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An assignment of management theory
Submitted to,
Mr. Palkesh Sir
Submitted by,
Name Roll NO
Amar S Bhavsar [01]
&
Nayak Jigar D [16] year
2011-12
Hindustan Unilever Limited (HUL), earlier called Hindustan Lever Limited (HLL) was established in 1933 as Lever Brothers India Limited. Hindustan Lever Limited (HLL) is India's largest Fast
Moving Consumer Goods Company, with a customer base of 2 out of every 3 Indian in the category of Home & Personal Care Products and Foods & Beverages. The company has combined volumes of about 4 million tonnes and sales of Rs.10, 000 crores. HLL is also one of the country's largest exporters; the Government of India has recognized HLL as a Golden Super Star Trading House.
HUL is the market leader in Indian consumer products with presence in over 20 consumer categories such as soaps, tea, detergents and shampoos amongst others with over 700 million Indian consumers using its products
Type Public
Headquarters Mumbai , India
Key peopleMr.Harish Manwani ,Chairman Douglas Baillie, CEO
Industry FMCG
Products Tea, soap, detergents
Employees 41,000
Parent Unilever
Website www.hul.com
Product of Hindustan Uniliver
Kwality Walls Ice Cream Hamam Lifebuoy Rexona Lux Liril Moti Soaps Breeze Lipton Tea Brooke Bond Tea Bru Coffee Pepsodent Fair & Lovely Close Up Surf Rin Wheel Laundry Detergent Kissan Annapurna Pond's Vaseline Lakmé Clinic Plus Clinic All Clear Sunsilk and Lux Shampoos Vim Ala Bleach Domex Pureit Water Purifier
Product Photos:-
One of The Most Famous Product of Hindustan Uniliver
History:
The fairness cream brand was developed by Hindustan Lever Ltd (now Hindustan Unilever Ltd) in 1975.The product was then marketed nationally in 1978 the launch of Fair and Lovely was met with much enthusiasm. In 1988, the brand went international, and is now available in 40 countries.
Fair & Lovely was launched in 1978 in India. (Pretty Old Product) Fair & Lovely is sold in over 30 countries worldwide. These include countries across Asia, Middle East and Africa. Fair & Lovely does not contain Alcohol.
All the oil & fat used in Fair & Lovely products are of vegetable or synthetic origin only. Fair & Lovely doesn’t contain any harmful
ingredients. All Fair & Lovely ingredients have been safety cleared and are all approved for cosmetic products as per local regulations.
All the ingredients used for the base are all widely used in personal care products globally and approved by agencies like the BIS (Bureau of Indian Standards) which work together to protect the skin from darkening and gently, safely lightening the skin.
“With the consumers brand is also growing,With the modernization of consumer, brand is also
modernizing,With the transformation of women, brand is also transforming
with their changing needs.”
The tube of Fair and lovely has its presence in many homes whether they are rich or poor, rural or urban. It is the favourite of women of different age groups ranging from college going girls (even school girls) to older women. Fair and Lovely has dominated the market for long period of time and nowadays also it is doing pretty well despite the increased competition both from domestic and international brands. All this is because of loyal customer base it has created through great marketing efforts of the company. With a pack of Fair and Lovely, the company doesn't only sell the product but also hopes .
SUCCESS STORY OF BRAND
The success of a brand depends on various factors such as right product at right time to right consumers with right marketing efforts. There were various advantages for Fair and lovely such as, it has backing by strong company like HUL, which is always considered to be acumen of marketing. Furthermore, it was first product to be launched of this kind in India. This Brand also focuses on a specially designed marketing drive for villages.
ADVERTISEMENTSAdvertisement has always been a great marketing mix for Fair and Lovely. The advertisement shows the whitening
effect on its cover only by showing a face six times in whitening progression, as woman becomes fairer she is even more happier depicted by showing two pictures of woman as before use and after use. To verify, instrument such as fairness meter is given along with the pack.
The TV commercial of Fair and Lovely also shows highly depressed women and after use of Fair and Lovely she fulfill her dreams and meet with happiness
Segmentation, Targeting &Positioning
Target FemalesPositioned as a Cream that gives you Fairness & Confidence.
