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Project report on

Marketing strategy of luxsoap with reference to HUL

In the partial fulfillment of degree of bachelor of business

administration

Submitted to- submitted by

Mr. Dheeraj Gandhi Aghna shamsi

Project guide bba vi sem

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Declaration

I Aghna shamsi student of !!A "ith Sem I#"$%&IS '#I"$%SI&(

!A%I$))(* hereby declare that I have completed my project on thetopic of Mar+eting Strategies of lu, soap ith reference to

')*. &he information submitted here ta+en from the internet and

official ebsite of )'/ S0AP.

Aghna shamsi

!ba vi sem

%oll no 1112121223

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Acknowledgement

4irst and foremost 5 I ould l i+e to e,press mySincere gra t i tude to my project guide fo r gi vi ng

m e t h e opportunity to do an interesting project li+e this.

I as privileged to e,perience a sustained5 enthusiastic and involved

interest from their side. &his e n c o u r a g e d u s t o b o l d l y s t e p

i n t o h a t a s a t o t a l l y d a r + a n d une,plored e,panse before

us. I ould also li+e to than+ to my project guide M%. D$$%A6

GA#DI ho ready ith a positive comment all the time and a

special than+s to all those ho too+ out time to fill our survey sheetithout hich our project ould have been a failure. )ast but not the

least5 I ould li+e to than+s to all those ho help me in ma+ing the

project.

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Contentsno List of content Page no

! "ntroductionIndustry profile

• 4uture of soap industry

• About the business

• istory of lu, soap

• &op soap brand in india

• Product of lu, soap

•Summary

7-83-9

9

:-12

12-1;

1;

1 P?s

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* =onclusion >:-72

!+ !ibliography 71

",-./DUC-"/,

)u, stands for the promise of beauty and glamour as one of Indias most

trusted personal care brands. Since its launch in India in the year 1:;:5

)u, has offered a range of soaps in different colors and orld class

fragrances. )u, is a beauty soap of film stars. )u, soap as first

)aunched in 1:18 as laundry soap targeted specifically at delicates.

)ever !rothers encouraged omen to home launder their clothes

ithout fear of satins and sil+s being turned yello by harsh lyes that

ere often used in soaps at the time. &he fla+e-type soap alloed

the manufacturer some leeay from lye because it did not need

to be shaped into traditional ca+e-shaped loaves as other soaps

ere. &he result as a gentler soap that dissolved more readily

and as advertised as suitable for home laundry use. )u, toilet soap

as introduced in 1:;7 as bathroom soap. &he name )u, as

chosen as a play on the ord Blu,ury.B )u, has been mar+eted in

several forms5 including bar and fla+e and liCuid hand ash5

shoer gel and cream bath soapE. )u, in step ith the changing trends

and evolving beauty needs of the consumers5 offers an

e,citing range of soaps and !ody@ashes ith uniCue elements to

ma+e bathing time more pleasurable. 0ne can choose from

arrange of s+incare benefits li+e firming5 fairness

and moisturiFing.

4rom the 1:


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green and yello. People enjoyed matching their soap ith their

bathroom colors.

In the early 1::2s5 )u, responded to the groing trend aay

from traditional soap bars by launching its on range of shoer gels5liCuid soaps and moisturiFing bars. )u, beauty facial ash5 )u, beauty

bath and )u, beauty shoer ere launched in 1::;.In ;22>5 the entire

)u, range as re-launched in the 'H to include five shoer

gels5 three bath products and to ne soap bars. ;227 sa the launch

of three e,citing ne variants ith dreamy names such as

@ine %oses* bath cream5 Gloing &ouch*

and Spar+ling Morning* shoer gels.

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"ndustry profile

istory of soap dates ay bac+ from ;


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Soaps are categoriFed into mens soaps5 ladies soaps and common soaps.

&here are fe specialty soaps li+e the Glycerine soaps5 sandal soaps5

specially flavored soaps5 medicated soaps and baby soaps. Specialty

soaps are high valued hich enjoy only a small share of the mar+et invalue terms. &he mar+et is groing at 3K a year. &his means that the

incremental demand generation is 7K over and above the population

groth. @ith increasing aareness of hygienic standards5 the mar+et for

the Soaps could gro at a rate higher than 9K annually. Interestingly5

82K of the mar+et is no sourced from the rural sector. &his means that

the variance beteen the to segments is not very large. Since upper-

end mar+et focus is the urban areas5 margins come from the urban sector.

