Fair & Lovely

PRESENTED BY:
Tania Saha
Jayeeta Roy
Partha Das Dev
Abhirup Roy choudhury
 INDUSTRY ANALYSIS
• Hindustan Lever Limited (HLL) to Hindustan Unilever
Limited (HUL)

• HUL is India ‘s largest consumer product company and was

formed in 1933 by Lever brother’s India.

• HUL is the market product leader in India. It is the first

company which has introduced fairness cream.

• Fair & lovely was launched in 1975.

• HUL, with Fair & Lovely, has a massive 53 % market share.

• Widest range of top quality Home Care, Personal Care and
Food products
 4C’s
Consumer

Cost Convenience

Communication
 UNIQUE SELLING PROPOSITION:
• “Power of beauty”.
• “Fairness in 4 weeks”.
• Maximum fairness with the “power of 8”
• For flawlessly fair skin
• Change your story “fair and lovely menz
active”
UNIQUE BUYING PROPOSITION:

• Fairness brings “confidence”.

• Cost effectiveness.
• Easily Available.
• Variety of products for diverse needs.
 SWOT Analysis of Fair & Lovely
Strength:
• Fair & Lovely‘ the awareness level of this higher for this brand. And introduction
of “Menz Active” fairness cream for men
• Fair & Lovely USP – Fairness in Six Weeks has worked better for it.
• Fair & Lovely, is one of the most trusted brand for young women in India ranked
4. in Economic Times survey of 180 top brands in 2001 and 2002 & ranked 7.
• Fair & Lovely brand is World's first and largest Fairness cream brand with a
presence in 40 countries and a value of around Rs. 6 billion

Weakness:
• Presence of several competitors with the same product line.
• Many untapped market around the world.
• Decline market share from 90 per cent to 76 per cent.
• Entrance of foreign companies in India with higher skilled and
efficacy to beat existing or domestic player.
 Cond…

Opportunity
•Extending the equity of its leading fairness cream brand "Fair & Lovely" to a premium Fair &
Lovely soap.
• Every day people in 40 countries around the world choose Fair & Lovely to look beautiful
and attractive.
• Fair & Lovely is getting advantages by launching Fair& Lovely foundation that works for
women Empowerment achievement and Transformation.
• More than 60 per cent people prefer “Fair & Lovely” when comparing with any other brands.

Threat:
•There are several existing competitors in the market with the same product
category
•The brand has had its share of negative publicity, with women’s groups calling the
ad regressive.
• Threat from future new entrant to compete with them in such a cut-throat
market condition
• Challenges to deal with competition and consumer choice and buying behavior
 STP Analysis
SEGMENTATION AND TARGETTING:
Fair & Lovely segmented and targeted the following:
• Income- 1-5 lac
• Age – 12-50
• Gender- Female
• Education- High School and collage educated
• Geography- Anywhere in India (higher probability of south)
• Personality- Wishes to take charge of her destiny

POSITIONIG
Fair & Lovely has 3 types of positioning:
• Value Positioning.
• Benefits driven Positioning.
• Problem/ Solution Positioning.
 Recommendation

“USE IT……… TO BELIEVE IT”

“Fairness+ Beauty+ Confidence =

Attraction”

Expect Big, the “wow factor”

THANK YOU