SP-1, RIICO INDUSTRIAL AREA, NEEMRANA, DISTT. ALWAR (RAJ.) AFFILIATION NO. 1730304

Submitted to : Yavnika Arora

Submitted by: Pushpender , Chandan, Sinnu,Mahesh,Deeya,

Kapil,Deepesh

BUSINESS STUDIES PROJECT ON

ACKNOWLEDGEMENTWE TAKE THIS OPPORTUNITY TO EXPRESS OUR PREFOUND

GRATITUDE AND DEEP REGARDS TO OUR GUIDE MRS. YAVNIKA ARORA FOR HER EXEMPLARY GUIDANCE , MONITORING AND CONSTANT ENCOURAGEMENT THROUGHOUT THE COURSE OF THIS THESIS. THE BLESSINGS HELP AND GUIDANCE GIVEN BY HER TIME TO TIME SHALL CARRY A LONG WAY IN THE JOURNEY OF LIFE IN WHICH WE ARE ABOUT TO MARK.

WE ARE THANKFUL TO OUR ALMIGHTY TEACHERS AND PARENTS FOR THE VALUABLE INFORMATION PROVIDED BY THEM IN THEIR RESPECTIVE FIELDS . WE ARE GRATEFUL FOR THEIR COOPERATION DURING THE PERIOD OF THIS PROJECT.

PREFACEWE ARE PLEASED TO SUBMIT PROJECT WORK IN

BUSINESS STUDIES FOR CLASS 12. WE ARE EXTREMELY GRATEFUL TO CBSE FOR INTRODUCING

THIS PROJECT IN BUSINESS STUDIES . THIS PROJECT HAS GIVEN AN AMPLE OPPORTUNITY TO EXPLORE VARIOUS AREAS OF MARKETING MANAGEMENT , WHICH INCREASED OUR UNDER STANDING OF THE CONCEPT STUDIED . THIS HAS RESULTED IN ENHANCING OUR ANALYTICAL , INTERPRETING AND CREATIVE SKILLS. THIS PROJECT IS STRICTLY DONE ACCORDING TO GUIDELINES BY CBSE.

GROUP MEMBERS

KAPIL KAUSHIK SINNU YADAVPUSHPENDER SONI

DEEYA RAODIPESH YOGI MAHESH YADAVCHANDAN SINGH

TOPIC

FAIRNESS CREAMS

FAIRNESS CREAMS

INTRODUCTION •IN TODAY’S YOUNG GENERATION , FAIR LOOK IS ONE OF THE MOST IMPORTANT FEATURE REQURIED FOR HUMANS. IT HAS BEEN SEEN THAT A FAIRER PERSON ALWAYS GET APPRECIATION FROM PEOPLE. A FAIR LOOK BUILT THE CONFIDENCE INSIDE THE PERSONS, WHICH IS VERY NECESSARY FOR TODAY’S GENERATION.

•EVERY WOMEN WANT TO LOOK FAIRER THAN OTHERS. FAIRNESS CREAM MAKES THE SKIN SOFTER, FAIRER AND BETTER WHICH LOOKS GREAT. THAT’S THE RESONS, WE HAVE CHOOSEN FAIRNESS CREAM AS OUR PRODUCTS THIS PROJECT.

COMPETITIVE PRODUCTS

AND ITS USP

COMPETITORS FAIR & LOVELY OLAY

GARNIER

PONDS

EMAMI

FAIR & LOVELY

PARENT COMPANY :HINDUSTAN UNILEVER

CATEGORY : PERSONAL CARE-SKIN CARE

SECTOR : FMCH

TAGLINE /SLOGAN : MORE THEN JUST FAIRNESS, CLER FAIRNESS

USP : POWER OF BEAUTY/ MAXIMUM FAIRNESS

STRENGTH: FAIR LOVELY BRAND IS WORLD’ S FIRST AND LARGEST FAIRNESS CREAM . LINE EXTENSION TO PREMIUM SOAP ‘FAIR AND LOVELY SOAP’,HIGH LEVELS OF CONSUMER AWARENESS FOR THE BRAND

WEAKNESS :CATEGORIZATION OF WOMEN ON THE BASIS OF SKIN COLOUR NEGATIVE PUBLICITY,EXTREMLY TOUGH COMPETITION IN SKINCARE MARKET.

