SYNOPSIS

ON

MARKETING OF REVLON COSMETICS

[with special reference to Mothi Marketing, Davangere]

Submitted by

Ms. MEGHANA .R.

REG.NO. M131001

Under the guidance of

Smt. SHILPA .R.Y. (M.B.A)

Dept. of commerce & management

Affiliated to Davangere University

BHDRA INSTITUTE OF MANAGEMENT & INFORMATION SCIENCE STUDIES,DAVANGERE577002

BHADRA EDUCATION TRUST

CONTENTS

1. Introduction 2. Company Profile 3. Dealer Profile 4. Product Profile 5. Data Analysis 6. Findings Suggestions & Conclusion

Annexure Questionnaire Bibliography

CHAPTER-1
INTRODUCTION 1.1: GENERAL INTRODUCTION The development in science has brought revolutionary changes in the life style of mankind all over the world. Nowadays people spent a major part of their income for clothing & on cosmetics for Looking smart. This growing trend in the human civilization has given birth to a number of industrial houses to manufacture & market the cosmetic need of the human being. A number of cosmetic products like Nail Polish, Foundation Creams, Mascara, varieties of Vanishing Creams, Lipsticks, Fragrances, etc., adore the racks of modern shops throughout the towns & cities. This project work entitled "MARKETING OF REVLON COSMETICS IN DAVANAGERE CITY" with special reference lo "MOTHI MARKETING' Davanagere is an earnest attempt to know the consumer attitude towards the Revlon products marketed in Davanagere by Mothi Marketing. A thing of beauty is joy forever is what million worldwide had xiid. Growing has been an age old regimen which comes as naturally to human being as eating or sleeping. It is believed that the famous Egyptian Queen Cleopatra spent nours soaking, herself in a bath full of milk in order to make her skin glow. So, universal is the desire to look good that the beauty business knows no geographical boundaries. The looks conscious Indian women never had it better. The last few years have seen a whole gamut of cosmetics lying for spare on her dressing table. Cosmetics Cosmetics are preparations used to change the appearance or enhance the beauty of the face, skin & hair like perfumes cosmetics were probably originally used as an adjacent to religious ritual & the ceremonial aspects were gradually lost as both men & women adorned themselves with cosmetics.

Cosmetics have become an integral product of our day-to-day life. It is difficult to imagine even a single day without the society irrespective of age, sex, status, income, etc uses this product called "Cosmetics'. It has become more of a 'necessity' than a 'comfort' or luxury'. Cosmetics are mainly used by the female section of the society. The main purpose of using cosmetics is to enhance the beauty. Its other purpose is also to maintain the good texture of the skin. With growing environmental pollution it is very necessary to look after our health especially the skin which is most exposed, & the best method is use of cosmetics. Not only the consumer are benefited but also the wholesalers, retailers & dealers becomes the profit of margin is high in case of cosmetics. 1.2: SPECIFIC INTRODUCTION This project work entitled "MARKETING STUDY ON REVLON COSMETICS " with special reference To "MOTHI MARKETING Davanagere, is an earnest attempt to know the consumer attitude towards the Revlon products marketed in Davangere. Revlon was founded in the midst of the Great Depression, 1932, by Charles Revson and his brother Joseph, along with a chemist, Charles Lachman, who contributed the "L" in the Revlon name.[3] Starting with a single product a new type of nail founders pooled their resources and developed a unique
pigments manufacturing enamel

the three

process. Using

instead of dyes, Revlon developed a variety of new shades of opaque nail enamel.

In 1937, Revlon started selling the polishes in department stores and drug stores. In six years, the company became a multimillion dollar organization. By 1940, Revlon offered an entire manicure line, and added lipstick to the collection. During World War II, Revlon created makeup and related products for the U.S. Army, which was honored in 1944 with the Army-Navy "E" Award for Excellence. By the end of the war, Revlon was listed as one of America's top five cosmetic houses. Expanding its capabilities, the company bought Graef & Schmidt, a cutlery manufacturer seized by the government in 1943 because of German business ties. This

acquisition made it possible for Revlon to produce its own manicure and pedicure instruments, instead of buying them from outside supply sources. In November 1955, Revlon went public. The IPO price was $12 per share, but it reached $30 per share within 8 weeks. In the 1960s, Revson segmented Revlon Inc into different divisions, each focusing on a different market. He borrowed this strategy from General Motors. Each division had its own target customer: Revlon, the largest and most popular-priced brand
Princess Marcella Borghese, Ultima II,

