PROJECT REPORT

ON

“INTEGRATED MARKETING COMMUNICTION OF LUX

SOAP
BY HINDUSTAN UNLEVER LIMITED”

Submitted by
Lalit Kothari 17028
Ravi Kumar 17041
Soniya Yadav 17048

Faculty
Prof. Dr. Madhavi Pandya

1| Page Siva Sivani

Kompally,
Institute
(2008-2010)
Secunderabad
of Management
ABSTRACT

Hindustan Unilever Ltd. is a well-known and largest FMCG company in

Irevamped
ndia. HUL has always
its products to meet the changing needs of the consumer
without
quality. compromising
This r eport dealson the
with one of its premier brands "LUX".
HUL leadscategory
toilet soap the marketwithin54.3%
the mar ket share. Lux has inched up to be
on par with
HUL's soapsLifebuoy in The Lux brand now has an almost equal
portfolio.
market share as
Lever's largest Hindustan
selling soap brand - Lifebuoy. This r eport gives an
overview
company and of the
thehistory
brand of the the various strategies adopted to survive
"Lux",
in the and
years market
the for
var over
ious 75
competing brands. The promotional activities
adopted,
and the brand's
weaknesses, strengths
threats faced are also analysed. The FMCG category
is
foralways
all thea competing
battlegroundfirms and the bathing soap category is no
different.
entering theWith more maintaining
market, firms the customer base is not very easy.
Within
soap six months,
products ITC's
have been able to capture 1.75% of the market share.

2| Page
 Table of Contents
ABSTRACT ..............................................................................................
.............................
TABLE OF 2
CONTENT
EXECUTIVE
S ............... .
SUMMARY
INDUSTRY
..................
......................
MAJOR
ANALYSIS
..................
......................
PLAYE
....................
EXTERNAL
..................
......................
RS .......
....................
COMPETIT
..................
......................
.............
....................
ORS.............
HINDUSTAN UNILEVER LIMITED (HUL) ...........................................................................
.................
............
............. 4
....................
.....................
Company
3
.............
....................
.....................
Mission
profile .........................................................................................................
.............
.... 5
.....................
...........................
...............
Principles 11
of the Quality
.............
.....................
...............
Policy
Present ...........................
.............
...8
...............
.......................................
stature ....................................................................................................
Divisions
.............
............... Lever12
..........................
...........
...........................
Hindustan 13
.............
...............
...........
network .......................................................................................................
Exports ............
Water . 5
...............
...........
..........................................................................................................
.......................... 15
...............
...........
...........................
..........................
Corporate 15
....... 10
...........
..........................
Responsi
...........
..................
bility
PRODUCT 14
...........
................
PROFILE .
...........
................
..................
...........
PRODUCT
................ CATEGORY, MARKET SEGMENTATION, TARGET
..................
...........
MARKETING
................
.................. AND
POSITIONING…………………………………………………………
.........
................
..................
……………………..18
12
................
..................
.TACTICAL
16
................ MARKETING TOOLS
17
Product .......................................................................................................
.......................... 20
Promotion ..................................................................................................
Price……………………………………………………………………
........................... 20
………………............21
Place ...........................................................................................................
.......................... 21
INTEGRATED MARKETING COMMUNICATION
……………………….
…………………………………………………………………………
PROMOTION…….
………………………
…………………………………………23
PUBLIC RELATIONS …………………………………………………………………………
………………………
POINT OF PURCHASES ………………………………………24
………………………………………………………………….
…………………………………………………………………………
…………………………………………………………………………
………………………
ADVERTISEMENTS
PUBLIC
3DISTRIBUTION
BIBLOGRAPHY
| P a g eRELATIONS …………………………………………26
…………………………….………………42
…………………………………….………40
………………………………………40
…………………27
Executive Summary

Unilever is a multinational consumer product manufacturing giant

operating in over hundred
countries all around the globe. Unilever Bangladesh is the
Bangladesh chapter of Unilever,
where the company holds 60.75% share whereas the Government
of Peoples Republic of
Bangladesh holds 39.25% share. Unilever‘s one of the most
popular brand is LUX. They
segments LUX.‘s market according to geographical locations . It
further differentiates these
segments into Socio Economic Cluster (SEC) which takes into account
the criter ia of education
and profession which ultimately measures the financial ability of
consumers. The cluster is
divided into five parts starting from A to E. Unilever targets the
urban and sub urban upper
middle class and middle class segment of the population, who falls
under A to C of SEC.
Tactical marketing tools, 4P‘s, are extensively used by the
company to market LUX. Though
LUX is produced in Bangladesh, Unilever Bangladesh maintains the
same standard all around
the globe. The product is available in six different fragrances under
three different sizes. Since
the demand for beauty soap market is to a great extent oligopolistic, var
iations in price lead to
price war which can eventually break down the company‘s market
share. Thus Unilever cannot
provide a better pr ice than its competitors. But the pr ice is
affordable by most of the people.
Unilever Bangladesh has outsourced its distribution channels to
third party distributors which
allow them to distr ibute LUX in massive bulks amounting to
around ten million pieces. It
undertakes the largest promotional activities in the beauty soap industry.

The beauty soap industry has a few major producers of which

Unilever holds market share of
slightly less than 50%. Other competing br ands like Tibbet, Aromatic
and Keya have started to
have a strong consumer base, but LUX.‘s product features distr ibution
and promotional activities
have created high brand loyalty for which it is still the market leader.
Unilever, with the aid of its
heavy promotional activities, has been able to penetr ate the market.
the
rural
such
product
Butindustry
as
masses
the moving
for are
other kids)
of posing
towards
theand
producerspopulation.
aother
threat
the rural
in innovative
towar
Therefore,
and/or
ds Unilever‘s
poorer
promotional
Unilever
segment;
market
Bangladesh
activities
shar
attract
e as
to
4industr
they
should
children
retain
| P have
a gits
y.
undertake
e(by
moved
command
making towar
further
ainspecial
ds
thethe
steps
Industry a nalysis
The toilet soaps market is estimated at 530,000 tpa including
small
litteredimports.
over withThe market
several, is national and global brands and a large
leading
number
which haveof small brands,
limited markets. The popular and premium brands include
Lifebuoy, Lux, and
Lir il, Rexona, Cinthol,
Nirma.

Toilet soaps, despite their divergent brands, are not well differentiated
by the consumer
therefore, s. Itifis,it is the brand loyalty or experimentation
not clear
lur ed by high
campaign, whichvolume
sustain media
them. A consequence is that the market is
fragmented.
this must leadIt to
is obvious
a highly thatcompetitive market. Toilet soap, once only an
urbanpenetrated
now phenomenon, has all areas including r emote rur al areas. The
practically
incremental demand
from population flows and rise in usage norm impacted as it is
increase
by a gr eater
hygiene. concern
Incr eased sales forrevenues would also expand from up
gradation
value. of quality or per unit

As the market is constituted now, it can be divided into four price

segments: premium,
discount and economy popular,
soaps. Premium soaps are estimated to have a
market tonnes.
80,000 volume This
of about
translates into a share of about 14 to 15%.

