SYNOPSIS on Mens Farness Cream

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SYNOPSIS

ON

“THE STUDY OF EFFECTIVENESS OF ADVERTISEMENT AND

CONSUMER PERCEPTION ON MEN’S FAIRNESS CREAM”

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE BACHELOR’S DEGREE IN BUSINESS ADMINISTRATION

OF

H.N.B.G.U, SRINAGAR

SUBMITTED TO:

MR. ASIF KHAN

IMS FACULTY

SUBMITTED BY:

MOHD. ZEESHAN (BB09D23)

MOHD. ZEESHAN (BB09D25)

RISHI KRISHNATRE (BB09D20)

RACHIT GUPTA (BB09C18)

Batch 2009-2012



An introduction to the Men’s Fairness Cream Market in India:

Men's fairness cream market in 1999: Did not exist. Men's fairness cream market in 2009:

Rs100 c rore. Men’s fairness cream market in India is still a fairly smallsegment - just Rs 186crore (Rs 1.86 billion) out of the total Rs 2,200 crore

(Rs 22 billion) plus fairness cream market, according to Nielsen (2010figures) - but one that is growing at a fast clip of 31 per cent. Till the last decadeit was almost unimaginable that there would be a fairness cream for men among male

grooming products.

As it turned out , men contr ibuted significantly to consumption of fairness product.That shouldn't be surprising as we live in society which is obsessed with fair skin. Thisphenomenon was not restricted to women and, unknown to marketers, had

in f luenced Ind ian man as we l l . The s ize o f Ind ian sk inca re market

including creams, moisturizers and cleanser is estimated at Rs 4,750 crore.

Of the total skincare market, the fairness cream market in India is estimated at Rs 2,200crore plus. According to a Nielsen survey conducted amongst 1,000 SEC A and

B men in Mumbai, Delhi, Kolkata and Hyderabad on male grooming, every secondman has a monthly date with a salon. "The importance of male grooming is clear, withthe market worth Rs 695 crore and g ro wi ng at 1 1 p er c en t. Whi l e s om e

bra nds tr ied to bui ld on the pre mis e o f let t i ng go of women's products

and opting for male-centric products for social reasons, others pointed out how men 'sfacial skin is much different from women and thus, they need products to suit

their skin type. In the past few years, the men's grooming market has grown

exponentially wi th bra nds lau nch ing not jus t t he run -of -th e-m ill

shaving gels and foams, but fairness creams, moisturizers, talc’s , face washesand other grooming products targeted specifically at men, with fairness creams leading

the pack. One of the major reasons behind this is that over the years, Indian

male became more and more conscious of his looks, not just in thebusiness world but also in society. A lot depended on how he presented

himself. Men didn't want to run the risk of being seen as irresponsible and

negligent due to their looks. Celebrities, too, became more vocal about their

g rooming hab i t s , sha r ing se l f -g rooming de ta i l s in TV and p r in tin te rv iews .

Als o , following global trends entered the metro sexual

male - the man who has strong concern for his appearance and styling.Differentiation, for now, seems to have been relegated in favor of endorsements

by film stars and cricketers A- leisters for their communication. But the star endorsement

by every brand is slowly eroding the differentiation. Garnier Marketing Manager

Richa Singh says, "John Abraham's positive energy and the will to be active helpedus portray him in a way that was real to both him and our brand. It appeared genuine."

HUL Skin Care General Manager Govind Rajan feels, "It is always better to start

wi th the young who a re more amenab le to change . Hence , Shah idKapur ".On its part, Nivea has associated with India cricket captain Mahendra Singh

Dhoni.The first mover, Emami's Fair and Handsome has Shahrukh Khan as its endorser



The brands are banking on the halo effect of the names under which they launch their

men's fa i r ness p roduct s , ap ar t f ro m the s t ar pul l . One di f fere nt ia t or

ca n b e f us in g n atu re wi th technology and developing the credibility to create a

habit of skincare regime

Kolkata-based Emami first saw the need for amen 's fairnes s product, beating bigger players. Research had showed that the

country's leading women's fairness cream, Fair and Lovely had then owed over

30 p er c ent of i t s s a le to m en u sers . Emami 's Fair and Handsome,

launched in 2005, was followed by HUL, the makers of Fair and Lovely, which launched

