Lux Marketing Strategies

A Project Submitted to

University of Mumbai for partial completion of the degree of

Master in Commerce

Under the Faculty of Commerce

By

Sanjana Joshi

Roll No 310

Under the Guidance of

Miss pooja Soni

Smt. Parmeshwaridevi Durgadutt Tibrewala Lions Juhu

College of Arts ,Commerce,Science

JB Nagar,Andheri East Mumbai.

March 1, 2020

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 Smt.Parmeshwaridevi Durgadutt Tibrewala Lions Juhu

College of Arts ,Commerce ,Science

JB Nagar Andheri east Mumbai

Certificate

This is to certify that Ms/Mr has worked and duly completed his/her Project work for

The degree of master in Commerce under the faculty of Commerce in the subjects of

and her/his project is entitled “

under my supervision.

I further certify that the entire work has been done by the learner under my guidance and that

no part of it has been submitted previously for any degree or diploma of any University.

It is her/his own work and facts reported by her/his personal findings and investigations.

Name and Signature of

Guiding Teacher

Date of Submission:

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Acknowledgment

(Model structure of the acknowledgment)

To list who all have helped me is difficult because they are so numerous and the depth

Is so enormous.

I would like to acknowledge the following as being idealistic channels and fresh dimensions

in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance to do this

project.

I would like to thank my Principal, for providing the necessary

facilities required for completion of this project.

I take this opportunity to thank our Coordinator , for her

moral support and guidance.

I would like to thank my College Library, for having provided various reference books and

magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me in

the completion of the project especially my Parents and Peers who supported me

throughout my project.

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Declaration by Learner
I the undersigned Miss/ Mr. here by, declare that the work embodied in this

project work titled “ “, forms my own

contribution to the research work carried out under the guidance of

is a result of my ownresearch work and has not been

previously submitted to any other University for any other Degree/ Diploma to this or any

other University.

Wherever reference has been made to previous works of others, it has been clearly indicated

as such and included in the bibliography.

I, here by further declare that all information of this document has been obtained and

presented in accordance with academic rules and ethical conduct.

Name and Signature of the learner

Certified by

Name and Signature of the Guiding Teacher

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 Index
Chapter. Particular Page.
No. No
1. Introduction 9
1.1 Industry profile 10-11
1.2 Future of soap industry 12
1.3 About the business 13
1.4 History of lux soap 14-17
1.5 Top soap Brand in India 18-22
1.6 Product of lux soap 23-29
1.7 Lux success story 30
1.8 How Lux became the choice of millions? 31
1.9 Inspiring women to express their beauty and beyond 32
1.10 Product philosophy 33
1.11 Our Star-Studded Legacy 34
1.12 Sustainability 35
1.13 1940s and 1950s Romancing the consumer 36
1.14 1960s:Romancing the Brand 37
1.15 1980s: Owning the Category Space 38
1.16 2000s:Beyond Movie Star 39
1.17 2017 to present:-More Than You Can See 40
1.18 Advanced skin Benefits 41
1.19 Marketing Plan:-Lux Soap 42
1.20 Customer satisfaction on marketing mix of Lux soap 43
2. Primary & Secondary Data 44
2.1 Primary Data 45
2.2 Secondary Data 46-49
2.3 Questionnaire 50-55
3. Literature Review (Research papers) 56-57
3.1 Muneeba Khalid, Dr Siddiqui, Danish Ahmed 58
3.2 Statistics and the public sphere, 158-176, 2012 59
3.3 60
3.4 The Wiley-Blackwell Encyclopedia of Globalization, 2012 61
3.5 G Kothandapani,,A Vishva Priya, Nature 25,12.5 62
3.6 South Asian Journal Management Research 3(9), 1-9, 2013 63
3.7 Centre for Globalization Research Working paper, 2008 65
3.8 2 (11), 296-311, ZENITH International Journal of 66
Multidisciplinary Research 2012
3.9 Journal of macromarketing 29 (1), 8-20, 2009 67
3.10 Duke University Press, 1996 69
3.11 Linda M. Scott 70
3.12 Journal of Middle East Women's Studies (2010) 6 (3): 19–57 71
3.13 Wijesundera, G.; Abeysekera, R 2010 72

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3.14 K. Farzaana Date- June 2011 74
3.15 Malik, Jerin Jahan 2019-03-25. 75
4. Data Analysis & Interpretation 78
4.1 Interpretation 79-80
4.2 Data Analysis 81-94
5. Suggestion & Conclusions 95
5.1 Suggestion 96
5.2 Conclusion 97
6. Bibliography 98-100

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 List of table and graphs
Table Name of Table & Graphs Pg.
No. No.
1 Age Group 79
2 Frequency purchase of soap 81
3 Influence for purchase 83
4 Celebrity Endorsement 85
5 Promotion of Celebrity Endorsement 87
6 Heard about Lux soap 89
7 Lux soap sales are higher 91
8 Message of Lux advertisement 93

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Chapter No 1:

Introduction

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 Introduction
Lux stands for the promise of beauty and glamour as one of India’s most trusted personal care
brands. Since its launch in India in the year 1929, Lux has offered a range of soaps in
different colors and world class fragrances. Lux is a beauty soap targeted specifically at
‘delicates’.
Lever Brothers encouraged women to home launder their clothes without their clothes
without fear of stains and silks being turned yellow by harsh one yes that were often used in
soaps at the time. The flake-type soap allowed the manufacturer some leeway from lye
because it did not need to be shaped into traditional cake-shaped loves 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. The name ‘Lux’
was chosen as a play on the word “Luxury”. Lux has been marketed in several forms,
including bar and flake and liquid (hand wash, shower gel and cream bath soap), 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
arrange of skincare benefits like firming, fairness and moisturizing.
From the 1930s right through to the 1970s, Lux soap colors and packaging were altered
several times to reflect fashion trends. In 1958 five colors made up the range; pink, white,
blue, green and yellow. People enjoyed matching their soap with their bathroom colors.
In the early 1990s, Lux responded to the growing trend away from traditional soap bars by
launching its own range of showers gets, liquid soaps and moisturizing bars. Lux beauty
facial wash, Lux beauty bath and Lux range was re-entered in the UK to include five shower
gets three bath products and two new soap bars, 2005 saw the launch of three exciting new
variants with dreamy names such as “wines & roses” bath cream, “Glowing Touch” and
“Sparkling Morning” shower gets.

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 Industry Profile
Histoy of soap dates ways back from 2350 years. Soap manufacturing was started in North
America. Early in the history of Europe colonies and of the republic. Some American
Companies with currently well known names were started 50 to 200 years ago. During
middle ages, soap was made at various places in Italy, France, Spain, England and possible
other countries. Mankind knew about soap nearly 200 years back 70 A.D. when Mr. Pllny
and Mr. elder evidentially discovered by Mr. Grency with the sulphate do live oil. The wood
consumption of soap in 1884 A.D. was said to be lakhs/ton per annum and it was in this year
Mr.W.H.L. ever entered the field of the soap making in a big way. During the British rule the
Lever Brothers, England introduced modern soaps by importing and marketing them in the
country. The first company created was North West soap company, the soap manufacturing
plant in India situated in the city of Meerut, in the state of Uttar Pradesh. In 1897, they started
marketing cold process soaps.
In 1918, Mr Jamshedji Tata set up India’s first indigenous soap manufacturing unit when he
purchased the coconut oil Mills at Cochin Kerela. Ok Mills crushed and marketed coconut oil
for cooking and manufactured crude cold process laundry soaps that were sold locally and it
was renamed The Tata Oil Mills Company and its first branded soaps appeared on the market
in the early 1930’s.

