Brand Management Of

Presented ByGroup OneManika KaushikAastha MishraNitin BansalAshish KhullarDivyanshu Mishra

Introduction- HULHindustan Unilever Limited (HUL) is India's largest FMCG company, touching the lives of two out of three Indians with over 20 distinct categories in home & personal care products and food & beverages. They endow the company with a scale of combined volumes of about 4 million tonnes and sales of over Rs. 13,000 crores

HUL BRANDS in the bathing soap category

LUXLifebuoyDoveHamamPearsLirilBreezeRexona

INTRODUCTION-LUX1916LUX launched in USA as Laundry soap1929LUX launched in India1925LUX launched in USA as Toilet soap1960LUX went colored

SEGMENTATIONOn Age- 16-35 years

Based on Income- Middle income Group

Gender- Female

POSITIONINGOver the years positioned as a beauty soap of the Stars

Shift in positioning from Stars to Common Girl

PRODUCT LIFE CYCLE

Introduction (1929- 1950s)

Company ObjectivesActionsSalesLowCost of manufacturingHighProfitsNegativeMarketing ObjectiveCreate product awareness in major citiesProduct strategyOffer a basic productPrice strategyHigher than LifebuoyDistributionCreated network in major citiesAdvertising strategyAwareness among early adopters.

Growth- (1950s- 1990s)

Company ObjectivesActionsSalesRising SalesCost of manufacturingAverage cost reductionProfitsPositively increasingMarketing ObjectiveMaximise market shareProduct strategyOffer variants Price strategyTo penetrate the marketDistributionIntensive network in the entire countryAdvertising strategyAwareness an interest in mass market

Maturity-(1990s to till date )

Company ObjectivesActionsSalesPeak salesCost of manufacturingLowProfitsHighMarketing ObjectiveMaximize profit while defending market shareProduct strategyDiversify brand Price strategyTo match the nearest competitorDistributionMore intensive focusing on rural areaAdvertising strategyMultiple brand ambassadors for different variants.

Marketing MixProductDifferent VariantsStrawberry & CreamPeach & CreamFestive GlowLux InternationalLux Purple Lotus & Cream & limited editions

PriceLux Peach & Cream Rs 18/90 gms Lux Strawberry & Cream Rs 18/110 gms Lux Purple Lotus & Cream Rs18/110 gmsMini Lux Rs 5

Promotion Celebrity Endorsement

Brand Ambassdors of LUX past & Present Leela Chitnis Madhubala, Nargis, Meena Kumari, Mala Sinha, Sharmila Tagore, Waheeda Rehman, Saira Banu, Hema Malini, Zeenat Amaan, Juhi Chawla, Madhuri Dixit, Sridevi, Aishwarya Rai Kareena Kapoor, Priyanka Chopra ,Katrina Kaif & the latest Asin

Sponsoring TV shows

Promotional Offers

Meet Aish- Abhi in London

Gold Coin Offer

PlaceCutting-edge distribution network- At Hindustan Unilever Limited, distribution network is one of the key strengths that help them reach their products across the length and breadth of this vast country. It has 2000+ suppliers and associates 7,000 stockists and direct coverage in over 1 million retail outlets across India.

RSNet- An IT-powered system has been implemented to supply stocks to redistribution stockists on a continuous replenishment basis. For rural India, HUL has established a single distribution channel by consolidating categories.

Source- The Economic Times

Brand Awareness

Sales PromotionLux Gold Star offerLux Star Bano, Aish Karo contest:Har Star Lucky Star activityConsumer promotion- By distributions of samples of new variants, coupons, free trials and demonstration at shopping malls, markets and point of purchase.Trade promotion- Discounts and lucrative offers to the retailers via price offs, advertising and display allowances and free merchandises.Business and sales force promotion-Conducting trade shows and conventions. Contests for sales representatives and speciality advertising.

Brand attributes and association

Features-Lux soap has been popular for its product offering.It offers its consumers a range of soaps enriched with the goodness of a variety of nourishing ingredients rose extracts, almond oil, milk cream, fruit extracts and honey which are known to harbour the secrets of incredibly perfect skin. Style- To establish the presence of nourishing ingredients in the new Lux, a unique concept, ingredients you can see in the soap, was born. A novel metallic substrate packaging beautifully showcased the ingredients and its globally accepted ingredient-linked perfumes heightened the sensorial experience.

