product life cycle of lux arun

PRODUCT LIFE CYCLE OF

MARKETING MANAGEMENT

Acknowledgement

Our group has completed the project with the help of Professor Sushmita .We fell great pleasure & honour to present our S.Y.B.M.S project on “PLC

OF LUX”.We owe our deepest gratitude to our professor

who help us whenever we needed.

Group Members

Doing well and doing good.

To make cleanliness commonplace, to lessen work for women, to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products.

“

”

Quote- by William Hesketh Lever

INTRODUCTION TO PRODUCT LIFE CYCLE• The course of a products sales and profits over its lifetime is called the

product life cycle.

• PLC shows the stages that products go through from development to withdrawal from the market.

• Product Life Cycle (PLC):– Each product may have a different life cycle.

– PLC determines revenue earned.

– Contributes to strategic marketing planning

– To identify when a product needs support, redesign, renovating , withdrawal, etc.

PLC OF LUX SOAP• INTRODUCTION TO LUX:

• We all want to be pampered, to look and feel great And that's just what Lux offers you on a daily basis at a price you can afford.

• Lux is the brand of UNILEVER INDIA LTD. It has been winning hearts of INDIAN consumers for 80 years.

• Lux stands for the promise of beauty and glamour as one of India's most trusted personal care brands.

LUX PRODUCTS : Lux had modified their product into:

• Orchid touch Almond delight Energising fruit Aqua sparkle

“GLAMOUR FACTOR”

• Lux launched the world’s first mass-market beauty soap in the US in 1924 & had been launched in 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 Calcutta, Mumbai etc.

• MARKETING OBJECTIVES - was to create the product awareness and to attract the

customers towards the product.

• The Lux MARKETING STRATEGIES in the initial stages : • Product• Price • Advertising• Distribution

INTRODUCTION STAGE

• 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 to the other cities of INDIA. • Another objective was to maximize more market share.

• In the growth stage, company had the following MARKETING

STRATEGIES :

• Product

• Price

• Advertising

GROWTH STAGE

• Distribution

• Promotion

GROWTH STAGE CONTNUED….

Growth Stage of the LUXGrowth Stage of the LUX

SalesSales

CostsCosts

ProfitsProfits

Marketing ObjectivesMarketing Objectives

Product StrategyProduct Strategy

Price StrategyPrice Strategy

Rapidly rising sales Rapidly rising sales

Average cost per customerAverage cost per customer

Rising profitsRising profits

Maximize market shareMaximize market share

Offer product extensions, servicesOffer product extensions, services

Price to penetrate marketPrice to penetrate market

Distribution StrategyDistribution Strategy Build intensive distributionBuild intensive distribution

Advertising StrategyAdvertising StrategyBuild awareness and interest in the mass marketBuild awareness and interest in the mass market

• 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

while defending 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:

Lux Almond, Lux Orchid , Lux Fruit, Lux Saffron, Lux Sandalwood, Lux Rose, Lux International, 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 is that the company’s marketing objectives is to maximize more profit.

• Distribution = Now Lux products are available in almost all the cities of INDIA. Their

distribution channel is same as in the initial stage.

MATURITY STAGE

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

Recently, they have shown Aishwarya Rai , kareena kapoor & Shah Rukh khan .

• PROMOTIONAL OFFERS : ----• Like buy 3 get 1 free.

MATURITY STAGE CONTINUED…

Maturity Stage of the LUXMaturity Stage of the LUX

SalesSales

CostsCosts

ProfitsProfits

Marketing ObjectivesMarketing Objectives



Peak salesPeak sales

Low cost per customerLow cost per customer

High profitsHigh profits

Maximize profit while defending market shareMaximize profit while defending market share

Diversify brand and modelsDiversify brand and models

Price to match or best competitorsPrice to match or best competitors

Distribution StrategyDistribution Strategy Build more intensive distributionBuild more intensive distribution

Advertising StrategyAdvertising Strategy Stress brand differences and benefitsStress brand differences and benefits

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

• 1. Currency fluctuations

• 2. SLOWDOWN

• 3. Competition

DECLINE STAGE

Wipro : The presence of Wipro in the toilet soap industry can be seen through their brands such

as SANTOOR and CHANDRIKA.• In the southern market of India it is a major market player in toilet soap.

ITC : It entered the segment last year and has made a strong headway in a short time by

growing to 1.75% in just five months. With the brands like: Superia, Fiama Di Wills and Vivel

DECLINE STAGE CONTINUED…

Decline Stage of the LUXDecline Stage of the LUX

SalesSales

CostsCosts

ProfitsProfits

Marketing objMarketing obj



Declining salesDeclining sales


Declining profitsDeclining profits

Reduce expenditure and milk the brandReduce expenditure and milk the brand

Phase out weak itemsPhase out weak items

Cut priceCut price

Distribution StrategyDistribution Strategy Go selective: phase out unprofitable outletsGo selective: phase out unprofitable outlets

Advertising StrategyAdvertising Strategy Reduce to level needed to retain hard-core loyal customers

Reduce to level needed to retain hard-core loyal customers

Wipro : The presence of Wipro in the toilet soap industry can be seen through their brands such

as SANTOOR and CHANDRIKA.• In the southern market of India it is a major market player in toilet soap.

ITC : It entered the segment last year and has made a strong headway in a short time by

growing to 1.75% in just five months. With the brands like: Superia, Fiama Di Wills and

Vivel.

DECLINE STAGE CONTINUED…

Decline Stage of the LUXDecline Stage of the LUX

SalesSales

CostsCosts

ProfitsProfits

Marketing objMarketing obj



Declining salesDeclining sales


Declining profitsDeclining profits

Reduce expenditure and milk the brandReduce expenditure and milk the brand

Phase out weak itemsPhase out weak items

Cut priceCut price

Distribution StrategyDistribution Strategy Go selective: phase out unprofitable outletsGo selective: phase out unprofitable outlets

Advertising StrategyAdvertising Strategy Reduce to level needed to retain hard-core loyal customers

Reduce to level needed to retain hard-core loyal customers

Important Notes

• How do you use product life cycle analysis?

• Where can you find information on the product life cycle?

CONCLUSION• To conclude the report I would say that the PLC theory has its

share of critics i.e. life cycle pattern are too variable in shape and duration. PLCs lack a fixed sequence of stages and a fixed length of stage.

• Critics also charge that marketers can seldom tell what stage the product is in. A product may appear to be mature when actually it has reached a plateau prior to another usage.

• So, in the end, I would like to say that the PLC concept helps us interpret product and market dynamics. It can be used for planning and control, although it is less efficient as a forecasting tool. Thus one can conclude that every product has a life cycle but to make the best of he products growth and to make it in favor of the company is really important.

Film stars promoting the product Lux

Thank you

product life cycle of lux arun

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