An Empirical Study on Competitive Marketing Strategies for Skin Care Cosmetics of Organized Retail Sector

5596 WordsNov 12, 201023 Pages
AN EMPIRICAL STUDY ON COMPETITIVE MARKETING STRATEGIES FOR SKIN CARE COSMETICS OF ORGANIZED RETAIL SECTOR C.Thirumal Azhagan( Dr.P.S.Nagarajan(( INTRODUCTION Strategy can be defined as a firm’s positioning to gain a competitive advantage in the marketplace (Michael E. Porter 1996)[1]. A strategy is always to secure organizational effectiveness by performing the right activities at the right time and to .achieves the right fit with the external environment. Building upon this idea, a marketing strategy allows firms to develop a plan that enables them to offer the right product to the right market, with the intent of gaining a competitive advantage. Marketing strategy research has focussed arenas such as marketing strategy…show more content…
As people look for better quality products at nominal rate, better service and impressive ambience for shopping and better shopping experience organized retail promises to provide all these and thus the importance of organized retailing emerge. The modern shopping malls, kiosks, departmental stores, one stop shopping centers, exclusive showrooms all provide a colourful image to retailing with the brand name of organized Retailing. This organized retailing concept created a big impact in the Indian retail market. AN OVERVIEW OF SKIN-CARE COSMETICS The demand for beauty care has increased tremendously, as awareness has increased, thanks to several beauty pageants held all across the country. Now it’s not only the female consumers but also the male consumers that form a major segment of buyers of beauty products in India. It implies that there is a lot of scope in the cosmetics and toiletries industry in India. The Indian cosmetic market will continue to grow due to rising incomes of the ever-increasing number of middle-class and urban consumers. Market size: It is estimated that the Indian beauty

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