This document provides an overview of Unilever Pakistan and its skin lightening brand Fair & Lovely. It discusses that Unilever Pakistan was established in 1958 and is now the largest fast moving consumer goods company operating in Pakistan. It also notes that Fair & Lovely is Unilever's leading skin lightening cream for women, developed in 1975. The document outlines Fair & Lovely's products, promotion strategies including TV, magazines and billboards, and discusses its value proposition, pricing, delivery chain and innovation. It concludes that Fair & Lovely remains the market leader but faces increased competition that it must be proactive to address.

2. Presentation on

3. Noman Akram Ansari
MBE-11-06

4. INTRODUCTION TO
Unilever is a
multi national
company
It is one of the
largest
consumer
goods
companies in
the world
Its brands are
on sale in 151
countries

5. UNILEVER PAKISTAN
Unilever Pakistan formerly
lever brothers was
established in Pakistan in
1958
First site in Pakistan was
Rahim Yar khan
Largest FMCG company
now operating at various
locations in Pakistan

6. CEO of Unilever in Pakistan
“Ehsan Malik”
CHIEF EXECUTIVE
OFFICER(CEO) OF
UNILEVER in
Pakistan..

7. UNILEVER regional office MULTAN
MR. Anwer Khan
(Area Manager Unilever)

8. Some Food Brands of unilever

9. Some Home Care Brands of unilever

10. Some Personal Care Brands of unilever

11. INTRODUCTION
Fair & Lovely developed in 1975, is
the world’s first fairness cream. It
contains no bleach or harmful
ingredients. Instead, it provides
visible fairness in a safe and
reversible process. In 2004, it was
identified as a Super Brand.

12. 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.
Fair & Lovely’s brand-essence of
‘Rescripting Destiny’ has played a
decisive role in its noteworthy
presence in over 30 countries
INTRODUCTION

14. BRAND
• Unilever’s fair&lovely is the leading skin-
lightening cream for women.
• Unilever proudly states fair & lovely as the
world’s No.1 fairness cream.
• It redefines the route to fairness with an
advance multi-vitamin fairness nourishment
formula.
• Active Sunblock protects from the sun’s
darkening UVA and UVB rays.
• Multi Vitamin Facewash activates the FAL
vitamin system to give girls and women
radiant fairness

15. • Fair & lovely Advanced Multivitamin.
• Fair & Lovely Anti-Marks
• Fair & Lovely Forever Glow
• Fair & Lovely Active Sunblock
• Fair & Lovely Menz Active
• Fair & Lovely Multi Vitamin Facewash
• Fair & Lovely Winter Fairness
• Fair & Lovely Max Fairness For Men
• Fair & Lovely Forever Glow For Ageless
PRODUCTS

16. PROMOTION
T.V ad: Fair lovely has placed TV added quite frequently during the change of their
product line.
Newspaper: Fair and lovely is giving their newspaper advertisement but not frequently.
Billboard: Some billboards are shown in the different areas of citys and some
highways to reminder the consumer about the product.
Magazines: Fair and lovely is giving their add effectively to some magazines.
Color and movement: The billboards and TV ads are very colorful and meaningful
according to the product.
Position: In magazines the usual place of fair and lovely in the front page and news
Paper it shown in the middle.

17. PROMOTION
• 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.
• All the Fair & Lovely ads carry the brand’s
message of hope and self-confidence.

18. Some of the methods of sales promotion of Fair n
lovely
1. Price discounts or price-off deal
2. Price pack deals
3. Bonus pack and Branded pack.
4. Coupon

19. Modes of Promotion
Online

20. TV COMMERCIALS
Modes of Promotion

21. MAGAZINES
Modes of Promotion
MAGZENES

22. Modes of Promotion
HOARDINGS

23. The 4V’s of Fair & Lovely:
• Value Innovation
• Value Pricing
• Value Delivery Chain
• Value Proposition

24. PRODUCT Fair & Lovely
PERFORMANCE Performance is very high in this product
FEATURES Original/ Natural Fragrance, Environmental
Friendly , Completely Safe, Long Lasting Effect,
New Design and Shape, Attractive Packaging
CONFORMANCE: It is a usable and enjoyable product that is
completely safe for humans. product meets
specifications and they are emphasizing on ‘0’
defects
RELIABILITY Assure quality of product that is completely made
sure different from others. But most of them can
rely on this.
DURABILITY It depends on how it has been used.
PACKAGING Special Packaging Is the part of Value innovation
Strategy. Fair and lovely packaging is very good
and thy use nice color in their packaging
The 4V’s of Fair & Lovely:
• Value Innovation:

25. Value Pricing:
We know that fair and lovely is one of the symbols of status of Unilever.
The price is not that much higher than the competitors

26. Value Delivery Chain of Fair & Lovely:
They have strong distribution
channel. It is very easy to get
any products of Unilever and
fair and lovely is one of their
strong products which have
huge demand in our country.
The target market of fair and
lovely is huge. Because of
strong distribution channel
we can get fair and lovely
productsfrom any retail store

27. Value Proposition:
The promotion strategy of fair and
lovely is changing day by day. But their
main focus is women. But now a days
they are trying to change their
promotion also the products. As they
launched a new products for men. And
they did their advertisement with men
models which got a huge response from
the customer of menz active.

28. 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. Extending the core message of the
brand through the product and communicating by its
promotional strategies.
• The user of fairness products is more evolved than before. But
the traditional fairness cream is still has its loyalists amongst
the lowest SECs. Whether it is fair or not, fairness products
and their communication to tempt marketers to try and get as
many consumers as possible.