ambassador Marketing or advertising strategies Q 1. SWOT Analysis – Fair & Lovely Strengths 1. Market leader in skin-whitening segment • 9th most trusted brand in India (economic times survey 2010) • Around 50 % market share in 1000 Crore market 2. HUL has the deepest distribution network among FMCG companies. 3. Brand Positioning in line with Indian sentiments – “ A fair skin is like education‚ regarded as a social and economic step up.” 4
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The present case dealing with HLL as well as CKL‚ the established vendors of skin lighting cream on the Indian market for many years‚ illustrates a situation in which the producer encounters the consumers´ strongly culturally positioned desire of fair skin‚ by offering a skin lightning product‚ which is from a dermatologist’s point of view considered to be ineffective (“reaches only the upper layer of the skin”‚ “does not affect melanin production”) or at least short-lived (“whitens facial hair
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Introduction Many different companies try their best to advertise their product or service to attract potential customers. They use different strategies by emphasizing that by using their specific product or service their customer life will be better or even change. In comparison‚ marketers show how unhappy people would be without their products or service. Some customers are attracted to that kind of advertisement‚ but often those products or services fail to bring the happiness that is promised
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Case Analysis 2-2: Cultural Norms‚ Fair & Lovely‚ and Advertising. Kasim Hussain BUSA 460 Professor Simpson November 17‚ 2008 The demand for cosmetic products in India is still increasing and the current market size stands at $950 million U.S. dollars. The growth is between 15-20% annually and the overall beauty and wellness market that includes beauty services is about $2‚680 million. (Bhattacharya‚ 2008). The change in the socio-economic status of the
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Case Study :: Fair & Lovely Group-2 (MM) PGEXP-2012-14 Fairness and Color in Indian History It was way back in the 1970s‚ when Hindustan Lever Ltd (HLL) launched its first version of FAL. At that time‚ the market was dominated by the cold cream manufacturers‚ such as Ponds and Lakme (HLL was subsequently to acquire these firms). Before this‚ the ’fairness ’ aspect of creams was not directly mentioned‚ though some products did advertise that they
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Cultural Norms‚ Fair & Lovely‚ and Advertising. Christopher A. Osuoha July 2‚ 2012 MKTG 5330 International Marketing Instructor Dr. Gilbert J. Werema Associate Professor of Marketing Wayland Baptist University Table of Content 1.0 Introduction 2.0 Questions & Analysis 2.1 Is it ethical to sell products that are mildly effective? 2.2 Is it ethical to exploit cultural norms and value to promote a product? 2.3 Is the advertisement of Fair & Lovely demeaning to
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effective? 1 2.2 Is it ethical‚ to exploit cultural norms and values to promote a product? 2 2.3 Is the advertising of Fair & Lovely demeaning to women or is it portraying a product not too dissimilar to cosmetics in general? 4 2.4 Will have HLL’s Fair & Lovely Foundation be enough to counter charges made by AIDWA? 4 2.5 In light of AIDWA’S charges‚ how would you suggest Fair & Lovely promote its product? Would you response be different if Fairever continues to use “fairness” as a theme of its promotion
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such as the UAE‚ patterns arise in the key demographics who buy products such as Fair and Lovely. In the case of Fair and Lovely‚ we find that the Sub continental female demographic are the most likely to buy the product as being fair is considered to be a sign of success and good health in that culture. In the same way that it is important in the Sub continental demographic‚ importance in the use of fair and Lovely can be seen to diminish in the Arabian and European demographics‚ as those cultures
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There is no doubt that Fair and Lovely is “doing well” financially according to the author. Controlling 50% - 70% share of the skin whitening market in India‚ with two closest competitors sharing 16% of the market. The second fastest growing brand out of 63 brands in HLL’s portfolio with a growth rate of 21.5% per year as of 2002 in a market valued at over $200 million in 2006. Ankita Rao equally acknowledged financial benefits in the skin whitening market when she said “the market-which is set to
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Project Background A friend works with HUL and in one of our conversations there was a casual reference that Fair & Lovely (F&L) as a brand is so huge for HUL‚ that it covers the entire salary cost of the company. We were intrigued by this fact. We checked the HUL annual report and collected some primary data and were surprised to see this was partially true. Employee Benefits Expenses for 2010-11 was Rs. 961.26 Cr and for 2011-12 was 1107.28 Cr. Market share of F&L is on an average
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