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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 39.25c 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 m is
Cluster (SEC) which takes into account the criteria of
education and profession which ultimately measure the
financial ability of consumers. The clusters is divided into
five parts starting from A to E. Unilever targets the urban
and sub urban upper middle class and muddle class segment
of the population. Who tally 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

sane

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 there to
distribute LUX in massive bulks amounting to around
ten million pied. It undertakes the largest promotional
activities in the beauty soap industry.
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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’s 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 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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REVIEW of LITERATURE
Discovering

the

Consumer:

Market

Research,

Product

Innovation, and the Creation of Brand Loyalty in Britain and the United
States in the Interwar Years
This paper discusses the use of market and consumer research at Lever
/Unilever and its advertising agency in Britain and the United States,
J. Walter Thompson(JWT), in the interwar period. Research surveys
Conducted by JWT in the 1920s and 1930s helped Lever reposition
Its international soap brand Lux.
The article also shows that marketing's cultural practices often

predate

Its conceptualization and academic theorization.

The Brand: Lux Soap Flakes
One of Lever's earliest product

innovations was a

production technique developed in 1889, which allowed soap to
be produced in forms of flakes. The resulting product, soap
flakes, made washing easier and preserved the garments
as women did not have to rub clothes with the hard soap
bar. In 1900, Lever's product came on the market as "Lux soap
flakes."

Moreover, the product was positioned as a problem
solver (Levitt1960); if consumers were rich enough to
buy expensive clothes, they also had problems which
low-income groups did not have, that is, the preservation of
silk or other expensive clothes. Lux helped solve these
problems. In 1906, Lever began to export Lux soap flakes to
the United States.

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There, its advertising agency JWT suggested that the
traditional positioning of Lux as a product to be used to wash
woolen garments (see slogan in fig. 1:-Lux won't shrink
woolens") should be widened so that consumers
saw Lux as product that could be used for all fine
fabrics.
Its advertisements often followed an aggressive market
expansion strategy for their products; by suggesting a wider
framework of possible uses for a given product both the
customer base and the usage rate of a product could be
increased (Ansoff 1957).

For its client Lever Brothers, this strategy resulted in increased sales from
10,000 cases in 1915 to over one million cases in 1918 (The history of LuxFlakes"1950;
Lovett 1970). This strategic marketing orientation of JWT's advertising is
Further exemplified in its decision to use advertisements in 1922 to promote the
Use of Lux for the washing of dishes.

In the early 1920s, the Lux advertising campaign in the American market
Took a crucial turn toward dialogic consumer engagement. In 1924, JWT
Invited American housewives to submit testimonials for Lux soap flakes. These
Letters, of which about 53,000 arrived at the JWT headquarters', were used by the
Agency to conduct a survey of consumer habits. It turned out that consumer
Had independently begun to use the flakes for the washing of their hands, for baths,
For their babies, and for washing their hands and hair.

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NEED FOR THE STUDY

We have undertaken this study because the we want to
know the reasons to buy different brands of soaps and
particularly consumer opinion about LUX Soap, the factors
affecting while purchasing a FMGC

PRIMARY OBJECTIVES:
"Effects of celebrity endorsement on Consumer Buying Behavior
toward Lux soup"
SECONDARY OBJECTS:
✓ To identify the influence of celebrity endorsement on
consumer buying behavior

✓ To understand buyer behavior of Lux soap use.
✓ To extract consumers opinion regarding various in
advertisement celebrity endorsement of Lux soup.

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COMPANY PROFILE

Hindustan Lever Ltd (HLL) is India largest Fast Moving Consumer Goods
(FMCG) company. HLL's brands like Lifebuoy. Lux. Surf Excel. Rin.
Wheel. Fair & Lovely. Pond's, Sun silk. Clinic.,pepsodent. Close-up,
Lake me, Brooke Bond, Kissan, Knorr-Annapurna, Kwality Wall's are
Household names across the country and span a host of categories. Such
As soaps. Detergents, personal products. Tea. Coffee. Branded staples.
Ice cream. These products are manufactured over 40 factories across India
And the associated operations involve over 2000 suppliers and associates.
Hindustan Lever Limited’s distribution network comprises
about 4000 redistribution stockiest, coverings 6.3 million
retail
outlets reaching the entire urban population. and about 250
million rural coin timers. HLL is also one of India largest
exporters. it has been recognized as a golden super star
trading house by the government of India. Presently HLL
has over 16000 employees including user 1200 manager its
mission. it is “add vitality to life” the anglo-dutch company
unilever owns a majority state in Hindustan lever limited.

