An assignment of management theory

Submitted to,

Mr. Palkesh Sir

Submitted by,

Name Roll NO

Amar S Bhavsar [01]

&

Nayak Jigar D [16] year

2011-12

Hindustan Unilever Limited (HUL), earlier called Hindustan Lever Limited (HLL) was established in 1933 as Lever Brothers India Limited. Hindustan Lever Limited (HLL) is India's largest Fast

Moving Consumer Goods Company, with a customer base of 2 out of every 3 Indian in the category of Home & Personal Care Products and Foods & Beverages. The company has combined volumes of about 4 million tonnes and sales of Rs.10, 000 crores. HLL is also one of the country's largest exporters; the Government of India has recognized HLL as a Golden Super Star Trading House.

HUL is the market leader in Indian consumer products with presence in over 20 consumer categories such as soaps, tea, detergents and shampoos amongst others with over 700 million Indian consumers using its products

Type Public

Headquarters Mumbai , India

Key peopleMr.Harish Manwani ,Chairman Douglas Baillie, CEO

Industry FMCG

Products Tea, soap, detergents

Employees 41,000

Parent Unilever

Website www.hul.com

Product of Hindustan Uniliver

Kwality Walls Ice Cream Hamam Lifebuoy Rexona Lux Liril Moti Soaps Breeze Lipton Tea Brooke Bond Tea Bru Coffee Pepsodent Fair & Lovely Close Up Surf Rin Wheel Laundry Detergent Kissan Annapurna Pond's Vaseline Lakmé Clinic Plus Clinic All Clear Sunsilk and Lux Shampoos Vim Ala Bleach Domex Pureit Water Purifier

Product Photos:-

One of The Most Famous Product of Hindustan Uniliver

History: 

The fairness cream brand was developed by Hindustan Lever Ltd (now Hindustan Unilever Ltd) in 1975.The product was then marketed nationally in 1978 the launch of Fair and Lovely was met with much enthusiasm. In 1988, the brand went international, and is now available in 40 countries.

Fair & Lovely was launched in 1978 in India. (Pretty Old Product) Fair & Lovely is sold in over 30 countries worldwide. These include countries across Asia, Middle East and Africa. Fair & Lovely does not contain Alcohol.

All the oil & fat used in Fair & Lovely products are of vegetable or synthetic origin only. Fair & Lovely doesn’t contain any harmful

ingredients. All Fair & Lovely ingredients have been safety cleared and are all approved for cosmetic products as per local regulations.

All the ingredients used for the base are all widely used in personal care products globally and approved by agencies like the BIS (Bureau of Indian Standards) which work together to protect the skin from darkening and gently, safely lightening the skin.

“With the consumers brand is also growing,With the modernization of consumer, brand is also

modernizing,With the transformation of women, brand is also transforming

with their changing needs.”

The tube of Fair and lovely has its presence in many homes whether they are rich or poor, rural or urban. It is the favourite of women of different age groups ranging from college going girls (even school girls) to older women. Fair and Lovely has dominated the market for long period of time and nowadays also it is doing pretty well despite the increased competition both from domestic and international brands. All this is because of loyal customer base it has created through great marketing efforts of the company. With a pack of Fair and Lovely, the company doesn't only sell the product but also hopes .

SUCCESS STORY OF BRAND

The success of a brand depends on various factors such as right product at right time to right consumers with right marketing efforts. There were various advantages for Fair and lovely such as, it has backing by strong company like HUL, which is always considered to be acumen of marketing. Furthermore, it was first product to be launched of this kind in India.  This Brand also focuses on a specially designed marketing drive for villages.

ADVERTISEMENTSAdvertisement has always been a great marketing mix for Fair and Lovely. The advertisement shows the whitening

effect on its cover only by showing a face six times in whitening progression, as woman becomes fairer she is even more happier depicted by showing two pictures of woman as before use and after use. To verify, instrument such as fairness meter is given along with the pack.

The TV commercial of Fair and Lovely also shows highly depressed women and after use of Fair and Lovely she fulfill her dreams and meet with happiness

Segmentation, Targeting &Positioning

Target FemalesPositioned as a Cream that gives you Fairness & Confidence.

