FAIR & LOVELY ANIMATION

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FAIR & LOVELY BRIEF PROFILE

PRODUCT OF HINDUSTAN UNILEVER

LIMITED

PRODUCT CATEGORY : PERSONAL CARE

>> SKIN CARE >> FAIRNESS CREAM

LARGEST SELLING SKIN WHITENING

CREAM IN THE WORLD
COMMANDS 50 70 % OF THE MARKET
SHARE IN SKIN CARE

MARKET VALUE OF 7 BILLION & GROWING

EVERY YEAR
FAIR & LOVELY UNIQUE SELLING
PROPOSITION
U NIQUE
FAIR & BEAUTIFUL
FAIRER EVEN TONED SKIN
S ELLING
REDUCES BLEMISHES , MARKS &
P ROPOSITION DARK CIRCLES
SUN PROTECTED FAIRNESS
QUESTION
1 : & LOVELY AS A
FAIR
SUCCESSFUL BRAND TO
OR JUST RESPONDED
CUSTOMER NEEDS ?
FAIR & LOVELY BRAND LAYERS

FAIR & LOVELY FOUNDATION DOING

SOCIAL WORK
PRESENTABLE & CONFIDENT IN
EXPRESSION
RESULTS EMOTIONAL GAINS OF
HAPPINESS & BEING BEAUTIFUL

DAILY USE FAIRNESS CREAM FOR

WOMEN
FAIR & LOVELY MASLOWS HIERARCHY OF
NEEDS
SELF ACTUALIZATION :
GAIN CONFIDENCE
FROM LOOKS
ESTEEM NEEDS :
RECEIVE
COMPLIMENTS FROM
PEERS
SOCIAL NEEDS :
BEAUTIFUL &
PRESENTABLE

SAFETY NEEDS :
PREVENTION FROM
PIMPLES & RASHES

BASIC NEED : TO HAVE

A CLEAN FACE
FAIR & LOVELY TARGET CONSUMERS

CATCH THEM YOUNG

School Girls in the category 12 15 years aspiring
to look like her favourite movie star .
YOUNG WOMEN
Young Women in the age group of 18 35 years ,
both working & non working.
RURAL WOMEN
Rural Women in the age group of 18 25 years
aspiring to be fair for marriage .

YOUNG WOMEN 12 35
YEARS
FAIR & LOVELY STP

S:
SEGMENTATIO PERSONAL CARE SKIN FAIRNESS CREAM .
N
T: TARGET CONSUMERS : YOUNG WOMEN IN THE
TARGET AGE GROUP 12 35 YEARS.
TARGET MARGET : INDIA & TROPICAL
COUNTRIES WITH PEOPLE WITH DARK SKIN
COLOUR.
P:
PRODUCT : BEAUTY CREAM PROVIDING
POSITIONING FAIRNESS IN 8 WEEKS.
PRICE : LOW PRICE FOR MASS MARKETING.
FAIR & LOVELY THE 4 Ps OF MARKETING

P: Fair & Lovely catered to the Latent Demand of

PRODUCT Fair Face for the Women and got readily accepted
by the users as a first of its kind. Successful
POSITIONING as a fairness cream.
Fair & Lovely catered to the low priced segment
P : PRICE amongst the fairness creams & also came up with
sachets for the initiators at the price as low as Rs.
5.
Fair & Lovely had First mover Advantage in Indian
P : PLACE Markets and increased Pan India Rural market
penetration through the huge network of Kirana
P: Stores & Retail Network.
Massive spends on advertisements on ATL & BTL
PROMOTION medium created a positive TOP OF THE MIND
RECALL.
Fairness Meter to check Fairness.
FAIR & LOVELY SWOT ANALYSIS

STRENGTHS WEAKNESS
WORLDS FIRST & LARGEST FAIRNESS CREAM
DISTINCTION
BRAND BASED ON SKIN COLOUR
PRESENCE IN 40 COUNTRIES NEGATIVE PUBLICITY BY ACTIVISTS
BRAND VALUE OF 7 BILLION RACIST DIFFERENCES
PRODUCT LINE EXPANSION TO SOAP DIFFERENCES IN FAIRNESS RESULTS
HIGH CONSUMER AWARENESS AMONST USERS.
TOP OF THE MIND RECALL
LARGE NETWORK FOR DISTRIBUTION

OPPORTUNITIES
CAN BE POSITIONED ON WOMEN
EMPOWERMENT
WHITE SPACE MARKETS OF ASIA & MIDDLE
EAST
PRODUCT DIVERSIFICATIONS
REACH TO RURAL WOMEN
TAP SOCIAL & EMOTIONAL ISSUES OF
UNDER PRIVILEDGED.
THREATS
SIMILAR APPLICATION PRODUCTS
COMPETITION
CHANGE IN TASTE & PREFERENCES OF
MODERN WOMEN.
THREAT FROM AYURVEDIC & HERBAL
PRODUCTS
GLOBAL FAIRNESS CREAM BRANDS.
FAIR & LOVELY BCG MATRIX OF HUL
FAIRNESS MARKET SHARE
CREAMS SKIN
CREAMS
PERSONAL
CARE
FAIRNESS
CREAMS

MARKET
COMPANY PRODUCTS
SHARE
MARKET HINDUSTAN
FAIR & LOVELY
LEADER UNILEVER
MARKET FAIR EVER , FAIR
CAVINCARE ,
CHALLENG GLOW , NATURALLY
GODREJ , EMAMI
ER FAIR
MARKET
SPARKLING GLOW ,
FOLLOWE NIVEA , REVLON
TOUCH & GLOW
R
MARKET PARAS , OLAY , VICCO TERMERIC ,
FAIRNESS ANALYSIS
CREAMS
Year MARCH MARCH MARCH MARCH MARCH
2010 2009 2008 2007 2006
Profit 2891 3220 2606 2322 1992
Mktg.
Exp. to 18% 16% 13% 14% 13%
Sales
Sales
Revenu 20,601 16,660 13,718 12,103
17,725
e

A. FAL holds a commanding 50-70 percent share of the skin whitening

market in India.

