“PRESENTATION ON LUX SOAP”

Name: Roll No
TUSHAR RAMTEKE 17
VIVEK GHADGE 06
MANISH THAKUR 21
 
12/08/2021 1
 Product Profile
• The name 'Lux' is a play on the word "Luxury"
• It has been marketed in several forms that includes bar, flake
and liquid form
• Lux stands for the promise of beauty and glamour, as one of
India's most trusted personal care brands
• Lux offers an exciting range of soaps and Body Washes with
unique elements which aim to make bathing time more
pleasurable
• Over the decades Lux soap colours and packaging has been
altered several times to reflect fashion trends
 Major Players
Hindustan Lever Limited
(54.3% Market Share).
Godrej Soaps Limited. (9.2% market share)
Wipro Consumer Care Limited.
Nirma Soaps Limited
ITC
Karnataka Soaps And Detergents Limited

12/08/2021 3
 Competition
• Internal
– Lifebuoy, Lux, Pears, Liril, Rexona,
Breeze, Hamam and Moti soap.
• External
– santoor,wipro baby soap, Godreg NO.1,Evita,
Medimix,Mysore Sandal,Chandrika, nirma
brands,doy care brands, Vivel, Superia, etc

12/08/2021 4
Segmentation, Targeting and Positioning
• Segmentation
– HUL segments its market according to geographical areas
– The population of the country is segmented into three
parts which are urban, sub urban and rural area consumers
• Targeting
– HUL targets urban and sub urban, upper middle and
middle class people
• Positioning
– It is positioned as a beauty soap
 Marketing Mix
• Product
– The brand name Lux has been derived from Luxury.
– Marketed in several forms : handwash, shower gel and
bath soap.
– 40gm, 80gm and 120gm.
 Marketing Mix
• 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 stockiest.
– Direct coverage in over 1 million retail outlets.
 Marketing Mix
• Promotion
– Lux is the secret of their beauty.
– Idea : if it is good enough for a film star, it is good
enough for you.
– “Beauty soap for film stars”.
 Marketing Mix
• Price
– Competitive pricing : neither high nor low
– Price segment for toilet soaps
Segment Price / Weight
Premium > Rs.15 / 75gm
Popular Rs. 8-15/ 75gms
Economy < Rs.8 / 75gm
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
 Dynamically continuous innovations – New
variants and innovative promotions (22 carat
gold coin promotion – “Chance Hai”)
 Strong brand promotion but relatively lower
prices – Winning combination.
 Mass appeal/Market presence across all
segments ( 15% of soap market)
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
 LUX CAMPAIGN
• Lux Sponsoring to “MISS INDIA ” contest.

• Campaign includes-
• Print-ads -2
• TVC
• Interior formation.
• Slogan
• Q-cards
It ’s a huge
diff erence

Miss india
 Miss india

Don’t try luck

Try lux
THANK
YOU