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Acknowledgment
Mamta Rathod
Roll No 20
ABOUT HLL’S MISSION
PRODUCT DESCRIPTION
SEGMENTATION MARKETING
Behavioral variable
• Lux- Tohfa will give the Indian Women’s the
opportunity to look beautiful and pleasant
everyday.
Geographical Variable
• Karwa Chauth Celebrated in the Northern
Demographic Variable
• Married Women’s
TARGET MARKETING
As we know the Karwa Chauth is celebrated in
the every house of the north Indian families.
So, the Target marketing basically will be
POSITIONING MARKETING
6 O’s Of Marketing
Product
Lux Toilet Soap, in the popular segment,
offers its consumers a range of soap enriched
with the goodness of a variety of nourishing
ingredients -Almond Oil, Orchid Extracts,
Milk Cream, Fruit Extracts, Saffron,
Sandalwood Oil and Honey.
Soap Bar, Skin Care Moisturizing Body
Wash, Skincare Deep Cleansing Body Wash,
Skincare with Multani Mitti & Chandan, with
a Body Srubber.
The most important feature of any Lux brand
is highest TFM (Total Fatty Matter) i.e.76%
which makes the soap as a moisturizing cream.
The packaging will be of good quality paper
which protects the soap fragnance.
Place
Majorily, the Nothern part of India celebrates
Price
Price is the single most important dimension in
the value driven Indian market. Brands have met
with sudden deaths with ill timed price
increases.
The Lux- Tohfa Handy will be priced on the
basis of the current market price of the
individual product with some discounts since it
includes 4 different Lux products all together.
Soap Bar = Rs 25 for 125 gm
Skin Care Moisturizing Body Wash
= Rs 90 for 250 ml
Skincare Deep Cleansing Body Wash
= Rs 125 for 250 ml
Skincare with Multani Mitti & Chandan
= Rs 45 for 150 gm
______________________________________
Total Rs 285 for all 4
Discount Rs 35/-
Lux Tohfa Handy Priced for Rs. 250/- only.
Promotion
The company is in the process of rolling out
an aggressive television campaign featuring
none other than Bollywood actress Aishwarya
Rai Bachan & Abhishek Bachan picturing
together on the occasion of KARWA CHAUTH
where Abhishek gifts his beloved wife a Lux-
Tohfa Sundarta ka.
PROMOTIONAL STRATEGY