Soaps form the largest pie of the FMCG Market with bathing &
toilet soaps
around 30% accounting
of the soapformarket, by value. Currently, the soap
industr
segmentsy namely
is divided into three
Premium, Popular and Economy/ Sub popular.

To fight competition, major players Hindustan Unilever Ltd (HUL),

Godrej Consumer
Ltd (GCPL) Products
and Wipro Consumer Care & Lighting are now drawing up
fresh game plans.
the accent And on innovation to gain mind share as well as
is clearly
market share category.
overcrowded in this

Majorover
Consumer
With
PEARS Players
—Goods
seven
has 54.3%
br
Company;
andsshar
—eits
LUX,
of journey
theLIFEBUOY,
overall
begansoap
75HAMAM,
years
market.
ago,
HULin is
51933,
Hindustan
REXONA,
India's
| P a gwhen
largest
e Unilever
BREEZE,
theFast
company
Moving
Ltd
DOVE
. was and
first incorporated. The company stirring the lives of two out of
three
distinctIndians withinover
categories Home20& Personal Care Products and Foods &
Beverages
the country'sandlargest
also one of
exporters. HUL's brands includes Lifebuoy, Lux,
Surf
Fair &Excel, Rin,Pond's,
Lovely, Wheel, Sunsilk, Clinic, Pepsodent, Close-up,
Lakme, Brooke Bond,
Knorr-Annapurna, Kissan,
Kwality Wall's - are household names across the
country. They in
manufactured areover 40 factor ies across India. In the Rs7,000
crore
HUL‘sby marsales soap has
ket share mardropped
ket, to 54.3% in March 2008 from 55.9%
in March 2006.

Godrej Consumer Products

GCPL, India‘s second largest soap maker after Hindustan Unilever Ltd,
has nearly
share. With9.2%
11% market
market share in value terms, it is the second largest
soap maker
Unilever. after Hindustan
Godrej Consumer Products (GCPL) is a major player in the
Indian FMCG
leadership market
in per sonal,with
hair, household and fabric care segments. The
company is one among
largest marketer the soaps in the country with leading brands
of toilet
such as CINTHOL,
FAIRGLOW, NIKHAR, & ALLCARE. Fairglow brand, India's first
Fairness
marketingsoap, hasascrone
history eated
of the most successful innovations. It is also
the pr eferred
contract supplier for
manufacturing of toilet soaps, some of which are the most
well-known
country. brands in the

Wipro

In the Indian market, Wipro is a leader in providing I T solutions and

services
segment for the corporate
in India. Wipro also has a profitable presence in niche market
segments of infrastr
engineering, ucture products & lighting.Wipro has made a
and consumer
large acquisition
Consumer in the The presence of Wipro in the toilet soap
Care business.
industry can such
their brands be seen through
as SANTOOR and CHANDRIKA. With industry
leading
and organic growth
the acquisition, rates care business has reached a Revenue
Consumer
run rate per
million in excess
quarter.of $100

Hygiene&and
Procter
acquired
subsidiary),Richardson
Gamble
it was
Health
later
India
Vicks,
Care
named
(PGHHCL)
inUS.
as
order
P&G.
Formerly
towas
Itreflect
changed
incorporated
known
theitsnature
as
name
Richardson
inagain
and
1964in
6character
Procter
after
Hindustan
1998
| P ato
Procter
g Procter
e&of
Gamble
(the
the
&&Indian
Gamble,
business
Gamble
India US,
of the
company. During 2004-05 the company has increased its installed
capacity
Detergentsofand
Soaps &Preparations etc by 36500 Tonnes and 263 Tonnes
Toilet
respectively.
expansion the With thisinstalled capacity of Soaps & Detergents and
total
Toilet Preparations
increased etc has and 5875 Tonnes respectively.
to 108500 Tonnes

Nirma

Incorporated as a private limited company, Nirma was converted into a

deemed
and thenpublic company
to a public limited one in Nov.'93. Nir ma has a leadership
presence in Detergents,
and Personal Soaps To have a greater control on the
Care Products.
quality andNirma
mater ials, price of its raw backward integration into manufacture
undertook
of Industrial
Soda Products
Ash, Linear like
Alkyl Benzene (LAB), Alfa Olefin Sulphonates
(AOS),
and Fatty Acid,
Sulphuric Acid.Glycerine
During 1996-97, Nilnita Chemicals, Nirma
Detergents, Nirma
Detergents, and Soaps
Shiva Soapsand
and Detergents wer e amalgamated with
the company.
created 'NirmaThe company
Consumer Care Ltd.' - a wholly owned subsidiary on
22ndlicensee
sole Aug.'97,ofwhich is thename 'Nirma' within India. Nirma enjoys a
the brand
share of 6.74% in soaps.

ITC

ITC, the country‘s largest cigarette maker, entered the segment last year
and has made
headway in aa short
strongtime. Accor ding to AC Nielsen, its share has gr
own to despite
months 1.75% the
in just
fact five
that many of its brands such as Super ia, Fiama
Di Wills and
currently Vivel
sold in onlyare
six states.

Competitor analysis

7Internal
Born: g ecompetitors
Lifebuoy:
| P a 1895
External Competitors

Sant oor:

Santoor is the flagship brand in the Wipro Consumer Care & Lighting
stable of
brand andsoap
the in
2nd largest
India in the popular segment of the category. The
brand enjoys
trust since its two decades
launch in 1986of and has grown to be counted amongst the
topanbrands
in in the competitive
intensively Country market. Millions of women across the
secret
countryofhave
younger lookingthe
discovered skin with Santoor. It is a truly unique soap
thatnatural
of combines the goodness
ingredients - Sandal, Turmer ic and natural Skin Softeners.
Sandal
and provides
soothing a cooling
effect that softens skin, while turmer ic controls
formationlike
pigments of skin darkening
melanin, to give skin a radiant glow. Natural Skin
Softeners
supple. Themake skin soft
end result, skinand
that is so healthy and beautiful, it lies about
your actual age!
Amongst the first brands in the Country to launch an offering with the
twin ingredient
Sandal benefits
and Turmeric, of
Santoor has over the years moved from a purely
natural to
appeal, ingredient
one of the based
most preferred beauty soaps of the day. Today,
Santoor issoap
growing one of the fastest
brands in India. Santoor is available in three var
iants – ic),
Turmer Santoor
Santoor(Sandal
White & (Sandal & Almond milk) and Santoor
soap manufactured
Chandan which is awith extracts of Sandalwood oil – a favourite of
premium
discer ning consumers.

