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Advertisement effect on Lux beauty soap

  1. 1. LUX Beauty Soap 0 [Type the document title] IMPACT OF ADVERTISING ON CUSTOMER BEHAVIOUR: AN EMPIRICAL STUDY OF LUX BEAUTY SOAP[Type text] Firoj Md Shah0 Page PG-11-017
  2. 2. IMPACT OF ADVERTISING ON CUSTOMERBEHAVIOUR: AN EMPIRICAL STUDY OF LUX BEAUTY SOAP Submitted By Firoj Md Shah PG-11- 017 Under The Guidance of Dr. Rishi Taparia Integrated Academy of Management and Technology Ghaziabad 1
  3. 3. ACKNOWLEDGEMENT A work is never a work of an individual. I owe a sense of gratitude to theintelligence and co-operation of all people who had been so easily let meunderstand what I needed from time to time for completion of this exclusiveproject. It is a matter of great satisfaction and pleasure to present this reporton of LUX Beauty Soap. I take this opportunity to owe my thanks to all thoseinvolved in my training. First and foremost, I express heartfelt thanks to Pro.Rishi Taparia , Din of Student Welfare – PGDM, Department of Managementstudies for his valuable guidance, his full support and co-operation withoutwhich this project report would not have been completed. I am thankful tohim for his encouragement and able guidance at every stage of my trainingwork. 2
  4. 4. Table of contentChapter No Chapter Name Page NoChapter One Introduction…………………………… 6 Objective of the study……………… 6 Industry Overview ………………….. 7Chapter Two History of LUX beauty Soap……….. 9-13Chapter Three What is all about Advertisement …. 15-16 Type of Advertisement……………….. 17-20Chapter Four LUX Beauty Soap Ad History in India. 22-27Chapter Five Questionner Analysis …………………… 29-37Chapter Six Conclusion…………………………………….. 39 Recommendation …………………………. 40 Limitation ……………………………………. 41 Reference …………………………………….. 42 3
  5. 5. Executive summary I was appointed on for a project work which is related to brandpromotion and Advertisement. I took LUX beauty soap for my Projectassignment. I have to find out how much advertisement and Promotioneffecting on the customer mind. I have taken 200 respondents for my project study. I have chosen onlinesurvey method. I have use different social mesial to conduct the survey. After completing the survey what I got the result that is what I aspect.Yes LUX beauty soap is doing their business since a long time. It is verysuccess to create it’s brand name and strong brand position. LUXconsistently using the Bollywood top most famous and fashionable beautylady and handsome heroes. Since the old age LUX associating their brandwith those heavy personality person. LUX approaching 360* business strategy. They giving ad on differentmedia channel. They are master on Digital, Print and Event advertisement.Customer are very positive towards the brand. 4
  6. 6. Chapter- 1 Introduction Objective of the study Industry overview 5
  7. 7. INTRODUCTION Marketing research is the process through which the marketingorganizations can indentifies then basic problems area relating the specificarea of activity. During the marketing research the organization canidentifying the all problems area from different angle, which help inidentifying the comprehensive solution. In my marketing project work I have taken the “IMPACT OF ADVERTISINGON CUSTOMER BEHAVIOUR: AN EMPIRICAL STUDY OF LUX BEAUTY SOAP ” OBJECTIVE & SIGNIFICANCE OF THE STUDYOBJECTIVE:-For every problem there is a research.As all researchers are based on some & my study is also based upon someobjective & these are as follow: 1. To find out how advertisement work in human mind 2. How LUX Advertisement, impact on customer buying behavior 3. To understand advertisement effect on sales of LUX Soap. 6
  8. 8. INDUSTRY OVERVIEW Fast Moving Consumer Goods (FMCG) goods are all consumable items(other than groceries/pulses) that one needs to buy at regular intervals. Theseare items which are used daily, and so have a quick rate of consumption, and ahigh return. FMCG can broadly be categorized into three segments which are: 1. Household items as soaps, detergents, household accessories, Etc. 2. Personal care items as shampoos, toothpaste, shaving products, Etc. and finally 3. Food and Beverages as snacks, processed foods, tea, coffee, edible oils, soft drinks etc.Global leaders in the FMCG segment are Nestlé, ITC, Hindustan UnileverLimited, Reckitt Benckiser, Unilever, Procter & Gamble, Coca-Cola, Carlsberg,Kleenex, General Mills, Pepsi, Gillette etc.Overview The burgeoning middle class Indian population, as well as the ruralsector, present a huge potential for this