brand presentation_rohit_verma_roll no. 34

8/7/2019 Brand Presentation_Rohit_Verma_Roll No. 34

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SHOULD THE COMPANY TAKE OURBRAND TO WHERE THE

ACTION IS?


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- AN HUL BRAND


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INTRODUCTION STAGE

Lux launched the worlds first mass-market beauty soap in the US in 1925 & had been launchedin India in 1929.

At that time there was only one competitor of Lux, which was from its own brand LIFEBUOY .

In the initial stages Lux was introduced in the major cities of INDIA like Kolkata, Mumbai etc.

MARKETING OBJECTIVES - was to create the product awareness and to attract the customers towardsthe product.

The Lux MARKETING STRATEGIES in the initial stages :

Product = They offer only one product in the market. They did not come up with the differentiatedproduct.

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.

In ads they targeted the early adopters, who were readiest to buy the product.

The first ambassador, Leela Chitnis.

Distribution = was selective and only covers the major cities of INDIA to get recognition in thosecities.

Their distribution channel was through: Manufacturer Wholesaler &R

etailer


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WHEN MARKETS TURN HOSTILE

In the growth stage, their sales rapidly started rising.

They have expanded their market to the other cities of INDIA.

MARKETING OBJECTIVES = The marketing objectives of the Lux were to expand their market tothe other cities of INDIA.

Another objective was to maximize more market share.

In the growth stage, company had the following MARKETING STRATEGIES :

Product = In the growth stage, the company had offered the same product in the market.

Price = In this stage, the company had changed their price to some extent because of maximizing the market share. ( Slightly cut down the prices )

Advertising = In the growth stage, they had increased their advertising budget as in the initialstages because of attracting the new customers or to retain the existing customers.

Sharmila Tagore, Hema Malini, Zeenat Amaan, Juhi Chawla, Madhuri Dixit,Sridevi.

Distribution = In this stage, company had expanded their market to the other cities of INDIA.Their distribution channel was the same as in the initial stages of the product.

Promotion = In the growth stage, the company had also used the different proportioningstrategies to attract the new and the existing customers.


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REPOSITIONING THE ENTIRE

BRAND They modified the product by adding some changes in the product.

In this stage, few competitors enter into the market like ( CINTHOL, FAIRGLOW, SANTOOR,CHANDRIKA, FIAMA DI WILLS and VIVEL ).

The company has expanded their market to almost all the cities of INDIA.

MARKETING OBJECTIVES = The marketing objective of Lux is to maximize more profit whiledefending the market share and to expand the market to all the cities of INDIA.

MARKETING STRATEGIES In this stage are based on:

Product = The Lux has made the modification in the product by introducing:

LuxA

lmond, Lux Orchid , Lux Fruit, Lux Saffron, Lux Sandalwood, LuxR

ose, LuxInternational, Lux Chocolate, Lux Aromatic Extracts, Lux Oil and Honey etc

Price = The Lux products are now available at higher prices in the market, the reason behind isthat the companys marketing objectives is to maximize more profit.

Distribution = Now Lux products are available in almost all the cities of INDIA. Their distributionchannel is same as in the initial stage.

Advertising = In this stage Lux advertising has been reduced to some extent because of themore brand awareness in the minds of customers.

Recently, they have shown Aishwarya Rai , Kareena Kapoor, Priyanka Chopra & Shah Rukhkhan .

PROMOTIONAL OFFERS :

Like buy 3 get 1 free.


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DECLINE STAGE

Besides of all campaigns for the sales promotion of Lux .The reasons for its decline

are :

1. Currency fluctuations: Unilever products are in over 100 countries worldwide, As aresult, it is exposed to adverse currency fluctuations.

2. SLOWDOWN: In year 2008 - 09 due to hard economic conditions in INDIA and othercountries the sales were highly affected as the consumer started looking for somealternate products with a cheaper price than Lux.

