Fair and lovely

Study of the industry:

The skin market in india is 3500cr which is growing 12-15% per year. Out of which fairness cream market constitutes 2000cr. Fair and lovely which is the iconic brand of Hindustan uniliver limited(HUL) enjoys 53% of the market share which with 11000cr sales. Its new competitors are cavincares fairever which holds 7-8% of market share with 10% growing per year. The other competitors include emamis naturally fair with 6% market share and godrejs fair glow with 6% market share.

Evolution :
Hindustan Unilever's star product in the fairness creams segment had evolved into one of the most successful brands over three decades in as many distinct phases. Phase 1 saw the launch of the product in 1978 on the basic premise that "younger women wanted to have fairer skin in order to attract a better looking husband." HUL marketed this brand as a beauty cream capable of providing fairness within 8 weeks. The value proposition lucidly communicated to the consumer base read, "Get noticed by the man of your life." During Phase 2 of Fair & Lovely's evolution, the brand talked to a younger college going woman who is self confident and more modern in her outlook and considers home remedies for facial care to be old fashioned. In Phase 3, it further metamorphosed into a brand, offering emotional benefits to achievers who actively seek solutions and do not look at marriage as the ultimate source of personal achievement. Fair & Lovely thus became a brand which communicated the ideology that Fairness leads to: Beauty - to Good husband to Self-confidence which shapes a good career.

Company profi le:

Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company. The Anglo-Dutch company Unilever owns a 52% majority stake. HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has an employee strength of over 15,000 employees and contributes to indirect employment of over 52,000 people. The company was renamed in June 2007 as Hindustan Unilever Limited.

Hindustan Unilever's distribution covers over 1 million retail outlets across India directly and its products are available in over 6.3 million outlets in the country, nearly 80% of all retail outlets in India. It estimates that two out of three Indians use its many home and personal care products, food and beverages

PRODUCT PENETRATION Important 4P's of Marketing the success of the consumer products PRODUCT
- Fair & Lovely Fairness Cream-1978 - Fair & Lovely Ayurvedic Cream-2001 - Fair & Lovely Fairness Cream with extra brightness-2003 - Fair& Lovely Menz Active-2006 - Fair & Lovely BodyFairness Milk - Fair & Lovely Anti Marks - Anti Ageing Cream - Perfect Radiance Cream - Fair and Lovely Multivitamin Cream

PEOPLE
Target market for fair & lovely Young women aged-18 to 35 School girls aged-12 to 14 Middle Class Families(rural, urban people)

PRICE
Affordability is determine by two factors Income of consumer Price of the product & services Factor influencing the price Internal FactorsCost, Pricing Objective External FactorsCustomer, Suppliers, Competitors

PROMOTION
TV Campaign Fairness Meter

Fair & Lovely Scholarship Programme 2007 on Reliance Mobile or R World (Aug 14 Sep 17, 45,000 Response)

Competition For Fair & Lovely

Cavin Kares Fairever Godrejs Fair & Glow Emamis Naturally Faire Revlons Touch & Glow Avons white Fairness cream Ozones No Mark