PROJECT REPORT

ON

“LUX MARKETING”

SUBMITTED TO THE UNIVERSITY OF MUMBAI IN THE PARTIAL

FULFILLMENT OF THE DEGREE BACHELOR OF MANAGEMENT
STUDIES.

SUBMITTED BY:

MITALI GHARAT

T.Y.BMS

ACADEMIC YEAR: 2019-2020

PROJECT GUIDE:

PROF. SHRUTI MISHRA

MBA (MARKETING , HUMAN RESOURCES )

SUBMITTED TO:

UNIVERSITY OF MUMBAI

SONOPANT DANDEKAR ARTS, V.S.APTE COMMERCE AND M.H.MEHTA COLLEGE,

R.H.SAVE INSTITUTE OF MANAGEMENT, PALGHAR DIST: PALGHAR PIN: 401404

UNIVERSITY OF MUMBAI

I
A PROJECT REPORT
ON
LUX MARKETING

II
 DECLARATION

I, MITALI GHARAT, A STUDENT OF SONOPANT DANDEKAR ARTS, V.S.APTE

COMMERCE AND M.H.MEHTA SCIENCE COLLEGE, R.H.SAVE INSTITUTE OF
MANAGEMENT, PALGHAR DIST:- PALGHAR, PIN:- 401 404 STUDYING IN
T.Y.BMS HEREBY DECLARE THAT I HAVE COMPLETED THIS PROJECT ON
“LUX MARKETING.” DURING THE ACADEMIC YEAR 2019-2020. THE
INFORMATION SUBMITTTED IS TRUE AND ORIGINAL TO THE BEST OF MY
KNOWLEDGE.

DATE: SIGNATURE OF STUDENT

PLACE: PALGHAR

III
 CERTIFICATE

I, PROF.SHRUTI MISHRA, HEREBY CERTIFY THAT MITALI GHARAT OF

SONOPANT DANDEKAR ARTS, V.S.APTE COMMERCE AND M.H.MEHTA
SCIENCE COLLEGE, R.H.SAVE INSTITUTE OF MANAGEMENT, PALGHAR
DIST:- PALGHAR, PIN:- 401 404 OF T.Y.BMS HAS COMPLETED HER PROJECT
ON “LUX MARKETING.” DURING THE ACADEMIC YEAR 2019-2020. THE
INFORMATION SUBMITTED IS TRUE AND ORIGINAL TO THE BEST OF MY
KNOWLEDGE.

PROF SHRUTI MISHRA SIGNATURE OF THE

SIGNATURE OF PROJECT PRINCIPAL OF THE

COLLEGE GUIDE

SIGNATURE OF CO-ORDINATOR SIGNATURE OF

EXTERNAL EXAMINER

IV
 INDEX

Sr. no. Contents Page no.

01 Executive summery 1
02 Introduction 2
03 Marketing strategy 14
04 Marketing Mix 17
05 SWOT Analysis 21
06 BCG Matrix 25
07 PLC Of LUX 27
08 IMC Tools of LUX 29
09 Celebrity endorsements 35
10 Company Profile 40
11 Research Methodology 41
12 Data Analysis 43
13 Findings 50
14 Recommendation 51
15 Conclusion 52
16 Reference 53

V
 ACKNOWLEDGEMENT
If words are considered as a symbol of approval and token of appreciation then let
the words play the heralding role expressing my gratitude. My successful completion of
this project report involved more than just my desire to earn a valued degree working on
this project has presented me with many insights and challenges.

I would like to thank the university of Mumbai for introducing bachelor of management
studies course, thereby giving its student a platform to abreast with changing business
scenario, with the help of theory as a base and practical as a solution- I am also thankful
to the management of S.D.S.M College of PALGHAR for making all the facilities
available and espousing the cause of the research. I would like to thank our honorable
principal Dr.Kiran Save.

I would like to express my earnest gratitude to Prof. Shruti Mishra for her superlative
guidance and unflinching support throughout the project work. No development would
have been feasible had it not been for their excellent supervision, constant encouragement
and careful perusal, in completion of the project successfully.

Last but not the least; I would like to thank my parents & teachers for giving the best
education and friends for their support and feelings without which this project would
have not been possible. Many others without whose invaluable help and expert advice
this project would not have been the same ought to be cited.

With the completion of my project entitled “LUX MARKETING.”

-MITALI.V.GHARAT

VI
 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 is one of the most popular brand is LUX. They segment Lux is market
according to geographical locations. It further differentiates these segments into
Socio Economic Cluster (SEC) which takes into account the criteria of education
and profession which ultimately measures the financial ability of consumers. The
cluster is divided into five parts starting from A to E.
Lux soap was first launched in the UK in 1899 as a flaked version of sunlight
soap. Subsequently it was launched in the UK in 1916, and marketed as a laundry
soap targeted specifically at delicates. Lever brothers encouraged women to home
launder their clothes without fear of satins and silks being turned yellow by harsh
lyes that were often used in soaps at the time. The flake-type soap allowed the
manufacturing some leeway from lye because it did not need to be shaped into
traditional cake-shaped loaves as other soaps were. The result was a gentler soap
that dissolved more more readily and was advertised as suitable for home laundry
use. Lux is currently a product of Unilever. The name LUX was chosen as the
Latin word for light and because it was suggestive of Luxury.
In Pakistan Lux was first introduces in 1957 and till now lux has become one of
the top soap in Pakistan.

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 INTRODUCTION

LUX is a global brand developed by Unilever. The range of products includes beauty
soaps, shower gels, bath additives, hair shampoos and conditioners. Lux started as
"Sunlight Flakes" laundry soap in 1899.As of 2009, Lux revenue was estimated at
€1 billion, with market shares spread out to more than 100 countries around the
globe.Today, Lux is the market leader in countries
like Arabia, Brazil, India, Thailand and South Africa. Developed by Unilever, Lux (soap)
is now headquartered in Singapore. It celebrated its 90th anniversary in 2018. The brand
was founded by the firm Lever Brothers, now known as Unilever, in 1899. The name
changed from "Sunlight Flakes" to "Lux" in 1900, a Latin word for "light" and suggestive
of "luxury.”Lux toilet soap was launched in the United States in 1925 and in the United
Kingdom in 1928. Subsequently, Lux soap has been marketed in several forms, including
handwash, shower gel and cream bath soap.

