Group 5 :

Ritesh Chavan ( 08 )
Ankit Lakhani ( 29 )
Inteshar Memom ( 35 )
Manish Rana ( 43 )
Jay Savla ( 47 )
Ravish Shah ( 49 )
03/06/10 G2_Group5_Fair & Lovely
 Fair & Lovely History
• Scientists at the Unilever Research Laboratories in India were
the first to discover the skin lightening action of ‘Niacin
amide’ that led to the development of a unique and
patented formulation of Fair & Lovely in 1972


• Hindustan Uni Level (HUL) is the first company which has

introduced fairness cream.


• Fair & lovely was launched in 1978.



• Fair & Lovely is a totally safe Unilever product which is

ISO certified, meeting the highest standards in skin
care and safety


• It contains no bleach or harmful ingredients. Instead, it

provides visible fairness in a safe and reversible process.


• In 2003, it was rated as the Twelfth Most Trusted Brand in

03/06/10India by ACNielsenG2_Group5_Fair
ORG-MARG. & Lovely
 CONTD………..
• In 2004, it was identified as a Super Brand.


• Fairness cream market in India is about 1200 crores, HUL,

with Fair & Lovely, has a massive 76 % market share.
•
• Consumers now perceive the brand as empowering,
achieving and transformative.


• A lot of its detractors have vanished, thanks to the launch of

FAL Ayurvedic and the new variants.

• One of the most interesting and far-reaching recent

developments has been the launch of ‘Fair & Lovely
Foundation’, a non-profit trust which plays the role of a
catalyst to help economically empower Indian women.


03/06/10 G2_Group5_Fair & Lovely

•
 Understanding Fair & Lovely
• Fair & Lovely has a 1st mover advantage.


• Fair and Lovely would not be a commercial success if it was not

advertised.


• Fair & Lovely has 3 types of positioning

o Value Positioning
o Benefits driven positioning
o Problem/Solution positioning


• Promotion
o TV Campaign, print media, hoardings
o Fairness Meter
o Fair & Lovely Scholarship Programme 2007
o Fair & Lovely foundation.
o A TV Program a reality show know as Fair & Lovely
03/06/10 Shikar G2_Group5_Fair
on SONY TV & Lovely
 Why Fair & Lovely?
• Fair & Lovely has wide range of products to choose from as
compared to its competitors.
o Fair & Lovely Ayurvedic Cream.
o Fair & Lovely Active Sunblock Lotion
o Fair & Lovely Anti Marks Cream
o Fair and Lovely Multivitamin Cream
o Fair & Lovely Multivitamin Winter Fairness.
o Fair & Lovely Skin Clarity Intensive serum
o Anti Ageing Cream
o Perfect Radiance Cream
o Fair& Lovely Menz Active
o Fair & Lovely Cream Soap

03/06/10 G2_Group5_Fair & Lovely

 Promotion Pattern
• During Launch Phase.
o Building efficacy and safety as it was the first brand
that was offering real, tangible fairness.


• Then after the launch phase

o It was era of romantic movies so Fair & lovely
concentrated on women and getting the man only
dream desire is of a beautiful women in addition Fair
& lovely concentrated on married women about
keeping the spark alive in the relationship.


• Destiny phase
o This is the phase about achieving one’s dreams and
desires. The key communications that epitomize this
phase are the Airhostess ad, the Cricket ad and the
Ayurveda ad.
03/06/10 G2_Group5_Fair & Lovely
 Campaigns
• USP
o Power of beauty
o Fairness in 4 weeks.
o Maximum fairness with the power of 8
o For Flawlessly Fair Skin.
o Change your story – Fair & Lovely Menz Active.


• Then With Projects:

• Fair & Lovely Career Guidance
• Fair & Lovely Shikhar
• Fair & Lovely Project Swayam
• Fair & Lovely Project Suvarna
• Fair & Lovely Foundation Scholarships ( On
Going)
•03/06/10 G2_Group5_Fair & Lovely
 Success of Fair & Lovely
• The Distribution Network.
o It’s Easily available in any retail shop, cosmetic outlets,
chemist, etc.


o HUL products are distributed through a network of 4,000

redistribution of stockiest covering 6.3 million retail outlet
reaching the urban population, and about 250 million
consumers.
•
•

03/06/10 G2_Group5_Fair & Lovely

 Contd…….
• USP’s
o The USP of ‘Fairness in 4 Weeks’ has worked better
for Fair & Lovely.


o ‘The Power of Beauty’

o With this USP is has been able to create a
positioning of a cream that fulfills one’s
‘Dream and Desires’
o Fair & Lovely has been maintaining its’ millions
of young women/ customers trust and
perceived value toward brand.

Fairness in 4
03/06/10ThePower of G2_Group5_Fair & Lovely
Beauty Weeks
 Contd……
• Fair and Lovely would not be a commercial success if it was not
advertised.


• Then it was also the 1st to introduce the concept of fairness meter
for consumers to judge themselves.


• Launch of Fair & Lovely foundation for offering scholarships for

rural women.


