fair and lovely - repositioning

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Group#4 Anirudh Venkat GSEP13CMM020 Avinash Singh GSEP13CMM023 Prajakta Talathi GSEP13CMM031 Manish Barapatre GSEP13CMM028

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Page 1: Fair and Lovely - Repositioning

Group#4Anirudh Venkat GSEP13CMM020Avinash Singh GSEP13CMM023Prajakta Talathi GSEP13CMM031Manish Barapatre GSEP13CMM028

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IntroductionThis presentation will discuss Fair & Lovely and present information on the following areas:

• An outline of the product

• Market Segments

• Target Market

• Ad Evaluation

• The internal influences

• The external influences

• The implications for marketers

• Recommendations

• The conclusions and observations.

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Product – Fair and Lovely

• Fair & Lovely, the largest selling skin whitening cream in the world. Fair & Lovely is marketed by Unilever in 40 countries in Asia, Africa and the Middle East, with India being the largest single market.

• Is a brand of the US$3.7 billion Hindustan Unilever Limited(HUL) group

• In the "most trusted brands" from HUL in the top 100 list Fair & Lovely ranks 11th

• The Fairness Industry has revenues of US$335 million. Of this, fairness creams account for approximately US$300 million, while bleaches make up about US$35 million (HUL,2014)

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Influences

Internal

Emotion

Personality and self concept

Attitude

External

Referent group

Social Class

Marketing Activities

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Market Segmentation• Segmentation:

• A market can rarely satisfy everyone. Not everyone has same motives and needs. That is why marketers start dividing the market into segments (KOTLER & KELLER, 2012).

• Segmentation Criteria:Demographic

• Gender: Females/Males

• Age: Below 16, 16-25, 26-35, 35-45, above 45

• Income Level: High Income, Low Income, Middle Income

Psychographic

• Social Status: High Class, Middle Class, Lower Class

• Self-Image and Social image: Actual and ideal self-image, actual and Ideal social-image (Leon Schiffman et all, 2011)

Maslow’s needs hierarchy theory

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Target Segment

• In Indian and some other culture fair complexion is seen as an aspect of beauty.

• So the target segment is young middle class women who are aspiring to look beautiful.

•FemaleGender

•16-25•26-35

Age Group•Middle IncomeIncome Level

•Middle class Social Status

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Effectiveness of Advertisements and Promotions

Global Advertising Research - Understanding Cultural Values of Consumers

Source: (Hofstede & De'Mooij, 2010)

The concepts of self, personality and identity in turn explain variations in branding strategy and communications. Another area is information processing, including differences in perception and categorisation that influence interpersonal and mass communication, and the working of advertising (Hofstede & De'Mooij, 2010).

Cultural values are seen as an integrated part of the consumer's self, not as an environmental factor. For developing effective advertising the consumer must be central (Hofstede & De'Mooij, 2010).

Cultural values define the self and personality of consumers. Next we distinguish mental processes and social processes. Mental processes are mostly internal processes, how people think, learn, perceive, categorise and process information. Social processes are about how we relate to other people, including motivation and emotions. Both processes affect interpersonal and mass communication (Hofstede & De'Mooij, 2010).

Cultural models help to analyse culture's consequences for the self and personality, mental and social processes, and how these influence global advertising strategy (Hofstede & De'Mooij, 2010).

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Effectiveness of Advertisements and Promotions

Attitude

Emotions

Memory

Source: Adapted from (Zain-Ul-Abideen & Salman , 2012). Hofstede, G., & De'Mooij, M. (2010). The Hofstede Model – Applications to Global Branding and Advertising Strategy and Research. Intenational Journal of Advertising.

•An attitude may be defined as “acquire behavioraldisposition” (Smith and Swinyard, 1983). •However Adelaar et al. (2003) suggested that behavior is a result ofemotional response, which is affected by three independent factors:• Pleasure:• Arousal• Dominance

•The relative importance of brand recall will depend on the extent to which consumer makes product related decisions, which leads to the brand awareness (Keller, 2006).

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Evaluate - Fair and Lovely Ad

Image Source: http://www.youtube.com/watch?v=fHhKqgOiAs0

http://www.youtube.com/watch?v=e4OudWoqgRo

Critics:http://news.bbc.co.uk/2/hi/south_asia/3089495.stm

Image Source: http://viragbrand.blogspot.com.au/2012/06/today-people-are-becoming-more-n-more.html

http://www.youtube.com/watch?v=UrAFwfbvbjY

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Internal Influences

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Internal Influences... Emotion

Benefits

• Both Positive and Negative Emotions can be used (Steen 2005)

• Can cut past the noise consumers are inundated with (Maselli & Marasse, 2009)

Limitations

• Negatively valenced (Steen & Seligman, 2005) advertising can backfire! (Grancea, 2013)

Emotion is a necessary ingredient to almost all decisions (Damasio, 1994)

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Internal Influences... Personality and Self Concept

Benefits

• Buy product with Brand Personality consistent with their own Self concept (kotler, 2009).