Introduced in the United States in 1924, Lux became the world's first mass market toilet
soap with the tagline, Made as fine as French Soap. In the first two years of its launch,
Lux concentrated on building its beauty soap credentials. Advertisements offered

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consumers "a beauty soap made in the French method" at an affordable price, with the
promise of smooth skin.Made with fine-texture, rich in fragrance, and manufactured
using a method created in France, the first Lux toilet soap was sold for 10 cents a bar.
This era saw key launches of LUX in the UK, India, Argentina, and Thailand. The brand
concentrated on building its association with the increasingly popular world of film,
highlighting movie stars and their use of the product.

In 1929, advertising featured 26 of the biggest female stars of the day, creating a huge
impact among the movie-loving target audience. This was followed by Hollywood
directors talking about the importance of smooth and youthful skin. This pioneered the
trend of celebrity product endorsements.

In 1931, Lux launched a I am over 31 campaign, which focused on older stars. The series
of print ads had stars talking about preserving youthful skin. During this era, Lux also
launched campaigns featuring interviews and close-ups with stars, bringing to life the '9
out of 10' idea. Using movie stars as role models, Lux's strategy was to build relevance
by looking at beauty through the consumer's eyes. While still retaining the star element,
the focus shifted to the consumer and the role of the brand in her life.Advertising
commercials showed ordinary looking women with direct references to leading ladies
from the movies, such as Deanna Durbin and Deborah Kerr.

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In the 1960s, advertising was shifted to product stories and the romanticising of brand
through its "sensorial & emotional" dimensions. This was the era of the film star
feeling and the Golden Lux, featuring stars such as, Sandra Dee, Diana Rigg, Samantha
Eggar, Audrey Hepburn, Cyd Charisse, Debbie Reynolds, Kim Novak, Doris Day,
and Barbara Rush.The bathing ritual, the fantasy element that now represents the image
of Lux, was created in this era. The brand also moved forward with launching LUX in the
Middle East, entering a more conservative market.

Reflecting the shift in beauty trends in the 1970s, Lux stars stepped down from their
pedestals and were portrayed as multi-faceted women with natural beauty that the
ordinary woman could relate with and aspire to. The executions were more of a day in
the life of the stars, which focused on their natural beauty. Stars included: Brigitte
Bardot and Natalie Wood. Promoting itself as the beauty soap of stars and beautiful
women,in the 1980s the brand emphasized the importance of skin care – the first step to
beauty. Lux was launched in China at this time. Sophia Loren, Raquel Welch, and Cheryl
Ladd were some celebrities used during this era.

In 1941 Leela Chitnis, at the height of her popularity and glamour, created history of
sorts by becoming the first Indian film star to endorse the popular Lux soap brand, a
concession then only granted to top Hollywood heroines.In India,
later Bollywood actresses, such as Sharmila Tagore, Hema Malini, Parveen
Babi, Sridevi, Shahrukh khan, Madhuri Dixit, Rani Mukerji, Aishwarya Rai, Katrina
Kaif, Amisha Patel, Kareena Kapoor, Asin, Deepika Padukone and Alia Bhatt have
endorsed Lux soap.

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In the 1990s, Lux moved from generic beauty benefits to focusing on specific benefits
and transformation, emphasizing functionality for different skin types. It is during this era
that the brand began to focus on ingredients. The communication was far more region-
specific, using stars such as, Brazil's Malu Mader and Debora Bloch.This period launched
product brand extensions with shower creams and gels, and Lux Super Rich Shampoo in
Japan and China.

In 2002, Pakistan created the Lux Style Awards to celebrate the Pakistani film industry.
In early 2000, the focus shifted from specific skin benefits to a stronger emotional space.
The brand provided the link between the aspirational role models and real life with the
campaign, Lux brings out the star in you. The benefit was now more than just beauty
itself; it expanded to be about the confidence that comes from beautiful skin.

In 2005, Lux encouraged women to celebrate and indulge their femininity with the Play
with Beauty philosophy, with stars like Aishwarya Rai. The brand also encouraged
consumers to take a more active stance on beauty.Since 2008, building off the brand's
root strengths, focus has shifted away from femininity to more emphasis on beauty as it
relates to consumers' fantasies and aspirations. Lux espouses that beauty is a female
instinct that shouldn't be denied, and showcases the pleasure that every woman enjoys
from using her beauty. This modern philosophy is encapsulated in a simple
phrase: Declare your beauty.Lux products are manufactured at 71 locations with more

5
than 2000 suppliers and associates providing the raw materials. It has key markets in
countries like Brazil, Pakistan, China, Bangladesh, and South Africa, and is a market
leader for soap bars in India, Pakistan, Brazil, Saudi Arabia, Bangladesh, Thailand, and
Vietnam.

Today, in efforts of building brands with purpose, Lux pushes the boundary by inspiring
women to rise above societal judgement and express themselves unapologetically. Lux
communications now revolve around showcasing the different sides of women expressing
their femininity.

In Indonesia, Lux partnered with brand ambassador Maudy Ayunda to launch a purpose
driven award show "Lux Sound of Women" that celebrates female musicians who inspire
and create an impact in the community.

In India, Lux celebrates women with an annual "Golden Rose Awards" which joins
together the female cinematic legends in Bollywood.

Lux – The Beginning

Lux was initially named as “Sunlight Flakes” in 1899 and sold as laundry detergent. The
name was changed to Lux in 1900 which meant ‘light’ in Latin and was associated with
the word ‘luxury’. The early advertisements were launched to highlight its credentials as
a fine laundry product and it appeared as such in magazines such as The Ladies Home
Journal in the 1920s.

The Lever Brothers held a contest in 1924 among the consumers and were surprised to
find out that Lux was also used as a cosmetic and toilet soap by the ladies. In 1925, Lux
was re-launched as a beauty soap in the mass consumer market with the tagline “made as
fine as French soap”. In its first few years, the focus was on endorsing its beauty-
enhancing qualities and affordable price.

Advertisements to this effect claimed the soap to be made in the process of French beauty
soaps and promised softer and smoother skin. Lux soap available during those times was

6
finely textured, richly scented and was indeed made by following a soap-making method
developed in France, it retailed for 10 cents a bar.

The Success Story

The year of 1928 was an important one in the development of the ‘Lux’ brand all over the
world. It was launched in countries such as the United Kingdom, India, Thailand and
Argentina, thus targeting more global markets. In addition, it focused on building
associations with the glamorous film and movie industry of the times. Thus started the
ongoing trend of endorsement of the brand by movie stars; they eulogized its benefits and
encouraged people to use it.