sector. The FMCG sector in India is atpresent, the fourth largest sector with a total market size in excess of USD 13billion as of 2012. This sector is expected to grow to a USD 33 billion industryby 2015 and to a whooping USD 100 billion by the year 2025. This sector is characterized by strong MNC presence and a well-established distribution network. In India the easy availability of rawmaterials as well as cheap labour makes it an ideal destination for this sector.There is also intense competition between the organised and unorganisedsegments and the fight to keep operational costs low. A look at some factors that will drive growth in this sector:  Increasing rate of urbanization, expected to see major growth in coming years.  Rise in disposable incomes, resulting in premium brands having faster growth and deeper penetration.  Innovative and stronger channels of distribution to the rural segment, leading to deeper penetration into this segment.  Increase in rural non-agricultural income and benefits from government welfare programmes.  Investment in stock markets of FMCG companies, which are expected to grow constantly. 7
  9. 9. Chapter- 2 History of the LUX BEAUTY SOSP 8
  10. 10. History of lux beauty soap Lux soap first produced in United Kingdom in 1899. It was produced byBritish company name Lever Brothers. Lever Brothers was founded in 1885by William Hesketh Lever and his brother James. They using glycerin andvegetable oil such as palm oil to manufacture soap called “Sunlight Soap.” Theflaked version of soap called Lux soap. Glycerin was a lucrative byproduct ofthe soap making process, and by the end of 1886, Lever brothers also had aglycerin factory. Visit any departmental store or retail outlet, and you find its shelvedstocked with Lux Beauty soaps in different variants, with attractive colours onthe packaging and its permanent sign of the female model present on thepackage. Today, Lux is a household name when it comes to soaps and in manyplaces (especially in rural areas), it has become a synonym for soaps. Peopleoften walk into a shop and ask for Lux, when they mean, that they wish to buya soap. The Lux soap was first launched as laundry soap way back in 1916, withspecially targeting the delicate garments. The Level Brothers (who found whatwe today know as Unilever), encouraged women to do their laundry at homewithout worrying about those delicate silks and satins turning yellow whichoften came as a result of the strong and harsh chemicals present in thelaundry soaps of that time. Lux at that time was much more gentle on theclothes, it dissolved much more easily and was advertised as being suitable forhome use. The Lux toilet soap as we know today came around in 1925. It wasadvertised as a bathroom soap, and the initial name “Sunlight flakes” waschanged to Lux, which is the Latin word for “Light” and was supposed to be ashortened version of the word “Luxury”. From 1925 till date, Lux has beenmarketed in various forms – Soaps, Limited Editions, Bars, Flakes, Liquids,Gels and Body washed. In India, Lux was launched in 1929, and it has always come in variouscolours and packages as well as world-class fragrances. These changes kept 9
  11. 11. coming with changing fashion trends. In 1958, the soap came in five colours –pink, blue, white, yellow and green, and the customers would buy the soaps ina way that they could match it with the colours of their bathrooms! Lux has always used popular movie stars as its brand endorsers. Even ifthe ad went around common women, it still had references to some or theother movie star.The year-wise brand image of the soap can be described as – The 30s: This is when the widespread advertising of the product began.At this time, Lux used much older women, who would talk about preservingthe youthful beauty of the skin in the series of print ads that came during thistime. The 40s and the 50s: In this era, the focus shifted to the attributes thatthe consumers associated with the brand and the role the brand played in herlife. The 60s: It was in this decade that the “Fantasy Element” that wecommonly associate Lux with today was created, more simply put as thefeeling of being a film star that the soap generates. The campaigns beganhighlighting the sensorial and emotional attributes of the brand along with thebeauty quotient. The ads did not contain a star, but contained references tothem. The 70s: This was a time when they beauty trends shifted from the thenconventional ones. Natural and wholesome beauty became the buzz. So, thestars of Lux