A study on effectiveness of uses of Emami

Fair and Handsome cream by consumer at

ICFAI Hostel, Agartala

THE ICFAI UNIVERSITY TRIPURA

FACULTY OF MANAGEMENT STUDIES

Subject-Marketing Management
MBA 1ST Semester

Guided by- prof. SAMEER SHEKHAR

SUBMITTED BY

NAME : MUKESH SEN

ID : 18IUT0160047

PROGRAME : MBA

SESSION : 2018-20

SUBMISSION DATE : 00/00/2018

 TABLE OF CONTENT PAGE
Sl No. NO.

01. INTRODUCTION

02. COMPANY PROFILE

03. ACKNOWLEDGEMENT

04. OBJECTIVES OF THE STUDY

05. METHODOLOGY

06. QUESTIONNAIREE

07. ANALYSIS & INTERPRETATION

08. SEGMENTATION, TARGETING & POSITION

09. SWOT ANALYSIS

10. CONCLUSION

11. RECOMMENDATION
 INTRODUCTION
Emami Fair & Handsome has been specially designed for men by skin care experts using
scientifically tested & clinically proven combinations of Natural vitamins, Anti-Irritants, Sunscreen
filters that protect the skin from harmful UVA & UVB rays of the sun.

It uses one of the most widely tested & demonstrated skin lightening active technology, Vitamin
B3, that works from within to lighten the skin & the dark spots.

The advanced formulation has been designed with a combination of special “micro absorbers” that
absorb away the excessive oil & sweat, leaving your skin feeling fresh, sweat & oil free, keeping
you looking fair & fresh for long.

The advanced formula of Fair & Handsome now comes with an SPF of 15+, protecting from
harmful UV rays of sun.

The new advanced cream now gives:

 Oil control
 Sweat control
 Dark spot reduction
 Long lasting fairness

COMPANY PROFILE

Emami Ltd. is one of the leading & fastest growing personal & healthcare businesses in India,
with an enviable portfolio of household brand names such as Boroplus, Navratna, Fair &
Handsome, Zandu Balm, Mentho Plus Balm, Fast Releif & Kesh King.

Established in 1974, we have a portfolio of over 300 products based on ayurvedic formulations.
Our current operations comprise more than 60 countries including GCC, Europe, Africa, CIS
countries & the SAARC. Over 121 Emami products are sold every second some where around
the world. Emami Ltd., the flagship company of the Group, recorded a turnover of Rs 2533
crore, 2016-17.

Emami acquired the heritage brand zandu on the basis of huge business synergy between the two
brand portfolios.

Emami also acquired Ayurvedic Hair & scalp business of “Kesh King” as a business strategy.

With employment of 3100 people, reach out to 40 lakh plus retails outlets through a network of
3250 distributors & have invested in Eight plants, Four regional offices, 1 overseas unit, Eight
overseas subsidiaries & 33 distribution centres across India
 Acknowledgment

This project has been made possible through the direct and indirect Co-operation of various

persons, who have inspired me at every step of my work. It is a matter of pride for me to

acknowledge my profound gratitude to respected Teacher Prof Dr, SAMEER SHEKHAR

Who always facilitates me in gaining practical knowledge. I am very much obliged and thankful to
my esteemed project sir have guided.

OBJECTIVE OF THE STUDY

The aim of study is to investigate about effectiveness of uses of Emami Fair and Handsome cream
by consumer at town area of ICFAI Hostel, Agartala

Methodology
We created the Questionnaire for the consumer of Emami Fair & Handsome cream and distributed
the questionnaire to 10 consumer as a sample. So, this survey is totally based on 50 consumer.

We find the different challenges faced by Emami Fair & Handsome in Tripura.

There are two types of data

1. Primary data

2. Secondary data

1. PRIMARY DATA:- The primary data are those which are collected a fresh and for the first
time, and thus happened to original in character

2. SECONDARY DATA:- The secondary data are those have already been collected by someone
else and which have been passed through the statistical process.

We have collected primary data through questionnaire.

 Questionnaire
1. Which factor influence you in buying “Fair & Handsome cream”’?
o Fairness
o Sunscreen
o Fragrance
o None

2. On what type of skin Fair & Handsome really work?

o Oily
o Rough
o Dry
o Norma

3. What grade you will give to “Fair & Handsome” in packing?

o Excellent
o Very good
o Good
o Not bad

4. For which group do you think that “Fair & Handsome” works on effectively?
o Less than 25
o 25 to 35
o 35 to 40
o More than 40

5. What side effects did “Fair & Handsome” have on your skin?
o Pimples
o Rashes
o Irritation
o Skin allergy
o Others
o None

6. How will you rate the effectiveness of Fair & Handsome on sweat control?
o Excellent
o Very good
o Good
o Average
o Poor

7. How will you rate “Fair & Handsome” on its effectiveness of smoothness on your skin?
o Excellent
o Very good
o Good
o Average
o Poor

8. What rate will you give for the change of skin complexion by using “Fair & Handsome”?
o Excellent
o Very good
o Good
o Average
o Poor

9. For what purpose do you use “Fair & Handsome” mostly?

o Good looks
o Reduce skin irritation
o Fairness
o Sweat control
o Smoothness

10. What rate you will give “Fair & Handsome” on protecting your skin from pollution?
o Excellent
o Very good
o Good
o Average
o Poor

Analysis & Interpretation

1. Which factor influence you in buying “Fair & Handsome cream”’?

According to questionnaire, 50% consumer voted for Fairness, 30% consumer voted for Fragrance
& rest 20% consumer voted for Sunscreen. So most of the percentage of consumer are using “Fair
& Handsome” for Fairness.