Cinthol:

Cinthol the popular and much- loved brand of Godrej Consumer

Products Limitedof(GCPL)have
been a favourite people for many years. All different soaps in its
rangeance
fragr are having
and high feel-fresh
TFM index. Cinthol‘s range cover s an
economic Lime-fresh,
deo-soaps (spice, the medium
lime,cologne and the new ‘sport‘) and a slightly
expensive
For decades, Cinthol-Original
Cinthol-Original . is one of the best soaps made in India. It
had
whicha simple
attractsred-none!cover
But was still able to sustain itself in the market .
Godrej has nowCinthol
the improved launched range. Cinthol now offers a deo-range of
soaps, talc andfragr
three exciting deo-sprays in
ances - Classic, Cologne and Sport in a trendy
new packaging.
Cinthol fresh soap It and
alsoCinthol
offers Regular soap with new exciting
packaging. The eye-catching
vibrant packaging symbolizes anda sense of adventur e, zest and
brings
DryShield
that
otherrevitalises
action.outlets
24-Hour
Thethat and
newyou
absorbs
Confidence
will
24x7.The
be supported
Cinthol sweat,
through
new
range UltraScent
range
by
Active
high-
willTechnology
Deo
impact
be available
Formula,
adverforacross
tising
which
longon
the
lasting
8line
controls
fragrance
countr
television,
| Pand
a gy eradio.
at
body
and
pr
modern
int,
Freshness
odour,
out-door,
retail
Powerful
and
on-
Vivel and Superia:

The Vivel Di Wills r ange is available in two variants. Its unique carton
pack has design
by ITC's been developed
team to provide a novel consumer experience. Vivel Di
Wills Sheer
enriched Radiance
with is to provide skin lustre to make it radiant. Vivel
Olive Oil,
Di Wills Sheer
enriched Crème
with Shea is to moistur ize skin to make it soft and
Butter,
supple.
The Vivel range of soaps is available in four variants:-

Vivel Young Glow is enriched with Vitamin E and Fruit Infusions

which help
providing in
youthful glow to the skin.
Vivel Satin Soft is enriched with Vitamin E and Aloe Vera which
help the skin
beautifully soft.feel
Vivel Sandal Sparkle is enriched with Sandalwood Oil and Active Clay
which helps
providing inskin.
clear
Vivel Ayurveda Essence is enriched with multiple Ayur vedic
Ingredients
protect whichgerms
skin from help and harsh environment, keeping it healthy and
beautiful.

In the popular segment, ITC has launched a range of soaps and

shampoos under the
Superia. Superia brandenriched
Soaps name with natural ingredients give
radiant glowing
Soaps are skin.
available Superia
in four variants :

Fragrant Flower: with the fr agrance of Rose & Lavender Oil

Soft Sandal: with the fragrance of Sandal & Almond Oil
Natural Glow: with Neem & Coconut Oils
Healthy Glow: with Orange Oil

9| Page
Company profile

Hindustan Lever Ltd

Hindustan Lever Ltd (HLL) is India's largest Fast

Moving Consumer Goods (FMCG) company. HLL's brands like
Lifebuoy,Fair
Wheel, Lux,&Surf Excel,Pond's,
Lovely, Rin, Sunsilk, Clinic, Pepsodent, Close-
up, Lakme,
Kissan, Brooke Bond,Kwality Wall's ar e household names
Knorr-Annapurna,
host
acrossof categories,
the countrysuchandasspan
soaps,
a detergents, personal products, tea,
coffee,and
cream branded staples,
culinary ice These products are manufactured over 40
products.
factories acrossoperations
the associated India and involve over 2,000 suppliers and associates.
Hindustan
distr ibutionLever Limited's
network compr ises about 4,000 redistribution stockists,
cover
outletsing 6.3 million
reaching retail
the entire ur ban population, and about 250 million
one
ruralofconsumers.
India's largest
HLLexporters.
is also It has been r ecognised as a Golden
Super
the Star TradingofHouse
Government India.byPresently, HLL has over 16,000
employees
managers. Its including
missionover
is to1,200
"add vitality to life." The Anglo-Dutch
companystake
majority Unilever owns a Lever Limited.
in Hindustan

In the late 19th and ear ly 20th century Unilever used to export its pr
oducts to
began in India. This the
1888 with process
export of Sunlight soap, which was followed
by Lifebuoy
other famous in br 1895 and Pears, Lux and Vim soon after. In 1931,
ands like
Unilever setHindustan
subsidiary, up its first Vanaspati
Indian Manufacturing Company, followed
by Lever(1933)
Limited BrothersandIndia
United Traders Limited (1935). The three
November
companies 1956 and the in
were merged new entity that came into existence after
merger was
Hindustan called
Lever as
Limited. HLL offer ed 10% of its equity to the Indian
public, the
among andforeign
it was the first
subsidiaries to do so. Currently, Unilever holds
51.55%the
while equity
rest in
of the
thecompany
shareholding is distributed among about
380,000
and individual
financial shareholders
institutions.

Brooke Bond entered I ndian market in 1900 and in 1903 it

launched InRed
country. Label
1912, tea inBond
Brooke the & Co. India Limited was formed.
Unilever
Bond acquired
through Brooke acquisition. Similarly, Lipton's link with
an international
India dateacquired
Unilever back to 1898.
Lipton in 1972 and in 1977 Lipton Tea (India)
Limited(India)
Pond's was incorporated.
had been in I ndian market since 1947. It joined the
international
Unilever ranksacquisition of Chesebr ough Pond's USA in 1986.
thr ough an

The liber alization of Indian economy in 1991 and subsequent

removal ofallowed
framework the r egulatory
HLL to explore every single pr oduct and
constr
and
significant
Group
events
with
merged
launched
opportunity segment, in
alliances.
HLL,
aints
and
of
toWall's
form
India's
the
interests
on
effective
Dollops
production
In
Brooke
range
corporate
1992,
from
ofIce-cream
Bond
Instant
Frozen
the
withoutcapacity.
April
history,
erstwhile
Lipton
Coffee.
anyDesserts
business
1,The
India
1993.
theBrooke
1990s
In
in
erstwhile
from
Limited
1994
1993,
In witnessed
July
Cadbur
Bond
and
it(BBLIL)
Tata
1993,
acquired
byacquired
ythe
aOil
India.
string
Brooke
end
. Brooke
Mills
the
In
of
ofone
the
crucial
Kothari
Kissan
of
Company
Bond
year,
10 the
| PHLL
Lipton
amost
India
mergers,
gbusiness
General
e entered
(TOMCO)
talked
and
India
acquisitions
from
Lipton
Foods,
about
into
Limited
merged
atheIndia
with
UB
strategic alliance with the Kwality Icecream Group families.
BBLILfrom
effect mergedJanuarwith
y 1,HLL,
1996.with
HLL has also set up a subsidiary in
(NLL). The NLL
Nepal, Nepal Leverfactory
Limitedmanufactures HLL's products like Soaps,
Detergentsboth
Products andforPersonal
the domestic market and exports to India. In
Januar y 2000,
divestment as part
strategy, of its
the government decided to award 74 per cent
equityI in
HLL. Modern
n 2002, HLLFoods to the government's remaining stake in
acquired
Modernthe
2007, Foods. In Februar
company y
has been renamed to "Hindustan Unilever
balance
Limited"between
to strikemaintaining
the optimumthe her itage of the Company and the
future
of benefits
global and synergies
alignment with the corporate name of "Unilever".

