BINILMERLINNEVINRIBA

ABOUT THE MOTHER COMPANY

•Hindustan Unilever HUL -India largest consumer product company.

•Formed in 1933 by Lever brother’s India.

•Headquarters in Mumbai.

•Presence in more than 100 countries across the globe

•Mission- Adding vitality to life.

•HUL is the market leader for FMCG products in India.

•It is the first company which has introduced fairness cream.

•Now it owns 20 categories under personal care products.

Fair & Lovely - Background

•Fair & Lovely was launched in 1978 in India.

•33 years of excellence

•Fair & Lovely is sold in over 30 countries worldwide. These include countries

across Asia, Middle East and Africa. .

•Market leader with 80% of market share

EVOLUTION OF THE BRAND

Phase 1 : launch of the product in 1978

• “ Get noticed by the man of your life”

•HUL marketed this brand as a beauty cream capable of providing

fairness within 8 weeks.

Phase 2 : Catered to young college going girl who is self confident and

more modern in her outlook and considers home remedies for facial

care to be old fashioned.

Phase 3 : Further metamorphosed into a complete brand .

• Offering emotional benefits to acheivements

• Career oriented ladies

Concept of holistic market

•HUL is focusing on health & hygiene education, women empowerment, and water

management.

•It is also involved in education and rehabilitation of special or underprivileged

children, care for the destitute and HIV +ve and rural development.

•HUL has also responded in case of national calamities/ adversities and contributes

through various welfare measures, like the village built by HUL in earthquake affected

Gujarat, and relief & rehabilitation after Tsunami caused devastation in south India.

•HUL is also running a rural health programme- lifebuoy swasthya chetana.

•The programme endeavours to induce adoption of hygienic practices among rural

Indians and aims to bring down the incidence of diarrhoea.

•It has already touched 84.6 million people in approximately 43890 villages of 8 states.

•The vision is to make a billion Indians feel safe and secure

Core marketing conceptwhy there is a need for fair and lovely

Women’s Are Attracted

To Look Attractive

PRIDE AND CONFIDENCE

Else not looking good

People will not want to talk

It affects our confidence

SELF ESTEEM

Else people will start suffering from inferiority complex

CONFIDENCE

COMPA

NY

BRAND PRODUCT

CATEGORY

HUL Fair & Lovely Cream, Soap

Emami Naturally Fair Cream

Cavin

Kare

Fairever Cream

Paras Freshia Cream

Godrej FairGlow Cream, Soap

Ponds Ponds fairness cream,

Ponds cold cream

Cream, Lotion

Lakme Lakme sunscreen lotion,

Lakme sunscreen cream

Cream, Lotion

COMPANY BRAND PRODUCT CATEGORY

HUL Fair & Lovely Cream, Soap

Emami Naturally Fair Cream

Cavin Kare Fairever Cream

Himalaya Fairness creams Cream

Godrej FairGlow Cream, Soap

Ponds Ponds fairness cream, Ponds cold cream Cream, Lotion

Lakme Lakme sunscreen lotion, Lakme sunscreen

cream

Cream, Lotion

MAJOR PLAYERS IN THE FAIRNESS PRODUCT MARKET

MARKETING MIX

PRODUCT

Fair & Lovely Product Lines

•Fair & Lovely Anti marks cream -for blemish less skin

•Fair & Lovely- Ayurvedic Balance

•Fair % Lovely Multi Vitamin Cream -for Clear Face Skin

•Fair & Lovely Forever Glow

•Fair & Lovely Menz Active - fairness for men

Fair & Lovely Product features

•Removes Darkening

•Remove Marks

•Acts as a sunscreen

•Good for all skin types

• Fragnance is good

•Fewer side effects

•Tri-Fair Vitamin Complex

•No alcohol content

•No animal based ingredients

FAIR & LOVELY

IN TO THE DETAILS

1. Fair & Lovely Multi Vitamin Cream:

The cream gives total fairness in 4 weeks that rivals the best professional

beauty treatment, but without bleach or harmful chemicals that can damage

skin.

