ICFAI UNIVERSITY TRIPURA

MARKETING MANAGEMENT’S(II) REPORT

(A study on effectiveness of uses of Emami Fair and Handsome

cream by consumer IN KRISHNA NAGAR, Agartala)

MBA BATCH OF 2019-2021

NAME : SUBASH TRIPURA

ID NO. : 19IUT0160022
SECTION : A
DATE OF SUBMISSIN :30 /04/2020
SUBMITTED TO: Prof. Prabal Chakraborty Sir
 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my project supervisor,

Prabal Chakaraborty sir (Faculty, FMS) for providing his invaluable guidance,
comments and suggestions in completing my project on “A study on
effectiveness of uses of Emami Fair and Handsome cream by consumer in
Agartala”

I would also like to extend my gratitude to Head of the Department Dr.

Dhananjoy Datta sir for providing me with all the facility that was required..

Thanking You!!

Date : 30/04/2020 Subash Tripura

MBA (General) 2ndSemester

 DECLARATION

The research project on “A study on effectiveness of uses of Emami Fair and

Handsome cream by consumer in, Agartala” has been undertaken as a partial
fulfillment of the requirement for the award of the degree of Master of Business
Administration of ICFAI University, Tripura. I hereby declare that this Research
Project is my original work and the analysis and findings are for academic
purposes only. This project has not been submitted by the any student earlier to
any other institution/ university.

Subash Tripura

MBA (General) 1st Semester

ID No. 19IUT0160022

Section : A
 CONTANT

SL Contents Page No.

NO.
1. Introduction 0-01

2 Company Profile 02-02

3. Objectives 03-03

4. Research Methodology 04-04

5. Data Analysis 05-12

6. Segmentation, Targeting & Positioning 13-13

7. Swot Analysis 14-14

8. Conclusion 15-15

9. Findings 16-16

10. Recommendation 17-17

 INTRODUCTION
In 2005, the company forayed into the men’s fairness category, which was a
first for any FMCG company in India at that time. Emami created Fair and
Handsome, a marketing history in the category of men’s fairness creams.

Today they are the largest brand in the Men’s Fairness category and second
largest in overall fairness category in India. With the launch of Fair and Handsome,
fairness no longer remained exclusive for the eves of the country and provided the
men an opportunity to break free from being the closet users of women’s fairness
creams, and still look fair. The launch of Fair and Handsome was based on
researches that found that the texture of man’s skin is different from that of a
woman and needs a product designed exclusively for them.

Men are generally more exposed to sun and dust. Men’s skin is 20% thicker
than women’s skin, with larger pores and more melanin production making them
more prone to darker skin. Fair and Handsome with its 5 Action Fairness system
for the tough male skin provides:

 Oil Control
 Sun Protection
 Dark Spot reduction
 Sweat Control
 Long Lasting Fairness

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 COMPANY PROFILLE

Emami Ltd. is one of the leading & fastest growing personal & healthcare
businesses in India, with an enviable portfolio of household brand names such as
Boroplus, Navratna, Fair & Handsome, Zandu Balm, Mentho Plus Balm, Fast
Releif & Kesh King.

Established in 1974, we have a portfolio of over 300 products based on ayurvedic

formulations. Our current operations comprise more than 60 countries including
GCC, Europe, Africa, CIS countries & the SAARC. Over 121 Emami products are
sold every second some where around the world. Emami Ltd., the flagship
company of the Group, recorded a turnover of Rs 2533 crore, 2016-17.

Emami acquired the heritage brand zandu on the basis of huge business synergy
between the two brand portfolios.

Emami also acquired Ayurvedic Hair & scalp business of “Kesh King” as a
business strategy.

With employment of 3100 people, reach out to 40 lakh plus retails outlets through
a network of 3250 distributors & have invested in Eight plants, Four regional
offices, 1 overseas unit, Eight overseas subsidiaries & 33 distribution centres
across India.

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 OBJECTIVE OF THE STUDY

The aim of study is to investigate about effectiveness of uses of Emami Fair and
Handsome cream by consumer at town area in Krishna Nagar, Agartala.

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 RESEARCH METHODOLOGY

I created the Questionnaire for the consumer of Emami Fair & Handsome cream
and distributed the questionnaire to 10 consumer as a sample. So, this survey is
totally based on 50 consumer.

We find the different challenges faced by Emami Fair & Handsome in Tripura.

