Fair & Handsome

By, Sangatha for Jaya

MOTIVATION

PERCIEVED RISK
Physical risk Psychological risk Social risk

Satisfaction based pricing

price according to quality

Selective exposure

ATTITUDE : Tri-COMPONENT MODEL

Cognitive Component
Improves fairness in 4 weeks. Protects against sun's UV rays. Moisturizes skin even after shaving. Relieves stress and fatigue signs.

Affective Component

CONTINUED

Attitude towards behavior Attitude towards the Ad model

Attractive advertisements Shahrukh Khan in ad

Ego defensive function

NEED FOR MENS CREAM

Male skin in India

Three times more exposed to the sun UV rays Five times more exposed to pollution Twice more exposed to stress

MARKET SEGMENTATION
Characteristics Family Income Age Customer Profile Middle Class

Gender Geography Loyalty Personality Benefit Expected

15-35 Male Anywhere in India Loyal Striver

Handsome look, Fairness

PERCEPTION

Make men handsome and attractive to opposite sex. Ground and Object : Personalities like Shahrukh khan, John Abraham and Shahid kapoor are chosen as men want to look like them Perceptual Distortion Physical appearance Indian men spend lot of time outdoors, so desire to reverse the effect.

COMMUNICATION
Informed potential customers TV commercial "Hi Handsome, Hello Handsome" Print advertising "Hey man, are you using lipstick? Then why you are using fairness cream of female? Induced product trials of 9 ml

THANK YOU