SURVEY REPORT OF PRODUCT VS PRICE ON FAIRNESS CREAM CONTENTS

TOPIC 1. TITLE
PREFACE ACKNOWLEDGEMENT CERTIFICATE DECLARATION

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2.

CHAPTER-1INTRODUCTION HISTORY OF FAIRNESS CREAM TOP TEN BRANDS OF FAIRNESS CREAM A. FAIR & LOVELY B. GARNIER LIGHT C. OLAY NATURAL WHITE D. PONDS WHITE BEAUTY E. NIVEA USAGE SPARKLING GLOW F. LOREAL WHITE PERFECT G. LAKME PERFECT RADIANCE H. NEUTROGENA FINE FAIRNESS I. FAIREVER J. FAIRONE OBJECTIVES

3.

CHAPTER-3 RESEARCH AND METHODOLOGY RESEARCH METHODS STUDY DESIGN SAMPLE TOOLS DATA COLLECTION METHOD PRIMARY SOURCES SOFTWARE USED

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CHAPTER-4 DATA ANALYSIS & INTERPRETATION TABLE AND GRAPHS

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5. 6. 7. 8. 9. 10.
CHAPTER- 5 SWOT ANALYSIS CHAPTER- 6 FINDINGS AND LIMITATIONS CHAPTER- 7 SUGESTTIONS CHAPTER- 8 CONCLUSION CHAPTER- 9 BIBLIOGRAPHY CHAPTER- 10 CUSTOMER QUESTIONNAIRE

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INTRODUCTION
Are men concerned about their complexion? Do men worry about skin fairness? If asked few decades back the answer would be a big 'no' as fairness creams and cosmetics were the personal properties of female race. But today alarming statistics reveal that cosmetics and fairness creams are equally sought after by men too. As fashion trends and lifestyles change, the attitudes and conceptions about human beauty also have undergone tremendous changes. Today fairness is not a word mentioned only in the matrimonial advertisements but the society believe that being fair is being beautiful and handsome. A famous fairness cream is named 'Fair & Handsome' as if to proclaim that to be fair is to be handsome. Tall and dark? Then you are not likely to be deemed handsome, going by current trends, even though India has always worshipped dark gods. The metrosexual look is getting preference - and that means men are chasing fairness creams and chemical peels, thanks to media and advertising playing a role in promoting them. Commenting on the Indian mans growing fascination for fair skin, Apollo Hospital senior cosmetic surgeon Anup Dhir told IANS: I get around 8-19 inquiries every month from men to improve their skin tone and help them look fairer. There are times when a man accompanying a woman client ends up taking skin-related treatments after consultation. Dark gods like Krishna and Rama are deeply embedded in the Indian psyche. But the country has always shown a bias in favour of light skin as far as mere mortals go. Ever since the macho look was replaced by the metrosexual look, men have started taking a greater interest in their appearance. From visiting parlours for manicures and pedicures to spas, they are concentrating on every aspect of grooming. And that means falling for fairness products.

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Buying fairness creams or getting regular massages, facials, manicures and pedicures done is just an indicator that today men, like women, want to pamper themselves, psychiatrist Sanjay Chugh told IANS. Various cosmetic brands have launched fairness creams for men and with Bollywood celebrities like Shahid Kapoor and John Abraham endorsing them, they have become a craze. In 2005, Emami was perhaps the first one to launch the mens fairness cream Fair & Handsome. Two years later, the company roped in superstar Shah Rukh Khan as its brand ambassador. This was followed by HULs Fair & Lovely Menz Active that came in 2006 and the very next came Nivea for Men Whitening Moisturiser and Nivea for Men Multi-White Whitening Facial Foam. The same year actor Anuj Saxenas company Elder HealthCare came out with Fair One Man Cream. In 2009 cosmetics brand Garnier India entered mens skin care with the Mens Powerlight range that also includes face wash and moisturiser. According to its marketing manager Richa Singh, the grooming habits of Indian men have evolved. As per research, the need to look and feel good is extremely high. Skin care is an integral part of grooming and fairness has been identified as a principal demand in the male grooming market. We identified the consumer need and offered a specialised skin care range for men. According to a report, the mens fairness products market is estimated at Rs.175 crore (nearly $40 million) and is growing at the rate of 25 percent. While the womens fairness market is growing at 7 to 8 percent. Media has played a major role in pushing men in this direction. He couldnt be more right, as ads promoting fairness creams seek to portray that dark skinned guys lack confidence and are not as successful as the fair-skinned.

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HISTORY OF FAIRNESS CREAM Fairness creams have been in the market since 1978 and have a significant market share in India - a fall out of a colonial memory or snow white syndrome that constructswhite or fair skin as superior. What is curious is that these creams used to target onlyIndian women but of late men are being sought out as consumers for the product. Advertisements targeting women have historically constructed fairness as a qualification for approval in the marriage market and more recently to win well-paying job contracts. On the other hand, advertisements geared towards men cite fairness as a necessary attribute for landing plush jobs. A fair man is a confident man and a leader. However, such a construction goes against traditional notions of the all-powerful Hindu male gods as dark (for e.g., the meaning of the name of one of the most charming and powerful Hindu gods, Krishna is the dark one)More significantly, these products have seen an increase in their market share which begs the question: Is the marketing effort creating a new segment in the category of fairness creams or is it nurturing an already existing hidden male desire to be fair? Through market share analysis, literature review and interviews, the paper answers this question and explores the complex interactions of cultural and colonial history with contemporary market demands that give male fairness creams their share in the market.