Mission

Unilever's mission is to add Vitality to life. They meet everyday needs

for nutrition,
personal carehygiene and that help people feel good, look good and
with brands
get
deepmore
rootsout of life.Their
in local cultures and mar kets around the world give
them strong
consumer relationship
s and with for their future growth .
are the foundation

A key requirement is building in the quality expectations of their

consumers into their products.
To win consumers‘ confidence and loyalty, they need to consistently
deliver brquality.
excellent anded pr oducts of

The Quality Policy descr ibes the principles that everyone in Unilever
follows,
in wherever
the world, theythat
to ensure are they are recognised and trusted for their
brands and
integrity, theproducts, and
quality of the high standards they set.
their

Principles of the Quality Policy

• Putting the safety of their products and consumers first.

HUL has stringent mandatory quality sta ndards in place against whic h
compliance
regular auditsisandverified through These standards ensure they design,
self assessments.
•that
and
They
services,
are actively
manufacturesafe,and
thus
of supply
engage
creating
excellentconsumers
consumer
quality, and
products valuecustomers,
conform
wherevertothey
translating
theposition
relevatheir
nttheir
industry
needs
countries
and
11
products.
| requirements
P
regulatory
a gin
e whichstandards
into
theyproducts
operate.
in the
• Quality is a shared responsibility

Quality and consumer safety is the responsibility of every Unilever

employee
visible andand Unilever
consistent demonstrates
leadership to meet this policy. The drive for quality, in
all that they
reflected do, isbrand
in their a passion
development, manufacturing and customer service
processes.

Present stature

Hindustan Unilever Limited (HUL) is India's largest Fast Moving

Consumer
the lives ofGoods
two outcompa ny, touching
of three Indians with over 20 distinct categories in
Home & Personal
and Foods Care Products
& Beverages. They endow the company with a scale of
combined
tonnes andvolumes of about
sales of nearly 4 million
Rs.13718 crores.

HUL is also one of the country's largest exporters; it has been recognised
as a Golden
House by theSuper Star Trading
G overnment of India.

The mission that inspires HUL's over 15,000 employees, including over
1,300 managers,
vitality to life." HULis tomeets
"addeveryday needs for nutrition, hygiene, and
persona l care
people feel withlook
good, brands
goodthat
andhelp
get more out of life. It is a mission HUL
shares withwhich
Unilever, its parent
holdscompany,
52.10% of the equity. The rest of the
shareholding
individua is distributed
l shareholders among 360,675
and financia l institutions.

HUL's brands- like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's,
Sunsilk,Lakme,
Pepsodent, Close-up, Clinic,Brooke Bond, Kissan, Knorr-Annapurna,
Kwality
na Wall's the
mes across – are household
country and span many categories - soaps,
detergents, personal
branded staples, products,
ice cream andtea, coffee,
culinary products. They are manufactured
over 40 factories
The operations acrossover
involve India.
2,000 suppliers and associates. HUL's
distribution
4,000 network,stockists,
redistribution comprising about 6.3 million reta il outlets reaching the
covering
entire urban
about 250 population,
million and
rural consumers.

HUL has traditionally been a company, which inc orporates latest

technology in all itsResearch
Hindustan Unilever operations. The (HURC) was set up in 1958, and
Centre
now has facilities
Bangalore. HURC and in Mumbai
the Global andTechnology Centres in India have over
200 highly qualified
and technologists, many scientists
with post-doctoral experience acquir ed in the US
and Europe.
GroupFoods
Foods,
beverages,
fabric
care.
products,
Industrial
wash,
operates
Iceand
fruit
industrial
Crea
and
household,
agricultural
and
through
ms
beverages
vegetable
and
and agricultural
seven
oral
products
Other.
includes
care,
products,
segments:
The
includes
skin
products.
tea,
products
a rice,
nd
coffee,
Soa
specialty
hair
Home
salt,
ps
include
care,
cooking
and
atta
chemicals,
andDetergents,
deodorants,
home
and
personal
fats
rawa,
and
bulk
and
care
Personal
personal
marine
oils,
Products,
care
perfumery,
bakery
products
chemica
12 | Pproducts,
a fats,
gls,
consists
and
Exports,
e fertilisers,
colour
ice
mushrooms.
foods
crea
of
Beverages,
cosmetics
personal
ms,
anima
a nd tomato
l and
and
feeds,
baby
seeds, plant growth nutrients, processed-tri-glycerides and agri
commodities, yeast, lea
carpets, thermometers ther,
and footwear and
plantations.

Its brands are spread across 20 consumer product categories. Hindustan

Unilever
throughoutmarkets
India. consumer
The companygoods
fa ces competition from international, local
and regional players.
The company derives 44.3% of its revenues from soaps and detergents,
26.6% from
products, personal
10.5% from care
beverages, and the rest from foods, ice creams,
exports, and
counterfeit other
trade products.
increases, the As
company stands to lose on its brand equity
and exclusivity.

New Products introduced by HUL in recent years:

Lux stra wberry and cream

Clinic plus multi sachet
Ponds age miracle
Axe shock and recover
Paddle pop
Wheel active Green

Divisions

Home and Personal Care

The HPC business is made up of Fabric Wash, Household Care,

Personal
categories.Wash and Personal Care

Personal Wash : Lux, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears, Rexona
Laundry: Surf excel, Rin, Wheel
Skin care: Fair and Lovely, Ponds, Vaseline, Avia nce
Oral care: Pepsodent, Close up
Deodorants: Axe, Rexona
13 | P a Ayurvedic
Colour
ge cosmetics:
personalLakme
and health care : Ayush
Foods

The Foods Division of your Company comprises Beverages, Processed

Foods, Ice-Creams
Modern and The Division recorded strong growth in
Foods businesses.
2007.
Tea: Brooke Bond, Lipton
Coffee: Bru
Foods: Kissan, Annapurna, Knorr
Ice cream: Kwality walls

Hindustan Lever network

Started in 2003, Hindustan Unilever Network (HUN) is HUL's Direct

Selling arm.
categor It isselling
y direct a multi-
business offering a wide range of high- quality,

high-performance products for its consumers and also exciting

business
developmentand opportunities
personal for its consultants. It alr eady has about
7independent
lakh consultants - all trained and guided by HUN's expert
entrepreneurs,
managers and trainers.
HUN‘s mission is to a create millionaire club in India. There are
many
earningconsultants
at over a who are Rs.1,00,000 per annum. Several
rate of
consultants
month. earn over Rs.50,000 per

