fair & lovely
TRANSCRIPT
Case PresentationCase Presentation
Fair & LovelyFair & Lovely
Group MembersGroup Members Anup AgarwalAnup Agarwal Ankit DubeyAnkit Dubey Pravin KumarPravin Kumar Vidit KhuranaVidit Khurana Gaurav KumawatGaurav Kumawat Vishal LokhandeVishal Lokhande Arjamand MajidArjamand Majid RajKumarRajKumar Abhijit KumarAbhijit Kumar
CASE SYNOPSISCASE SYNOPSIS HistoryHistory ProductProduct Recent DevelopmentsRecent Developments Promotion Promotion Market Market AchievementsAchievements Brand ValuesBrand Values
A Product FromA Product From
HINDUSTAN HINDUSTAN
LEVERLEVER
LIMITEDLIMITED
Company PortfolioCompany Portfolio
Largest FMCG CLargest FMCG Company.ompany. Booming Sales Booming Sales Market Leader Market Leader Biggest exporters Biggest exporters Indian Subsidiary of Unilever Ltd., Indian Subsidiary of Unilever Ltd.,
LondonLondon
Fair & Lovely
Product PortfolioProduct Portfolio
Nationally Marketed since 1978. Nationally Marketed since 1978. Exports Exports Ingredients Ingredients Sales Sales Market ShareMarket Share Patented CreamPatented Cream
Substantive Range Of The BrandSubstantive Range Of The Brand Ayurvedic Fair & Lovely Fairness creamAyurvedic Fair & Lovely Fairness cream Fair & Lovely Anti-Marks creamFair & Lovely Anti-Marks cream Fair & Lovely Oil control Fairness GelFair & Lovely Oil control Fairness Gel Fair & Lovely for Deep Skin Fair & Lovely for Deep Skin Fair & Lovely Multivitamin & Many Fair & Lovely Multivitamin & Many MoreMore
Market PortfolioMarket Portfolio Total Fairness Market (700 crores)Total Fairness Market (700 crores) Market has been galloping at 25% Market has been galloping at 25%
East
West
North
South
South
36%
North
23%
West
23%
East
18%
COMPETITIONCOMPETITION
MAJOR PLAYERS IN MAJOR PLAYERS IN THE MARKETTHE MARKET
NATURALLY FAIRNATURALLY FAIR
Product Of Emami Ltd.Product Of Emami Ltd. Price Is Rs. 53/- For 50g.Price Is Rs. 53/- For 50g. Claims Similar To Those of Fair &Claims Similar To Those of Fair &
Lovely.Lovely.
FAIREVERFAIREVER
Product Of Cavincare Ltd.Product Of Cavincare Ltd. Claims To Contain Fruit Vitalizers And Claims To Contain Fruit Vitalizers And
Saffron.Saffron.
FAIR ONEFAIR ONE
Collaboration Shehnaaz Hussain’s Collaboration Shehnaaz Hussain’s Beauty Services. Beauty Services.
Product Of Elder Pharmaceuticals.Product Of Elder Pharmaceuticals. Claims To Contain Honey, Apricot Oil, Claims To Contain Honey, Apricot Oil,
Rose Cucumber And Lemon Distillate.Rose Cucumber And Lemon Distillate. Price Is Rs. 56/- For 50gPrice Is Rs. 56/- For 50g
HIMALAYA FAIRNESS CREAMHIMALAYA FAIRNESS CREAM
Product Of Himalaya Health Care Pvt. Ltd.Product Of Himalaya Health Care Pvt. Ltd. Marketed As 100% Herbal Product.Marketed As 100% Herbal Product. Claims To Contain Indian Aloe, PersianClaims To Contain Indian Aloe, Persian
Rose,bitter Orange And Walnut.Rose,bitter Orange And Walnut.
FRESHIAFRESHIA
Product Of Paras Pharmaceuticals.Product Of Paras Pharmaceuticals. Marketed As For Fresh & Glowing Skin.Marketed As For Fresh & Glowing Skin.
Fair &LovelyNaturallyFairFairGlow
Fairever
HimalayaFairnessFreshia
MARKET SHARE
Fair & Lovely
52%
Naturally Fair
Fair Glow
Fairever
Himalaya
Freshia
9%
8%
15%
8%7%
Marketing MixMarketing Mix
ProductProduct Price Price PlacePlace PromotionPromotion PackagingPackaging
Customer Need
Cost
Convenience
Communication
ProductProduct
Ayurvedic Ayurvedic Fairness creamFairness cream
Anti-Marks creamAnti-Marks cream
Oil control Oil control Fairness GelFairness Gel
PricePriceProductProduct QuantityQuantity PricePrice
(Rs.)(Rs.)
Ayurvedic Fair & LovelyAyurvedic Fair & Lovely 50g50g 48/-48/-
Fair & Lovely MultivitaminFair & Lovely Multivitamin 25g25g 28/-28/-
Fair & Lovely Anti-Marks Fair & Lovely Anti-Marks creamcream
25g25g 35/-35/-
Fair & Lovely Oil controlFair & Lovely Oil control 50g50g 48/-48/-
Opened The Door For Lower Class People
Place (Distribution)Place (Distribution)
UrbanUrban
AreaArea
Rural Rural
AreaArea
City/City/
VillagesVillages
37003700 627000627000
OutletsOutlets 1.5 m1.5 m 3.6 m3.6 m
PromotionPromotion
Promotional Expenditure is around Promotional Expenditure is around
3.5% of the Total Sales.3.5% of the Total Sales. Company Uses Combination of Company Uses Combination of
Promotional Tools. Promotional Tools.
BEFORE After Using Fair & Lovely
PackagingPackaging
Segmentation, Targeting & Segmentation, Targeting & PositioningPositioning
Target Females Target Females Positioned as a Cream that gives youPositioned as a Cream that gives you
Fairness & Confidence.Fairness & Confidence.
Fair & Lovely MultivitaminFair & Lovely Multivitamin
Contains Multivitamin
FairnessXnourishment Formula.
Launched in Economy Packs.
Social ResposibilitySocial Resposibility
FAL FoundationFAL Foundation
Project SaraswatiProject Saraswati Project DishaProject Disha Project SaundaryaProject Saundarya Project KalaDarshanProject KalaDarshan
ACHIEVEMENTSACHIEVEMENTS
Leader In The Skincare Market In India For More Leader In The Skincare Market In India For More Than A Decade With Over 50% Value Share.Than A Decade With Over 50% Value Share.
The Brand Has Grown Up to 7.5 Billion In 2004.The Brand Has Grown Up to 7.5 Billion In 2004. Single Largest Brand Advertiser.Single Largest Brand Advertiser. Performing Successfully On A Path Of Audacious Performing Successfully On A Path Of Audacious
Innovations Targeting Distinct Skin Needs.Innovations Targeting Distinct Skin Needs.
SWOT ANALYSISSWOT ANALYSISStrengths
• Backed By HLL
• Trust
• Market Stability
• Market Leader
Weakness
• Mindset of People
Opportunities
• Identify New Segment
• Product Diversification
Threats
• Counterfeiter
• Launch of Fair & Handsome
Marketing Strategies Marketing Strategies
Opening Beauty Clinics & FranchiseOpening Beauty Clinics & Franchise Contract With Beauty ParlorsContract With Beauty Parlors Associating CelebritiesAssociating Celebrities T.V. CommercialsT.V. Commercials Launch Promotional SchemesLaunch Promotional Schemes More Focus of Rural Areas More Focus of Rural Areas
