Advertising and communication programme of fair and lovely

Features

Product Name : Fair & Lovely MultiVitamin Total Fairness Cream,Cosmetic

Product Code :23509

  The world^s no.1 fairness cream, now redefines the route to fairness with the new advanced Multi Vitamin Fairness X Nourishment formula. Patented, Silicone enhanced vanishing cream gives matte effect on skin that lasts. Triple Sunscreen system, protects from the sun^s darkening UVA and UVB rays.[ Specifications ] [ Description ]  

Category : Cosmetics, Fair and Lovely-Cosmetics

Brand : Fair and Lovely

Price in India : Rates Not Available    

User Rating :Not rated yet

[ Write Review ]

Expert Rating :Not rated yet

[ Expert Review ]

People : 1 person   has added this product in his lists

    [ Save to My List ]        [ Report Product Error ]

Technical Details Share

GeneralTypes of UsesRadiant Fairness No Marks Clear even-tone Smoothness Non-oily look

To Whom  FemaleIngredientsNiacinamide(VITAMIN B3),Tocopheryl Acetate(VITAMIN E Derivative).Direction for useFor best results apply twice daily. For external use only.

Type  Creams

Product Name:Fair & Lovely Multi Vitamin Home Facial Kit

Product Code: 23506The Scrub - Gently lifts away dead cells and opens up the pores so that your skin is ready for the beauty parlour glow. The Face Pack - Closes the pores while ensuring that the BioVita complex gets absorbed in

your skin.Category:CosmeticsBrand:Fair and LovelyPrice in India:Rates Not Available       

Product Details and Features

General

Types of Uses Clean, soft, bright smooth skin.

To Whom  Female

Ingredients

Multivitamin Fairness Massage Scrub Water, Glycerine, Cocaamidopropyl betaine, Acrylate Copolymer, Sodium Laureth Sulfate, Bis-PEG-18 Methyl Ether Dimethyl Silane, Niacinamide(Vitamin B3), Tocopheryl Acetate(ProVitamin E), Sodium Ascorbyl Phosphate(ProVitamin C),

Direction for use

Massage the Scrub Rub on your face and neck for 10 minutes mixing adequate amounts of water whenever you feel the scrub becoming dry. Wash off. Step 2 Apply the Face Pack Spread the face pack over your face and neck and leave it on for 10 minutes. Wash off.

Type  Creams

Fair and Lovely: Does Fair and Lovely Work?By: Jill McDonald

Editor Review: 3.5 / 5.0 

2digg

Share

Fair and Lovely OverviewFair and Lovely is the brand name of a line of face creams made by Levercare. It is designed to

offer gentle lightening and protect skin from sun damage.

Fair and Lovely – Product Description

The Fair and Lovely site is very basic, consisting of a products page that displays the packaging for

their four formulations and a set of frequently asked questions. The main ingredients in Fair and

Product Na

Lovely are vitamin B3 and sunscreens. Figuring out exactly how Fair and Lovely is supposed to work

is somewhat difficult. One statement suggests that vitamin B3 can gently lighten skin. Several others

imply the product will only address skin darkening related to sun exposure. If that is the case, a good

sunscreen could probably offer the same benefits.

Fair and Lovely does not contain any harmful chemicals such as hydroquinone or mercury, and

none of the ingredients are animal-based. The product was first available in India in 1978. No

guarantees are offered. Skin will revert back to its normal tone within just a couple of weeks once

users stop applying Fair and Lovely, and it is not designed to address hyperpigmentation.

Fair and Lovely Advantages

No harmful chemicals

No animal-based ingredients

Product has been sold for decades

Fair and Lovely Drawbacks

Results last only a few weeks after use is discontinued

Does not address hyperpigmentation

No guarantees

Fair and Lovely – The Bottom LineThe makers of Fair and Lovely don’t promise any dramatic whitening results, and it seems that much

of the benefit is derived from the UVA and UVB sunscreens that are part of the product. It may help

protect skin from sun damage, but won’t address issues such as freckles or melasma.

MARKETING MANAGEMENT FIELD WORK

1. Undertake any Product/Brand in the market (like Nokia Lumia, Hero Honda Splendor, Maruti SX4, LUX

Soap, Sun silk shampoo, Fair & Handsome etc.)

2. Collect the following details.

Profile of the chosen Product, Brand Name, Company/Organization name, Industry/Sector to which the

Product is associated.

