Cosmetica (3)

8/6/2019 Cosmetica (3)

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Jainendra JoshiJigme Roy BurmanBhavish shila PatelRavi kumar RanjanHarshvardhan Singh


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The Dream of every INDIAN female is to become FAIR& MORE FAIR

Modern Woman and Girl wish to be see herself asAiswarya n Katrina instead of Sita image

They spend More than 30% of their Income on cosmeticproducts

India is the country of potential consumers

Big market :Over 60,000 beauty salons in 1 million plustowns with an estimated turnover of over Rs20 billion

Source: India Today Survey


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Like Me

A cosmetic line that is easy to apply, that offersa wide variety of shades, textures, and effects. A

line that contains applicators that permit self-application & has a Variety of effects.


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CUSTOMER ANALYSIS


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Medha Arora is a 25 year old Girl working in MNC. She

starts her day with the Bombay Times & Mumbai

mirror. She surfs the internetin the office and visits

community and social websites, email websites.She reads Filmfare , Femina Stardust,

Cosmopolitan, Elle . In the evening, she watches Zee

caf, Star World, HBO, Star Movies, Set Max, Zee

Cinema and MTV. She watches Tennis with her

family! She hangs around with family & friends at theCCD, Barista, Multiplex, Shopping Malls, Pizza hut and

other premium restaurants. She visits beauty parlor

once a week.


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Age 16- 35yrs Female Single income 25k/Household income 50k Sec A+/A/B+ Young active adult Fashion Leader Contemporary Lifestyle Open to experiment Conscious of social status Enjoys shopping


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Getting unique shaded and texture.

Ease and fast use

No harm-effects.


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Wants more shaded and texture .

Wants harmless cosmetics.

Wants cosmetic which is fast and easy to use.


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Segmentation

Youngster: 16-25

Office Lady: 26-35

Career Women: 35 above


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Target Market :

Butterflys core target audience of 16- to 25-year-oldwomen


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Positioning

(Mass Market)

HighPrice

InexpensivePrice

Mature

Young

utterfl Ma belline

Revlon

LOral

von


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Eye Lips Nail Face

Eye shadow Lip gloss Nail Polish Concealer

Eyeliner Lip Liner Nail Paint Foundation

Kajal Lip Plumper Face Powder

Lipstick Cleanser

Moisture


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Metro cities in India.


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Nail Makeup

Lips Makeup

Eye Makeup Face Makeup

RS.200~800 PRICE

Price

Rs.300~800

Rs.300~800

Rs.200~500


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A

Ease ofapplication

Bonnyand

BindasShakira

Anjalina

joli

Priyakachopara

Ramp model

Textureand

Varietyof effects

Skincare

Gorgeous make-

up

Less time ,Busy for

targets

UAVProtection

Confident ,

Make-upAccordingTo dress-up


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CompetitorAnalysis

COMPETITION ANALYSIS


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Indian cosmetics and toiletries market is valuedat $950 million. The key growth drivers for thecosmetics and toiletries market in India are

rapid urbanization, increase in disposableincomes, and changes in people's tastes

The cosmetics market has been growing at therate of 15-20% for the last few years. The sector

has witnessed growth mainly from medium andlow priced category that accounts for 90% of thecosmetic market


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PROCTER & GAMBLEPantene

Olay

Head &Shoulders

Clairol

Herbal

Essences

Nicen

EasyNatural

Instincts

Cover Girl

SK-II

Rejoice

Max Factor

Old Spice

SecretLacoste

Vidal Sassoon

Aussie

Infusium 23

Noxzema

Laura Biagotti

Koleston

Wellaflex

Shockwaves

Hugo Boss

Gucci

Rochas

EscadaPuma

Anna Sui

Ghost

Yardley

Bogner

Tosca

Max Mara

Mexx


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Loral GroupConsumer

LOreal Paris

Garnier

Maybelline NY

SoftSheen.C

Mininurse

Yue-Sai

La ScadProfessional

LOreal Prof.

Redken

Krastase

Inn

Matrix Mizani

Luxury

LancmeBiotherm

Kiehls

Laroche

Shu UemuraOicasso

Paloma

Parfums Guy

Giorgio ArmaniRalph Lauren

Fragrances

Active

Vichy

Laroche-Posay

La Roche-Posay

Galderma

Innov


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Unilever PLCAxe/Lynx

Impulse

Rexona/Sure

DegreeDove

Sunsilk

Organics

Lux

Ponds

Vaseline

Suave

Timotei Finesse

Salon Selectives


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Colgate PalmolivePalmolive

Skin

Bracer

Protex

Mennen Speed Stick

Caprice

Lady Speed Stick

Afta


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AvonAvon Color

Avon Solutions

Advanced

Avon NaturalsMark

Avon Wellness

Anew

Skin-So-Soft

Techniques Hair

Care


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Johnson & JohnsonNeutrogena

pH5.5

Retin-A Renova

Ambi

Aveeno

RoC

Clean & Clear

Biapharm SAS


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Young, Sexy, Vibrant & Confident.


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SEL

F ANALY

SIS


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Price / Packaging

Aroma

Softness

Convenience

Uniqueshaded and

texture


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Exclusive shaded

Cosmetics withunique shaded

and ease of appl.

QuickBeautyas you

like

Smooth

Self-Applicator

Harmless


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Young, Sexy & Vibrant. Ready to take the worldon her knees.


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Like Me: Harmless, Unique shade & textures,ease of application.


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Like Me: A beauty you wish.


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Value Proposition


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Pricing of the product and the nature of product usageare the two criteria that define brand positioning. Mass-market category: price range of Rs 45 to Rs 200

Middle market price: Rs 200 up to Rs 800

High-end market: Rs 800 to about Rs 5000. Premium range : pricing can touch up to Rs 35,000.

LOral pushes Maybelline and Synergie ranges to theyounger generation and also in the lower incomegroup mass market.

LOral range of cosmetic and skin care products arefor the middle and higher-middle class women

Vichy is for high-end users, explains the source atLOral India.


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Lakme and Color Bar are being pushed as massmarket products and focus on younger womenand women with lower buying power.

Rev

lon,C

hambor, Diana of London, Bourjois andPupa that make the mid-range.

Clarins, Shiseido, MAC, Christian Dior, NinaRicci, YSL and Lancme make the high end. LaPrairie touches the premium end of the market.

So Butterfly as a brand will be positioned for themiddle and higher class women, competing thebrands like LOreal.


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Atl & Btl Commiunication.

New Media.


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Cosmetica (3)

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