INDUSTRY ANALYSIS

TIc Toilci soaps marlci is csiimaicd ai 5,30,000 ipa including

small imporis.
DaiIing and ioilci soaps accouniing for around 30% of iIc
soap marlci.
Soap Indusiry dividcd inio iIrcc scgmcnis namcly prcmium,
popular and cconomy.
Prcmium soaps arc csiimaicd io Iavc a marlci volumc of
aloui 80,000 ioncs wIicI around sIarc of 14 io 15%
2
MAJOR PLAYER5
& is India's largcsi fasi moving consumcr goods company Iolding
54.3% sIarc of iIc ovcrall soap marlci.
indusian &nilcvcr imiicd (& is a sulsidiary of &nilcvcr.
Company ioucIing iIc livcs of iwo oui of iIrcc Indians wiiI ovcr 20
disiinci caicgorics in Iomc & pcrsonal carc produci and foods &
lcvcragcs.
TIcy arc manufaciurcd ovcr 40 faciorics across India.
Disiriluiion nciworl comprising aloui 4,000 rcdisiriluiion
sioclicsi, morc iIan 2,000 supplicrs and associaics, covcring 6.3
million rciail ouilcis rcacIing iIc cniirc urlan populaiion and aloui
250 million rural cusiomcrs.
DIVISIONS
Home and PersonaI Care
Personal Wash: Lux, LiIebuoy,Liril,Hamam,Breeze,Dove,Pears,Rexona
aundry: SurI excel, Rin, Wheel
$n care: Fair and Lovely, Ponds, Vaseline, Aviance
ral care: Pepsodent, Close up
eodorants: Axe, Rexona
olour cosmetcs: Lakme
yurvedc personal and health care: Ayush
oods & Beverages.
%ea: Brooke Bond, Lipton
offee: Bru
oods: Kissan, Annapurna, Knorr
ce cream: Kwality walls
u soap was firsi launcIcd in 1916 as laundry soap iargcicd
spccifically ai 'dclicaics'.
u ioilci soap was iniroduccd in 1925 as laiIroom soap.
In India ii launcIcd in iIc ycar 1929.
TIc namc '&' was cIoscn as a play on iIc word luury".
u Ias offcrcd a rangc of soaps in diffcrcni colors and world
classs fragranccs.
PROM1NNT VAR1ANTS
u Almond
u OrcIid
u Fruii
u Saffron
u Sandalwood
u Fosc
u Inicrnaiional
u CIocolaic
u Aromaiic Eiracis
u Oil & oncy Clow
u Provocaicur
Logo
LabeIIng
A Novcl Mciallic Sulsiraic paclaging sIowcascs iIc ingrcdicnis, and fcmalc
modcl is sIown on iIc pacl. Also displaycd grapIically arc iIc lcy
ingrcdicnis.
PackagIng:
Diffcrcni colors for diffcrcni varianis sucI a saffron for iIc saffron variani,
pinl for iIc rosc ciracis cic.
Dars comc in paclagc sizcs of 100g, 120g, 150g.
u Ias also launcIcd 45g variani callcd mini u priccd ai Fs.51-
PRODUC1 LIFE CYCLE
Adver11s1ng
Brand Ambassadors
ccla CIiinis, madIulala, Mala SinIa, SIarmila Tagorc, SIccda
FcIman, Saira Danu, cma Malini, Zccnai Amaan, JuIi CIawla,
MadIuri Diii, Sridcvi, AisIwarya Fai, larccna lapoor, Priyanla
CIopra cic.
Lux advertIsIng tbrougb ages
ccla cIiinis in iIc firsi lu prini adv.fcaiuring an Indian acircss.
AisIwarya rai in a prini advcriiscmcni fcaiuring lu inicrnaiional
Priyanla cIopra in iIc laicsi lu advcriiscmcni.
So1es Promo11on
Lux Star Bano, Aish Karo contest Har Star Lucky Star Lux Gold Star offer
vents:
u cclclraicd 75 ycars of cisicncc in a
grand way. TIc cvcni was Icld ai iIc
grand inicrconiincnial in Mumlai.
LImIted dItIon:
coming wiiI limiicd cdiiion siraicgy lilc
cIocolaic scduciion, aromaiic glow,
fcsiivc glow and Iauic pinl.
Pub11o Re1o11on
segment
Price/weight
Prcmium
Popular
cconomy
> Fs. 15175 gms
Fs. 8-15175 gms
< Fs. 8175 gms
segment
Price/weight
u crysial
u fcsiivc
Mini u
Fs. 171100 gms
Fs. 151100 gms
Fs. 5145 gms
PrIcIng strategy: Marlci Pcnciraiion.
PrIcIng as per segment: Recent prIcIng oI some varIants:
Note:
owcvcr, rcccnily & Ias lccn forccd io Iilc iis pricc ly onc rupcc,
io Fs 17 (for 100 gm, giving in io prcssurcs of inflaiion.
CuttIng dge DIstrIbutIon Network
2,000+ supplicrs and associaics
7,000 sioclicsi
1 million rciail ouilci dircci covcragc across India
warehouse
Mfg unit
D1
D2
D3
Market
Consumer
odern dIstrIbutIon strategy
RSNet
An IT-Powcrcd sysicm Ias lccn implcmcnicd io supply siocls io
rcdisiriluiion sioclicsi on a coniinuous rcplcnisImcni lasis.
Project SbaktI:
Siaricd in ycar 2001 ly &.
&'s parincrsIip wiiI sclf Iclp groups of rural womcn.
Covcrs ovcr 5,000 villagcs in 52 disiricis of AndIra PradcsI, Karnaiala,
MadIya PradcsI & Cujrai.
& vision is io rcacI ovcr 1,00,000 villagcs, iIcrcly ioucIing aloui
100 million consumcrs.
SCs Iavc cIoscn io adopi disiriluiion of &'s producis as lusincss
vcniurc.
As mosi of iIcsc womcn arc from lclow iIc povcriy linc, and livc in
circmcly small villagcs (lcss iIan 2000 populaiion, iIis carning is
vcry significani for iIcir pasi IouscIold incomc.
SWOT ANALYSIS
STRNGTHS
Sirong Marlci FcscarcI
Many varianis
Sirong salcs and disiriluiion
nciworl laclcd ly &
Sirong lrand imagc
WAKNSSS
u is mainly posiiioncd as lcauiy
soap iargcicd iowards womcn,
Icncc ii lacls unisc appcal
Somc varianis lilc iIc sunscrccn,
Inicrnaiional variani did noi do
wcll in iIc marlci
Ccriain advcriiscmcnis lilc iIc
rcccni onc wiiI SIaI FulI KIan
rcsulicd in conirovcrsial
inicrprciaiions of iIc mcssagc.
OPPORTUNITIS
Soap indusiry growing ly 10%
in India
Dcauiy scgmcni's Compoundcd
Annual CrowiI Faic (CACF is
vcry IigI.
inc cicnsion - prolally wiiI
morc varianis caicring io iIc
lcauiy scgmcni lilc naiural,
Icrlal soap cic
THRATS
Ncw cniranis1local compciiiors1
MNCs would incrcasc iIc
compciiiion (Camay, P&C
igI inicrnal compciiiion
1NTRNAL COMPT1TORS
LIBUOY:
Landed On 1895
Brand By indusian &nilcvcr imiicd (&
arket Sbare: 18% WoriI Fs 6,000 Crorc.
ReposItIoned In Ycar 2002 From ard Soap To Mild Soap.
SANTOOR:
Landed On 1986
Brand By Wipro consumcr carc.
PopuIar segment: 2
nd
largcsi lrand.
CINTHOL
Brand By Codrcj consumcr produci lid..
conomIc segment: largcsi lrand.
VIVL
Landed On 2007
Brand By ITC
conomIc segment: largcsi lrand.
GLNDLk
u as a lrand symloliscs lcauiy.
u Ias lccn, sincc iis iniroduciion sccn as soap for womcn.
u ads Ias Iosicd a lcvy of film siars.
GL
mainly aiiraci cusiomcrs iIai fall wiiIin iIc agc group of 16 io 35.
Onc of iIc laicsi cniranis, u crysial sIinc is mainly iargcicd iIc youiI.
NCCML
pricc varics from Fs.15 io rs.20
Targci Marlci Siaris From TIc owcr And Middlc Incomc Croup.
ACTORS OR SEGMENTATION
In 1916 launcIcd as laundry soap in ul.
In 1925 cicndcd io ioilci soap caicgory.
Posiiioncd as a lcauiy soap in 1929.
& Ias sincc uscd succcssful film aciors of iIc iimc.
u cicndcd iowards soap calc io rangc of sIowcr gcls, liquid
soaps and moisiurizing lars in ordcr dcfcai compciiiion.
u Ias rcccnily siaricd posiiioning siraicgy for c.g. ordinary
woman can rclaic io iIc lrand
BRAND POSITIONING
Market kesearch keport
rea Cf kesearch
Siudying aloui u produci of indusian &nilcvcr id."
9er|od Cf 1he 5tudy: 1015 Days
5amp|e 5|ze: 60 rcspondcnis.
|m|tat|ons Cf 1he 5tudy
- Prolallc rcsponsc raic Fair
- Timc Fcquircd Slow
- Cosi igI
- Ouaniiiy of informaiion Fair

