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