SEVERAL COMPETTIONS IN THE MARKET LEGAL ISSUES OFTEN HAMPER THE BRANDIMAGE

COMPETITORSFAIREVER (CAVIN CARE )NO MARKS (OZONES AYURVDIC )VICCO

OPPORUNITYFAIR & LOVELY FOUNDATION WHICH AIMS AT EMPOWERMENT OF WOMEN . FAIR & LOVELY SCHOLARSHIP FOR UNDERPRIVILEGED GIRLS.THREATS

OLAY NATURAL WHITE

PARENT COMPANY = > PROCTER AND GAMBLE

CATEGORY = > PERSONAL CARE BRANDS SKIN CARE

SECTOR = > FMCGTAGLINE/SLOGAN = > CHALLENGE WHAT’S POSSIBLE, GLOWING FAIRNESS FROM WITHIN

USP = > CONTENT NUTRIENTS TO PROVIDE FAIRNESS AND NOURISHMENT TO THE SKIN

STRENGTH

ESTABLISHED BRAND NAME OF OLAY. SUPPORT OF STRONG DISTRIBUTION NETWORK OF P&G. EFFECTIVE AND VARIED MARKETING AND PROMOTIONAL ACTIVITIES.

OPPORTUNITY EXPANDING IN OTHER MARKETSR&D AND INNOVATIONS TO BRING IN NEW AND BETTER VARIANST. WEAKNESSHIGH PRICE LIMITS THE TARGET CUSTOMERS.CONFUSION OVER THE ORIGINAL OLAY IN DIFFERENT MARKETS.THREATS AGGERSSIVE COMPETITORS

THREAT OF NEW ENTRANTS PRICE WARS

GARNIER

•GARNIER IS A MASS MARKET COSMETICS BRAND OF L’OREAL THAT PRODUCES SKIN CARE PRODUCTS. THE COMPANY STARED HAS LABOURATOIRES GARINER IN 1904, AND WAS ACQUIRED BY L’OREAL IN THE 1970S. GARNIER IS SOLD IN NUMEROUS CONTRIES WORLDWIDE, WITH SPECIFIC PRODUCT LINES AND CULTURES. IN 2011, GARNIER PARTNERED WITH TERRACYCLE TO PROMOTE UP CYCLING OF PRODUCTS CONTAINERS AND THE INTRODUCTION OF BIODEGRADABLE PRODUCTS.

EMAMI CREAM

•THE EMAMI NATURALLY FAIR HERBAL FAIRNESS CREAM CONTAIN ACTIVE HERB AND PEARLS. IT IS 100% HERBAL AS RESEACHED BY EMAMI HERBAL RESEACH. LIQIVRICE AND REAL PEARLS SPREAD MELANIN AND PROVIDE SUNCREEN TO THE SKIN. OTHER RARE HERBS NOURISH THE SKIN AND PROTECT IT FROM ENVIRONMENT RELATED POLLUTANTS.

PONDS CREAM •HISTORY : POND’S CREAM WAS INVENTED IN THE UNITED STATES AS A PATENT MEDICINE BY PHARANACIST THERMO I POND EXTRACT A HEALING TEA FROM WITCHES DISCOVERED COULD HEAL SMALL CUT AND OTHER ELEMENTS THE PRODUCT WAS NAMED “GOLDEN TRESURE” AFTER THRENODIES ,IT WOULD BE KNOWN AS “PONDS EXTRACT”.

