Emami PBM

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EMAMI: IDENTIFICATIONOF BRAND EXTENSION

OPPORTUNITIES IN

FAIRNESS CREAMINDUSTRY

Product & Brand Management

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GROUP MEMBERS

Shubham Kumar Mishra

(07 )Vivek Mishra (08 )

Shailja Bhardwaj (12 )

Anubhav Pandey (13 )

Shilpa Yadav (46 )

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COMPANY BACKGROUND

Set-up in 1974

Manufactured personal, beauty and health

care products

Emami has 2 umbrella brands:

Emami (personal care products)

Himani (health care products)

Emami group grew and ventured into realestate, retailing, paper and writing instruments

businesses

For three decades, the brand Emami wasidentified with vanishin cream and talcum

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OTHER BRANDS

Madhuri range – talc, hair oil, skin cream,

shampoos

Boroplus(2) – antiseptic cream, prickly heat

powder

Multi purpose Navrattan oil(1)

Chyawanprash:

Sona-Chandi(3) (winter) Amritprash (summer)

Fast relief ache ointment

Menthoplus balm for headaches

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Emami group had 17 celebrity brand

ambassadors for various brands for

synergizing personality with product and

message But, no celebrity endorser was roped in for Fair

and Handsome

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FAIR & HANDSOME

2005:

Launched India‟s first-ever fairness cream formen called “Fair and Handsome” in collaborationwith Activor Corporation, USA

Priced at Rs. 57

Main target: a teenage, college going malestudent

It was introduced in premium saloons. Benefitsemphasized in the promotional campaign: Improves fairness in 4 weeks

Protects against sun‟s UV rays

Moisturises skin even after shaving

Relieves stress and fatigue signs

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Campaign message theme: if you are a man,

don‟t use a girl thing, your skin is not the same as

girls‟ and it needs to be treated differently

Media budget: 2.5 crore rupees for the launchand spent 70 % on TV

Market expansion strategy: focused on remote

villages

Tied up with Post and Telegraph Department acrossMaharashtra

Use of ITC‟s e-Choupal outlets in UP and MP

Tie-ups with Indian Army‟s canteens

Collaboration with IOC for distribution through petrol

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Post-launch research revealed:

73% were found to be fairer

785 found it and effective after shave moisturizer

75% found effective oil control

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2006:

In response to Fair and Handsome‟s entry, the

world‟s leading fairness expert (HLL) introduced

“Menz Active” Menz Active – a breakthrough fairness cream

especially tailored for men

Power brand of HLL – Fair and Lovely fairness

cream

Priced little lower than Emami‟s Fair and

Handsome at Rs. 53

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INDUSTRY ANALYSIS

Size of the fairness cream market in 2000: Rs.

600 crore

The fairness cream market was growing at 25%

p.a. as compared to the overall cosmetic marketgrowth of 155 p.a.

About 20% of consumers of Fair and Lovely were

men

Total sales of Fair and Lovely in 2005: Rs. 500

crore, with men contributing Rs. 100 crore

Fair and Handsome sales in 2005-06: Rs. 160

million

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GEOGRAPHIC DISTRIBUTION

23%

23%36%

18%

Sales Volumes

North

West

South

East

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COMPETITION

Major brands and their market share:

HLL,Fair and Lovely – 76%

Cavin Care, Fairever – over 15%

Godrej, Fairglow – 5%

Emami, Gold Turmeric and Naturally Fair – 5%

Himalaya Drug Company – aimed to capture 2%

shareRevlon, Fair and Glow

L‟oreal

Garnier

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DIFFERENT FAIRNESS CREAM

BRANDSMajor Brands Fair and

Lovely (HLL)

Fairever

(Cavinkare)

Emami Godrej

(Fairglow)

Market share 76% 15% 5% 5%

Product

penetration

Fairness cold

creams, soaps

Chik Fairee Gold Turmeric,

Natural Fair,Fair and

Handsome, Fair

and Teens, Fair

and Ageless

Soaps, Creams

Price Rs. 78 for 50gm Rs. 10 for 25gm Rs. 57 for 50gm Rs. 70 for 50gm

1st Launch year 2006 1999 2005 2000

Media used for

promotion

TV, print TV TV, print TV

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MENTAL MAP

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Core Brand Associations

Accessibilty: Relevant, for men

Easily available

Relatively expensive

Modern Cosmetic cream for men

Mardo waali cream

Metrosexual men

Exciting Credibility Trusting

Expert

First-mover

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Personality Self-confidence

Social approval

Young

Successful Handsome

Insecurity

Inferiority complex

Shy / ego Interactivity Mr. Handsome Contest

www.fairandhandsome.net

Continuous research

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Benefits Oil control

Sun guard

Spot reduction

After shave Moisturizer

Coolness

Freshness

Pleasant fragrance

Even complexion Fair skin colour

Herbal ingredients

Celebrity

Shahrukh Khan

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Brand Mantra

Brand Emotional Modifier DescriptiveModifier

Brand Function

Emami Fair and

Handsome

Confidence Fairness Beauty

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Emami Fair and Handsome

CBBE MODEL

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Salience Dimensions

Depth:

