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Index

Unilever At GlanceHindustan Lever At Glance

Lux At GlanceProduct Profile of Lux

Market Scenario And AdvertisementsQuestionnaire For Non-Consumers

Analysis for non-Consumers

Questionnaire for ConsumersAnalysis for Consumers

Synopsis of AnalysisBibliography

Contributions to the projectNames and Numbers of the respondents

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Unilever At A Glance

In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down hisideas for Sunlight Soap his revolutionary new product that helped popularisecleanliness and hygiene in Victorian England infamous for its unclean lifestyle. It

was to make cleanliness commonplace; to lessen work for women; to fosterhealth and contribute to personal attractiveness, that life may be more enjoyableand rewarding for the people who use our products.This was long before the phrase Corporate Mission had been invented, butthese ideas have stayed at the heart of their business. Even if their language and the notion of only women doing housework has become out-dated.In a history that now crosses three centuries, Unilevers success has beeninfluenced by the major events of the day economic boom, depression, worldwars, changing consumer lifestyles and advances in technology. And throughouttheyve created products that help people get more out of life cutting the timespent on household chores, improving nutrition, enabling people to enjoy food

and take care of their homes, their clothes and themselves.More than ever, these brands are helping people 'feel good, look good and getmore out of life' a sentiment close to Lord Leverhulme's heart over a hundredyears ago.In the late 19th century the businesses that would later become Unilever wereamong the most benevolent of their time. They set up projects to improve the lotof their workers and created products with a positive social impact, makinghygiene and personal care commonplace and improving nutrition through addingvitamins to foods that were already daily staples.Success to them means acting with the highest standards of corporatebehaviour towards employees, consumers and the societies and world in which

we live.Over the years Unilever has launched or participated in an ever-growing range ofinitiatives to source sustainable supplies of raw materials, protect environments,support local communities and much more.

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Hindustan Lever (HLL) At A Glance

In the summer of 1890, visitors to the Kolkata harbour noticed crates full ofSunlight soap bars, embossed with the words "Made in England by LeverBrothers". With it, began an era of marketing branded Fast Moving ConsumerGoods (FMCG).

Soon after followed Lifebuoy in 1895 and other famous brands like Pears, Luxand Vim. Vanaspati was launched in 1918 and the famous Dalda brand came tothe market in 1937.

In 1931, Unilever set up its first Indian subsidiary, Hindustan VanaspatiManufacturing Company, followed by Lever Brothers India Limited (1933) andUnited Traders Limited (1935). These three companies merged to form HLL inNovember 1956; HLL offered 10% of its equity to the Indian public, being the firstamong the foreign subsidiaries to do so. Unilever now holds 51.55% equity in the

company. The rest of the shareholding is distributed among about 380,000individual shareholders and financial institutions.

Since the very early years, HLL has vigorously responded to the stimulus ofeconomic growth. The growth process has been accompanied by judiciousdiversification, always in line with Indian opinions and aspirations.

The liberalisation of the Indian economy, started in 1991, clearly marked aninflexion in HLL's and the Group's growth curve. Removal of the regulatoryframework allowed the company to explore every single product and opportunitysegment, without any constraints on production capacity.

In January 2000, in a historic step, the government decided to award 74 per centequity in Modern Foods to HLL, thereby beginning the divestment of governmentequity in public sector undertakings (PSU) to private sector partners. HLL's entryinto Bread is a strategic extension of the company's wheat business. In 2002,HLL acquired the government's remaining stake in Modern Foods.

The vision that inspires HLL's 32,400 employees (40,000 including GroupCompanies), including about 1,425 managers, is to meet everyday needs ofpeople everywhere - to anticipate the aspirations of our consumers andcustomers and to respond creatively and competitively with branded products

and services which raise the quality of life. This objective is achieved throughthe brands that the company markets.It is an ethos HLL shares with its parent company, Unilever , which holds 51.55%of the equity. A Fortune 500 transnational,Unilever sells Foods and Home andPersonal Care brands through 300 subsidiary companies in about 100 countriesworldwide with products on sale in a further 50.HLL is also one of the country's biggest exporters and has been recognised as aGolden Super Star Trading House by the Government of India; it is a net foreign

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exchange earner. HLL is Indias largest exporter of branded fast movingconsumer goods. The company's Exports portfolio includes HLL's brands ofSoaps and Detergents, Personal Products, Home Care Products, Tea andCoffee.HLLs brands have become household names. The companys strategy is to

concentrate its resources on 30 national power brands, and 10 other brandswhich are strong in certain regions. The top five brands together account forsales of over Rs.3000 crores. Each of these mega brands has a potential scaleof Rs.1000 crores in the foreseeable future.Some of the big brands in Soaps and Detergents are Lifebuoy,Lux, Liril, Hamam,Breeze, Dove,(all Soaps), Surf Excel, Surf, Rin, Wheel (the number onedetergent brand in India, and HLL'slargest), 501, Sunlight (all detergents). HLLalso markets the Vim and Domex range of Home Care Products

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Lux stands for the promise of beauty and glamour as one of India's most trustedpersonal care brands by HLL. Lux continues to be a favorite with generations ofusers for the experience of a sensuous and a luxurious bath.

Since its launch in India in the year 1929, Lux has offered a range of soaps indifferent sensuous colors and world class fragrances. 2003 saw one of thebiggest milestones in the history of Lux. From being just a beauty soap of filmstars, Lux recognized the need for a compelling message about beauty thatwould resonate with women of today.

Mr. MS Banga says, Lux is all about being gorgeous everyday He is of theopinion that the message of beauty that Lux has passed to its consumers hasreverberated into large masses and a way to prove that would be the 18%market share Lux holds as the largest soap brand in the personal wash market

Lux was also rated as the numero uno brand of the year by The EconomicTimes Survey of Indias Most Trusted Brands conducted by the researchorganization by the name ORG-MARG. The survey covered 4,674 consumersacross 12 centres - four metros, four Class I and four class II towns.

These are the results of the above mentioned survey:The Top 20 Most trusted Indian Brands

Rank Brand Rank Brand

1 Lux 11 Ponds

2 Colgate 12 Pepsodent

3 Rin 13 Britannia

4 Thums Up 14 Vicks

5 Dettol 15 Clinic Plus

6 Fair & lovely 16 Bata

7 Surf 17 Ariel

8 Coca cola 18 Close Up

9 Pepsi 19 Limca

10 Horlicks 20 Sunsilk

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Product Profile Of The Brand LUX

Lux Energising Honey incorporates the beauty secrets of Fruit Extracts,rich Milk Cream and Honey, for a fresh renewed feeling.

Lux Energising Honey

Lux Nature Pure has nourishing coconut oil and cucumber soap bits. Itscreamy lather gently purifies the skin, leaving it clear and fragrant.

Lux Nature Pure

Lux Golden glow comes with the magical touch of lustrous Honey andprecious Sandalwood Oil.

