Rural Relationship Building Initiative

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• Rural Relationship Building Initiative
• Skin Creams

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Observations

• Women

• Men

• Creams cause skin eruptions and acne
• Talcum powder- instant fairness, keeps skin dry,
  hence acne free
• Role Models- Kareena,Aishwarya, Katrina
• To start using the product if they endorse them
• Mostly get to know about product through TV
  commercials
• Highly brand loyal

• Use either Fair Lovely or Fair Handsome
• Price, an important factor, but wouldnt trade
  quality for price
• Believe FAH makes them fairer, hence smarter
• No difference between FL FH
• Role Model- Akshay Kumar/ Salman Khan

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Dominant Customer Categories
Non-Users/Potential Users Have never used the
products May use if role models endorse it
Brand Loyal Prolonged Users Will not shift to any
other brand Under any circumstance
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Current Perceptions

• Fair Lovely- Most popular, widely available,
  slightly expensive
• Boroplus- Considered as antiseptic, mostly used
  in winters, positioned to be a medicated cold
  cream
• Fairever- Very few consumers awareness quotient,
  resistance to even be tried
• FairOne- No awareness at all
• Usage of such creams cause skin allergies
  pimples

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Distributors Woes

• Pathetic rural distribution system, outdated/out
  of stock products
• Need to go to town to get products- transport
  costs to be incurred by them
• Extremely low trade profit margins
• Poor relationship management- despite product
  buying loyalty since many years, no recognition

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Relationship Building-Our observations

• 90 of Indian women want to use whiteners
  because it is aspirational
• Similar to education-its considered to be an
  economic step up
• Pride, confidence, aspiration, ambition
• Affordable consumer product, formulated for her
  needsgt improving quality of life
• Real value in dignity and choice

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Cont

• Complexion is one of the Asian standards of
  beauty
• Dimension of personal grooming
• Negative and positive situation. We are not
  glorifying the negative but we show how the
  product can lead to a transformation

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Relationship Building- Suggestions

• Twacha Suraksha Dekhbhal camp-
• A panel of dermatologists coming and
  advising women about various ways to take care of
  skin and hygiene.
• () CSR initiative () experts
  credibility ()
• Vani- Community Radio Initiative, discussions on
  aspects like health hygiene, general awareness,
  relationships, personality development et al
• Pehchan-Establishing a SHG by tying up with
  local/region specific NGOs like SEWA,Shrujan et
  al, to promote self employment , hence
  independence. E.g. Jyoti
• Establish women-oriented special days such as
  Karva Chauth, etc, saluting the efforts of women
  to make the life worth living

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Cont

• Jagruk Nagrik- Encourage all women in the village
  to vote in the upcoming elections empowerment
  and exercising their rights. Celebrity
  involvement
• FAL(Phal) Gyan-
• a. Donation of books and awarding educational
  scholarships to encourage girls education
• b. Adult education centers (for women)
• c. Vocational Training (embroidery, candle
  making etc.)
• FAL(Phal) Samman- Awarding girls/ women who have
  set exemplary standards in academics, sports,
  art/craft, social work et al.

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Promotion-Suggestions

• Video on Wheels- Movie Screening on Chak de India
  and other movies on women empowerment
• Festive Occasions- Chhat Puja, Gudi Padva, Karva
  Chauth, Lath festival- POP sampling Sponsoring
  cultural event
• Sponsoring Sport Events - Gully Cricket Kho
  Kho
• Activation- Organizing rangoli ,cookery
  competition, games et al

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Cont

• Celebrity Visit to Village- QA session (on
  Womans Day)- eg Shweta Tiwari in Bihar rural
  pockets, Popular Lavani Dancers in Maharashtra
  etc
• Distributing FAL (Phal) Raksha Kavach- FAL
  branded umbrellas and an all purpose bag
• More POPs in retail shops and weekly haats
• Schemes and offers to induce purchase
• Sampling during Festivals and haats

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Cont

• Promotion through various tools like outdoor, DCP
  (retailers and opinion leaders) etc - specially
  Fairever and Fairone
• Introduction in the rural areas at a cheaper
  price (Rs. 7 also considered expensive)
• Word-of-mouth publicity should be extensively
  used
• Special sales force to create awareness about the
  brand

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Brand Details of Market LeaderFair Lovely

• Largest selling skin whitening cream in the world
  
• 83 market share, majority from tier II/III
  cities and rural pockets
• Claiming to possess a customer base of 27 million
  Indian customers
• On its website the company calls its product the
  miracle worker which is proven to deliver one
  to three shades of change
• Snow white Syndrome

• TG-18-35,young girls start using it as early as
  12 years
• Mostly available in affordable small size, to
  facilitate purchase by the lower income groups
  (Bottom of Pyramid)
• Direct Competition- Ponds Talcum Powder and Home
  Remedies

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Thank You Presented by Isha Kashyap, Nidhi
Sharma Medhavi Gandhi, Akshay Sachdev