WORK IN PROGRESS ON EMAMI FAIR AND HANDSOME

SUBMITTED BY

Emami Group started business initiatives under the parentage of Mr R S Agarwal

and Mr R S Goenka since 1974

Emami has successfully established its brands through strong celebrity

endorsements

Emami’s quality products not only have a pan India presence, but also have a deep

imprint in over 60 countries across the world including GCC, UK, Sri Lanka,

Bangladesh, Nepal, African and the CIS countries

INTRODUCTION TO EMAMI GROUP

SWOT ANALYSIS

STRENGTHS• several existing competitors in the

market with the same product category.

• Threat from future new entrant & substitute products .

• Challenges to deal with competition and consumer choice and buying behaviour

WEAKNESS

OPPORTUNITIES World’s First and Largest Fairness Cream Brand ,present in almost 60 countries with a value around 6 million.

In 2001 & 2002 company placed itself as rank4 among 180 top brands.

Fair & handsome USP - Fairness in Six Weeks has worked better for it.

Presence of several competitors with the same product line.

Entrance of foreign companies in Indian market with higher skilled to beat the domestic players

Many untapped market around the world

TH

RE

AT

Extending the equity of its leading fairness cream brand "Fair & handsome" to a premium Fair & handsome soap

Fair and Handsome is getting advantage by launching fair and handsome foundation that works for women empowerment achievement and transformation

BCG MATRIXSTARS

BOROPLUS

QUESTION MARKS

MENTHO PLUS

CASH COWSFAIR AND HANDSOME

DOGS

HAIR LIFE

BCG MATRIX

PORTER’S FIVE FORCES MODEL FOR EMAMI

THREAT OF COMPETITORS• The threat of competitors is high because there are a lot of players in the Market.

• The ayurvedic platform is also being used by other players like dabur and Ayur.Premium personal care products face competition from international brands

THREAT OF NEW ENTRANTS

• The exit barriers are low and thereby firms can enter and exit easily.

THREAT OF SUBSTITUTE PRODUCTS

• Many substitute products are there in the market comparing with fair & handsome like fair & lovely menz active etc

THREAT OF BUYERS BARGAINING POWER• The buyer’s bargaining power is low since they cannot influence the prices to such a great deal.

•Emami made many broadcasting through advertisement on television that kept on increasing the sale regardless of the increase in the price of Emami products

THREAT OF SUPPLIER’S BARGAINING POWER•If the supply of Emami products is sufficient with respect to the demand of the market then there will be a threat to suppliers bargaining power

PO

RT

ER

’S

FORCE MODEL

IN RELATION TO MICRO ENVIRONMENT

MARKETING

SUPPLIERS

MARKETING INTERMEDIAR

IESCUSTOMERS

THE COMPANY

COMPETITORS

PUBLICS

THE COMPANY:EMAMI is a highly organized company with a good functional R&D which constantly upgrade their Lineage with newer & better products

SUPPLIERS:A network of over 4,25,000 retail outlets, 2,800 distributors,1,500 sub-distributors, 30 depots, six regional sales offices

MARKETING INTERMEDIARIES: Present in over 2.6 million Indian retail outlets and 65 countries

COMPETITORS :Garnier, ponds, Dove are the Major competitors in the Market

PUBLICS: Financial Public Non- Financial Public

POLITICAL FACTORS

SOCIAL FACTORS

TECHNOLOGICAL

FACTORS

IN RELATION TO MACRO ENVIRONMENT

DEMOGRAPHIC

FACTORS

POLITICAL FACTORS: Some of the political factors are competition between various states which has risen the sales tax

SOCIAL FACTORS: With increase in status of the Indian people most of the consumers prefer costly products, which has more brand value than Emami

TECHNOLOGICAL FACTORS: EMAMI ltd is working very hard to gear up their products by using various technologies

DEMOGRAPHIC FACTORS: Age, Occupation, Social status and gender

NEED RECOGNITION

EVALUATION OF ALTERNATIVES

POST PURCHASE BEHAVIOUR

PURCHASE DECISION

INFORMATION SEARCH

CONSUMER BUYING BEHAVIOUR

NEED RECOGNITION A Customer first enters into the Market with a View of buying an Anti-Ageing Cream or a Fairness Cream. Then he goes for Searching the Brand from which he or she will be benefited.

