After studying the theoretical concepts of a topic, understanding its practical implications and applications is the next step in the learning process. This Project of Marketing Management Part is last. For this report, I tried to find out about the Marketing Strategy of marketing of the reputed brand of the world, namely Fair & Lovely.
This document presents information about Fair & Lovely skin fairness cream brand. It discusses the history of the brand starting in 1975 as the world's first fairness cream. It outlines the brand's various skin lightening products and competitors. The document also covers Fair & Lovely's target market of young women aged 18-35, and its scholarship programs to support education for women in India. A SWOT analysis identifies the brand's strengths in market presence, weaknesses in issues with activists, opportunities in new products and empowerment programs, and threats from competitors and legal challenges.
This slide gives you the result of a secondary research on Shampoo Market in India.This research gives you the Shampoo market size,the different segments in the shampoo market,the different companies and their brands in shampoo market,prominent brands in consumer and B2B market,The SWOT analysis of Cavinkare and suggestion for Cavinkare.
The document discusses cultural factors that influence the cosmetics market in China, Japan, and South Korea. It outlines differences in areas like language use, perceptions of beauty, motivations for purchasing cosmetics, and attitudes towards foreign brands. For example, Chinese women prefer subtle makeup while South Korean women prefer light pink tones. The document also examines L'Oreal's strategies for adapting to each market, such as acquiring local brands and ambassadors in China and focusing on skincare in South Korea. Overall, the cultural dimensions identified by Hofstede, like individualism and power distance, impact how consumers analyze, react to, and behave in the cosmetics industry across Asia.
Clinic All Clear is HUL's anti-dandruff shampoo brand that contains Vita-ACE to fight dandruff while restoring nutrients to hair. It has a 39.6% market share in India's Rs. 21.41 billion anti-dandruff shampoo category, second to market leader Head & Shoulders. Clinic All Clear recently rebranded with new packaging and positioning from "No Dandruff" to "Soft and Silky Hair" to focus on hair health beyond dandruff removal. Market research was conducted to understand consumer preferences and inform future marketing strategies to increase awareness of Clinic All Clear's benefits versus other HUL shampoo brands.
Marketing and Advertising strategy of Fair & LovelyRevathi Basara
Presented at St.Mary's Degree college as an assignment for Advertising subject. this presentation includes the latest information about advertising and marketing styles of the product ( Fair & Lovely) and the criticisms it has to deal with in society.
The marketing plan is for Allenora shampoo produced by Zapotol corp. The shampoo will be distributed in Pakistan and targets both men and women but mainly women. It will be available in 100ml, 200ml, and 400ml bottles as well as sachet packets. The plan is to become a strong shampoo brand within 5 years. The shampoo has 7 benefits including anti-damage, anti-dandruff, and conditioning. It will compete with popular brands like Head & Shoulders, Clear, Sunsilk, and Dove. Market research will be conducted to understand customer preferences and feedback on packaging, quality, and performance. The shampoo will be positioned as a
This document presents information about Fair & Lovely skin fairness cream brand. It discusses the history of the brand starting in 1975 as the world's first fairness cream. It outlines the brand's various skin lightening products and competitors. The document also covers Fair & Lovely's target market of young women aged 18-35, and its scholarship programs to support education for women in India. A SWOT analysis identifies the brand's strengths in market presence, weaknesses in issues with activists, opportunities in new products and empowerment programs, and threats from competitors and legal challenges.
This slide gives you the result of a secondary research on Shampoo Market in India.This research gives you the Shampoo market size,the different segments in the shampoo market,the different companies and their brands in shampoo market,prominent brands in consumer and B2B market,The SWOT analysis of Cavinkare and suggestion for Cavinkare.
The document discusses cultural factors that influence the cosmetics market in China, Japan, and South Korea. It outlines differences in areas like language use, perceptions of beauty, motivations for purchasing cosmetics, and attitudes towards foreign brands. For example, Chinese women prefer subtle makeup while South Korean women prefer light pink tones. The document also examines L'Oreal's strategies for adapting to each market, such as acquiring local brands and ambassadors in China and focusing on skincare in South Korea. Overall, the cultural dimensions identified by Hofstede, like individualism and power distance, impact how consumers analyze, react to, and behave in the cosmetics industry across Asia.
Clinic All Clear is HUL's anti-dandruff shampoo brand that contains Vita-ACE to fight dandruff while restoring nutrients to hair. It has a 39.6% market share in India's Rs. 21.41 billion anti-dandruff shampoo category, second to market leader Head & Shoulders. Clinic All Clear recently rebranded with new packaging and positioning from "No Dandruff" to "Soft and Silky Hair" to focus on hair health beyond dandruff removal. Market research was conducted to understand consumer preferences and inform future marketing strategies to increase awareness of Clinic All Clear's benefits versus other HUL shampoo brands.
Marketing and Advertising strategy of Fair & LovelyRevathi Basara
Presented at St.Mary's Degree college as an assignment for Advertising subject. this presentation includes the latest information about advertising and marketing styles of the product ( Fair & Lovely) and the criticisms it has to deal with in society.
The marketing plan is for Allenora shampoo produced by Zapotol corp. The shampoo will be distributed in Pakistan and targets both men and women but mainly women. It will be available in 100ml, 200ml, and 400ml bottles as well as sachet packets. The plan is to become a strong shampoo brand within 5 years. The shampoo has 7 benefits including anti-damage, anti-dandruff, and conditioning. It will compete with popular brands like Head & Shoulders, Clear, Sunsilk, and Dove. Market research will be conducted to understand customer preferences and feedback on packaging, quality, and performance. The shampoo will be positioned as a
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.
