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OF
26/08/09
Presentation by:
3.AVICK BISWAS
MARKETING
MANAGEMENT
“ To make cleanliness commonplace, to lessen
work for women, to foster health and contribute
to personal attractiveness, that life may be
more enjoyable and rewarding for the people
”
who use our products.
• We all want to be pampered, to look and feel great And that's just what Lux offers you on a
daily basis at a price you can afford.
• Lux is the brand of UNILEVER INDIA LTD. It has been winning hearts of INDIAN consumers
for 80 years.
• Lux stands for the promise of beauty and glamour as one of India's most trusted personal
care brands.
LUX PRODUCTS : Lux had modified their product into:
• At that time there was only one competitor of Lux, which was from its own brand
“LIFEBUOY”.
• In the initial stages Lux was introduced in the major cities of INDIA like Calcutta, Mumbai etc.
• MARKETING OBJETIVES - was to create the product awareness and to attract the
customers towards the product.
• Product = They offer only on product in the market. They did not come up with the
differentiated product.
• Price = In the initial stages of the product, they offer the relatively higher price than their
competitor (LIFEBUOY). Because, they want to recover their initial cost of making the
product.
INTRODUCTION STAGE
continued…
• Advertising = In the initial stages, they allocate more advertising budget So that more and
more customers could be attracted towards the product.
• In ads they targeted the early adopters, who were readiest to buy the product.
• The first ambassador, Leela Chitnis.
Distribution = was selective and only covers the major cities of INDIA to get recognition in
those cities.
• Their distribution channel was through: Manufacturer Wholesaler & Retailer
Introduction Stage of the LUX
Low sales
Sales
Negative
Profits
• MARKETING OBJECTIVES = The marketing objectives of the Lux were to expand their
market to the other cities of INDIA.
• Another objective was to maximize more market share.
• Product = In the growth stage, the company had offered the same product in the market.
• Price = In this stage, the company had changed their price to some extent because of
maximizing the market share. ( Slightly cut down the prices )
• Advertising = In the growth stage, they had increased their advertising budget as in the
initial stages because of attracting the new customers or to retain the existing customers.
• Sharmila Tagore, Hema Malini, Zeenat Amaan, Juhi Chawla, Madhuri Dixit, Sridevi
GROWTH STAGE CONTNUED….
• Distribution = In this stage, company had expanded their market to the other cities of
INDIA. Their distribution channel was the same as in the initial stages of the product.
• Promotion = In the growth stage, the company had also used the different proportioning
strategies to attract the new and the existing customers.
• The company has expanded their market to almost all the cities of INDIA.
• Product = The Lux has made the modification in the product by introducing:
Lux Almond, Lux Orchid , Lux Fruit, Lux Saffron, Lux Sandalwood, Lux Rose,
Lux International, Lux Chocolate, Lux Aromatic Extracts, Lux Oil and Honey.etc
• Price = The Lux products are now available at higher prices in the market, the reason
behind is that the company’s marketing objectives is to maximize more profit.
• Distribution = Now Lux products are available in almost all the cities of INDIA. Their
distribution channel is same as in the initial stage.
MATURITY STAGE
CONTINUED…
• Advertising = In this stage Lux advertising has been reduced to some extent because of
the more brand awareness in the minds of customers.
Recently, they have shown Aishwarya Rai , kareena kapoor & Shah Rukh khan .
• 2. SLOWDOWN: In year 2008 - 09 due to hard economic conditions in INDIA and other
countries the sales were highly affected as the consumer started looking for some
alternate products with a cheaper price than Lux.
• 3. Competition: Lux has been facing competition from HUL itself (Lifebuoy) & from other
companies like:-
• Godrej Consumer Products : GCPL, India’s second largest soap maker with 9.2% market
share.
• with leading brands such as CINTHOL, FAIRGLOW & NIKHAR.
• Fairglow brand, India's first Fairness soap, has created marketing history as one of the
most successful innovations.
DECLINE STAGE
CONTINUED…
Wipro : The presence of Wipro in the toilet soap industry can be seen through their brands such
as SANTOOR and CHANDRIKA.
• In the southern market of India it is a major market player in toilet soap.
ITC : It entered the segment last year and has made a strong headway in a short time by
growing to 1.75% in just five months. With the brands like: Superia, Fiama Di Wills and
Vivel.
Thank