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.
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
This presentation will discuss 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.
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.
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
This presentation will discuss 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.
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.
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 is a mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof.Sameer Mathur.
Do check it out and please review.
A brand analysis of cosmetic giant L'Oreal. The A comprehensive view on how L'Oreal came to its present form, its business strategies and its tapping into global markets,
This is a presentation of mine and my classmate Begüm about the changing makeup patterns of Turkish women and how could L'oreal create a product for that changing environment. This presentation was made to Özlem Hesapçı, Associate Professor of Marketing at Boğaziçi University.
L'Oreal Brandstorm 2020 quest was to build "Build a plastic-less future in the beauty industry"
This project allowed our team to achieve the Politecnico di Milano final round.
I was part of a six-person team that underwent primary research (performed brand association tests on and surveyed 52 respondents) and secondary research (analysed Zara's current and past branding communications) to assess Zara's current brand meaning in the Vancouver market. I led the process of narrowing down Zara's intended brand meaning into four succinct categories. I was in charge of categorizing associations as well as analysing "classy" and "good quality" associations, cross referencing them to demographic variables. I was additionally in charge of analysing Zara's brand strength, as well as designing the PowerPoint.
Primary and Secondary Market Research to gather data and Statistical analysis using Marketing Research techniques like Anova, Regression, T-Test, Z-Test to determine the optimum strategy
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 is a mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof.Sameer Mathur.
Do check it out and please review.
A brand analysis of cosmetic giant L'Oreal. The A comprehensive view on how L'Oreal came to its present form, its business strategies and its tapping into global markets,
This is a presentation of mine and my classmate Begüm about the changing makeup patterns of Turkish women and how could L'oreal create a product for that changing environment. This presentation was made to Özlem Hesapçı, Associate Professor of Marketing at Boğaziçi University.
L'Oreal Brandstorm 2020 quest was to build "Build a plastic-less future in the beauty industry"
This project allowed our team to achieve the Politecnico di Milano final round.
I was part of a six-person team that underwent primary research (performed brand association tests on and surveyed 52 respondents) and secondary research (analysed Zara's current and past branding communications) to assess Zara's current brand meaning in the Vancouver market. I led the process of narrowing down Zara's intended brand meaning into four succinct categories. I was in charge of categorizing associations as well as analysing "classy" and "good quality" associations, cross referencing them to demographic variables. I was additionally in charge of analysing Zara's brand strength, as well as designing the PowerPoint.
Primary and Secondary Market Research to gather data and Statistical analysis using Marketing Research techniques like Anova, Regression, T-Test, Z-Test to determine the optimum strategy
Project Report on 7 p's of Marketing with Special Reference to FMCG industry ...Dheeraj Agarwal
OBJECTIVES OF STUDY:
1. To know about customer perception while purchasing bath soap products.
2. To study the soap brand people use on the basis of age, occupation and income class.
3. To study the customer association with the existing brand and the reasons for switching over to another brand.
4. To study the buyer’s awareness bout HUL bath soaps and their prices and the place to purchase from.
5. To study the buyer’s awareness about the advertisement, offers and promotional techniques of HUL.
6. To know about various brands and competitors of HUL soaps.
7. To know about the performance of popular brans of different companies in the market.
8. To study what attributes motivate customers to buy a product.
9. To analyze the ranking of soap that customer gives according to their preferences.
Natisha N. YoungMarketing Principles310, Section,Summer 201.docxrosemarybdodson23141
Natisha N. Young
Marketing Principles/310, Section,
Summer 2014)
1
ProActiv
Be specific, e.g. Ford Taurus, Apple iPad, Tide Detergent with Bleach, etc. It is important to know if you are preparing a marketing plan for a single product or an entire product line.
1
Executive Summary
2
Prepare this slide last and submit with your finished product at the end of the semester.
An executive summary should include:
Summary of key findings in t16he analysis of the current marketing situation
Briefly state your marketing mix recommendations for the coming year.
