Prepared by, ATASEE MAITY POULAMI DATTA DIBYENDU PAUL

OBJECTIVE

Topic of our survey is“Positioning strategy of L’Oreal brand in Bhubaneswar market”.According to our topic we made our objectives.

To find out the marketing strategies applied by L’Oreal brand for Bhubaneswar Market.

To find out the reasons of success of L’Oreal brand in Bhubaneswar Market.

To find out the market position of L’Oreal brand in Bhubaneswar Market.

To find out how L’Oreal brand make a superior product image in the mind of Bhubaneswar consumers.

IMPORTANCE&IMPLICATION

The main focus of our survey is to find out the market positioning strategy of L’Oreal Brand in the Bhubaneswar market.

This survey also includes the study of customer preferences and the choice of cosmetics and also understands the brand image of the L’Oreal in the mind of customers.

Finding of the strategy also makes us aware that sometimes market leader also needs to make different strategy to grab the new market.

Bhubaneswar’s economic and social status is now very much developed. Here, lots of cosmetics brands are already competing with each other, so L’Oreal needs to bring some new marketing strategy for this market.

SCOPE LIMITATION

The survey of positioning gives a lot of scope to study on the “L’Oreal brands” in Bhubaneswar market, like •the brand image of “L’Oreal”, •quality, •how much they are able to satisfy their customers with their packaging and the advertisements.Customers have also given some of their views on the matter of improvement of L’Oreal. Customer wants more variety of products from L’Oreal; also they want that L’Oreal should come up with lower price products for middle class customers.

• The time limit of our survey was very less.•Sample size of 200 is very less to gather accurate information.•We could not cover all the areas of Bhubaneswar, because of time constraint.

• First we made our objectives.• By following the objectives we prepared our questionnaire.• We visited Market areas to conduct our survey.• We interacted with the college going girls and boys, working ladies and

housewives.

RESEARCH & METHODOLGY

SAMPLING PLAN• NUMBER OF SAMPLES: 200• SAMPLING TECHNIQUES:

RANDOM• SAMPLE DESCRIPTION: We

interacted with the college going girls and boys, working ladies and housewives.

DATA COLLECTION TECHNIQUE: Our targeted area is customers of Bhubaneswar. SOURCES OF DATA: Questionnaires. AREA COVERED: Market building unit-2, BMC mall, and Rasulgarh’s ladies hostels.

DATA DESCRIPTION

Data Presentation and Interpretation

1.How much will you rate the advertisement of L’Oreal compared to other products?

1 POOR

2 AVERAGE

3 GOOD

4 VERY GOOD

5 EXCELLENT

Cont.…….

2.How much will you rate the packaging of L’Oreal?

1 POOR

2 AVERAGE

3 GOOD

4 VERY GOOD

5 EXCELLENT

Cont.…….

3.Which brand you prefer in cosmetic segment?

L’Oreal product

41%

Hindustan unilever

23%

P&G 7%

Lotus 29%

4. How much you spend monthly on cosmetic product?

Cont.…….

80-200

9%

200-500

28%

500-800

27%

800-2000

37%

Cont.…….5. Did you encounter any of these difficulties with L’Oreal products?

Side effect 23%

Expensive 50%

Not affective 27%

Cont.…….

6. In general how much you are satisfied with your product?

0-40% 2%

40-60% 23%

60-80% 56%

80-100% 19%

Cont.…….7. How much will you rate L’Oreal’s brand image in Bhubaneswar?

1 POOR 4%

2 AVERAGE

18%

3 GOOD 43%

4 VERY GOOD

28%

5 EXCELLENT

7%

8. What improvement you want to see in L’Oreal?

Cont.…….

Quality 11%

Durability 5%

More variety 56%

More affectiveness

28%

9. Why do you think L’Oreal is succeeding all over India?

Cont.…….

Foreign product 41%

Reasonable price 5%

Good quality 44%

availability 10%

Cont.…….

10. According to you which factor has helped L’Oreal to position it’s product in Bhubaneswar market?

Take care of yourself

22%

You deserve to be beautiful

30%

Get 100% value out of the brand

28%

Be healthy, Be beautiful

19

Findings

•Brand image of Loreal is average in Bhubaneswar market.•Some of the customers do not want to buy L’Oreal products, because it is too expensive for them.•Though brand image is not so high, but public prefer to go for L’oreal product in Bhubaneswar market.•The reason of success in Bhubaneswar market is because of the following factors: •L’Oreal is a foreign product, •its quality is good, •customers are getting 100% value out of the brands.•Loreal has got a very good brand reputation in international market. It also uses brand ambassadors like Penelope Cruz, Aishwarya Rai. But people of Bhubaneswar are least aware about the brand and its image

As we know L’Oreal is a branded company but still they are not rising in Bhubaneswar market, if the company reduces the price, may be they will get large number of customer for their product. They could sell some of its product at a reasonable price so that they could gain a large number of market share. Now they are at a position of 41%, if they lower their price then their position could come up to 54% but always low pricing strategy compromise with the quality of product and the best thing in L’Oreal is that it is known worldwide for the best quality in cosmetics segment.They could come up with new marketing strategy as well as pricing strategy.

SUGGESTION

•Brand image—World No.1•Research & development-586 patents•Range of portfolio—diversity of products•Global brand—presence in 130 countries•Strong Corporate Social Responsibility policy

•Brand confusion•Positioning in the myriad brands•Presence remains underdeveloped in emerging markets.

•Emerging markets of developing countries•Growing cosmetic and grooming market•Newer acquisitions—more range of products

•New channels on the electronic media•Local players in the new market expansions•Brand cannibalization

Opportunities

Strengths

Threats

Weakness

As we have done the survey to find out the overall positioning strategy of L’Oreal brand in Bhubaneswar market, we find that L’Oreal has got a good market share but the brand image is not up to the mark. Out of 100%, 41%customers are preferring L’Oreal in Bhubaneswar, that does not mean that 41% customers are using L’Oreal Paris or its professional products, some customers are using Garnier as well as Maybelline which comes under L’Oreal product line.

Conclusion

THANK YOU