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38079063 Product Life Cycle of Lux Soap

38079063 Product Life Cycle of Lux Soap

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Production & material management Life cycle of Lux soap

A new product progresses through a sequence of stages from introduction to growth, maturity, and decline. This sequence is known as the product life cycle and is associated with changes in the marketing situation, thus impacting the marketing strategy and the marketing mix. The product revenue and profits can be plotted as a function of the life-cycle stages as shown in the graph below: Product Life Cycle Diagram

Introduction Stage In the introduction stage, the firm seeks to build product awareness and develop a market for the product. The impact on the marketing mix is as follows:

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Production & material management Life cycle of Lux soap • • • •

Product branding and quality level is established, and intellectual property protection such as patents and trademarks are obtained. Pricing may be low penetration pricing to build market share rapidly, or high skim pricing to recover development costs. Distribution is selective until consumers show acceptance of the product. Promotion is aimed at innovators and early adopters. Marketing communications seeks to build product awareness and to educate potential consumers about the product.

Growth Stage In the growth stage, the firm seeks to build brand preference and increase market share. • Product quality is maintained and additional features and support services may be added. • Pricing is maintained as the firm enjoys increasing demand with little competition. • Distribution channels are added as demand increases and customers accept the product. • Promotion is aimed at a broader audience. Maturity Stage At maturity, the strong growth in sales diminishes. Competition may appear with similar products. The primary objective at this point is to defend market share while maximizing profit. • Product features may be enhanced to differentiate the product from that of competitors. • Pricing may be lower because of the new competition. • Distribution becomes more intensive and incentives may be offered to encourage preference over competing products. • Promotion emphasizes product differentiation. Decline Stage
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Production & material management Life cycle of Lux soap

As sales decline, the firm has several options: • Maintain the product, possibly rejuvenating it by adding new features and finding new uses. • Harvest the product - reduce costs and continue to offer it, possibly to a loyal niche segment. • Discontinue the product, liquidating remaining inventory or selling it to another firm that is willing to continue the product. The marketing mix decisions in the decline phase will depend on the selected strategy. For example, the product may be changed if it is being rejuvenated, or left unchanged if it is being harvested or liquidated. The price may be maintained if the product is harvested, or reduced drastically if liquidated.

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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. • From the 1930s right through to the 1970s. The very first advertisement in 1929 featured Leela Chitnis as its brand ambassador. As of June 2009 Lux is sold in over 100 countries . green and yellow. and in the UK in 1928 as a brand extension of Lux soap flakes. It was branded in India as "the beauty soap of film stars'. liquid 4 .Production & material management Life cycle of Lux soap Lux soap was first launched in the UK in 1899 as a flaked version of Sunlight soap. • In the early 1990s. white. and marketed as a laundry soap targeted specifically at 'delicates'. Subsequently it was launched in the US in 1916. In 1958 five colours made up the range: pink. Subsequently Lux soap has been marketed in several forms. blue. Lux responded to the growing trend away from traditional soap bars by launching its own range of shower gels. shower gel and cream bath soap. 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. The result was a gentler soap that dissolved more readily and was advertised as suitable for home laundry use. People enjoyed matching their soap with their bathroom colours." Lux toilet soap was introduced as a bathroom soap in the US in 1925. including handwash. The name "Lux" was chosen as the Latin word for "light" and because it was suggestive of "luxury. Lux soap colours and packaging were altered several times to reflect fashion trends. Lux soap was launched inIndia in 1929. Lux is currently a product of Unilever.

