Tall FAIR and Handsome!

RELOAD YOUR CONFIDENCE

nascent…

...high potential

Markets for fairness creams

India Africa Saudi Arabia Gulf Malaysia Thailand Far East. Sri Lanka Bangladesh

Have you wondered why?

Emotion : Darker skin is seen as being of lowest social value, and lighter skin of highest.

Discrimination against the black

Rs.800-1100 Crores

500 CRORE

500 CRORE

1/4

30-40 % Market Share

Women fairness creams•easily available•Men still feel shy

LOREAL,NIVEA,REVLON

BAV Power Grid

Low Earning/High Potential

HOW TO DIFFERENTIATE

AIDA Model:

INTEREST

Share success stories Judge brand performanceWord of mouth Brand feelings, ImageryBrand awareness Share of mind --------- Share of heartGood Customer relations

COME CLOSE TO THE CUSTOMER

In the long run: SUCCESSFUL SALES FORCE MODELBUSINESS LIFE CYCLE STAGE

UNDERLYING CUSTOMER STRATEGY

DeclineMaturityGrowthStart Up

Penetrate deeper into

existing segments

and develop new ones

Create awareness

and generate quick product

uptake

HIGH

VERY HIGH

MEDIUM

LOW

LOW

MEDIUM

HIGH

VERY HIGH

MEDIUM

VERY HIGH

VERY HIGH

LOW

VERY HIGH

HIGH

LOW

MEDIUM

Emphasize efficiency

protect critical customers

relationships, exit

unprofitable segments

Focus on efficiently

serving and retaining existing

customers

EMPHASIS

Roles of sales force and partners

Size of Sales force

Degree Of Specialization

Sales Force Resource Allocation

Since big players have come up ,so the future lies in the rural sector only.

MARKET DEVELOPMENT STRATEGY

SACHET MARKETING!!