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MARKETING RESEARCH REPORT
PRODUCT
FAIR & LOVELY
Lever Brothers - Unilever Pakistan
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GROUP MEMBERS
Muhammad Imran Raza Khan
Muhammad Moin
Farhan Shah
Farhan Sheikh
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STRUCTURE INTRODUCTION
EXECUTIVE OF SUMMERY
B.C.G PRODUCT LIFE CYCLE
4 PS
PRODUCT DEVELOPMENT
MARKET SHARE
SUGGESTIONS
CONCULSION
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INTRODUCTION ABOUT THE COMPANY
Lever Brothers is a part of Unilever, which is a global company. Lever Brothers
is the largest fast moving consumer good company in Pakistan with a sale of
over RS 20 billion of well-known household brands. The main emphasis of thecompany is on continuous change with launch/relaunch every month. It has
over 50 brands and about 2500 employees. Lever Brothers is aware of and is
fulfilling its responsibility to both the environment and its customers. As
mentioned earlier, Lever Brothers has a number of branded products and
services, which raise the quality of life. Lever Brothers serves the everyday
need of all the consumers for food, hygiene and beauty through branded
products and services that deliver the best quality and value.
The company can basically be divided into three business units:
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EXECUTIVE SUMMARY
The objective of carrying the study of Fair & Lovely was:
To study the current market strategy.
To identify the reasons for the shyness towards the product.
Compare and analyze the desired positioning with the actual
perception.
Give recommendations for enhancing Brand Equity and usage
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PRODUCT DEVELOPMENT Fair & Lovely was introduced as a fairness crme in 1986. The
product was initially launched in tubes of 25 g and 50 g. Atthat time, the product was only catering to a small segment
of the market and there was no other packaging. In the first 2to 3 years the product did not do very well. The reasonbehind this was that first of all, people were less consciousabout their skin and complexion and thus, there was lessawareness. Secondly, there was the availability of cheap
crmes, which were being smuggled and widely available atlow prices. Thus, people preferred using such crmes to Fair& Lovely.
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4 PS PRODUCT (For all College going girls and working
women)
PRICE (Affordable Price for every social class)
PLACE (DISTRIBUTION/Easily available in Urban & Sub-urban
areas)
PROMOTION (They create a values in their advertisement)
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Companys Market share
High Low
Low
High
IndustrysG
rowthRate
Stars Question Mark
Cow Dog
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TARGET MARKET SEGMENTATION
With Fair & Lovely, Lever Brothers Pakistan Ltd. aims to target the young female
members of the Pakistani population as its primary target market. A clearer picture ofthis is:
1730 year old females.
Lower Middle, Middle, and Upper Middle class.
Residing in areas such as Nazimabad, F. B Area, Gulshan-e-Iqbal, P.E.C.H.S, KDA
etc.(Karachi target market)
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COMPETITION
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PRODUCT LIFE CYCLE
Product Life Cycle
Years
Sales
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SUGGESTIONS
Quality of Manufacture.
Easy packaging.
Strong Distribution Network.
Gaining Ample Space on Retailers Shelf.
Favorable Image and Reputation with Buyers.
Ability to respond quickly and positively toshifting market conditions.
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THANK YOU VERY MUCH
Presented by:
Muhammad Imran Raza
Muhammad Moin
Farhan Shah
Farhan Sheikh