Comparative Study of Cosmetic Brands

MM-101 Group 6

Table of Contents
1. Cosmetic Products Sector3 1.1. Market Overview 1.2. Consumer Behavior 2. Brands Overview6 2.1. Revlon 2.2. Maybelline 2.3. Artistry 3. Survey Results .10 3.1. About the Survey 3.2. Demographic Profile of Participants 3.3. Results 3.3.1.Salesperson 3.3.2.Consumers 3.4. Overall Brand Rankings 4. Brand Analysis .22 4.1. Revlon 4.2. Maybelline 4.3. Artistry 5. Conclusion27 6. References..28 7. Appendix A.29 .

Chapter 1 Cosmetic Products Sector

According to the Drugs and Cosmetics Act 1940 and Rules 1945, a Cosmetic is defined as Articles which meant to be rubbed, poured, sprinkled, or sprayed on or introduced into or otherwise applied to human body for the purpose of cleansing, beautifying, promoting attractiveness or altering the appearance. Though the definition includes products of a wide range of use, for the purpose of the project we are only interested in products that are used mainly by female consumers to beautify and promote attractiveness. In the recent times, this class of products has seen a wide boom in terms of market size. The industry has seen entry of many foreign brands and introduction of products especially catered to the Indian market. The drive to launch new products has been led by the stupendous increase in the purchasing power of the female Indians. Hence it is very important to understand the consumer behaviour for cosmetic products and the attributes

that the consumers look for while making a purchase. In this section we describe the cosmetic product market in India and purchasing decisions.

1. Market Overview
According to a recent report Indian Cosmetic Sector Analysis 2009-2012, India has emerged as one of the industries having large potential for future growth. Even today, Indian cosmetic industry is one of the rapidly growing industries. Changing lifestyle, increased purchasing power, and large availability of information has made people more beauty conscious. The cosmetic sales in India are expected to increase at an annual rate of 18% during 2011-2014 in terms of CAGR with the present market size being of $2.2 billion. The main market has been western India with Northwest India and Eastern India accounting for the largest growths. The primary reason for the optimistic outlook of the industry is that, there has been a rise in the range and variety of products offered by industry participants. Companies have started to use online retailing as a toll to reach out to more consumers. The per capita spending in India is as low as Rs.30 as compared to Rs.1500 in other Asian emerging economies. Because of the large disparity in between the rural and urban markets the market is divided into two segments. One is the premium segment consisting of less price sensitive and more brand conscious consumers. These are usually urban and higher middle class income groups. This segment is dominated by the multinationals and concentrated in a few large players. Our study is based on this segment, with the three brands chosen falling under this purview. The other segment is the low segment, where consumers are price sensitive with products being sold at 20-30% less price. This is largely unorganized and attracts mass appeal. The products in the sector are classified as skin care products, hair care products, makeup products, perfumes and others. The makeup market is valued at Rs.639 crores and is growing steadily for the last few years. The hair care products market is valued at Rs.2000 crores and forms the largest product division in terms of dollar sales. The skin care division is growing at a rate of 7-8% per year. The increased usage of products form all the segments has led to an increase in indigenous production, distribution and sales from the market leaders.

2. Consumer Behaviour
Indian cosmetic market is accredited to female consumers with majority of customers below the age of 30. With younger Indians earning better income, the potential of this segment is very opportunistic. Companies have designed products to identify the exact needs of their customers and used extensive branding and promotion to tap this potential. The need for cosmetic products is generally seen as the self esteem need, where Indian women see beauty beyond face. The want to buy products which fit to their bodies, make them confident in attitude and project an impressive personality. This is clearly reflected in the taglines of LOreal and Revlon. Word-of-Mouth or influence of peers, friends and beauticians has been the major driving force for the Indian consumers. Advertising and promotions are effective but the in-store displays have had minimal impact in providing information to the consumer. Though beauty consultants have their influence over the purchase, there is a greater preference for tried and tested products. The major factors that affect the final purchase are quality followed by price and variety. The most recalled brands are Lakme, Revlon and Maybelline. The advertisement recall has been found to be high for a TV ad as compared to print ads. Hence companies have used celebrities since a long time to make their brand more noticeable. The best time run promotions is on the weekends which have the highest footfalls in an outlet. Women make up more than 75% of the traffic in the stores. The purchase frequency for married and single females is found to be once in 3 months, with students buying the products on an average once every month and working females buying more than once in 3 months. Most consumers while buying cosmetics are brand loyal and seek value for money. However, recently there has been a strong preference for herbal products. Consumers primarily use the following factors while making a purchase and preferring one brand over the other: Quality Variety Information/Advertising Packaging Effect on Skin Price Ease of Availability Promotional Offers Texture Naturalness

