Unilever

INTRODUCTION TO UNILEVER

Unilever is a BritishDutch multinational consumer goods company coheadquartered in Rotterdam, The Netherlands and London, United
Kingdom. Its products include food, beverages, cleaning agents and
personal care products. It is the world's third-largest consumer goods
company measured by 2012 revenue, after Procter & Gamble and Nestl.
One of the oldest multinational companies, its products is available in
around 190 countries. Unilever has more than 400 brands.

UNILEVER PAKISTAN
Unilever Pakistan is the largest consumer goods producing company in
Pakistan, was incorporated here in 1948 and started building their factory at
Rahim Yar Khan. This factory was inaugurated formally in 1951 by the
Governor General of Pakistan.
Unilever Pakistan moved into the personal care product business in 1981. It has
gained a major market share due to the introduction of quality brands like
Sunsilk, lifebuoy, lux, and fair and lovely. Unilever Pakistan enjoys a leading
position in most of its core Home and Personal Care and Foods categories, e.g.
Personal Wash, Personal Care, Laundry, Beverages (Tea) and Ice Cream.
The company operates through 5 regional offices, 4 wholly owned and 6 third
party manufacturing sites across Pakistan .

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UNILEVER BRANDS

UNILEVER PRODUCTS PORTFOLIO

Unilever brands include:

Home Care Brands

Personal care Brands
Nutrition
Health, hygiene, and beauty
Unilever food solutions

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SOME POPULAR UNILEVER

PRODUCTS:
Dove
Dove Beauty Bar revolutionized the way women cared for
their skin by providing the first alternative to soap that
was less drying to skin.

Lipton
Lipton is one of the worlds greatest refreshment brands.
Its the worlds best-selling tea brand, has been established
for more than 100 years, and is available in more than 100
countries.

Knorr
With Knorrs dynamic range of products you will experience
flavors, spices and colors inspired by the worlds best dishes
and recipes. Knorr a world of ideas.

Vaseline
At any time, no matter what your age or your skin type, the
Vaseline skin care team wants everyone to be able to enjoy great,
healthy skin.

Sunsilk
Sunsilk provides real solutions to women's everyday hair
needs everywhere.

Lux
Lux has been bringing the best of beauty to every woman
since 1925.

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Lifebuoy
Lifebuoy offers affordable, accessible soaps to help
communities around the world improve hygiene through
hand washing.

Wall's
We want a world with more joy and thats why we inspire
people to take a moment away from seriousness, stress,
duties, and expectations... just like when youre holding
an ice cream. Walls philosophy is quite simple, live from
the Heart!

Close-up
Close-up is designed to deliver longer-lasting fresh
breath, whiter teeth and a more confident smile
and each one of Close-ups extraordinary
toothpastes is made to leave your mouth feeling irresistible.

Blue Band:
Daily source of essential nutrients that help every
family member to grow, develop and thrive.

Surf Excel
Introduced by Unilever Pakistan in 1948 under the brand name
Surf, its deep rooted heritage has made it a national icon.

Fair & Lovely:

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Fair & Lovely is the first fairness cream in the world
with 100% safe ingredients and is dermatologist
tested and proven

INTRODUCTION TO FAIR & LOVELY

Fair & Lovely, the worlds first skin lightening brand, is trusted by women
all across the world over to deliver results . Fair &
Lovely is one of the brands of Unilever Pakistan.
Building on its heritage of being the worlds first skin
lightening brand, it contains no bleach or harmful
ingredients. Fair & Lovely brings expert fairness to the
Pakistani consumer. Now it has successfully launched
new product formulations from face wash to gels and
menz fairness cream.
The tube of Fair and lovely has its presence in
many homes whether they are rich or poor, rural
or urban. It is the favorite of women of diff erent
age groups ranging from college going girls (even school girls) to
older women.

HISTORY
Fair & Lovely, the worlds first fairness cream, was launched in 1975. In 1988, the
brand went international, and is now available in 40 countries. These
include countries across Asia, Middle East and Africa. In the early 1976, it
is introduced in Pakistan.
All the oil & fat used in Fair & Lovely products are of vegetable or
synthetic origin only. Fair & Lovely doesnt contain any harmful
ingredients. All Fair & Lovely ingredients have been safety cleared and are
all approved for cosmetic products as per local regulations..

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VISION:
Every girl holds a dream of what she wants to truly pursue, a dream to carve out her own
identity before she gets married.
The Fair & Lovely Foundations initiative is to economically empower women and pursue
their dreams and reach their true potential. They aim to inspire an attitude of self-reliance
and independence among young women by providing scholarships in the areas of higher
education, vocational training and start up business capital.

fair & lovely foundation:

Every
girl holds
a dream
of
what
she
wants to
truly pursue, a dream to carve out her own identity before she gets
married.
We understand the value of the girls dreams, and the need to invest in
their future, in order to become self-reliant. After all, self-reliance is the
crucial building block to creating their own true identity. Fair & Lovely
Foundation is consistently at work since 2003, Fair & Lovely Foundation
has provided scholarships worth up to Rs. 1 lakh each year to girl
students with outstanding academic track record. To date, the Foundation
has given out more than 1,000 scholarships to deserving applicants.

