Mens Fairness Cream

In: Business and Management

Submitted By neelamtambe
Words 4093
Pages 17
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STUDY OF THE BUYING BEHAVIOUR OF CONSUMERS TOWARDS FAIRNESS CREAMS

1) Introduction / aim / objective
2) Industry overview and competitive analysis
3) Segmentation and targeting
4) Differentiation
5) Positioning
6) Marketing mix and resource capabilities
7)Research design
a) Aim and objective....define the problem and outcome of research
b) Sampling design
c) Questionnaire design
d) Sources of secondary data
8) Discussion and analysis of research findings
9) Strategic recommendations and conclusions

OBJECTIVE

- To study the current Indian market for fairness cream.

- To asses whether advertising is influencing the buying behavior of the consumer.

- To find out the brand preference for fairness cream among people.

- To study factor influencing brand preference for fairness cream.

Fairness Cream has become a vital product for the Indian companies in increasing their overall sales due to the importance given by Indian consumers towards fairness. As India is a country known for its diversity different consumers from different parts of the country prefer different brands. The leading players in the market includes Hindustan Lever Ltd., (HLL's) 'Fair & Lovely' with 76 percent of the market share and Cavin Kare' s 'Fairever' with 15 percent of the market share. Other important players like Godrej' s 'Fairglow', Emma's 'Fair and Handsome', Vicco and Himalaya share the rest of the market share.

There are number of fairness creams and other skin whitening products in the market such as peel-offs, serums, lotions etc. All the fairness creams have similar basic ingredients but the several additions make them more suitable to some particular skin type and may irritate other skin types.

All the companies are reaching out to the target customers through its wide range of fairness creams.…...

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