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Fair & LovelyAdvertising campaign

Presented By:-Pranay PandeyVivek KumarVirendra Singh

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History Fair & Lovely was launched in 1975

and Indian women finally found hope in a tube. In a very short time, Fair & Lovely would become women’s accomplice that would provide her with the natural fairness that she always longed for.

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Advertising Mix• 1975-1982 : THE EARLY YEARS

• 1983-1985 : BECOMING THE HOUSEHOLD NAME

• 1986-2000 : LIGHTENING UP THE PASSION IN HER

• 2001-2006 : CHANGING HER DESTINY

• 2006-2008 : EMPOWERING HER TO GO FURTHER

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TARGET MARKET

SEGMENTING ON THE BASIS OF:

• DEMOGRAPHY Young women aged 18-35 There is repeated evidence that schoolgirls in the

12-14 years category widely use fairness creams.

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The lower income groups also are a significant target market for Fair & Lovely.

HLL marketed the product in ‘affordable’ small size pouches to facilitate purchase by the poor.

• GEOGRAPHY Target is generally the south zone followed by the

north and the west.

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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 n Lovely Menz

Active.

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SWOT ANALYSIS

STRENGTH• Fair n Lovely’s USP- Power of beauty and

fairness in 4 weeks.• Fair n Lovely is one of the most trusted brand

for young women in India.• Introduction of Menz Active for men.• Fair n Lovely is the world’s first fairness brand.

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WEAKNESS

• Many markets untapped around the world.• Entrance of foreign companies in India with

higher skilled and efficacy to beat the existing or domestic player.

• Changing trends resulting in reduction in affinity for fair skin.

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OPPORTUNITIES

• The market is bigger and the potential of the market for fairness is even bigger.

• In India beauty seemed to be associated with fairness and not anything else.

• It worked for women empowerment, achievement and transformation.

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THREATS

• There are several competitors in the market falling under the same product category.

• Fairever is the market challenger for fairness creams followed by others.

• Fair n Lovely is now at its maturity stage, so it can slip down to decline stage.

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STP AnalysisSEGMENTATION AND TARGETTING:

Fair & Lovely segmented and targeting

• Income-1-5 lac

• Age ±12-50

• Gender-Female

• Education-High School and collage educated

• Geography-Anywhere in India

• Personality-Wishes to take charge of her destiny

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POSITIONING:

Fair & Lovely has three types of Positioning :

• Value Positioning.

• Benefits driven Positioning.

• Problem/ Solution Positioning

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Recommendation

• "USE IT...........TO BELIEVE IT"

• "Fairness+ Beauty+ Confidence =Attraction" Expect Big, the "wow factor"