emamisfairandhandsome-131113032605-phpapp02

8/17/2019 emamisfairandhandsome-131113032605-phpapp02

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EMAMI’S FAIR AND

HANDSOMETHE ENTIRE STORY

LBSIM,1st Y

Rinky Sachdeva

Rohit Jain

Atul Mathur

Munish Mittal

Aditya Goel

Satya !" Sa#ena

2013



IN$ROD%&$ION

Set u' in ()*+ ,ith a vision o- 'rovidin. /etter li-e tocustoers in 'ersonal and health care"

&o'any has its head0uarter in !olkata"

For three decades /rand Eai has /een identi1ed ,ith

vanishin. crea and talco 'o,der"

2ater .re, and ventured into Real Estate3Retailin. 4a'er

and 5ritin. Instruents"



EMAMI

HIMANI

NA6RA$NA

7ORO842%S

FAS$RE2IEF

SONA8&HANDI



&OM4AN9 IN$ROD%&INNE5 4ROD%&$S

7oro'lus Antise'tic &rea : ();<

6anishin. crea and 4o,der8 )=’s

Navratna Hair Oil : <===

Maduri 7eauty secret Ran.e : <==<

And 1nally3 the ,orld’s 1rst -airness crea -or en



EMAMI FAIR ? HANDSO

$he co'any launched this crea in @une <colla/oration ,ith Activor cor'oration o- the%nited States in Andhra 4radesh"

Aied to .ain <= arket share o- en’s -acrea arket /y <==>8=B and reach throu.C=3=== outlets"

In <==B3'roduct ,as availa/le at ) lakh outl



4rootional Strate.y

Dis'lay o- 'roducts across >=== outlets3

Dis'lay8cu8availa/ility in <>=== outlets an

4rootions on school and colle.e ca'uses



Fro edia /ud.et o- Rs <"> &rore3 *= ,as s'ent on $6"

$he co'any also 'lanned to introduce it in 'reiu salo



GRO5$H RA$E OF EMAMI 6SFM&G SE&$OR

( < C +="==

(="==

<="==

C="==

+="==

>="==

B="==

*="==

FM&G Eai



O44OR$%NI$9 IDEN$IFI&A$ION

It has /een o/served that ales are /eco

sensitive to,ards skin care 'roducts es'eciallyrelated to -air skin"

Due to unavaila/ility3 en started usin. ,oen’creas like -air ? lovely -airness crea etc"

A Fairness creas -or en ,as co'letely uno''ortunity due to -ollo,in. reasons8 &loser to reality3 ale Skin ,as ore e#'osed to sun’s %6 ray

ore e#'osed to 'ollution3 t,ice ore e#'osed to stress and core a/used /y usa.e o- shavin. /lade than ,oen’s skin"



&ontd

A Fairness creas -or en ,as co'letely uo''ortunity due to -ollo,in. reasons8

Indian en s'ent ore tie on .rooin. than evco'ared to ,oen"

$here ,as an increasin. incidence o- the -actearners linked 'resenta/ility ,ith the career succeearnin. <(8+= a.e .rou' across en accounted -oo- custoers visitin. kaya Skin &are &linic"



4ROD%&$ DE6E2O4MEN$ AND7ENEFI$S Eai in colla/oration ,ith Activor &or'oration had

uni0ue -airness crea in the nae o- Eai’s Fair ?-airness crea -or en ,ith a /reakthrou.h o- 'e'ti

'atented in %nited States"

Follo,in. are the /ene1ts ,hich are e'hasied in the ca'ai.n8

4e'tide ,orks on the colla.en structure o- ale skin athe skin te#ture and -airness in @ust -our ,eeks"

Active in.redients re.ulate the 'roduction and elanin

that deterines the skin’s /ro,n colour"

Natural sunscreen 'rotects a.ainst the %6 rays"

4e'tide in co/ination ,ith vetiver and rose ,ater a

-air and -resh ,ith a 'leasant coolin. sensation"



