Fairness War

POINT OF VIEW

Marketing Director - Hindustan Lever Ltd (HLL)

II. PROBLEM

How to retain and expand the market share without sacrificing profitability.

III. OBJECTIVE

1. Expand market share of FMCG (Fast Moving Consumer Goods) in fairness

products in India.

2. Increase profitability of the company.

IV. AREAS OF CONSIDERATION

Strength

With very strong customer base and brand loyalty, HLL brand name. First to

penetrate the market and with strong distribution channel. Product formula is

patented.

Weakness

Product focus only on creams and did not advertise their products to other

alternative channels such digital media and internet.

Opportunities

Growing market and product line extension such as lotions, moisturizers and face

washes including the opportunity to target the market of men.

Threats

Very competitive market

V. ALTERNATIVE COURSES OF ACTION

1. Expand the Market

Produce sachets that will encourage trials of the product and made it available to

rural and sub-urban areas. Use networking as other product distribution channel.

Advantages

- increase in production, market share and profit

- product will be known even to rural areas

Disadvantage

- additional cost in the product distribution

- creation of networking system

2. Cater new market segment - especially men

Advantages

- none of its competitors are targeting men.

- increase market segment and production

Disadvantages

- need to have research for new product to be developed for men

- additional cost in research and advertisement

3. Product Line Extension such as lotions, moisturizers,...