Chapter 2 Brands Overview

The study conducted aims to do a comparative analysis of three brands Revlon, Maybelline and Artistry. All the three brands have established a market for themselves and are tight competitors in cosmetic products sector. They are international brands with a wide range of products specifically designed for Indian consumers. In recent years, companies have focussed on naturalness and reduced negative effect on skin. Overtime the brands have built a strong distribution network to serve upfront customers to a larger extent and also increase their sales in the non-urban areas. Each of the three brands is quite different from others in terms of the pricing, distribution channels and variety offered. In this section we present a brief description of each of the above brands consisting of the history of the brand, the segments targeted the promotion activities and the overall marketing mix of the brand.

1. Revlon
Revlon was established in the United States in 1932. It was the first international cosmetic brand to enter India in 1995. It was introduced as an partnership between Modi Group and Revlon of USA and today does a business of over Rs.400 crore. Revlon has redefined beauty care in India with all products adapted to suit local conditions and preferences. Revlon has been a pioneer in innovation performing extensive research at its Research Centre in Edison, New Jersey. The company thinks global but act local. Toughest Quality control standards are followed and the quality of products is maintained the same everywhere in the worlds International super models and celebrities endorse the brand. The product portfolio currently consists of Lipsticks, Nail Enamels, Face make-up, Flex Shampoos, Flex Conditioners, Body Sprays, etc. Revlon has tried to valorise the brand to occupy a premium position in the market. It has taken big price leaps of the existing rang. For example Rs.250 to Rs.400. It has continuously launched more and more high value, latest international products like collar stay, mineral foundation ad limited editions. Over the last few years Revlon has focussed on strengthening modern retail operations with an aim to achieve a new international imagery in modern retail. Revlon has three major channels of distribution Prestige (department stores, speciality stores), Broad (drug stores, food stores), alternative (direct sales, mail, TV). Their products are manufactured locally by Nielsen and some are imported. All the Revlon counters at stores are atleast 6ft with a front counter format and wall unit. The beauty advisors are trained by Revlon in latest products and offerings. Revlon caters to 4 different segments: Mass Market Category : Price range of Rs.45 to Rs.200 Middle market price : Rs.200 to Rs.800 High end market : Rs.800 to Rs.5000 Premium range : upto Rs.35000

Revlons communication strategy is not media driven and uses minimum media spends and no taglines. Celebrities like Jessica Alba, Jennifer Connelly and other noted stars endorse the brand. In India no major celebrity is associated with the brand and the company continues to market the products through international personalities.

2. Maybelline
Maybelline is officially known as Maybelline New York. It was started in 1915 as a family owned business before it was acquired by LOreal in 1995. Maybelline caters to the consumer products segment of LOreal consisting of high technology products and mass market retailing channels. In 2000 Maybelline became the number one cosmetic brand in USA and in 2002 it became the number one cosmetic brand in the world with presence in 90 countries. The brand is known for its innovation and has set some milestones with the launch of Great Lash Mascara, XXL Mascara and other technologically advanced products. Maybellines market is primarily divided into three segments: Youngster : 16-25 years Office Lady : 26-25 years Career Women: 35 years Above

Maybellines target segment is the 16-25 year old category. Its positioned as a mass market product offered widely at an inexpensive price. Maybelline product range consists of Eye and Lips Makeup, Face and Nail Makeup. Maybelline has one of the lowest production costs in the sector and is able to offer goods at a lower price than its competitors. Maybelline has focussed heavily on online advertising and comarketing and has used Olympic gold medallists as brand endorsers. In India the brand is endorsed by Deepika Padukone It has an appealing tagline Maybe shes born with it. Maybe its Maybelline to connect with young customers.

Figure 1 : Deepika Padukone endorsing Maybelline

3. Artistry
Artistry was founded in 1968 by Edith Rehnborg. It was later acquired by Amway, a multi-level marketing company. It is among the top 5 bestselling prestige brands in the world and is targeted at upper class and middle class consumers. It is the only direct sell brand in the prestige category. However the cosmetic range for middle class is marketed under Attitude label. The company is known for its innovation and has a team of 500 scientists developing technologically advanced products using highest quality and has over 200 patents in the cosmetic category.

