Fair Lovely

ARUN RAJ KUMAR P 10070
K SWETHA NANDANA 10082

PRAVEEN SHARMA 10094
SHYLESH V 10106
VISHAL ROY 10118
Group - 9
Sundays Newspaper
Kaau Prasad 27/172
Chef Offcer Bangaore Co. 5 LPA
Seeks far ,good ookng, we-
quafed, empoyed gr from decent
famy.
Ph: 9916783884
far
Introducton to Skn Care
Industry
The skn care market n Inda s around 3500
Cr
Growng at 15-20% per year
Farness cream market aone consttutes for
2000 Cr
Far & Lovey en|oys as much as 53% of the
farness market share wth saes of 1100Cr
0
2
4
6
8
10
12
Far & Lovey
32 years of exceence
1100 Crore Brand
Market Leader wth 53% market share
n Inda
Present n 40 countres
Word's frst and argest Farness cream
brand
Evouton of the Brand
Phase 1:
o
Beauty cream capabe of provdng farness wthn 8
weeks
o
"Get notced by the man of your fe."
Phase 2:
o
Catered to younger coege gong women
o
Sef confdent and contemporary
Phase 3:
o
Offerng emotona benefts to achevers
o
Career Orented Lades
Company Profe
Type Pubc company BSE:HUL
Industry FMCG
Founded 1933
Headquarters Mumba, Inda
Key peope Harsh Manwan
(Charman)
Ntn Paran|pe (CEO and MD)
Products Home & Persona Care,
Foods
Water Purfer
Revenue 20,869.57 crore (2009-
2010)
Empoyees Over 65,000 drect &
ndrect empoyees
Parent Unever Pc.
Product Lne of HUL
Product-mx Wdth
Product-Lne
Length
Product-Lne
Length
Soaps Laundry Beverages Ora Care Foods
Dove Surf Exce Bru Cose-Up Kssan
Lr Rn Brooke Bond Pepsodent Annapurna
Lux Whee Lpton Knorr
Pears
Rexona
Lfebuoy
Hamam
Breeze

Har Care Deodorants Skn Care Cosmetcs Ayurvedc
Sunsk Naturas Axe Far N Lovey Lakme Aayush
Cnc Rexona Ponds
Denm Vasene
Avance
Far & Lovey : Product Lnes
Far & Lovey - Ant Marks For Bemsh-ess
Far Skn
Far & Lovey - Ayurvedc Baance
Far & Lovey - Mut Vtamn For Cear Far
Skn
Far & Lovey - Max Farness For Men
Ma|or Compettors
Cavn Kares Natura Farever
Godre|s FarGow
Emams Naturay Far
Emam's Far and Handsome
FAIRNESS CREAM MARKET SHARE
Hstory of Far & Lovey
1st one to dscover the skn ghtenng
acton of Nacn Amde
Formuated n 1972
Launched n 1978
Introduced the concept of vsbe farness n
a safe and reversbe process
Contaned no beach or harmfu ngredents
Success of Far & Lovey
2003 - rated as Twel!" M#$! T%&$!e' (%)*' I*
I*'+) by ACNesen ORG MARG.
2004 - dentfed as a SUPER (RAND.
Consumers now perceve the brand as empowerng,
achevng and transformatve.
A ot of ts detractors have vanshed, thanks to the
aunch of Far & Lovey Ayurvedc and new varants.
Recenty - rated as The N+*!" M#$! T%&$!e'
(%)*' I* I*'+), after the argest survey conducted
ever - T"e N+el$e* -#./)*0. ( Dated 1st
September 2010).
Hstorca Perspectve
Radha Kyun Gori Main Kyun Kala ?
Revved - Age Od Fascnaton !
20% users - Men.
Faures
Tred to capture Farness Soap market - aunched Far & Lovey Soap -
faed mseraby.
Had aunched numerous other products ke A*!+ A1+*1 -%e).,
S2+* -l)%+!0 -%e)., A3!+4e S&*5l#32 L#!+#* etc. - most of them
were wthdrawn wthn short perods of tme.
Faed bady n ts attempt of capturng Premum Segment - 6)+% 7
l#4el0 R)'+)*3e -%e)..
6)+% 7 L#4el0 Me*8 A3!+4e - ost out to ts bggest compettor
E.).+9$ 6)+% 7 H)*'$#.e.
Study wth 4Ps
PRODUCT
Far & Lovey - Ant Marks For Bemsh-ess Far
Skn
Far & Lovey - Ayurvedc Baance
Far & Lovey - Mut Vtamn For Cear Far Skn
Far & Lovey - Max Farness For Men
PRICE
: P%+3+*1 O5;e3!+4e$
o
Survva
o
Market share
: P%+3+*1 .e!"#'$
o
Mark-up prcng
o
Product ne prcng
o
Promotona prcng
PRICE
P%#'&3!$ 2<
1%).$
<0
1%).$
100
1%).$
M&l!+=V+!).+* Rs 38 Rs 74 Rs
145
A0&%4e'+3 Rs 38 Rs 74 Rs
145
M)> 6)+%*e$$ 6#%
Me*
Rs 38 Rs 74 Rs
145
A*!+ M)%2$ Rs 46 Rs 89 Rs
175
PLACE
About 2900 stocksts
Tota coverage: 6.3 Mon outets
Drect coverage: 1 Mon outets
Dstrbuton framework
HUL
Carryng & Forwardng