In the late 19th and early 20th century Unilever
used to export its products to India. This process
began in 1888 with the export of Sunlight soap. Which was
followed by Lifebuoy in 1895 and other famous brands like
Pears? Lux and Vim soon alter. In 1931. Unilever set up) its
first Indian subsidiary. Hindustan Vanaspati Manufacturing
Company. Followed by Lever Brothers India limited
(1933) and united traders limited (1935).

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PRODUCT PROFILE
Lux soap first produced in United Kingdom in 1899. It was
produced by British company name Lever Brothers. Lever
Brothers was founded in 1885 by William Hesketh Lever and
his brother James. They using glycerin and vegetable oil such
as palm oil to manufacture soap called "Sunlight Soap."
Lux soap was first launched in 1916 as laundry soap
targeted specifically at 'delicates'. Loser

Brothers

encouraged women to lone: launder their clothes without tear
of satins and silks being turned yellow by harsh lyes that
were often used in soaps at the time. The (lake-type soap
allowed the manufacturer some leeways from lye because
it did not need to be shaped into traditional cake-shaped
loaves as other soaps were. The result was a gentler soap
that dissolved more readily and was advertised as suitable for
home laundry use.
Lux toilet soap was introduced in 1925 .as bathroom soap.
'7e name 'Lux' was chosen as a play on the word "luxury."
Lux has been marketed in several forms. Including bar and
flake and liquid (land Wash. shower gel and cream bade soap).
Lux was launched in India, in 1929. The very first Lux
advertisement featured actor Leela Chitins. Its popular slogan
was 'the beauty soap of film stars.’ The 'how' and why'
behind the promotion goes a long way in brand
building.
From 1930s right through 1970s, Lux soap colors and packaging
were altered several times to reflect fashion trends. In 1958 five
colors were made up the range: pink, white, blue, green
and yellow. In 1990s, Lux launching its own range of shower
gels, liquid soaps and moisturizing bars. People enjoyed
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matching their soap with their bathroom colours.

In the early 1990’s Lux responded to the growing trend
away from traditional soap bars by launching its own range
of shower gels liquid soaps and moisturizing bars. Lux
beauty facial wash. Lux beauty bath and Lux beauty shower
were launched in 1992.
In 2004, Lux launched a 'Lux star bano, Aish kayo' contest where
consumers were supposed to buy a promotional pack of Lux
and scratch the special scratch card to earn their reward. Prizes
varied from living a day in Aishwarya Rai's life to beauty kits,
Neeta Lulla saris among a host of other gift vouchers and
well... more Lux soaps to be won.
In 2004. The entire Lux range was re-launched in doe UK to
include five shower gels, three bath product and two new soap
bars.
On its completion of 75 years in 2005, Lux roped in Shah
Rukh Khan as its first ever male ambassador. The
advertisement featured the actor in a bathtub, flanked by his
leading ladies - Juhi Chawla, Kareena Kapoor, Sridevi and Hema
Malini. It was known as the 'Har Star Lucky Star' offer,
where every wrapper guaranteed a gift, waiting to be
unwrapped.
In 2009, Aishwarya Rai and Abhishek Bachchan featured in the
new 'Sone Se Bhi Sona Lage' campaign. The campaign
also conducted a Lux Super Star Offer where the lucky winners
get to meet Aishwarya-Abhishek in London. The campaign jingle
became so immensely popular that its varied renditions were
used in the advertisements that featured Katrina Kaif since 2009.
Deepika Padukone and Imaran khan are the newest
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brand ambassadors of Lux, modeling together for the "Kya
Khoob Ho Turn" advertisement that has been recently released.

Market Segmentation:
The company claims that I.UX is the highest selling
beauty soap in Bangladesh. Moreover some survey reports
also reveal the same result.
Though LUX is the highest selling beauty soap in
Bangladesh. It does not go for traditional mass marketing.
Moreover as a beauty soap LUX does not even segment its
market according to gender.

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DATA COLLECTION

Actually, the reliability of research decisions depends on the
quality of data gathered. By taking this concept into consideration,
the data can be classified into primary data and secondary data.
We have used both the types of data, as far as project is
concerned.
1. Primary data
2. Secondary data

1. Primary Data
I. Questionnaire Method
II. Direct Interview Method and

Observation Method
The main tool use, the questionnaire method. Further direct interview method,
Where a face-to-face formal interview is taking. Lastly observation method
Has been continuous with the questionnaire method, as one continuously
Observes the surrounding environment he works in.

