Fair & Lovely
PRESENTED BY: Tania Saha Jayeeta Roy Partha Das Dev Abhirup Roy choudhury
HUL. Personal Care and Food products
Hindustan Lever Limited (HLL) to Hindustan Unilever Limited (HUL) HUL is India µs largest consumer product company and was formed in 1933 by Lever brother¶s India. Fair & lovely was launched in 1975. HUL is the market product leader in India. has a massive 53 % market share. It is the first company which has introduced fairness cream. with Fair & Lovely. Widest range of top quality Home Care.
Variety of products for diverse needs.
. Cost effectiveness. ³Fairness in 4 weeks´. Maximum fairness with the ³power of 8´ For flawlessly fair skin Change your story ³fair and lovely menz active´
UNIQUE BUYING PROPOSITION:
Fairness brings ³confidence´.UNIQUE SELLING PROPOSITION:
³Power of beauty´. Easily Available.
Entrance of foreign companies in India with higher skilled and efficacy to beat existing or domestic player. Many untapped market around the world. Fair & Lovely brand is World's first and largest Fairness cream brand with a presence in 40 countries and a value of around Rs. And introduction of ³Menz Active´ fairness cream for men Fair & Lovely USP ± Fairness in Six Weeks has worked better for it.SWOT Analysis of Fair & Lovely
Fair & Lovelyµ the awareness level of this higher for this brand. Decline market share from 90 per cent to 76 per cent. Fair & Lovely. is one of the most trusted brand for young women in India ranked 4. 6 billion
Presence of several competitors with the same product line.
. in Economic Times survey of 180 top brands in 2001 and 2002 & ranked 7.
There are several existing competitors in the market with the same product category The brand has had its share of negative publicity. Threat from future new entrant to compete with them in such a cut-throat market condition Challenges to deal with competition and consumer choice and buying behavior
Extending the equity of its leading fairness cream brand "Fair & Lovely" to a premium Fair & Lovely soap. Fair & Lovely is getting advantages by launching Fair& Lovely foundation that works for women Empowerment achievement and Transformation. with women¶s groups calling the ad regressive. More than 60 per cent people prefer ³Fair & Lovely´ when comparing with any other brands. Every day people in 40 countries around the world choose Fair & Lovely to look beautiful and attractive.
Wishes to take charge of her destiny
Fair & Lovely has 3 types of positioning: Value Positioning.STP Analysis
SEGMENTATION AND TARGETTING:
Fair & Lovely segmented and targeted the following: Income.Female Education. Problem/ Solution Positioning.1-5 lac Age ± 12-50 Gender.Anywhere in India (higher probability of south) Personality.
.High School and collage educated Geography. Benefits driven Positioning.
the ³wow factor´
.Recommendation ³USE IT««« TO BELIEVE IT´
³Fairness+ Beauty+ Confidence = Attraction´ Expect Big.