CCASBCM090

“A STUDY ON COMPETITIVE ANALYSIS OF DIFFERENT
BRANDS OF FAIRNESS CREAMS WITH SPECIAL

REFERENCE TO FEMALES OF CHRIST COLLEGE
IRINJALAKUDA”
Project Report submitted to
UNIVERSITY OF CALICUT
In partial fulfillment of the requirement for the award of the degree of
BACHELOR OF COMMERCE
Submitted by
GREESHMA MARTIN
(CCASBCM090)
Under the supervision of
Ms. RAKHI. S
DEPARTMENT OF COMMERCE
CHRIST COLLEGE(AUTONOMOUS), IRINJALAKUDA
MARCH 2021
CHRIST COLLEGE(AUTONOMOUS), IRINJALAKUDA
CALICUT UNIVERSITY
DEPARTMENT OF COMMERCE
CERTIFICATE
This is to certify that the project report entitled “A STUDY ON

COMPETITIVE ANALYSIS OF DIFFERENT BRANDS OF FAIRNESS
CREAMS WITH SPECIAL REFERENCE TO FEMALES OF CHRIST
COLLEGE IRINJALAKUDA” is a bonafide record of project done by
GREESHMA MARTIN, Reg. No. CCASBCM090, under my guidance and
supervision in partial fulfillment of the requirement for the award of the degree
of BACHELOR OF COMMERCE and it has not previously formed the basis
for any Degree, Diploma and Associateship or Fellowship.
Prof. K.J.JOSEPH Ms. RAKHI. S

Co-ordinator Project Guide
DECLARATION
I, GREESHMA MARTIN, hereby declare that the project work entitled “A

STUDY ON COMPETITIVE ANALYSIS OF DIFFERENT BRANDS OF
FAIRNESS CREAMS WITH SPECIAL REFERENCE TO FEMALES OF
CHRIST COLLEGE IRINJALAKUDA” is a record of independent and bonafide
project work carried out by me under the supervision and guidance of Ms.Rakhi S,
Assistant Professor, Department of Commerce, Christ College, Irinjalakuda.
The information and data given in the report is authentic to the best of my
knowledge. The report has not been previously submitted for the award of any
Degree, Diploma, Associate ship or other similar title of any other university or
institute.
Place: Irinjalakuda Greeshma Martin
Date: CCASBCM090
ACKNOWLEDGEMENT
I would like to take the opportunity to express my sincere gratitude to all people
who have helped me with sound advice and able guidance.
Above all, I express my eternal gratitude to the Lord Almighty under whose divine
guidance; I have been able to complete this work successfully.
I would like to express my sincere obligation to Rev. Dr. Jolly Andrews,

Principal-in-charge, Christ College Irinjalakuda for providing various facilities.
I am thankful to Prof. K. J. Joseph, co-ordinator of B. Com (Finance), for

providing proper help and encouragement in the preparation of this report.
I am thankful to Prof. Lipin Raj K, class teacher for his cordial support, valuable
information and guidance, which helped me in completing this task through
various stages.
I express my sincere gratitude to Ms. Rakhi S, Assistant Professor, whose

guidance and support throughout the training period helped me to complete this
work successfully.
I would like to express my gratitude to all the faculties of the Department for their
interest and cooperation in this regard.
I extent my hearty gratitude to the librarian and other library staffs of my college
for their wholehearted cooperation
I express my sincere thanks to my friends and family for their support in

completing this report successfully.
TABLES OF CONTENTS
CHAPTER NO. CONTENTS PAGE NO:
LIST OF TABLES
LIST OF FIGURES
CHAPTER 1 INTRODUCTION 1-5
CHAPTER 2 REVIEW OF 6-10

LITERATURE
CHAPTER 3 INDUSTRY 11-21
AND COMPANY
PROFILE
CHAPTER 4 DATA ANALYSIS AND 22-41
INTERPRETATION
CHAPTER 5 FINDINGS, 42-44
SUGGESTIONS
AND CONCLUSION
BIBLIOGRAPHY
ANNEXURE
LIST OF TABLES
TABLE TITLE PAGE

NO: NO:
4.1 Awareness of different brands of fairness creams 22
4.2 Usage of fairness cream from samples 23
4.3 Brand Preference 24
4.4 Time Period of usage of fairness cream 25
4.5 Showing Particular Choice over fairness cream 26
4.6 Benefit received from fairness cream 27
4.7 Number of tubes purchased in a month 28
4.8 Budget preferred while purchasing a fairness cream 29
4.9 Customers who purchase according to retailers choice 30
4.10 Responses to availability of the fairness cream 31
4.11 Response relating to promotional techniques 32
4.12 Quality of the fairness cream 33
4.13 Frequency of use of fairness cream per day 34
4.14 Whether the consumers are aware about the ingredients used in 35
the fairness creams
4.15 Media through which the respondents come to know about the 36
fairness cream they use
4.16 Side effects present in the fairness creams 37
4.17 Whether the fairness cream successful to meet up your needs 38
4.18 Rating of your fairness cream 39
4.19 Whether the fairness cream is recommended or not 40
4.20 Consumer preference of product after checking the competitive 41
analysis
LIST OF CHARTS
FIGURE TITLE PAGE

