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PROJECT
MADE BY:
HUDA BASAR-89205
MARISHA MEHTA-89222
NIKITA VIRA-78528
Executive Summary
Unilever is a multinational consumer product manufacturing giant operating in over
hundred countries all around the globe.Unilever is one of the world’s largest and leading
multinational companies; the company is trying to significantly contribute towards the
augmentation of the standard of living by bringing world class high quality products at the
door step of their customers. Unilever commenced their business activities on a larger scale
by setting up their first factory in Netherlands, in the year of 1872.Unilever’s one of the
most popular brand is LUX. They segments LUX.’s market according to geographical
locations. It further differentiates these segments into Socio Economic Cluster (SEC) which
takes into account the criteria of education and profession which ultimately measures the
financial ability of consumers. Unilever targets the urban and sub urban upper middle class
and middle class segment of the population
Tactical marketing tools, 4P’s, are extensively used by the company to market
LUX.Unilever, with the aid of its heavy promotional activities, has been able to penetrate
the market.
• India – 1888
• 20 distinct categories – Home and personal care products, food and beverages.
• HLL – HUL
• Headquarter: Mumbai
INTRODUCTION
Lux stands for promise of beauty and glamour as one of India's most trusted
personal care brands
Lux is the largest personal wash brand in the country with a value share of 15%
Three in every five Indian consumers enjoy the luxurious pleasure of Lux during the
course of a year
PRODUCT PROFILE
FLOWER DUE : spray all over your body and fill your senses with a fragrant lift.
Product Classification:
Tangible
Non durable good
Lux body splash fall into the category of convenience good –(The consumer purchases such
goods frequently, immediately and with a minimum of effort. )
SWOT Analysis
Strengths:-
Strong market research (Door to door sampling – once in a year – Rural and Urban
area.)
Strong sales and distribution network backed by HUL
Weakness:
Mainly positioned as beauty toiletry product towards women, lack unisex appeal
Some variation like the sunscreen, international variant did not do well in the
market
New product
Market share
Opportunities:
Liquid body wash is currently in growth stage – Lux should come out with more
variants in this segment
Threats:
New entrants
Market condition
Marketing plan
Product
revolution in the realm of personal care. Lux plans to cater to all these customers. "Beauty
begins with Lux. " Flower due bodysplashis an anti-persparant,styling feminine body
splash. The productis designed around a logo that utilises custom designed typography to
give it a distinctive and recognisable look – its complimenting packaging and striking short,
block lettering exemplified there on setting it apart from the generic competitor. It contains
silk proteins to leave skin silky smooth. Each time you spray it leaves smoothing
ingredients behind on your skin to help condition it. This product smells heavenly. When
you spray it on it feels a bit heavier than the regular body splashes. It's like using a spray
lotion without needing to rub it into the skin. The scent lasts much longer.
PRICE
The product solves an immediate problem. Cologne is too expensive for most and body
splash does the job at a price they can afford. This is its fundamental feature.Developing the
culture or youth segment – the most profitable strategy for the lux flower due body splash
would be a market-penetration tactic.
Market-penetration aims to set a comparatively low price for a new product in order to
PLACE
The process of efficiently and effectively making and getting products and
by consumers weekly.
Websites:
www.unilever.com
www.amazon.com
www.healthpricer.com
www.drugstore.com
Stores-beauty section
Supermarkets
Retail stores
PROMOTION
Mass communication can be utilised through the use of free-to-air television, radio,
newspapers and magazines, as well as other methods like cinema and outdoor advertising.
All its campaigns revolve round the central theme of “Beauty begins with Lux”. Besides
INTRODUCTION
OBJECTIVE:
- to create awareness and trial-promotion
GROWTH
OBJECTIVE:
MATURITY
OBJECTIVITY:
of media
DECLINE
OBJECTIVITY:
- to retain the product at reduce cost- price cut and cost cutting in promotion
- as every product has a decline stage we have decided to keep changing the trends of
Marketing Strategies
- Affordable price
locations
Market segmentation
Gender: Female
Age: 16-35
Expensive – Affordable,
Target Area: Urban and Sub urban – Upper middle and middle class people
PSYCHOGRAPHIC:
BEHAVIOUR:
OCCASION: REGULAR
Offering – improved quality of the product – affordable price with high branding – to
position the product as a best quality products in buyers mind.