• Fair and Lovely market share is high because it is the only product
which is concentrated on various niche markets.
o Fair & Lovely Ayurvedic Cream.
o Fair & Lovely Active Sunblock Lotion
o Fair & Lovely Anti Marks Cream
o Fair and Lovely Multivitamin Cream
o Fair & Lovely Multivitamin Winter Fairness.
o Fair & Lovely Skin Clarity Intensive serum
o Anti Ageing Cream
o Perfect Radiance Cream
o Fair& Lovely Menz Active
03/06/10 G2_Group5_Fair & Lovely
o Fair & Lovely Cream Soap
 Suggestion No. 1
• TWO kinds of ads
1.General
2.Occasional & Seasonal
• Occasional ad would concentrate on occasion
such as wedding, etc
• Festive ads to concentrate on festivals such as
Diwali, etc
• Seasonal ads for different season such as
winter, etc.
• Now valentine day is coming so a new ad
campaign for it.

03/06/10 G2_Group5_Fair & Lovely

 Suggestion No. 2
• In 2006 Fair & Lovely came up with a product for premium class, names
‘Perfect Radiance’.


• A complete range of 12 premium skincare solutions.



• It kept it advertisement limited and distribution only up to malls and

supermarkets.


• As it Fair & Lovely has positioned itself as a brand for middle to lower income
groups it kept its promotion limited.


• But the niche market for which it was introduced hardly ever know about
such a product by Fair & Lovely.


• So more efforts should be used to promote Fair & lovely’s Perfect Radiance
Product range.

03/06/10 G2_Group5_Fair & Lovely

 Suggestion No. 3
• Fair and Lovely has launched many products.


• But lot of it products are not known to its consumers

or either forgotten by them.


• Product such as
o Fair & Lovely Fairness Cream with extra brightness
o Fair & Lovely Body Fairness Milk
o Anti Ageing Cream
o Fair & Lovely Skin Clarity Intensive serum
Fair & Lovely
o Fair & Lovely Multi Vitamin Face Wash Skin Clarity
o Fair & Lovely Multi Vitamin Night Cream Intensive serum


Fair & Lovely Multi Vitamin

03/06/10
Fair & Lovely Multi G2_Group5_Fair
Vitamin & Lovely Face Wash
Night Cream
 Suggestion No. 4
• Fair and lovely can concentrate on middle aged married
couple, both men and women.


• Normally men after 5 to 10 years of marriage don’t look

after themselves.


• So Fair & Lovely can come up with a campaign of ‘Re-

invent your Married Life’.


• Normally most of the products for men are concentrated

towards young and career oriented men. Middle aged
married men would be a altogether new segment.


• So bring in new ads concentrating on Middle aged married

couple.

03/06/10 G2_Group5_Fair & Lovely

 Suggestion No. 5
• Out of the total fairness cream market nearly 25% of the men
used fairness cream, Emami’s Fair & Handsome was the 1st
to grab that segment and thus has a 1st mover advantage.


• Moreover it came up with a huge ad campaign and Shah

Rukh Khan as a Brand Ambassador is gain high
recognition.


• Thus Fair & Handsome is the market leader in this segment.



• It’s name is also similar to Fair and Lovely, to gain further

advantage.


• Fair & Lovely ad campaign for Menz Active has not been as
high as they have concentrated for women. It is found that
still 25% of men using Fair & Lovely still use old cream and
not Menz Active.
•03/06/10 G2_Group5_Fair & Lovely
• So this is one such segment where Fair & Lovely has an
 Suggestion No. 6
• Family Pack
o Fair & lovely is being used by people from aged group
10 to 45.


o So Fair & lovely can bring a combination of few

products and such as Fair & Lovely for young
children ( male & Female), Menz Active, Fair &
Lovely (normal) and Seasonal Cream (such as
winter, summer, etc)


o This way it can insure whole family uses its product

and it is convenient for a consumer to get all
different product in one pack.

03/06/10 G2_Group5_Fair & Lovely

 Suggestion No. 7
• With Emami and Godrej launching a soap brand for their ‘Naturally
Fair’ and ‘Fair Glow’ brand.


• Fair and Lovely also launched it soap in 2004 but I didn’t concentrate
much on it’s promotion as HUL has already introduced LUX, Dove,
Hamam, Lifeboy, Breeze, Pears and Rexona in the market.


• So this would had been competition from it own products.



• Many consumers started using Emamiand Godrej soaps for fairness

and then in turn started using their creams as well.


• In the year 2004 Fair & Lovely market share fell from 92% to 84%.


• So it is found that promotion of soap can lead to more usage of

product as well. So Fair and Lovely should re-launch its soap
segment for attracting new consumers.

03/06/10 G2_Group5_Fair & Lovely

 Suggestion No. 8
• Fair and Lovely be available in small packs of Rs. 2/-.


• While travelling availability of small packs would benefit the

customer as well.


• Then hotels can keep this small packs with soaps to their
customers.


• Still there are few percent of consumers in India who feel

Fair & Lovely gives fairness but it is harmful for skin. So
they can try this from this small packs.

03/06/10 G2_Group5_Fair & Lovely

 Print Ad

BEFORE AFTE
R
‘ Fair & Lovely ’ gives u fairness in
03/06/10 just 4 WeeksG2_Group5_Fair & Lovely
03/06/10 G2_Group5_Fair & Lovely