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Revenue Share 19. tea.60% 44. branded staples. detergents. personal care. ice cream and culinary products.COMPANY PROFILE: HUL • Hindustan Unilever Limited (HUL).30% 10. has been working its way into India since 1888. a 52%-owned subsidiary of Anglo-Dutch giant Unilever.soaps.50% 26.60% soaps and detergents personal care products beverages others . • Spans many categories . coffee.

21. Unilever has about 52% shareholding in HUL. A clear direction (Vision) The four pillars of our vision set out the long term direction for the company – where we want to go and how we are going to get there: • We work to create a better future every day • We help people feel good. .736 crores (financial year 2011 . HUL is a subsidiary of Unilever.2012). • We will inspire people to take small everyday actions that can add up to a big difference for the world.5 billion in 2011.000 employees and has an annual turnover of around Rs.• The Company has over 16. one of the world’s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about €46. look good and get more out of life with brands and services that are good for them and good for others. • We will develop new ways of doing business with the aim of doubling the size of our company while reducing our environmental impact.

Food brands: • Annapurna salt and atta • Bru coffee • Brooke Bond (3 Roses. ketchups. juices and jams • Lipton tea • Knorr soups & meal makers and soupy noodles • Kwality Wall's frozen dessert • Modern Bread. Red Label) tea • Kissan squashes. ready to eat chapattis and other bakery items . Taaza. Taj Mahal.

Homecare Brands • ActiveWheel detergent • Cif Cream Cleaner • Comfort fabric softeners • Domex disinfectant/toilet cleaner • Rin detergents and bleach • Sunlight detergent and colour care • Surf Excel detergent and gentle wash • Vim dishwash • Magic – Water Saver .

creams and anti-perspirant deodorants • Denim shaving products • Fair & Lovely skin-lightening products • Hamam • Lakmé beauty products and salons . lotions.Personal Care Brands: • Aviance Beauty Solutions • Axe deodorant and aftershaving lotion and soap • LEVER Ayush Therapy ayurvedic health care and personal care products • Breeze beauty soap • Clear anti-dandruff hair products • Clinic Plus shampoo and oil • Close Up toothpaste • Dove skin cleansing & hair care range: bar.

skin care lotions TRESemmé Water Purifier Brand: • Pureit Water Purifier .• • • • • • • • • • • Lifebuoy soaps and handwash range Liril 2000 soap Lux soap. body wash and deodorant Pears soap Pepsodent toothpaste Pond's talcs and creams Rexona soap Sunsilk shampoo Sure anti-perspirant Vaseline petroleum jelly.

It went coloured in 1958. In the early 1990s. Since its launch in India in the year 1929.BRAND LUX • • • • • • The name 'LUX' was derived from the word "Luxury. One of India's most trusted personal care brands. LUX responded to the growing trend away from traditional soap bars by launching its own range of shower gels. LUX has offered a range of soaps in different colours and world class fragrances.S. ." LUX toilet soap was introduced in 1925 in the U. liquid soaps and moisturizing bars.

its skin care. • Endorsement by various filmstars. • LUX International introduced for the premium segment and the affordable segment was catered by LUX beauty soap. packaging and fragrances. • LUX international has moved from being a soap brand to a skin care brand and has the tagline “Not just soap.” .POSITIONING • Positioned as a beauty soap in India. • Changed its positioning from “Beauty soap of Film stars” to “Bring out the star in you. LUX introduced soaps in different colours.” • Keeping to the growing demands of customers.

Aromatic. Fruit. Sandalwood. • • • • Soft Luxury Uplifting Firm.PRODUCT MIX PRODUCT LUX lies in staple goods category of convenience goods.Variety Soap Body Wash 2. Rose. Chocolate. •Also Display key ingredients graphically . Packaging • Almond.75g. 100g. Saffron. 150g •Launched mini LUX of 45g at Rs 5 •Novel Metallic substrate packaging •Showcase Female model on the pack. Oil & Honey. fruit Strawberry & Cream and Peaches & Cream. Orchid. 125g. International. White Glamour Silk Nourishment •Package Size. 1. LUX gold. Gold.

PRICE Introduced at 2 annas in 1929 Skimming Pricing Strategy to recover their intital Cost Penetration Price Strategy to gain market share Now Available at higher prices to increase profit Packaging 45 g 75 g 125 g(Pack of four) LUX International Current price(Rs) 6 10 73 28 .

Har star lucky Star.Lux Zee Cine Awards. Lux beauty ticket. Ads by Bollywood stars. Lux channel I superstar. . Newspaper and Billboards. Online Contests Promotional Campaigns in Schools. Lux Perfect Bride.PLACE • Follows Intensive and Indirect distribution • Wide display in stores • Different Eye Catching Decorations inside the store and in the showcase for outside display PROMOTION • • • • • • • • • • Follows Pull promotional strategy Offers Like Buy 3 get 1 free. Colleges. Surat bhi hai Khubsurat bhi hai. Choclate Seduction Sponsorships-. Creative Partner-MTV Ads on Tv . Lucky Date with Ash Catchy Taglines like play with Beauty. Organizes zonal beauty contests.

Thus it needs to tap the rural market.45 g) New Market Market Development Strategy •Introduction of Lux (regional) in Different regions Diversification Strategy •Introduction Of Body Wash . Increasing demand in the rural segment due to increase in the purchasing power. Soap market growing at 10 . peaches and cream. Rural penetration of Lux. under the Unilever brand and no competitor in the market. chocolate. Government initiatives such as rural job guarantee scheme and farm loan waiver. Current Product Current Market New Product Penetration Strategy Attract users : • Gold coin offer • New Brand Ambassadors Product Development Strategy •Product Reformulation like Honey. •Product line extension : addition of small size (Rs 5/-.12% a year.POTENTIAL OF LUX IN INDIAN MARKET • • • • • • Lux was amongst the first entrants into the Indian personal care industry. strawberry. Gold.

Thus Lux should focus on this segment keeping in mind the consumer preferences. Test Launch of Lux Shampoo and Hand Wash. • • • • • Cost-effective distribution and increase in margin of Kirana shop-owners. TV programs. but failed to capture the market. o Promotion through radio(A. hence the following steps should be taken: • Tap the rural market by o Further segmentation and target higher income groups.M). Test launch in the men’s segment. Lux Black Provocateur was launched in the premium segment. F. .RECOMMENDATIONS Lux has reached the maturity stage in its PLC and there is a danger of moving towards the decline stage.M. Should introduce Lux facewash and variants according to regional preferences like Coconut oil soap in South and Lotus in East.

livemint.indiatimes.REFERENCES http://economictimes.html .wikipedia.televisionpoint.com/news2009/newsfullstory.com/2009/05/06234303/HUL-losing-market-share-as-riv.com/News/News-By-Industry/ConsProducts/FMCG/HUL-plans-makeover-for-LUX-Wheel-to-boost-marketshare/articleshow/4813971.hul.php?id=1250512673 http://www.managementparadise.cms www.com/forums/marketing-management/139305-luxcomprehensive-study.html www.co.org http://www.in http://www.

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