PRESENTATION ON

THE MARKETING STRATEGIES OF

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. In 2003, it
was rated as the Twelfth Most Trusted
Brand in India by ACNielsen ORGMARG. In 2004, it was identified as a
Super Brand.

Fair & Lovelys skinlightening technology is

known to be the best in the
world!
However,
this
hasnt stopped the brand
from innovating further to
pioneer the development
of cutting-edge fairness
solutions.
Fair & Lovelys brandessence of Rescripting
Destiny has played a
decisive
role
in
its
noteworthy presence in
over 30 countries

THE KEY PRODUCTS OF FAIR & LOVELY

Place Orientation of Fair &ovely

Rural Outreach
Scholarship Schemes
Fair & Lovely Foundation in the Metros & Abroad
Promoting into the interiors

Price & Promotional aspects

Availability

in

affordable

Sachets
Opt for Discounts & Offers
High Promotional aspects in

the print as well as television

media
Organizing Fashion Events

MARKETING
STRATEGIES OF
FAIR & LOVELY

PRODUCT STRATEGY

Fair & Lovely

Hindustan unilevers fair&lovely is the leading skin- lightening
cream for women in India.
Hindustan unilever proudly states fair & lovely as the worlds
No.1 fairness cream,
it redefines the route to fairness with an advance multi-vitamin
fairness nourishment formula.
Triple sunscreen system-protects from the suns darkening UVA
and UVB rays.
Allantoin-activates the FAL vitamin system to give girls and
women radiant fairness

PRODUCTS
Fair & lovely Original
Fair & Lovely Ayurvedic Balance
Fair & Lovely Multivitamin
Fair & Lovely Active Sunblock
Fair & Lovely Menz Active
Fair & Lovely Anti-Marks

 Fair & Lovely Winter Fairness

Fair & Lovely Max Fairness For Men

Fair & Lovely Forever Glow For Ageless

Pricing Strategies of FAL

All fair and lovely products are available in sachet form just for
Rs.5, Rs.10, Rs.15
India is a medicinal driven product market which changed the
pricing behavior of the fair and lovely products.
Targets at all classes of people.

Global market target group.

Provides offers and discounts.

PLACE STRATEGY
HUL has one of the largest distribution networks in

India. The following are the

Facts regarding the same:

1) About 2900 stockists

2) Total coverage: 6.3 Million outlets
3) Direct coverage: 1 Million outlets

 Distribution framework

Objectives and intentions

Broad basing their sales and marketing activities across the

country.
In terms of town coverage, dealer network and new approaches

to communication strategy.
Plan and implement sales and marketing activities to achieve

their Targets.
Fine tune all marketing inputs in terms of media and other

budgets to meet territory specific needs.

Identify performance targets with specific responsibility centres

and
Improve cost effectiveness of its operations

 HUL

Carrying& Forwarding
Agencies
Redistribution Stockists
Wholesalers
Rural Retailers
Consumers

Promotional Strategies

PROMOTION OF FAIR N LOVELY

The bigness of Fair & Lovely lies in the fact that it transforms a woman in

ways that are more than just skin-deep. Feeling good does wonders to selfconfidence and Fair & Lovely helps people do just that.

It gives them the self-belief to steer their own destiny

It gives them hope and changes the way they (and others) see them.
the brand has today evolved to give women courage to move ahead, to

challenge and change destiny itself.

All Fair & Lovely advertising is developed around this core insight and in

a manner that is positive and motivating

 Commensurate with the seriousness and aspirational image of

fairness in consumers minds, Fair & Lovely ads showcase stories

where the woman challenges the unhealthy societal realities of
status quo and discrimination and finds that she is empowered to
carve out her own future.

All the Fair & Lovely ads carry the brands message of hope and

self-confidence.

Most importantly, almost every key advertising indicator has shown

a huge positive trend with the brand perceived as modern and

innovative by 59% of the total population, up from 41% in mid 2001

In April 2004, Fair & Lovely launched its latest variant an oil-

control fairness gel with papaya and watermelon extracts for oily
skin types .

 Fair & Lovely in the near future

will launch more rule-changing

innovations, even as it consolidates
its existing range through market
activation and sampling.

One of the most interesting and

far-reaching recent developments

has been the launch of Fair &
Lovely Foundation.

Foundation

has
undertaken
various projects and initiatives in
keeping with its vision of taking
women to a brighter future.

Fair and Lovely scholarships for women |

Graduate, post graduate and PhD aspiring
Famous cosmetic company Fair and Lovely has announced scholarships for women

who are doing their graduation, post graduation and PhD in

recognized universities. Scholarship amount is Rs. 1,00,000. It can be renewed for
another year depending on the merit of the student. Should have secured 60%
marks in 10th and 12th classes. Candidate should have good knowledge of English.
Marks sheets, certificates, two passport size photographs, income
proof, admission proof are to be submitted along with the application. An essay not
exceeding 250-300 words which contains the personal information, your goal,
what are you doing to reach the goal and where you want to be after five years is to
be submitted. Scholarships will be announced after an interview depending on the
course and the financial status of the applicant. Applications can be down loaded
from the web site. Can apply online also. Last date for receiving filled in
applications is 6th August 2010. Applications are to be sent to Fair & Lovely
Foundation, Post Box No.11281, Marine Line, Mumbai 400 020

Fair and lovely came with their advertisements

in 3 different phases, which are as follows
Phase 1.

Showcase darker skinned woman turning fairer on using the

cream. Saw the launch of product in 1978 on the basic
premise that- younger woman wanted to have fairer skin to
attract better looking husband.
Phase2.
During this evolution the brand talked to a younger college
going girl who is self confident and more modern in her
outlook and considers home remedies for facial care to be
old fashioned.
Phase3.
It further metamorphosed into a brand offering emotional
benefits to achievers who actively seeks solutions and do not
look at marriage as the ultimate source of personal
achievement.

Some of the methods of sales promotion

of Fair n lovely

1. Price discounts or price-off deal

2.
3.
4.
5.

Price pack deals

Bonus pack and Branded pack.
Refunds and Rebates
Coupon

Modes of Promotion
Online

Offline
TV COMMERCIALS

NEWSPAPERS

MAGAZINES

HOARDINGS

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 Emamis Fair &
Handsome 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.

 The user of fairness products is more evolved

than before. But the traditional fairness cream is

still has its loyalists amongst the lowest SECs.
South India is the largest market for fairness
cream with a 36% share, North and West have 23%
each and east is at 18%. Whether it is fair or not,
fairness products and their communication to
tempt marketers to try and get as many
consumers as possible.

5
4.5
4
3.5
3
female user
2.5

miidle age user

men user

1.5
1
0.5
0
1980-1994

1995-2000

2001-2006

2007-2010

 FAL Anti Marks- You Believe, You Are

FAL Menz Active- Prove to be the Best
FAL Ayurvedic- Kundali Badal Jayegi
FAL Multivitamin- Aaj Din Suhana Hain Aapka