“INTEGRATED MARKETING

COMMUNICATION OF LUX SOAP”

Name: Roll No
Himanshu Kadaskar 21
Ritu Agarwal 42
Clewyn Mascarenhas 73
 Lachish Awad 88
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 Flow of the presentation
• Industrial analysis
• Major players
• Competitors
• Company profile
• HUL Product Line
• HUL Network
• Product profile and STP
• Marketing Mix
• Integrated Marketing Communication
• Advertisements
• Distribution
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 Industry Analysis
• The toilet soaps market is estimated at 530,000 tpa including
small imports
• Toilet soap, once only an urban phenomenon, has now
penetrated practically all areas including remote rural areas.
• Market is divided into four price segments: premium,
popular and economy soaps.
• Premium soaps are estimated to have a market volume of
about 80,000 tonnes. This translates into a share of about 14
to 15%.
• Soaps form the largest pie of the FMCG Market with 30% of
the market share.

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 Major Players
Hindustan Lever Limited
(54.3% Market Share).
Godrej Soaps Limited. (9.2% market share)
Wipro Consumer Care Limited.
Nirma Soaps Limited
ITC
Karnataka Soaps And Detergents Limited

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 Competition
• Internal
– Lifebuoy, Lux, Pears, Liril, Rexona,
Breeze, Hamam and Moti soap.
• External
– santoor,wipro baby soap, Godreg NO.1,Evita,
Medimix,Mysore Sandal,Chandrika, nirma
brands,doy care brands, Vivel, Superia, etc

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 HUL - Company Profile
• Export its products to India in the late 19th and early 20th
century
• Began with the export of Lifebuoy in 1895
• In 1931 set up its first Indian subsidiary, Hindustan Vanaspati
Manufacturing Company, followed by Lever Brothers India
Limited (1933) and United Traders Limited (1935)
• The three companies merged in 1956 and HLL came into
existence
• The liberalization of Indian economy in 1991 allowed HLL to
explore every single product
 HUL - Company Profile (Cont.)
• India's largest FMCG company
• Includes brands which are household names across the
country
• The products are manufactured over 40 factories across India
• A network of over 2000 suppliers and associates, 4000
redistribution stockists, covers 6.3 million retail outlets
 HUL Product Lines
Home & Personel Care Foods
Personal Skin Deodora
Wash Laundry Care Hair Care Oral Care nts Tea Coffee Foods Ice Cream

Fair n Brooke Brooke

Lux Surf Excel Sunsilk Pepsodent Axe Kissan Kwality
lovely Bond Bond Bru

Lifebuy Rin Ponds Clinic Close-up Rexona Lipton Knorr

Annap-
Liril Wheel Vaseline urna

Breeze

Dove

Pears

Rexona
 HUL Network
• Started in 2003, Hindustan Unilever Network (HUN) is HUL's
Direct Selling arm
• HUN is a multi-category direct selling business offering a wide
range of high-quality, high-performance products to its
consumers
• It has about 7 lakh consultants all trained and guided by
HUN's expert managers
• HUN has spread to 1500 towns and cities, backed by 28
offices and over 130 service centres across the country
• HUN's vision is to earn the love and respect of India by making
a real difference to the lives of million Indians
 Product Profile
• The name 'Lux' is a play on the word "Luxury"
• It has been marketed in several forms that includes bar, flake
and liquid form
• Lux stands for the promise of beauty and glamour, as one of
India's most trusted personal care brands
• Lux offers an exciting range of soaps and Body Washes with
unique elements which aim to make bathing time more
pleasurable
• Over the decades Lux soap colours and packaging has been
altered several times to reflect fashion trends
Segmentation, Targeting and Positioning
• Segmentation
– HUL segments its market according to geographical areas
– The population of the country is segmented into three
parts which are urban, sub urban and rural area consumers
• Targeting
– HUL targets urban and sub urban, upper middle and
middle class people
• Positioning
– It is positioned as a beauty soap
Marketing Mix of Lux
 Marketing Mix
• Product
– The brand name Lux has been derived from Luxury.
– Marketed in several forms : handwash, shower gel and
bath soap.
– 40gm, 80gm and 120gm.
 Marketing Mix
• Price
– Competitive pricing : neither high nor low
– Price segment for toilet soaps
Segment Price / Weight
Premium > Rs.15 / 75gm
Popular Rs. 8-15/ 75gms
Economy < Rs.8 / 75gm

