This assignment report analyses the market issues for the Brand Product – Fair and Lovely Max Fairness using different Marketing Tools and Techniques. It also suggests a Marketing Plan and a Marketing Strategy for F&L Max Fairness.

1. Fair & Lovely Max
Fairness
Product Marketing and Management – Individual Assignment
This assignment report analyses the market issues for the Brand Product – Fair and
Lovely Max Fairness using different Marketing Tools and Techniques. It also
suggests a Marketing Plan and a Marketing Strategy for F&L Max Fairness.
2014
Prajakta Talathi – GSEP13CMM031

2. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 1
Table of Contents
Product....................................................................................................................................................2
Market Issue ...........................................................................................................................................2
Brand Analysis.........................................................................................................................................2
A. Customer Pyramid ......................................................................................................................2
B. Brand Layers................................................................................................................................3
C. Brand Personality........................................................................................................................3
D. Kano’s Model ..............................................................................................................................4
E. Product Life Cycle........................................................................................................................4
F. Brand Portfolio............................................................................................................................5
G. Brand Asset Value.......................................................................................................................5
H. BCG Matrix..................................................................................................................................6
I. AICDA Model...............................................................................................................................6
J. Brand Identity .............................................................................................................................7
Marketing Plan........................................................................................................................................7
Industry Analysis.................................................................................................................................7
Situational Analysis.............................................................................................................................8
Company .........................................................................................................................................8
Customer.........................................................................................................................................9
Competition ..................................................................................................................................10
Collaboration.................................................................................................................................11
Climate/ Context...........................................................................................................................11
Marketing Strategy ...............................................................................................................................11
Segmentation, Targeting and Positioning.........................................................................................11
Marketing Mix...................................................................................................................................11
Basic 4 Ps of Marketing Mix..........................................................................................................11
Additional Ps of Marketing Mix ....................................................................................................13
Brand Architecture............................................................................................................................13
Daughter Product Brand Architecture..........................................................................................13
Budgeting and Timelines.......................................................................................................................13
Recommendations................................................................................................................................13

3. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 2
Product
Fair and Lovely Max Fairness (Earlier known as Fair and Lovely Menz Active)
Market Issue
1. Consumer is getting smarter and becoming more aware of beauty products especially effects
of fairness creams so the growth of fairness industry is slowing down
2. A Fast Moving Consumer Good, hence too many competitors, ranks second in market share
Brand Analysis
A. Customer Pyramid
•Initially it was believed that men feel shy to
promote the product beauty products but
recently it is observed that men and women share
their experiences through word of mouth
•Consumers once convinced about the
product will tend to be loyal;beauty
product and directly touches the skin,
consumers do not readily experiment
with the product
•Even though the
switching cost of
commodity products is
low, consumers once
satisfied hesitate to
switch beauty products

4. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 3
B. Brand Layers
C. Brand Personality
SOCIAL RESPONSIBILITY
SELF EXPRESSION
EMOTIONAL
FUNCTIONAL
• Does not convey anything about its
purpose for society at large
• Basic product so no element of self
expression attached
• Results of using can help gain
emotional field of experience lie
confidence, happiness, etc
• Daily use fairness cream for men
•F&L is perceived to be genuine, kind, thoughtful and responsible
Sincerity
•F&L will help boost personality to accomplish things and become influential and
successful
Competence
•F&L is perceived to be elegant and unpretentious
Sophistication

5. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 4
D. Kano’s Model
E. Product Life Cycle
Basic features of a fairness cream:
1. Skin whitening
2. Oil control
3. Blemishes removal
4. Sun expert
5. Freshness provider
Performance is not consistent. Mixed
reviews from users. Not all users
experience the fairness effect after usage
Excitement is the aspirational awe effect which the buyer perceives
that he will achieve after he uses the product. But because of mixed
reviews, this aspiration is not sufficient as a buying motivator
CustomerSatisfaction
Product Features
The decline in sales can be one of the indications that the product has reached a
Matured phase and will reach the Decline phase.

6. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 5
F. Brand Portfolio
G. Brand Asset Value
Brand Value
Brand Vitality - Beauty
product with name having
name Lovely is a disconnect
Differentiation - First of its kind. Makes
you look good outside but feel good inside
Relevance - Fairness cream related to
fairness related products - purity of the
brand
Brand Stature - F&L has
high status and scope for
growth
Esteem - Brand Name, HUL and Parent
Name, F&L are regarded high in the minds
of the consumer
Knowledge - Consumers are highly aware
that F&L is fairness beauty product.
Initially men using cosmetic products
were considered to possess feminine
characteristics. This notion is
changed now and men are using
cosmetic products everyday

7. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 6
H. BCG Matrix
I. AICDA Model
•Consumers buy F&L Max Fariness believing that it will
give the desired results
Action
•Combination of interest to become fair and
develop a good personality and that this product is
offered by a highly credible company, HUL,
develops desire to buy
Desire
•HUL and F&L both are highly trusted and
reliable brands
Credibility
•Men today seek good personality
and the perceived perks associated
with it
Interest
•F&L ad promotions have created
its awareness and also that it can
help boost personality by adding
fairness touch to it
Awareness
Stars Question Marks
Cash Cows Dogs
MarketGrowth
Market Share
Fair and Lovely Max
Fairness has 2nd
highest market share
in the category of
beauty products for
men. It also has a high
growth potential

8. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 7
J. Brand Identity
Marketing Plan
Industry Analysis
FMCG Sector is fourth largest contributor to India’s economy. Beauty and Personal Care is one of the
categories of FMCG and accounts to 20% of the share. According to Euromonitor, it is growing by
more than $ 1 billion a year. Indian market for Personal Care Products can be seen as below:
According to Euromonitor, Personal Care is a $ 37.5 billion industry in India. As per Nielsen’s
research report, men’s skin care product currently account for 5.3% of the total skin care products
market and is growing at a rate of 43% per year.
Trend Analysis
Consumers continue to spend on personal grooming products
Although economic uncertainty has slowed spending growth overall, consumer demand for personal
care products and services remains strong. A recent article in India Today magazine stated that
this trend has been inspired by what it called ‘lookism,” the focus amongst some on looks above all
other of a person’s attributes, inspired by movies and TV soap operas, seeking to be fairer and
Brand Positioning
Fairness cream for men of age 18-
40, "Metrosexual men"
Brand Image
Fairness cream; but product name
is Fair & Lovely and Lovely name is
more feminine
Stakeholders
F&L has the second highest Market
Share in its category
Product Attributes
It has all the desired attributes that
a fairness cream should have
Brand Identity
Bath and
Shower
46%
Hair Care
31%
Skin Care
16%
Colour
Cosmetics
6%
Fragrances
1%
Sales

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PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 8
slimmer. While this may or may not be true, it is clear that Indian consumers place great stock in
personal care.
In particular, male grooming is being taken more seriously than ever before. A recent article in the
Times of India noted “Women are not alone in this! Men also do care immensely about their looks
and indulge in elaborate grooming rituals to enchant women. They prefer to keep themselves
abreast of the latest skincare products among other toiletries on the market. Some even love hitting
the salon or spa for a luxuriant facial rounded up with a manicure and pedicure”
Rural consumers driving growth
Due to the significantly lower cost of living in rural areas, disposable income and spending levels of
rural dwellers continue to rise. According to a recent report from Credit Suisse, “Spending patterns
show a significant divergence across rural and urban India. While the mean household income of
urban India declined 3%, it increased 6% for rural India. With India’s Rural: Urban population ratio
still highly skewed at 70:30, strong rural performance would continue to support growth for Indian
consumer companies”.
Situational Analysis
The 5Cs analysis is the best way to do Situational Analysis.
Company
Hindustan Unilever Limited (HUL) is an Indian consumer goods company based in Mumbai,
Maharashtra. It is owned by Anglo-Dutch Company, Unilever which owns a 67% controlling share in
HUL. HUL's products include foods, beverages, cleaning agents and personal care products which can
be used daily. It is the largest FMCG Company having products in over 20 consumer categories with
over 700 million Indian consumers using its products.
Fair and Lovely Max Fairness
F&L is one of the major selling Beauty and Personal selling products of HUL. Because it is sold under
the Brand Umbrella of HUL, it beholds a strong Brand Equity. F&L Max Fairness is a fairness product
for Men.
SWOT Analysis
Strength
•Under HUL Brand Umbrella
•First to introduce Men's Fairness
cream
•Good quality product
•Excellent distribution system
•Consumer awareness & top of
mind
Weakness
•Consumer attitude towards beauty
products for men: Some sectors of
India still perceive that using
beauty products is feminine
•Name Lovely being used for
products of men
Opportunities
•Growing awareness of the product
•Slow but adapting to the concept
•Tapping rural areas
•Product line extensions
•Higher consumer spending on
personal care products
Threats
•Major competition
•Controversies over linking beauty
and success
•Import restrictions

10. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 9
Customer
Needs, Wants and Desires
Due to the sub-tropical climate, most Indian men do not have a fair complexion. Additionally, there
is a growing perception resulting into a significant shift in attitudes among male consumers that
well-grooming can contribute to their professional as well as personal success. This can be explained
by the Maslow’s Hierarchy of needs.
On the contrary, the wise consumers are becoming more conscious about their physical health and
the health of their skin and not just slimmer body or fairer skin. Moreover, the knowledgeable
consumers are aware that confidence comes from education and not by using personal care
products as shown in the advertisements of these products. It comes from a sense of
accomplishment. Lastly, consumers have started realising the long-term effects or side-effects of
using fairness creams.
Buying Behaviour
A typical buying process for fairness cream is as shown in the below diagram.
Need / Want
Environment Scan
Evaluate Alternatives
Purchase Decision
Brand / Service
Post Purchase
Dissatisfied
Satisfied
Brand Loyalty & Advocacy
Recently it is perceived that
people get success in personal
and professional levels owing to
how well groomed they are.
F&L caters to this need of being
fair and well groomed which will
help consumers satisfy their
needs of love, security and self-
esteem.

11. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 10
Customer Profile
Competition
FMCG has major competitors due to its low barriers to entry. Some of the strong competitors for
HUL, F&L Max Fairness are:
1. Emami, Fair and Handsome
2. Garnier Men Power Light
3. Nivea Men face whitening
Age Income Level
Occupation

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PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 11
Collaboration
HUL has very high Value Chain and high level of collaboration with its suppliers and distributors in
India as well as abroad.
Climate/ Context
HUL has well established business in consumer goods in India. Any new product development,
enhancements in current products or line extensions of current product can leverage the already
established network and business working environment in India.
Marketing Strategy
Segmentation, Targeting and Positioning
The segmentation of male consumers can be based on their geographies i.e. Rural India and Urban
India; based on their age, income level and occupation. One of the segments can be rural men, age
group 18-40 years and middle income level category. Likewise more segments can be identified.
Consumer products have a mass market and hence broader segments. Moreover, few
psychographic parameters such as readiness to purchase a cosmetic product should also be
considered for segmenting.
The biggest target segment is the Metrosexual men who are conscious of their appearance. Also,
those men can be targeted who think that good look is the key to success. The new target can be
rural men, who have good income level and high desire for fair and good looks. As incomes of rural
Indians continue to grow, these consumers offer significant market expansion potential. One of the
target customers would be women who can persuade the men in their lives to make use of personal
care products for grooming.
The present positioning of Max Fairness is either to provide 2X Fairness within 6 weeks and also that
the product features are enhanced to work on tough male skin to give visible fairness, visible spot
reduction and triple sunscreen protection. Positioning lacks a fixed tagline. The present lines
associated with Max Fairness are “2x Fairness” and “For Lasting Fairness”. The later one should be
incorporated since this will help in top-of-the-mind recall of the product.
Marketing Mix
Basic 4 Ps of Marketing Mix
VitaMAX Complex
and UV filters
Fairness cream for
Men with
enhanced features
First product of its
kind;
Market-oriented
and 2nd degree
pricing
At par with
competitors
25gms for INR 38
HUL has largest
distribution
network
Available at all
retail outlets,
pharmacies, etc
Ad Campaigns and
Print media
Fairness Meter
and Extra at same
cost
Scholarship
programs

