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Kubs report

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  • 1. MARKET SEGMENTATION 2013 ACKNOWLEDGEMENT It has been an honor for me to prepare the report on "MARKET SEGMENTATION OF FAIR & LOVELY” which was assigned to us by Karachi University Business School with the help of SIR. IMAM HUSSAIN (Business Communication, course coordinator), without his rich guidance such a report would not have been an easy task to achieve. I would certainly like to offer our special thanks to the number of people especially at all the places where I visited provided with valuable information. I would again like to take this opportunity and express my acknowledgement distinctly to SIR.IMAM HUSsAIN for directing us about the technical aspects of the report. 1
  • 2. MARKET SEGMENTATION 2013 LETTER OF TRANSMITTAL The Chairman, Karachi University Business School, University of Karachi Karachi. Dear Sir, This report investigates the market segmentation of FAIR AND LOVELY and examines market positioning, target marketing according to packaging, price, promotion etc. A brief history of the fair and lovely and its tag line is initially outlined after that mentioning the SWOT analysis and market finding. It is concluded with having general public views and recommendations. Yours sincerely, RIJA KHALIL CLASS: BS.IV 2
  • 3. MARKET SEGMENTATION 2013 CONTENTS Introduction 05 History 06 Unilever Pakistan ltd 07 List of Unilever brands in Pakistan 08 Unilever Fair & Lovely 09 Market segmentation 10 Target market 11 Marketing tools 12 Product 12 Price 13 Place 14 Promotion 15 SWOT Analysis 16 CONCLUSION 16 Reference 17 3
  • 4. MARKET SEGMENTATION 2013 Executive summary Unilever is one of the world‟s largest and leading multinational companies; Unilever commenced their business activities on a larger scale by setting up their first factory in Netherlands. In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight Soap – his revolutionary new product that helped popularize cleanliness and hygiene in Victorian England. Unilever is one of the biggest companies of the world with its products spread all over the world. Present in 150 countries around the world with a wide range of products. The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was established in Pakistan in 1948.The town of Rahim Yar Khan was the site chosen for setting up a vegetable oil factory. Unilever Pakistan is the largest FMCG Company in Pakistan, as well as one of the largest multinationals operating in the country. Scientist at Unilever laborites in India were the first one to discover the skin lightening action of “Niacin Amide” that led to the development of a unique and patented formulation of Fair & Lovely in 1972 and it was launched in 1978. Fairness is much more than just simple lightening of skin color. It is about skin that is clear of all imperfections. A skin that is clear of darkening, clear of marks and clear of uneven skin tone. Presenting the Fair & Lovely with special fairness system that protects your skin from the harmful rays of the sun, removes marks and balances uneven skin tone to give soft, supple glow, while giving you fairer skin. 4
  • 5. MARKET SEGMENTATION 2013 Introduction Unilever is one of the world‟s largest and leading multinational companies; Unilever commenced their business activities on a larger scale by setting up their first factory in Netherlands, in the year of 1890. Operating in Pakistan for over the last four decades the company is trying to significantly contribute towards the augmentation of the standard of living by bringing world class high quality products at the door step of their customers. The usage of Unilever products by over 90% of the people in Pakistan stands a testimony to their successful operation. . Their array of products show that they produce household care, fabric cleaning, skin cleansing, skin care, oral care, hair care, personal grooming, and tea based beverage products under worldwide famous brand names Wheel, LUX, Lifebuoy, Fair &Lovely, Pond‟s, Close Up, Sunsilk, Lipton, Lipton Taaza, Pepsodent, All Clear, Vim, Surf Excel, and Rexona. History In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight Soap – his revolutionary new product that helped popularize cleanliness and hygiene in Victorian England. Unilever is one of the biggest companies of the world with its products spread all over the world. Present in 150 countries around the world with a wide range of products. In a history that now crosses three centuries, Unilever's success has been influenced by the major events of the day – economic boom, depression, world wars, changing consumer lifestyles and advances in technology. And throughout they've created products that help people 5
