...CONSUMERS TOWARDS FAIRNESS CREAMS 1) Introduction / aim / objective 2) Industry overview and competitive analysis 3) Segmentation and targeting 4) Differentiation 5) Positioning 6) Marketing mix and resource capabilities 7)Research design a) Aim and objective....define the problem and outcome of research b) Sampling design c) Questionnaire design d) Sources of secondary data 8) Discussion and analysis of research findings 9) Strategic recommendations and conclusions OBJECTIVE - To study the current Indian market for fairness cream. - To asses whether advertising is influencing the buying behavior of the consumer. - To find out the brand preference for fairness cream among people. - To study factor influencing brand preference for fairness cream. Fairness Cream has become a vital product for the Indian companies in increasing their overall sales due to the importance given by Indian consumers towards fairness. As India is a country known for its diversity different consumers from different parts of the country prefer different brands. The leading players in the market includes Hindustan Lever Ltd., (HLL's) 'Fair & Lovely' with 76 percent of the market share and Cavin Kare' s 'Fairever' with 15 percent of the market share. Other important players like Godrej' s 'Fairglow', Emma's 'Fair and Handsome', Vicco and Himalaya share the rest of the market share. There are number of fairness creams and other skin...
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...“AN EXTENSIVE STUDY ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO FAIRNESS CREAMS FOR MEN” Synopsis of the project report to be submitted in partial fulfillment of the requirement for the degree of master of business administration. SYNOPSIS Title: “AN EXTENSIVE STUDY ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO FAIRNESS CREAMS FOR MEN” Introduction: Till the last decade it was almost unimaginable that there would be a fairness cream for men among male grooming products. As it turned out, men contributed significantly to consumption of fairness product. That shouldn't be surprising as we live in a society which is obsessed with fair skin. This phenomenon was not restricted to women and, unknown to marketers, had influenced Indian man as well. The size of Indian skincare 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 2,200 crore plus. In the past few years, the men's grooming market has grown exponentially with brands launching not just the run-of-the-mill shaving gels and foams, but fairness creams, moisturizers, face washes and 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 the business world but also in society. A lot depended on how he presented...
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...Top 10 Best Fairness Creams For Men in 2014 Just like women, men love to spend hours and hours in front of the mirror, and see how well their skin is. The urge to look beautiful and gorgeous is present in every individual. This has led to the multinational cosmetic brands come up with excellent skincare products. If you’re to choose the best skincare cream, you’ll definitely choose the one which whitens your skin. Having white and fair skin is a dream of every man and woman. For the curious females, our Top 10 Best Fairness Creams for Women in 2014 is a great article. And for the males, here is the list of top 10 best fairness creams for men in 2014. 10. Vaseline Men Antispot Whitening Total Fairness Serum What makes this men’s whitening serum great is its features, such as; • Reasonably priced • Shipped by Made in Thailand • Best selling product at Amazon • Ensures you have white and glowing skin • Keeps you look younger for longer • Protects your skin from harmful rays of sun 9. L’oreal Paris White Perfect Transparent Rosy Whitening Night Cream This L’oreal men’s fairness cream comes with specifications like; • Nourishes your skin • Non greasy and quickly absorbed • Comforts the skin cells and gives velvety texture • Leaves your skin soft • Great for dark and transparent complexions 8. Emami Fair and Handsome, Fairness Cream for Men Let us explore the features that make this cream a great choice for men. • Manufactured by Emami • Comes at affordable...
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...Emami From Wikipedia, the free encyclopedia Jump to: navigation, search For other uses, see Emami (disambiguation). Emami Limited | Type | Public Ltd Company | Industry | FMCG | Founded | 1974 | Founder(s) | R. S. Agarwal and R. S. Goenka | Headquarters | Kolkata, West Bengal, India | Key people | R. S. Agarwal and R. S. Goenka (joint chairmen) | Products | Hair care, skin creams, soaps and lotions, talcum powder, Ayurvedic health care products | Revenue | Rs 1400 crores (2011–12) | Website | emamiltd.in | Emami Limited is an Indian producer of fast moving consumer goods (FMCG), such as cosmetics and health and baby products. The company is based in Kolkata. Contents * 1 Products * 2 Subsidiaries * 3 History * 4 Controversies * 5 References * 6 External links Products In 2008 the company announced that it intended to offer baby care products.[1] The company's health products unit offers tonics for colds and coughs as well as nutraceuticals.[2] Subsidiaries The company has the following subsidiaries:[3] * Emami Paper Mills Limited * Emami Chisel Art * CRI Limited * South City Projects (Kolkata) Ltd * Advanced Medicare & Research Institute Ltd (AMRI) * Frank Ross Limited * Emami Realty Limited * Emami Retail Pvt Limited (Starmark) * Emami Biotech Limited * Emami Cement Ltd History The inception of Emami Group took place in the mid 1970s when two childhood friends, Mr. R.S. Agarwal...
