EMAMI- FAIR AND HANDSOME

By
Neil D’Souza (4912)
 ACKNOWLEDGEMENTS

Any accomplishment requires the effort of many people and

this work is no different. I would like to take this opportunity
to thank my teacher Ms. Anuja Mathur whose guidance and
support was instrumental towards us accomplishing this
project. Unfortunately, sources were not always noted or
available; hence, it became impossible to provide an
accurate acknowledgement. Regardless of the source, we
wish to express our sincere gratitude to those who may have
contributed to this work directly through accurate information
and timely updates and corrections or even those who
helped us anonymously. Every effort has been made to give
due credit and acknowledgement wherever it may be due for
the material contained herein.

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 INDEX
1. Introduction 4
2. Review of the marketing plan 6
a. Marketing plan and objectives 6
b. Role of advertising and promotions 7
c. Competitive analysis 7
3. Analysis of promotional program analysis 9
a. Internal analysis 9
b. External analysis 10
4. Analysis of the communication purpose 12
a. Budget 12
5. Integrated marketing communication program 12
a. Advertising 12
b. Direct marketing 14
c. Interactive/Internet marketing 16
d. Sales promotion 17
e. Public relations/Publicity 18
f. Direct Selling 19
6. Bibliography 20

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 INTRODUCTION

Till the last decade it was almost unimaginable that there

would be a fairness cream for men among male grooming
products. As it turned out, men contributed significantly to
consumption of HUL's fairness product Fair & Lovely and
even other fairness products.
That shouldn't be surprising as we live in a society which is
obsessed with fair skin, just as the West is preoccupied with
getting the perfect tan. This phenomenon was not restricted
to women and, unknown to marketers, had influenced Indian
man as well.
However in this case, HUL failed to hunt the treasure first,
and Kolkata-based Emami Industries had the far-
sightedness to identify the potential. It launched a fairness
cream just for men - Fair and Handsome - in 2004. The
brand was endorsed by Shah Rukh Khan, which further
fuelled growth. HUL followed suit, and two years later it
launched HUL's Fair and Lovely Menz Active - a line
extension of its popular brand Fair & Lovely.
The size of Indian skincare market including creams,
moisturisers and cleanser is estimated at Rs 4,750 crore. Of
the total skincare market, the facial skincare market in India
is estimated at Rs 2,000 crore, of which half comes from the
fairness market.
In 2007, Elder Health Care along with Shahnaz Husain too
entered the segment with Fairone Man with director and TV
actor Anuj Saxena endorsing the brand. In the same year,
Beiersdorf AG, the German company which owns Nivea,
also launched a whitening moisturiser under the 'Nivea for
Men' name in India.

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Garnier stepped into the fairness market in 2009 with the
launch of Garnier Men PowerLight lightening skin cream and
provided a 'shade card' with the same. It roped in Bollywood
hunk, John Abraham as the brand ambassador for the
product.
So much so that in just five years, the category has grown to
be Rs 240 crore from nowhere, and is still growing at the rate
of 20 per cent year-on-year.
While some brands tried to build on the premise of letting go
of women's products and opting for male-centric products for
social reasons, others pointed out how men's facial skin is
much different from women and thus, they need products to
suit their skin type.
In the past few years, the men's grooming market has grown
exponentially with brands launching not just the run-of-the-
mill shaving gels and foams, but fairness creams,
moisturisers, talcs, face washes and other grooming
products targeted specifically at men, with fairness creams
leading the pack.
What caused this? Over the years, Indian male became
more and more conscious of his looks, not just in the
business world but also in society. A lot depended on how he
presented himself. Men didn't want to run the risk of being
seen as irresponsible and negligent due to their looks.
Celebrities, too, became more vocal about their grooming
habits, sharing self-grooming details in TV and print
interviews.
Also, following global trends entered the metrosexual male -
the man who has strong concern for his appearance and
styling. Leveraging the fact that there were no products to
meet their growing needs at least not of international quality,
brands pooled in energy and resources to target these men.
The grooming fad was not limited to men in the corporate
field - it spread to collegians and other youngsters too,
growing the market further.

