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Case Studies in Marketing by Sidharth Balakrishna

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1

Fair & LovelyCreating Demand

BACKGROUND

Is it true that consumers create demand for a product? Can it ever be possible that the opposite occurs that good marketing and advertising creates demand? In effect, can supply create its own demand, as the French economist Jean-Baptiste Say postulated? The story of Fair & Lovely (FAL) of Hindustan Unilever (HUL formerly Hindustan Lever Ltd) throws up such interesting questions.

The fascination of Indians for fair skin is well known. As several social commentators have pointed out, if there is any doubt about this, then people could just take a look at the matrimonial column of any newspaper. The preference for fair (or gori in the vernacular) brides screams at you from such columns. Social commentators ...

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