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...asked men what they wanted. In last 5 yrs the prophecy seems to have changed. In 2004, Emami conducted a survey to study the attitude of Indian customers towards the use of cosmetics products. They found out that the Indian male takes an average of 20 minutes in front of mirror to groom them compared to an Indian female who takes an average of 18 minutes in front of mirror every morning. They also found out that 25-30% of the fairness products available in the market were purchased and used by male customers. Hence, identifying a need in the market for men specific fairness creams, Emami launched ‘Fair And Handsome’ – the first men fairness cream to be launched in India in 2005. Emami roped in Shahrukh Khan as its brand ambassador two years later and came out with the popular ‘Hi Handsome’ television commercial. The product was a success and instantly led to a plethora of men grooming products including fairness creams to enter the market. HUL came with Fair & Lovely Menz Active in 2006 and next came Nivea for Men Whitening Moisturiser and Nivea for Men Multi-White Whitening Facial Foam. In 2009, Garnier India entered men's skin care with the Men's Powerlight range that also includes face wash and moisturiser followed by HUL extending its presence by introducing the Vaseline Men range. According to latest statistics, the men's fairness products market is estimated at Rs.175 crore (nearly $40 million) and is growing at the rate of 25 per cent while women's fairness market...
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...World’s No. 1 fairness cream for men | USP | 5 Power Fairness system: Double strength peptide complex, Sun guard, Stress busters, Anti bacplus, herbo cool | STP | Segment | Fairness Cream | Target Group | Urban young Men from middle and upper middle class | Positioning | World’s No. 1 fairness cream for men | SWOT Analysis | Strengths | 1. Created the category of fairness creams for men. Hence, first mover’s advantage 2. Endorsed by Indian movie stars, hence enhanced nationwide recall 3. The product is available in sizes of 9ml, 30ml and 60ml, customised for various pockets.4. Good availability and distribution owing to parent company5. TVCs and print ads help brand boost visibility | Weaknesses | 1. The brand has a limited market share compared to international leaders2. Allegations of false results of using fairness creams hurts brand image | Opportunities | 1. Largest player in the men’s fairness cream category, can leverage on that 2.Growing interest in personal grooming amongst Indian men 3. The growing Indian economy and the growth in disposable income have led to strong demand for fairness creams | Threats | 1. A lot of competition emerging in the segment with all the major players targeting men 2. These brands face the issue of the reluctance of men to be seen using a cream because cosmetics traditionally is viewed as a category meant for females. | Competition | Competitors | 1.Fair and lovely for men 2.Nivea whitening 3.Garnier Men power light...
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...Comparative study of three men’s fairness cream Karan shah (T.Y BBA) Roll no: - 25 Navrachana University Final thesis ACKNOWLEDGEMENT I would like to take the opportunity to thank all the people who have helped me in this project. First of all, I would like to thank Mrs. Shefali Pillai Madam who has been very cooperative. I am also very grateful to Mr. Amol Ranadive sir and Mr. Hitesh Bhatia sir for giving me guidance whenever I required completing this research project. INTRODUCTION Garnieris a mass market cosmetics brand ofL’Oreal that produces hair care and skin careproducts. The company started as Laboratoires Garnier in 1904, and was acquired by L’Oreal in the 1970s. Current product lines include Fructis shampoos and conditioners, and Nutrisse hair colour. Garnier is sold in numerous countries worldwide, with specific product lines targeted for different skin types and cultures. In 2011, Garnier partnered with TerraCycle to promote up cycling of product containers and the introduction of biodegradable products. GARNIER VISION For garnier, beauty is within us all. Every one possesses its...
