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 April 20‚ 2015 2. Is it ethical to exploit cultural norms and values to promote a product? Discuss. It is ethical to utilize cultural diversity and values of a community to promote a product. However‚ such promotion should only be done in a way that there are not demanding to a particular group or cultural norms. Considering the case of Fair and Lovely‚ promoting the product using the dark and fair skin is divisive and portrays people with dark color
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cultural circumstances of producer and consumer as well as on the product itself. 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
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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 80% in the ‘Mass Skin Lightning’ segment
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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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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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around the world. In a culturally diverse market 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
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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? 5 2.6 Propose a promotion/marketing program
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REVAMPING MAX FAIRNESS - FAIRNESS CREAMS FOR MEN Till the last decade it was almost unimaginable that there would be a fairness cream for men among male grooming products. As it turned out‚ men contributed significantly to consumption of fairness product. That shouldn’t be surprising as we live in a society which is obsessed with fair skin. This phenomenon was not restricted to women and‚ unknown to marketers‚ had influenced man from subcontinent as well. The size of Bangladeshi skincare market including
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Being fair is the ability to make judgments free from discrimination or dishonesty and make sure that every person is treated equally accordingly. When something is fair‚ it follows all rules without cheating. Fair is when you are not playing favoritism to any specific and everyone is treated equally. It also means treating people in a way that does not favor some over others and everyone is treated within reason. Fairness can be different in every person’s eyes; if something is fair in one person’s
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