Submitted to: Dr. H.Gayathri. Presented By: Amit Kr.

Jha(10064) Eldhose Peter(10076) Monalisa Majumdar(10088) Seema (10104) Swarup Gattani(10112)

Soap Industry in India

Scented or unscented, in bars, gels, and liquids, soap is a part of our daily lives. It is the second largest product category in India after detergents. Household penetration of soaps in India is 98%. People belonging to different income levels use different brands, which fall under different segments . Rural demand is growing, with more and more soap brands being launched in the discount segment targeting the lower socio-economic strata of consumers.

Soap Industry contd.......

Toilet soaps are always used in the bar form.

Soap is primarily targeted towards women, as they are the chief decision-makers in terms of soap purchase. About 75% of soap can be bought through these different types of outlets: - Kirana Store - Pan-Beedi Shops - Department Store

HINDUSTAN UNILEVER LIMITED

Hindustan Unilever Limited (HUL), a 52%-owned subsidiary of Anglo-Dutch giant Unilever, has been working its way into India since 1888.

HUL is India's largest Fast Moving Consumer Goods Company in the category of Home & Personal Care Products and Foods & Beverages. The company has earned the revenue of Rs.20,869crores in the year 2009-10.

Company profile
Type Headquarters Key people Industry Products Employees Parent Website Public Mumbai , India Mr.Harish Manwani , Chairman Douglas Baillie, CEO FMCG Tea, soap, detergents 41,000 Unilever www.hll.com

Home Care Brands

Food Brands

Personal Care Brands

Lux Soap
Lux stands for the promise of beauty and glamour as one of India's most trusted personal care brands. Launched in 1929 in India. Amongst India s top 10 most trusted brands. Some of the prominent variants
Lux Almond Lux Orchid Lux Fruit Lux Saffron Lux Sandalwood Lux Rose Lux International Lux Chocolate Lux Aromatic Extracts Lux Provocateur Lux Strawberry & Cream Lux Creamy white Lux Peach & cream Lux Festive glow with honey Lux purple lotus and cream Lux Oil and Honey Glow

LUX : Market Segmentation

The segmentation is done basically on the basis of following factors: Demographic - Gender - Age Economic - Income Geographic

LUX : Competitor Analysis

Internal competitors -Lifebuoy
-Pears -Dove

External competitors
-Nirma : Neema Rose -Godrej: Fairglow, Godrej No. 1 -ITC : Fiama Di Wills -WIPRO: Santoor

LUX : Competitor Analysis Contd..

Others:
- Reckitt Benckiser: Dettol - Colgate-Palmolive (India) Ltd. : palmolive

LUX: Promotional Strategy

Buy 3; get 1 free Gold coin offer Meet Aish-Abhishek offer Lux Star Bano, Aish Karo contest Har Star Lucky Star activity.

LUX: Advertising Strategy

The brand being positioned as the favorite soap of Film stars has been consistent in terms of communication and positioning. With top movie stars from Madhubala to Madhuri, from Babita to Karisma and Kareena having endorsed the goodness of Lux over generations, it was natural that the brand has built equity as the best beauty soap in India. The Celebration range too created news because of its variant: Chocolate Seduction.

Advertising Strategy contd....

Majority commercials on TV and less on print media. Change in the Tagline of the Lux brand over the years: Filmi Sitaroan ka saundarya sabun" Celebrating Beauty Lux with Beauty Oils Why worry about beauty " kaliyon se Thwecha ke liye"

LUX Advertisements through the ages:

LUX: SWOT Analysis

Strengths Effective communication through Advertisments High R&D Innovation Loyal customers Market share leadership Strong brand equity Supply chain Unique products Weaknesses Lack unisex appeal Not popular in rural areas

LUX: SWOT Analysis Contd....

Opportunities Soap industry is growing by 11.8% Beauty segments CAGR is very high Emerging markets and expansion abroad Threats Stiff Competition Maturing categories, products, or services Price wars

LUX: ANSOFF s MODEL

Current Market development Current Penetration Product Strategy Current A new variant called Market Penetration Market Lux Nalangu pindi was Strategy Attract users : Gold coin offer introduced ininAndhra Gold coins hidden soaps PrtMarket selectively Buy 3, get 1 free Strategy development3-gm gold coin 100 gm contained A new variant called 150 gm contained 5-gm gold coin Lux Star Bano, Aish Karo contest Lux Nalangu pindi was London ghumo ash abhi se milo introduced in Andhra contest Pradesh. Market Development New Market Strategy
A new variant called Lux Nalangu pindi was introduced in Andhra Pradesh

New Product Product Development Diversification Product Diversification : Related Development Strategy IntroduDiversification Product Reformulation: Introduced Strategy different ingredients variants with Honey, chocolate, strawberry,peach etc Related Diversification : Introduction of body wash Product feature addition:Lux Crystal shine (with sparkles) Strategy Diversification Related Diversification : Product line extension : addition of small size (Rs 5/-,45of body wash Introduction gms) 125gm*4 pack Diversification Strategy Related Diversification

Strategy

Introduction of body wash

LUX : RECOMMENDATIONS
Capture the men s beauty soap segment with a sub brand name. Since last time they went with the same brand name for men, it was a flop. There is an opportunity in men segment, they are also beauty conscious. Example: Fair & Handsome. There is a huge opportunity in kid s soap market with a sub brand. Only one major player Johnson & Johnson is in that market. Since it has a brand image in women segment, they will prefer this soap for their kids. Lux has high penetration in the urban and semi urban areas. There is an opportunity to cover rural areas. HUL already has a strong distribution channel in almost all regions so use these channels for these new variants

Thank You