Impact of Celebrity endorsement on Consumer Buying BehaviourSanober Khan
This document provides a research report on the impact of celebrity endorsement on consumer buying behavior. It begins with an introduction and background on the topic. The objectives are to explore consumer perceptions of celebrity endorsed brands and the influence on buying intentions. The methodology section outlines the research design, sample, variables, and plan for data analysis. Key terms are defined such as celebrity endorsement, purchase intention, and consumer buying behavior. The literature review supports the idea that celebrity endorsements increase brand awareness and recall, and consumers aspire to emulate their favorite celebrities. The report aims to understand how celebrity endorsements impact Pakistani consumers' brand and purchase decisions.
The document provides an overview of the detergent industry and consumer buying behavior of detergents in India. Some key points:
- Hindustan Unilever Ltd (HUL) and Swastik were the first companies to manufacture detergents in India in the 1950s and 1960s. HUL's Surf and Swastik's Det became market leaders.
- Other major players like Tata Oil Mills (TOMCO) with brands like Magic, Tej and OK, and Nirma with its popular brand also entered the market.
- Brand equity, quality, value, and distribution network are critical success factors for detergent brands.
- The market is segmented into premium
Loreal Paris Presentation based on Designing and managing Integrated Marketing Communication
1) About
2) History
3)Company’s target
4) Brand operation
5) Subsidiary brand
6) Brand ambassador
7) Partnerships
8) Competitors
9) IMC marketing strategy
10) Reason for success
11) Approach in the middle east countries
12) Challenge
13) Today’s position
Segmentation- definition, basis and nivea case studyAnjali Mehta
This document discusses market segmentation. It defines segmentation as dividing the market into homogeneous groups based on common characteristics. The key benefits of segmentation are identifying new product opportunities, designing optimal marketing mixes, and improving resource allocation. Common bases of segmentation include geographic, demographic, psychographic, and behavioral factors. The document then discusses a case study of Nivea Sun using attitudinal segmentation to identify five consumer segments in the UK sun care market. This allowed Nivea Sun to better meet consumer needs through innovative products and communications, helping them achieve their brand vision.
This document provides an overview of Unilever Bangladesh Ltd.'s marketing plan for their LUX beauty soap brand. It includes a situational analysis covering the market, competitors, SWOT analysis, and distribution channels. The marketing strategy section outlines objectives to expand into rural areas and target both males and females. It also describes product positioning, targeting urban middle and upper middle class consumers. Finally, it discusses the marketing mix of product varieties, pricing strategy, and extensive placement through warehouses and distributors.
Axe uses a targeted marketing strategy focused on young men aged 16-35. It positions itself as a cool, confident brand through provocative advertising campaigns. Axe's promotional mix includes TV, print, and online advertising, as well as sales promotions, interactive games, mobile apps, events, and publicity stunts. The brand's unconventional innovations and adventurous marketing approach have helped it become the leading male deodorant brand in India.
The document provides information about Pantene's market share and 4P's analysis in Thailand. It states that Pantene has been the leading beauty shampoo brand since 2009, with 14% of the market share. While Sunsilk has the largest share at 26%. The analysis also examines the brands' products, prices, places of distribution and promotional strategies. It finds that Pantene's bottles are white while competitors have color-coded bottles for different formulas. Pantene targets all consumer groups but has not fully utilized online media or emphasized new product developments.
New product and brand development report @navinfotech bhopalPriya Dubey
This document provides an overview of key marketing concepts. It defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. The marketing mix, also called the 4Ps, includes product, price, place, and promotion. Services are also discussed, including their intangible nature. Customer value and satisfaction are driven by a company's value proposition, which includes the core product or service as well as support services. The document outlines several other important marketing concepts such as branding, the marketing environment, and the strategic marketing process.
Lux is HUL's beauty soap brand that is positioned as affordable glamour. It has been able to maintain market leadership in the toilet soap category with a 54.3% market share due to strong brand image, reliable quality, and widespread distribution network. Lux soap is purchased regularly by consumers for its association with celebrities and ability to beautify skin at an affordable price point. While it faces competition from internal and external brands, Lux continues to be the most popular bar soap in India due to high demand and emotional connection with consumers who expect it to make their skin beautiful.
- L'Oreal introduced their Plenitude skincare line in 1982 in France targeting modern women. It aimed to provide technologically advanced, high-end products at an accessible price point.
- When introduced in the US, Plenitude launched with 14 SKUs across 3 categories to recreate a department store experience in mass retail channels. However, after 9 years sales plateaued despite not being profitable.
- Acceptor/rejector studies in the US found that the L'Oreal brand attracted trial but Plenitude was unknown. Younger consumers found the formulas too heavy. The large product line was seen as overwhelming versus traditional brands like Oil of Olay.
Product Marketing and Management for Fair and Lovely Max FairnessPrajakta Talathi
This assignment report analyses the market issues for the Brand Product – Fair and Lovely Max Fairness using different Marketing Tools and Techniques. It also suggests a Marketing Plan and a Marketing Strategy for F&L Max Fairness.
This document summarizes the marketing plans for three shampoo brands - Alimento, Hair & Shine, and Silk - targeting different consumer segments in India. Alimento targets urban metro consumers seeking solutions for six hair problems. Hair & Shine targets middle-income consumers in selected states looking to address four hair issues. Silk aims at lower-income households seeking silky hair and is positioned as an affordable basic shampoo. Promotional strategies, target segments, product attributes, and financial projections including manufacturing and promotion costs are provided for each brand.
A report on 4p's and STP of clinic plus shampooHARSHA DEVATHA
Clinic Plus shampoo is produced by Unilever and targets women in India. It has a variety of product types and prices starting from Rs. 1/-. Clinic Plus segments the market based on geography, behavior, and price. It targets women and positions itself as a family shampoo that nourishes hair from within. The product is priced competitively compared to Dove and distributed widely through Hindustan Unilever's network to reach both rural and urban consumers. Promotion focuses on the relationship between mothers and daughters through print, TV, and online advertisements emphasizing strong, long hair.
