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Marketing Project Lux
Marketing Project Lux
By:
MEENAKSHI JHA PGDM=201007 GSBA
CONTENTS:
Company Profile HUL Distibution Channel - HUL Product Mix HUL Overview Lux Soap Marketing Mix SWOT Analysis Competitor Analysis Market Segmentation
Recommendation
Reference
A 52% owned subsidiary of Anglo Dutch giant Unilever. India 1888 India largest FMCG company Touching 2 out of 3 Indian consumer 20 distinct categories Home and personal care products, food and beverages. HLL HUL 100 factories India Manufacturing its diverse product range Headquarter: Mumbai Market share Toilet soap category 54.3%
REVENUE PERCENTAGE:
2000+ Suppliers and associates 4000 Redistribution stockists Covering 1 million retail outlets Reaching 250 million rural consumers
The width of the product mix refers to the number of different product line the company carries Personal wash Laundry Skin care Oral care Deodorants Colour cosmetics Ayurvedic personal and health care
E.g:
Width = 12
Personal wash: Lux, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears, Rexona Laundry: Surf excel, Rin, Wheel Skin care: Fair & Lovely, Ponds, Vaseline, Aviance Oral care: Pepsodent, Close up Deodorants: Axe, Rexona Colour cosmetics: Lakme Ayurvedic personal and health care: Ayush
Shampoo: Sunsilk, Clinic Tea: Broke bond, Lipton. Coffee: Bru Foods: Kissan, Annapurna, Knorr Ice cream: Kwality walls
Width = 30
India 1929
First brand ambassador: Leela Chitnis (1929) Market share is almost equal to Lifebuoy
MARKETING MIX:
PRODUCT:
Product Classification:
Lux and other soaps fall into the category of convenience good.
Maturity Stage
PROMINENT VARIANTS:
Lux almond Lux orchid Lux fruit Lux saffron Lux sandalwood Lux rose Lux international Lux chocolate Lux aromatic extracts Lux oil and honey glow etc.
LOGO:
Labelling:
Lux trade character or logo is present prominently in the package Female model Displayed graphically Key ingredients
Packaging:
Different colors Different variants( Saffron Saffron variants & Pink Rose extracts etc. )
Package size 100gm, 120gm, 150 gm
Price:
Competitive prices: Neither high nor low
Place:
HUL distribution network key strength (Which helps reach out its product across the length and width of the vast country)
2000+ Suppliers & Associates 7000 Stockists Direct coverage in over 1 million retail outlets
NETWORK:
Factory Company warehouses Distributor Market Factory Wholesaler & Big retailers (Bulk orders) 30% Sales
PROMOTION:
SALES PROMOTION:
Lux gold star offer: 22 Carat Gold coin in the Soap First 10 caller (Extra 30 gm gold) Lux star bano, Aish karo contest: A special promotional pack of lux soap Scratch card -50 lucky winner got the chance to meet Aishwarya rai.
SWOT ANALYSIS
STRENGTHS:
Strong market research (Door to door sampling once in a year Rural and Urban area.) Many variants (Almond oil, Orchid extracts, Milk cream, Fruit extracts, Saffron sandalwood oil and Honey) Strong sales and distribution network backed by HUL Strong brand image
Dynamically continuous innovations New variants and innovative promotions (22 carat gold coin promotion Chance Hai) Strong brand promotion but relatively lower prices Winning combination. Mass appeal/Market presence across all segments ( 15% of soap market)
WEAKNESS:
Mainly positioned as beauty soap targeted towards women, lack unisex appeal Some variation like the sunscreen, international variant did not do well in the market
OPPORTUNITIES:
Soap industry is growing by 10% in India Beauty segments compounded annual growth rate (CAGR) is very high Liquid body wash is currently in growth stage Lux should come out with more variants in this segment Large market share Strong hold over the market
THREATS:
High internal competition (Pears Beauty segment) New entrants (Vivel) Maturity stage threat of slipping down to decline stage if constant reinvention is not carried out
COMPETITOR ANALYSIS
INTERNAL COMPETITOR:
External Competitor:
Godrej consumers products limited (GCPL): 2nd Largest soap maker after HUL 9.2% Market share Brands: Cinthol, Fairglow, Nikhar
ITC: 1.75% growth in initial five months Brand: Superia, Fiama di wills and Vivel Sold in six states
MARKET SEGMENTATION
Created Good Position Buyers mind Better product attributes, price and quality Offering product in a different way Offering improved quality of the product affordable price with high branding to position the product as a best quality beauty soap in buyers mind. Market share of HUL: 54.3% Market share of LUX: 15% Better Positioning Market leader of beauty soap
RECOMMENDATION:
RECOMMENDATION:
REFERENCES:
REFERENCES:
www.capitaline.com www.hul.com www.wikipedia.com www.mbaparadise.com www.fmcg.com