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Consumer Behaviour             ---On Fairness Cream
PERSONAL CARE SECTOR IN INDIA:             AN OVERVIEW One of the key constituents in FMCG sector Brand wars & Price war...
NATURAL AND HERBAL BASED PRODUCTS Introduction of herbal, traditional ayurvedic and  mineral ingredients in cosmetics. P...
SUN CARE IN INDIA Hindustan Unilever Ltd led sun care sales in 2010, Hindustan Unilever Ltd accounted for over 41% value...
FAIRNESS CREAM Accounts the largest share in skin care sector. The market growth rate ranges between 15 – 20% on a year-...
MEN’S GROOMING TAKES OFF Increased male spending on grooming products. The growth of this segment has been exponential ...
IMPLEMENTING APPROPRIATE          MARKETING STRATEGY  Fairness cream producers go for “Differentiated  Marketing Strategy”...
CONSUMER BUYING HABITS VARIETY SEEKING BUYING BEHAVIOUR: Low consumer involvement but significant perceived brand differ...
APPLICATION OF CONSUMERRESPONSES TO DIRECT MARKETING Direct marketing is a channel-agnostic form of advertising. Allows ...
Cont.…Advertising techniques such as  mobile messaging,  email,  interactive consumer websites,  online display ads, ...
DIRECT SELLERS MAKE DEEP               INROADS The market share of direct sellers, both multinational, for example  Amway...
CULTURE Cultural symbolism-color, visual  symbols Gender roles, child rearing Sub-culture-race Human relationships
REFERENCE GROUPS Celebrities acting in the  advertisements-aspiration groups-  ponds white beauty, fairever Comparative ...
 Since it is a privately used not a  necessity brand of the cream has  less influence compared to the  usage of the produ...
INNOVATIONS Continuous development – ayurvedic, oil  control, anti – wrinkle, pimple  remove, spot remover, fairness, uv ...
HUMAN SKIN TONE COLOUR
SNOW WHITE SYNDROME• The     growth    of  fairness    cream  companies in the country is indicative of  Indias obsession ...
 Skin color matters a lot for women in  India. Fairness is a very valuable thing  here, looked on as desirable. The fas...
FAIR, THE INDIAN OBSESSION WITH FAIRNESSCREAMS         Every girl wants to be fair like Aishwarya Rai Bachan
PSYCHOLOGICAL FIELD
 “Black Skin White Masks” book author Fanon says “As much as the white man thinks himself superior to the black, the blac...
Myths of Fairness Creams• Most    advertisements claim – and obviously  unfairly - that the continued use of their fairnes...
 There are instances of several persons persistently using these creams for several years with absolutely no improvement ...
Fairness Cream in India Fairness creams have a huge market in  India, both urban and rural In India, the sector had regi...
 The market for men’s fairness products is valued   at Rs 30 million, and constitutes 35 percent of the   market.http://w...
Facts to be considered Scientists say that skin colour is determined by  the amount and type of melanin, the pigment in  ...
 Indian male take an average of 20 minutes in       front of mirror to groom them compared with       Indian female who t...
 Indian men were using fairness creams that were  originally targeted at women. Fair and Handsome is a brand that create...
 Emami went for serious customer research which       showed that 25-30% of customers of Fairness       creams were men. ...
Male skin in India     • Three times more exposed to the sun UV rays     • Five times more exposed to pollution     • Twic...
Promotion form TV commercial   "Hi Handsome, Hello Handsome" Print advertising   "Hey man, are you using lipstick? The...
Reasons for the growing demand • Greater access to television, • which has made the Indian consumers beauty   consciousnes...
Demographic Effects • Greater tendency to use fairness creams in     Southern India •   Frequency of application decreases...
Vacant Position Need for a newproduct • Fairness products contain bleaching agents which   make the skin dry and flaky, es...
Vacant position A fairness product that contains a moisturizer and is priced low enough to be applied on arms and feet
Body lotion brands Nivea hand body lotion Cocoa butter hand lotion Avon naturals conditioning water lily  & aloe hand &...
Body lotion features Moisturizer Nourishing Whitening Skin Revitalizer
What fairness cream u use?             Option      Respondents       Fair & Handsome        31%         Menz active       ...
HOW FREQUENTLY YOU BUY       CREAMS? Option         Respondents Weekly         16% Occasionally   24% Monthly        20% A...
Survey Characteristics Age group:   20 – 30 Gender   :   11 Male & 29 Female Sampling :   Convenience sampling
FindingsBRAND PREFERANCE: 72% of the respondent prefer Fair & Lovely 15% of the respondent prefer Garnier 10% of the re...
 Major factors influencing buyers behaviour is Quality. People change their cream because it doesn’t suite  their skin....
Background of Market positioning In 1975, HLL launched its first fairness cream  under the F&L brand. With the launch of...
