Emami Fair and Handsome

Fair and Handsome is a brand that created the Men's fairness cream segment in India. Launched
in 2005, the brand became the creater and the market leader of this segment. Emami was looking
for ways to challenge the Fair and Lovely brand from HUL. Emami had a brand Naturally Fair
which was small compared to FAL. Emami went for serious customer research which showed
that 25-30% of customers of Fairness creams were men. That customer insight paved way for a
specialized brand for men. Fair and Handsome is targeted at young urban men aged 15- 35. The
brand was launched with much promotion across visual media.

Emami, in collaboration with Activor Corp, USA, herbalists and dermatologists from India, has
created a unique fairness cream for men with a breakthrough “Unique 5 Power” Formula to
make skin fair and handsome in just 4 weeks.

Unique 5-power formula for men

1. Double-strength peptide complex: This wonder molecule patented in the USA effectively
penetrates tougher male epidermis to regulate melanin production.
2. Sunguard: Revolutionary double power sunguards counter overexposure of male skin to
sun and protect it from harmful UV rays.
3. Anti-Bactiplus: Breakthrough anti-bacterial agents actively protect skin against pollution
and dark shadows caused by daily shave, nicks, and cuts.
4. Stressbuster: Sensational nutra-complex relieves stress and fatigue signs. Removes dead
cells and rejuvenates skin.
5. Herbocool: A unique combination of refreshingly cool herbs like Vetiver, Mint, and
Liquorice makes skin fair and fresh with a pleasant cooling sensation.

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 Segmentation, Targeting, Positioning

 Segmentation
Emami fair and handsome divide the market into distinct submarket on the basis of following
segments.

Market Segmentation of Emami fair and handsome

Characteristics Customer Profile

1 Family Income
2 Age
3 Gender
4 Education
5 Geography
6 Loyalty
7 Personality
8 Benefit expected
Source: India Infoline
100000 to 500000 annually
15-35
Male
High school and college educated
Anywhere in India
Loyal
Wishes to take charge of his destiny
Handsome look, Fairness

 Targeting

Emami are targeting their brand on concentrating marketing because they are focusing only
“men” and they have developed their advanced whitening cream especially for “men.

 Positioning
Emami positioned their Brand on benefit Positioning. Customer can get beautiful look buy
using Emami Fair and Handsome.

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 The Marketing Mix

the 4 P's of Marketing

Marketing decisions generally fall into the following four controllable categories:
• Product
• Price
• Place (distribution)
• Promotion

Fair and Handsome Marketing mix

 Products

Product means the goods and services the company offers to the market. Product includes
aspects such as Brand name, Quality, features, packaging and design, etc.

Brand Name: Emami Limited

Features: Fair and Handsome is banking on its 5 power Fairness System. The brand is being
positioned as the fairness cream that can make men handsome and also attractive to girls.

Packaging: Tube

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These are available in packing 60ml.

Design: Rectangle

 Price

Price is the amount of money that customers have to pay to obtain the product/service. Prices
includes such as list price, discounts, payment period, etc.

Prices of Fair and Handsome are as under;

60 ml = Rs. 68/-

Fair & Handsome Anti Marks

25 gm = Rs. 43/-

50 gm = Rs. 80/-

Fair and Handsome Multi Vitamin

25 gm = Rs. 35/-

80 gm = Rs. 96/-

50 gm = Rs. 66/-

 Placement

Place include company activities that make the product available to target consumers. Place
includes aspects such as channel members, locations, inventory, etc.

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Locations: It is available on these places.

 Retail outlets
 Cosmetics Stores
 Chemists
 Hyper markets
 Super markets

 Promotion

Promotion means activities that communicates the merits of product/service by which customers
intends to buy that product/service. It involves advertising, public relation sales promotion,
personal selling etc.

Emami Fair & Handsome are utilizing following programs which are as under;

 TV Campaign
 In the face of emerging competition Emami has moved aggressively to promote Fair &
Handsome by roping in Bollywood icon Shah Rukh Khan as its brand ambassador.

Advertising: They uses electronic media, print media for presenting the products’ features.

