Presentation

On

Kishor Singh Anurag Parihar Devender Singh

Punit Inania Ankush Singhal
 Background

• Godrej launched FairGlow in 1999

• India’s First Fairness Soap
• In the Category of Soaps i.e. “fairness soaps”
 Communication
• Fairness soap because of unique breakthrough
ingredient called Natural Oxy – G action
• Price : Rs. 10
• Fairer skin in 15 days
 Phase 2
• Emotional Communication
– Beautiful people have more opportunities in life
– Brand with core value of ‘choices and
opportunities’ giving the consumer a good ‘reason
to buy’ the brand
• Target Audience
– Small town teen girl
 FairGlow Cream
• Redefine fairness cream to blemish- free
fairness (spot , blackhead)
• Communication Strategy
– ‘When you use FairGlow you feel socially
confident’
Social confidence

Beautiful complexion

Blemish-free fairness
 Phase 4
• Background
– Trails rate seems to have stagnated
– Product was still in its growth stage
– Market being very fragmented and highly competitive
• Key Issues
– Unclear about Natural Oxy-G action and how it works
– Wary about product being able to deliver the benefits by
Non-users
• Communication Task
– To provide complete confidence about the product
• Target Audience
– Young girls 18+
• Communication Strategy
– The FairGlow Challenge – blemish-free fairness or your
money back and a product window that was both
appealing and convincing
 Media
• Tv is the main media
• FairGlow sponsored various serials when the TRP of
the shows was high
• Press, Point of Sale and Outdoor were used