In 1929 alone, as many as twenty six movie personalities from all over the world were
roped in for advertising Lux which created quite a stir among the huge movie-going
audience. Moreover, movie directors started discussing and emphasizing the importance
of youthful skin which popularized the idea of mass-consumption product gaining huge
mileage through celebrity endorsements.

This focus on movie stars for popularizing the brand continued through the 1940s and
1950s wherein the consumers were encouraged to look at movie stars and strive to attain
their beauty. The focus now shifted to the consumers and the role Lux beauty soap plays
in their life to make them look beautiful. In the 1960s, being the era of movie superstars,
larger-than-life imageries and beautiful romantic films, consumers were encouraged to
fantasize through its senses and emotions.

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The trend of showing bathing scenes in Lux advertisements also started during this
period. The brand also forayed in the conservative markets of the Middle East at this
time. The 1970s saw the celebrities’ trying to connect to the masses by showing that
“beauty is more than skin deep” Lux showed in their advertisements that beautiful
women have many other talents and qualities apart from beautiful skin.

Lux’s focus further shifted from the physical aspect to the daily life of stars. In the 1980s,
amidst the expansion of Lux brand to China, the consumer was educated on the
importance of skincare as the stepping stone to long-lasting beauty. The brand further
moved towards consolidating its dominant market position by positioning itself as the
preferred brand among the different skin types in the 1990s.

8
It also increased its product offerings by launching shower gels and creams, the Super
Rich Shampoo among others. The focus also shifted towards highlighting the ingredients
used in making the specific kind of soap and its benefits to the consumer. This trend
continued in the new millennium wherein consumers were encouraged to feel confident
about their looks. The brand’s focus now expanded from feminine beauty only towards
indulging the consumer’s aspirations and fantasies.

The brand endorses philosophy that while beauty is primarily a feminine instinct and
indulgence, people should enjoy their beauty and all the perks it is capable of endowing
to the consumer.

PRODUCT OF LUX SOAP

Lux is the oldest and most iconic beauty and bathing bar in India. It is the largest selling
soap brand in the word and is the Number 1 soap brand in India. Some of the most

9
beautiful and glamorous stars of the word have endorsed this brand over the year, from
leela chitins to Katrina kaif. The brand encourage women to express their beauty by
giving them an amazing feeling every time they use this product. Here we are counting
some of the best Lux soaps in India.

Most Popular Lux Soap

1. Lux Lotus & Cream Purple Soap :

The Lux Purple Lotus & Cream Soap is one of the brand's most coveted formula
for silky smooth skin that leaves everyone mesmerized and wonderstruck. Composed
of special silk protein extract, this soap will keep your skin engulfed in
a creamy sheath all the time so your skin feels soft to the touch.

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 2. Lux Fresh splash soap :

Feel radiant and rejuvenated with the Fresh Splash Soap Bar from LUX. Enriched with
cooling mint and sea minerals, this bathing bar makes every shower a pleasurable
experience. ... Enveloping your body, this soap's creamy lather hydrates your skin cells
and the fresh fragrance stays for hours.

3. Lux creamy white soap

Flaunt smooth skin with the international creamy white bathing bar from Lux.
Its creamy, rich formula reaches your deepest skin cells and hydrates them to keep you

11
refreshed throughout the day. This soap offers you excellent skin care and eliminates all
skin impurities .

4. Lux international soap :

This luxurious body soap combines the soft, feminine scent of white florals with a
luscious, creamy formula to pamper your senses and care for your skin. Enriched with
Swiss moisturisers, feel the difference when you lather up in the shower and reveal
delicately perfumed and radiant skin worthy of a star.

5. Lux Sandal & Cream Soap:

The soap is enhanced with scented moisturizing oils that nurture your deepest
skin cells and this lather rich soap bar offers you a long-lasting perfume effect

12
 with its fragrant formula. Its creamy lather envelops your body and washes away
skin impurities.
6. Lux Strawberry & Cream Soap:

LUX Strawberry & Cream Soap is the ideal choice for every woman who wants to be
indulged! Use Lux Strawberry and Cream to make your skin smooth and silky.
Lovingly created with a sumptuous mix of luscious strawberries
and moisturizing cream extracts that leaves your skin soft, smooth and happy.

7. Lux Peach & Cream Soap :

LUX Peach & Cream Soap. Enrich your skin daily with a lot of moisture by
involving this soothing soap from Lux into your bathing regime. Enriched with
moisturizing oils, this Lux Peach and Cream Soap give you gorgeous velvety
skin that will earn you a million complime

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 MARKETING STRATEGY

The success story of Lux’s worldwide success as a brand can be attributed to the vision
its manufacturers and the tireless efforts of its associated advertising agencies. The
pioneering idea of positioning the brand as the primary choice of movie stars since its
launch has worked wonders towards popularizing it all over the globe. This Hindustan
Unilever product has focused on wide promotions most of which has been short lived.
Apart from tagline itself as a beauty brand made for the stars, it has even designed short
term promotions for sales.

Made as Fine as French Soap – The First Tagline

This tagline put Lux on its way towards worldwide fame. The good thing about it was it
was actually made by following French methods instead of just an advertising gimmick.

The Beauty Soap of Film Stars

Lux diligently worked towards building its brand value in the next few decades by its
close association with the movie industry. Such was the success of its various advertising
campaigns during the times that it came to be known as the preferred choice of the
glamour industry.

Lux Brings Out the Star in You

The 1990s and early 2000s saw a further broadening of the brand’s advertising
philosophy. Consumers were encouraged to romanticize the notion that they are no less
than stars in their own life. Lux users were positioned as both beautiful and confident in
their daily lives.

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Play with Beauty

In tune with the public emotion during mid-2000s, Lux put forward the philosophy of
actively beautiful people. The users were emboldened through advertisements to be
vivacious and comfortable with their beauty, which brings out the best in them.

Declare your Beauty

Further stressing their philosophy of empowering women with their beauty, Lux urged its
consumers to be outgoing and confident in their beautiful skins. They were empowered to
be a lot more than mere beauty symbols and objects, in tune with the times of gender
equality, while retaining the essentially feminine aspect of being beautiful in all respects.

“ The Lux Gold Star Offer “

This was one of the popular promotions which offered gold coin in few selected soaps.

“Star Bano Aish Karo “

This offer gave a chance to few lucky winners who got a chance to live a day like
Aishwarya Rai with gift offers worth Rs.50,000 from Shopper’s stop and beauty
makeover by Michelle Tung and Neeta Lulla sarees ( Aishwarya Rai’s favorite stylist and
designer ). The bumper prize was dinner date with Aishwarya Rai herself and later in
2009 the same offer changes into a dinner date with Aishwarya Rai Bachchan and
Abhishek Bachchan together.

