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LUX Beauty Soap

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IMPACT OF ADVERTISING ON CUSTOMER


BEHAVIOUR: AN EMPIRICAL STUDY OF LUX
BEAUTY SOAP

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Firoj Md Shah
PG-11-017

IMPACT OF ADVERTISING ON CUSTOMER


BEHAVIOUR: AN EMPIRICAL STUDY OF LUX BEAUTY
SOAP

Submitted
By Firoj Md
Shah PG11- 017

Under The
Guidance of
Dr. Rishi
Taparia

Integrated Academy of Management and Technology


Ghaziabad

ACKNOWLEDGEMENT
A work is never a work of an individual. I owe a sense of
gratitude to the intelligence and co-operation of all people who
had been so easily let me understand what I needed from time
to time for completion of this exclusive project. It is a matter of
great satisfaction and pleasure to present this report on of LUX
Beauty Soap. I take this opportunity to owe my thanks to all those
involved in my training. First and foremost, I express heartfelt
thanks to Pro. Rishi Taparia , Din of Student Welfare PGDM,
Department of Management studies for his valuable guidance, his
full support and co-operation without which this project report
would not have been completed. I am thankful to him for his
encouragement and able guidance at every stage of my training
work.

Table of content
Chapter No
Chapter One

Chapter
Name
Introduction
Objective of the
study
Industry Overview
..

Page No
6
6
7

Chapter Two

History of LUX beauty


Soap..

9-13

Chapter Three

What is all about Advertisement


.
Type of
Advertisement..
LUX Beauty Soap Ad History in
India.

15-16

Chapter Four

1720
2227

Chapter Five

Questionner Analysis

2937

Chapter Six

Conclusion
..
Recommendation
.
Limitation
.
Reference
..

39
40
41
42

Executive summary
I was appointed on for a project work which is related to
brand promotion and Advertisement. I took LUX beauty
soap for my Project assignment. I have to find out how much
advertisement and Promotion efecting on the customer mind.
I have taken 200 respondents for my project study. I have
chosen online survey method. I have use diferent social
mesial to conduct the survey.
After completing the survey what I got the result that is what
I aspect. Yes LUX beauty soap is doing their business since a
long time. It is very success to create its brand name and
strong brand position. LUX consistently using the Bollywood
top most famous and fashionable beauty lady and handsome
heroes. Since the old age LUX associating their brand with
those heavy personality person.
LUX approaching 360* business strategy. They giving ad on
diferent media channel. They are master on Digital, Print and
Event advertisement. Customer are very positive towards the
brand.

Chapter- 1
Introduction
Objective of the study
Industry overview

INTRODUCTI
ON
Marketing research is the process through which the
marketing organizations can indentifes then basic problems area
relating the specific area of activity. During the marketing
research the organization can identifying the all problems
area from diferent angle, which help in identifying the
comprehensive solution.
In my marketing project work I have taken the IMPACT OF
ADVERTISING ON CUSTOMER BEHAVIOUR: AN EMPIRICAL STUDY
OF LUX BEAUTY SOAP

OBJECTIVE & SIGNIFICANCE OF THE STUDY


OBJECTIVE:For every problem there is a research.
As all researchers are based on some & my study is also based
upon some objective & these are as follow:
1. To fnd out how advertisement work in human mind
2. How LUX Advertisement, impact on customer buying
behavior
3. To understand advertisement effect on sales of LUX Soap.