stepped down from the pedestals they stood on before and thecampaign focus began to highlight the multi-faceted nature of a woman, whichthe ordinary consumer of the soap was better able to relate to at the time. The 80s: by this time Lux had established itself as the soap of the starsand elite and its image became one of a must-have for beauty among allwomen. The campaigns of the 80s started focusing on skincare, which wasportrayed to be the first step towards beauty. It was during this time that Luxwas launched in China. The 90s: During this time, Lux moved away from being a general beautysoap to launching soaps in the market that were more function specific.Variants for different skin types also came in. The communication strategystarted becoming more localized and regionalized. Different ad campaigns for 10
  12. 12. different regions (say, Middle East, China, etc) started coming in. It was alsoduring this period that Lux went in for brand extension and launched its rangeof Rich shampoos, shower gels and creams. The 2000s: By now, Lux had expanded so far and wide, that the otherend was not visible from one end. This decade saw the focus of the campaignsand the product shift from specific functional benefits of usage to theemotional factor associated with the soaps. By this time, modelling andfashion industry had drawn a lot of dreams in the eyes of millions of women.Cashing in on this, Lux tried to bridge up those aspiring models and theexisting stars of the industry. Notable was the “Lux Haute Pink”advertisement, with the woman in the bath tub, flying over the world in a hotair balloon and spreading the beauty by blowing down bubbles from her tub.It focused not only on beauty but the confidence that beauty generates in awoman. Versions like Crystal Shine, Festive Glow, Sunscreen, Almond Extracts,Orchid extracts, etc. Came in during this time. The 2010s: Today, the focus is back on beauty – which has been theroots of the product. The fruit versions of the soap – Strawberry and cream,Peach and cream are quite popular. New variants – Purple lotus and cream,and Aqua Sparkle had been launched at reality shows on televisions which is anew development in the basket of marketing strategies of the soap. Lux has always had the most beautiful women in the film industryendorsing the brands. If we see internationally, there have been MarilynMonroe, Sophia Loren, Raquel Welch, Cheryl Ladd, Demi Moore, BrigitteBargot, Natalie Wood, Sandra Dee, Diana Rig, Samantha Eggar, Sarah JessicaParker, Catherine Zeta Jones, etc. If we see in India, then the first print ad ofLux came starring Leela Chitnis. After that there have been a string of leadingladies – Madhubala, Nargis, Meena Kumari, Mala Sinha, Sharmila Tagore,Waheeda Rehman, Saira Banu, Hema Malini, Zeenat Aman, Juhi Chawla,Madhuri Dixit, Sridevi, ashwarya Rai, Karishma Kapoor, Kareena Kapoor,Babita, Priyanka Chopra, Katrina Kaif, Mahima Choudhry, etc. In fact, Luxwould be perhaps the only women’s beauty soap brand which has had malemodels endorsing it. This came when Paul Newman (internationally) and ShahRukh Khan and Abhishek Bachchan (Indian) endorsed the brand. It can thusbe said, that the USP of Lux advertising is the presence of popular movie starsin it. The positioning of the brand can be said to be according to the Reference 11
  13. 13. Group by using the famous celebrity at that point of time. Partially attributepositioning can also be considered for Lux, since the ingredients of Lux havealso been greatly highlighted. Today, Lx also serves as a sponsoring brandname for so many awards and functions like the popular Lux Zee Cine awards,making its positioning of being associated with the stars more prominent.Today, Lux beauty bar can be regarded to be in the maturity stage of its lifecycle. Lux has always had the leading actors of their times endorse the brand,which has made Lux the market leader and the brand has indeed setbenchmarks for competition in the market. Today, Lux is manufactured atmore than 71 locations and has more than 2000 suppliers and associates whoprovide raw materials for its manufacture. The key markets of Lux lie inPakistan, Brazil, USA, China, Bangladesh & South Africa. Lux is also the marketleader in Saudi Arabia, Pakistan, Bangladesh, Brazil and Thailand. It is also oneof the most trusted brands in India. Lux has offerings in two of the four marketsegments for soaps. These are popular and premium. The popular segmentcovers all those soaps that we generally see sitting on our retail outlet shelves– Strawberry and Cream, Peach and cream, Purple Lotus and cream, etc. ThePremium segment covers the Lux International range.The novel metallic substrate packaging of Lux has been characteristic of thesoaps with the same font style of writing the brand name that go back as far asany of us can remember, coupled with the ingredient linked fragrances of thesoap have been written down memories of so many generations. 12