Brand positioning Celebrity endorsement – competitive tool. The biggest challenges in marketing  communications - to bre...
Background for men fairness creams Customer research which showed that 25-30% of  customers of Fairness creams were men....
TOP 10 BRANDS FOR FAIRNESSCREAMSFAIR AND LOVELY
OLAY NATURAL WHITE
NIVEA VISAGE   LOREAL WHITE PERFECTSPARKLING GLOW
LAKME PERFECT   NEUTROGENA FINE  RADIANCE          FAIRNESS
FAIRONE BY SHENNAZFAIREVER        HUSSAIN
OTHER BRANDSLOTUS HERBALS   BIOTIQUE
TURMERIC SKIN     KHADI FAIRNESS CREAM BYCREAM (OIL BASE)   MEGHDOOT GRAM UDYOG                   SEWA SANSTHAN
REFERENCE WEBSITES and ARTICLES1. http://www.copperwiki.org/index.php?title=Fairness_Cream2. http://businesstoday.intoday....
Consumer behaviour on fairness creams
Consumer behaviour on fairness creams
Consumer behaviour on fairness creams
Consumer behaviour on fairness creams
Consumer behaviour on fairness creams
Consumer behaviour on fairness creams
Consumer behaviour on fairness creams
Consumer behaviour on fairness creams
Consumer behaviour on fairness creams
Consumer behaviour on fairness creams
Consumer behaviour on fairness creams
Consumer behaviour on fairness creams
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Consumer behaviour on fairness creams

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This work done by kousic, surya, rachna, mrudula, karthick and sooraj.

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  • Dear Author,
    I am a MBA student and doing my project on Fairness Cream Marketing. This presentation is very useful for my project study. Can you please forward this PPT to me? My e-mail address is; naveena_acharya@yahoo.co.in.

    Thanks in Advance.
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  • Dear Author,
    Can you please e-mail me this PPT as it is very useful for my project study.
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  • Hi, please can you mail me this presentation, its really good on swati.sudhakaran@gmail.com
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  • Hi Sooraj,
    This looks very helpful. Please email at rajivguptacal@googlemail.com.

    Many Thanks,
    Rajiv
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  • Transcript of "Consumer behaviour on fairness creams"

    1. 1. Consumer Behaviour ---On Fairness Cream
    2. 2. PERSONAL CARE SECTOR IN INDIA: AN OVERVIEW One of the key constituents in FMCG sector Brand wars & Price wars Awareness of personal hygiene The high value of fair skin Resulted in the market for fairness creams and bleaches touching Rs 2,000 crore’s Fairness creams account for approximately Rs 1,800 crores
    3. 3. NATURAL AND HERBAL BASED PRODUCTS Introduction of herbal, traditional ayurvedic and mineral ingredients in cosmetics. Positioning changed from a rather traditional and old- fashioned platform to modern healthy practice. Leading to greater social acceptance and higher sales through the year.
    4. 4. SUN CARE IN INDIA Hindustan Unilever Ltd led sun care sales in 2010, Hindustan Unilever Ltd accounted for over 41% value sales in 2010.
    5. 5. FAIRNESS CREAM Accounts the largest share in skin care sector. The market growth rate ranges between 15 – 20% on a year-to- year basis. HUL`s Fair & Lovely(76%) followed by CavinKare`s Fair Ever(15%) Other important players like Godrejs Fairglow, Emamis Fair and Handsome, Vicco and Himalaya share the rest of the market share.
    6. 6. MEN’S GROOMING TAKES OFF Increased male spending on grooming products. The growth of this segment has been exponential latent but effective driver could be the fact of low penetration of these products in the market. An underpenetrated market always crates scope for enormous growth. Usual categories of pre-shave and razors, men’s skin care, which promised fair and blemish-free skin, performed well.
    7. 7. IMPLEMENTING APPROPRIATE MARKETING STRATEGY Fairness cream producers go for “Differentiated Marketing Strategy” Characterized by : Appropriate by financially strong companies Companies having cut throat competition Strongly established in personal care sector ( especially skin products)
    8. 8. CONSUMER BUYING HABITS VARIETY SEEKING BUYING BEHAVIOUR: Low consumer involvement but significant perceived brand differences.“The individual likes to shop around and experiment with different products.” Consumers are effected by advertisements, coloring and packaging, brand image and celebrities
    9. 9. APPLICATION OF CONSUMERRESPONSES TO DIRECT MARKETING Direct marketing is a channel-agnostic form of advertising. Allows businesses and nonprofits to communicate straight to the customer. It enables to engage directly with the audience - whether they are prospects, leads, end users or existing customers. Positive results can be measured directly, Flexible Targeting, Ease of Management, Rapid Delivery, Relationship Building
    10. 10. Cont.…Advertising techniques such as  mobile messaging,  email,  interactive consumer websites,  online display ads,  fliers,  catalog distribution,  promotional letters, and  outdoor advertising.