INDUSTRY OVERVIEW
Fast Moving Consumer Goods (FMCG) goods are all consumable
items (other than groceries/pulses) that one needs to buy at
regular intervals. These are items which are used daily, and so
have a quick rate of consumption, and a high return. FMCG can
broadly be categorized into three segments which are:
1. Household items as soaps, detergents, household
accessories, Etc.
2. Personal care items as shampoos, toothpaste, shaving
products, Etc. and finally
3. Food and Beverages as snacks, processed foods, tea,
cofee, edible oils, soft drinks etc.
Global leaders in the FMCG segment are Nestl, ITC, Hindustan
Unilever
Limited, Reckitt Benckiser, Unilever, Procter & Gamble, CocaCola, Carlsberg, Kleenex, General Mills, Pepsi, Gillette etc.
Overview
The burgeoning middle class Indian population, as well as
the rural sector, present a huge potential for this sector. The
FMCG sector in India is at present, the fourth largest sector with
a total market size in excess of USD 13
billion as of 2012. This sector is expected to grow to a USD 33
billion industry by 2015 and to a whooping USD 100 billion by the
year 2025.
This sector is characterized by strong MNC presence and a
well- established distribution network. In India the easy
availability of raw materials as well as cheap labour makes it an
ideal destination for this sector. There is also intense competition
between the organised and unorganised
segments and the fight to keep operational costs low.
A look at some factors that will drive growth in this sector:
Increasing rate of urbanization, expected to see major
growth in coming years.
Rise in disposable incomes, resulting in premium brands
having faster growth and deeper penetration.
Innovative and stronger channels of distribution to the
rural segment, leading to deeper penetration into this
segment.
Increase in rural non-agricultural income and benefts from
government welfare programmes.
Investment in stock markets of FMCG companies, which are

expected to grow constantly.

Chapter- 2
History of the LUX BEAUTY
SOSP

History of lux beauty soap


Lux soap first produced in United Kingdom in 1899. It was
produced by British company name Lever Brothers. Lever
Brothers was founded in 1885 by William Hesketh Lever and his
brother James. They using glycerin and vegetable oil such as palm
oil to manufacture soap called Sunlight Soap. The flaked version
of soap called Lux soap. Glycerin was a lucrative byproduct of the
soap making process, and by the end of 1886, Lever brothers also
had a glycerin factory.
Visit any departmental store or retail outlet, and you find its
shelved stocked with Lux Beauty soaps in diferent variants, with
attractive colours on the packaging and its permanent sign of the
female model present on the package. Today, Lux is a household
name when it comes to soaps and in many places (especially in
rural areas), it has become a synonym for soaps. People often
walk into a shop and ask for Lux, when they mean, that they wish
to buy a soap.
The Lux soap was first launched as laundry soap way back in
1916, with specially targeting the delicate garments. The Level
Brothers (who found what we today know as Unilever),
encouraged women to do their laundry at home without worrying
about those delicate silks and satins turning yellow which often
came as a result of the strong and harsh chemicals present
in the laundry soaps of that time. Lux at that time was much
more gentle on the clothes, it dissolved much more easily and
was advertised as being suitable for home use.
The Lux toilet soap as we know today came around in 1925.
It was advertised as a bathroom soap, and the initial name
Sunlight flakes was changed to Lux, which is the Latin word for
Light and was supposed to be a shortened version of the word
Luxury. From 1925 till date, Lux has been marketed in various
forms Soaps, Limited Editions, Bars, Flakes, Liquids, Gels and
Body washed.
In India, Lux was launched in 1929, and it has always come
in various colours and packages as well as world-class
fragrances. These changes kept

coming with changing fashion trends. In 1958, the soap came in


five colours pink, blue, white, yellow and green, and the
customers would buy the soaps in a way that they could match it
with the colours of their bathrooms!
Lux has always used popular movie stars as its brand
endorsers. Even if the ad went around common women, it still had
references to some or the other movie star.
The year-wise brand image of the soap can be
described as
The 30s: This is when the widespread advertising of the
product began. At this time, Lux used much older women, who
would talk about preserving the youthful beauty of the skin in the
series of print ads that came during this time.
The 40s and the 50s: In this era, the focus shifted to the
attributes that the consumers associated with the brand and the
role the brand played in her life.
The 60s: It was in this decade that the Fantasy Element
that we commonly associate Lux with today was created,
more simply put as the feeling of being a film star that the
soap generates. The campaigns began highlighting the sensorial
and emotional attributes of the brand along with the beauty
quotient. The ads did not contain a star, but contained references
to them.
The 70s: This was a time when they beauty trends shifted
from the then conventional ones. Natural and wholesome beauty
became the buzz. So, the stars of Lux stepped down from the
pedestals they stood on before and the campaign focus began to
highlight the multi-faceted nature of a woman, which the ordinary
consumer of the soap was better able to relate to at the time.
The 80s: by this time Lux had established itself as the soap
of the stars and elite and its image became one of a must-have
for beauty among all women. The campaigns of the 80s started
focusing on skincare, which was portrayed to be the first step
towards beauty. It was during this time that Lux was launched in
China.
The 90s: During this time, Lux moved away from being a
general beauty soap to launching soaps in the market that
were more function specifc. Variants for diferent skin types
also came in. The communication strategy started becoming
more localized and regionalized. Diferent ad campaigns for