B. Co. is gradually increasing its Mktg. Expense in order to compete with

Various other Alternatives available in market.

C. Co. is gradually increasing its Profit Margin until Year 2010. There is a dip
in profit may be because of stiff competition from Market.
FAIR & LOVELY MARKET LEADERSHIP
STRATEGIES

MARKET
STRATEGIES
LEADERSHIP
POSITION FIRST MOVER ADVANTAGE , UNIQUE
DEFENSE POSITIONING
CONTINUOUS INNOVATION IN
MOBILE DEFENSE PRODUCTS , SUNSCREEN , WINTER
CARE , BB CREAM
CONTRACTION
LAUNCH OF FAIR & LOVELY SOAP
DEFENSE
FAIR & LOVELY AVAILABLE IN
FLANK DEFENSE VARIOUS GMS , SACHETS AT LOW
FAIR & LOVELY MARKET CHALLENGER
STRATEGIES

MARKET
STRATEGIES
CHALLENGER
FRONTAL ATTACK HIGH SPENDS IN ADVERTISEMENT
SACHET ALSO LAUNCHED BY GODREJ
FLANK ATTACK

BYPASS ATTACK GODREJ LAUNCHED FAIRNESS SOAP

FAIR & LOVELY MARKET FOLLOWER
STRATEGIES

MARKET
STRATEGIES
FOLLOWER
PURE & LOVELY , FARE & LOVELY ,
COUNTERFEITER
LOW COST LOW QUALITY PRODUCTS
REVLON , AVON , NIVEA IMPROVED
ADAPTER AND MODIFIED THE PRODUCTS DUE
TO LATE ENTRANT.
FAIR & LOVELY MARKET NICHER
STRATEGIES

MARKET NICHER STRATEGIES

HERBAL TREATMENT WITHOUT
AYURVEDIC
CHEMICALS
HIGH PRICE POSITIONING
HIGH END
REFECTING HIGH QUALITY OF THE
CUSTOMERS
PRODUCT.
FAIRNESS PRODUCT
CREAMS DIFFERENTIATIONS
FAIR & LOVELY GARNIER OLAY
TARGET AUDIENCE
RANGE FROM RURAL TARGET AUDIENCE
UPPER CLASS AFFLUENT
MIDDLE CLASS TO FROM UPPER &
INCOME CLASS ( 35 50
URBAN LOW INCOME MIDDLE INCOME
YRS )
GROUP (18 35 CLASS ( + 35 YEARS)
YEARS)
FAIRNESS CREAM SKIN CARE ANTI AGEING
NOT A PREMIUM MID PRICED SKIN PREMIUM SKIN CARE
BRAND CARE BRAND BRAND
LOW PRICED MIDDLE PRICED HIGH PRICED
ADS PORTRAY THE BRAND ENDORSEMENT
TRANSITION FROM AN BY INDIAN & BRAND ENDORSEMENT BY
ORDINARY GIRL TO A INTERNATIONAL KNOWN ACTRESSESS.
GLAMOUROUS STAR MODELS
SELLS THROUGH WIDE
SELLS THROUGH
NETWORK OF EXCLUSIVE SHOWROOMS
RETAIL & KIRANA
RETAILERS & KIRANA WITH DERMATOLOGISTS
STORES CHANNEL
STORES
QUESTION
2 :
HOW ETHICAL IS FAIR & LOVELY
?
DOES ITS MARKETING
RESPONDS TO RACISM ?
FAIR & LOVELY THE CONTROVERSIAL AD
FAIR & LOVELY UNETHICAL & RACIST
FAIR & LOVELY BEAUTIFUL = SUCCESSFUL
FAIR & LOVELY DARK SKIN = DOOMED
FUTURE
FAIR & FOCUS ON WOMEN
LOVELY EMPOWERMENT
FAIR & LOVELY BRAND REPOSITIONING
FAIR & LOVELY POSITIVE OUTLOOK
FAIR & LOVELY EMPOWERED WOMEN
FAIR & LOVELY EDUCATED WOMEN
FAIR & NO DIFFERENTIATION
LOVELY
QUESTION
3
IS:PROMOTION OF FAIRNESS
CREAMS
IN LINE WITH THE VISION
STATEMENT ?
FAIR & HUL VISION
LOVELY
HINDUSTAN UNILEVER VISION
Our purpose is to make sustainable living commonplace.
We work to create a better future every day, with
brands and services that help people feel good, look
good, and get more out of life.

UNILEVER IMPROVE SOCEITY

CONTINUED THE CREATING OPPORTUNITIES FOR
FAIRNESS THEME RURAL WOMEN
ADDED WITH
PROVIDING MEANS OF EDUCATION
WOMEN
FOR UNDERPRIVILEDGED GIRLS
EMPOWERMENT
T
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A Y
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