Figure 2 : Artistry product range in India for Prestige category

Surprisingly, Indian market has no potential competition for Amways cosmetic range because of completely different channels of distribution. Since the company relies mostly on direct sales for business, it has neglected advertisement until recently, when they started to advertise in TV and print media, two years ago. The brand is endorsed by famous Hollywood personalities like Sandra Bullock and Kim Tyo. Amway is trying to spread awareness about its product and concentrating on penetrating new segments and market by increasing its Amway Business Owner strength. It is doing this through maintaining optimum quality and educating customers. The product range consists of over 250 products under various categories of body, eyes, face, lips and nails accessories. The brand targets only upper middle class and higher class while completely neglecting the lower classes of customers. One significant drawback of Artistry is that though the company is present in India since more than 11 years, it is yet to make an impact.

Chapter 3 Survey Results

In todays competitive business world, success belongs to those who have better insights from their key customers internal and external. Customers have a lot of needs that are let unrecognized. Discovering the needs and offering the right product having high customer value is necessary to build a brand and capture a large market share. The purchase decisions affecting the consumers, the post purchase evaluation criteria are difficult to be found out without directly reaching out to the consumers themselves. Doing surveys and taking feedback from the customers is the best way to know what opinion the consumers have about the brands and their performances. In similar line, the project requires us to choose three different malls in the city of Kolkata and take valuable information about the three brands, namely Revlon, Maybelline and Artistry. In this section we give an outlook of the survey conducted cosmetic products brands and in the later sections, the results or findings observed have been presented.

1. About the Survey

A survey was conducted to know the bestselling brands among Revlon, Maybelline and Artistry and also obtain customer feedback on these three brands. As part of the project three major malls in Kolkata have been surveyed: City Center Mall 1, Salt lake City Center Mall 2, Airport Road South City Mal, Rajarghat

The main reason for choosing these three locations is that they are located in the upmarket localities and attract a large number of women in the age group of 15-35. Since a maximum number of users of cosmetic products fall in this category, a better survey and feedback could be obtained from the end users of the products. The survey was divided into two parts: 1.1. Customer Feedback

The consumers of the three brands were asked simple questions and take a feedback about the strengths, weaknesses, and scope for improvement for the respective brands. Consumer feedback from around 45 ladies were taken, who filled in a questionnaire which had questions on the demography details of the customer and the rating of the various brands against previously chosen attributes on a scale of 0-5. Most of the consumers the questionnaire very interesting and hence gave a very informative feedback. After taking considerable number of responses, a comparison of where a particular brand stands with respect to others was made and the results were obtained. The complete questionnaire is attached as an appendix. 1.2. Salespersons Feedback

To know about the rough weekly sales of products of the three brands and the preferences for the products, a small feedback was taken from the store attendants. They talked about which product of a particular brand sells most among others, which ones are the most preferred ones and likewise. They also told us about which attributes customers look for while making a purchase of these brands, which attributes they would like to add in a particular product. Some information on

timely delivery of the stock at the stores and the views of the customers about the availability of the products was also taken.

2. Demographic Profile of Participants

The participants were categorized on the basis of their age, income levels, purchase frequency and monthly spending on cosmetic products. A few of the differentiating points about the demographic profile of the participants is described here. 2.1. Age Group

The primary users of the cosmetic products are women in the age group of 1535 years of age. They were divided into three different categories based on the age.

10% 9% 15-22 yrs 22-30 yrs Above 30 yrs 81%

Figure 3 : Age Group Demographics

A large majority of the participants are in the age group of 15-30 years. This is also the target group for all the cosmetic brands. This group consists of college going women, working and to some extent recently married women. The members of this category tend to be very beauty conscious and are the main consumers of the cosmetic products. 2.2. Income Levels The purchasing power of the consumers is an important factor while deciding on the price of the product. Revlon and Artistry are brands that cater to

high income customers while Maybelline is more of a mass market attracting low income customers too. Three groups of income were considered.

9% 29%

Above Rs.1,00,000 Less than Rs.50,000

62%

Rs.50,000 Rs.1,00,000

Figure 4 : Income Group Demographics

Majority of the participants were either students or working women. The income levels of a large part of them were below Rs.50000, with 29% of them having income between Rs.50000 and Rs.100000.

