Launch A New Variant Called Lux

Market Research Almond In Indian Market

ABHISHEK VARMA
MAYURI REHLAN
PRANJIL KULSHRESTHA
SHIVAM ATTRI
SHIVANI TODI
KRISHAN KR YADAV
 INTRODUCTION
 Lux stands for the promise of beauty and glamour as one of India’s most trusted personal care
brands

 It offers a range of soaps in different colours and world class fragrances.

 Lux is the oldest and most iconic beauty and bathing bar in India. It is one of the largest selling soap
brands worldwide.

 It has divided itself into two categories namely: Lux Beauty Soap and International Lux

 The brand plays strongly on celebrity endorsement.

 It has the 5th highest number of Consumer Reach Points in Asia

 Lux is the largest personal wash brand in the country with a value share of 15%.

 The soap has positioned itself as the ‘soap of superstars’.

 4 P’s of Marketing of LUX
Product

 Lux falls under a category of Tangible and non-durable goods.

 Lux is considered as a convenience good as consumers buy on regular basis and buy easily without putting much thought for
the item.

Price

 Prices of Lux are in such a way that it is considered most competitive in the Indian market.

 The prices of Lux are neither high nor Low. All the variants have competitive prices

Place

 Lux is distributing its products all over the country because of increasing demand of the product to all segments of the
population.

 Lux distribution channel is its key strength.

Promotion

 Lux has used two ways of promotion:

 Traditional Media- such as via magazines, Radios etc

 Modern Media- such as newspaper and social media

 SWOT ANALYSIS
• The sales and distribution channel of Lux is very • Lux targeted audience has
strong. always been women hence it
• Lux has a strong brand image in the soap lacks in unisex appeal.
industry. • It is not much popular in rural
areas as compared to urban
areas
STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

• Lux should come up with many more variants in liquid • New Entrants as well as internal
body wash as body wash are at growing stage competition would increase the
• Introduction of variants for kids like Lux kids special competition in the near future
soap can also help. • Changes in the consumer trends or
preferences
 PESTEL ANALYSIS

POLITICAL ECONOMIC SOCIAL TECHNOLOGICAL ENVIRONMENTAL LEGAL

 Government  Increase of  Lux always  Lux should  Lux could  Consumer

ban on import duty targeted focus on become an eco- rights law
importing of from 20 to 35 audience to technology friendly product are strong.
tallow leads percent. prefer intensive as amount of
to concession  Excise rates premium opportunities polluters that
on tax. are also soaps by rather than are emitted
increasing at enhancing being capital could be
a speed of 16 the intensive restricted.
percent. ambition industry.
levels.
 STP OF LUX
MARKETING SEGMENTATION

 Segmentation of lux is done considering the following factors such as gender, age and income.

TARGET MARKETS

 Company targets urban and sub urban areas.

 It also targets upper middle and middle class people.

POSITIONING OF PRODUCT

 Lux is in the position as compared to competitors in terms of its packaging, fragrances, and the
designing of the product

 They had positioning the brand in the mind of the customer as a affordable brand with the good
quality product.
 COMPETITIVE ANALYSIS
Soap Industry is extremely competitive. There are two types of competition which LUX has to face

 Direct competition

At present Unilever is producing three other beauty soaps that are in rivalry with LUX

 Indirect competition

LUX has to face a very tough competition with indirect competitors like in liquid soaps and shower gels

PORTER’S 5 FORCES OF LUX SOAP

 Degree of Rivalry (High)

 Bargaining Power of Buyers (High)

 Bargaining Power of Suppliers (Low)

 Threat of Substitute (High)

 Threat of New entrant (High)

 RESEARCH DESIGN
OBJECTIVE OF RESEARCH

To check whether Lux, a soap brand should launch a new variant called Lux Almond in Indian market.

RESEARCH DESIGN

We used both primary and secondary data combination in the research so we take both analytical and
exploratory research design.

RESEARCH METHOD

We would prefer Quantitative method as closed ended questions are designed for questionnaire.

RESEARCH INSTRUMENT

Questionnaire is the instrument which consist of 10 close ended question.

QUESTIONAIRE TYPE

We can use structured, closed ended and fact based questionnaire for this research.
DATA COLLECTION

There are two types of data which need to be collected

 Primary Data- Done through communication method which includes questionnaire.

 Secondary Data- Done through analysis of SWOT, PESTEL, STP, COMPETITIVE ANALYISIS.

SAMPLE SIZE

Sample size of approx. 200 people we will take to test our research.

SAMPLING TECHNIQUE

We have used Random Sampling Technique.

 Comparatively easier way of sampling.

 Needs less investment.

 It can be concluded in shorter time duration.

 Unbiased Technique.
THANK YOU