fair and lovely brand stratergy

8/3/2019 Fair and Lovely Brand Stratergy

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The skin market in India isaround 3500cr which isgrowing at the rate of 15-20%

per year.Out of 3500cr the fairnesscream market aloneconstitutes for 2000cr.Fair & Lovely which is the

iconic brand of HindustanUnilever Limited (HUL) enjoysas much as 53% of the fairnessmarket share with sales of1100cr.


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Skin lightening Patented formulation offair and lovely in 1972.

First to introduce fairness creamLaunched 1978


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C avin Kares FaireverGodrejs Fair & Glow

Emamis Natural FairShahnaz HussainFairness Dream C ream

Emamis Fair &Handsome


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C avincares Fairever:7-8% market share

growing @ 10%per year Emami Naturally Fair:6% market share

Godrej Fair Glow: 6%market share


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0

500

1000

1500

2000

25003000

3500

4000

Totol Skincare Market in C rores Rupees

Rest of the Skin C areProductsOther Fairness C reams

Fair and Lovely

1500

900

1100


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Fairness is equal tobeauty.Fair & Lovelycaptures 53% marketshare.

Brand Value is 1100cr.


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Phase1: Young women-attract a better looking

husband.Phase 2: C ollege goingwomen- SelfC onfidence

Phase 3:Emotionalbenefits to Achievers.


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Sales

Fair & LovelyFairever Fair Glow

Naturally Fair Others

53%

8%

6%

6%

27%


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AdvertisementFairness in four weeks and power of beautyIn2003, it was rated as Tw elfth Most Tru sted B rand in

India by A C Nielsen ORG MARGIn 2004, it was identified as a SUPER BRANDC onsumers perceptionDetractors have Vanished.

9 th Most trusted brand in India ( September 2010)


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Failed in Soap marketFailure of other creams like Skin Cla rityc ream, Active S u nblock.Fai r and Lovely Radiance C ream couldnot capture premium segment.

Fai r and Lovely Menz Active < EmamisFai r and Handsome


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1. Fair & Lovely: Anti marks for Blemish-less fair skin

2. Fair & Lovely: Ayurvedic Balance3. Fair & Lovely: Multi vitamin for clear

Fair Skin4. Fair & Lovely: Max Fairness for men


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AffordableAffordableLow and MiddleLow and Middle

Income groupIncome group


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About 2900 stockiest

Total C overage: 6.3 millionoutletsDirect coverage: 1millionoutlets


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During launch Phase

Then after launch PhaseDestiny PhaseTV Promotion


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Zindigi roshan kareBadle aap, badle zindigiGorepan se kye zyada, saafgorapan C lear Fairness


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USP1. Power of beauty2. Fairness in 4 weeks3. Maximum fairness with the power of 8.

4. For Flawless Fair Skin5. C hange your story- Fair & lovely Menz Active.

Projects1. Fair & lovely Guidance

2. Fair & lovely Shikhar 3. Fair & lovely Project Swayam4. Fair & lovely Project Suvarna5. Fair & lovely Foundation (Going on)


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First to introduce the Fairness Meter20% extra!! More value for same cost.SponsorshipFair & Lovely Sponsorship programme2007 on Reliance Mobile or R World(August 14- Sept 17,45,000 Responses)


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Fair & lovely Shikhar

Fair & lovely Project SwayamFair & lovely Project Suvarna


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High awarenesslevelGood Distributionchannel

Most trusted brand


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Enability to attractpremium segment

Inadequatepromotion of menscreamC hunks of productslaunched- manyremainedunpopular.


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Untapped market around the worldTapping the menz fairness market


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C ompetitorsEntrance for foreign

companies- better productsC onsumers inclined

towardspremiumization.


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fair and lovely brand stratergy

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