2. Secondary data
These are those data which are collected from the various
sources which have been already created for the purpose of first
time use and future use.
We have used the following secondary data in my project:

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• Internet
• Newspaper
• Magazines

Sample Design:
Sampling

size = 200 Respondents (mostly targeted on women Or

Girls).
Sampling technique = Hypothesis Method

Research Instrument: "Questionnaire", "Personally"
Types of Questionnaire: "structure"

Derivation of sample size:
On the basis of the pilot survey, the percentage of customer who
married in last 5 years came to 60%. To ensure 99% confidence
level and a permissible error not to exceed 10%, the sample size was
determined as under:

Summary
Celebrity endorsement is the very important and basic tools for the
promotion of the product and now a day it is become a trend for
the product marketing and brad building. However it is easy to
select a celebrity but it is very difficult to establish a strong
relationship between the product and the endorser. The celebrity
can make a better brand image and also helpful for profit
maximization.

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INTEGRATED MARKETING COMMUNICATION

Promotion:
The great Indian brand wagon staffed nearly four
decades ago. Great brands sometimes outlast their
ambassadors as proven by Lux which celebrated its 75th
anniversary in India.
The first ambassador. Leela Chitins featured in a Lux
advertisement which flagged off the Lux wagon. She gave
way to a galaxy of stars which includes Madhubala, Nargis,
Meena Kumari, Mala Singh Sharmila Tagore, Waheeda
Rehman, and Saira Banu, Hema Malini. Zeenat Amaan, Juhi
Chawla. Madhuri Dixit. Sridevi. Aishwarya Rai and Kareena
Kapoor, asian and latest Deepika padukone. The last frontier
for most actors aspiring to stardom is becoming a Lux
ambassador. The brand has outlasted much soap. From the
beginning. Lux became a household name across the country.
Sales Promotion:
Sales promotion. a key ingredient in marketing campaigns.
Consists of a collection of incentive tools, mostly slim term
designed to stimulate quicker or greater purchase of
particular products or services by consumers or the trade.
Whereas advertising offers a reason to buy. Sales
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promotion offers an incentive to buy.

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. According to
the
promotional offer that Lux unveiled in October 2000,
a
consumer finding a 22-carat gold coin in his or her soap
bar
got an opportunity to win an additional 30 gm gold.

 The first 10 callers every week got a 30 gm gold each.
The
offer could be availed only on 100 gm and 150 gm packs
of
Lux soap.
 Lux Star Bano, Aish Karo contest: All one needed to do
was
buy a special promotional pack of Lux soap. The
pack
comes with a special scratch card.
 The 50 lucky winners and their spouses were flown down
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to
Mumbai to live a day like Aishwarya Rai would. They
could
also be given gift vouchers worth Rs 50,000 from
Shoppers'
Stop along with an exclusively designed Neeta Lulla
sari
and a beauty makeover by Michelle Tung,
Aishwarya
preferred designer and stylist. The piece de resistance
was
a dinner date with Aishwarya Rai herself.

 Lux celebrated 75 years of stardom with the Har Star
Lucky
Star activity. All wrappers of Lux had a star printed
inside
them. If the consumer found written inside the star,
any
number from “1” to “5”. She would get an equivalent
discount (in rupees) on her purchase from her
shopkeeper.

Public Relations:
Not only must the company relate constructly to customers.
Suppliers and dealers, it must also relate to a large number
of interested publics. A public is any group that has an
actual or potential interest in or impact on a company's
ability to achieve its objectives. PR involves a variety of
programs designed to promote or protect a company's image
or its individual products.
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LUX PR Activities
 Press Relation
Lux has been maintaining constant communicating
with

its customers and potential customers. Of

the various developments taking place in the brand by using
press relations.

 Events:
Lux celebrated 75 years of existence in a grand way by
unveiling Shahrukh Khan as their latest brand
ambassador. Kareena Kapoor, Juhi Chawla, Sridevi
and Hema Malini graced the event and made it special.
All the stars have endorsed Lux in the past. The event
was held at the grand Intercontinental in Mumbai

Limited Edition:
Coming up with limited edition of the brand is also a way
of attracting attention towards the brand. It creates a buzz
and a feeling of urgency to try out the product and helps in
promotion

of

the

brand.

