Prepared by, ATASEE MAITY POULAMI DATTA DIBYENDU PAUL

OBJECTIVE

Topic of our survey isPositioning strategy of LOreal brand in Bhubaneswar market. According to our topic we made our objectives. To find out the marketing strategies applied by LOreal brand for Bhubaneswar Market. To find out the reasons of success of LOreal brand in Bhubaneswar Market. To find out the market position of LOreal brand in Bhubaneswar Market.

To find out how LOreal 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 LOreal 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 LOreal 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. Bhubaneswars economic and social status is now very much developed. Here, lots of cosmetics brands are already competing with each other, so LOreal needs to bring some new marketing strategy for this market.

SCOPE
The survey of positioning gives a lot of scope to study on the LOreal brands in Bhubaneswar market, like the brand image of LOreal, 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 LOreal. Customer wants more variety of products from LOreal; also they want that LOreal should come up with lower price products for middle class customers.

LIMITATION

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.

RESEARCH & METHODOLGY

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.

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 DESCRIPTION
DATA COLLECTION TECHNIQUE: Our targeted area is customers of Bhubaneswar. SOURCES OF DATA: Questionnaires.

AREA COVERED: Market building unit-2, BMC mall, and Rasulgarhs ladies hostels.

Data Presentation and Interpretation

1.How much will you rate the advertisement of LOreal compared to other products?
1 POOR

AVERAGE

GOOD

VERY GOOD

EXCELLENT

Cont..
2.How much will you rate the packaging of LOreal?
1 POOR

AVERAGE

GOOD

VERY GOOD

EXCELLENT

Cont..
3.Which brand you prefer in cosmetic segment?

LOreal product Hindustan unilever P&G Lotus

41% 23% 7% 29%

Cont..
4. How much you spend monthly on cosmetic product?
80200 200500 500800 8002000 9% 28% 27% 37%

Cont..
5. Did you encounter any of these difficulties with LOreal products?

Side effect Expensive Not affective

23% 50% 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 LOreals brand image in Bhubaneswar?

POOR
AVERAG E GOOD VERY GOOD

4%
18% 43% 28%

EXCELLE 7% NT

Cont..
8. What improvement you want to see in LOreal?
Quality Durability More variety More affectiveness 11% 5% 56% 28%

Cont..
9. Why do you think LOreal is succeeding all over India?

Foreign product

41%

Reasonable price 5%

Good quality
availability

44%
10%

Cont..
10. According to you which factor has helped LOreal to position its product in Bhubaneswar market?

Take care of yourself

22%

You deserve to be beautiful

30%

Get 100% value 28% out of the brand Be healthy, Be beautiful 19

Findings
Brand image of Loreal is average in Bhubaneswar market. Some of the customers do not want to buy LOreal products, because it is too expensive for them. Though brand image is not so high, but public prefer to go for Loreal product in Bhubaneswar market. The reason of success in Bhubaneswar market is because of the following factors: LOreal 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

SUGGESTION
As we know LOreal 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 LOreal 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.

Strengths

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

Brand imageWorld No.1 Research & development-586 patents Range of portfoliodiversity of products Global brandpresence in 130 countries Strong Corporate Social Responsibility policy

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

Emerging markets of developing countries Growing cosmetic and grooming market Newer acquisitionsmore range of products

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

THANK YOU