10

diferent regions (say, Middle East, China, etc) started coming in.
It was also during this period that Lux went in for brand extension
and launched its range of Rich shampoos, shower gels and
creams.
The 2000s: By now, Lux had expanded so far and wide,
that the other end was not visible from one end. This decade saw
the focus of the campaigns and the product shift from specific
functional
benefits
of
usage
to
the emotional
factor
associated with the soaps. By this time, modelling and
fashion industry had drawn a lot of dreams in the eyes of millions
of women. Cashing in on this, Lux tried to bridge up those
aspiring models and the existing stars of the industry.
Notable was the Lux Haute Pink advertisement, with the
woman in the bath tub, flying over the world in a hot air balloon
and spreading the beauty by blowing down bubbles from her tub.
It focused not only on beauty but the confidence that beauty
generates in a woman. Versions like Crystal Shine, Festive Glow,
Sunscreen, Almond Extracts, Orchid extracts, etc. Came in during
this time.
The 2010s: Today, the focus is back on beauty which
has been the roots of the product. The fruit versions of the soap
Strawberry and cream, Peach and cream are quite popular. New
variants Purple lotus and cream, and Aqua Sparkle had been
launched at reality shows on televisions which is a new
development in the basket of marketing strategies of the soap.
Lux has always had the most beautiful women in the flm
industry endorsing the brands. If we see internationally, there
have been Marilyn Monroe, Sophia Loren, Raquel Welch, Cheryl
Ladd, Demi Moore, Brigitte Bargot, Natalie Wood, Sandra Dee,
Diana Rig, Samantha Eggar, Sarah Jessica Parker, Catherine Zeta
Jones, etc. If we see in India, then the first print ad of Lux came
starring Leela Chitnis. After that there have been a string of
leading ladies Madhubala, Nargis, Meena Kumari, Mala Sinha,
Sharmila Tagore, Waheeda Rehman, Saira Banu, Hema Malini,
Zeenat Aman, Juhi Chawla, Madhuri Dixit, Sridevi, ashwarya Rai,
Karishma Kapoor, Kareena Kapoor, Babita, Priyanka Chopra,
Katrina Kaif, Mahima Choudhry, etc. In fact, Lux would be
perhaps the only womens beauty soap brand which has had male
models endorsing it. This came when Paul Newman
(internationally) and Shah Rukh Khan and Abhishek Bachchan
(Indian) endorsed the brand. It can thus be said, that the USP of
Lux advertising is the presence of popular movie stars in it. The

positioning of the brand can be said to be according to the


Reference

11

Group by using the famous celebrity at that point of time. Partially


attribute positioning can also be considered for Lux, since the
ingredients of Lux have also been greatly highlighted. Today, Lx
also serves as a sponsoring brand name for so many awards and
functions like the popular Lux Zee Cine awards, making its
positioning of being associated with the stars more prominent.
Today, Lux beauty bar can be regarded to be in the maturity
stage of its life cycle.
Lux has always had the leading actors of their times endorse
the brand, which has made Lux the market leader and the brand
has indeed set benchmarks for competition in the market.
Today, Lux is manufactured at more than 71 locations and has
more than 2000 suppliers and associates who provide raw
materials for its manufacture. The key markets of Lux lie in
Pakistan, Brazil, USA, China, Bangladesh & South Africa. Lux is
also the market leader in Saudi Arabia, Pakistan, Bangladesh,
Brazil and Thailand. It is also one of the most trusted brands in
India. Lux has offerings in two of the four market segments for
soaps. These are popular and premium. The popular segment
covers all those soaps that we generally see sitting on our retail
outlet shelves
Strawberry and Cream, Peach and cream, Purple Lotus and
cream, etc. The
Premium
segment
covers
the
Lux
International range.
The novel metallic substrate packaging of Lux has been
characteristic of the soaps with the same font style of writing the
brand name that go back as far as any of us can remember,
coupled with the ingredient linked fragrances of the soap have
been written down memories of so many generations.

