PGDM MARKETING MANAGEMENT

Proposal ON

THE SUCCESS STORY OF THE BRAND LUX

SUBMITTED BY: Akash Singh ROLL NO: 19

BRIEF ABOUT THE BRAND LUX

Born: 1929, in India, as a bathing soap History: Owned by global consumer products giant Unilever Plc., the parent company of Hindustan Unilever Ltd (HUL) Status: Enjoys more than 17% market share in the premium soaps market valued at Rs6,000 crore Brand Overview: We in this project will do a thorough analysis on the success stories of LUX. The data we have acquired & calculated would show LUX became a globally successful soap. This analysis would also cover the marketing, advertising, promotional activities done by HUL. Luxderived from the word luxury was launched in 1899 as a laundry soap in the UK. In 1925, the brand was extended to the toilet soap category. It was positioned as a beauty soap in India, and HUL has since used successful film actors of the timesuch as Leela Chitnis, Madhubala, Hema Malini and Kareena Kapoorto endorse the product. Luxs secret of longevity has been its consistent evolutionbe it the soap colour, packaging or new variants, the brand has banked on innovation to keep its youthful image intact. Extending the soap cake to a range of shower gels, liquid soaps and moisturizing bars has helped the brand keep consumers excited and the competition at bay. What has not changed is the consistency in its communication and its positioning. Its tag linesIf its good enough for a film star, then its good for you too to Play with beauty have conveyed the same message over the years. Lux is a brand like Mills & Boon. While the packaging and content could change, the romance angle doesnt. It taps into an emotion very close to humanitys basic needsocial interaction.

The brand has always hired celebrities when they have reached a certain height rather than using them at the start of their careers. This avoids the issue of celebrities overshadowing the brand, says Agnello Dias, national creative director, JWT, which handles the account.

SCOPE OF THE STUDY

The objective of the study is to understand the brand from the point of view of producers, customers, consumers and intermediaries The scope of the study is to cover most of the aspects of marketing viz. marketing mix, competitor analysis, consumer analysis, marketing strategy of the company, etc..

METHODOLOGY
Time Frame Time frame covered will be from date of inception of the Brand LUX till this year. Sources Of Data The source of data would be primary as well as secondary. Though, the study would be mostly based on the secondary data collected from books, journals, news articles, etc because there is a limitation on collecting data from the producers/the company. Statistical Tools Few statistical tools like average, standard deviation, bar graphs will be used to support the study and for the analysis purpose.

REFERENCES
http://marketingpractice.blogspot.com/2007/01/lux-celebrating-beauty.html http://drypen.in/case-studies/brand-lux-case-study.html http://www.unilever.co.uk/brands/personalcarebrands/lux.aspx