INTEGRATED MARKETING COMMUNICTION OF LUX SOAP

Hindustan Unilever Ltd. is a well-known and largest FMCG company in

India. HUL has always revamped its products to meet the changing needs

of the consumer without compromising on the quality.

Hindustan Lever Ltd (HLL) is India's largest Fast Moving Consumer

Goods (FMCG) company. HLL's brands like Lifebuoy, Lux, Surf Excel,

Rin, Wheel, Fair & Lovely, Pond's, Sunsilk, Clinic, Pepsodent, Close-up,

Lakme, Brooke Bond, Kissan, Knorr-Annapurna, Kwality Wall's are

household names across the country and span a host of categories, such as

soaps, detergents, personal products, tea, coffee, branded staples, ice

cream and culinary products.

Mission

Unilever's mission is to add Vitality to life. They meet everyday needs for

nutrition, hygiene and personal care with brands that help people feel

good, look good and get more out of life.Their deep roots in local cultures

and markets around the world give them strong relationship with

consumers and are the foundation for their future growth.

A key requirement is building in the quality expectations of their

consumers into their products.

To win consumers‘ confidence and loyalty, they need to consistently

deliver branded products of excellent quality.

New Products introduced by HUL in recent years:

Lux strawberry and cream

Clinic plus multi sachet

Ponds age miracle

Axe shock and recover

Paddle pop

Wheel active Green

LUX

Lux in step with the changing trends and evolving beauty needs of the

consumers, offers an exciting range of soaps and Body Washes with

unique elements to make bathing time more pleasurable. One can choose

from a range of skincare benefits like firming, fairness and moisturising.

Lux stands for the promise of beauty and glamour as one of India's most

trusted personal care brands

Product Category, Market Segmentation, Target Marketing and

Positioning

Product Category:

LUX falls under the category of toiletry product as a beauty soap.

Market Segmentation:

The company claims that LUX is the highest selling beauty soap in

Bangladesh. Though LUX is the highest selling beauty soap in

Bangladesh, it does not go for traditional mass marketing. Moreover as a

beauty soap LUX does not even segment its market according to gender.

The population of the country is segmented into three parts which are

urban, sub urban and rural area consumers.

The market share for the toilet soap category is 54.3%

Gender: Female

Age: 16-35

Income: Middle Income Group

Highest selling beauty soap in Urban Area

Expensive: Affordable

Target Area: Urban and Sub Urban – Upper Middle and Middle

Class People.

Target Market:

LUX is not a highly expensive but an affordable product. That is why the

company targets urban and sub urban upper middle and middle class

people who are the second highest population of segment of the country.

From the segmentation of customer according to SEC they target category

A, B and C, because they are assumed to be financially well-off and can

afford to buy LUX.

Product Positioning:

*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 the

buyers mind.

*Market share of HUL – 54.3%

*Market share of Lux – 15%

*Better Positioning – Market Leader of beauty soap

Advertising Strategy:

Lux star tradition started in 1934,with actress Leena Chitnis. Bollywood filmstars also promotes its beauty soap. Har star Lucky star offer. The beauty soap of film stars. Lux celebrating range. Chocolate seduction. Aromatic glow. Lux white star body wash. SRK-first Indian male brand ambassador. Win 22-carat gold coin. Win a lucky date with Aish

Present & future plan:

Penetrate in rural segment. Increase in market share. Trap the untrapped category

Positioning:

Lux is a super brand that celebrated beauty across the world since 1925. The soap which was endorsed by the beautiful film stars came to India in 1929.

Lux has been the largest selling personal wash brand in the country Lux has effectively managed its PLC through careful brand building and changing the product in line with the changing consumer.

The brand is being positioned as the favorite soap of Film stars has been consistent interms of communication and positioning. The brand is also the classic example of successful celebrity endorsement.

The first celebrity to endorse the brand was Leela Chitnis . From Leela to Aishwarya , From Madhuri to Madhubala, Lux has been endorsed by more than 50 film stars. But in all these communications, the celebrity never shadowed the brand.

Over these years, the positioning of Lux also evolved. Earlier the brand used the positioning " Beauty soap of Film stars" . But as the customer evolved, the positioning lost its charm because customers began to doubt whether the film stars actually used this brand. Taking a cue from the customers, Lux changed the positioning appealing to the need for becoming a star. The new positioning is communicated with the tagline " Bring out the star in you".

Advertisements:

The message that the product reflects in its advertisements is the one that is usually narrated by the corporate itself The message is based upon “LUX brings out the star in you!”