The very first advertisement in 1929 featured Leela Chitnis as its brand ambassador. Lux soap was first launched in the UK in 1899 as a flaked version of Sunlight soap. 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. Did you know? • Since the 1930s. • In 2004. including hand wash." Lux soap was introduced as bathroom soap in the US in 1925 and in the UK in 1928 as a brand extension of Lux soap flakes. over 400 of the world’s most stunning and sensuous women have been proudly associated with Lux advertisements. 2005 saw the launch of three exciting new variants with dreamy names such as “Wine & Roses” bath cream. the entire Lux range was relaunched in the UK & Ireland to include five shower gels. • The name Lux means ‘light’ in Latin. Lux beauty facial wash. Lux beauty bath and Lux beauty shower were launched in 1992. The name "Lux" was chosen as the Latin word for "light" and because it was suggestive of "luxury. Demi Moore and. Subsequently Lux soap has been marketed in several forms. Brigitte Bardot.Production & material management Life cycle of Lux soap soaps and moisturising bars. our own Catherine Zeta-Jones. and marketed as laundry soap targeted specifically at 'delicates'. three bath products and two new soap bars. shower gel and cream bath soap.Subsequently it was launched in the US in 1916. As of June 2009 Lux is sold in over 100 countries 5 . It was branded in India as "the beauty soap of film stars'. more recently. The result was a gentler soap that dissolved more readily and was advertised as suitable for home laundry use Lux is currently a product of Unilever. 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. however the name was chosen for its play on the word ‘luxury’. Lux soap was launched in India in 1929. “Glowing Touch” and “Sparkling Morning” shower gels. have all been part of the Lux glamour story. Marilyn Monroe.

They did not come up with the differentiated product. Leela Chitnis. Advertising =In the initial stages. • Their distribution channel was through: Manufacturer Wholesaler & Retailer • 6 . •The Lux MARKETING STRATEGIES in the initial stages : •Product = They offer only on product in the market.was to create the product awareness and to attract the customers towards the product. they allocate more advertising budget So that more and more customers could be attracted towards the product. which was from its own brand “LIFEBUOY”. The first ambassador.Production & material management Life cycle of Lux soap Lux launched the world’s first mass-market beauty soap in the US in 1924 & had been launched in India in 1929. Because. they offer the relatively higher price than their competitor (LIFEBUOY). •In the initial stages Lux was introduced in the major cities of INDIA like Calcutta. they want to recover their initial cost of making the product. • Distribution =was selective and only covers the major cities of INDIA to get recognition in those cities. •At that time there was only one competitor of Lux. who were readiest to buy the product. In ads they targeted the early adopters. •MARKETING OBJETIVES . •Price =In the initial stages of the product. Mumbai etc.

the company had also used the different proportioning strategies to attract the new and the existing customers 7 . Juhi Chawla. Sridevi • Distribution = In this stage. Their distribution channel was the same as in the initial stages of the product. •They have expanded their market to the other cities of INDIA. Hema Malini.Production & material management Life cycle of Lux soap In the growth stage. Madhuri Dixit. •Another objective was to maximize more market share. • Promotion = In the growth stage. Zeenat Amaan. Sharmila Tagore. •MARKETING OBJECTIVES = The marketing objectives of the Lux were to expand their market to the other cities of INDIA. •In the growth stage. they had increased their advertising budget as in the initial stages because of attracting the new customers or to retain the existing customers. company had the following MARKETING STRATEGIES : •Product = In the growth stage. their sales rapidly started rising. company had expanded their market to the other cities of INDIA. the company had changed their price to some extent because of maximizing the market share. the company had offered the same product in the market. •Price = In this stage. ( Slightly cut down the prices ) •Advertising = In the growth stage.

•MARKETING STRATEGIES In this stage are based on: •Product= The Lux has made the modification in the product by introducing: Lux Almond. •MARKETING OBJECTIVES = The marketing objective of Lux is to maximize more profit while defending the market share. Lux Chocolate. CHANDRIKA. FAIRGLOW. FIAMA DI WILLS and VIVEL ). Lux Sandalwood.etc •Price = The Lux products are now available at higher prices in the market. Lux Orchid . And to expand the market to all the cities of INDIA. Lux Rose. few competitors enter into the market like ( CINTHOL. 8 . •The company has expanded their market to almost all the cities of INDIA. Lux International. the reason behind is that the company’s marketing objectives is to maximize more profit.Production & material management Life cycle of Lux soap They modified the product by adding some changes in the product. Lux Fruit. Lux Saffron. SANTOOR. Lux Oil and Honey. •In this stage. Lux Aromatic Extracts.

Kareena kapoor & Shah Rukh khan.Production & material management Life cycle of Lux soap •Distribution = Now Lux products are available in almost all the cities of INDIA. Recently. • Advertising = In this stage Lux advertising has been reduced to some extent because of the more brand awareness in the minds of customers. Their distribution channel is same as in the initial stage. they have shown Aishwarya Rai . • PROMOTIONAL OFFERS :---. 9 .Like buy 3 get 1 free.