3. Write profile of the organization.

4. Business Mission, Vision, Objectives.

5. Characteristics / Features of the chosen Product.

6. Marketing Mix of the chosen product and components in each P.

7. Product Strategies: features, advantages, benefits, layers of the product.

8. Pricing Strategies: Pricing Techniques, Pricing Strategies.

9. Place strategies: Channels, types of channels -0,1,2,3,4 levels, Profile ONE retailer, ONE Middleman.

10. Marketing.

11. Consumer Decision Making Process (need for that product, info search, alternatives, evaluation, purchase

and consumption, post purchase behavior).

12. Factors impacting Consumer behavior.

13. STP strategies of the chosen product (applications).

- How customers are segmented? Basis for segmentation.

- How the costumers are targeted? Targeting strategies.

- How the products are positioned? Positioning strategies.

14. Product Mix, Product Line, Product Depth, Product width.

15. Product Differentiation Strategies.

16. BLP Strategies.

- Branding Strategies.

- Labeling Strategies.

- Packaging Strategies.

17. PLC stage of the chosen product and strategies.

18. The chosen product – sector profile, growth, reasons for growth.

Submit a hand written report on or before II mid Examinations.

/*******/

Fair & Lovely

Fair & Lovely understands that different people have different fairness needs based on age or skin type and therefore offers expert fairness solutions relevant to different consumer needs

The World’s No. 1 fairness cream, Fair & lovely, was developed in 1975 and is the first fairness cream in the world. Even though, it’s skin lightening technology is known to be the best in the world, this hasn’t stopped the brand from innovating further to pioneer the development of cutting-edge fairness solutions.

Fair & Lovely understands that different people have different fairness needs based on age or skin type and therefore offers expert fairness solutions relevant to different consumer needs.

Fair & Lovely Multivitamin CreamFair & Lovely Multivitamin with a breakthrough Tri-Fair Vitamin Complex works on key barriers to clear fairness. Fair & Lovely Multivitamin offers superior fairness benefit of ‘clear fairness’ that rivals the best professional beauty treatment, but without bleach or harmful chemicals that can damage the skin.

Fair & Lovely Ayurvedic Care CreamFair & Lovely Ayurvedic Care Cream offers natural fairness solutions for people with sensitive skin. It is enriched with the magical Ayurvedic blend of Kumkumadi Oil- a mixture of 16 Ayurvedic ingredients, which provides clear fairness even for sensitive skin.

Fair & Lovely Winter Fairness CreamIn winters, consumers express a fairness disappointment because of the addition of moisturizers (cold creams) to their portfolio. While cold cream helps them combat winter dryness, it also leaves them looking dark. Fair & Lovely Winter fairness, with Multivitamins and Active Moisturizers, offers fairness with benefits of cold cream.

Fair & Lovely Anti-marks CreamFair & Lovely Anti-marks offers fairness solutions for skin with pimple spots and is targeted towards young, teenage girls with a dominant fairness problem of pimple marks.

Fair & Lovely MAX Fairness CreamFair & Lovely MAX Fairness for Men is 2X better than any other ordinary fairness cream for men. Its revolutionary Vitamax Complex and UV filters work intensely on tough male skin and helps give you: Visible fairness, Visible spot reduction and Triple sunscreen UV protection which in turn helps you make a MAX Impression.

Fair & Lovely Body Fairness MilkFair & Lovely Body Fairness milk, with its double sunscreen and Tri-Fair Vitamin Complex gives you protection from the sun and matches the fairness on your body with the fairness of your face. Its gentle formulation gives you fairness all year round.

From Our Ranges

 Multivitamin beauty treatment

 Ayurvedic Care

 Winter Fairness

 Anti-marks

 MAX Fairness

 Body Fairness Milk

Fair & Lovely : Chand ka Tukda

Brand : Fair & Lovely 

Company : HLL

Agency: Lowe

Fair & Lovely ( FAL) is the brand that revolutionized the Indian Skin care industry.

This brand is World's first and largest Fairness cream brand with a presence in 40

countries and a value of around Rs. 6 billion

Indian skin care market was dominated by conventional beauty care products like

Bezan,Multani Mitti etc. FAL changed all that. Launched in 1975, FAL is the

product born in the Unilever research center. In 1988 the brand

went international. FAL commands a market share of over 70% in the Rs 1000

crore fairness market in India.

FAL virtually created and owned this category for long. In the fairness market, FAL

enjoyed monopoly till Cavin Kare entered this lucrative segment with Fairever. The

success of Fairever prompted many players like Godrej to tap the market.

FAL sustained the pressure from the competitor by careful branding and new

product launches. The brand never failed to emulate and learn from the

competitor .When Fairever launched the ayurvedic variant, FAL launched a much

better variant. Then came the competition from Ozone Ayurvedics with their brand

No Marks trying to carve a niche. HLL countered with FAL Antimarks and

launched a controversial comparative ad that took the steam out of No Marks.

