Product adoption process of fair and lovely

Product adoption is when a customer becomes a regular user of a new product. It

consists of series of stages that consumers go through before rejecting or buying
a new product.

The new proposed product adoption process consists of 3 steps. It can be

graphically shown by a pyramid with three layers.

The bottom layer is awareness. As it is the bottom layer of a pyramid hence it is

the most important as it provides the base and supports the other two layers
without a stable awareness program the other 2 layers cannot effectively do their
part. In this layer potential consumers get to know a little about the product or
service what it can do or what it offers. Complex products require more
awareness in the start. This is usually done through social media, television
commercials, word of mouth, magazines etc. Currently Fair and lovely’s Crystal
Bright cream and Fair and lovely’s soap are on this layer.

The second or middle layer is the consideration step. Once the customer gains
awareness of the product they then consider the pros and cons In this step the
customers are concerned with the quality, function, authencity and size of the
product. A company like Fair and lovely influences the consideration of the
consumers by providing images of the product and video.

The top layer involves convincing the audience to buy your product. At this point
the audience has a fair idea of what the product is all about but they still lack
confidence in the product. Here they are comparing the product with other
similar products. In order to seal the deal demos, reviews and customer
testimonials like the ones offered by YouTube influencers are used. Product
comparison charts compare the product with others with this customers can
easily weigh their options and make their decisions.