fair lovely
TRANSCRIPT
BINILMERLINNEVINRIBA
ABOUT THE MOTHER COMPANY
•Hindustan Unilever HUL -India largest consumer product company.
•Formed in 1933 by Lever brother’s India.
•Headquarters in Mumbai.
•Presence in more than 100 countries across the globe
•Mission- Adding vitality to life.
•HUL is the market leader for FMCG products in India.
•It is the first company which has introduced fairness cream.
•Now it owns 20 categories under personal care products.
Fair & Lovely - Background
•Fair & Lovely was launched in 1978 in India.
•33 years of excellence
•Fair & Lovely is sold in over 30 countries worldwide. These include countries
across Asia, Middle East and Africa. .
•Market leader with 80% of market share
EVOLUTION OF THE BRAND
Phase 1 : launch of the product in 1978
• “ Get noticed by the man of your life”
•HUL marketed this brand as a beauty cream capable of providing
fairness within 8 weeks.
Phase 2 : Catered to young college going girl who is self confident and
more modern in her outlook and considers home remedies for facial
care to be old fashioned.
Phase 3 : Further metamorphosed into a complete brand .
• Offering emotional benefits to acheivements
• Career oriented ladies
Concept of holistic market
•HUL is focusing on health & hygiene education, women empowerment, and water
management.
•It is also involved in education and rehabilitation of special or underprivileged
children, care for the destitute and HIV +ve and rural development.
•HUL has also responded in case of national calamities/ adversities and contributes
through various welfare measures, like the village built by HUL in earthquake affected
Gujarat, and relief & rehabilitation after Tsunami caused devastation in south India.
•HUL is also running a rural health programme- lifebuoy swasthya chetana.
•The programme endeavours to induce adoption of hygienic practices among rural
Indians and aims to bring down the incidence of diarrhoea.
•It has already touched 84.6 million people in approximately 43890 villages of 8 states.
•The vision is to make a billion Indians feel safe and secure
Core marketing conceptwhy there is a need for fair and lovely
Women’s Are Attracted
To Look Attractive
PRIDE AND CONFIDENCE
Else not looking good
People will not want to talk
It affects our confidence
SELF ESTEEM
Else people will start suffering from inferiority complex
CONFIDENCE
COMPA
NY
BRAND PRODUCT
CATEGORY
HUL Fair & Lovely Cream, Soap
Emami Naturally Fair Cream
Cavin
Kare
Fairever Cream
Paras Freshia Cream
Godrej FairGlow Cream, Soap
Ponds Ponds fairness cream,
Ponds cold cream
Cream, Lotion
Lakme Lakme sunscreen lotion,
Lakme sunscreen cream
Cream, Lotion
COMPANY BRAND PRODUCT CATEGORY
HUL Fair & Lovely Cream, Soap
Emami Naturally Fair Cream
Cavin Kare Fairever Cream
Himalaya Fairness creams Cream
Godrej FairGlow Cream, Soap
Ponds Ponds fairness cream, Ponds cold cream Cream, Lotion
Lakme Lakme sunscreen lotion, Lakme sunscreen
cream
Cream, Lotion
MAJOR PLAYERS IN THE FAIRNESS PRODUCT MARKET
MARKETING MIX
PRODUCT
Fair & Lovely Product Lines
•Fair & Lovely Anti marks cream -for blemish less skin
•Fair & Lovely- Ayurvedic Balance
•Fair % Lovely Multi Vitamin Cream -for Clear Face Skin
•Fair & Lovely Forever Glow
•Fair & Lovely Menz Active - fairness for men
Fair & Lovely Product features
•Removes Darkening
•Remove Marks
•Acts as a sunscreen
•Good for all skin types
• Fragnance is good
•Fewer side effects
•Tri-Fair Vitamin Complex
•No alcohol content
•No animal based ingredients
FAIR & LOVELY
IN TO THE DETAILS
1. Fair & Lovely Multi Vitamin Cream:
The cream gives total fairness in 4 weeks that rivals the best professional
beauty treatment, but without bleach or harmful chemicals that can damage
skin.
2. Fair & Lovely Ayurvedic Fairness cream
Fair & Lovely Ayurvedic Fairness cream brings in the fairness secrets of
ancient ayurveda that provides nourishment, protection and purification. It is
enriched with the magical ayurvedic blend of kumkumadi oil which enhances
complexion and cures discolouration of skin.
FAIR & LOVELY
3. Fair & Lovely skin clarity, Anti marks
Fair & Lovely now not only removes spots but gives fair flawless skin through the
skin clarity variant. It contains proven ingredients including Vitamin B3, skin
silicones, fruit principles alovera and vitamin A.
4. Fair & Lovely Forever Glow
For ageless fair glowing skin. Forever glow protects skin from
•Dullness
•Patchiness
•Darkening
With breakthrough Vita-Aloe Complex.
Lightens different Kinds of marks.
Helps prevent spots from coming back Get visble fairness.
FAIR & LOVELY
5. Fair & Lovely Menz Cream (Max Fairness)
Fair & Lovely Menz Active – the fairness cream for men. Fair
& Lovely Menz Active is perfect for skin that is naturally touch
is regularly exposed to harsh outdoor routines and has more
stubble and is rougher due to regular shaving.
FAIR & LOVELY
PRICING
Price for the products ranges from Rs5- 100
Currently low price strategy is being followed by the company with regard to
Fair & Lovely
Affordability is determined by two factors:
-Income of the consumer
-Price of the products and services
Factors affecting the price:
-Internal factors – Cost, Pricing Objective
-External Factors – Customer, Suppliers and Competitors.