When Fair ever launched the soap, FAL also responded with soap. FAL never

allowed the competitors to gain an upper hand in the market which it created.

FAL achieved such tremendous success because of careful branding and ad

campaigns. Initially HLL to do some ugly talking about fairness. Some of the ads

were controversial because of gender inequality and stuff like that. It was

necessary at that period because the category was new and the brand should first

talk about the need to be fairer.

Now the brand has laddered up to more aspirational values like "Transformation of

Women" The insigh t is that the transformation will be more

than skin deep. The ads showing a girl achieving the ambition of being a cricket

commentator ( a male bastion) were very much effective in connecting with the TG.

HLL has also extended the brand to more aspirational values by launching Fair&

Lovely foundation that works for Women Empowerment achievement and

Transformation which are the qualities for which FAL stands for.

FAL have also launched a premium subbrand Perfect Radiance to tap the premium

segment of the market.

Fair & Lovely was able to dominate the fairness market because of careful

marketing and is a showcase of the marketing genius of HLL.

Labels: branding, FMCG, HLL, personal care, soap brands

Hindustan Unilever

From Wikipedia, the free encyclopedia

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Hindustan Unilever Ltd

Type Public

Traded as BSE: 500696

BSE SENSEX Constituent

Industry Fast-moving consumer goods

Founded 1932

Headquarters Mumbai, Maharashtra, India

Key people Harish Manwani (Chairman),Nitin Paranjpe (CEO and

Managing Director)

Products Home & Personal Care, Food & Beverages

Revenue 19,401 crore (US$3.87 billion)(2010-2011)[1]

Net income 2,305 crore (US$459.85 million)

Employees 16,500 (2011)

Parent Unilever Plc (52%)

Website www.hul.co.in

Hindustan Unilever Limited (HUL) (BSE: 500696) is India's largest fast-moving consumer goods company based

in Mumbai, Maharashtra. It is owned by the British-Dutch company Unilever which controls 52% majority stake in HUL.

HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited

through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered

in Mumbai, India and has an employee strength of over 16,500 employees[2] and contributes to indirect employment of

over 65,000 people.[3] The company was renamed in June 2007 as “Hindustan Unilever Limited”.

Lever Brothers started its actual operations in India in the summer of 1888, when crates full of Sunlight soap bars,

embossed with the words "Made in England by Lever Brothers" were shipped to the Kolkata harbour and it began an era

of marketing branded Fast Moving Consumer Goods (FMCG).[4]

Hindustan Unilever's distribution covers over 2 million retail outlets across India directly and its products are available in

over 6.4 million outlets in the country. As per Nielsen market research data, two out of three Indians use HUL products. [5]

Contents

[hide]

1 Brands

2 Leadership

3 Awards and Recognition

4 Research facilities

5 Sustainable Living

6 Marketing Initiatives

7 Headquarters

8 Direct Selling Division

9 Controversy

o 9.1 Mercury pollution

o 9.2 Skin lightening creams

o 9.3 Triclosan

10 See also

11 Notes

12 External links

[edit]Brands

HUL is the market leader in Indian consumer products with presence in over 20 consumer categories such as soaps, tea,

detergents and shampoos amongst others with over 700 million Indian consumers using its products. Seventeen of HUL’s

brands featured in the ACNielsen Brand Equity list of 100 Most Trusted Brands Annual Survey (2011). The company also

happens to have the highest number of brands in this list, with six brands featuring in the top 15 list.[6]

The company has a distribution channel of 6.3 million outlets and owns 35 major Indian brands.[7] Its brands include:

Food brands:

Annapurna salt and atta

Bru  coffee

Brooke Bond  (3 Roses, Taj Mahal, Taaza, Red Label) tea

Kissan squashes,ketchups, juices and jams

Lipton  tea

Knorr  soups & meal makers and soupy noodles

Kwality Wall's  ice cream

Modern Bread , ready to eat chapattis and other bakery items

Homecare Brands [8]

ActiveWheel detergent

Cif  Cream Cleaner

Comfort  fabric softeners

Domex  disinfectant/toilet cleaner

Rin  detergents and bleach

Sunlight detergent and colour care

Surf Excel  detergent and gentle wash

Vim  dishwash

Personal Care Brands: [9]

Aviance Beauty Solutions

Axe  deodorant and aftershaving lotion

LEVER Ayush Therapy ayurvedic health care and personal care products

Breeze beauty soap

Clear anti-dandruff hair products

Clinic Plus shampoo and oil

Close Up  toothpaste

Dove  bar & skin cleansing, hair care range,lotions & Creams and anti-perspirant deodorants

