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Department of Management Studies BUSINESS RESEARCH METHODES Term Paper RESEARCH METHODOLOGY IN LUX SOAP
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RESEARCH METHODOLOGY IN LUX SOAP

Introduction
Lux soap was launched in Indian in 1930 popularly known as `the beauty soap of film stars. Lux has been a favourite with generations of users for the experience of sensuous, luxurious bathing. The brand name, Lux, has been taken from the word, `luxury Lux is the largest personal wash brand in the country. Lux has retained its leadership status by strongly differentiating itself .No soap brand can claim to be more aspirational for the Indian consumer than Lux - `the beauty soap of film stars. Lux was launched in India in 1930. Lux stands for promise of beauty and glamour as one of the Indias most trusted personal care brands .Lux is a largest personal wash brand in the country with a value share of 15%. Three in every five Indian consumer enjoy the luxurious bathing pleasure of lux during during the course of a year Lux has offered a range of soaps in different colours and fragrances. The benefit offered by all was the same beautiful skin. Its world-class fragrances and nourishing ingredients have made a strong product differentiation for Lux, making the Lux bath a pleasurable experience.

logo

Parent Company

HUL (Unilever)

Category Sector

Personal Health Care - Soaps FMCG Not Just Soap Its Skin Care; ab khubsuriti se darr kaisa; Lux brings out the star in you Lux stands for the promise of beauty and glamour as one of India's most trusted personal care brands.

Tagline/ Slogan

USP

Advertising
Since the 1930s, over 400 of the worlds most stunning and sensuous women have been proudly associated with Lux advertisements From the very first advertisement in 1929 featuring Leela Chitnis, the gorgeous faces of the silver screen have come out in the open with their beauty secret Lux Bollywood Filmstars Promotes Its Beauty Soap Har Star Lucky Star Offer Lux Celebrating Range Chocolate Seduction By Karenna Aromatic Glow Lux White Sta Body Wash Shah Rukh Khan: First Indian Male Brand Ambassader Featuring stars With top movie stars from Madhubala to Madhuri, from Babita to Karishma and Kareena, interspaced with leading film starsHema Malini, Juhi Chawla and Sreedevi having endorsed the goodness of Lux over generations

SWOT Analysis Strength

Strong market research (Door to door sampling once in a year Rural and Urban area) Many variants (Almond oil, Orchid extracts, Milk cream, Fruit extracts, Saffron sandalwood oil and Honey) Dynamically continuous innovations New variants and innovative promotions (22 carat gold coin promotion Chance Hai) Strong brand promotion but relatively lower prices Winning combination Lux soap brand is sold in over 100 countries

Weakness
Mainly positioned as beauty soap targeted towards women, lack unisex appeal Some variation like the sunscreen, international variant did not do well in the market Not much popular in rural areas

Opportunity
Soap industry is growing by 10% in India Liquid body wash is currently in growth stage Lux should come out with more variants in this segment Large market share Strong hold over the market

Threats
High internal competition (Pears Beauty segment) New entrants in this segment
Maturity stage threat of slipping down to decline stage if constant reinvention is

not carried out

RESEARCH METHODOLOGY Research Design

This research is conduct for formulating the strategy. Population As the population of Delhi is very large, so a small portion of people like 20 From High class, 20 from Middle class, 20 from Lower class was selected, as the population of this study. Individual in different occupation of different group were taken into account Because all they come under the segment of potential customer. A sample size of respondent of different class falling under this different Segment of exiting customer under usages of branded Soap to obtain result Of the study. Contacting the customer through personally and studying the response. The Questionnaire fills up, related to usages of particular branded soap. Directly from filling the Questionnaire. Taken data from various magazines, Newspaper and other prominent source Of information collected from different websites and search engines.

Sample Unit

Sample Size

Research Instrumentc

Primary Data

Secondary Data

Sample copy of questionnaire:

Objective: To study the brand performance of Lux bath soap 1. Name: 2. Gender:

3. Occupation: 4. Family monthly income:

-15000 -20000 -35000

5. Location: (Address & contact no.) 6. Age: -25 -35 -45

7. Family type:

1. Do you use soaps for every bath/ shower:

2. How many bath soaps do you personally require every month?

3. How many bath soaps do you buy for your household every month?

4. Which kind of bath soaps do you like? (Tick as many you think appropriate)

5. What is the maximum price you spend for standard sized bath soap? ........................................ 6. What is the average price you have paid in recent months for bath soap? ................................... 7. Which brand do you prefer the most?

8. Do you change from one brand of soap to another?

9. How often did you change brands in the last 6 months?

10. Have you ever used Lux soap?

11. If yes, please specify why?

lather

Suits your skin

12. If no, it is because:

13. You came to know about Lux soap from:

14. Do you remember any of the TV advertisements of Lux soap?

15. Does celebrity endorsement prompt you to purchase Lux soap?

16. Have you tried new variants of Lux soap after viewing the Advertisements?

17. Which of the offers available influence you the most to purchase Lux Soap?

18. Is Lux Soap easily available to you?

19. From where do you usually purchase Lux Soap?

20. Which type of Lux Soap you like the most?

21. What is the size of the Lux Soap you usually purchase?

22. How frequently you purchase Lux Soap?

23. Tick the level of importance according to your preference: Attribute very important, moderately important, least important Colour