Agences
Redstrbuton Stocksts
Whoesaers
Urban
Retaers
Rura
Retaers
Consumers
PROMOTION
Durng Launch Phase -
o
Budng effcacy and safety as t was the
frst brand that was offerng rea, tangbe
farness.
Thereafter, -
o
Era of romantc moves so Far & Lovey
concentrated on women and gettng for
them ther dream man - consdered an
achevement then
o
Concentrated on marred women ookng
to keep spark ave n the reatonshp.
Destny Phase -
o
About achevng ones dreams and desres
- key communcatons - Arhostess ,
commentary & Ayurveda ad.
PROMOTION
T.V. Promoton
Aways casts common faces - enabes
peope to reate - reastc.
Latest - "cear farness".
New tagne -
"Gorepan se kah zyaada, saaf gorapan." -
n stark contrast to : "zndag roshan kare"
and "bade aap, bade zndag" - a of
them payng up how farness coud
change ones destny.
PROMOTION
-)./)+1*$ ?
USP :
o
Power of beauty.
o
Farness n 4 weeks.
o
Maxmum farness wth the power of 8.
o
For Fawess Far Skn.
o
Change your story - Far & Lovey Menz
Actve.
Saes Promoton
1st one to ntroduce "Farness Meter" -
to |udge farness.
Other tactcs ke "20% extra!! More
vaue for same cost" have worked
wonderfuy we.
Sponsorshp.
Far & Lovey Schoarshp programme
2007 on Reance Mobe or R Word
(Aug 14- Sep 17,45,000 Responses)
The Far & Lovey

Foundaton
Set up to gve an opportunty to
women as possbe to hep reaze
ther dreams.
An ntatve that w empower women.
Focuses on educaton, career and
entrepreneura sk.
Emphaszes ma|ory on the ow ncome
groups - ma|ory operates n Inda &
Bangadesh.
Success Stores -
Shkhar - to expore & share
success stores of women
achevers.
Suvarna - to dentfy athetc
taents- guded by P.T. Usha.
Swayam - ntatve n the area
of educaton- enabed women
to open own schoos.
T"%e)!$:
Excessve Competton.
Had ts share of negatve

pubcty, wth womens groups
cang the ad regressve.
Increasng ncnaton of
consumers towards
premumsaton.
We)2*e$$e$:
Chunk of products were

aunched, most of them
remaned unpopuar.
Decne n market share from

90% to 53%.
Inabty to attract premum

segment.
Inadequate promoton of Mens

cream.
O//#%!&*+!+e$?
Huge untapped market around

the word.
Men farness market - growng at

a rate of 25% every year.
S!%e*1!"$:
Hgh awareness eve.
Large Dstrbuton Network of

HUL.
Innovatve Promoton Pattern.
Most trusted brand for young

women n Inda.
Word's 1st & argest Farness

cream brand.
Present n 40 countres.
SWOT A*)l0$+$
P%e$e*! P%#'&3!$ New P%#'&3!$
IA M)%2e! Pe*e!%)!+#* BI*!e*$+4e
C%#w!"D
IIIA P%#'&3! De4el#/.e*!
BI*!e*$+4eD