Fair and Lovely Menz Active in 2006. Beiersdorf AG, the German parent of Nivea,

entered next with its Nivea for Men product. Heavy advertisers such as HUL

and Garnier are now looking to expand the skincare category beyond vanilla

fairness creams with face washes and s unscreens, though experts question the

efficacy of these products. Marketers admit that fairness is the foremost

concern of users but ins is ts tha t i t only points to the under ly ing need

for a healthy skin. Whitening emerges as the prime need of the

customer segment of men’s fairness creams. Since Indian men spend a lot of time

outdoors, they desire to reverse the effect of the aggressive factors and hence use

whitening creams. The other big need is also of oil control. The product should address

the need for a clear and glowing skin, albeit without a tan and dark spots.



Major Players of Men’s fairness cream Segment considered in our study:-

Emami’s fair and handsome

Garnier men power lite

Unilever’s fair and lovely menz active

Nivea for men-advanced whitening cream

Player Market share Year of inception

Emami fair andhandsome

62% 2005

Fair and lovely menz

active

20% 2006

Nivea for men 9% 2007

Garnier power lite 9% 2009



OBJECTIVES OF THE STUDY

To study the consumer perception towards the men’s

fairness creams.

To study the effectiveness of advertisement in regard with

the men’s fairness cream.

To analyze the marketing communication of various

competitive brands.

To understand the promotion strategy of men’s fairness

creams brands in the Indian market.

To access whether advertising is influencing the buying

behavior of the consumer towards men’s fairness cream

To study the impact of brands of fairness creams in the

Indian market.



RESEARCH METHODOLOGY:-

All the findings and conclusions are based on the survey done in thework ing a rea wi th in t ime l imi t . I t has been t r i ed to se lec t a sample

representative of the whole group. The data has been collected from100

respondents for studying the consumer perception towards Men’s Fairness Creams.

RESEARCH DESIGN:

The research applied in the project is exploratory Research as the major objective of research is to describe the buying behavior of the customers towards Men’sFairness Cream. This is done by studying customer feedback collected through

questionnaire.

DEVELOPING THE RESEARCH PLAN

T h e d a t a f o r t h i s r e s e a r c h p r o j e c t h a s b e e n c o l l e c t e d t h r o u g h

s e l f - administration. Due to time limitation and other constraints direct p e r s ona lin terview method is used. A s t ructured quest ionnaire was f ramed as i t

is less time consuming, generates specific and to the point i nf or ma ti on ,

eas i er to ta bula t e and in terpr e t . M ore ove r respo ndent s prefer to g ivedirect answers. In questionnaires closed ended types of questions has been used.



COLLECTION OF DATA

Primary data: Individual respondents were personally visited and interviewed. They were

the main source of Primary data. The method of collection of primary datawas direct personal interview through a structured questionnaire.

SAMPLING PLANSince it is not possible to study whole population, it is necessary to obtain

representative samples from the population to understand its characteristics

Target Population: College Students and Upcoming Professionals.

Sample Element: Men with age 16years above.

Sample Technique: Convenience Sampling.

Research Instrument: Structured Questionnaire.



DATA COLLECTION INSTRUMENT DEVELOPMENT

The mode of collection of data is based on Survey Method and Field Activity. Primary

data collected using structured questionnaire.

RESEARCH LIMITATIONS

The research is confined to Dehradun and does not necessarily show a pattern

applicable to all parts of the country.

Some respondents were reluctant to divulge personal information which can affectthe validity of all responses.

In a rapidly changing industry, analysis on one day or in one segment

can change ve ry qu ick ly . The env i ronmenta l changes a re v i t a l

t o be considered in order to assimilate the findings.



