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 Category Snapshot

‡ Total Fairness Category size : Rs. 2016 Crores growing at 14%; 17,942 Metric Tonnes growing at 3%
‡ Fair And Lovely Multivitamin continues to lead the category with 64% Value market share and 67% Volume market
share
± Brand growth (Jan-Jun-10 over Jan-June-09)
‡ Volume = -3%; Value = 4%
‡ Fair and Handsome continues to be the second largest player in Total Fairness Category
± Brand growth (Jan-Jun-10 over Jan-June-09)
‡ Volume = 4%; Value = 24%
± Volume Share: 5.5%, Value Share: 6.2% (MAT June 2010)
± FAH as % of FAL = 8.6% in Value, 9.3% in Volume (MAT June 2010)
‡ 22% of FAL users are males which is a huge opportunity for FAH to convert those users from FAL to FAH in yrs to
come.
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± FAL LUP Value = Rs. 467 Crore ; Volume = 6012 MT
± FAH LUP Value = Rs. 57 Crore; Volume = 603 MT
  


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Brand Positioning Claims Rational Benefits Emotional Benefits
Intensive Fairness formula with
Measurable and
lemon extract Makes skin 2 tones fairer, Able to see measurable
Garnier Men achieveable
makes skin upto 2 tones reduces marks improvement in self
fairness
fairer

Special whitening 95% pure vitamin C for whitening

Nivea for men cream for men Fairer Skin, reduces oiliness Appreciation from girlfriend
with oily skin Advanced Oil Control formula

Visible Fairness

Fairness Cream for Visible Spot Reduction Gives confidence to achieve

Fair & lovely Max Fairness MAX Impression
MAX Fairness Triple Suns screen goals

Enables you to create your

Fair One Men Natural fairness cream Natural Extracts Shining Skin
own real identity

Anyone can become

Better Fairness even after
No. 1 fairness cream handsome and get
Fair & Handsome Unique 5 power fairness system skin goes through a lot
for Men appreciation from
of tough situations
girls
Reduces 5 types of Dark
Triple Pro-Vitamins, 3x
Vaseline Men Visible fairmess spots/marks and gives Be prepared for challenges
Sunscreens, Antioxidants.
fairness
 O
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Strengths Weaknesses
2 Pioneered the concept of Men¶s Fairness 2 Volume growth very low
2 Clearly established itself and continues to be the leader in the 2 New users not coming in at accelerated pace
category 2 Single product offering to consumers
2 Created awareness for Men¶s fairness getting men out of the 2 Overall distribution is still very low compared to FAL and
closet Fairness category
2 Have made men realise importance of looking good in life 2 LUP distribution very low compared to benchmark FAL LUP
2 Good equity has been created by the brand in Fairness distribution
category
2 Brand derives its equity from being specialized brand for Men
unlike other players like Garnier, Vaseline and FAL who derive
their equity from female fairness creams / lotions.
2 2nd largest brand in Fairness in 5 years
2 SRK as brand ambassador has added lot of value to the brand
Opportunities Threats
2 Need to get in new users at accelerated pace 2 Many MNC brands with deep pockets have entered the
2 Males using female fairness cream still very large compared to category of Men¶s Fairness
Fair And Handsome a Fair & Lovely, Nivea for Men, Garnier Men, Vaseline for
2 Being pioneer, opportunity for FAH to become ³Fairness Expert Men
for Men´ 2 Huge media spends by these players may cause shifts from
2 Enter into other categories that will strengthen the brand FAH
imagery 2 All the new entrants have now also launched LUPs for their
2 Men¶s Fairness category growing at accelerated pace respective brands
compared to total fairness category
.&/01 /2O&&.13

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PRODUCT STRATEGY :-
‡ Strongly use ³ Lumino Peptide´ as Reason to Believe for the consumers
‡ Formulation change to enable fairness within 3 weeks vs. 4 weeks thereby enhancing the
product promise from 4 weeks to 3 weeks
‡ Make the feel of the cream to non sticky, non-greasy and with little oiliness
‡ Migrate from current sensory of FAH to FAL over 2 years period

PACKAGING STRATEGY :-
ë Launched new pack graphics to give International look to the brand
‡ Consumer study on new pack liking / disliking
‡ Reason to Believe :- Enhance ³ Lumino Peptide´ on the pack
‡ Incorporate 2 new international skin consultants to enhance brand equity of Fair and
Handsome and Range.
‡ Continue highlighting 5 Action Fairness System
 Promotion
Promotion Activity Planned Media Vehicle Planned

1)Super Exchange Offer 

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PARTICULARS CURRENT STATUS ACTION PLAN
Our distribution in terms of product availability is very
weak.
FAH Numeric distribution is 23% v/s Fair and Lovely
Multivitamin 81%.
FAH
Grocery [Contributes50%], General Stores [Contributes
25%] & chemist [Contributes 09%] in that order of To further increase Outlet Coverage thereby
Numeric Distribution%
preference. Modern Trade though contributes to increasing numeric base coverage
only 3%, to focus on the same to create Brand
Image which is also growing at 28%.
FAL
Grocery [Contributes62%], General Stores [Contributes
16%] & chemist [Contributes 4%] in that order of
preference
CATEGORY IMPORTANT FOCUS U.P, Maharashtra, AP, Karnataka, TN, MP, WB, Bihar & To Focus on these markets which contribute 76%
MARKETS Punjab through distribution & communication support
To intensify Distribution from 11 lakhs outlet to 15
lakhs outlets & Communication Support to hold
U.P, Maharashtra, AP, Karnataka, Tamil Nadu, MP, WB,
FAH STRONG MARKETS the FAH relatively strong markets.
Bihar, Assam, Punjab & Delhi
Max Fairness shows better distribution than FAH in
Kerala and TN
Along with ATL support, to make an exclusive
MARKETING SUPPORT PLAN :
Maharashtra, Bihar, MP, AP, TN, WB Aggressive Ground activities :
FAH OPPORTUNITY MARKETS The above listed markets are major Category In-shop sales
contributing markets to the category. Display schemes (as discussed in Promotion)
POSM (as discussed in promotion)
to create high Brand Visibility, TOM & initiate product
 Creative Route
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