Marketing Plan lux.pptx
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The document discusses a marketing strategy for Lux Glossy, a new vitamin C face wash being launched by Hindustan Unilever. Key points include: - Lux Glossy is aiming to generate Rs. 170 crore in revenue for fiscal year 2022-2023 through brand extension of the Lux brand. - The target market is upper middle class women aged 16-35 in urban and semi-urban areas. Lux will position the product as making users' skin look like stars. - The marketing mix includes a price of Rs. 230/100gm and Rs. 480/250gm, distribution through modern trade, e-commerce and medical stores, and promotion using TV, social media, YouTube
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Marketing plan (LUX).
This document provides an overview of Unilever Bangladesh Ltd.'s marketing plan for their LUX beauty soap brand. It includes a situational analysis covering the market, competitors, SWOT analysis, and distribution channels. The marketing strategy section outlines objectives to expand into rural areas and target both males and females. It also describes product positioning, targeting urban middle and upper middle class consumers. Finally, it discusses the marketing mix of product varieties, pricing strategy, and extensive placement through warehouses and distributors.
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Dermafique is a premium skincare brand targeting 18-40 year old women in metropolitan and tier 1 cities who are conscious about their beauty. After research, the target group was segmented into 'Solution seekers' looking for specific condition care and 'Everyday care seekers' wanting regular maintenance.
Marketing strategies were developed for each group. 'Everyday care seekers' were addressed through a "3-minute skin care expert" campaign while 'Solution seekers' were targeted through messages of trust. Integrated communications including influencer marketing and assisted skincare were used.
To sustain growth, new products including lip, eye and body care were proposed. The 5-year plan forecasts sales of Rs
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Here are 3 objectives for the campaign:
1. Increase sales of M.A.C Cosmetics by 6%
2. Achieve 75% comprehension and 55% conviction of campaign messaging
3. Reach 75% of the target audience with an effective frequency
Objectives | 7____
Research
- Focus groups were conducted with current M.A.C customers ages 18-34 in major cities to understand perceptions of the brand and what draws customers to M.A.C.
- An online survey was distributed to 500 women ages 18-34 to assess awareness and perceptions of M.A.C compared to other prestige beauty brands like Urban Decay, Too Faced, Tarte.
Cosmetics
The cosmetics industry in India is growing rapidly at 15-20% annually. Lakme is the country's largest cosmetics brand and was the first to introduce makeup to Indian women over 50 years ago. It has a wide range of skin care and color cosmetic products as well as beauty salons. While Lakme faces competition from international brands, it has strengths in its brand recognition, product range, and distribution channels in India.
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• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brandFrom Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Consumer Journey Mapping & Personalization Master Class - Sabrina KillgoDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future TrendsMastering The Best Restaurant Advertising Campaigns Detailed Guide
A guide for making the Best Restaurant Advertising Campaigns with demographics, data analytics, and digital advertising for measurable results.
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found OnlineDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun GuptaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.PickUp_conversational AI_Capex, Inc._20240611
PickUp, Improve conversions with scenario-based conversational AI.
Etsy Marketing Guide - Tips For Selling Digital Products
This guide is for those who are selling digital products on Etsy platform.
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim KirbyDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translationAmazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.PickUp_conversational AI_Capex, Inc._20240610
PickUp, Improve conversions with scenario-based conversational AI.
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assetsBreaking Silos To Break Bank: Shattering The Divide Between Search And Social
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim HaydenDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.Recently uploaded (20)
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
Podcast, The New Marketing Currency - Ozeal Debastos
Podcast, The New Marketing Currency - Ozeal Debastos
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found Online
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
Etsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital Products
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando Angulo
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing Plan lux.pptx
- 1. Prepared By- Indrajit Sarkar PIMS-PGDM Roll No - DM22F03 Mini Project of Marketing Vitamin - C Face Wash.
- 2. LUX Glosy Face Wash E x e c u t i v e S u m m a r y • We were given the task of researching the industry and creating a marketing strategy using in-depth analysis. • I've chosen a new item from the Personal care category by the name of Lux for my assignment. HUL's Personal care segment. • "Lux Glossy," vitamin C face wash will launch under the Lux brand.
