The document discusses the marketing strategies of Fair & Lovely skin lightening cream. It provides details on the brand's products, pricing, distribution networks, and promotional activities. Fair & Lovely is Hindustan Unilever's leading skin lightening brand in India with over 30 years of presence and a 53% market share. It utilizes affordable sachet pricing, rural outreach programs, and high-visibility advertising campaigns to promote its skin lightening technology and message of empowerment.

2. PRESENTATION ON
THE MARKETING STRATEGIES OF

3. 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 2003, it
was rated as the Twelfth Most Trusted
Brand in India by ACNielsen ORG-
MARG. In 2004, it was identified as a
Super Brand.

4. 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

5. THE KEY PRODUCTS OF FAIR & LOVELY

6. Place Orientation of Fair &ovely
 Rural Outreach
 Scholarship Schemes
 Fair & Lovely Foundation in the Metros & Abroad
 Promoting into the interiors

7. Price & Promotional aspects
 Availability in affordable
Sachets
 Opt for Discounts & Offers
 High Promotional aspects in
the print as well as television
media
 Organizing Fashion Events

8. MARKETING
STRATEGIES OF
FAIR & LOVELY

9. PRODUCT STRATEGY
Fair & Lovely
•Hindustan unilever’s fair&lovely is the leading skin- lightening
cream for women in India.
•Hindustan 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.
•Triple sunscreen system-protects from the sun’s darkening UVA
and UVB rays.
•Allantoin-activates the FAL vitamin system to give girls and
women radiant fairness

10. PRODUCTS
 Fair & lovely Original
 Fair & Lovely Ayurvedic Balance
 Fair & Lovely Multivitamin
 Fair & Lovely Active Sunblock
 Fair & Lovely Menz Active
 Fair & Lovely Anti-Marks

11.  Fair & Lovely Winter Fairness
 Fair & Lovely Max Fairness For Men
 Fair & Lovely Forever Glow For Ageless

12. 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.

14. 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

15.  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

16.  HUL
Carrying& Forwarding
Agencies
Redistribution Stockists
Wholesalers
Rural Retailers
Consumers

17. Promotional Strategies

18. 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 self-
confidence 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

19.  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 .

20.  Fair & Lovely in the near
future will launch more rule-
changing 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.

21. 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

22. 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.

24. 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. Refunds and Rebates
5. Coupon

25. Modes of Promotion
Online

26. Offline
TV COMMERCIALS

27. NEWSPAPERS

28. MAGAZINES

29. HOARDINGS

30. 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.

31.  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.

32. 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

33.  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