This document is a project submission for a business studies class. It begins with acknowledgements thanking the guide Yavnika Arora for her support and guidance. It then lists the group members who worked on the project. The main topic of the project is fairness creams as a product. It provides information on major fairness cream competitors in the market like Fair & Lovely, Olay, Garnier, Ponds, and Emami. It discusses the marketing mix elements for these fairness creams like product features, packaging, pricing, distribution channels, and production details.

1. Submitted to : Yavnika Arora
Submitted by: Pushpender ,
Chandan,
Sinnu,Mahesh,Deeya,
Kapil,Deepesh

2. BUSINESS STUDIES

3. ACKNOWLEDGEMENT
WE TAKE THIS OPPORTUNITY TO EXPRESS OUR PREFOUND
GRATITUDE AND DEEP REGARDS TO OUR GUIDE MRS.
YAVNIKA ARORA FOR HER EXEMPLARY GUIDANCE ,
MONITORING AND CONSTANT ENCOURAGEMENT
THROUGHOUT THE COURSE OF THIS THESIS. THE BLESSINGS
HELP AND GUIDANCE GIVEN BY HER TIME TO TIME SHALL
CARRY A LONG WAY IN THE JOURNEY OF LIFE IN WHICH WE
ARE ABOUT TO MARK.
WE ARE THANKFUL TO OUR ALMIGHTY TEACHERS AND
PARENTS FOR THE VALUABLE INFORMATION PROVIDED BY
THEM IN THEIR RESPECTIVE FIELDS . WE ARE GRATEFUL FOR
THEIR COOPERATION DURING THE PERIOD OF THIS PROJECT.

4. PREFACE
WE ARE PLEASED TO SUBMIT PROJECT WORK IN
BUSINESS STUDIES FOR CLASS 12. WE ARE
EXTREMELY GRATEFUL TO CBSE FOR
INTRODUCING
THIS PROJECT IN BUSINESS STUDIES . THIS
PROJECT HAS GIVEN AN AMPLE OPPORTUNITY TO
EXPLORE VARIOUS AREAS OF MARKETING
MANAGEMENT , WHICH INCREASED OUR UNDER
STANDING OF THE CONCEPT STUDIED . THIS HAS
RESULTED IN ENHANCING OUR ANALYTICAL ,
INTERPRETING AND CREATIVE SKILLS. THIS
PROJECT IS STRICTLY DONE ACCORDING TO

5. GROUP MEMBERS
KAPIL KAUSHIK
SINNU YADAV
PUSHPENDER SONI
DEEYA RAO
DIPESH YOGI
MAHESH YADAV
CHANDAN SINGH

6. FAIRNESS CREAMS

7. FAIRNESS CREAMS

8. INTRODUCTION
•IN TODAY’S YOUNG GENERATION , FAIR
LOOK IS ONE OF THE MOST IMPORTANT
FEATURE REQURIED FOR HUMANS. IT HAS
BEEN SEEN THAT A FAIRER PERSON ALWAYS
GET APPRECIATION FROM PEOPLE. A FAIR
LOOK BUILT THE CONFIDENCE INSIDE THE
PERSONS, WHICH IS VERY NECESSARY FOR

9. •EVERY WOMEN WANT TO LOOK FAIRER
THAN OTHERS. FAIRNESS CREAM MAKES
THE SKIN SOFTER, FAIRER AND BETTER
WHICH LOOKS GREAT. THAT’S THE
RESONS, WE HAVE CHOOSEN FAIRNESS
CREAM AS OUR PRODUCTS THIS
PROJECT.