NO: NO:
4.1 Awareness of different brands of fairness creams 22
4.2 Usage of fairness cream from samples 23
4.3 Brand Preference 24
4.4 Time Period of usage of fairness cream 25
4.5 Showing Particular Choice over fairness cream 26
4.6 Benefit received from fairness cream 27
4.7 Number of tubes purchased in a month 28
4.8 Budget preferred while purchasing a fairness cream 29
4.9 Customers who purchase according to retailers choice 30
4.10 Responses to availability of the fairness cream 31
4.11 Response relating to promotional techniques 32
4.12 Quality of the fairness cream 33
4.13 Frequency of use of fairness cream per day 34
4.14 Whether the consumers are aware about the ingredients used 35
in the fairness creams
4.15 Media through which the respondents come to know about the 36
fairness cream they use
4.16 Side effects present in the fairness creams 37
4.17 Whether the fairness cream successful to meet up your needs 38
4.18 Rating of your fairness cream 39
4.19 Whether the fairness cream is recommended or not 40
4.20 Consumer preference of product after checking the 41
competitive analysis
CHAPTER 1
INTRODUCTION
1.1 Introduction
Competitive analysis in marketing and strategic management is an assessment of

the strength and weakness of current and potential competitors. This analysis
provides both an offensive and defensive strategic context to identify opportunities
and threats. Profiling combines all of the relevant sources of competitor analysis
into one frame work in the support of efficient and effective strategy formulation,
implementation, monitoring and adjustment.
Identifying your competitors and evaluating their strategies to

determine their strength and weakness relative to those of your own products or
service. A competitive analysis is a critical part of your company marketing plan.
With this evaluation you can establish what makes your product or service unique,
and therefore what attributes you play up in order to attract your Target market.
Evaluate your competitors by placing them in strategic groups according to how
directly they compete for a share of the customer’s dollar. For each competitor or
strategic group, list their product or service, its profitability, growth pattern,
marketing objectives and assumptions, current and past strategies, organizational
and cost structure, strengths and weakness, and size of the competitor’s business.
In business, a competitive advantage is the attribute that allows

an organization to outperform its competitors. A competitive is an advantage over
competitors gained by offering consumers greater value, either by means of lower
prices or by providing greater benefits and services that justifies higher prices.
Fairness creams are popular products that are sold across the
country. They block sun rays and lighten your skin. They work by reducing
melanin content on your skin. This is through decreasing their synthesis process
rate or by increasing at which the cell turns.
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1.2 Statement of the problem
The purpose of the competitive analysis is to determine the strengths and

weaknesses of the competitors within your market, strategies that will provide you
with a distinct advantage, the barriers that can be developed in order to prevent
competition from entering your market, and any weaknesses that can be exploited
within the product development cycle.
1.3 Scope of the study
This study is conducted to find out the competitive analysis of different brands of
fairness creams. This study focuses to the customer’s preference towards these
fairness creams. This study helps us to understand the satisfactory level over the
usage of fairness creams among different consumers.
1.4 Significance of the study
Today, the fairness cream industries have become more competitive one. There is
tough competition among different brands of fairness creams. So in this context,
the study is more important. From this study we can analyze the most preferred
cream by customers.
1.5 Objectives of the study

 To understand which brand of fairness creams is most preferred by
customer.
 To find out the reasons for choosing the best fairness cream among the
different competitors.
 To analyze that which kind of media is more effective in order to attract the
Fairness cream customers.
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1.6 Research Design
1.6.1 Nature of Study
The study is descriptive as well as analytical in nature
1.6.2 Nature of Data
Both primary and secondary data were used for the study.
1.6.3 Source of Data
Primary data are those collected for the first time and thus they are original in
nature. Primary data was collected through well structured questionnaire taken
from female students of Christ College Irinjalakuda.
Secondary data are those which have been collected by some other person for his
purpose and published. Secondary data were collected from various websites,
journals, books etc.
1.7 Sample Design

1.7.1 Nature of population
A population is a group of individuals, objects, or items from which sample are

taken for measurement. Nature of population is finite. Population in this study
includes female students of Christ College Irinjalakuda.
1.7.2 Sample Unit
Sampling unit refers to one number of a set of entities being studied. Each female
students of Christ College Irinjalakuda is the sampling unit under this study.
1.7.3 Method of Sampling
Simple Random sampling was the method of the study.
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1.7.4 Size of Sample
The size of sample used for collecting the data is 50 respondents.
1.8 Tools for Analysis

 Simple percentage Analysis
 Comparative Analysis
1.9 Chapterization
The project is organized into chapters namely Introduction, Review of literature,

Industry profile and company profile, Data analysis and interpretation, findings,
suggestions and conclusion.
Chapter 1 Introduction
This chapter deals with the introduction to the project titled a study on competitive
analysis of different fairness creams with special reference to female students of
Christ College Irinjalakuda.
Chapter 2 Review of literature
This chapter deals with the review of literature of the study. It includes conceptual
review and empirical literature.
Chapter 3 Industry profile and company profile
This chapter deals with the study of cosmetic industries and company profiles of
different brands of fairness creams.
Chapter 4 Data analysis and interpretation
This chapter deals with the study on competitive analysis of different fairness
creams with special reference to female students of Christ College Irinjalakuda by
using percentage analysis with tables and pie diagrams.
4
Chapter 5 Findings, suggestions and conclusion
This chapter deals with important findings, suggestions and conclusion about the
study on competitive analysis of different fairness creams with special reference to
female students of Christ College Irinjalakuda.
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CHAPTER 2
REVIEW OF LITERATURE
2.1 Conceptual Review
The competitive analysis is a statement of the business strategy and how it relates
to the competition. The purpose of the competitive analysis is to determine the
strength and weakness of the competitors within your market, strategies that will
provide you with a distinct advantage, the barriers that can be developed in order
to prevent competition from entering your market, and any weaknesses that can be
exploited within the product development cycle.
Competitive analysis in marketing and strategic management is an assessment of

the strength and weaknesses of current and potential competitors. This analysis
provide both offensive and defensive strategic context to identify opportunities
and threats.
To determine just what constitutes a key asset or skill within an industry,

concentrating our efforts in four areas:
1. The reasons behind successful as well as an unsuccessful firms.

2. Prime customer motivators.
3. Major component costs.
4. Industry mobility barriers.
Components in competitive analysis
A competitive analysis covers five key topics:
 Companies competitors.
 Competitor product summary.
 Competitor strength and weaknesses.
 The strategies used by each competitor to achieve their objectives.
 The market outlook.
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Advantages of competitive analysis
 Understanding the market.