(See Appendix 1, pg 612 in the text 15th ed. or find the related appendix in the online version for example, but be sure to frame it as a Power Point, not prose)
2
Table of Contents
3
Market description
Segmentation (describe target market using segmentation characteristics)5-6
Marketing targeting strategy7
Value proposition8
Factors influencing consumer behavior of the primary target market9
Buyer decision process of the primary target market10-11
Product review12
Levels of product/service12
Type of product/service13
Product/service life cycle14
Benefits/features analysis15
Differentiation16
Branding strategy17
Competitive review18
Competitive analysis18
Market share19
Competitive positions and roles20
Strategic sweet spot21
Positioning22
Distribution review23
Current supply chain members and roles23
Value-delivery network analysis24
Current type of distribution strategy25
Strengths, Weaknesses, Opportunities, and Threats Analysis (SWOT)26
Microenvironments27
Macroenvironments28
Prepare this slide twice:
1. When you are ready to submit Part 1, prepare your Table of Contents for Part 1
2. When you are ready to submit Part 2, prepare your final Table of Contents for both Part 1 and Part 2
3
Section A
Current Marketing Situation
4
4
A.1.a. Market Description
Description of market segments
5
ProActiv primary target is between the ages of 24 and 65. They are female urban professionals with at least some college. This consumer has an active lifestyle. They are concerned about social and environmental issues. Mind and body wellness are important to them. They belong to a health club; take yoga, Pilate's or tai chi lessons. The effects of aging and the maintenance of a youthful appearance are a part of their life.
The secondary target market is females between the ages of 18 and 30, at both secondary and post-secondary education levels. Students and recent graduates, located in major urban markets are important for this target market because the majority of students are situated in the more populated areas of cities. This target market would be more inclined to utilize untraditional media for information, in the way of social media and online advertisements
The third market that is trying to be reached is professional single men between the ages of 20-45 with a gross household income of $45,000 to $85,000. These men are concerned with impressing n.
S P JAIN HOSTS THE 3RD EDITION OF ANNUAL HR CONCLAVE 2013 IN DUBAIPrajakta Talathi
The article describes the synopsis of the Annual HR Conclave hosted by SP Jain School of Global Management.
There were 2 panel discussions:
Panel Discussion 1 – ‘Innovation, the differentiator in engaging talent’
Panel Discussion 2 – ‘Strategies for motivating and retaining talent’
THE AMAZING RACE – GETTING TO KNOW SINGAPORE IN A DYNAMIC STYLEPrajakta Talathi
An article written by me for SP Jain School of Global Management website published at the link: http://www.spjain.org/The-Amazing-Race-Getting-to-know-Singapore-in-a-dynamic-style.aspx
Mc Donald's: DELIVERING CUSTOMER EXPERIENCE.
This report consists of various analysis frameworks / models used to analyse the customer experience at Mc Donald's.
STARBUCKS: DELIVERING CUSTOMER EXPERIENCE.
This report consists of various analysis frameworks / models used to analyse the customer experience at Starbucks.
Comprehensive Learning Note comprising of:
Performance Analysis
Past Decisions and Implications
Comparison of Key Metrics
Trends and Scenarios
Indicators (Lead and Lag)
Learning Experience
Advertising and Communication Strategy for Indian Women to generate desire to buy Chevrolet Volt. Presentation discusses the target audience, mood board and communication strategy.
Integrated Marketing Concepts for the Coca Cola Ad. The ad (Uploaded at the link: https://youtu.be/9ixBdSPAI4s) was created as an improvisation of Coca Cola ad (Uploaded at the link: https://youtu.be/zlA9tXYxD8g). Analysis of new improvised ads using the parameters such as product, objectives, target audience, advertising strategy, ads description, mood board, etc.
Retail strategy for Global brand of authentic Italian food and recipes. Analysed and observed Eataly outlet at Dubai Mall. Recommended strategies for customer attraction and retention.
Social landscape of Kingdom Saudi Arabia:
Demography, Key Indices, Income Distribution, Education, Healthcare, Culture, Nitaqat, Religion, Culture Tips, Labour, Kafala, Hafiz, Social Welfare, Corporate Social Responsibility (CSR), Outlook
This presentation contains the following for Eileen Fisher, Retail Fashion Brand:
Problem Statement
Decisions to be Made
Company Introduction
POP and POD
Competitive Advantage
Brand Elements
Re-positioning Strategy
Keller Model
ART GALLERY DISPLAY SYSTEM.