Denim shaving products

Fair & Lovely - fairness products

Hamam

Lakmé  beauty products and salons

Lifebuoy  soaps and handwash range

Liril  2000 soap

Lux  soap

Pears  soap

Pepsodent  toothpaste

Pond's  talcs and creams

Rexona  soap

Sunsilk  shampoo

Sure anti-perspirant

Vaseline  petroleum jelly, skin care lotions

[edit]Leadership

HUL has produced many business leaders for corporate India, including Harish Manwani,[10] the non-executive chairman

of HUL and currently the Chief Operating Officer of Unilever. He is also a member of Unilever Leadership Executive team

(ULE), which comprises the company’s top management and is responsible for managing Unilever’s profit and loss, and

delivering growth across its regions, categories and functions.[11] Nitin Paranjpe [12] has been the Managing Director and

Chief Executive Officer of the company since April 2008. He is also Executive Vice President, South Asia, Unilever and is

also the executive head of the South Asia cluster for Unilever.

HUL's leadership-building potential was recognized when it was ranked 4th in the Hewitt Global Leadership Survey 2007

with only GE, P&G and Nokia ranking ahead of HUL in the ability to produce leaders with such regularity.[13][14][15] A study

conducted by Aon Hewitt, The RBL Group and Fortune in 2011, ranked the company number six in the list of ‘Top

Companies for Leaders 2011 Study Results’.[16] The company was awarded the CII- Prize for Leadership in HR Excellence

at the 2nd CII National HR Conclave 2011 held on October 2011.[17]

[edit]Awards and Recognition

HUL was one of the eight Indian companies to be featured on the Forbes list of World’s Most Reputed companies in 2007.

[18]

In 2011, HUL was named the most innovative company in India by Forbes and ranked 6th in the top 10 list of most

innovative companies in the world.[19]

HUL was ranked 39th in The Brand Trust Report (2011) published by Trust Research Advisory.[20] Seven HUL brands also

featured in the list: Lux, Pond’s, Dove, Lakme, Axe, Sunsilk and Pepsodent.[21][22]

HUL emerged as the top ‘Dream Employer’ as well as the top company considered for application in the annual B-School

Survey conducted by Nielsen in November 2010. This was the second successive year that HUL has been rated as the

top ‘Dream Employer’ in India.[23] HUL has also emerged as the top employer – employer of choice – among the top

six Indian Institutes of Management (IIM C, A, B, L, K and I).

HUL bagged three awards at the 'CNBC Awaaz Storyboard Consumer Awards’ in 2011 - Most Recommended FMCG

Company of the Year; Most Consumer Conscious Company of the Year and Digital Marketer of the Year.[24]

The company was felicitated in April 2010 for receiving the highest number of patents in the year 2009 at Annual

Intellectual Property Awards 2010.[25][26]

In 2007, Hindustan Unilever was rated as the most respected company in India for the past 25 years by Businessworld,

one of India’s leading business magazines.[27] The rating was based on a compilation of the magazine's annual survey of

India’s most reputed companies over the past 25 years.

HUL is one of the country's largest exporters; it has been recognised as a Golden Super Star Trading House by the

Government of India.[28][29]

[edit]Research facilities

Unilever R&D Center in Bangalore

The Hindustan Unilever Research Centre (HURC) was set up in 1967 in Mumbai, and Unilever Research India

in Bangalore in 1997. Staff at these centres developed many innovations in products and manufacturing processes. In

2006, the company's research facilities were brought together at a single site in Bangalore.[30]

[edit]Sustainable Living

Unilever launched Sustainable Living Plan in on November 15, 2010 at London, Rotterdam, New York and New

Delhi simultaneously.[31]

The Unilever Sustainable Living Plan [32] has three major goals, which Unilever aims to achieve by 2020:

Help more than one billion people improve their health and well-being

Halve the environmental impact of their products

Source 100% of their agricultural raw materials sustainably

The plan also sets out over 50 social, economic and environmental targets.[33]

India Water Body

In May 2011, the company launched the India Water Body, an initiative aimed to address the challenge of water scarcity

in India.[34][35] HUL has been working in the area of water conversation for more than a decade and has initiated projects in

several states across India with the aim to create capacity towards conserving more than 50 billion litres of water in the

next four years (by 2015).Water conservation has been a focus area for the company across its value chain. The

company has not only reduced water consumption in its operations but also developed product innovations such as Surf

Excel quick-wash [36] that helps consumers use less water while washing clothes.

Plastic Recycling Project

In July 2011, HUL and Bharti Retail started a three month campaign called “Go Recycle” [37] to promote plastic

recycling among consumers in the National Capital Region (NCR) in 2011. Consumers were encouraged to bring empty

plastic bottles and pouches, for which they were given discount coupons in return.