 Competitor pricing.
 Better targeting customers.
 Market potential forecasting.
 Competitor product tracking.
 Customer acquisition.
The main objectives of competitive analysis
 To study the market;

 To formulate strategy;
 To predict and forecast organization’s demand and supply;
 To increase market share;
 To study market trend and pattern
 To develop strategy for organizational growth.
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2.2 Empirical Literature
Das S (2013) stated that “Fairness creams have become a vital product for the
Indian youths which turns the FMCG companies in increasing their overall sales
due to the importance given by Indian consumers towards fairness.”
Watson et al. (2010) stated that “A color-caste system that placed dark-skinned
persons at the bottom, light skinned persons in the middle and Caucasians at the
top”
Burger et al. (2016) stated in his research “The particular enthusiasm for skin
whitening agents originated in the 1960s, driven by the incidental discovery of the
whitening action of hydroquinone on the black skins of U.S workers daily exposed
to this agent in the rubber industry. From the 1980s onward, a blooming interest in
skin whitening cosmetics was observed: lighter complexion may be synonymous
with health, youth, and/or beauty in different cultures. This fondness, motivated by
complex social, cultural, and historical factors, has not slowed down since.”
Williamson (1978) stated that “It is not the ad that evokes feeling, it simply
invokes the idea of a feeling; it uses feeling as a sign which points to the product.
But then emotion is also promised when you buy the product. So the feeling and
the product become interchangeable as signified”
Jha (2016) stated in his research “The social pressure of feeling non-beautiful due
to dark skin is leveraged by whitening cream manufacturers in India. The
emphasis on technology in skin whitening and lightening product plays an
important role in creating a myth regarding the transformative power of the
advertised product which promises fair skin both for desirability and
empowerment.”
Sarkar and Ghosh (2017) stated that “When we buy a product we do not only
procure the product but we also buy a sentiment allied with. Since products have
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use value while commodities have used and exchange value the purpose of market
is to increase the exchange value and entrap as many heads as possible. To
inculcate the notion, “I consume hence I exist” is the prime motto of a consumer
economy; and for the purpose commodities are loaded with symbolic value, which
ads propagate. This being the general theory, contemporary ads would emphasis
on the symbolic value much more than they would during the pre-globalization
period. Not only that, but also the market would be flooded with commodities
devoid of use value, on which ads would confer supposed use value and create
apparent needs to entrap consumers.”
Jha (2016) justifies that the Indian consumers have a great fascination towards fair
skin tone. The advertisement effect of fairness creams is great and positive in the
minds of the customers. The customers who have dark complexion buy these
fairness creams and change their skin tone for a limited period of time. The
advertisements of fairness creams encourage the obsessions for the fairness creams
and fair complexion.
Kumar and Raja (2014) according to them 30% of all users of fairness creams in
India consisted of men who were secretly using female’s fairness creams in 2004
which paved the way for a new market segment in the fairness cream industry-
fairness creams for men. Emami capitalized on it and quickly launched their
product Fair and Handsome in 2005. Fair and Lovely also set their foothold on the
market with their Fair & Lovely Max Fairness. This report has also stated that the
consumers are willing to pay premium price for fairness creams depending on
brand and quality of the product.
Saumendra Das (2013) stated on his paper that the adoption of western culture of
brand consciousness in India coupled with increased female expenditure on
cosmetics has transformed the fairness cream market of India into a potential high
growth industry, inviting all global brands to operate in. According to this paper
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this Rs 8000 crore market segment grew by 10% in terms of value previous years.
Fair & Lovely has a massive 53% market share in India and experience an annual
growth rate 10 to 15%. A survey conducted as part of this paper reports that Indian
customers prefer Fair & Lovely over other brands of fairness creams regardless of
age income, mostly due to its ability make the skin fair which allows them to have
a good personality in the society.
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CHAPTER 3
INDUSTRY AND
COMPANY PROFILE
3.1 Cosmetics Industry
Indian Cosmetics Industry
The word cosmetics derives from the Greek ‘kosmetiketekhne’ meaning

“techniques of dress and ornament”, from ‘kosmetikos’, “skilled in ordering or
arranging” and that from ‘kosmos’, meaning “order” and “ornament”.
The cosmetic industry is dominated by a small number of multinational

corporations that originated in the early 20th century, but the distribution and sale
of cosmetics is spread among a wide range of different business. The largest
cosmetics companies are The L’Oreal Group, The Procter & Gamble Company,
Unilever, Shiseido Company Limited.
Bearing a long glowing heritage of cosmetics and beauty, aesthetic makeup

products is being used since olden days and nowadays it appear like a booming
economy in India which would be the largest cosmetic consuming country in a
next few decades. While the demand of beautifying substances are growing day by
day, a large number of local as well as international manufacturers gradually
extend their ranges and products in different provinces of India.
Since 1991 with the liberalization along with the crowning of many Indian women
At International beauty pageants, the cosmetic industry has come into the limelight
in a bigger way. Subsequently there has been a change in the cosmetic
consumption and this trend is fueling growth in the cosmetic sector. Indian
cosmetic industry had rapid growth in the last couple of years, growing at a CAGR
of around 7.5% between 2006 and 2008. While this is due to the improving
purchasing power and increasing fashion consciousness, the industry is expected
to maintain the growth momentum during the period 2009-2012. In the Indian
Cosmetic Industry both electronic as well as print media are playing an important
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role in spreading awareness about the cosmetic products and developing fashion
consciousness among the Indian consumers.
Due to the development of satellite television and a number of television channels

