HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers , Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai , India and has an employee strength of over 15,000 employees and contributes to indirect employment of over 52,000 people. The company was renamed in June 2007 as “Hindustan Unilever Limited”. Hindustan Unilever's distribution covers over 1 million retail outlets across India directly and its products are available in over 6.3 million outlets in the country, nearly 80% of all retail outlets in India. It estimates that two out of three Indians use its many home and personal care products, food and beverages. 
Lux soap was first launched in India in 1909 as a flaked version of Sunlight soap . Subsequently it was launched in the US in 1916, and marketed as a laundry soap targeted specifically at 'delicates'. The name &quot;Lux&quot; was chosen as the Latin word for &quot;light&quot; and because it was suggestive of &quot;luxury.&quot;  Lux toilet soap was introduced as a bathroom soap in the US in 1925, and in the UK in 1928 as a brand extension of Lux soap flakes. Subsequently Lux soap has been marketed in several forms, including handwash, shower gel and cream bath soap. Lux soap was launched in India in 1929. The very first advertisement in 1929 featured Leela Chitnis as its brand ambassador. It was branded in India as &quot;the beauty soap of film stars'
In 2005 Lux celebrated its 75th anniversary sparking of a controversy. Deviating its tradition of roping in Bollywood Divas , this time none other than Shah Rukh Khan endorsed Lux. The ads created instant controversy with marketers discussing whether the brand has suddenly become MALE. Paul Newman also has endorsed Lux soap which shows that Lux makes such stunts to excite the market. Whatever be the controversy, the brand again succeeded in creating excitement in the market. Some argue that HLL was testing a new positioning to appeal to male users while others say that it was a one time endorsement to break the clutter. For marking the 75th year Lux came out with a celebration range endorsed by Kareena Kapoor . The Celebration range too created news because of its variant :Chocolate Seduction. These innovative products created lot of excitement that ensured that Lux remained in the top of mind of the consumers. Another vari
Over these years, the positioning of Lux also evolved. Earlier the brand used the positioning &quot; Beauty soap of Film stars&quot; . But as the customer evolved, the positioning lost its charm because customers began to doubt whether the film stars actually used this brand. The brand had 2 choices :- either to compromise on market share and uphold the premium positioning or to retain the market share and dilute the positioning.
Taking a cue from the customers, Lux changed the positioning . The new positioning is communicated with the tagline &quot; Bring out the star in you&quot;.Although worldwide the brand is being endorsed by film stars, the actual package usually contains picture of international models and not film stars.
Company Profile HUL <ul><li>India’s largest FMCG company </li></ul><ul><li>Touching 2 out of 3 Indian consumer </li></ul><ul><li>20 distinct categories – Home and personal care products, food and beverages. </li></ul><ul><li>100 factories – India – Manufacturing its diverse product range </li></ul><ul><li>Headquarter: Mumbai </li></ul><ul><li>Market share – Toilet soap category – 54.3% </li></ul>
<ul><li>The width of the product mix refers to the number of different product line the company carries </li></ul><ul><li>E.g: </li></ul><ul><li>Personal wash </li></ul><ul><li>Laundry </li></ul><ul><li>Skin care </li></ul><ul><li>Oral care </li></ul><ul><li>Deodorants </li></ul><ul><li>Colour cosmetics </li></ul><ul><li>Ayurvedic personal and health care </li></ul>The Width of Product Mix HUL
The Length of Product Mix HUL : <ul><li>The Lenght of the product mix refers to the total number of items in the product mix. </li></ul><ul><li>E.g: </li></ul><ul><li>Personal wash: Lux, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears, Rexona </li></ul><ul><li>Laundry: Surf excel, Rin, Wheel </li></ul><ul><li>Skin care: Fair & Lovely, Ponds, Vaseline, Aviance </li></ul><ul><li>Oral care: Pepsodent, Close up </li></ul><ul><li>Deodorants: Axe, Rexona </li></ul><ul><li>Colour cosmetics: Lakme </li></ul><ul><li>Ayurvedic personal and health care: Ayush </li></ul>
The Depth of Product Mix HUL <ul><li>The depth of the product mix refers to the number of variants of each product offered in the line </li></ul><ul><li>E.g: If close up toothpaste comes in three formulation and in three sizes, close up has a depth of 9 (3*3) </li></ul>The Consistency of the HUL Product mix: <ul><li>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. </li></ul><ul><li>HUL Product line are not consistent because of its large width. </li></ul>
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
POSITIONING <ul><li>Over the years positioned as a beauty soap of the Stars </li></ul>
Shift in positioning from Stars to Common Girl
<ul><li>On Age- 16-35 years </li></ul><ul><li>Based on Income- Middle income Group </li></ul><ul><li>Gender- Female </li></ul>Target Group
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.
Brand Awareness <ul><li>Sales Promotion </li></ul><ul><ul><li>Lux Gold Star offer </li></ul></ul><ul><ul><li>Lux Star Bano, Aish Karo contest: </li></ul></ul><ul><ul><li>Har Star Lucky Star activity </li></ul></ul><ul><li>Consumer promotion- By distributions of samples of new variants, coupons, free trials and demonstration at shopping malls, markets and point of purchase. </li></ul><ul><li>Trade promotion- Discounts and lucrative offers to the retailers via price offs, advertising and display allowances and free merchandises. </li></ul><ul><li>Business and sales force promotion- Conducting trade shows and conventions. Contests for sales representatives and speciality advertising . </li></ul>
Brand attributes and association <ul><li>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. </li></ul><ul><li>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. </li></ul>
Perceived quality <ul><li>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. </li></ul><ul><li>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 </li></ul>
Brand loyalty <ul><li>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 </li></ul>
<ul><li> Place </li></ul><ul><li>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. </li></ul><ul><li>RSNet- An IT-powered system has been implemented to supply stocks to redistribution stockists on a continuous replenishment basis. </li></ul><ul><li>For rural India, HUL has established a single distribution channel by consolidating categories. </li></ul>
DISTRIBUTION NETWORK PARENT COMPANY FINAL CONSUMER RETAILER STOCKIST WHOLESALER/ DISTRIBUTOR
Packaging <ul><li>Different colors – Different variants( Saffron – Saffron variants & Pink – Rose extracts etc. ) Package size – 100gm, 120gm, 150 gm Launched – Mini Lux – 45gm - Rs 5 </li></ul>