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air & Lovely has extensively researched the fairness secrets of ancient Ayurveda and created a unique mix containing extracts of special Ayurvedic herbs. Its proven formula penetrates deep down your skin to give you a glowing fairness from within.
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About Fair & Lovely Ayurvedic
Fair & Lovely has extensively researched the fairness secrets of ancient Ayurveda and created a
unique mix containing extracts of special Ayurvedic herbs. Its proven formula penetrates deep
down your skin to give you a glowing fairness from within.
Indications:
New Fair & Lovely's ingredients work in a unique three step action, based on proven ayurvedic
principles:
1. Poshan (Nourishment): Haridhra and Ghrit Kumari for soothing and rejuvenating.
2. Raksha (Protection): Jast Bhasma for protection from the sun's darkening rays and,
3. Naash (Purification): Kumkumadi Tailam for enhancement of complexion and curing
discoloration of the skin giving you unmatched glowing fairness.
Direction for usage
For best results apply twice daily. For external use only.
What dose Fair & Lovely Ayurvedic contain?
Fair & Lovely Ayurvedic containsKumkumadi Tailam, an ancient fairness recipe of 16 precious
Ayurvedic ingredients detailed in the ancient texts as the secret to a woman's beauty.
Nilopala & Patanga
Soothe & relax skin cells, give a serene look.
Chandana & Ushira
Reduce skin irritation, give long lasting cooling sensation.
Manjishta & Kumkuma
Work from within your skin, reduce freckles & discoloration.
Laksa & Kumkuma (Kalkam)
Improve skin texture, highlight complexion naturally.
Padmakesara & Padmaka
Work like an astringent, give even toned skin.
Yashtimadhu & kumkuma (Kalkam)
Make skin glow, give visible radiance.
Ajakshira & Ksheera
Condition skin, give a soft moisturized feel.
Laksa (Kalkam) & Nyagrodhapada
Smoothen skin, give clear flawless skin.
Lodhra
Lightens skin colour, reduces skin irritation.
Each 100gms of this ayurvedic cream contains:
Lodhra Extract 130 mg
Manjistha Extract 300 mg
kumkumadi tailam 100 mg
Jast Bhasma 100 mg
Non-greasy Base qs
Clinically proven: for all skin types.Contains no bleach or harmful ingredients.
Proprietary ayurvedic (herbal) medicine
Target market:
Identifying the consumer target is important because different consumers may have different
brand knowledge structures and thus different perceptions and preferences for the brand. Fair
And Lovely Ayurvedic developed a market that is all of actual and potential buyers who have
sufficient interest in, income for, and access to the product.
Market segmentation involves dividing the market into distinct groups of homogeneous
consumers who have similar needs and consumer behavior and thus require similar marketing
mixes. In the targeting market Fair And Lovely Ayurvedic focus mainly young male and female.
So the young male and female is the main target consumer of Fair And Lovely Ayurvedic.
Fair And Lovely Ayurvedic chose to segment a market on the basis of age and targeted certain
age group for the underlying reason why that age group may be an attractive market segment
may be because they are particularly heavy user of the product, are unusually brand loyal, or are
most likely to seek the benefit that the product is best able to deliver.
Competitors of Fair & Lovely Ayurvedic fairness cream :
Emami also has been launched fairness cream in Bangladesh market. So, Emami fairness cream
is the competitor of Fair & Lovely Ayurvedic fairness cream.
Points of parity and point of difference of the Fair & Lovely Ayurvedic fairness cream
The points of parity are driven by the needs of category membership and necessary of negating
competitors PODs in the terms of choosing points of difference. Broadly the two most important
considerations are that consumer find the POD desirable and believe that the firm has the
capabilities to deliver on it. If both of these considerations are satisfied, the POD has to become a
strong favorable relationship.
Points of different: Compare to other fairness cream the points of different of Fair & Lovely
Ayurvedic fairness cream are:
Ayurvedic formula
Focus on both the high and low income group.