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... ROLL NO. 118 | CASE STUDY: ALL IS FAIR IN “FAIR AND HANDSOME” ABSTRACT: The fairness cream market is flourishing in India, a country that represents a unique amalgamation of social, religious, and cultural stigmas and stereotypes. Uptill now fairness creams were targeted only for women, but now 20th century “MEN” too are very conscious about their looks. To satisfy their needs, Kolkata based Emami launched world’s first men’s fairness cream “FAIR AND HANDSOME” in 2005.The goal of this paper is to take a closer look at the issues related to men fairness cream by analysing how the evolution of “Fair and Handsome”took place,its positioning in the market and its sustainance against global competitors. EVOLUTION OF THE BRAND: WHAT WAS THE NEED TO LAUNCH FAIR AND HANDSOME? Are men concerned about their complexion ? Do men worry about skin fairness ? If asked few decades back the answer would be a big 'no' as fairness creams and cosmetics were the personal properties of female race. But today alarming statistics reveal that cosmetics and fairness creams are equally sought after by men too. As fashion trends and lifestyles change, the attitudes and conceptions about human beauty. The Indian cosmetics industry was quick to latch on to the phenomenon. Surveys carried out by cosmetics companies suggested that a large number of Indian men were using fairness creams that were originally targeted at women. Over the years, Indian male became more and more...
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...CONSUMERS BEHAVIOUR TOWARDS MENS FAIRNESS CREAMBY EMAMI. INTRODUCTION:- In the present era of competition the very existence of anybusiness depends upon its customer bank. Customer is the king in present business world. Gone are the days when producer or seller used to rule the business world.Today customer is the main pillar on which any business stands. Due to entry of theMNC's there is cut throat competition in the market. They have already established inurban markets and now rural and suburban are share the thrust areas. We havechoosed "To Study the Consumer Buying behavior towards men¶s fairness Cream byEMAMI" to have a deep knowledge of consumer behavior regarding fairness creams. Inmy research we have tried to find out how much EMAMI brand is used? Why this brandis used?Factor affecting their purchase behavior like price, quality, results, etc. We alsohave tried to find out relation in buying behavior rand age, sex, family income. Theresearch study is a comprehensive survey to reach deep in the consumption pattern of the target customer. Previously, domain of ladies only. Male became more conscious for their look. The growing demand of different cosmetics and skin care products for men proves that men are now taking care of their skin. In year 2004´Fair and Handsome conducted a survey to know the attitude of Indian customers towards use of cosmetics products Indian male take an average of 20minutes in front of mirror to groom themcompared with Indian...
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...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...
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...make-up was then deemed the domain of film stars. Cosmetics were only openly put up for sale in the early part of the twentieth century for the first time. Tanned or darker skin tones became popular only as late as the early twentieth century. It was in this era that tanning the skin became a popular fad. There is a huge competition among the companies working with the fairness cream segment of FMCG industry. HUL is leading the market in many segments from last couple of decade. But right now it is facing a good competition from the other existing companies like P&G, Marico, Godrej, Dabur etc. A full data of these companies and there market share is given in the following above table. Market Share of Companies Company % HUL 46.2 P&G 6.3 Dabur 5 ITC 6 GCPL 2.1 Emami 14.3 Cavin Care 11.5 Marico 8.6 Prices of Various Fairness Creams Product Qty Price Fair and Lovely Multi Vitamin 50 82 Nivea 50 290 Garnier Light 40 125 Olay Natural White 50 310 Pond's White Beauty 50 219 L'oreal 18 299 Lakme Perfect Radiance 50 170 Clean & Clear 50 170 Neutrogena 50 235 Himalaya Fairness 50 65 Dabur Uveda 30 115 Fairever 50 78 Fairone 50 300 Emami 50 90 Raaga 25 79 VLCC 50 240 Kaya 50 891 Fair &...
