PROJECT REPORT ON “INTEGRATED MARKETING COMMUNICTION OF LUX SOAP BY HINDUSTAN UNLEVER LIMITED”

Submitted by
Lalit Kothari 17028 Ravi Kumar 17041 Soniya Yadav 17048

Faculty
Prof. Dr. Madhavi Pandya

Siva Sivani Institute of Management Kompally, Secunderabad (2008-2010)
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ABSTRACT

Hindustan Unilever Ltd. is a well-known and largest FMCG company in India. HUL has always revamped its products to meet the changing needs of the consumer without compromising on the quality. This report deals with one of its premier brands "LUX". HUL leads the market in the toilet soap category with 54.3% market share. Lux has inched up to be on par with Lifebuoy in HUL's soaps portfolio. The Lux brand now has an almost equal market share as Hindustan Lever's largest selling soap brand - Lifebuoy. This report gives an overview of the history of the company and the brand "Lux", the various strategies adopted to survive in the market for over 75 years and the various competing brands. The promotional activities adopted, the brand's strengths and weaknesses, threats faced are also analysed. The FMCG category is always a battleground for all the competing firms and the bathing soap category is no different. With more firms entering the market, maintaining the customer base is not very easy. Within six months, ITC's soap products have been able to capture 1.75% of the market share.

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Table of Contents
ABSTRACT ........................................................................................................................... 2 TABLE OF CONTENTS ........................................................................................................ 3 EXECUTIVE SUMMARY ..................................................................................................... 4 INDUSTRY ANALYSIS ........................................................................................................ 5 MAJOR PLAYERS ................................................................................................................ 5 EXTERNAL COMPETITORS....................................................................................................8 HINDUSTAN UNILEVER LIMITED (HUL) ........................................................................... Company profile ................................................................................................................... 10 Mission ................................................................................................................................. 11 Principles of the Quality Policy ............................................................................................ 12 Present stature ....................................................................................................................... 12 Divisions ............................................................................................................................... 13 Hindustan Lever network ...................................................................................................... 14 Exports ................................................................................................................................. 15 Water ..................................................................................................................................... 15 Corporate Responsibility ....................................................................................................... 16 PRODUCT PROFILE ........................................................................................................... 17 PRODUCT CATEGORY, MARKET SEGMENTATION, TARGET MARKETING AND POSITIONING………………………………………………………………………………..18 TACTICAL MARKETING TOOLS Product ................................................................................................................................. 20 Promotion ............................................................................................................................. 20 Price……………………………………………………………………………………............21 Place ..................................................................................................................................... 21 INTEGRATED MARKETING COMMUNICATION PROMOTION…….……………………………………………………………………………………………………………………23 PUBLIC RELATIONS…………………………………………………………………………………………………………………24 POINT OF PURCHASES………………………………………………………………….…………………………………………26 ADVERTISEMENTS……………………….…………………………………………………………………………………………27 PUBLIC RELATIONS…………………………………………………………………………………………………………………40 DISTRIBUTION……………………………………………………………………………………………………………….………40
BIBLOGRAPHY……………………………………………………………………………………………………….………………42

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Executive Summary
Unilever is a multinational consumer product manufacturing giant operating in over hundred countries all around the globe. Unilever Bangladesh is the Bangladesh chapter of Unilever, where the company holds 60.75% share whereas the Government of Peoples Republic of Bangladesh holds 39.25% share. Unilever‘s one of the most popular brand is LUX. They segments LUX.‘s market according to geographical locations. It further differentiates these segments into Socio Economic Cluster (SEC) which takes into account the criteria of education and profession which ultimately measures the financial ability of consumers. The cluster is divided into five parts starting from A to E. Unilever targets the urban and sub urban upper middle class and middle class segment of the population, who falls under A to C of SEC. Tactical marketing tools, 4P‘s, are extensively used by the company to market LUX. Though LUX is produced in Bangladesh, Unilever Bangladesh maintains the same standard all around the globe. The product is available in six different fragrances under three different sizes. Since the demand for beauty soap market is to a great extent oligopolistic, variations in price lead to price war which can eventually break down the company‘s market share. Thus Unilever cannot provide a better price than its competitors. But the price is affordable by most of the people. Unilever Bangladesh has outsourced its distribution channels to third party distributors which allow them to distribute LUX in massive bulks amounting to around ten million pieces. It undertakes the largest promotional activities in the beauty soap industry. The beauty soap industry has a few major producers of which Unilever holds market share of slightly less than 50%. Other competing brands like Tibbet, Aromatic and Keya have started to have a strong consumer base, but LUX.‘s product features distribution and promotional activities have created high brand loyalty for which it is still the market leader. Unilever, with the aid of its heavy promotional activities, has been able to penetrate the market. But the other producers in the industry are posing a threat towards Unilever‘s market share as they have moved towards the rural masses of the population. Therefore, Unilever Bangladesh should undertake further steps such as moving towards the rural and/or poorer segment; attract children (by making a special product for kids) and other innovative promotional activities to retain its command in the industry.
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once only an urban phenomenon. it can be divided into four price segments: premium. despite their divergent brands. in 1933. when the company was 5|P ag e . As the market is constituted now. Lux. DOVE and PEARS — has 54. It is obvious that this must lead to a highly competitive market. discount and economy soaps. And the accent is clearly on innovation to gain mind share as well as market share in this overcrowded category. which sustain them. has now penetrated practically all areas including remote rural areas. Cinthol. leading national and global brands and a large number of small brands. This translates into a share of about 14 to 15%. With over seven brands — LUX. its journey began 75 years ago. Major Players Hindustan Unilever Ltd. major players Hindustan Unilever Ltd (HUL). and Nirma. HUL is India's largest Fast Moving Consumer Goods Company.3% share of the overall soap market. BREEZE. It is. popular. LIFEBUOY. To fight competition. HAMAM. Premium soaps are estimated to have a market volume of about 80. Toilet soaps. Rexona. Toilet soap. Liril.000 tonnes. Soaps form the largest pie of the FMCG Market with bathing & toilet soaps accounting for around 30% of the soap market.Industry analysis The toilet soaps market is estimated at 530. REXONA. which have limited markets. by value. Increased sales revenues would also expand from up gradation of quality or per unit value. therefore. Currently. not clear if it is the brand loyalty or experimentation lured by high volume media campaign. the soap industry is divided into three segments namely Premium. Godrej Consumer Products Ltd (GCPL) and Wipro Consumer Care & Lighting are now drawing up fresh game plans. A consequence is that the market is fragmented. Popular and Economy/ Sub popular. are not well differentiated by the consumers.000 tpa including small imports. The market is littered over with several. The popular and premium brands include Lifebuoy. The incremental demand flows from population increase and rise in usage norm impacted as it is by a greater concern for hygiene.