In the southern market of India it is a major market player in toilet soap.The reasons for its decline are : •1. with leading brands such as CINTHOL. • 2. it is exposed to adverse currency fluctuations. With the brands like: Superia. in 2004. Currency fluctuations: Unilever products are in over 100 countries worldwide. Fiama Di Wills and Vivel 10 .75% in just five months.Competition: Lux has been facing competition from HUL itself (Lifebuoy) & from other companies like:•Godrej Consumer Products : GCPL. has created marketing history as one of the most successful innovations •Wipro : The presence of Wipro in the toilet soap industry can be seen through their brands such as SANTO OR and CHANDRIKA. •For instance. FAIRGLOW & NIKHAR. As a result. •3. India's first Fairness soap. India’s second largest soap maker with 9. • ITC :It entered the segment last year and has made a strong headway in a short time by growing to 1.SLOWDOWN: In year 2008 .09 due to hard economic conditions in INDIA and other countries the sales were highly affected as the consumer started looking for some alternate products with a cheaper price than Lux. a 5.Production & material management Life cycle of Lux soap •Besides of all campaigns for the sales promotion of Lux . Fairglow brand.2% market share.9% decline in turnover was primarily due to a 4% appreciation in the average Euro exchange rate.

Name & Packaging.supermarkets. PRODUCT:. Special offers. PLACE:. Image. ➢ ➢ 11 .Production & material management Life cycle of Lux soap ➢ PRICE:.etc. Mail orders. Design.quality. Discount.price level. Shops.

Wholesaler & Big Retailer(Bulk orders)-30%Sales 12 .8/75gms Recent pricing of lux(100g) Lux Crystal Shine Lux Festive Glow Normal Lux Mini Lux Rs.15/75gms Rs.15 Rs. Sampling & In-store display.Production & material management Life cycle of Lux soap ➢ PROMOTION:. Competitions. PRICE:Competitive prices: Neither high nor low Price segment of toilet soaps Segments Premium Popular Economy Prices/weight >Rs.advertising.5 PLACE:➢ ➢ ➢ ➢ ➢ ➢ Distribution network-key strength (which help reach out its product across the length and width of the vast country) 2000+ Suppliers & Associates 7000 Stockists Direct coverage in over 1 million retail outlets Factory-Company warehouses-Distributor-Market Factory.10 Rs.17 Rs.8-15/75gms <Rs.

45gm. 120gm. • Displayed graphically. ➢ Packaging:• variants & Pink Rose extracts etc.different variants(Saffron-Saffron ➢ Promiinent variants:• Lux almond Lux orchid Lux pearl glow 13 .5/- Differents colours. 150gm.Rs.Key ingredients. • Launched.) • Packages size-100gm.Production & material management Life cycle of Lux soap PRODUCT:➢ Product classification:• Tangible • Non durable ➢ Logo:- ➢ Labelling:• Lux trade character or logo is present prominently in the package. • Female models.Mini Lux.

Production & material management Life cycle of Lux soap Lux renewal massage Lux crystal shine Lux rose international Lux Lux chaocolate Lux aromatic extracts Creamy delight Lux Purple lotus Lux 14 .

Production & material management Life cycle of Lux soap Lux SPA Lux Shower gel range Lux body wash Lux hand wash ➢ ➢ ➢ ➢ 15 .

