A

REASEARCH PROJECT REPORT

“A Study of Satisfaction with Promotional Scheme of Lux Soap”

Submitted To
Uttar Pradesh Technical University, Lucknow
In partial fulfillment of required for the degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by: Under the supervision of:

Kuldeep Kumar Miss. Rajyashree
M.B.A IV Semester Lecturer,
Roll No. 0704070013 Department of
Business Administration

2010

Technical Education and Research Institute

Post Graduate College, Ravindrapuri
Ghazipur-233001(U.P.)
 CERTIFICATE

This is certify that, Kuldeep Kumar perusing MBA IV semester from this institute, has

prepared the research project report entitled “A Study of Satisfaction With Promotional Scheme of

Lux Soap’’ in partial fulfillment of the requirements of Master of Business Administration from Uttar

Pradesh Technical University, Lucknow, for the session 2009- 2010 .

This report is based on bona fide research undertaken by Kuldeep Kumar under my supervision

during the course of forth semester and fulfills the requirements of regulations relating to the nature and

standards of MBA course of U.P. Technical University.

I recommend that this research project report may be sent for evaluation.

Rahul Anand Singh Rajyashree

Assist. & Head Lecturer
of Dept. of Business Administration Dept. of Business Administration
 DECLARATION

I, Kuldeep Kumar hereby declare that this research project report entitled “A Study of

Satisfaction with Promotional Scheme of Lux Soap’’ has been prepared by me on the basis

of research done at Ghazipur under the supervision of Miss Rajyashree .

This research project report is my bona fide work and has not been submitted in any form to any

University or Institute for the award of any degree or diploma prior to the under mentioned date. I bear

the entire responsibility of submission of this project report.

Kuldeep Kumar

MBA IV Semester

Department of Business Administration

Technical Education & Research Institute

P.G. College,Ghazipur
 Acknowledgement
First of all I thank to almighty god, who had made me able and competent enough to pursue MBA and

provide me with the opportunity to carry out my research project report work.

I take this opportunity to thanks Miss Rajyashree, lecturer of MBA T.E.R.I.PG. Collage

for my guide. Their valuable guidance and supervision at every stage of the study which played a major

roll in a successful compeletation of the project.

I would like to thank Dr. Neetu Singh, lecturer of MBA T.E.R.I.PG. Collage who provide me

opportunity to getting knowledge about the financial environment of Ghazipur.

My grateful thank to Mr. Rahul Anand singh, Head of department of MBA

T.E.R.I.PG. Collage for this valuable cooperation and guidance during completion of my research

project report.

Finally I am thankful to all the faculty members, office staff and friends who had been associated with this

project either directly or indirectly for sparing their time out of their busy schedule.

Kuldeep Kumar
 PREFACE
M.B.A. program is one of the most reputed professional courses in the field of management. This

course includes both theory and its application contents of curriculum.

This report is at continuation of the above tradition. The topic of the research was

As a student of M.B.A. (Master of Business Administration), one of the most reputed professional

courses, I have to undergo for the dissertation in this semester. The attractive feature of the M.B.A. course

is that along with theory we also get to have the exposure of the practical environment.

The topic for my dissertation is:

“A Study of Satisfaction with Promotional Scheme of Lux Soap”

In present scenario no business small or large can offered to make many errors or processed which

adequate knowledge of facts marketing research be tool by which a management is supplied which info

which covered imagination into a stronger competitive position the first and foremost talk of any business

corporate house.

Chapter first is the introduction of the company and also define the scope of the study, impartment of the

study and objective of the study. Second Chapter is defining as the research methodology. Third Chapter

define as the Data Analysis and Interpretation. Chapter four contains trends in rural market. Fifth chapter

contains research methodology. Sixth chapter contains findings and recommendation, and last concluding

chapter seven contains conclusion and limitation followed by bibliography.

Chapter -1
 INTRODUCTION

Sales Promotion

Sales promotion, a key ingredient in marketing campaigns, consists of a collection of incentive tools,

mostly short 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 promotion offers an incentive to buy.

Sales promotion includes tools for

CONSUMER PROMOTION

 Samples

 Coupons

 Cash Refund Offers

 Prices Off

 Premiums

 Prizes

 Patronage Rewards

 Free Trials
 Warranties

 Tie in Promotions

 Cross Promotions

 Point Of Purchase Displays

 Demonstrations

TRADE PROMOTION

 Prices Off

 Advertising and display Allowances

 Free Goods

BUSINESS AND SALES-FORCE PROMOTION

 Trade Shows and Conventions

 Contests for Sales Reps

 Specialty Advertising

Objectives of sales promotion:

Sales Promotions vary in their specific objectives. Sellers use incentive type promotions to attract new

trials, reward loyal customers, and to increase the repurchase rates of occasional users. Sales

promotions often attract brand switchers, who are primarily looking for low price, good value, or

premiums. Sales promotions are generally unlikely to turn them into loyal users, although they may be

induced to make subsequent purchases. Sales promotions used in markets of high brand similarity can

produce a high sales response in the short run but permanent gain in the market share.

In markets of high brand dissimilarity, sales promotions maybe able to alter market shares

permanently. In addition to brand switching, consumers may engage in stockpiling- purchasing earlier

than usual or purchasing extra quantities. But sales may hit a post promotion dip.

A number of sales promotion benefits flow to the manufacturers and consumers. Sales promotions

enable manufacturers to adjust to short term variations in supply and demand. They enable

manufacturers to test how high a list price they can charge, because they can always discount it. They

induce consumers to try new products instead of never straying from current ones. They lead to more

varied retail formats, such as everyday-low-price store and the promotional pricing store. For retailers,

promotions may increase sales of complementary categories as well as induce some store switching by

consumers. They promote greater consumer awareness of prices. They permit the manufacturers to sell

more than they would normally sell at list prices. They help the manufacturer to adapt programs to

different consumer segments. Consumers themselves enjoy some satisfaction from being smart

shoppers when they take advantage of price specials.

Service marketers also employ sales promotions to achieve marketing objectives. Some service firms

use promotions to attract new customers and establish loyalty.

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 offercould be availed only on 100 gm and 150 gm packs of Lux soap.

 Lux Star Bano, Aish Karo contest which started on April 16 and went on till July 15 of 2005. 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 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's preferred designer and stylist. The pièce de résistance was a dinner

date with Aishwarya Rai herself.

The Lux Star Bano, Aish Karo contest aims to drive the brand

proposition — Mujh mein star jagaye — further. The Lux `Be a Star'

promotion is an unique offering through which LUX brings what

stardom feels like to customers.