11. COMPETITORS
 FAIR &
LOVELY
 OLAY

12.  GARNIER
PONDS
EMAMI

13. FAIR & LOVELY

14. PARENT COMPANY :HINDUSTAN UNILEVER
CATEGORY : PERSONAL CARE-SKIN CARE
SECTOR : FMCH
TAGLINE /SLOGAN : MORE THEN JUST FAIRNESS, CLER FAIRNESS
USP : POWER OF BEAUTY/ MAXIMUM FAIRNESS
STRENGTH: FAIR LOVELY BRAND IS WORLD’ S FIRST AND LARGEST FAIRNESS
CREAM . LINE EXTENSION TO PREMIUM SOAP ‘FAIR AND LOVELY SOAP’,HIGH
LEVELS OF CONSUMER AWARENESS FOR THE BRAND
WEAKNESS :CATEGORIZATION OF WOMEN ON THE BASIS OF SKIN COLOUR
NEGATIVE PUBLICITY,EXTREMLY TOUGH COMPETITION IN SKINCARE MARKET.

15. SEVERAL COMPETTIONS IN THE MARKET
LEGAL ISSUES OFTEN HAMPER THE BRANDIMAGE
COMPETITORS
FAIREVER (CAVIN CARE )
NO MARKS (OZONES AYURVDIC )
VICCO
OPPORUNITY
FAIR & LOVELY FOUNDATION WHICH AIMS AT EMPOWERMENT
OF WOMEN .
 FAIR & LOVELY SCHOLARSHIP FOR UNDERPRIVILEGED GIRLS.
THREATS

16. OLAY NATURAL WHITE

17. PARENT COMPANY = > PROCTER AND GAMBLE
CATEGORY = > PERSONAL CARE BRANDS SKIN CARE
SECTOR = > FMCG
TAGLINE/SLOGAN = > CHALLENGE WHAT’S POSSIBLE,
GLOWING FAIRNESS FROM WITHIN
USP = > CONTENT NUTRIENTS TO PROVIDE FAIRNESS
AND NOURISHMENT TO THE SKIN

18. STRENGTH
ESTABLISHED BRAND NAME OF OLAY.
SUPPORT OF STRONG DISTRIBUTION NETWORK OF P&G.
EFFECTIVE AND VARIED MARKETING AND PROMOTIONAL ACTIVITIES.
OPPORTUNITY
EXPANDING IN OTHER MARKETS
R&D AND INNOVATIONS TO BRING IN NEW AND BETTER VARIANST.
WEAKNESS
HIGH PRICE LIMITS THE TARGET CUSTOMERS.
CONFUSION OVER THE ORIGINAL OLAY IN DIFFERENT MARKETS.
THREATS
AGGERSSIVE COMPETITORS
THREAT OF NEW ENTRANTS
PRICE WARS

19. GARNIER

20. • GARNIER IS A MASS MARKET COSMETICS BRAND OF
L’OREAL THAT PRODUCES SKIN CARE PRODUCTS. THE
COMPANY STARED HAS LABOURATOIRES GARINER IN
1904, AND WAS ACQUIRED BY L’OREAL IN THE 1970S.
GARNIER IS SOLD IN NUMEROUS CONTRIES
WORLDWIDE, WITH SPECIFIC PRODUCT LINES AND
CULTURES. IN 2011, GARNIER PARTNERED WITH
TERRACYCLE TO PROMOTE UP CYCLING OF PRODUCTS
CONTAINERS AND THE INTRODUCTION OF
BIODEGRADABLE PRODUCTS.

21. EMAMI CREAM

22. •THE EMAMI NATURALLY FAIR HERBAL FAIRNESS
CREAM CONTAIN ACTIVE HERB AND PEARLS. IT
IS 100% HERBAL AS RESEACHED BY EMAMI
HERBAL RESEACH. LIQIVRICE AND REAL PEARLS
SPREAD MELANIN AND PROVIDE SUNCREEN TO
THE SKIN. OTHER RARE HERBS NOURISH THE
SKIN AND PROTECT IT FROM ENVIRONMENT
RELATED POLLUTANTS.

23. PONDS CREAM
• HISTORY : POND’S CREAM WAS INVENTED IN THE UNITED
STATES AS A PATENT MEDICINE BY PHARANACIST THERMO I
POND EXTRACT A HEALING TEA FROM WITCHES DISCOVERED
COULD HEAL SMALL CUT AND OTHER ELEMENTS THE PRODUCT
WAS NAMED “GOLDEN TRESURE” AFTER THRENODIES ,IT
WOULD BE KNOWN AS “PONDS EXTRACT”.