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Soaps are categorized into men’s soaps and common soaps. There are few speciality soaps
like the Glycerine soaps, sandal soaps, specially flavored soaps, medical soaps and baby
soaps. Specialty soaps are high valued which enjoy only a small share of the market in value
terms. The market is growing at 7% a year. This means that the incremental demand
generation is 5% over and above the market for the soaps could grow at a rate higher than 8%
annually. Interestingly, 60% of the market is now sourced from the rural sector. This means
that the variance between the two segments is not very large. Since upper end market focus is
the urban areas , margins come from the urban sector.

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 Future of Soap Industry:
The growth prospects seems to be enormous considering the fact that the per capita income
consumption in India is as low at 0.30kg over the year we have M/S HUL, M/S
TAMCO,LUX etc., leading the industry in the field of soap manufacture, growth of
population, income

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 About the Business:
Major players and market shares: Hindustan Unilever Itd., (HUL) is the leader for the toilet
soap industry in India with a 60% share in the market. Other major players and from LUX is
facing competitions are Godrej soaps, Wipro, Procter and Gamble, Colgate Palmolive,
Johnson and Johnson etc., Of the nearly 7 lakhs tons won carbolic segment and the rest are
from the batting or popular segment Liril, Cinthol, Palmolive, Lux international have been
well established in the market. In the popular segment lux, rexona, human, santore have a
strong presence their worth. The important point is that the price of the soap between the
various brands generally varies between 50 paise and rupees. The soap industry dose not face
serious problems to the raw materials front . Consumption, expenditure increased in urban
cities spread of education, growing degree of personal hygiene etc., has increased by the
spread of audio-visual media, rising incomes and general consciousness about the health.

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 History of Lux Soap
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”

The flaked versions of soap called lux soap. Glycerin was a lucrative by product of the soap
making process, and by the end of 1886, Lever brothers also have a glycerin factory.
Lever opened their small office in New York in 1895. The company started selling sunlight
and Lifebuoy but did not doing well until 1916. Lux soap was first launched in United States
in 1916. The Lux soap was launched in India in 1929. The soap’s very first advertisement
featured actress Leela Chitnis as its brand ambassador. Was popularly known as the beauty
soap of film stars.’

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Page no 15
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. Todays, Lux soap is sold in 100
countries and sales achieved 1.0 billion euros in 2005 alone.
Although Lux was always advertised as a product meant for including the senses, where
bathing was a wonderful ritual in itself, it petered down its approach in the recent years. The
action are still shown seen including themselves. But the focus also moves towards the
ordinary girl in a bid to reach out to its female consumers. A wonderful example of this
promotion was the 2005 ‘Mujhme star jagaaye’ campaign featuring Aishwarya Rai and
Shilpa Anand.
The campaign also promoted a Model Hunt that went underway soon after. In 2004 , Lux
launched a Lux star bano, Aish Karo’ contest where consumer 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.
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
Jhui Chawla, Kareena Kapoor, Sridevi and Hema Malini. It was known as the Har Star Lucky
Star’ offers, where every wrapper Guranteed a gift, waiting to be unwrapped.
In 2009 , Aishwarya Rai and Abhishek Bachan feautured in the new sone Se Bhi Sona Lage’
campaign. The camoaign also conducted a Lux Super star offer where the Lucky winners get
to meet Aishwarya Rai Abhishek in London.
The campaign jingle became so immensely popular that its varied renditions wee used in the
advertisement that featured Katrina Kaif since 2009 , Aishwarya Rai and Abhishek Aisn
Thottumkal and Kajal Agarwal are the newest brand ambassadors of lux.

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Release on market research for making innovative changes by going for door-to-door
sampling of a product, once a year, in urban and rural areas. The brand images is firmly and
favorably embedded in the psyche of the consumers. The product is also not particularly
expensive, which is said to be a wining combinations.

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 Top Soap Brands in India
Dettol (A Brand of Dettol in India)
Lifebuoy (A Brand of Hindustan Unilever)
Lux (A Brand of Hindustan Unilever)
Dove (A Brand of Hindustan Unilever)
Hamam (A Brand of Hindustan Unilever)
Rexona (A Brand of Hindustan Unilever)
Breeze (A Brand of Hindustan Unilever)
Pears (A Brand of Hindustan Unilever)
Liril (A Brand of Hindustan Unilever)
Vivel (A Brand of ITC)
Medimix (A Brand from Medimix International)
Santoor (A Brand of ITC)
Savlon (From Savlon’s Family First Aid)
Margo (The soap was manufactured by Calcutta Chemical sand was launched)
Superia (A Brand of ITC)

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Soap of Hindustan Unilever

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Soaps of ITC

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First Aid from Savlon

Brand of India Dettol

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Calcutta Chemical Launched Margo

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 Products of Lux soap
Lux is the oldest and most iconic beauty and bathing bar in India. It is the largest selling soap
brand in the world and is the number 1 soap brand in India. Some of the most beautiful and
glamorous star of the world have endorsed this brand over the years, from Leela Chitnis to
Katrina Kaif. The brand encourages women to express their beauty by giving them an
amazing feeling every time they use product. Here we are counting some of the best Lux
soaps India.

Most Popular Lux Soaps

1.Lux Lotus and Cream Purple Soap:

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2. Lux Fresh Splash Soap:

This sea green lux beauty soap is infused with cooling mint. Sea minerals and fine
fragrance making it best for your early morning bath. The soap energizes the body and
makes the dull skin, sparkling and refreshed. The soap gives a cooling sensation on the
skin while bathing and makes the body fragrant and energized.

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3. Lux Creamy White Soap:

Refresh and replenish your skin after a long day’s work with lux creamy white. This soap
is enriched with ultra caring Swiss moisturizers which makes the bar so creamy that it
feels like dallop of cream in your hand. The soap produces a luxurious lather and glides
smoothly on the skin to make it smooth and moisturized.

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4. Lux International Soap:

This beauty soap will surely make you feel like an international star and well get your
immerable compliments on your lustrous and healthy skin. This soap reaches till the last
years of the skin to provide optimum hydration and makes the skin soft, smooth and
supple. The soap maintains the natural moisture and PH value of the skin to keep it
healthy and radiant from within.

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5. Lux Sandal and Cream soap:

Lux sandal and cream soap comes with the goodness of milk cream and sandal Ubtan.
The soap removes the dirt and impurities from the skin to make it healthy and purified.
Regular application of this soap also lightens and brightens the skin tone. Its unique
curvaceous shape helps you to have a better grip while bathing. It has a pleasant smell of
sandal which lingers for a while post wash.

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6. Lux Strawberry and Cream Soap:

This soap is infused with soothing strawberry essential oil and Swiss cream which
provides moisturization and hydration to skin. The soap smells like strawberry and
produces a rich, creamy lather to makes the skin noticeably softer and smoother. Unlike
regular bathing soap, this one dose not dry out the skin or make it stretchy post wash. The
skin feels considerably smoother and softer than before the strawberry in feels
considerably smoother and softer and before this soaps provides antioxidants to the skin
which reduces fine lines and wrinkles.

