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PRODUCT
MANAGEMENT
Case Study
Priya Singh [21BSP1224]
Anindya Shankar Ray [21BSP1182]
Sarthak Banerjee [21BSP3081]
Sahil Poddar [21BSP1244]
Gunjan Saha [21BSP0344]
Ritankar Dutta [21BSP1235]
Overview
How does Fair n Care segment the market?

 Geographic segmentation

 Demographic segmentation
What should be the value proposition for the
said target group?

 Moisturizes the skin

 Reduces itching and irritation
 Takes care of the complexion
 Suitable for all skin types
As a marketing consultant, you have been asked to
evaluate Dr. Hari’s marketing strategy to gain
market share in a market cluttered with brands.
What recommendations would you make?
What are the various levels of product in
question?
 Core benefit
 Generic product
 Expected product
 Augmented product
 Potential product
As per consumer goods classification, what
kind of goods do you think the concerned
product is and why?

Convenience goods
What kind of promotion and distribution would
you be considering?
Our suggested way forward for
Fair n Care