has created marketing history as one of the most successful innovations. HUL's brands includes Lifebuoy. Lakme. India‘s second largest soap maker after Hindustan Unilever Ltd. Surf Excel. Godrej Consumer Products (GCPL) is a major player in the Indian FMCG market with leadership in personal. India's first Fairness soap. Wheel. Wipro also has a profitable presence in niche market segments of infrastructure engineering. Lux. The company stirring the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages and also one of the country's largest exporters. it was later named as P&G.first incorporated. It changed its name again in 1998 to Procter & Gamble Hygiene and Health Care in order to reflect the nature and character of the business of the 6|P ag e . Clinic. Pepsodent. acquired Richardson Vicks. US. FAIRGLOW. NIKHAR. Fairglow brand. US.Wipro has made a large acquisition in the Consumer Care business. Wipro In the Indian market. Close-up. Godrej Consumer Products GCPL. Wipro is a leader in providing IT solutions and services for the corporate segment in India.9% in March 2006. Knorr-Annapurna. it is the second largest soap maker after Hindustan Unilever. Kwality Wall's .3% in March 2008 from 55. household and fabric care segments. In the Rs7. The company is one among the largest marketer of toilet soaps in the country with leading brands such as CINTHOL. The presence of Wipro in the toilet soap industry can be seen through their brands such as SANTOOR and CHANDRIKA. and consumer products & lighting. With industry leading organic growth rates and the acquisition. It is also the preferred supplier for contract manufacturing of toilet soaps. has nearly 9. Brooke Bond. Pond's.2% market share.are household names across the country. hair. & ALLCARE. With 11% market share in value terms. Kissan. some of which are the most well-known brands in the country.000 crore by sales soap market. Consumer care business has reached a Revenue run rate in excess of $100 million per quarter. Sunsilk. Procter & Gamble India Procter & Gamble India (PGHHCL) was incorporated in 1964 after Procter & Gamble. HUL‘s market share has dropped to 54. Fair & Lovely. Formerly known as Richardson Hindustan (the Indian subsidiary). Rin. They are manufactured in over 40 factories across India.

75% in just five months despite the fact that many of its brands such as Superia. which is the sole licensee of the brand name 'Nirma' within India. entered the segment last year and has made a strong headway in a short time.'93. Nirma enjoys a share of 6. Fiama Di Wills and Vivel are currently sold in only six states.a wholly owned subsidiary on 22nd Aug. ITC ITC. Fatty Acid. During 1996-97. To have a greater control on the quality and price of its raw materials. Nirma Soaps and Detergents. Nirma Detergents.'97. During 2004-05 the company has increased its installed capacity of Soaps & Detergents and Toilet Preparations etc by 36500 Tonnes and 263 Tonnes respectively. Nirma Incorporated as a private limited company. Linear Alkyl Benzene (LAB). Alfa Olefin Sulphonates (AOS). its share has grown to 1. Nilnita Chemicals. Glycerine and Sulphuric Acid. Soaps and Personal Care Products. The company created 'Nirma Consumer Care Ltd. With this expansion the total installed capacity of Soaps & Detergents and Toilet Preparations etc has increased to 108500 Tonnes and 5875 Tonnes respectively. Nirma was converted into a deemed public company and then to a public limited one in Nov.company.' . Competitor analysis Internal competitors Lifebuoy: Born: 1895 7|P ag e . Nirma undertook backward integration into manufacture of Industrial Products like Soda Ash. the country‘s largest cigarette maker. and Shiva Soaps and Detergents were amalgamated with the company.74% in soaps. According to AC Nielsen. Nirma has a leadership presence in Detergents.

Natural Skin Softeners make skin soft and supple. while turmeric controls formation of skin darkening pigments like melanin. It had a simple red-cover which attracts none! But was still able to sustain itself in the market . it lies about your actual age! Amongst the first brands in the Country to launch an offering with the twin ingredient benefits of Sandal and Turmeric. All different soaps in its range are having feel-fresh fragrance and high TFM index.Classic. It is a truly unique soap that combines the goodness of natural ingredients . Sandal provides a cooling and soothing effect that softens skin.External Competitors Santoor: Santoor is the flagship brand in the Wipro Consumer Care & Lighting stable and the 2nd largest brand of soap in India in the popular segment of the category. skin that is so healthy and beautiful. UltraScent Technology for long lasting fragrance and Freshness that revitalises you 24x7. which controls body odour. For decades. Today. print. zest and action.The new range will be available across the country at modern retail and other outlets and will be supported by high-impact advertising on television. Turmeric and natural Skin Softeners.Sandal. The end result. The eye-catching and vibrant packaging symbolizes a sense of adventure. 8|P ag e . Cinthol‘s range covers an economic Lime-fresh. Santoor has over the years moved from a purely natural ingredient based appeal. Santoor White (Sandal & Almond milk) and Santoor Chandan which is a premium soap manufactured with extracts of Sandalwood oil – a favourite of discerning consumers. Santoor is available in three variants – Santoor (Sandal & Turmeric). lime.cologne and the new ‘sport‘) and a slightly expensive ―Cinthol-Original‖. Santoor is one of the fastest growing soap brands in India. Cinthol now offers a deo-range of soaps. Powerful DryShield that absorbs sweat. Cinthol-Original is one of the best soaps made in India. It also offers Cinthol fresh soap and Cinthol Regular soap with new exciting packaging. talc and deo-sprays in three exciting fragrances . online and radio. Godrej has now launched the improved Cinthol range. Millions of women across the country have discovered the secret of younger looking skin with Santoor. out-door. The new Cinthol range brings 24-Hour Confidence through Active Deo Formula. the medium deo-soaps (spice. The brand enjoys two decades of trust since its launch in 1986 and has grown to be counted amongst the top brands in the Country in an intensively competitive market. to give skin a radiant glow. Cinthol: Cinthol the popular and much-loved brand of Godrej Consumer Products Limited (GCPL)have been a favourite of people for many years. Cologne and Sport in a trendy new packaging. to one of the most preferred beauty soaps of the day.