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7. Lux Peach and Cream Soap:

This soap contains peach and cream as its active ingredients and is formulated for dry
skinned beauties. Peach is well known for its moisturizing properties and makes dry skin
smoother and softer than before. It has a mild and feminine scent and lathers extremely
well to clean the skin of its dirt and moisturized impurities. The soap lathers luxuriously
to cleanse the skin and washes away easily.

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 Lux Success Story
Lux beauty soap is a brand of Unilever and is among the most popular soaps globally.
The ranges of products that fall under the brand lux include beauty soaps globally
famous. Shower gel, hair shampoos and conditioner and other bath additives.
Lux was launched in 1925, it became the first mass market toilet soap in the world. The
soap is used by 34% of households across the globe. Lux has the 5th highest number of
Consumer reach points in Asia which is way ahead of its competitor soap, Dove. The
brand has managed to sustain and be ahead of its competitors by reinventing its product
time to time with changing consumer needs.
Also the strong positioning, marketing and advertising has helped Lux to maintain its
position at the top. The soap has managed.

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How Lux became the choice of millions?

Lux has always targeted the concept and not a particular gender. The concept and not a
particular gender. The concept is to present soap to consumer that smells nice, enhances
beauty and give you a glamorous feeling. The soap advertisement has also roped in
celebrities like Shah Rukh Khan for its advertisements in India.
The soap has positioned itself as the ‘soaps of superstar’ which attracted its positioning
from ‘soap of superstars’ to ‘need for becoming a superstar, and also the tag line became
‘bring out the star in you’.
Lux has divided itself into two categories of Lux beauty soap and international Lux. Both
affordable but targeted market with different appeals.
Lux has essentially focused on beauty, glamour and stardom over the years. The pleasant
fragrance, colorful packaging and beauty.

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Inspiring women to express their beauty and beyond

From the moment they wake up, Lux inspires women to be unapologetically feminine, to
dare to express more of who they are because we believe that femininity is so much more
than you can see, and we want to inspire women to embrace their femininity and dare to
express their beauty beyond appearances.

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Product Philosophy
We work with the world’s best perfumers to create skin treats infused with finest
fragrances, to bring you an indulgent shower experience that makes your skin feel
beautiful and fragrant. Bold, sophisticated, and vibrant, each of our variants exude an
alluring burst of fragrance that gives you confidence from the moment you step out of
your shower.

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Our Star-Studded Legacy

Made like the costliest French soap and known as the beauty secret of the most glamorous
stars-from Elizabeth Taylor, Audrey Hepburn, Marilyn Monroe, to Ashwarya Rai,
Katrina Kaif, Shu Qi, Angelababy and Maudy Ayunda-our alluring beauty treats delight
women in more than 100 countries worldwide every day.

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Sustainability
Fragrance is at the heart of what Lux creates.
At Lux, we adopt an all-encompassing approach to sustainability of our fragrance
ingredients. Lux is committed to making a positive social impact by improving
livelihoods for the local community, and celebrating all aspects of our female farmers.
As Patchouli is one of the most important essential oils in perfumery and fine fragrances,
Lux partnered with fragrance house Firmenich in 2016, to pilot its sustainable sourcing
programme at the Lux market.

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1940s and 1950s Romancing the consumer

Using movie stars as role models, Lux’s Strategy was to build relevance by looking at
beauty through the consumer’s eyes. While still retaining the star element, the focus
shifted to the consumer and the role of the brand in her life.
Advertising commercials showed ordinary looking women with direct references to
leading ladies from the movies, such as Deanna Durbin and Deborah Kerr.

Lux Romancing the brand

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1960s:Romancing the Brand

In the 1960s, advertising was shifted to product stories and the romanticizing of brand
through its ‘sensorial and emotional’ dimensions. This was the era of the film star feeling
and the golden Lux, featuring stars such as, Sandra Dee, Diana Rigg, Samantha Eggar,
Audrey Hepburn, Cyd charisse, debble Reynolds, Kim Novak, Doris day, and Barbara
Rush.
The bathing ritual, the fantasy element that now represents the image of Lux, created in
this era.

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1980s: Owning the Category Space

Promoting itself as the beauty soap of stars and beautiful women, in the brand
emphasized the important of your skin care-the first brand emphasized the importance of
skin care Lux was launched in China at this time.
In 1941 Leela Chitnis, at the height of her popularity and glamour created history of sorts
by becoming the first Indian film star to endorse the popular Lux soap brand, a
concession then only granted to top Hollywood heroines.

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2000s:Beyond Movie Star

In early 2000, the focus shifted from specific skin benefits to a stronger emotional space.
The brand provided the link between the aspirational role models and real life with the
campaign, Lux brings out the star in you. The benefit was now more than just beauty
itself; it expanded to be about the confidence that comes from beautiful skin.
In 2005, Lux encouraged women to celebrate and indulge their femininity with the play
with beauty philosophy, with stars like Aishwarya Rai. The brand also encouraged
consumer to take a more active stance on beauty.
Since 2008, building off the brand’s root strengths, focus has shifted away from
femininity to more emphasis on beauty as it relates to consumers fantasies and aspiration.
Lux espouses that beauty is a female instinct that should not be denied, and showcases the
pleasures that every woman enjoys from using her beauty. This modern philosophy is
encapsulated in a simple phrase: Declare your beauty.
Lux products are manufactured at 71 locations with more than 2000 supplies and
associates providing the raw materials. It has key marketers in countries like Brazil, Saudi
Arabia, Bangladesh, Thailand.

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2017 to present:More Than You Can See

Today, in efforts of building brands with purpose, Lux pushes the boundary by inspiring
women to rise pushes the boundary above societal judgement and express themselves
unapologetically. Lux communications now revolve around showcasting the different
sides of women expressing their feminity.
In Indonesia, Lux partnered with brand ambassador Maudy Ayunda to launch a purpose
driven award show “Lux Sound of women” that celebrates female musicians who inspire
and create impact in the community. In India Lux celebrate women with an annual
‘Golden Rose Awards’ which joints together the female cinematic legends in Bollywood.

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2000s: Advanced skin Benefits

In the 1990s Lux moved from generic beauty benefits to focusing on specific and
transformation, emphasizing functionality for different skin types it is during this era that
the brand began to focus on ingredients. The communication was far more region specific
using stars such as Brazilian actors.

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Marketing Plan:Lux Soap

Profile history of Lux Industry Analysis SWOT analysis segmentation Basis Marketing Mix
Product Life Cycle Executive Summary Lux soap came into existence in 1964. Lux occupies
a large market share in the Pakistani soap market as well as the international arena.
The new Lux with the sunscreen formula is targeted towards at a different market segment as
compared previously Lux is the first brand to bring the sunscreen concept in soap industry
Lux plans to cater to all these customer “Beauty begins with Lux”.

