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Fair and Lovely Analysis

Fair and Lovely Analysis

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Published by Pratik Panigrahi

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Published by: Pratik Panigrahi on Sep 05, 2011
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GROUP 7:Aaroshi Asija Diwakar Pasricha Mannu Khanna Pratik Panigrahi Gourav Garg Kushaal Joshi

Introduction to Fair and Lovely
Fair & Lovely was developed by Hindustan Unilever Ltd. in 1975 and marketed in 1978 as the world’s first and the largest selling fairness cream. Fair & Lovely's formulation contains a unique fairness system that combines active agents and sunscreens. It works by gently controlling the dispersion of melanin and preventing the skin from the sun.

sun protection) F & L has catered to all these demands and expectations and as a result . blemish reduction. anti-ageing creams drive skincare markets. It has made a name for itself in meeting different expectations across the world.Competitors and Customer Profile Going Global Fair and Lovely is a worldwide brand and has achieved success all around the globe.  ASIA : Fairer & lighter. clear looking skin  INDIA : Fairness creams act as all-in-one skincare regimes(like oil-control. Most women tend to use only one fairness cream as an economical alternative. For example : US & EUROPE: Youthful looks. has captured a huge market share in the world market. .

the brands favoured by him/her change. age and occupation of the customers as well as along the behavioural axis. a constant increase in the number of competitors has not been able to dismantle the position of F&L as the market leader. With variation in the income of the user. including differentiation on the basis of the benefits sought. Although . Market Segmentation The market for the fairness creams can be divided both demographic parameters. such as income. .Market Share Fairness Market Size-2100 Crores 9% 7% 4% 10% Fairever Fair and Lovely Garnier Lite Fairglow Others 70% The market has been dominated by Fair and Lovely ever since its launch.

its name and symbol that add to or subtract from the value provided by a product or service of a firm and/or to that firm's customers.Brand Equity Brand equity are a set of tangible and intangible assets and liabilities linked to a brand. .

Finally the loyal consumers of Fair & Lovely have an attitudinal attachment towards the brand. leading to high brand resonance. The brand has built up credibility and a perception of quality. Proven to deliver one to three shades of change Making women empowered Affordable for lower income group Helps in increasing confidence and transformation Controversies  Encourages racism on basis of colour  Shift from before and after comparison to negativity of the previous position  Advertisements are demeaning to women  Regardless of the criticism F&L maintained its sales and women voluntarily buy the product Response  HUL was unrepentant after the ban of commercials  said they just captured the dimension of personal grooming and not to convey the message of racism  commercials were about choice and economic empowerment for women  Women movements argue this being empowerment . saaf gorapan. as evaluated by the degree of "top of the mind recall" and "brand awareness" is good. Brand salience.    Brand equity of Fair & Lovely is quite strong. both are extremely high in this brand. Performance is based on the reliability built by the brand and the image which is defined by its heritage and its user profile. Advertising Strategies      The new tagline is gorepan sa kahi zyaada.

changes in three of the 4Ps of marketing have to be initiated. its price and promotion have to undergo a makeover. The product. for positioning the new subbrands.Recommendations In order to ensure the longevity of Fair & Lovely. . This can be initiated only by redefining the segments and identifying new target groups. Such changes will inevitably necessitate a revamp of the basic model of Fair & Lovely as well as the introduction of new sub-brands to capture currently unattended segments.

•Most trusted brand for young women in India. •Present in 40 countries Weaknesses: •Chunk of products were launched. . •Inability to attract premium segment. •World's 1st & largest Fairness cream brand. •Decline in market share from 90% to 53%. •Inadequate promotion of Men’s cream Opportunities: •Huge untapped market around the world. most of them remained unpopular.growing at a rate of 25% every year Threats: •Excessive Competition. •Large Distribution Network of HUL. •Innovative Promotion Pattern. with women’s groups calling the ad regressive. •Men fairness market .SWOT Analysis Strengths: •High awareness level. •Had its share of negative publicity.

Fair & Lovely – An Ultimate Pioneer .

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