Lux Golden Glow

Lux Orchid touch comes with the delicate touch of rare orchids andprecious Jojoba Oil, for a softer skin.

Lux Orchid Touch

Lux Almond delight come with the deep moisturization of exotic Peach,

Cream and precious Almond Oil.

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Lux Almond Delight

International Lux Body Wash

International Lux Body Wash comes in 3 variants White Spa, Rich Moistureand Fresh Moisture.

Lux Fresh Moisture Body Wash For Oily Skin.For people with oily skin, summer days are a nightmare! Ideally one should washones face with a mild cleansing lotion at least thrice a day. This will help preventpimples. As for the rest of the body, it could do with a little bit of Lux FreshMoisture Body Wash Fresh Moisture has extracts of orange peel and orchidand is suitable for normal to oily skin which will give your skin a fresh n tangyexperience!

Lux Rich Moisture Body Wash For Dry Skin.People with dry skin should use moisturizers regularly as it helps the skin stay

soft and smooth or else it will itch and flake. Lux Rich Moisture Body Wash isthere to fulfill this specific purpose of moisturizing Rich Moisture containsextracts of green apple and orchid and is suitable for dry to normal skin ,whichwill give your skin a rich n creamy experience, and will keep your skin lookinghealthy and moisturized even in winter.

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Lux White Body Spa For Normal Skin.Apart from the occasional tiny pimple or two, if you have clear skin, you areblessed. To make the most of your great skin use Lux White Body Spa BodyWash, it gives you a healthy, safer and fairer skin.

International Lux Body Wash comes in a beautifully designed bottle and isavailable at select outlets in select cities. It is priced at Rs 70 for 250ml and Rs40 for 150ml pack. Each pack comes with a Free Loofah to enhance the bathingexperience.

New Variants Of Lux Launched

Chocolate Seduction

Rich with cocoa cream and strawberry vitamins, this special offering from Luxnourishes your skin and leaves it looking deliciously gorgeous.

The chocolate smell and colour is highly enticing, and the name ChocolateSeduction builds on this attribute of the soap. This is the first time Chocolate insoap has appeared in India. Further, for branded soaps across the world, this is afirst as well.

Aromatic Glow

Containing Lotus extracts and aromatic oils, this special offering from Lux leavesyou with a lingering fragrance and a glowing skin.

This celebration range is being specially offered at the same price as other Luxvariants Rs13.

http://images.theglobalindian.com/index.php?page=album.32.607&p=1&PHPSESSID=935d0b51f63baf697d1536fe03d8d05a

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Market scenario Of Lux And Advertising

Lux has been a brand under the umbrella of HLL since its inception in India.Today the brand value of this brand is close to Rs 750 crores.

The soap market is segmented demographically into male and female, income,

age.; phychographically into lifestyle, personality ; behaviorally into benefits, userrate, loyalty status, attitude towards the product.

Lux has always targeted women for their products as women are more particularabout what brand of product they use for personal care and hygiene than men.And in a family after a woman gets the soap from the market, men dont mindusing the same soap. This indirectly increases usage of the soap and thus thesales increases.Lux is basically targeting women who want to feel beautiful, special andglamorous and look up to the movie stars of India.

Lux is positioned as a soap which helps you, Being Glamorous everyday.

We all like to look gorgeous and enjoy that confidence which makes us feel like

anythings possible. And that's just what the Lux range offers you on a daily basis

at a price you can afford. By the use of extensive campaigns Lux has emerged

as a successful leader in the soap market. Lux tries to portray an image of the

beauty soap in all its campaigns. It has successfully done this by using

celebrities to endorse their brands. Lux was one of the first companies to use this

strategy in India. In its campaigns Lux has featured many stars starting from

Leela Chitnis and then later on starts like Madhubala, Madhuri Dixit, Karishma,

Aishwarya Rai and now Kareena, who have all endorsed the goodness of LUX. Itis probably the only brand that has had the endorsement of nearly 50 Indian film

stars. In the most recent add campaigns that started of to mark the 75 th year of

stardom Lux started of with its campaign in which they introduced the first male

brand ambassador who was none other than the BADSHAH OF BOLLYWOOD

Shahrukh Khan. All these stars feel that signing for Lux was a very important

decision in their lives and it has helped them know that they have made it big in

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the industry. The starts feel honoured to be associated with Lux as it puts them

on the league with other great stars of the times that have gone. Shahrukh Khan,

the Badshah of Bollywood, says that The benchmark of a true star in the film

industry is, when you are selected as a LUX star. To be amongst women such as

Hemaji, Sridevi, Juhi and Kareena is being a part of an ode to beauty. My

endorsement of LUX is a tribute to the true beauties of Bollywood. Hindi movieswithout our leading ladies are as incomplete as a bathing experience without

LUX, the beauty soap of the stars."

All the women that Lux tries to endorse its brand are very beautiful. In short, Lux

has worked its charm on millions of women, making their dreams of beauty come

true.

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Questionnaire

LUXGeneral public

Name: -

Age: -

Sex: - M / F

1. What is the first image does LUX bring in your mind?( best word that

describes LUX)

a. Stardom

b. Beauty

c. Freshness

d. Quality

e. Others ___________

2. Do you feel the value of stardom is attached to LUX? Why?

3. What do you feel about the advertising done by LUX?Sensational

Classy

Feminine pride

Regressive

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4. What do you feel about the recent ad campaign launched by Lux

celebrating the 75th Anniversary of stardom and taking Shahrukh Khan In

the Ad.

5. Do you think this soap is targeted only to women? Yes / No

6. Is the pricing of Lux justified?

7. Do you feel Lux to be a premium segment soap or a

Survey Results for non-consumers of the product Lux

Sample size 50

Men 17Women 33

1. What is the first image does LUX bring in your mind?( best word that

describes LUX)Men Men

(%)

Women Women

(%)

Total Total

(%)

Stardom 6 35.294

1

19 57.57575

8

25 50

Beauty 7 41.176

5

10 30.30303 17 34

Freshness 1 5.88235

0 0 1 2

Quality 3 17.647

1

4 12.12121

2

7 14

Others 0 0 0 0 0 0

Total 17 100 33 100 50 100

Men

35%

41%

6%

18% 0% Stardom

Beauty

Freshness

Quality

Others

Women

58%30%

0% 12% 0%Stardom

Beauty

Freshness

Quality

Others

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2. Do you feel the value of stardom is attached to LUX? Why?

