Assignment On

Market segmentation in Dhaka city of

Course name
Introduction to Marketing
Submitted to
Dr. Mohammad Baktiar Rana
Course Instructor
Submitted by
Antara Islam (2795)
21st Batch
Date: 03.04.2013

Institute of Business
Administration,
Jahangirnagar University

Introduction
Fair & Lovely, developed in 1975, is the worlds first fairness cream. It contains no
bleach or harmful ingredients. Instead, it provides visible fairness in a safe and
reversible process. Even though, its skin lightening technology is known to be the
best in the world, this hasnt stopped the brand from innovating further to pioneer
the development of cutting-edge fairness solutions.

Product features

Unmatched radiant fairness in just 4 weeks.

Unique patented formula with its fairness vitamin B3
Triple sunscreen system makes skin noticeably fairer while giving it
nourishment
All the active ingredients in the Fair & Lovely formulation function
synergistically to lighten skin color through a process that is natural,
reversible and totally safe
All fair and lovely products are available in sachet form just for tk.15, tk.45,
tk.200
Provides offers and discounts.

Keeping in mind different requirements of different skin, Fair & Lovely offers its
consumers in the middle of Bangladesh,Dhaka, a range of variants. Fair & Lovely
understands that different people have different fairness needs based on age or
skin type and therefore offers expert fairness solutions relevant to different
consumer needs.
1. Fair & Lovely Multivitamin Cream
Fair & Lovely Multivitamin with a breakthrough Tri-Fair Vitamin Complex works on
key barriers to clear fairness. Fair & Lovely Multivitamin offers superior fairness
benefit of clear fairness that rivals the best professional beauty treatment, but
without bleach or harmful chemicals that can damage the skin.

2. Fair & Lovely Ayurvedic Care Cream

Fair & Lovely Ayurvedic Care Cream offers natural fairness solutions for people with
sensitive skin. It is enriched with the magical Ayurvedic blend of Kumkumadi Oil- a

mixture of 16 Ayurvedic ingredients, which provides clear fairness even for sensitive
skin.

3. Fair & Lovely Winter Fairness Cream

In winters, consumers express a fairness disappointment because of the addition of
moisturizers (cold creams) to their portfolio. While cold cream helps them combat
winter dryness, it also leaves them looking dark. Fair & Lovely Winter fairness, with
Multivitamins and Active Moisturizers, offers fairness with benefits of cold cream.

4. Fair & Lovely Anti-marks Cream

Fair & Lovely Anti-marks offers fairness solutions for skin with pimple spots and is
targeted towards young, teenage girls with a dominant fairness problem of pimple
marks.

5. Fair & Lovely MAX Fairness Cream

Fair & Lovely MAX Fairness for Men is 2X better than any other ordinary fairness
cream for men. Its revolutionary Vitamax Complex and UV filters work intensely on
tough male skin and helps give you: Visible fairness, Visible spot reduction and
Triple sunscreen UV protection which in turn helps you make a MAX Impression.

6. Fair & Lovely Body Fairness Milk

Fair & Lovely Body Fairness milk, with its double sunscreen and Tri-Fair Vitamin
Complex gives you protection from the sun and matches the fairness on your body
with the fairness of your face. Its gentle formulation gives you fairness all year
round.

7. Fair & Lovely Multivitamin Facewash

In March 2012, Fair & Lovely introduced Fair & Lovely Multivitamin Facewash which
has Tri-Fair Vitamin Complex and Antioxidants that works gently on the skin to

provide clear fair skin. Multivitamin facewash, when used with Multivitamin cream
gives double action fairness.

8. Fair & Lovely MAX Fairness Facewash

Fair & Lovely is also launching MAX Fairness Facewash for Men which contains
VitaMAX Complex that deep cleanses impurities from tough male skin to help
provide long lasting fairness.

MARKET SEGMENTATION FOR

Fair & Lovely
Geographic:
World region- South Asia
Country region- Bangladesh (central )
Metro Size- Large and medium
Density- Urban, suburban, ex-urban, rural
Climate- comparatively warm

Demographic:
Age- 15-45 years
Gender- Female, Male
Family size- N/A
Family cycle- Single and dependent, Single and independent, married,married with
children, single parents
Income- Tk. 25,000 onwards

Occupation- Students, Professional, unemployed, housewife

Education- High School up to Professional Education
Religion- N/A
Nationality- N/A

Psychographic:
Social class- Upper lower class, middle class, lower upper class
Lifestyle- Strivers
Personality- Compulsive

Behaviour:
Occasion- Regular
Expected Benefits- Fairness, a general vanishing cream and blemish removing agent
User status- Regular, first time, experimental (using similar competitor product)
Usage rate- Frequent user
Loyalty status- Strong
Readiness stage- Loyal
Attitude towards product- Positive

Conclusion
Today Fair & Lovely is the market leader with 53% market share but in the era of
increasing competition, erosion of market share is more a reality than mere
speculation. With products like Botanic Aroma hitting out unexpectedly, Fair &
Lovely should be proactive and increase points of difference with the competitors.
Moving beyond the message of fairness as beauty must be the center of its
marketing communication. The recommendations provided would do just that,

extending the core message of the brand through the product and communicating
by its promotional strategies.