BINIL MERLIN NEVIN RIBA

ABOUT THE MOTHER COMPANY

Hindustan Unilever HUL -India largest consumer product company. Formed in 1933 by Lever brothers 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 concept why there is a need for fair and lovely

To Look Attractive

Else not looking good

Womens Are Attracted

People will not want to talk

Else people will start suffering from inferiority complex

PRIDE AND CONFIDENCE

It affects our confidence

CONFIDENCE

SELF ESTEEM

MAJOR PLAYERS IN THE FAIRNESS PRODUCT MARKET

COMPA COMPANY NY HUL HUL Emami Cavin Kare

BRAND BRAND

PRODUCT PRODUCT CATEGORY CATEGORY

Cream, Soap Cream, Soap Cream Cream Cream Cream

Fair & Lovely Fair & Lovely Emami Naturally Fair Naturally Fair Cavin Fairever Kare Paras Fairever Freshia

Cream Cream, Soap Cream Cream, Lotion Cream, Soap Cream, Lotion Cream, Lotion

Himalaya Godrej Ponds

Godrej Fairness creams FairGlow Ponds FairGlow Ponds fairness cream,

Ponds cold cream Ponds fairness cream, Ponds cold cream Lakme Lakme sunscreen lotion, Lakme sunscreen cream

Lakme

Lakme sunscreen lotion, Lakme sunscreen cream

Cream, Lotion

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

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.

FAIR & LOVELY

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.

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 Dullness Patchiness Darkening With breakthrough Vita-Aloe Complex. Lightens different Kinds of marks. Helps prevent spots from coming back Get visble fairness.

For ageless fair glowing skin. Forever glow protects skin from

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

FAIR & LOVELY

Factors affecting the price:

-Internal factors Cost, Pricing Objective -External Factors Customer, Suppliers and Competitors. The pricing objective of Fair & Lovely: -Survival -Market Share

PROMOTION
ADVERTISING OBJECTIVE Affective association- destiny and romance Building brand awareness and developing strong customer perception about the

FAIR & LOVELY Enhancing brand image

brand
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 ones 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 antiaging 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 products 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

CARRYING & FORWARDING AGENTS

REDISTRIBUTION STOCKISTS

WHOLESALERS

URBAN RETAILERS

CUSTOMERS

RURAL RETAILERS

Promotion
Based on value. Based on Benefits. Problem/solution. Fair and lovelys 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 1970s. 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 Kaladarsan Fair 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 Kares Fairever Godrejs Fair & Glow Emamis Naturally Faire Revlons Touch & Glow Avons white Fairness cream Ozones No Mark

Market share

10% 19%

Fair and lovely

lakme

80% 52%
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