“Har Star Lucky Star “

This came at the time when Sharukh Khan was aired in Lux advertisements when the
brand had finished 75 years of stardom. In this offer, selected Lux soap packets had stars

15
printed with number 75 inside the wrapper. The lucky winners got the opportunity to
avail free supply of Lux soaps for a year.

Conclusion

To conclude, the Lux brand, currently owned by Unilever, is a true success story behind
which there are decades of sustained and tireless effort. Currently, it is spread in over 100
countries with more than 1.2 billion dollars revenue earnings. It is the market leader in
soap category in many countries like India, Pakistan and Brazil, it is always innovative
with its product advertisements and continues to offer quality products with its
association of over 2000 suppliers and manufactures from all over the world.

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 MARKETING MIX

Lux is associated with FMCG industry and deals in the personal healthcare segment. It is
a subsidiary brand of its parent company Unilever and was founded in the year 1899 by
Lever Brothers. In the year 1900, its brand name was changed to Lux from Sunlight
Flakes and it was launched in the consumer market of United States in the year 1925 and
the United Kingdom in the year 1928. Some of its competitors are as follows-

• Nirma
• Vivel
• Johnson & Johnson
• Godrej
• Wipro
• Colgate-Palmolive

▪ Product :

Lux is a global brand that deals in manufacturing and marketing of soap and
related products. Its product range includes shower gels, beauty soaps, hair shampoos,

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bath additives and hair conditioners. Lux soap comes in packages of 40gm, 80gm and
120gm, colours like white, pink, blue, yellow and green and several fragrances. Some of
its popular variants are as follows-

• Lux Almond Delight

• Lux Fruit
• Lux Orchid Touch
• Lux Saffron
• Lux Sandalwood
• Lux Rose
• Lux Oil and Honey glow
• Lux Aromatic Extracts
• Lux Chocolate
• Lux International
• Lux Crystal Shine
• Lux Strawberry Cream
• Lux Peach and Cream
• Lux Purple Lotus and Cream
• Lux Soft Touch
• Lux Power Me Up
• Lux Magic Spell
• Lux Wake Me Up
• Lux Golden Glow

▪ Place :

Lux is an international brand with its headquarters base at Singapore. Its products are
available in more than one hundred countries of the world and occupy a huge market
share in countries like South Africa, Thailand, Brazil, Bangladesh, Pakistan and India. Its
international market includes United Kingdom, Japan, China, United States and
Argentina.

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Its manufacturing plants are located in seventy-one places across the world. Lux has a
widespread and strong distribution network in a global market that includes distributors,
warehouses, stockists and retailers. In India, distribution channel includes more than
seven thousand stockists and two thousand suppliers so that products reach consumers
through more than one million retail outlets as its products are easily obtainable via
corner shops, convenient shops, supermarkets, hypermarkets and malls. Wholesalers and
large retailers can place bulk orders directly with Lux Company.

▪ PRICE :

A sound pricing strategy takes a company forward and it is necessary to evaluate every
aspect including market conditions, production costs and also prices set up by rival
brands before setting up its own product prices. Lux Soap became a brand used by the
mass market with its revenues crossing one billion euro in the year 2009.

It has adopted a competitive pricing policy as it faces stiff competition in the market and
hence has kept product prices reasonable and affordable. In order to create bulk sales it
has adopted a promotional pricing plan and offers incentives like discounts, coupons and
one free product on bulk buying of three soaps. This helps in increasing sales figures and
ultimately leads to greater revenues.

▪ Promotions:

Lux is a household name and has become a synonym for soap. Brand believes in
aggressive and intensive marketing and has launched several ad campaigns for its
international market. During early years it used print media and advertised via magazines
like Ladies Home Journal to gain brand visibility.

Currently Lux brand advertisers through several mediums like television, newspapers,
magazines, billboards and social media platforms including Facebook, Twitter and Blogs.
It also sponsors events and functions like Lux Zee Cine Awards and Lux Dance India

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Dance. Lux believes in celebrity endorsements and has always used them to promote its
products in the consumer market for gaining maximum coverage.

Over the years famous international personalities associated with brand Lux are Deborah
Kerr, Deanna Durbin, Samantha Eggar, Sandra Dee, Natalie Wood, Cheryl Ladd and
Sophia Loren. In India, actors associated with Lux are Deepika Padukone, Katrina Kaif,
Aishwarya Rai, Rani Mukherjee, Sridevi, Hema Malini and Sharmila Tagore. Lux has
also included male models like Shahrukh Khan, Paul Newman and Abhishek Bachchan
to act in its ad campaigns.

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 SWOT ANALYSIS

Lux is a 100-year-old soap brand and comes out of the armory of Unilever, which is one
of the largest FMCG companies in the world. Lux is a multi-billion dollar brand and has
attained leading positions in many markets due to its
distribution, promotions and pricing policies.

▪ Strengths:

Strong Brand Name: Lux is a 100-year-old brand and has sustained for so many years
because of the trust and credibility it has gained from its users. Lux is one of the strongest
brands that come from Unilever.

Leading Position in many countries: Lux has been able to capture high market share in
many countries and is a market leader in the personal care soap segment in countries like
India, Pakistan, Brazil, Thailand and South Africa. Strong market position provides
bargaining power to Lux.

Strong Global Presence: Lux has a strong global presence, being present in over 100
countries and all diversified market on the globe. It has developed key markets in the
emerging markets like India, China, Brazil and South Africa etc. where consumer
spending is increasing.

Strong Distribution: Lux drives from the distribution system of Unilever around the
world which makes sure that Lux is present in all parts of the markets it is present in; Lux
has specifically concentrated on increasing presence in rural markets.

Present in many variants: Lux is present in many variants around the world and it has
also acknowledged the fact that choices will change with the change in geographies and
hence it has also developed some localized variants for local markets.

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Unilever as a parent company: Unilever is a big support as a parent company for Lux.
Lux as a brand does not have a lookout for resources like finance and distribution which
taken care by Unilever.

▪ Weaknesses:

Considered to be a soap targeted towards women: Lux is positioned as beauty soap

and is considered as soap only for women and thus it doesn’t have a unisex appeal to
attract men towards using it.

Does not appeal to the rural markets: Lux, although is trying to push itself in the rural
markets but it does not appeal to the rural market especially because of the way
communication is designed for Lux.