12

13

Chapter - 3

WHAT IS ALL ABOUT


ADVERTISEMENT

14

What is all about advertisement


Advertising is a form of communication for marketing
and
used
to encourage or persuade an audience (viewers,
readers or listeners; sometimes a specifc group) to continue or
take some new action. Most commonly, the desired result is to
drive consumer behavior with respect to a commercial ofering,
although political and ideological advertising is also common.
In Latin, ad vertebra means to turn the mind toward. The
purpose of advertising may also be to reassure employees or
shareholders
that
a company is viable or successful.
Advertising messages are usually paid for by sponsors and
viewed via various traditional media including mass media such
as newspaper, magazines, television
commercial, radio
advertisement, outdoor
advertising or direct
mail;
or new
media such as blogs, websites or text messages
Commercial
advertisers
often
seek
to
generate increased consumption of
their products or
services through
"branding," which involves associating a
product name or image with certain qualities in the minds of
consumers. Non-commercial advertisers who spend money to
advertise items other than a consumer product or service include
political parties,
interest
groups,
religious
organizations
and governmental agencies. Non-profit organizations may rely
on
free
modes
of persuasion, such as a public service
announcement (PSA).
Objectives of Advertising
Four main Objectives of advertising are:
i.
Trial
ii.
Continuity
iii.
Brand
switch iv.
Switching back
Lets take a look on these various types of objectives.
1.

Trial: the companies which are in their introduction


stage generally work for this objective. The trial objective is
the one which involves convincing the customers to buy
the new product introduced in the

15

market. Here, the advertisers use flashy and attractive ads


to make customers take a look on the products and purchase
for trials.
2. Continuity: this objective is concerned about keeping
the existing customers to stick on to the product. The
advertisers here generally keep on bringing something new
in the product and the advertisement so that the existing
customers keep buying their products.
3.
Brand switch: this objective is basically for those
companies who want to attract the customers of the
competitors. Here, the advertisers try to convince the
customers to switch from the existing brand they are using
to their product.
1.
Switching
back: this
objective
is
for
the
companies who want their previous customers back,
who have switched to their competitors. The advertisers
use diferent ways to attract the customers back like
discount sale, new advertise, some reworking done on
packaging, etc.
Basically, advertising is a very artistic way of communicating
with the customers. The main characteristics one should have to
get on their objectives are great communication skills and very
good convincing power.
Importance of Advertising
Advertising plays a very important role in todays age of
competition. Advertising is one thing which has become a
necessity for everybody in todays day to day life, be it the
producer, the traders, or the customer. Advertising is an
important part. Lets have a look on how and where is advertising
important:
1. Advertising is important for the customers
Just imagine television or a newspaper or a radio channel
without an advertisement! No, no one can any day imagine
this. Advertising plays a very important role in customers
life. Customers are the people who buy the product only
after they are made aware of the products available in
the market. If the product is not advertised, no customer
will come to know what products are available and will not
buy the product even if the product was for their benefit.
One more thing is that advertising helps people find the

best products for themselves, their

16

kids, and their family. When they come to know about the
range of products, they are able to compare the products
and buy so that they get what they desire after spending
their valuable money. Thus, advertising is important for the
customers.
2. Advertising is important for the seller and
companies producing the products
Yes, advertising plays very important role for the producers
and the sellers of the products, because

Advertising helps increasing sales


Advertising helps producers or the companies to
know their competitors and plan accordingly to meet
up the level of competition.
If any company wants to introduce or launch a new
product in the market, advertising will make a ground
for the product. Advertising helps making people
aware of the new product so that the consumers come
and try the product.
Advertising helps creating goodwill for the company
and gains customer loyalty after reaching a mature
age.
The demand for the product keeps on coming with
the help of advertising and demand and supply
become a never ending process.