Creating financial Inclusion

The company joined forces with the State Bank of India (SBI) to introduce banking services to people from low-income

groups in rural areas.[38] The project was piloted in the states of Maharashtra andKarnataka.

HUL also renders services to the community, focusing on health & hygiene education, empowerment of women,

and water management. It is also involved in education and rehabilitation of underprivileged children, care for the destitute

and HIV-positive, and rural development. HUL has also responded to national calamities, for instance with relief and

rehabilitation after the 2004 tsunamicaused devastation in South India.

Project Shakti[39]

Project Shakti is a rural distribution initiative of Hindustan Unilever Limited (HUL) that targets small villages populated by

less than 5000 individuals.[40]

Project Shakti benefits business by enhancing HUL’s direct rural reach, and by enabling HUL’s brands to communicate

effectively in media-dark regions. It also impacts society by creating livelihood opportunities for underprivileged rural

women. Project Shakti consists of the Shakti Entrepreneur program which creates livelihood opportunities for

underprivileged rural women.[41]

Shakti Entrepreneur

This is a sales and distributive initiative which recruites village women as sales persons called Shakti Amma and trains

them to communicate and sell HUL products in villages. The idea is to be able to reach those villages which do not have

good road connectivity and where the penetration of media is poor. The Shakti Entrepreneur (SE) program recognises

that while micro-credit plays a key role in alleviating poverty, its ability to do so depends on the availability of investment

opportunities. Shakti contributes by creating profitable micro-enterprise opportunities for rural women. Armed with micro-

credit, rural women become Shakti entrepreneurs: direct-to-home distributors in rural markets. This micro-enterprise offers

low risks and high returns. The products distributed are some of the country’s most trusted brands of consumer goods,

and include a range of mass-market products especially relevant to rural consumers. Moreover, HUL invests its resources

in training the entrepreneurs, helping them become confident, business-savvy professionals capable of running their own

enterprise. The Shakti Entrepreneur is also called as ‘Shakti Amma’ – ‘Shakti’ means ‘Power/Empowered’ and ‘Amma’

means ‘Mother’ in Telugu the language spoken in Andhra Pradesh where Project Shakti was first piloted in 2000.

The project started in a few pilot villages in Andhra Pradesh in 2000. In 2002 it expanded to two states and by the end of

2004 had grown to over 13,000 Shakti women entrepreneurs in 12 states. Today there are about 45,000 Shakti Ammas

across 15 states in India.

Shakti Vani now covers 15 states in India with over 45,000 women entrepreneurs covering over 100,000 villages and 3

million households every month.[42] On an average, a Shakti Amma sells Rs 10,000–15,000 worth of HUL products

providing her a regular income of Rs 700-1,000 every month. Shakti distributors now account for 15 percent of the

company's sales in rural India.[43]

Shaktimaan[44]

In 2010, HUL rolled out the Shaktiman initiative [45] through Project Shakti. Through the Shaktimaan initiative, men in the

Shakti Amma families distribute HUL products to villages adjoining the respective Shakti village. Through the GIS

(Geographical Information System), villages around the 'Shakti' families are tracked and based on this they are allotted

five to six villages. They go to these villages and sell HUL products. The Shaktimaan have also been given bicycles to

ensure smooth travelling between villages. HUL now has over 26,000 Shaktimaans (through the Project Shakti network)

across the country now. The revenue earned by the Shaktimaan further augments the household income of the 'Shakti'

family. Shaktimaans covering about five to six villages adjoining the Shakti village.

[edit]Marketing Initiatives

Khushiyon Ki Doli

The company launched a multi-brand rural marketing initiative called Khushiyon Ki Doli,[46] in 2010 in three states – Uttar

Pradesh, Andhra Pradesh and Maharashtra. Through this initiative more than 10 million consumers were contacted

directly in more than 28,000 villages across these three states. Through this initiative, the company also reached out to

170,000 retailers in these villages.

Various personal care and home care brands of HUL have participated in this initiative including: Wheel, Surf Excel, FAL,

Sunsilk, Vim, Lifebuoy and Closeup.

The module follows a three-step process, starting with awareness, moving on to consumer engagement and finally retail

contact. The first step of spreading awareness is achieved through a team of promoters who head to each village and

invite the villages to what is known as ‘Mohallas’ to make them aware of the company and its products. In every village,

there are about 4-5 teams that conduct these events in local language for small focused groups so that it allows for

greater engagement and involvement for the consumers. During this activity, brands are introduced with the help of TVCs

that are played continuously. And the promoters by way of ‘live’ demonstrations bring alive the hygiene benefits of using

such brands and improving the quality of daily life. To increase the ‘fun’ element and enhance involvement, promoters

also conduct simple quizzes and games around the brands and daily hygiene habits. As part of this activation,the

comapny offers schemes both for the participating consumers and also local retailers for generating trial among

consumers as well enhancing availability at retail. Post the ‘mohalla’ activity, the promotes go home to home and conduct

consumer home visits to generate trial where they offer attractive promotions to the consumers.[47] Similarly, there is

another team which visits all the shops in the village which ensures improved availability and visibility of HUL brands.

