Hindustan Unilever Ltd is launching a new line of Lux deodorants in India. Lux is a premium brand known for soaps, face wash, and lotions. The document provides an overview of the company, detailed product descriptions of Lux and its recent developments, brand values, and a marketing plan for launching the new Lux deodorant line, including market analysis, objectives, and strategies. Key aspects of the launch include positioning Lux deodorants as natural and effective while appealing to different age groups through advertising featuring celebrities.

1. ASSIGNMENT
OF
Marketing Management
[Launching lux deo]
SUBMITTED TO:- SUBMITTED BY:-
Er. VIKRAM SANDHU DEEPAK BAREJA
ROLL NO: 891053
MBA(HONS)MRM4

2. Contents
1. Overview of company
2. Product description
3. Product profile/brand value
4. Market Analysis & Strategy of LUX Deos
5. Marketing Plan, Objectives and Strategies
6. Product mix and line
7. Launching of Deo
8. Market growth of deodorant
9. Swot analysis of HUL
10. Bibliography

3. Acknowledgement
First of all I would like to take this opportunity to express my
gratitude towards all those people who have helped me in the successful
completion of this assignment, directly or indirectly. I would also like to express
my sincere gratitude towards “Mr. Vikram” for his guidance and help which she
willingly provided at every step of my term paper.
Finally, I would like to thank all my family and friends for their encouragement,
support and good wishes

4. Company Description
Hindustan Unilever Ltd (HUL)
We all know that Hindustan liver limited is one of India’s (FMCG) fast moving
consumer goods company and have brands like Lifebuoy, Lux , Surf Excel, Rin, Wheel, Fair
& Lovely, Pond's, Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr ,
Kwality Wall's are household names across the country and other products such as soaps,
detergents, personal products, tea, coffee etc
In the 19th and 20th century Unilever export its products to India. Firstly HLL
began to export Sunlight soap in 1888, which was followed by Lifebuoy in 1895 and other
brands like Pears, Lux. Unilever set up its first Indian subsidiary, Hindustan Vanaspati
Manufacturing Company In 1931, followed by Lever Brothers India Limited in 1933 and
United Traders Limited in 1935. The three companies were merged and the new entity that
came into existence after merger was called as Hindustan Lever Limited in November 1956.
HLL offered 10% of its equity shares to the Indian public, and was the first foreign subsidiaries
to do so. HLL acquired many companies like Brooke Bond, Lipton and Chesebrough Pond's
USA and becomes the one of the biggest player of FMCG sector
HLL has also set up subsidiaries in Nepal, Nepal Lever Limited
(NLL). The NLL factory manufactures HLL's products like Soaps, Detergents and Personal
Products both for Nepal and exports to India. In February 2007, company has been renamed as
"Hindustan Unilever Limited" to maintain balance between the heritage of the Company and
the future benefits with the corporate name of "Unilever”.
In January 2000, due to divestment strategy, the government decided to
allocate 74 per cent equity in Modern Foods to HLL. In 2002, HLL acquired the government's
remaining stake in Modern Foods.HLL is the biggest Fmcg company in India having largest
market share and is one of the best marketing company in India.

5. Detailed Product Description
Lux
All know that LUX is one of the premium brands of HLL
having soaps, face wash, body lotion etc and is also famous among people. Everyone like to
look gorgeous and enjoy that confidence which makes us feel better. And that's what the Lux
range offers you – at a price you can afford. From the look and feel of the product packaging to
the subtle fragrances – is a delight to the senses. Lux has been making waves since 1924,
when it launched the world's first soap at affordable price. Lux was first introduced as toilet
soap in 1925 produced by Lever Brothers. From the very beginning Lux soap colours and
packaging were altered several times to show changing fashion trends. Five colors made up
the range: pink, white, blue, green and yellow .
In in1990s, Lux responded to the growing trend by launching its
own range of shower gels, liquid soaps etc. Lux beauty facial wash, Lux beauty bath and Lux
beauty shower were launched. In 2004, the entire Lux range was relaunched in the to include
five shower gels, three bath products and two new soap bars.
Since 1930, over 400 of the world’s most stunning and gorgeous
women have been proudly associated with Lux advertisements and events. Marilyn Monroe,
Demi Moore and Aishwarya Rai have all been part of the Lux glamorous story.

6. Recent Developments
HUL’s LUX has forayed into other categories including soaps, face wash,
hand wash, shower products etc. Also, in keeping with its tradition of providing modern,
products to consumers, company has launched a range of LUX deo.
Lux has also introduced new hand wash and soaps according to the needs of health conscious
consumers. Available in sandal, lime, spice and rose ensuring germ-free hands. The product
was launched in 2008.
Brand Values
Ever since its launch in 1924, Lux has been growing its brand image
regularly. All the campaigns for different variants have captured various changes in the brand
values without keeping away from the brand essence i.e. beauty and Freshness. These values
have a strong appeal and relevant appeal to both the sexes. Hence over the last couple of years,
lux has always closely monitored consumer behavior, changing attitudes and emerging needs
of the costumers. All of this has resulted in a brand that has not aged but grown into an active
and changing personality according to the need of the customer.