Men Men(%)

Women Women(%)

Total Total(%)

No 1 5.8823

5

2 6.060606

1

3 6

Yes, Stars use it 3 17.6471

8 24.242424

11 22

Yes, Stars

endorse it

13 76.470

6

23 69.69697 36 72

Total 17 100 33 100 50 100

Overall

50%

34%

2%14% 0% Stardom

Beauty

Freshness

Quality

Others

1 233

8

1113

23

36

0

5

10

15

20

25

30

35

40

Men Women Total

No

Yes, Stars use it

Yes, Stars endorse it

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Objective: The objective to ask this question to the respondents was to find out if thebrand image projected by the company is established by the target consumers correctly. A

brand image is very important to make a mark in the minds of the consumers. It is said

where the mind goes, market follows. So it is important for Lux to correct the

difference between what they are trying to project and what the consumers perceive aseven a slight blur between the two could lead to losing a potential consumer.

Observation: Although its quite easy to correlate Lux with stardom at first gobutwhen asked why you feel stardom is attached to Luxvery few people could give thereason without using any hints from us. This shows that the value of stardom is definitely

attached to Lux at a sub-conscious level which is good news because a brand is born from

the heart and not the logical mind of the consumer. Out of the 50 respondents 36 replied

that the value of stardom is attached to Lux as the stars themselves endorse Lux and areindeed proud to be a part of Lux and these stars consider themselves to be a part of Elite

group who have appeared in the Lux commercials.

Conclusion: Lux has done well to stick to their image by keeping the advertisingstrategy simple and effective, use glamorous stars, glamorous sets and glamorous shots

for the ad to create a glamorous image of a glamorous soap. People have the image oftheir brand image in their sub-conscious minds only because of this use of stars so

effectively in their commercials. Lux has been the first brand in India to use Movie Stars

to endorse their product and have used this to their maximum potential.

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3. What do you feel about the advertising done by LUX?

Men Men

(%)

Women Women

(%)

Total Total

(%)

Sensational 3 17.6 6 18.1 9 18

Classy 4 23.5 8 24.2 12 24

Feminine Pride 8 47.1 19 57.5 27 54

Regressive 2 11.7 0 0 2 4

Total 17 100 33 100 50 100

Men

18%

24%46%

12%Sensational

Classy

Feminine Pride

Regressive

Women

18%

24%58%

0%Sensational

Classy

Feminine Pride

Regressive

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Objective:The objective behind asking this question was to figure out what impact does the simple

strategy of using stars to model around using their products have and what thoughts theseads invoked in the minds of the people over the years. The way they think about the adsreflects the image of how the people perceive the brand to be although being not a part of

the user community of the particular brand.

Observation:Most of the respondents feel the ads are a symbol of feminine pride as all the stars used

by Lux are epitome of feminine beauty. Thus, more than 54% or the respondentsresponded for feminine pride. A considerable number of people feel the ads over the

years are classy because of the way the actresses are depicted in their ads. Also there is a

small minority of people who think the quality of ads have gone down since the past

referring to the recent Shah Rukh Khan ads celebrating the 75th

Anniversary of Lux.These set of people have probably not understood the bold step taken by Lux to use the

male stars to promote their soaps. Lux

Conclusion:Lux has always been this soap used by beautiful, classy, elegant people like the movie

stars of India and Lux has done well to portray this in their ads. The recent ad campaigncelebrating 75th Anniversary of Stardom can be considered a success in atleast continuing

Total

18%

24%54%

4%

Sensational

Classy

Feminine Pride

Regressive

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the brand image of Lux by using all their previous Lux stars along with Shah Rukh Khan

other surveys and research will tell if this success is visible even in their sales.

4. What do you feel about the recent ad campaign launched by Lux

celebrating the 75th

Anniversary of stardom and taking Shah Rukh KhanIn the Ad.

Men (17) - % -

9 - 52.9% - the ad portraits Lux is not only a womens soap but also for the

men

5 -29.4% - It makes no sense taking shahrukh khan in the ad.

3 -17.6% - They have tried to do something new, maybe to attract the ladies.

Women (33) - % -

17 - 64% - the ad portraits Lux is not only a womens soap but also for the men

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9 - 27.2% - they wondered what was Sharukh khan doing in an ad

(using the

Product) when the product is meant for women.

4 - 12.1% - the ad is meant for metrosexuals.

3 -9.09% - it motivates them more to buy the product as they are big fans of

Shahrukh khan.

Objective:The objective of this question is to find what the consumers are thinking about the latest

campaign, showing Shahrukh Khan in the Lux ad. Over so many years Lux has been

taking only women in their ads, but now as they have taken Sharukh Khan in the ad we

would like to know weather the right message, which the company wants to convey, hasbeen percepted by the consumers in the right manner. This time they have come with

something new by taking Shahrukh Khan in the ad so we would like to know weather theconsumers have reacted positively or in a negative manner.

Observation:Companys point of view

Explaining the reasons for choosing the superstar who has already had much exposure

endorsing a host of other brands, Ashok Venkatramani, Vice-President (Skin), HLL, says,"Shah Rukh is a big draw and women just love him. Putting the two together, we thought

we could reach our consumers with the new campaign." JWT expresses a similar view."The target audience for Lux is women. Shah Rukh is a great favourite with women of allages. So the strategy for Lux has not really changed. It is just the execution that is very

different; instead of a female star in the tub, we have Shah Rukh," claims Nandita

Chalam, Associate Vice-President & Senior Creative Director, JWT.It is not that the leading actresses of yesteryear are absent in its new communication

either. There is one each from every decade till now standing next to Shah Rukh, who

will continue to star for the brand. Hema Malini ('70s), Sridevi ('80s), Juhi Chawla ('90s)and Kareena Kapoor (today's star) will be also seen with Shah Rukh as he soaks in the

tub.

And it's not about Shah Rukh the star but the kind of person that he is, is what the Lux

brand hopes to integrate into its new campaign. "Instead of showing Shah Rukh as amacho man riding a horse like the Marlboro man, the idea was to portray the metrosexual

male who had a soft touch. Shah Rukh has been portrayed as a different kind of male who

is different from the rest of the stars. He is shown as a soft guy who is in touch with hisemotions," states Venkatramani.

Ad industry veterans are divided and unsure about the effectiveness of this tactic. "This

will certainly create a buzz as it's out of the normal formula - I'm really unable to judge ifthis will help the brand or not," says Sangeetha Shetty, Executive Vice-President, RK

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Swamy BBDO. On the other hand, Sanjai Srivastava, Vice-President, Lowe, is confident

about the ad working for the brand. Says he, "In my opinion, Shah Rukh will make a

difference. In fact, one can already get a sense from the cut-through that the ad may haveachieved, or the `buzz' that it has created."

Consumers point of view.

As seen above only 18% of the people were able to percept the ad in the right mannersaying that the ad is meant to woo women more by showing Sharukh khan, most of the

people- 62% of the people could not get the ad right, they thought that LUX is trying to

target a new class of people men, which is not the message LUX has tried to conveythrough this ad. And about 12% said that they could not understand at all what LUX was

trying to convey.

Conclusion:Comparing the consumers and the companys point of view we found out that the

company has failed in their mission, they could not get the message across in a right

manner, they have left the consumers confused and thinking that what is the companysobjective behind this ad. The consumers also had some negative thoughts about the

company which is not good for the company, the negative reactions fetched by the ad waspretty high.

