FAIR AND LOVELY ANALYSIS

GROUP 7:Aaroshi Asija Diwakar Pasricha Mannu Khanna Pratik Panigrahi Gourav Garg Kushaal Joshi

Introduction to Fair and Lovely

Fair & Lovely was developed by Hindustan Unilever Ltd. in 1975 and marketed in 1978 as the worlds first and the largest selling fairness cream. Fair & Lovely's formulation contains a unique fairness system that combines active agents and sunscreens. It works by gently controlling the dispersion of melanin and preventing the skin from the sun.

Competitors and Customer Profile

Going Global
Fair and Lovely is a worldwide brand and has achieved success all around the globe. It has made a name for itself in meeting different expectations across the world. For example : US & EUROPE: Youthful looks, anti-ageing creams drive skincare markets. ASIA : Fairer & lighter, clear looking skin INDIA : Fairness creams act as all-in-one skincare regimes(like oil-control, blemish reduction, sun protection) F & L has catered to all these demands and expectations and as a result , has captured a huge market share in the world market. Most women tend to use only one fairness cream as an economical alternative.

Market Share

Fairness Market Size-2100 Crores

9% 7% 4% 10% Fairever Fair and Lovely Garnier Lite Fairglow Others 70%

The market has been dominated by Fair and Lovely ever since its launch. Although , a constant increase in the number of competitors has not been able to dismantle the position of F&L as the market leader.

Market Segmentation
The market for the fairness creams can be divided both demographic parameters, such as income, age and occupation of the customers as well as along the behavioural axis, including differentiation on the basis of the benefits sought. With variation in the income of the user, the brands favoured by him/her change.

Brand Equity
Brand equity are a set of tangible and intangible assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service of a firm and/or to that firm's customers.

Brand equity of Fair & Lovely is quite strong. Brand salience, as evaluated by the degree of "top of the mind recall" and "brand awareness" is good. Performance is based on the reliability built by the brand and the image which is defined by its heritage and its user profile, both are extremely high in this brand. The brand has built up credibility and a perception of quality. Finally the loyal consumers of Fair & Lovely have an attitudinal attachment towards the brand, leading to high brand resonance.

Advertising Strategies
The new tagline is gorepan sa kahi zyaada, saaf gorapan. Proven to deliver one to three shades of change Making women empowered Affordable for lower income group Helps in increasing confidence and transformation

Controversies
Encourages racism on basis of colour Shift from before and after comparison to negativity of the previous position Advertisements are demeaning to women Regardless of the criticism F&L maintained its sales and women voluntarily buy the product

Response
HUL was unrepentant after the ban of commercials said they just captured the dimension of personal grooming and not to convey the message of racism commercials were about choice and economic empowerment for women Women movements argue this being empowerment

Recommendations
In order to ensure the longevity of Fair & Lovely, changes in three of the 4Ps of marketing have to be initiated. The product, its price and promotion have to undergo a makeover. Such changes will inevitably necessitate a revamp of the basic model of Fair & Lovely as well as the introduction of new sub-brands to capture currently unattended segments. This can be initiated only by redefining the segments and identifying new target groups, for positioning the new subbrands.

SWOT Analysis

Strengths: High awareness level. Large Distribution Network of HUL. Innovative Promotion Pattern. Most trusted brand for young women in India. World's 1st & largest Fairness cream brand. Present in 40 countries

Weaknesses: Chunk of products were launched, most of them remained unpopular. Decline in market share from 90% to 53%. Inability to attract premium segment. Inadequate promotion of Mens cream

Opportunities: Huge untapped market around the world. Men fairness market - growing at a rate of 25% every year

Threats: Excessive Competition. Had its share of negative publicity, with womens groups calling the ad regressive.

Fair & Lovely An Ultimate Pioneer