  14. 14. 13
  15. 15. Chapter - 3 WHAT IS ALL ABOUTADVERTISEMENT 14
  16. 16. What is all about advertisement Advertising is a form of communication for marketing and used toencourage or persuade an audience (viewers, readers or listeners; sometimesa specific group) to continue or take some new action. Most commonly, thedesired result is to drive consumer behavior with respect to a commercialoffering, although political and ideological advertising is also common. InLatin, ad vertebra means “to turn the mind toward.” The purpose ofadvertising may also be to reassure employees or shareholders that acompany is viable or successful. Advertising messages are usually paid forby sponsors and viewed via various traditional media including mass mediasuch as newspaper, magazines, television commercial, radioadvertisement, outdoor advertising or direct mail; or new media suchas blogs, websites or text messages Commercial advertisers often seek to generateincreased consumption of their products or services through "branding,"which involves associating a product name or image with certain qualities inthe minds of consumers. Non-commercial advertisers who spend money toadvertise items other than a consumer product or service include politicalparties, interest groups, religious organizations and governmentalagencies. Non-profit organizations may rely on free modes of persuasion,such as a public service announcement (PSA).Objectives of AdvertisingFour main Objectives of advertising are: i. Trial ii. Continuityiii. Brand switchiv. Switching backLet’s take a look on these various types of objectives. 1. Trial: the companies which are in their introduction stage generally work for this objective. The trial objective is the one which involves convincing the customers to buy the new product introduced in the 15
  17. 17. market. Here, the advertisers use flashy and attractive ads to make customers take a look on the products and purchase for trials. 2. Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products. 3. Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. Here, the advertisers try to convince the customers to switch from the existing brand they are using to their product. 1. Switching back: this objective is for the companies who want their previous customers back, who have switched to their competitors. The advertisers use different ways to attract the customers back like discount sale, new advertise, some reworking done on packaging, etc. Basically, advertising is a very artistic way of communicating with thecustomers. The main characteristics one should have to get on their objectivesare great communication skills and very good convincing power.Importance of Advertising Advertising plays a very important role in today’s age of competition.Advertising is one thing which has become a necessity for everybody intoday’s day to day life, be it the producer, the traders, or the customer.Advertising is an important part. Lets have a look on how and where isadvertising important: 1. Advertising is important for the customers Just imagine television or a newspaper or a radio channel without an advertisement! No, no one can any day imagine this. Advertising plays a very important role in customers life. Customers are the people who buy the product only after they are made aware of the products available in the market. If the product is not advertised, no customer will come to know what products are available and will not buy the product even if the product was for their benefit. One more thing is that advertising helps people find the best products for themselves, their 16
