marketing research fair & lovely

8/10/2019 Marketing Research Fair & Lovely

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MARKETING RESEARCH REPORT

PRODUCT

FAIR & LOVELY

Lever Brothers - Unilever Pakistan


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GROUP MEMBERS

Muhammad Imran Raza Khan

Muhammad Moin

Farhan Shah

Farhan Sheikh


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STRUCTURE INTRODUCTION

EXECUTIVE OF SUMMERY

B.C.G PRODUCT LIFE CYCLE

4 PS

PRODUCT DEVELOPMENT

MARKET SHARE

SUGGESTIONS

CONCULSION


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INTRODUCTION ABOUT THE COMPANY

Lever Brothers is a part of Unilever, which is a global company. Lever Brothers

is the largest fast moving consumer good company in Pakistan with a sale of

over RS 20 billion of well-known household brands. The main emphasis of thecompany is on continuous change with launch/relaunch every month. It has

over 50 brands and about 2500 employees. Lever Brothers is aware of and is

fulfilling its responsibility to both the environment and its customers. As

mentioned earlier, Lever Brothers has a number of branded products and

services, which raise the quality of life. Lever Brothers serves the everyday

need of all the consumers for food, hygiene and beauty through branded

products and services that deliver the best quality and value.

The company can basically be divided into three business units:


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EXECUTIVE SUMMARY

The objective of carrying the study of Fair & Lovely was:

To study the current market strategy.

To identify the reasons for the shyness towards the product.

Compare and analyze the desired positioning with the actual

perception.

Give recommendations for enhancing Brand Equity and usage


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PRODUCT DEVELOPMENT Fair & Lovely was introduced as a fairness crme in 1986. The

product was initially launched in tubes of 25 g and 50 g. Atthat time, the product was only catering to a small segment

of the market and there was no other packaging. In the first 2to 3 years the product did not do very well. The reasonbehind this was that first of all, people were less consciousabout their skin and complexion and thus, there was lessawareness. Secondly, there was the availability of cheap

crmes, which were being smuggled and widely available atlow prices. Thus, people preferred using such crmes to Fair& Lovely.


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4 PS PRODUCT (For all College going girls and working

women)

PRICE (Affordable Price for every social class)

PLACE (DISTRIBUTION/Easily available in Urban & Sub-urban

areas)

PROMOTION (They create a values in their advertisement)


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Companys Market share

High Low

Low

High

IndustrysG

rowthRate

Stars Question Mark

Cow Dog
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TARGET MARKET SEGMENTATION

With Fair & Lovely, Lever Brothers Pakistan Ltd. aims to target the young female

members of the Pakistani population as its primary target market. A clearer picture ofthis is:

1730 year old females.

Lower Middle, Middle, and Upper Middle class.

Residing in areas such as Nazimabad, F. B Area, Gulshan-e-Iqbal, P.E.C.H.S, KDA

etc.(Karachi target market)


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COMPETITION


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PRODUCT LIFE CYCLE

Product Life Cycle

Years

Sales


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SUGGESTIONS

Quality of Manufacture.

Easy packaging.

Strong Distribution Network.

Gaining Ample Space on Retailers Shelf.

Favorable Image and Reputation with Buyers.

Ability to respond quickly and positively toshifting market conditions.


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THANK YOU VERY MUCH

Presented by:

Muhammad Imran Raza

Muhammad Moin

Farhan Shah

Farhan Sheikh

marketing research fair & lovely

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