LIMITATIONS-

The study is conducted in Dehradun, so customers’ tastes and

preferences can vary a ccord ing to geogra phic al l ocat i ons; soove ral l s tud y i s a ffe ct ed by geo gra phi cal limitations.

For cosmetic creams, there is huge potential in urban areas, but according to few

studies, consumers’ perception can vary from rural to urban.

Media vehicles and opinion leaders have huge influence on consumers’ buyingbehavior, but eff ect ive nes s of med ia i s de pen den t on th e

independent variables such as the media habits of customers whichagain vary according to geography, education etc.

For this study, time and resources were in constraint that’s why

selected sample size is 100, is actually very less in comparison to the size of

Men’s cosmetic market.



Questionnaire:

Name : ____________________________________

Age : ____________________________________Occupation : ____________________________________

Q1. Are you aware of fairness creams?

( ) Yes

( ) No

Q2. What are the sources of awareness of fairness cream?

( ) Friends and/or Relatives

( ) Family Members

( ) Television commercial

( ) Newspaper Ads

( ) Magazines Ads

Q3. Please specify the fairness cream which you prefer to buy –

( ) Emami fair and handsome

( ) Fair and lovely men’s active

( ) Nivea men’s whitening

( ) Garnier’s men



Q4. Brand Image-

( ) This brand is more advanced than any other brand of this kind.

( ) It is always comes with unique functions that distinguishes it from the others.

( ) It is more concerned about customers.

( ) It is a sophisticated brand.

Q5. Perceived price-

( ) The price of the product is always very high.

( ) The price of the product is always reasonable.

( ) The price of the product is always under priced.

( ) The price compared to its quality is always acceptable.

Q6. Perceived quality

( ) This product has something new that cannot be found in other products.

( ) This product is very friendly to my body.( ) This product improves my social status.

( ) This product is always a good quality product.

( ) I always feel impressed by using this product.

( ) This product always does its basic job very consistently.

Q8. Brand evaluation-

( ) I always keep this brand in my consideration set.

( ) This brand always outperforms other brands of this category.( ) This brand has unique features which cannot be found in other brands.

( ) This brand has attractive attributes than other brands.

( ) I am impressed by this brand's image.

( ) Owning this brand makes other people envious.

Q9. Factors influencing brand preference?

( ) Fairness

( ) Brand name

( ) Sunscreen( ) Trust on brand

( ) Fragrance

( ) Recommendation

( ) Price



Q10. Do you have any intention to replace the existing brand?

( ) Yes

( ) No

( ) May be

Q11. Reasons for switching brand?

( ) Variety

( ) Promotion

( ) Advertisement

( ) Non-availability

( ) Price

( ) Packing/novelty/features

Q12. .How long you have been using above stated brand?

( ) Last six months( ) 6 months to 1 year

( ) 1 - 2 years( ) More than 2 Years

Q13. Do you buy it for personal use or for others?

( ) Father,

( ) Brother,

( ) Personal use

Q14. Would you like any celebrity or dermatologist or both to endorse your brand?

( ) Yes

( ) No

Q15. Are you satisfied with the Fairness Cream which you are using?

( ) Yes

( ) No

Q16. If no, then what you will do:

( ) Complaint to the dealer

( ) Never use that brand in future.

( ) Will report to your friends



References:-

Websites:

www.ganier.com

www.emamigroup.com

www.kayaskinclinic.com

Timesofindia.indiatimes.com/India’s

www.primaryinfo.com/cosmetic_industry.htm

www.niveaformen.com

www.fairandlovely.in

http://www.ganier.com/

http://www.emamigroup.com/

http://www.kayaskinclinic.com/

http://www.primaryinfo.com/cosmetic_industry.htm

http://www.niveaformen.com/

http://www.fairandlovely.in/

http://www.fairandlovely.in/

http://www.niveaformen.com/

http://www.primaryinfo.com/cosmetic_industry.htm

http://www.kayaskinclinic.com/

http://www.emamigroup.com/

http://www.ganier.com/

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SYNOPSIS on Mens Farness Cream