They could also be given gift voucher worth Rs. any number from “1 to 5”. • Lux celebrated 75 year of stardom with the Har Star Lucky Star Activity. The first 10 caller of every week got a 30gm gold each. If the consumer found written inside the star. If the consumer found the “75 years” written inside the star. Aishwarya’s preferred designer and stylist.000/.50. • Lux star bano. The 50 lucky winner and their spouse were flown down to Mumbai to live a day like Aishwarya Rai would. he or she will get a year’s supply of Lux free. 16 . a consumer finding a 22-carat gold in his or her soap bar got an opportunity to win an additional 30gm gold. All wrappers of Lux had a star printed inside them. The pack comes with a special scratch card. The offer could be availed only on 100gm and 150gm pack of Lux soap. According to the promotional offers that Lux unveiled in October 2000. The piece de resisitance was a dinner date with Aishwarya Rai herself.from Shopper Stop’s along with an exclusively designed by Neeta Lulla and a beauty makeover by Michelle Tung. Aish karo contest. he or she would get an equivalent discount (in rupees) on his or her purchase from his or her shopkeeper.Production & material management Life cycle of Lux soap ➢ Lux FNF Lux Shampoo ➢ PROMOTION:✔ Sales Promotion:• Lux presented 30gm gold each to the first three winner of the Lux Gold Star offer from Delhi. All one neede to do was to buy a promotional pack of Lux soap.

Sairah Banu. Juhi Chawla. all you need is to purchase Lux soap and complete a slogan to stake a claim to an evening full of glamour. Zeenat Aman.. Hema Malini.Priyanka Chopra and most recently Katrina Kaif.Sharmila Tagore.Production & material management Life cycle of Lux soap Lux.. Nargis. ✔ Promotion:The first ambassador Leela Chitnis featured in a Lux advertisement which flagged off the Lux wagon. Meena Kumari. The brand has outlasted many soaps. The last frontier for most actors aspiring to stardom is becoming a Lux ambassador. Lux became a household name in the country. Sridevi. the brand synonymous with beauty and stars. parveen babi. Madhuri Dixit. From the beginning. Waheeda Rehman. Aishwaria Rai Bachchan. 12 lucky couples will be flown to meet Abhi & Ash in London. 12 lucky couples could win a chance to go to London and spend an evening with Abhishek and Aishwarya Rai Bachchan. Mala Sinha. there are exclusive signed photographs of the couple to be won. Well. She gave way to a galaxy of stars which include Madhubala. Kareena Kapoor. The offer gives an opportunity to consumers to meet Bollywood's Superstar couple Abhishek Bachchan and Aishwarya Rai Bachchan in London. Rekha. glitz and glory. 17 . now takes its legacy a notch higher by introducing the Lux Superstar offer. this is not all. Now anyone can get a taste of stardom and rub shoulders with the power couple.

" she added. NEW LUX:Actress Asin Thottumkal has joined the likes of Aishwarya Rai.Production & material management Life cycle of Lux soap Lux advertisements through ages Lux campaigns have wooed millions of people over the decades. an announcer of the ir stardom.With top movie stars . advertising campaigns on Lux have featured film stars across the nation.from Madhubala to Madhuri. "It's a beauty accolade to be associated with the legendary beauty brand Lux. it is good for me. which has celebrated beauty and glamour over the decades." said Asin. Lux has been an intimate partner of the brightest stars on the silver screen for decades. It gives me immense pride to endorse the new natural variant Lux Sandal & Cream. She has been signed as the face of the soap's new variant Lux Sandal & Cream. promising their beauty and complexion to common women . Priyanka Chopra and Katrina Kaif as the new brand ambassador of Lux soap. the brand a gain succeeded 18 . In 2005 Lux celebrated its 75th anniversary sparking of a controversy. it was natural that the brand has built equity as the best beauty soap in India. An ode to their beauty. Whatever be the controversy. this time none other than Shah Rukh Khan endorsed Lux. from Babita to Karishma and Kareena having endorsed the goodness of Lux over generations. Paul Newman also has endorsed Lux soap which shows that Lux makes such stunts to excite the market. "The credit of rooting the right beauty mantra goes to my mom. toning and moisturising attributes. has always entrusted the beauty of my skin to sandalwood. Deviating its tradition of roping Bollywood Divas. IDEA:. who being a doctor. due to its magical cleansing. Popularly known as the beauty soap of film stars.If it is good for star. as I truly believe in being beautiful the natural way. The ads created instant controversy with marketers discussing whether the brand has suddenly become MALE.

