Fair and Lovely: Corporate Communications strategy (part 2)

Fair & Lovely’s Corporate Communication Strategy

To analyse the successfulness of F&L's Corporate Communications strategy, practitioners in the communications field will form the outline for this analysis. 

To communicate effectively to your target stakeholder Nahai (2012) argues that the communication style used should be tailored to the medium when using Facebook call to actions should be incorporated in the communication strategy. Looking at figure 1 and 2 a call-to-action is not incorporated in the strategy, which does not meet Nahai's (2012) argument to conduct effective communication to your target stakeholder. 

However, accessible links to the career test are available, as Chaffey and Smith (2012) argue that accessibility is an important factor in regards to the customer journey. 

Carvill and Taylor (2013) further argue that various forms of content should be incorporated to keep a strong dialect with the target audience. It can be said that this is evident in F&L’s communication strategy as the content in figure 1 takes the form of a video whilst, figure 2 takes the form of a photo

Activists and the Media

Using Coombs (2012) Crisis Response strategy it can be argued that HUL has incorporated Denial Posture to manage these stakeholder groups. Arguably, the crisis strategy that HUL has adopted in particular is Denial and Scapegoating. This can be said as the organisation is not actively participating in the conversation regarding the brand message of F&L. Only one statement has been made in response to the allegations of racism, where the organisation shifting the blame on South Asian beauty standards (Karnani, 2007), which arguably is practising of Scapegoating and Denial. 

Denial Posture can be explored further by evaluating F&L’s Facebook page, as Activists and Media outlets who voice their concerns regarding the topic with F&L and supporting South Asian beauty standards and colourism is being ignored (BBC,2016). 

Looking at figure 1 the image of a woman of darker complexation looking sad and the juxtaposition of the fairer complexion women who are smiling after using F&L's product arguably enforces the ideology that being a fair complexation will ensure happiness. Which is the message F&L shared before the change of narrative. Previous campaigns included objectifying women by subjecting them to the male gaze to be married (Khan,2012). 

It can be said that even though F&L have attempted to adopt a new narrative, their traditional narrative still underlines their corporate communication strategy. 

On the other hand, it can be said that evidence of Denial Posture is not evident. As the campaign in figure 2, supporting women to find their career path can be viewed as actively listening to stakeholder’s response to previous complaints regarding branding and now F&L have changed their key message. The change of narrative can be explored in-depth by looking at the language used in figure 2. Arguably the use of short syntax, ‘be ready for any occasion can be decoded by the user to feel a sense of empowerment once using the service F&L provided. Showcasing that F&L have monitored their external environment to manage their stakeholders.

Current Customers

It can be said that F&L's narrative of focusing on female empowerment does not resonate with their consumers. Upon Ninan’s (2003) research, it was found that schoolgirls aged twelve to fourteen popularly use fairness creams in India, due to being exposed to media that supports the ideology fair-skinned females are successful. This 

 juxtaposes F&L’s new narrative of empowering women in the work field (Khan,2012), which can mean that their key message is not resonating with consumers.

It can be argued that Compliance Gaining in particular Reward Activity (Marwell & Scmitt, 1967) is evident in figure 2 to demonstrate F&L's adoption of their new narrative. Arguably the use of the rhetorical question can entice users to find their ideal career path. The sense of Reward Activity can be explored through the user engaging with the career test to find their best career path.

Recommendations

The Stakeholder group that have been highlighted as the highest priority according to the Stakeholder Typology map (Mitchell et al. 1997) are Activists, the Media and Customers. The following recommendations are catered towards supporting F&L's change of narrative and targeting the highest priority stakeholder groups. 

1. Incorporating Brand Ambassadors who encapsulate the new narrative of empowering women in the workplace. Lamb and McKeen (2005) recommend using speakers whom the public will accept as knowledgeable. By introducing Brand Ambassador who are well known in their career such as, Chitra Ramakrishna (Managing Director and CEO of the National Stoke Exchange) or Kirthiga Reddy (heads Facebook India) (India Today,2019) can persuade various stakeholders (the media, activists and customers) to accept the new narrative of F&L. 
2. F&L release a public 'values statement' to reinforce the organisation's commitment to stakeholders, in particular the adoption of the new narrative. Carroll and Buchholtz (2012) Strategic Steps towards Successful Stakeholder Management advises creating a stakeholder-inclusive ‘values statement’ to build trust. Parson (2016) believes that trust is an important factor in ethical media relations, which can help build a positive relationship between media outlets and F&L. 

Reference list

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Times of India (2019) I caught my daughter applying fairness cream. What do I do? Available at: https://timesofindia.indiatimes.com/life-style/parenting/ask-the-expert/i-caught-my-daughter-applying-fairness-cream-what-to-do/articleshow/68064933.cms (Accessed: 20th November 2019)

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YouTube (2019) Fair & Lovely instant glow Facewash review in Tamil. Available at: https://www.youtube.com/watch?v=dfzisn4emQo (Accessed: 20th November 2019)

YouTube (2019) Fair & Lovely Cream Review. LIVE Instant results. Available at: https://www.youtube.com/watch?v=9J9wPWrDt-Q (Accessed: 20th November 2019)