 Lux is celebrating 75 year’s of stardom in India and to kick start the

celebration, Lux has launched the Har Star Lucky Star activity.
 Har Star Lucky Star offer is bound to go down in history as the only activity where every

consumer is a winner! All wrappers of Lux have a star printed inside them. If the consumer finds

written inside the star, any number from “1” to “5”, she will get an equivalent discount (in rupees)

on her purchase from her shopkeeper. If the consumer finds “75 years” written inside the star, she

will get a year’s supply of Lux free, courtesy the beauty stars.

Public Relations:

Not only must the company relate constructively 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.

They perform the following functions:

 Press relations: Presenting news and information about the organization in the most positive

light.

 Product Publicity: Sponsoring efforts to publicize specific products.

 Corporate Communications: Promoting understanding of the organization through internal and

external communications.

 Lobbying: Dealing with legislators and government officials to promote or defeat legislation and

regulation.

 Counselling: Advising management about public issues and company positions and image during

good and bad times

LUX: THE STAR PERFORMER

The great Indian brand wagon started nearly four decades ago. Great brands sometimes outlast their

ambassadors as proven by Lux which is celebrating its 75th anniversary in India.

The first ambassador, Leela Chitnis 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 Sinha,

Sharmila Tagore, Waheeda Rehman, Saira Banu, Hema Malini, Zeenat Amaan, Juhi Chawla, Madhuri

Dixit, Sridevi, Aishwarya Rai and Kareena Kapoor. The last frontier for most actors aspiring to stardom is

becoming a Lux ambassador. The brand has outlasted many soaps. From the beginning, Lux became a

household name across the country. Actor Hema Malini says, “One of the turning points in my career was

when I was signed up by Lux. It was then that I knew I had made my mark in Indian cinema as a leading

lady. To be a Lux star is a much sought after honour amongst leading ladies and it truly means a lot to

me.”

After 50 Indian female actors lathering up with Lux, it is now the turn of a male actor, Shah Rukh Khan,

to say, “Aaj mein aapko batanewala hoon meri khubsuratein ka raaz — Lux. Ab batayein aapka favourite

Lux Star kaun hai? (I want to tell you about my beauty secret — Lux. Who is your favourite Lux Star?)”

In 1926, Ginger Rogers became the first Hollywood great to appear in a Lux commercial. The first Lux

bar made in India was sold for the princely sum of two annas in 1934.
LUX: VARIANTS

In the country since 1929 and endorsed by popular film stars, Lux is the biggest brand in the soap

category. Lux Toilet Soap, in the popular segment, offers its consumers a range of soaps enriched with

the goodness of a variety of nourishing ingredients –Almond Oil, Orchid Extracts, Milk Cream, Fruit

Extracts, Saffron, Sandalwood Oil and Honey. The Lux premium range offers specialized skincare to its

consumers in the form of Lux International. It also includes Lux Body Wash for superior bathing

benefits keeping in step with the changing needs of the Lux consumer

In addition to these variants lux has come up with a few more variants to celebrate its 75 years in

business.

The Lux Celebration Range is a set of three exclusive variants- Aromatic Glow and Chocolate

Seduction and Lux White Spa body wash containing exotic ingredients, never seen in the Indian

market before.

Market

The personal wash market is valued at Rs. 45 billion (Source: ORG-MARG). It is a highly

penetrated market though per capita consumption lags even South Asian countries like Indonesia. The

market has seen stagnant sales over the last four years and the low entry barriers have led to intense

competition between national and local brands.

Achievements
Lux is the largest personal wash brand in the country with a value share of 17%. Three in every five

Indian consumers enjoy the luxurious bathing pleasure of Lux during the course of a year. This strong

association with consumers has led to Lux becoming one of the most trusted brands in the country.

Lux has retained its leadership status by strongly differentiating itself – no soap brand can claim to be

more aspirational for the Indian consumer than Lux - ‘the beauty soap of film stars’.

The last three years have seen Lux continue to grow far ahead of the market. It has gained close to 4%

share in this period. A key initiative that has fuelled this growth has been the launch of Mini Lux –

strategically priced at Rs. 5 to bring it within the reach of 300 million rural consumers. The introduction of

new perfume and ingredient variants, addressing new benefit segments, has been the other growth driver.

INTRODUCTION ABOUT COMPONY

History
Lux soap was launched in India in 1929. The first bar of Lux was made in India and sold for a princely

sum of two annas in 1934. From the very first advertisement in 1929 featuring Leela Chitnis, the gorgeous

faces of the silver screen have come out in the open with their beauty secret – Lux.

Popularly known as ‘the beauty soap of film stars’, Lux has been a favorite with generations of users for

the experience of sensuous, luxurious bathing.

Since its launch in India, Lux has offered a range of soaps in different colours and fragrances. They have

each, however, offered the same benefit of beautiful skin. Desirable product sensorials, especially its

world class fragrances and nourishing ingredients, have made the Lux bath a pleasurable experience.

But Lux being the market leader has evolved along with the changing needs of its consumers. The late

1980s saw the emergence of a premium segment in the soap category – a new consumer set whose beauty

and bathing needs began to evolve. In 1989, to tap into this segment, Lux launched a range of premium

soaps to suit their different skin types.

The FOUR P’s

(A)Product

A product is anything that can be offered to a market to satisfy a need or want. Products that are marketed

include physical goods, services, experiences, events, persons, places, properties, organizations,

information and ideas.

Product Classification

Marketers have traditionally classified products on the basis of characteristics: durability, tangibility, and

use.

LUX is a Tangible, Non Durable Good on the basis of this classification.

Consumer Goods Classification

The vast array of goods consumers can buy can be classified on the basis of shopping habits:

Convenience Goods: The consumer purchases such goods frequently, immediately and with a minimum

of effort.

Shopping Goods: Are goods that the consumer, in the process of selection and purchase characteristically

compares on the bases of suitability, quality, price and style.

Specialty Goods: Have unique characteristics or brand identification for which a sufficient number of

buyers are willing to make a special purchasing effort.

Unsought Goods: Are those the consumer does not know about or does not normally think Of buying

LUX and other soaps fall into the category of Convenience Good

Product Life Cycle

LUX Beauty Bar is in the maturity stage of its life cycle whereas the LUX Bodywash is in the growth

stage.
LUX Beauty Soap- Form, Features, Style

With icons of beauty endorsing the brand, the offerings made by Lux have always been superior and have

always led the market, setting benchmarks for competition.

