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By: Amit Kumar Sinha PGDMRM-002 IPE, Hyderabad
By: Amit Kumar Sinha PGDMRM-002 IPE, Hyderabad
on Lux Soap
By:
Amit Kumar
Sinha
PGDMRM-002
IPE, Hyderabad
Contents:
Company Profile HUL
Distibution Channel - HUL
Product Mix HUL
Overview Lux Soap
Marketing Mix
SWOT Analysis
Competitor Analysis
Market Segmentation
Recommendation
Reference
Company Profile - HUL
Company Profile - HUL
A 52% owned subsidiary of Anglo Dutch giant Unilever.
India 1888
India largest FMCG company
Touching 2 out of 3 Indian consumer
20 distinct categories Home and personal care
products, food and beverages.
HLL HUL
100 factories India Manufacturing its diverse
product range
Headquarter: Mumbai
Market share Toilet soap category 54.3%
Revenue Percentage:
Distribution Channel - HUL
Distribution Channel - HUL
2000+ Suppliers and associates
Width = 12
The lenght of the HUL
Product
mix:
The Lenght of the product mix refers to the
total number of items in the product mix.
E.g:
Personal wash: Lux, Lifebuoy, Liril, Hamam,
Breeze, Dove, Pears, Rexona
Laundry: Surf excel, Rin, Wheel
Skin care: Fair & Lovely, Ponds, Vaseline,
Aviance
Oral care: Pepsodent, Close up
Deodorants: Axe, Rexona
Colour cosmetics: Lakme
Ayurvedic personal and health care: Ayush
Shampoo: Sunsilk, Clinic
Tea: Broke bond, Lipton.
Coffee: Bru
Foods: Kissan, Annapurna, Knorr
Ice cream: Kwality walls
Width = 30
The Depth of the HUL Product
mix:
The depth of the product mix refers to the number
of variants of each product offered in the line
E.g: If close up toothpaste comes in three formulation
and in three sizes, close up has a depth of 9 (3*3)
India 1929
Tangible
Non durable good
Maturity Stage
Prominent Variants:
Lux almond
Lux orchid
Lux fruit
Lux saffron
Lux sandalwood
Lux rose
Lux international
Lux chocolate
Lux aromatic extracts
Lux oil and honey glow etc.
Logo:
Labelling:
Lux trade character or logo is
present prominently in the package
Female model
External Competitor:
Godrej consumers products limited
(GCPL):
2nd Largest soap maker after HUL
9.2% Market share
Brands: Cinthol, Fairglow, Nikhar
Wipro:
Brand: Santoor (No 1 in AP) and
Chandrika
ITC:
1.75% growth in initial five months
Brand: Superia, Fiama di wills and
Vivel
Sold in six states
Market segmentation
Market segmentation of Lux
Gender: Female
Age: 16-35
Income: Middle income group (Rs. 15 to
20)
Highest selling beauty soap in urban area
(Rural area: Lifebuoy)
Expensive Affordable,
Target Area: Urban and Sub urban
Upper middle and middle class people
Product Positioning of Lux
Created Good Position Buyers mind Better
product attributes, price and quality
Offering product in a different way
Offering improved quality of the product
affordable price with high branding to position
the product as a best quality beauty soap in
buyers mind.
Market share of HUL: 54.3%
Market share of LUX: 15%
Better Positioning Market leader of beauty soap
Recommendation:
Recommendation:
Ayurvedic variant