There are two types of data

1. Primary data

2. Secondary data

1. PRIMARY DATA:- The primary data are those which are collected a fresh and
for the first time, and thus happened to original in character

2. SECONDARY DATA:- The secondary data are those have already been
collected by someone else and which have been passed through the statistical
process.

I have collected primary data through questionnaire and secondary data from
internet.

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 DATA ANALYSIS & INTERPRETATION

1.Which factor influence you in buying “Fair & Handsome cream?

Fairness,
60% 50%
Fragrance
40% , 30% Sunscree
n, 20%
20%
None, 0%
0%
Fairness Fragrance Sunscreen None

According to questionnaire, 50% consumer voted for Fairness, 30% consumer

voted for Fragrance & rest 20% consumer voted for Sunscreen. So most of the
percentage of consumer are using “Fair & Handsome” for Fairness.

In the year 2004 “Fair & Handsome” conducted a survey to know the attitude of
Indian customers towards use of cosmetics products. Indian male take an average
of 20 minutes in front of mirror to groom them compared with Indian female who
take an average of 18 minutes in front of mirror at every morning.

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2.On what type of skin Fair & Handsome really work?

Skin
Oily skin,
100%
70%

50% Normal,
Dry, 20%
10%
Rough, 0%
0%
Oily skin Rough Dry Normal

According to questionnaire,70% consumer vote for Oily skin, 20% consumer vote
for Dry skin & rest 10% consumer voted for Normal skin. So most of the
percentage of consumer those who have oily skin are using Fair & Handsome
cream.

Emami Fair & Handsome is specially formulated for men by skin care experts./ It
has the clinically proven combinations of vitamins, sunscreen that protect the skin
from harmful UVA & UVB rays of the sun. It has vitamins like vitamin B3.

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 3.What grade you will give to “Fair & Handsome” in packaging?

Packaging
50% Excellent,
40%
40% Very good,
30%
30%
Good, 20%
20% Not bad,
10%
10%
0%
Excellent Very good Good Not bad

According to the questionnaire, most of the percentage of consumer are agreed with
the statement that packaging of Emami Fair & Handsome is good.

This Cream is packaged in a shiny silver coloured tube, packaging is good & the
tube is squeezable, hence easy to use.

4.For which group do you think that “Fair & Handsome” works on effectively?

Age group
80% Less than
25, 60%
60%
25 to 35,
40% 30%
35 to 40,
20% 10% More than
40, 0%
0%
Less than 25 25 to 35 35 to 40 More than 40

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 According to questionnaire, 60% consumer voted for less than 25 age group, 30%
consumer voted for 25- 30 age group, & rest 10% consumer voted for 30-35 age
group. So most of the percentage of consumer are in the age group which is less than
25.

The user profile of fairness creams just got younger. In this age of high exposure to
all kinds of media & lower social taboos, the youngest user of fairness cream is a 12
year old. While most parents might frown upon this statistic, market research reveals
that the threshold level for fairness cream users has come down with the youngest age
bracket being 12-15 years.

This statistic looked a little different a few years ago, when a debutante fairness
cream user was placed in the age bracket of 15-18 years. However, companies
continue to target the bulk users, which fall in the age group of 21-35 years in their
promotions.

5.What side effects did “Fair & Handsome” have on your skin?

Side effects
percentage
80% 60%
60%
40% 20%
20% 10% 10%
0% 0%
0%
Pimples Rashes Irritation Skin Others None
allergy

According to questionnaire, 20% consumer have problem with rashes, 10%

consumer have problem with skin irritation & 10% consumer having problem with
pimples & rest 60% consumer has no side effect on their skin. So majority of
consumer has no side effect on their skin.

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6.How will you rate the effectiveness of Fair & Handsome on sweat control?

Sweat control
60% Good,
Very good, 40%
40% 30% Average,
Excellent, 20%
20% 10%
0%
Excellent Very good Good Average

According to questionnaire, 10% consumer voted for excellent, 30% consumer

voted for very good, 40% consumer voted for good, & rest 20% consumer voted
for average. So most of the consumer are agreed with the statement that ‘Fair &
Handsome cream has effect on sweat control’.

The advanced formulation of Fair & Handsome has been designed with a
combination of special “micro absorbers” that absorb away the excessive oil &
sweat, leaving your skin feeling fresh, sweat & oil free, keeping you looking fair &
fresh for long. The advanced formula has been clinically proven has been
dermatologically tested safe to work on Indian Male skin

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7.How will you rate “Fair & Handsome” on its effectiveness of smoothness on
your skin?

