After studying the theoretical concepts of a topic, understanding its practical implications and applications is the next step in the learning process. This Project of Marketing Management Part is last. For this report, I tried to find out about the Marketing Strategy of marketing of the reputed brand of the world, namely Fair & Lovely.

1. Fair & Lovely
Marketing Plan
2017
SUBMITTED BY: AFIFA KHANAM ESHA
ID: 1731165, SECTION: 01
INDEPENDENT UNIVERSITY, BANGLADESH | MBA: 506

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Letter of Submission
Date: 10.07.2017
Dr. Serajul Haque
Lecturer
Department of Business Administration
School of Business
Independent University, Bangladesh
Subject: Submission of assignment
Dear Sir
Here is the assignment that we assigned on the topic as per your request. The assignment has
been completed by the knowledge that we have gathered from the course “MBA 506”.
We are thankful to all those persons who provided us important information and gave us
valuable advices. We would be happy if you read the report carefully and we will be trying to
answer all the questions that you have about the assignment.
We have tried our label best to complete this assignment meaningfully and correctly, as much as
possible. We do believe that our tiresome effort will help you to get ahead with this sort of
venture. In this case it will be meaningful to us. However, if you need any assistance in
interpreting this assignment please contact us without any kind of hesitation.
Thank you.
Yours obediently,
Afifa Khanam Esha
MBA 506
ID: 1731165, Section: 01

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Table of Content
Contents
History...........................................................................................................................................................4
Vision.............................................................................................................................................................5
Purpose, values & principles.........................................................................................................................5
The World’s First Fairness Expert .................................................................................................................5
Impacting Lives of Women ...........................................................................................................................6
Fair & Lovely Foundation..............................................................................................................................7
Product Information .....................................................................................................................................7
Fairness Clean Up Face Wash .......................................................................................................................8
Fair & Lovely Advanced Multi Vitamin..........................................................................................................9
Ayurvedic Care..............................................................................................................................................9
Winter Fairness Cream................................................................................................................................10
BB Cream.....................................................................................................................................................11
Max Fairness Multi Expert Cream...............................................................................................................11
Max Fairness Face Wash.............................................................................................................................12
Target Market .............................................................................................................................................15
Promotion Strategies used by Fair & Lovely...............................................................................................16

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Executive summary
After studying the theoretical concepts of a topic, understanding its practical implications and
applications is the next step in the learning process. This Project of Marketing Management Part
is last. For this report, I tried to find out about the Marketing Strategy of marketing of the reputed
brand of the world, namely Fair & Lovely.
First, I reviled the historical background of the brand in question. I covered in detail the various
aspects of Fair & Lovely from its inception to its becoming the strongest brand. Next, I covered
the target markets of Fair & Lovely, trying to cover mostly in Bangladesh
In this assignment, I have given the basic ideas regarding fair and lovely. Unilever Corporation’s
involvement in this technology, their pioneering steps in developing this instrument of
communication, their latest activities & the image they have established in the general consumers
mind etc. have been discussed. In the end, there are the discussions regarding fair and lovely in
the contexts of Bangladesh.

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Introduction
This my marketing management report, which concentrates on the basic elements of marketing.
The brand that I have chosen is Fair and Lovely fairness cream, this is a popular skin lightening
cream. Fair and lovely is a premium fairness brand which has a respectable market share. It has a
major consumer base and strong hold over the market. Fair and Lovely has been around for a
considerable time and it has survived environmental changes. This report will consist of the
information that I have gathered along with analysis of the brand.
Company profile
Unilever Bangladesh (UBL) is the leading Fast-Moving Consumer Goods Company in
Bangladesh with a heritage of 50 years and products that are present in 98% of Bangladeshi
households. Unilever has a simple but clear purpose – to make sustainable living commonplace.
They believe that this is the best long-term way for business to grow.
History
In the 1890s, William Hesketh Lever, founder of Lever Brothers, wrote down his ideas for
Sunlight Soap his revolutionary new product that helped popularize cleanliness and hygiene in
Victorian England.