13. Fair & Lovely Max Fairness
PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 12
Product – Features: The world's leading Fairness Expert provides skin care, Fair & Lovely Max
Fairness for men. Its revolutionary VitaMAX Complex and UV filters work intensively on tough male
skin to give visible fairness, visible spot reduction, and Triple Sunscreen UV protection.
Category: Personal Care -> Skin Care -> Facial Care -> Fairness Care -> Men’s Fairness product
Line Extensions: Create new line extensions. One extension is already present i.e. Fairness Face
Wash, few others like Night cream, Sunscreen or Skin Treatment can also be introduced.
Additionally, creams based on skin type should be introduced.
Pricing – 2nd Degree Pricing: F&L Max Fairness is a commodity and hence follows the pricing
based on volume.
Market-Oriented Pricing: Large competition providing good and branded products exists in this
sector. Target customers are price sensitive and hence pricing is decided by the market conditions.
Place – Distributions: HUL has a reach of 6.4 million retail outlets which includes direct reach to
over 1.5 million retail outlets.
Promotions – Mass Marketing: Fairness product is a commodity and hence has a large target
audience. Mass marketing will be an effective traditional way of promotions. It can be in the form of:
1. Television Ads
2. Radio
3. Print
4. Cinema
5. Outdoor – Hoardings etc
6. Press
Apart from the traditional methods, new promotional techniques such as Alternate Media can be
used:
1. Create a Buzz – Indian audience are very fond of celebrities, make celebrities do the talk
and create a buzz
2. Events – F&L should host some event under the name of Max Fairness. It should also do
some sponsor some events or functions. Apart from the high profile events, Max Fairness
should also undertake some social responsibility campaigns like sponsoring education,
facilitating research students, plastic recycling etc. as an HUL Shakti initiative but highlighting
the name of Max Fairness
3. Web 2.0 – F&L Max Fairness already have their Facebook and twitter pages. They should be
actively promoting on these channels. Additionally make use of YouTube and other social
media sites for promotions
Another way to attract Indian price sensitive masses is by means of Sales Promotional Techniques
i.e. Discounts, Extra 20gms product, Free skin analysis etc.
Apart from the above means, make Consumers involved in the promotional campaigns. Show users
sharing their experiences and make them Brand Ambassadors.

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PMM – Individual Assignment – Prajakta Talathi (GSEP13CMM031) Page 13
Additional Ps of Marketing Mix
Packaging – Make use of innovative packaging. Instead of highlighting the Fair and
Lovely, a misleading name, make use of Max Fairness for promotions. Some
innovative packaging such as Pumps instead of tubes can be sold; this will ease the
process of cream extraction from tubes.
Participation – Involving consumers and making them the Brand Ambassadors will help in
emotionally connecting with the consumers and make them feel that F&L Max Fairness is a part of
their lives.
Purity of the Product – Adopting a different packaging and making use of Daughter Product Brand
Architecture, will help maintain the purity of the brand and enhance the likelihood of purchases.
Brand Architecture
Daughter Product Brand Architecture
Re-package by making use of consumers on the product cover. Additionally,
highlight the Max Fairness name of the product and minimize the Fair and Lovely
font and logo.
Budgeting and Timelines
Budgeting
Last year, HUL spent approximately $ 1.5 billion on their total marketing cost. Assuming
approximately 2% of the total expenses to be utilized for Max Fairness i.e. $ 3 million will be used for
marketing and promotions this year.
Introducing new product lines will be taken up as a part of new business development and hence it
will undergo different stages of planning.
Timelines
Assuming 6 months for the whole campaign, 40% of the time will be utilized for planning and
strategizing. Next 30% will be spent for execution and last 30% for responses and remedy reaction or
responses and further promotions.
Recommendations
Based on the above marketing strategy, following are the key recommendations:
1. Introduce new line extensions
2. Convenient packaging – pumps instead of tubes
3. Highlight Max Fairness instead of Fair & Lovely
4. Target the rural market
5. Aggressive promotions using Alternate media and Customer Engagement