Product

Management
FMCG INDUSTRY
4
th
largest sector
Large quantity, low
margin
4 major segments
Household care
Personal care
Food & beverages
Health care
SOAP INDUSTRY
3 segments
Premium products
Popular products
Economy
products
Growth rate of 5%
per annum

HUL
One of the leading
brand
Net revenue Rs.
28,019 crores,
growth by 9%
48 brands in action


LUX- by HUL, FMCG product
luxury
beauty
soap
1st launch
UK
sunlight
flakes
1916 as
laundry
soap
India in
1929
17%
market
share
No 1 soap
brand
$1.3 billion
brand in
100
countries
Its not just soap, its skincare

Brand marketing
Quality and features
-Perfume soap
-Moisturising soap
-Value for money
-Strong customer loyalty
-customer perception of
good quality product
-maturity stage
Market segmentation
price- premium, popular,
economy
Gender- female
Income- affordable
Lifestyle- beauty & glamour
Segmented marketing
Brand positioning
We all want to be
pampered, to look and
feel great, to enjoy that
moment when anything
seems possible. And that's
just what LUX offers you on
a daily basis at a price you
can afford...
Lux brings the star in You

Pricing policies
prices

LUX Beauty Bars 100 gms- Rs 15, 150 gms- Rs 19
LUX International 125 gms- Rs 21
Mini LUX 45 gm- Rs 5

factors
Demand of market, taste of customers, monopolistic competition,
beauty segment
strategy
Product line pricing, product bundle pricing
Market penetration, new features , more range

Distribution network
C&F agents allotted to mother depots
Each mother depot has minimum JIT depots
JIT depots connected for stock requirements
All requirements are handled by mother depots
MD-JIT system
Supply stocks to redistribution stockiest
Improve efficiency
Interconnecting network called RS Net
Orders from distributors fed into database
Use of IT
Distribution network
Regular Retail Channel
Direct selling channel
Channels

Target
I am a young and enthusiastic individual who
loves to look beautiful at all time. I am a movie
buff and want to live a life like Katrina Kaif,
who is so glamorous and pampered. I hope i
can do it.

Year wise communication
30s -campaigning with older starts talking about preserving youthful skin.
40s & 50s romancing the consumer, by showing ordinary ladies in reference to the
movie stars.
60s -fantasy element, film star feeling, sensory and emotional attributes.
70s -portraying multi faceted women and focusing on natural beauty.
90s advanced skin benefits due to various ingredients. Became more regional.
80s -soap of the stars, the must have beauty soap.

00s - lux brings out the star in you and the confidence of a beautiful women. Focus
remained beauty appealing to women fantasies and aspirations.

Lux has always been branded in India as
Filmi Sitaaron ka Saundarya Saabun
(The Beauty Soap of Film Stars)

The very first advertisement of
LUX after its launch in 1909
featured Leela Chitnis as its
brand ambassador.
SALES PROMOTIONS

22 Carat Gold Star Offer

Lux Star Bano, Aish Karo

Mujhme Star Jagaaye

Har Star Lucky Star

Sone Se Bhi Sona Lage

SPONSORING

Lux Dance India Dance

Lux Style Awards

Lux Radio Theatre
Heavily advertised in India using Top Bollywood Actresses

Recommendations
Reduction in
prices
Anti ageing
products
Ayurvedic
and child
variant
Expansion in
rural area
Appeal to
men

Abhijeeth Gujaran
Akshay Kothari
Aman Wadhwa
Ekta Soni
Kirten Chauhan
Manan Gala
Nipun Dalmia
Sheshraj salvi