BODY WASHBody wash is sometimes termed as Shower gel and is one of the best personal care segment manufactured by many Fast Moving Consumer Goods companies. Shower gel is the easiest way of cleaning the body while taking shower. These gels are used by every generation of people including kids and infants. These brands of gels include good fragrance and one would love to take shower applying this gel. These products are available for sensitive skin with added moisturizers in it and making to be a good shower together.We all want to be pampered, to look good and to feel great, to enjoy that moment when anything seems impossible and that is just what Lux offers you on a daily basis at a price that you can afford.

COMPETITIVE LANDSCAPECompetition always exists in the market. Key competitors of Lux body wash include:LuxCintholDettolDovePalmolivePearsJohnson & JohnsonOlayNiveaFiama Di WillsHimalayaImperial Leather

LUXLux is the worlds most iconic beauty bar & has a 90 year history of glamour and pleasure. The most beautiful and iconic stars of the world have been Lux ambassadors over the years, from Leela Chitnis to Madhuri Dixit, Aishwarya Rai & Katrina Kaif.

Since 1925, Lux has been bringing the best of beauty and the pleasure that comes with it to every woman in the world. Made like the costliest French soap and known as the beauty secret of some of the most glamorous stars from Elizabeth Taylor, Audrey Hepburn, Marilyn Monroe, to Ashwarya Rai, Katrina Kaif and Shu Qi -our alluring beauty treats delight women in more than 100 countries worldwide every day.OUR PRODUCT PHILOSOPHYIts quite simple really: its all about pleasure. Lux is committed to creating indulgent skin treats women crave to provide an exceptional experience in and out of the shower. We aim to bring the best of beauty to every woman in the world. We infuse our products with fine fragrances crafted by the worlds best perfume experts. We craft amazing, state of the art textures, rich in indulgent ingredients, all designed to exceed consumer expectations. Lux is not just a soap that smells good, its a fine fragrance you can bathe in.OUR BEAUTY PHILOSOPHYLux believes that beauty doesnt have to be about hard work, but rather, about pleasure. To bathe in luxurious Lux daily is to come out feeling transformed, feeling on top of the world inspiring every woman to feel irresistible and confident in her own skin every day.

BTL ACTIVITY

Example can be the LUX beauty contest. Lux is a beauty soap. its proposition is to increase your beauty and the brand personality is the young sucessful beautiful women. The brand idnetifies itself with beautiful celebrities, i.e. film stars like Aishwaria Rai of India. Combining all these brand elements you develop and implement Lux beauty contest. you select the most beautiful girl of the nation and she gets her crown from Ash. She wins loads of prizes from Lux, gets her cosmetics and other beauty products courtsey of Lux and lastly she gets selected for the new-face of next upoming film of Yash Chopra as the new debutant. If she really can prove herself then the tinsel-world is all hers and she becomes a STAR. So you are taking an ordinary girl and making her a star courtesy of Lux. this is Lux Brand Activation. Making one girl live the life in the Lux way while stimulating the aspirations of million other girls, who dreams to be the star. they start to think "if she can be star why not me". Well not every girl who uses Lux becomes star but they strive to be. at the end of the day, all this is done to increase brand sales, awareness and loyalty. Have a look at some interesting Brand Activations in the recent times.

3. Why Brand Activation? There was a time when people used to know about a product only by TV commercials, newspaper and billboards but now the scenario has changed, now brands want difference in marketing, even in marketing there are a lot of changes happened lately. So it is quite difficult for a brand to survive if it is not taking a leap and go for creativity. The playground demands more improvisation than ever before. This is where the BTL marketing comes. There are some specific reason why people would go for Brand activation in the below line. Intelligent More and more organizations are relying on non-media communications for growing the interet among the target market, awaking them about the product as well as B2B marketing. They may offer less exposure, but these behind the scenes campaigns are gaining momentum in companies both large and small. Brand activation in Below the line marketing activities are broadly defined as those that offer direct, often personal communication to the target audience. Email, direct mail, events/exhibitions and telemarketing form the basis of below the line communications. Connected to these activities are often Intelligent Direct Quick Flexible Trackable Cost EffectiveThere was a time when people used to know about a product only by TV commercials, newspaper and billboards but now the scenario has changed, now brands want difference in marketing, even in marketing there are a lot of changes happened lately. So it is quite difficult for a brand to survive if it is not taking a leap and go for creativity. The playground demands more improvisation than ever before. This is where the BTL marketing comes. There are some specific reason why people would go for Brand activation in the below line.

With a market size of Rs.17.4 b in 2012, share of beauty soap is around 50%.Rest of the market uses anti-bacterial soaps.LUX is the leading brand from Unilever, in the beauty soap segment, at 22%.Tibet from Kohinoor and Capri from Zil stands second with almost 6 % of this market each. Tibet however falls into the lower tier of the market with price tag of Rs.25 for its key SKU. LUX at gross sales of Rs.3.2 b last year is a successful brand building story. With only 3% annual growth in the market, the brand has maintained its leading position for decades. Using testimonial appeal right from the beginning from local stars, globalization of brands has seen it romancing with Katrina Kaif, Priyanka Chopra and Madhuri even in Pakistan. Debating on several occasions to switch over to other appeals, apprehension of competition pirating the idea immediately, kept the brand glued to stars so far. And the gamble has paid off! LUX is the leading brand in Indo-Pakistan and several other countries with consistent growth and margins. Its the soap of the masses. The brand remained inflicted with the issue of being mushy for so many years. However it has overcome the problem through sustained efforts, marketing and glamorous positioning. Priced between Rs.30-60 for its 3 SKUs, the 115 gm size sell the most at Rs.40.Buoyed by it success, the Co spends mega bucks on TV and LSA(Lux style award) each year-a fine combination of ATL & Publicity.Rs.440 m were spent last year on a 360 degree campaign supported by very strong sales. The brand has repositioned itself frequently maintaining its essence of glamour, beauty and stardom. The 2009 campaign by Katrina for purple LUX couldnt generate anything significant for the new variant. However such brand building campaigns has turned it into the TOM brand with highest share at premium prices. Owing to 3 SKUs and their prices, Lux sells across the board covering LSM4-8+.The current re-launch of the brand with Shahrukh & Katrina for the Rose variant is on providing it further strength.

Hindustan unilever at a Glance:HUL, the largest FMCG Company in India by revenues was formed by merging three subsidiaries of Unilever in 1956. At present, Unilever Plc holds a 51.6% stake in the company. HUL's portfolio of products covers a wide spectrum including soaps, detergents, skin creams, shampoos, toothpastes, tea, coffee and branded flour. HUL's brands spread across 20 distinct consumer categories. It owns 35 major Indian brands. HUL has consistently had the most number of brands in the Top 10 list for the most trusted brands in India from 2003 to 2008. LUX, Surf Excel, 'Pepsodent and Ponds in Home and Personal Care segment and Lipton, Kissan and Brooke Bond in Foods and Beverages Segment are some of its top brands. In 2008, it launched Ponds Age Miracle, Vaseline range of products in skin care category and Axe-Dark Temptation in personal care segment as part of their expansion into higher end products.Goal of this project:The whole project was a result of an analysis of marketing strategies used by Hindustan unilever India Ltd. The ultimate reason of this project was to find which strategies the company should use to market the product and make the beauty soap a world famous product; LUX, in India; the negative and positive aspects of those strategies being used. The project result analyzes and shows the position of Hindustan unilever India Ltd. in the beauty soap industry against its competitors. The report further analysis elaborates the way of using market segmentation, the pricing, target marketing, distribution strategies, product and promotional and competitive analysis.