Product Life Cycle of Lux Soap

Production & material management
Life cycle of Lux soap
A new product progresses through a sequence of stages from introduction to

growth, maturity, and decline. This sequence is known as the product life
cycle and is associated with changes in the marketing situation, thus impacting
the marketing strategy and the marketing mix.
The product revenue and profits can be plotted as a function of the life-cycle
stages as shown in the graph below:
Product Life Cycle Diagram
Introduction Stage
In the introduction stage, the firm seeks to build product awareness and
develop a market for the product. The impact on the marketing mix is as
follows:
1
• Product branding and quality level is established, and intellectual

property protection such as patents and trademarks are obtained.
• Pricing may be low penetration pricing to build market share rapidly, or
high skim pricing to recover development costs.
• Distribution is selective until consumers show acceptance of the
product.
• Promotion is aimed at innovators and early adopters. Marketing
communications seeks to build product awareness and to educate
potential consumers about the product.
Growth Stage
In the growth stage, the firm seeks to build brand preference and increase
market share.
• Product quality is maintained and additional features and support
services may be added.
• Pricing is maintained as the firm enjoys increasing demand with little
competition.
• Distribution channels are added as demand increases and customers
accept the product.
• Promotion is aimed at a broader audience.
Maturity Stage
At maturity, the strong growth in sales diminishes. Competition may appear
with similar products. The primary objective at this point is to defend market
share while maximizing profit.
• Product features may be enhanced to differentiate the product from that
of competitors.
• Pricing may be lower because of the new competition.
• Distribution becomes more intensive and incentives may be offered to
encourage preference over competing products.
• Promotion emphasizes product differentiation.
Decline Stage
2
As sales decline, the firm has several options:

• Maintain the product, possibly rejuvenating it by adding new features
and finding new uses.
• Harvest the product - reduce costs and continue to offer it, possibly to a
loyal niche segment.
• Discontinue the product, liquidating remaining inventory or selling it to
another firm that is willing to continue the product.
The marketing mix decisions in the decline phase will depend on the selected
strategy. For example, the product may be changed if it is being rejuvenated, or
left unchanged if it is being harvested or liquidated. The price may be
maintained if the product is harvested, or reduced drastically if liquidated.
3
Lux soap was first launched in the UK in 1899 as a

flaked version of Sunlight soap. Subsequently it was
launched in the US in 1916, and marketed as a laundry soap targeted
specifically at 'delicates'. Lever Brothers encouraged women to home launder
their clothes without fear of satins and silks being turned yellow by harsh lyes
that were often used in soaps at the time. The flake-type soap allowed the
manufacturer some leeway from lye because it did not need to be shaped into
traditional cake-shaped loaves as other soaps were. The result was a gentler
soap that dissolved more readily and was advertised as suitable for home
laundry use.
Lux is currently a product of Unilever. The name "Lux" was chosen as the
Latin word for "light" and because it was suggestive of "luxury."
Lux toilet soap was introduced as a bathroom soap in the US in 1925, and in
the UK in 1928 as a brand extension of Lux soap flakes. Subsequently Lux
soap has been marketed in several forms, including handwash, shower gel and
cream bath soap.
Lux soap was launched inIndia in 1929. The very first advertisement in 1929
featured Leela Chitnis as its brand ambassador. It was branded in India as "the
beauty soap of film stars'.
As of June 2009 Lux is sold in over 100 countries .
• From the 1930s right through to the 1970s, Lux soap
colours and packaging were altered several times to
reflect fashion trends. In 1958 five colours made up the
range: pink, white, blue, green and yellow. People enjoyed matching
their soap with their bathroom colours.
• In the early 1990s, Lux responded to the growing trend away from
traditional soap bars by launching its own range of shower gels, liquid
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soaps and moisturising bars. Lux beauty facial wash, Lux beauty bath
and Lux beauty shower were launched in 1992.
• In 2004, the entire Lux range was relaunched in the UK & Ireland to
include five shower gels, three bath products and two new soap bars.
2005 saw the launch of three exciting new variants with dreamy names
such as “Wine & Roses” bath cream, “Glowing Touch” and “Sparkling
Morning” shower gels.
Did you know?
• Since the 1930s, over 400 of the world’s most stunning and sensuous
women have been proudly associated with Lux advertisements. Marilyn
Monroe, Brigitte Bardot, Demi Moore and, more recently, our own
Catherine Zeta-Jones, have all been part of the Lux glamour story.
• The name Lux means ‘light’ in Latin, however the name was chosen for
its play on the word ‘luxury’.
Lux soap was first launched in the UK in 1899 as a flaked version of Sunlight
soap.Subsequently it was launched in the US in 1916, and marketed as laundry
soap targeted specifically at 'delicates'. Lever Brothers encouraged women to
home launder their clothes without fear of satins and silks being turned yellow
by harsh lyes that were often used in soaps at the time. The flake-type soap
allowed the manufacturer some leeway from lye because it did not need to be
shaped into traditional cake-shaped loaves as other soaps were. The result was
a gentler soap that dissolved more readily and was advertised as suitable for
home laundry use Lux is currently a product of Unilever. The name "Lux" was
chosen as the Latin word for "light" and because it was suggestive of "luxury."
Lux soap was introduced as bathroom soap in the US in 1925 and in the UK in
1928 as a brand extension of Lux soap flakes. Subsequently Lux soap has been
marketed in several forms, including hand wash, shower gel and cream bath
soap.
Lux soap was launched in India in 1929. The very first advertisement in 1929
featured Leela Chitnis as its brand ambassador. It was branded in India as "the
beauty soap of film stars'.
As of June 2009 Lux is sold in over 100 countries
5
Lux launched the world’s first mass-market beauty soap in the US in 1924 &
had been
launched in India in 1929.
•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.
•The Lux MARKETING STRATEGIES in the initial stages :
•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.
• 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
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In the growth stage, their sales rapidly started rising.
•They have expanded their market to the other cities of INDIA.