Promotion (marketing by adcials)

Promotion is one of the four elements of marketing mix (product, price, promotion, distribution).
It is the communication link between sellers and buyers for the purpose of influencing,
informing, or persuading a potential buyer's purchasing decision. we will discuss this step
broadly.

Participants in marketing communication process

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1) Advertiser:

In this communication process emami is advertiser that pays for this advertising.

2) Media organization:

TV media is being used for this advertising.

3) Advertising agency:

Adcials is the advertising agency that working on creation, production and placement of
ads. Adcials is working for emami fair and handsome cream.

This is Story Board that created by Adcials are as under;

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Communication Process

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Emami Fair and Handsome have developed their message in the form of Advertising to showing
affect of sun light on skin. Because of sun light our skin’s complexion becomes black that’s
according to the demand of customers Emami has introduces Fair and Handsome. Ad-Cials are
the encoder who have developed ad for showing the features of product. They are utilizing
electronic media as a channel to communicate their message effectively. So in this process
Target audiences (customers) are receivers. If the ad will show positive affect on customers so
they will purchase Emami Fair and Handsome that will call their feedback in the form of
purchasing.

AIDA Model

The AIDA Model to convey communication objectives

AIDA model was presented by Elmo Lewis to explain how personal selling works. It shows a set
of stair-step stages which describe the process leading a potential customer to purchase. The
stages, Attention, Interest, Desire, and Action, form a linear hierarchy.

 It demonstrates that consumers must be aware of a product's existence,

 Be interested enough to pay attention to the product's features/benefits, and
 Have a desire to benefit from the product's offerings.
 Action, the fourth stage, would come as a natural result of movement through the first
three stages. Although this idea was rudimentary, it led to the later emerging field of
consumer behavior research.

Emami Fair and Handsome campaign can be used to explain this model better

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Awareness- In the initial stage awareness may be created with attention by airing the
advertisement on television.

Interest- was generated by introducing Shah Rukh Khan as Brand Ambassador in their
promotional campaign.

Desire- by showing features of cream, customers may be intended for purchasing cream.

Action- customers will purchase cream, so it will represent their action.

Advertising Appeals

Advertising appeals aim to influence the way consumers view themselves and how buying
certain products can prove to be beneficial for them. The message conveyed through
advertising appeals influences the purchasing decisions of consumers. Keep on reading to
know the various different types of advertising appeals that can be seen in the media today.

Emotional Appeal
Humor Appeal
Sex Appeal
Music Appeal
Scarcity Appeal

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Rational Appeal
Fear appeal

In the advertisement, adcials uses fear appeal, because they are showing that if you will not use
whitening cream then sun light will harm your skin badly.

Colors

Emami Fair and Handsome utilizing blue color in their advertisement because Blue makes
people feel calm, relaxed, tranquil, peaceful, wise, loyal, and trustworthy. It helps people accept
themselves and resolve their problems. So blue color shows that if they will use this cream it will
solve their problems. The color blue also helps increase productivity.

On the other hand, the color blue can also symbolize sadness, and depression. In the start of ad,
ad showing negative affect of sun light on skin.

Message strategies

There are three message strategies.

 Cognitive
 Affective
 Conative

Adcials use affective strategies for delivering message to target audience.

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Executional framework

We know that Executinal framework is the manner in which an ads is present. And Adcials uses
slice-of-life for present own advertisement.

Slice-of-life format

1. Encounter
2. Problem
3. Interaction
4. Solution

Sources of spokes person

There are four types of sources

1) Celebrity
2) Expert
3) Typical person
4) CEO’s

Adcials use typical person as a spokes person.

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Budgeting

A promotional budget can be prepared by allocating a certain amount of expected sales to

promotion activities or by planning certain promotion activities and allocating expenses for
them. A promotion budget should be developed at the beginning of the year. For the existing
business, a good place to start is using the past year’s expenses. Additional promotional costs can
then be included based on any new promotional strategies that are to be implemented in the
upcoming year.

Promotional Budget of Emami Fair and Handsome as a Percent of Estimated Sales

Promotional Activities Cost Rs

1 Electronic Advertisement 100,000
2 Newspaper Advertisements 50,000
3 Brochures 50,000
4 Sampling 10,000
5 Sponsorships 50,000
6 Trade Show Displays 50,000
Total 310,000

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