Retail Advertising and

Communication Programme

FAIR & LOVELY

Presented By
Nilotpal Maity(08DR051)
IMIS, Bhubaneswar.
 INDUSTRY ANALYSIS
• Hindustan Lever Limited (HLL) to Hindustan Unilever Limited (HUL)
• HUL is India ‘s largest consumer product company and was formed in 1933
by Lever brother’s India.
• HUL is the market product leader in India. It is the first company which has
introduced fairness cream.
• Fair & lovely was launched in 1975.
• HUL, with Fair & Lovely, has a massive 53 % market share.
• Widest range of top quality Home Care,Personal Care and Food products

CORPORATE MISSION :
– To meet vitality to the life and meet every day need for nutrition, hygine and
personal care with brand.
– Focus on local culture and market
– Long term success require long term relationship with customer
– Equal behavior with share holder, people and business parent
 TRENDS
• Fair & lovely foundation aims at economic empowernment of women across
India and support in the areas of education,career and enterprises.
• Selling technique - Broachers,Samples,Media etc.

Unique Selling Praposition

• Power of beauty
• Maximun fairness with the power of 8
• For Flawlessly Fair Skin
• Change your story – Fair & Lovely Menz Active
 GOVERNMENT POLICY
• The Advertising Standards Council of India (ASCI) was formed in 1985
in order to prevent undue government intervention and censorship of
advertisment.
• The Indian Association of Dermatologists, Venereologists and Leprologists
(IADVL) skin whitening products are drugs
• Profit maximizing behavior of firms
• Corporate Social Responsibility
• To increase public welfare
 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 Body Fairness 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 Factors—Cost, Pricing Objective

External Factors—Customer, 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)
 DISTRIBUTION NETWORK

DISTRIBUTION NETWORK
• 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 rural consumer.
•
 Competition For Fair & Lovely

 Fair & Lovely competitors product portfolio includes:

 Cavin Kare’s “Fairever”

 Godrej’s “Fair & Glow”

 Emami’s “Naturally Faire”

 Revlon’s “Touch & Glow”

 Avon’s “white Fairness cream”

 Ozone’s “No Mark”

 Competition
Natural Fairever: The unique combination of
saffron and milk has made it the beauty secret of millions of
beautiful Indian women.

 It currently available all over India in 2 sizes

Small tube for Rs. 5/-
25 gm tube for Rs.21/-
50 gm tube for Rs. 42/-

 Fairever market share is 15 per cent in India as a whole and 17

per cent only in South India.
 Contn…………d
FairGlow:Godrej FAIRGLOW Fairness Cream has an excellent
floral perfume and attractive packaging.

FairGlow soap: FairGlow soap, India’s first and only Fairness

soap

Fair Glow soap is priced at

Rs. 20 for 75 gm.
It is currently available all over India in 2 sizes of
25g for Rs.25/-
50g for Rs. 46/-
FairGlow market share in fairness cream is about 5 per cent
 Contn………………d
Naturally Fair: Emami is the biggest competitor of
F&L
Emami’s Faireness cream product portfolio includes:

Emami Naturally Fairness cream 100 ml $11.95

 Fair and Ageless Cream for 30 + women
Fair and Teen Fairness Cream for Teenagers 60 ml $ 11.95
& 120ml 16.95
 Fair and Handsome Cream for Men 60 ml $ 11.95 &
120 ml 16.95
 USP of Emami Cream
Emami provide wonder fairness system with
Guaranteed Real Pearls blended with herbs which
not only makes you remarkably fair, but also gives
your complexion a magical pinkish glow.

Emami’s Naturally Fair Pearls contains no harsh

chemicals and is 100% herbal.

Emam’s market share in Fairness Cream is…6%

……………
 Cont……………d
Revlon’s “Touch & Glow”: The cream with advanced vitamin
agent and Dual Sunscreen protects the skin from harsh sunrays. It also
prevents darkening and premature ageing of skin.
Revlon’s Fairness Cream product portfolio includes
Touch & Glow
Cream 50 gm / 75 gm tube
Lotion 20 ml / 35 ml /75 ml / 100 ml bottle- 69 / 99 / 120 / 150

Age defying : 24 -35yr

 Cont…………..d

Avon’s white Fairness cream:

ANEW Fairness creams portfolio includes:
 ANEW Rejuvenate Night Revitalizing Cream
 ANEW Rejuvenate Flash Facial Revitalizing Concentrate
 ANEW Clinical Advanced System
 Anew Clinical ThermaFirm Face Lifting Cream
 Anew Clinical Line and Wrinkle Corrector
 Contn…………d
Ozone’s “No Mark”: is a herbal preparation, which effectively
diminishes and clears Scars and Marks.

 No Mark product portfolio includes:

 No Marks No pimples 20 gm $ 15.95
 No Marks Fruit Face Pack60 gm $ 9.95
Fair & Lovely: A woman's passion for beauty is universal and
catering to this strong need is Fair & Lovely. Fair & Lovely fairness cream
gives you unmatched radiant fairness in just 4 weeks.

Fair & Lovely fairness cream product portfolio includes:

Fair & Lovely Multi Vitamin 80 gm / 50 gm /25 gm/ 9 gm
Fair & Lovely Ayurvedic 50 gm/25 gm/9 gm
Fair & Lovely menz Active 50 GM/25 GM
Fair & Lovely Sun Block 50 gm /25 gm
Fair & Lovely Skin Clarity 50 gm/25 gm/9 gm
 Cont………….d
 Fair & Lovely Ayurvedic cream bring in the fairness secrete of ancient
Ayurvedic that provide nourishment, protection and purification. It
enrich with magical Ayurvedical blend of Kumkumadi oil a mixture of 16
Ayurvedic ingredient which enhance complexion and cures discoloration
of skin.