as well as Internet in the modern day, the Indian consumers are constantly being
updated about new cosmetic products, translating into the desire to purchase them.
Additionally, the flourishing Indian fashion/film industry is fueling growth into
cosmetics industry in India by making Indians to realize the importance of having
good looks and appearance. Today most of the cosmetics manufacturers in India
cater to the domestic market but they are gradually establishing their footholds in
overseas markets; for example – Indian herbal cosmetics products have a
tremendous demand in the International market.
The Indian Cosmetics industry is defined as skin care, hair care, color cosmetics,
fragrances and oral care segments which stood at an estimated $2.5 billion in 2008
and is expected to grow at 7%, according to an analysis of the sector. Today herbal
cosmetics industry is driving growth in the beauty business in India and is
expected to grow at a rate of 7% as more people shun chemical products in favor
of organic ones.
The emphasis of the herbal cosmetic has been on the spectacular growth of the
herbal and ayurvedic beauty products business as conveyed by beauty expert
shahnaz Husain who was the first to introduce the concept of ayurvedic cosmetics
to the world when she launched her products way back in 1970. Today, the Indian
cosmetics industry has a plethora of herbal cosmetics brands like Forest Essentials,
Boutique, Himalaya, Blossom Kochhar, VLCC, Dabur and Lotus and many more.
The Indian cosmetics Industry has emerged as one of the unique industries holding
huge potential for further growth. In 2009, the cosmetics industry registered sales
if INR 356.6 Billion despite the global economic recession. Indian cosmetics
industry has mainly been driven by improved purchasing power and rising fashion
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consciousness of the Indian population and industry players spending readily on
the promotional activities to increase consumer awareness and develop their
products.
According to new research report, the Indian cosmetics industry is expected to

witness impressive growth rate in the near future owing to rising beauty concerns
of both men and women. Today the industry holds promising growth prospects for
both existing and new players.
The baseline is that there has been a rise in variety of products offered by the
industry players in the country. The companies have started going for rural
expansion and are offering specialized products to generate revenues from all the
corners of the country. Improvement and strengthening of the Indian economy in
the coming years will also pave the way for the Indian cosmetics market over the
forecast period and develop the cosmetics industry.
India is very price sensitive market and the cosmetics and personal care product
companies, especially the new entrants have to work out new innovative strategies
to suit Indian preferences and budgets to establish a hold on the market and
establish a niche market for them.
Top leading Companies
 Lakme is the Indian brand of cosmetics, owned by Unilever. It started as a

100% subsidiary of Tata Oil Mills (Tomco), part of the Group; it is named
after the French opera Lakme, which itself is the French form of the
Lakshmi, the goddess of wealth who is also renowned for her beauty.
 Revlon is an American cosmetic for skin care, fragrance and personal care
Company founded in 1932.
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 Oriflame Cosmetics S.A. (Luxembourg) is a cosmetics group, founded
in1967 in Sweden by the brothers Jonas AF Jochnick and Robert AF
Jochnick.
 The L’Oreal Group is the world’s largest cosmetics and Beauty Company.
It concentrates on hair color, skin care, sun protection, make-up, perfumes
and hair care.
 Chambor cosmetic line is a blend of the finest traditions in terms of radiant
color, soft texture and skin accentuate.
 Maybelline is a makeup brand sold worldwide and owned by L’Oreal.
 Avon Products, Inc is a US cosmetics, perfume and toy seller with markets
in over 140 countries across the world.
 Make-up Art Cosmetics or MAC Cosmetics is a manufacturer of cosmetics
which was founded in Toronto, Canada by Frank Toskan and Frank Angelo
in 1984.
 COLORBAR cosmetics are one of the leading brands of color cosmetics in
India.
 STREET WEAR is a young, funky and hip brand which globally positioned
at the young and trendy shopper and the range consists of about 30 SKUs
covering categories like nail enamel, lipstick, lip gloss, face make-up kits
and eye shadows.
Latest developments
 According to Indian cosmetic sector Analysis (2009-2012), the Indian

cosmetics industry is expected to witness fast growth rate in the coming
years on the back of an increase in the consumption of beauty products.
Owing to growing disposable income of the middle class households and
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changing lifestyles, it is expected that the cosmetics industry will grow at a
CAGR of around 17% during 2010-2013.
 A study even shows that affordability and rising consumer base were the
main drivers behind the high cosmetic sales of around INR 356.6 Billion in
2009. Market players are getting lucrative and good opportunities as people
have become more beauty conscious due to changing lifestyle and
spreading consumer awareness.
 Indian cosmetics industry is set for a significant growth depending on the
capability of the manufacturer to market their products. Products that claim
to renew cells, minimize pores and restore hydration have created an $83
billion worldwide market.
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3.2 Company Profile
3.31 Fair & Lovely
The fairness cream brand was developed by Hindustan Lever Ltd (Hindustan
Unilever Ltd) in 1975. The product was marketed nationally in 1978. The
launch of Fair & Lovely was met with much enthusiasm in1988; the brand
went international and now available in 40 countries. These include countries
across Asia, Middle East Africa.
Fair & Lovely was launched in 1978 in India. Fair & Lovely does not contain
alcohol. All the oil & fat used in Fair & Lovely product are of vegetable or
synthetic origin only. Fair & Lovely does not contain any harmful ingredients.
All Fair & Lovely ingredients are all approved for cosmetic products as per
local regulations.
All of the ingredients used for the base are all widely used in personal care
products globally approved by agencies like BIS (Bureau of Indian standards)
which work together to protect the skin from darkening and safely lightening
the skin.
The success of a brand depends on various factors such as right product as

right time consumers with right marketing efforts. There were various
advantages for Fair & Lovely such as it has backing by strong company like
HUL, which is always considered to be acumen of marketing. Furthermore, it
was first product to be launched of this kind in India. This brand also focuses
on a specially designed marketing drive for villages.
Advertisement has always been a great marketing mix for Fair & Lovely. The
advertisement shows the whitening effect on its cover only by showing a face
six times in whitening progression, as women becomes fairer she is even more
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happier depicts by showing two picture of women as before use and after use.
To verify, instrument such as fairness meter is given along with the pack.
Positioning of brand keeps on changing with evolving customers. Initially

