A STUDY TO UNDERSTAND THE BRANDING STRATEGIES OF LEADING COSMETIC BRANDS IN INDIA

Abstract

Many players in the field cosmetics are competing aggressively to capture more and more markets. The purpose of this study is to investigate the branding strategies of various cosmetics brands of female consumers in India. The study was carried through primary data collection and through the analysis of primary data, it was concluded that that the most frequently used brands in India are Lakme, whereas the most desired brand is MAC. The six factors of brand value that were taken into consideration were: Emotions, Mental Association, Brand Loyalty, Accessibility, and Brand Performance. Questionnaires were distributed through Google forms. Then with help of secondary analysis, the strategies behind the market trend were found out.