Marketing Environmen
Transcript of Marketing Environmen
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WELCOME TO
OUR PRESENTATION
Md. AshadullahLecturer
Department of Management StudiesFaculty of Business Studies
Jahangirnagar University
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A PRESENTATION ON
MARKETING ENVIRONMENT OF
FAIR & LOVELY
HUMAN BEINGS
Presented By:
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SL Name ID No.
01. Md. Rejaul Karim ( GL ) 1532
02 Samima Akteri 1512
03 Md. Rasel Hossain 1553
04 Hazera Akter 1524
05 Maunghla Tin Rakhaine 1958
Introduce to our Group Members
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INDEX1. BACKGROUND
2. THE MICROENVIRONMENT
3. THE MACROENVIRONMENT
4.RESPONDING TO MARKETING ENVIRONMENT
5. SUMMERY & CONCLUSION
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BACKGROUND OF FAIR & LOVELY
Fair & Lovely Oil-Control Fairness Gel contains real papaya extracts that help your skin glow, watermelon extracts that cool and refresh your face and triple sunscreens that protect skin from the sun’s harmful UV rays. The brand Fair & Lovely has been a trusted beauty product for Indian subcontinent women since 1978.
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MARKETING ENVIRONMENT
MICROENVIRONMENT
MACROENVIRONMENT
The Marketing Environment of
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MICROENVIRONMENT
Microenvironment
The Company
Customers
Publics
Competitors
Marketing Intermediarie
s
Suppliers
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THE COMPANY Fair & Lovely, the product of Unilever, a multinational company.
World wide fairness cream supplier.
The Product launched in 1978 in India Subcontinent.
Headquarter: Rotterdam, Netherlands.
Chairman: Michael Treschow.
CEO: Paul Polman.
Subsidiaries: Unilever Bangladesh Ltd.
Chairman and MD: Mr. Rakesh Mohan
Senior Vice President: Mr. Anwar Hossain Khan
Website: http://www.unilever.com Headquarter of Unilever
Fair & Lovely
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SUPPLIERS Proton pharma private Ltd.Kakkat drugs and chemical company Ltd.BASF corporation careTriveni aromatics and perfumery private Ltd.A-B Enterprise(India)BABA Enterprise(Delhi)
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MARKETING INTERMEDIARIESResellersPhysical distribution firmsMarketing services agenciesFinancial intermediaries
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Company Brand Product catagoryEmami Naturally Fair Cream
CavinKare Fairever Cream
Paras Freshia Cream
Godrej FairGlow Cream, Soap
Ponds Ponds Fairness Cream,Lotion
Lakme Lakme Sunscreen Cream, Lotion
KCCL Tibet fairness Cream, Lotion
Nivea Sparklink Glow Cream
Olay Natural White Cream
COMPETITORS
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PUBLICSFinancial Publics: Banks, Investment analysts, Stockholders.Media publics: Newspapers, Magazines, TV Stations, Internet media.Government publics: Government policy and Law.Citizen-action publics: BAPA and TIBLocal publics: Neighborhood residents and Community organizations.Internal publics: Workers, Managers and Board of Directors.
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CUSTOMERSConsumer marketsBusiness marketsResellers marketsGovernment marketsInternational markets
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MACROENVIRONMENT
DEMOGRAPHIC ECONOMICS
NATURAL TECHNOLOGICAL
POLITICAL AND LEGAL CULTURAL
MACROENVIRONMENT
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DEMOGRAPHIC ENVIRONMENT Age - Users of the age of 15 to 45 years.Gender – Female are more ardent buyers of fairness cream.Young women aged – 15 to 45School girls aged – 12 to 14Middle class families (rural, urban people)Men aged- 15 to 45 and school boys aged 12 to 14.Income – 1 to 3 lakh income group is a big customer group for fairness creamSocial class – Users mainly from upper-middle to lower-middle group.
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ECONOMIC ENVIRONMENTThe economic environment refers to the purchasing power of potential customers and the ways in which people spend their money.Industrial economies have markets that are diverse and carry many different types of goods.
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In the beginning of the year 2009 Unilever has reported a 20% rise in profit after tax before exceptional items at Rs 457 crore in the January-March quarter of 2009.
ECONOMIC ENVIRONMENT
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NATURAL ENVIRONMENTThe natural environment includes the natural resources that a company uses as inputs.
Fairness vitamin: Vitamin B3Natural Milk proteinNiacinamide, Titanium-dioxide, Sodium ascorbyl phosphet, Allantion, Isopropyl mysirateClimateLand
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TECHNOLOGICAL ENVIRONMENTTechnology includes all developments from antibiotics and surgery to nuclear missiles and chemical weapons to automobiles and credit cards. it can create new markets and new uses for products.TECHNOLOGICAL FACTORS Internet
Information exchange systems
Computers
Machineries
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POLITICAL AND LEGAL ENVIRONMENTThose political factors that affect the activities of Fair and Lovely are called political environment . Some factors are given below:- Stability of government policies. Changes in ruling political parties Extreme nationalism Animosity targeted toward specific countries Trade disputes Violence, Terrorism and War Political and Social Activist and Nongovernmental Organizations Confiscation, Expropriation and Domestication
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CULTURAL ENVIRONMENTThe cultural environmentconsists of institutions and the basic values and beliefs of a group of people.
1.Unilever has gained a large amount of consumers through its social programs
2.believes that an organization's worth is also in the service it renders to the community.
3.focused on hygiene, nutrition, enhancement of livelihoods, reduction of greenhouse gases and water footprint. 4.also responded in case of national calamities.
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The most common response, to react, involves changing components of the marketing mix in response to environmental changes. Many companies constantly gather feedback from customers. The best organizations are able to respond quickly to environmental changes and capitalize on them. A less common response is to be proactive, or to try to change the environment before it changes the marketplace.
RESPONDING TO MARKETING ENVIRONMENT
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Fair & Lovely's skin-lightening technology is known to be the best in the world! However, this hasn’t stopped the brand from innovating further to pioneer the development of cutting-edge fairness solutions. Fair & Lovely's brand-essence of ‘Rescripting Destiny’ has played a decisive role in its noteworthy presence in over 30 countries. Today, 250 million consumers across the globe strongly connect with Fair & Lovely as a brand that stands for the belief that 'beauty that empowers a woman to change her destiny'.
SUMMERY & CONCLUSION
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Clinically proven Fair & Lovely is PERFECT for ALL Skin types
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ANY QUESTION???
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