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Amity University, Noida Amity International Business School Fairness Creams In India Submitted To: Mrs. Poorva Ranjan Submitted By: MBA-IB Section C Group Members: 1. Shashank Singh 2. Sidharth Jain 3. Amit Vashisht 4. Owais Bhatt 5. Sakshi Sharma
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Page 1: Fairness Creams in India

Amity University, Noida

Amity International Business School

Fairness Creams In India

Submitted To:

Mrs. Poorva Ranjan

Submitted By:

MBA-IB Section C

Group Members:

1. Shashank Singh

2. Sidharth Jain

3. Amit Vashisht

4. Owais Bhatt

5. Sakshi Sharma

Page 2: Fairness Creams in India

FAIRNESS CREAMS IN INDIA

Table Of Contents:

Page 3: Introduction and Market Overview

Page4- Page9: Product

Page10: Price

Page11- Page12: Place

Page13- Page14: Promotion

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FAIRNESS CREAMS IN INDIA

Fairness Creams In India:The Assignment focuses on the 4Ps of Marketing, to study the market of fairness creams in India:

Product Price Place Promotion

Market Overview:

Fairness creams have become a vital product for the Indian FMCG companies in increasing their overall sales due to the importance given by Indian consumers towards fairness.  As India is a country known for its diversity different consumers from different parts of the country prefer different brands.

The market size for fairness cream in India was estimated to be Rs.800 crore.   The market growth rate ranges between 15 – 20% on a year-to-year basis.   The leading players in the market includes Hindustan Lever Ltd., (HLL's) 'Fair & Lovely' with 76 percent of the market share and Cavin Kare's 'Fairever' with 15 percent of the market share.  Other important players like Godrej's 'Fairglow', Emami's 'Fair and Handsome', Vicco and Himalaya share the rest of the market share.  It has been estimated that males constitute 20 percent of the total sales for fairness creams in India.  The existing players are focusing upon improving the quality and ingredients and new players are also invading the Indian market.

As India is a country known for its diversity different brands are used in different parts of the country.  The brands which are very successful in northern part of the country may not find a place in South India.  Similarly some brands are successful in rural areas and tier II cities whereas not in cities and metros.

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FAIRNESS CREAMS IN INDIA

Product:

Top 10 fairness creams in India:

1. Fair and Lovely:

Fair and Lovely is the most popular fairness cream in India.It is widely chosen by women for a younger, brighter complexion.It has a number of variants like anti marks, skin clarity, multi vitamin, active sun block, ayurvedic balance and even a fairness cream for men known as Fair and Lovely Menz Active.The Fair & Lovely Foundation has a vision to give an opportunity to as many women as they can to realise their dreams.

2. Garnier Light:

Garnier is a mass market cosmetics brand of L’Oréal that produces hair care and skin care products. Much like other brands from L’Oréal, it is sold in several markets around the world.The Garnier Light Fairness and Dark Spots prevention cream lightens skin, Prevents dark spots from reappearing. It a multi-targeted action to

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FAIRNESS CREAMS IN INDIA

protects a fair and radiant look: it smoothes, lightens the skin, protects from UVA & UVB rays, and helps prevent appearance of dark spots.

3. Olay Natural White:

Olay Natural White Night Cream contains twice the mulberry leaf extract, which is proved to not only whiten you skin, but also optimizing its texture leaving your skin feeling feather soft. So you get a fairer, smoother skin.It nourishes skin from deep inside, 2X whitening effect, It gives intense moisturizing and reveals skin health and radiance. Olay Natural White helps not only to improve your skin’s fairness but also to improve the condition of your skin.

4. Pond’s White Beauty:

Enriched with detoxifying vitamins, White Beauty is not only popular for whitening the skin, but to neutralize the effect of darkness causing elements in today’s harsh environment. The range consists of a number of products other than a fairness cream. It is the brand’s commitment to providing superior face care solutions to

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Indian women. Each ingredient is testimony to the latest research in skincare and a commitment to quality and pricing. The Ponds white Beauty range is widely available throughout India.

5. Nivea Visage Sparkling Glow:

For a fairer complexion that glows from within and stays protected ,start each day with nivea visage sparkling glow day care fairness cream.It is advised that after cleansing and toning your face apply the cream by gently massaging in to the skin using small upward , circular strokes for optimal fairness result. The Nivea Visage Sparkling Glow range promises skin three times fairer than usual in just three weeks. It is designed to bring out your skin’s inner glow and make it sparkle.

6. Loreal White Perfect:

The Loreal White Perfect is enriched with White Micro Pearls, Melanin-Block and Vitamin C for radiant, fairer skin. L’oréal Paris has discovered the new generation of

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natural whitening. It is based on the knowledge that skin coloration depends not only on the level of melanin pigments but also on the microcirculation under the skin.

7. Lakme Perfect Radiance:

Lakme offers Perfect Radiance for your skin to tackle all signs of skin darkening. Enriched with calming and purifying extracts of White Lotus and Sacred Lily, it includes a number of products in this range. The fairness cream should be used to be smoothed onto cleansed skin every morning and evening to discover skin that glows from within. The Lakme Perfect Radiance Fairness gives you fairness that’s ultimate and complete. It ensures that your skin looks fair not just on the surface, but lends to it a fairness so complete, it looks radiant, day after day.

