
name of the fancy stored is named after their little
daughter Sanjana.
Table showing Turnover of the Sanjana fancy store. (per
year )
Year Fair and lovely
products
Other
products
200
3
50000 90000
77
200
4
60000 95000
200
5
75000 98000
Beside faire and lovely they are also dealing in Lakme,
Ayur, ponds, Sunsilk, Yardley, Elle 18, Nivea, Dove
Imperial leather, Davis ADS. Garnier, Himalaya.
They are of the opinion most of the people who visit
their shop. Are the girls b/n the age of 18-24 years and
next is the people those who are married recently. But
they say that all categories of people visit their shop.
They are also of the opinion that these young girls
never stick on to a particular brand they always ask for
change. Besides cream the next sales are the nail polish
and the lipstick. There are only few who ask for hair
colours at present besides Mehndi powder is in demand.
Women mainly ask for Fair and Lovely i.e Ayurvedic with
Kunkumadi Tailam is of great sales.
78
They also consider that the consumer are the king in
all business and to tackle their problem is very difficult as
there are many types of consumer like Talkative, price
minded, Timid, Innocent, Argumentative etc.
CHAPTER – 7
ANALYSIS OF THE SURVEY
79
Introduction:
Today consumer is the king of the market.
Consumer is the only judge. The reputation of the
product is entirely dependent upon his attitude towards
the products, so consumer’s satisfaction should be the
aim of the producers and the marketer. Consumer’s
interest should be taken into consideration while taking
marketing decision. It is only through consumer’s
satisfaction the producer and the marketer can improve
their sales and product.
While conducting the survey, I got a good response
from the respondents, respondents were selected
randomly. I got same suggestion that the respondents
wanted to give and this opinion regarding different
brands different brand of cosmetics have been
interpreted as in the following pages.
80
Analysis of Findings:
The following are the findings and the analysis of
this market survey of Fair and Lovely products.
Findings of consumer survey:
Table 1:- Showing sex group of cosmetic users
Sex Group No. of
respondents
Percentag
e
Male 20 20
Female 80 80
Total 100 100
From the above table it is clear that only 20% of the
males out of 100% use cosmetics and 80% of the females
use cosmetics. The cosmetics are mainly preferred by
females as they are conscious about their beauty than
men.
81
Table-2 : Showing the division of respondents according
to their age
SEX MALE FEMALE TOTAL
Age Numbe
r
Percentag
e
Numbe
r
Percentag
e
15-18 0 0 1 1.25 1
18-22 10 50 67 83.75 77
22-26 3 15 3 3.75 6
26 and
above
7 35 9 11.25 16
TOTAL 20 100 80 100 100
From the above table we can see that only 1 girl
belonging to the age group of 15-18 years have
responded. 77 respondents belong to 18-22 years. The
age group of 22-26 there are 6 of the respondents and
the remaining 16 belong to the age group of 26 and
above. From this table it is clear that the male category
of the age group 18-22 have preferred cosmetics and
82
even females of the age group 18-22 years are 83.75%.
Therefore young boys and girls are the main buyers of
cosmetics.
83
Table-3
Showing the status of the consumers:
SEX MALE FEMALE
Status Number Percentag
e
Number Percentag
e
Employee 4 20 3 3.75
Business 3 15 0 0
Students 13 65 67 83.75
House
wives
0 0 10 12.5
20 100 80 100
Here in this table we can see that 4 employers are
from male category who constitute 20%, 3 are
businessmen Constitute 15% and 13 are students
constituting 65% in female category we can only 3
females are employees are students constituting 83.75
and lastly 10 are housewives who constituting 12.5%. It is
clear that in both the categories students are in majority.
84
Graph showing the status of the consumers
85
Table – 4
Showing the income of Fair and Lovely consumer.
