g2 group5 fmcg products fair & lovely.ver1.1

04/08/2023 G2_Group5_Fair & Lovely

Group 5:Ritesh Chavan (08)Ankit Lakhani (29)Inteshar Memom(35)Manish Rana (43)Jay Savla (47)Ravish Shah (49)


Fair & Lovely History• Scientists at the Unilever Research Laboratories in India were the first to discover

the skin lightening action of ‘Niacin amide’ that led to the development of a unique and patented formulation of Fair & Lovely in 1972

• Hindustan Uni Level (HUL) is the first company which has introduced fairness cream.

• Fair & lovely was launched in 1978.

• Fair & Lovely is a totally safe Unilever product which is ISO certified, meeting the highest standards in skin care and safety

• It contains no bleach or harmful ingredients. Instead, it provides visible fairness in a safe and reversible process.

• In 2003, it was rated as the Twelfth Most Trusted Brand in India by ACNielsen ORG-MARG.


CONTD………..• In 2004, it was identified as a Super Brand.

• Fairness cream market in India is about 1200 crores, HUL, with Fair & Lovely, has a massive 76 % market share.

• Consumers now perceive the brand as empowering, achieving and transformative.

• A lot of its detractors have vanished, thanks to the launch of FAL Ayurvedic and the new variants.

• One of the most interesting and far-reaching recent developments has been the launch of ‘Fair & Lovely Foundation’, a non-profit trust which plays the role of a catalyst to help economically empower Indian women.


Understanding Fair & Lovely• Fair & Lovely has a 1st mover advantage.

• Fair and Lovely would not be a commercial success if it was not advertised.

• Fair & Lovely has 3 types of positioningo Value Positioningo Benefits driven positioningo Problem/Solution positioning

• Promotiono TV Campaign, print media, hoardingso Fairness Metero Fair & Lovely Scholarship Programme 2007o Fair & Lovely foundation. o A TV Program a reality show know as Fair & Lovely Shikar on SONY TV


Why Fair & Lovely?• Fair & Lovely has wide range of products to choose from as compared to its

competitors.o Fair & Lovely Ayurvedic Cream.o Fair & Lovely Active Sunblock Lotiono Fair & Lovely Anti Marks Creamo Fair and Lovely Multivitamin Cream o Fair & Lovely Multivitamin Winter Fairness.o Fair & Lovely Skin Clarity Intensive serumo Anti Ageing Creamo Perfect Radiance Cream o Fair& Lovely Menz Activeo Fair & Lovely Cream Soap


Promotion Pattern• During Launch Phase.

o Building efficacy and safety as it was the first brand that was offering real, tangible fairness.

• Then after the launch phaseo It was era of romantic movies so Fair & lovely concentrated on women

and getting the man only dream desire is of a beautiful women in addition Fair & lovely concentrated on married women about keeping the spark alive in the relationship.

• Destiny phaseo This is the phase about achieving one’s dreams and desires. The key

communications that epitomize this phase are the Airhostess ad, the Cricket ad and the Ayurveda ad.


Campaigns• USP

o Power of beautyo Fairness in 4 weeks.o Maximum fairness with the power of 8o For Flawlessly Fair Skin.o Change your story – Fair & Lovely Menz Active.

• Then With Projects:• Fair & Lovely Career Guidance• Fair & Lovely Shikhar• Fair & Lovely Project Swayam• Fair & Lovely Project Suvarna• Fair & Lovely Foundation Scholarships ( On Going)


Success of Fair & Lovely• The Distribution Network.

o It’s Easily available in any retail shop, cosmetic outlets, chemist, etc.

o HUL products are distributed through a network of 4,000 redistribution of stockiest covering 6.3 million retail outlet reaching the urban population, and about 250 million consumers.


Contd…….• USP’s

o The USP of ‘Fairness in 4 Weeks’ has worked better for Fair & Lovely.

o ‘The Power of Beauty’o With this USP is has been able to create a positioning of a cream

that fulfills one’s ‘Dream and Desires’o Fair & Lovely has been maintaining its’ millions of young women/

customers trust and perceived value toward brand.

The Power of Beauty Fairness in 4 Weeks


Contd……• Fair and Lovely would not be a commercial success if it was not advertised.

• Then it was also the 1st to introduce the concept of fairness meter for consumers to judge themselves.

• Launch of Fair & Lovely foundation for offering scholarships for rural women.