•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.
•In the growth stage, company had the following MARKETING
STRATEGIES :
•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
• 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
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They modified the product by adding some changes in the product.
•In this stage, few competitors enter into the market like ( CINTHOL,
FAIRGLOW, SANTOOR, CHANDRIKA, FIAMA DI WILLS and VIVEL ).
•The company has expanded their market to almost all the cities of INDIA.
•MARKETING OBJECTIVES = The marketing objective of Lux is to

maximize more profit while defending the market share. And to expand the
market to all the cities of INDIA.
•MARKETING STRATEGIES In this stage are based on:

•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.
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•Distribution = Now Lux products are available in almost all the cities of
INDIA. Their distribution channel is same as in the initial stage.
• 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.
• PROMOTIONAL OFFERS :---- Like buy 3 get 1 free.
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•Besides of all campaigns for the sales promotion of Lux .The reasons for its
decline are :
•1. Currency fluctuations: Unilever products are in over 100 countries

worldwide, As a result, it is exposed to adverse currency fluctuations.
•For instance, in 2004, a 5.9% decline in turnover was primarily due to a 4%
appreciation in the average Euro exchange rate.
• 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
•Wipro : The presence of Wipro in the toilet soap industry can be seen through
their brands such as SANTO OR 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
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➢ PRICE:- price level,

Discount,
Special offers.
➢ PLACE:- supermarkets,
Shops,
Mail orders,etc.
➢ PRODUCT:- quality,
Design,
Image,
Name &
Packaging.
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➢ PROMOTION:- advertising,
Competitions,
Sampling &
In-store display.
PRICE:-
Competitive prices: Neither high nor low
Price segment of toilet soaps

Segments Prices/weight
Premium >Rs.15/75gms
Popular Rs.8-15/75gms
Economy <Rs.8/75gms
Recent pricing of lux(100g)

