Fair & lovely - A case study on marketing strategies of fairness cream brands.

This PowerPoint Presentation is about the marketing strategies of various fairness cream brands categorized under : Market leader, Market Challenger, Market Follower and Market Nicher. It is made by referencing the Hard Copy of a Case study named : Fair & Lovely : Creating Demand.

1. MARKETING MANAGEMENT1 CASE STUDY Prepared By:- Samarendra Barik (1401247003 ) Neha (1401247014 ) Md. Ahtezaz Parways (1401247026 ) Ranjeeta Raj (1401247029 ) Rajdeep Biswas (1401247033 )

2. Fair & Lovely Creating Demand Case study on Market Strategies of Various Fairness Cream, Soaps and Talc Brands categorized under: Market Leader Market Challenger Market Follower Market Nicher

3. Market Leader : Hindustan Unilever(HUL) /Hindustan Lever (HLL). Market Challenger : CavinKare(CK), Godrej, Emami. Market Follower : Nivea, Neutrogena, Revlon , Avon, Garnier and small counterfeiter brands. Market Nicher : Paras, Ayurvedic Concepts, P&G’s Olay, Neutrogena. Findings of the case study

4. Market Leader

5. Position Defense : HUL/HLL, first to realize the fairness products. No competitors in the initial stage, enjoyed a great market share under famed brand name of Fair and Lovely, even after facing competitions from other brands . Mobile Defense/New Customers : A fter success of fairness creams for women, done brand extension by launching Fair & Lovely cream for men. (Fair&Lovely Menz Active). Extended its Vaseline range into Fairness Products. Strategies of Market Leader

6. Further in the later years it also launched Fair and Lovely Fairness Soap . Contraction Defense : Consumer’s positive perception towards soaps compared to creams, thus HLL launching portfolio of soaps: LUX skincare soap, didn’t work out though. Fair & Lovely fairness soap, it worked out . Flank Defense/More Usage : 50% grammage in its F&L pack, Replaceable cap on its Rs. 5 sachet. (multi use)

7. Preemptive Defense/ More Customers : Aggressive advertising : Highlighting the nature of the product; promises of increased complexion and claims regarding the deliverance of the promise. Counteroffensive Defense : HLL filed a patent infringement suit against CK .

8. Market Challengers

9. Frontal Attack : CavinKare and Godrej matched itself with HLL/HUL in terms of advertisements. Godrej released Rs. 5 sachet for the first time. Flank Attack : Segmental marketing by Emami Fair & Handsome cream for men (the 1 st one to launch the men’s fairness cream in 2005). Geographical attack by Emami and CavinKare, planed to export their fairness brand to African and Asian countries. Strategies of Market Challengers

10. Bypass Attack : Godrej, for the first time, introduced a Fairness soap called FairGlow Fairness soap, then leapfrogging with a new product called Nikhar, enriched with natural ingredients, viz., milk, turmeric and gram flour, which were used by Indian household's for generations. CavinKare leapfrogged the fray by including saffron in the Fairever cream. Note : Page 4 : Emami : Products variants were launched targeting not only women, but also men.

11. Market Followers Counterfeiter Brands

12. Counterfeiter : Pure and Lovely, Fare and Lovely, Fourever, ForEver, etc. were the counterfeiter “fly by night” operated, low cost and low quality products, packaged and named quite similarly to the top brands. Adapter : Revlon, Avon, P&G’s Olay, Neutrogena and Garnier introduced improved, modified and high quality products as they entered late into the Fairness segment. Strategies of Market Followers

13. Market Nicher Ayurvedic Concepts Paras Pharma

14. Ayurvedic Concepts : The fairness creams are usually targeted for the customers who prefer Ayurvedic treatments to their health problems. Paras pharma (Recova Fairness Cream) though stepped into the fairness products segment with others like Revlon, Neutrogena, etc., but it has a very limited market share, also as it is made by a pharma company, it relates more to the medical shop than fairness shop. Strategies of Market Nicher

15. Brands like P&G (Olay), Neutrogena, Garnier are Up-Market brands targeting only the high-end customers. Avon’s tagline is “company for women”, thus targeting only the same . References: Kotler, Keller, Koshy & Jha , Marketing Management, Pearson Education Special Note