Art Gallery Display Systems is a complete range of components required by an artist or the owner of the artwork to display it.
Leading Brands
Why are these Brands the Leading Brands?
KANO’S MODEL
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...
Product Marketing and Management for Fair and Lovely Max Fairness
1. Fair & Lovely Max
Fairness
Product Marketing and Management – Individual Assignment
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.
2014
Prajakta Talathi – GSEP13CMM031
2. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 1
Table of Contents
Product....................................................................................................................................................2
Market Issue ...........................................................................................................................................2
Brand Analysis.........................................................................................................................................2
A. Customer Pyramid ......................................................................................................................2
B. Brand Layers................................................................................................................................3
C. Brand Personality........................................................................................................................3
D. Kano’s Model ..............................................................................................................................4
E. Product Life Cycle........................................................................................................................4
F. Brand Portfolio............................................................................................................................5
G. Brand Asset Value.......................................................................................................................5
H. BCG Matrix..................................................................................................................................6
I. AICDA Model...............................................................................................................................6
J. Brand Identity .............................................................................................................................7
Marketing Plan........................................................................................................................................7
Industry Analysis.................................................................................................................................7
Situational Analysis.............................................................................................................................8
Company .........................................................................................................................................8
Customer.........................................................................................................................................9
Competition ..................................................................................................................................10
Collaboration.................................................................................................................................11
Climate/ Context...........................................................................................................................11
Marketing Strategy ...............................................................................................................................11
Segmentation, Targeting and Positioning.........................................................................................11
Marketing Mix...................................................................................................................................11
Basic 4 Ps of Marketing Mix..........................................................................................................11
Additional Ps of Marketing Mix ....................................................................................................13
Brand Architecture............................................................................................................................13
Daughter Product Brand Architecture..........................................................................................13
Budgeting and Timelines.......................................................................................................................13
Recommendations................................................................................................................................13
3. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 2
Product
Fair and Lovely Max Fairness (Earlier known as Fair and Lovely Menz Active)
Market Issue
1. Consumer is getting smarter and becoming more aware of beauty products especially effects
of fairness creams so the growth of fairness industry is slowing down
2. A Fast Moving Consumer Good, hence too many competitors, ranks second in market share
Brand Analysis
A. Customer Pyramid
•Initially it was believed that men feel shy to
promote the product beauty products but
recently it is observed that men and women share
their experiences through word of mouth
•Consumers once convinced about the
product will tend to be loyal;beauty
product and directly touches the skin,
consumers do not readily experiment
with the product
•Even though the
switching cost of
commodity products is
low, consumers once
satisfied hesitate to
switch beauty products
4. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 3
B. Brand Layers
C. Brand Personality
SOCIAL RESPONSIBILITY
SELF EXPRESSION
EMOTIONAL
FUNCTIONAL
• Does not convey anything about its
purpose for society at large
• Basic product so no element of self
expression attached
• Results of using can help gain
emotional field of experience lie
confidence, happiness, etc
• Daily use fairness cream for men
•F&L is perceived to be genuine, kind, thoughtful and responsible
Sincerity
•F&L will help boost personality to accomplish things and become influential and
successful
Competence
•F&L is perceived to be elegant and unpretentious
Sophistication
5. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 4
D. Kano’s Model
E. Product Life Cycle
Basic features of a fairness cream:
1. Skin whitening
2. Oil control
3. Blemishes removal
4. Sun expert
5. Freshness provider
Performance is not consistent. Mixed
reviews from users. Not all users
experience the fairness effect after usage
Excitement is the aspirational awe effect which the buyer perceives
that he will achieve after he uses the product. But because of mixed
reviews, this aspiration is not sufficient as a buying motivator
CustomerSatisfaction
Product Features
The decline in sales can be one of the indications that the product has reached a
Matured phase and will reach the Decline phase.
6. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 5
F. Brand Portfolio
G. Brand Asset Value
Brand Value
Brand Vitality - Beauty
product with name having
name Lovely is a disconnect
Differentiation - First of its kind. Makes
you look good outside but feel good inside
Relevance - Fairness cream related to
fairness related products - purity of the
brand
Brand Stature - F&L has
high status and scope for
growth
Esteem - Brand Name, HUL and Parent
Name, F&L are regarded high in the minds
of the consumer
Knowledge - Consumers are highly aware
that F&L is fairness beauty product.
Initially men using cosmetic products
were considered to possess feminine
characteristics. This notion is
changed now and men are using
cosmetic products everyday
7. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 6
H. BCG Matrix
I. AICDA Model
•Consumers buy F&L Max Fariness believing that it will
give the desired results
Action
•Combination of interest to become fair and
develop a good personality and that this product is
offered by a highly credible company, HUL,
develops desire to buy
Desire
•HUL and F&L both are highly trusted and
reliable brands
Credibility
•Men today seek good personality
and the perceived perks associated
with it
Interest
•F&L ad promotions have created
its awareness and also that it can
help boost personality by adding
fairness touch to it
Awareness
Stars Question Marks
Cash Cows Dogs
MarketGrowth
Market Share
Fair and Lovely Max
Fairness has 2nd
highest market share
in the category of
beauty products for
men. It also has a high
growth potential
8. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 7
J. Brand Identity
Marketing Plan
Industry Analysis
FMCG Sector is fourth largest contributor to India’s economy. Beauty and Personal Care is one of the
categories of FMCG and accounts to 20% of the share. According to Euromonitor, it is growing by
more than $ 1 billion a year. Indian market for Personal Care Products can be seen as below:
According to Euromonitor, Personal Care is a $ 37.5 billion industry in India. As per Nielsen’s
research report, men’s skin care product currently account for 5.3% of the total skin care products
market and is growing at a rate of 43% per year.
Trend Analysis
Consumers continue to spend on personal grooming products
Although economic uncertainty has slowed spending growth overall, consumer demand for personal
care products and services remains strong. A recent article in India Today magazine stated that
this trend has been inspired by what it called ‘lookism,” the focus amongst some on looks above all
other of a person’s attributes, inspired by movies and TV soap operas, seeking to be fairer and
Brand Positioning
Fairness cream for men of age 18-
40, "Metrosexual men"
Brand Image
Fairness cream; but product name
is Fair & Lovely and Lovely name is
more feminine
Stakeholders
F&L has the second highest Market
Share in its category
Product Attributes
It has all the desired attributes that
a fairness cream should have
Brand Identity
Bath and
Shower
46%
Hair Care
31%
Skin Care
16%
Colour
Cosmetics
6%
Fragrances
1%
Sales
9. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 8
slimmer. While this may or may not be true, it is clear that Indian consumers place great stock in
personal care.
In particular, male grooming is being taken more seriously than ever before. A recent article in the
Times of India noted “Women are not alone in this! Men also do care immensely about their looks
and indulge in elaborate grooming rituals to enchant women. They prefer to keep themselves
abreast of the latest skincare products among other toiletries on the market. Some even love hitting
the salon or spa for a luxuriant facial rounded up with a manicure and pedicure”
Rural consumers driving growth
Due to the significantly lower cost of living in rural areas, disposable income and spending levels of
rural dwellers continue to rise. According to a recent report from Credit Suisse, “Spending patterns
show a significant divergence across rural and urban India. While the mean household income of
urban India declined 3%, it increased 6% for rural India. With India’s Rural: Urban population ratio
still highly skewed at 70:30, strong rural performance would continue to support growth for Indian
consumer companies”.
Situational Analysis
The 5Cs analysis is the best way to do Situational Analysis.
Company
Hindustan Unilever Limited (HUL) is an Indian consumer goods company based in Mumbai,
Maharashtra. It is owned by Anglo-Dutch Company, Unilever which owns a 67% controlling share in
HUL. HUL's products include foods, beverages, cleaning agents and personal care products which can
be used daily. It is the largest FMCG Company having products in over 20 consumer categories with
over 700 million Indian consumers using its products.
