Lux Marketing Mix

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  • Topic: Unilever, Hindustan Unilever, Brand
  • Pages : 32 (9687 words )
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  • Published : February 18, 2013
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ABSTRACT
Hindustan Unilever Ltd. is a well-known and largest FMCG company in India. HUL has always revamped its products to meet the changing needs of the consumer without compromising on the quality. This report deals with one of its premier brands "LUX". HUL leads the market in the toilet soap category with 54.3% market share. Lux has inched up to be on par with Lifebuoy in HUL's soaps portfolio. The Lux brand now has an almost equal market share as Hindustan Lever's largest selling soap brand - Lifebuoy. This report gives an overview of the history of the company and the brand "Lux", the various strategies adopted to survive in the market for over 75 years and the various competing brands. The promotional activities adopted, the brand's strengths and weaknesses, threats faced are also analysed. The FMCG category is always a battleground for all the competing firms and the bathing soap category is no different. With more firms entering the market, maintaining the customer base is not very easy. Within six months, ITC's soap products have been able to capture 1.75% of the market share.

Table of Contents
ABSTRACT 2
TABLE OF CONTENTS 3
INTRODUCTION 4
INDUSTRY ANALYSIS 5
MAJOR PLAYERS 5
HINDUSTAN UNILEVER LIMITED (HUL) 7
a. Company profile 7
b. Mission 7
c. Principles of the Quality Policy 7
d. Present stature 8
e. Divisions 9
f. Hindustan Lever network 10
g. Exports 11
h. Water 11
i. Corporate Responsibility 12
LUX 13
STUDY OF LUX WITH RESPECT TO 4 P¶s 14
a. Product 14
b. Promotion 16
c.
Price««««««««««««««««««««««««««««««« «...22
d. Place 23
SWOT ANALYSIS 24
COMPETITOR ANALYSIS 26
MARKET SEGMENTATION 28
POSITIONING 29
BCG MATRIX 30
ANSOFF MODEL FOR LUX: 31
RECOMMENDATION 32
REFERENCES 33

Introduction
The origins of personal cleanliness date back to prehistoric times. Since water is essential for life, the earliest people lived near water and knew something about its cleansing properties - at least that it rinsed mud off their hands. A soap-like material found in clay cylinders during the excavation of ancient Babylon is evidence that soap making was known as early as 2800 B.C. Inscriptions on the cylinders say that fats were boiled with ashes, which is a method of making soap, but do not refer to the purpose of the "soap." Such materials were later used as hair styling aids.

Soap got its name, according to an ancient Roman legend, from Mount Sapo, where animals were sacrificed. Rain washed a mixture of melted animal fat, or tallow, and wood ashes down into the clay soil along the Tiber River. Women found that this clay mixture made their wash cleaner with much less effort. Some of the early instances of commercial manufacturing of soap are: In Britain references began to appear in the literature from about 1000AD, and in 1192 the monk Richard of Devizes referred to the number of soap makers in Bristol and the unpleasant smells which their activities produced A century later soap making was reported in Coventry. Other early centers of production included York and Hull. In London a 15th century "sopehouse" was reported in Bishopsgate, with other sites at Cheapside, where there existed Soper's Lane (later renamed Queen Street), and by the Thames at BlackfriarsvAndrew

pears. In 1789, he commenced production of a transparent soap at a factory in Wells Street, off Oxford Street and became hugely successful.

Industry analysis
The toilet soaps market is estimated at 530,000 tpa including small imports. The market is littered over with several, leading national and global brands and a large number of small brands, which have limited markets. The popular and premium brands include Lifebuoy, Lux, Cinthol, Liril, Rexona, and Nirma. Toilet soaps, despite their divergent brands, are not well differentiated by the consumers. It is, therefore, not clear if it is the brand...
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