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Customer satisfaction on marketing mix of Lux soap

The trade atmosphere today is changing more rapidly than ever before. It is characterized by
increasing competition from both domestic and foreign companies, a brandish of mergers and
acquisitions, and more sophisticated and demanding customers who have great expectations
related to their consumption experiences. Since services are intangible, heterogeneous and
inseparable, it is difficult to measure service quality objectively in order to make sure their
sale.
This report deals with meeting up the new challenges that Lux is facing to manage the selling
environment. Lux has started so many projects to get better position in the market.

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 Chapter No 2:

Primary and Secondary Data

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Data Collection:
 Tools of data collection are as follows.
1. Primary Data
2. Secondary Data

1. Primary Data:
Based on the objectives of the study, research approach, questionnaire development and
sampling has been designed. Visiting the consumers in Kurnnol District.

Questionnaire Development:
A questionnaire is used to collect the data. It is the developed after a through discussion with
dealer and project guide by keeping vuew of the objectives of the study.

Sampling Unit:
Since the study for perception of consumer were contracted while gathering
the information.

Sampling Size:
It is limited to 100 consumer.

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2. Secondary Data:
The secondary data is collected from company records. Many web sites.
Analyzing the data:
The data are tabulated according to the respondents responses using
percentages, aggregated scores, which are essential for study, which helps in proper analysis
for easy and quick interpretation.

Introduction
Behavior is a mirror in which every one shows his or her images. Behavior is the process of
responding to stimuli. Consumer behavior is to do with the activities of individual in
obtaining and using the goods and services; it encompasses the decision – making the process
and determines purchases.

Standard Definations
Professor Bearden and Associates. Consumer behavior is “the mental and emotional process
and the physical activities of people activities of people who purchases and use goods and
services to satisfy particular needs and wants”

The consumer buying process:

Understanding the consumer behavior makes it mandatory to first understand the buying
process. Goods many models of consumer behavior porttarying buying process have been
developed during the last three decades. These models treat consumer as a decision – maker.
Among all these models, the one given by Mr. Howard and J.Sheth. In their title THE
THEORY OF BUYER BEHAVIOR is having sophisticated model which is the most
comprehensive and, hence, largely accepted. In simple words the buying process is made up
of three stages namely, ‘inpiut’-process ‘output’.

Steps in buying process:

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The consumer buying process is a five steps activity. These five steps are
1. Need Recognition.
2. Information Search.
3. Evaluation and Intention.
4. Purchases decision and
5. Post purchases reaction.

1. Need Recognition:
The starting point of buying process is the perceived want or a desire. Need recognition is the
awareness of the want or a consumption problem without whose satisfaction the consumer
feels restless and tension-charged. That is, he or she feels that a desire or want has arisen
which has to be satisfied. Needs or wants arise either due to internal stimulus.

2. Information Search:
A need aroused and recognized can be satisfied only when the product or service is available.
Consumer interest is indicated in the consumer’s willingness to seek further about product or
satisfaction, he searches relevant information. Consumer has many alternative sources of
information to tap such as friends, relatives, neighbors, salesman, dealers, advertisement,
packages and above all consumer organization.

3. Evaluation and Intention:

It is consumer’s deep interest in the product or service that paves the way for evaluation and
intention. The evaluation stages is the stages of mental trial of the product or a services based
on the angle of want satisfying potential. The purchases depend on the relative strength of the
positive intentions to buy.

4. Purchase decision:
It is the positive intention of the consumer that leads to a purchases decisions. Decisions to
purchase implies consumer commitment for a product or a service. Practically, it is the last
stage in the buying process because, it completes the exchange process such a purchase may
be a trail or adoption. Trail purchases are done when the consumer buys the products or
service for the first time. This occurs mostly in case of consumer buys the product or service
for business. This occurs mostly in case of consumer non-durable, it is purchase adoption
than trail because, consumer
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durable items cannot be purchased on trial basis.
5. Post-Purchase reaction:
Post-purchase behavior or reaction stands for the behavior of a consumer after a
commitment to product has been made. This post- purchase experience may be a set of
positive or negative feelings positive feelings or satisfaction will result in repeat sales or at
least recommending the products or services to other; on the other hand, dis-satisfaction or
negative feelings creating anxiety and doubts. This stage of mind is called as ‘cognitive
dissonance’. He tries to reduce it by going in for other alternative service in search of highest
level of satisfaction.
A word of caution at this level, is essential. The stages mentioned above are only a
graphic description of a buying process. There is no specific pattern in which every adoption
process must fit in. As consumer is unique creature, one may be quick: another may be slow
to reach each stage or stages it is consumer personality speed caution difference shyness risk
taking jubilant serious all follow these stage to make purchase.

1. Psychological Determinants:
Psychological have also provided certain clues as to why a consumer behaves this way or that
way. The major psychological determinants internal to the individual are motivation
perception learning attitude and personality. Here is an attempt to explain and to know their
implications in so far as consumer behavior is concerned.

A. Motivation:
Motivation is the ‘Why’ of behavior. It is an intervening variable between stimulus
and response and a governing force of consumer behavior, motivation refers to the drivers,
urges, wishes or desires which initiate the sequence of events known as behavior.”

B. Perception:
Marketing management is concerned with the understanding of the process of
perception because; perception because, perception leads to thought and thought leads to
action. Perception is the process where by stimuli are received and interpreted by the
individual and translated into a response.

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C. Learning:
In behavioral science, learning means any change in behavior which comes about
as a result of experience. Learning is the process of acquiring knowledge. Consumer behavior
is a process of learning because, it is modified according to the customer’s past experience
and the object he or she has set.

D. Attitude:
In psychological attitude is a psychological construct, a mental and emotional entity
that inheres in or characterizes a personal. They are complex and are an acquired state
through experiences. It is an individual predisposed state of mind regarding a value and it is
precipitated through a responsive expression towards a person.

Page no 49

Questionnaire
We, the students of SPDT College, are conducting a marketing research on the Lux soap for
the study purpose only.
Objective
To study the brand image of Lux.

IDENTIFICATION OF CUSTOMER
1. –Name:
2. –Gender: M F
3. –DOB:
4. –Age Group:
15-20 35-40
20-25 40-45
25-30 45-50
30-35 50 & Above

5. –Educational Qualification:
Under Metric
Metric
Higher Secondary(+2)
Graduation
Post Graduation
Other
6. –Occupation:
7. –Family Annual Income:
Below 1 Lakh
1 to 3 Lakh
3 to 5 Lakh
5 to 10 Lakh

Page no 50
10 & Above
___
 Questionnaire to Customer about Product
1. What are the brands of soap, you are aware of?