1910S : BY 1910 ,PONDS WAS A WELL ESTABLISHED BRAND AMONG AMERICANS. THE POND’S COMPANY BEGIN AN AD CAMPAIGN THAT WOULD BECOME NOTORIOUS BECAUSE OF THE CELEBRITIES INVOLVED IN IT. AS A RESULT OF THE CAMPAIGN ,”POND’S VANISHING CREAM” HAD A 60% INCREASE IN SALES DURING 1915, AND “POND’S COLD CREAM” HAD A 27% INCREASE.

1920S : BY 1922, SALES OF THE PRODUCTS HAD GONE MANY BELIEVED THAT SUCH AN EASILY AVAILABLE PRODUCT COULD NOT PERFORM AS WELL AS OTHER “DESIGNER” PRODUCT. BECAUSE OF THIS POND’S COMPANY THEN TARGETED ROYALTY ,POLITICIANS AND PEOPLE OF HIGH CLASS STATUS TO BECOME ADVERTISER FOR THE COMPANY.

1930S : DURING THE DEPRESSION ERA OF THE 1930S, THE COMPANY’S BUSINESS SLOWED DOWN SOME WHAT. HOWEVER THE POND’S COMPANY EXPANDED SLOWLY, ADDING FACE POWDER AND ANGEL FACE PRODUCTS.

OUR PRODUCTITS FEATURES

AND ITS USP

PRODUCT IS AN ELEMENT OF MARKETING MIX REPRESENTING

THE TAGLINE AND INTANGIBLE ELEMENTS OFFERED TO THE CUSTOMERS IN ORDER TO SATISFY THEIR NEEDS.

PRODUCT IS THE MOST VISIBLE COMPONENT OF MARKETING MIX

OUR PRODUCT , FAIRNESS CREAMS IS A PRODUCT WHICH IS BENEFICIAL FOR THE SKIN AND MAKES A PERSON LOOKS FAIRER.

WHICH BRINGS CONFIDENCE TO THE PEOPLE.IT IS CLASSIFIED AS A COSMETIC PRODUCT WHICH

MEANS IT IS PURCHASED AFTER COMPARATIVE ANALYSIS OF PRICES AND QUALITY.

FEATURES OF OUR PRODUCT

QUALITY PRODUCT

DIFFERENTIATED PRODUCT

AFFORDABLE PRICES

CUSTOMER SATISFACTION

ACCORDING TO THEIR NEEDS

GLOW UP PRODUCTS ARE ACCORDING TO CUSTOMERS

OUR PRODUCTS ARE MADE UP OF GREAT QUALITY

OUR PRODUCTS ARE MADE UP OF NATURAL PRODUCTS

WE HAVE TRUE KNOWN FAMOUSTHE PRICES OF OUR PRODUCTS ARE VERY AVOIDABLE AND REASONABLE

PERMISSION & LICENSES

MANUFACTURING LICENSE {MANUFACTURING LICENSE } IS TO BE OBTAINED FROM A LICENSING OFFICER TO START A MANUFACTURING ACTIVITY

PATENTS: THESE REFERS TO EXCLUSIVE RIGHTS THAT ARE GRANTED FOR A NEW INVENTION. PATENTS MUST BE OBTAINED ACCORDING TO THE INNOVATION IN THE MANUFACTURING OR IN A PRODUCT.

REGISTERED TRADEMARK : A TRADEMARK ,THAT IS A DISTINCTIVE SYMBOL OR SIGN FOR THE PRODUCT CONFIRMING ITS ORIGINALITY MUST BE REGISTERED.

Label Of

The product

Men Women

BRANDING BRANDING IS A PROCESS OF ASSIGNING A DISTINCTIVE NAME OR A SYMBOL TO A PRODUCT WHICH IT IS TO BE IDENTIFIED AND KNOWN REMEMBERED.

