Fair and Handsome fairness

         When i was in childhood, i have observed lot of male people applying FAIR&LOVELY on their faces. Even i was also applied once, when one of friend was applying (he is having black skin). This type of situation might have experienced by Mr. R.S. Agarwal and Mr. R.S. Goenka. That's why they were introduced a bran for male skin (rough) called FAIR&HANDSOME, which is our topic here going to discuss. Let me tell you something interesting about Founders of Fair and Handsome parent Emami group. "Great people always try to create opportunities for them by taking risks" this is true in the case of these friends also. Actually there were working for Birla group and they were earning good amount of money. In 1974, they came out of the company and they were started KEMCO Chemicals with 20,000 rupees, where they were producing Ayurvedic and cosmetics in Kolkata. Initially they were only distributed their products to the dealers and pulled rickshaws while they were distributing the products to different parts of Kolkata. In 1978 they bought Himani Ltd, which is 100 years old company and based in Kolkata itself when it was not performing well. Actually it was the turning point for them to change their fate. After this they didn't look back, now it is almost 3000 Cr. worth company. Their flagship brand is Boro plus antiseptic cream and second one is Navratna oil. they did promotions through radio and TV campaigns, in that Emani tune was very successful and favorite tune for middle class Indians. In 2005, they found a wonderful opportunity in the fairness creams, which made them to introduce FAIR&HANDSOME, which is the worlds first mens' fairness cream.

STP of FNH:
            Segment for this product is men.Their targeted at middle class people who comes under age of 15-35. And in that mainly college students, who are very concern about their fairness. After introducing of the product this age group was turned to 15-50 years. By this you can easily imagine the need for this kind of products, which are targeting men in cosmetics. They positioned themselves as specialized in men fairness cream, makes girls to attract and cost-benefit product.
4P's of FNH:
           First P is product, which is absolutely good one and it was the first one in this segment.Actually this is the big advantage for them and it is also one of the reason for why they are leaders in this segment.This is actually made for rough and black skin, this is my view. In this P they are succeeded.In their product they have five unique features which are named as unique 5 power system.
1.Double Strength Peptide complex which was developed in collaboration with Activor Corp. USA.
2.Sunguard: Prevent sunburn
3.Stress Busters: prevent wrinkles
4.Anti Bacplus : anti bacterial
5.Herbo Cool : herbal ingredients.
          Now they have six varieties in the same brand name, after shave, face mask, face scrub, face wash, whitening moisture and fairness cream.
          Next P is Price. Actually they were introduced the product in the price range of 15- 50. In that time it was good because they didn't had competitors in this segment. But now lot of players are there in the market, who are targeting same segment, with different products and with different price ranges starting from 5/- rupees onwards. In 2010 they were started offering the product in the price of 5/- rupees for 12 grm.
         Next one is promotion. This is brand having SRK as brand-ambassador and TVC have been very attractive and they were targeting their segment. when you see their first TVC

link:http://www.youtube.com/watch?v=eqtWUezP8VA
         In this TVC only two persons are there, SRK and a youngster. In the start of the ad you can see the boy steeling the women fairness cream and in the middle, when he was running from girls hostel, SRK catch him and he will explain about his skin and the cream what he steel to him. And after this he takes FAIR&HANDSOME and after 4 weeks his village will gather around him. In this TVC they are clearly targeting their segment by telling the difference between men skin and women skin. In this add SRK is the big asset in conveying the message exactly and straightly with his skin color. One more thing in this TVC is, the boy steel the women fairness cream which will convey the message to the people who are applying women fairness cream to their face. Actaully this is the crucial part of ad in conveying message to the targeted segment. This is having a boy with less self esteem and confident, Actually they have it in their website also why you should choose FNH.
      In the latest TVC also they didn't change main theme of message they want to convey.
AD link:http://www.youtube.com/watch?v=hE4AoQCxmis 
      Last but not the least one is Place. They have been very successful in south India and first actually they had major share of their sales from cities, now it is change to towns and rural areas, which is having large market.
    Indian cosmetics have been growing at the rate of 16% annually and the data is also showing is 150-300cr market segment. Actually main competitor for this product FAIR&LOVELY MENZ ACTIVE, which is product from the parent of leader in the opposite gender in the fairness creams, HUL. Vaseline is also one of competitor, who are promoting their products in facebook also with an application which can change your profile pic (actually your skin color). Now a days people are attracted by costly products and they have a perception of higher price means higher quality product and they are attracting towards foreign brand. Emami FNH, being an Indian product it should focus on these two things carefully.
     What do you think?
Bharath