HUN offers to build a business with different categories of Home &

Personal Care (HPC)
Food products. They and
are all essential household needs. And they
are allically
specif exclusive to HUN,
developed for the Direct Selling channel, and not available
in the retail channel.
HUN has
centres already
across spread toHUN's
the country. 1500 towns
visionand
is tocities, backed
earn the by respect
love and 28
offices
14 | P a gand
of India
differenceby over
e tomaking130
the lives service
a real
of million Indians.
Exports

Today, HUL is one of I ndia‘s Largest exporters of branded Fast Moving

Consumer Goods.by
been r ecognized It the
has Government of India as a Golden Super Star
Trading House.
Over time HUL has developed into a viable & competitive sour
cing
wide base for Unilever
in Home worldCare & Foods & Beverages categor y
and Personal
of pr oducts.
global HUL
marketing ar is alsoselect
m for a licensed Unilever brands and also
works on building
with core categoriessuch as branded basmati rice.
country advantage

HUL Exports offers high level of service with flexibility and

responsiveness
supply chain. Itthorough out the organization structure to support
has a dedicated
this
helped endeavour
in growth andofthis hasbusinesses in particular. Intrinsic cost
these
competitiveness
end Supply chain in with
the end to
appropriate technology and competitive
capital investmentbest
while delivering operations
in class quality enables HUL to position itself as
aUnilever
key sourcing
and alsohub for a prefer red partner for Global customers in
become
categories we oper ate.
HUL‘s key focus in the exports business is on two broad categor ies.
It is a sourcing
Unilever brandsbase
in Homefor & Personal Care (HPC) and Food and
Beverages
other ( F&B)
Unilever for supplies
companies. tofocuses on becoming a preferred
It also
supplier
and to both
Unilever non-Unilever
clients in three categories in which India, as a country, has
competitive
Branded Rice, advant age –Products and Castor and its Der ivatives .
Marine
HUL enjoyswithin
recognition international
Unilever and outside for its quality, reliability and
speed
HUL'sofExports
customer service. compr ises, at present, countr ies in Europe,
geography
Asia, Middle
Australia, East,
North Africa,etc
America

Water

Pureit, a breakthrough offer ing of Hindustan Unilever (HUL) , comes

with many unique
– complete benefits
protection from all water -borne diseases, unmatched
convenience and affordability.
Pureit‘s unique Germkill Battery technology kills all harmful viruses
parasites
family
Pureit not
100%
and bacter and
only
protection
pesticide
ia andrenders water
from
removesimpurities,
water-borne
micro-biologically
givingdiseases
you water
safe,
likethat
but
jaundice,
also
is =as
makes
safe
as |boiled‘.
diarrhea,
the
and
15 water
good-tasting.
P a g typhoid
eclear,
It assures
odourless
and choler
your a.
Corporate Responsibility

As in the earlier years, your Company continued to involve itself in

social
across welfare initiatives
the Country, both through charity and social investment
around issues like
health, nutrition and education,
initiatives for the economic upliftment of the
underprivileged.
The company has commenced a pilot in its tea business, in partnership
with an NGO
Change) (Partners
to source tea in
directly from small producers and thereby
impr
effortove
of their livelihood.inThe
the Company improving water availability thr ough
soil conservation
harvesting methods andhaswater
borne good results. Company believes that
brands must
forefront of drbe at social
iving the change.

HUL is also running a rur al health programme – Lifebuoy Swasthya

Chetana.
endeavoursThe programme
to induce adoption of hygienic practices among rur al I
ndians and aims
the incidence to bring down
of diarrhoea. It has alr eady touched 84.6 million people
in approximately
villages of 8 states.43890
The vision is to make a billion Indians feel safe and
secure.

16 | P a g e
PRODUCT PROFILE:

Lux soap was first launched in 1916 as laundry soap targeted

specifically at 'delicates'.
Brothers encouraged women Lever
to home launder their clothes without fear
of satinsyellow
turned and silks
by being
har sh lyes that were often used in soaps at the
time.
allowedThetheflake-type
manufactursoap
er some leeway from lye because it did
not need to
traditional be shapedloaves
cake-shaped into as other soaps were. The result was a
gentler soap that
more readily and dissolved
was advertised as suitable for home laundr y use.

Lux toilet soap was introduced in 1925 as bathroom soap. The name
'Lux'
on thewas
worchosen as y."
d "luxur a play
Lux has been marketed in several forms,
including barshower
(hand wash, and flake
gel and
and liquid
cream bath soap).

Lux in step with the changing trends and evolving beauty needs
of the consumers,
exciting offers and
range of soaps an Body Washes with unique elements to
make
pleasurbathing timecan
able. One more
choose from a r ange of skincare benefits
like firming, fairness and
moisturising.

Lux stands for the promise of beauty and glamour as one of India's
most tr usted
brands. Sincepersonal
its launchcare
in I ndia in the year 1929, Lux has offered a
range
coloursofand
soaps in different
world class fragrances. Lux is a beauty soap of film stars.
Luxarecognized
for compellingthe need about beauty that would resonate with women
message
of today.
From the 1930s right through to the 1970s, Lux soap colours and
packaging werefashion
times to reflect altered trends.
severalIn 1958 five colours made up the range:
pink, white, People
and yellow. blue, green
enjoyed matching their soap with their bathroom
colours.
In the early 1990s, Lux responded to the growing trend away
from traditional
launching its ownsoap barsof by
range shower gels, liquid soaps and
moisturizing
wash, bars.bath
Lux beauty Luxand
beauty
Lux facial
beauty shower were launched in 1992.

In 2004, the entire Lux range was re- launched in the UK to include
five shower
products andgels,
two three bath bars. 2005 saw the launch of three exciting
new soap
new
names varsuch
iantsaswith
Winedreamy
& Roses bath cream, Glowing Touch and
Sparkling
gels.
Lux has
Peach Morning
&recently
Cream shower
contain
launcheda blend
its two
offruit
succulent
extractfrvariants
uits & luscious
– New Lux
Chantilly
Strawberry
cream.
addition
17 | P a The
gin
e the
&
most
Cream
brand
recent
is
andLux
Lux Crystal Shine.
Product Category, Market Segmentation, Target
Marketing
Positioningand
This section descr ibes the category of the selected product. The
chapter is organized into four
sections. Section 1 states under which category the product falls.
Section 2 describes how
Unilever Bangladesh Ltd. differentiates the population and categor
izes them into different
segments. Section 3 analyzes which segment the company targets
and why they target that
specif ic segment. Finally section 4 describes the process through
which the company tr ies to
capture a place in the buyers mind i.e. the product positioning method.

Product Categ ory :

LUX falls under the category of toiletry product as a beauty soap.

Market Segmentation:

The company claims that LUX is the highest selling beauty soap in
Bangladesh. Moreover some
survey reports also reveal the same result.

Though LUX is the highest selling beauty soap in Bangladesh, it does

not go for traditional mass
marketing. Mor eover as a beauty soap LUX does not even segment its
market according to
gender.

Shows that Unilever Bangladesh Ltd. segments their market according

to geographical areas.
The population of the country is segmented into three parts which are
urban, sub urban and rural
area consumer s.