2.3.

Purchase Frequency The number of times the participant buys cosmetic products in a month was

studied. Here we try to relate the age groups and income levels with the purchase frequency per month.
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 15-22 yrs 22-30 yrs Above 30 yrs More than 4 times 2-4 times Less than 2 times

Figure 5 : Purchase Frequency per month across various age groups

As seen in the above chart a large percentage of consumers buy cosmetic products less than 2 times a month. Some women in the age group of 22-30 buy more than 4 times a month. This shows that women who are mostly working and students tend to buy cosmetic products more frequently. Women above 30 years tend to use already existing ones.
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

More than 4 times 2-4 times Less than 2 times

Figure 6 : Purchase Frequency per month against income groups

As seen in the above chart, middle income group participants buy cosmetic products less than 2 times a month mostly with 65% of women with income of Rs.50000-Rs.100000 buy only 2 times a month. However in the above Rs.100000 group more than 50% buy cosmetic products more than 4 times a month. This segment has the highest purchase frequency.

2.4.

Spending on Cosmetic Products The amount of money the participants spend each month on cosmetic

products is studied with respect to the income levels. It has been found that the higher the income levels greater the spending on cosmetic goods. The percentage of women spending more than Rs.1500 on the cosmetic products has been increasing from 9% to 32% to 50% across the income groups.

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Above Rs.1500 Rs.500-1500 Less than Rs.500

Figure 7 : Spending on Cosmetic Products across income groups

As seen from the demographic profile of the participants, we can safely conclude that the majority of women buying cosmetic products fall in the age group of 15-30 years with the highest being from 20-30 years. Also as the income levels increase the purchase frequency and the spending on the cosmetic products is found to be increasing. Purchase is mostly utilitarian with customers buying products because of quality and enhancement of beauty.

3. Results
The participants were asked to rate the three brands on the basis of various attributes and factors that affect the purchasing decision of the consumer and also the evaluation criteria. The results of the questionnaire and some information gathered from the store attendants have presented here. 3.1. Salesperson Three malls were visited as part of the survey. The sales personnel were interviewed to understand the major factors affecting the purchasing decisions of the consumers and the bestselling brand among the three. The following table shows the availability of the three brands in the malls. Revlon and Maybelline were available in all the three malls and had separate counters and trained personnel.

But Artistry was not sold anywhere. So the data obtained is for only Revlon and Maybelline. Mall/Brand City Center 1 City Center 2 South City Revlon Best Selling Best Selling Best Selling Maybelline Artistry NA NA NA

Artistry is a multi-level marketing direct sales product. Hence is not sold in any of the malls or outlets. The salespersons were trained by the company in applying the makeup and providing the customer with information if needed. The price, benefits of the product were well known to all of them. Lipsticks were the most widely sold products with other color cosmetics coming next in sales. The customers were given sample pieces to try out the products before the purchase. The pictures below show the counter and customer assistance.

3.2.

Consumers The consumers rated each of the brands against an attribute on a scale of 1

to 5. The attributes are some of the important factors that affect purchase decision and the evaluation of the product. The feedback so obtained is presented here. For each attribute the highest scoring brand is ranked the most preferred. A comparative analysis is done to see how each brand scores against the other relatively. 3.2.1. Price The price plays an important factor while purchasing as some of the brands like Artistry and Revlon are targeted at the higher upper class and high income customers. In the survey the participants rated brand on a scale of 1-5 on the price factor with 1 being very highly priced and 5 being very easily affordable price. The results are as shown below. Maybelline is the most valued by the customers in terms of price. They seem to better afford the brand compared to others. Revlon though is slightly costlier than Maybelline, is perceived as a high end brand which can be replaced with cheaper brand like Maybelline. Artistry being a prestige segment brand tends to deliver the value at a very high cost compared to others and seen unaffordable by many. Brand Score Rank Revlon 2.2 2 Maybelline 3.05 1 Artistry 1.71 3

3.2.2. Quality Quality is seen as an important factor while purchase. Especially in higher end brand like Revlon and Artistry. Quality here refers to the overall value delivered in terms of benefits. In the survey the participants rated brand on a scale of 1-5 on the quality factor with 1 being very low quality than expected and 5 being the best value and quality you could get. The results are as shown below. Maybelline is seen as the most premier quality brand. The low price and the quality seem to give the best benefits and value to the customer. Revlon though is a very high quality brand the price could have played a negative role in reducing the total value the customer sees at the high price. Artistry scores least in terms of the quality compared to other two.