• Easy to predict the pattern of consumption (Sarker, et al., 2013)

• Help in new product development & positioning (Sarker, et al., 2013)

Limitations

• Ideal Self Concept & others Self concept (Kotler, 2009)

• Difficult to define clearly-it’s a general construct with overlap of behaviour(By Nakanishi,1972 kassarnishi and sheffet,1991)

A set of distinguished human psychological traits that leads to relatively consistent enduring response to environment stimuli including buying behavior (Kotler, 2009)

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External Influences

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External Influences...Reference Groups

Benefits

• Expose individual to new behavior & lifestyle (Kotler, 2009).

• They influence attitude & self concept (Kotler, 2009)

• Create pressure of conformity that influence brand choice (Kotler, 2009).

Limitations

• Excessive influence of Key opinion leaders (Kotler, 2009)

Two different type

• Normative- immediate social network -Friend. Family, teacher (Rao, 1992)

• Comparative-socially distant e.g. celebrity (Rao, 1992)

Reference groups are all groups that have a direct or indirect influence on attitude & behaviors of person (kotler, 2009).Two different type

Normative- immediate social network -Friend. Family, teacher (Rao, 1992) Comparative-socially distant e.g. celebrity (Rao, 1992)

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External Influences...Social Class

Benefits

• Fulfils a person’s desire to associate with or resemble the typical brand user (Coleman, 1985)

Limitations

• Understanding does not always follow the Warnerian framework (Fisher, 2013)

• Consumers often use expected social class for their consumption patterns (Power, 2009)

Relatively homogeneous and enduring divisions in society which are hierarchically ordered and whose members share similar value, interest and behavior (Kotler, 2009)

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Recommendations

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Recommendations

•Company can launch line extension of the product in order to cater to different personalities for their motives (Nakanishi,1972 Kassarnishi & Sheffet,1991)Personality and

Self Concept

•Use of more positive images (Penn, 2012)Emotions

•Marketers can target and influence the referent groups (Kotler, 2009) •Target different reference groups (normative and Comparative) for

different variant of product

Reference Group

•Extensive data collection and mining (Brown,2010)Social Class

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Conclusion• This presentation has achieved the following:

• Outlined the product Fair & Lovely fairness cream

• Market Segmentation and identified target market

• Effectiveness of advertisements and promotions and their attempt to influence behavior of

consumer

• Factors:

• Memory

• Emotions

• Attitude

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Conclusion• Presented the internal & external influences which influence the consumer’s buying behavior

• Internal Influences

• Emotion

• Self concept / Personality

• External Influences

• Social Class

• Reference Group

• Presented the benefits and limits of the above influences

• Concluded with Observations and Recommendations

• Line extension of product to satisfy different groups

• Use of positive images

• Influence the influencers

• Analyse the modern trends of society with data analystics

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References

• Hofstede, G., & De'Mooij, M. (2010). The Hofstede Model – Applications to Global Branding and Advertising Strategy and Research. Intemational Journal of Advertising.

• Zain-Ul-Abideen, & Salman , S. (2012). Effective advertising and its influence on consumer buying behavior. European Journal of Business and Management, 3(3).

• Latif, Abdul and Abideen, Zain Ul. (2011). Effects of Television Advertising on Children: A Pakistani Perspective. European Journal of Economics, Finance and Administrative Sciences, Issue, 30, pp. 38-49.

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Bibliography• Katke, K. (2007). The Impact of Television Advertising on Child Health & Family

Spending. International Marketing Conference on Marketing & Society. Retrieved on Dated: 16-04-2014 from http://www.itu.int/ITUD/ict/newslog/content/binary/20-2008jpg

• http://news.bbc.co.uk/2/hi/south_asia/3089495.stm

• http://www.youtube.com/watch?v=fHhKqgOiAs0

• http://www.youtube.com/watch?v=e4OudWoqgRo

• http://viragbrand.blogspot.com.au/2012/06/today-people-are-becoming-more-n-more.html

• http://www.youtube.com/watch?v=UrAFwfbvbjY

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Thank you