Technology has been used to highlight the benefits of HUL’s brands in a simple and engaging manner. At the same time,

traditional symbols have also been used to create more acceptance. For example, the brand films and hygiene messages

are shown to the consumers through the use of Palki.[48]

Lessons in Marketing Excellence

The company tied up with CNBC TV18 in 2009 to launch a television show titled, ‘Lessons in Marketing Excellence’,[49] a

marketing case-study competition for management students in India. Some of the participating institutes include: IIM

Calcutta, IIM Ahmedabad, IIM Bangalore, IIM Indore, XLRI, Jamnalal Bajaj Institute of Management Studies, SP Jain

Institute of Management and Research andNational Institute of Industrial Engineering.

The show is currently in its third season.[50]

Perfect Stores

The ‘Perfect Stores’ initiative [51][52] was launched by HUL in May 2010 with the aim to improve the availability and visibility

of its products in retail stores across the country. In May 2010, four thousand HUL employees from across functions

launched the initiative through ‘Project Bushfire’ and created 16,000 ‘Perfect Stores’ in 130 towns in India in a span of 6

days. The employees not only laid out various products on the stores’ shelves but also dusted them, thereby transforming

the whole look of the stores. The company is constantly increasing the number of stores it covers under the Perfect Stores

programme. Technology has played a key role in this initiative. The company’s salesmen have been provided with a hand

held terminal called iQ, which gives customised recommendations for each store – which products to sell, when to sell

them and in what quantity. The salesman just has to sync the iQ device when visiting the distributor and download data

from the centre to retrieve information on the market. To strengthen this initiative, HUL launched POPeye [53] - an initiative

that puts the power of iQ in the hands of the employees. When an HUL employee visits an outlet and finds the company’s

product out of stock, he can log stock calls either by logging on to the POPeye site,[54] or report the information by phone

or email.

[edit]Headquarters

Hindustan Unilever’s corporate headquarters is located at Andheri (E), Mumbai. The campus is spread over 12.5 acres of

land and houses over 1600 employees. Some of the facilities available for the employees include a convenience store, a

food court, an occupational health centre, a gym, a sports & recreation centre and a day care centre.[55]

The campus uses green and energy efficient building features such as rainwater harvesting, optimal use of glass and use

of ‘zero-waste’ water recycling concepts.

The campus received a certification from LEED(Leadership in Energy and Environmental Design)[56] Gold in ‘New

Construction’ category, by Indian Green Building Council (IGBC), Hyderabad, under license from the United States Green

Building Council (USGBC)

The company’s previous headquarters was located at Backbay Reclamation, Mumbai at the Lever House, where it was

housed for over 46 years.[26]

[edit]Direct Selling Division

HUL also runs Hindustan Unilever Network (HULN), a direct selling business arm. Under HULN, health products are

marketed by Ayush Therapy in collaboration with Arya Vaidya Pharmacy, Coimbatore; beauty products by Aviance; home

products by Lever Home; and male grooming by D.I.Y. There are also premium products for beauty salons and others.

Our visionUnilever products touch the lives of over 2 billion people every day – whether that's through feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.