Pricing of the Fair & Lovely brand:

Market Share of Fair & Lovely is 76 per cent

 Fair & Lovely Positioning
•Fair & Lovely Positioning good:

Fair and Lovely' would not be a commercial success if it was not

advertised. but its not "being known" would not change the class
structure of Indian society and the high societal value it places
lighter skin tones.

Fair & Lovely has been maintaining its’ millions of young

women/ customers trust and perceived value toward brand and
ruling the fairness cream market in india
CONTINUE---

Fair & Lovely has 3 types of positioning

-Value Positioning
-Benefits driven positioning
-Problem/Solution positioning
 SWOT Analysis of Fair & Lovely
Strength:
Fair & Lovely‘ the awareness level of this higher for this brand. And introduction of
“Menz Active” fairness cream for men

 Fair & Lovely USP – Fairness in Six Weeks has worked better for it.

 Fair & Lovely, is one of the most trusted brand for young women in India ranked
4. in Economic Times survey of 180 top brands in 2001 and 2002 & ranked 7.

 Fair & Lovely brand is World's first and largest Fairness cream brand with a
presence in 40 countries and a value of around Rs. 6 billion

 FAL commands a market share of over 70% in the Rs 1000 crore fairness market
in India.
 Cont…………..d
Weakness:
 Presence of several competitors with the same product line

 Many untapped market around the world

 Decline market share from 90 per cent to 76 per cent

 Entrance of foreign companies in India with higher skilled

and efficacy to beat existing or domestic player
 Cont…………….d
Opportunity:
 Extending the equity of its leading fairness cream brand "Fair &
Lovely" to a premium Fair & Lovely soap.

 Every day people in 40 countries around the world choose Fair & Lovely
to look beautiful and attractive.

 Fair & Lovely is getting advantages by launching Fair& Lovely

foundation that works for Women Empowerment achievement and
Transformation.

 More than 60 per cent people prefer “Fair & Lovely” when comparing
with any other brands.
 Contn………..d
Threat:
There are several existing competitors in the market with the same
product category

The brand has had its share of negative publicity, with women’s groups
calling the ad regressive.

 Threat from future new entrant to compete with them in such a cut-
throat market condition

 Challenges to deal with competition and consumer choice and buying

behaviour
 Brands previous advertising
Agency
• Past and current agency: Lowe has
been handling the business since its
inception, which is almost 30 years old
now.
 Brands Previous
Advertisements
Milestones for the brand
• Launch phase – building efficacy and safety as it was
the first brand that was offering real, tangible fairness.
• Romance phase – there were a series of films made on
getting the man of one’s dreams. In addition, Fair &
Lovely also spoke to the married women about keeping
the spark in the marriage alive.
• Destiny phase – this is the phase about achieving one’s
dreams and desires. The key communications that
epitomise this phase are the Airhostess ad, the Cricket
ad and the Ayurveda ad.
 Brands Previous
Advertisements
• A young dark skinned colored girl’s father laments he has
no son to provide for him, as his daughter salary was not
high enough-the suggestion being that she could not get
better job or get married because of her dark skin.
The girl then uses the cream becomes fairer, and gets
better paid job as an air hostess-and makes her father
happy.
• Theater Actress Advertisement
• Getting the Dream Man
 Advertising Objectives
• Affective Association: Destiny & Romance
• Building brand awareness and developing
strong customer perception about the brand
• Enhancing brand image
• Recall of Brand/Products
 Creative Brief
• Who are our target audience
– Female
– 18 to 35 age group
– Rural and Urban both
– Middle Class Family (Below 5 lakhs/annum
income group)
• Why
– Rational: Total fairness cream, multivitamin
– Emotional: Fair skin gives more confident and
feel visible to other
 Creative Brief
• What?
– Multivitamin
– Total Fairness Cream
– positioned itself as the cream that fulfilled one’s dreams and desires
• Where and when?
– Mass Media – Television Channel like Star Plus , Sony , Etc.
– At Prime time(8pm to 11pm) & Noon time (12 pm to 3 pm)
• How?
– Familiar & Friendly
– Humor
– Living room tone
– Language which is understood by Mass
TV AD1
TV AD2
 Media Strategy
• Type of Media to be used
– TV Advertisements
• 2 Ads Design to target 2 different segment
– Ambitious Woman
– Fiancée or wife

• Emotional appeal to grab attention

• Rational appeal to communicate product usage and its
positives affects on beauty
 Media Class
• In reference to the TA the best media class
will be TV
 Media Vehicle
• Here the main media vehicle is those
Television Channels which are more
popular among women of that class like
Star Plus, Sony, Colours, NDTV Imagine,
Etc. who telecast more and more daily
soaps.
 Seasonality
• Since there are 2 ads and both are TVC we
can telecast them for whole year though
rate of broadcasting should be different.
– The “mad man” Advertisement should be
broadcast during wedding season
– While the other ad is suitable at any period of
the year
 Campaign Period
• The Campaign Period shouldn't be more
than a year and shouldn't be less than 6
months
 Copy Strategy or Massage
Designing
• Now leave your Dreams
– Destiny Mode

• Wanna make your man mad

– Romantic mode
Thank You