POSITIONING OF LUX

PRESENTED BY :MUKUND SAGAR ROHIT

SHALINI PRIYANKA

MUKUND

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

@ Mukund│Confidential│10/22/2015

MUKUND

1916LUX launched in USA

as a laundry soap

1925LUX launched in USA

as a toilet soap

1929LUX launched in India

1960LUX went colored

STAGES OF PRODUCT DEVELOPMENT

MUKUND

MARKET SEGMENTATION

DEMOGRAPHICS

FEMALE

16-35 AGED

GEOGRAPHICS

URBAN AREAS

SUB- URBAN AREAS

PYSCHOLOGIC

GLAMOUR

BEAUTY

PRIYANKA

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

FACTORS THAT HELP LUX IN POSITIONING

MARKETING MIX

•PRODUCT•PLACE•PROMOTIONS•PRICE

OTHERS•PACKAGING•LOGO •BRAND NAME •BRAND AMASSADORS

PRIYANKA

PRODUCT

CLASSIFICATI

ON

TANGIBL

E

CONSUMER GOOD

S

CONVIENCE

GOODS

NON DURABLE

PRODUCT MIX FOR LUXProminent 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

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 17LUX FESTIVE GLOW RS 15MINI LUX RS 5

SAGAR

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

DIFFERENTIAL PROMOTIONS SAGAR

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

PACKAGING MIX FOR LUX• Different colors are used for packaging of different

variations .SAFFRON : Saffron variants PINK : Rose variantsThis 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

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

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

PRODUCT LIFE CYCLE

ROHIT

SWOT ANALYSIS • STRONG BRAND

IMAGE , SALES DITRIBUTION NETWORK , MARKET RESEARCH

• LACKS UNISEX APPEAL

• STOCK OUT PROBLEMS

• REPLISHMENT RATE IS HIGH

• 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

STRENGTHS WEAKNESS

THREATSOPPORTUNITIES

ROHIT

1 .FREQUENT PURCHASE OF LUX SOAP?TIME PERIOD RESPONSE

MONTH 27%

ONCE IN A MONTH 3%

TWICE IN A MONTH 67%

REGULAR PATTERN 3%

060

120RESPONSE

RESPONSE

SHALINISURVEY

2. WHAT INFLUENCE YOU TO PURCHASE LUX SOAP?REASONS RESPONSE

PRICE 42

CELEBRITY 60

QUALITY/QUANTITY 98

RESPONSE

PRICE CELEBRITY QUALITY/QUANTITY

49 % 30

%

21%

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

• LUX SHOULD PROVIDE SPECIAL SOAP FOR KIDS.

• TARGETING MALE CUSTOMERS BY CREATING VARIETY FOR THEM AS WELL.

SHALINI

•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.