  • 6. MARKET SEGMENTATION 2013 get more out of life – cutting the time spent on household chores, improving nutrition, enabling people to enjoy food and take care of their homes, their clothes and themselves. The Unilever shares in the world are: Europe | €15bn | 38% Asia/Africa | €12bn | 29% The Americas | €13bn | 33% Unilever Pakistan ltd The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was established in Pakistan in 1948.The town of Rahim Yar Khan was the site chosen for setting up a vegetable oil factory. Unilever Pakistan is the largest FMCG Company in Pakistan, as well as one of the largest multinationals operating in the country. Now Unilever has operating six factories at different locations around the country. The Unilever's Head Office was shifted to Karachi from the Rahim Yar Khan site in the mid 60's. Mission statement “We meet everyday needs for nutrition; hygiene and personal care with brands that help people feel good, look good and get more out of life.” Lever brothers will be the foremost consumer product company in Pakistan with care, skin, ice cream and spread. Already positioned in tea, hair, dental and household care, substantially profitable position in cooking oils and fats our strengths come from our people and from combining the best of our international as well as Pakistan origin. “Our commitment is to continuously care for the need of our customers, consumers, employees, suppliers, share holders and the community in which we live." VISION “We help people around the world meet everyday needs for nutrition; hygiene and wellbeing, with brands that help people look good, feel good and get more out of life” 6
  • 7. MARKET SEGMENTATION 2013 List of Unilever brands in Pakistan Blue Band Walls Supreme Tea Lipton Tea Clear Shampoo Sunsilk Close Up Knorr Soup / Noodles Fair & Lovely Rexona Lifebuoy soap & shampoo Imperial Lux Pond's Surf Excel 7
  • 8. MARKET SEGMENTATION 2013 Fair & lovely Scientist at Unilever laborites in India were the first one to discover the skin lightening action of “Niacin Amide” that led to the development of a unique and patented formulation of Fair & Lovely in 1972 and it was launched in 1978. Fairness is much more than just simple lightening of skin color. It is about skin that is clear of all imperfections. A skin that is clear of darkening, clear of marks and clear of uneven skin tone. Presenting the Fair & Lovely with special fairness system that protects your skin from the harmful rays of the sun, removes marks and balances uneven skin tone to give soft, supple glow, while giving you fairer skin. It absorbs into the top layer of your skin and actually dissolves the existing color pigment by reducing its concentration, making you fairer from within. Fair & Lovely is a totally safe Unilever product which is ISO certified, meeting the highest standards in skin care and safety Fair & Lovely does not contain bleach. It is a patented vitamin formulation who‟s continuous usage is totally safe for the skin The fairness from Fair & Lovely is reversible, and discontinued usage restores the original skin tone. 8
  • 9. MARKET SEGMENTATION 2013 Market segmentation Dividing a market into distinct groups with distinct needs, characteristics or behaviors who might require separate products or marketing mixes. Geographic: World region: Southeast Asia Country region: Pakistan (East, South, West) Metro Size: Large and medium Density: Urban, suburban, ex-urban, rural Climate: comparatively warm Demographic: Age: 12-45 yrs Gender: Female and male Family cycle: Single and dependent, Single and independent, married, married with children, single parents Income: Rs: 25,000 onwards Occupation: Students, Professional, unemployed, housewife Education: High School up to Professional 9
  • 10. MARKET SEGMENTATION 2013 Psychographic: Social class: Upper lower class, middle class, lower upper class Lifestyle: Strivers Personality: Compulsive Behavior: Occasion: Regular Expected Benefits: Fairness, a general vanishing cream and blemish removing agent User status: Regular, first time, experimental (using similar competitor product) Usage rate: Frequent user Loyalty status: Strong Readiness stage: Loyal Attitude towards product: Positive Target market The target market for Fair & Lovely is predominantly young women aged 12-45. According to retailers and market research report, "there is repeated evidence that schoolgirls in the 12-14 years category widely use fairness creams". 10
