Fairness cream

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  • i wll use this for my project but can u help me with a USP
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  • Fairness cream

    1. 1. 1 Product Market Analysis of Fairness Creams
    2. 2. 2 Geographical Distribution South 36% West 23% East 18% North 23% Cosmetics & Toiletries Industry 1200 40% 1800 60% Skin-care segment Others Skin-Care Segment 720 60% 480 40% Fairness Cream Others Industry Overview Fairness cream market – 25% p.a. vs cosmetic market – 15% p.a.
    3. 3. 3  Reasons for the growing demand • Greater access to television, which has made the Indian consumers beauty consciousness and increased his or her need to look presentable and attractive • Increased advertising in general • Greater product choice and availability  To succeed: The positioning and the style of the product’s appeal for “making consumers fairest of all” will make the difference Reality is that Indians at large, and most of Asia, for that matter, are partial towards light skin Demand Drivers
    4. 4. 4  Broadly divided into mass and premium • Premium segment ­ Niche ûÿ~wÿÿ· and so small base ­ Low scope for increasing volumes ­ Growth mainly from up­gradation • Mass segment ­ Scope for increasing volumes is much higher because ­ Much larger base ­ Low price drives first­time users Industry Overview Mass segment: Concentrated market structure - 70% by top 3 brands
    5. 5. 5 Consumer Behaviour Analysis
    6. 6. 6 Physiological - Clean Face Social – Beauty, Complexion Esteem – Compliments Self Actualization - Confidence Safety - Anti ageing, no pimples Hierarchy of Needs
    7. 7. 7 Market Growth Factors  Increased media exposure  More working women  Growing consumerism  Move towards personal grooming  Increased penetration levels
    8. 8. 8 Demographic Effects  Greater tendency to use fairness creams in Southern India  Frequency of application decreases with age  Highest percentage of users among single working women  Younger women more inclined towards branded products  Men are increasingly using fairness creams
    9. 9. 9 Product Differentiation Analysis
    10. 10. 10 Product Differentiation  Bases • Type • Price range • Chemical characteristics • Application • Packaging
    11. 11. 11 Product Differentiation - Type  Cleansing creams  All purpose creams  Emollient creams  Skin protective and hand creams  Soap bars Usage of Talcum powder for fairness purposes was prevalent in earlier days
    12. 12. 12 Product Differentiation – Chemical Characteristics Functional Property Physio-chemical Property Cleansing creams Cold creams Medium to high oil content Oil in water or water in oil Neutral pH May contain surfactants of improved penetration and suspension properties Hand and body protective Low to medium oil content Usually oil in water May have slightly alkaline or acidic PH May contain protective factors especially silicones and lanolin All purpose creams Medium oil content Oil in water or water in oil
    13. 13. 13 Product Differentiation – Application  Even tone  Clearing dark spots  Reducing pigmentation  UV protection
    14. 14. 14 Product Differentiation - Packaging  Creams/Lotions • Tubes • Bottles  Soap • Bars
    15. 15. 15 Competition Analysis
    16. 16. 16 Positioning  Herbal – safe and traditional  Age – teenagers, middle aged, all age groups  Lifestyle – working women, party goers  Occasions – marriage, date, interview  Benefits – confidence, impact, fashionable
    17. 17. 17 Low End Godrej Fair Glow ‘Fairever Freschia Vicco Turmeric Middle End Fair and Lovely Samara Fairness cream Lotus Fairness gel Avon VIP Fairness cream Biotique Coconut Milk Oriflame Love A ‘Fair High End L’Oreal Plenitude White Perfect YSL’s Blanc Absolu Serum Clinique’s Active White Line Elizabeth Arden’s Visible Whitening Pure Intensive Capsules Estee Lauder’s White Light. Major Players
    18. 18. 18 Market Shares 75% 15% 4% 2% 4% Fair & Lovely Fairever Fair Glow Himalaya Others
    19. 19. 19 Prominent Brands
    20. 20. 20  Product proposition – “Change your destiny” - transforms a woman in ways, more than just skin deep  Target segment – Women in the age group of 20s to late 50s  Packaging – Tubes and soap bars SKUs 25 gm 50 gm 80 gm 75 gm Pricing Rs 26.5 Rs 48 Rs 70 Rs 15
    21. 21. 21  Key ingredients – UV sunscreens, niacin amide, papaya and watermelon extracts  Other attributes – sunscreen system typically optimized for Indian skin  Market share – 76%
    22. 22. 22  Product proposition – a cream that will help the "world notice you"  Target segment – middle class young girls in their early 20s who are in college or have just started working  Packaging – tubes and sachets SKUs 9 gm 25 gm 50 gm 80 gm Pricing Rs 5 Rs 27 Rs 49 Rs 70
    23. 23. 23  Key ingredients – saffron, milk, fruit vitalizers  Other attributes – lasting fragrance  Market share – 15%
    24. 24. 24  Product proposition – first fairness soap, blemish free fairness  Target segment – mass market  Packaging – bars  SKUs – 75 gm  Pricing – Rs 13
    25. 25. 25  Key ingredients – bio-extract natural Oxy-G, 76% TFM (Total Fatty Matter)  Other attributes – visible fairness without leaving the skin greasy  Market share – 3.5%
    26. 26. 26  Product proposition – herbal fairness cream - give ayurveda a modern image  Target segment – college students  Packaging – tubes  SKUs – 25 gm and 50 gm  Pricing – Rs 25 and Rs 46, respectively
    27. 27. 27  Key ingredients – rose, orange, aloe, walnut  Other attributes – antiseptic, no side- effects and suits all skin types  Market share – 2% to 2.5%
    28. 28. 28 Vacant Position  Need for a new product • Fairness products contain bleaching agents which make the skin dry and flaky, especially during the winter season • Consumers need to apply a separate moisturizer after the application of the fairness product • No existing products for use on other visible parts like arms and feet  Vacant position • A fairness product that contains a moisturizer and is priced low enough to be applied on arms and feet
    29. 29. 29  Increase rural market penetration  Launch new brands like ‘Handsome’ for men, specially target at urban youth  Media exposure  Increased focus on personal grooming – adaptive products Road Ahead
    30. 30. 30 Thank You!!! For the confident look

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