24. 1910S : BY 1910 ,PONDS WAS A WELL ESTABLISHED BRAND AMONG
AMERICANS. THE POND’S COMPANY BEGIN AN AD CAMPAIGN THAT
WOULD BECOME NOTORIOUS BECAUSE OF THE CELEBRITIES
INVOLVED IN IT. AS A RESULT OF THE CAMPAIGN ,”POND’S
VANISHING CREAM” HAD A 60% INCREASE IN SALES DURING 1915,
AND “POND’S COLD CREAM” HAD A 27% INCREASE.
1920S : BY 1922, SALES OF THE PRODUCTS HAD GONE MANY BELIEVED
THAT SUCH AN EASILY AVAILABLE PRODUCT COULD NOT PERFORM
AS WELL AS OTHER “DESIGNER” PRODUCT. BECAUSE OF THIS
POND’S COMPANY THEN TARGETED ROYALTY ,POLITICIANS AND
PEOPLE OF HIGH CLASS STATUS TO BECOME ADVERTISER FOR THE
COMPANY.

25. 1930S : DURING THE DEPRESSION ERA OF THE 1930S, THE
COMPANY’S BUSINESS SLOWED DOWN SOME WHAT.
HOWEVER THE POND’S COMPANY EXPANDED SLOWLY,
ADDING FACE POWDER AND ANGEL FACE PRODUCTS.

27. PRODUCT IS AN ELEMENT OF MARKETING MIX
REPRESENTING
THE TAGLINE AND INTANGIBLE ELEMENTS OFFERED
TO THE CUSTOMERS IN ORDER TO SATISFY THEIR
NEEDS.
PRODUCT IS THE MOST VISIBLE COMPONENT OF
MARKETING MIX
OUR PRODUCT , FAIRNESS CREAMS IS A PRODUCT
WHICH IS BENEFICIAL FOR THE SKIN AND MAKES A
PERSON LOOKS FAIRER.
WHICH BRINGS CONFIDENCE TO THE PEOPLE.
IT IS CLASSIFIED AS A COSMETIC PRODUCT WHICH

28. FEATURES OF OUR PRODUCT
QUALITY PRODUCT
DIFFERENTIATED PRODUCT
AFFORDABLE PRICES
CUSTOMER SATISFACTION
ACCORDING TO THEIR NEEDS

30. GLOW UP PRODUCTS ARE ACCORDING TO CUSTOMERS
OUR PRODUCTS ARE MADE UP OF GREAT QUALITY
OUR PRODUCTS ARE MADE UP OF NATURAL PRODUCTS
WE HAVE TRUE KNOWN FAMOUS
THE PRICES OF OUR PRODUCTS ARE VERY AVOIDABLE
AND REASONABLE

32. PERMISSION & LICENSES
MANUFACTURING LICENSE {MANUFACTURING LICENSE } IS TO
BE OBTAINED FROM A LICENSING OFFICER TO START A
MANUFACTURING ACTIVITY
PATENTS: THESE REFERS TO EXCLUSIVE RIGHTS THAT ARE
GRANTED FOR A NEW INVENTION. PATENTS MUST BE OBTAINED
ACCORDING TO THE INNOVATION IN THE MANUFACTURING OR
IN A PRODUCT.
REGISTERED TRADEMARK : A TRADEMARK ,THAT IS A
DISTINCTIVE SYMBOL OR SIGN FOR THE PRODUCT CONFIRMING
ITS ORIGINALITY MUST BE REGISTERED.

