ARUN RAJ KUMAR P 10070

K SWETHA NANDANA 10082

PRAVEEN SHARMA 10094
SHYLESH V 10106
VISHAL ROY 10118

Group - 9
 Sunday’s Newspaper

Kaalu Prasad 27/172

Chief Officer Bangalore Co. 5 LPA
Seeks fair ,good looking, well-
qualified, employed girl from decent
family.
Ph: 9916783884
fair
 Introduction to Skin Care
Industry
12
The skin care market in India is around 3500
Cr 10
Growing
8 at 15-20% per year
Fairness
6 cream market alone constitutes for
2000 Cr
4
Fair & Lovely enjoys as much as 53% of the
2
fairness market share with sales of 1100Cr
0
 Fair & Lovely

32 years of excellence
1100 Crore Brand
Market Leader with 53% market share
in India
Present in 40 countries
World's first and largest Fairness cream
brand
 Evolution of the Brand

Phase 1:
o Beauty cream capable of providing fairness within 8
weeks
o "Get noticed by the man of your life.“
Phase 2:
o Catered to younger college going women
o Self confident and contemporary
Phase 3:
o Offering emotional benefits to achievers
o Career Oriented Ladies
 Company Profile

Type Public company BSE:HUL

Industry FMCG
Founded 1933
Headquarters Mumbai, India
Key people Harish Manwani
(Chairman)
Nitin Paranjpe (CEO and MD)
 Product Line of HUL
Product-mix Width
  Soaps Laundry Beverages Oral Care Foods
  Dove Surf Excel Bru Close-Up Kissan
 
Product-Line Liril Rin Brooke Bond Pepsodent Annapurna
Length Lux Wheel Lipton   Knorr
 
Pears        
 
  Rexona        
  Lifebuoy        
 
Hamam        
 
  Breeze        
Product-Line          
Length
Hair Care Deodorants Skin Care Cosmetics Ayurvedic
Sunsilk Naturals Axe Fair N Lovely Lakme Aayush

Clinic Rexona Ponds    

  Denim Vaseline    
    Aviance    
Fair & Lovely : Product Lines

Fair & Lovely – Anti Marks For Blemish-less

Fair Skin
Fair & Lovely – Ayurvedic Balance
Fair & Lovely – Multi Vitamin For Clear Fair
Skin
Fair & Lovely – Max Fairness For Men
 Major Competitors

Cavin Kare’s Natural Fairever

Godrej’s FairGlow
Emami’s Naturally Fair
Emami's Fair and Handsome
FAIRNESS CREAM MARKET SHARE
 History of Fair & Lovely

1st one to discover the skin lightening

action of ‘Niacin Amide’
Formulated in 1972
Launched in 1978
Introduced the concept of visible fairness in
a safe and reversible process
Contained no bleach or harmful ingredients
 Success of Fair & Lovely
2003 - rated as Twelfth Most Trusted Brand In
India by ACNielsen ORG MARG.
2004 - identified as a SUPER BRAND.
Consumers now perceive the brand as empowering,
achieving and transformative.
A lot of its detractors have vanished, thanks to the
launch of Fair & Lovely Ayurvedic and new variants.
Recently - rated as The Ninth Most Trusted
Brand In India, after the largest survey conducted
ever - The Nielsen Company. ( Dated 1st
September 2010).
 Historical Perspective

“Radha Kyun Gori… Main Kyun Kala ?”

Revived - Age Old Fascination !

20% users – Men.

 Failures
Tried to capture Fairness Soap market - launched Fair & Lovely Soap -
failed miserably.

Had launched numerous other products like Anti Aging Cream,

Skin Clarity Cream, Active Sunblock Lotion etc. - most of them
were withdrawn within short periods of time.

Failed badly in its attempt of capturing Premium Segment - Fair &

lovely Radiance Cream.

Fair & Lovely Menz Active - lost out to its biggest competitor
Emami’s Fair & Handsome.
 Study with 4Ps

PRODUCT

Fair & Lovely – Anti Marks For Blemish-less Fair

Skin
Fair & Lovely – Ayurvedic Balance
Fair & Lovely – Multi Vitamin For Clear Fair Skin
Fair & Lovely – Max Fairness For Men
 PRICE

• Pricing Objectives

o
Survival
o
Market share
 
• Pricing methods

o
Mark-up pricing
 PRICE

Products 25 50 100
grams grams grams
Multi-Vitamin Rs 38 Rs 74 Rs
145
Ayurvedic Rs 38 Rs 74 Rs
145
Max Fairness For Rs 38 Rs 74 Rs
Men 145
Anti Marks Rs 46 Rs 89 Rs
175
 PLACE

About 2900 stockists

Total coverage: 6.3 Million outlets
Direct coverage: 1 Million outlets
HUL

Distribution framework Carrying & Forwarding

Agencies

Redistribution
  Stockists

 
Wholesalers

 
Urban Rural
Retailers Retailers
Consumers
   
 
 PROMOTION
During Launch Phase –
o
Building efficacy and safety as it was the
first brand that was offering real, tangible
fairness.

