Lux Marketing Mix
http://www.indiamart.com/company/2989003/ http://chethanwaster.wordpress.com www.redporn.com, www.youporn.com 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
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