MILAP Cosmetics: Expanding Horizons and Exploring New Markets Jain Pooja*, Ahuja Yukti**, Chadha Kashika*** *Associate Professor, Jagan Institute of Management Studies, Delhi **Associate Professor, Jagan Institute of Management Studies, Delhi ***Research Scholar, Jagan Institute of Management Studies, Delhi Online published on 15 January, 2020. Abstract MILAP Cosmetics is a well-established cosmetic brand that came into being in the year 1985. Over the years it has grown from micro business to small and medium cosmetic brand. The product portfolio includes powder sindur, liquid sindur, stick sindur, sticker kumkum, kajal, eyeliner, mascara, melon hair color, plastic grooming items like hair dye brush, Ezee razor and is oozing with confidence to launch many more in the next five years. Being in the business for more than a quarter of a century and battling fierce competition from the giant brands, the company sees a huge scope of growth and revenue in its target segment. Despite its superior products, it has faced a lot of challenges owing to little brand visibility. The brand also intends to make inroads into the digital sphere but does not have a clear strategy in place. To have a strong foothold in the market MILAP intends to increase and gain more visibility across segments and communication platforms. This case highlights the challenges faced by MILAP and brings to fore the dilemmas the brand is grappling with. The case accentuates the need for brand visibility, expansion and digital presence. Top Keywords Milap Cosmetics, Brand Visibility, Brand Expansion, Digital Marketing, India. Top |