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Establishment of Fair Miracle

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Market Study of Fairness

Huge opportunity for fairness cream as retailers are stocking large SKUS offairness cream of different brands.

Customers in the age group of 1 !" has a tendency to s#itch the brands offairness creams.

$here are around ""!" % Customer #ho are undecided about their &referenceof fairness cream in Cosmetic stores and around 1 % in retails stores and they

go by the opinion of the retailer.$here are a large number of players in the fairness segment #ith the top placeoccupied by HU' #ith Fair ( 'o)ely and &onds.

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Customer Survey-Fairness Cream

*esearch Methodology+ Con)enience Sampling

Sample Si,e+ -1 respondents

ender! Female

/ge roup of *espondents

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Results of Survey

Top of Mind Awareness !

Fair Miracle has a )ery poor a#areness among customers as no one #as

a#are of the brand among -1 respondents0 ho#e)er they #ere a#are of

competitors

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Results of Survey

Source of awareness-

t is ma2imum in tele)ision follo#ed by friends and #ord of mouth

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Results of Survey

Switching of Brands

&roduct 3uality plays the prominent role. 4e can le)erage the brand

name of arnier to S#itch people from other brands

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Results of Survey

Factors Influencing Brand Preference-

4e can take ad)antage of recommendation by targeting cosmetic stores #herethere are on a)erage "" % customers #ho are undecided in their preference offairness cream

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Fair Miracle Present Status

5istribution of Fair Miracle is in 6ust 77% of the outlets #here Fair ( 'o)ely is present.

*etailer a#areness is also poor as #ell as customer a#areness .82istinggarnier customers are also not a#are of the products.

9isibility of the product is poor in the outlets.

Slo# off takes from the e2isting retailers.

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Market Penetration & Distribution

$he ma6or difference is due to the kiosk outlets of HU'

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Way ahead For Fair Miracle

ncreasing 5istribution8nsuring 1::% distribution at all the e2isting outlets of distributors

Telecaller Sales Executive at all the distributor point! $elecaller salese2ecuti)es #ho #ill be calling kiosks outlets and taking orders #hich #ill beser)iced by deli)ery in charge

Exclusive Read stoc! PSR ! /ppointment at all the distributors #ho #ill becarrying ready stock of Fair Miracle and reaching out to ne# outlets.

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ncreasing ;fftakes

"lu##ing of products- Since #hite complete is a fast mo)ing product #e can

club fair miracle #ith it #hich #ould lead to increased offtakes and retailers #ould

also gain confidence on the product.

Fair Miracle! "m

White Com#leteFace$ash !% "m

Combo#ack Rs ''

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ncreasing /#areness

4e can increase customer a#areness by conducting acti)ations+

$ousing Societ Activations !

Conducting canopy acti)ations in housing societies on #eekends

"ollege Activations-

Conducting canopy acti)ations ( 'eafleting in 4omens colleges

across patna

Mini "usto%er %eets of existing &arnier "usto%ers

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Customer /#areness

Snapshot of the canopies to be used at such acti)ations

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()*+, ./