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Category Snapshot
Total Fairness Category size : Rs. 2016 Crores growing at 14%; 17,942 Metric Tonnes growing at 3%
Fair And Lovely Multivitamin continues to lead the category with 64% Value market share and 67% Volume market
share
± Brand growth (Jan-Jun-10 over Jan-June-09)
Volume = -3%; Value = 4%
Fair and Handsome continues to be the second largest player in Total Fairness Category
± Brand growth (Jan-Jun-10 over Jan-June-09)
Volume = 4%; Value = 24%
± Volume Share: 5.5%, Value Share: 6.2% (MAT June 2010)
± FAH as % of FAL = 8.6% in Value, 9.3% in Volume (MAT June 2010)
22% of FAL users are males which is a huge opportunity for FAH to convert those users from FAL to FAH in yrs to
come.
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± FAL LUP Value = Rs. 467 Crore ; Volume = 6012 MT
± FAH LUP Value = Rs. 57 Crore; Volume = 603 MT
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Brand Positioning Claims Rational Benefits Emotional Benefits
Intensive Fairness formula with
Measurable and
lemon extract Makes skin 2 tones fairer, Able to see measurable
Garnier Men achieveable
makes skin upto 2 tones reduces marks improvement in self
fairness
fairer
Visible Fairness
PACKAGING STRATEGY :-
ë Launched new pack graphics to give International look to the brand
Consumer study on new pack liking / disliking
Reason to Believe :- Enhance ³ Lumino Peptide´ on the pack
Incorporate 2 new international skin consultants to enhance brand equity of Fair and
Handsome and Range.
Continue highlighting 5 Action Fairness System
Promotion
Promotion Activity Planned Media Vehicle Planned
þ) Rural activation- O *
To run rural activation programmes In key states of /
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PARTICULARS CURRENT STATUS ACTION PLAN
Our distribution in terms of product availability is very
weak.
FAH Numeric distribution is 23% v/s Fair and Lovely
Multivitamin 81%.
FAH
Grocery [Contributes50%], General Stores [Contributes
25%] & chemist [Contributes 09%] in that order of To further increase Outlet Coverage thereby
Numeric Distribution%
preference. Modern Trade though contributes to increasing numeric base coverage
only 3%, to focus on the same to create Brand
Image which is also growing at 28%.
FAL
Grocery [Contributes62%], General Stores [Contributes
16%] & chemist [Contributes 4%] in that order of
preference
CATEGORY IMPORTANT FOCUS U.P, Maharashtra, AP, Karnataka, TN, MP, WB, Bihar & To Focus on these markets which contribute 76%
MARKETS Punjab through distribution & communication support
To intensify Distribution from 11 lakhs outlet to 15
lakhs outlets & Communication Support to hold
U.P, Maharashtra, AP, Karnataka, Tamil Nadu, MP, WB,
FAH STRONG MARKETS the FAH relatively strong markets.
Bihar, Assam, Punjab & Delhi
Max Fairness shows better distribution than FAH in
Kerala and TN
Along with ATL support, to make an exclusive
MARKETING SUPPORT PLAN :
Maharashtra, Bihar, MP, AP, TN, WB Aggressive Ground activities :
FAH OPPORTUNITY MARKETS The above listed markets are major Category In-shop sales
contributing markets to the category. Display schemes (as discussed in Promotion)
POSM (as discussed in promotion)
to create high Brand Visibility, TOM & initiate product
Creative Route
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