GROUP 6SECTION-B

EESHA PATHAK U108073GIRISH C.K. U108076KAMAL DEEP SINGH U108077MAYANK KOHLI U108084PANKUL MENDIRATTA U108088SHYAM SUNDAR S U108106SWETA SAH U108113

Study of the concept of fairness creams for men from

point of view of Fair and Handsome

SHIBA SANKAR BEHERARAVENSHAW MANAGEMENT CENTRE, CUTTACK

INDUSTRY OVERVIEW

Background

In 1975, HLL launched its first fairness cream under the F&L brand. The dominance of HLL's F&L continued till 1998, when CavinKare

launched its Fairever cream in direct competition with F&L. Within six months of its launch, Fairever captured more than 6% of market share.

The success of Fairever attracted other players. Every product in this segment was witnessing growth higher than the overall personal care product category growth.

The fairness cream market is growing at 25% p.a., as compared to the overall cosmetic products market's growth of 15% p.a.

Today, there are 7 main brands in the fairness product market across the country.

FAIRNESS CREAMS FOR MEN

For our research, we have considered the top 4 players in the market

Fair and HandsomeFair and Lovely for MenNivea for MenFair Glow

MARKETING OBJECTIVE

Among men between 15 to 35, the study of the concept of fairness creams for men from point of view of Fair and Handsome.

RESEARCH OBJECTIVES

Current positioning of Fair and Handsome in the market

Consumer ExpenditurePreference over other productsAdvertisement / Promotions

KEY INFORMATION AREAS

DemographicsBuying BehaviorBrand AwarenessPackaging of the productEase of availabilitySide-effects Size of the tube (Quantity) Smell of the cream Colour of the cream

Ingredients (herbal etc) Sticky Nature Substitute to sun-screen Substitute to moisturiser Approval by medical fraternity Availability of Variants Time taken to get positive results Country of Manufacture Value for money

PRIMARY DATA

Surveys

Focus Group Discussions

SECONDARY DATA

Literature review

Information from various brand portals and discussion blogs

MARKET RESEARCH

Market Survey using Questionnaire

Focus Group Discussion

SURVEY QUESTIONNAIRE

The survey was conducted through• Online Link:

http://www.surveygizmo.com/s/113521/dear-respondent-we-are-doing-a-research-as-a-part-of-our-curriculum-at-xavier-institute-of-management-bhubaneswar-we-request-you-to-kindly-respond-to-the-following-questions-a

It consisted of 29 questions with some having follow-up / sub questions

82 respondents

PROFILING OF RESPONDENTS

CONTD…

CONTD… LOCATION

QUANTITATIVE ANALYSIS

Factor Analysis

Anova

Univariate and Bivariate analysis

Factor Analysis

KMO is equal to 0.742

Passed KMO and Bartlett’s Test

Total Variance Explained

Rotated Component Matrix

Factor analysis

Varimax rotation performed

The variables clubbed under 4 factors

Factor 1 called “Product Satisfaction”

Variables:

Value for Money Time taken to get Positive results Ease of availability Substitution Variants

Factor 2 called “Physical attributes”

Variables:

Size Smell Color Ingredients

Factor 3 called “Medicinal characteristics”

Variables:

Side effects Approval by medical fraternity

Factor 4 called “Seasonal effects”

Variables:

Seasonal Effects

ANOVA

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Indian Society has a bias against people with darker skin tone

Indian Society has a bias against people with darker skin tone - Analysis

As we can see from the ANOVA table, the value of the significance level is more than 0.05 for all the brands, and the F value are also high thus, the null hypothesis of various brands having equal means is true (for the whole population and not just our sample set – due to high F values). So, we can conclude that the factor of Indian society having a bias against people with darker skin tone does not result in preference for a particular brand.

People hesitate in being friends with other people of different skin tones

People hesitate in being friends with other people of different skin tones - Analysis

As we can see from the ANOVA table, the value of the significance level is more than 0.05 for all the brands, and the F value are also high thus, the null hypothesis of various brands having equal means is true (for the whole population and not just our sample set – due to high F values).

So, we can conclude that the factor of people hesitating in being friends with others of different skin tones does not result in preference for a particular brand.

Dark Skin color is perceived as a hindrance to marriage prospects in India

Dark Skin color is perceived as a hindrance to marriage prospects in India - Analysis

As we can see from the ANOVA table, the value of the significance level is more than 0.05 for all the brands, except Fair and Handsome.

Thus, the null hypothesis is not true for Fair and Handsome and the factor of Darker skin reducing marriage prospects in India affects the preference for Fair and Handsome more than it affects the preference for other brands. High F value proves that it is valid for the whole population.

Fair complexion is a positive attribute to have in ones personality

Fair complexion is a positive attribute to have in ones personality - Analysis

The significance levels for Fair and Handsome and Nivea for Men are lesser than 0.05 which proves that the factor Having a fair complexion is a positive attribute in ones personality results in higher preference for these two brands compared to the others.