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MAIN INGREDIENTS:
Fair & Lovely contains a synergistic combination of extensively
researched, safe & internationally approved cosmetic ingredients such
as:

Fairness and skin benefit actives Niacinamide (Vitamin B3)

and Vitamin B6 work synergistically to lighten skin and spots
and stimulate skin renewal.

Other skin benefit actives and powerful antioxidants

(Glycerin, Allantoin, Provit C and Provit E) which soothe the
skin, improve skin texture, Lighten dark circles and provide
antioxidant benefits.

Triple sunscreens (Parsol MCX, Parsol 1789 & TiO2), protecting

against UVA and UVB rays (including UVAI and UVAII),
preventing skin darkening and tanning.

White optics for instant brightening and natural glow.

The ingredients work together to leave you with fair & fresh skin in just 4
weeks without the oily feel of other creams.

TARGET MARKET
The target market for Fair & Lovely is predominantly young women aged
18-35. Disturbingly, there is repeated evidence that school girls in the
12-14 years category widely use fairness creams. The poor also are a
significant target market for Fair & Lovely. HUL marketed the product in
affordable small size pouches to facilitate purchase by the poor. Fair &
Lovely targets the poor or those at the bottom of the pyramid as well.

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PACKAGING
Special Packaging is the part of Value
innovation Strategy.
A beautiful packaging can attracts more
customers eyes and also to maintain the
quality. Fair and lovely packaging has eyecatching appearance and they use nice
color in their packaging.

FAIR & LOVELY RANGE

For Women:
FAIR & LOVELY ADVANCED MULTIVITAMIN CREAM
NOT JUST A CREAM, ITS A FAIRNESS TREATMENT
New Fair & Lovely Advanced Multivitamin targets the same
fairness problems as 5 EXPERT FAIRNESS TREATMENTS

LASER like precision on skin marks

FACE POLISH like targeting of skin tan

FACE PEEL like targeting of dullness

ANTIOXIDANT lightening action on dark circles

VITAMIN MASK lightening of skin color

FAIR & LOVELY MULTIVITAMIN FACE WASH

For Fairness with every wash
This rich lathering foam along with Tri-Fair vitamin
complex and anti-oxidants lifts away impurities
and works gently to help provide:
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Instant fairer look.
Clearer skin.
Soft smooth feel.
FAIR & LOVELY NIGHT FAIRNESS TREATMENT
For Naturally Fair Skin
Fair & Lovely Advanced Multivitamin Night
Treatment, works all night as you rest to give you
an Expert Fairness Boost night after night, fair &
lovely Night treatment reduces dullness to give you skin that is visibly
fairer!

FAIR & LOVELY ANTI MARKS CREAM:

For Pimple free Skin
Fair & Lovely Anti Marks has a breakthrough SpotBlock system that not just fades current pimple spots
but also prevents them from coming back. It also
blocks dark pigments and prevents them from
spreading anymore.

FAIR & LOVELY WINTER FAIRNESS CREAM:

For Soft, Fair Skin in winters
Fairness cream with the goodness of a cold cream.
The cream has Tri-fair vitamin complex and active
moisturizers that give you radiant fairness along with
soft, supple skin. Now say goodbye to your cold
cream and welcome to winter fairness.

FOR MEN:
FAIR & LOVELY MEN MAX FAIRNESS FACEWASH
Magnet action for a Cool Instant Bright Look
Fair & Lovely Men MAX Fairness Face wash with
Magnet action pulls out deep seated dirt and pollution
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particles to give you a cool, instant bright look. Its icy Menthol
leaves your skin feeling cool and fresh.
FAIR & LOVELY MEN MAX FAIRNESS CREAM
For Unbeatable Fairness in just 2 weeks
Fair & Lovely Men has Fairness boosters which
protect you from the sun's UVA & UVB rays to give
you our Unbeatable Fairness in just 2 weeks.

ADVERTISEMENTS &
PROMOTIONS

Fair and Lovely has dominated the market for long period of time and now a
days also it is doing pretty well despite the increased competition both from
domestic and international brands. All this is because of loyal customer base it
has created through great marketing efforts of the company. With a pack of Fair
and Lovely, the company doesn't only sell the product but also hopes.
Advertisement has always been a great marketing mix for Fair and Lovely. The
advertisement shows the whitening effect on its cover only by showing a face six times in
whitening progression, as woman becomes fairer she is even more happier depicted by
showing two pictures of woman as before use and after use. To verify, instrument such as
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fairness meter is given along with the pack. The TV commercial of Fair and
Lovely also shows highly depressed women and after use of Fair and Lovely
she fulfill her dreams and meet with happiness.

But the promotion strategy and also the products of fair and lovely is
changing day by day but their main focus is women. Last year they
launched a new product for men. And they did their advertisement with
men models which got a huge response from the customer of menz
active. Now menz fairness face wash is also available in market.

