Marketing: A presentation on how Emami's fair and handsome entered into indian market, beating competition and established itself as a men's brand.

2. EMAMI‟S FAIR AND
HANDSOME
THE ENTIRE STORY
LBSIM, DELHI
1st Year
Rinky Sachdeva
Rohit Jain
Atul Mathur
Munish Mittal
Aditya Goel
Satyam K. Saxena

3. INTRODUCTION
 Set up in 1974 with a vision of providing better life to customers
in personal and health care.
 Company has its headquarter in Kolkata.
 For three decades brand Emami has been identified with
vanishing cream and talcom powder.
 Later grew and ventured into Real Estate,Retailing Paper and
Writing Instruments.

4. NAVRATNA
SONACHANDI
EMAMI
HIMANI
FAST RELIEF
BOROPLUS

5. COMPANY INTRODUCING
NEW PRODUCTS
 Boroplus Antiseptic Cream – 1982
 Vanishing cream and Powder- 90‟s
 Navratna Hair Oil – 2000
 Maduri Beauty secret Range – 2002
 And finally, the world‟s first fairness cream for men in 2005

8. EMAMI FAIR & HANDSOME
 The company launched this cream in june 2005,in
collaboration with Activor corporation of the United
States in Andhra Pradesh.
 Aimed to gain 20% market share of men‟s fairness
cream market by 2005-06 and reach through 30,000
outlets.
 In 2006,product was available at 9 lakh outlets.

9. Promotional Strategy
 Display of products across 5000 outlets,
 Display-cum-availability in 25000 outlets and
 Promotions on school and college campuses.

11.  From media budget of Rs 2.5 Crore, 70% was spent on TV.
 The company also planned to introduce it in premium saloons.

14. GROWTH RATE OF EMAMI VS FMCG
SECTOR
70.00%
60.00%
FMCG
Emami
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Q1
Q2
Q3
Q4

15. OPPORTUNITY IDENTIFICATION
 It has been observed that males are becoming more
sensitive towards skin care products especially product
related to fair skin.
 Due to unavailability, men started using women‟s fairness
creams like fair & lovely fairness cream etc.
 A Fairness creams for men was completely unexplored
opportunity due to following reasons:
Closer to reality, male Skin was more exposed to sun‟s UV rays, five times more
exposed to pollution, twice more exposed to stress and considerably more
abused by usage of shaving blade than women‟s skin.

16. Contd…
 A Fairness creams for men was completely unexplored
opportunity due to following reasons:
Indian men spent more time on grooming than ever before as
compared to women.

There was an increasing incidence of the fact that active earners
linked presentability with the career success: the high earning 2140 age group across men accounted for 71 per cent of customers
visiting kaya Skin Care Clinic.

17. PRODUCT DEVELOPMENT AND ITS
BENEFITS
 Emami in collaboration with Activor Corporation had created a unique
fairness cream in the name of „Emami‟s Fair & Handsome‟ fairness
cream for men with a breakthrough of peptide complex patented in
United States.
 Following are the benefits which are emphasized in the promotional
campaign:



Peptide works on the collagen structure of male skin and improves the
skin texture and fairness in just four weeks.
Active ingredients regulate the production and melanin(the pigment
that determines the skin‟s brown colour).
Natural sunscreen protects against the UV rays.
Peptide in combination with vetiver and rose water makes the skin fair
and fresh with a pleasant cooling sensation.

18. COMPARATIVE ATTRIBUTES OF MEN‟s
FAIRNESS CREAMS
Emami’s Fair & Handsome HLL’s Menz Active
Launched
December 2005
2006
Campaign
Hi Handsome...Hi
Handsome
Change your story
Attributes listed on pack
Vitamin B3 along with Zinc
Deep Penetration fairness
with Vitamin B3, Long
Oxide, Sun Protection, NonSticky,
Mint essential for cooling,
Smoothness,
Reduce after shave irritation
Present Market
Share(2012-2013)
58 %(total market of 329
crore of mens fairness
cream)
Price(Rs)
Rs 100 for 60 gm
Sale in 2012
Rs 190 crore
lasting freshness with 100 per
cent more sunscreen,
Smoothness with silicon
conditioners,
Economical to buy,
Mint essential for cooling
Rs 80 for 50 g

19. MARKET EXPANSION STRATEGY
 After capturing a sizable market and goodwill of the urban consumer
market, Emami planned to cover remote villages
 The company tied up with P&T department for distribution of its
products through almost 5000 post offices across Maharashtra and had
planned to reach out all the 1.05 lakh post offices across India.
 Emami also planned to use ITC e-choupal outlets in UP and MP, and
also used army‟s canteens to enhance the distribution of its product.

20. REPORT ON SELECTED ASPECTS OF THE
FAIRNESS CREAM INDUSTRY
Mr Pankaj Mehta, Brand Manager of the Emami group
requested his colleague, Jigar, a management trainee to
prepare a report on the fairness cream and below are the
findings of the same:1)Size of the Industry:The Indian FMCG market is valued at US $ 1 billion( 45000 crore) and is growing
at 7-8 percent per annum. About 20 per cent consumers of Fair & Lovely were
men. Given that sales of Fair & Lovely were estimated at Rs 500 crore in 2005,
men contributed Rs 100 crore.
2)Growth:The fairness cream market has been growing at 25 per cent per annum
compared to overall cosmetic market of 15 per cent per annum. From Rs 384
crore in 1997-1998, the fairness product market jumped to Rs 558 crore in 19992000.

