international marketing Essay

1244 WordsMar 30, 20095 Pages
Cultural Norms, Fair & Lovely and Advertising Yuliya Rudenko BUSA 460, International Marketing Dr. Merlin Simpson November 12, 2007 Cultural Norms, Fair & Lovely and Advertising Introduction Many different companies try their best to advertise their product or service to attract potential customers. They use different strategies by emphasizing that by using their specific product or service their customer life will be better or even change. In comparison, marketers show how unhappy people would be without their products or service. Some customers are attracted to that kind of advertisement, but often those products or services fail to bring the happiness that is promised. Advertisement such as this are used to manipulate the minds of consumers by showing the potential customers how it would change their life after the purchase. It is important to marketers and consumers alike to advertise the product itself and not the consequence of using that specific product or service. Indian Cosmetic Market In India there is a large demand for cosmetic products. Total Indian beauty and cosmetic market size currently stands at U.S. $950 million and showing growth between 15-20 percent per year. The overall beauty and wellness market that includes beauty services stands at about $2,680 million. (Bhattacharya, 2007) One can easily see that middle and high class Indian people spend a large portion of their money in cosmetic product or service. According to the latest Euromonitor report the Indian color cosmetic market stands at $4113.4 million and skin care at $346.9 million (Bhattacharya, 2007). If properly marketed and advertised, any cosmetic product will be successful within the India Market. HLL Fair & Lovely, a branded product of Hindustan Lever, LTD (HLL) touted a cosmetic cream that supposedly lightens the skin “the miracle

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