In the year 2004 “Fair & Handsome” conducted a survey to know the attitude of Indian customers
towards use of cosmetics products. Indian male take an average of 20 minutes in front of mirror to
groom them compared with Indian female who take an average of 18 minutes in front of mirror at
every morning.

Fair and handsome cream is being positioned as the fairness cream that can make men handsome
and also attractive to girls. This cream is a light creamy whitish product which is not too thick or
very thin like the body lotions.

None
Sunscree
0%
n
20%
Fairness
50%

Fragranc
e
30%

2. On what type of skin Fair & Handsome really work?

According to questionnaire,70% consumer vote for Oily skin, 20% consumer vote for Dry skin &
rest 10% consumer voted for Normal skin. So most of the percentage of consumer those who have
oily skin are using Fair & Handsome cream.

Emami Fair & Handsome is specially formulated for men by skin care experts./ It has the clinically
proven combinations of vitamins, sunscreen that protect the skin from harmful UVA & UVB rays
of the sun. It has vitamins like
vitamin B3.
Skin
Normal
10%
Dry
20%
Rough
0% Oily skin
70%
3. What grade you will give to “Fair & Handsome” in packaging?

According to the questionnaire, most of the percentage of consumer are agreed with the statement
that packaging of Emami Fair & Handsome is good.

This Cream is packaged in a shiny silver coloured tube, packaging is good & the tube is
squeezable, hence easy to use.

Packaging
Not bad
10%

Good
Excellent
20%
40%

Very good
30%

4. For which group do you think that “Fair & Handsome” works on effectively?

According to questionnaire, 60% consumer voted for less than 25 age group, 30% consumer voted
for 25- 30 age group, & rest 10% consumer voted for 30-35 age group. So most of the percentage of
consumer are in the age group which is less than 25.

The user profile of fairness creams just got younger. In this age of high exposure to all kinds of
media & lower social taboos, the youngest user of fairness cream is a 12 year old. While most
parents might frown upon this statistic, market research reveals that the threshold level for fairness
cream users has come down with the youngest age bracket being 12-15 years.

This statistic looked a little different a few years ago, when a debutante fairness cream user was
placed in the age bracket of 15-18 years. However, companies continue to target the bulk users,
which fall in the age group of 21-35 years in their promotions.
 More
35 to 40 Age group than
10% 40
0%

25 to 35 Less
30% than
25
60%

5. What side effects did “Fair & Handsome” have on your skin?

According to questionnaire, 20% consumer have problem with rashes, 10% consumer have
problem with skin irritation & 10% consumer having problem with pimples & rest 60% consumer
has no side effect on their skin. So majority of consumer has no side effect on their skin.

If we follow the purchasing trend of the consumer world attentively we’ll at once discover that all
beauty products sold in the market, the number of fairness cream sold per day is the highest.
Everybody wants to have a fair skin. It’s a sort of psychological obsession that if we have a fair skin
we’ll be in the spotlights, get more importance & get notice even in high crowds.

One major side-effect of fairness creams is that our skin with the prolonged usage of such creams
becomes extremely photosensitive. Thus the moment we are out in the sun a hell of a lot of
problems start for you such as itching of skin, getting rashes, our skin turning red, blistering of the
skin & even getting painful sunburns. Using any facial masks or pack on such a skin may
exacerbate the problem.

Side effects
Pimples Rashes Irritation
Skin allergy Others None
10%

20%
60%
10%
0% 0%

6. How will you rate the effectiveness of Fair & Handsome on sweat control?
 According to questionnaire, 10% consumer voted for excellent, 30% consumer voted for very
good, 40% consumer voted for good, & rest 20% consumer voted for average. So most of the
consumer are agreed with the statement that ‘Fair & Handsome cream has effect on sweat control’.

The advanced formulation of Fair & Handsome has been designed with a combination of special
“micro absorbers” that absorb away the excessive oil & sweat, leaving your skin feeling fresh,
sweat & oil free, keeping you looking fair & fresh for long. The advanced formula has been
clinically proven has been dermatologically tested safe to work on Indian Male skin.

Excellent
Sweat control 10%
Average
20%

Very good
30%
Good
40%

7. How will you rate “Fair & Handsome” on its effectiveness of smoothness on your skin?

According to questionnaire, 20% consumer voted for excellent, 40% consumer voted for very
good, 30% consumer voted for good & rest 10% consumer voted for Average. So most of the
consumer are agreed with the statement that “Fair and Handsome cream effects on smoothness on
their skin”.