ux ifebuoy Humam Dove Peers Others

Brands
Use of Product
12%
70%
18%

Using by gen Advertisment Word of Mouth

HICH VARIETY OF SOAP DO YOU USE? HICH VARIETY OF SOAP DO YOU USE?
HO DID YOU COME TO KNO ABOUT UX PRODUCT? HO DID YOU COME TO KNO ABOUT UX PRODUCT?
13%
87%

eekIy MonthIy
TIME
HO OFTEN DO YOU PURCHASE THE PRODUCT HO OFTEN DO YOU PURCHASE THE PRODUCT
64%
27%
9%

RetaiIers RetaiI
outIets
Others
sources of product
FROM HERE DO YOU PURCHASE THE PRODUCT? FROM HERE DO YOU PURCHASE THE PRODUCT?
%
3%
24%
18%

4m 100m 120m 10m

PRICE
HICH SIZE DO YOU PREFER? HICH SIZE DO YOU PREFER?
7%
23% 23%
47%

packaging Assured
quaIity
Frangance Trust in
brand
HAT DO YOU IKE ABOUT THE PRODUCT? HAT DO YOU IKE ABOUT THE PRODUCT?
29%
26%
18%
13%
8%
6%

Price QuaIityDiscounts`SpeciaI
offers
Services` Others
Factors
HAT FACTORS YOU CONSIDER HIE BUYIN THE PRODUCT? HAT FACTORS YOU CONSIDER HIE BUYIN THE PRODUCT?
20%
80%

improper Convenient
YES
87%
NO
13%
REMARKS ABOUT PACKAIN REMARKS ABOUT PACKAIN IS PRICE AFFORDABE? IS PRICE AFFORDABE?
72%
28%

Iux others
Brand IoyaIty
IF UX IS NOT AVAIABE AT YOUR RETAIER'S OUTET DO YOU IF UX IS NOT AVAIABE AT YOUR RETAIER'S OUTET DO YOU
SICH OVER TO OTHER BRAND? SICH OVER TO OTHER BRAND?
Invn ov