P%e
$e
*!
M)
%2e
!
-#*4e%! *#*&$e%$ +*!# &$e%$
When they reated success to farness, they
attracted even those persons who were
prmary ony success orented & cared ess
about ooks and appearances.
P%#'&3! %e#%.&l)!+#* $!%)!e10
Ayurvedc Far & Lovey
I*3%e)$e %eE&e*30 # &$)1e

o
Proposed to appy twce a day.
P%#'&3! e)!&%e )''+!+#* $!%)!e10
o
Mut- Vtamn cream
I*3%e)$e !"e %eE&e*30 #
/&%3")$e
o
Reversbe effect made constant reguar
usage a prme requste.
New /%#'&3! 'e4el#/.e*!
$!%)!e10
o
Farness cream for men.
IIA M)%2e! De4el#/.e*! BI*!e*$+4eD IVA D+4e%$++3)!+#*

Ne
w
M)%
2e!
E>/)*' 1e#1%)/"+3)ll0
o
Present n 40 countres.
Rel)!e'
o
Soap
o
Actve Sunbock Loton
T)%1e! *ew $e1.e*!$
o
Ant Ageng
Ansoffs Mode
Segmentaton
A1e ?
Age group of 15-40.

Ce*'e% ?
6e.)le -
Far & Lovey - Ant Marks Farness Cream, Ant Marks For
Bemsh-ess Far Skn, Ayurvedc Baance, Mut Vtamn
For Cear Far Skn, Mut Vtamn Wnter Farness Cream.
M)le -
Far & Lovey - Max Farness For Men, Menz Actve Cream.
I*3#.e ?
L#w (up to 40,000 p.a.), l#we% .+''le

( 40,001 - 80,000 p.a.), mdde ( 80,001 -
120,000 p.a.)
Psychographc
By communcatng a message that Farness eads to :
Beauty - to Good husband - to Sef-confdence - whch
shapes a good career
Benefts
Segments ts customers based on ther requrement,

reated to farness and skn care.
Aong wth Farness souton, t aso offers dark crces

treatment, agng sgns souton and Vtamn
procurement for skn care.
Postonng
Fght for consumer mnd.
Postoned - "Get notced by the man of your fe."
- Later, for achevers - "Redefnng

Beauty".
Targetng
Mdde cass Indan women who want farer skn.
Of ate - products under the brand - extended to

target the consumers seekng specfc benefts apart
from farness by ntroducng Ayurvedc Farness
cream, Ant-Marks cream and Mut vtamn cream.
Recommendatons
Ma|or reason for faure of Far &
Lovey Mens Actve - nadequate
promoton. Thereby, we recommend
the sgnng up of ceebrtes for ts
further endorsements to compete
wth Emams Far & Handsome,
whch s promoted by Shah Rukh
Khan.
Psychoogy- "Men are wary of
wakng nto a fancy and cosmetc
store and prefer to pck up products
from chemsts and hypermarkets." -
Shoud be paced n vcntes of
other products for men ke After
Shave, Shavng Ges etc.
No product n the market whch
offers Tota Souton Farness for the
body as a whoe, specfcay for
men. Such a product for economc
segment coud be a vabe opton.
T")*2 Y#&FAGGG

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ARUN RAJ KUMAR P 10070

K SWETHA NANDANA 10082

Carryng & Forwardng

The Far & Lovey

Had ts share of negatve

Chunk of products were

Decne n market share from

Inabty to attract premum

Inadequate promoton of Mens

Huge untapped market around

Men farness market - growng at

Hgh awareness eve.

Large Dstrbuton Network of

Innovatve Promoton Pattern.

Most trusted brand for young

Word's 1st & argest Farness

I*3%e)$e %eE&e*30 # &$)1e

IIA M)%2e! De4el#/.e*! BI*!e*$+4eD IVA D+4e%$++3)!+#*

Age group of 15-40.

L#w (up to 40,000 p.a.), l#we% .+''le

Segments ts customers based on ther requrement,

Aong wth Farness souton, t aso offers dark crces

Fght for consumer mnd.

Postoned - "Get notced by the man of your fe."

- Later, for achevers - "Redefnng

Mdde cass Indan women who want farer skn.

Of ate - products under the brand - extended to

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I3%e)$e %eE&e30 # &$)1e

IIA M)%2e! De4el#/.e! BI!e$+4eD IVA D+4e%$++3)!+#