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Submitted to:
Submitted by
Dr.Reeti Agarwal
ACKNOWLEDGEMNT
segments
have
different
needs),
it
is
be
reached
by
market
intervention.
product
or
through
their
various
sources
like
the same customer groups, are marketed through the same types of
outlets, or fall within given price ranges
2-Rexona
6. ORAL CARE
1-Pepsodent
2-Closeup
6. COSMETICS
1-Lakme
7. AYURVEDIC PERSONAL ANDHEALTH CARE
1-Ayush
8. TEA
1-Brookbond
2-Lipton
9. COFFEE
1- Bru
10.FOODS
1. Kissan
2. Annapurna
3. Knorr
11.ICE CREAM
1-Kwality walls
WIDTH 12
LENTH 31
DEPTH Suppose LUX has 9
variants(almond,orchid,fruit,saffron,sandalwood,international,chocolate,aro
matic extracts, oil and honey glow)and 3 different size(100
gram,120gram,150 gram) then PRODUCT DEPTH 9 327
CONSISTENCY LUXs product lines are consistent insofar as they
are consumer products that go through the same distribution
channels. The lines are less consistent insofar as they perform
different functions for buyers. So overall Consistency is HIGH
PRODUCT LIFE CYCLE INTRODUCTION OF PRODUCT LIFE CYCLE:PLC shows the stages that products go through from development to
withdrawal from the market.
In initial stages LUX was introduced in the major cities of India like
Calcutta, Mumbai etc.
Marketing objectives:- to create the product awareness and to attract the
customer towards the product.
LUX MARKETING STRATEGIES IN INTIAL STAGE:PRODUCT-They offer only one product in the market. They did not come
up with the differentiated product.
PRICE-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 the product.
ADVERTISING-In the initial stages, they allocate more advertising budget
so that more and more customers could be attracted towards the product.
First ambassador was Leela Chitnis.
DISTRIBUTION-It was selective and only covers the major cities of India
to get recognition in those cities.
Their distribution through-MANUFACTURER-WHOLESALERRETAILER.
SALES-low sales
COSTS-High cost per customer
PROFITS-Negative
MARKET STRATEGIES-Create product awareness in major cities of
India
PRODUCT SRTATEGY-Offer a basic product
PRICE STRATEGY- Use cost plus
DISTRIBUTION STRATEGY-Build selective distribution
ADVERTISING STRATEGY-Build product awareness
GROWTH STAGE:In the growth stage, their sales rapidly started rising.
MARKETING OBJECTIVESThey have expanded their market to their other cities of India.
To maximize more market share
MARKETING STRATIGIESPRODUCT-In the growth stage, the company had offered the same product
in the market.
PRICE-In this stage, company had reduced their price to some extent
Because of maximizing the market share.
ADVERTISING-In the growth stage, they had increased their advertising
budget as in the initial stages because of attracting the new customers or to
retain the existing customers.
Sharmila Tagore,Hema Malini,Zeenat Amaan,Juhi Chawala,Madhuri
Dixit,Sridevi.
DISTRIBUTION-In this stage, company had expanded their market to
other cities of India. Distribution channel was same as in the initial stage.
PROMOTION-In the growth stage company had also used the different
proportioning strategies to attract the new and existing customers.
MATURE STAGE:They modified the product by adding some changes in the product.
In this stage few competitors enter into the market like CINTHOL,
FAIRGLOW, SANTOOR, FIAMA DI WILLS, and VIVEL.
MARKETING OBJECTIVES-To maximize more profit while defending
the market share and to expand the market to all the cities of India.
MARKETING STRATIGIESPRODUCT-The LUX has made the modification in the product by
introducing LUX almonds, LUX fruit, LUX saffron, LUXsandalwood etc.
PRICE-The LUX products are now available at higher prices in the market
to gain maximum profit.
DISTRIBUTION-Available in all cities of India.
ADVERTISING-LUX advertising has been reduced to some extent because
of the more brand awareness in the minds of the customers.
Recently they have shown Aishwarya Rai, Kareena Kapoor, Abhishek
Bachhan, Asin etc.
PROMOTIONAL OFFERS-Buy 3, get one free
SALES-Peak sales
COSTS-Low cost per customer
DECLINE STAGEBesides of all the campaigns for sales promotion of LUX, the reasons for its
decline are1-CURRENCY FLUCTUATIONS-Unilever products are in over 100
countries; as a result it is exposed to adverse currency fluctuations like
fluctuations due to euro exchange rate.
2-SLOW DOWN-Due to economic crisis in 2008-09, customers started
looking products cheaper than LUX.
3-COMPETITION-LUX has been facing competition from HUL itself
(LIFEBOUY) and from other companies like Godrej products (like
CINTHOL, FAIR GLOW), WIPRO like SANTOOR, ITC like Superia, vivel
etc.
SALES-Declining sales
COSTS-Low cost per customer
PROFITS-Declining profits.
MARKETING OBJECTIVES-Reduce expenditure
PRODUCT STRATEGY-Phase out weak items
category
Lux is not an highly expensive but an affordable product. That is why the
company targets urban and suburban, upper middle and middle class people
who are the second highest population of segment category
1-SELECTIVE SPECIALIZATION STRATEGY- This is a multiplesegment strategy, also known as a differentiated strategy. Different
marketing mixes are offered to different segments. The product itself may or
may not be different - in many cases only the promotional message or
distribution channels vary .
groups with all product that they need. Under this strategy, particularly
HUL has adopted DIFFERENTIATED MARKETING STRATEGY in
which firms operates in different segments and designs different product for
different segments.
POSITIONING THE HUL HAS ADOPTED:POSITIONING:- It is the art of designing companys offering & image so
that they occupy a meaningful /distinct competitive position in the target
customers mind.
LUX POSITIONING: Lux wanted to ensure that the brand be positioned as premium but also
did not wanted to compromise on the share. Thus born international
Lux which is the premium variant and the affordable segment was
catered by Lux beauty soap. Earlier the brand uses the positioning
Beauty soap of film stars.
The USP of the product of the company:1-Lux is a brand that appreciates beauty and glamour.
2-Lux is a beauty soap of the film stars,
3-A delight to the senses.
4-Lux celebrates the indulgent ritual of beautification.
5-Lux is always reliable and trustworthy