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 REVIEW OF THE MARKETING PLAN

MARKETING PLAN AND OBJECTIVES

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
Fair and Lovely.
The brand is being positioned as the fairness cream that can make men
handsome and also attractive to girls. The brand uses the tagline : Be fair Be
Handsome .

"Our initial worry was men would be shy and not buy it. But these fears have
proven unfounded."
Mohen Goenka,
Director, Emami.
(Source: BBC News, Mumbai)

After knowing the potential of this new segment Emami, in June 2005 in
collaboration with Activor Corp, USA launched 'Fair & Handsome'. Before
launching this product all over the country Emami conducted test marketing in
Hyderabad and got very exciting result. The product was launched in Andhra
Pradesh (June 2005), Karnataka (August 2005) and nationally (October 2005);

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Now the product is available across 900,000 all over the country. After getting
unexpected success in domestic market the product also made its mark in the
international market - Holland, Bangladesh, Nepal, Sri Lanka, Pakistan and
Middle East.
ROLE OF ADVERTISING AND PROMOTIONS

The brand has to be appreciated for creating a category. It is true that men uses
creams meant for women. Hence there is logic in creating a brand for men in this
category. The total fairness market is estimated to be around Rs 1100 crore and
men's segment is around Rs 240 crore. Fair and Handsome has gained first
mover advantage.

Fair and Handsome has created a brand image for itself to withstand pressure
and international rival’s products.
COMPETITIVE ANALYSIS
In the earlier times, the market for fairness products was not at all developed as
people love to use homemade products only viz. besan, multani mitti, curd, egg
yolk etc. because we Indians have been under a strong influence of herbal
products and have habit of using "Desi Nuskhe".

After modernization and globalization different companies felt the changing life
style and started selling their fairness products under the categories of Talcum
Powder, sunscreen lotions, vanishing creams, cold creams etc.

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It was in 1975, when Hindustan Lever Limited (a subsidiary of Unilever) launched
its first fairness cream under the brand name of 'Fair and Lovely'. The dominance
of HLL's 'Fair & Lovely' continued till 1998, when Cavin Kare launched a fairness
cream with a brand name 'Fairever' targeted directly against 'Fair & Lovely'.
'Fairever' also proved a big success, captured more than 6% of market share
within six months of its launch.

The success of 'Fairever' has attracted many more players to feel the pulse and
they too have proved to be successful. The fairness cream market was growing
at 25% p.a., as compared to the overall cosmetic products market's growth of
15% p.a. In 2000, there were 7 main brands in the fairness product market
across the country. Today there are so many multinational and local brands in
the fairness product market available across the country.

Player Brand Product Category

Fair & Lovely
HUL Fair & Lovely Menz Active Cream, Soap
Vaseline Men
Cavin Kare Fairever Cream
Godrej Fair Glow Soap, Cream
Pond's Fairness Cream
Ponds Cream, Lotion
Ponds Cold Cream
Naturally Fair
Emami Cream
Fair & Handsome
Paras Freshia Cream
Lakme Sun-Screen Lotion
Lakme Cream, Lotion
Lakme Sun-Screen Cream
Loreal Garnier for men power light Cream
Nivea for men Cream
Himalaya's Fairness Cream
Others Shahnaz's Fair One Cream
Ozone's No-Marks,

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 ANALYSIS OF PROMOTIONAL
PROGRAM SITUATION
INTERNAL ANALYSIS
About Emami
Emami Ltd. (EL) is the flagship company of the Kolkata based Emami Group,
which is engaged in the business of manufacturing personal care and health care
products for over 3 decades and has diversified in the field of real estate, paper,
biofuel, cement etc. Some of the major brands of the company are Boroplus
Prickly Heat Powder, Fair and Handsome Fairness Cream for men, Navratna Oil,
Himani Fast Relief,Mentho Plus balm, Sona Chandi Chyawanprash and
Amritprash, amongst others.In 2008, Emami acquired Zandu Pharmaceutical
Works Ltd, thereby getting access to Zandu’s popular brands like Zandu Balm,
Zandu Chawanprash, Zandu Kesari Jivan etc..