This

strategy

was

also

implemented by Lux by bringing out limited editions like
Chocolate Seduction. Aromatic Glow. Festive Glow and Haute
Pink.

Logo

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Labeling:
The LUX Trade Character or Largo is present prominently
on the package. A novel metallic substrate packaging
showcases the ingredients. And a female model is shown on
the pack. Also displayed graphically are the key ingredients.

Packaging:
The colors are different for different variants such as saffron for
the saffron variant, pink for the rose extracts etc. The Bars
come in package sizes of 100g, 120g, 150 g Lux has also
launched a 45 g variant called Mini Lux priced at Rs. 5.

Point Of Purchases:
The LUX is not given a notable placement on the shelves
of different retail shops & departmental stores for its sales
promotion. Usually the company goes for wide display in
the stores where it potential for its product. Different eye16

catching decorations are made inside the store and in the
showcase for outside display. These arrangements are made
with the assistance of the sales people of the company.

Advertisements:
The messages that the product reflects in its
advertisement it is the one that is usually
narrated by the corporate itself. Advertising is any paid
firm of wit-personal presentation and promotion of ideas.
Goods and services by an identified sponsor. Ads can
be a cost effective way to disseminate messages. Whether
to build a brand preference or to educate people.

 USP or the common thread through all the advertisements is
the Presence of Movie Stars through the ages.
 The product has been positioned on the basis of REFERENCE
GROUP by using a celebrity popular at that point in time.
 Some amount of attribute positioning by mentioning the various
ingredients has also been done.

Lux campaigns have wooed millions of people over the
decades. Popularly known as the beauty soap of film stars.
Lux has been an intimate partner of the brightest stars on the
silver screen for decades. An odes to their beauty, an
announcer of the stardom, advertising campaign on Lux have
featured film star across the nation promising their beauty and
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complexion to ordinary women.

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.
From the beginning Lux. by using a leading film stars of the time. Has fulfilled the
Consumers' aspirations of using beauty soaps via the rationale 'if it's good
Enough for a film star, it's good for me. This later moved into a transformation
Nation role of having a bath with Lux. which transports the user into a
Fantasy world of icons, film stars and fairy lands.

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CHANGE IN COMMUNICATION STRATEGY
However. The communication was slowly seen to be
losing relevance. As consumers were beginning to question
it the film star actually used the brand.
In addition to this. Several competitive beauty soap brands
had

begun

advertising

using

similar

methods

of

communication. In this context. The global brand team for
Lux developed a new communication strategy. This
strategy brings out the star in you for the first time moved
the brand away from the long-running film star route.
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) for a few
seconds of the entire ad.
Thus. for the first time the film star was used as a
communication device and not as the main feature of the ad
The move away from the film star and her fantasy world to a
regular Lux user. With the focus on the protagonist's star
quality, is a change from the norms set by Lux
advertising in the past. With the new communication
strategy. the film star is used purely as a communication
device to portray star quality in every Lux user. This can be
significantly seen in the latest TV commercial of Lux
Crystal Shine where priyanka Chopra is portrayed as a
normal women.
This idea brings out the star in you puts the consumer at the
heart of the brands' promise. This promise goes beyond the
functional deliverables of soap. Beyond bathing and the
bathroom to the world outside. It's a world where with Lux on
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her side. an ordinary woman can Impact her world with her
own star quality.

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This is a successful attempt to bring the brand closer to its
users and to give it a more youthful and contemporary
images.
Breaking away from tradition. HLL resorts to a male and
metro sexual Shah Rukh to revive Lux. which turned 75 in
2005.

Selection of Media:
There are number of source available for passing the product message. These
are follow:
• Television
• Outdoor (Billboards)
• Magazines
• Newspapers
• Brochures
• Internet.

Impact on Sales
The company believes that ads do hale adequate impact on
sales. In order to net the company policy of maintaining and
strengthening the corporate image. The ads are shown on
television. There is a lug-term strategy in the hooks of
Unilever to disturb the loose Soap market. They usually
slew documentary from time to time regarding the flaws
in loose Soap quality. It is usually shown without any
discrimination. I.e. Without mentioning any Soap name or
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company name in the documentary.

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Public Relations:
In order to build healthy relations with the consumers. The
company established a consumer department to manage
the

complaints

of

the

end-users.

A

legal

department is also dealing with the legal issues and
media war. If any news is published in a newspaper that harms
the product image. A persuasive message is published in that
newspaper to counter the rumor.