ADVERTISEMENTS:-
Fair & lovely Foundation
Social Responsibility
Project Saraswati
Project Disha
Project Saundarya
Project KalaDarshan
ACHIEVEMENTS
Leader In The Skincare Market In India For MoreLeader In The Skincare
Market In India For MoreThan A Decade With Over 50% Value Share.
Than A Decade With Over 50% Value Share.
The Brand HasGrown Up to 7.5 Billion In 2004.The Brand HasGrown Up to 7.5 Billion In 2004.
Marketing StrategiesOpening Beauty Clinics & FranchiseOpening Beauty Clinics & Franchise
Contract With Beauty ParlorsContract With Beauty Parlors
Associating CelebritiesAssociating CelebritiesT.V. CommercialsT.V. Commercials
Launch Promotional SchemesLaunch Promotional SchemesMore Focus of Rural AreasMore Focus of Rural Areas
Marketing is divided into three phases
CONTROVERSIES
Initially, the advertisement campaign which was launched by Fair and lovely was somewhat biased toward darker skin and attracted a fair share of controversies with people blaming that fair and lovely mixed beauty with fairness. But now the advertisement campaign which is focussed on “fulfilling the dreams” and "transforming the women”. HUL did not create prejudice, it already existed there. It used it to increase selling of its product.
MEETING DEMANDS OF CONSUMERS
Positioning of brand keeps on changing with evolving customers. Initially advertisements were focused on aspiration of girl getting the right man, but as aspirations kept on changing, advertisements have also started evolving about achieving career, status, self achievement etc. This can
be supported by Airhostess ad, Ayurveda ad, Cricket ad of Fair and Lovely. Fair and Lovely has always listened to their customers needs and has changed accordingly thus becoming one of the favourite brands of its followers.
When to Use?Fair & Lovely should be used 2 times a day preferably after washing the face so as to ensure that dirt, dust and grime are removed from the skin prior to applying the product.
What Fair & Lovely Says about their Products?More than the benefits given by our technology/products are reversible (that is once the product application is discontinued), the consumer will revert back to their initial color/skin state within a few weeks. This is what makes our technology safe and unique. The Fair & Lovely gets absorbed into the skin as soon as you rub it in gently. Fair & Lovely avoids leaving oily look. Fair & Lovely says that their products are suitable for all skin types and are not known to have any side effects.
“Here are the photos of my Fair & Lovely Multi vitamin Cream”
There are 4 variants of Fair & lovely are available in the Market:
Fair & Lovely Multi vitamin
Fair & Lovely Ayurvedic Cream
Fair & Lovely Anti Marks
Fair & Lovely Menz Active
SWOT Analysis
Strength
1. Fair & Lovely brand is World's first and largest Fairness cream brand
2. Presence in 40 countries and a value of around Rs.6 billion
3. Line Extension to premium soap ‘ Fair and Lovely Soap’
4. Enjoys high levels of Consumer Awareness for the brand
5. Excellent , top-of-the-mind name, and good distribution
Weakness
1.Categorization of women on the basis of skin color, has led to many issueswith activists and human rights leading to Negative Publicity
2.Extremely tough competition in skincare market
Opportunity
1. Fair & Lovely Foundation which aims at empowerment of women
2. Fair & Lovely Scholarship for underprivileged girls
3. Introduction of ‘Menz Active’ fairness cream for Men
Threats
1. Several competitors in the market
2. Challenges to deal with consumer choice and buying behavior
3. Legal issues often hamper the brand image
Competitors
1.Fairever (Cavin Care)
2. No Marks (Ozone Ayurvedics)
3.Vicco
Thank you,
Reference of the assignment
www.google.co.in
www.fairandlovely.in
www.hul.co.in
www.wikipedia.org
www.makeupandbeauty.com
Index No
1) Company Details2) Product information 3) Product Photos 4) Details of fair&lovely 5) Success of brand6) Targeting7) Fair&lovely foundation8) Marketing 9) Controversies10) Fair&lovely say about
this product 11) SWOT analysis
12) Logo of uniliver13) Reference