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It was “to make cleanliness commonplace; to lessen work for women; to foster
health and contribute to personal attractiveness, that life may be more enjoyable
and rewarding for the people who use our products”.
That sense of purpose and mission has always been part of Unilever’s culture. In the 21st
century, they are still helping people to look good, feel good and get more out of life – and their
purpose as a business is ‘making sustainable living commonplace’.
Vision
Unilever Bangladesh’s vision is to grow business, while decoupling environmental footprint
from growth and increasing positive social impact.
Purpose, Values & Principles
Unilever Bangladesh’s Corporate Purpose states that to succeed requires "the highest standards
of corporate behavior towards everyone they work with, the communities they touch, and the
environment on which they have an impact."
Fair and Lovely
In 1973, a research scientist in the Hindustan Unilever lab discovered that vitamin B3 could
lighten skin color when applied topically. Realizing its potency and immense potential, he began
exploring the possibility of using it to alter skin pigmentation.
The World’s First Fairness Expert
After two years of meticulous research and experimentation, the world’s first lightening cream,
Fair & Lovely, was launched. Using 100% safe ingredients, it provided effective and visible
fairness to women, and more than that, it provided hope. Hope to millions of women around the
world, especially in Asia, who desired fairer and even-toned skin, for how it made them feel
about themselves, and for how it made the world see them.

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Being firmly established as the global leading fairness cream doesn’t mean we stop
innovating. It means we work harder at it than ever. Fair & Lovely had its genesis
in a scientific discovery, and science is where the heart of our business always is. Through
unceasing rigorous research and development, we seek to deliver fairness treatments with
superior efficacy, to reach more and more women around the world.
Figure 1: 40 Years of Innovation
Impacting Lives of Women
Fair & Lovely has reflected a Women’s Dreams for the past 40 years. This is a brand, which has
championed the deepest ambitions and desires of women. Throughout its history, Fair & Lovely
has inspired women to go for their dreams, even if they were at odds with what society expected
them to do. In the 80’s, when society expected women to marry mostly via arranged marriages,
Fair & Lovely gave them hope that women could marry by choice. In the 90s, when women
desired not just marriage but also an equal partnership, Fair & Lovely inspired them to believe
that this was possible. In the 2000s, when society believed that a woman’s place was at home,
Fair & Lovely encouraged her to choose her own career. And today, when despite much
progress, women still don’t get equal opportunities and society continues to impose barriers for
women, Fair & Lovely will give women the confidence to overcome their own hesitations &
fears to achieve their true potential.
Fair & Lovely wants to create a positive change in the society in its own small way – by helping
women get the confidence to pursue their dreams and ambitions. Fair & Lovely will do this by
not just inspiring women but also enabling them by giving opportunities like higher education,
career and entrepreneurship via the Fair & Lovely Foundation.

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CSR
Fair & Lovely Foundation
Fair & Lovely Foundation was instituted as part of Fair & Lovely’s brand philosophy of
empowering women to give them the confidence and self-belief to pursue their dreams. The key
focus of Fair & Lovely Foundation is to make a meaningful difference to the lives of the young
girls who receive the scholarship so that they become an inspiration for many more young
women like them to have the confidence and self-belief to pursue their dreams. Fair & Lovely
Foundation is our global initiative to economically empower millions of women and positively
impact society. They invest heavily in the potential of women, to enable them to change their
destiny.
They help women create pathways to self-reliance by providing scholarships for higher
education, vocational and job readiness training, and career guidance. Launched in 2003, the
initiative has impacted thousands of women across India, Bangladesh, Pakistan, Egypt and Saudi
Arabia with more countries being covered each year.
Their flagship Scholarship program grants up to BDT 1 Lakh to deserving women with
outstanding academic records through a national application process. To date, they have made
access to quality higher education a reality for over 1200 women.
Their message to women everywhere – Step up, challenge yourself, pursue your dreams and take
control of your destiny.
Product Information
The World’s No. 1 fairness cream brand, Fair & Lovely, is used by nearly 80% of the households
of Bangladesh, making it the second biggest Fair & Lovely market in the world. Over the years,
Fair & Lovely has constantly evolved and expanded in its quest for perfection and the
technology is now available in around 27 countries across the world. The brand believes in
empowering women by inspiring them to challenge the low expectations that society has from
them and to go for their dreams.