  • 11. MARKET SEGMENTATION 2013 Marketing tools Products Unilever‟s fair & lovely is the leading skin- lightening cream for women. Unilever proudly states fair & lovely as the world‟sNo.1 fairness cream, it redefines the route to fairness with an advance multi-vitamin fairness nourishment formula. Triple sunscreen system-protects from the sun‟s darkening UVA and UVB rays. Allenton-activates the FAL vitamin system to give girls and women radiant fairness Fair and lovely jar Fair and lovely 16 ml 11
  • 12. MARKET SEGMENTATION 2013 Fair and lovely tube Fair and lovely winter fairness cream Fair and lovely max fairness Fair and lovely anti-marks Price Currently Low price strategy is being followed by the company with regard to Fair & Lovely. ➢Affordability is determined by 2 factors: •Income of the consumer •Price of the products and services ➢Factors affecting the price •Internal Factors: – Cost, Pricing Objective. •External Factors: – Customer, Suppliers and Competitors. The Pricing objective of Fair & Lovely is similar to the objectives of all the other firms, and has been stated below: 12
  • 13. MARKET SEGMENTATION 2013 •Survival. •Market Share. Fair & Lovely has adopted many pricing strategies over the years which have been pretty successful and helped the brand in becoming more acceptable and the company a good deal of profits. Fair & lovely jar 50 gm………………..…………… Pkr. 100 Fair & lovely 16 ml…………………………………. Pkr. 25 Fair & lovely tube 50 gm………......................... Pkr. 80 Fair & lovely winter fairness…………………...… Pkr. 100 Fair & lovely max fairness……………………….. Pkr. 96 Fair & lovely anti-marks 50 gm………………….. Pkr. 80 Place Retail outlets Cosmetic stores Chemist Hyper market Super market Distribution network UNILEVER CARRING AND FORWADING AGENT DISTRIBUTION AND STOCKIEST 13
  • 14. MARKET SEGMENTATION 2013 WHOLESALER REATILER CUSTOMER Promotion Promotion Strategies used by Fair & Lovely Advertising Objectives: 1) Affective association: - Destiny & Romance 2) Building brand awareness and developing strong customer perception about the brand 3 ) Enhancing brand image 4) Recall of brand/products Advertising Appeal: 1 ) Emotional appeal to grab attention 2) Mass appeal to communicate product usage and its positive effects on beauty 3 ) Fear appeal to grab attention Media Vehicle; Here the media vehicle used by the brand is those TV channels which are more popular among women like GEO, ARY DIGITAL, and HUM TV etc who telecast more and more daily soaps. Advertising Seasonality: •Campaign period of an ad is not less than 6 months and not more than a year. •3 categories of ads are advertised by the brand 1) General 14
  • 15. MARKET SEGMENTATION 2013 2) Occasional: - wedding season and festive season 3 ) Se aso na l : - As it h as pr od uct f or al l s eas ons Print Media: Advertisements in the print and electronic media highlight the functional benefits and the self-expressive benefits that accrue to the users of the brand. For example, the new suggested Fair & Lovely advanced multivitamin clearly highlight the concept of "daily expert fairness" by using a celebrity endorser. SWOT Analysis STRENGTH: Fair & Lovely brand is World's first and largest Fairness cream brand. Presence in 40 countries and a value of around Rs.6 billion. Enjoys high levels of Consumer Awareness for the brand. Excellent branding, top-of-the-mind name and good distribution. Fair & Lovely does not contain harmful bleach and chemical. Work in at least 4-6 weeks. Fair & Lovely does not have any side effects. WEAKNESS: Categorization of women on the basis of skin color, has led to many issues with activists and human rights leading to Negative Publicity. Extremely tough competition in skincare market. OPPORTUNITIES: Fair & Lovely Foundation which aims at empowerment of women. Introduction of „Menz Active‟ fairness cream for Men. TREATS: Several competitors in the market. Challenges to deal with consumer choice and buying behavior. Legal issues often hamper the brand image. 15
  • 16. MARKET SEGMENTATION 2013 CONCLUSION Fair & Lovely brand is World's first and largest Fairness cream brand. Fair and lovely is presence in 40 countries and a value of around Rs.6 billion. Fair & Lovely is proactive and increase points of difference with the competitors. Moving beyond the message of fairness as beauty must be the center of its marketing communication. Reference  www.google.pk  www.unilever.pk  www.makeupandbeauty.com  www.totalbeautyanswer.com  www.mbaskool.com 16

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