This document provides an analysis for a potential brand extension of Pond's into women's face wash. It summarizes Pond's company evolution and ownership by Unilever. It analyzes the market, competitors, product life cycle, and FCB grid for face wash. A 4P marketing strategy is proposed targeting women ages 18-64, including price points, distribution channels, and promotional campaigns. Brand positioning frames it as a refreshing facial cleanser that complements skin regimes. Perceptual and brand pyramid maps compare it to competitors.
Pass Pass Pulse is a candy launched by the Dharampal Satyapal Group, a multibillion-dollar conglomerate. The Indian confectionery market is large, with hard boiled candies making up 48% and flavors like mango claiming 50% share. Pass Pass Pulse differentiates itself with its unique kachha aam and raw mango flavor. Its marketing strategy involves extensive flavor research, attractive packaging, and availability everywhere. It targets all age groups across India with a mass market strategy and pioneered a category shift from impulse to brand-driven buying. Word-of-mouth on social media was a major factor in its promotion, with consumers actively promoting the brand online.
This document outlines Saffola's journey from a brand focused on heart patients to one for all consumers. Originally, Saffola targeted urban dwellers over 45 through ads emphasizing heart health. However, this limited the brand's market. To expand, Saffola aimed to be seen as a healthy, tasty oil for families. It tested various ad campaigns between 1992-2004, sometimes emphasizing health and other times taste, but had mixed results. To transition successfully, Saffola launched its "Aaj se" campaign in 2004. This softened the tone and targeted younger consumers by reiterating heart risks for Indian men while reducing the fear factor. Suggestions were also made to highlight safflower oil's qualities,
The document discusses the development of a new app called "L'Oréal for You" aimed at attracting, engaging, and educating health conscious consumers. The app would collect lifestyle information from users via a questionnaire and provide a skin health score. It would then recommend personalized skincare products and connect to other health apps and devices. The app would also function as a loyalty program, continue updating the user's score over time, allow participation in events, product reviews, health articles, augmented reality try-ons, and reward badges for accomplishments. The overall goal is to holistically improve user skin health and drive awareness of L'Oréal products.
This document summarizes a presentation on the marketing plan of Sunsilk Color Shampoo. It provides background on Sunsilk as a brand launched in 1964. It then discusses the types of Sunsilk shampoos, Unilever's marketing objectives, and the specific objectives for Sunsilk Color Shampoo. Key points of the marketing mix are outlined, including identifying the target consumer as females aged 14-30. A SWOT analysis is presented for Sunsilk. Marketing strategies like internal, integrated, performance and relationship marketing are mentioned. Factors affecting consumer behavior are also summarized.
The document provides an overview of the FMCG industry, Nestle company, and Maggi noodles. It discusses that the FMCG industry deals with consumer packaged goods that are regularly consumed. Nestle is the world's largest food and beverage company, originating in Switzerland in 1866. Maggi noodles were first created in Switzerland in the 1880s as an instant food and were launched in India in 1983 by Nestle, becoming synonymous with instant noodles.
The document discusses consumer engagement marketing strategies for several Unilever brands in Bangladesh. It explains that consumer engagement marketing aims to actively involve consumers in co-creating marketing programs and developing long-term relationships with brands. Some key strategies discussed include establishing a clear brand voice, finding relevant engagement platforms aligned with brand purpose, and keeping consumer engagement at the core. Several Unilever brand engagement platforms are described, such as Clear Men's Football Tournament, Lux Superstar, and TRESemme Fashion Week, and how they aim to build brand equity and connect with target audiences. Current challenges for some brands like Surf Excel, Clear, Pepsodent, and Vaseline are also outlined.
ONE Lightning Corporation is a Filipino-owned multi-level marketing company established in 2014 that sells beauty, skin care, food supplement, and healthy beverage products through a unique distribution system offering business opportunities and rewards to distributors. The company has experienced rapid growth, creating millions of dollars for distributors. ONE Lightning Corporation aims to be the leading distributor of quality products and services through innovation and an exceptional compensation plan.
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.
Impact of Celebrity endorsement on Consumer Buying BehaviourSanober Khan
This document provides a research report on the impact of celebrity endorsement on consumer buying behavior. It begins with an introduction and background on the topic. The objectives are to explore consumer perceptions of celebrity endorsed brands and the influence on buying intentions. The methodology section outlines the research design, sample, variables, and plan for data analysis. Key terms are defined such as celebrity endorsement, purchase intention, and consumer buying behavior. The literature review supports the idea that celebrity endorsements increase brand awareness and recall, and consumers aspire to emulate their favorite celebrities. The report aims to understand how celebrity endorsements impact Pakistani consumers' brand and purchase decisions.
The document provides an overview of the detergent industry and consumer buying behavior of detergents in India. Some key points:
- Hindustan Unilever Ltd (HUL) and Swastik were the first companies to manufacture detergents in India in the 1950s and 1960s. HUL's Surf and Swastik's Det became market leaders.
- Other major players like Tata Oil Mills (TOMCO) with brands like Magic, Tej and OK, and Nirma with its popular brand also entered the market.
- Brand equity, quality, value, and distribution network are critical success factors for detergent brands.
- The market is segmented into premium
Loreal Paris Presentation based on Designing and managing Integrated Marketing Communication
1) About
2) History
3)Company’s target
4) Brand operation
5) Subsidiary brand
6) Brand ambassador
7) Partnerships
8) Competitors
9) IMC marketing strategy
10) Reason for success
11) Approach in the middle east countries
12) Challenge
13) Today’s position
Segmentation- definition, basis and nivea case studyAnjali Mehta
This document discusses market segmentation. It defines segmentation as dividing the market into homogeneous groups based on common characteristics. The key benefits of segmentation are identifying new product opportunities, designing optimal marketing mixes, and improving resource allocation. Common bases of segmentation include geographic, demographic, psychographic, and behavioral factors. The document then discusses a case study of Nivea Sun using attitudinal segmentation to identify five consumer segments in the UK sun care market. This allowed Nivea Sun to better meet consumer needs through innovative products and communications, helping them achieve their brand vision.