  18. 18. kids, and their family. When they come to know about the range of products, they are able to compare the products and buy so that they get what they desire after spending their valuable money. Thus, advertising is important for the customers.2. Advertising is important for the seller and companies producing the products Yes, advertising plays very important role for the producers and the sellers of the products, because  Advertising helps increasing sales  Advertising helps producers or the companies to know their competitors and plan accordingly to meet up the level of competition.  If any company wants to introduce or launch a new product in the market, advertising will make a ground for the product. Advertising helps making people aware of the new product so that the consumers come and try the product.  Advertising helps creating goodwill for the company and gains customer loyalty after reaching a mature age.  The demand for the product keeps on coming with the help of advertising and demand and supply become a never ending process.3. Advertising is important for the society Advertising helps educating people. There are some social issues also which advertising deals with like child labour, liquor consumption, girl child killing, smoking, family planning education, etc. thus, advertising plays a very important role in society 17
  19. 19. Types od advertisementPrint entire guide A successful advertising campaign will spread the word about yourproducts and services attract customers and generate sales. Whether you aretrying to encourage new customers to buy an existing product or launching anew service, there are many options to choose from. The most suitable advertising option for your business will depend onwhat products or services you are advertising, and your target audience. Forexample, if you know that your target market reads a particular magazine, youshould advertise in that publication.The following list is an introduction to advertising methods that you coulduse. Remember, you can always be creative in your advertising to get noticed(within advertising regulations).Newspaper Newspaper advertising can promote your business to a wide range ofcustomers. Display advertisements are placed throughout the paper, whileclassified listings are under subject headings in a specific section.You may find that a combination of advertising in your state/metropolitannewspaper and your local paper gives you the best results.MagazineAdvertising in a specialist magazine can reach your target market quickly andeasily. Readers (your potential customers) tend to read magazines at theirleisure and keep them for longer, giving your advertisement multiple chancesto attract attention.If your products need to be displayed in colour then glossy advertisements ina magazine can be ideal - although they are generally expensive.Magazines do not usually serve a small area such as a specific town. If yourtarget market is only a small percentage of the circulation, then advertisingmay not be cost-effective. 18
  20. 20. Radio Advertising on the radio is a great way to reach your target audience. Ifyour target market listens to a particular station, then regular advertising canattract new customers. However, sound has its limitations. Listeners can find it difficult toremember what they have heard and sometimes the impact of radioadvertising is lost. The best way to overcome this is to repeat your messageregularly - which increases your costs significantly. If you cannot afford toplay your advertisement regularly, you may find that radio advertising doesnot generate strong results.Television Television has an extensive reach and advertising this way is ideal if youcater to a large market in a large area. Television advertisements have theadvantage of sight, sound, movement and colour to persuade a customer tobuy from you. They are particularly useful if you need to demonstrate howyour product or service works. Producing a television advertisement and then buying an advertisingslot is generally expensive. Advertising is sold in units (e.g. 20, 30, 60 seconds)and costs vary according to the time slot in which your advertisementappears.Directories Directories list businesses by name or category (e.g. phone directories).Customers who refer to directories have often already made up their mind tobuy - they just need to decide who to buy from. The major advantage of online directories over print directories is thatif you change your business name, address or telephone number, you caneasily keep it up to date in the directory. You can also add new services orinformation about your business.If your target market uses print and online directories, it may be useful toadvertise in both. 19