Controversial advertisements: Some of Lux’s advertisements have received flak from

the viewers, especially the one with Shahrukh Khan in the bath tub. Such controversies
affect the brand image of Lux.

▪ Opportunities:

Industry growth in emerging markets: The personal care industry is expected to grow
in the emerging markets like India, South Africa etc. Lux is set to benefit from the
increasing consumer spending on personal care products, considering its strong
distribution across the globe.

Increase penetration of body wash: Liquid body wash market is expected to grow
worldwide and hence Lux should focus on bringing out more variants of body wash and
penetrate the product more.

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Look for more Sales and Trade promotional schemes: Lux should introduce more
sales and trade promotional schemes into the market in order to maintain its leading
position in the market.

Penetrate more in rural markets: Lux has got the great potential to capture the rural
markets of India, Pakistan and African countries. Lux needs to penetrate the product
more into the rural markets and develop communication strategy in order to capture the
rural market.

▪ Threats:

Cannibalization: Lux, being a product from Unilever also competes with in-house
products like Pears and Dove. Although all the products are positioned differently still
they are cannibalizing each other’s market.

Increasing competition: There already exists high competition from local and
multinational brands in the personal care industry. The competition is increasing rapidly
in the recent years which is affecting Lux’s market share. For example, entry
of Patanjali in India is affecting the personal care market heavily.

Changing consumer preference: The preference of consumers around the world is

changing and thus brands are also supposed to align with the changing preferences. Lux
is too concentrated on being a beauty soap and hence changing preferences can affect
Lux’s market.

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 BCG MATRIX

LUX The soap industry is seen to have a market growth rate of about 10%. ... So
according to the concept of BCG matrix any product which has high market growth and
market share is classified as STARS. The major objective of products coming in Stars is
to maintain their high market share.

▪ Star:
Another product that we have chosen for analyzing the BCG matrix LUX is one of them.
We thing it is under the STAR categories. LUX is the most renowned product of Unilever
and most people prefer to use it. It has been running since1916and modified different
times but its growth rate and relative market share haven’t fallen so much and recently
the soap industry has seen to have a market growth rate of about 10%. This shows that
industry has a high growth rate. Unilever is a market leader in the industry and its soap
Lux enjoys a market share of 17% in India. So according to the concept of BCG matrix
any product which has high market growth and market share is classified as STAR. The
major objective of products coming in Star is to maintain their high market share.
Unilever comes up with various variants in LUXquite frequently in order to maintain
their position.

▪ Cash Cow:
ColgateToothpaste is another product that we have taken. We think it is under the Cash
Cow categories. Colgateis also a renowned and high selling product so its market share is
so high (up to 51%). But its growth rate is 11% which is comparatively too low than the
market share. And as the BCG matrix says which product market share is high but is
market growth rate is low the product falls into cash cowcategories.

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 ▪ Dog:
Our next and final product that we have taken for BCG matrix analysis is Wheel Bar
Soap. We know Wheel is a renowned brand. But the usage of this brand’s products is
declining day by day. And to survive from this situation Unilever has taken a decision to
remove this brand and launched a new product called Rin detergent instead of Wheel
detergent. And Unilever has mentioned Wheel under theDogcategories in their web page.
As a result the product market growth rate and relative market share of Wheelis
decreasing. That’s why we put Wheel bar soap in the DOG categories of the BCG Matrix.

Conclusion:
Through the whole survey and research, it is very clear that the products that we have
chosen among the Unilever products are fall into the four categories of BCG Matrix. And
we think that the four products are fit the BCG matrix correctly and we put them
according to their market growth rate and relative market share.

26
 PRODUCT LIFE CYCLE OF LUX

▪ Introduction stage of lux:

Lux launched world's first mass market beauty soap in US in 1924 and had been launched
in India in 1929. At that time there was only 1 competitor which was lifebuoy which was
Unilever's own brand. Lux was launched in major cities of India like Mumbai, Calcutta
etc.

market strategies in introduction phase:

MARKETING OBJECTIVE: to create brand awareness in major cities of India.
PRODUCT: just entered with 1 product, no differentiation initially.

PRICE: their initial price was slightly higher than their competitor lifebuoy, as the initial
costs were to be recovered.

ADVERTISING: They invested a pretty high amount in advertising as they wanted to

create brand awareness and targeted early adopters who were ready to buy the product.
their first brand ambassador was Leela Chitnis.
DISTRIBUTION: the distribution was very selective, as they launched in major cities
only, and channel was through manufacturer, whole seller and retailer.

▪ Growth :

A period of rapid market acceptance and substantial profit improvement.

market strategies in growth phase:

MARKETING OBJECTIVE: To expand their market in different cities of India and
expand their market share.

PRODUCT: It remained same till this phase.

PRICE: Price was slightly cut down, in order to increase the market share.

ADVERTISING: In this stage, they increased the budget to retain the customers and
attract new customers. Many top naught actresses were signed like Juhi Chawla, Hema
Malini, Zeenat Amaan, Madhuri Dixit, Sharmila Tagore and Sridevi.

27
Distribution: Their distribution channels expanded as their market increased to different
cities.

▪ Maturity:

A slowdown in sales growth, because the product has achieved acceptance by most
potential buyers. I believe this to be more of a stable stage for the product,where the
graph is almost flat. looking at Lux soaps, many competitors entered into the market like
Cinthol, Fiam Di Wills, Santoor etc.

market strategies in maturity phase:

MARKETING OBJECTIVE: It was to defend its market share, maximize profit and
expand their market in rural as well as urban and sub urban areas.

PRODUCT: The product innovated and introduced new products like Lux almond, Lux
Orchid, Lux chocolate etc.

PRICE: The price is very competitive to sustain and increase the market share.

DISTRIBUTION: The network became robust, strong and effective because the reach
increased to all urban, sub urban , and rural places.

ADVERTISING: They still continued to indulge top actresses, and they did the best
innovation by signing shahrukh khan as the brand ambassador.

▪ Decline:

Here the sales show a downward drift and profits decrease. This is where the company
has to really think of ways to get its product back in business. It may try hard at
advertising, or may be add new features, but basically come with a new marketing
strategy to increase its falling profits.

28
 IMC TOOLS OF LUX SOAP

PROMOTION:
The great Indian brand wagon started nearly four decades ago. Great brand sometimes
outlast their ambassadors as proven by Lux which celebrated its 75th anniversary in India.

