Tuesday, March 25, 2008

Don makes a ‘fair’ deal…

...but will Emami get a ‘handsome’ return?
‘Hi handsome!’ Some years ago this tag was for those tall & dark macho men. But no more! As the ‘to look fair’ fever grips the desi market, fairness is no longer exclusive to the eves of the country. Indian males are now being viewed as a fair game in the Rs.800 crore fairness creams market. And the Rs.600 crore Emami Group is considered to be a pioneer in the men’s fairness cream market. The company unleashed ‘Fair And Handsome’, the men’s fairness cream in 2005. The cream was a runaway success doing business of Rs.27 crores in the very first year itself. Even after big daddy HLL launched the Fair & Lovely Menz Active, Fair And Handsome continued to rule the market with business of Rs.40 crores in 2006. Clearly first mover’s advantage did wonders for the Emami Group. But now with players like Nivea too jumping into the fray, Emami has roped in king of Bollywood, Shahrukh Khan to take on the threat from competition. In a candid interview with 4Ps B&M, Mohan Goenka, Director, Emami Group, talks about the company’s marketing and advertising plans with the Bollywood badshah.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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