After showing this ad the companys sale may increase but thats just because of the buzz

created, as over the years the company was showing the actresses in all their ads but thistime showing Shahrukh Khan it has shocked the audience and a buzz is created.

But this buzz is just temporary as we all can see when the ad campaign was launched all

the people and the newspaper were talking about the ad but now that buzz is slowing

down, this is not what the company wants.So basically the companys goal to woo more women by showing Sharukh Khan is

failed, they could just create a temporary buzz showing the campaign.No doubt most of the audience has reacted positively but at the same time they are left abit confused.

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5. Do you think this soap is targeted only to women?

Men Men

(%)

Women Women

(%)

Total Total

(%)

Yes 9 52.9 23 69.6 32 64

No 6 35.2 5 15.1 11 22

No, only recently

targeted to men

also

2 11.7 5 15.1 7 14

Total 17 100 33 100 50 100

9

6

2

23

5 5

32

11

7

0

5

10

15

20

25

30

35

Yes No No, only

recently

targetted to

men also

Men

Women

Total

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Objective:Lux has always targeted their soap towards women. This question was directly asked to

see if the respondents really feel the same way. We purposefully kept another optionalong with yes and no, and that option was No, it is also targeted to men recently. We

added this option to see the impact of the ad is felt in the minds of the people. This would

tell us if the consumers are confused by the recent Ad campaign celebrating the 75th

Anniversary of Stardom.

Observation:A large number of people think that the soap is targeted to women. About 64% of themhave responded in favour of the questions but there are some who think Lux is not only

targeted to women but to both, men and women. The people who think in such a way are

about 22%. Now, there are 14% people who think that Lux is now trying to targetmetrosexual males due the buzz around the recent ad showing Shah Rukh Khan in a bath

tub promoting Lux. Thus, around 36% of the respondents feel that Lux is not just targeted

to women. This is something Lux should worry about because Lux has always targetedwomen. The targeting of Lux is somehow not accepted by the people and about 7 people

out of 18 are confused about the targeting of Lux due to the recent Ad campaign with

Shah Rukh Khan in it.

Conclusion:Lux has always targeted women as their consumers for a very good reason. Men are

typically not so much particular about soaps and other such personal care products andthis is exactly opposite in case of women. A soap targeted to men would not have done

well, as a soap targeted towards women would have in the era when Lux was launched.

Also once the women buy the soap men dont mind using the soap as most householdsuse only a single soap in a bathroom for all the family members. This would increase the

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sales as women would be more brand loyal towards Lux than men because they are

particular about what products they use. However their recent ad campaigns have added

towards the confusion of whether he soap is targeted only for women by using ShahRukh Khan and create a buzz in the short run. The company should try and come up with

some other innovate strategy to clear the confusion in peoples minds.

6. Is the pricing of Lux justified? (Rs 13 for a 100gm bar)

Men Men(%)

Women Women(%)

Total Total(%)

Yes 16 94.117

6

27 81.81818

2

43 86

No 1 5.8823

5

6 18.18181

8

7 14

Total 17 100 33 100 50 100

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Objective:The price of Lux is kept at Rs 13 for a 100gm bar of soap and an average family of fourmembers could do with it for about 2 weeks with a single bar of soap for bathing. The

objective of asking this question was to check if price is the important factor whileconsidering which soap people buy for their use.

Observation:More than 85% of the respondents were satisfied by the price of Lux as they think thevalue derived from the soap is delivered at a reasonable price. However, there are 14%

people who think the price of Lux is a little on the higher side and Lux also tries to trickits consumers by doing these special promotions such as Har Star Lucky Star Offerwhere there is a specific prize inside the Lux pack to lure them to buy more soaps.

However there are no combo offers for Lux as other brands come out with off and on.

Conclusion:Although there is not much scope for increasing or decreasing price as the soap market isa very competitive market, however the promotional activity to increase the sales of Luxwithout revamping the brand should be considered as it is cheaper. Using discounts and

combo offers would definitely increase sales much more than compared to the offers like

Har Star lucky Star offer. Also using combo offers would help them sell more units

than the Har Star Lucky Star offer because this offer is on sale of every unit of soap sold,whereas in case of combo offers people would have to buy 2 or 3 soaps to avail of the

offer.

16

1

27

6

43

7

0

5

10

15

20

25

30

35

40

45

50

Yes No

Men

Women

Total

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7. Do you feel Lux is a premium soap

Men Men(%)

Women Women(%)

Total Total(%)

Yes 12 70.5 24 72.7 36 72No 5 29.4 9 27.3 14 28

Total 17 100 33 100 50 100

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Objective:The objective to ask this question is to check if people are clear about the way Lux has

positioned itself and to find reasons of people getting confused about the positioning of

Lux and calling it a non premium brand

Observation:The positioning of Lux in the awkward way is costing Lux its brand image. In our survey,72% of the people responded positively that Lux is premium soap. But there are about

28% people denying that Lux is a premium Brand. This is where Lux needs to work as

they are losing potential customers just because the message conveyed has not reachedthem correctly.

Conclusion: Lux has positioned itself at a very awkward way which can confuse peopleabout the positioning it wants. Although Lux is positioned as premium soap withBollywood stars being proud to be associated with Lux, it is also priced at a bare 13 Rs a

bar. Contrary to this, the other premium soaps like Cinthol and Palmolive range from

Rs16 to Rs19 per bar. Thus due to the difference in the prices people tend to get confusedwhether this is a premium soap or just another soap calling itself as a premium soap.

Basically what has happened here is that Lux which is depicted as a luxurious soap

because of its connection to the Stardom industry has entered in the basic soaps price

segment. Due to this the consumers are left confused as to Lux is a premium soap or not

12

5

24

9

31

19

0

5

10

15

20

25

30

35

Yes No

Men

Women

Total

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Questionnaire

LUXCustomers

Name: -

Age: -

Sex: - M / F

Contact no: -

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1. What is the first image does LUX bring in your mind? ?( best word that

describes LUX)

a. Stardom

b. Beauty

c. Freshness

d. Quality

e. Others ___________

2. What do you feel about the recent ad campaign launched by Lux

celebrating the 75th Anniversary of stardom and taking Shahrukh Khan In

the Ad.