  21. 21. Billboards Billboards can be signs by the road, hoardings at sport stadiums orposters on buses, taxis and buses. Large billboards can get your messageacross with a big impact. If the same customers pass your billboard every dayas they travel to work, you are likely to be the first business they think ofwhen they want to buy a product.Even the largest of billboards usually contain a limited amount of information;otherwise, they can be difficult to read. Including your website address makesit easy for customers to follow up and find out more about your business.Direct mail, catalogues and leaflets Direct mail means writing to customers directly. The more precise yourmailing list or distribution area, the more of your target market you will reach.A direct mail approach is more personal, as you can select your audience andplan the timing to suit your business. Find out more about direct mail.Catalogues, brochures and leaflets can also be distributed to your target area.Including a brochure with your direct mail is a great way to give an interestedcustomer more information about your products and services. Learn moreabout leaflet marketing using letterbox drops and hand-outs.Online Advertising on the internet can be a cost-effective way to attract newcustomers. You can reach a global audience at a low cost. Many customersresearch businesses online before deciding whom to buy from. A well-designed website can entice customers to buy from you. Learnmore about doing business onlineThere are other ways to advertise your business online - you could promoteyour products or services on social media sites, blogs and search engines andother websites that your target audience visits. Find out moreabout social media. 20
  23. 23. Lux beauty soap advertisement history in india Lux is a latin word whose meaning is light, a symbol of luxury. That’s thereason why it has always been branded in India as “filmi sitaaron kasaundarya saabun (the beauty soap of film stars)”. Lux soap was firstlaunched in India by Lever Brothers in 1909. The very first advertisementin 1909 featured Leela Chitnis as its brand ambassador. Lux soap has beenheavily advertised in India using top Bollywood actresses. Madhubala,Saira Bano, Meena Kumari, Helen, Mala Sinha, Sadhna, Babita, Asha Parekh,Hema Malini, Rekha, Zeenat Aman, Rati Agnihotri, Vidya Sinha, Sridevi, JayaPrada, Madhuri Dixit, Juhi Chawla, Karisma Kapoor, Rani Mukerji, AmishaPatel, Kareena Kapoor and Tabu have all been past brand ambassadors ofLux soap. Lux is currently a product of Unilever. Currently Aishwarya Rai, Priyanka Chopra, Katrina Kaif and AsinThottumkal are the brand ambassadors of Lux. Shriya Saran is the Luxbrand ambassador from kollywood and tollywood. Shahrukh Khan is thefirst male actor in a Lux soap advertisement and he is also joined byAbhishek Bachchan. Lux’ has been associated with almost all the top Bollywood actresses.Let’s have a look at some of the Indian Actresses in Lux advertisements.Let’s start the list with 1929 ad, when Leela Chitnis became the first Indianactress to appear in any advertisement. The Bollywood Beautiful actress who has been promoting since born ofthat LUX brand India. Where LUX is stand for only for those actress andthere positive approach. Those actresses are 22
  24. 24. Prema Narayan 1970Mina Kumari 1969Meema Maline 1976 23
  25. 25. Rekha 24
  26. 26. Miss words Miss. Aishhwarya Rai 1997Katerina Kife 2010 25
  27. 27. In 2005, LUX Beauty Soap celebrate their success 125 years, there theBaadshah of Bollywood – Shah Rukh Khan came onto the brand and featuredin a memorable TVC with Hema Malini, Sridevi, Juhi Chawla and KareenaKapoor. Once again, Shan Rukh Khan will feature in a stunning Luxcommercial with the gorgeous Katrina Kaif who will drive him ‘Bekaboo’! Themagical fragrance of Lux that’s driving Shah Rukh Khan ‘Bekaboo’ has beencreated by world renowned perfumer Didier Gaffet. In Shah Rukh Khan’swords, ‘The fragrance of Lux reminds me of being happy and being in love’. At the shoot, Shah Rukh Khan said, “I’m happy to be associated with Luxyet again! The fragrance of Lux will captivate you just as it has made me‘Bekaboo’. The fragrance of Lux that stands for love and sensuality brings outthe lover in me.” Katrina Kaif adds, “Lux for me is a very special and iconic brand; itsymbolizes beauty. When I think of Lux, I think of fun and spontaneity. Luxembodies a type of a woman rather than just soap and of course the fragrancethat embodies sensuality. Lux’s amazing fragrance makes the wholeexperience of bathing fun!” 26
  28. 28. The campaign has been shot and directed by French director- JuanDelcan. Gulzar has composed the sufi music score for the ad and sung by SonuNigam Katrina has been styled by leading Bollywood fashion designer Rocky. 27
  29. 29. Chapter- 5 QuestionnaireAnalyzing 28