But in all these advertisements the celebrity never shadowed thebrand. The event was held at the Grand Intercontinental in Mumbai. This later moved into a transformation role of having a bath with Lux. A recent ad of Lux featured the golden couple Aishwarya Ra i Bachchan and Abhishek Bachchan. Kareena Kapoor. Lux was initially a premium brand. Juhi Chawla. the brand kept the consumers excited. which transports the user into a fantasy world of icons. its good for me´. by using a leading film star of the time has fulfilled the consumers aspirations of us ing beauty soaps via the rationale if its good enough for a film star. They were paid Rs. Whether in terms of product or in terms of promotions.25 crore for this ad.Production & material management Life cycle of Lux soap in creating excitement in the market. film stars and fairy lands. Some argue that HLL was testing a new positioning appeal to male users while others say that it was a one time endorsement to break the clutter. It was being projected as an aspirational brand and the 19 . From the beginning Lux. All this stars have endorsed Lux in the past. South Indian:JAYALALITHA (1970) SHRIYA SHARAN Change in communication strategy Lux was always changing with the times. Sridevi and Hema Malini graced the event and made it special. Events: Lux celebrated 75 years of existence in a grand way by unveiling Shah Rukh Khan as their latest brand ambassador.

The brand had a choice either to compromise on market share or dilute the positioning. This can be significantly seen in the latest TV commercial of Lux Crystal Shine where Priyanka Chopra is portrayed as a normal woman. The promise goes beyond the functional deliverables of soap. HLL resorts to a male and metro sexual Shah Rukh Khan to revive Lux which turned 75 in 2005. Its the world where Lux on her side. This is a successful attempt to bring the brand closer to its users and give it a more useful and contemporary image. The increasing competition in the soap category also forced Lux to rethink on its targeting strategy.Production & material management Life cycle of Lux soap endorsements by stars further reinforced the positioning. as consumers were beginning to question if the film star actually used the brand. The film stars still features in the new communication but not as her gorgeous self but rather as an alter ego/projection of the protagonist. Breaking away from tradition. In this context. the film star is used purely as a communication device to po rtray star quality in every Lux user. The move away from the film star and her fantasy world to the regular Lux user with the focus on the protagonists star quality is a change from the norms set by the Lux advertising in the past. the global brand team for Lux developed a new communication strategy. Thus. This strategy -bring out the star in you -for the first time moves the brand away from the long running film star route. This idea-bring out the star in you -puts the consumer at the heart of brands promise. an ordinary woman can impact her world with her own star quality. However the communication was slowly seemed to be losing relevance. With the new communication strategy. 20 . for a few seconds of the entire ad. Several competitive beauty soap brands had begun advertising using similar methods of communication. beyond bathing and bathroom to the world outside. for the first time the film star was used as a communication device and not as the main feature of the ad.

Production & material management Life cycle of Lux soap 21 .

Production & material management Life cycle of Lux soap Marketing Project Report on Lux Soap 22 .

Production & material management Life cycle of Lux soap

By: Amit Kumar Sinha PGDMRM-002 IPE, Hyderabad

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Production & material management Life cycle of Lux soap

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Production & material management Life cycle of Lux soap

Contents:
Company

Profile – HUL Distibution Channel - HUL
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Production & material management Life cycle of Lux soap Product Mix – HUL Overview – Lux Soap Marketing Mix SWOT Analysis Competitor Analysis Market Segmentation Recommendation Reference 26 .

Production & material management Life cycle of Lux soap 27 .

Production & material management Life cycle of Lux soap Company Profile .HUL 28 .

Production & material management Life cycle of Lux soap Company Profile .HUL 29 .

Production & material management Life cycle of Lux soap • 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% • • • 30 .

Production & material management Life cycle of Lux soap 31 .

Production & material management Life cycle of Lux soap Revenue Percentage: 32 .

Production & material management Life cycle of Lux soap Distribution Channel .HUL 33 .

Production & material management Life cycle of Lux soap 34 .

Production & material management Life cycle of Lux soap 35 .

HUL  2000+ Suppliers and associates Redistribution stockists 1 million retail outlets 250 million rural consumers 4000 Covering Reaching 36 .Production & material management Life cycle of Lux soap Distribution Channel .

HUL 37 .Production & material management Life cycle of Lux soap Product Mix.

Production & material management Life cycle of Lux soap The width of the HUL Product mix:  The width of the product mix refers to the 38 .

g:  Personal wash Laundry Skin care Oral care Deodorants Colour cosmetics Ayurvedic personal and health care 39 .Production & material management Life cycle of Lux soap number of different product line the company carries E.

