FAIRNESS CREAM FOR MEN

Presented By- Shruti Jedhiya-82 Nikhil kale-83 Kalpana Gopal-84 Nilesh Kamble-85 Niraj khasbage-86 Sunil Kinger-87 Mahesh Wankar-121

ABOUT FAIRNESS CREAM MARKET…

*Fairness cream market in India is about 800 crores.

*The market growth is 15-20% on year to year basis.

*New entrants in personal care sector.

DEMAND

REGULAR DEMAND LATENT DEMAND

REGULAR DEMAND-- Fairness cream use depends upon personas personal care segment have steady demand.

Fairness creams generate hidden desire.

EMERGENCE OF NEW MARKET

Men account for about 25 per cent of fairness cream use across the country and the figure is growing.

Fairness Cream for Men.

THE MAJOR PLAYERS …

Emami

HLL GarnierNIVEA

4 P’S OF MARKETING

• Products- Fair and Handsome ,Fair & lovely Menz active etc.

• Price-Currently low price strategy is being followed by companies.

• Place-is represented for market; rural market being explored.• Promotion-advertising through TVC

,print media,hoardings.Fairness cream constitutes 28% of total TVC’s.

COMPETITOR STRATEGIES

Growth strategies-a)Market Penetrationb)Product Developmentc)Diversification

SEGMENTING,TARGETING&POSITIONING

SEGMENTING ON THE BASIS OF-a)Geographicb)Demographic- Age Gender Incomec)Social

TARGETING

Attractiveness- of the segment is found out,generally the product choosen is new so as there is scope for penetration.

Growth rate- there should be scope for growth.

Profitability – for catering the segment should calculated.

POSITIONING

It involves locating the product in customers mind which has some value.

Product differentiation Image USP

Sample Characteristics

Age: 15-35

Composition: College Students and Working Professionals

Sampling Area: Colleges, Offices

Sampling Technique: Convenience and Quota Sampling

Sample Size: 50

Age Groups

15-2020-25

25-3030-35

0

5

10

15

20

8

18

14

10

Source of Awareness

8

22

55

25

Friends and Rela-tivesRetailers Rec-ommendationT V Magazines and Newspapers

Market Share

15

45

25

15

NiveaEmamiGarnierHUL

Reasons for Using Emami

45

1520

20SunburnWrinklesAnti-bacterialHerbal

Reasons for Using Fairness Cream

55

10

20

15 WomenPeer PressureConfidenceEnhance Looks

Factor Influencing Purchase

0

10

20

30

4040

30

10

20

Conclusion

The results show that majority people using fairness creams belong to the age group 18-25 years followed by 25-30 years.

Emami has a majority market share in competition to other fairness creams.

55% men use fairness creams to impress women.

In a tropical climate fairness creams help against tanning-this is the most important reason for usage of a fairness creams by men.