Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Fair & Lovely Consumer behaviour


Published on

Published in: Education, Business, Technology
  • Be the first to comment

Fair & Lovely Consumer behaviour

  2. 2. INTRODUCTION 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.
  4. 4. Objectives of Fairness Cream  Perception of people towards fairness cream  Factors influence their behaviour towards fairness     cream. 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 cream. Frequency of using fairness cream. To study consumer satisfaction level about usage of fairness cream
  5. 5. “Scope of the study” The scope of the study covers almost all categories of fairness creams. 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. 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 me. a)Primary Sources: Questionnaire Design b)Secondary Sources: Magazine Internet Web Sites
  8. 8. “Designing data collection forms” The three methods available are  Observation method  Survey method  Experiment method.
  9. 9. “Determining sampling design and sampling size” Sample Design:  In our project report, We used probability sampling, where all the users of Fairness Cream have equal chance to be selected in sample. Sample Size:  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. 10. “processing and analyzing the collected data” 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.  Tables  Pie-Charts
  11. 11. Result of the survey
  13. 13. Gender Response male 32% female 68%
  14. 14. According to Income Below 10 10k-15k 15k-20k Above 20
  15. 15. According to Age 25-30 5% 18-25 33% 30 above 3% below 18 59%
  16. 16. According to Qualification Masterz 8% Bachelor 17% Matric 50% Hssc 25%
  17. 17. PRODUCTS  Fair & lovely Original  Fair & Lovely Ayurvedic Balance  Fair & Lovely Multivitamin  Fair & Lovely Active Sunblock  Fair & Lovely Menz Active  Fair & Lovely Anti-Marks
  18. 18.  Fair & Lovely Winter Fairness  Fair & Lovely Max Fairness For Men  Fair & Lovely Forever Glow For Ageless
  19. 19. Pricing Strategies of FAL  All fair and lovely products are available in sachet form just for Rs.5, Rs.10, Rs.15  India is a medicinal driven product market which changed the pricing behavior of the fair and lovely products.  Targets at all classes of people.  Global market target group.  Provides offers and discounts.
  20. 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. 21.  Distribution framework Objectives and intentions  Broad basing their sales and marketing activities across the country.  In terms of town coverage, dealer network and new approaches to communication strategy.  Plan and implement sales and marketing activities to achieve their Targets.  Fine tune all marketing inputs in terms of media and other budgets to meet territory specific needs.  Identify performance targets with specific responsibility centres and  Improve cost effectiveness of its operations
  22. 22.  HUL Carrying& Forwarding Agencies Redistribution Stockists Wholesalers Rural Retailers Consumers
  23. 23. Promotional Strategies
  24. 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. 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 self-confidence.  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. 26.  Fair & Lovely in the near future will launch more rulechanging innovations, even as it consolidates its existing range through market activation and sampling.  One of the most interesting and far-reaching recent developments has been the launch of ‘Fair & Lovely Foundation.  Foundation has undertaken various projects and initiatives in keeping with its vision of taking women to a brighter future.
  27. 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. 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 looking husband.  Phase2. 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.  Phase3.  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. 29. Some of the methods of sales promotion of Fair n lovely 1. Price discounts or price-off deal 2. 3. 4. 5. Price pack deals Bonus pack and Branded pack. Refunds and Rebates Coupon
  30. 30. Modes of Promotion Online
  31. 31. Offline TV COMMERCIALS
  32. 32. NEWSPAPERS
  33. 33. MAGAZINES
  34. 34. HOARDINGS
  35. 35. CONCLUSION  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. 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.
  37. 37. 5 4.5 4 3.5 3 female user 2.5 miidle age user men user 2 1.5 1 0.5 0 1980-1994 1995-2000 2001-2006 2007-2010
  38. 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