Lux Crystal Shine Rs.17
Lux Festive Glow Rs.15
Normal Lux Rs.10
Mini Lux Rs.5
PLACE:-
➢ Distribution network-key strength (which help reach out its product across the
length and width of the vast country)
➢ 2000+ Suppliers & Associates
➢ 7000 Stockists
➢ Direct coverage in over 1 million retail outlets
➢ Factory-Company warehouses-Distributor-Market
➢ Factory- Wholesaler & Big Retailer(Bulk orders)-30%Sales
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PRODUCT:-
➢ Product classification:-
• Tangible
• Non durable
➢ Logo:-
➢ Labelling:-
• Lux trade character or logo is present prominently in the package.
• Female models.
• Displayed graphically- Key ingredients.
➢ Packaging:-
• Differents colours- different
variants(Saffron-Saffron
variants & Pink Rose extracts etc.)
• Packages size-100gm, 120gm, 150gm.
• Launched- Mini Lux- 45gm- Rs.5/-
➢ Promiinent variants:-
• Lux almond Lux orchid Lux pearl glow
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Lux renewal massage Lux crystal shine Lux rose
Lux
international Lux chaocolate Lux aromatic extracts
Creamy delight Lux Purple lotus Lux
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Lux SPA Lux Shower gel range
Lux body wash Lux hand wash
➢
➢
➢
➢
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➢
Lux FNF Lux Shampoo
➢ PROMOTION:-
✔ Sales Promotion:-
• Lux presented 30gm gold each to the first
three winner of the Lux Gold Star offer
from Delhi. According to the promotional offers that Lux unveiled in
October 2000, a consumer finding a 22-carat gold in his or her soap bar
got an opportunity to win an additional 30gm gold. The first 10 caller of
every week got a 30gm gold each. The offer could be availed only on
100gm and 150gm pack of Lux soap.
• Lux star bano, Aish karo contest. All one neede to do was
to buy a promotional pack of Lux soap. The pack comes
with a special scratch card. The 50 lucky winner and their
spouse were flown down to Mumbai to live a day like
Aishwarya Rai would. They could also be given gift
voucher worth Rs.50,000/- from Shopper Stop’s along
with an exclusively designed by Neeta Lulla and a beauty makeover by
Michelle Tung, Aishwarya’s preferred designer and stylist. The piece de
resisitance was a dinner date with Aishwarya Rai herself.
• Lux celebrated 75 year of stardom with the

Har Star Lucky Star Activity. All wrappers
of Lux had a star printed inside them. If the
consumer found written inside the star, any
number from “1 to 5”, he or she would get an
equivalent discount (in rupees) on his or her
purchase from his or her shopkeeper. If the consumer found the “75
years” written inside the star, he or she will get a year’s supply of Lux
free.
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Lux, the brand synonymous with beauty and stars, now takes its legacy a notch
higher by introducing the Lux Superstar offer. The
offer gives an opportunity to consumers to meet
Bollywood's Superstar couple Abhishek Bachchan
and Aishwarya Rai Bachchan in London.
Now anyone can get a taste of stardom and rub

shoulders with the power couple, all you need is to
purchase Lux soap and complete a slogan to stake a claim to an evening full of
glamour, glitz and glory. 12 lucky couples will be flown to meet Abhi & Ash in
London. Well, this is not all... there are exclusive signed photographs of the
couple to be won.
12 lucky couples could win a chance to go to London and spend an evening

with Abhishek and Aishwarya Rai Bachchan.
✔ Promotion:-
The first ambassador Leela Chitnis featured in a Lux advertisement which
flagged off the Lux wagon. She gave way to a galaxy of stars which include
Madhubala, Nargis, Meena Kumari, Mala Sinha, Rekha, parveen babi,Sharmila
Tagore, Waheeda Rehman, Sairah Banu, Hema Malini, Zeenat Aman, Juhi
Chawla, Madhuri Dixit, Sridevi, Aishwaria Rai Bachchan, Kareena
Kapoor,Priyanka Chopra and most recently Katrina Kaif.
The last frontier for most actors aspiring to stardom is becoming a Lux
ambassador. The brand has outlasted many soaps.
From the beginning, Lux became a household name in the country.
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Lux advertisements through ages Lux campaigns have wooed millions of

people over the decades. Popularly known as the beauty soap of film stars, Lux
has been an intimate partner of the brightest stars on the silver screen for
decades. An ode to their beauty, an
announcer of the ir stardom, advertising
campaigns on Lux have featured film stars
across the nation, promising their beauty
and complexion to common women .With
top movie stars - from Madhubala to
Madhuri, from Babita to Karishma and
Kareena having endorsed the goodness of
Lux over generations, it was natural that the brand has built equity as the best
beauty soap in India.
NEW LUX:-
Actress Asin Thottumkal has joined the likes of Aishwarya Rai, Priyanka
Chopra and Katrina Kaif as the new brand ambassador of Lux soap.
She has been signed as the face of the soap's new variant Lux Sandal & Cream.
"It's a beauty accolade to be associated with the legendary beauty brand Lux,
which has celebrated beauty and glamour over the decades. It gives me
immense pride to endorse the new natural variant Lux Sandal & Cream, as I
truly believe in being beautiful the natural way," said
Asin.
"The credit of rooting the right beauty mantra goes to
my mom, who being a doctor, has always entrusted the
beauty of my skin to sandalwood, due to its magical
cleansing, toning and moisturising attributes," she
added.
IDEA:- If it is good for star, it is good for me.