Selection of Media:

There are number of Sources available for passing the product message. These are as follows:

Television Outdoor (Billboards) Magazines Newspapers Brochures Internet

Public Relations:

In order to build healthy relations with the consumers, the company has

established a consumer department to manage the complaints of the end-

users. A legal department is also dealing with the legal issues and media

war. If any news is published in a newspaper that harms the product image,

a persuasive message is published in that newspaper to counter the rumor.

MARKETING MIX:

Product

The width of the product mix refers to the number of different product line the company carries. E.g:

Personal wash

Laundry

Skin care

Oral care

Deodorants

Color cosmetics

Ayurvedic personal and health care

Shampoo

Tea

Coffee

Foods

Ice Cream

Price

Competitive Prices- Neither High nor Low

Place

Factory – Company warehouses – Distributor – Market Factory – Wholesaler & Big retailers (Bulk orders) – 30% Sales

Promotion

Active since 1929.

Featured all top actresses

of their time.

Sales Promotion: Lux gold star offer: 22 Carat Gold coin in the Soap – First 10 caller

(Extra 30 gm gold) Lux star bano, Aish karo contest: A special promotional pack of

lux soap – Scratch card -50 lucky winner got the chance to meet Aishwarya rai.

COMPETITORS:

Santoor:

Santoor is the flagship brand in the Wipro Consumer Care & Lighting stable and the 2nd largest brand of soap in India in the popular segment of the category. The brand enjoys two decades of trust since its launch in 1986 and has grown to be counted amongst the top brands in the Country in an intensively competitive market.Cinthol:

Cinthol the popular and much-loved brand of Godrej Consumer Products Limited (GCPL)have been a favourite of people for many years. All different soaps in its range are having feel-fresh fragrance. Cinthol‘s range covers an economic Lime-fresh, the medium deo-soaps (spice,

lime,cologne and the new ‘sport‘) and a slightly expensive ―Cinthol-Original.

Vivel and Superia:

The Vivel Di Wills range is available in two variants. Its unique carton pack has been developed by ITC's design team to provide a novel consumer experience. Vivel Di Wills Sheer Radiance is enriched with Olive Oil, to provide skin lustre to make it radiant. Vivel Di Wills Sheer Crème is enriched with Shea Butter, to moisturize skin to make it soft and supple.

JWT is one of the largest advertising agencies in the United States and the fourth-biggest in the world. JWT, the fourth largest marketing communications network in the world, has nearly 10,000 employees in more than 200 offices in over 90 countries, serving over 1,200 clients .

Since the agency's founding in 1864, passion for innovation has led JWT to invent copy and layouts, pioneer ad careers for women, produce the first sponsored TV program, develop account planning and forge the first international network. Its legacy is one of spotting the seismic shifts on the horizon and moving in with well-packaged solutions that clients can buy and use .

Today, JWT's ultimate goal is to embrace the empowered consumer - one who can opt out of commercials, self-publish on the web and download music anytime - and entice him or her to spend time with its clients' brands through big media-neutral marketing ideas.

Role:

To ensure that more people spend more time with our clients' brands .

Purpose :

To create ideas that people want to spend some more time with .

Belief :

The better the idea the more time people will spend with it.

JWT claims to be the first agency to:

build the first full-service advertising agency create the first international network. pioneer ad careers for women. create the first-ever testimonial ad - it was for Pond's Cold Cream produce the first-ever TV commercial in 1939.

Category:

Advertising

Services:

Creative Digital full service global interactive market research marketing planning research specialized communications strategic communications Total branding solutions across all communication trend spotting

Clients of JWT include:

Bayer Bloomberg Cadbury DTC

Ford HSBC Huggies Johnson & Johnson Kellogg Kimberly-Clark Macy's Nestlé Nokia Rolex Royal Caribbean Shell Tim Hortons Unilever United States Marine Corps Airtel

Lux Example By JWT:

At the end of the 19th century washing clothes at home was done by cutting off chunks of laundry soap to create foamy water - since then, Unilever's LUX has evolved into a much-demanded beauty soap. JWT Johannesburg recently conceptualised a glamorous campaign for its long-standing client's new product, LUX Beauty Body Wash, a pampering range to indulge the senses.

According to JWT Johannesburg's Business Unit Director Davina Wertheimer, the brand's legacy of beauty, glamour and intelligence dates back over 100 years.

"It was in the 1940s and 50s that Hollywood stars like Ava Gardener, Elizabeth Taylor, Sophia Loren and Bridgit Bardot personally used and endorsed the luxury soap," she says.

Renowned TV personality and businesswoman Jo-Ann Strauss, the new LUX Beauty Body Wash brand ambassador, is as glamorous as ever in the innovative advertising campaign that spans TV, Print and POS.

The brand's payoff line, 'Just a few drops of LUX Beauty Body Wash gives you silky, soft skin. Everyday' sums it up.