This document provides an overview of Unilever Bangladesh Ltd.'s marketing plan for their LUX beauty soap brand. It includes a situational analysis covering the market, competitors, SWOT analysis, and distribution channels. The marketing strategy section outlines objectives to expand into rural areas and target both males and females. It also describes product positioning, targeting urban middle and upper middle class consumers. Finally, it discusses the marketing mix of product varieties, pricing strategy, and extensive placement through warehouses and distributors.
Axe uses a targeted marketing strategy focused on young men aged 16-35. It positions itself as a cool, confident brand through provocative advertising campaigns. Axe's promotional mix includes TV, print, and online advertising, as well as sales promotions, interactive games, mobile apps, events, and publicity stunts. The brand's unconventional innovations and adventurous marketing approach have helped it become the leading male deodorant brand in India.
The document provides information about Pantene's market share and 4P's analysis in Thailand. It states that Pantene has been the leading beauty shampoo brand since 2009, with 14% of the market share. While Sunsilk has the largest share at 26%. The analysis also examines the brands' products, prices, places of distribution and promotional strategies. It finds that Pantene's bottles are white while competitors have color-coded bottles for different formulas. Pantene targets all consumer groups but has not fully utilized online media or emphasized new product developments.
New product and brand development report @navinfotech bhopalPriya Dubey
This document provides an overview of key marketing concepts. It defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. The marketing mix, also called the 4Ps, includes product, price, place, and promotion. Services are also discussed, including their intangible nature. Customer value and satisfaction are driven by a company's value proposition, which includes the core product or service as well as support services. The document outlines several other important marketing concepts such as branding, the marketing environment, and the strategic marketing process.
Lux is HUL's beauty soap brand that is positioned as affordable glamour. It has been able to maintain market leadership in the toilet soap category with a 54.3% market share due to strong brand image, reliable quality, and widespread distribution network. Lux soap is purchased regularly by consumers for its association with celebrities and ability to beautify skin at an affordable price point. While it faces competition from internal and external brands, Lux continues to be the most popular bar soap in India due to high demand and emotional connection with consumers who expect it to make their skin beautiful.
- L'Oreal introduced their Plenitude skincare line in 1982 in France targeting modern women. It aimed to provide technologically advanced, high-end products at an accessible price point.
- When introduced in the US, Plenitude launched with 14 SKUs across 3 categories to recreate a department store experience in mass retail channels. However, after 9 years sales plateaued despite not being profitable.
- Acceptor/rejector studies in the US found that the L'Oreal brand attracted trial but Plenitude was unknown. Younger consumers found the formulas too heavy. The large product line was seen as overwhelming versus traditional brands like Oil of Olay.
Product Marketing and Management for Fair and Lovely Max FairnessPrajakta Talathi
This assignment report analyses the market issues for the Brand Product – Fair and Lovely Max Fairness using different Marketing Tools and Techniques. It also suggests a Marketing Plan and a Marketing Strategy for F&L Max Fairness.
This document summarizes the marketing plans for three shampoo brands - Alimento, Hair & Shine, and Silk - targeting different consumer segments in India. Alimento targets urban metro consumers seeking solutions for six hair problems. Hair & Shine targets middle-income consumers in selected states looking to address four hair issues. Silk aims at lower-income households seeking silky hair and is positioned as an affordable basic shampoo. Promotional strategies, target segments, product attributes, and financial projections including manufacturing and promotion costs are provided for each brand.
A report on 4p's and STP of clinic plus shampooHARSHA DEVATHA
Clinic Plus shampoo is produced by Unilever and targets women in India. It has a variety of product types and prices starting from Rs. 1/-. Clinic Plus segments the market based on geography, behavior, and price. It targets women and positions itself as a family shampoo that nourishes hair from within. The product is priced competitively compared to Dove and distributed widely through Hindustan Unilever's network to reach both rural and urban consumers. Promotion focuses on the relationship between mothers and daughters through print, TV, and online advertisements emphasizing strong, long hair.
This document provides an analysis for a potential brand extension of Pond's into women's face wash. It summarizes Pond's company evolution and ownership by Unilever. It analyzes the market, competitors, product life cycle, and FCB grid for face wash. A 4P marketing strategy is proposed targeting women ages 18-64, including price points, distribution channels, and promotional campaigns. Brand positioning frames it as a refreshing facial cleanser that complements skin regimes. Perceptual and brand pyramid maps compare it to competitors.
Pass Pass Pulse is a candy launched by the Dharampal Satyapal Group, a multibillion-dollar conglomerate. The Indian confectionery market is large, with hard boiled candies making up 48% and flavors like mango claiming 50% share. Pass Pass Pulse differentiates itself with its unique kachha aam and raw mango flavor. Its marketing strategy involves extensive flavor research, attractive packaging, and availability everywhere. It targets all age groups across India with a mass market strategy and pioneered a category shift from impulse to brand-driven buying. Word-of-mouth on social media was a major factor in its promotion, with consumers actively promoting the brand online.
This document outlines Saffola's journey from a brand focused on heart patients to one for all consumers. Originally, Saffola targeted urban dwellers over 45 through ads emphasizing heart health. However, this limited the brand's market. To expand, Saffola aimed to be seen as a healthy, tasty oil for families. It tested various ad campaigns between 1992-2004, sometimes emphasizing health and other times taste, but had mixed results. To transition successfully, Saffola launched its "Aaj se" campaign in 2004. This softened the tone and targeted younger consumers by reiterating heart risks for Indian men while reducing the fear factor. Suggestions were also made to highlight safflower oil's qualities,
The document discusses the development of a new app called "L'Oréal for You" aimed at attracting, engaging, and educating health conscious consumers. The app would collect lifestyle information from users via a questionnaire and provide a skin health score. It would then recommend personalized skincare products and connect to other health apps and devices. The app would also function as a loyalty program, continue updating the user's score over time, allow participation in events, product reviews, health articles, augmented reality try-ons, and reward badges for accomplishments. The overall goal is to holistically improve user skin health and drive awareness of L'Oréal products.