In 2005 Lux celebrated its 75th anniversary sparking of a controversy.
Deviating its tradition of roping Bollywood Divas, this time none other than
Shah Rukh Khan endorsed Lux. The ads created instant controversy with
marketers discussing whether the brand has suddenly become MALE. Paul
Newman also has endorsed Lux soap which shows that Lux makes such stunts
to excite the market. Whatever be the controversy, the brand a gain succeeded
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in creating excitement in the market. Some argue that HLL was testing a new
positioning appeal to male users while others say that
it was a one time endorsement to break the clutter. A
recent ad of Lux featured the golden couple
Aishwarya Ra i Bachchan and Abhishek Bachchan.
They were paid Rs.25
crore for this ad. But in all these advertisements the
celebrity never shadowed thebrand.
From the beginning Lux, by using a leading film star
of the time has fulfilled the consumers aspirations of us ing beauty soaps via
the rationale if its good enough for a film star, its good for me´. This later
moved into a transformation role of having a bath
with Lux, which transports the user into a fantasy
world of icons, film stars and fairy lands.
Events:
Lux celebrated 75 years of existence in a grand
way by unveiling Shah Rukh Khan as their latest brand ambassador.
Kareena Kapoor, Juhi Chawla, Sridevi and Hema Malini graced the event and
made it special. All this stars have endorsed Lux in the past. The event was held
at the Grand Intercontinental in Mumbai.
South Indian:-
JAYALALITHA (1970)
SHRIYA SHARAN
Change in communication strategy

Lux was always changing with the times. Whether in terms of product or in
terms of promotions, the brand kept the consumers excited. Lux was initially a
premium brand. It was being projected as an aspirational brand and the
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endorsements by stars further reinforced the positioning. However the

communication was slowly seemed to be losing relevance, as consumers were
beginning to question if the film star actually used the brand. The increasing
competition in the soap category also forced Lux to rethink on its targeting
strategy. Several competitive beauty soap brands had begun advertising using
similar methods of communication. The brand had a choice either to
compromise on market share or dilute the positioning. In this context, the
global brand team for Lux developed a new communication strategy. This
strategy -bring out the star in you -for the first time moves the brand away from
the long running film star route. The film stars still features in the new
communication but not as her gorgeous self but rather as an alter ego/projection
of the protagonist, for a few seconds of the entire ad. Thus, for the first time the
film star was used as a communication device and not as the main feature of
the ad. The move away from the film star and her fantasy world to the regular
Lux user with the focus on the protagonists star quality is a change from the
norms set by the Lux advertising in the past. With the new communication
strategy, the film
star is used purely as a communication device to po rtray star quality in every
Lux user. This can be significantly seen in the latest TV commercial of Lux
Crystal Shine where Priyanka Chopra is portrayed as a normal woman. This
idea-bring out the star in you -puts the consumer at the heart of brands promise.
The promise goes beyond the functional deliverables of soap, beyond bathing
and bathroom to the world outside. Its the world where Lux on her side, an
ordinary woman can impact her world with her own star quality. This is a
successful attempt to bring the brand closer to its users and give it a more useful
and contemporary image. Breaking away from tradition, HLL resorts to a male
and metro sexual Shah Rukh Khan to revive Lux which turned 75 in 2005.
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21
Marketing Project Report

on Lux Soap
22
By:
Amit Kumar Sinha
PGDMRM-002
IPE, Hyderabad
23
24
Contents:
Company Profile – HUL
Distibution Channel - HUL
25
ProductMix – HUL
Overview – Lux Soap
Marketing Mix
SWOT Analysis
Competitor Analysis
Market Segmentation
Recommendation
Reference
26
27
Company Profile - HUL
28
Company Profile - HUL
29
• A 52% owned subsidiary of Anglo Dutch giant Unilever.
• India – 1888
• India largest FMCG company
• Touching 2 out of 3 Indian consumer
20 distinct categories – Home and personal care products, food

•
and beverages.
• HLL – HUL
• 100 factories – India – Manufacturing its diverse product range
• Headquarter: Mumbai
• Market share – Toilet soap category – 54.3%
30
31
Revenue Percentage:
32
Distribution Channel - HUL
33
34
35
Distribution Channel - HUL

 2000+ Suppliers and associates
4000 Redistribution stockists
Covering 1 million retail outlets
Reaching 250 million rural consumers
36
Product Mix- HUL
37
The width of the HUL

Product mix:
 The width of the product mix refers to the
38
number of different product line the company

carries
E.g:
 Personal wash
Laundry
Skin care
Oral care
Deodorants
Colour cosmetics
Ayurvedic personal and health care
39
Shampoo
Tea
Coffee
40
Foods
Ice cream
Width = 12
41
The lenght of the HUL