Brand Score Rank

Revlon 4.15 2

Maybelline 4.47 1

Artistry 3.8 3

3.2.3. Variety The range of products available under a brand increases the choice of the customer and can sometimes lead to a greater purchase frequency. The three brands offer a wide range of products, but the variety in terms of colors, price range and some factors which differ. The participants rated the brands on 1-5 with 1 being very low variety and needs more products and 5 being the very high variety. The results are shown below. Revlon is seen as the brand with the widest range of products and variety in terms of colors and price ranges. Even though Maybelline is behind Revlon marginally, we can say that both are almost on equal terms. However Artistrys product portfolio doesnt seem to attract the consumers as much as Revlon and Maybelline. Brand Score Rank Revlon 3.78 1 Maybelline 3.75 2 Artistry 2.83 3

3.2.4. Ease of Availability The ease of availability or reach of a brand is very important for increasing the sales. In a way it could also increase the brand recall. It shows the strength of the supply chain and ability to meet the needs of a wide range of customers. The participants rated the brand on a scale of 1-5 with 1 being not easily available and 5 being very easily available. The results are presented below. Revlon is more widely available than any other brand. All major cosmetic stores have products have Revlon. The company has built a strong distribution system over time to meet more customers. Maybelline is not available at all the cosmetic stores. The consumers feel that only 75% of store sells Maybelline products. Artistry scores very poorly here because of direct sales system ans is not available in any outlet in Kolkata.

Brand Score Rank

Revlon 4.65 1

Maybelline 3.75 2

Artistry 2.12 3

3.2.5. Advertising Promotion helps increase brand awareness and attracts customers to stores to make a purchase, especially in launch of new products. Celebrity endorsements play a crucial role in capturing a market and trying to convey the benefits to the consumer. The participants rated the advertising of each brand on a scale of 1-5 with 1 being least influenced (disliking) by advertising and 5 being the most influenced (liking) by advertising. The results are shown below. Revlon advertising and promotion is better accepted than Maybelline or Artistry. Revlon has been known for its creative ads and promotion. Artistry is one of the least known brands due to very low advertising campaigning. It tries to reach consumer directly rather than advertisements. Brand Score Rank Revlon 3.73 1 Maybelline 3.58 2 Artistry 1.87 3

3.2.6. Promotional Offers Offers and seasonal discounts can increase sales or help clear unsold stock. It can also force a consumer to make a purchase of the brands product to avail the offer. In the survey participants rated brands on a scale of 1-5 with 1 being absolutely no offers and 5 being best attractive offers. The results are given below. All three brands scored less in promotional offers. Consumers are more willing to see better promotional offers from the brands or discounts so that new products can be tried. Though Maybelline and Revlon are at par with each other the low scores indicate that promotional offers can attract more customers. Brand Score Rank Revlon 2.65 1 Maybelline 2.25 2 Artistry 1.83 3

3.2.7. Packaging of Products Customers are often attracted and make a purchase decision based on the packaging and attractiveness. The products packaging can justify the price of the product and the brand value. The participants rated the brands on a scale of 1-5 with 1 being not attractive packaging and 5 being very attractive. All the three brands are equally attractive for the consumers. The three brands being international use the right mix of colors and material to package the products. Customers could also be slightly indifferent to packaging as the value and benefit is seen more important. Brand Score Rank Revlon 3.58 2 Maybelline 3.67 1 Artistry 3.5 3

3.2.8. Texture of Products The color and odor of the products play a very important role in purchasing as the products are primarily used for body and consumers prefer pleasant smelling products. The smoothness and ease of applying on skin are some factors which decide the texture of the products. Participants rated the product on a scale of 1-5 with 1 being unattractive texture and 5 being pleasant texture. Maybelline is seen as the most pleasant to use brand. The makeup products texture decides the effect of using the product to increase attractiveness. Maybellines color and smell are more preferred than Revlon and Artistry. Artistry score well in this area because of prestige products. Revlon though priced high is seen low on texture and smell. Brand Score Rank Revlon 3.63 2 Maybelline 4.05 1 Artistry 3.2 3