3. Advertising is important for the society


Advertising helps educating people. There are some social
issues also which advertising deals with like child labour,
liquor consumption, girl child killing, smoking, family
planning education, etc. thus, advertising plays a very
important role in society

17

Types od advertisement
Print entire guide
A successful advertising campaign will spread the word
about your products and services attract customers and generate
sales. Whether you are trying to encourage new customers to buy
an existing product or launching a new service, there are many
options to choose from.
The most suitable advertising option for your business will
depend on what products or services you are advertising, and
your target audience. For example, if you know that your target
market reads a particular magazine, you should advertise in that
publication.
The following list is an introduction to advertising methods that
you could use. Remember, you can always be creative in your
advertising to get noticed (within advertising regulations).
Newspap
er
Newspaper advertising can promote your business to a wide
range of customers. Display advertisements are placed
throughout the paper, while classifed listings are under subject
headings in a specific section.
You may find that a combination of advertising in your
state/metropolitan newspaper and your local paper gives you the
best results.
Magazi
ne
Advertising in a specialist magazine can reach your target market
quickly and easily. Readers (your potential customers) tend to
read magazines at their leisure and keep them for longer, giving
your advertisement multiple chances to attract attention.
If your products need to be displayed in colour then glossy
advertisements in a magazine can be ideal - although they are
generally expensive.
Magazines do not usually serve a small area such as a specifc
town. If your target market is only a small percentage of the
circulation, then advertising may not be cost-efective.

18

Radi
o

Advertising on the radio is a great way to reach your target


audience. If
your target market listens to a particular station, then regular
advertising can attract new customers.
However, sound has its limitations. Listeners can find it
difcult to remember what they have heard and sometimes the
impact of radio advertising is lost. The best way to overcome this
is to repeat your message regularly - which increases your costs
significantly. If you cannot aford to play your advertisement
regularly, you may find that radio advertising does not generate
strong results.
Television
Television has an extensive reach and advertising this way is
ideal if you cater to a large market in a large area. Television
advertisements have the advantage of sight, sound, movement
and colour to persuade a customer to buy from you. They are
particularly useful if you need to demonstrate how your product
or service works.
Producing a television advertisement and then buying an
advertising slot is generally expensive. Advertising is sold in units
(e.g. 20, 30, 60 seconds) and costs vary according to the time
slot in which your advertisement appears.
Directories
Directories list businesses by name or category (e.g. phone
directories). Customers who refer to directories have often
already made up their mind to buy - they just need to decide who
to buy from.
The major advantage of online directories over print
directories is that if you change your business name, address
or telephone number, you can easily keep it up to date in the
directory. You can also add new services or information about your
business.
If your target market uses print and online directories, it may
be useful to advertise in both.

19

Billboar
ds
Billboards can be signs by the road, hoardings at sport
stadiums or posters on buses, taxis and buses. Large
billboards can get your message across with a big impact. If the
same customers pass your billboard every day as they travel to
work, you are likely to be the first business they think of when
they want to buy a product.
Even the largest of billboards usually contain a limited amount of
information; otherwise, they can be dificult to read. Including
your website address makes it easy for customers to follow up
and find out more about your business.
Direct mail, catalogues and
leaflets
Direct mail means writing to customers directly. The more
precise your mailing list or distribution area, the more of your
target market you will reach. A direct mail approach is more
personal, as you can select your audience and plan the timing to
suit your business. Find out more about direct mail. Catalogues,
brochures and leaflets can also be distributed to your target
area. Including a brochure with your direct mail is a great way to
give an interested customer more information about your
products and services. Learn more about leaflet marketing using
letterbox drops and hand-outs.
Onlin
e
Advertising on the internet can be a cost-efective way to
attract new customers. You can reach a global audience at a low
cost. Many customers research businesses online before deciding
whom to buy from.
A well-designed website can entice customers to buy from
you. Learn more about doing business online
There are other ways to advertise your business online - you
could promote your products or services on social media sites,
blogs and search engines and other
websites
that
your
target audience visits. Find out more about social media.