Lux has beauty offerings in two of the four market segments – popular and premium, spanning the needs

of varied consumers.
Lux Toilet Soap in the popular segment has in the past four years offered its consumers a range of soaps

enriched with the goodness of a variety of nourishing ingredients – rose extracts, almond oil, milk cream,

fruit extracts and honey which are known to harbour the secrets of incredibly perfect skin.

At the upper end of the market is the premium range which continues to offer specialised skincare to its

consumers in the form of International Lux – a range of moisturising, deep cleansing and sunscreen soaps.

Keeping in tune with the changing times it has also launched Lux Body Wash which

offers superior bathing benefits.

To establish the presence of nourishing ingredients in the new Lux, a unique concept,

‘ingredients you can see in the soap’, was born. A novel metallic substrate packaging

beautifully showcased the ingredients and its globally accepted ingredient-linked

perfumes heightened the sensorial experience.

Each of the soaps in the range has milk cream, with the active ingredients of rose

extracts, sandal saffron, almond oil and fruit extracts. These create an experience in

pampering indulgence and luxury designed to bring out the star in every woman. This is the first time in

the Indian chapter of the brand that the beauty bar variant was being differentiated on the basis of its

ingredients rather than its perfume and colours.

Though Lux International, a premium variant of the toilet soap, launched in 1989, is differentiated on the

basis of its ingredients, the popular version, Lux Beauty Bar was always projected as a “pure and mild”

solution to soft and smooth skin.

International Lux Body Wash – the last name in luxury

It is the next revolution in the realm of personal care. The art of styling skin and giving it that enviable

glow.

The new International Lux Body Wash comes in two rich variants. Rich Moisture embodies an exotic

combination of green apple and orchid extracts. And Fresh Moisture exudes the tingling freshness of

orange peel extracts. To ensure a complete skin styling experience, with each elegant bottle comes a free

loofah.

It is priced at Rs. 90 for 250 ml and Rs. 49 for 150 ml respectively International Lux Body Wash comes in

an exquisitely designed bottle and is available at select outlets in select cities.

Trade Character

Labelling

The LUX Trade Character or Logo is present prominently on the package. A novel metallic substrate

packaging showcases the ingredients, and a female model is shown on the pack. Also diplayed graphically

are the key ingredients. The ingredients, place of manufacture have been listed. Also listed is the

consumer complaint cell address in case of unsatisfactory product.

Packaging
 A novel metallic substrate packaging beautifully showcases the ingredients, in case of the soaps. A

female model is shown on the pack. 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

The LUX Body Wash comes in an exquisitely designed bottle with the trade character prominently

displayed.

Lux has launched a 45g variant called Mini Lux priced at Rs. 5
Developing New Variants

The new Lux Beauty Bar is significantly better on all aspects including aesthetics, sensorials, skin care,

value for money, perfume and ingredients.

The company claims that a new initiative behind Lux beauty bar was always in the offing, market

conditions notwithstanding. HLL’s structured innovation programme was the driving force. This

programme, which charts the route for every HLL brand’s progress, works eight to 12 quarters ahead of

the company’s brands.

For instance, at the time when Lux International with a superior moisturizer was launched in 1999, the

company claims to have been working simultaneously on Lux Sunscreen which was launched in 2000.

Lux is always a step ahead of trends rather than following the trend. It would rather orient and direct the

change rather than follow it. This flag-bearing programme according to the company, helped in timing the

relaunch.

Also by using brand-oriented research, the company identified two sets of consumers. One was the loyal
base of existing Lux Beauty Bar consumers. The other was the target segment which would be the source

of growth for Lux.

This segment comprised of those customers who were buying soaps in the sub-popular segment, but could

shift upwards if a better product was offered in the popular segment. A company executive says, “The

entire relaunch exercise was aimed at delivering a superior mix, which would tap into this source of

growth.”

The consumer needs and triggers which were identified included: fragrance, quality of lather, long-lasting,

value for money product, familiarity and belief were factors that translated into a sense of reliability and

quality. This helped in the delivery of the new product.

Several options were considered for the Lux relaunch. These included mood-enhancing perfume

positioning. Skin-care based ingredients like glycerin, sandal and saffron were considered.

The company says that after scanning 60 or 70 options across both national and international markets

almond oil, honey and milk cream were the chosen ones.

With its latest stance, the company is banking on the sub-popular segment soap buyers to buy into the new

Lux. While the target segments remain the SEC B, C and D, the soap’s performance in its top markets

north and west which contribute to over two-thirds of its sales, will be crucial to its future growth.

Though retailers in Mumbai spell Lux on their list of best sellers, they say that the honey variant is yet to
catch on, as the consumer has never associated with Lux’s black colour packaging.

(B) Promotion

The promotion mix is classified as follows:

 Advertising:

1) Transit

2) Electronic Media

3) Print Media

4) Direct

 Sales Promotion

 Personal Selling

1) Direct Selling

2) Indirect Selling

 Public Relations
 Direct Marketing

Advertising

Advertising is any paid form of non-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.

Advertisement Analysis

 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 REFERANCE 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 ode

to their beauty, an announcer of their stardom, advertising campaigns on Lux have featured film stars

across the nation, promising their beauty and 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 star 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 role of having a bath with Lux, which transports the user into a fantasy world

of icons, film stars and fairy lands.

Change in communication strategy

However, the communication was slowly seen to be losing relevance, as consumers were beginning to

question if 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 – bring 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 idea – bring 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 her side, an ordinary woman can impact her world with her own star

quality.

This is a successful attempt to bring the brand closer to its users and to give it a more youthful and

contemporary image.

(C) Price

"Price" is pretty self-explanatory but it‘s very important to success. Price Something too high and a

company may never sell a single item of it. Price it too low and one can lose money on every sale once all

of costs of doing business are considered. So you want to price it attractively so that you can sell it to your

clients and they‘ll feel good about the purchase. HLL seems to have mastered this idea. Prices of HLL are

considered the most competitive in Indian market. With an operating profit of 470 Mn$ and a turnover of

2,190 Msn$, HLL has no need to look back on the fact that it is a leader. The main fact for this huge

success story is the strategic pricing decision the company has adopted from time to time.

HLL always gives value for money to his consumers. It is known for its competitive pricing. HLL has the

advantage of quoting a reasonable price due to its economy of scale. HLL also can quote a very

competitive price due to its superior technology and optimum utilization of inventory. HLL has the

product range that meets the needs of all classes of consumers. It has the products that are categorized as

premium and mass products, which have been described above. HLL matches its prices with the

competitor who is operating

in the same category. HLL also gives price offs on its products to reward consumers who are using it for a

long time and also to attract new consumers.

