An assignment of management theorySubmitted to, Mr. Palkesh SirSubmitted by, Name Roll NO Amar s Bhavsar  & Nayak Jigar  year 2011-12
Hindustan Unilever Limited (HUL), earlier called Hindustan Lever Limited(HLL) was established in 1933 as Lever Brothers India Limited. HindustanLever Limited (HLL) is Indias largest Fast Moving Consumer Goods Company, with a customer base of 2 out ofevery 3 Indian in the category of Home & Personal Care Products andFoods & Beverages. The company has combined volumes of about 4million tonnes and sales of Rs.10, 000 crores. HLL is also one of thecountrys largest exporters; the Government of India has recognized HLLas a Golden Super Star Trading House.HUL is the market leader in Indian consumer products with presence inover 20 consumer categories such as soaps, tea, detergents and shampoosamongst others with over 700 million Indian consumers using itsproducts Type Public Headquarters Mumbai , India Mr.Harish Manwani , Key people Chairman Douglas Baillie, CEO Industry FMCG Products Tea, soap, detergents Employees 41,000 Parent Unilever Website www.hll.com
Product of Hindustan UniliverKwality Walls Ice CreamHamamLifebuoyRexonaLuxLirilMoti SoapsBreezeLipton TeaBrooke Bond TeaBru CoffeePepsodentFair & LovelyClose UpSurfRinWheel Laundry DetergentKissanAnnapurnaPondsVaselineLakméClinic PlusClinic All ClearSunsilk and Lux ShampoosVimAla BleachDomexPureit Water Purifier
One of The Most Famous Product of Hindustan UniliverHistory:The fairness cream brand was developed by Hindustan Lever Ltd (nowHindustan Unilever Ltd) in 1975.The product was then marketednationally in 1978 the launch of Fair and Lovely was met with muchenthusiasm. In 1988, the brand went international, and is now availablein 40 countries.Fair & Lovely was launched in 1978 in India. (Pretty Old Product) Fair &Lovely is sold in over 30 countries worldwide. These include countriesacross Asia, Middle East and Africa. Fair & Lovely does not containAlcohol.All the oil & fat used in Fair & Lovely products are of vegetable orsynthetic origin only. Fair & Lovely doesn‟t contain any harmfulingredients. All Fair & Lovely ingredients have been safety cleared and areall approved for cosmetic products as per local regulations.All the ingredients used for the base are all widely used in personal careproducts globally and approved by agencies like the BIS (Bureau of IndianStandards) which work together to protect the skin from darkening andgently, safely lightening the skin.
“With the consumers brand is also growing, With the modernization of consumer, brand is also modernizing, With the transformation of women, brand is also transforming with their changing needs.”The tube of Fair and lovely has its presence in many homeswhether they are rich or poor, rural or urban. It is the favourite ofwomen of different age groups ranging from c ollege going girls(even school girls) to older women.Fair and Lovely has dominated the market for long period of timeand nowadays also it is doing pretty wel l despite the increasedcompetition both from domestic and international brands. All thisis because of loyal customer base it has created through greatmarketing efforts of the company. With a pack of Fair and Lovely,the company doesnt only sell the product but also hopes .SUCCESS STORY OF BRANDThe success of a brand depends on various factors such as rightproduct at right time to right consumers with right marketingefforts. There were various advantages for Fair and lovely such as,it has backing by strong company like HUL, which is alwaysconsidered to be acumen of marketing. Furthermore, it was firstproduct to be launched of this kind in India. This Brand alsofocuses on a specially designed marketing drive for villages .ADVERTISEMENTSAdvertisement has always been a great marketing mix for Fair andLovely. The advertisement shows the whitening effect on its coveronly by showing a face six times in whitening progression, aswoman becomes fairer she is even more happier depicted byshowing two pictures of woman as before use and after use. Toverify, instrument such as fairness meter is given along with thepack.The TV commercial of Fair and Lovely also shows highly depressedwomen and after use of Fair and Lovely she fulfill her dreams andmeet with happiness
CONTROVERSIESInitially, the advertisement campaign which was launched by Fairand lovely was somewhat biased toward darker skin and attracteda fair share of controversies with people blaming that fair andlovely mixed beauty with fairness. But now the advertisementcampaign which is focussed on “fulfilling the dreams” and"transforming the women”. HUL did not create prejudice , italready existed there. It used it to increase selling of its product.MEETING DEMANDS OF CONSUMERSPositioning of brand keeps on changing with evolving customers.Initially advertisements were focused on aspiration of girl gettingthe right man, but as aspirations kept on changing,advertisements have also started evolving about achieving career,status, self achievement etc. This can be supported by Airhostessad, Ayurveda ad, Cricket ad of Fair and Lovely. Fair and Lovelyhas always listened to their customers needs and has changedaccordingly thus becoming one of the favourite brands of itsfollowers.
When to Use?Fair & Lovely should be used 2 times a day preferably after washing theface so as to ensure that dirt, dust and grime are removed from the skinprior to applying the product.What Fair & Lovely Says about their Products?More than the benefits given by our technology/products are reversible(that is once the product application is discontinued), the consumer willrevert back to their initial color/skin state within a few weeks. This iswhat makes our technology safe and unique. The Fair & Lovely getsabsorbed into the skin as soon as you rub it in gently. Fair & Lovelyavoids leaving oily look. Fair & Lovely says that their products aresuitable for all skin types and are not known to have any side effects. “Here are the photos of my Fair & Lovely Multi vitamin Cream”There are 4 variants of Fair & lovely are available in the Market:Fair & Lovely Multi vitaminFair & Lovely Ayurvedic CreamFair & Lovely Anti MarksFair & Lovely Menz Active
SWOT AnalysisStrength1. Fair & Lovely brand is Worlds first and largest Fairness cream brand2. Presence in 40 countries and a value of around Rs.6 billion3. Line Extension to premium soap „ Fair and Lovely Soap‟4. Enjoys high levels of Consumer Awareness for the brand5. Excellent , top-of-the-mind name, and good distributionWeakness1.Categorization of women on the basis of skin color, has led to manyissueswith activists and human rights leading to Negative Publicity2.Extremely tough competition in skincare marketOpportunity1. Fair & Lovely Foundation which aims at empowerment of women2. Fair & Lovely Scholarship for underprivileged girls3. Introduction of „Menz Active‟ fairness cream for MenThreats1. Several competitors in the market2. Challenges to deal with consumer choice and buying behavior3. Legal issues often hamper the brand imageCompetitors1.Fairever (Cavin Care)2. No Marks (Ozone Ayurvedics)3.Vicco
Index No1) Company Details2) Product information3) Product Photos4) Details of fair&lovely5) Success of brand6) Marketing7) Controversies8) Fair&lovely say about this product9) SWOT analysis10) Logo of uniliver11) Reference