The actual sale takes place when a sales outlet pushes our brand, Is it a sound strategy?

Dear VBS,

 

I want to launch a fairness cream in the market. Though we are having pretty good sale through the network of sales outlets across India we end up paying 40% discount or margin. Moreover, we give a lot of indirect publicity. However, none heard about our products, the actual sale takes place when a sales outlet pushes our brand, because they will earn a fairly good margin. Is it a sound strategy? Please advice.

 

Sir,

I saw your product which you had given me and first of all I would appreciate its packaging and color you have used. You have done a wonderful job.

 

To get your product tested, I had given it to our maid and asked her to use it for two weeks and get back to me. I waited for a fortnight. Later, she informed me that the product was good and being a dark complexion girl I could find some changes too whenever she visit us.

 

What you actually need is Branding Communication.

 

The market is over crowded with fairness cream Brands, I personally believe that even men are obsessed with fairness. May be female competition in the Corporate sector might have compelled these male folks to try fairness to keep their job running and hearth smoking for two times meal.

 

The market is thick for this product and Branding and acquiring market size is a challenge.

No doubt.

 

Market size	Products	Brand	Result	Market share
Rs.1500-1800 Cr.	Garnier light
	Fair & Lovely			76%
	Cavin Care- Fair Ever			15%
Market growth-15-20%	Dabur	The Dabur Uveda Complete Fairness Cream with SPF 20 and the Dabur Uveda Lightening and Radiance Mask.	They not only give instant fairness in 15 minutes, but also help in removing tan, breathe new life into the skin by removing dead cells and unclog the pores,
	Fem
	Vicco
	Fair one
	Fair ever
	Himani

 

Most of the consumers prefer HLL's 'Fair & Lovely' fairness cream.  The awareness level of it was also higher for this brand.  Consistent portion of them also prefer Cavin Kare's 'Fairever' and were aware of it.  Only very few consumers prefer brands like Vicco, No marks, Fair and Handsome and Fair glow.  Most of the consumers buy fairness creams in order to get 'fairness'.  TVCs play an important role in creating awareness towards various brands of fairness creams.

Target Audience:

Below 25 age group – 35%

Between 25-35        - 42%

35+                           -11%

 

Male- 25%

Female- 75%

Education:

School & College going- 56%

Working & House wife- 35%

 

 

I would suggest you to launch this product though a TV commercial in Tamil Nadu. Though your suggestion of Bihar may be a good idea, but the economy of two states are different in line all together. Tamil Nadu is better developed and sound economy whereas Bihar is a remittance economy. The Tamil community is obsessed with fairness as compared to the Biharwalas. The spending habit of Tamil on cosmetic items is better as they have the complexion issue ever since.

Fem was launched in the southern market and it is one of the milking cows for the Company now. Let us have a shot.

 

Make sure that Radio ads in AIR are done well too. Because, the local radio of All India Radio gives better coverage as compared to its FM counterparts. TV Commercial should focus on not only the fairness, it should highlight the time frame one can attain fairness and it should be permanent. If the product has some features in this attributes we have to high light them.

 

 Danglers will do wonder at all outlets. Also open a Facebook page and run a competition and send mailers in which attach coupons for discounts for any repeat purchase.  POP should be designed well and visible on every sales outlet.

 

Try to sponsor some woman’s programs to get Brand recognition. From there we will take it to another state. We may need a six months program to get a little market share.

 

Regards

 

V Bright Saigal Brand Doctor & Creative Consultant (PG-Advertising &PR-IIMC –Delhi)

www.cmavoice.webnode.com C&MA Brand Cliniq Books: www.ivtbookstore.blogpot.com

 

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