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Lux

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Lux

  1. 1. Presentation on
  2. 2. 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>
  3. 4. Product Mix HUL
  4. 5. <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
  5. 6. <ul><li>Shampoo </li></ul><ul><li>Tea </li></ul><ul><li>Coffee </li></ul><ul><li>Foods </li></ul><ul><li>Ice cream </li></ul><ul><li>Water purifier </li></ul><ul><li>Width = 13 </li></ul>
  6. 7. 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>
  7. 8. <ul><li>Shampoo: Sunsilk, Clinic </li></ul><ul><li>Tea: Broke bond, Lipton. </li></ul><ul><li>Coffee: Bru </li></ul><ul><li>Foods: Kissan, Annapurna, Knorr </li></ul><ul><li>Ice cream: Kwality walls </li></ul><ul><li>Water purifier: pureit </li></ul><ul><li>Width = 31 </li></ul>
  8. 9. 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>
  9. 10. 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
  10. 12. POSITIONING <ul><li>Over the years positioned as a beauty soap of the Stars </li></ul>
  11. 13. Shift in positioning from Stars to Common Girl
  12. 14. <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
  13. 15. MARKET SEGMENTATION
  14. 16. PRODUCT LIFE CYCLE
  15. 17. 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.
  16. 18. 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
  17. 19. 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.
  18. 20. Source- The Economic Times
  19. 22. 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>
  20. 23. 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>
  21. 24. 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>
  22. 25. 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>
  23. 26. HUL Analysis Source- The Economic Times
  24. 27. Trend Analysis of LUX Source- The Economic Times
  25. 28. Future Projection <ul><li>Difficult to maintain market share </li></ul><ul><li>Innovation and market penetration </li></ul><ul><li>Recommendations- </li></ul><ul><li>Ayurvedic variant </li></ul><ul><li>Lux Kids </li></ul>
  26. 29. MARKETING MIX MARKETING MIX PRODUCT MIX PRICING MIX PLACE MIX PROMOTION MIX
  27. 30.   Marketing Mix <ul><li>Product </li></ul><ul><li>Different Variants </li></ul><ul><li>Strawberry & Cream </li></ul><ul><li>Peach & Cream </li></ul><ul><li>Festive Glow </li></ul><ul><li>Lux International </li></ul><ul><li>Lux Purple Lotus & Cream & </li></ul><ul><li>limited editions </li></ul>
  28. 31. <ul><li>Lux Peach & Cream Rs 18/90 gms Lux Strawberry & Cream Rs 18/110 gms Lux Purple Lotus & Cream Rs18/110 gms </li></ul><ul><li>Mini Lux Rs 5 </li></ul>Price
  29. 32. <ul><li>Promotion </li></ul><ul><li> Celebrity Endorsement </li></ul><ul><li>Brand Ambassdors of LUX past & Present </li></ul><ul><li>Leela Chitnis </li></ul><ul><li>Madhubala, </li></ul><ul><li>Nargis, </li></ul><ul><li>Meena Kumari, </li></ul><ul><li>Mala Sinha, </li></ul><ul><li>Sharmila Tagore, </li></ul><ul><li>Waheeda Rehman, </li></ul><ul><li>Saira Banu, </li></ul><ul><li>Hema Malini, </li></ul><ul><li>Zeenat Amaan, </li></ul><ul><li>Juhi Chawla, </li></ul><ul><li>Madhuri Dixit, </li></ul><ul><li>Sridevi, </li></ul><ul><li>Aishwarya Rai </li></ul><ul><li>Kareena Kapoor, </li></ul><ul><li>Sharukh Khan </li></ul><ul><li>Priyanka Chopra ,Katrina Kaif & the latest Asin </li></ul>
  30. 35. Sponsoring TV shows
  31. 36. <ul><li>Promotional Offers </li></ul><ul><li>Meet Aish- Abhi in London </li></ul>
  32. 37. Gold Coin Offer
  33. 38. <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>
  34. 39. DISTRIBUTION NETWORK PARENT COMPANY FINAL CONSUMER RETAILER STOCKIST WHOLESALER/ DISTRIBUTOR
  35. 40. 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>

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