A PRDUCT PROFILE ON LUX SOAP.

Presented By:binod kumar

INTRODUCTION
Lux stands for promise of beauty and glamour as one of India's most trusted personal care brands
Lux soap was launched in India in 1929 Lux is the largest personal wash brand in the country with a value share of 15%

Three in every five Indian consumers enjoy the luxurious bathing pleasure of Lux during the course of a year

ORIGIN OF BRAND MIX

EVOLUTION
Luxury Lux first appeared toilet soap in 1925 In1960s, Lux went coloured

First Hollywood great to appear in a Lux commercial

In 1970s, Jayalalitha Featured Lux

MARKETING MIX
PROMOTION MIX PRODUCT MIX

MARKETING MIX

PLACE MIX

PRICING MIX

MARKET SEGMENTATION
Market segmentation
Geographic Region Demographic Gender Psychographic Personality Buyer Behaviour Conservatives Volume Bulk

Country
State Urban

Age
Family size Income level

LIfe style
Value system

Liberals
Life style

Regular

Rural

DISTRIBUTION NETWORK
PARENT COMPANY

WHOLESALER/ DISTRIBUTOR

STOCKIST

RETAILER

FINAL CONSUMER

ADVERTISING STRATEGY
LUX STAR TRADITION STARTED IN 1934, WITH ACTOR LEENA CHITNIS BOLLYWOOD FILMSTARS ALSO PROMOTES ITS BEAUTY SOAP HAR STAR LUCKY STAR OFFER LUX CELEBRATING RANGE CHOCOLATE SEDUCTION

AROMATIC GLOW
LUX WHITE STA BODY WASH SHAH RUKH KHAN: FIRST INDIAN MALE BRAND AMBASSADER

UNIQUE SELLING POSITION

LUX IS A BRAND THAT APPRECIATES BEAUTY AND GLAMOUR LUX IS A BEAUTY SOAP OF THE FILM STARS

A DELIGHT TO THE SENSES

LUX CELEBRATES THE INDULGENT RITUAL OF BEAUTIFICATION LUX IS ALWAYS RELIABLE & TRUSTWORTHY

ACHIEVEMENT
INDIAS MOST TRUSTED BRAND
RANK 1 2 3 BRAND LUX COLGATE RIN

4
5 6 7

THUMS UP
DETTOL FAIR & LOVELY SURF

8
9 10

COCA COLA
PEPSI HORLICKS

PRESENT AND FUTURE PLAN

PENETRATE IN RURAL SEGMENT
INCREASE IN MARKET SHARE TRAP THE UNTRAPPED CATEGORY

PRODUCT LIFE CYCLE OF LUX

To make cleanliness commonplace, to lessen work for women, to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products.
William Hesketh Lever

Doing well and doing good.

INTRODUCTION TO PRODUCT LIFE CYCLE

The course of a products sales and profits over its lifetime is called the product life cycle. PLC shows the stages that products go through from development to withdrawal from the market. Product Life Cycle (PLC): Each product may have a different life cycle. PLC determines revenue earned. Contributes to strategic marketing planning To identify when a product needs support, redesign, renovating , withdrawal, etc.

PLC OF LUX SOAP

INTRODUCTION TO LUX:

GLAMOUR FACTOR

We all want to be pampered, to look and feel great And that's just what Lux offers you on a daily basis at a price you can afford. Lux is the brand of UNILEVER INDIA LTD. It has been winning hearts of INDIAN consumers for 80 years. Lux stands for the promise of beauty and glamour as one of India's most trusted personal care brands. LUX PRODUCTS : Lux had modified their product into:

Orchid touch

Almond delight

Energising fruit

Aqua sparkle

GROWTH STAGE
In the growth stage, their sales rapidly started rising. They have expanded their market to the other cities of INDIA. MARKETING OBJECTIVES = The marketing objectives of the Lux were to expand their market to the other cities of INDIA. Another objective was to maximize more market share. In the growth stage, company had the following MARKETING STRATEGIES : Product = In the growth stage, the company had offered the same product in the market. Price = In this stage, the company had changed their price to some extent because of maximizing the market share. ( Slightly cut down the prices ) Advertising = In the growth stage, they had increased their advertising budget as in the initial stages because of attracting the new customers or to retain the existing customers. Sharmila Tagore, Hema Malini, Zeenat Amaan, Juhi Chawla, Madhuri Dixit, Sridevi

GROWTH STAGE CONTINUED

Distribution = In this stage company had expanded their market to the other cities of INDIA. Their distribution channel was the same as in the initial stages of the product. Promotion = In the growth stage, the company had also used the different proportioning strategies to attract the new and the existing customers. Growth Stage of the LUX
Sales Costs Profits Marketing Objectives Product Strategy Price Strategy Distribution Strategy Advertising Strategy Rapidly rising sales Average cost per customer Rising profits Maximize market share Offer product extensions, services Price to penetrate market Build intensive distribution Build awareness and interest in the mass market

MATURITY STAGE
They modified the product by adding some changes in the product. In this stage, few competitors enter into the market like ( CINTHOL, FAIRGLOW, SANTOOR, CHANDRIKA, FIAMA DI WILLS and VIVEL ). The company has expanded their market to almost all the cities of INDIA. MARKETING OBJECTIVES = The marketing objective of Lux is to maximize more profit while defending the market share. And to expand the market to all the cities of INDIA. MARKETING STRATEGIES In this stage are based on: Product = The Lux has made the modification in the product by introducing: Lux Almond, Lux Orchid , Lux Fruit, Lux Saffron, Lux Sandalwood, Lux Rose, International, Lux Chocolate, Lux Aromatic Extracts, Lux Oil and Honey.etc

Lux

Price = The Lux products are now available at higher prices in the market, the reason behind is that the companys marketing objectives is to maximize more profit. Distribution = Now Lux products are available in almost all the cities of INDIA. Their distribution channel is same as in the initial stage.

MATURITY STAGE CONTINUED

Advertising = In this stage Lux advertising has been reduced to some extent because of the more brand awareness in the minds of customers. Recently, they have shown Aishwarya Rai , kareena kapoor & Shah Rukh khan . PROMOTIONAL OFFERS : Like buy 3 get 1 free. ---

Maturity Stage of the LUX Peak sales Low cost per customer High profits
Maximize profit while defending market share

Sales Costs Profits Marketing Objectives Product Strategy Price Strategy Distribution Strategy Advertising Strategy

Diversify brand and models Price to match or best competitors Build more intensive distribution Stress brand differences and benefits

DECLINE STAGE
Besides of all campaigns for the sales promotion of Lux .The reasons for its decline are :

1. Currency fluctuations: Unilever products are in over 100 countries worldwide, As a result, it is exposed to adverse currency fluctuations. For instance, in 2004, a 5.9% decline in turnover was primarily due to a 4% appreciation in the average Euro exchange rate.
2. SLOWDOWN: In year 2008 - 09 due to hard economic conditions in INDIA and other countries the sales were highly affected as the consumer started looking for some alternate products with a cheaper price than Lux. 3. Competition: Lux has been facing competition from HUL itself (Lifebuoy) & from other companies like:-

Godrej Consumer Products : GCPL, Indias second largest soap maker with 9.2% market share. with leading brands such as CINTHOL, FAIRGLOW & NIKHAR. Fairglow brand, India's first Fairness soap, has created marketing history as one of the most successful innovations.

THANK YOU