18 | P a g e
Target Market:

LUX is not a highly expensive but an affordable product. That is why

the company targets urban
and sub urban upper middle and middle class people who are the
second highest population of
segment of the country. From the segmentation of customer
according to SEC they target
categor y A, B and C, because they are assumed to be financially well-
off and can afford to buy
LUX.

Product Posi tioning:

Unilever Bangladesh Ltd obtained a good position in the buyers‘

mind through better product
attributes, price and quality, offering the product in a different way than
the competitors do. The
company offers improved quality of products in the industry at an
affordable pr ice with high
branding, which ultimately helps to position the product in the buyers‘
mind as the best quality
beauty soap.

The market share of the company in the beauty soap industry is

somewhere around 43%.Since in
the beauty soap industry all products are of same price Unilever cannot
provide its consumers
with better price but it is in a great position in reference with its
packaging, fragrances and
product designing.

19 | P a g e
Tactical Marketing Tools
This chapter describes the way Unilever Bangladesh Ltd. use the
tactical marketing tools for
marketing LUX in Bangladesh. The chapter comprises of four sections.
This section includes a
table that shows the location of the company‘s warehouses all ar ound
the country. Finally section
3.4 discusses the promotional activities that the company undertakes for
LUX.

Product:

LUX is an internationally renowned beauty soap brand of

Unilever. Though manufactured in
Bangladesh for the local mar ket by Unilever Bangladesh Ltd, as
an international brand, it
maintains an international quality for the product. Formula given by
Research and Development
departments in foreign countries, LUX is produced in Bangladesh from
imported raw mater ials
like sodium soap, glycerol and different extracts accor ding to
flavor s, coming fr om Unilever
plants situated abroad.

LUX is offered in Bangladesh in six different flavors which are: LUX

Energizing Honey, LUX
Golden Glow, LUX Nature Pure, LUX Orchid Touch, LUX Almond
Delight and LUX Aqua
Sparkle. Taking into account the convenience of its customer s, the
company manufactures all
flavors of LUX in thr ee different sizes, 40gm, 80gm and 120gm.

Price:

Though Unilever Bangladesh gives its LUX customers a lot in

terms of the pr oduct itself, it
cannot provide a better pricing. This is due to some constraints in
the beauty soap industry.
Beauty soap is a product with a vulnerable demand in Bangladesh. A
change in pr ice has a high
risk ofThe
are almost
research
price. creating
on
brand
equal prtoice
itswar
competitors‘
loyalty among
competitor.
test
price the
is anand rivals
exploratory
Lux‘s
brand which
price withwill
loyalty itseventually
research
when
which
major
it is cause
feels
known
aUploss of profit. Its prices
competitor
extreme
as
20 |Brand
(BHCU).
P a g necessaity
Health
e . Company
Check- of carries
chagingout
Place:

Unilever Bangladesh Ltd. has a huge distribution channel for LUX

all over the country as its
sales reach more than 10 million pieces a year. The company has six
huge warehouses, one in
each division of Bangladesh, where the product goes after they ar e
manufactured at Kalurghat
factory.

The company does not use its own fleet of transport for distributing its
product. However, it has
outsourced its distribution process to various thir d party distr
ibutors, exclusively dedicated to
Unilever Bangladesh Ltd. These distributor s then supply the product
all over Bangladesh to a
huge number of retailers. Even though LUX targets the urban and sub ur
ban middle and upper
middle class people they ar e distributing their products all over
Bangladesh because of a recent
increase in demand of its product to all segments of the population.

Promotion:
Unilever Bangladesh undertakes huge promotional activities to promote
LUX which has topped
the beauty soap industry of Bangladesh. It spends almost 20% to 25% of
its Net Proceeds from
Sales (NPC) of LUX for promotional activities for LUX 1

It‘s certain annual promotional campaigns like LUX Channel i

Superstar and LUX Channel i
Annual Cinema Awar ds has made the product a part of the glamour
world. Since the 1930s, over
400 of the world‘s most stunning and sensuous women have been
proudly associated with Lux
advertisements. They do not only promote LUX in Bangladesh for the
beauty conscious females,
it also promotes the brand for males and the company proved that,
by including world famous
male celebr ity Shahrukh Khan for their advertising campaign.

Unilever Bangladesh Ltd spends a huge amount of money for

promoting LUX through TV
commercials,
promotional
winners
successful newspaper
of which
itscampaigns
Zonal atadvertisements
hasBeauty
made itContests.
different
a household
Till and
schools, billboards.
common
now colleges,
promotional Moreover
nameuniversities
and
activities it
helped itof
also
reach
taka
21 undertakes
and| Psale
LUX recreational
almost
ahas
g value
ealwaysinsmall
one billion
the
parks
beenyear
with
2004 2.
The Market for LUX

For better comprehension of Unilever Pakistan, its marketing str

ategy, pr oduct quality,
positioning and placement, we present here a comparative analysis of its
competitors. This part
of the project illustrates the market share of differ ent companies in the
beauty soap industry.

Market Share:

The beauty soap industry in Pakistan consists of only seven major

producers. Unilever Pakistan
Ltd is operating in the industry with its world famous brand LUX. Out
of these giant companies
Unilever Pakistan Ltd is the market leader with a share of around 43%.

Other companies in the industry are not as big as Unilever Pakistan Ltd
but they are posing threat
to the company by a tendency of a gradual increase in their market
share. Kohinoor Chemicals
which is operating with the brand name Tibet is an extremely famous
brand to the rural segment
of the population and possess a significant share in that segment which
is the largest population
group in Pakistan. Moreover Keya Cosmetics Ltd oper ating with the
brand name Keya and
Marks & Allys Ltd operating with the brand name Aromatic are also
uprising brands to both the
rural and sub ur ban segment of the population.

Moreover a recent takeover of Aromatic by multinational consumer

product giant MARICO who
operates with famous brands in other industries like Parachute Coconut
Oil is posing to be a
threat to Unilever Pakistan‘s market share.

22 | P a g e
Integrated Marketing Communication

Promotion

The great Indian brand wagon started nearly four decades ago. Great
brands sometimess as
their ambassador outlast
proven by Lux which celebrated its 75th
anniversary in India.

The first ambassador, Leela Chitnis featured in a Lux advertisement

which
wagon.flagged
She gaveoffway
the Lux
to a galaxy of stars which includes Madhubala,
Nargis,
Mala Meena
Sinha, KumarTagore,
Sharmila i, Waheeda Rehman, Saira Banu, Hema
Malini,
Chawla,Zeenat
MadhuriAmaan,
Dixit,Juhi
Sridevi, Aishwar ya Rai and Kareena Kapoor.
The last
actors frontier
aspir ing tofor most is becoming a Lux ambassador. The brand
stardom
has
Fromoutlasted many soaps.
the beginning, Lux became a household name across the country.