Fair and Lovely Max Fairness
F&L is one of the major selling Beauty and Personal selling products of HUL. Because it is sold under
the Brand Umbrella of HUL, it beholds a strong Brand Equity. F&L Max Fairness is a fairness product
for Men.
SWOT Analysis
Strength
•Under HUL Brand Umbrella
•First to introduce Men's Fairness
cream
•Good quality product
•Excellent distribution system
•Consumer awareness & top of
mind
Weakness
•Consumer attitude towards beauty
products for men: Some sectors of
India still perceive that using
beauty products is feminine
•Name Lovely being used for
products of men
Opportunities
•Growing awareness of the product
•Slow but adapting to the concept
•Tapping rural areas
•Product line extensions
•Higher consumer spending on
personal care products
Threats
•Major competition
•Controversies over linking beauty
and success
•Import restrictions
10. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 9
Customer
Needs, Wants and Desires
Due to the sub-tropical climate, most Indian men do not have a fair complexion. Additionally, there
is a growing perception resulting into a significant shift in attitudes among male consumers that
well-grooming can contribute to their professional as well as personal success. This can be explained
by the Maslow’s Hierarchy of needs.
On the contrary, the wise consumers are becoming more conscious about their physical health and
the health of their skin and not just slimmer body or fairer skin. Moreover, the knowledgeable
consumers are aware that confidence comes from education and not by using personal care
products as shown in the advertisements of these products. It comes from a sense of
accomplishment. Lastly, consumers have started realising the long-term effects or side-effects of
using fairness creams.
Buying Behaviour
A typical buying process for fairness cream is as shown in the below diagram.
Need / Want
Environment Scan
Evaluate Alternatives
Purchase Decision
Brand / Service
Post Purchase
Dissatisfied
Satisfied
Brand Loyalty & Advocacy
Recently it is perceived that
people get success in personal
and professional levels owing to
how well groomed they are.
F&L caters to this need of being
fair and well groomed which will
help consumers satisfy their
needs of love, security and self-
esteem.
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Customer Profile
Competition
FMCG has major competitors due to its low barriers to entry. Some of the strong competitors for
HUL, F&L Max Fairness are:
1. Emami, Fair and Handsome
2. Garnier Men Power Light
3. Nivea Men face whitening
Age Income Level
Occupation
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PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 11
Collaboration
HUL has very high Value Chain and high level of collaboration with its suppliers and distributors in
India as well as abroad.
Climate/ Context
HUL has well established business in consumer goods in India. Any new product development,
enhancements in current products or line extensions of current product can leverage the already
established network and business working environment in India.
Marketing Strategy
Segmentation, Targeting and Positioning
The segmentation of male consumers can be based on their geographies i.e. Rural India and Urban
India; based on their age, income level and occupation. One of the segments can be rural men, age
group 18-40 years and middle income level category. Likewise more segments can be identified.
Consumer products have a mass market and hence broader segments. Moreover, few
psychographic parameters such as readiness to purchase a cosmetic product should also be
considered for segmenting.
The biggest target segment is the Metrosexual men who are conscious of their appearance. Also,
those men can be targeted who think that good look is the key to success. The new target can be
rural men, who have good income level and high desire for fair and good looks. As incomes of rural
Indians continue to grow, these consumers offer significant market expansion potential. One of the
target customers would be women who can persuade the men in their lives to make use of personal
care products for grooming.
The present positioning of Max Fairness is either to provide 2X Fairness within 6 weeks and also that
the product features are enhanced to work on tough male skin to give visible fairness, visible spot
reduction and triple sunscreen protection. Positioning lacks a fixed tagline. The present lines
associated with Max Fairness are “2x Fairness” and “For Lasting Fairness”. The later one should be
incorporated since this will help in top-of-the-mind recall of the product.