3.2.9. Effect on Skin Many of the cosmetic products cause skin damage after a long use. Hence customers tend to prefer brands that are known for the least skin damage. This

only comes from experiencing the products of the brand. Participants rated on a scale of 1-5 with 1 being maximum skin damage and 5 being the least damage. Consumers seem to indifferent between Revlon and Maybelline for skin damage caused. Though they agree that the brands cause damage to their skin, they are still willing got use the brands at the cost of damage. Though preference for brand can be personal on the basis of skin damage, in general consumers do not think skin damage can be a factor. Brand Score Rank Revlon 3.84 1 Maybelline 3.84 1 Artistry 3.2 3

4. Overall Brand Rankings

The consumers were asked to rank the three brands on the basis of their preference, with 1 being most preferred and so on. This ranking mechanism would show a picture of how each brand stands in the minds of the consumers and how many prefer the brand. The results are shown below. The rows show what percentage of consumers rank the brand against the column rank. Brand Revlon Maybelline Artistry Rank 1 33.33% 66.67% 0% Rank 2 66.67% 28.57% 4.76% Rank 3 0% 4.76% 95.24%

From the data presented above we can clearly observe the rankings of the brands. The following note summarizes the brand preference among the consumers.

Rank 1 (Most Preferred) Rank 2 Rank 3 (Least Preferred)

Maybelline Revlon Artistry

Chapter 4 Brand Analysis

Revlon, Maybelline and Artistry were the three brands analysed in the project. The survey conducted helped obtain useful insights into the factors affecting consumer purchase and how each product stands is rated against the attribute. The survey also helped gauge the strengths and weaknesses of the brands. In this section we discuss each brands positives and negatives and suggest some areas of improvements. The ratings of each brand are given and the weak areas are identified. Similarly the stronger areas are highlighted, which show the competitive edge of the brand.

1. Revlon
Skin Effect Naturalness Texture Packaging Offers Advertising Availability Quality Variety Price 0 0.5 2.2 1 1.5 2 2.5 3 3.5 4 4.5 5 3.842105263 2.764705882 3.631578947 3.578947368 2.65 3.736842105 4.65 4.157894737 3.789473684

Figure 8 : Rating of Revlon for each attribute

Comments from Consumers: Lower the cost, increase varieties for work

Strengths: Very Wide Availability: Wide distribution channels help the brand more accessible for the customers. Quality: Revlon is a well noted brand and customers perceive the quality also to be high. This can be used for strong promotion of the products. Variety: Revlon offers a range of products that cater to all sections of the women segment. Customers find Revlon products that meet their needs. Weakness: Price: Compared to other brands the price of Revlon is perceived to be very high. There are many substitutes in the Indian market that offer the value at a lower price. Competitors are always a threat due to lower price offerings.

Offers: Revlon can increase its volume sales by offering seasonal discounts and making the brand more affordable to a larger pool of customers. The purchase frequency of the customers can be increased by giving coupons.

2. Maybelline
Skin Effect Naturalness Texture Packaging Offers Advertising Availability Quality Variety Price 0 0.5 1 3.05 1.5 2 2.5 3 3.5 4 4.5 5 2.25 3.578947368 3.75 4.473684211 3.75 3.842105263 3.117647059 4.052631579 3.666666667

Figure 9 : Ratings of Maybelline for attributes

Comments from Consumers: Increase product line depth Product Quality is High

Strengths: Price: Maybelline has very low production costs and hence is able to offer products at a very low price. This is due to state-of-art research and innovation. Quality: Products are of very high quality even though offered at a very low price compared to other brands. Texture: Consumers feel Maybelline products have a smoother texture and pleasant smell compared to other brands. This is important for skin care products.

Weakness: Offers: Maybelline can increase its sales volumes and realize higher profits with low margin by offering discounts and offers. Consumers would be expecting to buy if given such offers. Naturalness: Maybelline competitors have associated themselves with social groups like PETA to convey the naturalness of the products. This is yet to be adopted by Maybelline.

3. Artistry
Skin Effect Naturalness Texture Packaging Offers Advertising Availability Quality Variety Price 0 2.833333333 1.714285714 0.5 1 1.5 2 2.5 3 3.5 4 1.833333333 1.875 2.125 3.8 3.2 3.2 3.2 3.5

Figure 10: Ratings for Artistry

Comments: Needs to increase visibility and availability Dont know about it, personally never used

Strengths: Skin Affect: Users of Artistrys products are generally free from skin allergies or effect on skin is minimum. This can be marketed to capture skin sensitive consumers.