7. After 85years, Lux, remarkably still evokes a very high degree of trust and
respect in customers mind is still a tough competitor for other products. Thus it can be said that
lux has a good brand value and image in the mind of the customers.
Launching of LUX deo
We are proud to propose a new range of deodorant protection brings you
incredible natural effectiveness that is kind to both, you and environment. This year launch of
the new variant lux Deo, with the baseline ‘Aur Kya’ to communicate its positioning. It
addresses towards the need for effective body odour removal through the unique proposition of
deodorant. Today in the market, lux has three distinct variants, Lux face wash, beauty soap,
creams continues to operate in the 'healthy skin' category. Lux soaps are the strongest player
in 'freshness' category.
This is a natural extract recommended by a professional dermatologist in
Arizona, U.S.A. It was already approved for safety and hygene.Lux Deo is the latest offer from
the HUL. This latest deo is based at satisfying a problem, hesitation to get close because of
body odour. It has a unique long lasting formula that prevents body odour for all day long. It
comes in two exciting fragrances: Spice and cologne that keeps user feeling fresh all day long.

8. Product profile
The lux Body Deodorants made from 100% natural mineral salts which eliminate and prevents
body odor and allows the user feel fresh and clean for all day long. It gives excellent
protection. And, it is just pure and natural and prevents from causing bacteria. The protective
layer will not block pores. It is 100% free of perfumes and harmful chemicals. It is economical
and ideal for travel, as it is won't leak or run out unexpectedly.
Directions: Always apply to clean and dry skin. Simply spray deodorant underarms and also
works great for foot odor. For spray, just spray on directly on skin.
Promotion
LUX has been closely identified by its innovation, which is reflected in its
promotions. It was the first brand of this category that comes up with an idea of creative offers
like gold coins and pendants in soap. After getting a good response from these offers they
started new offers to increase the sales like, Buy 3 Get 1 Free.

9. LUX advertising always had a strong impact on customers by carefully
choosing the elements which reflect aspects of the brand. No wonder then, the commercials
featuring of celebrities like, Hema Malani, Aishwarya Ray and kareena Kapoor makes the Lux
very famous among women’s and this creates an curiosity in the mind of girls for using the
product.
The confidence that advertisement shows were closely connected to the
properties of the Lux product. The lux Deodorant targets audiences in the markets of India that
has appealed to different age groups of both sexes. The current advertising reinforces this bond
and the fact that lux has provided protection over the years.
Market Analysis & Strategy of LUX Deos
This report shows the market for the range of Lux Deodorants. LUX, a
brand of Hindustan Unilever Ltd. (HUL) in India, is launching a new range of deodorants in
Indian market. Thus this report contains information regarding market, image positioning etc.
that will help to launch the deodorants in the market. This report shows the market for
Deodorants over last 4-5 years, with relevant supporting quantitative information. Report also
projects performance and potential of the market for the next 5-6 years and predicts the
situation of market for the product.
After analyzing the situation of market there is need of identify the multiple segments of
market for deodorants by using certain criteria such as demographic, psychographic and
behavioral characteristics of the consumers. Segmentation will help in defining the target
customer. Among these segments, we will analyze only those in which Lux is active because of

10. the best opportunities available. This is called ‘Target Segments’ and the procedure is called
Targeting. After specific targeting become clearer then the need of identifying target consumer
arises, or in other words it can be said that brand Positioning for Lux. Thus, the STP
(Segmentation, Targeting, Positioning) model will help in described above and helps us in
defining the marketing process for launching the product successfully.
Marketing Plan, Objectives and Strategies…
If a company wants to increase their sale they should have marketing objectives and should
lead to sales. .They should:
• be clear
• be measurable, and
• Have a stated time frame for achievement.
Examples of marketing objectives follow:
• Must create awareness among the target audience by 30 percent in one year.
• Must Inform target audience about features and benefits of product and its competitive
advantage through advertisements and marketing activities.
• Decrease or remove potential customers' resistance to buying product,and leading to a
20 percent increase in sales that are closed in six months or less.

11. LUX advertising always had a strong impact on customers by carefully
choosing the elements which reflect aspects of the brand. No wonder then, the commercials
featuring of celebrities like, Hema Malani, Aishwarya Ray and kareena Kapoor makes the Lux
very famous among women’s and this creates an curiosity in the mind of girls for using the
product.
The confidence that advertisement shows were closely connected to the
properties of the Lux product. The lux Deodorant targets audiences in the markets of India that
has appealed to different age groups of both sexes. The current advertising reinforces this bond
and the fact that lux has provided protection over the years.
Market Analysis & Strategy of LUX Deos
This report shows the market for the range of Lux Deodorants. LUX, a
brand of Hindustan Unilever Ltd. (HUL) in India, is launching a new range of deodorants in
Indian market. Thus this report contains information regarding market, image positioning etc.
that will help to launch the deodorants in the market. This report shows the market for
Deodorants over last 4-5 years, with relevant supporting quantitative information. Report also
projects performance and potential of the market for the next 5-6 years and predicts the
situation of market for the product.
After analyzing the situation of market there is need of identify the multiple segments of
market for deodorants by using certain criteria such as demographic, psychographic and
behavioral characteristics of the consumers. Segmentation will help in defining the target
customer. Among these segments, we will analyze only those in which Lux is active because of