MARKETING RESEARCH REPORT

PRODUCT

FAIR & LOVELY

Lever Brothers - Unilever Pakistan

GROUP MEMBERS
Muhammad Imran Raza Khan
Muhammad Moin

Farhan Shah
Farhan Sheikh

STRUCTURE
INTRODUCTION
EXECUTIVE OF SUMMERY
B.C.G
PRODUCT LIFE CYCLE
4 PS
PRODUCT DEVELOPMENT
MARKET SHARE
SUGGESTIONS
CONCULSION

INTRODUCTION ABOUT THE COMPANY

Lever Brothers is a part of Unilever, which is a global company. Lever Brothers
is the largest fast moving consumer good company in Pakistan with a sale of
over RS 20 billion of well-known household brands. The main emphasis of the
company is on continuous change with launch/relaunch every month. It has
over 50 brands and about 2500 employees. Lever Brothers is aware of and is
fulfilling its responsibility to both the environment and its customers. As
mentioned earlier, Lever Brothers has a number of branded products and
services, which raise the quality of life. Lever Brothers serves the everyday
need of all the consumers for food, hygiene and beauty through branded
products and services that deliver the best quality and value.
The company can basically be divided into three business units:

EXECUTIVE SUMMARY

The objective of carrying the study of Fair & Lovely was:

To study the current market strategy.
To identify the reasons for the shyness towards the product.
Compare and analyze the desired positioning with the actual
perception.
Give recommendations for enhancing Brand Equity and usage

PRODUCT DEVELOPMENT
Fair & Lovely was introduced as a fairness crme in 1986. The

product was initially launched in tubes of 25 g and 50 g. At

that time, the product was only catering to a small segment
of the market and there was no other packaging. In the first 2
to 3 years the product did not do very well. The reason
behind this was that first of all, people were less conscious
about their skin and complexion and thus, there was less
awareness. Secondly, there was the availability of cheap
crmes, which were being smuggled and widely available at
low prices. Thus, people preferred using such crmes to Fair
& Lovely.

4 PS
PRODUCT (For all College going girls and working

women)
PRICE (Affordable Price for every social class)
PLACE (DISTRIBUTION/Easily available in Urban & Sub-urban
areas)
PROMOTION (They create a values in their advertisement)

Industrys Growth Rate

Companys Market share

Low
High

High
Stars

Low

Cow

Question Mark

Dog

TARGET MARKET SEGMENTATION

With Fair & Lovely, Lever Brothers Pakistan Ltd. aims to target the young female
members of the Pakistani population as its primary target market. A clearer picture of
this is:
17 30 year old females.
Lower Middle, Middle, and Upper Middle class.
Residing in areas such as Nazimabad, F. B Area, Gulshan-e-Iqbal, P.E.C.H.S, KDA
etc.(Karachi target market)

COMPETITION

PRODUCT LIFE CYCLE

Sales

Product Life Cycle

Years

SUGGESTIONS
Quality of Manufacture.
Easy packaging.
Strong Distribution Network.
Gaining Ample Space on Retailers Shelf.
Favorable Image and Reputation with Buyers.
Ability to respond quickly and positively to

shifting market conditions.

CONCLUSIONS
The view from the users of Fair and Lovely was one of
admiration for the products effectiveness. They held a
highly favorable attitude toward the product. The
length of use and favorability of results shaped the
intensity and degree of this product. Their favorable
beliefs mostly focused on positive expectations about
product success and result from using the product.
Overall, their attitudes were strong and are constantly
fed by their hope of product success. The everincreasing number of product sales also reflects these
attitudes

THANK YOU VERY MUCH

Presented by:
Muhammad Imran Raza
Muhammad Moin
Farhan Shah
Farhan Sheikh