ADVERTISEMENTS:-

Fair & lovely Foundation

Social Responsibility

Project Saraswati

Project Disha

Project Saundarya

Project KalaDarshan

ACHIEVEMENTS

Leader In The Skincare Market In India For MoreLeader In The Skincare

Market In India For MoreThan A Decade With Over 50% Value Share.

Than A Decade With Over 50% Value Share.

The Brand HasGrown Up to 7.5 Billion In 2004.The Brand HasGrown Up to 7.5 Billion In 2004.

Marketing StrategiesOpening Beauty Clinics & FranchiseOpening Beauty Clinics & Franchise

Contract With Beauty ParlorsContract With Beauty Parlors

Associating CelebritiesAssociating CelebritiesT.V. CommercialsT.V. Commercials

Launch Promotional SchemesLaunch Promotional SchemesMore Focus of Rural AreasMore Focus of Rural Areas

Marketing is divided into three phases

CONTROVERSIES

Initially, the advertisement campaign which was launched by Fair and lovely was somewhat biased toward darker skin and attracted a fair share of controversies with people blaming that fair and lovely mixed beauty with fairness. But now the advertisement campaign which is focussed on “fulfilling the dreams” and "transforming the women”. HUL did not create prejudice, it already existed there. It used it to increase selling of its product.

MEETING DEMANDS OF CONSUMERS

Positioning of brand keeps on changing with evolving customers. Initially advertisements were focused on aspiration of girl getting the right man, but as aspirations kept on changing, advertisements have also started evolving about achieving career, status, self achievement etc. This can

be supported by Airhostess ad, Ayurveda ad, Cricket ad of Fair and Lovely. Fair and Lovely has always listened to their customers needs  and has changed accordingly thus becoming one of the favourite brands of its followers.

When to Use?Fair & Lovely should be used 2 times a day preferably after washing the face so as to ensure that dirt, dust and grime are removed from the skin prior to applying the product.

What Fair & Lovely Says about their Products?More than the benefits given by our technology/products are reversible (that is once the product application is discontinued), the consumer will revert back to their initial color/skin state within a few weeks. This is what makes our technology safe and unique. The Fair & Lovely gets absorbed into the skin as soon as you rub it in gently. Fair & Lovely avoids leaving oily look. Fair & Lovely says that their products are suitable for all skin types and are not known to have any side effects.

“Here are the photos of my Fair & Lovely Multi vitamin Cream”

There are 4 variants of Fair & lovely are available in the Market:

Fair & Lovely Multi vitamin

Fair & Lovely Ayurvedic Cream

Fair & Lovely Anti Marks

Fair & Lovely Menz Active

SWOT Analysis

Strength

1. Fair & Lovely brand is World's first and largest Fairness cream brand

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

3. Line Extension to premium soap ‘ Fair and Lovely Soap’

4. Enjoys high levels of Consumer Awareness for the brand

5. Excellent , top-of-the-mind name, and good distribution

Weakness

1.Categorization of women on the basis of skin color, has led to many issueswith activists and human rights leading to Negative Publicity

2.Extremely tough competition in skincare market

Opportunity

1. Fair & Lovely Foundation which aims at empowerment of women

2. Fair & Lovely Scholarship for underprivileged girls

3. Introduction of ‘Menz Active’ fairness cream for Men

Threats

1. Several competitors in the market

2. Challenges to deal with consumer choice and buying behavior

3. Legal issues often hamper the brand image

Competitors

1.Fairever (Cavin Care)

2. No Marks (Ozone Ayurvedics)

3.Vicco

Thank you,

Reference of the assignment

www.google.co.in

www.fairandlovely.in

www.hul.co.in

www.wikipedia.org

www.makeupandbeauty.com

Index No

1) Company Details2) Product information 3) Product Photos 4) Details of fair&lovely 5) Success of brand6) Targeting7) Fair&lovely foundation8) Marketing 9) Controversies10) Fair&lovely say about

this product 11) SWOT analysis

12) Logo of uniliver13) Reference