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!!