Fair skin color adds to the confidence level

Fair skin color adds to the confidence level - Analysis

The significance levels for Nivea for Men is lesser than 0.05 which proves that the factor Fair skin color adds to the confidence level results in higher preference for Nivea for Men compared to the other brands. High F value proves that it is valid for the whole population.

Females generally prefer men with fair skin

Females generally prefer men with fair skin - Analysis

The significance levels for Fair and Handsome, Fairglow and other brands are lesser than 0.05 which proves that the factor Females generally prefer men with fair skin results in higher preference for these brands compared to the others.

High F value proves that it is valid for the whole population.

Impact of advertising through displays on the shops on TOMA of all the brands

Impact of advertising through displays on the shops on TOMA of all the brands -

Analysis

As we can see from the ANOVA table, the value of the significance level is more than 0.05 for all the brands, thus advertising through displays on shops has equal effect on the TOMA of all brands and does not affect any brand in particular.

Impact of advertising through family and friends on TOMA of all the brands

Impact of advertising through family and friends on TOMA of all the brands - Analysis

As we can see from the ANOVA table, the value of the significance level is more than 0.05 for all the brands, thus advertising through family and friends has equal effect on the TOMA of all brands and does not affect any brand in particular.

Impact of advertising through the internet on TOMA of all the brands

Impact of advertising through the internet on TOMA of all the brands - Analysis

As we can see from the ANOVA table, the value of the significance level is more than 0.05 for all the brands, thus advertising through the internet has equal effect on the TOMA of all brands and does not affect any brand in particular.

Impact of advertising through the print media on TOMA of all the brands

Impact of advertising through the print media on TOMA of all the brands - Analysis

As we can see from the ANOVA table, the value of the significance level is more than 0.05 for all the brands, thus advertising through the print media has equal effect on the TOMA of all brands and does not affect any brand in particular.

Impact of advertising through TV commercials on TOMA of all the brands

Impact of advertising through TV commercials on TOMA of all the brands -

Analysis

We can see that the significance level for Nivea for Men is very low, while for all the other brands it is greater than 0.05. Thus, the TOMA of Nivea for men is getting affected more by the Advertisements through TV commercials (as compared to the other brands) and Nivea for Men can use this to their advantage by investing more in advertisements through TV commercials. High F value proves that it is valid for the whole population.

Impact of advertising through hoardings on TOMA of all the brands

Impact of advertising through hoardings on TOMA of all the brands - Analysis

As we can see from the ANOVA table, the value of the significance level is more than 0.05 for all the brands, thus advertising through hoardings has equal effect on the TOMA of all brands and does not affect any brand in particular.

Advertisement Recall Index for various brands based on advertising through TV

commercials

Advertisement Recall Index for various brands based on advertising through TV commercials

- Analysis

As we can see Fair and Handsome is the only brand for which the significance level is less than 0.05. Thus, based on the various TV commercials seen by the respondents , the advertisement recall for Fair and Handsome is the highest. It is equal for the rest of the brands. High F value proves that it is valid for the whole population.

UNIVARIATE ANALYSIS

Usage pattern of Fair and handsome

Buying behavior of Fair and Handsome

Usage of Other creams / face wash / face packs

Amount spent on Beauty products per month

Microsoft Office Excel 97-2003 Worksheet

UNIVARIATE ANALYSIS

More than once a day 5Once a day 8Weekly 11Bi-weekly 4Monthly 6Not used 48

Usage of Other creams / face wash / face packs

UNIVARIATE ANALYSIS

0 – 50 1351 – 200 25201 – 350 22351 – 500 12> 500 10

Amount spent on Beauty products per month

BIVARIATE ANALYSIS

Age Vs Price rangeAge 15 to 23 23 to 26 26 to 35 Total

Price Range

0 to 50 3 10 1 1451 to 200 5 16 3 24201 to 350 6 14 2 22351 to 500 2 5 5 12> 500 1 9 0 10Total 17 54 11 82

1 - 15 to 23

2 - 23 to 26

3 - 27 to 35

BIVARIATE ANALYSIS

Native Region Vs price rangeLocation East West North South Total

Price Range

0 to 50 5 5 1 3 1451 to 200 6 5 7 7 25201 to 350 5 7 7 3 22351 to 500 1 4 5 2 12> 500 6 1 1 1 9Total 23 22 21 16 82

1 - East2 - West3 - North4 - South

BIVARIATE ANALYSIS

Salary Vs price rangeSalary

0 - 10000

10001 - 25000

25001 - 50000 >50000 Total

Price Range

0 to 50 4 4 5 0 1351 to 200 11 4 7 3 25201 to 350 16 1 5 0 22351 to 500 4 1 5 2 12> 500 4 3 2 1 10Total 39 13 24 6 82

