Professional Documents
Culture Documents
LUX SOAP
Submitted By:
Prof. Shipra Bansal
Galgotias University
Submitted By:
Abhinav Singh Bhandari
BBA VI SEM
13GSOB101091
Index
S. No.
Topic
1
2
3
4
5
6
7
8
9
10
SWOT Analysis
11
Competitor Analysis
12
Market Segmentation
13
Reference
Page No.
India 1888
HLL HUL
Headquarter: Mumbai
Revenue Percentage
India 1929
Marketing Mix
Product:
Product Classification:
Tangible
Non-durable good
Lux and other soaps fall into the category of convenience good.
Price:
Rs.5
Rs. 10
Rs. 25
Place:
Kinara Stores
Departmental Stores
Malls
Promotion:
Television Advertisements
Newspaper Ads
Radio Tag Lines
Maturity Stage
Logo:
Labeling: Lux trade character or logo is present prominently in the package
Female model
Displayed graphically Key ingredients
Packaging:
Different colors Different
variants( Saffron Saffron variants &
Pink Rose extracts etc. )
Package size 100gm, 120gm, 150
gm
Launched Mini Lux 45gm - Rs 5
Price:
Competitive prices: Neither high
nor low
Place:
HUL distribution network key
strength (Which helps reach out its
product across the length and width
of the vast country)
2000+ Suppliers & Associates
7000 Stockists
Direct coverage in over 1 million
retail outlets
Network:
Factory Company warehouses
Distributor Market
Factory Wholesaler & Big retailers
(Bulk orders) 30% Sales
Promotion:
Active since 1929
Sales Promotion:
Lux gold star offer: 22 Carat Gold
coin in the Soap First 10 caller
(Extra 30 gm gold)
Lux star bano, Aish karo contest: A
special promotional pack of lux soap
Scratch card -50 lucky winner got
the chance to meet Aishwarya rai.
SWOT Analysis
Strengths:
Strong market research (Door to door
sampling once in a year Rural and
Urban area.)
Many variants (Almond oil, Orchid
extracts, Milk cream, Fruit extracts,
Saffron sandalwood oil and Honey)
Strong sales and distribution network
backed by HUL
Strong brand image
Weakness:
Mainly positioned as beauty soap targeted
towards women, lack unisex appeal
Some variation like the sunscreen,
international variant did not do well in the
market
Not much popular in rural areas
Opportunities:
Soap industry is growing by 10% in India
Beauty segments compounded annual
growth rate (CAGR) is very high
Liquid body wash is currently in growth
stage Lux should come out with more
variants in this segment
Large market share Strong hold over the
market
Threats:
High internal competition (Pears
Beauty segment)
New entrants (Vivel)
Maturity stage threat of slipping
down to decline stage if constant
reinvention is not carried out
Competitor Analysis
Internal Competitor:
Lifebuoy: 1895, 18% Market shares
External Competitor:
Godrej consumers products limited
(GCPL):
2nd Largest soap maker after HUL
9.2% Market share
Brands: Cinthol, Fairglow, Nikhar
Wipro:
Brand: Santoor (No 1 in AP) and
Chandrika
ITC:
1.75% growth in initial five months
Brand: Superia, Fiama di wills and
Vivel
Sold in six states
Bibliography
www.capitaline.com
www.hul.com
www.google.com
www.wikipedia.com
www.mbaparadise.com
www.fmcg.com