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Lux, dove & lifebuoy. marketing mix
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Lux, dove & lifebuoy. marketing mix

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leading soap brands of India

leading soap brands of India

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  • 1. MARKETING STRATEGIES FOR LEADING SOAP BRANDS OF INDIA Prepared by: Sumant Rathod (91)
  • 2. Leading Soap Brands  Lux(HLL-1929)  Dove(HLL-1995)  Lifebuoy(HLL-1895)
  • 3. STP: Lux, Dove, Lifebuoy  Lux has been segmented on the basis of demographic factors like, age, lifestyle etc.  Target market of lux is the age group between 16-40 and urban and semi urban areas.  The brand is being positioned as the favourite soap of Film stars has been consistent in terms of communication and positioning.
  • 4. Contd…  Dove has segmented and targeted the market towards urban areas as it is being positioned and repositioned as the premium brand like, ― mildest soap, trail for result.‖  Globally; ―it is not a soap but a cream bar.‖
  • 5. Contd…  Initially lifebuoy was targeted at males and positioned as the health and value platform.  In year 2002 company changed its positioning strategy, as a family brand.  In 2004; repositioned as ―health protection for family and me.‖
  • 6. Marketing Mix Strategies  Lux  Product ○ Different Variants ○ Strawberry & Cream ○ Peach & Cream ○ Festive Glow ○ Lux International ○ Lux Purple Lotus & Cream & limited editions
  • 7. 4P’s;Lux  Lux  Price ○ Lux Peach & Cream Rs 18/90 gms ○ Lux Strawberry & Cream Rs 18/110 gms ○ Lux Purple Lotus & Cream Rs18/110 gms ○ Mini Lux Rs 5
  • 8. 4P’s contd...  Lux  Place & Promotion ○ It has 2000+ suppliers and associates 7,000 stockists and direct coverage in over 1 million retail outlets across India. ○ Celebrity endorsement ○ Events Programs sponsorship ○ Gold coin offer etc.
  • 9. PromotionalActivities; Lux
  • 10. 4P’s; Dove  Dove  Product  Focused on women(―non-models‖)– beautiful in their own way. ○ White beauty bar ○ go fresh Cool Moisture Beauty Bar ○ Winter Care Beauty Bar
  • 11. 4P’s; Dove Contd...  Dove  Price ○ With the entry in Indian market in 1995 it was priced at Rs.50— NOT SATISFACTORY FOR THE C0NSUMERS ○ People with higher income level did not consider it worth buying. ○ DOVE then changed its strategy and lowered its price to Rs.28—thereby attracting the upper middle class Indian consumer.
  • 12.  Dove Place & Promotion  The general trade comprises grocery stores, chemists, wholesale, and general stores.  Various promotional awareness :- ○ DOVE Self esteem fund in 2006 ○ AD commercials on TV by doing comparison with other products of same range ○ REAL beauty campaign in 2008
  • 13. 4P’s; Lifebuoy  Lifebuoy  Product ○ HLL currently provides Lifebuoy consumers with four choices ○ Lifebuoy Strong ○ Lifebuoy Fresh ○ Lifebuoy Gold and ○ Lifebuoy Naturals
  • 14.  Lifebuoy  Price ○ Offering soaps with modern forms and good sensorial experience at affordable prices. Place & Promotion  In addition to its TV campaign  direct consumer contact, radio,  statics, and point-of sale, in order to reach consumers who do not have access to a television set.
  • 15. Contd...  Lifebuoy  Place & Promotion ○ In addition to its TV campaign ○ direct consumer contact, radio, ○ statics, and point-of sale, in order to reach consumers who do not have access to a television set.
  • 16. Thank You…