Lux peach & cream Rs. 18 / 110 gm

Lux peach & cream Rs. 6 / 45 gm
 Marketing Mix
• 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 stockiest.
– Direct coverage in over 1 million retail outlets.
 Marketing Mix
• Promotion
– Lux is the secret of their beauty.
– Idea : if it is good enough for a film star, it is good
enough for you.
– “Beauty soap for film stars”.
Integrated Marketing Communication
 Sales Promotion
• Designed to stimulate quicker or greater
purchase of a particular product or service.
• Advertising offers a reason to buy, sales
promotion offers an incentive to buy.
 Sales Promotion
• Lux gold start offer : 22 carat gold coin in the soap. The first 10
callers every week got a 30 gm gold each

• Lux star bano, aish karo contest : A special promotional pack of

lux soap - scratch card – 50 lucky winners got a chance to meet
Aishwarya Rai.

• Lux celebrated 75 years :If the consumer found any number from
1 - 5, she would get an equivalent discount (in rupees) on her
purchase from her shopkeeper. If the consumer found 75 years
written inside the star, she will get a year‘s supply of Lux free.
 Public Relations
• A public is any group that has an actual or
potential interest in or impact on a company‘s
ability to achieve its objectives.
• PR involves a variety of programs designed to
promote or protect a company‘s image or its
individual products.
 LUX PR Activities

• Press relations:
Lux has been maintaining constant communicating with its
customers and potential customers, of the various developments
taking place in the brand by using press relations.

• Events:
Lux celebrated 75 years of existence in a grand way by unveiling
Shahrukh Khan as their latest brand ambassador. Kareena Kapoor,
Juhi Chawla, Sridevi and Hema Malini graced the event and made it
special. All the stars have endorsed Lux in the past. The event was
held at the grand Intercontinental in Mumbai.
 Point of Purchases
• Different eye-catching decorations are made
inside the store and in the showcase for
outside display. These arrangements are made
with the assistance of the sales people of the
company.
LUX ADVERTISEMENTS
THROUGH THE AGES
Leela Chitnis in the first Lux print advertisement
featuring an Indian actress in1929
• Mc Caffe’s Magazine ad for September 1930
• Canadian news journal ad in 1931
• Print ad launched in mid 1930’s
• LUX ad featuring famous actress Prema
Narayan during 1970’s
• Aishwarya Rai in a print advertisement
featuring Lux international
• Priyanka Chopra in the latest Lux
advertisement
 ADVERTISEMENTS
• Advertisements have played an important role
for LUX to become a major brand.
• Cost effective way to disseminate messages.
• Used to build brand preference and brand
awareness.
• Presence of movie stars.
• Attribute positioning.
 Celebrity endorsements
• Hollywood
1. Actresses- Dorothy Lamour,Joan Crawford, Laurette,
Sarah Jessica Parker, Catherine Zeta-Jones
2. 1st Male actor- Paul Newman
• Bollywood
1. Actresses- Madhubala, Mala Sinha, Hema Malini,
Sridevi, Madhuri Dixit, Juhi Chawla, Karisma Kapoor,
Rani Mukerji, Aishwarya Rai and Priyanka Chopra.
2. 1st Male actor- Shahrukh Khan
 Soap Operas
• Sponsored radio ad series in 1930’s & 1940’s
at U.S
• Shows sponsored were LUX Radio Theatre and
Life & Love of Dr. Susan.
• Sponsored Lux Video Theatre and Lux
Playhouse on television in 1950 - 1959.
 Distribution
• Indirect channel of distribution.
• Strategy is intensive.
• Hierarchy in distribution channel
1. Regional manager.
2. Area sales manager.
3. Territory sales officer.
4. Distributor.
5. Sub distributor.
THANK
YOU