This document summarizes a presentation on the marketing plan of Sunsilk Color Shampoo. It provides background on Sunsilk as a brand launched in 1964. It then discusses the types of Sunsilk shampoos, Unilever's marketing objectives, and the specific objectives for Sunsilk Color Shampoo. Key points of the marketing mix are outlined, including identifying the target consumer as females aged 14-30. A SWOT analysis is presented for Sunsilk. Marketing strategies like internal, integrated, performance and relationship marketing are mentioned. Factors affecting consumer behavior are also summarized.
The document provides an overview of the FMCG industry, Nestle company, and Maggi noodles. It discusses that the FMCG industry deals with consumer packaged goods that are regularly consumed. Nestle is the world's largest food and beverage company, originating in Switzerland in 1866. Maggi noodles were first created in Switzerland in the 1880s as an instant food and were launched in India in 1983 by Nestle, becoming synonymous with instant noodles.
The document discusses consumer engagement marketing strategies for several Unilever brands in Bangladesh. It explains that consumer engagement marketing aims to actively involve consumers in co-creating marketing programs and developing long-term relationships with brands. Some key strategies discussed include establishing a clear brand voice, finding relevant engagement platforms aligned with brand purpose, and keeping consumer engagement at the core. Several Unilever brand engagement platforms are described, such as Clear Men's Football Tournament, Lux Superstar, and TRESemme Fashion Week, and how they aim to build brand equity and connect with target audiences. Current challenges for some brands like Surf Excel, Clear, Pepsodent, and Vaseline are also outlined.
ONE Lightning Corporation is a Filipino-owned multi-level marketing company established in 2014 that sells beauty, skin care, food supplement, and healthy beverage products through a unique distribution system offering business opportunities and rewards to distributors. The company has experienced rapid growth, creating millions of dollars for distributors. ONE Lightning Corporation aims to be the leading distributor of quality products and services through innovation and an exceptional compensation plan.
This document provides an overview of a presentation on fairness cream. It begins by introducing fairness cream as a product originally targeted towards women for socio-cultural reasons related to marriage preferences. It then discusses key Fair & Lovely products, research methodology used in studying consumer preferences and satisfaction, distribution networks, pricing strategies including targeting all income groups, and promotional strategies such as scholarships, TV/print ads in three phases, and sales promotions. In conclusion, it notes Fair & Lovely is the market leader but faces increasing competition, and recommends extending messaging beyond fairness as beauty.
developing own product- face wash- history- investors- logo and design- mission and vision- departments- distribution channels- product description- competitors- SWOT analysis- conclusion
The document provides information on Lifebuoy and Keya super beauty soaps. It discusses that Lifebuoy has been a popular soap brand in Bangladesh since the 19th century as a product of Unilever. Keya super beauty soap was launched in 1996 by Keya Cosmetics Ltd. It then discusses the strengths and weaknesses of the two brands. It also analyzes the segmentation, targeting, and positioning strategies of both Lifebuoy and Keya soaps.
Consumer preference towards fair n lovely Aghna Shamsi
This document is a project report submitted by Aghna Shamsi to Invertis University to fulfill the requirements for a Bachelor of Business Administration degree. The report focuses on a study of consumer preferences towards Fair & Lovely Nagina skin lightening cream in Uttar Pradesh, India. The report includes an introduction to the topic, profiles Hindustan Unilever which produces Fair & Lovely, describes the research methodology used in the study, and outlines the presentation and analysis of the data collected as well as findings, suggestions and recommendations.
Milk Makeup is a cruelty-free and vegan makeup brand founded in New York. They originally launched with unique makeup sticks that could be applied with fingers. While they gained traction promoting these unique products, they have since strayed from this in marketing. They have a limited distribution in the US through Sephora and Urban Outfitters stores and their website. Opportunities exist to expand internationally, partner with influencers, improve shade ranges, and sell in Ulta stores. Market research like in-store observation and customer surveys could provide insights to help with future expansion and product development plans.
Marketing project for graduate studentsWaqar Younis
Care is launching a gripe water product for babies in Pakistan. Their goals are to gain market share and resolve issues mothers face getting their babies to eat properly. They conducted a survey and found high demand for gripe water among middle and upper class mothers who are anxious about their baby's health. Care will promote the health and nutritional benefits of their sustainable and affordable product through media and direct customer contact to build awareness and position themselves as the first gripe water brand in Pakistan. Their main strengths are fewer competitors and focus on customer needs, but major challenges are lack of brand recognition and establishing product advantages.
Prospecting the Future of Chinese Infants’& Adults’ Nutrition Products under the New Policy.
——Jack Zhang, Chief Editor, Food Gnosis Media Group
Yan Weibin, Chairman, Ausnutria Dairy Corporation Ltd
Avon's corporate responsibility report summarizes the company's efforts in empowering women, sustainability, and philanthropy. For over 125 years, Avon has been committed to these three pillars and contributing to society's well-being, as guided by its founder. The report provides details on Avon's initiatives to economically empower women through business opportunities, reduce its environmental impact, and support important women's causes through fundraising.
This document provides information about the multi-level marketing company Forever Living Products (FLP). It discusses FLP's origins and founder Rex Maughan's vision to create a business combining health and financial freedom. It outlines FLP's direct sales model and vertically integrated supply chain controlling production from plant to final products. The document presents FLP as a vehicle for achieving one's dreams and greater time and financial freedom through the income opportunities of building a business and downline organization within FLP's marketing plan. Testimonials from distributors discuss how FLP has positively impacted their health, finances, careers and ability to help others.
