MARKET REPORTON

“FAIRNESS CREAM”

Presented by:Farhan – Waleed

Imran - Madiha (MBA 13-D)

INTRODUCTION

• Fairness creams to improve the complexion of person,

irrespective of whether they have dark or fair complexion.

• In the early 1976 with the entry of PAKISTAN liver ltd. Fair & Lovely. The fairness cream market became one of the fastest growing segments in PAKISTAN.

• Today, if there are more brands in the PAKISTAN and company name change is Uni-Lever

market, it’s largely due to demand.

INTRODUCTION

• Fairness creams have become a vital product for the PAKISTAN FMCG companies in increasing their overall sales due to the importance given by PAKISTAN consumers towards fairness.

• As PAKISTAN is a country known for its diversity different consumers from different parts of the country

prefer different brands.

Marketing Strategy

• World's number 1 fairness cream Fair & Lovely leads the fairness creams pack with an estimated market share of 76 percent.

• Fair n lovely has seen a 17 per cent growth in the Fairness cream category during the quarter ended December 2012.

• Fair n lovely are available under the brands Multivitamin, Skin Clarity Aurvedic, Active Sun block Cream.

STP

Marketing Strategy

• Fair & Lovely a simple strategy-

“Introduce new, different and

better products.”

• Fair & Lovely brands were more expensive than an average fast moving consumer good (FMCG) here in PAKISTAN at Raheemyar khan.

STP

Marketing strategy• Mainly Television, Radio, and a

few press new ads are launch.

• The commercials were run on mainline Like TV Channel {GEO ENTERTANEMENT, SAMA, ARY, HUM, A-PLUS, etc}

• The primary focus is to increase penetration of existing products in rural and semi-urban areas.

STP

Segmentation and Targeting

• Demographic:Age: 15-35 years

Gender: Both for male and female

Occupation: Any• Psychographics:

Life Style: Social class A, B and now for C also.

Personality: Wishes to take charge of her/his

destiny.• Geography:

Climate: Any

Area: Mostly urban areas.

STP

BEHAVIOUR

Occasion- Regular Expected Benefits- Fairness, a general vanishing cream and blemishremoving agentUser status- Regular, first time, experimental (using similar competitor product)Usage rate- Frequent user Loyalty status- StrongReadiness stage- LoyalAttitude towards product- Positive

TARGET KEY PLAYER’S OF MARKET

FOR WOMEN• L’Oreal Paris• Fair n Lovely• Fairever• Ponds • Revlon • Emami fairness cream• Olay• Garnier Light

FOR MEN• Emami “fair and

handsome”• Garnier men• Menz Active• Fair one MEN

STP

Positioning in Men v/s Women Market Share

STP

Sales

Fair & lovely 76%

fairever 15%

Garnier 3%

ponds 7%

others 9%

Positioning in Market Share of Fairness Creams

STP

PRODUCT • As most of the PAKISTAN are very much bothered about

their colour complexion the fairness creams enjoy very good market growth rate when compared with other related product categories.

• As Fair & Lovely's USP has done wonders, other players in the market can also follow their philosophy of 'fairness’.

• It is sufficient if a company has the right product

• with right quality. •

4p,s

Unilever Pakistan

The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was established in Pakistan in 1948. The town of Rahim Yar Khan was the site chosen for setting up a vegetable oil factory. Unilever Pakistan is the largest fast-moving consumer goods (FMCG) company in Pakistan, as well as one of the largest multinationals operating in the country. Now operating six factories at different locations around the country. The Unilever's Head Office was shifted to Karachi from the Rahim Yar Khan site in the mid 60's.

4p,s

CUSTOMER WILLING TO BUY IN PRICE RANGE OF 70 TO 125 RS

PRICE IN SECTOR WISE

EVALUATION

PRODUCTNAME

WEIGHT PRICERS

EFFECT AFTER USE

FRAGNANCE

USP RATING

FAIR & LOVELYFAIRNESS CREAM

70g 115 7 days EXECLLANCE

Vitamin b3,E,C,A

1

Pond’s white beauty

40g. 125 14 days EXECLLANCE

UVA+UVB

2

GARNIER LIGHT BEAUTY

50g. 125 14 days GOOD SPF 15 3

FAIREVER

40g. 70 7 days AVE. Vitamin b3

4

4p,s

Promotion With Fair and lovely Menz Active

• Menz Active appears men account for about 25 percent of fairness cream use across the country.

• Leading men cream company in 2012.

• Main competitor of the market is Emami product “Fair & handsome” with 22 percent market share.

4p,s

Now Uni.Lever of PAKISTAN Introduce Fair & Lovely In sashay for the Class 6

to 18 years old child

Introduce a New Brand in Sashay

PLC

GROWTH

OBJECT:

SCHOOLSCOLLEGES

&COCHING CENTERS

PLC

GROWTHBAG LOGO

GROWTH. It is very Unique her productBecause we are only one in market for

Limited hitting Age.

THEME: BUS OR VAN MAIN SAFAR KARNA UB ASSAN

DHOOP KO BOLO GOOD BYE

PLC

PROMOTIONPLC

Stagnation Our mission

Vitality is at the heart of everything we do. It's in our brands, our people and our approach to business.

PLC

Personality

PLC

PLC

PLC

PLC

PLC Big Idea