3. Has lux enhanced your beauty and made a difference to your looks?

Yes / No

5. Make different innovations in the product, does it make a lot of

differences to you? Yes / No

6. Do you try different types of LUX as they come out? Yes / No

7. What factor exactly motivates you to buy this product? (Motivational

research)

8. After having a bath with Lux, where does your confidence and looks

stand?

a. Full of confidence

b. Somewhat confident

c. Same as before

9. Can you give any suggestions to Lux to improve in any way they can?

Q1.}What is the first image does LUX bring in your mind? ?( bestword that describes LUX)

Men Men(%)

Women Women(%)

Total Total(%)

Stardom 4 50 29 69.04761

9

33 66

Beauty 3 37.5 11 26.19047

6

14 28

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Freshness 1 12.5 1 2.3809524

2 4

Quality 0 0 0 0 0 0

Others 0 0 1 2.3809524

1 2

Total 8 100 42 100 50 100

Objective :-

The objective of this question is to find out the actual image of the company. We want to

find out what the consumers actually think about LUX basically what type of soap it is?Objective:We want to find out what LUX projects itself to be and what the consumers thinkof LUX and also find out weather any difference exist regarding the projectedimage of LUX between the company and the consumer, and if yes why is it so?And what can be done to correct the image.

Observation :-

Men

49%

38%

13% 0%0%

Sta

Be

Fre

Qu

Oth

Women

70%

26%

2%0%2%

Sta

Be

Fre

Qu

Oth

Overall

66%

28%

4% 0%2%

Sta

Be

Fre

Qu

Oth

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Image projected by lux:-Lux "Being just gorgeous every day" MS Banga (former head)Launched in 1895 Lux stands for the promise of beauty and glamour as one ofIndia's most trusted personal care brands. Lux continues to be a favorite withgenerations of users for the experience of a sensuous and Luxurious bath.

From the look and feel of the product and packaging to the subtle fragrances itis a delight to the senses.Here LUX has projected it self to be a soap which is associated with glamour andbeauty.Image in the minds of the people :-According to the consumers 66% said LUX is related to glamour, 28% saidbeauty, which means that 96% of the people had the right image of LUX as asoap in their mind

Conclusion:-LUX has been endorsing various filmstars over the years, right from Leela chitins

to Madhubala to Sridevi to Kareena kapoor, over the years their strategy hasremained the same, they have tried to associate their product with the filmindustry which is related to beauty and glamour due to this over the years most ofthe public knows that what Lux actually stand for.

While questioning the consumers we learnt that LUX could project the rightU.S.P. only because of their continuous advertisements showing their favoritefilm stars. We learnt that only a negligible amount of people did not like to use theproduct the way it is meant to be(use for luxurious bathing - they used it as basicsoap to wash their hands)

Therefore the strategy follwed by LUX is very appropriate they should not makeany drastic changes in their advertisement, they should just keep on endorsingthe current sensation (bollywood star) and because of this most of theirconsumers know what the product is and will be all about.

Q2} What do you feel about the recent ad campaign launched byLux celebrating the 75th Anniversary of stardom and takingShahrukh Khan In the Ad.

Men (8) - % -

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4 - 50% - the ad portraits Lux is not only a womens soap but also forthe men1 -12.5% - It makes no sense taking shahrukh khan in the ad.

3 -37.5% - They have tried to do something new, maybe to attract theladies.

Women (42) - % -

27 - 64% - the ad portraits Lux is not only a womens soap but also forthe men

5 - 12% - they wondered what was Sharukh khan doing in an ad(using theProduct) when the product is meant for women.

4 - 9.5% - the ad is meant for metrosexuals.

6 -14.5% - it motivates them more to buy the product as they are bigfans of Shahrukh khan.

Objective:The objective of this question is to find what the consumers are thinking aboutthe latest campaign, showing Shahrukh Khan in the Lux ad. Over so many years

Lux has been taking only women in their ads, but now as they have takenSharukh Khan in the ad we would like to know weather the right message, whichthe company wants to convey, has been percepted by the consumers in the rightmanner. This time they have come with something new by taking Shahrukh Khanin the ad so we would like to know weather the consumers have reactedpositively or in a negative manner.

Observation:

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Company,s point of viewExplaining the reasons for choosing the superstar who has already had muchexposure endorsing a host of other brands, Ashok Venkatramani, Vice-President(Skin), HLL, says, "Shah Rukh is a big draw and women just love him. Putting thetwo together, we thought we could reach our consumers with the new campaign."

JWT expresses a similar view. "The target audience for Lux is women. ShahRukh is a great favourite with women of all ages. So the strategy for Lux has notreally changed. It is just the execution that is very different; instead of a femalestar in the tub, we have Shah Rukh," claims Nandita Chalam, Associate Vice-President & Senior Creative Director, JWT.It is not that the leading actresses of yesteryear are absent in its newcommunication either. There is one each from every decade till now standingnext to Shah Rukh, who will continue to star for the brand. Hema Malini ('70s),Sridevi ('80s), Juhi Chawla ('90s) and Kareena Kapoor (today's star) will be alsoseen with Shah Rukh as he soaks in the tub.And it's not about Shah Rukh the star but the kind of person that he is, is what

the Lux brand hopes to integrate into its new campaign. "Instead of showingShah Rukh as a macho man riding a horse like the Marlboro man, the idea wasto portray the metrosexual male who had a soft touch. Shah Rukh has beenportrayed as a different kind of male who is different from the rest of the stars. Heis shown as a soft guy who is in touch with his emotions," states Venkatramani.Ad industry veterans are divided and unsure about the effectiveness of this tactic."This will certainly create a buzz as it's out of the normal formula - I'm reallyunable to judge if this will help the brand or not," says Sangeetha Shetty,Executive Vice-President, RK Swamy BBDO. On the other hand, SanjaiSrivastava, Vice-President, Lowe, is confident about the ad working for thebrand. Says he, "In my opinion, Shah Rukh will make a difference. In fact, one

can already get a sense from the cut-through that the ad may have achieved, orthe `buzz' that it has created."Consumers point of view.As seen above only 18% of the people were able to percept the ad in the rightmanner saying that the ad is meant to woo women more by showing Sharukhkhan, most of the people- 62% of the people could not get the ad right, theythought that LUX is trying to target a new class of people men, which is not themessage LUX has tried to convey through this ad. And about 12% said that theycould not understand at all what LUX was trying to convey.

Conclusion:Comparing the consumers and the companys point of view we found out thatthe company has failed in their mission, they could not get the message across ina right manner, they have left the consumers confused and thinking that what isthe companys objective behind this ad. The consumers also had some negative

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thoughts about the company which is not good for the company, the negativereactions fetched by the ad was pretty high.After showing this ad the companys sale may increase but thats just because ofthe buzz created, as over the years the company was showing the actresses inall their ads but this time showing Shahrukh Khan it has shocked the audience

and a buzz is created.But this buzz is just temporary as we all can see when the ad campaign waslaunched all the people and the newspaper were talking about the ad but nowthat buzz is slowing down, this is not what the company wants.So basically the companys goal to woo more women by showing Sharukh Khanis failed, they could just create a temporary buzz showing the campaign.No doubt most of the audience has reacted positively but at the same time theyare left a bit confused.

Q3} Has Lux enhanced your beauty and made a difference toyour looks?

