MARKETING

Cultural Norms: Fair and Lovely and Advertising

Cultural Norms: Fair and Lovely and Advertising

Introduction

It is general in Fast Moving Consumer Goods Companies to try their level best to advertise their products and services to grab the attention of customers. They bring into play different marketing approaches highlighting that by employing their particular item for consumption or service, buyer will be in good state or even better. In contrast, advertisers reveal how unsatisfied customer would be without the use of their products or services. Some buyers are paying attention to that type of commercial, but frequently those stuff fall short to bring the contentment that is guaranteed in the advertisements. Commercials like this are employed to influence the mindsets of buyers by showing the prospective clientele how it would modify their life after the purchase. It is significant to markers and customers in a similar way to promote the product itself and not the results of employing that particular product or service. Marketers adopt every approach to attract the potential customers and retain the existing ones by playing with the psychology of customers.

Discussion

Cosmetic Market in India

There is a great demand of beauty products in India. At present, Cosmetic Market in India stands at approximately $950 million and showing considerable growth of 20% in every year (Bhattacharya, 2007). It has been observed in India that high class and middle class population spend a great part of their income in buying beauty and make-up products. People are conscious about their skin and inclined towards buying skin-care products. If cosmetic products are appropriately advertised and promoted among the masses, then any skin care or beauty item will grab a great market share in the Indian Market.

A branded and well liked product of Hindustan Unilever Limited is Fair & Lovely. This item is very much popular in number of Asian regions, like China, Pakistan, and India. It is advertised as a beauty skin cream that gives fairer look and soft skin. It has been noticed that many people perceive fair skin as the ideal and this makes the product well-liked among its users (Perry, 2005). Skin colour and clear skin is very imperative in many countries of Asia, where fair skin complexion shows a higher standing or eminence. In Asian countries, fair and clear skin is linked with optimistic values that associate with the status and attractiveness. Whereas, in many European areas, people have fair skin and they prefer to have dark skin. They get their skin dark by using tanning creams and sun bath. On the other hand, Asian people look for cosmetic products to make their skin tone look fairer and bright.

Company Background

The Company, Hindustan Unilever Limited (HUL), is a subsidiary of Unilever which holds 52.56% shareholding of the Company. The Company entered the Indian Market in the summer of 1888, where visitors to the Kolkata harbour noticed crates full of Sunlight soap bars, embossed with the words "Made in England by Lever Brothers", stating that the Company has a long standing in ...