20

Chapter- 4
LUX BEAURY SOAP
ADVERTISEMEN
T HISTORY in
India

21

Lux beauty soap advertisement history


in india
Lux is a latin word whose meaning is light, a symbol of luxury.
Thats the reason why it has always been branded in India as
flmi sitaaron ka saundarya saabun (the beauty soap of film
stars). Lux soap was first launched in India by Lever Brothers
in 1909. The very first advertisement in 1909 featured Leela
Chitnis as its brand ambassador. Lux soap has been heavily
advertised
in
India
using
top
Bollywood
actresses.
Madhubala, Saira Bano, Meena Kumari, Helen, Mala Sinha,
Sadhna, Babita, Asha Parekh, Hema Malini, Rekha, Zeenat
Aman, Rati Agnihotri, Vidya Sinha, Sridevi, Jaya Prada, Madhuri
Dixit, Juhi Chawla, Karisma Kapoor, Rani Mukerji, Amisha Patel,
Kareena Kapoor and Tabu have all been past brand
ambassadors of Lux soap. Lux is currently a product of
Unilever.
Currently Aishwarya Rai, Priyanka Chopra, Katrina Kaif and
Asin Thottumkal are the brand ambassadors of Lux. Shriya
Saran is the Lux brand ambassador from kollywood and
tollywood. Shahrukh Khan is the first male actor in a Lux soap
advertisement and he is also joined by Abhishek Bachchan.
Lux has been associated with almost all the top Bollywood
actresses. Lets have a look at some of the Indian Actresses in
Lux advertisements. Lets start the list with 1929 ad, when
Leela Chitnis became the first Indian actress to appear in any
advertisement.
The Bollywood Beautiful actress who has been promoting
since born of that LUX brand India. Where LUX is stand for only
for those actress and there positive approach. Those actresses
are

22

Prema Narayan 1970

Mina Kumari 1969

Meema Maline 1976

23

Rekha

24

Miss words Miss. Aishhwarya Rai 1997

Katerina Kife 2010

25

In 2005, LUX Beauty Soap celebrate their success 125 years,


there the Baadshah of Bollywood Shah Rukh Khan came onto
the brand and featured in a memorable TVC with Hema
Malini, Sridevi, Juhi Chawla and Kareena Kapoor. Once again,
Shan
Rukh
Khan
will
feature
in
a
stunning
Lux
commercial with the gorgeous Katrina Kaif who will drive him
Bekaboo! The magical fragrance of Lux thats driving Shah Rukh
Khan Bekaboo has been created by world renowned perfumer
Didier Gafet. In Shah Rukh Khans words, The fragrance of Lux
reminds me of being happy and being in love.
At the shoot, Shah Rukh Khan said, Im happy to be
associated with Lux
yet again! The fragrance of Lux will captivate you just as it
has made me
Bekaboo. The fragrance of Lux that stands for love and
sensuality brings out
the lover in me.
Katrina Kaif adds, Lux for me is a very special and iconic
brand; it symbolizes beauty. When I think of Lux, I think of fun and
spontaneity. Lux embodies a type of a woman rather than just
soap and of course the fragrance that
embodies
sensuality.
Luxs amazing fragrance makes the whole experience of
bathing fun!

26

The campaign has been shot and directed by French


director- Juan Delcan. Gulzar has composed the sufi music score
for the ad and sung by Sonu Nigam Katrina has been styled by
leading Bollywood fashion designer Rocky.

27

Chapter- 5

Questionnaire

Analyzing

28

Questioner analysis
Gender Group of Customer
Male

Female

197

Out of 200 tespondent female is 197. Here we can entreprate that


98.85% of
LUX beauty soal is female.

Age Group of customer


18-30

107

31-40

56

41-50

31

51 and Above

06

29

The age diagam says that maximun costomer are coming form
youth age. So
LUX has to be very stong to attrect Youth.
RespondeRs occupation
Home Maker

76

Student

93

Self Employed

25

Others

30

Income Group
2 lakh-4 lakh

76

4 lakh-6 lakh

87

6 lakh-8 lakh

32

8 and Above

05

74% of customer are form middle income family. From that angle
of view LUX should be very connected with Middle and Upper
income group in the term of economical.