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Men Men

(%)Women Women

(%)Total Total

(%)

Yes 4 50 29 69.047619 33 66

No 4 50 13 30.952381 17 34

Total

8 100 42 100 50 100

Objective;The objective of this question is to find out that if - LUX what is it exactly made forwhich is beauty is actually sensed by the consumers. We want to know weatherthe company is successful of what it has promised in the soap, whether the

4 4

29

13

33

17

0

5

10

15

20

25

30

35

Yes No

Men

Women

Total

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cosumer has got what they had expected when they saw the ad, and if not thenwhay are they still using the product?

Observation:Companyss point of view

The company says LUX is a soap which depicts beauty that is it is endorsed byfilm stars. From being just a beauty soap of film stars, Lux recognized the needfor a compelling message about beauty that would resonate with women oftoday.The company says that LUX is available for every type of skin oily, dry, normaland also coming up with soap which will protect the skin from the harsh sun inthe summer.Therefore LUX is concentrating hard to improve the quality of the skin of theirconsumersConsumers view;According to the consumers 66% of the people found some difference in their

skin and the rest did not find any difference or a very minimal difference.

Conclusion;According to LUX all their consumers should find a difference in their skin afterusing LUX but only 66% reacted positively.Therefore we asked the rest 34 % that why do they use the soap even if it is notmaking any difference, the answers we got was mostly all men who did not findthe difference were using the soap because their whole family uses the samesoap but that soap is bought by their wife or their mom who feel there is somedifference in their skin. And the women use it because their skin has adjusted tothis soap only over a period of time even though it does not make any difference.

We also found out that mostly people who do not find any difference on their skinis because the difference made in skin is a gradual process and in those peoplethe difference is more slow and over a period of time they do not realize even iftheir skin has changed a little bit.We also learnt that what happens is when a women buys a soap she buys thesoap suiting her skin and that soap is used by her whole family which may nothave the same skin type. Therefore the skin remains the same.Therefore LUX should try to convey to the people to choose their soapsaccording to their skin type only, even if the women has to buy different type ofsoap for her family, the monthly usage of the soap will be the same.

Q4} After having a bath with Lux, where does your confidenceand looks stand?

a. Full of confidence

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b. Somewhat confidantc. Same as before

Men Men(%)

Women Women(%)

Total Total(%)

Full of

confidence

2 25 11 26.19047

6

13 26

SomewhatConfident

2 25 18 42.857143

20 40

Same As before 4 50 13 30.952381

17 34

Total 8 100 42 100 50 100

Analysis:

The above question is related to question 3} because;

2

11

13

2

18

20

4

13

17

0

5

10

15

20

25

Men Women Total

Full of confidence

Somewhat Confident

Same As before

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When people find some difference on their skin they would feel very confidant oreven if they find some difference but over a period of time they would feelsomewhat confidant, but there are 17% of the people who feel same as beforebecause:

a.} People who do not find any difference on their skin is because the differencemade in skin is a gradual process and in those people the difference is moreslow and over a period of time they do not realize even if their skin has changeda little bit.Therefore they feel their skin is same as before.

b.} When a women buys a soap she buys the soap suiting her skin and that soapis used by her whole family which may not have the same skin type. Thereforehe/she feels their skin is still the same.

Therefore Lux promises from being just a beauty soap of film stars, Luxrecognized the need for a compelling message about beauty that would resonatewith women of today.The company says that LUX is available for every type of skin oily, dry, normaland also coming up with soap which will protect the skin from the harsh sun inthe summer.Lux continues to be a favorite with generations of users for the experience of asensuous and luxurious bath.The above statistics shows that LUX is successful to give the consumers what itpromises but it is up to the consumers now to choose the soap according to their

skin type, and surely they will find the difference, and they will better andconfidant after they step out from the bathroom, now LUX should try to just bringawareness in its consumers that they should buy the soap not according to theirskin type only but also the skin of their family member.

Q5} Make different innovations in the product, does it make a lotof differences to you?

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Men Men(%)

Women Women(%)

Total Total(%)

Yes 5 62.5 34 80.952381

39 78

No 3 37.5 8 19.04761

9

11 22

Total 8 100 42 100 50 100

Q6} Do you try different types of LUX as they come out?

53

34

8

39

11

0

5

10

15

20

25

30

35

40

45

Yes No

Men

Women

Total

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Men Men(%)

Women Women(%)

Total Total(%)

Yes 5 62.5 34 80.952381

39 78

No 3 37.5 8 19.04761

9

11 22

Total 8 100 42 100 50 100

Objective:The objective of these questions are to find out weather the consumers areactually interested when the company comes out with new innovations and newproducts and if they are interested do they use and continue to use these thisproducts. As LUX is a company which keeps on making innovations and coming

out with new products every few months they have to see weather theconsumers know about the new product and if yes weather they use it.They have to make different innovations so that the consumers do not get boredof the same product.

Observation:Over the years LUX has been coming out with new products like :-Lux Energising Honey incorporates the beauty secrets of Fruit Extracts, rich MilkCream and Honey, for a fresh renewed feeling.Lux Nature Pure has nourishing coconut oil and cucumber soap bits. Its creamylather gently purifies the skin, leaving it clear and fragrant.

Lux Golden glow comes with the magical touch of lustrous Honey and preciousSandalwood Oil.Lux Orchid touch comes with the delicate touch of rare orchids and preciousJojoba Oil, for a softer skin. (the latest offereing by LUX)Lux Almond delight come with the deep moisturization of exotic Peach, Creamand precious Almond Oil.Aroma glow Containing Lotus extracts and aromatic oils, this special offeringfrom Lux leaves you with a lingering fragrance and a glowing skin. This

53

34

8

39

11

0

5

10

15

20

25

30

35

40

45

Yes No

Men

Women

Total

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celebration range is being specially offered at the same price as other Luxvariants (the latest offereing by LUX)Chocolate seduction Rich with cocoa cream and strawberry vitamins, this specialoffering from Lux nourishes your skin and leaves it looking deliciously gorgeous.The chocolate smell and colour is highly enticing, and the name Chocolate

Seduction builds on this attribute of the soap. This is the first time Chocolate insoap has appeared in India. Further, for branded soaps across the world, this is afirst as well. (the latest offereing by LUX)As seen in the above statistics 78% of the consumers are interested in the newproducts which they are offering and those people have started using the newproducts according to their skin. The people have reacted positively to theproducts.

Conclusion:-The main reason for LUX to come out with new products is:a.} To keep on improving the quality of the product.

b.} To see to that the consumers are not getting bored of using the same producteveryday, coming out with new products the current consumers gets moreexcited and anxious about the new product and will not loose interest in thecompany and will also remain brand loyal. And also seeing new types of productsand innovation many new consumers will purchase the product.

The current offering by LUX has been positively intercepted by the consumers because

and of this about 78% of the consumers are interested in the new products. This shows

that the objective of LUX by introducing new soap in the market and keeping hold oftheir consumers is established.