Smoothness
50% Very good,
40%
40%
Good, 30%
30% Excellent,
20%
20% Average,
10%
10%

0%
Excellent Very good Good Average

According to questionnaire, 20% consumer voted for excellent, 40% consumer

voted for very good, 30% consumer voted for good & rest 10% consumer voted for
Average. So most of the consumer are agreed with the statement that “Fair and
Handsome cream effects on smoothness on their skin”.

Emami Fair & Handsome has been specially designed for men by skin care experts
using scientifically tested & clinically proven combinations of vitamin B3, that
works from within to lighten the skin & the dark spots.

8.What rate will you give for the change of skin complexion by using “Fair &
Handsome”?

Skin complexion
40%
30% Very good, Good, 30% Average, Poor, 30%
20% 20%
20%
10% Excellent,
0%
0%
Excellent Very good Good Average Poor

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According to questionnaire, 20 % consumer voted for very good, 30% consumer
voted for good, 20% consumer voted for average & rest 30% consumer voted for
poor. So most of the percentage of consumer are agreed with the statement that
skin complexion is changed with the use of “Fair & Handsome cream”.

The key ingredients in Fair & Handsome fairness cream Peptide, Liquorice,
Vetiver & Aloe Vera. Fair & Handsome fairness cream for men is a five power
fairness cream. It consists of double strength peptide complex, sun guard, Anti –
Bac plus, stress buster & Herbocool.

9. For what purpose do you use “Fair & Handsome” mostly?

Purpose
Good looks,
60% 50%
50%
Fairness,
40% 30% Sweat
30% control, 20%
20%
reduce skin Smoothness,
10% irritation, 0% 0%
0%
Good looks reduce skin Fairness Sweat Smoothness
irritation control

According to questionnaire, 50% consumer use for Good looks, 30% consumer use
for Fairness & 20% consumer use for Sweat control. So most of the percentage of
consumer use Fair & Handsome for having Good look.

Nowadays everybody wants to have a fair look. Having a good look brings
confident on a person. Male skin in India-

• Three times more exposed to the sun UV rays.

• Five times more exposed to pollution.

• Twice more exposed to stress,

• More Abused by abrasive shaving bade action than women’s skin.

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The new advanced cream gives – oil control, sweat control, sun protection, dark
spot reduction, long lasting fairness. This all features give a men to a complete
good look.

10. What rate you will give “Fair & Handsome” on protecting your skin from
pollution?

Pollution
35%
Good, 30%
30%
25% Very good,
20% Average, 20% Poor, 20%
20%
15% Excellent,
10%
10%
5%
0%
Excellent Very good Good Average Poor

According to questionnaire, 10% consumer voted for excellent, 20% consumer

voted for very good, 30% consumer voted for good, 20% consumer voted for
average & rest 20% consumer voted for poor. So most of the consumer are agreed
with the statement that Fair & Handsome cream is protecting consumers skin from
pollution.

Fair & handsome cream is made of peptide, votive & Aloe Vera. It has a power of
sun guard, thus it protects us from Ultra Virus rays. It also protects skin from
pollution & dark shadows caused by daily shave, cuts & nicks. It removes dead
cells from skin & makes the skin fresh, soft & cool. It also removes stress from
skin.

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SEGMENTATION, TARGETING & POSITIONING

Segmentation:

•First fairness cream for men in India.

•It is basically for those men who wants to be fair.

Targeting:

•Young urban men & teenagers who belong to middle or upper middle class with
skin care & fairness as their prime concern.

•All men between the age group of 15 to 35.

Positioning:

•World’s no. 1 fairness cream for men.

•Mardon wali cream.

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 SWOT ANALYSIS
STRENGTHS:

• Created the category of fairness cream for men. Hence, first mover’s
advantage.

• Endorsed by popular Indian movie star, hence enhanced nationwide recall.

• The product is available in sizes of 9ml, 30ml & 60ml, customized for
various pockets.

• Good availability & distribution owing to parent company.

• TVCs & print ads help brand boost visibility.

WEAKNESS:

• The brand has a limited market share compared to international leaders.

• Growing interest in personal grooming amongst Indian men.

• The growing Indian economy & the growth in disposable income have led to
strong demand for fairness creams.

OPPORTUNITIES:

• Largest player in the men’s fairness cream category, can leverage on that

• Growing interest in personal grooming amongst Indian men.

• The growing Indian economy & the growth in disposable income have led to
strong demand for fairness creams.