Sales Promotion

Sales promotion, a key ingredient in marketing campaigns, consists of

atools,
collection
mostlyofshor
incentive
t term, designed to stimulate quicker or greater
purchase of particular
or services by consumersproducts
or the trade.Whereas advertising offers a
reason to buy,
promotion offerssales
an incentive to buy.

Prominent Sales Promotion Schemes Used By LUX

Lux presented 30 gm gold each to the first three winner s of the Lux
Delhi. According
Gold Star to the promotional offer that Lux unveiled in October
offer from
2000, a aconsumer
finding 22-carat gold coin in his or her soap bar got an opportunity to
wingm
30 an additional
gold. The first 10 callers every week got a 30 gm gold
each.
The offer could be availed only on 100 gm and 150 gm packs of Lux
soap.

Aishwarya's
Lux
pack
their
could
exclusively
Star
spouses
ofalso
Lux
Bano,
be
designed
soap.
preferr
were
given
Aish
The
flown
ed
Karo
gift
Neeta
pack
designer
down
contest:
vouchers
comes
Lulla
to
and
Mumbai
with
All
sari
stylist.
worth
one
aand
special
to
The
Rs
needed
live
a50,000
pièce
beauty
scratch
a to
dayde
do
from
like
makeover
résistance
car
wasAishwarya
Shoppers'
d.buy
Theaby
was
50
23 | P a gAishwarya
special
lucky
Rai
Stop
aMichelle
edinner
would.
along
winners
promotional
date
Tung,
with
Rai
They
with
and
herself.
an
 Lux celebrated 75 years of stardom with the Har Star Lucky Star
All wrappers of Lux had a star printed inside them. I f the consumer
activity.
found
the written
star, inside from 1 to 5 , she would get an equivalent
any number
discount
her (in rupees)
purchase from heron shopkeeper. If the consumer found 75 years
written
star, she inside thea year‘s supply of Lux free.
will get

Online contests:

Example:

Please enter your name and

email to play the game.

Play the supercharged version of the hit puzzle game, Bejeweled.

Create
identicalrows of 3andor you
stones morecould win a trip for two to a five-star
Resort in Goa.

Public Relations:
variety
Not
relate
potential
only
toofmust
ainterest
programs
large
the number
in
company
designed
or impact
ofrelate
tointerested
promote
onconstructively
a company‘s
or
publics.
protect
toA
ability
acustomers,
company‘s
public
to isachieve
suppliers
any
image
andits
group
its
or
24 | objectives.
dealers,
Pindividual
athat
g e has
it must
PR
products.
an involves
also
actual ora
LUX PR Activities

Press relations:
Lux has been maintaining constant communicating with its
customers andthepotential
customers, of var ious developments taking place in the brand by
using pr ess relations.
Events:
Lux celebrated 75 years of existence in a grand way by unveiling
Shahrukh Khan
latest brand as their Kareena Kapoor, Juhi Chawla, Sr idevi and
ambassador.
Hema Malini
the event and graced
made it special. All the stars have endorsed Lux in the
past. The
held at theevent
grandwas
Intercontinental in Mumbai.

Limit ed edition:

Coming up with limited edition of the brand is also a way of

attracting attention
brand. It creates towards
a buzz the
and a feeling of ur gency to tr y out the product
and
the helps
brand.inThis
promotion of was also implemented by Lux by br
strategy
inging
ChocolateoutSeduction,
limited editions
Aromaticlike
Glow, Festive Glow and Haute Pink.

Logo

Labelling

The LUX Tr ade Character or Logo is present prominently on the

substrate
package. packaging showcases the ingredients, and a female model is
A novel metallic
shown
displayed
25 | P aon
g egraphically
the pack. Also
are the key ingr edients.
Packaging

The colors are differ ent for different variants such as saffron for the
saffron var iant,
rose extracts pink Bars
etc.The for the
come in package sizes of 100g, 120g, 150 g

Lux has also launched a 45 g var iant called Mini Lux priced at Rs. 5.

Point of Purchases:

The LUX is not given a notable placement on the shelves of dif

ferent stores
departmental retail shops
for its &sales promotion. Usually the company
goes
storesfor wide
where display for
it potential in the
its product. Different eye-catching
decorations are showcase
store and in the made inside
forthe
outside display. These arrangements are
made
of the with
salesthe assistance
people of the company.
26 | P a g e
Advertisements:
The message that the product reflects in its adver tisements is the one
that is usuallyitself.
the corporate narrated by
Advertising is any paid for m of non-personal
presentation
ideas, goodsandandpromotion
services of
by an identified sponsor. Ads can be a
cost effective
disseminate way to whether to build a br and preference or to
messages,
educate people.

LUX ADVERTISEMENTS THROUGH THE AGES

Leela Chitnis in the first Lux print adverstisement featuring an indian

actress
27 | Page
28 | P a g e
29 | P a g e
30 | P a g e
31 | P a g e
32 | P a g e
33 | P a g e
Aishwar ya Rai in a pr int advertisement featuring Lux inter national

34 | P a g e
Priyanka Chopra in the latest Lux advertisement

USP or the common thread through all the advertisements is the

Presence
through the ofages.
Movie Stars
LuxSome
soap The
campaigns
of film
product
amount
stars,
have
has
Lux
ofbeen
wooed
attribute
haspositioned
been
millions
positioning
an intimate
on
of the
people
basis
partner
by over
mentioning
of of
REFERENCE
thethe
decades.
brightest
the various
GROUP
stars
Popular
on
35 |the
by
popular
ingredients
done.
P asilver
using
glye known
atscreen
a that
celebrity
hasas
point
for
also
the in
beauty
been
time.
decades. An ode to their beauty, an announcer of their stardom,
advertising campaigns
have featured film starsonacross
Lux the nation, promising their beauty
and complexion to ordinar y
women.

With top movie stars – from Madhubala to Madhur i, from Babita to Karisma and
having endor sed the Kareena
goodness of Lux over generations, it was
natural
equity asthat
thethe
bestbrand has
beauty built
soap in India.

From the beginning Lux, by using a leading film star of the time, has
fulfilled theofconsumers‘
aspir ations using beauty soaps via the rationale =if it‘s good enough
for
for ame.
film star,
This it‘smoved
later good into a transformation role of having a bath
withuser
the Lux, which
into transports
a fantasy world of icons, film stars and fairy lands.

Change in communica tion stra tegy

However, the communication was slowly seen to be losing

relevance, toasquestion
beginning consumers
if thewere
film star actually used the brand.

