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PROJECT ON FAIRNESS CREAM BRANDS

ABOUT FAIRNESS CREAM


MARKET…

 *Fairness cream market in India is


about 800 crores.
 *The market growth is 15-20% on year
to year basis.
 *New entrants in personal care sector.

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THE MAJOR PLAYERS …

* Fair n lovely
* Fairever
* Fair n Handsome
O th e rs in clu d e M e n z a ctive e tc .

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DEMAND

• REGULAR DEMAND-- Fairness cream use


depends
 upon personas
personal care
 segment have steady
demand.
• LATENT DEMAND– Fairness creams
generate hidden
 desire.
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4 P’S OF MARKETING

P ro d u cts- Fair n Lovely , Fairever


e tc
P rice -Currently low price
stra te g y is b e in g
fo llo w e d b y co m p a n ie s.
P la ce -is represented for market ;
ru ra lm a rke t b e in g
exp lo re d .
P ro m o tio n -advertising through
TV C ,
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p rin t 5
BUYER’S CHARACTERISTICS

• AGE &LIFE CYCLE-Generally age of users


is 15-45 yrs. of age i.e. from teenage to
middle age.

• ECONOMIC SITUATION-The buyer’s of face


cream
brands are price sensitive.

COMPETITION
-is between two main
competitors they are ‘fair n handsome’ &
‘fairever’.This type of competition is called 6
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COMPETITIVE POSITION

MARKET LEADER - Fair n lovely is the market


leader,due to large
distribution
network of 12 townships.
-Product
extensions
-Strong brand
name
MARKET CHALLENGER –Fairever is the market
challenger for fairness creams,with others.

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COMPETITOR STRATEGIES

• Growth strategies-
 a)Market Penetration- Lowering of prices by the companies.
 stressing on importance of fairness cream
 in life of non-users in ads.
b)Product Development-improvement in quality& upgradation of

 the product.
c)Diversification-existing brand is extended into new product.

 THE FAIRNESS CREAM MARKET IS IN GROWTH STAGE


i.e.increase of distribution channel,more scope for market
penetration.

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SEGMENTING,TARGETING&POSITIONIN
G

SEGMENTING ON THE BASIS OF-


a ) Geographic- target is generally the south
zone and then
north and west.
b ) Demographic-
 Age-users of the age of 15 to 45 yrs.
 Gender-female are more ardent buyers of
fairness cream.
Income-1 to 3 lakh income group is a
big customer
group for fairness
cream.
c ) Social class-users mainly from upper-middle
to
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TARGETING
-- As it involves selecting the market
segment which can be served efficiently
and profitably.
• Attractiveness- of the segment is found
out,generally
 the product choosen is
new so as
 there is scope for
penetration.
• Growth rate- there should be scope for
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growth. 10
POSITIONING

• In involves locating the product in


customers mind which has some value.
• Product differentiation-use of special
formula
 ‘niacinamide‘ ,logo
of fair n lovely
 brand.
• Image- use of celebrity to enhance value
of product;
 as Fair n hansome’s use of
Shahrukh Khan for ads .
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FINDINGS OF THE PROJECT
 The sample size for the project was 20. The data collected
was generally primary data.thesampling technique was
convenience sampling.
 It was found out that most of the consumers prefer ‘fair n

lovely’.The awareness level of it was also higher.Consistent


amount of people preferred ‘fairever cream brand.
 Most of the people using fairness creams were using the

fairness cream in order to get fairness.


TVC’s played important role in creating awareness towards

various brands of fairness creams.


 The age group using fairness cream the most is between the

age group of 25 to 35 yrs. of age.


 Women usually use the fairness cream in more number,but
now men constitute for 35% in the fairness cream market.
 Thus, plenty of scope for growth in this segment.

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Presented By—
Girijesh tripathi
R. No.1001
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