31

Brand Awareness
People know LUX Brand

200

Dont know about LUX

Out of 200 respondent 200 meanse 100% people know abot LUX
brand. So it has a huge brand name.

32

Responder know LUX brand through this media


TV Advertisement

82

Print Advertisement

37

Through Friends or reference

43

Magazine

32

Others

Out of 200 respondent 41% respondent know the LUX brand


through TV Advertisement. TV is more efective rather tah
others.

33

Ad influnce Customer
Yes

187

No

13

Out of 200 respondent 93% respondent says that they are


attracted on the
LUX advertisement. How the approach and how the messaging it
good to heart catching.

34

Customer buys LUX Based on Ad


Frequent Depends on LUX Ad
Totally depends on LUX Ad
Brand Loyal

Here the study is saying that 62% respond are Loyal for the LUX
brand. 37% respondent says that when they buying LUX soap
the recall the influence massages.

35

LUX Promotional Rating


5 rating scale (5= Very effective, 4= Efective, 3= Average
Efective, 2= Ineffective, 1= Highly inefective)
5

84

98

16

47% respondent says that what LUX is promoting through diferent


media
that is efective into the customer mind. There is very less who
says LUX Ad is non-efective.

36

LUX Customer Satisfaction Level


Highly Satisfied
Satisfied
Modality
Dissatisfied

112
57
27
4

LUX customers are majorly satisfied. There is very few who are
not satisfied with that brand.

37

Chapter- 6
Conclusion
Recommendation
Limitation
Reference
38

Conclusion
From my study I found 100% of respondent know the
LUX Beauty
Soap
98% of respondent recall the LUX brand.
87% of respondent know the LUX brand through
Advertisement
FMCG industry is highly consumer switchable industry.
If LUX wants to exist need day to day promotion.
When customer wants to buy soap he/she try to
fnd or try to associate the brand with his or her.

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Recommendation

LUX is high market performance beauty Soap, but rather


market has full of competition
Customer only recall the brand name when it has a
strong back promotion support
So LUX has to be continuing day to day promotion.

Only Advertisement makes increase mind recall power of


Customer.

LUX should associate their brand name with customer


demand.

LUX involves more Bollywood celebrity because customer is


habituate to see LUX with young and fashionable celebrity.

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limitation

For this study how much time I have taken is little less.

Old advertisement has not proper recode on internet thats


why I didnt
get old data.

Two hundred respondents are less respondent for this study.

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reference

Advertisement & Sales Promotion (SHH Kazi & Satish K Batra)

Marketing Management (Kotler & Keller)

www.google.com

www.lux.com

www.unilever.com

http://www.unilever.com/brands-in-action/detail/Lux/292092/

http://en.wikipedia.org/wiki/Lux_(soap)

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Questionnair
e
1. Name Of Customer:
2. Contact No:
3. Address:
4. Please Specify your Gender:
i) Male

ii) Female

5. Age group:
i) 18 30

ii) 31 40

iii) 41 50

iv) Above 50

6. Occupation:
i) Home Maker

ii)

Service Holder iii) Self Employed


iv) Other
7. What is your Average Annual Income?
i) 2-4 lakhs
ii) 4-6 lakhs iii) 6-8 Lakhs
iv) 8 lakhs & more
8. Do you now about LUX Beauty Soap?
i) Yes
ii) No
9. If Yes, How did you know?
i)
iii)

Through TV Ad
From Friends

ii) Paper Ad
iv) Magazines

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10. What information you have got its influence you to


buy?
i) Yes
ii) No
11. To purchase the LUX brand you depend on the
motivator factor or are you a loyal toward your brand?
i) I frequently depend

ii)

Totally Depend iii) Loyal to the brand


12. Can you easily associate the LUX Advertisement story
and them?
i) Yes

ii) No

13. If yes, how effectively LUX promoting their brand,


Please gives rate.
(Where 5 = highly effective, 4= Effective, 3 = Average Effective,
4= Ineffective, 5=
highly ineffective)

14. How much you satisfed with the message of LUX


advertisement?
i) Highly Satisfed
iii) Modality

ii) Satisfed
iv) Dissatisfed

15. Any suggestion in regard of LUX advertisement.

Thank you Sir / Madam

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