PRODUCTS TOM SPONTANEOUS AIDED

LUX
DETTOL
CINTHOL
LIRIL
PEARS
MARGO
SANTOOR
NIRMA
SAVLON
WILD STONE
PARKAVENUE
MYSORE
SANDAL

2. Usage
PRODUCTS CURRENT PREVIOUS EVER USE CONSIDER
USE USE
LUX
DETTOL
CINTHOL
LIRIL
PEARS
MARGO
SANTOOR
NIRMA
SAVLON

Page no 51
WILD STONE
PARKAVENU
E
MYSORE
 SANDAL

3. How you ever used Lux? Y/N

4. If Lux is in current use, then of which category?
5. How many times you are using the Lux in a day?
1. Once
2. Twice
3. More than two times
6. Do all the members of your family use the same brand of soap? Y/N
7. If No, what are the others brands? .......................................... (Mention)
8. What is the frequency of purchase?
1. Weekly
2. Bimonthly
3. Monthly
4. Quarterly
5. Semi-annually
6. More -------------
9. Generally which one you prefer w.r.to weight?
1. 50gms
2. 75gms
3. 100gms
4. 135gms
5. 150gms
6. Other ------------

Page no 52
10. From which sources you get the information about your soap?
-Advertisement
-Relative’s or Friend’s Reference
-Shopkeeper’s Reference
-Others ---------------------------------
------------

11. What are the factors you take into consideration before buying a soap?
Price Ingredients
Value for money No Side Effect
Brand value Fragrance
Celebrity Endorsement Color
Relative Reference Packaging
Discount Skin care
Special offer Flavor
Easy Availability Durability
Foam Effects on Germs

12. Do you consider any factor? Y/N

13. If yes, please mention --------------------
Lux-Lx Santoor-SR
Dettol-DL Nirma-NR
Cinthol-CN Savlon-SL
Liril-LR Wild Stone-WS
Pears-PR Parkavenue-PK
Margo-MR Mysore sandal-MS

------------------

Page no 53
14. Which are the brands you prefer on overall basis? ( )
15. Which brand do you think has the best range of price? ( )
16. Which brand gives good value for money? ( )
17. Which soap has the best brand value? ( )
18. Which are the brands do you like on celebrity endorsement point of view? ( )
19. Which brand is more recommended by relative mostly? ( )
20. Which brand offer good discount time to time? ( )
21. Based on special offer, which brand attracts you more? ( )
22. Which brand is available in maximum store? ( )
23. Which brand do you think has zero side effects? ( )
24. Which brand you prefer on fragrance? ( )
25. Which brand do you think comes up with variety of colours time to time? (
)
26. Which brand flavor do you like most? ( )
27. Packaging-wise; which brands attract you more? ( )
28. Which brands has a great effect on germs? ( )
29. Which brands do you think better suits your skin type? ( )
30. Which brand do you think having herbal ingredients? ( )
31. Which brand is being preferred by all are groups? ( )
32. Which is the most trustworthy brand? ( )
33. Are you satisfied with your soap? Y/N
34. If No, What do you expect more from your product? ---------------------------
35. Do you have any plan to switch over? Y/N
36. If yes, to which brand? ---------------------------

--------------------

Page no 54
37. Does your soap affect
1. Body-odour Y/N
 2. Freshness Y/N
3. Feel good factor Y/N
4. Hygiene Y/N
38. Do you feel its effectiveness remain throughout the day? Y/N
39. Do you feel more active after bath? Y/N

-------------------

40. Based on your experience rank the following soap w.r.to corresponding attributes.
5. VERYGOOD 4. GOOD 3. AVERAGE 2. LOW 1. VERY LOW
ATTRIBUTES L D C L P M S N S W P M
X L N R R R R R L S K S
VALUE FOR
MONEY
BRAND
VALUE
FLAVOUR
PACKAGING
GOOD
EFFECT ON
GERMS
MOISTURIZIN
G EFFECT
AYURVEDIC
INGRADIENTS
FOAM
CELEBRITY
ENDORSEME
NT
PRICE
SKINCARE
HYGIENE

Page no 55
 Chapter No 3:

LITERATURE REVIEW

Page no 56
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 discuss 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 1990, Lever’s product came on the market as “Lux soap flakes”.
Moreover, the product was positioned as a problem solver (Levitt1960); if consumer 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 1906, Lever began to export Lux soap flakes to the United States.
There, its advertising 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 the strategy resulted in increased sales from 10,000 cases in
1915to 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 advertisement 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 sop flakes. These letters of which 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.

Page no 57

Impact of celebrity endorsement on consumer buying behavior towards

beauty soap in Karachi city
Muneeba Khalid, Dr Siddiqui, Danish Ahmed
This research paper focused on the impact celebrity endorsement has on consumer buying
behavior toward beauty soaps particularly in Karachi city. Pakistan is a country where people
would love and proud to follow or copy or be look like their favorite celebrities. Unilever
Pakistan has cashed or used this psyche of Pakistanis very beautifully for their beauty soap
named Dove, it has taken commoners to promote that product. In this research it is founded
that in Pakistan especially in Karachi city there are more users of lux than Dove and this is
due to two reasons in which celebrity endorsement is one described in detail in this paper.
Results of this paper indicates that when companies choose celebrities based on factors such
as credibility (physical attractiveness, trustworthiness, expertise) Emotional involvement
(passion, dedication) , meaning transfer (effectiveness communication, field of celebrity
endorsed that would that best match with the product attributes) this would have a positive
impact on consumer’s buying behavior. Recommendation for companies regarding do that
after ensure that the celebrities is that companies regarding selections of celebrities is that
companies should do that after ensure image and all over personalities must watch with the
brand personality.

Page no 58

The statisticalization of the consumer in british market research, c. 1920-

1960; profiling a good
Stefan Schwarzkopf
Statistics and the public sphere, 158-176, 2012
You can imagine , perhaps a story so crammed with human intrest that it might have been
something a photographer had posed. Here is poor little “c”, fagged out after a hard days
ditch digging, dropping in for a chat with his friend “B” and maybe a free read of the latters
evening paper. B is a small shop keppers a tobacconist say; and what with the chain stores the
snack stiff struggle to make the euro 4 to euro 10 a week that will qualify him for his
statistical status. There they sit in the gloam ing… when in stalks “A”. Now “A” is a bully
and class sonsious. But the class struggle, to him is not something Marxian it is a success
story. He believes, not in the equality of the classes, but in the inviolability of the upper
classes.

Page no 59

Study on consumer buying behavior towards selected bath soap

G Kothandapani, A Vishva Priya, V Balakrishna
Nature 25,12.5
A simple production method with high return soaps are invariably used in every household.
The nonedible oil soap has huge market potential. Soap is the traditional washing compound
made from oil fats and caustic alkali. One can say a detergent is the one that cleans any
surface. Synthetic detergent is quite different from other kinds of detergent is that one that
cleans any surface. There is large demand of this consumer item. There are renowned
organized as well as unorganized private sectors, engaged in this production.from the 1940s
on ward, synthetic detergents cakes and powders, certain other components were added to it
know as builders synergies filler and brighteners etc. detergents as a constituent of the overall
FMCG industry, accounts for a near 12% of the total demand for all FMCG products
estimated at over Rs 530bn. The mix oils are taken in a pan and heated to approximately 70
degrees centigrade. Caustic soda solution is added for sapomofication reaction.