upscale/international

premium juniors

Natural Wonder,

Moon Drops, dry skin Etherea, hypo-allergenic In 1957, Revlon acquired Knomark, a shoe-polish company, and sold its shoepolish line Esquire
Shoe Polish

in 1969. Other acquisitions, such as Ty-D-Bol, the maker of

toilet cleansers, and a 27 percent interest in the Schick electric shaver company were soon discarded. Evan Picone, a women's sportswear manufacturer which came with a price tag of $12 million in 1962, was sold back to one of the original partners four years later for $1 million. However, the 1967 acquisition of U.S. Vitamin and Pharmaceutical Corporation made Revlon a leader in diabetes drugs. The company began to market its products overseas at the end of the 1950s. By 1962, when Revlon debuted in Japan, there were subsidiaries in France, Italy, Argentina, Mexico, and Asia. Revlon's entrance into the Japanese market was typical of its international sales strategy. Instead of adapting its ads and using Japanese models, Revlon chose to use its basic U.S. advertising and models. Japanese women loved the American look, and the sales for 1962 came to almost $164 million.

In 1968, Revlon introduced Eterna27, the first cosmetic cream with an estrogen precursor called Progenitin (pregenolone acetate), as well as introducing the world's first American fashion designer fragrance, Norman
Norell.

Later, Revlon

launched Braggi and Pub for men, and a line of wig maintenance products called Wig Wonder. In 1970, Revlon acquired the Mitchum line of deodorants. In 1973, Revlon introduced Charlie. Geared to the under-30 market, Charlie model Shelley Hack in Ralph Lauren clothes, personified the independent woman of the 1970s. This was the first perfume ad to feature a woman wearing pants. Charlie raised Revlon's net sales figures to $506 million for 1973 and almost $606 million the following year. Shelley Hack appeared on Oprah in 2007 to talk about the power of these Charlie print and commercial ads. Their follow-up fragrance, Jontue, became the number two best seller. In 1973, model Lauren Hutton signed an exclusive modeling contact, agreeing to pose for Revlon's Ultima line for $400,000 for two years. She was featured on the cover of Newsweek for this ground-breaking cosmetics contract. Additionally, famed

photographer Richard Avedon was signed on as the exclusive photographer for the brand another cosmetics industry first. In 1975, Charles Revson died. Michel Bergerac, who Revson had hired as President of the company, continued to expand the company holdings. Revlon acquired Coburn Optical Industries, an Oklahoma-based manufacturer of ophthalmic and optical processing equipment and supplies. Barnes-Hind, the largest U.S. marketer of hard contact lens solutions, was bought in 1976 and strengthened Revlon's share of the eyecare market. Revlon purchased Armour Pharmaceutical Company, a division of Armour
and Company,

from The Greyhound Corporation in 1977. Other acquisitions included the Lewis-

Howe Company, makers of Tums antacid in 1978. These health-care operations helped sales figures to pass the $1 billion mark in 1977, bringing total sales to $1.7 billion in 1979.

In the mid-1980s, Revlon lost ground to Este Lauder. Estee Lauder spent millions of dollars on numerous magazine ads featuring Czech supermodel Paulina Porizkova, shot by famed Chicago fashion photographer Victor
Skrebneski.

Revlon's share dropped from 20

percent to 10 percent of department store cosmetics sales. Sales at the drugstore also declined as Revlon lost shares to Noxell's Cover Girl brand. Revlon compensated with more acquisitions; Max
Factor,

Ellen Betrix, Charles

of the Ritz, Germaine Monteil, Almay,

Fermodyl,

Lancaster, Aziza, and Halston. The 1977 acquisition of Carlos Colomer, a Spanish professional beauty supply distributor, brought Fermodyl and Roux and helped introduce Revlon to the world of ethnic care: Creme of Nature,Realistic, Lovely Color and Milk and Honey. In 1983 the company attempted an unsuccessful hostile takeover of Gillette. In 1989, Revlon became one of the first companies to replace animal tests with alternative safety testing methods. On November 5, 1985, at a price of $58 per share, totaling $2.7 billion, Revlon was sold to Pantry
Pride

(later renamed to Revlon Group, Inc.), a subsidiary of Ronald The buyout--engineered with the help of junk bond

Perelman's MacAndrews & Forbes Holdings.

