23714565 soap industry
TRANSCRIPT
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PRESENTATION ON : SOAP
INDUSTRY
SUBMITTED TO:Dr. Sanjeev Prashar
SUBMITTED BY:Adeshwar Raja
Akshay Saxena
Ankit Jain
Anup Dubey
MayankSomaniNeerajAggarwal
S Parasaran
VeenaVijaykumar
Section- B PGDM-DCP
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DEMOGRAPHIC SEGMENTATION &
TARGETINGLIFEBUOY
Age: 6-50+
Gender:Anyone Familysize: 2, 3-4, 5+
Income: Rs.5,000+
TargetArea:Lowerincomegroup
LUX
Age: 15-50+
Gender: female,Male Familysize: 2, 3-4,5+
Income: Rs.10,000+
TargetArea: Higherincomegroup.
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BEHAVIOURAL SEGMENTATION &
TARGETING
LUX
Benefits: Quality,
Fragrance & Skincare.
Userstatus: Regular
user
LIFEBUOY
Benefits:Totalprotection
antisepticsoap. Userstatus: Regularuser
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VALUE PROPOSITION
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VALUE PROPOSITION
LIFEBUOY
Itprovidestotal
protectionand
positionedas health
andhygienesoap.
LUX
Itstands forpromise of
beauty & glamouras
one oftheIndias mosttrustedpersonalcare
brand.
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POSITIONING
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POINT OF DIFFERENCE
LUX
Luxhas moved from being mereasoapbrandtoa skincarebrandandhasthetaglineNot just a
soap, its skin care
Itconsists ofnatural oilwithextra milkcream init.
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Brandpositionedasenablingawomanto expressherbeauty
Luxwantedto ensurethatthebrandbepositionedaspremiumbut
also didnotwantedto compromise ontheshare. Thusborn
International Lux whichisthepremium variantandtheaffordable
segmentwascateredbyLux beauty soap.
Earlier, thebrandusedthepositioningBeauty soap of Film stars
Luxinternationalhas moved frombeingasoapbrandto a skincare
brandandhasthetaglineNot just soap, its skin care
Luxalso launchedthe ''Strawberryand Creamand ''Peachesand
Cream'' soaps.
POSITIONING OF LUX
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POSITIONING OF LIFEBUOYFirst, lifebuoywaslaunchedas redbrickshaped.
Ithasbeen repositionedin 2002 as family
soap.
Itlaunched many variants:LifebuoyActive Red
LifebuoyActive Orange
LifebuoyInternational Plus
Lifebuoy
International Gold
LifebuoyNature (Neem & Tulsi)
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MARKETING MIX
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MARKETING MIX OF LUX
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PRODUCT
Itis manufacturedin most modernsoapplantwithworldclass
quality.
Itcomesindifferentsizesas minilux for Rs.5
Itextendeditsproductlinebylaunchingshowergel.
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Prominent Variants:
Luxalmond
Lux orchid
Lux fruit
Luxsaffron
Luxsandalwood
Lux rose
Luxinternational
Luxchocolate
Luxaromaticextracts
Lux oilandhoneyglowetc.
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PRICE
Affordableprice
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PLACE
For rural market:
Manufacturer
Wholesaler
Retailer
Customers
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For urban market:
Manufacturer
Retailer
Customers (in all cities)
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PROMOTION
Activesince 1929
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Featured all top actress of their times.
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Idea: if it is good enough for a film star, it is good
for me and I can shine like her.
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FirstMaleBrandAmbassador- Shahrukh Khan
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SecondMaleBrandAmbassador-
AbhishekBachchan
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Promotion through sponsoring
shows
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Sales Promotion
Luxgoldstar offer: 22 Carat Goldcoininthe
Soap.
Buy 3 get 1 free.
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MARKETING MIX OF
LIFEBUOY
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PRODUCT
Launchedas Carbolic Red Soap Symbolizehealth & hygiene.
Rechaniliseditsproductcyclebyintroducingnew variants
like-
LifebuoyActive Red LifebuoyActive Orange
LifebuoyInternational Plus
LifebuoyInternational Gold
LifebuoyNature (Neem & Tulsi) Recentlyithaslaunched talcumpowderunderthebrandname
oflifebuoy.
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PRICE
Affordableprice for
consumers.
Recentpricing ofLifebuoy:
LifebuoyTotal
Lifebuoynature
Lifebuoy
active total
Rs.12 for
125gm
Lifebuoy
Nature
Rs.10 for
100gm
Lifebuoy
Gold care
Rs. 10 for
100gm
Lifebuoycare
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PLACE
Ithas madehisstrategylikethatineverysmall orbigshopcustomerwillbeableto find outtheproduct.
It hasalready appointed 6000suchsub-stockists. As a result,the distribution network directly covers about 50,000villages, reachingabout 250 millionconsumers.
By the swasthya chetna project company has already
covered great % of villages andisbeingprogressivelyextended.
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PROMOTION
Ituses healthcareprogramme astheir
promotionso asto awarepeople oftheir
health. Italso doespromotionthroughTVandprint
campaigns, theagencyteam focusedattention
onthe familyhealththemes.
Continued
The Health for the entire family
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Continued..
Forpromotionin rural markets, itcreatedthe
Lifebuoy Swashthya Chetana project.
Thebrand registereda 30percentincreasein
volumes afterlaunchingthisproject.