THE COMPANY ‘S BRAND HAS BEEN NAMED ‘GLOW UP’ AS OUR COMPANY IS TARGETING THE MASSES OF ALL INCOME LEVELS AND OUR PRODUCT IS NOT JUST TO BE USED BY THE URBANS BUT ALSO BY THE RURAL CROWD AND PEOPLE ALSO WITH LESS INCOME AS, INDIA IS A COUNTRY WHICH 70% PEOPLE ARE LIVING IN THE RURAL AREAS.

BRANDS LOGO

TAGLINE

THE TAGLINE “GET SET GLOW ”IMPLIESTHAT WHEN THE CUSTOMER START APPLYING THIS CREAMS IT WILL START GLOWING YOUR

FACE FASTER

GLOW UP GET SET GLO

AS THE COMPANY HAS JUST STARTED PRODUCTION IT TAKES PLACE AT VERY SMALL SCALE .

THE BRAND HAS BEEN REGISTERED AND ITS TAGLINE AND LOGO.

THE REASON BEHIND USING THIS LOGO IS THAT BRIGHT COLOURS AND LITTLE GLOWING EEFECT SHOWS THAT AFTER APPLYING THIS CREAM YOUR FACE WILL GLOW.

BRAND AMBASSADER

KRITTI SANON FEMALE PRODUCT

BOLLYWOOD

ACTRESSMODEL

VIVAN DSENA

MODELMALE

PRODUCT

TV ACTOR

PRODUCT

LIST

PRODUCTS OF FIRM

• GLOW UP WOMEN• FAIRNESS CREAM• GLOW UP MEN

• FAIRNESS CREAM• SUNSCREAM• GLOW UP FACE WASH

• GLOW UP FACE PACK• GLOW UP MOISTURISOR• GLOW UP WINTERCREAM

• GLOW UP CLEANSER

PRICESOF THE

PRODUCT

PRICE TABLE Products Wholeselle

rRetailer Costum

erGlow up womenFairness cream

60 65 70

Glow up menFairness cream

75 80 90

sunscream 65 70 75Glow up face wash

40 45 50

Glow up face pack

125 130 140

Glow up moisturisor

70 75 85

Glow up cointer cream

50 55 60

Glow up cleanser

100 115 120

PACKAGING PACKAGING REFERS TO THE ACT OF DESIGNING AND PRODUCING THE CONTAINER OR WRAPPER OF A PRODUCT. PACKAGING PLAYS A VERY IMPORTANT ROLE IN THE MARKETING SUCCESS OR FAILURE OF MANY PRODUCTS. IN FACT IF ONE MAKES AN ANALYSIS OF THE REASONS FOR THE SUCCESS OF SOME OF THE SUCCESSFUL PRODUCTS IN THE RECENT PAST, IT CAN BE NOTED THAT PACKAGING HAS PLAYED ITS DUE ROLE.

IMPORTANCE OF PACKAGING RISING STANDARDS OF HEALTH AND SANITATIONS:

BECAUSE OF THE INCREASING STANDARDS OF LIVING IN THE COUNTRY ,MORE AND MORE PEOPLE HAVE STARTED PURCHASING PACKED GOODS AS THE CHANCES OF ADULTERATION IN SUCH GOODS ARE MINIMIZED.

SELF SERVICE OUTLETS: THE SELF SERVICES RETAIL OUTLETS ARE BECOMING VERY POPULAR, PARTICULARLY IN MAJOR CITIES AND TOWNS. BECAUSE OF THIS, SOME OF THE TRADITIONAL ROLE ASSIGNED TO PERSONAL SELLING IN RESPECT OF PROMOTIONS HAS GONE TO PACKAGING.

PRODUCT DIFFERENTIATION: PACKAGING IS ONE OF THE VERY IMPORTANT MEANS OF CREATING PRODUCT DIFFERENTIATION.INNOVATIONAL OPPORTUNITY: PACKAGING IS ONE OF THE VERY IMPORTANT MEANS AS SOME OF THE RECENT DEVELOPMENT.

