Lux

Media PlanMedia Plan

Overview of Indian Deodorant Industry

As of 2010, It was a Rs.700 crore market It has a CAGR of 50%The leading brandso HUL – 58% ( Axe and Rexona)o Henkel – 8% (Fa)o TTK Healthcare – 5-6% (Eva) Tough competition from Foreign brands

due to favorable perception of people about them.

Source: http://www.thehindubusinessline.com/2010/05/14/stories/2010051453420500.htm/

Product = AcceptabilityPrice = AffordabilityPlace = Availability

Promotion = Awareness

4As (4Ps) Analysis of Deodorant Industry

Acceptability (Product)

Deodorant

Creams

Aerosols

Roll-ons

Sticks

Gels

Body Sprays

Low Price Category – Rs.75 to Rs 100

Medium Price Category – Rs 101 to 150

High Price Category – Rs 151 to 250

Premium Price Category – Rs 251 and above

Affordability (Price)150 ml pack

Availability (Place) HRA Index

A1(Metros)

A

B 1

B2

Rural

0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Availability of Deodorants

A1(Metros)AB 1B2 Rural

Mostly Aggressive Promotional strategy Popular ways of Promotion TV AdsBill boards/ HoardingsPaper/Magazines PrintsEvents/ ExhibitionsDemos/ Offers

Awareness (Promotion)

0.1

Ads Share in revenue of deodorant industry

Ads

Gain share in smaller towns where Lux has a good franchisee

Reach out to the lower end SEC and gain market share

Penetrate deep into rural markets

Marketing Objective

Scratch & win coupon where you can

avail either Rs.7 Off on next

purchase/ Rs 15 off on next

purchase/meet the brand ambassador

Valentine day Special offer with launch

offer:

assured gift of 24 carat golden plated

heart shaped pendant with both the

SKUs

The ‘D’ day V-day launch

Promotional offer – one Lux deo soap free Three pack offer for heavy users with

discounts Available in both 150ml and 75ml SKU to

increase consumption Discount Special: (March-June) 4 months, 75

g Lux deo soap with 150ml Discount Special : (March-June) 2 months,

25% extra with 75ml July-Dec : Buy 2 Get 1 free Offseason sales

Offers for the first year (March-Dec)

To successfully introduce and promote Lux Deo and Lux Deo soap (same company co-branding)

Increase awareness for Lux Deo among women in smaller towns and villages

Benefits of deodorants in rural sector

The Media Plan: Objective

The 5Ws & 1H of Media Planning

Who

When

Why

What

Where

How

Anti Perspirant, Skin friendly

Al free Deo

Working/Academic

Women 18-35TV, Print, Radio,

OutdoorSummer and

Humid Monsoon

Towns and

Rural Areas To increase market

share of HUL

Media Plan

Why? Launch a new Lux Deo?

HUL’s share gone down from 62% to 58% from 2002 to 2006

LUX has been loosing its market in soap

Competitors like Fa, Eva gaining market share

Diversification of Lux Brand Target lower SEC segment

Who? Target Group

Sex – Female ( 1st Year of release) Age Group – 18 to 35 SEC - LowSEC

Urban - B2, C, D Rural – R1, R2

Occupation – i) Working Womenii) Students The users are divided into three categories : Light users 75 ml Medium users 150 mlHeavy users 3 Pack combo offer

Where? Target Area (Hot and Humid

Region) Rural Areas and Towns Locations South India ( All season)North India (Summers and

Monsoon)West India ( All season) East India ( Secondary market)

Initial Test market launch in Regional Market of TN

“ Flooding the market with our new released product with incentives for retailers and other intermediaries”

Towns

MallsDept. StoresGift shops (Archies etc) Colleges (Demo stalls)Demo stall around the happening places in

the townGroceries shopsHUL vending machines

Rural Areas

Small shopsGift shops Colleges (Demo stalls awareness program)Groceries shops Project ShaktimaanJatra/ Local Festivals

What? (Product and Price)