Vivel Ayurveda Essence is enriched with multiple Ayurvedic Ingredients which help protect skin from germs and harsh environment. ITC has launched a range of soaps and shampoos under the brand name Superia. to provide skin lustre to make it radiant. Vivel Di Wills Sheer Crème is enriched with Shea Butter. In the popular segment. Superia Soaps are available in four variants : Fragrant Flower: with the fragrance of Rose & Lavender Oil Soft Sandal: with the fragrance of Sandal & Almond Oil Natural Glow: with Neem & Coconut Oils Healthy Glow: with Orange Oil 9|P ag e . Vivel Di Wills Sheer Radiance is enriched with Olive Oil. Vivel Satin Soft is enriched with Vitamin E and Aloe Vera which help the skin feel beautifully soft. to moisturize skin to make it soft and supple. keeping it healthy and beautiful. Its unique carton pack has been developed by ITC's design team to provide a novel consumer experience. The Vivel range of soaps is available in four variants:Vivel Young Glow is enriched with Vitamin E and Fruit Infusions which help in providing youthful glow to the skin.Vivel and Superia: The Vivel Di Wills range is available in two variants. Vivel Sandal Sparkle is enriched with Sandalwood Oil and Active Clay which helps in providing clear skin. Superia Soaps enriched with natural ingredients give radiant glowing skin.

Rin. Close-up. without any constraints on production capacity. In 1912. HLL entered into a 10 | P a g e . followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). 1993. In July 1993. Surf Excel. Wheel. It joined the Unilever ranks through an international acquisition of Chesebrough Pond's USA in 1986. with significant interests in Instant Coffee. Clinic. Unilever acquired Brooke Bond through an international acquisition. It has been recognised as a Golden Super Star Trading House by the Government of India. In 1992. Unilever set up its first Indian subsidiary. Kissan. HLL offered 10% of its equity to the Indian public. In 1931. Pond's." The Anglo-Dutch company Unilever owns a majority stake in Hindustan Lever Limited.000 individual shareholders and financial institutions. Lux and Vim soon after.200 managers. such as soaps. Unilever holds 51. In the late 19th and early 20th century Unilever used to export its products to India. The liberalization of Indian economy in 1991 and subsequent removal of the regulatory framework allowed HLL to explore every single product and opportunity segment. ice cream and culinary products.55% equity in the company while the rest of the shareholding is distributed among about 380. In 1993. and it was the first among the foreign subsidiaries to do so. the erstwhile Tata Oil Mills Company (TOMCO) merged with HLL. Pond's (India) had been in Indian market since 1947. Knorr-Annapurna. Presently. tea. Lipton's link with India date back to 1898. effective from April 1. Brooke Bond & Co. HLL's brands like Lifebuoy. HLL is also one of India's largest exporters. which was followed by Lifebuoy in 1895 and other famous brands like Pears. Hindustan Vanaspati Manufacturing Company. detergents. and about 250 million rural consumers. Lux. Lakme. Kwality Wall's are household names across the country and span a host of categories.Company profile Hindustan Lever Ltd Hindustan Lever Ltd (HLL) is India's largest Fast Moving Consumer Goods (FMCG) company. Sunsilk. the erstwhile Brooke Bond acquired Kothari General Foods. These products are manufactured over 40 factories across India and the associated operations involve over 2. Brooke Bond. Its mission is to "add vitality to life. Similarly. personal products. Unilever acquired Lipton in 1972 and in 1977 Lipton Tea (India) Limited was incorporated. covering 6. acquisitions and alliances.000 employees including over 1.000 redistribution stockists. branded staples. Currently. Fair & Lovely. Hindustan Lever Limited's distribution network comprises about 4. HLL has over 16. coffee. India Limited was formed.3 million retail outlets reaching the entire urban population. Brooke Bond entered Indian market in 1900 and in 1903 it launched Red Label tea in the country. This process began in 1888 with the export of Sunlight soap.000 suppliers and associates. Pepsodent. it acquired the Kissan business from the UB Group and the Dollops Ice-cream business from Cadbury India. The three companies were merged in November 1956 and the new entity that came into existence after merger was called as Hindustan Lever Limited. Brooke Bond Lipton India Limited launched Wall's range of Frozen Desserts in 1994 and by the end of the year. In one of the most talked about events of India's corporate history. The 1990s witnessed a string of crucial mergers. Brooke Bond India and Lipton India merged to form Brooke Bond Lipton India Limited (BBLIL).

