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Fairness Wars
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PROMOTIONAL WARS
During 2000-01, with major players entering the market, the
existing products were promoted with renewed vigor through price reductions,
extra volumes, etc. Many products were marketed aggressively. While F&L
advertisements projected fairness comparable to the moon's silvery glow,
FairGlow offered the added benefit of a blemish-free complexion. But Fairever,
which sold at a higher price, did not initiate any promotional activities.
B. Nandakumar, President (Marketing) CavinKare, explained, “We will not tailor
our product to the competition. We'll do so for the consumer. Freebies are not
the only way to garner sales.” However, analysts believed that CavinKare did not
undertake any promotional activities due to lack of financial muscle. On
February 14, 2000, as a part of its promotional activities, Godrej Soaps
announced the ‘Godrej FairGlow
Friendship Funda'in various colleges in Maharashtra. In August 2000, it launched the ‘FairGlow
Express,'the first branded local train in India, in Mumbai, in partnership with
Western Railways.
In December 2000, Godrej took its FairGlow brand to the web by launching
www.fairglow.com. Later, it launched a unique online promotional scheme – ‘the
FairGlow Face of the Fortnight.'Every fortnight, one winner was selected and
showcased on the website. The winner also won prizes like perfume hampers, gold
and pearl jewellery, holiday for two etc. In early 2001, Godrej Soaps also
launched its FairGlow cream in an affordable sachet (pouch pack). The 9gm sachet
was priced at Rs. 5, and claimed to give around 15-20 applications per pack. It
was initially launched in South India, and was expected to enter other markets
very soon.
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Continued....
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‘Friendship Funda' was a system for delivering messages on
Valentine's Day. About 50,000 cards were distributed so students
could write their Valentine's Day love messages. Special mailboxes
for collecting these cards were spread out over 50 different
campuses. The cards were collected, sorted, and handed over to the
addressees. |
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