Fairness Cream

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Presentation Transcript

Slide 1: 

1 Product Market Analysis of Fairness Creams

Slide 2: 

2 Industry Overview Fairness cream market – 25% p.a. vs cosmetic market – 15% p.a.

Slide 3: 

3 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

Slide 4: 

4 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

Consumer Behaviour Analysis : 

5 Consumer Behaviour Analysis

Slide 6: 

6 Physiological - Clean Face Social – Beauty, Complexion Esteem – Compliments Self Actualization - Confidence Safety - Anti ageing, no pimples Hierarchy of Needs

Market Growth Factors : 

7 Market Growth Factors Increased media exposure More working women Growing consumerism Move towards personal grooming Increased penetration levels

Demographic Effects : 

8 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

Slide 9: 

9 Product Differentiation Analysis

Product Differentiation : 

10 Product Differentiation Bases Type Price range Chemical characteristics Application Packaging

Product Differentiation - Type : 

11 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

Product Differentiation – Chemical Characteristics : 

12 Product Differentiation – Chemical Characteristics

Product Differentiation – Application : 

13 Product Differentiation – Application Even tone Clearing dark spots Reducing pigmentation UV protection

Product Differentiation - Packaging : 

14 Product Differentiation - Packaging Creams/Lotions Tubes Bottles Soap Bars

Competition Analysis : 

15 Competition Analysis

Positioning : 

16 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

Slide 17: 

17 Major Players

Slide 18: 

18

Slide 19: 

19 Prominent Brands

Slide 20: 

20 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

Slide 21: 

21 Key ingredients – UV sunscreens, niacin amide, papaya and watermelon extracts Other attributes – sunscreen system typically optimized for Indian skin Market share – 76%

Slide 22: 

22 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

Slide 23: 

23 Key ingredients – saffron, milk, fruit vitalizers Other attributes – lasting fragrance Market share – 15%

Slide 24: 

24 Product proposition – first fairness soap, blemish free fairness Target segment – mass market Packaging – bars SKUs – 75 gm Pricing – Rs 13

Slide 25: 

25 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%

Slide 26: 

26 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

Slide 27: 

27 Key ingredients – rose, orange, aloe, walnut Other attributes – antiseptic, no side-effects and suits all skin types Market share – 2% to 2.5%

Slide 28: 

28 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

Slide 29: 

29 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

Slide 30: 

30 Thank You!!! For the confident look