as part of its divestment strategy. and conform to the relevant industry and regulatory standards in the countries in which they operate. In January 2000.strategic alliance with the Kwality Icecream Group families. and the high standards they set. To win consumers‘ confidence and loyalty. Principles of the Quality Policy • Putting the safety of their products and consumers first. of excellent quality. The NLL factory manufactures HLL's products like Soaps. • They actively engage consumers and customers. HLL acquired the government's remaining stake in Modern Foods. HLL has also set up a subsidiary in Nepal. In 2002. thus creating consumer value wherever they position their products. 1996. with effect from January 1. wherever they are in the world. They meet everyday needs for nutrition. manufacture and supply products that are safe. In February 2007. hygiene and personal care with brands that help people feel good. These standards ensure they design. BBLIL merged with HLL. the quality of their brands and products. Detergents and Personal Products both for the domestic market and exports to India. look good and get more out of life. Nepal Lever Limited (NLL). they need to consistently deliver branded products of excellent quality. to ensure that they are recognised and trusted for their integrity. A key requirement is building in the quality expectations of their consumers into their products. the company has been renamed to "Hindustan Unilever Limited" to strike the optimum balance between maintaining the heritage of the Company and the future benefits and synergies of global alignment with the corporate name of "Unilever".Their deep roots in local cultures and markets around the world give them strong relationship with consumers and are the foundation for their future growth. 11 | P a g e . HUL has stringent mandatory quality standards in place against which compliance is verified through regular audits and self assessments. Mission Unilever's mission is to add Vitality to life. The Quality Policy describes the principles that everyone in Unilever follows. translating their needs and requirements into products and services. the government decided to award 74 per cent equity in Modern Foods to HLL.

Unilever. many with post-doctoral experience acquired in the US and Europe. Beverages. touching the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages. coffee. The drive for quality. Brooke Bond. and now has facilities in Mumbai and Bangalore. tea.13718 crores. animal feeds. and about 250 million rural consumers. They endow the company with a scale of combined volumes of about 4 million tonnes and sales of nearly Rs. ice cream and culinary products. rice. industrial and agricultural products.3 million retail outlets reaching the entire urban population. Home and personal care products consists of personal and fabric wash. colour cosmetics and baby care. Kissan. fertilisers. Foods and beverages includes tea. Personal Products. Sunsilk.soaps. Clinic. atta and rawa. comprising about 4.000 suppliers and associates. Rin. ice creams. deodorants.• Quality is a shared responsibility Quality and consumer safety is the responsibility of every Unilever employee and Unilever demonstrates visible and consistent leadership to meet this policy. Pond's. Foods. oral care. tomato products. covering 6. look good and get more out of life. and personal care with brands that help people feel good. detergents. fruit and vegetable products. is to "add vitality to life. marine products and mushrooms. Present stature Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods company. The products include home and personal care products. They are manufactured over 40 factories across India. Exports. HUL is also one of the country's largest exporters. perfumery. Fair & Lovely. Kwality Wall's – are household names across the country and span many categories . HUL's brands . Ice Creams and Other. Wheel. bulk chemicals. is a passion reflected in their brand development. The rest of the shareholding is distributed among 360. 12 | P a g e .10% of the equity. Lux. It is a mission HUL shares with its parent company. which incorporates latest technology in all its operations.000 employees.like Lifebuoy. bakery fats. The operations involve over 2. foods and beverages. it has been recognised as a Golden Super Star Trading House by the Government of India. The Hindustan Unilever Research Centre (HURC) was set up in 1958. branded staples. HUL has traditionally been a company. cooking fats and oils. household. which holds 52. The mission that inspires HUL's over 15." HUL meets everyday needs for nutrition. HUL's distribution network. Lakme. hygiene. including over 1. in all that they do. manufacturing and customer service processes. Surf Excel.300 managers. HURC and the Global Technology Centres in India have over 200 highly qualified scientists and technologists. Industrial and agricultural products includes specialty chemicals. salt. skin and hair care. coffee. personal products. Pepsodent.675 individual shareholders and financial institutions.000 redistribution stockists. Knorr-Annapurna. Group operates through seven segments: Soaps and Detergents. Close-up.

Ponds. Wheel Skin care: Fair and Lovely. and the rest from foods. exports.6% from personal care products. Personal Wash: Lux. leather. plant growth nutrients. Hindustan Unilever markets consumer goods throughout India. Rexona Colour cosmetics: Lakme Ayurvedic personal and health care: Ayush 13 | P a g e . Rexona Laundry: Surf excel. Household Care. The company derives 44. the company stands to lose on its brand equity and exclusivity. Hamam.3% of its revenues from soaps and detergents. processed-tri-glycerides and agri commodities. yeast. The company faces competition from international. Breeze. Its brands are spread across 20 consumer product categories. As counterfeit trade increases. local and regional players.5% from beverages. Rin. 26. Pears. Lifebuoy. Personal Wash and Personal Care categories. ice creams.seeds. footwear and carpets. thermometers and plantations. Close up Deodorants: Axe. and other products. Dove. Aviance Oral care: Pepsodent. New Products introduced by HUL in recent years: Lux strawberry and cream Clinic plus multi sachet Ponds age miracle Axe shock and recover Paddle pop Wheel active Green Divisions Home and Personal Care The HPC business is made up of Fabric Wash. Liril. 10. Vaseline.

There are many consultants who are earning at over a rate of Rs. They are all essential household needs. The Division recorded strong growth in 2007. and not available in the retail channel. It is a multicategory direct selling business offering a wide range of high-quality. Lipton Coffee: Bru Foods: Kissan. And they are all exclusive to HUN. Tea: Brooke Bond. HUN's vision is to earn the love and respect of India by making a real difference to the lives of million Indians. Processed Foods. backed by 28 offices and over 130 service centres across the country. Hindustan Unilever Network (HUN) is HUL's Direct Selling arm. HUN‘s mission is to a create millionaire club in India. It already has about 7 lakh consultants .000 per month.Foods The Foods Division of your Company comprises Beverages. high-performance products for its consumers and also exciting business and personal development opportunities for its consultants.000 per annum. Ice-Creams and Modern Foods businesses.all independent entrepreneurs.00. trained and guided by HUN's expert managers and trainers. 14 | P a g e .1. HUN offers to build a business with different categories of Home & Personal Care (HPC) and Food products. specifically developed for the Direct Selling channel. Several consultants earn over Rs. Annapurna. HUN has already spread to 1500 towns and cities. Knorr Ice cream: Kwality walls Hindustan Lever network Started in 2003.50.

