Professional Documents
Culture Documents
SUNSCREEN
LOTION
LOVELY PROFESSIONAL UNIVERSITY
FARAZ ALAM
12/12/2009
Homework Title / No. : FARAZ ALAM Course Code : MGT-514
Declaration:
I declare that this assignment is my individual work. I have not copied from any other
student’s work or from any other source except where due acknowledgment is made
explicitly in the text, nor has any part been written for me by another person.
Student’s Signature :
FARAZ ALAM
Evaluator’s comments:
___________________________________________________________________
__
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ON
Regd. No : 10906032
SUBMITTED TO
ACKNOWLEDGEMENT
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I take this opportunity to present my votes of thanks to all those guidepost who
really acted as lightening pillars to enlighten our way throughout this project that
has led to successful and satisfactory completion of this study.
We are really grateful to our COD Mr.Devdhar shetty for providing us with an
opportunity to undertake this project in this university and providing us with all the
facilities. We are highly thankful to Mr. Manish Rajput for his active support,
valuable time and advice, whole-hearted guidance, sincere cooperation and
pains-taking involvement during the study and in completing the assignment of
preparing the said project within the time stipulated.
Lastly, We are thankful to all those, particularly the various friends , who have
been instrumental in creating proper, healthy and conductive environment and
including new and fresh innovative ideas for us during the project, their help, it
would have been extremely difficult for us to prepare the project in a time bound
framework.
Regd.No : 10906032
INDEX
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Executive Summary
Company Description
Business Mission
Marketing Objective
Situation Analysis
Industry Analysis
• Trends
• Competitors
• Customer Profile
• Technology
• SWOT Analysis
Marketing Strategy
• Marketing Mix
• Marketing Research
• Summary
• End Notes
Bibliography
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EXECUTIVE SUMMARY
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breast cancer and domestic violence. Through 2007, Avon raised and
awarded $580 million worldwide.
History
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BUSINESS MISSION
MARKETING OBJECTIVE
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MICRO AND MACRO ENVIRONMENT
Factor which always affect every product whether that is old or new:-
There are two kind of environment in the market which affects the new
as well as old product. That is:-
Macro Environment
Micro Environment
Demography Environment
Economic Environment
Culture Environment
Natural Environment
Political Environment
Technological Environment
Public
Supplier
Company
Costumer
Competitors
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PROCESS OF DEVELOPING A SKIN CARE PRODUCT IN THE
MARKET:-
Fourthly, we also have to take into account about the supply of that
product. Controlling and evaluating are the last steps in the product
development.
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INDIA COSMETIC SECTOR ANALYSIS
SITUATION ANALYSIS
Competitors:
L’oreal
Revlon
SWOT ANALYSIS
Strength
Weakness
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Need to fill the gap of well informed new product launches.
Small market
High prices
Opportunity
Threat
Low media spends may make the brand weak over period of
time resulting to death.
Other players
Huge no. of substitutes
MARKETING STRATEGY
TARGET MARKET:
Target market of Avon for its sunscreen lotion will be the upper class
and the womens of metropolitan cities mainly.
MARKETING MIX
Marketing mix of any company involves 4P’s of the company. These are
as given below:
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Product
Price
Place
Promotion
PRODUCT:
This is the very first p of the marketing. For knowing about this, we will
be studying product description, segmentation for Avon’s new sunscreen
and what will be the positioning and product differentiation.
Product Description:
• Avon Gold
• Avon Premium
• Avon Platinum
• Avon Pearl
Product Segmentation:
1. Demographics:
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• on the basis of age - 18 to 40 years
• on the basis of sex – women only
• on the basis of income – higher income group
2. Geographic:
• On the basis of social class – upper class
• On the basis of region – metropolitans and big cities
3. Psychographics:
• Lifestyle
• Personality
Product Differentiation:
Positioning:
Branding strategy:
The branding strategy for products will be umbrella branding such as:
• Avon Gold
• Avon Premium
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• Avon Platinum
• Avon Pearl
PLACE:
This is the second marketing mix and place for the Avon sunscreen is as
follows:
Distribution channel:
• Manufacturer
• Distributor
• Stockist
• Retailor and salon
PRICING STRATEGY:
• Market skimming will be there for all the products under sun
screen
• High quality- high price
• High price to target niche market
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DISTRIBUTION CHANNEL
Promotion:
Promotional pricing:
Here the retailer in this category buys watches for lesser than MRP and
hence they are able to get the profit margin on sales.
Price discount and allowances: We will give price discount sale on the
MRP of the sun screen at initially. The allowance varies from one
segment to another.
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Type of advertising: Our ads will be clean, well made, touch on
emotional chord. As our company will use superstar Katrina Kaif.
As here we can say that the Katrina Kaif would be more effective for the
promotional purpose. It can be Katrina Kaif, as now she is one of the
popular actresses in Bollywood.
POSITIONING STATEMENT
SEGMENTATION
Geographic
Behavioural
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Occasions: Going out regularly (schools, college and parties)
User status: Regular usage
Attitude towards the product: necessary part of everyday accessories.
Demographics
• Age: 18-40
• Sex: female.
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• Social class: Middle and lower class people
PEST ANALYSIS
Pest analysis is to summaries the legal and external environment for the
business. It should be done in consideration of influence and responses
to the business. These are the pest analysis of Redwood nail enamel.
POLITICAL FACTORS
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ECONOMICAL
SOCIAL
TECHNOLOGY
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use of beautification products. This low market penetration for
beautification and personal care commodities in India offers a chance for
more considerable increase, in this country of 1.2 billion people.
Company targeted only younger age people to sell their products, and
targeted only middle class and lower class people. Tupperware can
introduce new products to cover upper end of the market. Company
already built a brand image among middle class. So it will help them to
capture the upper class market very soon. Since the customers are able
to pay for better products which makes them happy and looks better. So
Avon sunscream lotion can concentrate to initiate product lines on
premium range. Avon competitor Revlon launched street wear to
compete with Avonsuns cream lotion, so company can consider to more
depth in product range and to influence new innovation technology.
Now company targeting only 18 to 40 age people and they can spread
their segmentation level from age 10 to 24. They can advertise to cover
school students. Company should be very sensitivity about price of the
product; they should not increase the price of the product because low
price is the major strength for Avon sunscreen lotion. Avon sunscreen
lotion have good distribution channel in metro politic cities and towns,
beautification products has less penetration in rural area so Tupperware
can improve their distribution channel in rural market.
Company can offer combo set of products to the consumers and if they
give nail enamel remover along with the product it will help them to
increase the sales. Company has to advertise to create more awareness
about the product.
Bibliography
Marketing Management – Philip Kotler
www.avon.com
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