  30. 30. Questioner analysisGender Group of CustomerMale 3Female 197Out of 200 tespondent female is 197. Here we can entreprate that 98.85% ofLUX beauty soal is female.Age Group of customer18-30 10731-40 5641-50 3151 and Above 06 29
  31. 31. The age diagam says that maximun costomer are coming form youth age. SoLUX has to be very stong to attrect Youth.RespondeR’s occupationHome Maker 76Student 93Self Employed 25Others 6 30
  32. 32. Income Group2 lakh-4 lakh 764 lakh-6 lakh 876 lakh-8 lakh 328 and Above 0574% of customer are form middle income family. From that angle of view LUXshould be very connected with Middle and Upper income group in the term ofeconomical. 31
  33. 33. Brand AwarenessPeople know LUX Brand 200Don’t know about LUX 0Out of 200 respondent 200 meanse 100% people know abot LUX brand. So ithas a huge brand name. 32
  34. 34. Responder know LUX brand through this mediaTV Advertisement 82Print Advertisement 37Through Friends or reference 43Magazine 32Others 6Out of 200 respondent 41% respondent know the LUX brand through TVAdvertisement. TV is more effective rather tah others. 33
  35. 35. Ad influnce CustomerYes 187No 13Out of 200 respondent 93% respondent says that they are attracted on theLUX advertisement. How the approach and how the messaging it good to heartcatching. 34
  36. 36. Customer buys LUX Based on AdFrequent Depends on LUX AdTotally depends on LUX AdBrand LoyalHere the study is saying that 62% respond are Loyal for the LUX brand. 37%respondent says that when they buying LUX soap the recall the influencemassages. 35
  37. 37. LUX Promotional Rating 5 rating scale (5= Very effective, 4= Effective, 3= Average Effective, 2=Ineffective, 1= Highly ineffective)5 844 983 162 21 047% respondent says that what LUX is promoting through different mediathat is effective into the customer mind. There is very less who says LUX Ad isnon-effective. 36
  38. 38. LUX Customer Satisfaction LevelHighly Satisfied 112Satisfied 57Modality 27Dissatisfied 4LUX customers are majorly satisfied. There is very few who are not satisfiedwith that brand. 37
  39. 39. Chapter- 6 Conclusion Recommendation Limitation Reference 38
  40. 40. Conclusion  From my study I found 100% of respondent know the LUX Beauty Soap  98% of respondent recall the LUX brand.  87% of respondent know the LUX brand through Advertisement  FMCG industry is highly consumer switchable industry.  If LUX wants to exist need day to day promotion.  When customer wants to buy soap he/she try to find or try to associate the brand with his or her. 39
  41. 41. Recommendation LUX is high market performance beauty Soap, but rather market has full of competition Customer only recall the brand name when it has a strong back promotion support So LUX has to be continuing day to day promotion. Only Advertisement makes increase mind recall power of Customer. LUX should associate their brand name with customer demand. LUX involves more Bollywood celebrity because customer is habituate to see LUX with young and fashionable celebrity. 40
  42. 42. limitation  For this study how much time I have taken is little less.  Old advertisement has not proper recode on internet that’s why I didn’t get old data.  Two hundred respondents are less respondent for this study. 41
  43. 43. reference Advertisement & Sales Promotion (SHH Kazi & Satish K Batra) Marketing Management (Kotler & Keller) 42
  44. 44. Questionnaire1. Name Of Customer:2. Contact No:3. Address:4. Please Specify your Gender: i) Male ii) Female5. Age group: i) 18 – 30 ii) 31 – 40 iii) 41 – 50 iv) Above 506. Occupation: i) Home Maker ii) Service Holder iii) Self Employed iv) Other7. What is your Average Annual Income? i) 2-4 lakhs ii) 4-6 lakhs iii) 6-8 Lakhs iv) 8 lakhs & more8. Do you now about LUX Beauty Soap? i) Yes ii) No9. If Yes, How did you know? i) Through TV Ad ii) Paper Ad iii) From Friends iv) Magazines 43
  45. 45. 10. What information you have got it’s influence you to buy? i) Yes ii) No11. To purchase the LUX brand you depend on the motivator factor orare you a loyal toward your brand? i) I frequently depend ii) Totally Depend iii) Loyal to the brand12. Can you easily associate the LUX Advertisement story and them? i) Yes ii) No13. If yes, how effectively LUX promoting their brand, Please gives rate.(Where 5 = highly effective, 4= Effective, 3 = Average Effective, 4= Ineffective, 5=highly ineffective) 1 2 3 4 514. How much you satisfied with the message of LUX advertisement?i) Highly Satisfied ii) Satisfiediii) Modality iv) Dissatisfied15. Any suggestion in regard of LUX advertisement. Thank you Sir / Madam 44