Revlon nail paints

- Harshita doshi

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.

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

MARKETING MIX

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

PRICE

THIS PRODUCT IS COST EFFICIENT DIFFERENT PRICE FOR DIFFERENT PRODUCTS PRICE IN RANGE WITH COMPITITOR’S PRICE

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.

Place

IT WILL BE AVAILABLE IN EVERY MARKET LIKE WHOLESALE , RETAIL , MALLS , DISTRIBUTORS

OPEN BRANDS OUTLET

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

DISTRIBUTION CHANNEL

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

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

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.

Market presence : Internet

Merchandising• Revlon follows the back wall stocking unit + front

counter format

Merchandising

Old tester bar New tester bar

Merchandising

Counter animations

• Innovative• Appealing• Very attractive

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.

Decision making : survey1. Do you use nail paints?• Yes • No2. 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• Disagree4. 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

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• Poor7. How often do you apply nail polish?• Daily• Weekly• Fortnightly• Monthly• Yearly• Never9. 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... ______________________-

STP

Segmentation GEOGRAPHIC PRODUCT WILL BE AVAILABLE EVERY

WHERE DEMOGRAPHIC FEMALE , LADIES , COLLEGE GIRLS , AGE GROUP FROM 12 TO 60 DIFFERENT INCOME GROUP

PHSYCHOGRAPHIC STYLE STATEMENT FASHIONABLE CONSIOUSNESS

BEHAVIOURAL USED ON DAILY BASIS SOME USE IT ON SPECIAL OCCASION STYLE SYMBOL

Targeting

THE ONLY TARGET AUDIENCE IS FEMALE SCHOOL & COLLEGE GOING GIRLS EVERY GROUP INCOME AUDIENCE YOUNG AND FASHIONABLE GIRLS HOUSWIVES FEMALES STAYING IN VILLAGES

positioning

• THE ESSENCE OF FEMININITY, BEAUTY & CREATIVITY.

Product life cycle

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.

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.

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.

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.

GE MODEL

THANK YOU