As first of all concept of fairness cream was
introduce especially for the ladies basically, it is
impact of socio-cultural environment as
preference is given to a fair bride. We are living in
a culture where the Marriage Classified ads in
newspapers still say, "Looking for a slim fairskinned girl..."
And where mother always stop her daughter to
play under sun. With the passage of time women
are increasingly participated in social life so they
want to look attractive.Now in Pakistan fairness
creams for men are also available in the market.
3. THE KEY PRODUCTS OF FAIR & LOVELY
4. Objectives of Fairness Cream
 Perception of people towards fairness cream
 Factors influence their behaviour towards fairness
To assess whether advertising is influencing the
buying behaviour of the consumers or the other
factors and the purchase decision of consumer.
Attributes consumer prefer while buying fairness
Frequency of using fairness cream.
To study consumer satisfaction level about usage of
5. “Scope of the study”
The scope of the study covers almost all categories of
The whole evaluation of fairness creams will be
angle of customer satisfaction.
Any substitutes of fairness creams
like soaps or lotions will not be considered.
Also fairness creams locally made by the
unorganised sector and which are not branded will
not be considered.
7. “Determining the sources of data”
The next step was to determine the sources of data to be
used. Our research was based on both secondary and
primary data. The purpose of using the secondary data
was to help us in collecting the primary information
The following are the various sources of data used by
Internet Web Sites
8. “Designing data collection forms”
The three methods available are
 Observation method
 Survey method
 Experiment method.
9. “Determining sampling design and
 In our project report, We used probability
sampling, where all the users of Fairness Cream
have equal chance to be selected in sample.
 The sample size taken by us to study the objective
was 60 consumers to the Fairness Cream. In order
to divide the consumers we used the simple random
method. For this we divided some Parlour, school,
college and university girls and boys, newly married
women and some professional peoples etc.
10. “processing and analyzing the
Analysis of the data was very carefully done.
Moreover, it took many days to analysis the data
collected. A number of tables are prepared to bring
out the main characteristic of the data. In order to
present the analyzed data in a proper manner
following tools were used.
11. Result of
INTERPRETATION OF PIE-CHARTS
13. Gender Response
14. According to Income
15. According to Age
16. According to Qualification
 Fair & lovely Original
 Fair & Lovely Ayurvedic Balance
 Fair & Lovely Multivitamin
 Fair & Lovely Active Sunblock
 Fair & Lovely Menz Active
 Fair & Lovely Anti-Marks
18.  Fair & Lovely Winter Fairness
 Fair & Lovely Max Fairness For Men
 Fair & Lovely Forever Glow For Ageless
19. Pricing Strategies of FAL
 All fair and lovely products are available in sachet form
Rs.5, Rs.10, Rs.15
 India is a medicinal driven product market which
pricing behavior of the fair and lovely products.
 Targets at all classes of people.
 Global market target group.
 Provides offers and discounts.
20. PLACE STRATEGY
 HUL has one of the largest distribution networks in
India. The following are the
 Facts regarding the same:
1) About 2900 stockists
2) Total coverage: 6.3 Million outlets
3) Direct coverage: 1 Million outlets
21.  Distribution framework
Objectives and intentions
 Broad basing their sales and marketing activities across the
 In terms of town coverage, dealer network and new approaches
to communication strategy.
 Plan and implement sales and marketing activities to achieve
 Fine tune all marketing inputs in terms of media and other
budgets to meet territory specific needs.
 Identify performance targets with specific responsibility centres
 Improve cost effectiveness of its operations
24. PROMOTION OF FAIR „N‟ LOVELY
 The bigness of Fair & Lovely lies in the fact that it „transforms‟ a woman in
ways that are more than just skin-deep. Feeling good does wonders to selfconfidence and Fair & Lovely helps people do just that.
 It gives them the self-belief to steer their own destiny
 It gives them hope and changes the way they (and others) see them.
 the brand has today evolved to give women courage to move ahead, to
challenge and change destiny itself.
 All Fair & Lovely advertising is developed around this core insight and in
a manner that is positive and motivating
25.  Commensurate with the seriousness and aspirational image of
fairness in consumers‟ minds, Fair & Lovely ads showcase stories
where the woman challenges the unhealthy societal realities of
status quo and discrimination and finds that she is empowered to
carve out her own future.
 All the Fair & Lovely ads carry the brand‟s message of hope and
 Most importantly, almost every key advertising indicator has shown
a huge positive trend with the brand perceived as modern and
innovative by 59% of the total population, up from 41% in mid 2001
 In April 2004, Fair & Lovely launched its latest variant – an oil-
control fairness gel with papaya and watermelon extracts – for oily
skin types .
26.  Fair & Lovely in the near
future will launch more rulechanging innovations, even as
it consolidates its existing
activation and sampling.
 One of the most interesting
developments has been the
launch of ‘Fair & Lovely
initiatives in keeping with its
vision of taking women to a
27. Fair and Lovely scholarships for women |
Graduate, post graduate and PhD aspiring
 Famous cosmetic company Fair and Lovely has announced scholarships for women
who are doing their graduation, post graduation and PhD in
recognized universities. Scholarship amount is Rs. 1,00,000. It can be renewed for
another year depending on the merit of the student. Should have secured 60%
marks in 10th and 12th classes. Candidate should have good knowledge of English.
Marks sheets, certificates, two passport size photographs, income
proof, admission proof are to be submitted along with the application. An essay not
exceeding 250-300 words which contains the personal information, your
goal, what are you doing to reach the goal and where you want to be after five
years is to be submitted. Scholarships will be announced after an interview
depending on the course and the financial status of the applicant. Applications can
be down loaded from the web site. Can apply online also. Last date for receiving
filled in applications is 6th August 2010. Applications are to be sent to Fair &
Lovely Foundation, Post Box No.11281, Marine Line, Mumbai – 400 020
28. Fair and lovely came with their advertisements
in 3 different phases, which are as follows
 Phase 1.
Showcase darker skinned woman turning fairer on
using the cream. Saw the launch of product in
1978 on the basic premise that- younger woman
wanted to have fairer skin to attract better
During this evolution the brand talked to a
younger college going girl who is self confident and
more modern in her outlook and considers home
remedies for facial care to be old fashioned.
 It further metamorphosed into a brand offering
emotional benefits to achievers who actively seeks
solutions and do not look at marriage as the
ultimate source of personal achievement.
29. Some of the methods of sales promotion
of Fair n lovely
1. Price discounts or price-off deal
Price pack deals
Bonus pack and Branded pack.
Refunds and Rebates
30. Modes of Promotion
 Today Fair & Lovely is the market leader with 53%
market share but in the era of increasing
competition, erosion of market share is more a reality
than mere speculation. With products like Emami’s
Fair & Handsome hitting out unexpectedly, Fair &
Lovely should be 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. The recommendations
provided would do just that, extending the core
message of the brand through the product and
communicating by its promotional strategies.
36.  The user of fairness products is more evolved
than before. But the traditional fairness cream is
still has its loyalists amongst the lowest SECs.
South India is the largest market for fairness
cream with a 36% share, North and West have 23%
each and east is at 18%. Whether it is fair or
not, fairness products and their communication
to tempt marketers to try and get as many
consumers as possible.
miidle age user
38.  FAL Anti Marks- You Believe, You Are
 FAL Menz Active- Prove to be the Best
 FAL Ayurvedic- Kundali Badal Jayegi
 FAL Multivitamin- Aaj Din Suhana Hain Aapka