Keep one physically fresh and mentally confident
Affordable for everyone
Competitive pop: Compare to other fairness cream the competitive pop of Fair & Lovely
Ayurvedic fairness cream are:
Proprietary body-responsive technology
Packing of the & Lovely Ayurvedic
Body-responsive technology
Mild and gentle and dermatologically suitable for young skin.
Creating products and lifestyles that make a positive contribution to health for people.
Above are the some pop and the pod of Fair & Lovely Ayurvedic fairness cream . Creating a
strong, competitive brand positioning requires establishing requires right point of parity and
point of difference. The point of parity (competitive parity) and point of deference establish by
Fair & Lovely Ayurvedic fairness cream which is relevance, distinctiveness and believability. It
also sustainable, feasible and communicable toward the consumer.
SWOT ANALYSIS
A SWOT analysis is overall evaluation of the company’s Strengths, Weakness, Opportunities
and Thereat. Strengths and Weakness are internal value creating (for destroying) factors such as
assets weakness are internal value creating (of destroying) factors such as assets skills or
resources etc. And opportunities and threat are external value creating (or destroying) factors a
company can’t control.
Strengths of Fair & Lovely Ayurvedic
Fair & Lovely Ayurvedic factory is well equipped with skilled, and expertise and
productive manpower. They are doing timely shipment and 100% perfect quality.
Experienced management team.
Ingredient are not harmful
Weakness of Rexona
Failure to establish the personal marketing
Short of marketing expertise
Not efficient in advertising.
Not efficient event marketing
Opportunities of Rexona
For ayurvedic formula the can enjoy the market share.
They can establish the relation ship marketing
Customizing their product they can enjoy the market share – they can add other
ingredients based on customer preference
Industry convergence
Threat of Rexona
Environmental threat
Legal and political threat
Software failure and hardware failure
Threat toward the competitor
Determination of factor
To determine the secondary secondary factor that build brand equity, we have been conducted
factor analysis. Here we took several secondary factor like Celebrity, Event, Channel of
distribution. Effectiveness of three secondary factors was measured on a 5 point of scale ( a =
Highly agree, b = Agree, c = Moderate agree, d = Less agree, e = Not agree )
No. of Respondent Celebrity Event Distribution
1 4 2 5
2 4 2 5
3 4 2 5
4 4 2 5
5 4 2 5
6 4 1 5
7 4 1 5
8 1 1 5
9 1 1 5
10 1 4 4
11 1 4 4
12 2 4 4
13 2 4 4
14 2 5 4
15 2 5 4
16 4 5 4
17 4 5 3
18 4 1 3
19 3 1 3
20 3 1 3
21 3 1 2
22 3 2 2
23 3 2 2
No. of Respondent Celebrity Event Distribution
24 4 2 2
25 4 2 2
26 4 2 2
27 4 2 2
28 4 2 4
29 2 5 2
30 4 2 4
31 5 2 4
32 5 2 4
33 5 3 4
34 5 3 1
35 4 3 1
36 4 3 1
37 4 3 1
38 2 3 1
39 2 2 2
40 2 5 2
Factor Analysis
A priori determination:
Priori determination means the researcher knows how many factors to expect and thus can
specify the number of factors to be extracted before hand. For this report we do not use priori
information about the number of factors.
Determination based on eigenvalues:
In these approach only factors with eigenvalues greater than 1.0 are retained, the other factors are
not included in the model. In the report celebrity and event are retained because those
eigenvalues are greater than 1.0
Communalities
Initial ExtractionCelebrity 1.000 .754Event 1.000 .711Distribution 1.000 .889
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative %1 1.294 43.144 43.144 1.294 43.144 43.1442 1.060 35.332 78.476 1.060 35.332 78.4763 .646 21.524 100.000
Determination based on Screen plot:
321
Component Number
1.3
1.2
1.1
1.0
0.9
0.8
0.7
0.6
Eige
nval
ue
Scree Plot
Based on Scree Plot, Celebrity and Event are taken.