8. Neutrogena Fine Fairness:

The Neutrogena’s Fine Fairness range transforms your skin from the inside out. With a holistic approach, its dimensions target all aspects of skin radiance. So you can be confident of getting whiter, healthier looking skin that lasts.Fine Fairness is defined

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by simultaneous action in 3 facets – tone, texture and hydration – to ensure even-toned, smooth and supple skin from inside out. The synergistic Fine Fairness range effectively brightens complexion to give an even-toned, brighter skin.

9. Fairever:

It feel more beautiful than ever, with new fairever!. Because we’ve added more saffron to pamper your skin to a new brightness. And more milk to keep it nourished and glowing. There’s wheatgerm oil to keep skin youthful, and sunscreens to retain your fairness, while reducing the harmful effect of UV rays. Plus, a special ingredient to help cream spread evenly. Suitable for all skin types.

10. Fairone:

Shahnaz Hussain Fair One Cream has a unique blend of herbal ingredients like saffron, honey, apricot oil, rose, cucumber and lemon distillate. The formulation protects the skin from the darkening effects of the sun. Honey, a natural moisturiser, nourishes the skin, keeping it smooth and supple. This cream helps to make your

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skin look fairer and brighter.It not only de-pigments but also nourishes and restores damaged skin cells. It ensures long-term benefits by sustaining and maintaining a healthy, flawless skin.

These Products are the top 10 fairness creams in the Indian market. All of them competing at different market levels,

Fair and Lovely, Fairever and Fairone being the top competitors at entry level. They are sold mostly in all over India and are used by a large number of the Indian population. Fair and Lovely is also available for men as Fair And Handsome Fairness Cream For Men.

Garnier Light, Pond’s White Beautyand, Nivea Visage Sparkling Glow compete in the middle income market and also have a strong hold in the fairness cream market. Garnier Light is available in the market for men as Garnier Men Powerlight For Men.

Olay Natural White, Neutrogena Fine Fairness, Lakme Perfect Radiance & Loreal White Perfect compete as top level brands.

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The various products available by different brands are priced according to their brand image, quality and quantity. Some of the products are priced aggressively and some are priced according to the skim the cream pricing strategy. The prices are of also changed according to the various variants of the products available in the market. The prices of the various fairness creams available in the Indian Market are:

Table containing the various fairness creams, their sizes available in the market and their prices:

Cream Size Price

Fair & Lovely 50 gm 110

30 gm 47

20 gm 32

Garnier Light 50 gm 140

20 gm 99

Olay Natural White

Day Cream 50 gm 99

Night Cream 50 gm 99

Light Cream 100 gm 198

Ponds White Beauty 50gm 150

Nivea Visage Sparkling Glow For Men

50 gm 239

Loreal White Perfect 50 gm 499

Lakme Perfect Radiance 50 gm 150

Neutrogena Fine Fairness

30 gm 450

Neutrogena Fine Cream 15 gm 200

Fair Ever Cream 25gm 37

Sehnaj Husain’s ShafairEffective Fairness Cream

25 gm 850

Place:

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Products related to cosmetics and personal care like fairness cream as discussed before are used on a large scale as people are now aware of such products, personal care is now an important sector that is why products are running successfully. Now coming to the places where these products are available on the basis of their prices, brand etc. Can be basically described in three points depending on the consumers:

Condition One:

Fairness creams which are low in prices and brand name is common like Fair and Lovely, Ponds etc. will be available in all the areas from local markets, urban areas, rural areas to the chain store brands like Big Bazaar, Reliance Fresh etc. This is mainly because they are low priced and are in the Indian market for a long time. Consumers from urban, semi-urban and rural areas are aware of these brands

.

Condition Two:

Fairness creams which belong standard and international brands like Olay, Loreal etc. are available only on the standard stores which are allocated in the good societies, shopping malls and we can purchase these products online as these type of products are carrying high prices and good brands which will not be sold were people are not having that much purchasing power like villages. These international brands are known to people who have high purchasing power and these products have brand image in the urban areas. These high priced products may also be available at Saloons, Beauty Parlours etc.

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Fairness creams available in the nearby stores that we can say is neither cheap nor costly for the urban areas like Lakme, Garnier, Neutregena etc are available in the urban, semi-urban and even some rural areas at general stores to chain stores like Big Bazaar, Reliance Fresh etc. This is because these brands have brand recognition wider than those discussed in the second category. They are used by both middle income groups and high income groups.

Conclusion:

So we can say that availability of fairness creams from place to place depends on the purchasing power of the consumers mostly and then awareness. Then it also depends on the brand recognition and use of the products. If the product is high priced international brand then it will not be sold in the areas where purchasing power of the peoples is low. So they are available in urban areas. Personal care products with low prices can be sold in rural and semi-urban areas, the temperament of the consumers also plays a very important role in the availability of the product at different places. Consumers in the rural areas are not so aware of such personal care products so it’s not a very large market there for such products.

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Media: Hoardings, Print-media:

Fairness creams of all the segments are promoted basically through hoardings& sky hoardings to make the people aware about the product & target the desired customers being promoted their product. Mainly this kind of promotion through print & media is a paid form of promoting the product among customers and majorly used in the middle & upper end segments of the market. 

Retailers:

Point of purchase:When a customer while evaluating options at store ask to retailer about his point of purchase that what he should have to buy which gives him the desired satisfaction in the price which he is ready to pay.

Promotional offers:

The offers which companies offers to customers to promote their products on the basis of:

Incentives & gifts. Discounts. Emotional Cultural.

Brand Ambassadors:

Garnier Light: John Abraham

Olay: Katrina Kaif

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Fair and Handsome: Shahrukh Khan

Fairever: Asin

Neutorgena Fine Fairness: Deepika Padukone

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