TRANSPORTATION PACKAGING

CHANNELS OF DISTRIBUTION• A CHANNEL OF DISTRIBUTION IS THE ROUTE OR PATH

ALONG WHICH PRODUCTS FLOWFROM ONE POINT OF PRODUCTION TO THE POINT OF

ULTIMATE CONSUMPTION OR USE

TYPES OF CHANNEL OF DISTRIBUTION

• 1 DIRECT CHANNEL(ZERO LEVEL):• 2MANUFACTURER-RETAILER-CONSUMER(ONE LEVEL)• 3 MANUFATURER-WHOLESALER-RETAILER-CONSMER(TWO

LEVEL)• 4 MANUFATURER-AGENT-RETAILER-WHOLESALER-

CONSUMER(THREE LEVEL)

CHANNELS OF DISTRIBUTION 1

PRODUCER RETAILERCONSUMER

CHANNELS OF DISTRIBUTION 2

PRODUCER WHOLSELEERRETAILERCONSUMER

CHANNELS OF DISTRIBUTION 3

WHOLSELLERRETAILER CONSUMER

•OUR COMPANY HAS CHOOSEN THE TWO LEVEL CHANNEL .•WHERE THE MANUFACTURER SELLS THE PRODUCT TO WHOLESALER AND THEN HE SELLS IT TO RETAILER AND THEN HE MAKES PRODUCT AVAILABLE FOR THE CUSTOMER.• IT IS THE BEST WAY TO ENTER INTO MARKET. AS WE HAVE VERY FEW FIRMS IN COUNTRY SO IT IS DIIFICULT FOR US TO SELL PRODUCT DIRECTLY TO THE RETAILER OR CUSTOMER

PRODUCTION UNIT

WHOLESALER

RETAILER

CUSTOMER

WAREHOUSING

• WAREHOUSES IS A STORAGE STRUCTURE CONSTRUCTED FOR THE PROTECTION OF THE QUALITY AND QUANTITY OF THE PRODUCTION.• THE NEED FOR A WAREHOUSE ARISES DUE TO TIME

GAP BETWEEN PRODUCTION AND CONSUMPTION OF PRODUCTS.• WAREHOUSING OR STORAGE REFERS TO THE

HOLDING AND PRERESERVATION OF GOODS UNTIL THEY ARE DISPATCHED TO THE CONSUMER,BY BRIDGING THIS GAP STORAGE CREATES TIME UTILITY.

TRANSPORTATION

• TRANSPORTATION IS THE MEANS TO CARRY PEOPLE AND GOODS FROM ONE PLACE TO ANOTHER .THIS HAS BECOME VERY IMPORTANT IN EACH STAGE OF HUMAN CIVILIZATION.

• OUR FIRM HAS THREE MEANS OF TRANSPORTATION FOR CARRYING OF GOODS FROM ONE PLACE TO ANOTHER.• ROADWAYS, RAILWAYS AND AIRWAYS

PROMOTION

• PROMOTION IS A PROCESS OF COMMUNICATION WITH THE POTENTIAL BUYERS INCLUDING INFORMATION , PERSUATION AND INFLUENCE.• IT INCLUDE ALL TYPES OF PERSONAL AND

IMPERSONAL COMMUNICATION WITH THE CUSTOMER• METHODS OF PROMOTION USED BY OUR FIRM

ARE DIGITAL ADVERTISMENT ,PRINTED ADVERTISMENT,PERSONAL SELLING

CONCLUSION

• INDIAN FAIRNESS INDUSTRY IS UNIQUE MIX WITH EXTREME ATTITUDE ,BELIEFS,INCOME LEVEL AND SPENDING.

• UNDERSTANDING CONSUMER PREFRENCES AND DEMANDS IS THE KEY TO GROWTH

• ECONOMICAL DISTRIBUTION USING PROPER SUPPLY CHAIN MANAGEMENT IOS NECESSARY.

• THE INDIAN FAIRNESS INDUSTRY IS DESTINED TO GROW AND WILL DO SON IN THE FUTURE.

THANK

YOU