Q7}Do you think the pricing of the product is justified?

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Men Men

(%)

Women Women

(%)

Total Total

(%)

Yes 7 87.5 39 92.85714

3

46 92

No 1 12.5 3 7.1428571

4 8

Total 8 100 42 100 50 100

Objective:The price of Lux is kept at Rs 13 for a 100gm bar of soap and an average family of fourmembers could do with it for about 2 weeks with a single bar of soap for bathing. Theobjective of asking this question was to check if price is the important factor while

considering which soap people buy for their use.

Observation:More than 90% of the respondents were satisfied by the price of Lux as they think thevalue derived from the soap is delivered at a reasonable price. However, there are 8%people who think the price of Lux is a little on the higher side and Lux also tries to trick

its consumers by doing these special promotions such as Har Star Lucky Star Offer

where there is a specific prize inside the Lux pack to lure them to buy more soaps.However there are no combo offers for Lux as other brands come out with off and on.

7

39

46

13 4

0

5

10

15

20

25

30

35

40

45

50

Men Women Total

Yes

No

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Conclusion:Although there is not much scope for increasing or decreasing price as the soap market isa very competitive market, however the promotional activity to increase the sales of Luxwithout revamping the brand should be considered as it is cheaper. Using discounts and

combo offers would definitely increase sales much more than compared to the offers like

Har Star lucky Star offer. Also using combo offers would help them sell more unitsthan the Har Star Lucky Star offer because this offer is on sale of every unit of soap sold,

whereas in case of combo offers people would have to buy 2 or 3 soaps to avail of the

offer.

Q8} Where do rate lux on a scale from 1-5

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12345

Men Men

(%)

Women Women

(%)

Total Total

(%)

1 point 0 0 0 0 0 0

2 points 0 0 0 0 0 0

3 points 2 25 8 19.04761910 20

4 points 2 25 11 26.19047613 26

5 points 4 50 23 54.76190527 54

Total 8 100 42 100 50 100

men

0%0%0%25%

25%

50%

1

2

3

4

5

6

women

0%0%0% 19%

26%55%

1

2

3

4

5

6

total

0%0%0% 20%

26%54%

1

2

3

4

5

6

Objective;-

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The objective of this question is to see whether the consumers like the soap ornot and what do they feel about this product overall, basically how much do theylike this product.

Analysis:-

As seen above 80% of the people like the product a lot that is out of 50 people40 people have given the product 4 or more points out of 5, these customerstend to be loyal to their brand because over the time they have got adjusted tothis soap and that is why they rated this product so high. These are theconsumers who are satisfied and know that actually lux is associated with beautyand stardom.The rest 20% of the people have rated the product by giving it 3 points, we learntthat most of these 20% of the people are the 34% of the people who did not findany difference by using the products, these consumers can rate the producthigher if they start using the right product suiting their skin type, as they will feelsome difference after changing the type of the soap they use. These consumers

also feel that somewhat beauty and glamour has been attached to LUX.LUX as a company would be highly satisfied seeing their product rated so high allthey have to take care is to see to that those 34% of the people get satisfied withtheir product if they start to use the right type of soap. LUX depicting itself as asoap related to beauty and stardom has been paid off by seeing the consumersreacting so positively that is by giving LUX so many high points.Now LUX feels it has conveyed its message in the right manner.The best part is non of its consumers have given LUX below 3 points whichshows non of its consumer is not able to interpret the image of LUX in rightmanner and therefore all of them feel that they should keep using this product.

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Q9} What factor exactly motivates you to buy this product?(Motivational research)

Men (8) - % -

4 - 50 - wife or mom buys along with groceries, so even they use thesame as

them.

1 - 12.5 - seeing the glamorous ads on T.V. they thought of trying it andthen

liked it.

3 - 37.5 - they tried the product and they loved the quality of the productthey got what they expected and wanted from the soap.

Women (42) - % -

10 - 23 - seeing the glamorous ads on T.V. they thought of tryingit and then liked using the product.

24 - 57 - they tried the product and they loved the quality of the product theygot what they expected and wanted from the soap.

8 - 20 - it was cheaper compared to the other premium soaps.

Objective:-The objective of thi question s asically to find out why the consumers arepurchasing this product, what is their motive behind purchasing this product as towhy are they purching LUX only and not other product. To know what goes ontheir mind before they buy the product so that the company can study it and tryhard to improve their weakness and also strengthen their strength.

Analysis:-Men:-

It was found out about 50 % of the men use the product just because the soap isbought by some other person in the house and the whole family uses the sameproduct. LUX can not do anything about this, they just can try to motivate morewomen to buy this product so that she indirectly buys so for her whole family andthey use it accordingly keeping in mind even the type of the skin of the otherfamily members also who are using the product.About 3 men out 8 said they tried the product once and they liked it because itwas giving them what it promised and what they wanted. Therefore in this case

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LUX has been successful in completing its goal of providing what it promises thatis beauty and a luxurious bath. The consumer has believed in the image of LUX.And 1 person said that he is buying the product because of the ads shown byLUX, this shows that LUX is following an excellent strategies and ad campaignand the message set across is received in the right manner by the consumer,

that is why he is interested in the ads and buying the product.

Women:-It was found that 57% women which means 24 women out of 42 said they triedthe product once and they liked it because it was giving them what it promisedand what they wanted. Therefore in this case LUX has been successful incompleting its goal of providing what it promises that is beauty and a luxuriousbath. The consumer has believed in the image of LUX.About 23% - 10 out of 42 said they buy the product because of the ads shown byLUX, this shows that LUX is following an excellent strategies and ad campaignand the message set across is received in the right manner by the consumer,

that is why he is interested in the ads and buying the product. The ads depictingthe actresses is so power full that so many women follow the ads and buy thisproduct because their favorite star is in it.About 8 women said that they buy this product because of it being premium soapand the price being cheap that is Rs. 13 for 100 gms. The strategy followed byLUX is excellent because they have positioned them selves to be a luxurioussoap which is entered in the basic soap price segment.

Over all LUX has succeeded by following their strategy and giving the consumerswhat they promise and also due to their advertisement strategy they have gotsuch a high rating and positive response.

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Synopsis

LUX is one of the most trusted brands in the country. This is phrase is quoted bythe company and also all the consumers and the general public believe in thisstatement because over the years LUX has never compromised on its quality ithas always given what it has promised according to or higher than theconsumerss expectation, according to the analysis done above it is seen thatmost of the consumers have been satisfied and even the general public havereacted positively to the brand. Over so many years when you keep on satisfyingthe consumers automatically the trust between the company and the consumerwill be built, therefore even the company and the consumers know that LUX isone of the most trusted brands in the country.