advertisements were focused on aspirations of girl getting the right man, but as
aspirations kept on changing, advertisements have also started evolving about
achieving career, status, self achievement etc. This can be supported by
Airhostess ad, ayurveda ad, and cricket ad of Fair & Lovely. Fair & Lovely has
always listened to their customers needs and has changes accordingly thus
becoming one of the favorite brands of its followers.
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3.32 Ponds
Ponds is a brand of beauty and health care products, currently owned by the
multinational corporation Unilever. Loved across the globe, Ponds is sold around
the world with Spain, India, Japan and Thailand being their strengths.
Ponds cream was invented in the United States as a patent medicine by pharmacist
Theron T Pond (1800-1852) of Utica, New York, in 1846. Mr. Pond extracted a
healing tea from witch hazel which he discovered could heal small cuts and other
ailments. The product was named “Golden Treasure”. After Theron died, it would
be known a “Pond’s extract.”In 1846, the “T.T Ponds Company” was formed with
ponds and other investors. Soon after, he sold his portion of the company because
of failing health. He died in 1852. In 1914, the company was incorporated under
the name “Pond’s Extract Company”.
The company then moved to Connecticut establishing in manufacturing center

there. Later it moved its sales office to New York City. In 1886, Ponds began to
advertise nationally. They advertised under the same of Pond’s healing until 1910.
By the twentieth century, the company’s main strategy was geared towards selling
cosmetics products and so the Pond’s cold cream and vanishing cream was created
which marked the entrance of Pond’s products into facial care industry. Today
Ponds is sold around the world. Its largest markets are in Spain and in Asia,
including India, Japan and Thailand.
Ponds is an iconic and leading brand name. It caters to numerous skin care
methods of women and for this reason, it introduced several innovative products
for regular intervals to maintain customer’s interest. It has added a range of
product for men including solutions for sun damage, pollution, oil control and
pimples like Ponds Men Acno clear oil control, Ponds Men Pollution Out and
more. Some of its popular products are –BB Creams, Facial Moisturizer, Talcum
powder, Facial cleansers and Make-up Removers.
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3.33 Dove
Dove is a personal care brand owned by Unilever. Dove products are

manufactured in Argentina, Australia, Brazil, Canada, Mexico, Poland, Germany,
Netherlands, South Africa, India, Turkey, Philippines, Pakistan, Egypt, Indonesia,
Ireland, and United States. It was invented by an American chemist named
Vincent Lamberti. The dove soaps have been the trademark products of Dove, a
personal care brand from United Kingdom. The products are sold in more than 80
countries and are offered for both women and men. Dove’s logo is a silhouette
profile of the brand’s namesake bird.
Although starting as a soap brand for women, currently there are various products
like lotions/moisturizer, deodorants, body washes, beauty bars, hair care and facial
care products. Dove is primarily made from synthetic surfactants, soaps and salts
of animal fats (tallow). In some countries Dove is derived from tallow and for this
reason it is not considered vegan, unlike vegetable oil based soaps.
Vincent Lamberti was the man behind Dove soap manufacturing during the
early1950s while he was working for lever brothers and hence, he holds original
patents for Dove. The Dove soap bars created a stir in the soap market 1957 after
its foundation by the Lever brothers and although the contemporary
advertisements feature women from non-modeling background, the initial
marketing years were different where their main emphasis was on delivering
authentic soap that “crèmes” skin rather than just washing it.
For men, in January of 2010, Dove brought out the Dove Men + Care that include
shampoo, body wash and deodorants. Fresh clean and Anti-dandruff fortifying
shampoos are the two products to keep their hair thicker, voluminous, healthier
and stylish. From soaps to shampoos, deodorants to hand wash, the product line of
the dove is long and reliable for getting moisture, pure and clear skin that is
naturally smooth and touch.
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3.34 Olay
Olay is a global brand providing the beauty products. Olay has a wide variety of
products in its marketing mix. Olay majorly targets the young and middle aged
women globally. Olay originated in South Africa as oil of Olay. Graham Wulff
(1916-2008), an ex-Unilever chemist from Durban, started it in 1952. He chooses
the name “Oil of Olay” as a spin on the word “lanolin”, a key ingredient.
It was unique in the early days because it was a pink fluid rather than a cream,
packaged in a heavy glass bottle. Wulff and his marketing partner, Jack Lowe, a
former copy writer, had tested the product on their wives and friends and were
confident in its uniqueness and quality.
The various products under the brand are complete, total effects, fresh effects,
body, white radiance, regenerist, regenerist luminous etc. Olay had come up with
the anti-ageing products to target a new segment in the market. It has majorly tried
to come up with moisturizer to stay looking young. Later they decided to include
the sun protection factors to improve the products. The main ingredients of the
product include glycerin, vitamin B3, board spectrum sunscreen, vitamin A
derivative etc. The Olay brand also includes soap, cleansers, night creams, and
body wash. They have been focusing to full fill all the skin care needs of the
peoples irrespective of their age and skin type.
Olay basically targets the higher middle class people and are price a little higher
than other brands. Olay have been successful in maintaining the image and the
price because of the quality of the product. They have been successful in
increasing fairness and reducing the dark spots.
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Global market
In October 2006, Olay launched in Philippines
In August 2007, Olay was launched in India
Since 2010, Oil of OLAZ has simply been known as OLAS in German- speaking
countries. Slogan: Olaz lets you shine.
21
CHAPTER 4
DATA ANALYSIS AND
INTERPRETATION
Competitive analysis of different fairness creams with special reference to females
has been made use of both primary and secondary data. The primary data was
collected from 50 respondents using questionnaire, the samples being selected on
the basis of convenience was classified and analyzed using various statistical tools.
This chapter presents the analysis details of the collected data.
Table 4.1 showing the awareness of different brands of fairness creams

available in the market.
Options No of Respondents Percentage
Yes 45 90
No 5 10
Total 50 100
(Source: Primary Data)
According to the table we can analyze that most of the girls are aware about
different brands of fairness creams available in the market. 90% of sampling
design has said YES.
Figure 4.1 showing the awareness of different brands of fairness creams.
Yes
No
22
Table 4.2 showing the usage of fairness cream from samples