Page no 60

Brands
Adam Arviddson
The Wiley-Blackwell Encyclopedia of Globalization, 2012
Global brands are brands that expose a coherent identity across diverse cultural and
geographical contexts. While the number and importance of global brands have increased
with the most recent, neoliberal wave of globalization, the phenomenon is not new in itself.
Brands were already an important element to the “first” wave of globalization of 1870-1913.
Building on superior productive capacity and new advertising and marketing skills that had
developed in a growing domestic consumer market, British brands like Pear’s Soap were
successful in colonial markets as well as in continental Europe and the United State. In the
interwar years, the development of an American consumer society relied on new capacities
for “Fordist” mass production: a consolidating cultural industry centered on new capacities
for “Fordist” cultural industry centered on radio, cinema and the press, and new management
and marketing practices along with market research and consumer psychology in particular
there was a consolidation of American advertising practices; advertising underwater a
“scientific turn” and began to rely more on intuition theories and models and less on
institution and artistic him. These tendencies gave a growing strength to America brands like
Lux soap or lucky strike cigarettes. Aided by Hollywood cinema – where actors were often
featured as “live” advertisement for branded consumer goods-advertisements and by the
global expansion of American advertising for branded global expansion of American
advertising agencies like J. Walter Thompson, these brands began to make inroads into
European and to some extent Asian marketers by the 1920s. For example, until the
proclamation of “autarchy” in 1935, American brands had a discrete presence in fascist Italy
and Coca-Cola was consumed in Nazi Germany. They were sold against the backdrop of a
globalizing American media culture, centered on cinema and jazz music, where commodities
like cigarettes and bubble gum could achieve new. Transnational meanings as part of an
alluringly modern American way of life. During the postwar years, the global diffusion of
American brands and of the American consumer culture of which they process were part of to
be a key.

Page no 61

The American consumer culture of which they were a part would be a key component of the
process of “Americanization” whereby the United States built up a cultural “soft-power” in
the so-called “free world” that remained in a position of relatively uncontested hegemony at
least until the onset of the Vietnam War.

Page no 62

Brand awareness and customer preferences for FMCG products in rural

market-A study of Kurukshetra district od Haryana

Ekta Anand
South Asian Journal of Marketing and Management Research 3(9), 1-9, 2013.
The Indian rural market with its vast size offers a huge opportunity with 128 million
households and the rural population is nearly three times the urban. India today has about
15,000, have a population below 5000 looking at marketer defined classification, most
companies in the FMCG sector would define any area with primarily agriculture based.
Occupation and with a population of less than 20,000 as rural areas. Exhibit several
distinctive characteristics that are different from the urban areas. Literacy levels, family
structure, occupational patterns social customers and norms and several other features are
unique to rural consumer behavior. Social norms tradition castes, and behavior social norms
have greater influence on the consumer behavior in rural areas than in urban areas. The
seasonality of agriculture production influences rural consumer’s behavior. Social norms
tradition.

The seasonality of rural consumers of agriculture production influences demand. The

seasonality although rural areas offer attractive opportunity to marketers at an aggregate
level, about 68 percent of these markets remain untapped mainly due to inaccessibility. It is
uneconomically to access a large number of small villages with a very low popularity density
spread over a large geographic area. Factors such as limited physical access, low density of
shops, limited storage facilities need for a large number of intermediaries in the distribution
channel to reach the end customers, and low capacity of intermediaries to invest business
(investments for keeping stock, storage facilities, vehicles for distribution) make the tasks of
reaching rural consumers very complex it is this context we need to understand the
importance of alternative means of reaching rural consumer through periodic village markets
(or hats)

Page no 63
Agriculture markets (Mandis), and rural fairs (meals). The purpose of this study is to examine
the brand awareness in rural area and to study the interest of consumers in branded products
of fast moving consumer Goods (FMCG).
 Page no 64

Turning trade marks into brands: how advertising agencies created brands
in the global markets place, 1900-1930
Stefan Schwarzkopf
Centre for Globalization Research Working paper, 2008

While historians and management students are familiar with the lore of how an internal
memo at Procter and Gamble invented brand management in 1931 (Fullerton. Low 1994;
Dyeret al.2004), little is known about how advertising agencies conceptualized and practiced
branding during the early parts of the twentieth century. This paper presents evidence that by
1920s advertising agencies drew on shared forms of implicit knowledge about consumer
psychology which anticipated post-1950s debates about brand image, brand personality,
brand identity, lifestyle brands and the global brand. I argue that large-scale international
advertising agencies discovered the symbolic and emotional capacities of brands in building
consumer identities much earlier than usually acknowledge. American and British agencies
developed the field of tacit knowledge about the brand-consumer relationship as a source of
competitive advantage in the competition for clients which increasingly sought consumer in
overseas markets.

Page no 65

Celebrity endorsers impact on the brand building-A case study f Lux

Pothi Reddy, Rajashekar Reddy

2 (11), 296-311, ZENITH International Journal of Multidisciplinary Research 2012

Scope of celebrity and influence of the celebrity is a known phenomenon. Their name and
fame increases the familiarity of the products that they endorse. The job of marketers
becomes easier in taking those products close to the customers. The word “Celebrity
endorsement” has enticed most of the retail giants as it has proved to be an effectual tool for
aiding brand image and identity. This research paper’s objective is to examine the impact of
Multiple Celebrity on the Brand and its Consumer. HUL’s brand Lux has used multiple
celebrity in its commercials since its launch in India in 1929. The present study conducted
over a period of 3 months for the study 60 female respondents using Lux were questioned on
their brand preference and attitude towards the commercial. Findings revealed that every few
buy Lux because it is portrayed as beauty soap of film stars majority buy soap for its quality.
Price and additional offerings. Age group most influenced by celebrities is 25-34 years and
least influenced are 35-45 years and least for them quality is the matter and not the celebrity
in the advertisement. However most respondents instantly recall Lux commercials as
refreshing and attractive because of multiple celebrities that appear from time to time thus
proving that Multiple

Page no 66
The job of marketers becomes easier in taking those products close to the customers. The
words Celebrity Endorsement can galvanize brand recall and facilities instant awareness but
it cannot directly influence the customer’s intention to buy a brand because of multiple
celebrities that appear from time to time thus providing that multiple endorsement.
 Page no 67

Discovering the consumer: Market research, product innovation, and the

creation of brand loyalty in Britain and the United states in the interwar
years
Stefan Schwarzkopf
Journal of macromarketing 29 (1), 8-20, 2009
This article 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 it’s the international soap brand Lux. The case demonstrates that Lever deployed
qualities consumer market research technique much earlier than usually acknowledge.
Qualitative and quantitative consumer research methods allowed marketers at Lever and JWT
to take account of autonomous consumer practices that limited the scope of management. The
articles also shows that marketing’s cultural practices often predate its conceptualization and
academic theorization.

Page no 68

Lifebuoy men, Lux women: commodification, consumption, and cleanliness

in modern Zimbabwe
Timothy Burke

Duke University Press, 1996

How do people come to need products they never even knew they wanted? How , for
example, did indigenous Zimbabweans of the 1940s begin to believe that they required
Lifebuoy sop? Offering a glimpse into the intimate workings of modern colonialism and
global capitalism, Timothy Burke takes up these questions in Lifebuoy Men, lux Women, a
study of post-World War 2nd commodity culture in Zimbabwe. With particular attention to
cosmetic products and the contrast between colonial and pre-colonial ideas of cleanliness,
Burke examines.

Page no 69

Woodbury Soap:Classic Sexual Sell or Just Good Marketing?