The LUX Beauty Bars are priced as follows:

100gms: Rs. 13

150gms: Rs. 19

LUX International is priced at

125gm: Rs. 21

International Lux Body Wash comes in an exquisitely designed bottle and is available at select outlets in

select cities. It is priced at

Rs. 70 for 250 ml

Rs. 40 for 150 ml

Lux has also introduced the “Mini Lux” that has helped in better penetration of the rural market. Priced at

45g: Rs. 5

(D) Place

Cutting-edge distribution network

HLL’s distribution network is recognized as one of its key strengths -- that which helps reach out its

products across the length and breadth of this vast country. The need for a strong distribution network is

imperative, since HLL’s corporate purpose is “to meet the everyday needs of people everywhere.”

At Hindustan Lever Limited, distribution network is one of the key strengths that help them reach their

products across the length and breadth of this vast country. It has 2000+ suppliers and associates, 45

C&F.A.s, 7,000 stockists and direct coverage in over 1 million retail outlets across India.

To meet the ever-changing needs of the consumer, HLL has set up a distribution network that ensures

availability of all their products, in all outlets, at all times. This includes, maintaining favorable trade

relations, providing innovative incentives to retailers and organizing demand generation activities among a

host of other things. HLL boasts of placing a product across the country in less than 72 hrs.

The first phase of the HLL distribution network had wholesalers placing bulk orders directly with the

company. Large retailers also placed direct orders, which comprised almost 30 per cent of the total orders

collected.

Today, the goods are transferred from the factory to the company warehouses (C&F.A godowns) and are

sent to the distributor from there on a daily basis. From the distributor, the stock reaches the market

through daily sales. Typically, these include the salesman registering the order of a retail outlet and

delivering the goods the next day.

Recently HLL has changed its traditional way distribution and came out with a new strategy of

distribution. It‘s because of the change in buying pattern of the consumer due to more disposable income.

There are different channels of distribution like Modern Trade, which covers all chains of super markets

like Food World, who get the stocks directly from the company. Wholesalers and second leg of big retail
outlets called Super Value stores come under the surveillance of the distributor along with the mass retail

outlets. There is also this new concept in the HLL distribution channel called Kiosk. Kiosk is a small shop

that sells only sachets and low priced items (below Rs.10/-). Kiosk also does not come under the

surveillance of the distributor.

In addition to the ongoing commitment to the traditional grocery trade, HLL is building a special

relationship with the small but fast emerging modern trade. HLL's scale enables it to provide superior

customer service including daily servicing, improving their range availability whilst reducing inventories.

HLL is using the opportunity of interfacing more directly with consumers in this retail environment

through specially designed communication and promotions. This is building traffic into the stores while

yielding high growth for the business.

An IT-powered system has been implemented to supply stocks to redistribution stockists on a continuous

replenishment basis. The objective is to catalyse HLL’s growth by ensuring that the right product is

available at the right place in right quantities, in the most cost-effective manner. For this, stockists have

been connected with the company through an Internet-based network, called RSNet, for online interaction

on orders, dispatches, information sharing and monitoring. RS Net covers about 80% of the company's

turnover. Today, the sales system gets to know every day what HLL stockists have sold to almost a

million outlets across the country. RS Net is part of Project Leap, HLL's end-to-end supply chain, which

also includes a back-end system connecting suppliers, all company sites and stretching right Upto

stockists. RS Net has come as a force multiplier for HLL Way, the company's action-plan to maximize the

number of outlets reached and to achieve leadership in every outlet, by unshackling the field force to

solely focus on secondary sales from the stockists to retailers and market activation. HLL Way has also
led to implementing best practices in customer management and common norms and processes across the

company. Powered by the IT tools it has further improved customer service, while ensuring superior

availability and impactful visibility at retail points.

For rural India, HLL has established a single distribution channel by consolidating categories. In a

significant move, with long-term benefits, HLL has mounted an initiative, Project Streamline, to further

increase its rural reach with the help of rural sub-stockists. It has already appointed 6000 such sub-

stockists. As a result, the distribution network directly covers about 50,000 villages, reaching about 250

million consumers.

SWOT ANALYSIS

SWOT analysis is a basic, straightforward model that provides direction and serves as a basis for the

development of marketing plans. It accomplishes this by assessing an organizations strengths (what an

organization can do) and weaknesses (what an organization cannot do) in addition to opportunities

(potential favorable conditions for an organization) and threats (potential unfavorable conditions for an

organization). SWOT analysis is an important step in planning and its value is often underestimated

despite the simplicity in creation. The role of SWOT analysis is to take the information from the

environmental analysis and separate it into internal issues (strengths and weaknesses) and external issues

(opportunities and threats). Once this is completed, SWOT analysis determines if the information indicates

something that will assist the firm in accomplishing its objectives (a strength or opportunity), or if it

indicates an obstacle that must be overcome or minimized to achieve desired results (weakness or threat)

(Marketing Strategy, 1998).

The internal and external situation analysis can produce a large amount of information, much of which

may not be highly relevant. The SWOT analysis can serve as an interpretative filter to reduce the

information to a manageable quantity of key issues. The SWOT analysis classifies the internal aspects of

the company as strengths or weaknesses and the external situational factors as opportunities or threats.

Strengths can serve as a foundation for building a competitive advantage, and weaknesses may hinder it.

By understanding these four aspects of its situation, a firm can better leverage its strengths, correct its

weaknesses, capitalize on golden opportunities, and deter potentially devastating threats.

Internal Analysis - The internal analysis is a comprehensive evaluation of the internal environment's

potential strengths and weaknesses. Factors should be evaluated across the organization in areas such as:

 Company culture, image

 Organizational structure

 Key staff

 Access to natural resources

 Position on the experience curve

 Operational efficiency, capacity

 Brand awareness

 Market share

 Financial resources

 Exclusive contracts

 Patents and trade secrets

The SWOT analysis summarizes the internal factors of the firm as a list of strengths and weaknesses.
External Analysis - An opportunity is the chance to introduce a new product or service that can generate

superior returns. Opportunities can arise when changes occur in the external environment. Many of these

changes can be perceived as threats to the market position of existing products and may necessitate a

change in product specifications or the development of new products in order for the firm to remain

competitive. Changes in the external environment may be related to:

 Customers

 Competitors

 Market trends

 Suppliers

 Partners

 Social changes

 New technology

 Economic / Political environment

The SWOT analysis summarizes the external environmental factors as a list of opportunities and threats.

OBJECTIVES OF STUDY
 The main objectives of the study are:

i) To assess the consumer sales promotion schemes offered the companies.

ii) To get an insight into retailers’ views regarding the schemes being offered by companies..

iii) To study consumer perceptions regarding various schemes and

responses to ward them.

iv)To analyses consumer buying decision with reference to scope.