Daily 11 22
Alternative Days 12 24
Occasionally 26 52
Never 1 2
Total 50 100
From the above table and figure we can analyze that most of the girls use fairness
creams occasionally. 22% of the girls apply daily.
Figure 4.2 showing the usage of fairness cream from samples.
Daily
Alternative Days
Occasionally
Never
23
Table 4.3 showing the Brand Preference

Fair And Lovely 7 14
Ponds 10 20
Olay 16 32
Dove 9 18
Other 8 16
Total 50 100
The above table and figure shows that maximum girls have selected for Olay as
their preferred fairness cream, 32% of sampling design has selected Olay. 20% of
the respondents have selected Ponds.
Figure 4.3 showing the brand preference
Fair And Lovely

Ponds
Olay
Dove
Other
24
Table 4.4 showing the Time Period of usage of fairness cream

1 Year 23 46
2-4 Year 24 48
4-6 Year 1 2
More 2 4
Total 50 100
From the above table and figure we can analyze that there are students who are
using fairness creams from more than 8 years but most of the girls are using the
fairness cream from past 2-4 years.
Figure 4.4 showing the time period of usage
1 Year
2-4 Year
4-6 Year
More
25
Table 4.5 showing Particular Choice over fairness cream

Yes 33 66
No 17 34
Total 50 100
From the above table and figure we can analyze that 66% of the girls have
particular choice over fairness creams.
Figure 4.5 showing particular choice over fairness cream
Yes
No
26
Table 4.6 showing the benefit received from fairness cream

Pimple free 8 16
Increase fair tone 13 26
Softness 11 22
UV protection 12 24
Others 6 12
Total 50 100
According to the above table and figure we can analyze that most of the girls use
fairness cream for increasing their skin tone, 24% of girls used for UV protection
and 22% used fairness creams for softness.
Figure 4.6 showing the benefit received from fairness cream
Pimple free
Increase fair tone
Softness
UV protection
Others
27
Table 4.7 showing number of tubes purchased in a month

1 26 52
2 20 40
3 3 6
Above 3 1 2
Total 50 100
The above table and figure shows that most of the girls purchase 1 tube of fairness
cream per month. Only 2% purchases more than 3 tubes per month.
Figure 4.7 showing the number of tubes purchased
1
2
3
Above 3
28
Table 4.8 showing the budget preferred while purchasing a fairness cream

Below 100 9 18
100-200 14 28
200-300 12 24
300-400 10 20
Above 400 5 10
Total 50 100
According to the above table we can analyze that most of the girls purchase
fairness cream tubes which costs 100-200 RS. 24% purchase fairness cream tubes
which costs RS 300-400. Only 10% purchase above 400.
Figure 4.8 showing the budget preferred while purchasing a fairness cream.
Below 100
100-200
200-300
300-400
Above 400
29
Table 4.9 showing the customers who purchase according to retailers choice

Always 4 8
Sometimes 35 70
Never 11 22
Total 50 100
According to the table above we can analyze that there are students who purchase
their fairness cream product according to the retailer’s choice. But most of the
girls have said that they sometimes pursue the retailer’s choice.
Figure 4.9 showing the customers who purchase according to retailer choice.
Always
Sometimes
Never
30
Table 4.10 showing responses to availability of the fairness cream

Satisfied 28 56
Highly satisfied 10 20
Neutral 9 18
Dissatisfied 3 6
Total 50 100
From the table above, we can analyze that most of the sampling designs are
satisfied with the availability of their fairness cream. In the chart 20% of the
students have responded that they are HIGHLY SATISFIED with the availability
of their fairness cream.
Figure 4.10 showing responses to availability of the fairness cream.
Satisfied
Highly satisfied
Neutral
Dissatisfied
31
Table 4.11 showing the response relating to promotional techniques

Satisfied 32 64
Neutral 12 24
Dissatisfied 1 2
Total 50 100
We can analyze that from the table given above that maximum girls are satisfied
with the promotional techniques of the fairness cream, as 64% of the respondents
have replied that they are satisfied with the promotional techniques.
Figure 4.11 showing the responses relating to promotional techniques.
Satisfied
Highly satisfied
Neutral
Dissatisfied
32
Table 4.12 showing the quality of the fairness cream
Good 25 50
Excellent 11 22
Neutral 10 20
Bad 3 6
Worse 1 2
Total 50 100
From the above table we can analyze that the response towards the quality of the
fairness cream is GOOD, 22% of the sampling design has said that the quality of
the fairness cream is EXCELLENT.
Figure 4.12 showing the quality of the fairness cream.
Good
Excellent
Neutral
Bad
Worse
33
Table 4.13 showing the frequency of use of fairness cream per day

1 29 58
2 14 28
3 5 10
Above 3 2 4
Total 50 100
We can analyze that most of the girls use 1-2 times a day, 58% of the sampling
design says that they apply only once in a day and 28% of the sampling says that
they apply fairness cream twice a day
Figure 4.13 showing the frequency of use of fairness cream
1
2
3
Above 3
34
Table 4.14 showing whether the consumers are aware about the ingredients
used in the fairness creams
Yes 32 64
No 16 32
Not really 2 4
Total 50 100
From the table above we can analyze that 64% of the sampling design are aware
about the ingredients used in the fairness creams and 32% are not aware about the
ingredients
Figure 4.14 showing whether the consumers are aware about the ingredients
used in the fairness creams
Yes
No
Not really
35
Table 4.15 showing the media through which the respondents come to know
about the fairness cream they use

