MARKETING PROJECT

Acknowledgment

It gave me the immense pleasure to present

marketing project on LUX- TOHFA SUNDARTA
KA. It gave us a fair understanding about the
marketing strategies to be used, when we will be
allotted our individual project in our assigned
associate companies.

This is our sincere thanks to our Marketing Sir

Shri. Mahajan Samant, who gave us an opportunity
to develop thinking on marketing subject as whole.

Mamta Rathod
Roll No 20
 ABOUT HLL’S MISSION

HLL is India's largest Fast Moving Consumer

Goods Company, touching the lives of two out of
three Indians. HLL's mission is to "add vitality to
life" through its presence. The company meets
everyday needs for nutrition, hygiene, and personal
care, with brands that help people feel good, look
good and get more out of life.

As a Marketing Manager of HLL for the soap

section of LUX, the Market Penetration Strategy
to be used to increase the per unit purchase of Lux
Products on the occasion of the KARWA
CHAUTH by attracting married women's who has
not yet used the brand and also who are using it by
stepping up promotion and improving brand
differentiation.
IMPORTANCE OF KARWA CHAUTH IN
INDIA

 In India, every festival has its own

importance.
 KARWA CHAUTH is one of the amongst
those festival, where the Indian Wives Fast
whole day without having food and water.
They pray to the god for long life of their
lovable husband.
 On this Occasion, they wanted to look as
beautiful as they never looked before so that
their husbands become happy and full of joy
looking at the lovely face of their wife’s.

PRODUCT DESCRIPTION

 Lux has always encouraged and inspired

women have to make the most of their beauty
and looks.
 The new initiative, has extended the product
portfolio of its premium brand Lux- Tohfa
Sundarta ka (‘TOHFA’ a GIFT for the
beautiful lady by her husband) is a
 combination of various Beauty products of
Lux. .
 A new range of skincare HANDY BAG across
the sold across the northern part of nation.

SEGMENTATION MARKETING

Behavioral variable
• Lux- Tohfa will give the Indian Women’s the
opportunity to look beautiful and pleasant
everyday.

Geographical Variable
• Karwa Chauth Celebrated in the Northern

and Central Region of India.

Demographic Variable
• Married Women’s

TARGET MARKETING
 As we know the Karwa Chauth is celebrated in
the every house of the north Indian families.
 So, the Target marketing basically will be

Local Marketing in every rural, city,

neighboring cities and in the specific retail
outlets like Big Bazaar where HLL owns
counter to sell their brands.
 The new product range is targeted at the
urban Indian woman who actively seeks
skincare products and is currently unsatisfied
with the existing soap-bar solutions.

POSITIONING MARKETING

 As regards the rationale behind the launch

of the Lux-TOHFA SUNDARTA KA,
“Skincare is a very essential part of every
woman’s daily beauty routine and she wishes
to use skin caring products even in her
personal washing routine. Our new range has
advanced skincare cleansing products which
offer a host of benefits such as moisturizing
and deep cleansing benefits.”
  It is the husband who will gift his wife
Lux- Tohfa to make her happy.

6 O’s Of Marketing

 Object of Purchase -------- Lux Brand

 Objective of Purchase----- Gift to Wife
 Organization of Purchase-
Husband/Wife
 Operation of Purchase---- Bulk Purchase
 Occasion of Purchase----- Karwa Chauth
 Outlet of Purchase---------- Big Bazar’s &
Retail Outlet’s

FOUR P’S OF MARKETING MIX

Product
 Lux Toilet Soap, in the popular segment,
offers its consumers a range of soap enriched
with the goodness of a variety of nourishing
ingredients -Almond Oil, Orchid Extracts,
Milk Cream, Fruit Extracts, Saffron,
Sandalwood Oil and Honey.
 Soap Bar, Skin Care Moisturizing Body
Wash, Skincare Deep Cleansing Body Wash,
 Skincare with Multani Mitti & Chandan, with
a Body Srubber.
 The most important feature of any Lux brand
is highest TFM (Total Fatty Matter) i.e.76%
which makes the soap as a moisturizing cream.
 The packaging will be of good quality paper
which protects the soap fragnance.

Place
 Majorily, the Nothern part of India celebrates

the Karwa Chauth Festival. The below state

will be the place’s of distribution of the
product.
The States like Jammu Kashmir, Punjab,
Haryana, Rajasthan, Uttar Pradesh, Madhya
Pradesh, Jharkhand and Chhattisgarh.

Price
Price is the single most important dimension in
the value driven Indian market. Brands have met
with sudden deaths with ill timed price
increases.
The Lux- Tohfa Handy will be priced on the
basis of the current market price of the
individual product with some discounts since it
includes 4 different Lux products all together.
Soap Bar = Rs 25 for 125 gm
Skin Care Moisturizing Body Wash
= Rs 90 for 250 ml
Skincare Deep Cleansing Body Wash
= Rs 125 for 250 ml
Skincare with Multani Mitti & Chandan
= Rs 45 for 150 gm
______________________________________
Total Rs 285 for all 4
Discount Rs 35/-
Lux Tohfa Handy Priced for Rs. 250/- only.

Doing, this will help in increase of sale since the

purchase is made in bulk.

Promotion
The company is in the process of rolling out
an aggressive television campaign featuring
none other than Bollywood actress Aishwarya
Rai Bachan & Abhishek Bachan picturing
together on the occasion of KARWA CHAUTH
where Abhishek gifts his beloved wife a Lux-
Tohfa Sundarta ka.
 PROMOTIONAL STRATEGY

PICTURING AISHWARYA PUTTING

TILAK ON ABHISHEK’S FOREHEAD ON
THE OCCASION OF HER FIRST KARWA
CHAUTH……….