The pricing objective of Fair & Lovely:
-Survival
-Market Share
FAIR & LOVELY
PROMOTION
ADVERTISING OBJECTIVE
•Affective association- destiny and romance
•Building brand awareness and developing strong customer perception about the
brand
•Enhancing brand image
•Recall of brand.
OTHER PROMOTIONAL ACTIVITIES
•Media Vehicle
•Print Media
•The Fairness Meter
Segmenting, targeting and positioning
Segmentation
The process of defining and subdividing of large homogenous market into clearly identifiable segments having similar needs, wants or demand characteristics. Segmentation can be done on the basis of geographic, demographic, psychographic and behavioural.
Segmenting on the basis of:• Geographic – target is generally the south zone and then north and
west.
• Demographic • Age - users of the age of 15 to 45 years.• Gender – female are more ardent buyers of fairness
cream.• Young women aged – 15 to 45• School girls aged – 12 to 14• Middle class families (rural, urban people)• Also men aged 15 to 45 and school boys aged 12 to 14.• Income – 1 to 3 lakh income group is a big customer
group for fairness cream• Social class – users mainly from upper-middle to lower-
middle group.
Targeting
The process of evaluating each market segments attractiveness and selecting one or more segments to enter. •young women aged 18-35.•school girls in the 12-14 years category widely use fairness creams. •The poor also are a significant target market for Fair & Lovely. •Affordable small size pouches to facilitate purchase by the poor. Commonly speaking Fair & Lovely is an example of a product targeted at the poor or those at the “bottom of the pyramid”.
Brand Positioning
• Fair & Lovely could not be a commercial success if it was not advertised. But it is not “being known” would not change the class structure of Indian society and the high societal value it places lighter skin tones.
• Positioned itself as the cream that fulfilled one’s dreams and desires.
• Fair & Lovely has been maintaining its millions of young women/ customers trust and perceived value towards brand and ruling the fairness cream market in India.
Branding • Branding is the process involved in creating a unique name
and image for a product in the consumers mind mainly through advertising campaigns with consistent theme.
• Skin Lightening Creams are the preferred mode of Skincare in almost all Asian countries, just as anti-aging creams are in Europe and the USA.
• 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. in the Economic Times survey in 2004).
• Fair & Lovely in the number one fairness brand in the GCC.
Packaging
• Packaging is the art and technology of enclosing or protecting products for distribution, storage, sales and use.
• attention to the product’s packaging with all three variants of Fair & Lovely - multivitamin, ayurvedic balance and anti-marks - available in different colours -reddish-pink, brown and blue.
• Fair & Lovely is available in tube packs with the following ranges:
• 9gm • 25gm• 50gm• 80gm, • 125 gm
Labeling
• Label is a part and parcel of a package. A label provides written information about the product. Labeling helps the buyers to understand the nature of the product, its distinctive features, its composition etc.
PRICING
• Packages in different quantity and prices• 80 gms - 111 Rs MRP• 50 gms - 76 Rs MRP• 25 gms - 59 Rs MRP• Targets mainly middle class customers.• Profit Margin is 15:100 i.e. Rs 15 for Rs 100
Placing of the product
• Targeting Age Group: 12-18 & 18-26• Rational: The advertisements and promotions
say about the ingredients inside the cream and their actions which will result in fairness.
• Emotional: The advertisements exploit the emotional side of the target customers by showing how the product can help them in their fairness problem.
Contd.
• Wide availability makes fair & lovely an effective as well as affordable brand.
• an intensive distribution strategy was opted.• Not overpriced compared to its competitors.• Not promoted as a Premium Brand.
Distribution channel
• Covers 6.3 million retail outlets in Urban areas.
• 250 Million rural consumers.• Distribution is done mainly by HUL in order to
avoid middlemen.
HUL
WHOLESALERS
URBAN RETAILERS
CARRYING & FORWARDING AGENTS
REDISTRIBUTION STOCKISTS
CUSTOMERSRURAL
RETAILERS
Promotion
• Based on value.• Based on Benefits.• Problem/solution.• Fair and lovely’s marketing and promotion
activities are taken care by a third party advertising agency called Lowe since its inception i.e. for 30 years.
DIFFERENT TYPES OF ADVERTISING IN VARIOUS STAGES OF ITS PRODUCT LIFE CYCLE
• Introduction phase: Print Ads since 1970’s.• Growth stage: TV ads – (Airhostess Ad,
Cricket ad, Ayurveda ad)• Maturity stage: diversification of the product
range and hence catering to many niches inside the class by understanding their particular needs. Menz active and Multi vitamin are examples of this.
Sales promotion
• Fairness meter was provided.• Combo packs along with other FMCG
products.• Packaging changed frequently.
Public relations
• Fair and lovely foundation: The Fair & Lovely foundation has a vision to give an opportunity to as many women as they can to realize their dreams. Mainly focuses on:
• Education • Career• Entrepreneurial skill
Contd.
• Projects Undertaken:• Project Saraswati• Project DIsha• Project Soundarya• Project KaladarsanFair and lovely scholarship: A CSR initiative taken
by the company in order to help poor girls who are in need of money for their education.
MARKET ENVIRONMENT
• Currently Leading the market, Fair & Lovely with 80% market share. Other Competitors are:
• Cavin Kare’s “Fairever”• Godrej’s “Fair & Glow• Emami’s “Naturally Faire”• Revlon’s “Touch & Glow”• Avon’s “white Fairness cream”• Ozone’s “No Mark”
Market share
80%52%
19%
10%
Market share
Fair and lovely
lakme
Ponds
Fair ever
Future perspective of the Product
• Keep launching new products like the launch of fair and Lovely Menz active soon after the launch of Emami Fair and Handsome
• Fair and Lovely has an advantage of having a good brand image and also the backing of HUL.
Thanks – Riba.K.John Nevin Sunny Binil.T.Thomas Merlin Mony