1. PRESENTATION ONTHE MARKETING STRATEGIES OF

2. INTRODUCTIONFair & Lovely developed in 1975, is the worlds first fairness cream. It contains no bleach or harmful ingredients. Instead, it provides visible fairness in a safe and reversible process. In 2003, it was rated as the Twelfth Most Trusted Brand in India by ACNielsen ORG- MARG. In 2004, it was identified as a Super Brand. 3. Fair & Lovelys skin-lightening technology isknown to be the best in theworld! However,thishasnt stopped the brandfrom innovating further topioneer the developmentof cutting-edge fairnesssolutions. Fair & Lovelys brand-essence of RescriptingDestiny has played adecisiverolein itsnoteworthy presence inover 30 countries 4. THE KEY PRODUCTS OF FAIR & LOVELY 5. Place Orientation of Fair &ovely Rural Outreach Scholarship Schemes Fair & Lovely Foundation in the Metros & Abroad Promoting into the interiors 6. Price & Promotional aspects Availability in affordableSachets Opt for Discounts & Offers High Promotional aspects inthe print as well as televisionmedia Organizing Fashion Events 7. MARKETINGSTRATEGIES OFFAIR & LOVELY 8. PRODUCT STRATEGY Fair & LovelyHindustan unilevers fair&lovely is the leading skin- lighteningcream for women in India.Hindustan unilever proudly states fair & lovely as the worldsNo.1 fairness cream, it redefines the route to fairness with an advance multi-vitaminfairness nourishment formula.Triple sunscreen system-protects from the suns darkening UVAand UVB rays.Allantoin-activates the FAL vitamin system to give girls andwomen radiant fairness 9. PRODUCTS Fair & lovely Original Fair & Lovely Ayurvedic Balance Fair & Lovely Multivitamin Fair & Lovely Active Sunblock Fair & Lovely Menz Active Fair & Lovely Anti-Marks 10. Fair & Lovely Winter Fairness Fair & Lovely Max Fairness For Men Fair & Lovely Forever Glow For Ageless 11. Pricing Strategies of FAL All fair and lovely products are available in sachet formjust forRs.5, Rs.10, Rs.15 India is a medicinal driven product market whichchanged the pricing behavior of the fair and lovely products. Targets at all classes of people. Global market target group. Provides offers and discounts. 12. PLACE STRATEGY HUL has one of the largest distribution networks in India. The following are the Facts regarding the same: 1) About 2900 stockists 2) Total coverage: 6.3 Million outlets 3) Direct coverage: 1 Million outlets 13. Distribution frameworkObjectives and intentions Broad basing their sales and marketing activities across thecountry. In terms of town coverage, dealer network and new approachesto communication strategy. Plan and implement sales and marketing activities to achievetheir Targets. Fine tune all marketing inputs in terms of media and otherbudgets to meet territory specific needs. Identify performance targets with specific responsibility centresand Improve cost effectiveness of its operations 14. HULCarrying& Forwarding AgenciesRedistribution StockistsWholesalersRural RetailersConsumers 15. Promotional Strategies 16. PROMOTION OF FAIR N LOVELY The bigness of Fair & Lovely lies in the fact that it transforms a woman inways that are more than just skin-deep. Feeling good does wonders to self-confidence and Fair & Lovely helps people do just that. It gives them the self-belief to steer their own destiny It gives them hope and changes the way they (and others) see them. the brand has today evolved to give women courage to move ahead, tochallenge and change destiny itself. All Fair & Lovely advertising is developed around this core insight and ina manner that is positive and motivating 17. Commensurate with the seriousness and aspirational image offairness in consumers minds, Fair & Lovely ads showcase storieswhere the woman challenges the unhealthy societal realities ofstatus quo and discrimination and finds that she is empowered tocarve out her own future. All the Fair & Lovely ads carry the brands message of hope andself-confidence. Most importantly, almost every key advertising indicator has showna huge positive trend with the brand perceived as modern andinnovative by 59% of the total population, up from 41% in mid 2001 In April 2004, Fair & Lovely launched its latest variant an oil-control fairness gel with papaya and watermelon extracts for oilyskin types . 18. Fair & Lovely in the nearfuture will launch more rule-changing innovations, even asit consolidates its existingrangethroughmarketactivation and sampling. One of the most interestingandfar-reaching recentdevelopments has been thelaunch of Fair & LovelyFoundation. Foundation has undertakenvarious projects andinitiatives in keeping with itsvision of taking women to abrighter future. 19. Fair and Lovely scholarships for women |Graduate, post graduate and PhD aspiring Famous cosmetic company Fair and Lovely has announced scholarships for womenwho are doing their graduation, post graduation and PhD inrecognized universities. Scholarship amount is Rs. 1,00,000. It can be renewed foranother year depending on the merit of the student. Should have secured 60%marks in 10th and 12th classes. Candidate should have good knowledge of English.Marks sheets, certificates, two passport size photographs, incomeproof, admission proof are to be submitted along with the application. An essay notexceeding 250-300 words which contains the personal information, your goal,what are you doing to reach the goal and where you want to be after five years is tobe submitted. Scholarships will be announced after an interview depending on thecourse and the financial status of the applicant. Applications can be down loadedfrom the web site. Can apply online also. Last date for receiving filled inapplications is 6th August 2010. Applications are to be sent to Fair & LovelyFoundation, Post Box No.11281, Marine Line, Mumbai 400 020 20. Fair and lovely came with their advertisementsin 3 different phases, which are as follows Phase 1. Showcase darker skinned woman turning fairer onusing the cream. Saw the launch of product in1978 on the basic premise that- younger womanwanted to have fairer skin to attract betterlooking husband. Phase2.During this evolution the brand talked to ayounger college going girl who is self confident andmore modern in her outlook and considers homeremedies for facial care to be old fashioned. Phase3. It further metamorphosed into a brand offeringemotional benefits to achievers who actively seekssolutions and do not look at marriage as theultimate source of personal achievement. 21. Some of the methods of sales promotion of Fair n lovely1. Price discounts or price-off deal2.Price pack deals3.Bonus pack and Branded pack.4.Refunds and Rebates5.Coupon 22. Modes of PromotionOnline 23. Offline TV COMMERCIALS 24. NEWSPAPERS 25. MAGAZINES 26. HOARDINGS 27. CONCLUSION Today Fair & Lovely is the market leader with 53% market share but in the era of increasing competition, erosion of market share is more a reality than mere speculation. With products like Emamis Fair & Handsome hitting out unexpectedly, Fair & Lovely should be proactive and increase points of difference with the competitors. Moving beyond the message of fairness as beauty must be the center of its marketing communication. The recommendations provided would do just that, extending the core message of the brand through the product and communicating by its promotional strategies. 28. The user of fairness products is more evolved than before. But the traditional fairness cream is still has its loyalists amongst the lowest SECs. South India is the largest market for fairness cream with a 36% share, North and West have 23% each and east is at 18%. Whether it is fair or not, fairness products and their communication to tempt marketers to try and get as many consumers as possible. 29. 54.5 43.5 3female user2.5 miidle age usermen user 21.510.5 01980-1994 1995-2000 2001-2006 2007-2010 30. FAL Anti Marks- You Believe, You Are FAL Menz Active- Prove to be the Best FAL Ayurvedic- Kundali Badal Jayegi FAL Multivitamin- Aaj Din Suhana Hain Aapka