21. Contd…
3)Consumer Behavior:It is believed that there exist a marked preference for skin lightning
and glow in India. Men, also have been using fairness creams
meant for women and there felt a need in market to come up with
fairness cream for men, who generally give the preferences to
attributes such as freshness, control of itching after shave, sun
protection, good smell etc.

22. GEOGRAPHICAL DISTRIBUTION
 North is the largest market followed by west then south and
east.
 Kerala, Gujarat and Bihar are the top three growing markets
with Kerala growing by 40.37 %.
Contribution To Turnover
South, 23%
East, 21%
East
West
North
North , 29%
Source: Company, CSEC Research
West, 27%
South

23. SEGMENTATION OF FAIRNESS CREAM
MARKET
The Upper End:
 Garnier
Nivea
 Olay
L‟oreal
The Middle End:

Fair & Lovely
Ponds

Emami- Fair and Handsome
Fairever
The Lower End

Includes sachets, trail pack to promote the actual product

Duplicate products on the name of fake brands

24. COMPARISON OF FAIRNESS CREAM
BRANDS
 The market size of the fairness cream products in India was
estimates to be 800 cr.
 The market growth rate ranges between 15- 18% per year.
 Fair & Lovely (HLL) has 76% market share. HLL also had fairness
products under its lakme and Aviance brands.
 Fairever (Cavinkare) has 11% market share.
 Emami with 8% has market share.

25. COMPARISON OF FAIRNESS CREAM
BRANDS
Major Brands
Fair & Lovely
(HLL)
Fairever
(Cavinkare)
Emami
Fair Glow
(Godrej)
Market Share
76%
11%
8%
4%
Product
Extention
Fairness cold
Cream, Soaps
Chik Fairee
Gold Turmeric,
natural fair,
Fairand
Handsome
(Men), fair and
teen (Girls), Fair
and Ageless
Soaps,
Cream
Price
50 gms Rs. 78
25 gms Rs. 28
50 gms Rs. 60
50 gms Rs. 70
Lauched First
Time
1976 (Fair &
Lovely)
Media Used for
Promotion
TV, Print
1974 (Emami)
2005 (Fair and
Handsome)
TV
TV, Print
TV

26. ADVERTISING AND PROMOTION
 Emami is market leader in men‟s fairness cream segment
with a market share of 61.3 %.
 Company has recently launched „ zyada‟ campaign
with a new packing and positioning.
 Company has spent INR 450 Mn for the advertisement of
Fair and Handsome in FY 2013, which is 16% of the total
advertisement spend and 24% of the Fair and
Handsome sales.

27. ADVERTISING AND PROMOTION
Advertisement Expense in percentage of
sales
20.00%
13.60%
16.40%
12.20%
11.20%
HUL
Marico
10.00%
15.50%
0.00%
Dabur
Emami
25%
20%
15%
20%
14%
20%
FY 11
FY 12
Colgate
22%
16%
10%
5%
0%
FY 09
FY 10
FY 13
3000
2500
2000
1500
1000
500
0

28. SEGMENTATION OF YOUTH
 Early Youth (13-21 years)
 Focus: Education and career
 Spending Power: 1000-2000 per month
 Brand preferences developed
 Value for money
 Unorganized market biggest shopping destination
 Middle Youth (22-26 years)
 Focus: Career and relationships
 Spending Power: 7000-40000 per month
 Influenced by peer groups and work mates
 As disposable income increased, brand value and quality is preferable
over price.

29. Contd…
• Late Youth (30 years)
– Focus: Career advancement and children
– Spending Power: Reduces compared to middle youth
– Prefer a mix of luxury and functionality
 Affordable pricing strategy for Early youth
 Trendy value proposition for Middle youth
 Fun and spirited products for Late youth

30. RURAL MARKET PENETRATION
 Aggressive distribution expansion in the rural market to
mitigate slowdown in the urban market.
 Emami is expnding its rural distribution network through its
project Swadesh.
 Between FY 09 – 13, company has added 0.2 mn direct retail
outlet taking the count to 0.6 mn and company plans to add
0.2 mn in next two years.
 Directly stocking with retailers bypassing wholesalers.
 Currently the company derives 52 % of its domestic sales from
rural market.

31. CONTROVERSY FINDS IT‟S WAY
 Controversy surrounded on advertisements shown on TB by HLL as early
as in 2000
 A critical misinterpretation of one of the ads was: Sons, not
daughters, are natural bread winners. A girl can only land a good job if
she displays and improves her physical attributes
 Setback by a report by AIIMS, New Delhi, which declared that “no
externally applied cream can change colour”.
 It substantiated it‟s report with valid medical reasons.
 Hinted clearly that “claims of fairness creams are nonsensical propositions”
 The then I&B minister instigated the National Congress for Women
(NCW) for not raising it‟s voice against commercials which projected
women in a bad light

32. Contd…
 A commercial that showed a talented but dark girl winning a singing
competition after using a certain fairness product
 A recent Fair and Handsome ad showed SRK telling the viewers that he
became a superstar because he wanted more out of life and the
cream helped him in realizing his dream
 An online petition urging Shah Rukh Khan Emami to stop advertising
fairness products garnered 7000+ signatures in first few days itself
 Labelled “unfair” and “discriminatory” advertising
 However, not an attack on brands or brand ambassadors, but on the
toxic belief that only fair skin is beautiful

33. “
THANK YOU!!
QUESTIONS?
”