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Presentation on

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Company Profile

HUL Indias largest FMCG company Touching 2 out of 3 Indian consumer

20 distinct categories Home and personal care

products, food and beverages. 100 factories India Manufacturing its diverse product

range

Headquarter: Mumbai

Market share Toilet soap category 54.3%

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Product MixHUL

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The width of the product mix refers to the number of

different product line the company carries

E.g:

Personal wash

Laundry

Skin care

Oral care

Deodorants Colour cosmetics

Ayurvedic personal and health care

The Width of Product Mix

HUL

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Shampoo

Tea

Coffee

Foods

Ice cream

Water purifier

Width = 13

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The Length of Product Mix

HUL: The Lenght of the product mix refers to the total number of

items in the product mix.

E.g:

Personal wash: Lux, Lifebuoy, Liril, Hamam, Breeze,

Dove, Pears, Rexona Laundry: Surf excel, Rin, Wheel

Skin care: Fair & Lovely, Ponds, Vaseline, Aviance

Oral care: Pepsodent, Close up

Deodorants: Axe, Rexona Colour cosmetics: Lakme

Ayurvedic personal and health care: Ayush

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Shampoo: Sunsilk, Clinic

Tea: Broke bond, Lipton.

Coffee: Bru

Foods: Kissan, Annapurna, Knorr

Ice cream: Kwality walls

Water purifier: pureit

Width = 31

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The Depth of Product MixHUL

The depth of the product mix refers to the number of variants of eachproduct offered in the line

E.g: If close up toothpaste comes in three formulation and in three sizes,

close up has a depth of 9 (3*3)

The Consistency of the HUL Product

mix:

The consistency of the product mix refers to how closelyrelated the various product lines are in the use, production

requirement, distribution channel or in any other manner.

HUL Product line are not consistent because of its large width.

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INTRODUCTION

1916

LUX launched

in USA as

Laundr soap

1929

LUX launched

in India1925

LUX launchedin USA as Toilet

soap

1960

LUX went

colored

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POSITIONING

Over the years positioned as a beauty soap ofthe Stars

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Shift in positioning from Stars to

Common Girl

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On Age- 16-35 years

Based on Income- Middle income Group

Gender- Female

TargetGroup

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MARKETSEGMENTATION

Rural

Urban

State

Country

Region

Geographic

Income level

Family size

Age

Gender

Demographic

Value system

LIfe style

Personality

Psychographic

Life style

Liberals

Conservatives

Buyer Behaviour

Regular

Bulk

Volume

Market segmentation

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PRODUCTLIFE CYCLE

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Introduction (1929- 1950s)

Company Objectives Actions

Sales Low

Cost of manufacturing High

Profits Negative

Marketing Objective Create product awareness in

major cities

Product strategy Offer a basic product

Price strategy Higher than LifebuoyDistribution Created network in major

cities

Advertising strategy Awareness among early

adopters.

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Growth- (1950s- 1990s)

Company Objectives ActionsSales Rising Sales

Cost of manufacturing Average cost reduction

Profits Positively increasingMarketing Objective Maximise market share

Product strategy Offer variants

Price strategy To penetrate the market

Distribution Intensive network in theentire country

Advertising strategy Awareness an interest in

mass market

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Maturity-(1990s to till date )

Company Objectives Actions

Sales Peak sales

Cost of manufacturing LowProfits High

Marketing Objective Maximize profit while defending

market share

Product strategy Diversify brand

Price strategy To match the nearest competitor

Distribution More intensive focusing on rural

area

Advertising strategy Multiple brand ambassadors for

different variants.

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Source- The Economic Times

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Brand Awareness

Sales Promotion Lux Gold Star offer

Lux Star Bano, Aish Karo contest:

Har Star Lucky Star activity

Consumer promotion- By distributions of samples ofnew variants, coupons, free trials and demonstration atshopping malls, markets and point of purchase.

Trade promotion- Discounts and lucrative offers to theretailers via price offs, advertising and display allowances and

free merchandises.

Business and sales force promotion-Conductingtrade shows and conventions. Contests for sales

representatives and speciality advertising.

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Brand attributes and association

Features-Lux soap has been popular for its productoffering.It offers its consumers a range of soaps enriched with

the goodness of a variety of nourishing ingredients rose

extracts, almond oil, milk cream, fruit extracts and honey which

are known to harbour the secrets of incredibly perfect skin.

Style- To establish the presence of nourishing ingredients in

the new Lux, a unique concept, ingredients you can see in thesoap, was born. A novel metallic substrate packaging beautifully

showcased the ingredients and its globally accepted ingredient-

linked perfumes heightened the sensorial experience.

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Perceived quality

The product offers value formoney in the premium segment.It doesnt compromise on thequality even if decision pertainsto increase in price.

As Lux is popularly known asbrand of celebrities it is also oneof the reason that consumer has a

perception in mind that this

product is of good quality

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Brand loyalty The brand Lux has been India`s third most trusted brand according to the

recent survey by the economic times. The brand enjoys customer loyalty in

rural and urban areas equally. It has generations of customers in the same

family. It particularly targets to girls and ladies who are considered to be loyal

to a brand if it delivers to the requisite parameters

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HUL Analysis

Source- The Economic Times

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Trend Analysis of LUX

Source- The Economic Times

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Future Projection

Difficult to maintain marketshare

Innovation and market

penetration

Recommendations-

Ayurvedic variant

Lux Kids

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MARKETING MIX

PRODUCT MIX

PRICING MIXPLACE MIX

PROMOTION MIX

MARKETING MIX

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Marketing Mix

Product Different Variants

Strawberry & Cream

Peach & Cream Festive Glow

Lux International

Lux Purple Lotus & Cream &

limited editions

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Lux Peach & Cream Rs 18/90 gmsLux Strawberry & Cream Rs 18/110 gms

Lux Purple Lotus & Cream Rs18/110 gms

Mini Lux Rs 5

Price

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PromotionCelebrity Endorsement

Brand Ambassdors of LUX past & Present

Leela Chitnis

Madhubala,

Nargis,

Meena Kumari,

Mala Sinha,

Sharmila Tagore,

Waheeda Rehman,

Saira Banu,

Hema Malini,

Zeenat Amaan,

Juhi Chawla, Madhuri Dixit,

Sridevi,

Aishwarya Rai

Kareena Kapoor,

Sharukh Khan

Priyanka Chopra ,Katrina Kaif & the latest Asin

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Sponsoring TVshows

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Promotional Offers

Meet Aish- Abhi in London

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Gold Coin Offer

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Place Cutting-edge distribution network- At Hindustan Unilever Limited,

distribution network is one of the key strengths that help them reach

their products across the length and breadth of this vast country. It

has 2000+ suppliers and associates 7,000 stockists and direct

coverage in over 1 million retail outlets across India.

RSNet- An IT-powered system has been implemented to supply stocks

to redistribution stockists on a continuous replenishment basis.

For rural India, HUL has established a single distribution channel by

consolidating categories.

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DISTRIBUTIONNETWORK

PARENT COMPANY

FINAL CONSUMER

RETAILER

STOCKIST

WHOLESALER/ DI

STRIBUTOR

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Packaging

Different colors Different variants( Saffron

Saffron variants & Pink Rose extracts etc. )

Package size 100gm, 120gm, 150 gm

Launched Mini Lux 45gm - Rs 5

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