FAIR & LOVELY- BABY OF HUL

BRON IN -1978 RULLING THE MARKET SINCE 3 DECADES. PART OF INDIAN VANITY BOX.

QUESTIONS TO BE DISCUSSED

What are the bases of segmentation in this fairness cream category? Discuss to what extend these ads are really correct in targeting, will they be able to gain the benefits of segmentation.

BASES OF SEGMENTATION
DEMOGRAPHIC PARAMETERES -Age -Gender -Income BEHAVIROL AXIS - functional - emotional -self-expressive

TARGET CUSTOMER
ACHIEVERS BELIVERS FULFILLED MAKERS

TARGETTING THROUGH ADVERTISEMENT

preference for FAIR SKIN-very well understood & taken care of. They just projected what exactly people desire for Ultimately served through their products.

PROMOTINAL STRATEGIES

PHASE 1-"Get noticed by the man of your life." PHASE 2- self confident and more modern . PHASE 3- metamorphosed (emotional benefits ).

Initially product was for MASSES (regular fairness cream). Penetration strategy Gradually started classification NISHE(pearl extract cream for darker skin) Skimming stategies

New segment (male)-new strategies Initially came out with BEFORE & AFTER THEME Understanding male psychology. SUCCESSFUL & USING THE PRODUCT

COMPETITORS
Emami Fairglow Fairever Himalaya Garnier Revlon Nevea Vicco

Teen specific cream-target group-12 to18 yrs Party wear cream-target group-social. Active wear() sweat /rashes peotectiontarget group-sportperson. Family size pack- target group- heavy users. Gel or lotion-target group-who do not want residue on skin .