Friends 20 40
Advertisements 21 42
Other promotional activities 9 18
Total 50 100
From the table given above we can analyze that many of the girls have come to
know about the fairness cream through advertisements, 40% of the students have
come to know about through their friends
Figure 4.15 showing the media through which the respondents come to know
about the fairness cream
Friends
Advertisements
Other promotional
activities
36
Table 4.16 showing the side effects present in the fairness creams
Yes 10 20
No 40 80
Total 50 100
We can analyze that from the above chart that there are some side effects in the
fairness cream, but most of the sampling design has selected that they do not face
side effect after applying the fairness cream.
Figure 4.16 showing the side effects.
Yes
No
37
Table 4.17 showing whether the fairness cream successful to meet up your
needs
Satisfied 27 54
Neutral 13 26
Dissatisfied 2 4
Total 50 100
According to the table above we can analyze that most of the girls say that the
fairness cream is successful to meet up their need, 16% of the sampling design
responded that they are highly satisfied with the fairness cream which they apply
Figure 4.17 showing whether the fairness cream successful to meet up your
needs.
Satisfied
Highly satisfied
Neutral
Dissatisfied
38
.Table 4.18 showing the rating of your fairness cream

1 3 6
2 2 4
3 16 32
4 19 38
5 10 20
Total 50 100
From the table given above we can analyze that most of the students rated 4 out of
5. 6% of the respondents rated 1 out of 5.
Figure 4.18 showing the rating of your fairness cream.
1
2
3
4
5
39
Table 4.19 showing that whether the fairness cream is recommended or not
Yes 42 84
No 8 16
Total 50 100
We can analyze that from the table above most of the girls have recommend their
fairness cream to their friends and others. 16% do not recommend to their friends
and others.
Figure 4.19 showing that whether the fairness cream is recommended or not
Yes
No
40
Table 4.20 showing that consumer preference of product after checking the
competitive analysis

Always 20 40
Sometimes 23 46
Never 7 14
Total 50 100
According to the table above we can analyze that there are few students who are
not at all aware of the competitive analysis, but most of them says that they
sometimes check for the competitive analysis before purchasing the fairness
cream.
Figure 4.20 showing that consumer preference of product after checking the
competitive analysis.
Always
Sometimes
Never
41
CHAPTER 5
FINDINGS, SUGGESTIONS
AND CONCLUSION
5.1 Findings
 Majority of the respondents prefer Olay cream and the second most
preferred cream is Ponds.
 Most of the respondents choose their brand because of their fairness and
other benefits are softness, UV protection etc.
 Most of the respondents are Satisfy with the availability of fairness cream.
 From the study it is found out that most of the girls have come to know
about the fairness cream through advertisements.
 In this study most of the students purchases one tube of fairness cream in a
month.
 Most of the girls are using the fairness cream once in a day.
 From the study, it is found out that quality of fairness cream have great
influence on selecting brand of fairness cream.
 Most of the respondents agree that advertisement influence the purchase
behavior of fairness cream.
 Most of the students are satisfied with the price of fairness cream.
 Most of the students are satisfied with the benefit of fairness cream.
 In this study most of the students agrees that the selected fairness cream
successfully fulfill their needs.
42
5.2 Suggestions
 Brands should try to focus more in promotional strategies.

 Brands should try to educate the retailers about the product so that the
customers will get to know the product more easily.
 Introduce innovation in products and production technology also. It
ensures the sustainability of the firms in the market.
 The un-preferred brands should work out more in their promotional
activities.
 Introduce slogans or tag lines that help the firm to register their brand
name in the minds of the consumer permanently.
 The company should extend the marketing channel and achieve the
potential market for their product.
43
5.3 Conclusion
The competitive analysis of these different fairness cream brands is done by

collecting the questionnaire and getting feedback from different students. The
results would be analyzed and then would reach to a conclusion that which
fairness cream is best according to this competitive analysis. As most of the
people are very much bothered about their color complexion the fairness cream
enjoy very good market growth rate when compared with other related product
categories. Fairness cream plays a crucial role in developing self-esteem and
enhancing self confidence level. The study reveals that the vast majority preferred
fairness creams available in the market. The research project will help us
understand the human psychology and their reason to choose one product or a
brand from the other. It also helps us understand how the different marketing
strategies help the consumer choose the best product. So it is clear that the new
generation is highly beauty conscious and also understands which brand is most
preferred by the customer.
44
BIBLIOGRAPHY
Books:
 Jham, V., & Puri, S. (2014). Cases on consumer-centric marketing

management. Business Science Reference.
 Oster, S. (1999). Modern competitive analysis. Oxford University Press.

 Armstrong, G., Kotler, P., & Opresnik, M. (2019). Marketing. Pearson
Education, Limited.
 Assael, H. (2006). Consumer behavior and marketing action. Thomson.
 Kothari, C., & Garg, G. Research methodology.
Journal:
 Sarkar & Gosh (2017) “ETHICAL NORMS IN FAIRNESS CREAM

