Post on 09-Apr-2018
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Presentation on
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Company Profile
HUL Indias largest FMCG company Touching 2 out of 3 Indian consumer
20 distinct categories Home and personal care
products, food and beverages. 100 factories India Manufacturing its diverse product
range
Headquarter: Mumbai
Market share Toilet soap category 54.3%
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Product MixHUL
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The width of the product mix refers to the number of
different product line the company carries
E.g:
Personal wash
Laundry
Skin care
Oral care
Deodorants Colour cosmetics
Ayurvedic personal and health care
The Width of Product Mix
HUL
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Shampoo
Tea
Coffee
Foods
Ice cream
Water purifier
Width = 13
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The Length of Product Mix
HUL: The Lenght of the product mix refers to the total number of
items in the product mix.
E.g:
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
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Shampoo: Sunsilk, Clinic
Tea: Broke bond, Lipton.
Coffee: Bru
Foods: Kissan, Annapurna, Knorr
Ice cream: Kwality walls
Water purifier: pureit
Width = 31
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The Depth of Product MixHUL
The depth of the product mix refers to the number of variants of eachproduct offered in the line
E.g: If close up toothpaste comes in three formulation and in three sizes,
close up has a depth of 9 (3*3)
The Consistency of the HUL Product
mix:
The consistency of the product mix refers to how closelyrelated the various product lines are in the use, production
requirement, distribution channel or in any other manner.
HUL Product line are not consistent because of its large width.
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INTRODUCTION
1916
LUX launched
in USA as
Laundr soap
1929
LUX launched
in India1925
LUX launchedin USA as Toilet
soap
1960
LUX went
colored
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POSITIONING
Over the years positioned as a beauty soap ofthe Stars
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Shift in positioning from Stars to
Common Girl
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On Age- 16-35 years
Based on Income- Middle income Group
Gender- Female
TargetGroup
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MARKETSEGMENTATION
Rural
Urban
State
Country
Region
Geographic
Income level
Family size
Age
Gender
Demographic
Value system
LIfe style
Personality
Psychographic
Life style
Liberals
Conservatives
Buyer Behaviour
Regular
Bulk
Volume
Market segmentation
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PRODUCTLIFE CYCLE
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Introduction (1929- 1950s)
Company Objectives Actions
Sales Low
Cost of manufacturing High
Profits Negative
Marketing Objective Create product awareness in
major cities
Product strategy Offer a basic product
Price strategy Higher than LifebuoyDistribution Created network in major
cities
Advertising strategy Awareness among early
adopters.
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Growth- (1950s- 1990s)
Company Objectives ActionsSales Rising Sales
Cost of manufacturing Average cost reduction
Profits Positively increasingMarketing Objective Maximise market share
Product strategy Offer variants
Price strategy To penetrate the market
Distribution Intensive network in theentire country
Advertising strategy Awareness an interest in
mass market
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Maturity-(1990s to till date )
Company Objectives Actions
Sales Peak sales
Cost of manufacturing LowProfits High
Marketing Objective Maximize profit while defending
market share
Product strategy Diversify brand
Price strategy To match the nearest competitor
Distribution More intensive focusing on rural
area
Advertising strategy Multiple brand ambassadors for
different variants.
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Source- The Economic Times
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Brand Awareness
Sales Promotion Lux Gold Star offer
Lux Star Bano, Aish Karo contest:
Har Star Lucky Star activity
Consumer promotion- By distributions of samples ofnew variants, coupons, free trials and demonstration atshopping malls, markets and point of purchase.
Trade promotion- Discounts and lucrative offers to theretailers via price offs, advertising and display allowances and
free merchandises.
Business and sales force promotion-Conductingtrade shows and conventions. Contests for sales
representatives and speciality advertising.
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Brand attributes and association
Features-Lux soap has been popular for its productoffering.It offers its consumers a range of soaps enriched with
the goodness of a variety of nourishing ingredients rose
extracts, almond oil, milk cream, fruit extracts and honey which
are known to harbour the secrets of incredibly perfect skin.
Style- To establish the presence of nourishing ingredients in
the new Lux, a unique concept, ingredients you can see in thesoap, was born. A novel metallic substrate packaging beautifully
showcased the ingredients and its globally accepted ingredient-
linked perfumes heightened the sensorial experience.
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Perceived quality
The product offers value formoney in the premium segment.It doesnt compromise on thequality even if decision pertainsto increase in price.
As Lux is popularly known asbrand of celebrities it is also oneof the reason that consumer has a
perception in mind that this
product is of good quality
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Brand loyalty The brand Lux has been India`s third most trusted brand according to the
recent survey by the economic times. The brand enjoys customer loyalty in
rural and urban areas equally. It has generations of customers in the same
family. It particularly targets to girls and ladies who are considered to be loyal
to a brand if it delivers to the requisite parameters
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HUL Analysis
Source- The Economic Times
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Trend Analysis of LUX
Source- The Economic Times
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Future Projection
Difficult to maintain marketshare
Innovation and market
penetration
Recommendations-
Ayurvedic variant
Lux Kids
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MARKETING MIX
PRODUCT MIX
PRICING MIXPLACE MIX
PROMOTION MIX
MARKETING MIX
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Marketing Mix
Product Different Variants
Strawberry & Cream
Peach & Cream Festive Glow
Lux International
Lux Purple Lotus & Cream &
limited editions
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Lux Peach & Cream Rs 18/90 gmsLux Strawberry & Cream Rs 18/110 gms
Lux Purple Lotus & Cream Rs18/110 gms
Mini Lux Rs 5
Price
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PromotionCelebrity Endorsement
Brand Ambassdors of LUX past & Present
Leela Chitnis
Madhubala,
Nargis,
Meena Kumari,
Mala Sinha,
Sharmila Tagore,
Waheeda Rehman,
Saira Banu,
Hema Malini,
Zeenat Amaan,
Juhi Chawla, Madhuri Dixit,
Sridevi,
Aishwarya Rai
Kareena Kapoor,
Sharukh Khan
Priyanka Chopra ,Katrina Kaif & the latest Asin
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Sponsoring TVshows
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Promotional Offers
Meet Aish- Abhi in London
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Gold Coin Offer
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Place Cutting-edge distribution network- At Hindustan Unilever Limited,
distribution network is one of the key strengths that help them reach
their products across the length and breadth of this vast country. It
has 2000+ suppliers and associates 7,000 stockists and direct
coverage in over 1 million retail outlets across India.
RSNet- An IT-powered system has been implemented to supply stocks
to redistribution stockists on a continuous replenishment basis.
For rural India, HUL has established a single distribution channel by
consolidating categories.
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DISTRIBUTIONNETWORK
PARENT COMPANY
FINAL CONSUMER
RETAILER
STOCKIST
WHOLESALER/ DI
STRIBUTOR
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Packaging
Different colors Different variants( Saffron
Saffron variants & Pink Rose extracts etc. )
Package size 100gm, 120gm, 150 gm
Launched Mini Lux 45gm - Rs 5
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