INFORMATION SEARCH A Customer Before Buying the Product goes for Price of the product, its brand value and its value in Market i.e. whether there is any free gifts associated with it.

EVALUATION OF ALTERNATIVES Before buying the product a Customer first goes for a Brand Selection. Then searches which brand suits the best.

PURCHASE DECISION In this stage of act the Customer does his final decision and go for a particular brand from which he or she chooses to depend on it.

POST PURCHASE BEHAVIOUR After using the product of a particular Brand, a Customer goes for a decision Whether he or she is satisfied with the Brand or not.

SOCIA

L FAC

TORS

• buying behaviour by social factors, such as the groups to which the customer belongs and the social status.

• Social Factors like reference group pressure.

• Reference group refers to peers relatives ,neighbours & friends. These groups influences often a product succeeds or fails in a market because of these influences

CULTURA

L FACTOR

S

• Cultural Barriers existing among a group of society which affects the Buying Behaviour

• Each culture contains sub-cultures like Nationalities, Religions, Geographic reasons

PERSONAL

FACTORS

• Age and stage in the life cycle

• Occupation and circumstances

• Personality and self concept

FACTORS INFLUENCING CONSUMER BEHAVIOUR

MOTIVATION

PERCEPTION

LEARNING

KEY PSYCHOLOGICAL PROCESS

MEMORY

MOTIVATION* Three theories of human motivation that affects the Buying Behavior of the consumer are :

> Sigmund Freud> Abraham Maslow> Frederick Herzberg

PERCEPTION* Perception influences how the motivated person acts in the situation. In respect to EMAMI the person perceives to buy the product on that situation. Three perceptual processes are : > selective attention, > selective distortion and > selective retention.LEARNING* When people act, they learn. Learning involves changes in an individual's behavior resulting from experience.

* When a person consumes a EMAMI product, then by Post Purchase behavior an individual gains knowledge and experience about the product and gives feedback about the product.MEMORY* Memory is Classified under two categories as:

STM (Short Term Memory) : When a consumer consumes a product ,if he is benefited from the product then that individual remembers the product for a long time

LTM (Long Term Memory) : When a consumer is not benefited then the individual remembers it for a short period of time

STAGES IN BUYING PROCESS

RECOGNITION FOR WHAT THE CONSUMER PREFERS TO BUY AND WHAT ARE HIS NEEDS

BUYERS INVOLVES LOCAL RETAILERS WITH WHOM THEY CAN DEVELOP A STRONG RELATION ABOUT THE SUPPLY

BUYER FINALLY DECIDES TO BUY

MARKETING RESESARCH PROCESS

QUALITATIVE RESEARCH TOOL

QUANTITATIVE RESEARCH TOOL

FACE-TO-FACE INTERVIEWING

MAIL QUESTIONNAIRE

TELEPHONE INTERVIEW

ONLINE/INTERNET RESEARCH

FOCUS GROUPS

CASUAL OBSERVATION

Segmentation is the process or the way of classifying customers into groups who share same set of characteristics

for ex: Fair and Handsome is basically for men who want to be fair

Targeting is the process of selecting a segment and working upon it

for ex: Fair and Handsome targets the middle class people of India and it target men's between the age group of 15-50.

EMAMI positioned Fair and Handsome cream with a tag line “WORLDS NO.1 FAIRNESS CREAM FOR MEN” and “MARDON WALI CREAM”.

SEGMENTATION, TARGETING & POSITIONING (STP)

INTRODUCTION: Emami fair and handsome introduced in the year 2005 as the first fairness cream for

men in India Emami was formulated for the men who wants to be fair GROWTH STAGE: Fair and Handsome commands 63% of the male fairness cream market Fairness Handsome Continues to be the largest player in the men’s fairness cream

category MATURITY STAGE: The product contains 5 unique power that improves fairness in just 6 weeks Emami launched the Rs 5/- spout pack of 8ml and Rs10/- pack of 12ml which were well

received By getting the Tag line such as “WORLDS NO.1 FAIRNESS CREAM FOR MEN” , “HI!!

HANDSOME!!! HI HANDSOME!!!! “ and “MARDON WALI CREAM. DECLINING STAGE: Though Emami has strong competitors in the market due to which the demand of fair

and handsome cream may decline, however Emami will come up with more advance products in men’s fairness cream segment in coming years.

PRODUCT LIFE CYCLE (PLC)