SCOPE OF THE STUDY

The geographical scope of the study was restricted to the Ghazipur due to time and resource constraints.

The study has been done on the promotional scheme of Lux soap and the affect of the purchase decision

on the satisfaction of consumer. Focus being mainly on in-depth probing, the generalizations drawn are

only indicative and not conclusive.

IMPARTENCE OF THE STUDY

The main objectives of the study are:

(1) This project will has in understanding the varias promotion scheme offered by

Lux soap .

(2) This project will does the conclusion regarding the satisfaction with varies

Promotion scheme start by Lux .

(3) This will be analyses affect on promotional scheme on the sales of the Lux in the view

of retailer

(4) This project will maser the satisfaction of customer which promotional scheme and affect

on purchase decision of Lux .

 Chapter -2

Research methodology-

Research Methodology
Definition of research-
Research is a human activity based on intellectual investigation and is aimed at discovering,

interpreting, and revising human knowledge on different aspects of the world. Research can use the

scientific method, but need not do so.

Scientific research relies on the application of the scientific method, a harnessing of curiosity.

This research provides scientific information and theories for the explanation of the nature and the

properties of the world around us. It makes practical applications possible. Scientific research is

funded by public authorities, by charitable organizations and by private groups, including many

companies. Scientific research can be subdivided into different classifications.

The word “Methodology” spells the meaning itself i.e. the method used by the researcher in

obtaining information. The data (Information can be collected from the primary sources and secondary

sources.)

By primary data we mean, data collected by researcher himself, for first time to collaborate, the

data which has previously not been used, is known as primary data; by secondary data we mean, the data

collected from various published matters, magazines , newspapers status of previous research reports etc.

In other words we can say that the data which has already been used for different purposes by

different people is known as secondary.

“Primary data may be described as those data that have been observed a recorded by the

researcher for the first time to their knowledge”.

David .J. Luck Primary data can be collected through questionnaire and personal interviews. I

met consumers personally and to some consumers I MADE Contac by Telephone, Some consumer filled
the questionnaire them selves and some asked us to do it I observed some interesting during the interview.

Secondary data are collected from the office of Eureka Forbes Ltd.

RESEARCH DESIGN-

A research design is simply the framework of conducting research. It is a plan for a study that is used

to guide in collecting and analyzing the data. Research can be conducted without a research design but it

may not solve the problems. Research design is helpful in collecting necessary information. It decides

sources of information and methods for gathering data. It tells about what information is to be collected

from which sources and by what procedures.

In this research information has been collected by the researcher form the peoples and the

information are analyzed by mathematical & graphical technique. Main heads to be considered in a

research designs.

Definitions of Research Design –

A plan of what data to gather, from whom, how and when to collect the data, and how to analyze the

data obtained. A systematic plan to coordinate archaeological research to ensure the efficient use of

resources and to guide the research according to scientific methods. Systematic planning of research,

usually including (1) the formulation of a strategy to resolve a particular question; (2) the collection and

recording of the evidence; (3) the processing and analysis of these data and their interpretation; and (4)

the publication of results. Also known as a market research briefing, this is a basic plan which guides the
data collection and analysis phases of the research project. It acts as a framework which details the type

of information to be collected, the data sources and the data collection procedure. The stated structure

and process of conducting a research project. Includes specifications, schedule and budget. Success

Story

UNIVERSE:-

This particular study is conducted in eastern U.P. in Ghazipur city. So all the samples have been

collected form Ghazipur is the universe for this research.

SAMPLING DESIGN:-

Sampling design deals with the method of selecting items to be observed for the given

study .For this research work the sampling designed has been chosen are simple random sampling.

The choice of researcher is first preference in this design and researcher selected all those persons who

could fulfill the needs of the researcher and satisfy him. The main reason to choose this sample design was

to save time and money.

SURVEY
S – Search

U- Utilization

R- Resources

V- Visualize

E- Elect ant
Y-Yield

“Generalization through logical/ statistical in observation in any specific field of any specific

property is known as survey.’’

“Survey’’ word is made by search, in several words, survey means “to search’’ for something

about pros & cons of that particular item or thing. Survey is the most important function of managing

process, survey makes as efficient about all steps of any management i.e. What, Why , Who, Where &

When ?

If it concern to “marketing survey’’ it can be defined in some other word. In this concern the

term ‘survey’ can be defined as study of consumers attitude as well as sellers attitude about any

particular item to conclude & know about its merit & demerits of that particular item. Survey is being used

as method of management to get information

Data Collection Method

Data collection method is simply asked Questioner to the retailer and consumer and sample size is the 100

and the sampling area in Ghazipur city .

 Chapter -3

Data Analysis & Interpretation

DATA ANALYSIS
 A- RETAILER’S ANALYSIS

(1) What is the sales promotion schemes offered on Lux ?

Cash refund Cross promotion Price off Prizes Product building

5% 10 % 40 % 15 % 30 %

50%

40%

30%
Series1
20%

10%

0%
1 2 3 4 5

Analysis

The primary analysis found that “Price off” is the best sales promotion schemes offered on Lux (40% of

the retailers agreed on this). “Product Bundling” was the next best with 30% of the retailers in favour of

the same and Prizes sales promotion 15 % agreed, Cross promotion is get 10 % and last Cash refund to

Cash refund 5 % agreed .

Interpretations

The primary analysis found that “Price off” is the best sales promotion schemes offered on Lux and

“Product Bundling” was the next best of the retailers in favour of the same and Prizes sales promotion

agreed, Cross promotion and last Cash refund to sales promotion agreed .

(2) What will affect on sales of Lux due to sales promotional schemes?
Can’t say Increase on sales No affects

15 % 75 % 10 %

80%
70%
60%
50%
40%
30%
20%
10%
0%
1 2 3

Analysis

The primary analysis found that sales promotion schemes offered on Lux caused an “Increase in sales”

(75% of the retailers agreed on that). “Can’t say” was the next best opinion with 15% of the retailers in

favor of the same and 10 % no affect due to promotional scheme

Interpretations

The primary analysis found that sales promotion schemes offered on Lux caused an “Increase in sales”

and “Can’t say” was the next best opinion with the retailers in favour of the same and last no affect due

to promotional scheme on the customer.

(3) What affect communication of sales promotion scheme ?

