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Introduction
– To meet vitality to the life and meet every day need for nutrition,
hygine and personal care with brand.
Scientists at the Unilever Research Laboratories in India were the first to discover
the skin lightening action of Niacinamide that led to the development of a unique
and patented formulation of Fair & Lovely in 1972.
• HUL is India‘s largest consumer product company and was formed in 1933 by
Lever brother’s India.
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• HUL is the market product leader in India. It is the first company which has
introduced fairness cream.
• In 2003, it was rated as the Twelfth Most Trusted Brand in India by ACNielsen
ORG-MARG.
• Widest range of top quality Home Care, Personal Care and Food products
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But HUL (then HLL) found out that it was a copy of ‘Fair & Lovely’
In an out of court settlement CKL admitted copying and withdraw all stock
with ‘Fair & Lovely’ formation.
'Fair & Lovely' market share fell from 90% to 80% in this event.
• Other important players like Godrej's 'Fairglow', Emami's 'Fair and
Handsome', Vicco and Himalaya share the rest of the market share.
4 P’S OF MARKETING.
➢ Product Peneteration
Fair & Lovely Fairness Cream-1978
Fair & Lovely Ayurvedic Cream-2001 - 50 gm/25 gm/9 gm
Fair & Lovely Fairness Cream with extra brightness-2003
Fair& Lovely Menz Active-2006 - 50 GM/25 GM
Fair & Lovely Body Fairness Milk - 50 gm/25 gm/9 gm
Fair & Lovely Anti Marks
Anti Ageing Cream
Perfect Radiance Cream - 50 gm /25 gm
Fair and Lovely Multivitamin Cream - 80 gm / 50 gm /25 gm/ 9 gm
Fair & Lovely Cream Soap
DISTRIBUTION NETWORK
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➢ TV Campaign
➢ Fairness Meter
➢ Fair & Lovely Scholarship Programme 2007 on Reliance Mobile or R World
(Aug 14 – Sep 17, 45,000 Response)
Target Market
a) Geographic- target is generally the south zone and then north and west.
b) Demographic-
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Fair & Lovely Ayurvedic cream brings in the fairness secrete of ancient Ayurvedic
that provide nourishment, protection and purification. It enriches with magical
Ayurvedical blend of Kumkumadi oil a mixture of 16 Ayurvedic ingredients which
enhance complexion and cures discoloration of skin.
• Power of beauty
• Fairness in 4 weeks.
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Brand Positioning
Fair and Lovely' would not be a commercial success if it was not advertised. But
it’s 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 one’s ‘Dreams and Desires’.
Fair & Lovely has been maintaining its’ millions of young women/ customers
trust and perceived value toward brand and ruling the fairness cream market in
India
Fair & Lovely has 3 types of positioning
– Value Positioning
– Benefits driven positioning
– Problem/Solution positioning
SWOT ANALYSIS
Advertising Agency
Lowe- Associated with the brand since its inception that is almost 30 yrs.
Promotion
• TV Campaign
• Fairness Meter.
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• A TV Program a reality show know as Fair & Lovely Shikar on SONY TV.
Promotion Pattern
Advertising Objective
Advertising Appeal
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Media Vehicle
➢ Here the main media vehicle is those Television Channels which are more
popular among women of that class like Star Plus, Sony, Colours, NDTV
Imagine, Etc. who telecast more and more daily soaps.
Advertising Seasonality
➢ Campaign period is not less than 6months and more than 1 year.
➢ There are generally 2 kinds of ads.
General
Occasional – Wedding season, Festive season, etc.
Seasonal – As it has a product for almost all seasons.
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