Fair & Lovely Case Study

Just Answers to Small Case Study pf Fair & Lovely. Will be helpful for marketing students.

1. Fair & Lovely - Creating Demand Q.1) After reading the case of fairness creams, what do you think- have companies succeeded in creating a demand for the product or having they merely responded to customer needs? The fascination of Indians for fair skin is well known. Long year of British colonial occupation have ingrained the fascination for white skin. Preference for fair girl in matrimonial columns. Indian Men spend a lot of time outdoors so there was a need to reverse the effect of the aggressive factors. Thus in case of FAL or other fairness creams, it illustrates how marketers played on this consumer need and developed a separate category of creams. After the success of fairness cream for women's marketers targeted the men's category and thus brand extension took place. Thus we can conclude that the companies were able to identify the customer needs and responded in a way targeting category across gender.

2. Q.2) What do you think about the ethics of the issue? Do you think that the criticism about there being an element of racism in the marketing of fairness creams is justified ? According to R. K Pandhi the amount of melanin cannot be reduced by applying any fairness cream or similar products. They have introduced racism in Marketing by promoting the advertisements which portrayed dark complexioned women. Also, Bindra Karat, the president of All India Democratic Women's Association had criticized the product as an element of racism. Thus, we can say that the marketing was unethical and the criticism was fair.

3. Q.3) Look at HUL’s Vision and Value creation statements mentioned in one of the annexures. Do you think promotion of fairness creams is in line with the vision statement? Unilever Vision includes “New ways of doing business that will allow us to double the size of our company.” According to its value creation statement it fulfilled its aim to create a long term value for its share holders. Yes, looking at the Vision and Value creation statements we can say that the promotion of fairness creams is in Line.

4. Conclusion Though the marketing was unethical the product was a great success and was in line with company’s vision and mission.

5. Presented by- Pinak Deshpande Ninad Kulkarni Bhushan Kolhe Anant Ashwarya Yashmeet Band Ruchi Kumbhalkar Shipra Tyagi Subramanian R