The First ambassador, Leela chitins featured in a Lux advertisement which flagged off
the Lux wagon. She gave way to a galaxy of stars which includes Madhubala, Nargis,
Meena Kumari, Mala sinha, Sharmila Tagore, Waheeda Rehman, Saira banu, Hema
Malini, Zeenat Amaan, Juhi chawla, Madhuri Dixit, Sridevi, Aishwarya Rai and Karina
Kapoor. The last frontier for most actors aspiring to stardom is becoming a Lux
ambassador. The brand has outlasted many soaps. From the beginning, Lux Became a
household name across the country.

SALES PROMOTION:
Sales promotion, a key ingredient in marketing campaigns, consists of a collection of
incentive tools, mostly short term, designed to stimulate quicker or greater purchase of
particular products or services by consumer or the trade. Whereas advertising offers
reasons to buy, sales promotion offers as incentive to buy.

PROMINENT SALES PROMOTION SCHEMES BY LUX

• Lux presented 30 gm gold each to the first three winners of the Lux Gold Star
offer from Delhi. According to the promotional offer that Lux unveiled in October
2000, a consumer finding a 22-carat gold coin in his or her soap bar got an
opportunity to win an additional 30gm 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.
• Lux Star Bano, Aish Karo contest: All one needed to do was buy a special
promotion pack of Lux soap. The pack comes with a special scratch card.
• The 50 lucky winners and their spouses were flown down to Mumbai to live a day
like Aishwarya RAi would. They could also be given gift vouchers worth RS

29
 50,000 from shoppers. Stop along with an executive designed Neeta Lulla sari and
a beauty makeover by Michelle Tung, Aishwarya’s preferred designer and stylist.
The piece de redidtance was a dinner with Aishwarya Rai herself.
• Lux celebrated 75 years of stardom with the Har Star Lucky Star activity. All
wrappers of Lux had a star printed inside them. If the consumer found written
inside the star, any number from 1 to 5, she would get an equivalent discount (in
rupees) on her purchase from her shopkeeper. If the consumer found 75 years
written inside the star, she will get a year’s supply of Lux free.

PUBLIC RELATIONS:

Not only must the company eelated constructively to consumers, suppliers and dealers, it
must also relate to a large number of interested publics. A public is any group that has an
actual or potential interest in or impact on a company’s ability to achieve its objectives.
PR involves a variety of Programs designed to promote or protect a company’s image or
its individual products.

LUX PR ACTIVITIES:

Press Relations:

Lux has been maintaining constant communicating with its customers, of the various
developments taking place in the brand by using press relations.

Events:

Lux celebrated 75 years of existence in a grand way by unveiling Shahrukh Khan as their
latest brand ambassador. Kareena kapoor, Juhi Chawla, Shridevi and Hema Malini graced
the event and made it special. All the stars have endorsed Lux in the past. The event was
held at the grand intercontinental in Mumbai.

LIMITED EDITION:

Coming up with limited edition of the brand is also a way of attracting towards the brand.
It creates attention towards the brand. It creates a buzz and a feeling of urgency to try out

30
the product and helps in promotion of the brand. This strategy was also implemented by
Lux by bringing out limited editions like Chocolate seduction, Aromatic Glow, Festive
Glow, Festive Glow and Haute pink.

LOGO:

LABELING:

The LUX Trade Character or Logo is present prominently on the Package. A novel
metallic substrate packaging showcases the ingrediants, and a female model is shown on
the pack. Also displayed graphically are the key ingredients.

PACKAGING:

The colors are different variants such as saffron for the saffron variant, pink for the rose
extracts etc. The Bars come in package Sizes of 100g,120g, 150g, Lux has also Launched
a 45g variant called MINI Lux priced at rs.5.

31
POINT OF PURCHASES:

The Lux is not given a notable placement on the shelves of different retail shops &
departmental stores for its sales promotion. Usually the company goes for wide display in
the stores where it potential for its product. Different eye catching decorations are made
inside the store and in the showcase for outside display. These arrangements are made
with the assistance of the sales people of the company.

ADVERISIMENTS:

The message that the product reflects in its advertisements is the one that is usually
narrated by the corporate itself. Advertising is any paid form of non personal presentation
and promotion of ideas, goods and services by an identified sponsor. Ads can be a cost
effective way to disseminate messages, whether to build a brand preference or to educate
people.

32
Leela Chitnis in the first Lux print advertisement featuring an Indian actress.

From the beginning Lux, by using a leading film star of the time, has fulfillrd the
consumers aspiration of using beauty soaps via the rationale if it’s good enough for a film
star , it’s good for me. This later moved into a transformation role of having a bath with
Lux, which transports the users into a fantasy world of icons, film stars and fairy lands.

CHANGE IN COMMUNICATION STRATEGY:

However, the communication was slowly seen to be losing relevance , as consumers were
beginning to questions if the film star actually used the brand. In addition to this, several
competitive beauty soap brands had begun advertising using similar methods of
communication. In this context, the global brand team for lux developed a new
communication strategy. This strategy- bring out the star in you- for the first time moved
the brand away from the long- running film star route.

Thus, for the first time the film star was used as a communication device and not as the
main feuture of the advertisement. The move away from the filmstar and her fantasy
world to a regular Lux user, with the focus on the protoganist’s star quality, is a change
from the norms set by Lux advertising in the past.

33
With the new communication strategy, the film star is used purely as a communication
devices to portray star quality in every Lux user. This can be significantly seen in the last
Tv commercial of Lux crystal shine were priyanka chopra is portrayed as a normal
women.

SELECTION OF MEDIA:

There are number of sources available for passing the product message. These are as
follows:

• Television
• Outdoor(billboards)
• Magazines
• Newspapers
• Brochures
• Internet

PUBLIC RELATIONS:

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

SPONSORING EVENTS:

The company goes for sponsoring event in order to heighten the company and brand
image. Mostly the company goes for financing such kind of events in which product has
got same room to build likeness. The company also goes for sponsoring fashion shows in
different cities.

34
 CELEBRITY ENDORSEMENT
Celebrity endorsement is the very important and basic tools for the promotion of the
product and now a day it is become a trend for the product marketing and brand building.
However it is easy to select a celebrity but it is very difficult to establish a strong
relationship between the product and the endorser. The celebrity can make a better brand
image and also helpful for profit maximization.

