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03/06/10 G2_Group5_Fair & Lovely
Fair & Lovely History
• Scientists at the Unilever Research Laboratories in India were
the first to discover the skin lightening action of ‘Niacin
amide’ that led to the development of a unique and
patented formulation of Fair & Lovely in 1972
• Promotion
o TV Campaign, print media, hoardings
o Fairness Meter
o Fair & Lovely Scholarship Programme 2007
o Fair & Lovely foundation.
o A TV Program a reality show know as Fair & Lovely
03/06/10 Shikar G2_Group5_Fair
on SONY TV & Lovely
Why Fair & Lovely?
• Fair & Lovely has wide range of products to choose from as
compared to its competitors.
o Fair & Lovely Ayurvedic Cream.
o Fair & Lovely Active Sunblock Lotion
o Fair & Lovely Anti Marks Cream
o Fair and Lovely Multivitamin Cream
o Fair & Lovely Multivitamin Winter Fairness.
o Fair & Lovely Skin Clarity Intensive serum
o Anti Ageing Cream
o Perfect Radiance Cream
o Fair& Lovely Menz Active
o Fair & Lovely Cream Soap
• Destiny phase
o This is the phase about achieving one’s dreams and
desires. The key communications that epitomize this
phase are the Airhostess ad, the Cricket ad and the
Ayurveda ad.
03/06/10 G2_Group5_Fair & Lovely
Campaigns
• USP
o Power of beauty
o Fairness in 4 weeks.
o Maximum fairness with the power of 8
o For Flawlessly Fair Skin.
o Change your story – Fair & Lovely Menz Active.
Fairness in 4
03/06/10ThePower of G2_Group5_Fair & Lovely
Beauty Weeks
Contd……
• Fair and Lovely would not be a commercial success if it was not
advertised.
• Then it was also the 1st to introduce the concept of fairness meter
for consumers to judge themselves.
• Fair and Lovely market share is high because it is the only product
which is concentrated on various niche markets.
o Fair & Lovely Ayurvedic Cream.
o Fair & Lovely Active Sunblock Lotion
o Fair & Lovely Anti Marks Cream
o Fair and Lovely Multivitamin Cream
o Fair & Lovely Multivitamin Winter Fairness.
o Fair & Lovely Skin Clarity Intensive serum
o Anti Ageing Cream
o Perfect Radiance Cream
o Fair& Lovely Menz Active
03/06/10 G2_Group5_Fair & Lovely
o Fair & Lovely Cream Soap
Suggestion No. 1
• TWO kinds of ads
1.General
2.Occasional & Seasonal
• Occasional ad would concentrate on occasion
such as wedding, etc
• Festive ads to concentrate on festivals such as
Diwali, etc
• Seasonal ads for different season such as
winter, etc.
• Now valentine day is coming so a new ad
campaign for it.
• As it Fair & Lovely has positioned itself as a brand for middle to lower income
groups it kept its promotion limited.
• But the niche market for which it was introduced hardly ever know about
such a product by Fair & Lovely.
• So more efforts should be used to promote Fair & lovely’s Perfect Radiance
Product range.
• Product such as
o Fair & Lovely Fairness Cream with extra brightness
o Fair & Lovely Body Fairness Milk
o Anti Ageing Cream
o Fair & Lovely Skin Clarity Intensive serum
Fair & Lovely
o Fair & Lovely Multi Vitamin Face Wash Skin Clarity
o Fair & Lovely Multi Vitamin Night Cream Intensive serum
• Fair & Lovely ad campaign for Menz Active has not been as
high as they have concentrated for women. It is found that
still 25% of men using Fair & Lovely still use old cream and
not Menz Active.
•03/06/10 G2_Group5_Fair & Lovely
• So this is one such segment where Fair & Lovely has an
Suggestion No. 6
• Family Pack
o Fair & lovely is being used by people from aged group
10 to 45.
• Fair and Lovely also launched it soap in 2004 but I didn’t concentrate
much on it’s promotion as HUL has already introduced LUX, Dove,
Hamam, Lifeboy, Breeze, Pears and Rexona in the market.
• In the year 2004 Fair & Lovely market share fell from 92% to 84%.
• Then hotels can keep this small packs with soaps to their
customers.
BEFORE AFTE
R
‘ Fair & Lovely ’ gives u fairness in
03/06/10 just 4 WeeksG2_Group5_Fair & Lovely
03/06/10 G2_Group5_Fair & Lovely