Lux "Being just gorgeous every day" MS BangaAccording to the above survey we found out that LUX has stuck to its image andthe consumers and most of the general public knows that LUX is all about being

gorgeous everyday, and it has satisfied most of the consumers expectations.Lux continues to be a favorite with generations of users for the experience of asensuous and luxurious bath Lux stands for the promise of beauty and glamouras one of India's most trusted personal care brands.

LUX basically stands for glamour and beauty. Over the years LUX has beenendorsing the filmstars right from Leela chitins to Madhubala to Sridevi toKareena kapoor, over the years their strategy has remained the same, they havetried to associate their product with the film industry which is related to beautyand glamour due to this over the years most of the public knows that what luxactually stand for. The ads depict film stars all the time due to this even in the

back of the mind of the consumers and the general public the soap is related toglamour, stardom and beauty. This has been very advantageous for LUXbecause now whenever people talk about LUX they associate it with beauty andglamour which the company exactly tries to convey and to add to it theconsumers also feel that using this product actually makes difference to their skinso they associate more to glamour and beauty.

LUXs image related to glamour and beauty has been steady over the years dueto continuous advertising and most of the people thought that LUX is justtargeted to women which actually is- until recently, when the Shahrukh Khan adcame the audience was left confused as to why have they taken SRK in their ad

the message could not be conveyed by the company in the right manner thecompany wanted to attract more women as SRK has a large women fanfollowing so they thought womens ad and SRK would finely go together but theaudience thought the company is trying to attract the male audience also whichwas not the case. Therefore here the image of the compny could not beportrayed correctly. Therefore to rectify the image the company should not try totake him in another ad and continue by taking the current female sensation in thefilm industry.

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LUX a premium soapLUX has been always related to beauty and glamour as it endorses big filmstarsand even the filmstars are proud to be associated with LUX-

Dream girl Hema Malini says, 'One of the turning points in my career was when Iwas signed up by LUX. It was then that I knew I had made my mark in Indiancinema as a leading lady. To be a LUX star is a much sought after honouramongst leading ladies and it truly means a lot to me.

''My association with LUX has a very personal significance,' reveals Kareena,'since my mother Babita and sister Karisma have also been LUX stars. I amhumbled to share the stage with leading industry ladies like Hema Malini, Srideviand Juhl Cilawla. While the awards and the recognitions certainly help inestablishing an actor, I think being a LUX star is the final endorsement of yourstar appeal. I am proud of my association with LUX.'

This shows that LUX is a premium soap and one of its own as no other soaphave such a fan following.

People started doubting on this statement because recently to compete withother brands LUX reduced their price all the LUX soap were priced at Rs.13 for100gms. due to this people feel that LUX has lost its premium label just becauseof it being priced in the segment where basic soaps are priced whereas otherpremim soaps like cinthol dove and Palmolive have been priced Rs. 18 andabove.

This pricing strategy has left a difference of image. To correct this image thecompany cannot do anything, as the market is too competitive the only thing wefeel is that through the advertisement and on the soap packet they should try todepict and concentrate the word premium.(the actresses can say the feeling theyget after having bath with this soap truly shows the premium ness of the soap).

So basically the identity(what the company potrays itself to be) and theimage(what the consumers think of the company) of LUX is similar there is nosuch major difference, the general public and the consumers know what theproduct is all about, only few strategies(mentioned above) need to bechanged,by following those changes the image and the identity of the company

should match

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Bibliography:

Web sites referred www.hll.com

www.mouthshut.com

www.unilever.co.uk www.indiainfoline.com

http://www.hll.com/http://www.mouthshut.com/http://www.unilever.co.uk/http://www.indiainfoline.com/http://www.hll.com/http://www.mouthshut.com/http://www.unilever.co.uk/http://www.indiainfoline.com/

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Project done by:

Saxena Mohit 38Shah Atish 54Patil Nikita 3

Chandorkar Anil 07Chhatriwala Pratik 08

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Contributions to the project - Anil

Data collection done by- AatishNikitaMohit.

Collection of questionnaire responses (for consumers) done by-NikitaPratik

Collection of questionnaire responses (for non consumers) done by-

MohitAatish

Data arrangement (for consumers) NikitaPratik

Data arrangement (for non consumers) MohitAatish

Data Analysis (consumers) PratikNikita

Data Analysis (non consumers) MohitAatish

Final analysis done by all.

Contributions to the project NikitaData collection was done by-

AatishMohit.

Collection of questionnaire responses (for consumers)were done by-Anil

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Pratik

Collection of questionnaire responses (for non consumers) were done by-Mohit

Aatish

Data arrangement (for consumers) were done by AnilPratik

Data arrangement (for non consumers) were done by MohitAatish

Data Analysis (consumers) were done by AnilPratik

Data Analysis (non consumers) were done by MohitAatish

Final analysis was done by all.

Contributions to the project- MohitData collection done by-

Aatish

Nikita

Collection of questionnaire responses (for consumers) done by-AnilPratikNikita

Collection of questionnaire responses (for non consumers) done by-Aatish

Data arrangement (for consumers) AnilPratikNikita

Data arrangement (for non consumers) - Aatish

Data Analysis (consumers) AnilPratik

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Nikita

Data Analysis (non consumers) Aatish

Final analysis done by all.

Contributions to the project- Pratik

Data collection done by-AatishNikitaMohit.

Collection of questionnaire responses (for consumers) done by-

AnilNikita

Collection of questionnaire responses (for non consumers) done by-MohitAatish

Data arrangement (for consumers) AnilNikita

Data arrangement (for non consumers) MohitAatish

Data Analysis (consumers) AnilNikita

Data Analysis (non consumers) MohitAatish

Final analysis done by all.

Contributions to the project- Aatish

Data collection done by-NikitaMohit.

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Collection of questionnaire responses (for consumers) done by-AnilPratikNikita

Collection of questionnaire responses (for non consumers) done by-Mohit

Data arrangement (for consumers) AnilPratikNikita

Data arrangement (for non consumers) Mohit

Data Analysis (consumers) AnilPratikNikita

Data Analysis (non consumers) Mohit

Final analysis done by all.

List of references for the questionnaire is Consumer Non consumer

Rajiv Mehra Sunny Vig

Aashish Shah 9819367636 Prashant Vadke 9819578394

Keyur Shah 23862547 Jash shah-9819471329

Atul Doshi 20542992 Jayesh shah-9820271749

Hardik Jain 9324257601 Hemant shah-9821050668

Nilesh shah Vasant shah

Akshay laliwala- 9372499490 Hiren Patel

Rajiv Patankar Zarvin Baam

Amrita Talwar Merzad Daruwalla

Anisha Pillai Anik GadiaPriti Lilani 9833015189 Sandeep Goenka

Rakhi Patil 9833020386 Bimal Chorariya

Amruta Thakur 26672703 Ajay Mehta

Minjal Solani- 26683912 Arun Lakhotia

Amruta Gandhi 9833593303 Ashok Soni

Rachna Parekh- 9820310648 Paresh Kriplani

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