Positioning of Fair&Lovely and Garnier in Indian market

1. FAIRNESS CREAMS
POSITIONING IN INDIAN MARKET
GROUP 4

2. MOISTURISERS
FAIRNESS
CREAM
CLEANSERS
FACIAL GEL
BLEACH
FACE WASH
TALCUM
POWDER
SCRUB
SKIN
CARE
MARKET

3. SEGMENTS
CITY
REGION RURAL
ATTITUDE BENEFITS
USAGE RATE
EFFECTIVENESS OF PRODUCT
PRICE
AGE
GENDER
INCOME
FAMILY SIZE
SOCIO ECONOMIC CLASS
LIFESTYLE
PERSONALITY

4. FAIR &
LOVELY
LOWER AND
MIDDLE CLASS
FAMILIES
MAINLY
WOMEN
AGE GROUP
15-45
GARNIER
UPPER MIDDLE
CLASS
MODERN &
FANCY PEOPLE
MOSTLY
YOUTH

5. PRODUCT
Fairness Cream
Ayurvedic Cream
Multi-vitamin Cream
Max Fairness For Men
Anti Marks
Anti Ageing
PRICE
Low Price Strategy
Targeted Customers
Income Of Consumers
Competitors
PLACE
Rural Market
South Zone mainly
Distribution Network-4000 Stockists,
6.3 m Outlets, 250m consumers
Easily Available In Retail Shops,
Cosmetic Outlets, Chemists
PROMOTION
Heavy Advertising
TV Campaign
Fair And Lovely Scholarship
Programme
POSITIONING
FAIR & LOVELY

6. PRODUCT
Skin Naturals BB Cream
White Complete Multi Action
Wrinkle Lift Anti-ageing
Sun Control
Anti Marks
PRICE
Slight Premium Pricing
High & Medium Income Group
Maintain Same Price Range – Loyalty
Of Customers
PLACE
Urban And Semi Urban Areas
Luxury Brands - Selected Distribution
Channels
Consumer Products - Mass
Consumption Channel
PROMOTION
International ad campaigns
Viral marketing policy
Ads in magazines
POSITIONING
GARNIER

7. • What helped them ?
• Rigorous Advertising
• Strong FAIRNESS appeal

8. • What helped them ?
• Product Innovation
• Nature Based Promotion

9. BRAND
ASSOCIATI
ON
Fair & Lovely
Scholarship
Programme
Fairness
Meter
Sponsors For
Award Functions,
Beauty Contests
Free Trails At
Saloon-like
Settings
Sunscreen Protection
For Wimbledon
Attendees
Sponsors For
American TV Series –
Project Runway
THANK YOU