ANNUAL INCOME USERS OF Fair and
Lovely
Percentage
Below 5000 2 2.77
5000-10.000 - -
10000-30.000 6 8.33
30.000 and above 2 2.77
Not specified 62 86.11
TOTAL 72 100
From the above table we can see that there are 72%
of Fair and Lovely consumers and 28 are non users of Fair
and Lovely. The income level below 5000 there are only
2 persons constituting 2.77% in the income level of 5000-
10000 there are no users of Fair and Lovely. The income
level of 10000 – 30000 there are 6 persons and only 2
persons are of the income of 30.000 and above. 62 i.e.
86.11% of Fair and Lovely users have not mentioned their
income as majority of them are students.
86
Graph Showing the income of Fair and Lovely consumer.
87
Table- 5: Shows the No of respondents who ask for
specific brand.
SEX MALE FEMALE TOTAL
Opinion Numbe
r
Percentag
e
Numbe
r
Percentag
e
Yes 18 90 77 96.25 95
No 2 10 3 3.75 5
20 100 80 100% 100
From the above table we can see that 18 males out
of 20 i.e. 90% of 20 males ask for specific brand and only
2 i.e. 10% do not ask for specific brand. In the female
respondents out of 80 females 77 females i.e. 96.25% of
them ask for specific brand and 3 of them who constitute
3.75% do not ask for specific brand.
88
Graph Shows the No of respondents who ask for specific
brand
89
Table- 6
This table shows the respondents would purchase
some other brand instead of specific brand.
SEX MALE FEMAL
Opinion Number Percentag
e
Number Percentag
e
Yes 4 20 10 12.5
No 16 80 70 87.5
TOTAL 20 100 80 100
In the above table we can see that 4 male
respondents out of 20 would purchase some other brand
instead of specific 20 would purchase some other brand
instead of specific brand they constitute 20% and 10
respondents who constitute 80% said that they wont
compromise. Similarly in female respondents 10
respondents i.e. 12.5% of them said that they wont
compromise i.e. 87.5%. this shows that people do not
90
have changing attitude. They only stick to a particular
brand only in case of cosmetics.
91
This Graph shows the respondents would purchase some
other brand instead of specific brand
92
Table-7
It shows whether the respondents consider price as
the only consideration.
SEX MALE FEMALE TABLE
Opinion Numbe
r
Percentag
e
Numbe
r
Percentag
e
Yes 3 15 0 0 3
No 17 85 80 100 100
TOTAL 20 100 80 100 100
According to the survey conducted we saw that only
3 males out of 20 i.e. 15% consider the price as the only
consideration and 17 i.e. 85% wont consider. And from
female category nobody consider price as the only
consideration. 100% of them will not consider price as
the only consideration. As female are very cautious
about the quality they wont consider the price as the only
consideration. They are ready to pay any amount if they
get a good quality product.
93
94
It Graph shows whether the respondents consider price as
the only consideration
95
Table-8
Table showing users and non users of Fair and
Lovely products.
PARTICULARS SEXMALE FEMALE TOTAL
Users of Fair and Lovely
14 58 72
Non users Fair and Lovely
6 22 28
TOTAL 20 80 100
From this table we can see that 14 out 20 males use
Fair and Lovely. Only 6 males do not use Fair and Lovely.
In female category 58 out of 80 are the users of Fair and
Lovely and only 22 are non-users of Fair and Lovely.
96
Table no - 9
Table showing the status of the users of Fair and
Lovely.
SEX MALE FEMALE TOTAL
Status Numbe
r
Percentag
e
Number Percentag
e
Employee 4 28.57 2 3.44 6
Business 2 14.28 0 0 2
Student 8 57.14 46 79.3 54
Housewive
s
0 0 10 17.24 10
Total 14 100 58 100 72
From the above table it is clear that out of a survey
of 100 people 72 are the users of Fair and Lovely among
them 58 are female and 1 are male. The status of them
is 4 out of 14 males are employers. 2 of them are
businessmen and 8 are students. In female category 2
97
are employees, 10 out of 58 are housewives there are no
businesswomen and the rest of 46 are students.
98
Graph showing the status of the users of Fair and Lovely.