Production & material management Life cycle of Lux soap Shampoo Tea Coffee 40 .

Production & material management Life cycle of Lux soap Foods Ice cream Width = 12 41 .

Breeze. Vaseline. Ponds.g:  Personal wash: Lux. Hamam.Production & material management Life cycle of Lux soap The lenght of the HUL Product mix:  The Lenght of the product mix refers to the total number of items in the product mix. Close up Deodorants: Axe. E. Aviance Oral care: Pepsodent. Rexona Laundry: Surf excel. Liril. Rexona Colour cosmetics: Lakme Ayurvedic personal and health care: Ayush 42 . Rin. Wheel Skin care: Fair & Lovely. Dove. Pears. Lifebuoy.

43 . Coffee: Bru Lipton.Production & material management Life cycle of Lux soap  Shampoo: Sunsilk. Clinic Tea: Broke bond.

Annapurna.Production & material management Life cycle of Lux soap Foods: Kissan. Ice cream: Kwality walls Knorr Width = 30 44 .

Production & material management Life cycle of Lux soap 45 .

Production & material management Life cycle of Lux soap 46 .

close up has a depth of 9 (3*3) The Consistency of the HUL Product mix: The consistency of the product mix refers to how closely related the various product lines are in the use. HUL Product line are not consistent because of its large width.Production & material management Life cycle of Lux soap The Depth of the HUL Product mix:  The depth of the product mix refers to the number of variants of each product offered in the line E.g: If close up toothpaste comes in three formulation and in three sizes. production requirement. distribution channel or in any other manner. 47 .

Production & material management Life cycle of Lux soap Overview : Lux Soap  1916 – Laundry soap 48 .

Production & material management Life cycle of Lux soap 1925 India First – Bathroom soap – 1929 brand ambassador: Leela Chitnis (1929) share is almost equal to Lifebuoy Market 49 .

Production & material management Life cycle of Lux soap Marketing Mix: 50 .

Production & material management Life cycle of Lux soap Product: Product Classification: Tangible 51 .

Production & material management Life cycle of Lux soap Non durable good  Lux and other soaps fall into the category of convenience good. 52 .

Production & material management Life cycle of Lux soap Product Life Cycle: Maturity Stage 53 .

Production & material management Life cycle of Lux soap Prominent Variants: Lux Lux Lux Lux Lux Lux Lux Lux Lux Lux almond orchid fruit saffron sandalwood rose international chocolate aromatic extracts oil and honey glow etc. 54 .

Production & material management Life cycle of Lux soap Logo: Labelling: 55 .

Production & material management Life cycle of Lux soap Lux trade character or logo is present prominently in the package Female model Displayed graphically – Key ingredients 56 .

Production & material management Life cycle of Lux soap Packaging: 57 .

) Package size – 100gm.Production & material management Life cycle of Lux soap Different colors – Different variants( Saffron – Saffron variants & Pink – Rose extracts etc.Rs 5 58 . 120gm. 150 gm Launched – Mini Lux – 45gm .

Production & material management Life cycle of Lux soap Price: Competitive prices: Neither high nor low  59 .

Production & material management Life cycle of Lux soap Place:  HUL distribution network – key 60 .

Production & material management Life cycle of Lux soap strength (Which helps reach out its product across the length and width of the vast country)  2000+ Suppliers & Associates  7000 Stockists  Direct coverage in over 1 million retail outlets 61 .

Production & material management Life cycle of Lux soap Network: Factory – Company warehouses – Distributor – Market 62 .

Production & material management Life cycle of Lux soap Factory – Wholesaler & Big retailers (Bulk orders) – 30% Sales Promotion: 63 .

Production & material management Life cycle of Lux soap Active since 1929 Featured all top actress of their times. 64 .

it is good for me. 65 .Production & material management Life cycle of Lux soap Idea: if it is good enough for a film star.

Production & material management Life cycle of Lux soap 66 .

Production & material management Life cycle of Lux soap First Male Brand Ambassador: 67 .

Production & material management Life cycle of Lux soap South India: 1970 – Jayalalitha Shriya Sharan 68 .

