introduction, brand positioning, product life cycle, brand ambassadors

1. POSITIONING OF LUX
PRESENTED BY :
MUKUND SAGAR ROHIT
SHALINI PRIYANKA
MUKUND

2. COMPANY PROFILE
• India’s Largest FMCG company
• Touching 2 out of 3 Indian Customer
• Headquartered in Mumbai
• Owned by Anglo-Dutch company Unilever which
owns a 67% controlling share in HUL as of March
2015
• 20 Distinct categories in home and personal care
• Market share of 54.3% in toilet soap category
MUKUND

3. @ Mukund│Confidential│10/22/2015
MUKUND

4. 1916
LUX launched
in USA as a
laundry soap
1925
LUX launched
in USA as a
toilet soap
1929
LUX launched
in India
1960
LUX went
colored
STAGES OF PRODUCT
DEVELOPMENT
MUKUND

5. MARKET SEGMENTATION
DEMOGRAPHICS
FEMALE
16-35
AGED
GEOGRAPHICS
URBAN
AREAS
SUB-
URBAN
AREAS
PYSCHOLOGIC
GLAMOUR
BEAUTY
PRIYANKA

6. WHAT IS THE
POSITIONING OF LUX ?
• LUX is a beauty soap of
the stars .
• LUX is a always reliable
and trustworthy .
• LUX celebrates ritual of
beautification .
AFFORDABLE
GLAMOUR
PRIYANKA
BEAUTY

7. FACTORS THAT HELP LUX
IN POSITIONING
• PRODUCT
• PLACE
• PROMOTIONS
• PRICE
MARKETING
MIX
• PACKAGING
• LOGO
• BRAND NAME
• BRAND AMASSADORS
OTHERS
PRIYANKA

8. PRODUCT
CLASSIFICATI
ON
TANGIBLE
CONSUMER
GOODS
CONVIENCE
GOODS
NON
DURABLE
PRODUCT MIX FOR LUX
Prominent Variations :
 Lux almond
 Lux orchid
 Lux fruit
 Lux saffron
 Lux sandalwood
 Lux rose
 Lux international
 Lux chocolate
 Lux oil and honey glow
NOTE :
All these products are available in
packaging of 100gms , 12o gms
and 150 gms .
SAGAR

9. PRICE MIX FOR LUX
• COMPETITIVE PRICES –
Neither too high nor too low
• Recent pricing for 1oo,120,150GMS Pack
CATEGORY PRICE (IN RUPEES )
LUX CRYSTAL SHINE RS 17
LUX FESTIVE GLOW RS 15
MINI LUX RS 5
SAGAR

10. PROMOTION MIX FOR LUX
• LUX GOLD STAR OFFER: 22 CARAT
GOLD COIN IN THE SOAP- FIRST
10 CALLER(EXTRA 30gm 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
• BEKABOO:- THE AD WAS MADE
TO BE PROMOTED AT THE TIME
WHEN BOTH SHARUKH KHAN’S
AND KATRINA KAIF’S MOVIE WAS
ABOUT TO BE RELEASED
SAGAR

11. DIFFERENTIAL PROMOTIONS
SAGAR

12. PLACE MIX FOR LUX
 HUL Distribution network is a key strength which helps reach out its
product across its length and width of the vast company
 2000+ suppliers and associates
 7000 stocklists
 Direct coverage in over 1 million retail outlets
 Distribution channel used :
FACTORY MANUFACTURER- COMPANY WAREHOUSES- WHOLESALERS
AND BIG RETAILERS
SAGAR

13. PACKAGING MIX FOR LUX
• Different colors are used for packaging of
different variations .
SAFFRON : Saffron variants
PINK : Rose variants
This was done make the identification of the
package easy in the sub rural region .
• Package size is available in 100grams , 120 grams
and 150 grams to facilitate the affordability of the
soap .
PRIYANKA

14. LOGO AND BRAND NAME
• Lux trade character or logo is present prominently in the package .
• Mostly usage of female models on the package .
• LUX was chosen as the latin word for light as it was suggestive of
luxury .
• Its considered to be reliable and trustworthy past 80 years .
• Its simple and easy to spell / pronounce / remember brand name
helped it tremendously to achieve its market leadership in the
personal care industry .
PRIYANKA

15. POSITIONING PROBLEMS
For positioning LUX as a luxury soap , HUL faced
the following problems :
• Huge advertisement costs
• High degree of risk in associating the brand
with a particular star
• Wrong positioning
• Difficulty in setting prices to attract mass sales
PRIYANKA

16. PRODUCT LIFE CYCLE
ROHIT

17. SWOT ANALYSIS
•NEW EXTERNAL
COMPETITION (P&G)
•INTE RNAL COMPETITION
FROM HLL – DOVE ,PEARS
•GROWTH IN SOAP INDUSTRY
•CAN COME UP WITH MORE
VARIANTS
•MORE PROMOTIONS AND
PRICE CUTS COULD BE USED
• LACKS UNISEX APPEAL
• STOCK OUT PROBLEMS
• REPLISHMENT RATE IS
HIGH
• STRONG BRAND
IMAGE , SALES
DITRIBUTION
NETWORK , MARKET
RESEARCH
STRENGTHS WEAKNESS
THREATSOPPORTUNITIES
ROHIT

18. 1 .FREQUENT PURCHASE OF LUX SOAP?
TIME PERIOD RESPONSE
MONTH 27%
ONCE IN A MONTH 3%
TWICE IN A MONTH 67%
REGULAR PATTERN 3%
0
50
100
150
RESPONSE
RESPONSE
SHALINI
2. WHAT INFLUENCE YOU TO PURCHASE LUX SOAP?
REASONS RESPONSE
PRICE 42
CELEBRITY 60
QUALITY/QUANTITY 98
RESPONSE
PRICE
CELEBRITY
49
% 30
%
21%

19. COMAPRISON OF LUX WITH
VIVEL
SHALINI
BASIS LUX VIVEL
POSITIONING BEAUTY SOAP BEAUTY SOAP
TARGETING MIDDLE AND UPPER CLASS WOMAN MIDDLE CLASS WOMAN
PRICE LOW HIGH
USP BEAUTY AND GLAMOUR BEAUTY
VARIETY MANY MANY

20. • LUX SHOULD PROVIDE SPECIAL SOAP FOR
KIDS.
• TARGETING MALE CUSTOMERS BY CREATING
VARIETY FOR THEM AS WELL.
SHALINI

21. •LUX IS THE MOST POPULAR BAR SOAP AMONG CONSUMERS
AROUND THE WORLD.
•SALES VOLUME OF LUX IS ON TOP AMONG ALL BAR SOAPS.
•THE CONSUMERS SHARE A RELATIONSHIP OF TRUST.
•LUX IS A EMOTIVE BRAND.THE PURCHAE DECISION IS BASED
ON EMOTIONS.
•DEMAND FROM THE BRAND ARE HIGH PEOPLE EXPECT THAT
LUX WILL MAKE THEIR SKIN BEAUTIFUL.