The document provides an overview and self-introduction of Lerato Thando Manaka. It discusses her education background in brand management and the skills she has acquired. Her mission is to develop innovative brand solutions and her vision is to create a network to develop the South African youth. She values collaboration, sustainability, transparency and adaptability. She is seeking work opportunities with agencies and businesses seeking innovative solutions. The document also provides details about her personality type, work experience, skills and how she represents herself visually through yoga poses.
Any questions, feel free to email me at infi8899@infi-body8mind.com .
*** Distributors Wanted ***
If you know anyone who is interested in making an extra $5,000-$6,000 part-time per month, feel free to let me know.
FLP offers a great opportunity to achieve financial security and personal goals through building a network marketing business selling aloe vera and other health products. Distributors can earn retail profits of 43% as well as bonuses up to 18% on sales. With a simple marketing plan and extensive company support, many distributors have been able to earn rewards like cars, homes, and international vacations through their FLP business. The company has been operating successfully for over 28 years with a variety of income opportunities, quality consumable products, proven financial stability, and an extensive global support network.
Close Up is a toothpaste brand owned by Unilever that was launched in Pakistan in the 1970s. It was the first toothpaste to combine toothpaste and mouthwash. The report analyzes consumer behavior and market share of toothpastes in Karachi, with a focus on Close Up. It finds that Colgate has the largest market share at 37%, while Close Up has 24% and is the second most consumed brand. Close Up appeals most to students and young people. While it has high satisfaction and quality, it could increase its market share by more promotional activities like Colgate.
EVERYBODY KNOWS THAT FIRST IMPRESSIONS ARE CRUCIAL BECAUSE IT TAKES JUST 7 SECONDS TO SET SOMEONE’S OPINION OF YOU IN STONE. BUT FOR EUNICE TAN, INTERNATIONALLY RECOGNISED EXPERT IN PERSONAL GROOMING AND BUSINESS ETIQUETTE, THE KEY LIES IN THE COMPLETE PACKAGE: ETIQUETTE, PERSONAL GROOMING, AND RELATIONSHIP BUILDING
In the latest edition, 10 Most Trusted Beauty Brands to Know in 2023, Healthcare Everything magazine is pleased to feature Lauren Hunter and Manda Mason, Co-founders of The W Nail Bar offers clean, safe and fulfilling services in nail art.
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Letter of Submission
Date: 10.07.2017
Dr. Serajul Haque
Lecturer
Department of Business Administration
School of Business
Independent University, Bangladesh
Subject: Submission of assignment
Dear Sir
Here is the assignment that we assigned on the topic as per your request. The assignment has
been completed by the knowledge that we have gathered from the course “MBA 506”.
We are thankful to all those persons who provided us important information and gave us
valuable advices. We would be happy if you read the report carefully and we will be trying to
answer all the questions that you have about the assignment.
We have tried our label best to complete this assignment meaningfully and correctly, as much as
possible. We do believe that our tiresome effort will help you to get ahead with this sort of
venture. In this case it will be meaningful to us. However, if you need any assistance in
interpreting this assignment please contact us without any kind of hesitation.
Thank you.
Yours obediently,
Afifa Khanam Esha
MBA 506
ID: 1731165, Section: 01
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Table of Content
Contents
History...........................................................................................................................................................4
Vision.............................................................................................................................................................5
Purpose, values & principles.........................................................................................................................5
The World’s First Fairness Expert .................................................................................................................5
Impacting Lives of Women ...........................................................................................................................6
Fair & Lovely Foundation..............................................................................................................................7
Product Information .....................................................................................................................................7
Fairness Clean Up Face Wash .......................................................................................................................8
Fair & Lovely Advanced Multi Vitamin..........................................................................................................9
Ayurvedic Care..............................................................................................................................................9
Winter Fairness Cream................................................................................................................................10
BB Cream.....................................................................................................................................................11
Max Fairness Multi Expert Cream...............................................................................................................11
Max Fairness Face Wash.............................................................................................................................12
Target Market .............................................................................................................................................15
Promotion Strategies used by Fair & Lovely...............................................................................................16
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Executive summary
After studying the theoretical concepts of a topic, understanding its practical implications and
applications is the next step in the learning process. This Project of Marketing Management Part
is last. For this report, I tried to find out about the Marketing Strategy of marketing of the reputed
brand of the world, namely Fair & Lovely.
First, I reviled the historical background of the brand in question. I covered in detail the various
aspects of Fair & Lovely from its inception to its becoming the strongest brand. Next, I covered
the target markets of Fair & Lovely, trying to cover mostly in Bangladesh
In this assignment, I have given the basic ideas regarding fair and lovely. Unilever Corporation’s
involvement in this technology, their pioneering steps in developing this instrument of
communication, their latest activities & the image they have established in the general consumers
mind etc. have been discussed. In the end, there are the discussions regarding fair and lovely in
the contexts of Bangladesh.
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Introduction
This my marketing management report, which concentrates on the basic elements of marketing.
The brand that I have chosen is Fair and Lovely fairness cream, this is a popular skin lightening
cream. Fair and lovely is a premium fairness brand which has a respectable market share. It has a
major consumer base and strong hold over the market. Fair and Lovely has been around for a
considerable time and it has survived environmental changes. This report will consist of the
information that I have gathered along with analysis of the brand.
Company profile
Unilever Bangladesh (UBL) is the leading Fast-Moving Consumer Goods Company in
Bangladesh with a heritage of 50 years and products that are present in 98% of Bangladeshi
households. Unilever has a simple but clear purpose – to make sustainable living commonplace.
They believe that this is the best long-term way for business to grow.
History
In the 1890s, William Hesketh Lever, founder of Lever Brothers, wrote down his ideas for
Sunlight Soap his revolutionary new product that helped popularize cleanliness and hygiene in
Victorian England.
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It was “to make cleanliness commonplace; to lessen work for women; to foster
health and contribute to personal attractiveness, that life may be more enjoyable
and rewarding for the people who use our products”.