    11. 11. DIRECT SELLERS MAKE DEEP INROADS The market share of direct sellers, both multinational, for example Amway , Avon and Oriflame, and domestic, for example Modicare, rose in 2010. As a result of concerted efforts to bring in new products in color cosmetics and skin care to create interest and excitement. Expansion of networks to reach more consumers in smaller cities. Amway and Oriflame also started advertising. Judged that they had reached critical mass in terms of their networks, which would create pull if they advertised.
    12. 12. CULTURE Cultural symbolism-color, visual symbols Gender roles, child rearing Sub-culture-race Human relationships
    13. 13. REFERENCE GROUPS Celebrities acting in the advertisements-aspiration groups- ponds white beauty, fairever Comparative group advts- fair&lovely Brand preferences influenced by family & friends(especially girls)
    14. 14.  Since it is a privately used not a necessity brand of the cream has less influence compared to the usage of the product Family & friends provoke to use fairness creams. Buying decision: wife dominant
    15. 15. INNOVATIONS Continuous development – ayurvedic, oil control, anti – wrinkle, pimple remove, spot remover, fairness, uv protector Adoption depends on relative advantage, cost Trialabillity – sample sachets, side – effects Diffusion of the product will be regarding
    16. 16. HUMAN SKIN TONE COLOUR
    17. 17. SNOW WHITE SYNDROME• The growth of fairness cream companies in the country is indicative of Indias obsession with white skin, also called the Snow White syndrome.• Top brands such as Hindustan Unilevers Fair and Lovely and LOréals White Perfect have been growing by up to 18 percent a year.
    18. 18.  Skin color matters a lot for women in India. Fairness is a very valuable thing here, looked on as desirable. The fashion world can be a big agent for change in this area.
    19. 19. FAIR, THE INDIAN OBSESSION WITH FAIRNESSCREAMS Every girl wants to be fair like Aishwarya Rai Bachan
    20. 20. PSYCHOLOGICAL FIELD
    21. 21.  “Black Skin White Masks” book author Fanon says “As much as the white man thinks himself superior to the black, the black man desires to be white. Indeed, black men want to prove to white men, at all costs, the richness of their thought, the equal value of their intellect”. “For the black man, there is only one destiny. And it is white”.
    22. 22. Myths of Fairness Creams• Most advertisements claim – and obviously unfairly - that the continued use of their fairness creams will change the skin color of the user with seven days or so.• The gullible public fall a prey to these types of misleading advertisements, little realizing that such magic cannot and will not happen
    23. 23.  There are instances of several persons persistently using these creams for several years with absolutely no improvement in their skin complexion
    24. 24. Fairness Cream in India Fairness creams have a huge market in India, both urban and rural In India, the sector had registered 23% growth in 2010 Surprise that India leads the markets, followed by Saudi Arabia. http://www.buyerbehaviour.org/2007/06/fairness-creams-in-india.html
    25. 25.  The market for men’s fairness products is valued at Rs 30 million, and constitutes 35 percent of the market.http://www.scribd.com/doc/36712814/Consumer-Behavior-Study-of-fair-and- handsome-cream
    26. 26. Facts to be considered Scientists say that skin colour is determined by the amount and type of melanin, the pigment in the skin. It is said that whether one is fair or dark is dependent more on genetic rather than environmental causes. Yet, people all over the world are preoccupied with the colour of their skins.
    27. 27.  Indian male take an average of 20 minutes in front of mirror to groom them compared with Indian female who take an average of 18 minutes in front of mirror at every morning  This is also noticed that 25-30% of fairness products are purchased and used by male customershttp://www.scribd.com/doc/36712814/Consumer-Behavior-Study-of-fair-and-handsome-cream
    28. 28.  Indian men were using fairness creams that were originally targeted at women. Fair and Handsome is a brand that created the Mens fairness cream segment in India. Launched in 2005, the brand became the creater and the market leader of this segment.
    29. 29.  Emami went for serious customer research which showed that 25-30% of customers of Fairness creams were men.  The total fairness market is estimated to be around Rs 800 crorehttp://www.scribd.com/doc/36712814/Consumer-Behavior-Study-of-fair-and-handsome- cream
    30. 30. Male skin in India • Three times more exposed to the sun UV rays • Five times more exposed to pollution • Twice more exposed to stress • More Abused by abrasive shaving blade actionhttp://www.scribd.com/doc/36712814/Consumer-Behavior-Study-of-fair-and- handsome-cream
    31. 31. Promotion form TV commercial  "Hi Handsome, Hello Handsome" Print advertising  "Hey man, are you using lipstick? Then why you are using fairness cream of female?
