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Fair & Lovely Marketing
Transcript of Fair & Lovely Marketing
MARKET SURVEY BY CONSUMER APPROACH
CURRENTLY RUNNING SCHEME:
ONLINE CUSTOMER SERVICE
FAIR & LOVELY PAKISTAN
Madiha Muhammad Aslam (669-2103)
Farhan Hanif (241-2013)
Ahmed Omer Waleed(408-2013)
Syed Imran Hussain
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
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.
Segmentation and Targeting
Age: 15-35 years
Both for male and female
Life Style: Social class A, B and now for C also.
Personality: Wishes to take change of her/his destiny.
Area: Mostly urban areas.
Fair & Lovely a simple strategy-
“Introduce new, different and
Ways Of Marketing
TARGET KEY PLAYER’S OF MARKET
Fair n Lovely
Emami fairness cream
Emami “fair and handsome”
Fair one MEN
1-Which age group you belong?
2- Do you use fairness creams?
3-What is the brand that comes to your mind first when you think of fairness cream?
4-Brand preference and awareness for fairness cream?
According to the observed graphs currently Ponds White beauty is given tough competition to FAIR & LOVELY.
5- What makes you re buy a
6-How frequently you purchase:
after 6 months-----after 6 months-----Once a month-----twice in a month-----once in a month-----1-----150-----when required-----once a month-----every month-----once in two months-----once in two months-----once in two months-----once in two months-----
once in two months-----once in two months-----once in a month-----150-----120-----once in two months-----once in a month-----once in a month-----once in a month-----Once in a month---------every month-----every month-----2-----every month-----5 years ago-----
7- Factor influencing brand
8- Have you or any of your friends used
fair & lovely before?
9- How did you know about
fair & lovely?
10- Do you think Fair & Lovely
provides quality products to
11- Which price range of Fair & Lovely
you prefer the most?
12- What do you think about the price level of Fair & Lovely when compared with other brands?
13- Are you aware of the other range of Fair & Lovely products?
14- Does the advertisement attract you towards the product?
15- What Schemes do you prefer?
16- Your intention towards replacing your existing brand of fairness cream?
17- Reason to replace? (If not to replace leave this question)
18-How would you rate the Fair & Lovely products?
20- Will you recommend Fair & Lovely to others?
19- General complains that you face regarding Fair & Lovely?
Fair&Lovely multi Vitamin Fair&Lovely MAX Fairness
(for woman) (for man)
70 gm = Rs.115/- 50gm= Rs. 89/-
25 gm = Rs.55/- 25gm= Rs. 50/-
4 ml =Rs. 5/-
. There are 400 different distributors operating & distributing Brand in 400 Different cities of Pakistan, which means that for every city of Pakistan there are separate distributors
Every product needs to be promoted. As you know, Fair & Lovely is a star so it suggests invest strategy. Which includes all Medium of advertisement i.e. T.V, Radio, Magazines, Shops, Banners, Billboards etc.
Fair & Lovely is a Unilever Brand having several Global brands. Since Fair & Lovely is launched has been a synonym for skin lightening and became one of the largest consumer product companies in Pakistan, Comprising of a wide range of well-known brands.