Fair & lovely advertising

An insight into Fair and Lovely's advertising mix. The slides consist mostly of bullet points. The actual presentation included many videos and verbal explanations, therefore forgive me for the lack of detail. The videos can be found at the following link:-

http://fairandlovely.in/our_history/default.aspx

1. Fair & Lovely Advertising campaign Presented By:- Pranay Pandey Vivek Kumar Virendra Singh 24-10-2012 1

2. History Fair & Lovely was launched in 1975 and Indian women finally found hope in a tube. In a very short time, Fair & Lovely would become women’s accomplice that would provide her with the natural fairness that she always longed for. 24-10-2012 2

3. Advertising Mix 1975-1982 : THE EARLY YEARS 1983-1985 : BECOMING THE HOUSEHOLD NAME 1986-2000 : LIGHTENING UP THE PASSION IN HER 2001-2006 : CHANGING HER DESTINY 2006-2008 : EMPOWERING HER TO GO FURTHER 24-10-2012 3

4. TARGET MARKET SEGMENTING ON THE BASIS OF: DEMOGRAPHY Young women aged 18-35 There is repeated evidence that schoolgirls in the 12-14 years category widely use fairness  creams. 24-10-2012 4

5. The lower income groups also are a significant target market for Fair & Lovely. HLL marketed the product in ‘affordable’ small size pouches to facilitate purchase by the poor. GEOGRAPHY Target is generally the south zone followed by the north and the west . 24-10-2012 5

6. UNIQUE SELLING PROPOSITION Power of beauty. Fairness in 4 weeks. Maximum fairness with the power of 8. For flawlessly fair skin. Change your story- Fair n Lovely Menz Active . 24-10-2012 6

7. SWOT ANALYSIS STRENGTH Fair n Lovely’s USP- Power of beauty and fairness in 4 weeks. Fair n Lovely is one of the most trusted brand for young women in India. Introduction of Menz Active for men. Fair n Lovely is the world’s first fairness brand. 24-10-2012 7

8. WEAKNESS Many markets untapped around the world. Entrance of foreign companies in India with higher skilled and efficacy to beat the existing or domestic player. Changing trends resulting in reduction in affinity for fair skin. 24-10-2012 8

9.       OPPORTUNITIES The market is bigger and the potential of the market for fairness is even bigger. In India beauty seemed to be associated with fairness and not anything else. It worked for women empowerment, achievement and transformation . 24-10-2012 9

10.    THREATS There are several competitors in the market falling under the same product category. Fairever is the market challenger for fairness creams followed by others. Fair n Lovely is now at its maturity stage, so it can slip down to decline stage. 24-10-2012 10

11. STP Analysis SEGMENTATION AND TARGETTING: Fair & Lovely segmented and targeting Income-1-5 lac Age ±12-50 Gender-Female Education-High School and collage educated Geography-Anywhere in India Personality-Wishes to take charge of her destiny 24-10-2012 11

12. POSITIONING: Fair & Lovely has three types of Positioning : Value Positioning. Benefits driven Positioning. Problem/ Solution Positioning 24-10-2012 12

13. Recommendation "USE IT...........TO BELIEVE IT" "Fairness+ Beauty+ Confidence =Attraction" Expect Big, the "wow factor" 24-10-2012 13