Besides the newspaper & the TV ads, the following types of promotion
regarding fair and lovely observed

1. Billboards:

2. Facebook and other social networking sites:

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3. Sampling Plan

For the purpose of marketing, they have also visited houses, schools and
universities for distributing free samples of fair and lovely.

VALUE PRICING
In this highly competitive marketplace, it can be difficult to persuade
customers to buy from you when you offer a similar product to your
opposition. And trying to beat competitors on price alone is a cut-throat
business, very risky and not impressive. It attracts bargain hunters ready
to defect to competitors for a better deal. Using a value-pricing strategy
is a better proposition because it attracts loyal customers. We know that
fair and lovely is one of the symbols of status of Unilever. The price is not
that much higher than the competitors. According to the officials of the
price are given below.
1.
2.
3.
4.
5.

Fair
Fair
Fair
Fair
Fair

and
and
and
and
and

Lovely advanced multivitamin cream Rs: 100

lovely advanced multivitamin face wash Rs: 100
lovely winter fairness cream Rs: 100
lovely anti marks cream Rs:100
lovely max fairness cream for men Rs: 100

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6. Fair and lovely max fairness face wash Rs: 105
7. Fair and lovely night fairness treatment Rs: 120

ONLINE SKIN CONSULTATION

Find your custom-fit skin care routine
Fair & Lovely believes that great skin can be created. Just take your online skin
consultation and they'll find the routine that's right for you.

MARKETING PHASES:
PHASE 1
LAUNCH PHASE
(1986-2001)
(LIGHTENING PASSION IN HER)
It was the first product to enter into fairness segment. It positioned itself
as a beauty cream which increases beauty within 6 weeks and help in
making a girl beautiful and then fulfilling her dreams of getting married.
All the TV advertisements were based on this theme.

PHASE 2
EXPANSION
(2001-2006)
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(CHANGING HER DESTINY)
In this phase band tried to expand itself by increasing its consumer base.
It started targeting younger age college women and even rural women
who all are modernized and believe more in cosmetics and faster results
than in home remedies.

PHASE 3
REVOLUTION
(2006 ONWARDS)
(EMPOWERING HER TO GO FURTHER)
In this phase brand completely change its campaign and started focusing
on emotional values of consumer. The Fair & Lovely Foundations
initiative is to economically empower women and pursue their dreams
and reach their true potential.

MEETING DEMANDS OF CONSUMERS

Positioning of brand keeps on changing with evolving customers.
Initially advertisements were focused on aspiration of girl getting
the right man, but as aspirations kept on changing,
advertisements have also started evolving about achieving
career, status, self-achievement etc. Fair and lovely has always
listened to their customers needs and has changed accordingly
thus becoming one of the favorite brands of its followers.

CONTROVERSIES
Initially, the advertisement campaign which was launched by Fair
and lovely was somewhat biased toward darker skin and attracted
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a fair share of controversies with people blaming that
fair and lovely mixed beauty with fairness.
But now the advertisement campaign which is focused on
fulfi lling the dreams and "transforming the women. Unilever
did not create prejudice, it already existed there. It used it to
increase selling of its product.

SUCCESS STORY OF BRAND

The success of a brand depends on various factors such as right product
at right time to right consumers with right marketing efforts. There were
various advantages for fair & lovely such as, it has backing by strong
company like Unilever, which is always considered to be acumen of
marketing. This brand also focuses on a specially designed marketing
drive for villages.

COMPETITORS

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Unilever

Skin Care
Clean & Clear Fairness
Cream
Ponds White Beauty

Nivea Sparkling Glow

Olay Natural White

Garnier White Complete

SWOT Analysis
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Strength:
1. Fair & Lovely brand is World's first and largest Fairness
cream brand.
2. Presence in 40 countries and a value of around Rs.6 billion.
3. Enjoys high levels of Consumer Awareness for the brand.
4. Excellent, top-of-the-mind name, and good distribution.
5. Fair n Lovelys USP- Power of beauty and fairness in 4 weeks.

Weakness:
1. Categorization of women on the basis of skin color, has led to many
issues with activists and human rights leading to Negative Publicity.
2. Extremely tough competition in skincare market.
3. Many markets untapped around the world.
4. Entrance of foreign companies in Pakistan with higher skilled and
efficacy to beat the existing or domestic player.
5. Changing trends resulting in reduction in affinity for fair skin.

Opportunity :
1. Fair & Lovely Foundation which aims at empowerment, achievement
and transformation of women.
2. Fair & Lovely Scholarship for underprivileged girls.
3. Introduction of Menz Active fairness cream and face wash for Men.
4. The market is bigger and the potential of the market for fairness is
even bigger.
5. In Pakistan beauty seemed to be associated with fairness and not
anything else.

Threats:
1. Several competitors in the market falling under the same product
category.
2. Challenges to deal with consumer choice and buying behavior.
3. Legal issues often hamper the brand image.
4. Fair & Lovely is now at its maturity stage, so it can slip down to
decline stage.

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