Print media Wholesaler Electronic media Sales representative

15 % 40 % 20 % 25 %

50%

40%

30%

20%

10%

0%
1 2 3 4

Analysis

The primary analysis found that “Wholesalers” were the best medium of communication of sales

promotion schemes (40% of the retailers agreed on that). “Sales representatives” was the next best with

25% of the retailers in favour of the same and 20 % “Electronic Media” affect sales promotion and last

15 % “Print Media” affect the sales promotion scheme .

Interpretations

The primary analysis found that “Wholesalers” were the best medium of communication of sales

promotion schemes “Sales representatives” was the next best with the retailers in favour of the same and

“Electronic Media” affect sales promotion and last “Print Media” affect the sales promotion scheme.

(4) What level of servicing during sales promotion with competitors?

Inferior and more similar and more Superior and less Superior and more

frequent frequent frequent frequent

10 % 35 % 10 % 45 %

50%

40%

30%

20%

10%

0%
1 2 3 4 5

Analysis

The primary analysis found that the level of servicing during sales promotion vis-à-vis competitors was

“Superior and more frequent (45% of the retailers agreed on that). “Similar and more frequent” was

the next best with 35% of the retailers in favour of the same and next best is the Superior and less

frequent and Inferior more frequent to equal 10 % retailer agreed .

Interpretations

The primary analysis found that the level of servicing during sales promotion vis-à-vis competitors was

“Superior and more frequent and “Similar and more frequent” was the next best with 35% of the

retailers in favour of he same and next best is the Superior and less frequent and Inferior more

frequent to equal retailer agreed .

 (5) WHAT IS THE AFFECT ON SALES PROMOTION SCHEMES ON DIFFERENT AGE

GROUP OF CUSTOMER ?

16-25 26-45 46-60

30 % 15 % 55 %

60%
50%
40%
30%
20%
10%
0%
1 2 3

Analysis

The primary analysis found that “26-45 age group” were the most affected by sales promotion (55% of

the retailers agreed on that). “16-25 age group” was the next best with 30% of the retailers in favour of

the same and “26-45 age group” was the next best with 15 % of the retailer .

Interpretations

The primary analysis found that “26-45 age group” were the most affected by sales promotion and “16-

25 age group” was the next best with the retailers in favour of the same and “26-45 age group” was the

next best with the retailer

 (6) WHAT PROBLEMS IS FACED DURING & AFTER SALES PROMOTION SCHEMES ?

Problem handling Stock out Improper information

45 % 45 % 10 %

50%

40%

30%

20%

10%

0%
1 2 3

Analysis

The primary analysis found that “Stock out” and “Problem handling” was major problems faced during

and after sales promotion schemes (with 45% of the retailers in favor of the same) and “Improper

information” is the retailer in favor at 10 % far the Lux soap .

Interpretations

The primary analysis found that “Stock out” and “Problem handling” were major problems faced during

and after sales promotion schemes and last “Improper information” is the retailer in favor far the Lux

soap .
CONSUMER’S ANALYSI

(1) Which is the most preferred criterion for soap selection ?

Advertisement Brand Fragrance Price Promotion Benefit Color Packaging Word

of soap scheme of

Mouth

8% 15 % 10 % 28 % 12 % 13 % 3% 6% 5%

30%
25%
20%
15%
10%
5%
0%
1 2 3 4 5 6 7 8 9

Analysis

The primary analysis found that “Price” is the most preferred criterion for soap (28 % of the consumers

agreed on that). “Brand Value” was the next best with 15% of the consumers in favour of the same,

Promotion scheme 12 %, Benefit 13 %, Fragrance of soap 10 %, Advertisement at 8 %, Packaging at

6 %, color at 3 % and last Word of mouth 5 % proffered at the soap selection .

Interpretations

The primary analysis found that “Price” is the most preferred criterion for soap and “Brand Value” was

the next best with the consumers in favour of the same and next Promotion scheme is less, Benefit is
less, Fragrance of soap is less , Advertisement is less, Packaging is less, color is less and last Word of

mouth is less proffered at the soap selection

(2) What customer thinks perception about Lux ?

Beauty soap Nothing Special Soap total Soap for stars

50 % 11.25 % 23.75 % 15 %

60%
50%
40%
30%
20%
10%
0%
1 2 3 4

Analysis

The primary analysis found that the major perception about Lux is that as a “Beauty Soap” (50% of the

consumers agreed on that). “Soap for all” was the next best with 23.75% of the consumers in favour of

the same and Soap far stars was the next 15 % and last Nothing special was the 11.25 % perception

about Lux ,

Interpretations
The primary analysis found that the major perception about Lux is that as a “Beauty Soap” and. “Soap

for all” was the next best with the consumers in favour of the same and Soap far stars was the next and

last Nothing special was the perception about Lux ,

(3) WHICH IS THE MOST EFFECTIVE MEDIUM OF SALES PROMOTION ?

Personal selling Advertising Sales promotion

10 % 58.75 % 31.25 %

70%
60%
50%
40%
30%
20%
10%
0%
1 2 3

Analysis

The primary analysis found that “Advertising” is the most effective medium for sales promotion (58.75%

of the consumers agreed on that). “Sales Promotion” was the next best with 31.25% of the consumers in

favour of the same and last Personal selling is the most affective 10 % consumer agreed on that

Interpretations
The primary analysis found that “Advertising” is the most effective medium for sales promotion. “Sales

Promotion” was the next best with the consumers in favour of the same and last Personal selling is the

most affective consumer agreed on that

(4) WHAT IS THE IMPACT ON CUSTOMER ?

No change buying Buy it during sales Buy it even after Makes you switch

behavior promotion end of scheme Lux

26.25 % 21.75 % 38.75 % 13.75 %

40.00%

30.00%

20.00%

10.00%

0.00%
1 2 3 4

Analysis

The primary analysis found that the type of impact of sales promotion was “Continue buying even after

sales promotion offer is scrapped (38.75% of the consumers agreed on that). “No change in buying

behaviour” was the next best with 26.25% of the consumers in favors of the scheme. “Buy it during

sales promotion” was the next best with 21.75% of the consumers in favors of the scheme and last

“Makes you switch Lux” was the next best with 13.75 % of the consumers in favors of the scheme.

Interpretations
The primary analysis found that the type of impact of sales promotion was “Continue buying even after

sales promotion offer is scrapped and “No change in buying behaviour” was the next best with the

consumers in favor of the same. “Buy it during sales promotion” was the next best with the consumers

in favors of the scheme and last “Makes you switch Lux” was the next best with the consumers in favors

of the scheme

(5) WHAT COMMUNICATION OF SCHEME AFFECT ON CUSTOMER ?

