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RESEARCH PROJECT ON

LUX SOAP

FOR THE PARTIAL FULFIMENT OF THE


REQUIREMENT
FOR THE AWARD OF
BACHELOR OF BUSINESS ADMINISTRATION

Submitted By:
Prof. Shipra Bansal
Galgotias University

Submitted By:
Abhinav Singh Bhandari
BBA VI SEM
13GSOB101091

Index
S. No.

Topic

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Certificate from Faculty Guide


Declaration
Preface
Objective of the Study
Company Profile HUL
Distribution Channel - HUL
Product Mix HUL
Overview Lux Soap
Marketing Mix

10

SWOT Analysis

11

Competitor Analysis

12

Market Segmentation

13

Reference

Page No.

Company Profile HUL

A 52% owned subsidiary of Anglo Dutch giant Unilever.

India 1888

India largest FMCG company

Touching 2 out of 3 Indian consumer

20 distinct categories Home and personal care products, food


and beverages.

HLL HUL

100 factories India Manufacturing its diverse product range

Headquarter: Mumbai

Market Share Toilet soap category 54.3%

Revenue Percentage

Distribution Channel HUL

2000+ Suppliers and associates

4000 Redistribution stocklist

Covering 1 million retail outlets

Reaching 250 million rural consumers

Company Profile : Lux Soap

1916 Laundry soap

1925 Bathroom soap

India 1929

First brand ambassador: Leela Chitnis (1929)

Market share is almost equal to Lifebuoy

Marketing Mix

Product:

Product Classification:
Tangible
Non-durable good
Lux and other soaps fall into the category of convenience good.

Price:

Rs.5
Rs. 10
Rs. 25

Place:

Kinara Stores
Departmental Stores
Malls

Promotion:

Television Advertisements
Newspaper Ads
Radio Tag Lines

Product Life Cycle:

Maturity Stage

Logo:
Labeling: Lux trade character or logo is present prominently in the package
Female model
Displayed graphically Key ingredients

Packaging:
Different colors Different
variants( Saffron Saffron variants &
Pink Rose extracts etc. )
Package size 100gm, 120gm, 150
gm
Launched Mini Lux 45gm - Rs 5

Price:
Competitive prices: Neither high
nor low

Place:
HUL distribution network key
strength (Which helps reach out its
product across the length and width
of the vast country)
2000+ Suppliers & Associates
7000 Stockists
Direct coverage in over 1 million
retail outlets

Network:
Factory Company warehouses
Distributor Market
Factory Wholesaler & Big retailers
(Bulk orders) 30% Sales

Promotion:
Active since 1929

Featured all top actress of their times.

First Male Brand


Ambassador:

Sales Promotion:
Lux gold star offer: 22 Carat Gold
coin in the Soap First 10 caller
(Extra 30 gm gold)
Lux star bano, Aish karo contest: A
special promotional pack of lux soap
Scratch card -50 lucky winner got
the chance to meet Aishwarya rai.

SWOT Analysis

Strengths:
Strong market research (Door to door
sampling once in a year Rural and
Urban area.)
Many variants (Almond oil, Orchid
extracts, Milk cream, Fruit extracts,
Saffron sandalwood oil and Honey)
Strong sales and distribution network
backed by HUL
Strong brand image

Weakness:
Mainly positioned as beauty soap targeted
towards women, lack unisex appeal
Some variation like the sunscreen,
international variant did not do well in the
market
Not much popular in rural areas

Opportunities:
Soap industry is growing by 10% in India
Beauty segments compounded annual
growth rate (CAGR) is very high
Liquid body wash is currently in growth
stage Lux should come out with more
variants in this segment
Large market share Strong hold over the
market

Threats:
High internal competition (Pears
Beauty segment)
New entrants (Vivel)
Maturity stage threat of slipping
down to decline stage if constant
reinvention is not carried out

Competitor Analysis

Internal Competitor:
Lifebuoy: 1895, 18% Market shares
External Competitor:
Godrej consumers products limited
(GCPL):
2nd Largest soap maker after HUL
9.2% Market share
Brands: Cinthol, Fairglow, Nikhar

Wipro:
Brand: Santoor (No 1 in AP) and
Chandrika
ITC:
1.75% growth in initial five months
Brand: Superia, Fiama di wills and
Vivel
Sold in six states

Market segmentation of Lux


Gender: Female
Age: 16-35
Income: Middle income group (Rs. 15 to 20)
Highest selling beauty soap in urban area
(Rural area: Lifebuoy)
Expensive Affordable,
Target Area: Urban and Sub urban Upper
middle and middle class people

Product Positioning of Lux


Created Good Position Buyers mind Better
product attributes, price and quality
Offering product in a different way
Offering improved quality of the product
affordable price with high branding to position
the product as a best quality beauty soap in
buyers mind.
Market share of HUL: 54.3%
Market share of LUX: 15%
Better Positioning Market leader of beauty soap

Bibliography
www.capitaline.com
www.hul.com
www.google.com
www.wikipedia.com
www.mbaparadise.com
www.fmcg.com