Introduction: Breakthrough scientific research at Unilever’s Skin Research Centre unlocks nature’s fairness secrets to create new Fair & Lovely. Fair & Lovely, the largest-selling skin whitening cream in the world, is certainly doing well. Launched in 1978, it holds a commanding 50-70 per cent share of the skin whitening market in India, a market that is valued at over Rs 1,200 core (Rs 12 billion) and growing at 10-15 per cent per annum. HLL christened Fair & Lovely as one of its six “mega brands” and has successfully launched new product formulations from lotions to gels and soaps. Origin of the Term Paper
This term paper has been prepared as a part of the partial fulfillment of the course “Consumer Behavior” (MKT-410) of the Business Administration Department of the EastWestUniversity. Our course instructor Md. Farhan Faruqui has assigned us this report as a part of the course “Consumer Behavior”. He has authorized the task of writing this term paper on a group basis. The term paper was assigned on 10th July 2007 and was on due on 30th July 2007. Objective of the Term Paper
The objective of the term paper is to learn the practical implementations of the theories taught in the course “Consumer Behavior” (MKT-410). In additional to serve this purpose it tries to find out all the necessary information that one person needs to know about fair and lovely. Scope of the Term Paper
In our term paper, we have given the basic ideas regarding fair and lovely. Unilever Corporation’s involvement in this technology, their pioneering steps in developing this instrument of communication, their latest activities & the image they have established in the general consumers mind etc. have been discussed. In the end there are the discussions regarding fair and lovely in the contexts of Bangladesh. Methodology
For this term paper we have collected data and information from various sources such as websites, newspapers etc. We have conducted a research on various people (sample of 60 people, randomly chosen) based on a questionnaire. The questionnaire was used to collect information from the people about their perception regarding different aspects about themselves and fair and lovely. All the collected data used to calculate in Microsoft Excel, thus we can get a more sophisticated view of the consumer’s perception. Our course instructor Md. Farhan Faruqui approved the questionnaire. Limitation
It is quite impossible for us to prepare a report without limitations. Lacking of information was a big factor. We have to depend heavily on the various websites. As there is not that much option for comparison with other brands that causes a problem. We conducted the survey during our ongoing course, thus facing serious time constrains. Also the surveyed people are another factor. Because almost all of them are students and they represent almost similar background that makes a pretty tiny chance of variation.