An

assignment

of

management

theory

Submitted to, Mr. Palkesh Sir

Submitted by, Name Amar s Bhavsar & Nayak Jigar [16]

year 2011-12

Roll NO [01]

Hindustan Unilever Limited (HUL), earlier called Hindustan Lever Limited (HLL) was established in 1933 as Lever Brothers India Limited. Hindustan Lever Limited (HLL) is India's largest Fast Moving Consumer Goods Company, with a customer base of 2 out of every 3 Indian in the category of Home & Personal Care Products and Foods & Beverages. The company has combined volumes of about 4 million tonnes and sales of Rs.10, 000 crores. HLL is also one of the country's largest exporters; the Government of India has recognized HLL as a Golden Super Star Trading House. HUL is the market leader in Indian consumer products with presence in over 20 consumer categories such as soaps, tea, detergents and shampoos amongst others with over 700 million Indian consumers using its products

Type Headquarters Key people Industry Products Employees Parent Website

Public Mumbai , India Mr.Harish Manwani , Chairman Douglas Baillie, CEO FMCG Tea, soap, detergents 41,000 Unilever
www.hll.com

Product of Hindustan Uniliver

Kwality Walls Ice Cream Hamam Lifebuoy Rexona Lux Liril Moti Soaps Breeze Lipton Tea Brooke Bond Tea Bru Coffee Pepsodent Fair & Lovely Close Up Surf Rin Wheel Laundry Detergent Kissan Annapurna Pond's Vaseline Lakm Clinic Plus Clinic All Clear Sunsilk and Lux Shampoos Vim Ala Bleach Domex Pureit Water Purifier

One of The Most Famous Product of Hindustan Uniliver

History:
The fairness cream brand was developed by Hindustan Hindustan Unilever Ltd) in 1975.The product was nationally in 1978 the launch of Fair and Lovely was enthusiasm. In 1988, the brand went international, and in 40 countries. Lever Ltd (now then marketed met with much is now available

Fair & Lovely was launched in 1978 in India. (Pretty Old Product) Fair & Lovely is sold in over 30 countries worldwide. These include countries across Asia, Middle East and Africa. Fair & Lovely does not contain Alcohol. All the oil & fat used in Fair & Lovely products are of vegetable or synthetic origin only. Fair & Lovely doesnt contain any harmful ingredients. All Fair & Lovely ingredients have been safety cleared and are all approved for cosmetic products as per local regulations. All the ingredients used for the base are all widely used in personal care products globally and approved by agencies like the BIS (Bureau of Indian Standards) which work together to protect the skin from darkening and gently, safely lightening the skin.

With the consumers brand is also growing, With the modernization of consumer, brand is also modernizing, With the transformation of women, brand is also transforming with their changing needs. The tube of Fair and lovely has its presence in many homes whether they are rich or poor, rural or urban. It is the favourite of women of different age groups ranging from c ollege going girls (even school girls) to older women. Fair and Lovely has dominated the market for long period of time and nowadays also it is doing pretty wel l despite the increased competition both from domestic and international brands. All this is because of loyal customer base it has created through great marketing efforts of the company. With a pack of Fair and Lovely, the company doesn't only sell the product but also hopes .

SUCCESS STORY OF BRAND The success of a brand depends on various factors such as right product at right time to right consumers with right marketing efforts. There were various advantages for Fair and lovely such as, it has backing by strong company like HUL, which is always considered to be acumen of marketing. Furthermore, it was first product to be launched of this kind in India. This Brand also focuses on a specially designed marketing drive for villages . ADVERTISEMENTS Advertisement has always been a great marketing mix for Fair and Lovely. The advertisement shows the whitening effect on its cover only by showing a face six times in whitening progression, as woman becomes fairer she is even more happier depicted by showing two pictures of woman as before use and after use. To verify, instrument such as fairness meter is given along with the pack. The TV commercial of Fair and Lovely also shows highly depressed women and after use of Fair and Lovely she fulfill her dreams and meet with happiness

Marketing is divided into three phases

CONTROVERSIES Initially, the advertisement campaign which was launched by Fair and lovely was somewhat biased toward darker skin and attracted a fair share of controversies with people blaming that fair and lovely mixed beauty with fairness. But now the advertisement campaign which is focussed on fulfilling the dreams and "transforming the women. HUL did not create prejudice , it already existed there. It used it to increase selling of its product.

MEETING DEMANDS OF CONSUMERS

Positioning of brand keeps on changing with evolving customers. Initially advertisements were focused on aspiration of girl getting the right man, but as aspirations kept on changing, advertisements have also started evolving about achieving career, status, self achievement etc. This can be supported by Airhostess ad, Ayurveda ad, Cricket ad of Fair and Lovely. Fair and Lovely has always listened to their customers needs and has changed accordingly thus becoming one of the favourite brands of its followers.

When to Use?
Fair & Lovely should be used 2 times a day preferably after washing the face so as to ensure that dirt, dust and grime are removed from the skin prior to applying the product.

What Fair & Lovely Says about their Products?

More than the benefits given by our technology/products are reversible (that is once the product application is discontinued), the consumer will revert back to their initial color/skin state within a few weeks. This is what makes our technology safe and unique. The Fair & Lovely gets absorbed into the skin as soon as you rub it in gently. Fair & Lovely avoids leaving oily look. Fair & Lovely says that their products are suitable for all skin types and are not known to have any side effects. Here are the photos of my Fair & Lovely Multi vitamin Cream There are 4 variants of Fair & lovely are available in the Market:
Fair & Lovely Multi vitamin Fair & Lovely Ayurvedic Cream Fair & Lovely Anti Marks Fair & Lovely Menz Active

SWOT Analysis
Strength
1. Fair & Lovely brand is World's first and largest Fairness cream brand 2. Presence in 40 countries and a value of around Rs.6 billion 3. Line Extension to premium soap Fair and Lovely Soap 4. Enjoys high levels of Consumer Awareness for the brand 5. Excellent , top-of-the-mind name, and good distribution

Weakness
1.Categorization of women on the basis of skin color, has led to many issueswith activists and human rights leading to Negative Publicity 2.Extremely tough competition in skincare market

Opportunity
1. Fair & Lovely Foundation which aims at empowerment of women 2. Fair & Lovely Scholarship for underprivileged girls 3. Introduction of Menz Active fairness cream for Men

Threats
1. Several competitors in the market 2. Challenges to deal with consumer choice and buying behavior 3. Legal issues often hamper the brand image

Competitors
1.Fairever (Cavin Care) 2. No Marks (Ozone Ayurvedics) 3.Vicco

Thank you,

Reference www.fairandlovely.in www.hul.co.in www.wikipedia.org www.makeupandbeauty.com

Index No 1) 2) 3) 4) 5) 6) 7) 8) 9) 10) 11) Company Details Product information Product Photos Details of fair&lovely Success of brand Marketing Controversies Fair&lovely say about this product SWOT analysis Logo of uniliver Reference