Sponsoring Events:
The company goes for sponsoring events in order to
heighten the compam and brand image. Mostly the
company goes for financing such kind of events in which its
product has got some room to build likeness Tie Company
also goes for sponsoring fashion shows in different cities.

Distribution:
LUX gins for indirect channel of distribution. the
hierarchy of the distribution channel is as follows.
• Manufacturer
• Distributor
• Retailer
• Consumer

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The distribution strategy pursued by the Unilever is
intensive. It heals that the product distribution is covering
wide market. 'Here are regional headquarters of the company
in all the big cities of the country. There is a distributor in
each big city. In order to reach remote areas. A distributor
engages a sub-distributor for a small area. The company is
directly linked with the main distributor and the subdistributor has no such direct contact with the company.
The company providers the Life Buoy inventory to the main
distributor that is further dispatched to retailers and subdistributors
There is a regional manager of Unilever that employs Area Saks Manager for a specific
Area then comes the Territory Sales Officer (TSO) TSO is directly linked with
The distributors to set and achieve targets. The targets vary from area to area and
Are set on the basis of history of the area sales. As the sales targets depend
Upon the area history of sales: these are usually
achievable It these target, are facing sore kind of setback.
The promotional schemes based on areas are announced as
discussed earlier.

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DATA ANALYSIS AND INTERPRETATION
1). Age group
Age group

No of respondents

Less than 15

00

15-20

48

21-25

56

26-30

41

31-35

12

36-40

05

41-45

07

45-50

13

50 & above

18

No of respondents
60
50
40
30
20
10
0

Interpretation:
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 Here, from the analysis we can say that most of the
respondents are the age of between 20 to 30 years.
There are very few customers who are age above 35 years.

 So, from the above analysis we can find that the users of
the
Lux soap are most of the youngsters. These are
the
customers who are easy to adopt new innovative products
so
company has to keep innovation in their products to
attract
this kind of customers.
 So that company has to promote schemes which targets
to
the youngsters.
 Company should launch products for the people who
are
above 40 years and also try to capture each age's
segments.

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2). what is the frequently of purchase soap?

Time period

No of respondents

weekly

10

monthly

88

bimonthly

8

quarterly

45

Semi annually

48

more

1

Sales

24%

weekly

1% 5%

monthly
bimonthly
44%

quarterly
semi annually

23%
4%

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more

Analysis:

 After looking the chart and interpreting the data, we
can easily
say that the most of the purchasers buys soap on
monthly bases.
So here, Unilever shop.
 Could try to encourage customers for purchasing
more and
company should offers schemes for buying twice or
thrice in a
month

 So the selling of the soap will increase and profit
will also
increase. Unilever should try to update packaging and
quantity of
the products.
 Unilever should also maintain the small quantity
products so, the
weekly customers are motivated and every class of
society can
easily purchase as it is not so costly.
 Responders are also looking for the quarterly purchase
to get the
best schemes provided by the company and also
should give
special discount on bulk purchase by any customer.
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3). During purchases of soap what influences you purchase?

Sources

Respondents

Price/cost

42

Celebrity/advertisement

60

Quality/quantity

98

other

-

29

Responents
price/cost
21%
49%
30%

celebrity/advertiseme
nt
quality/quantity
other

Analysis:-

 As per the data gathered, it can be analyzed the most of
the respondent selected the option of quality and
quantity. Customers are now more starters than earlier so,
they also look for quality and price. Company should maintain
the quality of the soap to attract more and more customers
and to maintain the existing customers.

 Here, Unilever should also looking for the celebrity
endorsement
and try to update the celebrity as usually with trends
variability
because according to the respondents, more than
30%
30

respondents influence the celebrity endorsement
while
purchasing soap.
 But at all customers are more depended on the
quality of the
product so company should always in effort to
increase the
quality of the product.

4). what do you feel about celebrity endorsement?

classification

No of Respondents

likeable

125

unlikeable

24

neutral

43

Not important

8
31

125

140
120
100
80

43

60
24

40

8

20
0

likeable

unlikeable

netural

not important

no of responents

Analysis:
 As per the data it can be analyzed that almost 60 %
respondents
are affected by the celebrity endorsement. Company
should try
to change celebrity endorsement according to current
trends to
attract the new customers and change celebrity
according to
change in trends. Company should continuing
advertisement
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with the different celebrities.
 And company can also decrease the cost of sales
promotion by
taking endorsee who is not the celebrity. According to
analysis,
we can find that almost 40% respondent are not
likable the
celebrity endorsement so, company can endorse with the
person
who is not the famous celebrity and cut down the
expenses.
 We should also suggest to the company to choose
celebrity
wisely so that negative effect of celebrity endorsement
can be
avoided and sales and market share of the company
can be
Increase.

