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    MM2 Assignment MBA October 24

    Uploaded by

    SÀRTHÁK MÌSHRA

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    © All Rights Reserved
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    MM2 Assignment MBA October 24

    Uploaded by

    SÀRTHÁK MÌSHRA
    1 views1 page

    Copyright

    © © All Rights Reserved

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    1 views1 page

    MM2 Assignment MBA October 24

    Uploaded by

    SÀRTHÁK MÌSHRA

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 1

    Individual Assignment

    (15 marks)

    The obsession of the Indian mindset with the fair skin has been strategically tapped by marketers as an
    opportunity to flood the marketplace with skin-whitening products. It is difficult to spot a skin care brand
    who has not ventured into this space. All Leading brands such as Unilever, Olay, Revlon, Lotus Herbals,
    Lakme, Garnier, Pond’s and others such as Clean n Clear and Himalaya – have atleast one product to
    offer to this audience which has a fixation with fair skin. Traditionally associated with women, this
    fascination went to the next level with Emami identifying a brand new segment of men with similar
    aspirations. The launch of Fair and handsome – a fairness cream for men, was seen as a tangential move
    in the marketing community.

    While the product may cater to the secret needs of many consumers, identifying a platform to
    communicate with these consumers has been a challenge. Television advertisements have depicted
    depressed, dark-complexioned women, who had been ignored by employers and men, suddenly finding
    new boyfriends and glamorous careers after the cream had lightened their skin. In the pursuit to highlight
    visible results after using the cream, most advertisements depict dark complexioned women against their
    visibly fairer friends or colleagues who are testimonial to the positive effects of using the cream.

    These advertisements, have been widely criticised for perpetuating racism and lowering the self-esteem
    of women and girls and now even men and boys. Some of these ads have also faced bans intermittently
    for some short period. Marketers have also been accused of misleading consumers to believe that they
    needed to be white to be beautiful. Consumers have been addressing this issue in consumer forums and
    have gone to the extent of filing a petition against some of these marketers.

    Now that fairness cremes are facing the flak of propagating racism and lowering the self-esteem of
    women, and women consumers are becoming increasingly confident with their skin tones, how can
    existing fairness cream marketers make a 360 degree turn in their stance, countering the traditional
    stereotype of a fair and beautiful woman, targeting the modern contemporary stereotype / profile of a
    new-age woman with a different set of needs?

    You are a fairness cream brand. To target this new stereotype, craft an advertisement which can change
    the consumer’s attitude towards fairness creams and can counter the existing fairness proposition. You
    may need to counter your brand’s earlier positioning of fairness and also counter the existing beliefs,
    values, myths etc. of the society at large. An advertisement with a strong message which will rather raise
    her self-esteem than lowering it.

    Clues / Hints:

    1. Identify what would be the profile / demographics of this contemporary stereotype of the woman
    consumer?
    2. Based on the profile and new needs of this contemporary woman and the positioning of
    competitive brands, craft a strong competitive positioning in the form of a suitable name and
    punchline / tagline for your brand
    3. Now create a compelling and creative advertisement for your brand, to address these new
    emerging needs. You may also use images, graphics etc. or even a video format - to create the
    advertisement. Present your answer in the form of a power point presentation or video.

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