king Michael P. Milken--saddled Revlon with a huge $2.9 billion debt load, which became an albatross around the company's neck for years to come. Pantry Pride Inc. offered to buy any or all of Revlon's 38.2 million outstanding shares for $47.5 a share when its street price stood at $45 a share. Initially rejected, he repeatedly raised his offer until it reached $53 a share while fighting Revlon's management every step of the way. Forstmann Little &
Company

swooped in at $56 a share, a brief public bidding war ensued, and Perelman

triumphed with an offer of $58 a share. Perelman paid $1.8 billion to Revlon's shareholders, but he also paid $900 million of other costs associated with the purchase.[7]Perelman had Revlon sell four divisions: two for $1 billion, the vision care division for $574 million, and the National Health Laboratories division which became a publicly owned corporation in 1988. Additional make-up lines were purchased for Revlon: Max Factor in 1987 and Betrix in 1989, later sold to Procter & Gamble in 1991. Also in 1991, Revlon sold the Clean & Clear brand toJohnson & Johnson. In March 2011, Revlon acquired Mirage Cosmetics, makers of Sinful Colors nail products.

1.3 NEED FOR THE STUDY: Nowadays-marketing has becoming very much popular. it is playing very important role in the business. it is successful especially in selling of household items and cosmetics. Many cosmetic Companies rapidly growing in direct selling of cosmetics. In those, Revlon is one of the largest selling multinational companies which has rapidly increasing its sales Day by day. Today Revlon cosmetics stands for beauty and glamour in more than 59 countries world wide, Revlon is one of the worlds largest selling cosmetics company, therefore, I taken up this study to know : The increasing importance of marketing of cosmetics The popularity and success of Revlon cosmetics. The factors influencing buying behavior of the customers The customers attitude towards selling of Revlon cosmetics The market potential for Revlon cosmetics. 1.4: OBJECTIVES OF THE STUDY 1) To study the market characteristics. 2) To know the popularity of the brand. 3) To know the awareness about the cosmetics. 4) To know the advertisement effect. 5) To know the leading brand. 6) To know the customer satisfaction. 7) To know the quality. 8) To know the competition. 9) To know the existing problems with the products. 10) To verify the sales performance of Revlon product by Mothi Marketing.

1.5: SCOPE OF THE STUDY The scope of this report is restricted to the study of consumer attitude towards Revlon products. The area of the study has been restricted to Davanagere. The report gives information in general regarding attitude of consumer towards Revlon products. However, the survey is conducted on sampling basis; consumers have been selected on random basis regarding their attitudes & views towards the Revlon products. 1.6: RESEARCH AND METHODOLOGY The research design is the overall operational framework within which the project is to be done. It stipulates what information is to be collected from what sources & by what procedures the information obtained would be relevant to the research problem & was collected by objective & economic procedures. Data collection method Both primary & secondary data were for the study. a) Primary Data Primary data were collected through questionnaires. The selection of respondents is made on the basis of stratified random method of sampling. Questionnaire has been issued to respondents to avoid unnecessary delay & to make the filling task easy. The questionnaire is prepared in structural manner. Primary data includes personal interview, contacting the respondents, asking questions & recording the responses. b) Secondary data Secondary data were collected through books, broaches, magazines, internet & other records & discussions with the dealers.

1.7: LIMITATIONS OF THE STUDY 1) The data collected from the respondents is not assumed to be Authentic. 2) The study is limited to Davanagere city & the data collected may Or may not be relevant to other cities. 3) It was very difficult to get certain information such as company profile, distribution network from the company. 4) Due to time imitation, survey was restricted just to50 respondents. 5) The information collected may contain biased opinion. 1.8: CHAPTER SCHEME The entire project report is prepared in six chapters as presented by a brief description about each of the chapters. 1. Introduction 2. Company Profile 3. Dealer Profile 4. Product Profile 5. Survey Analysis & Interpretation 6. Findings In the 1s' chapter entitled "Introduction", introduction to project report, aims of the study, objectives, scope, methodology, limitations are analyzed besides introducing the topic. In the 2" chapter entitled "Company Profile1', introduction of Revlon, history of Revlon, management structure. In the 3rd chapter entitled "Dealer Profile", introduction, establishment, location, management, objectives, sales analysis, marketing strategy, financial analysis & interpretation?

In the 4n chapter entitled "Product Profile", history of cosmetics, cosmetics in the ancient world, products in Revlon, color cosmetics, color cosmetics range of Revlon. In the 5lh chapter entitled "Survey analysis & interpretation" where in researches & conducts the survey for 50 respondents respectively & their results are analyzed & interpreted through tables & graphs. The 6th chapter states about the findings, suggestions & a brief conclusion has been drawn.