• Fair and Lovely market share is high because it is the only product which is concentrated on various niche markets.o Fair & Lovely Ayurvedic Cream.o Fair & Lovely Active Sunblock Lotiono Fair & Lovely Anti Marks Creamo Fair and Lovely Multivitamin Cream o Fair & Lovely Multivitamin Winter Fairness.o Fair & Lovely Skin Clarity Intensive serumo Anti Ageing Creamo Perfect Radiance Cream o Fair& Lovely Menz Activeo Fair & Lovely Cream Soap


Suggestion No. 1• TWO kinds of ads

1. General2. Occasional & Seasonal

• Occasional ad would concentrate on occasion such as wedding, etc

• Festive ads to concentrate on festivals such as Diwali, etc• Seasonal ads for different season such as winter, etc.• Now valentine day is coming so a new ad campaign for it.


Suggestion No. 2• In 2006 Fair & Lovely came up with a product for premium class, names ‘Perfect Radiance’.

• A complete range of 12 premium skincare solutions.

• It kept it advertisement limited and distribution only up to malls and supermarkets.

• As it Fair & Lovely has positioned itself as a brand for middle to lower income groups it kept its promotion limited.

• But the niche market for which it was introduced hardly ever know about such a product by Fair & Lovely.

• So more efforts should be used to promote Fair & lovely’s Perfect Radiance Product range.


Suggestion No. 3• Fair and Lovely has launched many products.

• But lot of it products are not known to its consumers or either forgotten by them.

• Product such aso Fair & Lovely Fairness Cream with extra brightnesso Fair & Lovely Body Fairness Milko Anti Ageing Creamo Fair & Lovely Skin Clarity Intensive serumo Fair & Lovely Multi Vitamin Face Washo Fair & Lovely Multi Vitamin Night Cream

Fair & Lovely Skin Clarity Intensive serum

Fair & Lovely Multi Vitamin Face WashFair & Lovely Multi Vitamin Night Cream


Suggestion No. 4• Fair and lovely can concentrate on middle aged married couple, both men

and women.

• Normally men after 5 to 10 years of marriage don’t look after themselves.

• So Fair & Lovely can come up with a campaign of ‘Re-invent your Married Life’.

• Normally most of the products for men are concentrated towards young and career oriented men. Middle aged married men would be a altogether new segment.

• So bring in new ads concentrating on Middle aged married couple.


Suggestion No. 5• Out of the total fairness cream market nearly 25% of the men used fairness

cream, Emami’s Fair & Handsome was the 1st to grab that segment and thus has a 1st mover advantage.

• Moreover it came up with a huge ad campaign and Shah Rukh Khan as a Brand Ambassador is gain high recognition.

• Thus Fair & Handsome is the market leader in this segment.

• It’s name is also similar to Fair and Lovely, to gain further advantage.

• Fair & Lovely ad campaign for Menz Active has not been as high as they have concentrated for women. It is found that still 25% of men using Fair & Lovely still use old cream and not Menz Active.

• So this is one such segment where Fair & Lovely has an opportunity to grab.


Suggestion No. 6• Family Pack

o Fair & lovely is being used by people from aged group 10 to 45.

o So Fair & lovely can bring a combination of few products and such as Fair & Lovely for young children ( male & Female), Menz Active, Fair & Lovely (normal) and Seasonal Cream (such as winter, summer, etc)

o This way it can insure whole family uses its product and it is convenient for a consumer to get all different product in one pack.


Suggestion No. 7• With Emami and Godrej launching a soap brand for their ‘Naturally Fair’ and ‘Fair Glow’

brand.

• Fair and Lovely also launched it soap in 2004 but I didn’t concentrate much on it’s promotion as HUL has already introduced LUX, Dove, Hamam, Lifeboy, Breeze, Pears and Rexona in the market.

• So this would had been competition from it own products.

• Many consumers started using Emami and Godrej soaps for fairness and then in turn started using their creams as well.

• In the year 2004 Fair & Lovely market share fell from 92% to 84%.

• So it is found that promotion of soap can lead to more usage of product as well. So Fair and Lovely should re-launch its soap segment for attracting new consumers.


Suggestion No. 8• Fair and Lovely be available in small packs of Rs. 2/-.

• While travelling availability of small packs would benefit the customer as well.

• Then hotels can keep this small packs with soaps to their customers.

• Still there are few percent of consumers in India who feel Fair & Lovely gives fairness but it is harmful for skin. So they can try this from this small packs.


Print Ad

BEFORE AFTER

‘Fair & Lovely’ gives u fairness in just 4 Weeks

g2 group5 fmcg products fair & lovely.ver1.1

Documents