Fair & Lovely
Fair & Lovely
Fair & Lovely
Group - 9
Sunday’s Newspaper
32 years of excellence
1100 Crore Brand
Market Leader with 53% market share
in India
Present in 40 countries
World's first and largest Fairness cream
brand
Evolution of the Brand
Phase 1:
o Beauty cream capable of providing fairness within 8
weeks
o "Get noticed by the man of your life.“
Phase 2:
o Catered to younger college going women
o Self confident and contemporary
Phase 3:
o Offering emotional benefits to achievers
o Career Oriented Ladies
Company Profile
Fair & Lovely Menz Active - lost out to its biggest competitor
Emami’s Fair & Handsome.
Study with 4Ps
PRODUCT
• Pricing Objectives
o
Survival
o
Market share
• Pricing methods
o
Mark-up pricing
PRICE
Products 25 50 100
grams grams grams
Multi-Vitamin Rs 38 Rs 74 Rs
145
Ayurvedic Rs 38 Rs 74 Rs
145
Max Fairness For Rs 38 Rs 74 Rs
Men 145
Anti Marks Rs 46 Rs 89 Rs
175
PLACE
Redistribution
Stockists
Wholesalers
Urban Rural
Retailers Retailers
Consumers
PROMOTION
During Launch Phase –
o
Building efficacy and safety as it was the
first brand that was offering real, tangible
fairness.
Thereafter, –
o
Era of romantic movies so Fair & Lovely
concentrated on women and getting for
them their dream man - considered an
achievement then
o
Concentrated on married women looking
to keep spark alive in the relationship.
PROMOTION
T.V. Promotion
Always casts common faces - enables
people to relate - realistic.
New tagline –
“Gorepan se kahi zyaada, saaf gorapan.” -
in stark contrast to : “zindagi roshan kare”
and “badle aap, badle zindagi” – all of
them playing up how fairness could
PROMOTION
Campaigns :
USP :
o
Power of beauty.
o
Fairness in 4 weeks.
o
Maximum fairness with the power of 8.
o
For Flawless Fair Skin.
o Change your story – Fair & Lovely Menz
Active.
Sales Promotion
Sponsorship.
The Fair & Lovely
Foundation
Set up to give an opportunity to
women as possible to help realize
their dreams.
An initiative that will empower women.
Focuses on education, career and
entrepreneurial skill.
Emphasizes majorly on the low income
groups - majorly operates in India &
Bangladesh.
SWOT Analysis
Strengths: Weaknesses:
• Increasing inclination of
consumers towards
premiumisation.
Ansoff’s Model
Present Products New Products
I. Market Penetration (Intensive III. Product Development
Growth) (Intensive)
Convert nonusers into users Product reformulation strategy
When they related success to fairness, they Ayurvedic Fair & Lovely
attracted even those persons who were
Pre
primarily only success oriented & cared less
se about looks and appearances.
nt Increase frequency of usage Product feature addition strategy
Ma o
Proposed to apply twice a day. o
Multi- Vitamin cream
rke Increase the frequency of New product development
t purchase strategy
o
Reversible effect made constant regular o
Fairness cream for men.
usage a prime requisite.
II. Market Development (Intensive) IV. Diversification
Expand geographically Related
Ne o
Present in 40 countries. o
Soap
w o
Active Sunblock Lotion
Target new segments
Mar
ket o
Anti Ageing
Segmentation
Age :
• Age group of 15-40.
Gender :
• Female –
Fair & Lovely – Anti Marks Fairness Cream, Anti Marks For
Blemish-less Fair Skin, Ayurvedic Balance, Multi Vitamin
For Clear Fair Skin, Multi Vitamin Winter Fairness Cream.
• Male –
Fair & Lovely – Max Fairness For Men, Menz Active Cream.
Income :
• Low (up to 40,000 p.a.), lower middle
( 40,001 – 80,000 p.a.), middle ( 80,001 –
120,000 p.a.)
Psychographic
Benefits
• Segments its customers based on their requirement,
related to fairness and skin care.
• Along with Fairness solution, it also offers dark circles
treatment, aging signs solution and Vitamin
procurement for skin care.
Positioning
• Fight for consumer mind.
Targeting
• Middle class Indian women who want fairer skin.