QUALITATIVE ANALYSIS

Jaccard AnalysisFocus Group DiscussionsSWOT AnalysisTop of the Mind Analysis

Microsoft Office Excel 97-2003 Worksheet

JACCARD ANALYSIS

Jaccard Scores and Category Drivers of F&H

Attributes Rank Jaccard Score

Value for Money 1 0.5625

Time taken to get 2 0.5536Positive Results

Packaging 3 0.5517

JACCARD ANALYSIS

Attributes Rank Jaccard Score

Sticky Nature 4 0.4839

Ease of Availability 5 0.4730

Substitute to 6 0.4193Moisturizer

Ingredients 7 0.3898

JACCARD ANALYSIS

Attributes Rank Jaccard ScoreSide Effects 8 0.3809

Size of the Tube 9 0.3667

Country of 10 0.3667Manufacturing

Approval by Medical 11 0.3621Fraternity

JACCARD ANALYSIS

Attributes Rank Jaccard Score

Color of the Cream 12 0.3582

Substitute to Sun-Screen 13 0.3448

Availability of 14 0.3103Variants

Smell of the Cream 15 0.3077

FOCUS GROUP DISCUSSION

Common likes in this age group is watching sports, movie and reading

While searching for a partner, looks are one of the most important if not the most important factor

Nivea for Men and Fair and Handsome were the two prominent names. The common consensus was that Fair and Handsome has a stronger marketing campaign , which is trying to push fairness cream for men very aggressively as compared to Nivea for Men.

FOCUS GROUP DISCUSSION

Metro sexuality is becoming more and more prevalent in the current society, hence the use of this product category will increase. Many men use female fairness cream and most are reluctant to agree to the fact that they use such products

The major reasons for the use of this product category can be due to the inherent bias for the fair skin in our country , heavy influence of media sources like movies and heavy ad campaign using popular icons of current generation promoting the use of the product

FOCUS GROUP DISCUSSION

The main reasons why men don’t use the product are:

Our upbringing plays a major role. We are told as children that men are suppose to be rugged and not use such feminine products

Second reason is that due to the peer pressure ( since this rugged perception is prevalent)

Traditionally in Indian society the parents look for a fair girl for their son, so that connotation that fair is perpetually associated with females in our society is still there

FOCUS GROUP DISCUSSION

The need to market the concept of Fair and Handsome is required to bring out men out of their shell to use the product

Increase the consumer base because until recently it was being marketed only as a female’s product. Assuring the male consumer base that it’s made for their skin type

The celebrity that comes to mind when you think of fair and handsome. Majority said a metro sexual actor like Shahrukh Khan, Saif Ali Khan and Imran Khan and a few thought Ajay Devgan can be a good brand ambassador, because if he ( a dark rugged man) can use the product then any one can

SWOT ANALYSIS

Base all: Fair and Lovely Mens Active Nivea for Men Fair and Handsome Fair GlowPackaging 2.51171875 2.76796875 -5.609114583 0.329427Side-effects 0.30859375 -0.38828125 -2.062239583 2.141927Ease of availability 0.79296875 -0.76328125 1.156510417 -1.1862Size of the tube (Quantity) -2.4609375 -1.3765625 2.355729167 1.481771Smell of the cream -2.06640625 3.90859375 2.250260417 -4.09245Colour of the cream -1.9765625 3.3265625 -1.128645833 -0.22135Ingredients (herbal etc) -2.59375 -0.36875 -0.214583333 3.177083Sticky Nature -0.78515625 2.95546875 -2.218489583 0.048177Substitute to sun-screen -0.4296875 0.4359375 1.808854167 -1.8151Substitute to moisturiser -1.03515625 -1.12265625 -0.780989583 2.938802Approval by medical fraternity 0.19140625 -0.14609375 -2.945052083 2.89974Availability of Variants 4.2734375 -2.3296875 -1.144270833 -0.79948Time taken to get positive results 2.99609375 -2.52890625 3.906510417 -4.3737Country of Manufacture 1.01171875 -2.13828125 0.375260417 0.751302Value for money -0.73828125 -2.23203125 4.250260417 -1.27995

Strength opportunities Weakness Threats

Brand Awareness - TOMA

Fair and Handsome has the maximum TOMA of 57 out of 82, which accounts to 73%

Brand Awareness - SBR

Fair and Handsome has the maximum Spontaneous Brand Recall of 73

Interpretations

Likeliness of trying/using a fairness cream

Nivea for MenFair and

Handsome Fair Glow None other16 33 1 22 1

Interpretations

Understanding the concept

Interpretations

Likeliness of using a fairness cream

Print MediaFamily and

FriendsInternet Sources Hoardings

Display on the shop Others

13 0 4 6 17 0

RESEARCH FINDINGS

Our survey clearly indicates that there is a potential market for fairness creams for men. However, there were instances we came across during FGD, when it was evident that people still find it difficult to accept the fact that there is need for such products. There is growing market for Emami’s Fair & Handsome along with other fairness creams.