21635826-01-Fairness-cream-research

PROJECT ON FAIRNESS CREAM BRANDS :

PROJECT ON FAIRNESS CREAM BRANDS

ABOUT FAIRNESS CREAM MARKET… :

ABOUT FAIRNESS CREAM MARKET… *Fairness cream market in India is about 800 crores . *The market growth is 15-20% on year to year basis. *New entrants in personal care sector. 2 7/29/2011

THE MAJOR PLAYERS …:

THE MAJOR PLAYERS … *Fair n lovely *Fairever *Fair n Handsome Others include Menz active etc. 3 7/29/2011

DEMAND:

DEMAND REGULAR DEMAND-- Fairness cream use depends upon personas personal care segment have steady demand. LATENT DEMAND– Fairness creams generate hidden desire. 4 7/29/2011

4 P’S OF MARKETING:

4 P’S OF MARKETING Products - Fair n Lovely ,Fairever etc Price -Currently low price strategy is being followed by companies. Place -is represented for market; rural market being explored. Promotion -advertising through TVC, print media,hoardings.Fairness cream constitutes 28% of total TVC’s. 5 7/29/2011

BUYER’S CHARACTERISTICS:

BUYER’S CHARACTERISTICS AGE &LIFE CYCLE- Generally age of users is 15-45 yrs. of age i.e. from teenage to middle age. ECONOMIC SITUATION-The buyer’s of face cream brands are price sensitive. COMPETITION -is between two main competitors they are ‘fair n handsome’ & ‘fairever’.This type of competition is called ‘generic competition. 6 7/29/2011

COMPETITIVE POSITION:

COMPETITIVE POSITION MARKET LEADER- Fair n lovely is the market leader,due to large distribution network of 12 townships. -Product extensions -Strong brand name MARKET CHALLENGER –Fairever is the market challenger for fairness creams,with others. 7 7/29/2011

COMPETITOR STRATEGIES:

COMPETITOR STRATEGIES Growth strategies - a) Market Penetration- Lowering of prices by the companies. stressing on importance of fairness cream in life of non-users in ads. b)Product Development -improvement in quality& upgradation of the product. c)Diversification -existing brand is extended into new product. THE FAIRNESS CREAM MARKET IS IN GROWTH STAGE i.e.increase of distribution channel,more scope for market penetration. 8 7/29/2011

SEGMENTING,TARGETING&POSITIONING:

SEGMENTING,TARGETING&POSITIONING 9 SEGMENTING ON THE BASIS OF- a)Geographic - target is generally the south zone and then north and west. b)Demographic - Age-users of the age of 15 to 45 yrs. Gender-female are more ardent buyers of fairness cream. Income-1 to 3 lakh income group is a big customer group for fairness cream. c)Social class -users mainly from upper-middle to lower middle group. 7/29/2011

TARGETING:

TARGETING -- As it involves selecting the market segment which can be served efficiently and profitably. Attractiveness - of the segment is found out,generally the product choosen is new so as there is scope for penetration. Growth rate- there should be scope for growth. Profitability – for catering the segment should be calculated. 10 7/29/2011

POSITIONING:

POSITIONING In involves locating the product in customers mind which has some value. Product differentiation -use of special formula ‘ niacinamide ‘ ,logo of fair n lovely brand. Image - use of celebrity to enhance value of product; as Fair n hansome’s use of Shahrukh Khan for ads . USP - fair n lovely’s claim of ‘fairness in 6 weeks’. 11 7/29/2011

FINDINGS OF THE PROJECT:

FINDINGS OF THE PROJECT The sample size for the project was 20. The data collected was generally primary data.the sampling technique was convenience sampling. It was found out that most of the consumers prefer ‘fair n lovely’.The awareness level of it was also higher.Consistent amount of people preferred ‘ fairever cream brand. Most of the people using fairness creams were using the fairness cream in order to get fairness. TVC’s played important role in creating awareness towards various brands of fairness creams. The age group using fairness cream the most is between the age group of 25 to 35 yrs. of age. Women usually use the fairness cream in more number,but now men constitute for 35% in the fairness cream market. Thus, plenty of scope for growth in this segment. 12 7/29/2011

Slide 13:

13 Presented By — Girijesh tripathi R. No.1001 7/29/2011