Submitted to:submitted by:
Ms.Sonia MittalRajiv Singla
i. Introduction about Lady Gaga
ii. The perfume market in india
iv. Marketing mix:-
* Product mix
* Price mix
* Place mix
* Promotion mix
v. Segmentation and targeting
Lady Gaga is an American recording artist who was born on March 28, 1986 in New York City. After the Queen song ‘Radio Ga Ga”, she became to be known as Lady Gaga. She released her first debut album “The Fame” in August 19 2008.The first two singles of the album i.e. ‘Just Dance’ and ‘Poker Face’ have become international a big hit and her second studio album The Fame Monster in 2009.( Fame Fame 2010).
Fragrances are proving increasingly popular in India, as the population continues to increase its expenditure on increasingly sophisticated personal care products containing greater amounts of fragrance( Pitman 2005). India is one of the most challenging markets for the global perfume industry to enter on account of regulations, retail network and tax burden. The tax structure has prevented the companies from applying the proper marketing strategies but still international perfume brands are offering fragrances at lower rate for the sake of long term business because the Indian customer expected the same assortment of goodies available in the international market (Peter 2011).
According to American Marketing Association, “Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy individual and organizational objectives.” (Blythe 1998)
1.Product Mix-The following things are...