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Fair & Lovely's skin-lightening technology is known to be the best in the world.
However, this hasn’t stopped the brand from innovating further to pioneer the
development of cutting-edge fairness solutions.
The brand's commitment towards empowering individuals has inspired the initiation of Fair &
Lovely Foundation. Fair & Lovely Foundation was established in 2003, completely dedicated to
the empowerment and progress of Bangladeshi women. Time after time the foundation initiated
various education & employment-related programs that give individuals the power to overcome
all barriers & change their lives.
Fairness Clean Up Face Wash
Fairness like a parlor clean up, every day.
Fair & Lovely fairness face wash gives you the 3-step expert action,
which Cleanses, Exfoliates and Massages with Multi Vitamin
formula.

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Fair & Lovely Advanced Multi Vitamin
Fairness like Laser Light Treatment
For best fairness results, skin experts around the world use Laser
Treatment. Now experience Fairness like Laser Light Treatment
with Fair & Lovely’s best formula.
Ayurvedic Care
Not Just a Cream, It’s a Golden Glow Treatment
Fair & Lovely Ayurvedic care has a unique blend of 16 natural
ingredients that work to give your skin an Ayurvedic Golden Glow
Treatment.

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Winter Fairness Cream
Fairness expert for soft, fair skin in winter
A winter fairness cream rich in advance multi vitamins and
essential moisturizers for soft, fair skin.

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BB Cream
Fairness cream with a make-up finish
An expert product that brings together the benefits of foundation and fairness cream.
Max Fairness Multi Expert Cream
Multi-Expert™ Solution for a Fair and Confident Face.

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Fair and Lovely MEN Max Fairness Multi-Expert Fairness Cream.
Max Fairness Face Wash
Magnet action for a cool bright look.
Fair & Lovely MEN Max Fairness Face Wash removes
Dullness and Pollution for Instant Fair Look.
Competitors

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4Ps
Prices are important part in the fairness creams. Prices are highly variable across the various
segments of the products. Products in the low category are in the price range of about 85-100
taka. They vary according to size (25gm, 50 gm, 80 gm, 100 gm and 200 gm). Prices are crucial
in the lower end as they target the mass crowed and hence they should keep the prices
competitive. As for the middle end and higher product the prices are more on quality as they are
not targeting the masses but concentrate on effectiveness and quality of the product.
Pricing decisions should consider profit margins and the probable pricing response of
competitors. Pricing includes not only the list price, but also discounts, financing, and other
options such as leasing. Currently Low-price strategy is being followed by the company about
Fair & Lovely.

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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 like the objectives of all the other firms, and has been
stated below:
• Survival.
• Market Share.
Fair & Lovely has adopted many pricing strategies over the years which have been successful
and helped the brand in becoming more acceptable and the company a good deal of profits. The
pricing methods used by Fair & Lovely are as follows: -
Mark-up pricing:
Mark-up price is the difference between theosophy ago odor service and its selling price. A
mark-up is added on to the total cost incurred by the producer of a good or service in order to

