Case Overview/Situation Analysis Hindustan Unilever Limited (HUL), the largest fast moving consumer goods company in India,

is the market leader with a variety of consumer products and brands, such as Taj Mahal tea, Kissan Jam, Dove shampoo, Rin and Wheel laundry detergent, Fair & Lovely cream, and much more. Within those fantastic products, the Fair & Lovely skin-lightening cream caused so much criticism and condemnation, because its TV commercials first launched in 2001 were full of the ideas of racism, male preference, and insults to working women. As a result, HUL was bombarded by the media, woman association, Human Rights organization, activists, etc, and eventually, the commercials of Fair & Lovely products were withdrawn in 2007 (Hindustan Unilever). SWOT Analysis
Strengths a. Hindustan Unilever Limited has been dominant on consumer products in India for many years. b. Triclosan issue (Hindustan Unilever). b. The top-selling skin lightening cream: Fair & Lovely dominated the Indian market with 90% share. c. New marketing strategy on the Indian rural area. d. Developing a variety of skin products, such as sunscreens. b. Their controversial TV advertisements caused so many complaints. d. The ideology regarding racist, male preference, gender discrimination from their top managers. Weaknesses a. Mercury pollution incident (Hindustan Unilever).

Opportunities a. Skin color is a powerful theme in India, where a lighter color represents a higher status. b. Ideology regarding the skin color in India. c. The magic effect of the Fair & Lovely cream d. High demand for fairness creams in India. e. The huge potential market in Indian rural area. f. Male market, ex. Fair & Handsome, Menz Active, Fair One Man, and so on.

Threats a. Indian dermatologists explanation regarding the skin lightening cream. b. Ideology regarding the skin color in India c. Cultural bias toward fair skin might be not strong. d. Gender discrimination is still rampant in India. g. AISWAs (All India Womens Democratic Association) protest against the Fair & Lovely advertisement. h. Their main competitor: Cavinkares Fairever.

g. Bollyhood actors endorsement.

Key Issues: The fair & Lovely skin-lightening cream produced by Hindustan Unilever Limited (HUL) had been a controversial product since its TV commercials were launched in 2001 in order to compete with other companies, like CavinKare, but eventually its TV advertisements were removed forcedly in 2007.

Recommended Actions With the influence of Western culture, the idea of freedom, gender equality, and liberalism are spread almost all over the world and even in India. Personally, the trend of gender equality and freedom will somehow change the Indians ideology regarding the skin color in India. Of course it will take some time to realize this idea and dream, because the profound cultural norm, which is believed that fair skin is associated with positive values that relate to class and beauty (Gateora, Gilly, & Graham, 2009, p. 617) has been embedding in most of Indians mind. However, in order to be a globalization company, Hindustan Unilever Limited should eliminate the cultural, gender, and race biases; otherwise, its products, no matter what types, will absolutely be criticized by the media and contemporaries.

As mentioned, HUL encountered a huge problem; that is, its Fair & Lovely TV commercials were considered to completely demean women. It seems that the woman who wants to be attractive, who want to find a job, or who wants to be respected should have a fair skin color and the Fair & Lovely cream is her best choice to make her dream come true. After being condemned constantly by AIDWA and National Human Rights Commission, the Fair & Lovely commercials were removed. Here, I want to set forth some suggestions about how to tackle this controversial TV advertisement problem. HUL could somehow borrow ideas from the Shiseido Company Limited, which is a major Japanese hair care and cosmetics producer. Its common that in Japan, males have been dominant in the society for many years, a situation which is similar to India where son preference is prevalent. However, Shiseidos commercials are very neutral and unbiased without any gender discrimination. For example, one advertisement for sunscreens had five young girls wearing bikinis and running around the beach under the blue sky and shining sun. At the end, those girls were lying on the beach and said the product name, ANESSA, produced by Shiseido (Shiseido "Anessa" 2007 TV). In addition, HUL could have some foreigner endorsements. Lets take Shiseido as an example again. An American actress, Angelina Jolie acted in some of the Sheseidos TV commercials, which somehow boost Sheseidos sales in Japan. Without a doubt, a big fan of Angelina Jolie will spend money on the products that she endorses. As a result, the foreign endorsement advertisement succeeds. Of course, besides these two suggestions, the most important factor to keep their Fair & Lovelys commercials and products without being attacked, the ideology of entire company toward gender and culture has to be changed in India. In other words, racism, bias, gender discrimination, stereotype, and so on should be eliminated or diminished as low as possible. Otherwise, the arguments and criticisms with regard to the Fair & Lovely advertisements will never be ended.

References Cateora, P., Gilly, M., & Graham, J. (2009). International Marketing. New York: The McGraw-Hill Companies, Inc.

Hindustan Unilever. (2010, September 21). Wikipedia. Retrieved September 24, 2010, from http://en.wikipedia.org/wiki/Hindustan_Unilever Hindustan Unilever Limited. (2010). Retrieved September 24, 2010, from http://www.hul.co.in/ Shiseido "Anessa" 2007 TV [Video file]. (2007, March 28). Retrieved from http://www.youtube.com/watch?v=mGrZG9s3mE0