35. BRANDING
BRANDING IS A PROCESS OF ASSIGNING A DISTINCTIVE NAME OR A
SYMBOL TO A PRODUCT WHICH IT IS TO BE IDENTIFIED AND
KNOWN REMEMBERED.
THE COMPANY ‘S BRAND HAS BEEN NAMED ‘GLOW UP’ AS OUR
COMPANY IS TARGETING THE MASSES OF ALL INCOME LEVELS AND
OUR PRODUCT IS NOT JUST TO BE USED BY THE URBANS BUT ALSO
BY THE RURAL CROWD AND PEOPLE ALSO WITH LESS INCOME AS,
INDIA IS A COUNTRY WHICH 70% PEOPLE ARE LIVING IN THE RURAL
AREAS.

36. BRANDS LOGO

37. TAGLINE

38. GLOW UP GET SET
GLO
AS THE COMPANY HAS JUST STARTED PRODUCTION IT TAKES
PLACE AT VERY SMALL SCALE .
THE BRAND HAS BEEN REGISTERED AND ITS TAGLINE AND LOGO.
THE REASON BEHIND USING THIS LOGO IS THAT BRIGHT COLOURS
AND LITTLE GLOWING EEFECT SHOWS THAT AFTER APPLYING
THIS CREAM YOUR FACE WILL GLOW.

39. BRAND AMBASSADER

40. KRITTI SANON

41. VIVAN DSENA

43. PRODUCTS OF FIRM
• GLOW UP WOMEN
• FAIRNESS CREAM
• GLOW UP MEN
• FAIRNESS CREAM
• SUNSCREAM
• GLOW UP FACE WASH
• GLOW UP FACE PACK
• GLOW UP MOISTURISOR
• GLOW UP WINTERCREAM
• GLOW UP CLEANSER

45. PRICE TABLEProducts Wholeseller Retailer Costumer
Glow up women
Fairness cream
60 65 70
Glow up men
Fairness cream
75 80 90
sunscream 65 70 75
Glow up face wash 40 45 50
Glow up face pack 125 130 140
Glow up moisturisor 70 75 85
Glow up cointer cream 50 55 60
Glow up cleanser 100 115 120

46. PACKAGING
PACKAGING REFERS TO THE ACT OF DESIGNING AND PRODUCING
THE CONTAINER OR WRAPPER OF A PRODUCT. PACKAGING PLAYS
A VERY IMPORTANT ROLE IN THE MARKETING SUCCESS OR
FAILURE OF MANY PRODUCTS. IN FACT IF ONE MAKES AN
ANALYSIS OF THE REASONS FOR THE SUCCESS OF SOME OF THE
SUCCESSFUL PRODUCTS IN THE RECENT PAST, IT CAN BE NOTED
THAT PACKAGING HAS PLAYED ITS DUE ROLE.

47. IMPORTANCE OF PACKAGING
RISING STANDARDS OF HEALTH AND SANITATIONS: BECAUSE OF THE
INCREASING STANDARDS OF LIVING IN THE COUNTRY ,MORE AND MORE
PEOPLE HAVE STARTED PURCHASING PACKED GOODS AS THE CHANCES OF
ADULTERATION IN SUCH GOODS ARE MINIMIZED.
SELF SERVICE OUTLETS: THE SELF SERVICES RETAIL OUTLETS ARE BECOMING
VERY POPULAR, PARTICULARLY IN MAJOR CITIES AND TOWNS. BECAUSE OF
THIS, SOME OF THE TRADITIONAL ROLE ASSIGNED TO PERSONAL SELLING IN
RESPECT OF PROMOTIONS HAS GONE TO PACKAGING.PRODUCT DIFFERENTIATION: PACKAGING IS ONE OF THE VERY IMPORTANT
MEANS OF CREATING PRODUCT DIFFERENTIATION.
INNOVATIONAL OPPORTUNITY: PACKAGING IS ONE OF THE VERY IMPORTANT
MEANS AS SOME OF THE RECENT DEVELOPMENT.