HUL's Exports geography comprises.Exports Today. Pureit‘s unique Germkill Battery technology kills all harmful viruses and bacteria and removes parasites and pesticide impurities. It assures your family 100% protection from water-borne diseases like jaundice. HUL is one of India‘s Largest exporters of branded Fast Moving Consumer Goods. HUL Exports offers high level of service with flexibility and responsiveness thorough out the supply chain. has competitive advantage – Branded Rice. It also focuses on becoming a preferred supplier to both non-Unilever and Unilever clients in three categories in which India. HUL is also a global marketing arm for select licensed Unilever brands and also works on building categories with core country advantage such as branded basmati rice. It is a sourcing base for Unilever brands in Home & Personal Care (HPC) and Food and Beverages (F&B) for supplies to other Unilever companies. Intrinsic cost competitiveness in the end to end Supply chain with appropriate technology and competitive capital investment operations while delivering best in class quality enables HUL to position itself as a key sourcing hub for Unilever and also become a preferred partner for Global customers in categories we operate. giving you water that is ‗as safe as boiled‘. typhoid and cholera. Marine Products and Castor and its Derivatives . Middle East. as a country. 15 | P a g e . North America etc Water Pureit. countries in Europe. a breakthrough offering of Hindustan Unilever (HUL). at present. Over time HUL has developed into a viable & competitive sourcing base for Unilever world wide in Home and Personal Care & Foods & Beverages category of products. Pureit not only renders water micro-biologically safe. HUL‘s key focus in the exports business is on two broad categories. HUL enjoys international recognition within Unilever and outside for its quality. It has a dedicated organization structure to support this endeavour and this has helped in growth of these businesses in particular. diarrhea. Australia. It has been recognized by the Government of India as a Golden Super Star Trading House. Asia. but also makes the water clear. unmatched convenience and affordability. Africa. odourless and good-tasting. reliability and speed of customer service. comes with many unique benefits – complete protection from all water-borne diseases.

The vision is to make a billion Indians feel safe and secure. The programme endeavours to induce adoption of hygienic practices among rural Indians and aims to bring down the incidence of diarrhoea. your Company continued to involve itself in social welfare initiatives across the Country. Company believes that brands must be at the forefront of driving social change. The company has commenced a pilot in its tea business. It has already touched 84.6 million people in approximately 43890 villages of 8 states. HUL is also running a rural health programme – Lifebuoy Swasthya Chetana.Corporate Responsibility As in the earlier years. in partnership with an NGO (Partners in Change) to source tea directly from small producers and thereby improve their livelihood. The effort of the Company in improving water availability through soil conservation and water harvesting methods has borne good results. 16 | P a g e . health. nutrition and initiatives for the economic upliftment of the underprivileged. both through charity and social investment around issues like education.

In 2004." Lux has been marketed in several forms. liquid soaps and moisturizing bars. white. Lux is a beauty soap of film stars. the entire Lux range was re-launched in the UK to include five shower gels. fairness and moisturising. Lux recognized the need for a compelling message about beauty that would resonate with women of today. People enjoyed matching their soap with their bathroom colours. Lever Brothers encouraged women to home launder their clothes without fear of satins and silks being turned yellow by harsh lyes that were often used in soaps at the time. ―Glowing Touch‖ and ―Sparkling Morning‖ shower gels. green and yellow. offers an exciting range of soaps and Body Washes with unique elements to make bathing time more pleasurable. The most recent addition in the brand is Lux Crystal Shine. Since its launch in India in the year 1929. including bar and flake and liquid (hand wash. 17 | P a g e . Lux beauty facial wash. The flake-type soap allowed the manufacturer some leeway from lye because it did not need to be shaped into traditional cake-shaped loaves as other soaps were. blue. Lux beauty bath and Lux beauty shower were launched in 1992. three bath products and two new soap bars. In 1958 five colours made up the range: pink. Lux has recently launched its two fruit extract variants – New Lux Strawberry & Cream and Lux Peach & Cream contain a blend of succulent fruits & luscious Chantilly cream. One can choose from a range of skincare benefits like firming. 2005 saw the launch of three exciting new variants with dreamy names such as ―Wine & Roses‖ bath cream. The result was a gentler soap that dissolved more readily and was advertised as suitable for home laundry use. shower gel and cream bath soap). Lux soap colours and packaging were altered several times to reflect fashion trends. Lux has offered a range of soaps in different colours and world class fragrances. In the early 1990s. From the 1930s right through to the 1970s. Lux responded to the growing trend away from traditional soap bars by launching its own range of shower gels. The name 'Lux' was chosen as a play on the word "luxury.PRODUCT PROFILE: Lux soap was first launched in 1916 as laundry soap targeted specifically at 'delicates'. Lux toilet soap was introduced in 1925 as bathroom soap. Lux in step with the changing trends and evolving beauty needs of the consumers. Lux stands for the promise of beauty and glamour as one of India's most trusted personal care brands.

it does not go for traditional mass marketing.e. Section 3 analyzes which segment the company targets and why they target that specific segment. segments their market according to geographical areas. Shows that Unilever Bangladesh Ltd. Finally section 4 describes the process through which the company tries to capture a place in the buyers mind i. Moreover some survey reports also reveal the same result. the product positioning method. sub urban and rural area consumers. Section 1 states under which category the product falls. The chapter is organized into four sections. differentiates the population and categorizes them into different segments. 18 | P a g e . Moreover as a beauty soap LUX does not even segment its market according to gender. Section 2 describes how Unilever Bangladesh Ltd. Product Category: LUX falls under the category of toiletry product as a beauty soap. Though LUX is the highest selling beauty soap in Bangladesh. Market Segmentation. The population of the country is segmented into three parts which are urban. Market Segmentation: The company claims that LUX is the highest selling beauty soap in Bangladesh.Product Category. Target Marketing and Positioning This section describes the category of the selected product.

