GOOD AFTERNOON

PRESENTATION ON
THE FA[RNESS CREAM

INTRODUCTION
As first of all concept of fairness cream was
introduce especially for the ladies basically, it is
impact of socio-cultural environment as
preference is given to a fair bride. We are living
in a culture where the Marriage Classified ads in
newspapers still say, "Looking for a slim fairskinned girl..."
And where mother always stop her daughterto
play under sun. With the passage of time women
are increasingly participated in social life so they
want to look attractive.Now in Pakistan fairness
creams for men are also available in the market.

THE KEY PRODUCTS OF FAIR &

LOVELY

Objectives of Fairness
Cream
Perception of people towards fairness cream
Factors influence their behaviour towards fairness

cream.
To assess whether advertising is influencing the
buying behaviour of the consumers or the other
factors and the purchase decision of consumer.
Attributes consumer prefer while buying fairness
cream.
Frequency of using fairness cream.
To study consumer satisfaction level about usage
of fairness cream

Scope of the study

The scope of the study covers almost all
categories of
fairness creams.
The whole evaluation of fairness creams will be
angle of customer satisfaction.
Any substitutes of fairness creams
like soaps or lotions will not be considered.
Also fairness creams locally made by the
unorganised sector and which are not branded
will not be considered.

RESEARCH
METHODOLI
GY

Determining the
sources of data
The next step was to determine the sources of data to be
used. Ourresearch was based on both secondary and
primary data. The purpose of using the secondary data
was to help us in collecting theprimary information The
following are the various sources of data used by me.
a)Primary Sources:
Questionnaire Design
b)Secondary Sources:
Magazine
Internet Web Sites

Designing data
collection forms
The three methods available are
Observation method
Survey method
Experiment method.

Determining sampling
design and sampling
size
Sample Design:
In our project report, We used probability sampling,

where all the users ofFairness Cream have equal

chance to be selected in sample.
Sample Size:
The sample size taken by us to study the objective
was 60 consumers to the Fairness Cream. In order to
divide the consumers we used the simple random
method. For this we divided some Parlour, school,
college and university girls and boys, newly married
women and some professional peoples etc.

processing and
analyzing the collected
data
Analysis of the data was very carefully done.
Moreover, it took many days to analysis the data
collected. A number of tables are prepared to bring
out the main characteristic of the data. In order to
present the analyzed data in a proper manner
following tools were used.

Tables

Pie-Charts

Result of
the survey

QUESTIONNAIR
INTERPRETATION OF PIECHARTS

Gender Response

male; 32%
female; 68%

According to Income

Below
10
10k-15k
15k-20k
Above
20

According to Age

below 18; 58%

30 above; 3%
25-30; 5%
18-25; 33%

According to Qualification

Masterz; 8%
Bachelor; 17%
Matric; 50%
Hssc; 25%

PRODUCTS
Fair
Fair
Fair
Fair
Fair
Fair

&
&
&
&
&
&

lovely Original
Lovely Ayurvedic Balance
Lovely Multivitamin
Lovely Active Sunblock
Lovely Menz Active
Lovely Anti-Marks

Fair & Lovely Winter Fairness

Fair & Lovely Max Fairness For Men

Fair & Lovely Forever Glow For Ageless

Pricing Strategies of
FAL
All fair and lovely products are available in sachet form
just for
Rs.5, Rs.10, Rs.15
India is a medicinal driven product market which
changed the
pricing behavior of the fair and lovely products.
Targets at all classes of people.
Global market target group.
Provides offers and discounts.

Abu Dhabi
market

p
h
c
a
e
r
t
u
o
l
a
b
o
l
G
Obama Using
FAL

s
ic

PLACE STRATEGY
HUL has one of the largest distribution

networks in India. The following are the

Facts regarding the same:

1) About 2900 stockists

2) Total coverage: 6.3 Million outlets
3) Direct coverage: 1 Million outlets

Distribution framework

Objectives and intentions

Broad basing their sales and marketing activities across

the country.
In terms of town coverage, dealer network and new

approaches to communication strategy.

Plan and implement sales and marketing activities to

achieve their Targets.

Fine tune all marketing inputs in terms of media and other

budgets to meet territory specific needs.

