Final Report
A Study of the
Product Launch & Targeting Strategy followed by
Emami Fair & Handsome
Under the Esteemed guidance of Prof. Avinash Kapoor

Section – C Group – 8 11P156 Rahul Pinnamaneni 11P157 Rajat Shriram Barve 11P158 Rakesh Ranjan 11P159 Piyush Rathi 11P160 Rohan Garg

Executive Summary
This project aims to find the underlying market conditions which prompted Emami to attempt the launch of a fairness cream especially for men, the subsequent steps they followed, strategies implemented, test marketing conducted in the Southern states of Andhra Pradesh and Tamilnadu, before they actually hit the market. Studying the launch of successful products which are market leaders is always interesting, more so in this case because Emami has the rare distinction of creating a whole new segment of male fairness cream users with the launch of their product Emami Fair & Handsome. The origins of Emami Fair & Handsome have in a market report on which fell accidentally the eyes of Emami Director R.S. Goenka. He was surprised to see that the report indicated some 25% users of fairness creams in India happened to be men. He then wondered if 25% of the users had been content with using women’s fairness cream, why not create a new product designed especially for