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create profit. The total cost reflects the total amount of both fixed and variable
expenses to produce and distribute product.
Product line pricing:
Product line pricing is used when a primary product is offered with different features or benefits,
essentially creating multiple "different “products or services fully stocked with all the features
and add-ons. Each product would then be priced accordingly.
Promotional pricing:
Promotional pricing is a sales and marketing technique. It involves reducing the price of a
product or service to attract customers. Promotional pricing often involves reducing prices to
unsustainably low levels. Income cases, products and services may be sold at or below cost. A
buy one gets one free scheme may even be used. When this is done, interest in goods can be
greatly increased; meaning sales are also likely to increase dramatically.
Target Market
The target market for Fair & Lovely is predominantly young women aged 18-35. Disturbingly,
“there is repeated evidence that schoolgirls in the 12-14 years category widely use fairness
creams”. The poor also are a significant target market for Fair &Lovely. HUL marketed the
product in ‘affordable’ small size pouches to facilitate purchase by the poor. Fair & Lovely
targets the poor or those at the ‘bottom of the pyramid’ as well.
Demographic:
Age: - 15 to 45 years
Gender:
• Female are more ardent buyers of fairness cream
• Yong women aged 15-25 years
• School girls aged 12-14 years

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• Middle class families (rural, urban people)
• Also, men aged 15-45 and school boys aged 12-14 years
Female:
Fair & Lovely- Anti- Marks Cream, Anti-Marks for blemish skin, Ayurvedic Balance, Multi
Vitamin winter fairness cream.
Male:
Max Fairness for Men, Menz Active Cream
Income Group:
1 to 3 lakhs income groups are a big customer group for fairness cream.
Promotion Strategies used by Fair & Lovely
Advertising Tools:
• TVC
• Digital Marketing
• Bill Board
• Newspaper
Advertising Objectives:
• Affective association: Destiny & Romance
• Building brand awareness and developing strong customer perception about the brand
• Enhancing brand image
• Recall of brand/products
Advertising Appeal:

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• Emotional appeal to grab attention
• Mass appeal to communicate product usage and its positive effects on
beauty
• Fear appeal to grab attention
SWOT Analysis of Fair & Lovely
Strengths:
• High awareness level.
• Distribution Level of HUL makes it easily available in any retail shop, cosmetic outlets,
chemist shops etc.
• Innovative Promotion Pattern.
• Most trusted brand for young women in India.
• More than 50 per cent people prefer Fair & Lovely over any other brand.
• World's first and largest Fairness cream brand.
• Present in 40 countries.
• A value of around 6 billion.
• Global Market share over 53 %
• 2000 crore fairness market in Subcontinental
Weaknesses:
• Chunk of products were launched, most of them remained unpopular.
• Decline in market share from 90% to 53%.
• Inability to attract premium segment.
• Inadequate promotion of Men’s cream.
Opportunities:
• Huge untapped market around the world.
• Men fairness market is growing at a rate of 25% every year.

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Threats:
• There are several existing competitors in the market with the same product category.
• The brand has had its share of negative publicity, with women’s groups calling the ad
regressive.
• Emami’s Fair and Handsome has been growing at almost 45 per cent one year-on-year
basis.
• Entrance of foreign companies in Indian market with better skills and efficacy to beat the
domestic players.
• The consumers off late are inclined towards premium action, which is why the focus is on
this segment. By and large consumers are averse to taking chances with products
perceived to be low in value when it comes to personal care, say analysts. That is also
contributing to this trend of premiumization.
Conclusion
This report has been highly useful in the sense that it has helped me in gaining a practical feel
regarding marketing. I have been able to relate and apply the concepts in the book to real life
brands. It has been of immense help for me. After completing this report, I can analyze brands in
a more effective and reliable manner. Choosing a well-known brand like Fair and Lovely was a
great benefit, because the insight that I got from it was amazing and fascinating. I have learned
out of this whole study will remain valuable for me throughout my career.
References
https://www.fairandlovely.com.bd
https://www.daraz.com.bd/fair-lovely/
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUK
Ewja0cr2n_7UAhWMv48KHb7XCuMQFggnMAA&url=https%3A%2F%2Fwww.unilever.com.bd%2Fbrands
%2Four-brands%2Ffair-and-lovely.html&usg=AFQjCNF1wppGjkcGRaCpA2FlDvXXctzPpw
https://www.facebook.com/fairandlovelybd/?ref=br_rs

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https://www.facebook.com/fairandlovelyindia/?ref=br_rs