Linda M. Scott

Three of the most famous ad campaigns of the early twentieth century--for Woodbury Soap,
for Pond’s Creams, and for Lux Toilet Soap--were developed by a single group led by Helen
Lansdowne Resor at J. Walter Thompson.1 As I have told the tale in Fresh Lipstick:
Redressing Fashion and Feminism, these contemporaneous campaigns show clear links
through Helen Resor to the feminist movement of the early 20th century, often called the
First Wave. The first campaign, Woodbury Soap, points especially to the emergent thinking
among feminists about women’s sexuality, as well as what we would now call their
“reproductive rights” (Figure 1). Only a few years after the Woodbury Soap advertising
began, Margaret Sanger would begin her brave and controversial campaign to make
contraception widely available to women.

Most commentators and historians, however, only remark that Woodbury Soap was the first
ad to “use sex to sell,” as well as the first to present women as sex objects, never considering
the revolutionary backdrop against which it actually ran (Figure 1). Furthermore, the
Woodbury Soap campaign was not the first to sell with sex. Nor was it the first to present
women as sex objects. Trade cards in the nineteenth century often pictured scantily seductive
women posing on behalf of tobacco or alcohol products (Figure 2). These, however, were
clearly aimed at men and most consumer products, even then, were purchased by housewives.
Respectable married women were so concerned about presenting a chaste impression that no
advertisers wanting to sell to them would have risked the loss of franchise that would have
come from running a risqué ad in a magazine for ladies. Indeed, turn of the century
magazines were quite restrictive about accepting ads that came to close to the line of decorum
demanded by that audience (Edward Bok at the Ladies’ Home Journal would not even run
lipstick ads because he deemed them licentious). If you peruse nineteenth-century women’s
magazines today, you will see that the ads sell on the basis of social mobility, sentimentality
(especially about motherhood), price.

The real cause for Woodbury’s success was solid marketing, not secret manipulation, and
when the approach failed to keep pace with the rapidly changing environment of the 1920s,
sales plummeted.

Page no 70

Marketing the Modern Egyptian Girl: Whitewashing Soap and Clothes

from the Late Nineteenth Century to 1936

Monna Russell
Journal of Middle East Women's Studies (2010) 6 (3): 19–57.
Research article November 2010
This paper examines the development of advertising for soap and clothing in Egypt between
the late nineteenth century and 1936, when women’s bodies evolved from non-representation
to mobilized political figures to highly sexualized objects used to market commodities. In
many respects Modern Egyptian Girl was no different from her sisters worldwide. She
appeared in the postwar period and was associated with a variety of commodities. Depicted
as white and Europeanized, her Egyptian incarnation coincided with the emergence of similar
political iconography. The male elite desired to appear civilized before the world and to
simultaneously marginalize its politicized New Women. Advertising facilitated this goal by
turning New Women into consuming “girls” at a time when elite women were transitioning
from private to public

Page no 71

FACTORS INFLUENCING THE DEMAND OF BEAUTY SOAP

AMONG FEMALE CONSUMERS IN THE GREATER COLOMBO
REGION
Wijesundera, G.; Abeysekera, R.

Citation: Wijesundera, G. and Abeysekera, R. (2010). Factors Influencing the Demand of

Beauty Soap among Female Consumers in the Greater Colombo Region, In: Proceedings of
the 1st International Conference on Business and Information, University of Kelaniya.
Date: 2010
Abstract:
The usage of beauty soap among Sri Lankan consumers had been declining since 2003 to
2009, while globally accepted & fully localized brands were recording a negative growth in
terms of the usage. Purpose of this study is to explore how the marketing mix &
demographical factors influence the brand preference & purchasing behavior of beauty soap
among the female consumers in the greater Colombo region. Sample consisted of 91 female
consumers in greater Colombo region. Data were gathered by administrating questionnaires.
The independent variables are 4Ps, Age, Income Level, Education, Marital status,
Occupation, skin type, social factors, substitute products & dependent variable is the brand
preference. Analysis was done using the Chi-square method at the significant level of 0.05.
The results indicated that there were statistical relationships between price, product,
education, occupation and band preference and there was no statistical relationship between
place, promotion, age, income level, marital status, skin type, social factors, and substitute
product with the brand preference. Thus the price, product, education & occupation are only
having a statistical relationship with the brand preference of female consumers in the greater
Colombo region.

Page no 72

Comparative bactericidal activity of various soaps

against gram-positive and gram-negative bacteria
K. Farzaana
Date- June 2011.

The aim of this study was to check bactericidal activity of eight market soaps from different
manufacturers against gram-positive and gram-negative bacteria. Minimum inhibitory
concentration
disinfectants were determined by broth dilution method. Minimum bactericidal concentration
(MBC) of
soaps was determined by agar method. Phenol was used as control to compare its activity
with soaps.
In the list of soaps, along with the standard (Phenol), safeguard was found with highest
efficacy in
terms of its minimum inhibitory concentration (MIC 256 µg/mL) against Staphylococcus
aureus and
Escherichia coli, whereas Johnson and Johnson baby soap (MIC1024 µg/mL) had highest
activity
against Salmonella typhi. S. typhi had decreasing sensitivity against various soaps in order as:
Johnson and Johnson>Dettol>Safeguard>Phenol>Lifebuoy Red>Lux>Lifebuoy
white>Sunlite with MICs
values of 1024, 2048, 3072, 6144, 6144, 8192, 12288, 12288 and 16384 µg/mL, respectively.
S. aureus had
increasing resistance against various soaps as: Safeguard<Johnson and Johnson<Sufi
soap<Phenol<Sunlite soap<Dettol soap<Lifebuoy red<Lifebuoy white and<Lux soap with
MICs values
of 256, 1024, 1024, 1024, 2048, 3072, 3072, 3072, and 24576 µg/mL, respectively. E. coli
had decreasing
sensitivity against various soaps as: Safeguard>Johnson and Johnson>Lifebuoy
red>Lux>Sufi>Sunlite>Lifebuoy white>Phenol>Dettol soap (MICs 256, 256, 2048, 2048,
3072, 4096, 6144,
Page no 73
8192 and 9216 µg/mL, respectively). The MBC values were found to be two to three times
greater than
its MIC values. The results confirm that medicinal soaps have a greater effect on inhibition
and removal of bacterial population than plain soaps.
Key words: Gram-positive, gram-negative, minimum inhibitory concentration, minimum
bactericidal.
 Page no 74

Strategic Brand Management of ACI Sandal Soap

Malik, Jerin Jahan
2019-03-25.

The report is basically based on the “Strategic Brand Management of Sandal Soap”. ACI
Limited has four SBU’s and ACI Consumer Brand is one of them and ACI Consumers Brand
produces and markets several products and female Beauty department is one of them. Today
women are very concerned about their health and skin. For that reason, the Beauty industry is
expanding day by day. They have several competitors in the market. They compete against
them for more coverage areas to maximize the profits. ACI’s Beauty department needs to
develop their marketing mix properly. There is a huge potential in this industry. ACI
Consumer Brand’s Beauty department has lack of promotional strategies in rural areas and
weak supply chain. Beauty department also has lack of communication with their retailers.
They can improve their marketing mix decisions in the years to come. This report is prepared
by my three months job responsibilities as an Intern. They are new to his industry compare
than their competitors. So they have some lacking in their marketing mix. In the later part, I
also have some recommendations for the purpose of improving their performance.

