INTEGRATED MARKETING COMMUNICTION OF LUX

SOAP
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.
Hindustan Lever Ltd (HLL) is India's largest Fast Moving
Consumer Goods (FMCG) company. HLL's brands like
Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's,
Sunsilk, Clinic, Pepsodent, Close-up, Lakme, 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 and culinary products.
Mission
Unilever's mission is to add Vitality to life. They meet
everyday needs for nutrition, hygiene and personal care
with brands that help people feel good, look good and get
more out of life.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.
A key requirement is building in the quality expectations of
their consumers into their products.

To win consumers confidence and loyalty, they need to

consistently deliver branded products of excellent quality.
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

LUX
Lux in step with the changing trends and evolving beauty
needs of the consumers, offers an exciting range of soaps
and Body Washes with unique elements to make bathing
time more pleasurable. One can choose from a range of
skincare benefits like firming, fairness and moisturising.
Lux stands for the promise of beauty and glamour as one
of India's most trusted personal care brands
Product Category, Market Segmentation, Target
Marketing and
Positioning
Product Category:
LUX falls under the category of toiletry product as a
beauty soap.
Market Segmentation:

The company claims that LUX is the highest selling beauty

soap in Bangladesh. 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. The
population of the country is segmented into three parts
which are urban, sub urban and rural area consumers.
The market share for the toilet soap category is 54.3%
Gender: Female
Age: 16-35
Income: Middle Income Group
Highest selling beauty soap in Urban Area
Expensive: Affordable
Target Area: Urban and Sub Urban Upper Middle
and Middle Class People.

Target Market:
LUX is not a highly expensive but an affordable product.
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. From the

segmentation of customer according to SEC they target
category A, B and C, because they are assumed to be
financially well-off and can afford to buy LUX.

:Product Positioning
Created Good Position Buyers Mind Better product, *
attributes, price and quality
Offering product in a different way *
Offering Improved quality of the product affordable *
price with high branding to position the product as a best
.quality beauty soap in the buyers mind
Market share of HUL 54.3%*
Market share of Lux 15%*
Better Positioning Market Leader of beauty soap *
Advertising Strategy:
Lux star tradition started in 1934,with actress Leena
Chitnis.
Bollywood filmstars also promotes its beauty soap.
Har star Lucky star offer.
The beauty soap of film stars.
Lux celebrating range.
Chocolate seduction.
Aromatic glow.
Lux white star body wash.
SRK-first Indian male brand ambassador.
Win 22-carat gold coin.

 Win a lucky date with Aish

Present & future plan:

Penetrate in rural segment.
Increase in market share.
Trap the untrapped category

:Positioning
Lux is a super brand that celebrated beauty across the
world since 1925. The soap which was endorsed by the
beautiful film stars came to India in 1929.
Lux has been the largest selling personal wash brand in
the country Lux has effectively managed its PLC through
careful brand building and changing the product in line
with the changing consumer.
The brand is being positioned as the favorite soap of Film
stars has been consistent interms of communication and
positioning. The brand is also the classic example of
successful celebrity endorsement.
The first celebrity to endorse the brand was Leela Chitnis .
From Leela to Aishwarya , From Madhuri to Madhubala, Lux
has been endorsed by more than 50 film stars. But in all
these communications, the celebrity never shadowed the
brand.
Over these years, the positioning of Lux also evolved.
Earlier the brand used the positioning " Beauty soap of
Film stars" . But as the customer evolved, the positioning
lost its charm because customers began to doubt whether
the film stars actually used this brand. Taking a cue from
the customers, Lux changed the positioning appealing to
the need for becoming a star. The new positioning is

communicated with the tagline " Bring out the star in

you".

Advertisements:
The message that the product reflects in its
advertisements is the one that is usually narrated by the
corporate itself
The message is based upon
LUX brings out the star in you!
Selection of Media:
There are number of Sources available for passing the
product message. These are as follows:

Television
Outdoor (Billboards)
Magazines
Newspapers
Brochures
Internet

Public Relations:
In order to build healthy relations with the consumers, the
company has 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.
MARKETING MIX:
Product
The width of the product mix refers to the number of
different product line the company carries. E.g:

 Personal wash
Laundry
Skin care
Oral care
Deodorants
Color cosmetics
Ayurvedic personal and health care
Shampoo
Tea
Coffee
Foods
Ice Cream
Price
Competitive Prices- Neither High nor Low
Place
Factory Company warehouses Distributor Market
Factory Wholesaler & Big retailers (Bulk orders) 30%
Sales

Promotion
Active since 1929.
Featured all top actresses
of their time.

