On October 23rd, 2014, we updated our
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The depth of the product mix refers to the number of variants of each product offered in the line
E.g: If close up toothpaste comes in three formulation and in three sizes, close up has a depth of 9 (3*3)
The Consistency of the HUL Product mix:
The consistency of the product mix refers to how closely related the various product lines are in the use, production requirement, distribution channel or in any other manner.
HUL Product line are not consistent because of its large width.
INTRODUCTION 1916 LUX launched in USA as Laundr soap 1929 LUX launched in India 1925 LUX launched in USA as Toilet soap 1960 LUX went colored
Over the years positioned as a beauty soap of the Stars
Shift in positioning from Stars to Common Girl
On Age- 16-35 years
Based on Income- Middle income Group
PRODUCT LIFE CYCLE
Introduction (1929- 1950s) Company Objectives Actions Sales Low Cost of manufacturing High Profits Negative Marketing Objective Create product awareness in major cities Product strategy Offer a basic product Price strategy Higher than Lifebuoy Distribution Created network in major cities Advertising strategy Awareness among early adopters.
Growth- (1950s- 1990s) Company Objectives Actions Sales Rising Sales Cost of manufacturing Average cost reduction Profits Positively increasing Marketing Objective Maximise market share Product strategy Offer variants Price strategy To penetrate the market Distribution Intensive network in the entire country Advertising strategy Awareness an interest in mass market
Maturity-(1990s to till date ) Company Objectives Actions Sales Peak sales Cost of manufacturing Low Profits High Marketing Objective Maximize profit while defending market share Product strategy Diversify brand Price strategy To match the nearest competitor Distribution More intensive focusing on rural area Advertising strategy Multiple brand ambassadors for different variants.
Source- The Economic Times
Lux Gold Star offer
Lux Star Bano, Aish Karo contest:
Har Star Lucky Star activity
Consumer promotion- By distributions of samples of new variants, coupons, free trials and demonstration at shopping malls, markets and point of purchase.
Trade promotion- Discounts and lucrative offers to the retailers via price offs, advertising and display allowances and free merchandises.
Business and sales force promotion- Conducting trade shows and conventions. Contests for sales representatives and speciality advertising .
Brand attributes and association
Features- Lux soap has been popular for its product offering.It offers its consumers a range of soaps enriched with the goodness of a variety of nourishing ingredients – rose extracts, almond oil, milk cream, fruit extracts and honey which are known to harbour the secrets of incredibly perfect skin.
Style- To establish the presence of nourishing ingredients in the new Lux, a unique concept, ‘ingredients you can see in the soap’, was born. A novel metallic substrate packaging beautifully showcased the ingredients and its globally accepted ingredient-linked perfumes heightened the sensorial experience.
The product offers value for money in the premium segment. It doesn’t compromise on the quality even if decision pertains to increase in price.
As Lux is popularly known as brand of celebrities it is also one of the reason that consumer has a perception in mind that this product is of good quality
The brand Lux has been India`s third most trusted brand according to the recent survey by the economic times. The brand enjoys customer loyalty in rural and urban areas equally. It has generations of customers in the same family. It particularly targets to girls and ladies who are considered to be loyal to a brand if it delivers to the requisite parameters
HUL Analysis Source- The Economic Times
Trend Analysis of LUX Source- The Economic Times
Cutting-edge distribution network- At Hindustan Unilever Limited, distribution network is one of the key strengths that help them reach their products across the length and breadth of this vast country. It has 2000+ suppliers and associates 7,000 stockists and direct coverage in over 1 million retail outlets across India.
RSNet- An IT-powered system has been implemented to supply stocks to redistribution stockists on a continuous replenishment basis.
For rural India, HUL has established a single distribution channel by consolidating categories.
DISTRIBUTION NETWORK PARENT COMPANY FINAL CONSUMER RETAILER STOCKIST WHOLESALER/ DISTRIBUTOR
Different colors – Different variants( Saffron – Saffron variants & Pink – Rose extracts etc. ) Package size – 100gm, 120gm, 150 gm Launched – Mini Lux – 45gm - Rs 5