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

BHADRA EDUCATION TRUST ®BHDRA INSTITUTE OF MANAGEMENT &

INFORMATION SCIENCE STUDIES,DAVANGERE-577002

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 enamel the three

founders pooled their resources and developed a unique manufacturing process. Using

pigments  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 , upscale/international

Ultima II , premium

Natural Wonder , juniors

Moon Drops, dry skin

Etherea, hypo-allergenic

In 1957, Revlon acquired Knomark, a shoe-polish company, and sold its shoe-

polish 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 eye-

care 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 Estée 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

Perelman's MacAndrews & Forbes Holdings. The buyout--engineered with the help of junk bond

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 customer’s 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.