Prepared By:-

Samarendra Barik (1401247003)

Neha (1401247014)

Md. Ahtezaz Parways (1401247026)

Ranjeeta Raj (1401247029)

Rajdeep Biswas (1401247033)

Case study on Market Strategies of Various

Fairness Cream, Soaps and Talc Brands

categorized under:

Market LeaderMarket Challenger

Market FollowerMarket Nicher

Market Leader : Hindustan Unilever(HUL)

/Hindustan Lever (HLL).

Market Challenger : CavinKare(CK), Godrej,

Emami.

Market Follower : Nivea, Neutrogena,

Revlon, Avon, Garnier and small

counterfeiter brands.

Market Nicher : Paras, Ayurvedic Concepts,

P&G’s Olay, Neutrogena.

Findings of the case study

Position Defense : HUL/HLL, first to realize

the fairness products. No competitors in the

initial stage, enjoyed a great market share

under famed brand name of Fair and Lovely,

even after facing competitions from other

brands.

Mobile Defense/New Customers : After success

of fairness creams for women, done brand

extension by launching Fair & Lovely cream for

men. (Fair&Lovely Menz Active). Extended its

Vaseline range into Fairness Products.

Further in the later years it also launched Fair and Lovely Fairness Soap.

Contraction Defense : Consumer’s positive

perception towards soaps compared to creams,

thus HLL launching portfolio of soaps:

1. LUX skincare soap, didn’t work out though.

2. Fair & Lovely fairness soap, it worked out.

Flank Defense/More Usage :

1. 50% grammage in its F&L pack,

2. Replaceable cap on its Rs. 5 sachet. (multi

use)

Preemptive Defense/ More Customers :

Aggressive advertising : Highlighting the

nature of the product; promises of increased

complexion and claims regarding the

deliverance of the promise.

Counteroffensive Defense : HLL filed a patent

infringement suit against CK.

Frontal Attack : CavinKare and Godrej matched

itself with HLL/HUL in terms of

advertisements. Godrej released Rs. 5 sachet for

the first time.

Flank Attack : Segmental marketing by Emami

Fair & Handsome cream for men (the 1st one to

launch the men’s fairness cream in 2005).

Geographical attack by Emami and CavinKare,

planed to export their fairness brand to African

and Asian countries.

Bypass Attack : Godrej, for the first time,

introduced a Fairness soap called FairGlow

Fairness soap, then leapfrogging with a new

product called Nikhar, enriched with natural

ingredients, viz., milk, turmeric and gram flour,

which were used by Indian household's for

generations.

CavinKare leapfrogged the fray by including

saffron in the Fairever cream.

Note: Page 4 : Emami : Products variants were

launched targeting not only women, but also

men.

Counterfeiter Brands

Counterfeiter : Pure and Lovely, Fare and

Lovely, Fourever, ForEver, etc. were the

counterfeiter “fly by night” operated, low cost

and low quality products, packaged and named

quite similarly to the top brands.

Adapter : Revlon, Avon, P&G’s Olay,

Neutrogena and Garnier introduced improved,

modified and high quality products as they

entered late into the Fairness segment.

Ayurvedic

Concepts

Ayurvedic Concepts : The fairness creams are

usually targeted for the customers who prefer

Ayurvedic treatments to their health problems.

Paras pharma (Recova Fairness Cream) though

stepped into the fairness products segment with

others like Revlon, Neutrogena, etc., but it has a

very limited market share, also as it is made by

a pharma company, it relates more to the

medical shop than fairness shop.

Brands like P&G (Olay), Neutrogena, Garnier

are Up-Market brands targeting only the high-

end customers. Avon’s tagline is “company for

women”, thus targeting only the same.

References:

Kotler, Keller, Koshy & Jha, Marketing

Management, Pearson Education