Lux Deodorant Aluminum free anti –

perspirantSkin friendlyMild fragranceAnti bacterialAnti white mark Lux variants AerosolsRoll on

Variants and their Price

150ml = Rs. 120 < Rs. 130(other competitors)

75ml = Rs. 70 < Rs 75 (other competitors)

40 ml rollons = Rs. 45 < Rs 49 (other competitors)

25 ml rollons = Rs. 28 < Rs 30 (other competitors

“ Initial prices will be at lower rates w.r.t. to its major competitor Fa and Eva and than slowly come to level as the product matures more”

North India Feb end to July West India March to July South India All seasons

Special focus on V-day, Women Day, I- day etc

When? (Time)

Careful selection of media

Aggressive Promotions Pull and Push strategyReach through existing

HUL channel such as Shaktimaan Project

Dramatic event promotion

Mobile marketingAdvertorial

How? (Promotional Activities)

oTV Primary oPress, Posters, Banners,

Magazines SecondaryoAd vehicle – TV programs, Jatra,

ShaktimanoAds on wrappers lux

mainstream soap product lineoDoordarshan for terrestrial (96%

coverage)

Media Strategy

Promotional offer with the launch – one Lux deo soap free

Three pack offer for heavy users Available in both 150ml and 75ml SKUs

for aerosols and 40ml and 25ml roll-onto increase consumption

Building The Media Plan:

Media Strategy

TV: Primary Medium

For high visibilityRelevant National and Regional women’s

channels

Print: Secondary Medium

For informationMagazines targeted towards women

Leading dailies on Valentine’s Day, Women’s Day

High Intensity Burst

Outdoor: Secondary Medium

For sustenanceOOH posters banners hoardings

Media Strategy 6 month intensive activity from Feb 10 to

August 20 4 phases –

Phase 1 : From 1st February to 15th February (Valentine’s Day Launch) Real Beauty Campaign

Phase 2 : From 5th March to 10th March(Women’s Day) Vidya Balan n Madhavan

Phase 3 : From 10th March to 31st July Generic Ad

Phase 4: From 10th Aug to 16th Aug (Independence Day Special) independent woman…independent india

Ads on Bus Tickets and Local Train tickets

Promotion by printing Lux Deo Prints on the ‘jholas’ that women take to the market

Asking the customers’ point of view on their preference of odours.

Promotions by painting the shutters of the local shops

Wall paintings Jatra/Local melas and other exhibitions

Media Targeted for Rural Sector

Channel Selection was driven by…

Minimal WastageMinimal Wastage

Channel SelectionChannel Selection

Relevance of Content

Relevance of Content

Brand Associations

Brand Associations

High FemaleViewership

High FemaleViewership

Media Strategy : TV

TV Channels India

National Television: Star Plus, Zee TV, Sony TV

Region Wise Focus: For North and West: National TV

Channels For South Sun TV, Asianet, ETV

Kannada, Teja TV For East No Regional Ads

To support TV activity & make the campaign more informative

To popularise Lux deo & give info regarding benefits of deo to small town & rural

Following Magazines were used Leading Women’s Magazines (e. g. !)

Femina Women’s Era Grihashobha

Leading Regional Magazines (e.g. !) Meri Saheli, Sananda, Sukhi Grihakon, Ananda Vikatan, Aval Vikatan,

Vanitha,Kumudham, Swati & Sudha

English and regional newspapers were used during Valentine’s Day, Women’s day & Independence Day activity Times of India, Hindu & Telegraph(e.g.!)

Media Strategy : Print

Test Phase Market(Regional Release)

Secondary ResearchPeriod: 15th Dec to 10th Jan

Media Used: Regional TV & Print & Outdoor

Release in one market Close surveillance with regular updates from

the various limited shops on the sales where product was launched.

Analysis of the sales done at the end of 15 days and decision is made on whether to launch it on nation wide basis.