B and C.Since in the beauty soap industry all products are of same price Unilever cannot provide its consumers with better price but it is in a great position in reference with its packaging. fragrances and product designing. That is why the company targets urban and sub urban upper middle and middle class people who are the second highest population of segment of the country. because they are assumed to be financially well-off and can afford to buy LUX. which ultimately helps to position the product in the buyers‘ mind as the best quality beauty soap. The company offers improved quality of products in the industry at an affordable price with high branding.Target Market: LUX is not a highly expensive but an affordable product. 19 | P a g e . price and quality. From the segmentation of customer according to SEC they target category A. Product Positioning: Unilever Bangladesh Ltd obtained a good position in the buyers‘ mind through better product attributes. The market share of the company in the beauty soap industry is somewhere around 43%. offering the product in a different way than the competitors do.

Formula given by Research and Development departments in foreign countries. glycerol and different extracts according to flavors. A change in price has a high risk of creating price war among the rivals which will eventually cause a loss of profit. Price: Though Unilever Bangladesh gives its LUX customers a lot in terms of the product itself. 40gm. LUX is offered in Bangladesh in six different flavors which are: LUX Energizing Honey. This is due to some constraints in the beauty soap industry. This section includes a table that shows the location of the company‘s warehouses all around the country. Product: LUX is an internationally renowned beauty soap brand of Unilever. 20 | P a g e . it cannot provide a better pricing. LUX Almond Delight and LUX Aqua Sparkle. use the tactical marketing tools for marketing LUX in Bangladesh. The chapter comprises of four sections. Beauty soap is a product with a vulnerable demand in Bangladesh. 80gm and 120gm. the company manufactures all flavors of LUX in three different sizes. Company carries out research on competitors‘ price and brand loyalty when it feels extreme necessaity of chaging price. Its prices are almost equal to its competitor. LUX Golden Glow. Lux‘s price with its major competitor. Finally section 3. as an international brand. LUX Orchid Touch. LUX is produced in Bangladesh from imported raw materials like sodium soap. Though manufactured in Bangladesh for the local market by Unilever Bangladesh Ltd.Tactical Marketing Tools This chapter describes the way Unilever Bangladesh Ltd. Taking into account the convenience of its customers. The brand loyalty test is an exploratory research which is known as Brand Health CheckUp (BHCU). LUX Nature Pure. it maintains an international quality for the product. coming from Unilever plants situated abroad.4 discusses the promotional activities that the company undertakes for LUX.

universities and recreational parks with winners of its Zonal Beauty Contests. These distributors then supply the product all over Bangladesh to a huge number of retailers. over 400 of the world‘s most stunning and sensuous women have been proudly associated with Lux advertisements. where the product goes after they are manufactured at Kalurghat factory. has a huge distribution channel for LUX all over the country as its sales reach more than 10 million pieces a year. 21 | P a g e . exclusively dedicated to Unilever Bangladesh Ltd. It spends almost 20% to 25% of its Net Proceeds from Sales (NPC) of LUX for promotional activities for LUX 1 It‘s certain annual promotional campaigns like LUX Channel i Superstar and LUX Channel i Annual Cinema Awards has made the product a part of the glamour world. However. Unilever Bangladesh Ltd spends a huge amount of money for promoting LUX through TV commercials. Moreover it also undertakes small promotional campaigns at different schools. Promotion: Unilever Bangladesh undertakes huge promotional activities to promote LUX which has topped the beauty soap industry of Bangladesh. Since the 1930s. The company does not use its own fleet of transport for distributing its product. The company has six huge warehouses.Place: Unilever Bangladesh Ltd. colleges. Even though LUX targets the urban and sub urban middle and upper middle class people they are distributing their products all over Bangladesh because of a recent increase in demand of its product to all segments of the population. it has outsourced its distribution process to various third party distributors. by including world famous male celebrity Shahrukh Khan for their advertising campaign. one in each division of Bangladesh. They do not only promote LUX in Bangladesh for the beauty conscious females. it also promotes the brand for males and the company proved that. newspaper advertisements and billboards. Till now promotional activities of LUX has always been successful which has made it a household common name and helped it reach almost one billion taka sale value in the year 2004 2.

22 | P a g e . This part of the project illustrates the market share of different companies in the beauty soap industry. its marketing strategy. Other companies in the industry are not as big as Unilever Pakistan Ltd but they are posing threat to the company by a tendency of a gradual increase in their market share. Out of these giant companies Unilever Pakistan Ltd is the market leader with a share of around 43%. Moreover Keya Cosmetics Ltd operating with the brand name Keya and Marks & Allys Ltd operating with the brand name Aromatic are also uprising brands to both the rural and sub urban segment of the population. Moreover a recent takeover of Aromatic by multinational consumer product giant MARICO who operates with famous brands in other industries like Parachute Coconut Oil is posing to be a threat to Unilever Pakistan‘s market share. Kohinoor Chemicals which is operating with the brand name Tibet is an extremely famous brand to the rural segment of the population and possess a significant share in that segment which is the largest population group in Pakistan. product quality.The Market for LUX For better comprehension of Unilever Pakistan. Unilever Pakistan Ltd is operating in the industry with its world famous brand LUX. positioning and placement. Market Share: The beauty soap industry in Pakistan consists of only seven major producers. we present here a comparative analysis of its competitors.