- 3. Current CEO of HUL Sanjiv Mehta Headquarters in Mumbai, India Established in 1933 Deals in meals & refreshment, home care, beauty & personal care, and life essentials. About Hindustan Unilever
- 4. Sales in Crore Mar-18 Mar-19 Mar-20 Mar-21 Mar-22 400 300 200 100 0 Launched in 1925, Lux is a global company with a line of goods that includes the celebrity-endorsed shampoos, conditioners, shower gels, bath additives, and beauty soaps Sales graph of Lux 79.32 101.31 126.01 273.37 341.39
- 5. Sale Unit Size of Pack Per Pack Price Revenue 5100000 100 gm 230 1173000000 1100000 250 gm 480 528000000 Total Revenue 1,701,000,000 .00 Marketing Objective "Lux Glossy”, is to generate Rs 170 crore in revenue for the fiscal year 2022–2023 The company looking for to brand extension to boost the revenue of Lux. Sale Forecasting Company is targeting to generate 170 crore revenue.
- 6. STRENGTHS WEAKNESSES OPPORTUNITIES THREATS • Strong Global Brand • Large Share Market • Good Distribution • Brand extension • Strong Support of • Unilever • Brand Ambassadors • Not Unisex Appeal • Less Penetration in • Rural Market • Controversies • Growth of Personal • Care Industry • Demand of Body Wash • New Trends • Offers and Schemes • Expand into Rural • Market • In House Competition • Intense Competition • Demand shifting • towards Liquid soap
- 7. Subject Himalaya purifying Neem Garnier Bright Nivea Purifying Price(100gm) 119 158 103 Type Herbal Chemical Chemical Form Foam Cream, Serum Gel Material features Antibacterial Natural Oil Free Applied for Anti-acne & Pimples Skin Brightening Nourishment & Moisturization, Deep Cleansing Target market Youth suffering from skin problem(acne) Oily skin Dull and dry skin C o m p e t i t o r s A n a l y s i s
- 8. Market share of Face Wash Nivea Fair & Lovely Ponds Garniar Vasaline Himalaya 25% 20% 15% 10% 5% 0%
- 9. SEGMENTATION, TARGET & POSITIONING Geographic- Urban and Semi Urban Demographic- Gender- Female Income- Upper-Middle Class Age group- 16-35 years Behavioural- Independ-Ambitious Psychographic: Appreciates beauty and glamour with affordable price The company is going to positioning their face wash as a product of Super Stars. Propose tagline for the product is “Bring out your Star look”, “Need to become Star”. Lux targeting the upper-middle-class young woman customers who will trustworthy and Reliable towards the brand. TARGE T POSITIONIN SEGMEN T
- 10. Tier 2 30% Tier 3 10% Tier 1 60% Main target market for the company is Urban Market. Company wants to generate 60% of the total income from urban areas. Their targeted market is suitable for urban market. Rest 40% income is divided in 30% and 10% in tier 2 and tier 3 cities respectively.
- 11. MARKETING MIX PRODUCT PLACE PRICE PROMOTION Item Form: Gel Material Feature: Natural (Olive oil extract, Jojoba oil, Lemon extract, Argan oil, Tea tree oil) Applied for: Skin Brightening Package: Tube Content: Vitamin C Skin Type : All B2B: 100g- Rs 195 / 250g- Rs 390 D2C: 100g- Rs 230 / 250g- Rs 480 • Modern Trade • Company’s website • E-Commerce • Medical Store • General Trade • Social Media marketing • Sponsorship (Fashion shows) • You Tube advertisement • OTT promotion
- 12. PESTLE Analysis Political Economic Social Technological Legal Environmental • Importance of local governments in India • Taxation policies • Government resource allocation and time scale • Economic Performance of India • Exchange rate • Inflation rate • Per Capita Income • Migration • Media outlets play a critical role • Attitude towards health and safety • Demographics • Lowering cost of production • fast disrupting the supply chain • Environment Laws and guides • Data protection laws • Employment law in the India • Legal protection of patents, copyrights, • Pollution Level • Changes in Climate • Pandemic Occurrence
- 13. 68% 11 % 6.8% 13% Marketing Plan & Budget TV Advertise 15.00 cr. Social Media Campaigns 2.5 cr. Online Advertise 1.5 cr. Physical Campaigns 3.0 cr