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  • Tall FAIR and Handsome!: Reload Your Confidence

    Transféré par

    sronak09
    10 vues24 pages
    This document discusses strategies for marketing fairness creams in India and other markets in Asia and the Middle East. It notes that darker skin is often seen as having lower social value, leading to discrimination against those with black or darker skin. The fairness cream market in India is worth Rs. 800-1100 crores annually, with the top brands being L'Oreal, Nivea, and Revlon. Rural markets are seen as having high potential for future growth as major players have saturated urban areas. Sachet marketing is proposed as a strategy to develop the market.

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    Fair n Handsome

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    © Attribution Non-Commercial (BY-NC)

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    This document discusses strategies for marketing fairness creams in India and other markets in Asia and the Middle East. It notes that darker skin is often seen as having lower social value, leading to discrimination against those with black or darker skin. The fairness cream market in India is worth Rs. 800-1100 crores annually, with the top brands being L'Oreal, Nivea, and Revlon. Rural markets are seen as having high potential for future growth as major players have saturated urban areas. Sachet marketing is proposed as a strategy to develop the market.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PPTX, PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    10 vues24 pages

    Tall FAIR and Handsome!: Reload Your Confidence

    Transféré par

    sronak09
    This document discusses strategies for marketing fairness creams in India and other markets in Asia and the Middle East. It notes that darker skin is often seen as having lower social value, leading to discrimination against those with black or darker skin. The fairness cream market in India is worth Rs. 800-1100 crores annually, with the top brands being L'Oreal, Nivea, and Revlon. Rural markets are seen as having high potential for future growth as major players have saturated urban areas. Sachet marketing is proposed as a strategy to develop the market.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PPTX, PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 24

    Tall FAIR and Handsome!

    RELOAD YOUR CONFIDENCE

    nascent

    ...high potential

    Markets for fairness creams India Africa Saudi Arabia Gulf Malaysia Thailand Far East. Sri Lanka Bangladesh

    Have you wondered why?

    Emotion : Darker skin is seen as being of lowest social value, and lighter skin of highest.

    Discrimination against the black

    Rs.800-1100 Crores

    500 CRORE

    500 CRORE

    1/4

    30-40 % Market Share

    LOREAL,NIVEA,REVLON

    Women fairness creams easily available Men still feel shy

    BAV Power Grid


    Low Earning/ High Potential

    HOW TO DIFFERENTIATE

    AIDA Model:

    INTEREST

    Share success stories Word of mouth Brand awareness Good Customer relations

    Judge brand performance Brand feelings, Imagery Share of mind --------- Share of heart

    COME CLOSE TO THE CUSTOMER

    In the long run: SUCCESSFUL SALES FORCE MODEL


    BUSINESS LIFE CYCLE STAGE Start Up Growth EMPHASIS Maturity Decline

    Roles of sales force and partners


    Size of Sales force Degree Of Specialization Sales Force Resource Allocation

    VERY HIGH HIGH LOW

    MEDIUM VERY HIGH VERY HIGH

    LOW MEDIUM

    HIGH VERY HIGH

    HIGH
    VERY HIGH

    MEDIUM
    LOW

    MEDIUM

    LOW

    UNDERLYING CUSTOMER STRATEGY

    Since big players have come up ,so the future lies in the rural sector only.

    Create awareness and generate quick product uptake

    Penetrate deeper into existing segments and develop new ones

    Focus on efficiently serving and retaining existing customers

    Emphasize efficiency protect critical customers relationships, exit unprofitable segments

    MARKET DEVELOPMENT STRATEGY

    SACHET MARKETING!!

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