35
Hollywood

Since the 1930’s many well-known Hollywood actresses have marketed the soap to
women as a beauty enhancer. Advertisement have featured Dorothy Lamour, Joan
Crawford, Laurette Luez, Judy Garland, Chery Ladd, Jennifer Lopez, Elizabeth Taylor,
Demi Moore ,Sarah Jessica Parker, Catherine Zeta Jones, Rachel Weisz, Anne Hathaway,
and Marilyn Monroe , among others. The first male to start in a Lux advertisement was
Hollywood actor Paul Newman.

Bollywood

Today, the brand is still heavily advertised in India using Bollywood stars. Madhubala ,
Mala sinha ,Karishma Kapoor , Rani mukherji, Juhi chawla, Sridevi.

Celebrity beauty

The Beauty Soap of 'The' Filmstars. Not just any old filmstar, 'the' filmstars that truly
matter. The first ever Lux ad featured Leela Chitnis promising smooth skin all the way
back in 1929.

As the brand gained traction, it never lost sight of its Bollywood connect — Madhubala
in the 1950s; Wahida Rehman, Saira Banu, Parveen Babi, Simi Grewal in the 1960s and
70s; Hema Malini, Zeenat Aman, Poonam Dhillon, Rati Agnihotri in the 1980s; Juhi
Chawla, Madhuri Dixit, Sridevi, Karisma Kapoor in the 1990s; Rani Mukherji, Kareena
Kapoor, Aishwarya Rai and Priyanka Chopra now. For 81 years now, for filmstars and

36
ordinary Indians, Lux has been one of India's most endearing brands, and sitting inside
the new 13 –acre steel- and –glass HUL Mumbai campus sudhanshu vats, vp, home care
& skin cleansing ,tell us why.

Vats, a marathon runner in his own words, has been working on the Lux brand for two
years now. Going the distance is not new to him. In the past, he has nurtured and grown
brands such as Lipton, Vim, Wheel, Domex and even been HUL's vanguard for modern
trade.

The 43-year-old has been with Levers for 18 years of his life, and sustaining the Lux
brand now and taking it to the next level is his biggest challenge. With a 14.7% market
share in terms of value and 14.2% volume share, the soap brand is still clearly the leader
in its category and among the Rs 1,000-crore plus luminaries in HUL's Top 5 brand
quiver.

37
However, the challenge for any market leader is to never get complacent. "The beauty of
big brands is that they change, yet they don't change," says Vats.

Recently, the brand experimented with Bollywood actors — Shahrukh Khan and
Abhishek Bachchan. Despite the obviously feminine campaigns that agency JWT dished
out for Lux over the years, the usage of the brand actually showed a gender split. So the
2005 campaign with Shahrukh Khan featured him in the foreground but flanked by a
bevy of Bollywood hotties who had featured in Lux ads over the years — to
commemorate 75 years of the brand's existence.

Even the current Abhishek Bachchan-Aishwarya Rai campaign, represents this new
playful theme with a game of blind man's buff, where Abhishek is trying to get hold of
Aishwarya and her soft skin. On a recent sales visit to Barabanki in UP, Vats was caught
by surprise at the popularity of the Abhi-Ash jingle in the ad campaign, used as mobile
caller tunes, played on local radio stations and blaring on loudspeakers.

38
While the overarching Lux message has remained more or less intact over the years, the
brand promise has shifted with growing affluence. It is no longer the standard white and
rose bars that the company hawks; instead the core SKUs are strawberry and peach with

lotus as the third variant.

"You can't leave it at rose because it's too accessible," says Vats. The formulation of the
soap has been shifting gears since the 1990s, when floral notes like jasmine and lavender
held sway. "As the consumer evolves, his or her preference for fragrance changes from
basic to more complex notes," adds Vats. The current fruity fragrances seem to
complement the mood of the time.

The brand has also kept up with the times by graduating from soap bars to shower gels
and has emerged as the leading brand in the body wash segment. Soap bars have kept up
too. Lux was the first to introduce soap bars with fruit bits in them.

And while the urban consumer laps up these developments, the brand today has been
made available at more accessible price points to drive sales in rural markets. Vats says
that whenever he travels to the hinterland, he sees consumers demanding a Rs 10 Lux.

"Now that sentiment is shared across the country and ingrained in the psyche of village
folk," says Vats. In a price sensitive market like India, despite the northbound affluence
curve, accessible currency price points act as both convenience and affordability levers.

39
 COMPANY PROFILE

MISSION :
Unilever’s corporate mission is “to add vitality to life. We meet everyday needs for
nutrition, hygiene and personal care with brands that help people feel good, look
good and get more out of life.” This mission statement underscores how the company
satisfies customers in various aspects of their lives.

VISION :

Unilever’s corporate vision is “to make sustainable living commonplace. We believe

this is the best long-term way for our business to grow.” This vision statement puts
emphasis on sustainability, especially among consumers.

40
 RESEARCH METHODOLOGY

RESEARCH OBJECTIVE :

❖ PRIMARY OBJECTIVES :
▪ To find out the opinion about the LUX.
▪ To evaluate the effectiveness of advertisement of LUX.
▪ To know the awareness of the people towards different product of LUX
soap.
▪ To know purchasing strategy of the consumer.

❖ SECONDARY OBJECTIVES :
▪ To find out market comparison of all the available products of the lux soap
in the market.
▪ To identified Brand availability in the market.
▪ To analyzing Different marketing strategies of LUX.

DATA COLLECTION:

1. PRIMARY DATA :
Based on the objective of the study, research approach and questionnaire
development.

2. SECONDARY DATA :
The secondary data is collected from company records and many web sites.

41
 TYPE OF RESEARCH
The study conducted was descriptive in nature. Selection measurement techniques were
done after simultaneous consideration of other characteristics of research design.

DESCRIPTIVE RESEARCH:

The descriptive research was carried out using questionnaire was considered as
appropriate method. This section explains how the data is collected. I.e. from primary and
secondary sources. It explains what methods used for collection of data and what the
sample plan is. The preparation of this report involves several phases as follows.

Sample size: 100

Limitations of the study:

1. Time availability research for vary short.
2. Non availability of data due to its confidential nature.
3. Respondents sometime misinterpreted the questions.

42
 DATA ANALYSIS & INTERPRETATION

SUMMARY OF RESPONSES OF MY QUESTIONNAIRE

100 RESPONSES

1. What is the brand of soap you used?

BRAND

Lux
23%
44% Lifebuoy
Medimix
25%
Others

8%

2. Have you ever used LUX?

No, 31

Yes, 54

43
3 .Do all the members of your family use the same brand of soap?

