50 SHADES OF FAIRNESS

CREAM MARKET
BACKGROUND

1 of the 20% 45M

key growth in taka
constituent 2014 in revenue in
s in the Bangladesh the
FMCG Bangladesh
sector i Market.
HISTORY

Unilever Bangladesh's Bangladesh

1978

2010

2015
launched Fair whitening- consumed 233
& Lovely cream market tones of skin-
cream was worth whitening
$432m products
Brand Ranking

10. Modern Herbal Hills Skin Care Acne

Cream
09. Neutrogena Fine Fairness cream

08. Lotus Herbals Fairness Gel

07. Vicco Turmeric Cream

06. Pond’s
Brand Ranking

05. Olay Natural White All in One Fairness

Whitening Day Cream
04. Emami Fair and Handsome

03. Tibet Snow

02. Garnier Light Fairness & Dark Spot
Prevention Day Cream
01. ?
TOP 10 BRANDS BANGLADESH

No. 1
Why is this the Scenario?
CRITICAL SUCCESS FACTOR
Caste &
Racism
Culture

Social
Percepti
Pressur
on
e

Fair = Ideal
BENEFIT EVOLUTION

Treatment
• TG: Young • TG: Young men
women • TG: All women • Smartness
• Success Factor • Fairness
• Skin care
• Fairness
Whitening
Men-care
agent
NEED EVOLUTION
Self
Actu
aliza
tion
Esteem

Social Need

Safety and Security

Physiological Need
NEED EVOLUTION
Self
Actu
aliza
tion
Esteem

Social Need

Safety and Security

Physiological Need
PRODUCT IMAGE

ONLY
BEAUT
Y

BEAUT
Y WITH
CONFID
ENCE
CELEBRITY ENDORSEMENT
CELEBRITY ENDORSEMENT
MESSAGE

Forget about working

hard, it's about skin
color
ARKETING MIX OF FAIR & LOVELY
PRODUC •Facial cream PROMIS •Promises beauty
T •Temporary fairness E •Promises success
PHYSICA
•Affordable L •Attractive smell
PRICE
EVIDEN
•Residential retail CE •Superior than its peers
POSITIO •One stop solution
PLACE stores
•Grocery stores NING •Need fairness for
•Branded by popular success
PROMOT heroines PACKAG •Attractive colour
ION •Advertise portrays ING •Flimsy tube packet
“hope”
PLANOG •Always available PERFORM •All promotional
•Displayed in “plain ANCE tools mention “No.1
RAM
sight” product”
SURVEY OBJECTIVES

1 To know the usage of fairness cream products

2 To understand the consumer behaviour while the

purchase of Fairness cream products
Survey Results
SURVEY RESPONDENTS

Number of respondents Respondents

Emotional Consumers
Rational Consumers
Male Female

38%
34%
62% 66
%
RIORITY OF RATIONAL BEHAVIOR

1 Quality

2 Category

3 Advertisements

4 Price

5 Lifestyle and Occupation

IORITY OF EMOTIONAL BEHAVIOR

1 Advertisements

2 Culture

3 Age

4 WOM

5 Sense of Social Class

CONSUMER INSIGHT

SEC: B, C, D GENDER: Female &

Upper middle – foreign Male
products Beauty
lower middle- economy Confidence
tube Success

AGE: Psychology: Face Value

Primary: 15-35 Busy lifestyle
Secondary: 36- 50 Top position seeking
Tertiary: 50+ Appreciation
DECISION-MAKING FACTOR

52 42 34
% Quality % Category %
Advertisement
s
Demand is Changing
THE REVOLUTION

Demand for ONLY Fairness Creams have fallen

Demand for fairness creams with anti-marks feature has

risen

Consumer preference for “tubes” have fallen,

Consumer preference for “oil-control” and “sun-

screen” feature has risen
REVOLUTION
REVOLUTION
TAKEAWAYS
THANK YOU
APPENDICES
QUESTIONNAIRE
Questionnaire on the effect of certain factors on purchase decision of fairness cream
 
Name of respondent: _______________________________________ Sex: ________
Phone number: __________________ (office) Date: ______________________
Time: _________________ Interviewer code: ______________
 
 

We, the students of the Institute of Business Administration (IBA), University of

Dhaka, are conducting a research to determine how the reputation and brand
image of telecommunication companies affect consumer purchase decision. We
would appreciate your time and assistance in completing this questionnaire. All
information provided will be kept confidential and used for academic purposes only.
Your response is of utmost importance to us.
 Background Information

Q.1 Do you use fairness cream?

a) Yes b)No

Q.2Which fairness cream product do you use?

______________________________________________________________________________

Q.3 Is this your first product ever used?

a) Yes b)No

Q.4 If No, state the other creams previously used:

______________________________________________________________________________

Q.5 For how long have you been using this particular brand?

______________________________________________________________________________
 This section of the questionnaire will try to explore your perception on a few factors
that may influence consumer purchase decision of a particular telecom brand.
Instructions: Please tick in the box you deem appropriate for each statement on a scale
of 1 (Strongly Agree) to 4 (Strongly Disagree)
Questions 1 2 3 4
6. The age of the consumer is a factor during the purchase decision
7. The quality of the cream is a factor during the purchase decision

8. The quantity of the cream is a factor during the purchase decision

9. The occupation of the customer is a factor during the purchase decision

10. The lifestyle of the customer is a factor during the purchase decision

11. The social class of the customer is a factor during the purchase decision
12. The culture of the country is a factor during the purchase decision

13. The ads of the cream is a factor during the purchase decision

14. The WOM of the customer is a factor during the purchase decision

15. The price of the cream is a factor during the purchase decision

16. The category of the cream is a factor during the purchase decision
Please write the appropriate answer in the blank spaces:

•Age
______________________________________________________________________

•Income Range:
______________________________________________________________________

•Occupation:
______________________________________________________________________