Identify performance targets with specific responsibility

centres and
Improve cost effectiveness of its operations

HUL

Carrying& Forwarding Agencies

Redistribution Stockists
Wholesalers
Rural Retailers
Consumers

Promotional Strategies

PROMOTION OF FAIR N LOVELY

The bigness of Fair & Lovely lies in the fact that it transforms

a woman in ways that are more than just skin-deep. Feeling

good does wonders to self-confidence and Fair & Lovely helps
people do just that.
It gives them the self-belief to steer their own destiny
It gives them hope and changes the way they (and others) see

them.
the brand has today evolved to give women courage to move

ahead, to challenge and change destiny itself.

All Fair & Lovely advertising is developed around this core

insight and in a manner that is positive and motivating

Commensurate with the seriousness and aspirational

image of fairness in consumers minds, Fair & Lovely

ads showcase stories where the woman challenges
the unhealthy societal realities of status quo and
discrimination and finds that she is empowered to
carve out her own future.
All the Fair & Lovely ads carry the brands message of

hope and self-confidence.

Most

importantly, almost every key advertising

indicator has shown a huge positive trend with the
brand perceived as modern and innovative by 59% of
the total population, up from 41% in mid 2001

In April 2004, Fair & Lovely launched its latest variant

an oil-control fairness gel with papaya

watermelon extracts for oily skin types .

and

 Fair & Lovely in the near future will launch more

rule-changing innovations, even as it consolidates its

existing range through market activation and
sampling.
One of the most interesting and far-reaching recent

developments has been the launch of Fair & Lovely

Foundation.
Foundation

has undertaken various projects and

initiatives in keeping with its vision of taking women
to a brighter future.

Fair and Lovely scholarships for women |

Graduate, post graduate and PhD aspiring
Famous

cosmetic company Fair and Lovely has

announced scholarships for women who are doing
their graduation, post graduation and PhD in
recognizeduniversities.
Scholarship
amount
isRs.1,00,000. It can be renewed for another year
depending on the merit of the student. Should have
secured
60%
marks
in
10thand
12thclasses.
Candidate should have good knowledge of English.
Marks sheets, certificates, two passport size
photographs, income proof,admissionproof are to be
submitted along with the application. An essay not
exceeding 250-300 words which contains the
personal information, your goal, what are you doing
to reach the goal and where you want to be after five
years is to be submitted. Scholarships will be
announced after an interview depending on the
course and the financial status of the applicant.
Applications can be down loaded from the web site.

Fair and lovely came with their

advertisements in 3 different phases, which
are as follows
Phase 1.

Showcase darker skinned woman turning fairer on

using the cream. Saw the launch of product in 1978 on
the basic premise that- younger woman wanted to
have fairer skin to attract better looking husband.
Phase2.
During this evolution the brand talked to a younger
college going girl who is self confident and more
modern in her outlook and considers home remedies
for facial care to be old fashioned.
Phase3.
It further metamorphosed into a brand offering
emotional benefits to achievers who actively seeks
solutions and do not look at marriage as the ultimate
source of personal achievement.

SCHOLARSHIP PICTURES

Some of the methods of sales

promotion of Fair n lovely

1.
2.
3.
4.
5.

Price discounts or price-off deal

Price pack deals
Bonus pack and Branded pack.
Refunds and Rebates
Coupon

Modes of Promotion
Online

Offline
TV COMMERCIALS

NEWSPAPERS

MAGAZINES

HOARDINGS

CONCLUSION
Today Fair & Lovely is the market leader with 53%

market share but in the era of increasing

competition, erosion of market share is more a
reality than mere speculation. With products like
Emamis
Fair
&
Handsome
hitting
out
unexpectedly, Fair & Lovely should be proactive
and increase points of difference with the
competitors. Moving beyond the message of
fairness as beauty must be the center of its
marketing communication. The recommendations
provided would do just that, extending the core
message of the brand through the product and
communicating by its promotional strategies.

The user of fairness products is more

evolved than before. But the traditional

fairness cream is still has its loyalists
amongst the lowest SECs. South India is
the largest market for fairness cream
with a 36% share, North and West have
23% each and east is at 18%. Whether it
is fair or not, fairness products and their
communication to tempt marketers to try
and get as many consumers as possible.

5
4.5
4
3.5
3
female user
miidle age user
men user

2.5
2
1.5
1
0.5
0

1980-1994

1995-2000

2001-2006

2007-2010

Some Of The Innovative Punch lines

FAL Anti Marks- You Believe, You Are
FAL Menz Active- Prove to be the Best
FAL Ayurvedic- Kundali Badal Jayegi
FAL Multivitamin- Aaj Din Suhana Hain

Aapka

THANK YOU