Company staff Electronic media Print media Sales

representative

11.25 % 58.75 % 26.25 % 3.75 %

70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
1 2 3 4

Analysis

The primary analysis found that the communication of schemes should be “Through electronic media”

(58.75% of the consumers agreed on that). “Through print media” was the next best with 26.25% of the

consumers in favour of the scheme and “Company staff” was the next best with 11.25% of the consumers

in favour and last “Sales representative” was the next best with 3.75% of the consumers in favour
Interpretations

The primary analysis found that the communication of schemes should be “Through electronic media”

and “Through print media” was the next best with the consumers in favor of the scheme and

“Company staff” was the next best with the consumers in favour and last “Sales representative” was

the next best with the consumers in favour

(6) WHAT MOST AFFECT ON COMPARISION WITH COMPETITORS?

Similar less Similar more Superior less Similar more

frequent frequent frequent frequent

3.75 % 35 % 12.50 % 48.75 %

60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
1 2 3 4

Analysis

The primary analysis found that Lux’s promotion schemes were “Superior and more frequent” vis-à-vis

its (48.75% of the consumers agreed on that). “Similar and more frequent” was the next best with 35%

of the consumers in favour of the scheme “Superior less frequent” was the next best with 12.50% of the

consumers in favour of the scheme and last “Similar more frequent” was the next best with 3.75% of the

consumers in favour of the scheme

Interpretations

The primary analysis found that Lux’s promotion schemes were “Superior and more frequent” vis-à-vis

it and. “Similar and more frequent” was the next best with the consumers in favour of the scheme and

next “Superior less frequent” was the next best with of the consumers in favour of the scheme and last

“Similar more frequent” was the next best with the consumers in favour of the scheme

Chapter -4

Finding

&

Recomondation
 Finding

 The primary analysis found that “Price off” is the best sales promotion schemes offered on Lux

(40% of the retailers agreed on this). “Product Bundling” was the next best with 30% of the

retailers in favour of the same and Prizes sales promotion 15 % agreed, Cross promotion is get 10

% and last Cash refund to Cash refund 5 % agreed .

 The primary analysis found that sales promotion schemes offered on Lux caused an “Increase in

sales” (75% of the retailers agreed on that). “Can’t say” was the next best opinion with 15% of

the retailers in favor of the same and 10 % no affect due to promotional scheme

 The primary analysis found that “Wholesalers” were the best medium of communication of sales

promotion schemes (40% of the retailers agreed on that). “Sales representatives” was the next

best with 25% of the retailers in favour of the same and 20 % “Electronic Media” affect sales

promotion and last 15 % “Print Media” affect the sales promotion scheme .

 The primary analysis found that the level of servicing during sales promotion vis-à-vis competitors

was “Superior and more frequent (45% of the retailers agreed on that). “Similar and more

frequent” was the next best with 35% of the retailers in favour of the same and next best is the

Superior and less frequent and Inferior more frequent to equal 10 % retailer agreed .
 The primary analysis found that “26-45 age group” were the most affected by sales promotion

(55% of the retailers agreed on that). “16-25 age group” was the next best with 30% of the

retailers in favour of the same and “26-45 age group” was the next best with 15 % of the retailer

 The primary analysis found that “Stock out” and “Problem handling” was major problems faced

during and after sales promotion schemes (with 45% of the retailers in favor of the same) and

“Improper information” is the retailer in favor at 10 % far the Lux soap .

 The primary analysis found that “Price” is the most preferred criterion for soap (28 % of the

consumers agreed on that). “Brand Value” was the next best with 15% of the consumers in favour

of the same, Promotion scheme 12 %, Benefit 13 %, Fragrance of soap 10 %, Advertisement at

8 %, Packaging at 6 %, color at 3 % and last Word of mouth 5 % proffered at the soap selection .

 The primary analysis found that the major perception about Lux is that as a “Beauty Soap” (50%

of the consumers agreed on that). “Soap for all” was the next best with 23.75% of the consumers

in favour of the same and Soap far stars was the next 15 % and last Nothing special was the

11.25 % perception about Lux ,

 The primary analysis found that “Advertising” is the most effective medium for sales promotion

(58.75% of the consumers agreed on that). “Sales Promotion” was the next best with 31.25% of

the consumers in favour of the same and last Personal selling is the most affective 10 % consumer

agreed on that

 The primary analysis found that the type of impact of sales promotion was “Continue buying

even after sales promotion offer is scrapped (38.75% of the consumers agreed on that). “No

change in buying behaviour” was the next best with 26.25% of the consumers in favors of the

scheme. “Buy it during sales promotion” was the next best with 21.75% of the consumers in
 favors of the scheme and last “Makes you switch Lux” was the next best with 13.75 % of the

consumers in favors of the scheme.

 The primary analysis found that the communication of schemes should be “Through electronic

media” (58.75% of the consumers agreed on that). “Through print media” was the next best

with 26.25% of the consumers in favour of the scheme and “Company staff” was the next best

with 11.25% of the consumers in favour and last “Sales representative” was the next best with

3.75% of the consumers in favour

RECOMMENDATIONS

(1) They should provide more promotions like price-offs and samples.

(2) Retentive strategy required as the soap segment is in the mature stage of its product life cycle

(3) Line extension – probably with more variants catering to the beauty segment like natural,

herbal soap etc.

(4) Liquid body wash is currently in the growth stage – Lux should come out with more variants in

this segment.

(5) Level of servicing is low during sales promotion schemes – this could be brought up.

(6) It is having only 19.8 % rural market presentation which could be further enhanced.
 Chapter -5

Conclusion & Limitation

 CONCLUSION

Lux soap was launched in India in 1929. The first bar of Lux was made in India and sold for a princely

sum of two annas in 1934. From the very first advertisement in 1929 featuring Leela Chitnis, the gorgeous

faces of the silver screen have come out in the open with their beauty secret – Lux.

The LUX Trade Character or Logo is present prominently on the package. A novel metallic substrate

packaging showcases the ingredients, and a female model is shown on the pack. Also diplayed graphically

are the key ingredients. The ingredients, place of manufacture have been listed. Also listed is the

consumer complaint cell address in case of unsatisfactory product. The company claims that a new

initiative behind Lux beauty bar was always in the offing, market conditions notwithstanding. HLL’s

structured innovation programme was the driving force. This programme, which charts the route for every

HLL brand’s progress, works eight to 12 quarters ahead of the company’s brands.

For instance, at the time when Lux International with a superior moisturizer was launched in 1999, the
company claims to have been working simultaneously on Lux Sunscreen which was launched in 2000.

Lux is always a step ahead of trends rather than following the trend. It would rather orient and direct the

change rather than follow it. This flag-bearing programme according to the company, helped in timing the

relaunch.