Thereafter, –
o
Era of romantic movies so Fair & Lovely
concentrated on women and getting for
them their dream man - considered an
achievement then
o
Concentrated on married women looking
to keep spark alive in the relationship.
 PROMOTION
T.V. Promotion
Always casts common faces - enables
people to relate - realistic.

Latest - “clear fairness”.

New tagline –
“Gorepan se kahi zyaada, saaf gorapan.” -
in stark contrast to : “zindagi roshan kare”
and “badle aap, badle zindagi” – all of
them playing up how fairness could
 PROMOTION
Campaigns :
USP :
o
Power of beauty.
o
Fairness in 4 weeks.
o
Maximum fairness with the power of 8.
o
For Flawless Fair Skin.
o Change your story – Fair & Lovely Menz
Active.
 Sales Promotion

1st one to introduce “Fairness Meter” -

to judge fairness.

Other tactics like “20% extra!! More

value for same cost” have worked
wonderfully well.

Sponsorship.
 The Fair & Lovely
Foundation
Set up to give an opportunity to
women as possible to help realize
their dreams.
An initiative that will empower women.
Focuses on education, career and
entrepreneurial skill.
Emphasizes majorly on the low income
groups - majorly operates in India &
Bangladesh.
SWOT Analysis
Strengths:
• High awareness level.
• Large Distribution Network of
HUL.
• Innovative Promotion Pattern.
• Most trusted brand for young
women in India.
• World's 1st & largest Fairness
cream brand.
• Present in 40 countries.
Opportunities:
• Huge untapped market around
the world.
• Men fairness market - growing at
a rate of 25% every year.
Weaknesses:
• Chunk of products were
launched, most of them
remained unpopular.
• Decline in market share from
90% to 53%.
• Inability to attract premium
segment.
• Inadequate promotion of Men’s
cream.
Threats:
• Excessive Competition.
• Had its share of negative
publicity, with women’s groups
calling the ad regressive.
• Increasing inclination of
consumers towards
 premiumisation.
 Ansoff’s Model
  Present Products New Products
I. Market Penetration (Intensive III. Product Development
Growth) (Intensive)
Convert nonusers into users Product reformulation strategy
When they related success to fairness, they Ayurvedic Fair & Lovely
attracted even those persons who were  
Pre
primarily only success oriented & cared less
se about looks and appearances.
nt Increase frequency of usage Product feature addition strategy
Ma o
Proposed to apply twice a day. o
Multi- Vitamin cream
rke Increase the frequency of New product development
t purchase strategy
o
Reversible effect made constant regular o
Fairness cream for men.
usage a prime requisite.
  II. Market Development (Intensive) IV. Diversification
Expand geographically Related
   
Ne o
Present in 40 countries. o
Soap
w o
Active Sunblock Lotion
Target new segments  
Mar
 
ket o
Anti Ageing
 
Segmentation

Age :
• Age group of 15-40.

Gender :
• Female –
Fair & Lovely – Anti Marks Fairness Cream, Anti Marks For
Blemish-less Fair Skin, Ayurvedic Balance, Multi Vitamin
For Clear Fair Skin, Multi Vitamin Winter Fairness Cream.
• Male –
Fair & Lovely – Max Fairness For Men, Menz Active Cream.

Income :
• Low (up to 40,000 p.a.), lower middle
( 40,001 – 80,000 p.a.), middle ( 80,001 –
120,000 p.a.)
Psychographic

By communicating a message that Fairness leads to :

Beauty - to Good husband – to Self-confidence - which
shapes a good career
 

Benefits
• Segments its customers based on their requirement,
related to fairness and skin care.
• Along with Fairness solution, it also offers dark circles
treatment, aging signs solution and Vitamin
procurement for skin care.
 
 
Positioning
• Fight for consumer mind.

• Positioned - "Get noticed by the man of your life.“

• - Later, for achievers – “Redefining
Beauty”.

Targeting
• Middle class Indian women who want fairer skin.

• Of late - products under the brand - extended to

target the consumers seeking specific benefits apart
from fairness by introducing Ayurvedic Fairness
cream, Anti-Marks cream and Multi vitamin cream.
 Recommendations

• Major reason for failure of Fair &

Lovely Men’s Active - inadequate
promotion. Thereby, we recommend
the signing up of celebrities for its
further endorsements to compete
with Emami’s Fair & Handsome,
which is promoted by Shah Rukh
Khan.
Thank You….!!!