Lux Soap

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Marketing Project Report on Lux Soap <ul><ul><ul><ul><ul><li>By: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Am...

Revenue Percentage:

Distribution Channel - HUL

Distribution Channel - HUL <ul><li>2000+ Suppliers and associates </li></ul><ul><li>4000 Redistribution stockists </li><...

Product Mix- HUL

The width of the HUL Product mix: <ul><li>The width of the product mix refers to the number of different product line the ...

<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...

The lenght of the HUL Product mix: <ul><li>The Lenght of the product mix refers to the total number of items in the produc...

<ul><li>Shampoo: Sunsilk, Clinic </li></ul><ul><li>Tea: Broke bond, Lipton. </li></ul><ul><li>Coffee: Bru </li></ul><ul><l...

The Depth of the HUL Product mix: <ul><li>The depth of the product mix refers to the number of variants of each product of...

Overview : Lux Soap <ul><li>1916 – Laundry soap </li></ul><ul><li>1925 – Bathroom soap </li></ul><ul><li>India – 1929 </li...

Marketing Mix:

Product: <ul><li>Product Classification: </li></ul><ul><li>Tangible </li></ul><ul><li>Non durable good </li></ul><ul><li>L...

Product Life Cycle: Maturity Stage

Prominent Variants: <ul><li>Lux almond </li></ul><ul><li>Lux orchid </li></ul><ul><li>Lux fruit </li></ul><ul><li>Lux saf...

Packaging: Different colors – Different variants( Saffron – Saffron variants & Pink – Rose extracts etc. ) Package size – ...

Price: <ul><li>Competitive prices: Neither high nor low </li></ul>

Place: <ul><li>HUL distribution network – key strength (Which helps reach out its product across the length and width of t...

Network: <ul><li>Factory – Company warehouses – Distributor – Market </li></ul><ul><li>Factory – Wholesaler & Big retaile...

Promotion: <ul><li>Active since 1929 </li></ul>

<ul><li>Featured all top actress of their times. </li></ul>

<ul><li>Idea: if it is good enough for a film star, it is good </li></ul><ul><li>for me. </li></ul>

South India: 1970 – Jayalalitha Shriya Sharan

Sales Promotion: <ul><li>Lux gold star offer: 22 Carat Gold coin in the Soap – First 10 caller (Extra 30 gm gold) </li></u...

SWOT Analysis

Strengths: <ul><li>Strong market research (Door to door sampling – once in a year – Rural and Urban area.) </li></ul><ul><...

<ul><li>Dynamically continuous innovations – New variants and innovative promotions (22 carat gold coin promotion – “Chanc...

Weakness: <ul><li>Mainly positioned as beauty soap targeted towards women, lack unisex appeal </li></ul><ul><li>Some vari...

Opportunities: <ul><li>Soap industry is growing by 10% in India </li></ul><ul><li>Beauty segments compounded annual growth...

Threats: <ul><li>High internal competition (Pears – Beauty segment) </li></ul><ul><li>New entrants (Vivel) </li></ul><ul>...

Competitor Analysis

Internal Competitor: <ul><li>Lifebuoy: 1895, 18% Market shares </li></ul>External Competitor: <ul><li>Godrej consumers pro...

Market segmentation

Market segmentation of Lux <ul><li>Gender: Female </li></ul><ul><li>Age: 16-35 </li></ul><ul><li>Income: Middle income gr...

Product Positioning of Lux <ul><li>Created Good Position – Buyers mind – Better product attributes, price and quality </li...

Recommendation:

Recommendation: <ul><li>Ayurvedic variant </li></ul><ul><li>Lux kids special soap </li></ul><ul><li>Target rural area </...

References:

References: <ul><li>www.capitaline.com </li></ul><ul><li>www.hul.com </li></ul><ul><li>www.google.com </li></ul><ul>...

Questions???

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