The researcher found that all Lux promotional scheme to more attract the retailer to increase sales of the

Lux soap in our shop and also consumer satisfy the Lux promotional scheme and more attract the uses of

the both soap in most use the Lux soap

So the some result get the researcher in our research to asked the consumer and retailer

 The primary analysis found that “Price off” is the best sales promotion schemes offered on Lux

and “Product Bundling” was the next best of the retailers in favour of the same and Prizes sales

promotion agreed, Cross promotion and last Cash refund to sales promotion agreed .

 The primary analysis found that sales promotion schemes offered on Lux caused an “Increase in

sales” and “Can’t say” was the next best opinion with the retailers in favour of the same and last

no affect due to promotional scheme on the customer.

 The primary analysis found that “Wholesalers” were the best medium of communication of sales

promotion schemes “Sales representatives” was the next best with the retailers in favour of the

same and “Electronic Media” affect sales promotion and last “Print Media” affect the sales

promotion scheme.

 The primary analysis found that the level of servicing during sales promotion vis-à-vis competitors

was “Superior and more frequent and “Similar and more frequent” was the next best with

35% of the retailers in favour of he same and next best is the Superior and less frequent and

Inferior more frequent to equal retailer agreed .

 The primary analysis found that “26-45 age group” were the most affected by sales promotion and

“16-25 age group” was the next best with the retailers in favour of the same and “26-45 age

group” was the next best with the retailer

 The primary analysis found that “Stock out” and “Problem handling” were major problems

faced during and after sales promotion schemes and last “Improper information” is the retailer

in favor far the Lux soap .

 The primary analysis found that “Price” is the most preferred criterion for soap and “Brand

Value” was the next best with the consumers in favour of the same and next Promotion scheme is

less, Benefit is less, Fragrance of soap is less , Advertisement is less, Packaging is less, color is

less and last Word of mouth is less proffered at the soap selection

 The primary analysis found that the major perception about Lux is that as a “Beauty Soap” and.

“Soap for all” was the next best with the consumers in favour of the same and Soap far stars

was the next and last Nothing special was the perception about Lux ,

 The primary analysis found that “Advertising” is the most effective medium for sales promotion.

“Sales Promotion” was the next best with the consumers in favour of the same and last Personal

selling is the most affective consumer agreed on that

 The primary analysis found that the type of impact of sales promotion was “Continue buying

even after sales promotion offer is scrapped and “No change in buying behaviour” was the

next best with the consumers in favor of the same. “Buy it during sales promotion” was the next

best with the consumers in favors of the scheme and last “Makes you switch Lux” was the next

best with the consumers in favors of the scheme

 The primary analysis found that the communication of schemes should be “Through electronic

media” and “Through print media” was the next best with the consumers in favor of the
 scheme and “Company staff” was the next best with the consumers in favour and last “Sales

representative” was the next best with the consumers in favour

 The primary analysis found that Lux’s promotion schemes were “Superior and more frequent”

vis-à-vis it and. “Similar and more frequent” was the next best with the consumers in favour of

the scheme and next “Superior less frequent” was the next best with of the consumers in favour

of the scheme and last

 The primary analysis found that “Price off” is the best sales promotion schemes offered on Lux

and “Product Bundling” was the next best of the retailers in favour of the same.

LIMITATIONS OF THE PROJECT

(1) Response biasness could be one of the limitations.

(2) The sample chosen may not be the true representative of the whole population.

(3) As the research was exploratory in nature, it was not possible to study the accurate phenomenon of

the fact.

(4) There should be move promotional scheme in comparison in competitor.

(5) Promotional scheme should be move affect attract more all segment of customer.

(6) Sample size was small.

(7) Sample aria is narrow .

(8) There was the lesser time to collect the hole information the project .
 Chapter- 6

BIBLOGRAPHY
 Bibliography

1. Kotler Phillip, “Marketing Management: Analysis, Planning, Implementation and Control,”

9 ed., Prentice Hall of India, 1997.

th

2. Strang Roger, “Sales Promotion fast growth faculty management,” Harvard Business

Review, 1976.

3. www.indiainfoline.com

4. www.hll.com
1. Questionnaires Used

RETAILER’S QUESTIONNAIRE

Name:………………………….. Shop’s Name:………………………………….

Address:…………………………

Contact No.:………………………

(1)What is the sales promotion schemes offered by beauty soap companies?

(a)Price off

(b)Discount coupons

(c) Product bundling

(d)Contests

(e)Scratch card

(f)Cross promotion

(g)Cash refund

(h)Prizes
 (i)Free trial

(j)Any other

(2) What affect on sales of due to sales promotion schemes offered?

(a) Increase in sales

(b) Decrease in sales

(c ) No affect

(d) Can’t say

(3) How is the sales promotion scheme communicated to you?

A. Through wholesalers

B. Through sales representatives

C. Through print media

D. Through electronic media

(4) What is the level of servicing during sales promotion?

(a) Very Prompt

(b) Prompt

(b) Moderate

(c) Slow

(d) Very slow

(5)What affect the Comparison of sales promotion scheme offered on Lux with competitors?

(a)Superior and more frequent

(b)Superior and less frequent

(c)Similar and more frequent

 (d)Similar and less frequent

(6) What are the problems faced during and after the sales promotion schemes?

A. Handling problem

B. Stock out

C. Improper information

D. Leftover

CUSTOMER'S QUESTIONNAIRE

Name : .................................................Age:.................................Sex:...................

Address:.............................................Contact No:...................................................

(1) How would you rank following criterion for selecting a bathing soap ?

(a) Color of soap

(b) Fragrance of soap

(c) Brand value

(d) Price

(e) Benefits

(f) Packaging

(g) Word of mouth

(h) Advertisement

(i) Promotional schemes

(2) What comes in to your mind when you think about soaps ?

(a) Soap of film stars

(b) Beauty soap

(c) Nothing specific

 (3) Which is the most effective medium for promoting the product?

(a) Advertising

(a) Sales promotion

(a) Public relation & Publicity

(a) Personal selling

(a) Internet

(g) Prizes

(h) Free trial

(4) What type of impact does the sales promotion scheme creates on you?

(a)Makes you switch to Lux

(b)Buy it during sales promotion offer

(c)Continue buying even after sales promotion offer is scrapped

(d) No change in buying behavior

(5)How is the sales promotion scheme communicated to you ?

a. Through sales representatives

b. Through print media

c. Through electronic media

d. Through company’s stall

(7) How do you rate Lux on following parameters?

Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied

(a) Price

(b) Quality

(c) Advertising
(d) Promotional

Scheme