36712814 consumer behavior study of fair and handsome cream
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8/6/2019 36712814 Consumer Behavior Study of Fair and Handsome Cream
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New Product Development ProcessNew Product Development Process
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Idea GenerationIdea Generation
y Previously, domain of ladiesonly.
y Male became more consciousfor their look.
y The growing demand of
different cosmetics and skincare products for men provesthat men are now taking careof their skin.
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y In year 2004´Fair and Handsomeµconducted a survey to know the attitudeof Indian customers towards use of cosmetics products.
y Indian male take an average of 20minutes in front of mirror to groomthem compared with Indian female whotake an average of 18 minutes in front of mirror at every morning.
y This is also noticed that 25-30% of fairness products are purchased and usedby male customers.
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Idea ScreeningIdea Screening
yMale skin in India
Three times more exposed to the
sun UV rays Five times more exposed to
pollution
Twice more exposed to stress, More Abused by abrasive shaving
blade action than women's skin.
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Concept Development &TestingConcept Development &Testing
y After knowing the potential of this new
segment
y June 2005 launched 'Fair & Handsome in
Andhra Pradesh (June 2005), Karnataka(August 2005) and nationally (October
2005)
y Available across all over the country now.
y International presence - Holland,
Bangladesh, Nepal, Sri Lanka, Pakistan
and Middle East
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Market Strategy DevelopmentMarket Strategy Development
y Person·s behavior inconsistent as a
consumer for brands
y A business community that is
ignorant of consumer preferences
cannot possibly fulfill its
obligations in a meaningful and
responsive manner.y So here comes the need to study
Consumer Behavior
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Business AnalysisBusiness Analysis
y Indian fairness creams market is
estimated at Rs.800 crore. (Star
Weekend Magazine, May 12, 2005)
y Indian male fairness cream market
is estimated at Rs.200
crore. (Source: Media ResearchUser Council, 2005)
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Male fairness
cream, 200 cr
Female fairness
cream, 600 cr
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Market TestMarket Test
Characteristics Customer Profile
Family Income 1 lakh-5 lakh annually
Age 15-35
Gender Male
Education High school and college educated
Geography Anywhere in India
Loyality Loyal
Personalty Wishes to take charge of his
destiny
Benefit expected
Handsome look, Fairness
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Target GroupsTarget Groups
Income y Full Size pack
Target group: 1-10
lakh
User group: 3-5 lakhy Trial pack
Target and user
group< 1 lakh
Age Target and user group: men
Gender Target and user group: men
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PerceptionPerception
y Fair and handsome cream is being
positioned as the fairness cream that can
make men handsome and also attractive
to girls.
y Fair and handsome provides quality as per
the price.
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commercializationcommercialization
y Brand ambassador: Shahrukh Khan
y Consumer wants to be like him and
wishes to take charge of his destiny
so he choose the cream for
becoming handsome.
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CommunicationCommunication
y Informed potential customers
TV commercial
"Hi Handsome, Hi Handsome"
Print advertising
"Hey man, are you using lipstick? Then why
you are using fairness cream of female?µ
y Induced product trials of 9 ml
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CompetitorsCompetitors
y Fair & Handsome
y Fair & Lovely
y Fair & Lovely Menz Active
y Fairever
y Fair Glow
y Pond's Fairness Cream
y Ponds Cold Creamy Paras Freshia
y Nivea whitening cream
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y Lakme Sun-Screen Lotion
y Lakme Sun-Screen Cream
y Himalaya's Fairness Cream
y Shahnaz's Fair One
y Ozone's No-Marks, etc.
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