Emami Fair & Handsome has been specially designed for men by skin care experts using
scientifically tested & clinically proven combinations of vitamin B3, that works from within to
lighten the skin & the dark spots.

Smoothness
Average
10% Excellent
20%

Good
30% Very good
40%
8. What rate will you give for the change of skin complexion by using “Fair & Handsome”?

According to questionnaire, 20 % consumer voted for very good, 30% consumer voted for good,
20% consumer voted for average & rest 30% consumer voted for poor. So most of the percentage of
consumer are agreed with the statement that skin complexion is changed with the use of “Fair &
Handsome cream”.

The key ingredients in Fair & Handsome fairness cream Peptide, Liquorice, Vetiver & Aloe Vera.
Fair & Handsome fairness cream for men is a five power fairness cream. It consists of double
strength peptide complex, sun guard, Anti – Bac plus, stress buster & Herbocool.

Skin complexion Excellent

0%
Very good
20%
Poor
30%

Average Good
20% 30%

9. For what purpose do you use “Fair & Handsome” mostly?

According to questionnaire, 50% consumer use for Good looks, 30% consumer use for Fairness &
20% consumer use for Sweat control. So most of the percentage of consumer use Fair & Handsome
for having Good look.

Nowadays everybody wants to have a fair look. Having a good look brings confident on a person.
Male skin in India-

 Three times more exposed to the sun UV rays.

 Five times more exposed to pollution.
 Twice more exposed to stress,
 More Abused by abrasive shaving bade action than women’s skin.

The new advanced cream gives – oil control, sweat control, sun protection, dark spot reduction,
long lasting fairness. This all features give a men to a complete good look.
 Purpose Smoothness
Sweat 0%
control
20%

Good
Fairness looks
30% 50%
reduce skin
irritation
0%

10. What rate you will give “Fair & Handsome” on protecting your skin from pollution?

According to questionnaire, 10% consumer voted for excellent, 20% consumer voted for very
good, 30% consumer voted for good, 20% consumer voted for average & rest 20% consumer voted
for poor. So most of the consumer are agreed with the statement that Fair & Handsome cream is
protecting consumers skin from pollution.

Fair & handsome cream is made of peptide, votive & Aloe Vera. It has a power of sun guard, thus
it protects us from Ultra Virus rays. It also protects skin from pollution & dark shadows caused by
daily shave, cuts & nicks. It removes dead cells from skin & makes the skin fresh, soft & cool. It
also removes stress from skin.

Pollution
Excellent
10%

Poor
20% Very
good
20%
Average
20%
Good
30%

Segmentation, Targeting & Positioning

Segmentation:
  First fairness cream for men in India.
 It is basically for those men who wants to be fair.

Targeting:
 Young urban men & teenagers who belong to middle or upper middle class with skin care
& fairness as their prime concern.
 All men between the age group of 15 to 35.

Positioning:
 World’s no. 1 fairness cream for men.
 Mardon wali cream.

SWOT ANALYSIS

STRENGTHS:

 Created the category of fairness cream for men. Hence, first mover’s advantage.
 Endorsed by popular Indian movie star, hence enhanced nationwide recall.
 The product is available in sizes of 9ml, 30ml & 60ml, customized for various pockets.
 Good availability & distribution owing to parent company.
 TVCs & print ads help brand boost visibility.

WEAKNESS:

 The brand has a limited market share compared to international leaders.

 Growing interest in personal grooming amongst Indian men.
 The growing Indian economy & the growth in disposable income have led to strong
demand for fairness creams.

OPPORTUNITIES:

 Largest player in the men’s fairness cream category, can leverage on that
 Growing interest in personal grooming amongst Indian men.
 The growing Indian economy & the growth in disposable income have led to strong
demand for fairness creams.

THREATS:

 A lot of competition emerging in the segment with all the major players targeting men.
 CONCLUSION

A Study revealed that most women think men who groom their skin appear more confident.
Experts explain that it takes less than 10 seconds to form a first impression about a person. And
over 90% of the impression is based on appearance. The first impression could make or break a
job interview, a first date or a critical business deal.

Emami knows that men love outdoor activities in the sin like biking, don’t mind getting dirty or
sweaty.

Over exposure to sunlight, sweat, pollution & dirt is the main reason behind dark & aged looking
skin in men. Men sweat much more than women, hence a skin care routine becomes even more
important for men.

Fair & Handsome understands men’s skin best, hence it is specially formulated for men who
want ZYADA.

RECOMENDATION

 Fair & Handsome’s advertisements are not much appealing to men. In fact their initial
advertisements were considered to be “Lousy” by men. They can work on making their
TVCs more mainly so that more no. of men get attracted to it not only in India but also
worldwide.
 They do not showcase the ingredients which are used to make the cream whereas all their
competitors do. This is a major drawback of their TVC. They should try including that
instead of just concentrating on their brand ambassador.
 As a brand ambassador, Fair & Lovely for Men & Garnier Men Power light have used
young celebrities who connect to the young male crowd more than a senior actor.
 To increase the market share internationally, they can appoint a famous foreign celebrity
to promote the product.