marketing project lux

8/3/2019 Marketing Project Lux

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MARKETING PROJECT REPORT

ON LUX SOAP

By:

MEENAKSHI JHA PGDM=201007

GSBA



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

4000 Redistribution stockists

Covering 1 million retail outlets

Reaching 250 million rural consumers



PRODUCT MIX- HUL



THE WIDTH OF THE HUL PRODUCT MIX:

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

Colour cosmetics

Ayurvedic personal and health care



Shampoo

Tea Coffee

Foods

Ice cream

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)

The Consistency of the HUL Product mix: The consistency of the product mix refers to how closely related the

various product lines are in the use, production requirement,

distribution channel or in any other manner.HUL Product line are not consistent because of its large width.



OVERVIEW : LUX SOAP

1916 – Laundry soap

1925 – Bathroom soap

India – 1929

First brand ambassador: Leela Chitnis (1929)

Market share is almost equal to Lifebuoy



MARKETING MIX:



PRODUCT:

Product Classification:

Tangible

Non durable good

Lux and other soaps fall into the category of convenience good.



PRODUCT LIFE CYCLE:

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

Displayed graphically – Key ingredients



Packaging:

Different colors – Different variants( Saffron –

Saffron variants & Pink – Rose extracts etc. )

Package size – 100gm, 120gm, 150 gm

Launched – Mini Lux – 45gm - Rs 5



Price:

Competitive prices: Neither high nor low



Place:

HUL distribution network – key strength (Which helps reach out its product across the length

and width of the vast country)

2000+ Suppliers & Associates

7000 Stockists

Direct coverage in over 1 million retail outlets



NETWORK:

Factory – Company warehouses – Distributor –

Market

Factory – Wholesaler & Big retailers (Bulk orders) –

30% Sales



PROMOTION: Active since 1929



Featured all top actress of their times.



Idea: if it is good enough for a film star, it is good

for me.



FIRST MALE BRAND AMBASSADOR:



SOUTH INDIA:

1970 – Jayalalitha

Shriya Sharan



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.



SWOT ANALYSIS



STRENGTHS:

Strong market research (Door to door sampling – once in

a year – Rural and Urban area.)

Many variants (Almond oil, Orchid extracts, Milk

cream, Fruit extracts, Saffron sandalwood oil and Honey)

Strong sales and distribution network backed by HUL

Strong brand image



Dynamically continuous innovations – New variants

and innovative promotions (22 carat gold coin

promotion – “Chance Hai”) Strong brand promotion but relatively lower prices –

Winning combination.

Mass appeal/Market presence across all segments ( 15% of soap market)



WEAKNESS:

Mainly positioned as beauty soap targeted towards women, lack unisex appeal

Some variation like the sunscreen, international variant

did not do well in the market

Not much popular in rural areas



OPPORTUNITIES:

Soap industry is growing by 10% in India

Beauty segments compounded annual growth rate

(CAGR) is very high Liquid body wash is currently in growth stage – Lux

should come out with more variants in this segment

Large market share – Strong hold over the market



THREATS:

High internal competition (Pears – Beauty segment)

New entrants (Vivel)

Maturity stage – threat of slipping down to decline

stage – if constant reinvention is not carried out



COMPETITOR ANALYSIS



INTERNAL COMPETITOR:

Lifebuoy: 1895, 18% Market shares

External Competitor:

Godrej consumers products limited (GCPL):

2 nd 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

Lux kids special soap

Target rural area

Target male customers



REFERENCES:



REFERENCES:

www.capitaline.com

www.hul.com

www.wikipedia.com

www.mbaparadise.com

www.fmcg.com

http://www.capitaline.com/

http://www.hul.com/

http://www.wikipedia.com/

http://www.mbaparadise.com/

http://www.fmcg.com/

http://www.fmcg.com/

http://www.mbaparadise.com/

http://www.wikipedia.com/

http://www.hul.com/

http://www.capitaline.com/

marketing project lux

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