Functions of advertising1. To differentiate the product from their competitors2. To communicate product information3. To urge product used4. To expand the product distribution5. Too increase brand preference and loyalty6. To reduce overall sales cost7. Creates new demandsTo differentiate the product from their competitorsAn important function of advertising is the identification function, that is, to identify a product and differentiate it from others; this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products.The identification function of advertising includes the ability of advertising to differentiate a product so that it has its own unique identity or personality.There are four additional ways to differentiate your offering from the competition and increase your differentiation: leveraging the brand, innovating your service offering, as well as designing productand packaging in a way that creates an aesthetic beyond the functional. None of these methods are expensive. All are ways that can increase your perceived value to the customer and increase your market share.Example: GARNIER FRUTICS (shampoo) the shampoo bottle have the different color from all other shampoo available in the shelf. The bottle of the shampoo is unique from all others.Example: apple laptops make them different from others as the WHITE color and logo of APPLE on back of the screen.To communicate product informationAnother function of advertising is to communicate information about the product, its attributes, and its location of sale; this is the information function. Product information communicated to the customers in manner that meets their information needs. Most consumers tend to discount the information in advertising because they understand that the purpose of the advertising is to persuade. Making an advertising message believable is not easy; though often it is sufficient to make the consumer curious enough to try the product. Such curiosity is often referred to as interested disbelief. Advertisers use a variety of devices to increase the believability of their advertising: celebrities or experts who are the spokespersons for the product, user testimonials, product demonstrations, research results, and endorsements.Example:Ponds age miracle, in that ad the celebrity HADIQA KAYANI is informing the consumers about the benefits of it. That how the old women can look younger by using it continuously. It will make you fair cream plus it reduces freckles plus it can be used as a sun block as well it will make you look young.To urge product usedThe third function of advertising is to induce consumers to try new products and to suggest reuse of the product as well as new uses; this is the persuasion function.The basic function of advertising is to provide constant reminders and reinforcements to generate the desired behavior the advertiser wants from them. This is a particularly effective function in the long run as reminders and reinforcements register in the consumers' minds, becoming the base on which they shape their future decisions. Sampling in the way to urge the product using.Example:Fair and lovely as we know that it will make a girl look fair and prettier in 4 weeks.Example: Neutrogena acne treatment cream will remove your pimple is 24 hours. NEUTROGENA say no to pimples!!To expand the product distributionWhen the consumer comes to know about the particular product from the advertisement he/she wants to try that new product. They go to shops to buy the product; if the new product is not available in a shop then the shopkeeper consults the distributor to make that product available in his

shop. It is basically to provide the product all over market. It is necessary to make sure that product should be accessible to everyone. Availability of product effect the distribution.Example:Wateen telecom and Motorola Partner to Expand Distribution of Videoconferencing Product Line in Pakistan. So as many people are getting to know about this facility they are running towards the franchises to avail it. So for that Wateen should expand their distribution all around the cities.Accessibility is major factor for successful productTo increase brand preference and loyaltyMarketing is a moving thing. As your needs are changed your preferences are changed. When the product delivers the promised quality, service and value, it creates satisfied customers who become instrumental in spreading a favorable word-of-mouth. Satisfied customers also develop brand preference; each product features and uses are written on the product.Example: 99% girls who are not married will not look at the ad of pampers or any milk powder for children but when they will get married their interest will automatically move towards such ad'Brand loyaltyBrand loyalty is a long-term customer preference for a particular product or service. Brand loyalty can be produced by factors such as customer satisfaction with the performance or price of a specific product or service, or through identifying with a brand image. It can be encouraged by advertising.People often make purchasing decisions based on how a brand makes them feel emotionally rather than based on quality or other objective evaluations. If "Just Do it" strikes a chord with an athlete, he'll buy Nike; the decision may have little to do with quality.Example: For instance, when one buys a tube of Colgate toothpaste and finds it ok, one will not have to spend any valuable time on looking for other toothpaste brands.To reduce overall sales costWhen a product is selling you have to teach the people about the product.Like if we would advertise through newspapers, TV, broachers and internet, it would cater huge sum of masses and if you do individually it would be more costly and time consuming.Example: Coke targets their consumers on a very large scale through mass media whereas Makka cola advertise on smaller scale or go door to door to advertise their product.Creates new demandsAdvertising have to create new demands they should educate the people about more and more new things coming up in the market. Each year new products, including line extensions and new brands are introduced into groceries and drugstores.Example: Wateen telecom is offering wireless internet chips, video conferencing and WIMAX services as they are introducing new services in market its creating new demands.

marketing mix  

DefinitionA planned mix of the controllable elements of a product's marketing plan commonly termed as

4Ps: product, price, place, and promotion. :

Product: fair and lovely

Price:

Place:

Promotion:Objective of ReportObjective of this report is to understand and analyze the brand ‘Fair and Lovely”. To understanding the marketing strategy of any product, 4p which are Product, Price, Place & Promotion important to understand. But in all of them Promotional strategy is very important aspects. The effectiveness of promotional strategy should be outstanding from the company side and its affect the consumer minds & perception. This report will also include the product, price, distribution of the brand.

The main objectives of this report which are:

1.    To understand the promotion strategy of Fair & Lovely

2.    To analyze the marketing communication of the various competitive brands

3.    To know the obstacles involved

4.    To know influence of promotional strategy on customers

5.    To give the recommendation based on analysis

In this report, I have put in efforts to analyze the fair & Lovely from various angles of marketing, whether its distribution

or communication.

The Fair & Lovely's Herbal Fairness Cream contains 3 unique natural ingredients which are goats’ milk, saffron and

lotus plus Vitamin B3 and natural sunscreens.

Fair & Lovely has launched its fairness face wash to compliment its established and trusted natural lightening cream.