    32. 32. Reasons for the growing demand • Greater access to television, • which has made the Indian consumers beauty consciousness • increased his or her need to look presentable and attractive • Increased advertising in general • Greater product choice and availability http://www.scribd.com/doc/34999913/Fairness- Cream
    33. 33. Demographic Effects • Greater tendency to use fairness creams in Southern India • Frequency of application decreases with age • Highest percentage of users among single working women • Younger women more inclined towards branded products • Men are increasingly using fairness creams http://www.scribd.com/doc/34999913/Fairness- Cream
    34. 34. Vacant Position Need for a newproduct • Fairness products contain bleaching agents which make the skin dry and flaky, especially during the winter season • Consumers need to apply a separate moisturizer after the application of the fairness product • No existing products for use on other visible parts like arms and feet http://www.scribd.com/doc/34999913/Fairness-Cream
    35. 35. Vacant position A fairness product that contains a moisturizer and is priced low enough to be applied on arms and feet
    36. 36. Body lotion brands Nivea hand body lotion Cocoa butter hand lotion Avon naturals conditioning water lily & aloe hand & body lotion Aloe Vera-hand and body lotion Vaseline
    37. 37. Body lotion features Moisturizer Nourishing Whitening Skin Revitalizer
    38. 38. What fairness cream u use? Option Respondents Fair & Handsome 31% Menz active 13% Fair ever 17% Nivea 13% Fair one man 26%
    39. 39. HOW FREQUENTLY YOU BUY CREAMS? Option Respondents Weekly 16% Occasionally 24% Monthly 20% As per need 40%
    40. 40. Survey Characteristics Age group: 20 – 30 Gender : 11 Male & 29 Female Sampling : Convenience sampling
    41. 41. FindingsBRAND PREFERANCE: 72% of the respondent prefer Fair & Lovely 15% of the respondent prefer Garnier 10% of the respondent prefer Olay 3% of the respondent others
    42. 42.  Major factors influencing buyers behaviour is Quality. People change their cream because it doesn’t suite their skin. 80% of consumers are satisfied with their current brand. 35% of consumers prefer brand outlets for buying. 37% of consumers prefer departmental stores.
    43. 43. Background of Market positioning In 1975, HLL launched its first fairness cream under the F&L brand. With the launch of F&L, the market, which was dominated by Ponds (Vanishing Cream and Cold Cream) and Lakme (Sunscreen Lotion), lost their dominant position. The dominance of HLLs F&L continued till 1998, when CavinKare launched its Fairever cream in direct competition with F&L.
    44. 44. Brand positioning Celebrity endorsement – competitive tool. The biggest challenges in marketing communications - to break through ever increasing media clutter. Users and non-users - brands perceive the brand positioning meaning differently.
    45. 45. Background for men fairness creams Customer research which showed that 25-30% of customers of Fairness creams were men. Customer insight paved way for a specialized brand for men. Fair and Handsome is targeted at young urban men aged 15- 35. Fair and Handsome is commanding a market share of over 30-40% in the segment.
    46. 46. TOP 10 BRANDS FOR FAIRNESSCREAMSFAIR AND LOVELY
    47. 47. OLAY NATURAL WHITE
    48. 48. NIVEA VISAGE LOREAL WHITE PERFECTSPARKLING GLOW
    49. 49. LAKME PERFECT NEUTROGENA FINE RADIANCE FAIRNESS
    50. 50. FAIRONE BY SHENNAZFAIREVER HUSSAIN
    51. 51. OTHER BRANDSLOTUS HERBALS BIOTIQUE
    52. 52. TURMERIC SKIN KHADI FAIRNESS CREAM BYCREAM (OIL BASE) MEGHDOOT GRAM UDYOG SEWA SANSTHAN
    53. 53. REFERENCE WEBSITES and ARTICLES1. http://www.copperwiki.org/index.php?title=Fairness_Cream2. http://businesstoday.intoday.in/story/fairness-cream-market-sees- profit/1/17399.html3. http://infobharti.com/indias-top-10/top-10-fairness-creams-in-india.php4. http://www.scribd.com/doc/36712814/Consumer-Behavior-Study-of-fair-and- handsome-cream5. http://www.olay.in/en-in/Pages/NaturalWhiteProducts.aspx6. http://www.garnier.in/_en/_in/our_products/trade87. http://www.fairandlovely.in/foundation/foundation.aspx8. Tackling the Snow White syndrome in India - Rediff.com Get Ahead.html9. The Reasons Humans Have Different Skin Colors.html10. BBC News - Indias unbearable lightness of being.html11. http://bodylotion.net/why-do-you-need-body-lotion-and-creams/12. BBC NEWS South Asia India debates racist skin cream ads.html13. Tejas Article Fair & Lovely Redefining Beauty.htm

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