EFFECTIVENESSEFFECTIVENESS OF OF ADVERTISING ADVERTISING

ON FAIRNESS CREAMON FAIRNESS CREAM

Name: Suravi PradhanName: Suravi Pradhan

Supervised by: Prof. Sujit BoseSupervised by: Prof. Sujit Bose

What is Skin fairness cream?What is Skin fairness cream? “Fairness Cream” is a light non-greasy cream, with a unique blend

of melanin suppressors, helps to lighten the skin tone, eliminate pigmentation problems naturally.

Due to the rise in disposable income and enhanced awareness with the help of larger penetration of media, fairness cream in India is experiencing stronger demand.

What is advertisement?What is advertisement?Advertising is a form of marketing communication used to encourage, influence, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some actions.

Advertisement on fairness creamAdvertisement on fairness cream

Objective of studyObjective of study

Find out the most popular brand of fairness productsFind out the most popular brand of fairness products

Reason for choosing particular brand.Reason for choosing particular brand.

Which medium of advertisement is attracttiveWhich medium of advertisement is attracttive

What is the most memorable skin whitening product What is the most memorable skin whitening product advertisementadvertisement

What part of a skin whitening cream advertisementis What part of a skin whitening cream advertisementis attractiveattractive

primary data:primary data:• narikeldanga area• Social networking site

Secondary data:Secondary data: • news paper• magazines• journals• internet

• Data collection period:Data collection period: January to February 2014.

Tools and techniques used: Tools and techniques used: • pie charts • bar charts

Brands used for study:Brands used for study:

MethodologyMethodology

Reason for choosing particular brandReason for choosing particular brand

Findings: majority section of people prefer to follow through the brand name

Best fairness product brand according to the respondentsBest fairness product brand according to the respondents

Findings: most of the female prefer “Olay”

PRESENTATION AND ANALYSIS OF DATAPRESENTATION AND ANALYSIS OF DATA

Findings: advertisement through television mostly captures the attraction of the consumer

Which medium of advertisement attracts the respondents mostWhich medium of advertisement attracts the respondents most

The most memorable skin whitening product advertisement The most memorable skin whitening product advertisement according to the respondentsaccording to the respondents

Findings: most of the respondents liked “Fair & Lovely” commercial advertisement.

‘‘FAIR & LOVELY’ COMMERCIAL ADVERTISEMNTFAIR & LOVELY’ COMMERCIAL ADVERTISEMNT

What part of a skin whitening cream advertisementWhat part of a skin whitening cream advertisement attracts the respondents attracts the respondents

Findings: respondents mostly get attracted towards the celebrity that promotes the advertisement

Conclusion and recommendationConclusion and recommendation

Doctors may help in spreading awareness about the Doctors may help in spreading awareness about the harmful side effects of fairness cream.harmful side effects of fairness cream.

Stop using confidence of women as an advertising Stop using confidence of women as an advertising element. element.

As movie stars can help to make young Indian women As movie stars can help to make young Indian women understand that :understand that :

whatever the skin color we have it whatever the skin color we have it does not matter for our success.. does not matter for our success..

Limitation of the studyLimitation of the study

It is based on the survey within limited number of It is based on the survey within limited number of people.people.

Information may not be accurate.Information may not be accurate.

The period of data collection is limited.The period of data collection is limited.

The respondents hesitate to express their views The respondents hesitate to express their views regarding questionnaires.regarding questionnaires.

Thank you Thank you