2. Fair & Lovely Ayurvedic Fairness cream

Fair & Lovely Ayurvedic Fairness cream brings in the fairness secrets of

ancient ayurveda that provides nourishment, protection and purification. It is

enriched with the magical ayurvedic blend of kumkumadi oil which enhances

complexion and cures discolouration of skin.

FAIR & LOVELY

3. Fair & Lovely skin clarity, Anti marks

Fair & Lovely now not only removes spots but gives fair flawless skin through the

skin clarity variant. It contains proven ingredients including Vitamin B3, skin

silicones, fruit principles alovera and vitamin A.

4. Fair & Lovely Forever Glow

For ageless fair glowing skin. Forever glow protects skin from

•Dullness

•Patchiness

•Darkening

With breakthrough Vita-Aloe Complex.

Lightens different Kinds of marks.

Helps prevent spots from coming back Get visble fairness.

FAIR & LOVELY

5. Fair & Lovely Menz Cream (Max Fairness)

Fair & Lovely Menz Active – the fairness cream for men. Fair

& Lovely Menz Active is perfect for skin that is naturally touch

is regularly exposed to harsh outdoor routines and has more

stubble and is rougher due to regular shaving.

FAIR & LOVELY

PRICING

Price for the products ranges from Rs5- 100

Currently low price strategy is being followed by the company with regard to

Fair & Lovely

Affordability is determined by two factors:

-Income of the consumer

-Price of the products and services

Factors affecting the price:

-Internal factors – Cost, Pricing Objective

-External Factors – Customer, Suppliers and Competitors.

The pricing objective of Fair & Lovely:

-Survival

-Market Share

FAIR & LOVELY

PROMOTION

ADVERTISING OBJECTIVE

•Affective association- destiny and romance

•Building brand awareness and developing strong customer perception about the

brand

•Enhancing brand image

•Recall of brand.

OTHER PROMOTIONAL ACTIVITIES

•Media Vehicle

•Print Media

•The Fairness Meter

Segmenting, targeting and positioning

Segmentation

The process of defining and subdividing of large homogenous market into clearly identifiable segments having similar needs, wants or demand characteristics. Segmentation can be done on the basis of geographic, demographic, psychographic and behavioural.

Segmenting on the basis of:• Geographic – target is generally the south zone and then north and

west.

 

• Demographic • Age - users of the age of 15 to 45 years.• Gender – female are more ardent buyers of fairness

cream.• Young women aged – 15 to 45• School girls aged – 12 to 14• Middle class families (rural, urban people)• Also men aged 15 to 45 and school boys aged 12 to 14.• Income – 1 to 3 lakh income group is a big customer

group for fairness cream• Social class – users mainly from upper-middle to lower-

middle group.

Targeting

The process of evaluating each market segments attractiveness and selecting one or more segments to enter. •young women aged 18-35.•school girls in the 12-14 years category widely use fairness creams. •The poor also are a significant target market for Fair & Lovely. •Affordable small size pouches to facilitate purchase by the poor. Commonly speaking Fair & Lovely is an example of a product targeted at the poor or those at the “bottom of the pyramid”.

Brand Positioning

• Fair & Lovely could not be a commercial success if it was not advertised. But it is not “being known” would not change the class structure of Indian society and the high societal value it places lighter skin tones.

• Positioned itself as the cream that fulfilled one’s dreams and desires.

• Fair & Lovely has been maintaining its millions of young women/ customers trust and perceived value towards brand and ruling the fairness cream market in India.

Branding • Branding is the process involved in creating a unique name

and image for a product in the consumers mind mainly through advertising campaigns with consistent theme.

• Skin Lightening Creams are the preferred mode of Skincare in almost all Asian countries, just as anti-aging creams are in Europe and the USA.

