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Fair and Lovely - Repositioning
The presentation provides an analysis of Fair & Lovely, the world's largest selling skin whitening cream, including its market segmentation, target demographics, and advertising effectiveness. It discusses internal and external influences on consumer behavior and offers recommendations for marketers such as product line extensions and targeting specific reference groups. The conclusion highlights the importance of understanding emotional, social, and psychological factors in influencing buying behavior.
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Fair and Lovely - Repositioning
- 1. Group#4 Anirudh Venkat GSEP13CMM020 AvinashSingh GSEP13CMM023 Prajakta Talathi GSEP13CMM031 Manish Barapatre GSEP13CMM028
- 2. Introduction This presentation willdiscuss Fair & Lovely and present information on the following areas: • An outline of the product • Market Segments • Target Market • Ad Evaluation • The internal influences • The external influences • The implications for marketers • Recommendations • The conclusions and observations. 2
- 3. Product – Fairand Lovely • Fair & Lovely, the largest selling skin whitening cream in the world. Fair & Lovely is marketed by Unilever in 40 countries in Asia, Africa and the Middle East, with India being the largest single market. • Is a brand of the US$3.7 billion Hindustan Unilever Limited(HUL) group • In the "most trusted brands" from HUL in the top 100 list Fair & Lovely ranks 11th • The Fairness Industry has revenues of US$335 million. Of this, fairness creams account for approximately US$300 million, while bleaches make up about US$35 million (HUL,2014) 3
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- 5. Market Segmentation • Segmentation: •A market can rarely satisfy everyone. Not everyone has same motives and needs. That is why marketers start dividing the market into segments (KOTLER & KELLER, 2012). • Segmentation Criteria: Demographic • Gender: Females/Males • Age: Below 16, 16-25, 26-35, 35-45, above 45 • Income Level: High Income, Low Income, Middle Income Psychographic • Social Status: High Class, Middle Class, Lower Class • Self-Image and Social image: Actual and ideal self-image, actual and Ideal social-image (Leon Schiffman et all, 2011) 5 Maslow’s needs hierarchy theory
- 6. Target Segment • InIndian and some other culture fair complexion is seen as an aspect of beauty. • So the target segment is young middle class women who are aspiring to look beautiful. • FemaleGender • 16-25 • 26-35Age Group • Middle IncomeIncome Level • Middle classSocial Status 6
- 7. Effectiveness of Advertisementsand Promotions 7 Global Advertising Research - Understanding Cultural Values of Consumers Source: (Hofstede & De'Mooij, 2010) The concepts of self, personality and identity in turn explain variations in branding strategy and communications. Another area is information processing, including differences in perception and categorisation that influence interpersonal and mass communication, and the working of advertising (Hofstede & De'Mooij, 2010). Cultural values are seen as an integrated part of the consumer's self, not as an environmental factor. For developing effective advertising the consumer must be central (Hofstede & De'Mooij, 2010). Cultural values define the self and personality of consumers. Next we distinguish mental processes and social processes. Mental processes are mostly internal processes, how people think, learn, perceive, categorise and process information. Social processes are about how we relate to other people, including motivation and emotions. Both processes affect interpersonal and mass communication (Hofstede & De'Mooij, 2010). Cultural models help to analyse culture's consequences for the self and personality, mental and social processes, and how these influence global advertising strategy (Hofstede & De'Mooij, 2010).
- 8. Effectiveness of Advertisementsand Promotions 8 Attitude Emotions Memory Source: Adapted from (Zain-Ul-Abideen & Salman , 2012). Hofstede, G., & De'Mooij, M. (2010). The Hofstede Model – Applications to Global Branding and Advertising Strategy and Research. Intenational Journal of Advertising. •An attitude may be defined as “acquire behavioral disposition” (Smith and Swinyard, 1983). •However Adelaar et al. (2003) suggested that behavior is a result of emotional response, which is affected by three independent factors: •Pleasure: •Arousal •Dominance •The relative importance of brand recall will depend on the extent to which consumer makes product related decisions, which leads to the brand awareness (Keller, 2006).
