a prduct profile

7/30/2019 A Prduct Profile

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A PRDUCTPROFILE

ON

LUX SOAP.

Presented By:-b i n o d k u m a r


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INTRODUCTION

Lux stands for promise of beauty and glamour as oneof India's most trusted personal care brands

Lux soap was launched in India in 1929

Lux is the largest personal wash brand in the countrywith a value share of 15%

Three in every five Indian consumers enjoy theluxurious bathing pleasure of Lux during the course of

a year


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ORIGIN OF BRAND MIX

EVOLUTION Luxury

Lux first appeared toilet soap

in 1925

In1960s, Lux went coloured

First Hollywood great to appear

in a Lux commercial

In 1970s, Jayalalitha FeaturedLux


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MARKETING MIX

PROMOTION

MIX

PRODUCT

MIX

PLACE MIX PRICING MIX

MARKETING

MIX


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MARKET SEGMENTATION

Rural

Urban

State

Country

Region

Geographic

Income level

Family size

Age

Gender

Demographic

Value system

LIfe style

Personality

Psychographic

Life style

Liberals

Conservatives

Buyer Behaviour

Regular

Bulk

Volume

Market segmentation


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DISTRIBUTION NETWORK

PARENT COMPANY

FINAL CONSUMER

RETAILER

STOCKIST

WHOLESALER/ DISTRIBUTOR


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ADVERTISING STRATEGY

LUX STAR TRADITION STARTED IN 1934, WITHACTOR LEENA CHITNIS

BOLLYWOOD FILMSTARS ALSO PROMOTESITS BEAUTY SOAP

HAR STAR LUCKY STAR OFFER

LUX CELEBRATING RANGE

CHOCOLATE SEDUCTION

AROMATIC GLOW

LUX WHITE STA BODY WASH

SHAH RUKH KHAN: FIRST INDIAN MALEBRAND AMBASSADER


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UNIQUE SELLING POSITION

LUX IS A BRAND THAT APPRECIATES BEAUTY AND GLAMOUR

LUX IS A BEAUTY SOAP OF THE FILM STARS

A DELIGHT TO THE SENSES

LUX CELEBRATES THE INDULGENT RITUAL OF BEAUTIFICATION

LUX IS ALWAYS RELIABLE & TRUSTWORTHY


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ACHIEVEMENT

INDIAS MOST TRUSTED BRAND

RANK BRAND

1 LUX

2 COLGATE

3 RIN

4 THUMS UP

5 DETTOL

6 FAIR & LOVELY7 SURF

8 COCA COLA

9 PEPSI

10 HORLICKS


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PRESENT AND FUTURE PLAN

PENETRATE IN RURAL

SEGMENT

INCREASE IN MARKET

SHARE

TRAP THE UNTRAPPED

CATEGORY


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PRODUCT LIFE CYCLE OF LUX


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Doing well and doing good.

To make cleanliness commonplace, to lessen

work for women, to foster health and contributeto personal attractiveness, that life may be

more enjoyable and rewarding for the people

who use our products.

William Hesketh Lever


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INTRODUCTION TO PRODUCT LIFE

CYCLE The course of a products sales and profits

over its lifetime is called the product lifecycle.

PLC shows the stages that products go through

from development to withdrawal from the

market.

Product Life Cycle (PLC):

Each product may have a different life cycle.

PLC determines revenue earned.

Contributes to strategic marketing planning

To identify when a product needs support,redesign, renovating , withdrawal, etc.


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PLC OF LUX SOAP INTRODUCTION TO LUX:

GLAMOUR FACTOR

We all want to be pampered, to look and feel great And that's just what Lux offers you on a daily

basis at a price you can afford.

Lux is the brand of UNILEVER INDIA LTD. It has been winning hearts of INDIAN consumers for

80 years.

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

brands.

LUX PRODUCTS : Lux had modified their product into:

Orchid touch Almond delight Energising fruit Aqua sparkle


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GROWTH STAGE In the growth stage, their sales rapidly started rising.