Release of nation wide Ads on the Reality show program ‘real beauty campaign’

Our baby’s first step Launch In Salem

TV- Local Cable TV Channels (CTN)o 45 seconds ads for initial 5 dayso 30 sec ads for 10 dayso 15 sec ads for 10 days (prime time –

average 5ad spots daily)o Outdoor (Billboards at strategic Location) Rs. 2,00,000

Budget

Phase 0Period: 11th Jan to 1st Feb

Media Used: Mass Media Campaign

Collaboration with saas bahu and other soaps GEC channel targeting women audience for talent show program with highest TRP ratings in various regions.

Announce the real beauty winner by 1st of Feb

Launch the product on 14th Feb on nation wide basis with the launch of the video of the ad.

Key members attending the all nation campaign are Brand Ambassador Katrina Kaif and local girls who people aspire.

Real Beauty Campaign

Phase 1Period: 1st Feb to 15th Feb

Media Used: TV & Print & Outdoor

Phase 1: Strategy

15 days heavy ad activity on TV for the launch

Ads increases in frequency as Valentine’s day approaches

Use of subliminal ads specially designed to register the product with TG and also to the theme of V-day

“coming soon” Ads in February edition of Women/ Specialized Magazines & newspapers

Display of Billboards and posters of Ads in strategic Locations

One of the banners to be used

TV- Sun TV 45 seconds ads for initial 5 days

30 sec ads for 10 days 15 sec ads for 10 days

(prime time – average 5ad spots daily) Cost for 25 days- Rs. 78,75000 Print(Newspaper and women’s magazine) Daily Thanti – Rs. 27,000 ; Kumudam – Rs 78,000 Outdoor (Billboards at strategic Location) Rs. 2,00,000

Budget for South Region

The exercise would cost Rs. 60, 000 to put an ad in one balloon.

Balloons will be prominently red in colour to suit the brand and balloons’ natural heart shape will suit with V-day

Plan to put 10 balloons branded with Lux deo ads to be launched from important cities. Total cost will come to 6 lakh for 10 balloons.

Will create awareness and required hype. Might be in news also – can be backed by

advertorials

Ads on Balloon

Phase 2Period: 5th Mar to 10th Mar

Media Used: TV & Print & Outdoor

Special ad From 5th March to 10th March (Women’s Day reinforcement) featuring Vidya Balan & Madhavan

Print Ads of some screen captures from this Ad Will have the same schedule of ad frequency as

phase 1 Focuses on Discount offers

Phase 3Period: 11th March to 31st July

Media Used: TV & Print & Outdoor

From 11th March to 31st July(Summer reminder) Ads in all the prime channel at a less frequency

compared to the launching time Less use of print media in this period (Daily's) Frequent watch on the competitors move and

Lux deo performance in the market 25% ad during nonprime time and 75% during

prime time More focus during the week end and mid day

programs

Generic Ads

TV budget in all the main channel for a time period of 30 secs which will cost 3 crores

Ads on the monthly magazine 45 lacs Outdoor (Bill boards strategy) 50 – 55 lacs

Budget

Phase 4Period: 1st Aug to 16 th Aug

Media Used: TV & Print & Outdoor

Increased in ads frequency during this period with ad depicting independent woman who chose their won future

Ads on the print media with tricolor in it and pictures of woman achievers ( E.g. Indira Gandhi, Kalpana Chawala , etc.)

TV Ad increases in this period with visuals of all the woman achievers of the year.

Display on bill boards

Independent Women Independent India

Media expenditure in TV Media would shoot up during this period up to 1 Crore

Print Media use information of woman freedom fighter and achievers life style with tricolor on supplement paper expenditure 25 lacs

Outdoor bill board display of add which will cost around 20 lacs

Budget

Post Media AnalysisTracking Survey

MR survey for 2nd year strategies

Lux Oceano Lux dude Lux twist

2nd year male deo launch

Post Media AnalysisTracking Survey

MR survey for 3rd year strategies

Lux aromatic Lux exotic Lux citrus Lux orchid Lux fruit educe Lux mermaid Lux entice * star

B a new 1..each day.. 7 Variants( 3rd year)