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About Emami Fair and Handsome
Emami in collaboration with Activor Corp. USA, herbalists and dermatologists
from India has created Emami Fair and Handsome, a unique fairness cream for
men with a breakthrough “5 power fairness system” to make skin fair and
handsome in 4 weeks. Emami Fair and Handsome is also the world’s 1st fairness
cream for men. The estimated fairness cream market size is around 800 crore
according to a survey done by Emami indicating that 30 – 35 % of users of
fairness creams are men. The sales of Fair and Handsome in its first year had
touched around Rs 50 crores.

Kolkata, 16th June 2007: Emami Group of Companies, the Rs 1,500 crore,
personal-care and healthcare major in a major announcement today revealed
that it has signed on Bollywood heart-throb and superstar, Shahrukh Khan for
endorsing their brand Emami Fair and Handsome. Emami Fair and Handsome,
the fairness cream for men, is the first in its category to sign on a Bollywood star
as its brand ambassador in India. This endorsement follows the brand’s track
record of being the first fairness cream for men in the world.

EXTERNAL ANALYSIS
Consumer Behaviour, Target Group & Market Positioning
In June 2005, an advertisement appeared in most of the TV channel wherein a
teenage boy slinks into a girls' hostel to steal a pack of a fairness cream. Shooed
away, after being almost caught, he is chided by his friend who advises him to
get his own fairness cream, meant for males. The young man actually procures
one, uses it and turns out to be `fair and handsome.'

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This pretty much sums up the psyche of the consumer. Persuasion is required
along with visible benefits for the male.
In addition, it was found that some of the target group i.e males in the age group
0f 15-50 often also preferred low key and subtle advertising instead of a more
direct approach as previously followed by Emami group in their June 2005
advertisement.
Gone are those days where men were only interested in their careers, because
the man of today thinks a lot beyond that. They want to earn money to spend it
on their lavish lifestyle.
They want to become the dream boy of their girlfriends and wives, and of course
can go to any extent. This urge of a man has been well depicted in the Fair and
Handsome ad where a boy enters a girl hostel to steal their fairness cream.
Males in rural as well as urban areas in the age group of 15-50 were the targeted
group. The use of the product is guided by psychological drives, because
meaning of beauty is completely personal in nature and it varies from person to
person. 'Beauty lies in eyes of beholder' .The campaign as visible in the table
aimed at the growing demand by men for enhancing looks to feel better.

Emami relied heavily upon emotional advertising in their

communication/promotional strategy. Emami launched a nationwide TV
advertorial "Hi Handsome, Hello Handsome" in different channel at the time of
launching the product. Same time Emami invested heavily on Print advertising
mostly on hording in different city using different caption like - "Hey man, are you
using lipstick? Then why you are using fairness cream of female?" The
promotional campaign also comprised the display of products across 5,000
outlets, display cum availability in 25,000 outlets and promotions in school and
college campuses.

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ANALYSIS OF THE COMMUNICATION
PURPOSE
Budget
The marketing and communication budget of Emami Fair and Handsome was
estimated to be 20 crores (Business Standard).

INTEGRATED MARKETING
COMMUNICATION PROGRAM
ADVERTISING
Emami Ltd conducted a study that revealed that almost 30 per cent users of skin
care products were men. This egged the company on to launch Fair & Handsome
fairness cream for men in 2005.

In June 2005, an advertisement appeared in most of the TV channel wherein a

teenage boy slinks into a girls' hostel to steal a pack of a fairness cream. Shooed
away, after being almost caught, he is hided by his friend who advises him to get
his own fairness cream, meant for males. The young man actually procures one,
uses it and turns out to be `fair and handsome.

After knowing the potential of this new segment Emami, in June 2005 in
collaboration with Activor Corp, USA launched 'Fair & Handsome'. Before

12
launching this product all over the country Emami conducted test marketing in
Hyderabad and got very exciting result. The product was launched in Andhra
Pradesh (June 2005), Karnataka (August 2005) and nationally (October 2005);
Now the product is available across 900,000 retail outlets all over the country.