• Fair & Lovely, is one of the most trusted brand for young women in India (ranked 4. in Economic Times survey of 180 top brands in 2001 and 2002 & ranked 7. in the Economic Times survey in 2004).

• Fair & Lovely in the number one fairness brand in the GCC.

Packaging

• Packaging is the art and technology of enclosing or protecting products for distribution, storage, sales and use.

• attention to the product’s packaging with all three variants of Fair & Lovely - multivitamin, ayurvedic balance and anti-marks - available in different colours -reddish-pink, brown and blue.

• Fair & Lovely is available in tube packs with the following ranges:

• 9gm • 25gm• 50gm• 80gm, • 125 gm

Labeling

• Label is a part and parcel of a package. A label provides written information about the product. Labeling helps the buyers to understand the nature of the product, its distinctive features, its composition etc.

PRICING

• Packages in different quantity and prices• 80 gms - 111 Rs MRP• 50 gms - 76 Rs MRP• 25 gms - 59 Rs MRP• Targets mainly middle class customers.• Profit Margin is 15:100 i.e. Rs 15 for Rs 100

Placing of the product

• Targeting Age Group: 12-18 & 18-26• Rational: The advertisements and promotions

say about the ingredients inside the cream and their actions which will result in fairness.

• Emotional: The advertisements exploit the emotional side of the target customers by showing how the product can help them in their fairness problem.

Contd.

• Wide availability makes fair & lovely an effective as well as affordable brand.

• an intensive distribution strategy was opted.• Not overpriced compared to its competitors.• Not promoted as a Premium Brand.

Distribution channel

• Covers 6.3 million retail outlets in Urban areas.

• 250 Million rural consumers.• Distribution is done mainly by HUL in order to

avoid middlemen.

HUL

WHOLESALERS

URBAN RETAILERS

CARRYING & FORWARDING AGENTS

REDISTRIBUTION STOCKISTS

CUSTOMERSRURAL

RETAILERS

Promotion

• Based on value.• Based on Benefits.• Problem/solution.• Fair and lovely’s marketing and promotion

activities are taken care by a third party advertising agency called Lowe since its inception i.e. for 30 years.

DIFFERENT TYPES OF ADVERTISING IN VARIOUS STAGES OF ITS PRODUCT LIFE CYCLE

• Introduction phase: Print Ads since 1970’s.• Growth stage: TV ads – (Airhostess Ad,

Cricket ad, Ayurveda ad)• Maturity stage: diversification of the product

range and hence catering to many niches inside the class by understanding their particular needs. Menz active and Multi vitamin are examples of this.

Sales promotion

• Fairness meter was provided.• Combo packs along with other FMCG

products.• Packaging changed frequently.

Public relations

• Fair and lovely foundation: The Fair & Lovely foundation has a vision to give an opportunity to as many women as they can to realize their dreams. Mainly focuses on:

• Education • Career• Entrepreneurial skill

Contd.

• Projects Undertaken:• Project Saraswati• Project DIsha• Project Soundarya• Project KaladarsanFair and lovely scholarship: A CSR initiative taken

by the company in order to help poor girls who are in need of money for their education.

MARKET ENVIRONMENT

• Currently Leading the market, Fair & Lovely with 80% market share. Other Competitors are:

• Cavin Kare’s “Fairever”• Godrej’s “Fair & Glow• Emami’s “Naturally Faire”• Revlon’s “Touch & Glow”• Avon’s “white Fairness cream”• Ozone’s “No Mark”

Market share

80%52%

19%

10%

Market share

Fair and lovely

lakme

Ponds

Fair ever

Future perspective of the Product

• Keep launching new products like the launch of fair and Lovely Menz active soon after the launch of Emami Fair and Handsome

• Fair and Lovely has an advantage of having a good brand image and also the backing of HUL.

Thanks – Riba.K.John Nevin Sunny Binil.T.Thomas Merlin Mony