Group Members:Anushree Mazumdar

Bharat PatelPankaj Agarwal

Pousali MukherjeePrabar Rakshit

Sushmita MukherjeeTamashree Sutradhar

CURRENT MARKET SCENARIO

India’s cosmetics market is reportedly growing at 15-20% annually which is as twice as fast as that of the U. S. and European markets. The growth rate in the cosmetics market reflects increasing demand for beauty care products in India.

Demand for skin whitening products by men as well as women, is driving the trend, but other beauty products are not far behind.

Recent cosmetics business market analysis reveals that many international companies are now outsourcing cosmetics to India

The celebrities like Sonam Kapoor, Shah Rukh Khan, John Abraham and Katrina Kaif are brand ambassadors for major fairness creams.

While the overall cosmetics industry is growing at 15% year-on-year, fairness creams constitute a huge market with sales worth nearly Rs.2,000 crore (Nielsen 2010 figures).

Of this, men’s fairness creams account for 10%, though growing at 30% year-on-year.

The importance of male grooming is clear, with the market worth Rs.695 crore and growing at 11 percent.

Current MARKET SCENARIO

CURRENT MARkET SCENARIO

TOP PLAYERS IN THE MARKET

Fair and Lovely - HUL Fair and Handsome - Emami Garnier – Loreal Ponds - HUL Nivea

Products offered by Fair and Lovely

Fair & Lovely Multivitamin Cream Fair & Lovely Ayurvedic Care Cream Fair & Lovely Winter Fairness Cream Fair & Lovely Anti-marks Cream Fair & Lovely MAX Fairness Cream Fair & Lovely Body Fairness Milk Fair & Lovely Multivitamin Facewash Fair & Lovely MAX Fairness Facewash Fair & Lovely Menz Active

Men Power Light Intensive

Fairness Face Wash

Daily Care Moisturizing Cream

Skin Naturals Light Moisturizer

Skin Naturals Gentle Cleansing

Milk

Skin Naturals Pure Active Blackheads Uprooting Scrub

Men Power Light Intensive Fairness

Moisturizer SPF15

Men Power Light Sweat +

Oil Control Fairness Moisturizer

Skin Naturals Pure Active Face

Wash

Men Oil Clear Facewash

Skin Naturals Light Fairness Face Wash

Skin Naturals Pure Exfoliating Face Wash

Skin Naturals Gentle Facewash

Skin Naturals Light Over Night Cream

Skin Naturals Sun Control Daily Moisturizer

Light 3 in 1 Fairness Facial

Skin Naturals Gentle Soothing Face Wash

Skin Naturals Wrinkle Lift Cream

Pond’s Daily Facewash, Scrub

Pond's Pure White

Pond’s Vanishing Cream and Cold

Cream

Pond's Moisturising Body

Lotion

Pond's White Beauty

Pond's Flawless White

Pond's Age Miracle Pond's Gold Radiance

Segmentations OF FAIRNESS CREAM

SPF

Anti Ageing

Night Cream

Cold cream

Face wash

Moisturizer

Fairness Cream

SEGMENTATION UNDER VARIOUS BRAND NAMES

Hindustan Unilever Limited (HUL) has separate brand categories for fair enhancement:

FAIR AND LOVELY PONDS LAKME VASELINE

SEGMENTATION…CONTD

Based on Gender:

Male - Fair and Handsome Female - White Beauty Unisex - Cold Cream

PORTER’S FIVE FORCE MODEL

Internal Rivalry- High

Threat of New Entrant -

Low

Supplier Power – Low to Medium

Threat of Substitutes -

Low

Buying Power - High

Brands Anti Ageing Anti Acne Sun CareSkin

WhiteningMoisturizer

HULPonds Age

Miracle _

Lakme, Fair and Lovely

Ponds white beauty, F&A

Ponds, Vaseline,

lakme

P&GOlay Age Protect

_

Olay natural

white sun Block

Olay Natural white day

creamOLAY

J&JNeutrogena Age Shield

Neutrogena Oil Free,

Clean and Clear Acne

Clearing

Neutrogena sheer Dry Touch sun

block

Neutrogena Fine

Fairness Lotion

Nuetrogena, Clean And

Clear

Loreal

Loreal Solar Expertise,

Garnier Wrinkle Lift

Garnier Pimple Control

Loreal Solar

expertise and sun

protection

Loreal Relighting Whitening facial foam

Garnier

Emami was the first company to launch the first fairness cream for Men i.e. Fair and Handsome.

Ponds was the first company to come up with anti ageing cream.

Johnson & Johnson were the first to introduce Anti- acne cream.

Product innovation

Product Innovation By Fair And Lovely

Niacinamide - known to control dispersion of melanin in the skin

(Vitamin B3) is a water-soluble vitamin and is widely distributed in cereals, fruits and vegetables.

Magical Ayurvedic blend of Kumkumadi Oil – a mixture of 16 Ayurvedic ingredients, which enhances complexion and cures discoloration of skin

Triple sun screen protection system to protect from the UV rays.

Launch of several new products each and every time.

CLASSIFICATION OF ADOPTERS

Innovators Late Majority LaggardsEarly adopters Early Majority

NEW PRODUCT LAUNCH

EXPECTED PRODUCT

BRANDING STRATEGIES

“ With the consumers brand is also growing,With the modernization of consumers brand is

also modernizingWith the transformation of women, the brand is

also

transforming with their changing needs”

BRANDING STRATEGIESFAIR AND LOVELY

BRANDING STRATEGIESFair and Handsome ( Emami) The brand is being positioned as the

fairness cream that can make men handsome and also attractive to girls. The brand uses the tagline “Be fair be Handsome”.

