28-03-2012, 03:21 PM
LUX :BEAUTY BAR OF FILMSTARS A STUDY
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1. OBJECTIVES OF STUDY
The main objectives of the study are:
i) To assess the consumer sales promotion schemes offered on Lux.
ii) To get an insight into retailers’ views regarding the schemes being offered on Lux.
iii) To study consumer perceptions regarding various schemes on Lux and
responses toward them.
2. SCOPE OF THE STUDY
The geographical scope of the study was restricted to the Ghaziabad & Delhi due to time and resource constraints. The study being exploratory in nature, the sample size was restricted to 80 consumers (mostly student group) and 20 retailers. Focus being mainly on in-depth probing, the generalizations drawn are only indicative and not conclusive.
3. LIMITATIONS OF THE PROJECT
(1) Response biasness could be one of the limitations.
(2) The sample chosen may not be the true representative of the whole population.
(3) As the research was exploratory in nature, it was not possible to study the accurate phenomenon of the fact.
4. METHODOLOGY
In order to address the above questions an exploratory study was conducted. The idea was to probe and get deeper insight into sales promotion scenario of Lux and to tap perceptions of retailers and consumers. In order to address above mentioned objectives
(i) Study of secondary sources was carried out,
(ii) Responses of retailers were taken using structured questionnaire and
(iii) Structured questionnaire was designed to seek consumer responses.
INTRODUCTION
Understanding perceptions of channel members and consumers regarding sales promotion activities enhances the effectiveness of these activities. Widespread usage of sales promotion activities in Fast Moving Consumer Goods (FMCG) sector makes it imperative that manufacturers take into account channel member and consumer perceptions before planning such programmes. In this paper, an attempt has been made to examine the nature of sales promotion activities in toilet soap category in India, study retailer perceptions with respect to these activities and also get an insight into consumer perceptions of these activities. Our findings indicate that with respect to the nature of the schemes, premiums (free gifts) were found to be the most frequently used in both premium and popular toilet soap category, followed by price offs.
Achievements
Lux is the largest personal wash brand in the country with a value share of 17%. Three in every five Indian consumers enjoy the luxurious bathing pleasure of Lux during the course of a year. This strong association with consumers has led to Lux becoming one of the most trusted brands 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’.
History
Lux soap was launched in India in 1929. The first bar of Lux was made in India and sold for a princely sum of two annas in 1934. 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.
Popularly known as ‘the beauty soap of film stars’, Lux has been a favorite with generations of users for the experience of sensuous, luxurious bathing.
Since its launch in India, Lux has offered a range of soaps in different colours and fragrances.
CONCLUSION
The findings of the empirical study indicate that unless the brand to be promoted is in the consideration set of the consumer, sales promotion by itself is unlikely to have any major impact. Clearly this shows that managers need to invest into brand building exercise so that his/her brand appears in the consideration set of the target consumers. Only after this should he spend time, money and energy on sales promotion activities. Sales promotion should not be used in isolation but need to be integrated with other tools and in line with the overall positioning of the brand. Also the importance of the role of mass media came out clearly in both the studies. Companies need to create sufficient awareness about sales promotion schemes through mass media in order to create awareness The role of retailer in influencing consumer in brand choice decision in a toilet soap category was found to be insignificant which also supports the above observations.