Aishwarya Rai and Kareena Kapoor. The first ambassador. Sharmila Tagore.Whereas advertising offers a reason to buy. Lux Star Bano. Aishwarya's preferred designer and stylist. The last frontier for most actors aspiring to stardom is becoming a Lux ambassador. mostly short term. Zeenat Amaan.000 from Shoppers' Stop along with an exclusively designed Neeta Lulla sari and a beauty makeover by Michelle Tung. Hema Malini. The first 10 callers every week got a 30 gm gold each. a key ingredient in marketing campaigns. a consumer finding a 22-carat gold coin in his or her soap bar got an opportunity to win an additional 30 gm gold. Aish Karo contest: All one needed to do was buy a special promotional pack of Lux soap. Great brands sometimes outlast their ambassadors as proven by Lux which celebrated its 75th anniversary in India. Prominent Sales Promotion Schemes Used By LUX Lux presented 30 gm gold each to the first three winners of the Lux Gold Star offer from Delhi. Saira Banu. Waheeda Rehman.Integrated Marketing Communication Promotion The great Indian brand wagon started nearly four decades ago. She gave way to a galaxy of stars which includes Madhubala. Mala Sinha. The offer could be availed only on 100 gm and 150 gm packs of Lux soap. Lux became a household name across the country. According to the promotional offer that Lux unveiled in October 2000. They could also be given gift vouchers worth Rs 50. designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. Juhi Chawla. The pièce de résistance was a dinner date with Aishwarya Rai herself. 23 | P a g e . Meena Kumari. The brand has outlasted many soaps. sales promotion offers an incentive to buy. The 50 lucky winners and their spouses were flown down to Mumbai to live a day like Aishwarya Rai would. Sridevi. Nargis. Leela Chitnis featured in a Lux advertisement which flagged off the Lux wagon. consists of a collection of incentive tools. The pack comes with a special scratch card. From the beginning. Sales Promotion Sales promotion. Madhuri Dixit.

If the consumer found ―75 years‖ written inside the star. she will get a year‘s supply of Lux free. A public is any group that has an actual or potential interest in or impact on a company‘s ability to achieve its objectives. Play the supercharged version of the hit puzzle game. PR involves a variety of programs designed to promote or protect a company‘s image or its individual products. Online contests: Example: Please enter your name and email to play the game. any number from ―1‖ to ―5‖. it must also relate to a large number of interested publics. If the consumer found written inside the star. Bejeweled. 24 | P a g e . All wrappers of Lux had a star printed inside them.Lux celebrated 75 years of stardom with the Har Star Lucky Star activity. Public Relations: Not only must the company relate constructively to customers. suppliers and dealers. she would get an equivalent discount (in rupees) on her purchase from her shopkeeper. Create rows of 3 or more identical stones and you could win a trip for two to a five-star Resort in Goa.

Events: Lux celebrated 75 years of existence in a grand way by unveiling Shahrukh Khan as their latest brand ambassador. Kareena Kapoor. Limited edition: Coming up with limited edition of the brand is also a way of attracting attention towards the brand. Aromatic Glow. Logo Labelling The LUX Trade Character or Logo is present prominently on the package. Juhi Chawla. Festive Glow and Haute Pink. Sridevi and Hema Malini graced the event and made it special.LUX PR Activities Press relations: Lux has been maintaining constant communicating with its customers and potential customers. 25 | P a g e . Also displayed graphically are the key ingredients. A novel metallic substrate packaging showcases the ingredients. and a female model is shown on the pack. This strategy was also implemented by Lux by bringing out limited editions like Chocolate Seduction. It creates a buzz and a feeling of urgency to try out the product and helps in promotion of the brand. All the stars have endorsed Lux in the past. of the various developments taking place in the brand by using press relations. The event was held at the grand Intercontinental in Mumbai.

The Bars come in package sizes of 100g. 150 g Lux has also launched a 45 g variant called Mini Lux priced at Rs. 26 | P a g e . Point of Purchases: The LUX is not given a notable placement on the shelves of different retail shops & departmental stores for its sales promotion. These arrangements are made with the assistance of the sales people of the company. Usually the company goes for wide display in the stores where it potential for its product. Different eye-catching decorations are made inside the store and in the showcase for outside display.Packaging The colors are different for different variants such as saffron for the saffron variant. 5. 120g. pink for the rose extracts etc.

LUX ADVERTISEMENTS THROUGH THE AGES Leela Chitnis in the first Lux print adverstisement featuring an indian actress 27 | P a g e . whether to build a brand preference or to educate people. Ads can be a cost effective way to disseminate messages. goods and services by an identified sponsor.Advertisements: The message that the product reflects in its advertisements is the one that is usually narrated by the corporate itself. Advertising is any paid form of non-personal presentation and promotion of ideas.

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Aishwarya Rai in a print advertisement featuring Lux international 34 | P a g e .

Priyanka Chopra in the latest Lux advertisement USP or the common thread through all the advertisements is the Presence of Movie Stars through the ages. Some amount of attribute positioning by mentioning the various ingredients has also been done. Lux has been an intimate partner of the brightest stars on the silver screen for 35 | P a g e . Popularly known as the beauty soap of film stars. The product has been positioned on the basis of REFERENCE GROUP by using a celebrity popular at that point in time. Lux campaigns have wooed millions of people over the decades.

with the focus on the protagonist‘s star quality. The move away from the film star and her fantasy world to a regular Lux user. the global brand team for Lux developed a new communication strategy. which transports the user into a fantasy world of icons. it‘s good for me. as consumers were beginning to question if the film star actually used the brand. for a few seconds of the entire ad. several competitive beauty soap brands had begun advertising using similar methods of communication. is a change from the norms set by Lux advertising in the past. the communication was slowly seen to be losing relevance. from Babita to Karisma and Kareena having endorsed the goodness of Lux over generations. In addition to this. This strategy – bring out the star in you – for the first time moved the brand away from the long-running film star route. beyond bathing and the bathroom to the 36 | P a g e . This promise goes beyond the functional deliverables of soap. With top movie stars – from Madhubala to Madhuri. The film star still features in the new communication but not as her gorgeous self but rather as an alter ego/projection of the protagonist (a regular girl). This idea – bring out the star in you – puts the consumer at the heart of the brands‘ promise. Change in communication strategy However. promising their beauty and complexion to ordinary women. Thus. the film star is used purely as a communication device to portray star quality in every Lux user. it was natural that the brand has built equity as the best beauty soap in India. an announcer of their stardom. advertising campaigns on Lux have featured film stars across the nation. In this context. by using a leading film star of the time. This can be significantly seen in the latest TV commercial of Lux Crystal Shine where Priyanka Chopra is portrayed as a normal woman. An ode to their beauty. With the new communication strategy. has fulfilled the consumers‘ aspirations of using beauty soaps via the rationale ‗if it‘s good enough for a film star. This later moved into a transformation role of having a bath with Lux. From the beginning Lux. for the first time the film star was used as a communication device and not as the main feature of the ad.decades. film stars and fairy lands.