Sales Promotion:
Lux gold star offer: 22 Carat Gold coin in the Soap
First 10 caller (Extra 30 gm gold)
Lux star bano, Aish karo contest: A special
promotional pack of lux soap Scratch card -50 lucky
winner got the chance to meet Aishwarya rai.
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. 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.
Cinthol:
Cinthol the popular and much-loved brand of Godrej
Consumer Products Limited (GCPL)have been a favourite
of people for many years. All different soaps in its range

are having feel-fresh fragrance. Cinthols range covers an

economic Lime-fresh, the medium deo-soaps (spice,
lime,cologne and the new sport) and a slightly expensive
Cinthol-Original.
Vivel and Superia:
The Vivel Di Wills range is available in two variants. Its
unique carton pack has been developed by ITC's design
team to provide a novel consumer experience. Vivel Di
Wills Sheer Radiance is enriched with Olive Oil, to provide
skin lustre to make it radiant. Vivel Di Wills Sheer Crme is
enriched with Shea Butter, to moisturize skin to make it
soft and supple.

JWT is one of the largest advertising agencies in the

United States and the fourth-biggest in the world. JWT, the
fourth largest marketing communications network in the
world, has nearly 10,000 employees in more than 200
.offices in over 90 countries, serving over 1,200 clients
Since the agency's founding in 1864, passion for
innovation has led JWT to invent copy and layouts, pioneer
ad careers for women, produce the first sponsored TV
program, develop account planning and forge the first
international network. Its legacy is one of spotting the
seismic shifts on the horizon and moving in with well.packaged solutions that clients can buy and use
Today, JWT's ultimate goal is to embrace the empowered
consumer - one who can opt out of commercials, selfpublish on the web and download music anytime - and
entice him or her to spend time with its clients' brands
.through big media-neutral marketing ideas

:Role
To ensure that more people spend more time with our
.clients' brands
:Purpose
To create ideas that people want to spend some more time
.with
:Belief
The better the idea the more time people will spend with
.it
:JWT claims to be the first agency to
build the first full-service advertising agency
create the first international network.
pioneer ad careers for women.
create the first-ever testimonial ad - it was for Pond's
Cold Cream
produce the first-ever TV commercial in 1939.
:Category
Advertising
Services:

Creative
Digital
full service
global
interactive
market research
marketing
planning

research
specialized communications
strategic communications
Total branding solutions across all communication
trend spotting

Clients of JWT include:

Bayer
Bloomberg
Cadbury
DTC
Ford
HSBC
Huggies
Johnson & Johnson
Kellogg
Kimberly-Clark
Macy's
Nestl
Nokia
Rolex
Royal Caribbean

 Shell
Tim Hortons
Unilever
United States Marine Corps
Airtel
:Lux Example By JWT
At the end of the 19th century washing clothes at home
was done by cutting off chunks of laundry soap to create
foamy water - since then, Unilever's LUX has evolved into
a much-demanded beauty soap. JWT Johannesburg
recently conceptualised a glamorous campaign for its
long-standing client's new product, LUX
Beauty Body Wash, a pampering range
.to indulge the senses
According to JWT Johannesburg's
Business Unit Director Davina
Wertheimer, the brand's legacy of
beauty, glamour and intelligence dates
.back over 100 years
It was in the 1940s and 50s that "
Hollywood stars like Ava Gardener,
Elizabeth Taylor, Sophia Loren and Bridgit Bardot
.personally used and endorsed the luxury soap," she says
Renowned TV personality and businesswoman Jo-Ann
Strauss, the new LUX Beauty Body Wash brand
ambassador, is as glamorous as ever in the innovative
.advertising campaign that spans TV, Print and POS

The brand's payoff line, 'Just a few drops of LUX

Beauty Body Wash gives you silky, soft skin.
.Everyday' sums it up