&OM4ARA$I6E A$$RI7%$ES OF MEFAIRNESS &REAMS

Emami’s Fair &Handsome

HLL’s Menz A

2aunched Dece/er <==> <==B

&a'ai.n Hi Handsoe"""HiHandsoe

&han.e your

Attri/utes listed on 'ack 6itain 7C alon. ,ith KincO#ide3 Sun 4rotection3 Non8Sticky3Mint essential -or coolin.3Soothness3

Reduce a-ter shave irritation

Dee' 4enetra-airness ,ith 2on. lastin. -re(== 'er cent sunscreen3 S,ith silicon conEconoical to Mint essential -

4resent MarketShare<=(<8<=(C

>; total arket o- C<)crore o- ens -airnesscrea

4riceRs Rs (== -or B= . Rs ;= -or >= .

Sale in <=(< Rs ()= crore



MAR!E$ EL4ANSION S$RA$

A-ter ca'turin. a sia/le arket and .ood,ill o- the ur/a

arket3 Eai 'lanned to cover reote villa.es

$he co'any tied u' ,ith 4?$ de'artent -or distri/

'roducts throu.h alost >=== 'ost oces across Mahar

had 'lanned to reach out all the ("=> lakh 'ost oces acr

Eai also 'lanned to use I$& e8chou'al outlets in %4 a

also used ary’s canteens to enhance the distri/ution o-



RE4OR$ ON SE2E&$ED AS4E&$S OFAIRNESS &REAM IND%S$R9

Mr 4anka@ Mehta3 7rand Mana.er o- the Eai .rou're0uested his collea.ue3 Ji.ar3 a ana.eent trainee're'are a re'ort on the -airness crea and /elo, are1ndin.s o- the sae8

1)Size of the Indstr!"#

$he Indian FM&G arket is valued at %S ( /illion +>=== crore at *8; 'ercent 'er annu" A/out <= 'er cent consuers o- Fair en" Given that sales o- Fair ? 2ovely ,ere estiated at Rs >== en contri/uted Rs (== crore"

2)$ro%th8

$he -airness crea arket has /een .ro,in. at <> 'er cent 'er ann

to overall cosetic arket o- (> 'er cent 'er annu" Fro Rs C;+

());3 the -airness 'roduct arket @u'ed to Rs >>; crore in ()))8<



&ontd

3)onsmer 'ehavior8

It is /elieved that there e#ist a arked 're-ereli.htnin. and .lo, in India" Men3 also have /een ucreas eant -or ,oen and there -elt a need coe u' ,ith -airness crea -or en3 ,ho .ener

're-erences to attri/utes such as -reshness3 contra-ter shave3 sun 'rotection3 .ood sell etc"



North is the lar.est arket -ollo,ed /y ,est then south a

east" !erala3 Gu@arat and 7ihar are the to' three .ro,in. arke

,ith !erala .ro,in. /y +="C* "

GEOGRA4HI&A2 DIS$RI7%$ION

East <(

5est <*North <)

South <C

ontri(tion o rnover

Eas

5es

Nor

Sou

Source &o'any3 &SE& Research

SEGMEN$A$ION OF FAIRNESS &RE



SEGMEN$A$ION OF FAIRNESS &REMAR!E$

he *++er End"

Garnier Nivea Olay 2’oreal

he Midd,e End" Fair ? 2ovely 4onds

Eai8 Fair and Handsoe Fairever

he Lo%er End Includes sachets3 trail 'ack to 'roote the actual 'roduct

Du'licate 'roducts on the nae o- -ake /rands



&OM4ARISON OF FAIRNESS&REAM 7RANDS $he arket sie o- the -airness crea 'roducts in Ind

estiates to /e ;== cr"

$he arket .ro,th rate ran.es /et,een (>8 (; 'e

Fair ? 2ovely H22 has *B arket share" H22 also h-airness 'roducts under its lake and Aviance /rand

Fairever &avinkare has (( arket share"

Eai ,ith ; has arket share"



Ma-or 'rands Fair &Love,! .HLL)

Fairever.avin/are

)

Emami

Market Share *B (( ;

4roductE#tention

Fairness cold&rea3 Soa's

&hik Fairee Gold $ureric3natural -air3FairandHandsoeMen3 -air and

teen Girls3 Fairand A.eless

4rice >= .s Rs" *; <> .s Rs"<;

>= .s Rs" B=

2auched First $ie

()*B Fair ?2ovely

()*+ Eai<==> Fair andHandsoe

Media %sed -or4rootion $63 4rint $6 $63 4rint

&OM4ARISON OF FAIRNESS &R7RANDS



AD6ER$ISING AND4ROMO$ION

Eai is arket leader in en’s -airness crease.ent ,ith a arket share o- B("C "

&o'any has recently launched yada’ ca,ith a ne, 'ackin. and 'ositionin."