Determination based on percentage of variance:
In this approach the number of factors extracted is determined so that the cumulative percentage
of variance extracted by the factors reaches a satisfactory level.
In the factor analysis there are no variables which having more than 60% of variance.
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %1 1.294 43.144 43.144 1.294 43.144 43.1442 1.060 35.332 78.476 1.060 35.332 78.4763 .646 21.524 100.000
.
Determination based on Split-Half Reliability: In this approach the sample is split in half and factor analysis is performed on each half.
But in our assignment we do not segment our sample.
Determination base on significance tests: It is possible to determine when sample size is more than 200 but in our assignment we used only
40 samples.
So, from factor analysis, we got that two secondary factor – celebrity and event – plays an
important role to build brand equity.
Suggestion for using celebrities
From the factor analysis we got that two secondary factors – celebrity and event – plays an
important rule to build Fair & Lovely Ayurvedic brand equity.
Fair & Lovely Ayurvedic mainly targeted young male and female customer. So, in case of
celebrities use in their advertisement, they can use male and female celebrity separately in their
separate advertisement. They can use film actor and actress as celebrity. But these celebrities
should not be more famous. Because if they use more famous celebrity, these celebrities will
distract attention from the brand in the advertisement. They can use these film actor and actress
as a celebrity who never act as a celebrity in other advertisement. Because if they use these
celebrities who previously over used by endorsing so many product, customer will not believe
this brand and will not use this brand. Celebrity must be reasonable match with the product. In
this case, they can use young film actor and actress as a celebrity because their target customer is
young male and female customer. They should use those film actor and actress as a celebrity
who are reliable, who are able to effectively deliver message to their customer. They should use
both hindi and bangla film actor and actress as a celebrity. Because in Bangladesh, people of
urban area like hindi film than bangla film. And people of rural area like bangla film than hindi
film. So, to attract both people of urban and rural area, they shoul use both hindi and bangla film
actor and actress as a celebrity in their advertisement.
Suggestion for event marketing
From factor analysis we also got that with celebrity, event marketing also play an important role
to build Fair & Lovely Ayurvedic brand equity.
For event marketing, they can go by following several ways. Like –
Sports: They can sponsor more famous sports for event marketing. In Bangladesh, cricket is
more popular than other sports. About 95% people watch cricket. So, they can sponsor cricket
tournament especially those tournament in which Bangladesh cricket team participate. Because
about 99% people of Bangladesh watch these tournament in which Bangladesh cricket team
participate.
Arts: They can sponsor art exhibition for event marketing which is held in a famous place,
where people gather more. They should sponsor art exhibition of some famous artist like art
exhibition of Joynul Abedin.
Entertainment: They can arrange some fashion show like seasonal fashion show where boys and
girls of young generation will perform their creativity. They can also arrange some famous
singer concert, underground band concert for event marketing.
Fair: They sponsor some fair for event marketing. In this case, they can sponsor brand fair,
beauty product fair because Fair & Lovely Ayurvedic also a good brand and beauty product.
Festival: They can sponsor some special festival for event marketing. In this case, they can
sponsor the festival of Pahela Baishak. Because Baishak is the first month of the Bengali year.
Maximum Bangladeshi people go to Pahela Baishak festival.This is a tradition for Bangladeshi
people.
Limitation:
When we were preparing our report then we faced the following types of problems.
1. Sample size is limited (40 only)
2. Sampling error may occur in this study due to the utilization of convenience
sampling.
3. Lack of experience of the research and lack of cooperation from the respondents
4. Lack of required effectiveness in the questionnaire since the pilot survey has not
been conducted before the final survey.
5. Difficulty in collecting information.
References
Books
Book name: Strategic Brand Management
Author: Kevin Lane Keller
International Edition
Book name: Marketing research
Author: Naresh K. Malhotra
Prentice Hall of India Private Limited
Internet
