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Fair & lovely advertising


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An insight into Fair and Lovely's advertising mix. The slides consist mostly of bullet points. The actual presentation included many videos and verbal explanations, therefore forgive me for the lack of detail. The videos can be found at the following link:-

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Fair & lovely advertising

  1. 1. Fair & Lovely Advertising campaign Presented By:- Pranay Pandey Vivek Kumar Virendra Singh10/24/2012 1
  2. 2. HistoryFair & Lovely was launched in 1975and Indian women finally found hopein a tube. In a very short time, Fair &Lovely would become women’saccomplice that would provide herwith the natural fairness that shealways longed for.10/24/2012 2
  3. 3. Advertising Mix• 1975-1982 : THE EARLY YEARS• 1983-1985 : BECOMING THE HOUSEHOLD NAME• 1986-2000 : LIGHTENING UP THE PASSION IN HER• 2001-2006 : CHANGING HER DESTINY• 2006-2008 : EMPOWERING HER TO GO FURTHER 10/24/2012 3
  4. 4. TARGET MARKETSEGMENTING ON THE BASIS OF:• DEMOGRAPHY  Young women aged 18-35  There is repeated evidence that schoolgirls in the 12-14 years category widely use fairness creams.10/24/2012 4
  5. 5.  The lower income groups also are a significant target market for Fair & Lovely.  HLL marketed the product in ‘affordable’ small size pouches to facilitate purchase by the poor.• GEOGRAPHY  Target is generally the south zone followed by the north and the west.10/24/2012 5
  6. 6. UNIQUE SELLING PROPOSITION• Power of beauty.• Fairness in 4 weeks.• Maximum fairness with the power of 8.• For flawlessly fair skin.• Change your story- Fair n Lovely Menz Active.10/24/2012 6
  7. 7. SWOT ANALYSISSTRENGTH• Fair n Lovely’s USP- Power of beauty and fairness in 4 weeks.• Fair n Lovely is one of the most trusted brand for young women in India.• Introduction of Menz Active for men.• Fair n Lovely is the world’s first fairness brand.10/24/2012 7
  8. 8. WEAKNESS• Many markets untapped around the world.• Entrance of foreign companies in India with higher skilled and efficacy to beat the existing or domestic player.• Changing trends resulting in reduction in affinity for fair skin.10/24/2012 8
  9. 9. OPPORTUNITIES• The market is bigger and the potential of the market for fairness is even bigger.• In India beauty seemed to be associated with fairness and not anything else.• It worked for women empowerment, achievement and transformation.10/24/2012 9
  10. 10. THREATS• There are several competitors in the market falling under the same product category.• Fairever is the market challenger for fairness creams followed by others.• Fair n Lovely is now at its maturity stage, so it can slip down to decline stage.10/24/2012 10
  11. 11. STP AnalysisSEGMENTATION AND TARGETTING: Fair & Lovely segmented and targeting• Income-1-5 lac• Age 12-50• Gender-Female• Education-High School and collage educated• Geography-Anywhere in India• Personality-Wishes to take charge of her destiny 10/24/2012 11
  12. 12. POSITIONING:Fair & Lovely has three types of Positioning :• Value Positioning.• Benefits driven Positioning.• Problem/ Solution Positioning 10/24/2012 12
  13. 13. Recommendation• "USE IT...........TO BELIEVE IT"• "Fairness+ Beauty+ Confidence =Attraction" Expect Big, the "wow factor"10/24/2012 13