- 9. Evaluate - Fairand Lovely Ad 9 Image Source: http://www.youtube.com/watch?v=fHhKqgOiAs0 http://www.youtube.com/watch?v=e4OudWoqgRo Critics: http://news.bbc.co.uk/2/hi/south_asia/3089495.stm Image Source: http://viragbrand.blogspot.com.au/2012/06/today- people-are-becoming-more-n-more.html http://www.youtube.com/watch?v=UrAFwfbvbjY
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- 11. Internal Influences... Emotion Benefits • BothPositive and Negative Emotions can be used (Steen 2005) • Can cut past the noise consumers are inundated with (Maselli & Marasse, 2009) Limitations • Negatively valenced (Steen & Seligman, 2005) advertising can backfire! (Grancea, 2013) Emotion is a necessary ingredient to almost all decisions (Damasio, 1994) 11
- 12. Internal Influences... Personality andSelf Concept Benefits • Buy product with Brand Personality consistent with their own Self concept (kotler, 2009). • Easy to predict the pattern of consumption (Sarker, et al., 2013) • Help in new product development & positioning (Sarker, et al., 2013) Limitations • Ideal Self Concept & others Self concept (Kotler, 2009) • Difficult to define clearly-it’s a general construct with overlap of behaviour(By Nakanishi,1972 kassarnishi and sheffet,1991) A set of distinguished human psychological traits that leads to relatively consistent enduring response to environment stimuli including buying behavior (Kotler, 2009) 12
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- 14. External Influences... Reference Groups Benefits •Expose individual to new behavior & lifestyle (Kotler, 2009). • They influence attitude & self concept (Kotler, 2009) • Create pressure of conformity that influence brand choice (Kotler, 2009). Limitations • Excessive influence of Key opinion leaders (Kotler, 2009) Two different type • Normative- immediate social network - Friend. Family, teacher (Rao, 1992) • Comparative-socially distant e.g. celebrity (Rao, 1992) Reference groups are all groups that have a direct or indirect influence on attitude & behaviors of person (kotler, 2009). Two different type Normative- immediate social network -Friend. Family, teacher (Rao, 1992) Comparative-socially distant e.g. celebrity (Rao, 1992)
- 15. External Influences... Social Class Benefits •Fulfils a person’s desire to associate with or resemble the typical brand user (Coleman, 1985) Limitations • Understanding does not always follow the Warnerian framework (Fisher, 2013) • Consumers often use expected social class for their consumption patterns (Power, 2009) Relatively homogeneous and enduring divisions in society which are hierarchically ordered and whose members share similar value, interest and behavior (Kotler, 2009) 15
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- 17. Recommendations • Company canlaunch line extension of the product in order to cater to different personalities for their motives (Nakanishi,1972 Kassarnishi & Sheffet,1991) Personality and Self Concept • Use of more positive images (Penn, 2012)Emotions • Marketers can target and influence the referent groups (Kotler, 2009) • Target different reference groups (normative and Comparative) for different variant of product Reference Group • Extensive data collection and mining (Brown,2010)Social Class 17
- 18. Conclusion • This presentationhas achieved the following: • Outlined the product Fair & Lovely fairness cream • Market Segmentation and identified target market • Effectiveness of advertisements and promotions and their attempt to influence behavior of consumer • Factors: • Memory • Emotions • Attitude 18
- 19. Conclusion • Presented theinternal & external influences which influence the consumer’s buying behavior • Internal Influences • Emotion • Self concept / Personality • External Influences • Social Class • Reference Group • Presented the benefits and limits of the above influences • Concluded with Observations and Recommendations • Line extension of product to satisfy different groups • Use of positive images • Influence the influencers • Analyse the modern trends of society with data analystics 19
- 20. References • Hofstede, G.,& De'Mooij, M. (2010). The Hofstede Model – Applications to Global Branding and Advertising Strategy and Research. Intemational Journal of Advertising. • Zain-Ul-Abideen, & Salman , S. (2012). Effective advertising and its influence on consumer buying behavior. European Journal of Business and Management, 3(3). • Latif, Abdul and Abideen, Zain Ul. (2011). Effects of Television Advertising on Children: A Pakistani Perspective. European Journal of Economics, Finance and Administrative Sciences, Issue, 30, pp. 38-49. 20
- 21. Bibliography • Katke, K.(2007). The Impact of Television Advertising on Child Health & Family Spending. International Marketing Conference on Marketing & Society. Retrieved on Dated: 16-04-2014 from http://www.itu.int/ITUD/ict/newslog/content/binary/20-2008jpg • http://news.bbc.co.uk/2/hi/south_asia/3089495.stm • http://www.youtube.com/watch?v=fHhKqgOiAs0 • http://www.youtube.com/watch?v=e4OudWoqgRo • http://viragbrand.blogspot.com.au/2012/06/today-people-are- becoming-more-n-more.html • http://www.youtube.com/watch?v=UrAFwfbvbjY 21
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