Quality: Artistry comes from the house of Amway. The name ensures a trust and quality to the products offered.

Weakness: Advertising: Even though the distribution of these products is direct, a lot of promotional activities need to be undertaken to increase the awareness. Price: The products are sene as unaffordable due to the very high prices. Variety: Product range is very narrow and doesnt cater to all the needs of the consumers.

Chapter 5 Conclusion
The project has provided a better insight into the three cosmetic brandsRevlon, Maybelline and Artistry. The strengths and weaknesses of each brand are analysed. The survey has helped get a consumer perspective of the brands and also the possible areas of improvement. Though Maybelline was observed to be the most preferred brand, Revlon and Artistry were also equally preferred across different income groups. The cosmetic product market in India is more promising than ever with growing purchasing power of Indians and adaption of many western methods of lifestyle. College students and young working professionals would continue to look towards newer products from these brands. Hence a deeper market research, innovation and promotion can help the brands provide greater value to customers.

References
[1] Marketing Management, A South Asian Perspective; Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha [2] A Study on Purchase Pattern of Cosmetics among Consumers in Kerala; International Marketing Conference on Marketing & Society, 8-10 April, 2007, IIMK; Dr. Vinith Kumar Nair, Dr. Prakash Pillai R [3] Indian Cosmetic Sector Analysis (2009-2012); RNCOS Industry Research Solutions [4] Cosmetics and Consumers; Dr.(Mrs.) Sanju Nanda, Maharshi Dayanand University, Rohtak (Haryana)

Appendix A
The survey questionnaire is given here. ------------------------------------------------------------------------------------------------------

Consumer Feedback
1. Which age group do you belong to? 15 to 22 Years 2. 22 to 30 Years Above 30 Years

What is your average annual income? Less than Rs.50,000 Rs.50,000 to Rs.5,00,000 Above Rs.5,00,000

3.

How much do spend on cosmetic products every month? Less than Rs.500 Rs.500 to Rs.1500 Above Rs.1500

4.

How often do you buy cosmetic products? Less than 2 times a month 2 to 4 times a month More than 4 times a month

5.

For the given brands tick the products which you use Brand Skin Care Products (Face Creams, Skin Lotions etc.) Hair Care Products (Shampoos, conditioner, etc) Makeup Products (Lipstick, Eyeliner, etc) Perfumes Others

Revlon Maybelline Artistry

6.

Please rate the following brands against each of the given attribute/feature

Revlon Maybelline Artistry

Price of products[ 1=Too Costly 5=Very Cheap ] 1 2 3 4 1 2 3 4 1 2 3 4 Variety of Products [ 1=Low variety 5=Large Variety ] 1 2 3 4 1 2 3 4 1 2 3 4

5 5 5

Revlon Maybelline Artistry

5 5 5

Quality of Products [ 1=Low Quality 5=Highest Quality]

Revlon Maybelline Artistry

1 1 1

2 2 2

3 3 3

4 4 4

5 5 5

Ease of availability of products in stores[1=Not easily available 5=Very easily available] Revlon 1 2 3 4 5 Maybelline 1 2 3 4 5 Artistry 1 2 3 4 5 Advertising [ 1=Very Poor 5=Best advertising] 2 3 4 2 3 4 2 3 4

Revlon Maybelline Artistry

1 1 1

5 5 5

Revlon Maybelline Artistry

Promotional Offers [ 1=No Offers 5=Best Offers] 1 2 3 4 1 2 3 4 1 2 3 4 Packaging of Products [ 5=Perfect Packaging/ Very Attractive] 1 2 3 4 1 2 3 4 1 2 3 4 Texture (Smell, Colour, etc.) of products [ 5=Most pleasant texture] 1 2 3 4 1 2 3 4 1 2 3 4 Naturalness of Products (Ingredients) [ 5=100% natural and organic] 1 2 3 4 1 2 3 4 1 2 3 4 Effect on Skin/Hair [ 1=Maximum Skin Damage] 1 2 3 4 1 2 3 4 1 2 3 4

5 5 5

Revlon Maybelline Artistry

5 5 5

Revlon Maybelline Artistry

5 5 5

Revlon Maybelline Artistry

5 5 5

Revlon Maybelline Artistry

5 5 5

7. Rank the following brands as 1,2 or 3 on the basis of your preference (Rank 1 = Most preferred of the three brands) Revlon: _______ Maybelline: _______ Artistry: ________ Signature: ____________________________________