The brand has to be appreciated for creating a category. It is true that men use creams meant for women. Hence there is a logic in creating a brand for men in this category.

In the face of emerging competition Emami has moved aggressively to promote Fair & Handsome by roping in Bollywood icon ShahRukh Khan as its brand ambassador.

Ponds – HUL

A brand that has tried to evolve with the changing persona of Indian Women.

This is a brand that has celebrated Women's courage and personality.

Ponds from its inception had a plan to come up with vanishing cream what will remove dark spots from your skin.

Ponds has come up with Ponds Age miracle , Ponds gold radiance. Not only that Ponds has also come up with a face wash Ponds flawless white.

BRANDING STRATEGIES

Garnier- Loreal

Garnier has come up with Garnier Power light for men.

They came up with a face wash for men ( Men oil clear face wash)

Garnier makes sure that their ads convey the below mentioned values(Quality, Technology) of the product. For this reason the company has roped in John Abraham as the brand ambassador

BRANDING STRATEGIES

Garnier- Loreal

Garnier has fairness cream for women also (Skin Naturals Light Moisturizer)

They have launched anti aging cream for women (Skin Naturals Wrinkle Lift Cream)

When it initially launched into the fairness sector, we saw the not-so-well-known model Nicolette Bird endorsing the products. At the time of the release of this ad, she was a budding model and its only later that she ventured into films as an actress

BRANDING STRATEGIES

It is common that people don’t want to be tanned, so NIVEA has developed whitening products to reduce the suntan.

BRANDING STRATEGIES

BRANDING STRATEGIES

INTEGRATED MARKETING COMMUNICATIONS

PONDS WHITE BEAUTY ( HUL)

HUL has used outdoor

campaigns and events .

INTEGRATED MARKETING COMMUNICATIONS

One may have caught the movie trailer of Kabhi Kabhi Pyar Mein on television – a film starring Priyanka Chopra, Saif Ali Khan and Neha Dhupia. But as most would have now guessed, the movie itself is just a smokescreen; it is actually a mode of advertising to announce the launch of Pond’s’ new skin whitening cream.

The newly crowned Miss India 2013 Navneet Kaur Dhillon, who is currently basking in the glory of her prestigious win, has been announced as the face of Pond’s white beauty BB+ Fairness cream. This association marks the beginning of Navneet’s career as she features in the TVC for the latest innovation from the Pond’s portfolio.

INTEGRATED MARKETING COMMUNICATIONS

INTEGRATED MARKETING COMMUNICATIONS

Ponds have organized different kind of events like model hunt.

INTEGRATED MARKETING COMMUNICATIONS

HUL's advertising strategy for Fair and Lovely has always been something like "kaale ko gora bana de".

A typical print advertisement involves a montage of images of the "Fair & Lovely woman" as she progresses through the various stages of the skin-whitening process. The Fair & Lovely model has come to be emulated as a brand character by millions of women across the nation who wish to be as successful as she is, with the promise of paler and more beautiful skin.

INTEGRATED MARKETING COMMUNICATIONS

Fair and lovely

Scholarship programs for

women graduate post graduate and PhD aspiring

Yami Gautam as brand ambassador of Fair and Lovely

INTEGRATED MARKETING COMMUNICATIONS

Sales Promotion

Price discounts

Price pack deals

Coupons

INTEGRATED MARKETING COMMUNICATIONS

FMCG company Emami Limited has relaunched Fair and Handsome, its fairness cream for men, with a new commercial. features brand ambassador Shah Rukh Khan.

INTEGRATED MARKETING COMMUNICATIONS

Garnier- Loreal

Genelia D'souza encouraging you to compare your skin tone fairness. At the time again, she was seen endorsing every second brand on television and was clearly declared as the next-big-thing.

Priyanka Chopra was seen to endorse their new product Garnier Light Ultra.

Sales promotion has been a part of strategy as well. Power light sachet has been distributed with a copy of a particular magazine in certain southern states of India. Even sachets were also distributed with electric bills in Eastern part.

INTEGRATED MARKETING COMMUNICATIONS

NIVEA's campaign “Beauty is…” which was launched all around the world, helped NIVEA to strengthen the image, and help them to connect with their customers.

They translated this campaign into different languages so that it can connect with people from different countries to create a common understanding.

Print advertisements that show interpersonal relations between people that have attracted the customers

They have started internet projects where customers can visit their homepage and share their experiences

INTEGRATED MARKETING COMMUNICATIONS

INTEGRATED MARKETING COMMUNICATIONS

Anushka Sharma has been roped in Nivea's newest ambassador to advertise their range of body lotions.

Nivea for men had conducted various events.

It comes in a beautiful looking sleek tube, easy to carry in your bag.

The product comes in Green glass jar with a white inner lid. The glass is so cute and quite heavy, 

PACKAGING

PACKAGING

PACKAGING

HUL, in particular, has paid a great deal of attention to the product’s packaging with all three variants of Fair & Lovely - multivitamin, ayurvedic balance and anti-marks - available in different colours -reddish-pink, brown and blue.

This fairness cream comes in a neat tube which is packed inside an outer carton. The tube is neat and white it colour whereas the twist type cap is green. The nozzle is long with a moderately small hole to dispense the product.

The product comes in a simple beige tube packaging. The plastic opaque packaging has a slight sheen to it, the screw on cap is transparent and the tube has a sleek look.

PACKAGING

It comes in a glass tub that looks bright yellow and opaque when the jar is full. The jar is actually transparent and has only a slight yellow tint. It has a white plastic screw cap that makes this leak-proof.

The Emami fair and handsome cream for men comes in a simple ashy silver coloured tube with a screw cap. The tube is compactly packed inside the outer carton. The cap is sturdy and firm.

PACKAGING

Everything is “FAIR”in Love and War.

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