That sense of purpose and mission has always been part of Unilever’s culture. In the 21st
century, they are still helping people to look good, feel good and get more out of life – and their
purpose as a business is ‘making sustainable living commonplace’.
Vision
Unilever Bangladesh’s vision is to grow business, while decoupling environmental footprint
from growth and increasing positive social impact.
Purpose, Values & Principles
Unilever Bangladesh’s Corporate Purpose states that to succeed requires "the highest standards
of corporate behavior towards everyone they work with, the communities they touch, and the
environment on which they have an impact."
Fair and Lovely
In 1973, a research scientist in the Hindustan Unilever lab discovered that vitamin B3 could
lighten skin color when applied topically. Realizing its potency and immense potential, he began
exploring the possibility of using it to alter skin pigmentation.
The World’s First Fairness Expert
After two years of meticulous research and experimentation, the world’s first lightening cream,
Fair & Lovely, was launched. Using 100% safe ingredients, it provided effective and visible
fairness to women, and more than that, it provided hope. Hope to millions of women around the
world, especially in Asia, who desired fairer and even-toned skin, for how it made them feel
about themselves, and for how it made the world see them.
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Being firmly established as the global leading fairness cream doesn’t mean we stop
innovating. It means we work harder at it than ever. Fair & Lovely had its genesis
in a scientific discovery, and science is where the heart of our business always is. Through
unceasing rigorous research and development, we seek to deliver fairness treatments with
superior efficacy, to reach more and more women around the world.
Figure 1: 40 Years of Innovation
Impacting Lives of Women
Fair & Lovely has reflected a Women’s Dreams for the past 40 years. This is a brand, which has
championed the deepest ambitions and desires of women. Throughout its history, Fair & Lovely
has inspired women to go for their dreams, even if they were at odds with what society expected
them to do. In the 80’s, when society expected women to marry mostly via arranged marriages,
Fair & Lovely gave them hope that women could marry by choice. In the 90s, when women
desired not just marriage but also an equal partnership, Fair & Lovely inspired them to believe
that this was possible. In the 2000s, when society believed that a woman’s place was at home,
Fair & Lovely encouraged her to choose her own career. And today, when despite much
progress, women still don’t get equal opportunities and society continues to impose barriers for
women, Fair & Lovely will give women the confidence to overcome their own hesitations &
fears to achieve their true potential.
Fair & Lovely wants to create a positive change in the society in its own small way – by helping
women get the confidence to pursue their dreams and ambitions. Fair & Lovely will do this by
not just inspiring women but also enabling them by giving opportunities like higher education,
career and entrepreneurship via the Fair & Lovely Foundation.
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CSR
Fair & Lovely Foundation
Fair & Lovely Foundation was instituted as part of Fair & Lovely’s brand philosophy of
empowering women to give them the confidence and self-belief to pursue their dreams. The key
focus of Fair & Lovely Foundation is to make a meaningful difference to the lives of the young
girls who receive the scholarship so that they become an inspiration for many more young
women like them to have the confidence and self-belief to pursue their dreams. Fair & Lovely
Foundation is our global initiative to economically empower millions of women and positively
impact society. They invest heavily in the potential of women, to enable them to change their
destiny.
They help women create pathways to self-reliance by providing scholarships for higher
education, vocational and job readiness training, and career guidance. Launched in 2003, the
initiative has impacted thousands of women across India, Bangladesh, Pakistan, Egypt and Saudi
Arabia with more countries being covered each year.
Their flagship Scholarship program grants up to BDT 1 Lakh to deserving women with
outstanding academic records through a national application process. To date, they have made
access to quality higher education a reality for over 1200 women.
Their message to women everywhere – Step up, challenge yourself, pursue your dreams and take
control of your destiny.
Product Information
The World’s No. 1 fairness cream brand, Fair & Lovely, is used by nearly 80% of the households
of Bangladesh, making it the second biggest Fair & Lovely market in the world. Over the years,
Fair & Lovely has constantly evolved and expanded in its quest for perfection and the
technology is now available in around 27 countries across the world. The brand believes in
empowering women by inspiring them to challenge the low expectations that society has from
them and to go for their dreams.
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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.
The brand's commitment towards empowering individuals has inspired the initiation of Fair &
Lovely Foundation. Fair & Lovely Foundation was established in 2003, completely dedicated to
the empowerment and progress of Bangladeshi women. Time after time the foundation initiated
various education & employment-related programs that give individuals the power to overcome
all barriers & change their lives.
Fairness Clean Up Face Wash
Fairness like a parlor clean up, every day.
Fair & Lovely fairness face wash gives you the 3-step expert action,
which Cleanses, Exfoliates and Massages with Multi Vitamin
formula.
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Fair & Lovely Advanced Multi Vitamin
Fairness like Laser Light Treatment
For best fairness results, skin experts around the world use Laser
Treatment. Now experience Fairness like Laser Light Treatment
with Fair & Lovely’s best formula.
Ayurvedic Care
Not Just a Cream, It’s a Golden Glow Treatment
Fair & Lovely Ayurvedic care has a unique blend of 16 natural
ingredients that work to give your skin an Ayurvedic Golden Glow
Treatment.
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Winter Fairness Cream
Fairness expert for soft, fair skin in winter
A winter fairness cream rich in advance multi vitamins and
essential moisturizers for soft, fair skin.
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BB Cream
Fairness cream with a make-up finish
An expert product that brings together the benefits of foundation and fairness cream.
Max Fairness Multi Expert Cream
Multi-Expert™ Solution for a Fair and Confident Face.
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Fair and Lovely MEN Max Fairness Multi-Expert Fairness Cream.
Max Fairness Face Wash
Magnet action for a cool bright look.
Fair & Lovely MEN Max Fairness Face Wash removes
Dullness and Pollution for Instant Fair Look.