Product mix:
 The Lenght of the product mix refers to the total
number of items in the product mix.
E.g:
 Personal wash: Lux, Lifebuoy, Liril, Hamam,
Breeze, Dove, Pears, Rexona
Laundry: Surf excel, Rin, Wheel
Skin care: Fair & Lovely, Ponds, Vaseline, Aviance
Oral care: Pepsodent, Close up
Deodorants: Axe, Rexona
Colour cosmetics: Lakme
Ayurvedic personal and health care: Ayush
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 Shampoo: Sunsilk, Clinic

Tea: Broke bond, Lipton.
Coffee: Bru
43
Foods: Kissan, Annapurna, Knorr

Ice cream: Kwality walls
Width = 30
44
45
46
The Depth of the HUL Product

mix:
 The depth of the product mix refers to
the number of
variants of each product offered in the line
E.g: If close up toothpaste comes in three formulation and in
three sizes, close up has a depth of 9 (3*3)
The Consistency of the HUL

Product mix:
The consistency of the product mix refers to how closely
related the various product lines are in the use, production
requirement, distribution channel or in any other manner.
HUL Product line are not consistent because of its large width.
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Overview : Lux Soap

 1916 – Laundry soap
48
1925 – Bathroom soap
India – 1929
First brand ambassador: Leela Chitnis (1929)
Market share is almost equal to Lifebuoy
49
Marketing Mix:
50
Product:
Product Classification:
Tangible
51
Non durable good

 Lux and other soaps fall into the
category of convenience good.
52
Product Life Cycle:

Maturity Stage
53
Prominent Variants:
Lux almond
Lux orchid
Lux fruit
Lux saffron
Lux sandalwood
Lux rose
Lux international
Lux chocolate
Lux aromatic extracts
Lux oil and honey glow etc.
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Logo:
Labelling:
55
Lux trade character or logo is

present prominently in the package
Female model
Displayed graphically – Key
ingredients
56
Packaging:
57
Different colors – Different

variants( Saffron – Saffron variants &
Pink – Rose extracts etc. )
Package size – 100gm, 120gm, 150
gm
Launched – Mini Lux – 45gm - Rs 5
58
Price:
 Competitive prices: Neither high
nor low
59
Place:
 HUL distribution network – key
60
strength (Which helps reach out its

product across the length and width
of the vast country)
 2000+ Suppliers & Associates
 7000 Stockists
 Direct coverage in over 1 million
retail outlets
61
Network:
Factory – Company warehouses –
Distributor – Market
62
Factory – Wholesaler & Big retailers

(Bulk orders) – 30% Sales
Promotion:
63
Active since 1929
Featured all top actress of their times.
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Idea: if it is good enough for a film star, it is good

for me.
65
66
First Male Brand

Ambassador:
67
South India:
1970 – Jayalalitha
Shriya Sharan
68
Sales Promotion:
 Lux gold star offer: 22 Carat Gold
coin in the Soap – First 10 caller
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(Extra 30 gm 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.
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SWOT Analysis
Strengths:
➢ Strong market research (Door to door sampling – once in a year – Rural and
Urban area.)
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➢ Many variants (Almond oil, Orchid extracts, Milk cream, Fruit extracts,
Saffron sandalwood oil and Honey).
➢ Strong sales and distribution network backed by HUL.
➢ Strong brand image
➢ Dynamically continuous innovations – New variants and innovative
promotions (22 carat gold coin promotion – “Chance Hai”)
➢ Strong brand promotion but relatively lower prices – Winning combination.
➢ Mass appeal/Market presence across all segments ( 15% of soap market)
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
Opportunities:-
➢ Soap industry is growing by 10% in India.

➢ Beauty segments compounded annual growth rate(CAGR) is very high.
➢ Liquid body wash is currently in growth stage- Lux should come out with more
variant in this segments.
➢ Large market share- Strong hold over the market
Threats:-
➢ High internal competitions (Pears-beauty segments)

