IMC PLAN

IMC Plan: Fair & Lovely



Table of Contents

Section 11

Introduction1

Company background1

The Business Environment2

Literature Review2

Macro environment analysis2

PESTLE3

Micro Environment Analysis4

Competitor Analysis4

Consumer Behaviour5

Segmentation and Targeting6

Positioning6

Section 27

Literature Review7

Organization of IMC Mix8

Recommendation8

IMC Plan: Fair & Lovely

Section 1

Introduction

This paper discusses the case of Fair & Lovely, which shows the importance of cultural aspects in marketing, and pitfalls in international marketing to avoid. It also discusses the shifts in the culture and its consequences. In addition, the impact of cultural change on the brand and its image is discussed in the paper. This paper discusses the situation of Fair & Lovely in India and Integrated Marketing Communication (IMC) as a recommendation in the end. This paper utilizes several of the secondary sources, including a commercial database 'Datamonitor” and governmental websites of India.

Company background

The largest fast moving consumer goods company, Hindustan Unilever Limited (HUL) touches the lives of every two out of three people in India. HUL carries a portfolio of diverse products belonging to different product categories. Home and personal care along with foods and beverages combine have more than 20 distinct categories. The combined sale is Rs. 13,000 crores and make up the sales of 4 million tons of company's products. Government of India has recognized, Hindustan Unilever Limited (HUL) as the Golden Star trading house on account for being the largest exporter of India. The majority stake (52%) in Hindustan Unilever Limited (HUL) is owned by Anglo-Dutch Company.

Fair & Lovely comes under the personal care or skin care category of HUL products. It is basically a cream for used as skin whitener. The cream Fair n lovely was launched in the year 1978 in India. It has seen its glory since then. Four product lines are available in the market (Product info, 2012).

Fair & Lovely- Anti Marks for Blemish-less fair skin

Fair & Lovely- Ayurvedic balance

Fair & Lovely- Multivitamin For clear fair skin

Fair & Lovely- Max fairness for men

The Business Environment

Literature Review

The performance of the industry is largely determined by the business environment. There are theories of free will, one of them is determinism, which predicts that, every action of human is predetermined, choice are not made in free will rather they are determined by the internal and external environment (James,and William. 1884). The plausibility of this theory is prone to strong criticism, nevertheless environment do pose a great amount of influence of individuals and businesses. It is argued that institutional barriers increase the technologies' adoption cost and thereby reduce the long term income per capita. Apart from this argument many authors have attempted to relate the performance of business with, credit constraints (for example, Aghion et. al., 2003 and 2005, pp. 701-708 and Banerjee, et. al, 1993, pp. 274), entry costs (for example, Aghion et. al., 2006, Marimon and Quadrini, 2006), contract enforceability (for example, Acemoglu et. al. 2006, Quintin, 2003,), and investor protection.

Researchers have made attempts to connect the performance relationship with a number of factors. However, a large bulk of literature focuses on the country level proxy as indicators of business ...