In addition to this, several competitive beauty soap brands had begun

advertising
methods ofusing similar
communication. In this context, the global brand team
for Lux developed
communication a new
strategy. This strategy – bring out the star in you – for
the
brandfirstaway
time moved
from thethelong-running film star route. The film star
still features in but
communication the not
newas her gorgeous self but rather as an alter
ego/projection of the gir l), for a few seconds of the entire ad.
protagonist (a regular

Thus, for the fir st time the film star was used as a communication
device and
feature of the not
ad.asThe
the move
main away from the film star and her fantasy wor
ld to athe
with regular
focusLux onuser,
the protagonist‘s star quality, is a change from
the norms set
advertising by Lux
in the past. With the new communication strategy, the
filmlatest
This star
promise isTV
communication
the – used
ideagoes bring purely
commercial
beyond
device
out thetoasstar
the a Lux
functional
of
portray
in you
Crystal
star–deliverables
quality
puts
Shine
theinconsumer
where
ever
of soap,
yPriyanka
Luxat
beyond
the
user.heart
Chopra
Thisof
canportrayed
is
woman.
the
bathing
36 | brands‘
be
P asignificantly
gand
e promise.
the
as abathroom
normal
seen
Thisinto the
world outside. It‘s a world where with Lux on her side, an ordinary
woman
with hercan
ownimpact her world
star quality.

This is a successful attempt to bring the brand closer to its users and to
givecontemporary
and it a more youthful
image.

Breaking away from tradition, HLL resorts to a male and metr o sexual
Shah
whichRukh to 75
turned revive Lux,
in 2005.

Selection of Media:
Ther e are number of Sources available for passing the product
message.
37 | P a gMagazines
Outdoor
Television
Internet
Brochures
Newspapers
eThese are
(Billboards)
as follows;
Impact on Sales:

The company believes that ads do have adequate impact on sales. In

order
policytoofmeet the company
maintaining and strengthening the corporate image, the ads
are
Thershown on television.
e is a long-term strategy in the books of Unilever to disturb the
loose Soap
usually show market. They y from time to time regarding the flaws
documentar
in looseshown
usually Soap without
quality.any
It is
discrimination, i.e., without mentioning any
Soap
name name
in theor company
documentary.

Celebrity endorsements

Hollywood

Since the 1930s, many well-known Hollywood actresses have marketed

the soap to
a beauty women. as
enhancer Advertisements have featured Dorothy Lamour,
Joan
Luez, Crawford, Laurette
Judy Gar land, Cher yl Ladd, Jennifer Lopez, Elizabeth
Taylor, Parker,
Jessica Demi Moore,
Cather Sarah
ine Zeta-Jones, Rachel Weisz, Anne Hathaway,
and Marilyn
among others.Monroe,
The first male to star in a Lux advertisement was
Hollywood
Newman actor Paul

Bollywood

Today, the br and is still heavily adver tised in India using Bollywood
star s.[2]
Mala Madhubala,
Sinha, Hema Malini, Sridevi, Madhur i Dixit, Juhi Chawla,
Karisma Kapoor,
Mukerji, Aishwar Rani ya Rai, Amisha Patel, Kareena Kapoor and Tabu have
38 Shahrukh
all
ambassadors.
| Pbeen
a g e past
Khan
br and
was
Prneeded]
[citation iyanka
the firstChopra
male inisathe
Luxpresent
advertisement
brand ambassador of Lux. In India
 Pakistan

Lux has been widely advertised in Pakistan ever since the br and
was
modelsintroduced.
including Pakistani
Reema Khan, Meera, Aaminah Haq, Babra sharif and
var iousand
models other leadinghave been "Lux models" from time to time. Lux
actresses
remains
brand inthe leading soap
Pakistan, representing the stylish class of Pakistan. Things
started
called LuxwithStyle
a TVKishow
Duniya, now with the country's leading models and
actors
the taking
annual LuxpartStyle
in Awards every year . Ali Zafar the famous
Pakistani Singer
the first male hasfor
model become
Lux.

Other countries

Lux soap is ver y popular in Nepal and the brand appointed

Nepali
Jharana model-turned-
Bajracharya toactress
be the Lux Girl in the Summer of 2003. After
that, she
many TVappear ed on Nigerian actress Genevieve Nnaji appeared as
commercials.
the
2004.faceTwo
of Lux soapearlier,
decades in singer Patti Boulaye had been Nigeria's
faceing
dur of the
Lux. In Norway
1950s and 1960s, Lux advertisements featured fictional
Italian
is alsoactresses.
a categoryLuxleader
soap in Pakistan, the br and being synonymous
with glamour.
initially While
it was also marketed as the beauty soap of the film stars,
recently
on bringingit isout
focusing
the starmore
in ordinary people. Current brand ambassador is
Iman Ali.

Soap operas

Lux soap was known for sponsor ing several popular radio ser ies
in the 1930s
including Luxand 1940s
Radio Theater that was hosted and directed by Cecil B.
DeMille
and Love and theSusan
of Dr. Life an ear ly soap oper a.

This radio sponsorship made the brand fairly well-known in the United
States while the shows
were produced, though the soap has since disappeared from
mainstream American
and is no longer markets brand it once was. Many Hollywood
the recognized
stars
on LuxwereRadio
lur edTheatre
to appearnot only due to its high quality, but that
the actorsmonetary
received and actresses
payment instead of free samples of the product.
From 1950Lux
sponsored to 1959,
Video Lux
Theatre and Lux Playhouse on television.
39 | P a g e
Public Relations:

In order to build healthy relations with the consumers, the company has
established
department atoconsumer
manage the complaints of the end-users. A legal
department is also
the legal issues anddealing with If any news is published in a newspaper
media war.
that harms
image, the product
a persuasive message is published in that newspaper to counter
the rumor.

Sponsoring Events:

The company goes for sponsoring events in order to heighten the

company
Mostly theand brand goes
company image.
for financing such kind of events in which
its
roomproduct
to buildhas got some
likeness. The company also goes for sponsoring fashion
shows in different cities.

Distribut ion:

LUX goes for indirect channel of distribution. The hierarchy of the

distribution
follows. channel is as

Manufacturer
Distributor
Retailer
Consumer

The distribution str ategy pursued by the Unilever is intensive. It

means that the
distr ibution productwide market. There are regional headquarters
is covering
of
bigthe company
cities in all theThere is a distributor in each big city. I n order
of the country.
to reach
distr remote
ibutor areas,a asub-distr ibutor for a small area. The company
engages
is directly
main linked and
distr ibutor with thethe sub- distributor has no such direct contact
with
company the provides
company.the TheLife Buoy inventory to the main distributor that
is furtherand
retailers dispatched to
sub-distributors.
thenTher
and
area achieve
comes
sales.
e isthe
As
targets.
a regional
Territory
the The
salesmanager
targets
Sales
targets
Officer
var
ofdepend
Unilever
y from
(TSO).
upon
area
that
TSO
tothe
employs
area
isarea
directly
andAr
histor
areea
linked
set
Sales
y on
of
with
the
sales;
40 | basis
Manager
Pthe
athese
gdistributors
of
e history
are
for ausually
specific
oftothe
set area
achievable. If these tar gets are facing some kind of setback, the
promotional schemesasbased
areas are announced on ear lier.
discussed

41 | P a g e
BIBLOGRAPHY:

Advertising and Promotion – George E Belch & Michael A Belch

www.hul.co.in/brands/lux.asp

www.lux.com

www.wikipedia.org

42 | P a g e