This PowerPoint Presentation is about the marketing strategies of various fairness cream brands categorized under : Market leader, Market Challenger, Market Follower and Market Nicher. It is made by referencing the Hard Copy of a Case study named : Fair & Lovely : Creating Demand.

1. Prepared By:-
Samarendra Barik (1401247003)
Neha (1401247014)
Md. Ahtezaz Parways (1401247026)
Ranjeeta Raj (1401247029)
Rajdeep Biswas (1401247033)

2. Case study on Market Strategies of Various
Fairness Cream, Soaps and Talc Brands
categorized under:
Market Leader
Market Challenger
Market Follower
Market Nicher

3. Findings of the case study
 Market Leader : Hindustan Unilever(HUL)
/Hindustan Lever (HLL).
 Market Challenger : CavinKare(CK), Godrej,
Emami.
 Market Follower : Nivea, Neutrogena,
Revlon, Avon, Garnier and small
counterfeiter brands.
 Market Nicher : Paras, Ayurvedic Concepts,
P&G’s Olay, Neutrogena.

5.  Position Defense : HUL/HLL, first to realize
the fairness products. No competitors in the
initial stage, enjoyed a great market share
under famed brand name of Fair and Lovely,
even after facing competitions from other
brands.
 Mobile Defense/New Customers : After success
of fairness creams for women, done brand
extension by launching Fair & Lovely cream for
men. (Fair&Lovely Menz Active). Extended its
Vaseline range into Fairness Products.

6.  Further in the later years it also launched Fair
and Lovely Fairness Soap.
 Contraction Defense : Consumer’s positive
perception towards soaps compared to creams,
thus HLL launching portfolio of soaps:
1. LUX skincare soap, didn’t work out though.
2. Fair & Lovely fairness soap, it worked out.
 Flank Defense/More Usage :
1. 50% grammage in its F&L pack,
2. Replaceable cap on its Rs. 5 sachet. (multi
use)

7.  Preemptive Defense/ More Customers :
Aggressive advertising : Highlighting the
nature of the product; promises of increased
complexion and claims regarding the
deliverance of the promise.
 Counteroffensive Defense : HLL filed a patent
infringement suit against CK.

9.  Frontal Attack : CavinKare and Godrej matched
itself with HLL/HUL in terms of
advertisements. Godrej released Rs. 5 sachet for
the first time.
 Flank Attack : Segmental marketing by Emami
Fair & Handsome cream for men (the 1st one to
launch the men’s fairness cream in 2005).
 Geographical attack by Emami and CavinKare,
planed to export their fairness brand to African
and Asian countries.

10.  Bypass Attack : Godrej, for the first time,
introduced a Fairness soap called FairGlow
Fairness soap, then leapfrogging with a new
product called Nikhar, enriched with natural
ingredients, viz., milk, turmeric and gram flour,
which were used by Indian household's for
generations.
 CavinKare leapfrogged the fray by including
saffron in the Fairever cream.
 Note: Page 4 : Emami : Products variants were
launched targeting not only women, but also
men.

11. Counterfeiter
Brands

12.  Counterfeiter : Pure and Lovely, Fare and
Lovely, Fourever, ForEver, etc. were the
counterfeiter “fly by night” operated, low cost
and low quality products, packaged and named
quite similarly to the top brands.
 Adapter : Revlon, Avon, P&G’s Olay,
Neutrogena and Garnier introduced improved,
modified and high quality products as they
entered late into the Fairness segment.

13. Ayurvedic
Concepts

14.  Ayurvedic Concepts : The fairness creams are
usually targeted for the customers who prefer
Ayurvedic treatments to their health problems.
 Paras pharma (Recova Fairness Cream) though
stepped into the fairness products segment with
others like Revlon, Neutrogena, etc., but it has a
very limited market share, also as it is made by
a pharma company, it relates more to the
medical shop than fairness shop.

15.  Brands like P&G (Olay), Neutrogena, Garnier
are Up-Market brands targeting only the high-end
customers. Avon’s tagline is “company for
women”, thus targeting only the same.
References:
 Kotler, Keller, Koshy & Jha, Marketing
Management, Pearson Education