William Hesketh Lever
Doing well and doing good
•The course of a products sales and profits over its lifetime is called theproduct life cycle.
•PLC shows the stages that products go through fromdevelopment to withdrawal from the market.
•Product Life Cycle (PLC): –Each product may have a different life cycle. –PLC determines revenue earned. –Contributes to strategic marketing planning –To identify when a product needs support, redesign,renovating , withdrawal, etc.
NTRODUCTION TO LUX:
•We all want to be pampered, to look and feel great And that 's just what Lux offers you on adaily basis at a price you can afford.
•Lux is the brand of UNILEVER INDIA LTD. It has been winning hearts of INDIAN consumersfor 80 years.
•Lux stands for the promise of beauty and glamour as one of India 's most trusted personalcare brands.
LUX PRODUCTS :
Lux had modified their product into
Energising fruit Aqua sparkle
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 thecustomers 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 thedifferentiated product.•
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 theproduct.