Production & material management Life cycle of Lux soap Sales Promotion: Lux gold star offer: 22 Carat Gold coin in the Soap – First 10 caller  69 .

Aish karo contest: A special promotional pack of lux soap – Scratch card -50 lucky winner got the chance to meet Aishwarya rai. 70 .Production & material management Life cycle of Lux soap (Extra 30 gm gold) Lux star bano.

) 71 .Production & material management Life cycle of Lux soap SWOT Analysis Strengths: ➢ Strong market research (Door to door sampling – once in a year – Rural and Urban area.

Lux should come out with more variant in this segments. ➢ Strong brand image ➢ Dynamically continuous innovations – New variants and innovative promotions (22 carat gold coin promotion – “Chance Hai”) ➢ Strong brand promotion but relatively lower prices – Winning combination.Strong hold over the market Threats:➢ High internal competitions (Pears-beauty segments) ➢ New entrants (Vivel) ➢ Maturity stage-threats of slipping down to decline stage. Milk cream. ➢ Large market share. ➢ Liquid body wash is currently in growth stage. lack unisex appeal ➢ Some variation like the sunscreen. ➢ Mass appeal/Market presence across all segments ( 15% of soap market) Weakness:➢ Mainly positioned as beauty soap targeted towards women. Fruit extracts. international variant did not do well in the market ➢ Not much popular in rural areas Opportunities:➢ Soap industry is growing by 10% in India. Internal Competitor:- ➢ Lifebuoy: 1895.Production & material management Life cycle of Lux soap ➢ Many variants (Almond oil.if constant reinvention is not carried out. 18% market shares 72 . ➢ Beauty segments compounded annual growth rate(CAGR) is very high. ➢ Strong sales and distribution network backed by HUL. Saffron sandalwood oil and Honey). Orchid extracts.

Production & material management Life cycle of Lux soap External competitiors:➢ Herbaria ➢ Merci ➢ Clarin ➢ ➢ ➢ ➢ ➢ ➢ Gender: female Age:16-35 Income: middle income group (Rs.affordable price with high branding.to position the product as a best quality beauty soap in buyers mind.15-20) Highest selling beauty soap in urban areas (rural area-lifebuoy) Expensive-affordable Target area: urban and sub-urban – upper middle and middle class people ➢ Created good position: Buyers mind. ➢ Offering product in a different way ➢ Offering: improved quality of the product.Better product attributes. price and quality. 73 . ➢ Market shares of Lux: 15% ➢ Better positioning: market leader of beauty soap.

Its distribution process is highly efficient. international standard and high quality design. has been able to penetrate the market. Its promotional activities. three different sizes. As a multinational company Hindustan Unilever with heavy promotional activities. both male and female. Beauty soap is an uprising product in India as a greater portion of the population. are now getting more beauty conscious. as a product. The Demand for this product is very much vulnerable in terms of pricing. With six different fragrances. Hindustan Unilever is providing LUX at a price which is affordable to most of the people in the country. like the beauty contest has been a milestone in attracting a huge number of customers. LUX has been highly successful over the years.Production & material management Life cycle of Lux soap ➢ ➢ ➢ ➢ Ayurvedic Variants Lux Kids Special Soap Target Rural Area Target Male Customers The beauty soap industry of India consists of a few producers in the industry. Overall with its marketing activities LUX has been a successful brand. 74 .

blogflux.com/theme/5483.jpg http://marketingpractice.pdf ➢ www.com http://sxxz.html http://adage.google.html ➢ http://www.blogspot.asp http://themes.fmcg.hul.slideshare.businesswireindia.moneycontrol.com/2007/01/lux-celebratingbeauty.com/brands/lux.mbaparadise.com/attachments/Kareena%20Lotus.com/garfield/article?article_id=116289 http://www.hll.com/2005/11/what-is-currency-inflation.com/news_html_files/news_attachment/2009/ HUL-RU-Q3FY09-29-01-20091.blogspot.Production & material management Life cycle of Lux soap www.com www.net/hit20032003/lux-presentation-presentation ➢ http://www.com www.html http://www.com ➢ ➢ ➢ ➢ ➢ ➢ ➢ ➢ ➢ 75 .

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