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TOP TEN FAIRNESS CREAMS IN INDIA Fairness Creams in our country have gained a lot of popularity over the past decade because of the growing awareness amongst girls and ladies regarding a fair, brighter complexion.Here is a list of the leading Fairness Creams in India which are highly preferred by women for achieving a spotless and beautiful complexion : 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 num ber 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.

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Garnier Light

Garnier is a mass market cosmetics brand of LOral that produces hair care and skin care products. Much like other brands from LOral, 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 protects a fair and radiant look: it smoothes, lightens the skin, protects from UVA & UVB rays, and helps prevent appearance of dark spots. 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 skins fairness but also to improve the condition of your skin.

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Ponds 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 todays harsh environment. The range consists of a number of products other than a fairness cream. It is the brands commitment to providing superior face care solutions to 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. 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 FMS SAGAR Page 8

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than usual in just three weeks. It is designed to bring out your skins inner glow and make it sparkle. Loreal White Perfect

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

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Fairness gives you fairness thats 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. Neutrogena Fine Fairness

The Neutrogenas 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 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. Fairever

It feel more beautiful than ever, with new fairever!. Because weve added more saffron to pamper your skin to a new brightness. And more milk to keep it nourished and glowing. Theres wheatgerm oil to keep skin youthful, and sunscreens to retain your fairness, while reducing the FMS SAGAR Page 10

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harmful effect of UV rays. Plus, a special ingredient to help cream spread evenly. Suitable for all skin types. 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 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.

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OBJECTIVES OF THE STUDY 1. To examine the different strategies used by the cosmetic companies. 2. To study the recent trends. 3. To evaluate the performance of the consumers to buy the product 4. To understand the basic psychology principles used. 5. To understand their impact or effect of the product on the consumers.

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RESEARCH AND METHODOLOGY Research Methods Study Design Sample Tools Data Collection Methods Secondary Sources Primary Sources Software Used STUDY This Chapter used to understand the research methodology establishing framework of evaluation of primary and secondary research. The techniques and concepts used during primary research in order to arrive at findings which are also dealt with and lead to a logical deduction towards the analysis and result. RESEARCH DESIGN The various tasks that I have undertaken in the research design process arer : Defining the information needed Design the exploratory research. SAMPLE Total respondents: - 150 Simple randomly sampling was used for both retailers as well as consumers studies. The total respondents were 150. THE TOOLS:- QUESTIONNAIRE USED DATA COLLECTION METHODS:The data used for this research have been collected from both the primary and secondary sources.
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SECONDARY SOURCES:The literature survey including the various books and references as well as journal in various libraries Jawaharlal Nehru Library Dr. Harisingh Gour Central University, Sagar M.P, FMS Library Dr.Harisingh Gour Central University Sagar M.P. PRIMARY SOURCES:Fieldwork Field work is general descriptive term for the collection of raw data. It includes the folloeing parts. 1. Questionnaire formation and the questions being framed for customers retailers and whole sellers. 2. Responses of retailers were taken using structured questionnaire. 3. Structured questionnaire was designed to seek consumer responses. SOFTWARE USED Data analysis has been mostly carried out in the windows platform using the Microsoft office tools. In most complicated cases the Ms Excel was used. DATA COLLECTION
a. Primary Data: Primary data has been collected using questionnaire and interviews. b. Secondary data: Secondary data has been obtained from the internet. In primary data collection, you collect the data yourself using methods such as interviews and questionnaires. The key point here is that the data you collect is unique to you and your research and, until you publish, no one else has access to it. There are many methods of collecting primary data and the main methods that have been used in this research include:

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interviews

Secondary data is data collected by someone other than the user. Common sources of secondary data for social science include censuses, surveys, organizational records and data collected through qualitative methodologies or qualitative research. Primary data, by contrast, are collected by the investigator conducting the research. Secondary data analysis saves time that would otherwise be spent collecting data and, particularly in the case of quantitative data, provides larger and higher-quality databases than would be unfeasible for any individual researcher to collect on their own. In addition to that, analysts of social and economic change consider secondary data essential, since it is impossible to conduct a new survey that can adequately capture past change and/or developments.

