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Presentation contains introduction and market position of fair & lovely as compare to other fairness creams available in the market.
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MARKET REPORTON
“FAIRNESS CREAM”
Presented by:Farhan – Waleed
Imran - Madiha (MBA 13-D)
INTRODUCTION
• Fairness creams to improve the complexion of person,
irrespective of whether they have dark or fair complexion.
• In the early 1976 with the entry of PAKISTAN liver ltd. Fair & Lovely. The fairness cream market became one of the fastest growing segments in PAKISTAN.
• Today, if there are more brands in the PAKISTAN and company name change is Uni-Lever
market, it’s largely due to demand.
INTRODUCTION
• Fairness creams have become a vital product for the PAKISTAN FMCG companies in increasing their overall sales due to the importance given by PAKISTAN consumers towards fairness.
• As PAKISTAN is a country known for its diversity different consumers from different parts of the country
prefer different brands.
Marketing Strategy
• World's number 1 fairness cream Fair & Lovely leads the fairness creams pack with an estimated market share of 76 percent.
• Fair n lovely has seen a 17 per cent growth in the Fairness cream category during the quarter ended December 2012.
• Fair n lovely are available under the brands Multivitamin, Skin Clarity Aurvedic, Active Sun block Cream.
STP
Marketing Strategy
• Fair & Lovely a simple strategy-
“Introduce new, different and
better products.”
• Fair & Lovely brands were more expensive than an average fast moving consumer good (FMCG) here in PAKISTAN at Raheemyar khan.
STP
Marketing strategy• Mainly Television, Radio, and a
few press new ads are launch.
• The commercials were run on mainline Like TV Channel {GEO ENTERTANEMENT, SAMA, ARY, HUM, A-PLUS, etc}
• The primary focus is to increase penetration of existing products in rural and semi-urban areas.
STP
Segmentation and Targeting
• Demographic:Age: 15-35 years
Gender: Both for male and female
Occupation: Any• Psychographics:
Life Style: Social class A, B and now for C also.
Personality: Wishes to take charge of her/his
destiny.• Geography:
Climate: Any
Area: Mostly urban areas.
STP
BEHAVIOUR
Occasion- Regular Expected Benefits- Fairness, a general vanishing cream and blemishremoving agentUser status- Regular, first time, experimental (using similar competitor product)Usage rate- Frequent user Loyalty status- StrongReadiness stage- LoyalAttitude towards product- Positive
TARGET KEY PLAYER’S OF MARKET
FOR WOMEN• L’Oreal Paris• Fair n Lovely• Fairever• Ponds • Revlon • Emami fairness cream• Olay• Garnier Light
FOR MEN• Emami “fair and
handsome”• Garnier men• Menz Active• Fair one MEN
STP
Positioning in Men v/s Women Market Share
STP
Sales
Fair & lovely 76%
fairever 15%
Garnier 3%
ponds 7%
others 9%
Positioning in Market Share of Fairness Creams
STP
PRODUCT • As most of the PAKISTAN are very much bothered about
their colour complexion the fairness creams enjoy very good market growth rate when compared with other related product categories.
• As Fair & Lovely's USP has done wonders, other players in the market can also follow their philosophy of 'fairness’.
• It is sufficient if a company has the right product
• with right quality. •
4p,s
Unilever Pakistan
The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was established in Pakistan in 1948. The town of Rahim Yar Khan was the site chosen for setting up a vegetable oil factory. Unilever Pakistan is the largest fast-moving consumer goods (FMCG) company in Pakistan, as well as one of the largest multinationals operating in the country. Now operating six factories at different locations around the country. The Unilever's Head Office was shifted to Karachi from the Rahim Yar Khan site in the mid 60's.
4p,s
CUSTOMER WILLING TO BUY IN PRICE RANGE OF 70 TO 125 RS
PRICE IN SECTOR WISE
EVALUATION
PRODUCTNAME
WEIGHT PRICERS
EFFECT AFTER USE
FRAGNANCE
USP RATING
FAIR & LOVELYFAIRNESS CREAM
70g 115 7 days EXECLLANCE
Vitamin b3,E,C,A
1
Pond’s white beauty
40g. 125 14 days EXECLLANCE
UVA+UVB
2
GARNIER LIGHT BEAUTY
50g. 125 14 days GOOD SPF 15 3
FAIREVER
40g. 70 7 days AVE. Vitamin b3
4
4p,s
Promotion With Fair and lovely Menz Active
• Menz Active appears men account for about 25 percent of fairness cream use across the country.
• Leading men cream company in 2012.
• Main competitor of the market is Emami product “Fair & handsome” with 22 percent market share.
4p,s
Now Uni.Lever of PAKISTAN Introduce Fair & Lovely In sashay for the Class 6
to 18 years old child
Introduce a New Brand in Sashay
PLC
GROWTH
OBJECT:
SCHOOLSCOLLEGES
&COCHING CENTERS
PLC
GROWTHBAG LOGO
GROWTH. It is very Unique her productBecause we are only one in market for
Limited hitting Age.
THEME: BUS OR VAN MAIN SAFAR KARNA UB ASSAN
DHOOP KO BOLO GOOD BYE
PLC
PROMOTIONPLC
Stagnation Our mission
Vitality is at the heart of everything we do. It's in our brands, our people and our approach to business.
PLC
Personality
PLC
PLC
PLC
PLC
PLC Big Idea