They have expanded their market to the other cities of INDIA.

MARKETING OBJECTIVES = The marketing objectives of the Lux were to expand their market tothe other cities of INDIA.

Another objective was to maximize more market share.

In the growth stage, company had the following MARKETING STRATEGIES :

Product = In the growth stage, the company had offered the same product in the market.

Price = In this stage, the company had changed their price to some extent because of maximizingthe market share. ( Slightly cut down the prices )

Advertising = In the growth stage, they had increased their advertising budget as in the initialstages because of attracting the new customers or to retain the existing customers.

Sharmila Tagore, Hema Malini, Zeenat Amaan, Juhi Chawla, Madhuri Dixit, Sridevi


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GROWTH STAGE CONTINUED

Distribution = In this stage company had expanded their market to the other cities ofINDIA. Their distribution channel was the same as in the initial stages of the product.

Promotion = In the growth stage, the company had also used the different proportioningstrategies to attract the new and the existing customers.

Growth Stage of the LUX

Sales

Costs

Profits

Marketing Objectives

Product Strategy

Price Strategy

Rapidly rising sales

Average cost per customer

Rising profits

Maximize market share

Offer product extensions, services

Price to penetrate market

Distribution Strategy Build intensive distribution

Advertising Strategy Build awareness and interest in the mass

market


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MATURITY STAGE

They modified the product by adding some changes in the product.

In this stage, few competitors enter into the market like ( CINTHOL, FAIRGLOW, SANTOOR,

CHANDRIKA, FIAMA DI WILLS and VIVEL ).

The company has expanded their market to almost all the cities of INDIA.

MARKETING OBJECTIVES = The marketing objective of Lux is to maximize more profit whiledefending the market share. And to expand the market to all the cities of INDIA.

MARKETING STRATEGIES In this stage are based on:

Product = The Lux has made the modification in the product by introducing:

Lux Almond, Lux Orchid , Lux Fruit, Lux Saffron, Lux Sandalwood, Lux Rose, LuxInternational, Lux Chocolate, Lux Aromatic Extracts, Lux Oil and Honey.etc

Price = The Lux products are now available at higher prices in the market, the reason behind isthat the companys marketing objectives is to maximize more profit.

Distribution = Now Lux products are available in almost all the cities of INDIA. Their distribution

channel is same as in the initial stage.


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Advertising = In this stage Lux advertising has been reduced to some extent because of

the more brand awareness in the minds of customers.

Recently, they have shown Aishwarya Rai , kareena kapoor & Shah Rukh khan .

PROMOTIONAL OFFERS : ----

Like buy 3 get 1 free.

MATURITY STAGE CONTINUED

Maturity Stage of the LUX

Sales

Costs

Profits

Marketing Objectives

Product Strategy

Price Strategy

Peak sales

Low cost per customer

High profits

Maximize profit while defending marketshare

Diversify brand and models

Price to match or best competitors

Distribution Strategy Build more intensive distribution

Advertising Strategy Stress brand differences and benefits


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DECLINE STAGE

Besides of all campaigns for the sales promotion ofLux .The reasons for its decline are :

1. Currency fluctuations: Unilever products are in over 100 countries worldwide, As a result, it isexposed to adverse currency fluctuations.

For instance, in 2004, a 5.9% decline in turnover was primarily due to a 4% appreciation in the

average Euro exchange rate.

2. SLOWDOWN: In year 2008 - 09 due to hard economic conditions in INDIA and other countriesthe sales were highly affected as the consumer started looking for some alternate products with

a cheaper price than Lux.

3. Competition: Lux has been facing competition from HUL itself (Lifebuoy) & from othercompanies like:-

Godrej Consumer Products : GCPL, Indias second largest soap maker with 9.2% market share.

with leading brands such as CINTHOL, FAIRGLOW & NIKHAR.

Fairglow brand, India's first Fairness soap, has created marketing history as one of the mostsuccessful innovations.


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THANK YOU

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