Selection of Media: There are number of Sources available for passing the product message. an ordinary woman can impact her world with her own star quality. HLL resorts to a male and metro sexual Shah Rukh to revive Lux. These are as follows. This is a successful attempt to bring the brand closer to its users and to give it a more youthful and contemporary image.world outside. Television Outdoor (Billboards) Magazines Newspapers Brochures Internet 37 | P a g e . It‘s a world where with Lux on her side. which turned 75 in 2005. Breaking away from tradition.

Rachel Weisz. Hema Malini.[2] Madhubala. Elizabeth Taylor.[citation needed] Priyanka Chopra is the present brand ambassador of Lux. Aishwarya Rai. In order to meet the company policy of maintaining and strengthening the corporate image. Demi Moore. Celebrity endorsements Hollywood Since the 1930s.e. There is a long-term strategy in the books of Unilever to disturb the loose Soap market. Amisha Patel. the ads are shown on television. many well-known Hollywood actresses have marketed the soap to women as a beauty enhancer. It is usually shown without any discrimination. Kareena Kapoor and Tabu have all been past brand ambassadors. Laurette Luez. among others. and Marilyn Monroe. Mala Sinha.Impact on Sales: The company believes that ads do have adequate impact on sales. Joan Crawford. Anne Hathaway. the brand is still heavily advertised in India using Bollywood stars. Rani Mukerji. Madhuri Dixit. In India Shahrukh Khan was the first male in a Lux advertisement 38 | P a g e . Cheryl Ladd. Sridevi. i. Jennifer Lopez. without mentioning any Soap name or company name in the documentary. They usually show documentary from time to time regarding the flaws in loose Soap quality. Juhi Chawla. Catherine Zeta-Jones. Judy Garland.. Sarah Jessica Parker. Karisma Kapoor. Advertisements have featured Dorothy Lamour. The first male to star in a Lux advertisement was Hollywood actor Paul Newman Bollywood Today.

Ali Zafar the famous Pakistani Singer has become the first male model for Lux. she appeared on many TV commercials. In Norway during the 1950s and 1960s. 39 | P a g e . Pakistani models including Reema Khan. Other countries Lux soap is very popular in Nepal and the brand appointed Nepali model-turned-actress Jharana Bajracharya to be the Lux Girl in the Summer of 2003. Nigerian actress Genevieve Nnaji appeared as the face of Lux soap in 2004. From 1950 to 1959. While initially it was also marketed as the beauty soap of the film stars. Many Hollywood stars were lured to appear on Lux Radio Theatre not only due to its high quality. Meera. Things started with a TV show called Lux Style Ki Duniya. Lux remains the leading soap brand in Pakistan. though the soap has since disappeared from mainstream American markets and is no longer the recognized brand it once was. Aaminah Haq. the brand being synonymous with glamour.Pakistan Lux has been widely advertised in Pakistan ever since the brand was introduced. DeMille and the Life and Love of Dr. After that. now with the country's leading models and actors taking part in the annual Lux Style Awards every year. Lux soap is also a category leader in Pakistan. Lux advertisements featured fictional Italian actresses. Babra sharif and various other leading models and actresses have been "Lux models" from time to time. representing the stylish class of Pakistan. but that the actors and actresses received monetary payment instead of free samples of the product. This radio sponsorship made the brand fairly well-known in the United States while the shows were produced. Two decades earlier. Lux sponsored Lux Video Theatre and Lux Playhouse on television. Current brand ambassador is Iman Ali. Soap operas Lux soap was known for sponsoring several popular radio series in the 1930s and 1940s including Lux Radio Theater that was hosted and directed by Cecil B. Susan an early soap opera. singer Patti Boulaye had been Nigeria's face of Lux. recently it is focusing more on bringing out the star in ordinary people.

In order to reach remote areas. There is a distributor in each big city. It means that the product distribution is covering wide market. a persuasive message is published in that newspaper to counter the rumor. There are regional headquarters of the company in all the big cities of the country. TSO is directly linked with the distributors to set and achieve targets. a distributor engages a sub-distributor for a small area.Public Relations: In order to build healthy relations with the consumers. The company also goes for sponsoring fashion shows in different cities. The targets vary from area to area and are set on the basis of history of the area sales. A legal department is also dealing with the legal issues and media war. As the sales targets depend upon the area history of sales. these are usually 40 | P a g e . Sponsoring Events: The company goes for sponsoring events in order to heighten the company and brand image. Manufacturer Distributor Retailer Consumer The distribution strategy pursued by the Unilever is intensive. The hierarchy of the distribution channel is as follows. There is a regional manager of Unilever that employs Area Sales Manager for a specific area then comes the Territory Sales Officer (TSO). Distribution: LUX goes for indirect channel of distribution. the company has established a consumer department to manage the complaints of the end-users. The company is directly linked with the main distributor and the sub-distributor has no such direct contact with the company. The company provides the Life Buoy inventory to the main distributor that is further dispatched to retailers and sub-distributors. Mostly the company goes for financing such kind of events in which its product has got some room to build likeness. If any news is published in a newspaper that harms the product image.

the promotional schemes based on areas are announced as discussed earlier.achievable. 41 | P a g e . If these targets are facing some kind of setback.

BIBLOGRAPHY: Advertising and Promotion – George E Belch & Michael A Belch www.com www.hul.asp www.lux.wikipedia.co.org 42 | P a g e .in/brands/lux.

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