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DATA ANALYSIS

1. Factors influencing brand preferences

Factors Fairness Sunscreen Fragrance Total

No. of Respondents 69 42 39 150

% of Respondents 46 28 26

160 140 120 100 80 60 40 20 0 Fairness Sunscreen Fragrance Total No. of Respondents % of Respondents

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2- Source of Awareness for fairness creams

Source of Awareness Friends Family Retailers Television Newspaper Magazine Ads Total Commercials and/or

No. of Respondents relatives 13 members 15 recommendation 4 (TVs) 80 Ads 8 30 150

% of Respondents 8.67 10 2.67 53.33 5.33 20

160 140 120 100 80 60 40 20 0 13 15 4 8 30 80

150

Table no.3Source of Awareness for fairness creams No. of Respondents Table no.3Source of Awareness for fairness creams % of Respondents

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3. classification based on age

Age Less 25 35 More than 45 Total than

No. of Respondents 25 45 35 64 45 17 24 150

% of Respondents 30 42.67 11.33 16

160 140 120 100 80 60 40 20 0 Less than 25 25 35 35 45 More than 45 Total 45 17 24 64 150 Table no.4 classification based on age % of Respondents Table no.4 classification based on age No. of Respondents

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4. Classification based on sex

Sex Male Female Total

No. of Respondents 35 115 150

% of Respondents 23.33 76.67

160 140 120 100 80 60 40 20 0 Male Female 35 115

150

Table no.5- Classification based on sex No. of Respondents Table no.5- Classification based on sex % of Respondents

Total

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5. Competitors

Creams Fair & lovely Vicco Fair-one Fair-ever Himani

No.of respondents 45 18 30 30 27

% of respondents 30% 12% 20% 20% 18%

50 45 45 40 35 30 30 25 20 15 10 5 0 Fair & lovely Vicco Fair-one Fair-ever Himani 18 30 27 No.of respondents % of respondents

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6. Fairness cream brands used by customers

Fairness cream brands Emami Fair & Handsome Garnier Nivea Fairone Fairever Menz Active- Fair & Lovely others Total 2 14 23 1 1 7 2 50

Fairness cream brands Emami Fair & Handsome 1 1 7 2 2 14 Garnier Nivea Fairone Fairever 23 Menz Active- Fair & Lovely others

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7. Factors affecting to purchase

Factors affecting Purchase Advertisements Suggestions from friends Attractive Displays Brand Ambassador

No 21 17 8 3

Factors Affecting Purchase

3 8 21 Advertisements Suggestions from friends Attractive Displays Brand Ambassador

17

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SWOT ANALYSIS Strengths: 1. Low operational costs 2. Presence of established distribution networks in both urban areas 3. Presence of well-known brands in FMCG sector

Weaknesses: 1. Lower scope of investing in technology and achieving economies of scale, especially in small sectors 2. Low exports levels

Opportunities: 1. Untapped urban market 2. Rising income levels, i.e. increase in purchasing power of consumers 3. Large domestic market- a population of over one billion. 4. Export potential 5. High consumer goods spending

Threats: 1. Removal of import restrictions resulting in replacing of domestic brands 2. Slowdown in rural demand Tax and regulatory structure

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LIMITATIONS OF THE STUDY
Not much information was revealed by the companies, as the executive personnel wanted to keep certain information secret. The time to complete the project is too little. The area covered under the study is vast.

FINDINGS
The conclusion or answers done on this topic can only be determined after the actual study is done and interpretation of the data collected is completed

SUGGESTION
I felt that the following suggestions would be considered before buying a fairness cream 1) If the promises made by the product are true 2) More promotional activities must be conducted

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CONCLUSION
The research project will help us understand the human psychology and their reason to choose one product or a brand from the other. It also helps us understand how the different marketing strategies help the consumer choose the best product Fairness creams constitute a consistent proportion of income for the FMCG companies in India. As most of the Indians are very much bothered about their complexion the fairness creams enjoy very good market growth rate when compared with other related product categories. As Fair & Lovely's USP has done wonders, other players in the market can also follow their philosophy of 'fairness'. It is not sufficient if a company has the right product with right quality. It has to be communicated properly to the target audience. Hence, TVCs which were widely remembered and recognized by Indian consumers for fairness creams can be made use for creating the awareness for various brands of fairness creams

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BIBLIOGRAPHY www.gogle.com www.wikipedia.com www.scribd.com www.dockstock.com

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QUESTIONERE FOR THE SURVEY

Are you a user of fairness cream?

1. Yes

2. No

You are using fairness cream since?

1. 1-year 2. 2-years 3. More then-5years

Gender? Male Female

You are using fairness cream as/for? Fragrance Sunscreen Make-up

What makes you aware about fairness cream?

1. Friends and/or relatives 2. Family members 3. Retailers recommendation 4. Television Commercials (TVCs) 5. Newspaper Ads 6. Magazine Ads

Which fairness cream would you like to prefer?

1. Fair & lovely 2. Vicco 3. Fair-one 4. Fair-ever 5. Himani

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What is your age?

1. Less than 25 2. 25 35 3. 35 45 4. More than 45

2.

Your academic qualification is?

a. School

Under graduation 3. Post graduation 4. Professional

5. Diploma

Which promotional offering by the fairness creams companies is better then others?
1. Incentives & gifts.

2. Discounts.

3. Emotional Basis

4. Cultural Basis

What is your annual income?

1. More then 1lakh. 2. Less then 1lakh

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