Fair & Lovely

PRESENTED BY:Tania SahaJayeeta Roy

Partha Das DevAbhirup Roy choudhury

INDUSTRY ANALYSIS

• Hindustan Lever Limited (HLL) to Hindustan Unilever Limited (HUL)

• HUL is India ‘s largest consumer product company and was formed in 1933 by Lever brother’s India.

• HUL is the market product leader in India. It is the first company which has introduced fairness cream.

• Fair & lovely was launched in 1975.

• HUL, with Fair & Lovely, has a massive 53 % market share.

• Widest range of top quality Home Care, Personal Care and Food products

4C’sConsumer

Convenience

Communication

Cost

• “Power of beauty”.

• “Fairness in 4 weeks”.

• Maximum fairness with the “power of 8”

• For flawlessly fair skin

• Change your story “fair and lovely menz active”

UNIQUE SELLING PROPOSITION:

UNIQUE BUYING PROPOSITION:

• Fairness brings “confidence”.• Cost effectiveness.• Easily Available.• Variety of products for diverse needs.

SWOT Analysis of Fair & LovelyStrength: • Fair & Lovely‘ the awareness level of this higher for this brand. And introduction

of “Menz Active” fairness cream for men • Fair & Lovely USP – Fairness in Six Weeks has worked better for it.• 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.• Fair & Lovely brand is World's first and largest Fairness cream brand with a

presence in 40 countries and a value of around Rs. 6 billion

Weakness: • Presence of several competitors with the same product line.• Many untapped market around the world.• Decline market share from 90 per cent to 76 per cent.• Entrance of foreign companies in India with higher skilled and efficacy to beat existing or domestic player.

Cond…

Opportunity

•Extending the equity of its leading fairness cream brand "Fair & Lovely" to a premium Fair & Lovely soap.• Every day people in 40 countries around the world choose Fair & Lovely to look beautiful and attractive.• Fair & Lovely is getting advantages by launching Fair& Lovely foundation that works for women Empowerment achievement and Transformation.• More than 60 per cent people prefer “Fair & Lovely” when comparing with any other brands.

Threat: •There are several existing competitors in the market with the same product category•The brand has had its share of negative publicity, with women’s groups calling the ad regressive. • Threat from future new entrant to compete with them in such a cut-throat market condition• Challenges to deal with competition and consumer choice and buying behavior

SEGMENTATION AND TARGETTING: Fair & Lovely segmented and targeted the following:

• Income- 1-5 lac

• Age – 12-50

• Gender- Female

• Education- High School and collage educated

• Geography- Anywhere in India (higher probability of south)

• Personality- Wishes to take charge of her destiny

STP Analysis

POSITIONIGFair & Lovely has 3 types of positioning:

• Value Positioning.

• Benefits driven Positioning.

• Problem/ Solution Positioning.

Recommendation

“USE IT……… TO BELIEVE IT”

“Fairness+ Beauty+ Confidence = Attraction”

Expect Big, the “wow factor”

THANK YOU