USES %

26%

YES
NO

74%

4. What is the Frequency of Purchase?

Frequency of purchase
5%
5%

38% Weekly
Monthly
Semi-annually
Annually
52%

After looking the chart and interpreting the data, we can easily say that the most of the
purchasers buys soap on monthly basis. Could try to encourage customer for purchasing

44
more and company should offers scheme for buying twice or thrice in a month. So,
selling of the soap will increase and profit will also increase

5. From which sources you get the information about your soap?

sources
Advertisement Shopkeeper's Reference
Relative's Reference Other's

25%

12% 56%

7%

6. Which Brand do you prefer the most?

Preferences of soap
Lux Dove Lifebuoy Medimix

27%

46%

11%

16%

45
7. Do you change from one brand of soap to another?

changing behaviour

49% Yes
51% No

8. Which things you like most in Lox soap?

Qualities in soap

20%

Fragrance
49% Packaging
value for money
17%
other

14%

46
9. Does celebrity endorsement prompt you to purchase Lux soap ?

Effectivness of celebrity endorsement

Yes
50% 50%
No

As per the data it can be analyzed that almost 50% respondents are affected by the
celebrity endorsement. Company can also decrease the cost of sales promotion by
taking endorsee who is not the celebrity. According to analysis, we can find that
almost 50% respondent are not likable the celebrity endorsement so, company can
endorsed with the person who is not the famous celebrity and cut down the
expenses. We should also suggest to the company to choose celebrity wisely so
that negative effect of celebrity endorsement can be avoided and sales and market
share of the company can be increase.

47
10. Have you tried new variants of Lux soap after viewing the
advertisement?

Effectivness of advertising

Yes No

32%

68%

11.Which type of Lux soap you like the most ?

Customer Preference
Peach milk Cream milk Pink milk Badam milk

13%
25%

20%

42%

48
12. What is the size of the Lux soap you usually purchase ?

customer preference
100g 200g 300g Other

18%
35%
12%

35%

49
 Findings

▪ 44.21% people used Lux soap

▪ 52.33% people purchased monthly soap.
▪ 56.32% People gate information about lux through Advertisement.
▪ 51.16% People doesn’t change one brand of soap to another.
▪ 48.81 % people like fragrance of Lux soap.
▪ Celebrity endorsements prompt to the customer for purchasing Lux soap.
▪ 41.67% people like pink cream product of Lux soap.
▪ Usually 35.29 % people used 100g & 200g size soap.
▪ In market various products available of lux soap.

50
 RECOMMENDATION

▪ Lux is generic brand widely used by all segment of society ,so company should
consider all segment of society while launching its different type of product.
▪ Customer’s behavior always looks for some extra benefit with purchasing. They
demand for affordable price for product and good scheme with purchasing .
▪ Company targets only youth between 15 to 35 years who are conscious of beauty
and skin but in current scenario all people are more conscious regarding their skin
and beauty. So company should also consider them while manufacturing the
product.
▪ The company has to give some discounts or offers at the time of special occasions
i.e., festivals.

51
 CONCLUSION

▪ For housewives, presence of natural ingredients plays an important role while

buying soap, however, although price does play an important role in the
purchasing decision, today more and more housewives are conscious about skin
nourishment. Also, many of them buy the brand mainly because of it has been
used in the family for years together.
▪ Lux score high on all parameters like fragrance, lather packaging, availability,
varieties and nourishment of skin. The only factors on which it did not score very
high were freshness and price. Consumers thing that soaps like Liril score better
on freshness than lux. Lux leaves them feeling nourished and cared for, but not
fresh for a very long time.
▪ According to the respondent, lux is soap for quality conscious women, especially
thos belonging to the middle class. It is generally used by those who are conscious
about their appearance. It is used by those who respect the brand and have been
loyal to it for years.
▪ The consumer share with Lux, a relationship of trust and dependability and of
respect. They look up to the brand and literally worship the brand. Lux, thus,
commands the respect and even love of the consumers.
▪ Most consumers are satisfied with lux and think that it is best that they can get.
▪ Lux is an emotive brand. The purchase decision is based on emostions.emphasis
is not on the physical attributes of the soap. Demand from the brand are high;
people expected that lux will make their skin beautiful.

52
 REFERENCS

• WEBLIOGRAPHY

https://en.wikipedia.org/wiki/Lux_(soap)

https://www.hul.co.in/brands/personal-care/lux.html

https://www.mbaskool.com/marketing-mix/products/17251-lux.html

https://www.mbarendezvous.com/general-awareness/lux-a-success-story/

https://www.marketing91.com/swot-analysis-lux/

https://www.coursehero.com/file/p59updo/Star-Another-product-that-we-have-chosen-for-
analysing-the-BCG-matrix-L-UX-is/

• BIBLIOGRAPHY
Unilever- Investor relations- Annual Reports and accounts overview.

MOINAK MITRA : Brand Lux -Journey is as beautiful as the faces that endorse it

53
 QUESTIONNAIRE

1. WHAT ARE THE BRAND OF SOAP YOU USE?

a. Lux b. Lifebuoy c. Medimix d. Others

2. HAVE YOU EVER USED LUX?

a. Yes b. NO

3. DO ALL THE MEMBERS OF YOUR FAMILY USE THE SAME BRAND

OF SOAP?
a. Yes b. No

4. WHAT IS THE FREQUENCY OF PURCHASE?

a. Weekly b. Monthly c. Semi- annually d. annually

5. FROM WHICH SOURCES YOU GET THE INFORMATION ABOUT

YOUR SOAP?
a. Advertisement b. Shopkeeper’s Reference

c. Relatives Reference d. Others

6. WHICH BRAND DO YOU PREFER THE MOST?

a. Lux b. Dove c. Lifebuoy d. Medimix

7. DO YOU CHANGE FROM ONE BRAND OF SOAP TO ANOTHER?

a. Yes b. No

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8. WHICH THINGS YOU LIKE MOST IN LUX SOAP?
a. Fragrance b. Packaging c. Value for money d. other

9. DOES CELEBRITY ENDORSEMENT PROMPT YOU TO PURCHASE

LUX SOAP?
a. Yes b. No

10. HAVE YOU TRIED NEW VARIANTS OF LUX SOAP AFTER VIEWING
THE ADVERTISEMENT?
a. Yes b. No

11. WHICH TYPE OF LUX SOAP YOU LIKE THE MOST?

a. Peach milk b. Cream milk c. Pink cream d. Badam milk

12. WHAT IS THE SIZE OF THE LUX SOAP YOU USUALLY PURCHASE?
a. 100g b. 200g c. 300g d. other

55