ADVERTISEMENT”, Global Media Journal – Indian Edition, 7(2)
Retrieved from http://www.caluniv.ac.in/global-mdia-journal/Comm-
Nov-2017/C1.pdf
 Burger .P. (2016). “Skin Whitening Cosmetics: Feedback and
Challenges in the Development of Natural Skin Lighteners” cosmetics
3(30) Retrieved from doi:10.3390/cosmetics3040036
www.mdpi.com/journal/cosmetics
 Watson S, Thornton, C. G, & England, B. T. (2010). “Skin color shades
in advertising to ethnic audiences”, the case of African Americans.
Journal of Marketing Communications, 16 (4), 185-201.
 Das, Dr. Saumendra, Consumers’ Perception on Fairness Creams in
India (April 9, 2015). Journal of Research, Extension and Development,
Volume-1, No.11, July 2013, ISSN: 2319-1899, pp 64-66. , Available at
SSRN: https://ssrn.com/abstract=2592358
 Jha B. (2016) “Representation of fair-skin beauty and the female
consumer” IOSR Journal Of Humanities And Social Science,
45
21(2) PP 01-12. Retrieved from http://www.iosrjournals.org/iosr-
jhss/papers/Vol.%2021%20Issue12/Version- 8/A2112080112.pdf
 Das S. (2013). “Consumer’s Perception on Fairness Cream in India”,
Journal of Research, Extension and Development, 1(11) 64-66.
Retrieved from
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2592358
 Williamson J (1978). Decoding advertisements: Ideology and
meaning in advertising.
Retrieved from http://bookzz.org/
Websites
 https://shodhganga.inflibnet.ac.in/.
 https://www.wikipedia.org/
 https://www.investopedia.com/terms/m/market-research.asp
 https://blublunt.com/fair-and-lovely-cream-benefits/
 http://internationaljournals.co.in/pdf/GIIRJ/2014/March/2.pdf
 https://khadijabeauty.com/dove-beauty-cream-review/
 https://www.ponds.com/us/en/home.html
 https://peppyblog.com/olay-natural-white-light-instant-glowing-fairness-
cream-review/
46
ANNEXURE
A study on competitive analysis of different brands of fairness creams
with special reference to females of Christ college Irinjalakuda
Questionnaire
1. Name
2. Age
3. Gender
4. Are you aware of different brands of fairness cream available in the
market?
a) Yes
b) No
5. Do you use fairness creams?
a) Daily
b) Alternate days
c) Occasionally
d) Never
6. Which fairness cream do you apply?
a) Fair And Lovely
b) Ponds
c) Olay
d) Dove
e) Other
7. From how long are you using this fairness creams?
a) 1 year
b) 2-4 years
c) 4-6 years
d) More
8. Do you have particular choice over the fairness creams?
a) Yes
b) No
9. Which benefit makes you to prefer this Brand?
a) Pimple free
b) Increase fair tone
c) Softness
d) UV protection
e) other
10. How many numbers of tubes or packets do you purchase in a month?
a) 1
b) 2
c) 3
d) Above 3
11. What is your Budget while purchasing a fairness cream?
a) Below 100
b) 100-200
c) 200-300
d) 300-400
e) Above 400
12. Do you prefer the retailer’s preference while selecting the cream?
a) Always
b) Sometimes
c) Never
13. Are you aware of the ingredients used in the fairness creams?
a) Yes
b) No
c) Not really
14. What is your opinion about the availability of your fairness creams?
a) Satisfied
b) Highly satisfied
c) Neutral
d) Dissatisfied
15. What is your suggestion about the promotional techniques of your fairness
creams?
a) Satisfied
b) Highly satisfied
c) Neutral
d) Dissatisfied
16. What is your opinion regarding the quality of the fairness cream?
a) Good
b) Excellent
c) Neutral
d) Bad
e) worst
17. How frequently do you apply fairness cream in a day?
a) 1
b) 2
c) 3
d) Above 3
18. Do you think competitive analysis of different brands is necessary?
a) Yes
b) No
c) May be
19. How did you come to know about the fairness cream which you use?
a) Friends
b) Advertisements
c) Other promotional activity
20. The fairness cream which you apply does it have any side effects?
a) Yes
b) No
21. Does your fairness cream fulfill your needs which you have desired for?
a) Satisfied
b) Highly satisfied
c) Neutral
d) Dissatisfied
22. How much would you rate for your fairness cream within five?
a) 1
b) 2
c) 3
d) 4
e) 5
23. Will you recommend your fairness cream to your friends and others?
a) Yes
b) No

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“A STUDY ON COMPETITIVE ANALYSIS OF DIFFERENT

BRANDS OF FAIRNESS CREAMS WITH SPECIAL

Project Report submitted to

In partial fulfillment of the requirement for the award of the degree of

Under the supervision of

CHRIST COLLEGE(AUTONOMOUS), IRINJALAKUDA

This is to certify that the project report entitled “A STUDY ON

Prof. K.J.JOSEPH Ms. RAKHI. S

I, GREESHMA MARTIN, hereby declare that the project work entitled “A

Place: Irinjalakuda Greeshma Martin

I would like to express my sincere obligation to Rev. Dr. Jolly Andrews,

I am thankful to Prof. K. J. Joseph, co-ordinator of B. Com (Finance), for

I express my sincere gratitude to Ms. Rakhi S, Assistant Professor, whose

I express my sincere thanks to my friends and family for their support in

CHAPTER NO. CONTENTS PAGE NO:

CHAPTER 1 INTRODUCTION 1-5

CHAPTER 2 REVIEW OF 6-10

TABLE TITLE PAGE

FIGURE TITLE PAGE

Competitive analysis in marketing and strategic management is an assessment of

Identifying your competitors and evaluating their strategies to

In business, a competitive advantage is the attribute that allows

The purpose of the competitive analysis is to determine the strengths and

1.3 Scope of the study

1.4 Significance of the study

1.5 Objectives of the study

1.6.1 Nature of Study

The study is descriptive as well as analytical in nature

1.6.2 Nature of Data

1.6.3 Source of Data

1.7 Sample Design

A population is a group of individuals, objects, or items from which sample are

1.7.2 Sample Unit

1.7.3 Method of Sampling

Simple Random sampling was the method of the study.

The size of sample used for collecting the data is 50 respondents.

1.8 Tools for Analysis

The project is organized into chapters namely Introduction, Review of literature,

Chapter 2 Review of literature

Chapter 3 Industry profile and company profile

Chapter 4 Data analysis and interpretation

Competitive analysis in marketing and strategic management is an assessment of

To determine just what constitutes a key asset or skill within an industry,

1. The reasons behind successful as well as an unsuccessful firms.

Components in competitive analysis

A competitive analysis covers five key topics:

 Understanding the market.

The main objectives of competitive analysis

 To study the market;

Indian Cosmetics Industry

The word cosmetics derives from the Greek ‘kosmetiketekhne’ meaning

The cosmetic industry is dominated by a small number of multinational

Bearing a long glowing heritage of cosmetics and beauty, aesthetic makeup

Due to the development of satellite television and a number of television channels

According to new research report, the Indian cosmetics industry is expected to

Top leading Companies

 Lakme is the Indian brand of cosmetics, owned by Unilever. It started as a

 According to Indian cosmetic sector Analysis (2009-2012), the Indian

3.31 Fair & Lovely

The success of a brand depends on various factors such as right product as