➢ New entrants (Vivel)
➢ Maturity stage-threats of slipping down to decline stage- if constant reinvention
is not carried out.
Internal Competitor:-
➢ Lifebuoy: 1895, 18% market shares
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External competitiors:-
➢ Herbaria
➢ Merci
➢ Clarin
➢ Gender: female
➢ Age:16-35
➢ Income: middle income group (Rs.15-20)
➢ Highest selling beauty soap in urban areas (rural area-lifebuoy)
➢ Expensive-affordable
➢ Target area: urban and sub-urban – upper middle and middle class
people
➢ Created good position: Buyers mind- Better product attributes, price and
quality.
➢ Offering product in a different way
➢ Offering: improved quality of the product- affordable price with high
branding- to position the product as a best quality beauty soap in buyers
mind.
➢ Market shares of Lux: 15%
➢ Better positioning: market leader of beauty soap.
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➢ Ayurvedic Variants
➢ Lux Kids Special Soap
➢ Target Rural Area
➢ Target Male Customers
The beauty soap industry of India consists of a few producers in the industry.
The Demand for this product is very much vulnerable in terms of pricing.
Hindustan Unilever is providing LUX at a price which is affordable to most of
the people in the country. Beauty soap is an uprising product in India as a
greater portion of the population, both male and female, are now getting more
beauty conscious. As a multinational company Hindustan Unilever with heavy
promotional activities, has been able to penetrate the market. With six different
fragrances, three different sizes, international standard and high quality design,
as a product, LUX has been highly successful over the years. Its distribution
process is highly efficient. Its promotional activities, like the beauty contest has
been a milestone in attracting a huge number of customers. Overall with its
marketing activities LUX has been a successful brand.
74
➢ www.mbaparadise.com
➢ www.fmcg.com
➢ www.hul.com
➢ http://sxxz.blogspot.com/2005/11/what-is-currency-inflation.html
➢ http://adage.com/garfield/article?article_id=116289
➢ http://www.hll.com/brands/lux.asp
➢ http://themes.blogflux.com/theme/5483.html
➢ http://www.businesswireindia.com/attachments/Kareena%20Lotus.jpg
➢ http://marketingpractice.blogspot.com/2007/01/lux-celebrating-
beauty.html
➢ http://www.slideshare.net/hit20032003/lux-presentation-presentation
➢ http://www.moneycontrol.com/news_html_files/news_attachment/2009/
HUL-RU-Q3FY09-29-01-20091.pdf
➢ www.google.com
75

Product Life Cycle of Lux Soap

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Product Life Cycle of Lux Soap

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Production & material management

Life cycle of Lux soap

A new product progresses through a sequence of stages from introduction to

Product Life Cycle Diagram

• Product branding and quality level is established, and intellectual

As sales decline, the firm has several options:

Lux soap was first launched in the UK in 1899 as a

•The Lux MARKETING STRATEGIES in the initial stages :

In the growth stage, their sales rapidly started rising.

•They have expanded their market to the other cities of INDIA.

•Another objective was to maximize more market share.

•In the growth stage, company had the following MARKETING

They modified the product by adding some changes in the product.

•MARKETING OBJECTIVES = The marketing objective of Lux is to

•MARKETING STRATEGIES In this stage are based on:

• PROMOTIONAL OFFERS :---- Like buy 3 get 1 free.

•1. Currency fluctuations: Unilever products are in over 100 countries

• 2.SLOWDOWN: In year 2008 - 09 due to hard economic conditions in

➢ PRICE:- price level,

Price segment of toilet soaps

Recent pricing of lux(100g)

Lux renewal massage Lux crystal shine Lux rose

Creamy delight Lux Purple lotus Lux

Lux SPA Lux Shower gel range

Lux body wash Lux hand wash

• Lux celebrated 75 year of stardom with the

Now anyone can get a taste of stardom and rub

12 lucky couples could win a chance to go to London and spend an evening

Lux advertisements through ages Lux campaigns have wooed millions of

IDEA:- If it is good for star, it is good for me.

Change in communication strategy

endorsements by stars further reinforced the positioning. However the

Marketing Project Report

Company Profile - HUL

Company Profile - HUL

• A 52% owned subsidiary of Anglo Dutch giant Unilever.

• India largest FMCG company

• Touching 2 out of 3 Indian consumer

20 distinct categories – Home and personal care products, food

• 100 factories – India – Manufacturing its diverse product range

• Market share – Toilet soap category – 54.3%

Distribution Channel - HUL

Distribution Channel - HUL

Product Mix- HUL

The width of the HUL

number of different product line the company

The lenght of the HUL

 Shampoo: Sunsilk, Clinic

Foods: Kissan, Annapurna, Knorr

The Depth of the HUL Product

The Consistency of the HUL

Overview : Lux Soap

1925 – Bathroom soap

First brand ambassador: Leela Chitnis (1929)

Market share is almost equal to Lifebuoy

Non durable good

Product Life Cycle:

Lux trade character or logo is

Different colors – Different

strength (Which helps reach out its