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Fair & Lovely Market Analysis & Strategy

Hindustan Unilever Limited (HUL) launched Fair & Lovely in 1975 and it has since become the leading fairness cream brand in India with 53% market share. Fair & Lovely positions itself on promoting fairness and confidence, with slogans like "Fairness in 4 weeks" and "Fairness brings confidence". A SWOT analysis found strengths in its high brand awareness and trusted reputation, but also weaknesses in competition and declining market share. Opportunities exist in extending the brand into new products, while threats include negative publicity around promoting unrealistic beauty standards. The brand's target market includes women aged 12-50 seeking to take charge of their destiny through achieving fairer skin.

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2K views11 pages

Fair & Lovely Market Analysis & Strategy

Hindustan Unilever Limited (HUL) launched Fair & Lovely in 1975 and it has since become the leading fairness cream brand in India with 53% market share. Fair & Lovely positions itself on promoting fairness and confidence, with slogans like "Fairness in 4 weeks" and "Fairness brings confidence". A SWOT analysis found strengths in its high brand awareness and trusted reputation, but also weaknesses in competition and declining market share. Opportunities exist in extending the brand into new products, while threats include negative publicity around promoting unrealistic beauty standards. The brand's target market includes women aged 12-50 seeking to take charge of their destiny through achieving fairer skin.

Uploaded by

Abhirup_Roy_Ch_8723
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Fair & Lovely

PRESENTED BY:
Tania Saha
Jayeeta Roy
Partha Das Dev
Abhirup Roy choudhury
INDUSTRY ANALYSIS
• Hindustan Lever Limited (HLL) to Hindustan Unilever
Limited (HUL)

• HUL is India ‘s largest consumer product company and was


formed in 1933 by Lever brother’s India.

• HUL is the market product leader in India. It is the first


company which has introduced fairness cream.

• Fair & lovely was launched in 1975.

• HUL, with Fair & Lovely, has a massive 53 % market share.


• Widest range of top quality Home Care, Personal Care and
Food products
4C’s
Consumer

Cost Convenience

Communication
UNIQUE SELLING PROPOSITION:
• “Power of beauty”.
• “Fairness in 4 weeks”.
• Maximum fairness with the “power of 8”
• For flawlessly fair skin
• Change your story “fair and lovely menz
active”
UNIQUE BUYING PROPOSITION:

• Fairness brings “confidence”.


• Cost effectiveness.
• Easily Available.
• Variety of products for diverse needs.
SWOT Analysis of Fair & Lovely
Strength:
• Fair & Lovely‘ the awareness level of this higher for this brand. And introduction
of “Menz Active” fairness cream for men
• Fair & Lovely USP – Fairness in Six Weeks has worked better for it.
• Fair & Lovely, is one of the most trusted brand for young women in India ranked
4. in Economic Times survey of 180 top brands in 2001 and 2002 & ranked 7.
• Fair & Lovely brand is World's first and largest Fairness cream brand with a
presence in 40 countries and a value of around Rs. 6 billion

Weakness:
• Presence of several competitors with the same product line.
• Many untapped market around the world.
• Decline market share from 90 per cent to 76 per cent.
• Entrance of foreign companies in India with higher skilled and
efficacy to beat existing or domestic player.
Cond…

Opportunity
•Extending the equity of its leading fairness cream brand "Fair & Lovely" to a premium Fair &
Lovely soap.
• Every day people in 40 countries around the world choose Fair & Lovely to look beautiful
and attractive.
• Fair & Lovely is getting advantages by launching Fair& Lovely foundation that works for
women Empowerment achievement and Transformation.
• More than 60 per cent people prefer “Fair & Lovely” when comparing with any other brands.

Threat:
•There are several existing competitors in the market with the same product
category
•The brand has had its share of negative publicity, with women’s groups calling the
ad regressive.
• Threat from future new entrant to compete with them in such a cut-throat
market condition
• Challenges to deal with competition and consumer choice and buying behavior
STP Analysis
SEGMENTATION AND TARGETTING:
Fair & Lovely segmented and targeted the following:
• Income- 1-5 lac
• Age – 12-50
• Gender- Female
• Education- High School and collage educated
• Geography- Anywhere in India (higher probability of south)
• Personality- Wishes to take charge of her destiny

POSITIONIG
Fair & Lovely has 3 types of positioning:
• Value Positioning.
• Benefits driven Positioning.
• Problem/ Solution Positioning.
Recommendation

“USE IT……… TO BELIEVE IT”

“Fairness+ Beauty+ Confidence =


Attraction”

Expect Big, the “wow factor”


THANK YOU

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