&o'any has s'ent INR +>= Mn -or the advero- Fair and Handsoe in F9 <=(C3 ,hich is (Btotal advertiseent s'end and <+ o- the FaHandsoe sales"



F9 =) F9 (= F9 (( F9 (< F9 (C=

>

(=

(>

<=

<>

=

>==

(===

(>==

<===

<>==

C===

(+(B

<= <=

<<

AD6ER$ISING AND 4ROMO$

Da/ur Eai H%2 Marico &ol.ate="==A

>"==A

(="==A

(>"==A

<="==A

(C"B=A

(B"+=A

(<"<=A (("<=A

(>">=A

Advertisement E0+ense in +ercenta1e of sa,es



SEGMEN$A$ION OF 9O%$

Early 9outh (C8<( years

Focus Education and career

S'endin. 4o,er (===8<=== 'er onth

7rand 're-erences develo'ed

6alue -or oney

%nor.anied arket /i..est sho''in. destination

Middle 9outh <<8<B years Focus &areer and relationshi's

S'endin. 4o,er *===8+==== 'er onth

InPuenced /y 'eer .rou's and ,ork ates

As dis'osa/le incoe increased3 /rand value and 0ualit

over 'rice"



&ontd

• 2ate 9outh C= years – Focus &areer advanceent and children

– S'endin. 4o,er Reduces co'ared to i

– 4re-er a i# o- lu#ury and -unctionality

AQorda/le 'ricin. strate.y -or Early youth

$rendy value 'ro'osition -or Middle youth

Fun and s'irited 'roducts -or 2ate youth

R%RA2 MAR!E$ 4ENE$RA$ION



R%RA2 MAR!E$ 4ENE$RA$ION

A..ressive distri/ution e#'ansion in the rural iti.ate slo,do,n in the ur/an arket"

Eai is e#'ndin. its rural distri/ution net,orkits 'ro@ect S,adesh"

7et,een F9 =) : (C3 co'any has added ="< nretail outlet takin. the count to ="B n and coto add ="< n in ne#t t,o years"

Directly stockin. ,ith retailers /y'assin. ,hole

&urrently the co'any derives >< o- its doe-ro rural arket"



&ON$RO6ERS9 FINDS I$’S

&ontroversy surrounded on advertiseents sho,n on

early as in <=== A critical isinter'retation o- one o- the ads ,as Sons

dau.hters3 are natural /read ,inners" A .irl can only la

@o/ i- she dis'lays and i'roves her 'hysical attri/ute

Set/ack /y a re'ort /y AIIMS3 Ne, Delhi3 ,hich declaree#ternally a''lied crea can chan.e colour"

It su/stantiated it’s re'ort ,ith valid edical reasons" Hinted clearly that clais o- -airness creas are nonsen

'ro'ositions

$he then I?7 inister insti.ated the National &on.ress

N&5 -or not raisin. it’s voice a.ainst coercials ,,oen in a /ad li.ht



&ontd

A coercial that sho,ed a talented /ut dark .irl ,innin.

co'etition a-ter usin. a certain -airness 'roduct

A recent Fair and Handsoe ad sho,ed SR! tellin. the vie/ecae a su'erstar /ecause he ,anted ore out o- li-e ahel'ed hi in realiin. his drea

An online 'etition ur.in. Shah Rukh !han Eai to sto' a-airness 'roducts .arnered *===T si.natures in 1rst -e, d

2a/elled un-air and discriinatory advertisin.

Ho,ever3 not an attack on /rands or /rand a/assadors3

to#ic /elie- that only -air skin is /eauti-ul



“

$HAN! 9O%U

%ES$IONSV

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