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...Beauty, for men ~~~~~~~~ Rachit Vats Aug. 23--MUMBAI -- Half a decade ago, when Shah Rukh Khan took a dip in a bathtub to endorse Lux, he did much more than just endorse a soap brand. He set a precedent. Back then, the male grooming market was almost non-existent and the Indian market had few dedicated products to offer men. It's different today. Now, as the segment evolves, even Shahid Kapoor and John Abraham are endorsing male grooming products. Soon after Khan's commercial, Emami Group entered the men's fairness cream market. Market talk was that a noticeable proportion of sales of Fair & Lovely, a women's cream, were coming from men. Emami decided to push the opportunity, the rest followed. The market was soon offering males fairness creams, haircare products beyond dyes, scrubs and face washes. Today, the male grooming segment in personal care is ready for its next round of product expansions and additions. Emami entered the men's fairness cream segment in 2005 with the launch of Fair & Handsome, which still dominates the space with close to 70 per cent share. In 2007, Hindustan Unilever launched Fair & Lovely Menz Active but it could not gather much share. Over the past year, multinationals such as Beiersdorf (Nivea for Men) and L'Oreal (Garnier PowerLight) launched a slew of products for men's skin care. While the overall cosmetics industry is growing at 15 per cent year-on-year, fairness creams constitute a huge market with sales worth nearly Rs 2,000...
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...GROUP 2 Marketing Project FINAL REPORT ON Fair & Lovely | Unilever FOR FAIRNESS WITH EVERY WASH FOR PIMPLE FREE SKIN FOR SPOT FREE SKIN 1|P e FORa gAGELESS, FAIR SKIN 2013 – 2015 XLRI Jamshedpur Contents I. II. III. Cosmetics Industry................................................................................................................................ 4 Fair and Lovely : Experiencing Beauty .................................................................................................. 6 Market .................................................................................................................................................. 7 Market Size ............................................................................................................................................... 7 Market Share ............................................................................................................................................ 8 Seasonality ................................................................................................................................................ 8 IV. MICRO ANALYSIS................................................................................................................................... 9 Threat of new entrants ............................................................................................................................. 9 Buyers and their bargaining power............
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...Product Category Definition 2 Fairness Cream Market 3 Competitive Landscape 4 Environmental Analysis 5 Porter’s Five Force Analysis 10 Introduction to the Company and our product “Fair and Lovely” 12 STP Analysis 15 Consumer Behaviour 18 SWOT Analysis 26 Recommendations 27 Bibliography 28 Product Category Definition Fairness Cream products are a part of the personal care product segment. More specifically, they are a sub-set of the skin care product segment. Given below is the product category map: Personal Care Products The product category refers to the products that customers use to enhance or support their personal appearance, hygiene, and well being in general Fairness Products Skin Care Products The segment includes various products such as moisturizers, anti-ageing creams, and sun-screens that customers use to take care of their skin Fairness segment is that part of the skin care segment which includes products that are responsible for improving the skin fairness (permanently or temporarily) For the purpose of this study, we are concentrating only on the Fairness Cream Products, i.e. the fairness products available in cream form, and not in the form of soaps, gels, etc. Also, we are only considering the products whose primary utility is skin fairness. However, these products might also be delivering some additional (but secondary) utility. Fairness Cream Market Market Overview Indian fairness cream market is a highly developed and...
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...only'. Perhaps the long years of colonial occupation have ingrained this fascination for white skin in the psyche of Indians. Or perhaps it is the fact that the traditionally higher castes in the country were of a somewhat fairer complexion than the lower castes. India Today, a popular magazine which did a story on fairness creams, mentioned that even the gods supposedly lamented their dark complexion as in a myth in which the popular dark-skinned god Krishna sang plaintively, 'Radha kyoon gori, main kyoon kala?' (Why is Radha so fair while I am dark?). The feature also mentioned that the ancient Ayurvedic sage Charaka wrote thousands of years ago about herbs that could help make the skin fair. This is what Sudarshan Singh, a brand manager with Nivea, has to say: 'Whitening emerges as the prime need. Since Indian men spend a lot of time outdoors, they desire to reverse the effect of the aggressive factors and hence use whitening creams'. And Ramesh Viswanathan, Executive Director of CavinKare, another company that makes fairness products, said: 'There is an overwhelming need for fair skin. People don't relate to "soft skin without blemishes" as much as when the fairness benefit is layered into it'. Whatever the reason, the case of Fair & Lovely, and...
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