A

Service
A A
Packaging Logo
A
product

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“A name, term, sign, symbol or design,
or a combination of them, intended to
identify the goods or services of one
seller or group of sellers and to
differentiate them from those of
competitors.”
Brand = Product +
Images
1. Handling orders

2. Legal protection

3. Brand loyalty

4. Facilitates segmentation, promotion, and

pricing
• Type : Public
• Founded : 1933
• Parent : Anglo-Dutch Co. Unilever [52% owned ]
• Headquarters : Mumbai, India
• Key people : Harish Manwani Chairman
Douglas Baillie, CEO
• Industry : Fast moving consumer goods
• Products :Home and personal care, food and
beverages
• 40 factories across India, with a combined volume of 4
million tonnes
• Sales of Rs 10,000 crores
• HUL Market share- 54.3%
Product width: 12
Product length: 30
• Lux contributes to ~ 15% of HUL’s market share
• Market share captured by Lux across the globe:
– Asia: 33.40%
– Western Europe:31%
– North America: 22%
– Latin America: 5.30%
– Middle East:3%
– East & Central Europe:2.30%
– Africa: 2%
– Australia& Pacific:1.10%
 STARDO
MO UR M
GLA

WORLD BEAUTY
QUEENS
AFFORDAB
LE RUK H
SHAH
KHAN

UT Y CLASSY
BEA
LOGO:

SLOGAN: Brings out the star in you.

CHARACTERS: Current top Models/
Actresses.
• 1925: Introduced as toilet soap.
• 1929: Arrival in India
• 1930s -1970s: Packaging and colour changes
to reflect fashion trends.
• 1958 : Five colours made up the range.
• 1990s: Launched range of shower gels, liquid
soaps and moisturizing bars.
• 1992: Launched Lux beauty facial wash, Lux
beauty bath and Lux beauty shower.
• 2004: Re-launched an entire range in the UK
,Ireland, India. (included five shower gels, three
bath products and two new soap bars)
• 2005: Launched “Wine & Roses” bath cream,
“Glowing Touch” and “Sparkling Morning”
shower gels.
 Market analysis
Size, volume, value, growth, geographic,
seasonality

Consumer Company
analysis analysis
•Size, Brand •Size, profitability,
demographic, •distribution,
geographic technology
•Usage, depth,
width

Competitor analysis
Size, profitability, strengths, weaknesses
 Gender: Female
 Age: 16-35
 Income: Middle income
group
(Rs. 15 to 20)
 Highest selling beauty
soap in urban area
• Target Area: Urban
and Sub urban –
Upper middle and
middle class people
• Recent target misfire-
Male category
• Future Target- Rural
market.
 It is positioned as a beauty soap in India.
 Keeps its youthful image.
 It conveys the message from its ad that if it’s
good enough for a film star, then it’s good for
you too to Play with beauty.
 It taps into an emotion very close to humanity’s
basic need—social interaction.
 From being a soap for the stars, Lux has recently
started positioning itself in such a way that the
ordinary woman can relate to the brand.
• PRODUCT: Tangible, Non Durable, convenience good.

• PRICE: Known for its competitive pricing.

• PLACE: Cutting-edge distribution network with 2000+

suppliers and associates; 7,000 stockists; over 1 million
retail outlets across India; RSNet

• PROMOTION: Presence of Movie Stars, Sales

Promotion, Online contests.

Segment Price/Weight
  Mini lux Rs 6/35gm
Regular Rs 10/75gm
Economy Rs 18/100gm
International Rs 18/ 75gm
Premium Rs 27/ 135gm
• MARKETING OBJECTIVES - To create the product
awareness and to attract the customers towards the product.
• Product: They offer only one product in the market. They did
not come up with the differentiated product.
• Price : Relatively higher price than their competitor
(LIFEBUOY).
• Advertising: Allocated more advertising . Targeted the
early adopters,
The first ambassador, Leela Chitnis.
• Distribution : Selective and only covered the major cities of
INDIA .
Their distribution channel was through: Manufacturer
Wholesaler & Retailer
• MARKETING OBJECTIVES :To expand their market to the other cities of
INDIA. and to maximize more market share.
• Product :The company had offered the same product in the market.
• Price :The company had changed their price to some extent.
• Advertising :They had increased their advertising budget as in the initial
stages for attracting the new customers or to retain the existing
customers.Sharmila Tagore, Hema Malini, Zeenat Amaan, Juhi
Chawla, Madhuri Dixit, Sridevi.
• Promotion :The company had also used the different promotional
strategies to attract the new and the existing customers.
• MARKETING OBJECTIVES :To maximize profit while
defending the market share and to expand the market to all
the cities of INDIA.
• Product : Introduced a long list of variants
• Price :Higher prices in the market
• Distribution : Grew stronger. Introduction of RSnet
• Advertising :Advertising has been reduced to some
extent.
• PROMOTIONAL OFFERS : Buy 3 get 1 free, sponsored
various programmes on television
 Besides of all campaigns for the sales promotion
of Lux .The reasons for its decline are :
1. Currency fluctuations:.
2. Economic slowdown:
3. Competition:
• Godrej Consumer Products
• Wipro
• ITC
ADVERTISING
STRATEGIES
 Extended

Core
Pride
Valu Available
e
Brand
Essence
PERSON
AL
HYGIENQUALITY
Variety E
BEAUTY
 Strengths
 Many variants
 Strong sales and distribution
network backed by HUL
 Strong brand image
 Innovative promotions
 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
To make cleanliness commonplace, to lessen
work for women, to foster health and contribute
to personal attractiveness, that life may be more
enjoyable and rewarding for the people who use
our products.
William Hesketh Lever
 www.hul.com
 www.wikipedia.com
 www.mbaparadise.com
 www.fmcg.com
 www.quickmba.com
 www.scribd.com