RECENT TRENDS OF COSMETICS IN INDIA: A REVIEW ON MARKETING STRATEGIES AND CONSUMER BEHAVIOUR

Various marketing strategies characterize the cosmetic industries over India. It is based on the ability to initiate rapid product innovation into the market without any delay. This strategy assists various cosmetic industries in deciding for segmentation, positioning, and targeting product sales. Developing a plan for marketing strategies includes a goal, business vision, and selling proposition. The ultimate goal of this work is to analyze the marketing strategies of cosmetic companies to launch various innovative ideas that boost product sales. The problem related to cosmetic industries has to ensure, "How successfully the cosmetic industries plan for marketing the products over the market?" This work concentrates on analyzing the various factors related to recent trends adopted in cosmetic industries. The analysis is performed with SWOT (Strength, Weakness, Opportunities, and Threats) and 4P's (Product, Price, Promotion, and Place) variables. This strategic analysis is performed using both primary and secondary sources.