17-01-2013, 11:58 AM
Lux Soap — Presentation Transcript
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• 1. Marketing Project Report on Lux Soap By: Amit Kumar Sinha PGDMRM-002 IPE, Hyderabad
• 2. Contents: Company Profile – HUL Distibution Channel - HUL Product Mix – HUL Overview – Lux Soap Marketing Mix SWOT Analysis Competitor Analysis Market Segmentation Recommendation Reference
• 3. Company Profile - HUL
• 4. Company Profile - HUL 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%
• 5.
• 6. Revenue Percentage:
• 7. Distribution Channel - HUL
• 8. Distribution Channel - HUL 2000+ Suppliers and associates 4000 Redistribution stockists Covering 1 million retail outlets Reaching 250 million rural consumers
• 9. Product Mix- HUL
• 10. The width of the HUL Product mix: The width of the product mix refers to the 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
• 11. Shampoo Tea Coffee Foods Ice cream Width = 12
• 12. 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
• 13. Shampoo: Sunsilk, Clinic Tea: Broke bond, Lipton. Coffee: Bru Foods: Kissan, Annapurna, Knorr Ice cream: Kwality walls Width = 30
• 14. 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.
• 15. Overview : Lux Soap 1916 – Laundry soap 1925 – Bathroom soap India – 1929 First brand ambassador: Leela Chitnis (1929) Market share is almost equal to Lifebuoy
• 16. Marketing Mix:
• 17. Product: Product Classification: Tangible Non durable good Lux and other soaps fall into the category of convenience good.
• 18. Product Life Cycle: Maturity Stage
• 19. 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.
• 20. Logo: Labelling: Lux trade character or logo is present prominently in the package Female model Displayed graphically – Key ingredients
• 21. Packaging: Different colors – Different variants( Saffron – Saffron variants & Pink – Rose extracts etc. ) Package size – 100gm, 120gm, 150 gm Launched – Mini Lux – 45gm - Rs 5
• 22. Price: Competitive prices: Neither high nor low
• 23. Place: HUL distribution network – key 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
• 24. Network: Factory – Company warehouses – Distributor – Market Factory – Wholesaler & Big retailers (Bulk orders) – 30% Sales
• 25. Promotion: Active since 1929
• 26. Featured all top actress of their times.
• 27. Idea: if it is good enough for a film star, it is good for me.
• 28.
• 29. First Male Brand Ambassador:
• 30. South India: 1970 – Jayalalitha Shriya Sharan