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Submitted to: Prof. ADITI NAIDU Prof. RASHMI FARKIYA Submitted by: Er. MAYANK JAIN MBA 2nd SEM Section A
INTRODUCTION
Fairness creams to improve the complexion of person, irrespective of whether they have dark or fair complexion.
In the early 1976 with the entry of Hindustan liver ltd. Fair & Lovely. The fairness cream market became one of the fastest growing segments in India.
Today, if there are more brands in the Indian market, its largely due to demand.
INTRODUCTION
Fairness creams have become a vital product for the Indian FMCG companies in increasing their overall sales due to the importance given by Indian consumers towards fairness.
As India is a country known for its diversity different consumers from different parts of the country prefer
different brands.
INTRODUCTION
The market size for fairness cream in India was estimated to be Rs.800 crore. The market growth rate ranges between 15 20% on a year-to-year basis.
The leading players in the market includes Hindustan Lever Ltd. (HLL) 'Fair & Lovely' and Cavin Kare's 'Fairever.
FOR MEN
Emami fair and handsome Garnier men Menz Active Fair one MEN
L'Oral Paris
LOreal made its debut in India in 1991 with the launch of Ultra Doux shampoo from Laboratories Garnier. LOreal expanded rapidly since it introduced its LOreal Excellence various lines of products.
A company known for consistently launching new products every few years, French cosmetics major L'Oral recorded a turnover of Rs 600 crore (Rs 6 billion), and a growth of nearly 40 per cent, in India in 2009.
L'Oral Paris
One of the most important factors that worked for L'Oral is its high spend on advertising. Globally, L'Oral spends 30.7 per cent of its worldwide turnover on advertising and promotion and 3 per cent on research and development.
In India, it is the fifth largest media spender in the industry.
Marketing Strategy
LOreal, a simple strategyIntroduce new, different and better products. LOreal brands were more expensive than an average fast moving consumer good (FMCG) here in India, yet they found a market because They were offering the right value for money"
Fair n lovely
World's number 1 fairness cream Fair & Lovely leads the fairness creams pack with an estimated market share of 76 percent. Fair n lovely has seen a 17 per cent growth in the Fairness cream category during the quarter ended December 2009. Fair n lovely are available under the brands Multivitamin, Skin Clarity Aurvedic, Active Sun block Cream.
Fair n lovely
Also being one of the most inflation-resistant categories in the fast moving consumer goods sector, Fair n lovely plans to launch more products periodically in this space in the coming months, said Press.
Marketing strategy
Mainly television and a few press new ads are launch. the commercials were run on mainline TV channels like Star, Sony and Zee TV.
The primary focus is to increase penetration of existing products in rural and semi-urban areas.
Fairever
Natural Fairever is one of the most successful fairness creams in the country. CavinKare's 'Fairever' with 15 percent of the market share. CavinKares Fairever, which occupies the second spot, does better with women consumers. Smart marketing and clear product positioning ensured CavinKare's growth.
Garnier Light
Garnier comes with new concept of tone with natural skin with there product Garnier Light Garnier share the total market of fairness cream is 2-3 percent of all over market. In the Fairness cream segment, Garnier operates in the mid-price and luxury segment. The whole garnier is sharing 20 per cent market share.
Garnier MEN
Garnier the international skin and hair care expert is launching Garnier MEN, a new range of products designed specifically for men. Power Light is Garniers first launch in the men grooming category.
Brand image of Garnier, Garnier Men aims to capture at least 5% of market share.
PRODU CT NAME
EMAMI FAIRNES S CREAM
OLAY White radiance
WEIGHT
PRICE RS
350
USP
RATING
50g
40g.
399
14 days
No
50g. 40g.
399 299
14 days 4 weeks
Vitamin A 4 &E
WEIGHT
PRICE RS
FRAGNA NCE
USP
RATING
50g
70
7 days
40g.
125
14 days
50g.
125
14 days
40g.
70
7 days
AVE.
Vitamin b3
Conclusion
As most of the Indians are very much bothered about their colour complexion the fairness creams enjoy very good market growth rate when compared with other related product categories.
As Fair & Lovely's USP has done wonders, other players in the market can also follow their philosophy of 'fairness. It is sufficient if a company has the right product
with right quality.
Thank you..@@