Page no 75

Market Share Analysis of Significant and Non-significant Body

Soap Brands in Bangladesh

Mosaddak Ahmed Chowdhury

November 2019.
We have analyzed the FMCG companies in Bangladesh and after in-depth study we have
found five body soaps
of four leading companies are capturing brute market share, and other non-significant brands
were taken also
taken into account. Data taken for the study were for the period of September-2014 to
September-2015.These
data were then tabulated and analyzed to see the overall picture of the market shares of body
soaps over one year
period in Bangladesh. Among top brands, consumers have much more attraction to one or
two staple brands.
Keywords: Market Share Analysis, FMCG, Soap, MNC, Attraction Model.

In this era of intense competition, both worldwide and domestic, business firms of all sizes
and varieties have
become more and more concerned with the market-share figures they achieve in the
marketplace. Market shares
command the attention of business managers as key indices for measuring the performance
of a product or brand in the marketplace. To the extent that market shares are used as market
performance indices,
it is clearly desirable for the individuals concerned to have a thorough knowledge of the
processes which
generate market-share figures and to be able to analyze the impact of their own actions on
market shares, as well
as their profit implications. Lacking such knowledge, one might be tempted to oversimplify
the cause-and-effect
relationships between shares and marketing variables (Cooper & Masao).

Page no 76
Soap industry in Bangladesh is growing faster day by day. There are several small, medium
and big national and
international companies which produce different types of body soaps. Leading soap brands
have been capturing
the lion market share of body soaps in Bangladesh. The study, that type is seldom conducted,
aims to know the
various insights of the market share of major body soap brands in Bangladesh over the last
one year period.
Section one of the study draws attention to the introduction of the study, while section two
focuses on Literature
Review. The methodology of the study has been conducted in section three. Sections four
analyzes the data with
detailed explanations. Finally, conclusion, implications, and limitations of the study have
been covered in section six.
Page no 77

Chapter 4:
 Data Analysis
&
Interpretation

Page no 78
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
46-50 13
50 & Above 18
Table: 1
 Graph: 1

Page no 79

Interpretation:
. 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 to
company has to keep innovation in their products to attract this kind of customer.

. 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.
 Page no 80
2) What is the frequency of purchase of soap?

Table: 2
 Graph: 2

Page no 81

Analysis:
. After looking the chart and interpretation 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 quality of the products.

. Unilever should also maintain the small quality products so, the weekly customer are
motivated and every class of society can easily purchase as it 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.
 Page no 82
3) During purchase of soap what influence you purchase?

Sources Respondent
Price/cost 42
Celebrity advertisement 60
Quality/Quantity 98
Other -
Table: 3
 Graph: 3

Analysis:

. As per the data gathered, it can be analysed 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 in the quality of the soap to attract more and
more customers and to maintain the existing customers.

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. 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% respondents influence the celebrity endorsement while purchasing soap.

. But at all customers are more depended on the quality of the product so company should in
effort to increase the quality of the product.
 Page no 84
4) What do you feel about celebrity endorsement?

Classification No of Responds
Likeable 125
Unlikeable 24
Neutral 43
Not Important 8
Table: 4
 Graphs: 4

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Analysis:

. As per the data it can be analyzed that almost 60% respondents are affected by the celebrity
company should try to charge celebrity endorsement according to current change in trends.
Company should continuing advertisements with the different celebrities.

. And company can also decreases the cost of the sales promotion by taking enodorsee who is
not the celebrity. According to analysis, we can find that almost 40% respondent are not
likeable the celebrity endorsement so, company can endorse with the person who is not the
famous celebrity cut down the expenses.

. Who should also suggest to the company to choose celebrity wisely so that negative effect
of the company to choose celebrity endorsement can be avoided and sales and market share
of the company can be increase.
 Page no 86
5) Have you ever bought soap because of the promotion of the celebrity endorsers?

No Of Responded
YES 136
NO 64

Table: 5
 Graph: 5

Analysis:

. From the analysis it can be inferred that more than 65% of respondent are selected the
option with promotion of celebrity endorsement. So, we can say that company should do
more advertisement with the celebrity and always try to make it more effective by taking the
most popular celebrity.

Page no 87

. There are almost 40% people are not in interested or affected by the celebrity endorsement
so if company wants to decrease the cost of sales promotion than company may take endorse
who is not so famous celebrity and company can utilize that fund in various other segments.
 Page no 88
6) Have you ever heard about Lux soap?

No Of Respondent
YES 185
NO 15

Table: 6
 Graph: 6
Analysis:

. After looking the chart and interpreting the data. We can analyze that the most of people
know the Lux because of the good advertisement of the Lux soap done by the company.

Page no 89

. Company introduce new and new variety of soap with new color and fragrance so more and
more people are attracting to buy the Lux product.

. So Lux has its own brand value and with effective advertisement Lux is very popular soap
in the market.
 Page no 90
7) Do you think Lux soap sales are higher because of celebrity advertisement?

No of Respondent
YES 158
NO 15
MAYBE 12

Table: 7
 Graph: 7

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Analysis:
In above graph we see that most of the respondent says that the celebrity advertisement
sales of the Lux soap are higher; Advertisement of any product helps to the company to
increase the sales customers are using the advertisement and the first come in the mind is
celebrity while purchasing the product.
 Page no 92
8) How much you satisfy with the message of Lux advertisement?
No of Respondent
Highly 30
Satisfied 104
Modality 36
Dissatisfied 15

Table: 8
 Graph: 8

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Analysis:

. Lux is the brand who is giving always different is giving ideas and messages in the
advertising since the 1929 and always succeed to attract the customers 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 made and as well as in print media to attract the customer. Lux is
always success to read the mind of the customers and giving the products with customers
want.
 Page no 94

Chapter 5:

Suggestions
&
 Conclusions

Page no 95

Suggestion:
. Lux is generic Brand Widely used by all Segments of society, so company should consider
all segment of society while launching its different type of product.

. 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 benefits 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 manufacture the product.
. The company have to give some discounts or other at the time of special occasion 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.

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Conclusions:
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 soaps.
However although price does play an important in the purchase decisions, today more and
more housewives are conscious about their 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, latter, packaging availability variety and
nourishment of skin. The only factors on which it did not score like Liril score better on
freshness than Lux. Lux leaves them feeling nourished and cared for , but not fresh for a very
long time.
. According to the respondents Lux is soap for quality-conscious women, especially those
belonging to the middle class it has generally used by those who are conscious about their
appearances. It used by those respected the brand and have been loyal to it for years.
. Most consumers are satisfied with Lux and think that it is the best product best soap they
can get.
. Lux is an emotive brand. The purchase decision is based on emotions, emphasis is not the
physical attributes of the physical of the soap. Demands from the brands are high people
expect that Lux will make their skin beautiful.

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Chapter 6:
 Bibliography

Page no 98
Bibliography
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Chunalwalal, Reddy and Appannaiah (2010), “Advertising and Marketing
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Cravens, Hills and Woodruff (1996), “Marketing Management”, A.I.T.B.S
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Websites
www.googel.com
www.googelscholar.com
www.lux.com
www.articles.famouswhy.com/importance_of_cosmetics/#ixzz1SH0uf8uC
www.cosmetics.co.in/india-and-cosmetics.html
www.ctwostudio.com/photo-shooting/attractive_advertisements.html
www.emarketer.com
www.hul.com
www.p&g.com
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