3. Competition: Lux has been facing competition from HUL itself (Lifebuoy) & fromother companies like:-

Godrej Consumer Products : GCPL, Indias second largest soap maker with 9.2%market share with leading brands such as CINTHOL, FAIRGLOW & NIKHAR. Fairglowbrand, India's first Fairness soap, has created marketing history as one of the most

successful innovations.

Wipro : The presence of Wipro in the toilet soap industry can be seen through theirbrands such as SANTOOR and CHANDRIKA. In the southern market of India, it is amajor market player in toilet soap.

ITC : It entered the segment last year and has made a strong headway in a short timeby growing to 1.75% in just five months. With the brands like: Superia, Fiama Di Willsand Vivel.


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COMPETITORS OF LUX

Godrej Consumer ProductsGCPL, Indias second largest soap maker after Hindustan Unilever Ltd, has nearly9.2% market share. With 11% market share in value terms, it is the second largestsoap maker after Hindustan Unilever. Godrej Consumer Products (GCPL) is a majorplayer in the Indian FMCG market with leadership in personal, hair, household andfabric care segments. The company is one among the largest marketer of toilet soapsin the country with leading brands such as CINTHOL, FAIRGLOW, NIKHAR, & ALLCARE.Fairglow brand, India's first Fairness soap, has created marketing history as one of the

most successful innovations. It is also the preferred supplier for contractmanufacturing of toilet soaps, some of which are the most well-known brands in thecountry.

WiproIn the Indian market, Wipro is a leader in providing IT solutions and services for thecorporate segment in India. Wipro also has a profitable presence in niche market

segments of infrastructure engineering, and consumer products & lighting.Wipro hasmade a large acquisition in the Consumer Care business. The presence of Wipro in thetoilet soap industry can be seen through their brands such as SANTOOR andCHANDRIKA. With industry leading organic growth rates and the acquisition, Consumercare business has reached a Revenue run rate in excess of $100 million per quarter.


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Procter & Gamble India

Procter & Gamble India (PGHHCL) was incorporated in 1964 after Procter & Gamble,US, acquired Richardson Vicks, US. Formerly known as Richardson Hindustan (theIndian subsidiary), it was later named as P&G. It changed its name again in 1998 toProcter & Gamble Hygiene and Health Care in order to reflect the nature and characterof the business of the company. During 2004-05 the company has increased itsinstalled capacity of Soaps & Detergents and Toilet Preparations etc by 36500 Tonnesand 263 Tonnes respectively. With this expansion the total installed capacity of Soaps& Detergents and Toilet Preparations etc has increased to 108500 Tonnes and 5875Tonnes respectively.

Nirma

Incorporated as a private limited company, Nirma was converted into a deemed publiccompany and then to a public limited one in Nov.'93. Nirma has a leadership presencein Detergents, Soaps and Personal Care Products. To have a greater control on thequality and price of its raw materials, Nirma undertook backward integration intomanufacture of Industrial Products like Soda Ash, Linear Alkyl Benzene (LAB), AlfaOlefin Sulphonates (AOS), Fatty Acid, Glycerine and Sulphuric Acid. During 1996-97,Nilnita Chemicals, Nirma Detergents, Nirma Soaps and Detergents, and Shiva Soapsand Detergents were amalgamated with the company. The company created 'Nirma

Consumer Care Ltd.' - a wholly owned subsidiary on 22nd Aug.'97, which is the solelicensee of the brand name 'Nirma' within India. Nirma enjoys a share of 6.74% insoaps.

ITC

ITC, the countrys largest cigarette maker, entered the segment last year and hasmade a strong headway in a short time.According to AC Nielsen, its share has grown

to 1.75% in just five months despite the fact that many of its brands such as Superia,Fiama Di Wills and Vivel are currently sold in only six states.


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THANKING YOU

ROHIT VERMA

ROLL NO-34

brand presentation_rohit_verma_roll no. 34

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