THREATS:

• A lot of competition emerging in the segment with all the major players
targeting men.

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 CONCLUSION

A Study revealed that most women think men who groom their skin appear more
confident. Experts explain that it takes less than 10 seconds to form a first
impression about a person. And over 90% of the impression is based on
appearance. The first impression could make or break a job interview, a first date
or a critical business deal.

Emami knows that men love outdoor activities in the sin like biking, don’t mind
getting dirty or sweaty.

Over exposure to sunlight, sweat, pollution & dirt is the main reason behind dark
& aged looking skin in men. Men sweat much more than women, hence a skin care
routine becomes even more important for men.

Fair & Handsome understands men’s skin best, hence it is specially formulated for
men who want ZYADA.

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 FINDINGS

1. 50% consumer voted for Fairness, 30% consumer voted for Fragrance & rest
20% consumer voted for Sunscreen. So most of the percentage of consumer are
using “Fair & Handsome” for Fairness.

2. 70% consumer vote for Oily skin, 20% consumer vote for Dry skin & rest 10%
consumer voted for Normal skin. So most of the percentage of consumer those
who have oily skin are using Fair & Handsome cream.

3. Most of the percentage of consumer are agreed with the statement that
packaging of Emami Fair & Handsome is good.

4. 60% consumer voted for less than 25 age group, 30% consumer voted for 25-
30 age group, & rest 10% consumer voted for 30-35 age group. So most of the
percentage of consumer are in the age group which is less than 25.

5. 20% consumer have problem with rashes, 10% consumer have problem with
skin irritation & 10% consumer having problem with pimples & rest 60%
consumer has no side effect on their skin. So majority of consumer has no side
effect on their skin.

6. 10% consumer voted for excellent, 30% consumer voted for very good, 40%
consumer voted for good, & rest 20% consumer voted for average. So most of the
consumer are agreed with the statement that ‘Fair & Handsome cream has effect on
sweat control’

7. 20% consumer voted for excellent, 40% consumer voted for very good, 30%
consumer voted for good & rest 10% consumer voted for Average. So most of the
consumer are agreed with the statement that “Fair and Handsome cream effects on
smoothness on their skin.

8. 10% consumer voted for excellent, 20% consumer voted for very good, 30%
consumer voted for good, 20% consumer voted for average & rest 20% consumer
voted for poor. So most of the consumer are agreed with the statement that Fair &
Handsome cream is protecting consumers skin from pollution.

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 RECOMMENDATION

Fair & Handsome’s advertisements are not much appealing to men. In fact
their initial advertisements were considered to be “Lousy” by men. They can work
on making their TVCs more mainly so that more no. of men get attracted to it not
only in India but also worldwide.

• They do not showcase the ingredients which are used to make the cream
whereas all their competitors do. This is a major drawback of their TVC. They
should try including that instead of just concentrating on their brand ambassador.

• As a brand ambassador, Fair & Lovely for Men & Garnier Men Power light
have used young celebrities who connect to the young male crowd more than a
senior actor.

• To increase the market share internationally, they can appoint a famous

foreign celebrity to promote the product.

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 Questionnaire

1. Which factor influence you in buying “Fair & Handsome cream”’?

 Fairness
 Sunscreen
 Fragrance
 None

2. On what type of skin Fair & Handsome really work?

 Oily
 Rough
 Dry
 Norma

3. What grade you will give to “Fair & Handsome” in packing?

 Excellent
 Very good
 Good
 Not bad

4. For which group do you think that “Fair & Handsome” works on
effectively?

 Less than 25
 25 to 35
 35 to 40
 More than 40

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5. What side effects did “Fair & Handsome” have on your skin?

 Pimples
 Rashes
 Irritation
 Skin allergy
 Others
 None

6. How will you rate the effectiveness of Fair & Handsome on sweat control?

 Excellent
 Very good
 Good
 Average
 Poor

7. How will you rate “Fair & Handsome” on its effectiveness of smoothness on
your skin?

 Excellent
 Very good
 Good
 Average
 Poor

8. What rate will you give for the change of skin complexion by using “Fair &
Handsome”?

 Excellent
 Very good
 Good
 Average
 Poor

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9. For what purpose do you use “Fair & Handsome” mostly?

 Good looks
 Reduce skin irritation
 Fairness
 Sweat control
 Smoothness

10. What rate you will give “Fair & Handsome” on protecting your skin from
pollution?

 Excellent
 Very good
 Good
 Average
 Poor

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