48. TRANSPORTATION PACKAGING

49. CHANNELS OF DISTRIBUTION
• A CHANNEL OF DISTRIBUTION IS THE ROUTE OR PATH ALONG
WHICH PRODUCTS FLOW
FROM ONE POINT OF PRODUCTION TO THE POINT OF ULTIMATE
CONSUMPTION OR USE

50. TYPES OF CHANNEL OF
DISTRIBUTION
• 1 DIRECT CHANNEL(ZERO LEVEL):
• 2MANUFACTURER-RETAILER-CONSUMER(ONE LEVEL)
• 3 MANUFATURER-WHOLESALER-RETAILER-CONSMER(TWO
LEVEL)
• 4 MANUFATURER-AGENT-RETAILER-WHOLESALER-
CONSUMER(THREE LEVEL)

51. CHANNELS OF DISTRIBUTION 1
PRODUCER
RETAILER
CONSUMER
CHANNELS OF DISTRIBUTION 2
PRODUCER
WHOLSELEER
RETAILER
CONSUMER
CHANNELS OF DISTRIBUTION 3
 WHOLSELLER
RETAILER
CONSUMER

52. • OUR COMPANY HAS CHOOSEN THE
TWO LEVEL CHANNEL .
• WHERE THE MANUFACTURER SELLS
THE PRODUCT TO WHOLESALER AND
THEN HE SELLS IT TO RETAILER AND
THEN HE MAKES PRODUCT AVAILABLE
FOR THE CUSTOMER.
• IT IS THE BEST WAY TO ENTER INTO
MARKET. AS WE HAVE VERY FEW
FIRMS IN COUNTRY SO IT IS DIIFICULT
FOR US TO SELL PRODUCT DIRECTLY

53. PRODUCTION
UNIT
WHOLESALER
RETAILERCUSTOMER

55. • WAREHOUSES IS A STORAGE STRUCTURE
CONSTRUCTED FOR THE PROTECTION OF THE
QUALITY AND QUANTITY OF THE PRODUCTION.
• THE NEED FOR A WAREHOUSE ARISES DUE TO TIME
GAP BETWEEN PRODUCTION AND CONSUMPTION
OF PRODUCTS.
• WAREHOUSING OR STORAGE REFERS TO THE
HOLDING AND PRERESERVATION OF GOODS UNTIL
THEY ARE DISPATCHED TO THE CONSUMER,BY
BRIDGING THIS GAP STORAGE CREATES TIME
UTILITY.

56. TRANSPORTATION
• TRANSPORTATION IS THE MEANS TO CARRY
PEOPLE AND GOODS FROM ONE PLACE TO
ANOTHER .THIS HAS BECOME VERY IMPORTANT
IN EACH STAGE OF HUMAN CIVILIZATION.
• OUR FIRM HAS THREE MEANS OF
TRANSPORTATION FOR CARRYING OF GOODS
FROM ONE PLACE TO ANOTHER.
• ROADWAYS, RAILWAYS AND AIRWAYS

58. PROMOTION
• PROMOTION IS A PROCESS OF COMMUNICATION
WITH THE POTENTIAL BUYERS INCLUDING
INFORMATION , PERSUATION AND INFLUENCE.
• IT INCLUDE ALL TYPES OF PERSONAL AND
IMPERSONAL COMMUNICATION WITH THE
CUSTOMER
• METHODS OF PROMOTION USED BY OUR FIRM
ARE DIGITAL ADVERTISMENT ,PRINTED
ADVERTISMENT,PERSONAL SELLING

59. CONCLUSION
• INDIAN FAIRNESS INDUSTRY IS UNIQUE MIX WITH
EXTREME ATTITUDE ,BELIEFS,INCOME LEVEL AND
SPENDING.
• UNDERSTANDING CONSUMER PREFRENCES AND
DEMANDS IS THE KEY TO GROWTH
• ECONOMICAL DISTRIBUTION USING PROPER SUPPLY
CHAIN MANAGEMENT IOS NECESSARY.
• THE INDIAN FAIRNESS INDUSTRY IS DESTINED TO GROW
AND WILL DO SON IN THE FUTURE.

60. THANK
YOU