The BEAUTIFUL marketing strategy of a BEAUTY product

Fair&Lovely - Increasing Perceived Value by Marketing Mix

The Product

• Different Variants like Multivitamin Fairness Cream, Ayurvedic, Anti-marks,Forever Glow,Menz active
• Packaging of Pink and White Colours which symbolizes fairness

The different variants make the consumer think that it is actually a specialised product for a particular purpose, say, removing marks from skin or whitening.The packaging also relates to the product and adds on to the perceived value.

The Price

• Price range of Rs 50 to Rs 150depending on variants and size
• Rs 5 for sachet packaging to target the rural consumer who have low propensity to spend

Due to various packaging sizes, and in turn prices, the consumer can buy the product depending on her usage pattern, budget etc. The Rs 5@pack encourages trials and also captures lower segment or rural consumer

The Place

• HUL products are distributed through a network of 6.3 million retail outlets
• Reaches the urban as well as rural population
• Available at retail shops,cosmetic outlets,chemists etc.

As these are products of regular use, availability becomes a very important factor for the consumer.If the product is not available at the nearest outlet, the consumer is likely to switch leading to negligible switching cost. So, availability or distribution becomes a necessary order qualifier.

The Promotion

The concept of beauty in India focuses more on fairness where there is it has been observed that of late there has been an increasing attention being paid towards fairness and beauty.Fair&Lovely has capitalised  on this aspect of consumerism and has taken the a strategic path to increase its brand awareness and value.Some of the tactics followed are :

• Fairness meter for demonstration to consumers
• Brand presents sophistication ,feminism and beauty in each its advertising and positioning efforts
• Primary targets the aspiring middle class, someone who did not have avenues to materialize her aspirations and believes that confidence and self-esteem is the antidote the string of failures which can be obtained from having a fair skin

The advertisements connect with every middle class Indian woman  where she can relate to the desire of looking beautiful and being the center of attraction .In addition, projecting the fact that beauty and fairness is associated with confidence and strength which helps the ordinary woman to achieve the seemingly impossible is convincingly captured in all the promotion methods of Fair&Lovely.All these have helped Fair&Lovely to establish a connect with the consumer and increase the perceived value in the minds of the consumer , both existing and potential.

Fair&Lovely has also increased its presence  in the Corporate Social Responsibility  to demonstrate that the only motive of business is not only profits but also serving humanity.Some of the steps taken in this regard are:

• Fair&Lovely foundation aims at economic empowerment of women across India
• Supports in areas of education,career &enterprises
• Fair&Lovely scholarship program since 2007 to support the economically challenged women who aspire to higher education and become self-dependent