Competitors
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4Ps
Prices are important part in the fairness creams. Prices are highly variable across the various
segments of the products. Products in the low category are in the price range of about 85-100
taka. They vary according to size (25gm, 50 gm, 80 gm, 100 gm and 200 gm). Prices are crucial
in the lower end as they target the mass crowed and hence they should keep the prices
competitive. As for the middle end and higher product the prices are more on quality as they are
not targeting the masses but concentrate on effectiveness and quality of the product.
Pricing decisions should consider profit margins and the probable pricing response of
competitors. Pricing includes not only the list price, but also discounts, financing, and other
options such as leasing. Currently Low-price strategy is being followed by the company about
Fair & Lovely.
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Affordability is determined by 2 factors:
• Income of the consumer
• Price of the products and services
Factors affecting the price
• Internal Factors – Cost, Pricing Objective.
• External Factors – Customer, Suppliers and Competitors.
The Pricing objective of Fair & Lovely is like the objectives of all the other firms, and has been
stated below:
• Survival.
• Market Share.
Fair & Lovely has adopted many pricing strategies over the years which have been successful
and helped the brand in becoming more acceptable and the company a good deal of profits. The
pricing methods used by Fair & Lovely are as follows: -
Mark-up pricing:
Mark-up price is the difference between theosophy ago odor service and its selling price. A
mark-up is added on to the total cost incurred by the producer of a good or service in order to
16. 15 | P a g e
create profit. The total cost reflects the total amount of both fixed and variable
expenses to produce and distribute product.
Product line pricing:
Product line pricing is used when a primary product is offered with different features or benefits,
essentially creating multiple "different “products or services fully stocked with all the features
and add-ons. Each product would then be priced accordingly.
Promotional pricing:
Promotional pricing is a sales and marketing technique. It involves reducing the price of a
product or service to attract customers. Promotional pricing often involves reducing prices to
unsustainably low levels. Income cases, products and services may be sold at or below cost. A
buy one gets one free scheme may even be used. When this is done, interest in goods can be
greatly increased; meaning sales are also likely to increase dramatically.
Target Market
The target market for Fair & Lovely is predominantly young women aged 18-35. Disturbingly,
“there is repeated evidence that schoolgirls in the 12-14 years category widely use fairness
creams”. The poor also are a significant target market for Fair &Lovely. HUL marketed the
product in ‘affordable’ small size pouches to facilitate purchase by the poor. Fair & Lovely
targets the poor or those at the ‘bottom of the pyramid’ as well.
Demographic:
Age: - 15 to 45 years
Gender:
• Female are more ardent buyers of fairness cream
• Yong women aged 15-25 years
• School girls aged 12-14 years
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• Middle class families (rural, urban people)
• Also, men aged 15-45 and school boys aged 12-14 years
Female:
Fair & Lovely- Anti- Marks Cream, Anti-Marks for blemish skin, Ayurvedic Balance, Multi
Vitamin winter fairness cream.
Male:
Max Fairness for Men, Menz Active Cream
Income Group:
1 to 3 lakhs income groups are a big customer group for fairness cream.
Promotion Strategies used by Fair & Lovely
Advertising Tools:
• TVC
• Digital Marketing
• Bill Board
• Newspaper
Advertising Objectives:
• Affective association: Destiny & Romance
• Building brand awareness and developing strong customer perception about the brand
• Enhancing brand image
• Recall of brand/products
Advertising Appeal:
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• Emotional appeal to grab attention
• Mass appeal to communicate product usage and its positive effects on
beauty
• Fear appeal to grab attention
SWOT Analysis of Fair & Lovely
Strengths:
• High awareness level.
• Distribution Level of HUL makes it easily available in any retail shop, cosmetic outlets,
chemist shops etc.
• Innovative Promotion Pattern.
• Most trusted brand for young women in India.
• More than 50 per cent people prefer Fair & Lovely over any other brand.
• World's first and largest Fairness cream brand.
• Present in 40 countries.
• A value of around 6 billion.
• Global Market share over 53 %
• 2000 crore fairness market in Subcontinental
Weaknesses:
• Chunk of products were launched, most of them remained unpopular.
• Decline in market share from 90% to 53%.
• Inability to attract premium segment.
• Inadequate promotion of Men’s cream.
Opportunities:
• Huge untapped market around the world.
• Men fairness market is growing at a rate of 25% every year.
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Threats:
• There are several existing competitors in the market with the same product category.
• The brand has had its share of negative publicity, with women’s groups calling the ad
regressive.
• Emami’s Fair and Handsome has been growing at almost 45 per cent one year-on-year
basis.
• Entrance of foreign companies in Indian market with better skills and efficacy to beat the
domestic players.
• The consumers off late are inclined towards premium action, which is why the focus is on
this segment. By and large consumers are averse to taking chances with products
perceived to be low in value when it comes to personal care, say analysts. That is also
contributing to this trend of premiumization.
Conclusion
This report has been highly useful in the sense that it has helped me in gaining a practical feel
regarding marketing. I have been able to relate and apply the concepts in the book to real life
brands. It has been of immense help for me. After completing this report, I can analyze brands in
a more effective and reliable manner. Choosing a well-known brand like Fair and Lovely was a
great benefit, because the insight that I got from it was amazing and fascinating. I have learned
out of this whole study will remain valuable for me throughout my career.
References
https://www.fairandlovely.com.bd
https://www.daraz.com.bd/fair-lovely/
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUK
Ewja0cr2n_7UAhWMv48KHb7XCuMQFggnMAA&url=https%3A%2F%2Fwww.unilever.com.bd%2Fbrands
%2Four-brands%2Ffair-and-lovely.html&usg=AFQjCNF1wppGjkcGRaCpA2FlDvXXctzPpw
https://www.facebook.com/fairandlovelybd/?ref=br_rs
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https://www.facebook.com/fairandlovelyindia/?ref=br_rs