99
Table-10
Table showing respondents, how they come to know
about the product
SEX MALE FEMALE TOTAL
Media Numbe
r
Percentag
e
Number Percentag
e
Friends 0 0 10 12.5 10
Advertisemen
t
16 80 60 75 76
Retailers 0 0 2 2.5 2
Friends and
advisor
3 15 5 6.25 8
Advertise and
retailers
1 5 3 3.75 4
20 100 80 100 100
This table shows that there are o males who came to
know about this brands only from friends. 16 males i.e.
80% know about this product from their friends . from
only retailers nobody came to know about this. Friends
and advertisement 3 came to know i.e. 15% know from
advertisement. 2 i.e. 2.5% from retailers, 5 i.e. 6.25%
100
from friends and advertisement and 3 i.e. 3.75% from
advertise and retailers.
Graph showing respondents, how they come to know
about the product
101
Table-11
This table shows what the respondents feel about
the Fair and Lovely.
SEX MALE FEMALE TOTAL
Particulars Number
s
Percentag
e
Number
s
Percentag
e
Excellent 2 14.28 20 34.48 22
Good 8 57.14 32 55.17 40
Not bad 4 28.57 6 10.34 10
Bad 0 0 0 0 0
Total 14 100 58 100 72
In this table we can see 2 out of 14 males
respondents 14.28% said excellent, 8 i.e. 57.14 said
good, 4 i.e. 28.57 said not bad, and there are no males
who have a bad opinion on Fair and Lovely. In females 20
i.e.34.48% out of 58 said excellent, 32 i.e. 55.17 said
good, 6 i.e. 10.34 said not bad, even in females there are
no female who said bad.
102
103
This Graph shows what the respondents feel about the
Fair and Lovely
104
Table-12
Table showing whether the respondents purchase
product from Sanjana stores or other.
Particulars Number Percentage
From Sanjana
stores
15 15
Others 85 85
TOTAL 100 100
The above table clearly shows that only 15
respondents out of 100 respondents purchase from
Sanjana Gifts and fancies other 85i.e. 85% of them
purchase from other shops. According to the survey the
people living in vinobhnagara and nearby purchase from
Sanjana stores. From this we can understand that people
see convince of location.
105
Graph showing whether the respondents purchase
product from Sanjana stores or other
106
Table-13
Table sowing the respondents who consider
cosmetics as a boon to beauty.
SEX MALE FEMALE TOTAL
Opinion Number
s
Percentag
e
Number
s
Percentag
e
Yes 13 65 54 67.5 67
No 7 35 26 32.5 33
Total 20 100 80 100 100
From the above table the no of respondents who
have considered cosmetics as a boon to beauty are more
than there who say no. in males 13 out of 20 have said
yes i.e. 67.5% have said yes. and 32.5% i.e. 26 of them
said no.
107
CHAPTER – 8
SUGGESTIONS AND CONCLUSIONS OF SURVEY
108
Suggestions:
Regarding to the survey each and everybody use
cosmetics some use creams others lipstick etc. the male
users prefer hair colour, deodorants, creams etc.
Therefore following are the suggestions given to the co in
the marketing of Fair and Lovely cosmetics.
Advertising
Today advertising plays a vital role in marketing a
product. Many products, which are manufactured are
marketed starting a small scale industry to large scale
industry. Even from the survey conducted it is revealed
that more of the consumer were introduced to the
product by means of advertisements. Thus, in present
days market advertisements can do wonders.
Advertisements may be by T.V. media or by using
broadcast media or by using magazines as media. By
survey it was revealed that T.V. media is much popular
109
next is the magazines than comes newspapers and lastly
radio which has to be still effective.
Sales Promotion:
Sales promotion also plays a important role in
marketing a product. Sales promotion may be two
types:-
a) Promotion to consumers
b) Promotion to wholesalers and retailers.
Promotion to consumers:
It is highly essential to enhance sales of production.