Perceived qualityThe product offers value for money in the premium segment. It doesnt compromise on the quality even if decision pertains to increase in price.

As Lux is popularly known as brand of celebrities it is also one of the reason that consumer has a perception in mind that this product is of good quality

Brand loyaltyThe brand Lux has been India`s third most trusted brand according to the recent survey by the economic times. The brand enjoys customer loyalty in rural and urban areas equally. It has generations of customers in the same family. It particularly targets to girls and ladies who are considered to be loyal to a brand if it delivers to the requisite parameters

HUL AnalysisSource- The Economic Times

Trend Analysis of LUXSource- The Economic Times

Future ProjectionDifficult to maintain market shareInnovation and market penetration

Recommendations-

Ayurvedic variantLux Kids

Market Survey Findings

Areas covered - Kondli market New Delhi, Noida Sec-15 market , Noida Sec-18 market , Spice Mall Noida Sec-25, Dwarka market New DelhiNumber of consumers surveyed -35Number of Retailers surveyed- 15

Survey Videos

Survey Videos

Consumer Survey

Are you aware about brand Lux ?Yes- 100% No-0%

How you came to know about the brand LUX-Tv-56% Internet-8% Radio-12% Print media- 24%

Which of the following product range are you aware about-Shampoo-33% Bodywash-37% Facewash-30%

Which Indian celebrity you associate the brand lux most-Katrina kaif-27% Kareena Kapoor-6% Priyanka Chopra-3% Aishwarya- 64%

How many latest varients of lux are you aware about-Stawberry and Cream-34% Peach and cream-28% Festive glow with Honey-11% Creamy white 27%

How frequent you purchase bathing soap-Once in a month-27% twice in a month-67% Once in two months-3% No regular pattern-3%

Are you aware of the following offers by Lux-Gold Coin offer-63% Meet Abhi-Ash in London-28% Not aware of any offer-9%

From where you purchase soap-Organized retail-41% Kirana shop-59%

Have you heard the Lux latest jingle Sone se bhi sona lage.. by Shankar Mahadevan-Yes-85% No-15%

Retailer Survey Results

Since how many years are you keeping the stock of Lux-0-1 years- 9% 1-5 years-58% 5-10 years-33%Is lux a profitable brand for you-Yes-71% No-29%

Is the demand for the product regular-Yes-83% No-17%

Which is the best selling variant of lux soap-Strawberry and cream-45% Peach and Cream-15% Festive Glow-5% Creamy white-26%No particular variant-9%

How frequent do you reorder your lux stock-Once in a month-10% Twice in a month-50% Once in two months-20% No regular pattern-20%

Are you aware of any of the following offers of Lux- Goldcoin offer- 57% Meet Abhi-Ash in London-33% Not aware-10%

How do you rate offers given by lux- 1(Poor)- 20% 2-20% 3-30% 4-20% 5(Excellent)-10%

How do you rate lux distribution and sales channel-1(Poor)-10% 2-10% 3-20% 4-10% 5(Excellent)-50%

How is the profit margin in comparison with other competing brands-Not much-10% Decent-50% Very good-40%

From where do you receive your stock- Company warehouse-20% Wholesellar-70% Any other-10%

Conclusions

LUX is a well known & accepted brand (100 % Brand Awareness; Ranked No. 3 in Economic Times Most Trusted Brands)

TV is the prime source by which LUX reaches out to the Consumer. (56%)

People associate Aishwarya the most with LUX. (64%)

LUX has a regular demand pattern throughout the year but the demand is higher in the first fortnight of every month.

LUX has a very strong sales & Distribution network like the other products of HUL.

Strawberry & Cream is the largest selling Variant of LUX. (45 %)

Consumers still prefer to buy LUX from Local Kirana shops rather than from Retail Outlets. (59 %)

Promotional Offers given by LUX are known to most of the consumers.

Thank You

*