GROUP-2

FAIRNESS CREAM
GROUP MEMBERS:
AKANSHA PATNAIK
HARSH GOVIND PAUNIKAR
JAMDHADE AMAR PRAKASH
RAJ JAYANTRAO GHARPURE
ONCHUMWI BASUMATARY
SAURAV CHANDRA
SHREYA BABBAR
SWAGATIKA SAHU

Why the need?

1) Social pressure
2) Inherent desire to look fair
3 ) Inferiority complex Induced by advertisements

Visited Supermarket, beauty shops and general stores

General

Stores (Kirana stores) : Fairness cream as a

commodity , shopkeeper acts as a gate-keeper.
Malls,

super market stores(MORE, BIG BAZAAR, NEW

U) : comparison of different fairness creams are possible.
Customer has power to compare the fairness cream. In
malls the beauty experts act as influencers.
Three

behavioural types of customers are :

Brand-loyalty

price conscious

Attribute-based- (SPF, type of texture)

Emami Fair & Handsome - Segmentation

Demographic
1. Gender :Male/Female
2. Age-Group:0-12,12-18,18-30,30-45,>45
Psychographic
1. Lifestyle
2. Personality Traits
Behavioural
Needs and Benefits
1. Fair skin-seeker
2. Skin conscious

Emami Fair & Handsome - Targeting

Target Audience :Male (18-30)

-30% of the males were using female fairness products

-Male skin is 20% thicker than female-skin with larger pores and more melanin
production thereby making them more prone to darker skin.

Capability to deliver value:

-Strong presence in skincare segments

Emami Fair & Handsome - Positioning

Marketed their product by showing that men using womens fairness

cream is a taboo

Now, that they have a loyal customer base , they are differentiating
on the basis of attitude and peoples aspiration and dream

They increased their market penetration with a new marketing

strategy and campaign- Zyada : Makes you want to achieve more!

THANK YOU