fairness cream-2 new
TRANSCRIPT
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Product Market Analysis of
Fairness Creams
VIKAS
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Geographical Distribution
South36%
West23%
East18%
North23%
Cosmetics & Toiletries Industry
120040%
180060%
Skin-care segment Others
Skin-Care Segment
720
60%
480
40%
Fairness Cream Others
Industry Overview
Fairness cream market – 25% p.a. vs cosmetic market – 15% p.a.
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Reasons for the growing demand
• Greater access to television, which has made the Indian consumers beauty consciousness and increased his or her need to look presentable and attractive
• Increased advertising in general
• Greater product choice and availability
To succeed: The positioning and the style of the product’s appeal for “making consumers fairest of all” will make the difference
Reality is that Indians at large, and most of Asia, for that matter, are partial towards light skin
Demand Drivers
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Broadly divided into mass and premium• Premium segment
Niche ûÿ~wÿÿ· and so small base
Low scope for increasing volumes
Growth mainly from up-gradation
• Mass segment Scope for increasing volumes is much higher because
Much larger base
Low price drives first-time users
Industry Overview
Mass segment: Concentrated market structure - 70% by top 3 brands
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Consumer Behaviour Analysis
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Physiological - Clean Face
Social – Beauty, Complexion
Esteem – Compliments
Self Actualization - Confidence
Safety - Anti ageing, no pimples
Hierarchy of Needs
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Market Growth Factors
Increased media exposure
More working women
Growing consumerism
Move towards personal grooming
Increased penetration levels
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Demographic Effects
Greater tendency to use fairness creams in Southern India
Frequency of application decreases with age
Highest percentage of users among single working women
Younger women more inclined towards branded products
Men are increasingly using fairness creams
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Product Differentiation
Analysis
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Product Differentiation
Bases• Type
• Price range
• Chemical characteristics
• Application
• Packaging
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Product Differentiation - Type
Cleansing creams
All purpose creams
Emollient creams
Skin protective and hand creams
Soap bars
Usage of Talcum powder for fairness purposes was prevalent in earlier days
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Product Differentiation – Chemical CharacteristicsFunctional Property Physio-chemical Property
Cleansing creamsCold creams
Medium to high oil contentOil in water or water in oil
Neutral pHMay contain surfactants of improved penetration and suspension properties
Hand and body protective
Low to medium oil contentUsually oil in water
May have slightly alkaline or acidic PHMay contain protective factors especially
silicones and lanolin
All purpose creamsMedium oil content
Oil in water or water in oil
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Product Differentiation – Application
Even tone
Clearing dark spots
Reducing pigmentation
UV protection
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Product Differentiation - Packaging
Creams/Lotions• Tubes
• Bottles
Soap• Bars
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Competition Analysis
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Positioning
Herbal – safe and traditional Age – teenagers, middle aged, all age groups Lifestyle – working women, party goers Occasions – marriage, date, interview Benefits – confidence, impact, fashionable
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Low End
Godrej Fair Glow ‘FaireverFreschiaVicco Turmeric
Middle End
Fair and LovelySamara Fairness creamLotus Fairness gelAvon VIP Fairness creamBiotique Coconut MilkOriflame Love A ‘Fair
High End
L’Oreal Plenitude White Perfect YSL’s Blanc Absolu SerumClinique’s Active White LineElizabeth Arden’s Visible Whitening Pure Intensive CapsulesEstee Lauder’s White Light.
Major Players
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Market Shares
75%
15%
4%
2%
4%
Fair & Lovely
Fairever
Fair Glow
Himalaya
Others
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Prominent Brands
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Product proposition – “Change your destiny” - transforms a woman in ways, more than just skin deep
Target segment – Women in the age group of 20s to late 50s
Packaging – Tubes and soap bars
SKUs 25 gm 50 gm 80 gm 75 gm
Pricing Rs 26.5 Rs 48 Rs 70 Rs 15
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Key ingredients – UV sunscreens, niacin amide, papaya and watermelon extracts
Other attributes – sunscreen system typically optimized for Indian skin
Market share – 76%
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Product proposition – a cream that will help the "world notice you"
Target segment – middle class young girls in their early 20s who are in college or have just started working
Packaging – tubes and sachets
SKUs 9 gm 25 gm 50 gm 80 gm
Pricing Rs 5 Rs 27 Rs 49 Rs 70
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Key ingredients – saffron, milk, fruit vitalizers
Other attributes – lasting fragrance Market share – 15%
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Product proposition – first fairness soap, blemish free fairness
Target segment – mass market
Packaging – bars
SKUs – 75 gm
Pricing – Rs 13
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Key ingredients – bio-extract natural Oxy-G, 76% TFM (Total Fatty Matter)
Other attributes – visible fairness without leaving the skin greasy
Market share – 3.5%
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Product proposition – herbal fairness cream - give ayurveda a modern image
Target segment – college students
Packaging – tubes
SKUs – 25 gm and 50 gm
Pricing – Rs 25 and Rs 46, respectively
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Key ingredients – rose, orange, aloe, walnut
Other attributes – antiseptic, no side-effects and suits all skin types
Market share – 2% to 2.5%
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Vacant Position
Need for a new product• Fairness products contain bleaching agents which
make the skin dry and flaky, especially during the winter season
• Consumers need to apply a separate moisturizer after the application of the fairness product
• No existing products for use on other visible parts like arms and feet
Vacant position• A fairness product that contains a moisturizer and
is priced low enough to be applied on arms and feet
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Increase rural market penetration
Launch new brands like ‘Handsome’ for men, specially target at urban youth
Media exposure
Increased focus on personal grooming – adaptive products
Road Ahead
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Thank You!!!
For the confident look