FAH has created a good recall in customer‟s mind

by creating a new category/ segment

First mover advantage Broke the societal taboo that cosmetics are

meant only for the fairer sex

The signature tune of Emami played over TV and

radio became a household favourite

Breadth:

A daily use product

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Awareness is largely attributed to TV

campaigns, ads in print media and hoardings

with the tag line “Be Fair, Be Handsome”

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Performance Dimensions

Ingredients: peptide, menthol, vetiver, rose

water, aloe vera, sun guard

Regulates production of melanin making skin fairand fresh with a pleasant cooling sensation and

protection against sun damage and excess oil

Reliability: consistency in perform, no side

effect, supported by research evidence

73% reported improvement in complexion

78% found it to be an effective aftershave

moisturizer

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Durability: can be stored till expiry in dry

conditions (durable primary package), but the

secondary package is not very durable

Style and Design:

SKUs

Tubes – 8g, 30g, 50g

Packagin

g

Colou

r

Smell

Laminated

tubes

Black, white, grey,

orange

Pleasant

(refreshing )

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Price: Exploiting the first mover advantage,

people were willing to buy the new product

even at a premium (rapid skimming)

Rs. 7 for 8gRs. 45 for 30g

Rs. 57 for 50g

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Imagery Dimensions

User profile:

College going educated, males

Focus on actual positioning rather than

aspirational positioning Purchase and Usage situations:

Can be purchased at anytime of the day and at

any store (conveniently available)

24*7*365 inside or outside the house

For looking fair (self-esteem need satisfaction)

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Personality and Values:

Competent-reliable, efficient and successful

Sophisticated-smart, upper class and charming

Celebrity endorser-Shahrukh Khan

History, Heritage and Experiences:

The product category itself evokes emotional and

nostalgic moments A break from history

Celebrity endorser-Shahrukh Khan

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Judgment Dimensions

Brand Quality:

High perceived quality

Mission statement of Emami- “Making people

healthy and beautiful naturally” Brand Credibility:

Expertise-competent, innovative with first mover

advantage

Trustworthiness-clinically and scientifically proven

results on men

Likability-easy to use, visible results

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Brand Consideration:

Relevant to the prospective customers

As per a research, 75% of men used fairness

creams made for women Brand Superiority: the brand touched Rs. 100

crore in the first 3 years, consistently being the

market leader in the category

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Feelings Dimensions

Social-approval: up-lifter for men in the

society

Self-respect: the user feels a sense of pride

and feels better about himself

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Resonance Dimensions

Behavioural Loyalty: high repeat purchases

Attitudinal Loyalty: positive attitudinal loyalty

Sense of Community: www.

Fairandhandsome.net

Active Engagement:

Mr. Handsome Contests

Actively engaged in customer oriented salespromotion

Contest driven mobile campaigns

Website depicted a chart explaining why fairness

is important (on the next slide)

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CREATING EXTENSION

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CREATING EXTENSION

EQUITYSalience Favourability Uniqueness

High

Dealing in skincare

category prior to the

launch of FAH (with

brands like Boroplus,

Madhuri Range)

Expertise

Trustworthy

Effective

Efficient

Easily available

Medium to High

A strong need for the

product was already

present

More open and direct in it

positioning

High

First-mover advantage

The POP of the brand

became the POD of the

category (with herbal

ingredients)

Relevant

Distinctive

BelievableDesirabl

e

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CONTRIBUTION TO PARENT BRAND

EQUITY

Compelling Relevance Consistency Strength

High

Attention getting

Unambiguous

Medium to High

FAH‟s

performance was

indicative of

Emami‟s promise

to deliver

innovative and

quality products

for the middleclass

High

FAH was

reinforcing

emami‟s mission

statement

High

Emami was the

1st brand to

create the

segment of

„men‟s fairness

cream‟

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RECOMMENDATIONS

Reduce negative associations by way of

different advertisements

Increase the depth of brand awareness

Introduce variants in the form of „light‟ and„strong‟ Emami Fair and Handsome

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THANK YOU

Emami PBM

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