Emami relied heavily upon emotional advertising in their

communication/promotional strategy. Emami launched a nationwide TV
advertorial "Hi Handsome, Hello Handsome" in different channel at the time of
launching the product. Same time Emami invested heavily on Print advertising
mostly on hording in different city using different caption like - "Hey man, are you
using lipstick? Then why you are using fairness cream of female?" The
promotional campaign also comprised the display of products across 5,000
outlets, display cum availability in 25,000 outlets and promotions in school and

13
college campuses.

DIRECT MARKETING
Direct marketing is a form of advertising that reaches its audience without using
traditional formal channels of advertising, such as TV, newspapers or radio.
Businesses communicate straight to the consumer with advertising techniques
such as fliers, catalogue distribution, promotional letters, and street advertising.
Direct Advertising is a sub-discipline and type of marketing. There are two main
definitional characteristics which distinguish it from other types of marketing. The
first is that it sends its message directly to consumers, without the use of
intervening commercial communication media. The second characteristic is the
core principle of successful Advertising driving a specific "call to action." This
aspect of direct marketing involves an emphasis on trackable, measurable,
positive responses from consumers (known simply as "response" in the industry)
regardless of medium.
If the advertisement asks the prospect to take a specific action, for instance call
a free phone number or visit a Web site, then the effort is considered to be direct
response advertising.

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Backed by a series of innovative advertising and marketing initiatives, the power
brands have been growing at a compounded annual growth rate of about 25-30
per cent over the last few years, Agarwal says. The Emami group has launched
innovative advertisements and has been undertaking a series of marketing
initiatives to penetrate deeper into the Indian sub-continent. Apart from direct
marketing through door-to-door and in-shop promotions, the company also plans
to undertake other below-the-line activities in key outlets, colleges, train
compartments and rural markets supported by massive campaigns in district-
level newspapers as well as in electronic media.

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 INTERNET/INTERACTIVE MARKETING
Fair and Handsome has an extensive internet campaign with massive impetus
given to their Facebook and Twitter campaign.

• Regular updates on new offers of products.

• New qualities of products.
• Simultaneous advertisement video is released online.
• Exciting competitions are held to attract the masses.
• What customers want is gauged.
• Customer grievances are also handles, at times.
• Active online face to bank on for the youth

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Emami- Mr Handsome Competition.

SALES PROMOTION

Fairness creams in India and Pakistan have phenomenal sales and the skin-
lightening industry is estimated to be worth more than $100 million in India.
Enami group’s Fair and Handsome that had Bollywood superstar Shah Rukh
Khan as its brand ambassador, achieved sales of $13 million in 2008- 2009.
Other stars who endorse fairness creams include John Abraham, Preity Zinta
and Deepika Padukone.

Advertisement and sales promotion, as a proportion of revenues, stood at 19.3%

in 2008-09, compared with 21.6% in 2007-08 owing to innovative positioning.

Message

Create awareness among men for the need of fairness cream

Create desire among men to look better.
Awareness on the skin-lightening elements in product.

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 PUBLIC RELATIONS/ PUBLICITY

Emami Fair And Handsome- World's No.1 Fairness Cream For Men is the title of
their website Fairandhandsome.net

Publicity is provided by various advertisements and marketing campaigns across

several mediums.
Feedback is obtained via website, post, facebook & twitter or the likes.
Grievances are addressed aptly and in quick and efficient manner.

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 PERSONAL SELLING/SALES
Personal selling is oral communication with potential buyers of a product with the
intention of making a sale. The personal selling may focus initially on developing
a relationship with the potential buyer, but will always ultimately end with an
attempt to "close the sale”.
Personal selling of Fair and Handsome is bare minimum as it is done through
other promotional tools. Word of mouth promotion from raving users is
encouraged but can not be controlled.

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 BIBLIOGRAPHY

1. www.fairandhandsome.net
2. www.wikipidea.org
3. www.business-standard.com

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