5). How much you satisfy with the message of Lux advertisement?
33

No of Respondents
highly

30

satisfied

104

modality

36

dissatisfied

15

no of Responents

15

30

36

highly satisfy
satisfied
modality
dissatisfied

104

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Analysis:
 Lux is the brand who is giving always different
ideas and
messages in its advertisement since the 1929 and
always
succeed to attract the customer by its advertisement
style
and celebrity. This is the strategy of the company to
promote
the soap and gives variety of the products to the
customers.
Company is giving messages of different fragrances
and
colours to different age group and to the different
segment
group.

 Most of the respondents are said that Lux is coming
with new
and new kind of ideas and messages in broadcast
media
and as well as in print media to attract the customers.
Lux is
always success to read the mind of the customers and
giving
the products what customers want.

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SUGGESTION
 Customer like best quality product on any price, so
company
should use latest technology to their products and provide
best
quality to the customers.
 Customer's behavior always looks for some extra benefit
with
purchasing. They demand for affordable price for product
and
good schemes with purchasing.
 Company targets only youth between 15 to 35 years who
are
conscious of beauty and skin but in current scenario all
people
are more conscious regarding their skin and beauty,
so
company should also consider them while manufacturing
the
product.
 The company has to give some discounts or offers at the time of
Special occasions i.e., festivals.
 Visual media is the best for LUX Soap because most of
the
respondents well aware of TV programs, Ads give along
with
special programs in popular TV channels to increase the
sales.
and also people are well known about the celebrity which
shows
in the advertisement of the Lux soap.
 Most of the people are satisfied with small sized LUX Soap.
 Try to reduce the price so that middle class can buy the soap.
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 From the beginning Lux, using a leading film star of the time,
Popularly known as the beauty soap of film stars, With top
movie
stars - from Madhubala to Madhuri, from Babita to
Karisma
and Kareena having endorsed the goodness of Lux
over
generations, Now Lux is a brand of all
segment of society, so advertising should not contain
only
"FILMI SITARO KA SABUN" but also like "AAM ADMI
KA
SABUN"

CONCLUSION
 From the data obtained in the previous chapter, we can come
to the following conclusions: For housewives, presence of natural ingredients plays
an important role while buying soap. However, although price
does play an important role in the purchase decision, today
more and more housewives are conscious about skin
nourishment. Also, many of them buy the brand mainly
because of it has been used in the family for years together.
 Lux scored high on all parameters like fragrance,
lather,
packaging, availability, variety and nourishment of skin. The
only
factors on which it did not score very high were freshness
and
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price. Consumers think that soaps like Liril score better
on
freshness than Lux. Lux leaves them feeling nourished
and
cared for, but not fresh for a very long time.
 The consumers share with Lux, a relationship of trust
and
dependability and of respect. They look up to the brand
and
literally worship the brand. Lux, thus, commands the respect
and
even love of the consumers.
 Most consumers are satisfied with Lux and think that it is
best
that they can get.

 Lux is an emotive brand. Emphasis is not on the physical
attributes of the soap. Demands from the brand are high;
people expect that Lux will make their skin beautiful.

QUESTIONNAIRE

1) What is the frequency of purchase of soap?
-Weekly

- Quarterly

-Bimonthly

-Semi-annually

-Monthly

-More

2) How much soap do you personally require every month?
-I

-3

-2

-4
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2) During purchase of soap what influences you purchase?
-Price/cost

-Celebrity Advertisement

-Quality & Quantity

-Other (Package/Trial)

4) Do you prefer celebrity endorsement as
-Likeable
-Unlikeable
- Neutral
- Not Important

5).

How much you satisfy with the message of Lux advertisement?
-Highly satisfy

-Satisfied

-Modality

- Dissatisfied

BIBLIOGRAPHY

BOOKS REFERRED:
1. Philip kotler. Marketing management : publisher Pearson education
2. Naresh k malhotra: Marketing Management
3. C.R.Kothari : Research Methodology , publisher : new age international

WEBSITE REFERRED

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1.
2.
3.
4.
5.

www.google.com
www.unilever.com
www.wikipedia.com
www.lux.com
www.hul.co.in/brands/lux.asp

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