FAIR AND HANDSOMEFAIR AND HANDSOME
Group Members:Group Members:Saakshi AroraSaakshi Arora
Prachi DeshwalPrachi DeshwalSandeep RanaSandeep RanaAbid HussainAbid HussainParinay BhanParinay Bhan
Parshant MehanParshant Mehan
INTRODUCTIONINTRODUCTION
Emami is a popular FMCG company dealing in drugs ,cosmetics Emami is a popular FMCG company dealing in drugs ,cosmetics and healthcare.and healthcare.
The inception of Emami Group took place way back in mid The inception of Emami Group took place way back in mid seventies when two childhood friends, Mr. R.S. Agarwal and Mr. seventies when two childhood friends, Mr. R.S. Agarwal and Mr. R.S. Goenka left their high profile jobs with the Birla Group to set up R.S. Goenka left their high profile jobs with the Birla Group to set up Kemco Chemicals, an Ayurvedic medicine and cosmetic Kemco Chemicals, an Ayurvedic medicine and cosmetic
manufacturing unit in Kolkata in 1974manufacturing unit in Kolkata in 1974 . .After the successful launch of Boroplus in 1984, emami gained After the successful launch of Boroplus in 1984, emami gained enough recognition in FMCG market.enough recognition in FMCG market.
The introduction of new brands continued and the distribution The introduction of new brands continued and the distribution network of the company was also extended.network of the company was also extended.
ProductsProducts
Fair And Handsome Fair And Handsome Emami introduced Fair and Handsome in 2005 in collaboration with Active Corp,USAEmami introduced Fair and Handsome in 2005 in collaboration with Active Corp,USA
Fair and Handsome is a brand that created the Men's fairness cream segment in Fair and Handsome is a brand that created the Men's fairness cream segment in India .India .
. It has a Unique 5 Power Fairness System:. It has a Unique 5 Power Fairness System:
Double Strength Peptide ComplexDouble Strength Peptide Complex
SunguardSunguard
Anti- BacplusAnti- Bacplus
Stress BusterStress Buster
HerbocoolHerbocool
Fair And Handsome contd..Fair And Handsome contd..
Fair and Handsome is targeted at young Fair and Handsome is targeted at young urban men aged 15-35 .urban men aged 15-35 .
Fair and Handsome has a market share of Fair and Handsome has a market share of over 30-40% in the segment.over 30-40% in the segment.
Strategic Analysis Strategic Analysis of of
EmamiEmami
BCG MatrixBCG Matrix
StarsStars
BOROPLUSBOROPLUS
Question marksQuestion marks
MENTHO PLUSMENTHO PLUS
Cash cows.Cash cows.
FAIR AND FAIR AND HANDSOMEHANDSOME
Dogs.Dogs.
HAIR LIFEHAIR LIFE
VALUE CHAIN ANALYSISVALUE CHAIN ANALYSIS
SWOT ANALYSISSWOT ANALYSISStrengths:-Strengths:-
Stress and fatigueStress and fatigueDouble strength peptide.Double strength peptide.Revolutionary double powerRevolutionary double powerAnti bacterial agentAnti bacterial agentSensational nutra complexSensational nutra complexCombination of herbsCombination of herbs
Weaknesses:-Weaknesses:-France of installed capacityFrance of installed capacityExploit effectively the new Exploit effectively the new patent regimepatent regimeVery low key R&DVery low key R&DLack of experience in Lack of experience in international tradeinternational trade
Opportunities:-Opportunities:-Sustained growthSustained growthCustomer loyaltyCustomer loyalty35% of the off take for FMCG 35% of the off take for FMCG products was derived from rural products was derived from rural IndiaIndia
Threats:-Threats:-potential new drugs and more potential new drugs and more efficient therapies.efficient therapies.High of sales and marketingHigh of sales and marketingCompetitionCompetitionHigh cost . High cost .
Porter’s 5 Force AnalysisPorter’s 5 Force Analysis
ANSOFF MATRIXANSOFF MATRIX
Recommended StrategyRecommended Strategy
Strategy should be to target customers of all the groups Strategy should be to target customers of all the groups as product is unique one as it not cures but it cares too.as product is unique one as it not cures but it cares too.
Should be cost effective and 100% herbal ingredients.Should be cost effective and 100% herbal ingredients.
It should lay emphasis on direct selling.It should lay emphasis on direct selling.
Emami must also virgorously pursues brand extension Emami must also virgorously pursues brand extension strategy.strategy.
Products should be internationally promotedProducts should be internationally promoted..