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FAIR AND HANDSOME

Theories and concepts involved in case

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Perception and Risk Tricomponent attitude Model Operant conditioning Novelty Values and Life styles (VALS) Maslows Need hierarchy Involvement Personality Imagery Changing Basic Motivational Function

Perception
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Makes men handsome Attracts girls Price-Quality relationship is justifiable

Tricomponent attitude Model

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Cognitiv e

Fairness Cream Looking Good

Usage More average time spent in front of mirror 30% male users

Conatio n

Affectiv e

Confidence Self- Esteem More attractive to females Pride

Changing Basic Motivational Function

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Utilitarian Approach- focusing on functional attributes of product (Moisturizer, UV protection, stress buster, etc.) Ego- defensive function- protect self image (offering reassurance, focusing on self image, confidence, etc.)

Value- Expression function- attitude towards owning new products of their interest and being hi- tech, targeting the metro sexual male who want to look good and confident Knowledge Function- emphasizing on advantages over the fairness cream for women

Operant conditioning ,Novelty Values and Life styles (VALS)

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Operant Conditioning Novelty

Values and Lifestyle (VALSTM)

5 Unique Power Fairness system (comparison) Positive Reinforcement(improve in 3-weeks)

New Product First Movers Advantage

Strivers- trendy, fun- loving, narrow interests, stylish products Experiencers- impulsive, trying new, offbeat products, spend on fashion and socializing.

Maslows Need hierarchy

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Egoistic Needs- Pride, status, selfesteem, Confidence

Social Needs- love, affection, acceptance

Involvement
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Emotional appeal of Fair and Handsome cream caused more involvement of men towards this brand It is identified with particular group of people i.e. men group only Emotional feeling of discrimination.

Personality
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Brand ambassador: Shahrukh Khan Consumer wants to be like him.

Imagery
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Aspiration, upward mobility Consumers want to become the dream boy of their girlfriends and wives. Fair and Handsome ad where a boy enters a girl hostel to steal their fairness cream.