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Introduction to Product Life Cycle

Introduction to Product Life Cycle

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Published by lalvanzonline
Product life cycle- introduction
Product life cycle- introduction

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Published by: lalvanzonline on Mar 24, 2010
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11/16/2012

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SCHOOL OF ECONOMICSDEVI AHILYA VISHWA VIDHYALAYA, INDORE Marketing Assignment:Product Life Cycle of LUX  An HLL Product Session 2009-10 Masters of Business Economics (MBE)Semester: Ist 
 
Submitted to: Submitted by:Mrs. Akanksha Singhi Miss Poonam K. Lalvani Lecturer, SoE, Roll No-042DAVV MBE (Ist Sem)
 
INTRODUCTION TO PRODUCT LIFE CYCLE
 The course of a products sales and profits over its lifetime is called the
PRODUCT LIFE CYCLE 
 PLC shows the stages that products go through from development to withdrawal fromThe market. Product Life Cycle (PLC):  Each product may have a different life cycle.  PLC determines revenue earned.  Contributes to strategic marketing planning  To identify when a product needs support, redesign, renovating, withdrawal, etc.
PLC OF LUX SOAP- An HLL Product
H
industan Lever Limited (
H
LL) is Indias largest fast moving consumer goods company withleadership in
H
ome and Personal Care Products, Foods and Beverages and Specialty Chemicals etc.As one of the largest Exporters in the county,
H
LL comprises of number of product lines like:
 
Personal wash
 
Laundry
 
Skin care
 
O
ral care
 
D
eodorants
 
Color cosmetics
 
Ayurvedic personal and health care
 
Shampoo: Sunsilk, Clinic
 
Tea: Broke bond, Lipton.
 
Coffee: Bru
 
Foods: Kissan, Annapurna, Knorr
 
Ice cream: Kwality walls
Companys Profile- HLL
A 52% owned subsidiary of Anglo Dutch giant Unilever.
India  1888
India largest FMCG company
Touching 2 out of 3 Indian consumer
20 distinct categories  Home and personal care products, food and beverages.
HLL  HUL
100 factories  India  Manufacturing its diverse product range
Headquarter: Mumbai
Market share  Toilet soap category  54.3%
 
 
INTRODUCTION TO LUX:
We all want to be pampered, to look and feel great and that's just what LUX offersyou on a daily basis at a price you can afford. LUX is the brand of UNILEVER IN
D
IA LT
D
. It has been winning hearts of IN
D
IAN consumersfor 80 years. LUX stands for the promise of beauty and glamour as one of India's most trusted personalCare brands.LUX PR
OD
UCTS: LUX had modified their product into:
O
rchid touch,
Almond delight, Energizing fruit, Aqua sparkle etc.
PRODUCT LIFE CYCLE STAGES
:
INTRODUCTION STAGE 
 
LUX launched the worlds first mass-market beauty soap in the US in 1924 & had beenLaunched in
India in 1929
. At that time there was only one competitor of LUX, which was from its own brandLIFEBU
OY
.In the initial stages LUX was introduced in the major cities of IN
D
IA like Calcutta, Mumbai etc.
MARKETING OBJETIVES
- was to create the product awareness and to attract theCustomers towards the product.The LUX MARKETING STRATEGIES in the initial stages:
Product 
:They offer only one product in the market. They did not come up with the differentiated product.
Price
:In the initial stages of the product, they offered relatively higher price than theircompetitor (LIFEBU
OY
). Because, they want to recover their initial cost of making theProduct.
 Advertising
:In the initial stages, they allocated more advertising budget so that more andMore customers could be attracted towards the product.In ads they targeted the
e
arly adopt 
e
rs
, who were readiest to buy the product.The first ambassador, Leela Chitnis.
Distribution
:
D
istribution was selective and only covered the major cities of IN
D
IA to get recognition inthose cities. Their distribution channel was through: Manufacturer Wholesaler & Retailer

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