Marketing Mix
Basic 4 Ps of Marketing Mix
VitaMAX Complex
and UV filters
Fairness cream for
Men with
enhanced features
First product of its
kind;
Market-oriented
and 2nd degree
pricing
At par with
competitors
25gms for INR 38
HUL has largest
distribution
network
Available at all
retail outlets,
pharmacies, etc
Ad Campaigns and
Print media
Fairness Meter
and Extra at same
cost
Scholarship
programs
13. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 12
Product – Features: The world's leading Fairness Expert provides skin care, Fair & Lovely Max
Fairness for men. Its revolutionary VitaMAX Complex and UV filters work intensively on tough male
skin to give visible fairness, visible spot reduction, and Triple Sunscreen UV protection.
Category: Personal Care -> Skin Care -> Facial Care -> Fairness Care -> Men’s Fairness product
Line Extensions: Create new line extensions. One extension is already present i.e. Fairness Face
Wash, few others like Night cream, Sunscreen or Skin Treatment can also be introduced.
Additionally, creams based on skin type should be introduced.
Pricing – 2nd Degree Pricing: F&L Max Fairness is a commodity and hence follows the pricing
based on volume.
Market-Oriented Pricing: Large competition providing good and branded products exists in this
sector. Target customers are price sensitive and hence pricing is decided by the market conditions.
Place – Distributions: HUL has a reach of 6.4 million retail outlets which includes direct reach to
over 1.5 million retail outlets.
Promotions – Mass Marketing: Fairness product is a commodity and hence has a large target
audience. Mass marketing will be an effective traditional way of promotions. It can be in the form of:
1. Television Ads
2. Radio
3. Print
4. Cinema
5. Outdoor – Hoardings etc
6. Press
Apart from the traditional methods, new promotional techniques such as Alternate Media can be
used:
1. Create a Buzz – Indian audience are very fond of celebrities, make celebrities do the talk
and create a buzz
2. Events – F&L should host some event under the name of Max Fairness. It should also do
some sponsor some events or functions. Apart from the high profile events, Max Fairness
should also undertake some social responsibility campaigns like sponsoring education,
facilitating research students, plastic recycling etc. as an HUL Shakti initiative but highlighting
the name of Max Fairness
3. Web 2.0 – F&L Max Fairness already have their Facebook and twitter pages. They should be
actively promoting on these channels. Additionally make use of YouTube and other social
media sites for promotions
Another way to attract Indian price sensitive masses is by means of Sales Promotional Techniques
i.e. Discounts, Extra 20gms product, Free skin analysis etc.
Apart from the above means, make Consumers involved in the promotional campaigns. Show users
sharing their experiences and make them Brand Ambassadors.
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PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 13
Additional Ps of Marketing Mix
Packaging – Make use of innovative packaging. Instead of highlighting the Fair and
Lovely, a misleading name, make use of Max Fairness for promotions. Some
innovative packaging such as Pumps instead of tubes can be sold; this will ease the
process of cream extraction from tubes.
Participation – Involving consumers and making them the Brand Ambassadors will help in
emotionally connecting with the consumers and make them feel that F&L Max Fairness is a part of
their lives.
Purity of the Product – Adopting a different packaging and making use of Daughter Product Brand
Architecture, will help maintain the purity of the brand and enhance the likelihood of purchases.
Brand Architecture
Daughter Product Brand Architecture
Re-package by making use of consumers on the product cover. Additionally,
highlight the Max Fairness name of the product and minimize the Fair and Lovely
font and logo.
Budgeting and Timelines
Budgeting
Last year, HUL spent approximately $ 1.5 billion on their total marketing cost. Assuming
approximately 2% of the total expenses to be utilized for Max Fairness i.e. $ 3 million will be used for
marketing and promotions this year.
Introducing new product lines will be taken up as a part of new business development and hence it
will undergo different stages of planning.
Timelines
Assuming 6 months for the whole campaign, 40% of the time will be utilized for planning and
strategizing. Next 30% will be spent for execution and last 30% for responses and remedy reaction or
responses and further promotions.
Recommendations
Based on the above marketing strategy, following are the key recommendations:
1. Introduce new line extensions
2. Convenient packaging – pumps instead of tubes
3. Highlight Max Fairness instead of Fair & Lovely
4. Target the rural market
5. Aggressive promotions using Alternate media and Customer Engagement