Containing Fair & Lovely's unique Nutririch formulation which includes natural elements such as Vitamin B3 and milk

protein, the new facial cleanser is 100% soap free. 

Fair & Lovely has launched its Dark Circle under Eye Cream to compliment its full regime extension of our trusted

natural lightening cream, Fairness Face Wash and Soap. Objective of this report is to understand and analyze the brand

‘Fair and Lovely”. For understanding the marketing strategy of any product, the 4ps are important to understand. This

report will look in to the product, price, distribution and promotion of the brand. The report will also analyze the

marketing communication of the various competitive brands. Special emphasis has been given to the Borosoft

marketing Strategy. Special emphasis will be given to understand the competitive environment. The pricing strategy

has also been discussed with the closer outlook as in FMCG market price plays a very important in deriving demand

too. A set of suggestions for future growth path will be made based on analysis. The growth strategy may vary

depending on the kind of the product, market and target customer. In this report, I have put in efforts to analyze the

fair & Lovely from various angles of marketing, whether its distribution or communication

Any attempt to copy/publish any part of i t without prior approval wil l be l iable for legal proceedings.For queries mail us at ideasmakemarket@gmail.com http://www.ideasmakemarket.com/2012/02/ideasclash-20-entry7-branding-strategy.html#ixzz1rAPfXXUs  Under Creative Commons License:  Attr ibution

“With the consumers brand is also growing,

With the modernization of consumer, brand is also modernizing,

With the transformation of women, brand is also transforming with their changing needs.”

The tube of Fair and lovely has its presence in many homes whether they are rich or poor, rural or

urban. It is the favourite of women of different age groups ranging from college going girls (even

school girls) to older women. Fair and Lovely has dominated the market for long period of time and

nowadays also it is doing pretty well despite the increased competition both from domestic and

international brands. All this is because of loyal customer base it has created through great

marketing efforts of the company.  With a pack of Fair and Lovely, the company  doesn't only sell the

product but also hopes.

SUCCESS STORY OF BRAND

The success of a brand depends on various factors such as right product at right time to right

consumers with right marketing efforts. There were various advantages for Fair and lovely such as,

it has backing by strong company like HUL, which is always considered to be acumen of marketing.

Furthermore, it was first product to be launched of this kind in India.  This Brand also focuses on a

specially designed marketing drive for villages.

Marketing is divided into three phases

MEETING COMPETITION

Fair and Lovely is able to sustain in the market in spite of increasing competition. With changing

market dynamics Fair and Lovely has also changed by constant innovation and new product launches

such as 

Fair and Lovely Ayurvedic fairness cream:  Ayurvedic formulations with saffron

Winter Fairness cream

Fair and lovely multi vitamin cream

Fair and lovely face wash

Fair and lovely also introduced products in mens range and the  has presently has presence in 40

countries

ADVERTISEMENTS

Advertisement has always been a great marketing mix for Fair and Lovely. The advertisement shows

the whitening effect on its cover only by showing a face six times in whitening progression, as

woman becomes fairer she is even more happier depicted by showing two pictures of woman as

before use and after use. To verify, instrument such as fairness meter is given along with the pack.

The TV commercial of Fair and Lovely also shows highly depressed women and after use of Fair and

Lovely she fulfill her dreams and meet with happiness.

PUBLIC RELATIONS   

With the launch of Fair and Lovely Ayurvedic cream, public relation campaign was also launched in

which emphasis was given on importance of Ayurveda in Day to day life.

Launching Fair and Lovely foundation:  Foundation works on same theme of providing girls with

education so that they can become self independent.

Launch of Contest  where viewers were asked to match TV stars with their ayurveda signs.

CONTROVERSIES

Initially, the advertisement campaign which was launched by Fair and lovely was somewhat biased

toward darker skin and attracted a fair share of controversies with people blaming that fair and

lovely mixed beauty with fairness. But now the advertisement campaign which is focussed on

“fulfilling the dreams” and "transforming the women”. HUL did not create prejudice, it already

existed there. It used it to increase selling of its product.

MEETING DEMANDS OF CONSUMERS

Positioning of brand keeps on changing with evolving customers. Initially advertisements were

focused on aspiration of girl getting the right man, but as aspirations kept on changing,

advertisements have also started evolving about achieving career, status, self achievement etc. This

can be supported by Airhostess ad, Ayurveda ad, Cricket ad of Fair and Lovely. Fair and Lovely has

always listened to their customers needs  and has changed accordingly thus becoming one of the

favourite brands of its followers.

[The article has been written by Divya Bhatia . She did her bachelor in Physiotherapy and is

presently pursuing her Masters in Management from Welingkar Institute of Management, Mumbai.