The following are the consumers promotion devices:-
1. Sampling
2. Money refund orders
3. Premium offer should be given
4. A coupon
Promotion to wholesalers:
It is highly essential to enhance the sales of
production. They are the people who actually sell the
110
production and they must be mentioned to sell more
especially, a main branded product like 5 star products
must undertake promotion of wholesalers and retailers.
To expand its market and no enhance for its sales.
Following some of the important promotion devices
that can be undertaken by the firm
1. Bonus offers
2. Extra units at given price
3. coupons to retailers.
4. Gifts to wholesalers / retailers.
Attractive packing:
In my project according to the survey many of the
respondents have suggested to change the packing style.
Therefore the packing style of Fair and Lovely should be
changed and attractive packing should be adopted.
Innovations:
Innovation means something new. Innovation has
become most important part in marketing strategy. This
111
is increased in the day-to –day expansion of number of
brands. The number of brands available has doubled in
the past 5 years.
Now –a-days people are innovative they purchase
those things which have something new in them.
Therefore innovations are must.
CONCLUSIONS:
With the increase in literacy, the impact of western
culture, the T.V. and the emergence of discriminating
youth, the cosmetics Industry have a great future. Hence
the firm in the industry have great future if managed
properly.
Even though brand names help in marketing a
production, it is not true that band alone are a unique
selling proposition of cosmetics world wide. The brand
name definitely creates mages of qualities and
company’s Goodwill. However cannot replace good
production quality and sound marketing strategies.
112
It can be concluded that eventually, every brand
must satisfy the consumers needs in terms of aspiration
and quality at an affordable price. If the firm considers
these points and improves its marketing strategies, it has
a bright future.
113
ANNEXURE
Consumer questionnaire
Bibliography
114
Questionnaire
1. Name :--------------------------------------------
2. Address:-------------------------------------------
------------------------------------------
--------------------------------------------
3. Sex: --------------------------------------------
4. Age
a. 15-18 years ( )
b. 22-26 years ( )
c. 18-22 years ( )
d. 26 and above ( )
5. Occupation:
a. Employee ( )
b. Student ( )
c. Business ( )
d. Housewife ( )
6. Income
a. Below Rs 5000 ( )
115
b.10.000 – 30.000 ( )
c. Rs 5000-10.000 ( )
d 30.000 and above ( )
7. Do you use cosmetics?
a. yes ( ) b. No ( )
8. If yes, which cosmetics?
a. Nail Enamel ( )
b. Lipstick ( )
c. Creams ( )
d. Eyeliners ( )
e. Others, specify ----------------------
9. When you go for sop do you ask for specific brands?
a. yes ( ) b. No ( )
10. If yes which is the brand?
11. If the specific brand is not available do you purchase
other bands?
a. yes ( ) b. No ( )
12. Do you consider the price as the only consideration?
a. Yes ( ) b. No ( )
116
13. Do you use Fair and Lovely products?
a. yes ( ) b. No ( )
14. Since how long you are using Fair and Lovely----------
15. How did you feel about the product?
a. Friends ( )
b. Retailers ( )
c. Advertisement ( )
16. How do you feel about the product?
a. Excellent ( )
b. Good ( )
c. Not bad ( )
d. Bad ( )
17. By which media of advertisement were you
introduced to Fair and Lovely products.
a. T.V. ( )
b. Radio ( )
c. News Paper ( )
d. Magazines ( )
18. Do you purchase from Sanjana Gifts and fancies ?
117
a. yes ( ) b. No ( )
19. If yes how is the costumer services in Sanjana gifts
and Fancies.
a. Excellent ( )
b. Not bad ( )
d. Good ( )
e. Bad ( )
20. If No from where do you purchase?-------------------
21. Do you think cosmetics area boon to beauty ?
a. yes ( ) b. No ( )
22. Your valuable suggestions to improve the product.
---------------------------------------------------------------------------------
-----------------------------------------------------------------
Signature
118
Bibliography
Marketing management by S.A Sherlakar
Marketing management by Rustom .S.Davis
Britannica Encyclopaedia
119