0U-U.1 /0 2/AP ",DU2-.34

&he groth prospects seems to be enormous considering the fact

that the per capita income consumption in India is as lo at

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Major players mar+et shares industan 'nilever ltd.5 ')E is the

leader for the toilet soap industry in India ith a 82K share in the

mar+et. 0ther major players from )'/ is facing competition are Godrej

soaps5 @ipro5 Procter Gamble5 =olgate Palmolive5 6ohnson

6ohnson etc.5 0f the nearly 3 la+hs tons toilet soap5 mar+et for 722 tons

comes from the premium segment5 < la+hs tons on carbolic segment

and the rest are from the batting or popular segment. &here are >2brands

in the total toilet soap mar+et. In the popular segment )iril5 =inthol5

Palmolive5 )u, international have been ell established in the mar+et.

In the popular segment lu,5 re,ona5 hamam5 santore have a strong

presence hile among the carbolic soap lifebuoy5 0+5 nirma have proved

their orth. &he important point is that the price of the soap beteen the

various brands generally varies beteen 72 paise and rupee. &he soap

industry does not face serious problems to the ra materials front.

=onsumption5 e,penditure increased in urban cities spread of education5

groing degree of personal hygiene etc.5 has increased by the spread of

audio-visual media5 rising incomes and general consciousness about the

health.

istory of lu, soap9


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)u, soap first produced in 'nited Hingdom in 19::. It as produced by

!ritish company name )ever !rothers. )ever !rothers as founded in

1997 by @illiam es+eth )ever and his brother 6ames. &hey using

glycerin and vegetable oil such as palm oil to manufacture soap calledSunlight Soap.*

&he fla+ed version of soap called )u, soap. Glycerin as a lucrative by

product of the soap ma+ing process5 and by the end of 19985 )ever

brothers also had a glycerin factory.

)ever opened their small office in #e (or+ in 19:7. &he company

started selling Sunlight and )ifebuoy but did not doing ell until 1:18.

)u, soap as first launched in 'nited States in 1:18. &he )u,

trademar+ as registered in 'nited States in 1:22.

)u, soap as launched in India in 1:;:. &he soaps very first

advertisement featured actress )eela =hitnis as its brand ambassador. It

as popularly +non as the beauty soap of film stars.

4rom 1:


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bars. &oday5 )u, soap is sold in 122 countries and sales achieved 1.2

billion euros in ;227 alone.

Although )u, as alays advertised as a product meant for indulging

the senses5 here bathing as a onderful ritual in itself5 it petereddon its approach in the recent years. &he actors are still shon seen

indulging themselves. !ut the focus also moves toards the ordinary girl

in a bid to reach out to its female consumers. A onderful e,ample of

this promotion as the ;227 Mujhme Star 6agaayeL campaign featuring

Aisharya %ai and Shilpa Anand.

&he campaign also promoted a Model unt that ent underay soon

after. In ;22>5 )u, launched a )u, star bano5 Aish +aroL contest hereconsumers ere supposed to buy a promotional pac+ of )u, and scratch

the special scratch card

to earn their reard. PriFes varied from living a day in Aisharya %aiLs

life to beauty +its5 #eeta )ulla saris among a host of other gift vouchers

and ell more )u, soaps to be on. 0n its completion of 37 years in

;2275 )u, roped in Shah %u+h Hhan as its first ever male ambassador.

&he advertisement featured the actor in a bathtub5 flan+ed by his leading

ladies 6uhi =hala5 Hareena Hapoor5 Sridevi and ema Malini. It as+non as the ar Star )uc+y StarL offer5 here every rapper

Guaranteed a gift5 aiting to be unrapped.

In ;22:5 Aisharya %ai and Abhishe+ !achchan featured in the ne

Sone Se !hi Sona )ageL campaign. &he campaign also conducted a )u,

Super Star 0ffer here the luc+y inners get to meet Aisharya-

Abhishe+ in )ondon.

&he campaign jingle became so immensely popular that its varied

renditions ere used in the advertisements that featured Hatrina Haifsince;22:. Asin &hottum+al and Hajal Agaral are

the neest brand ambassadors of )u,5 modelling together for the NHya

Hhoob o&um advertisement that has been recently released )u, also

relies on mar+et research for ma+ing innovative changes by going for

door-to-door sampling of a product5 once a year5 in urban and rural

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areas. &he brand image is firmly and favourably embedded in the psyche

of the consumers. &he product is also not particularly e,pensive5 hich

is said to be a inning combination.

-op 2oap 5rands in "ndia Dettol A !rand of Dettol IndiaE

)ifebuoy A brand of industan 'nileverE

)u, A brand of industan 'nileverE

Dove A brand of industan 'nileverE

amam A brand of industan 'nileverE

%e,ona A brand of industan 'nilever E

!reeFe A brand of industan 'nilever EPears A brand of industan 'nileverE

)iril A brand of industan 'nileverE

"ivel A brand of I&=E

Superia A brand of I&=E

Medimi, 4rom Medimi, InternationalE

Santoor A brand of I&=E

Savlon 4rom SavlonLs 4amily 4irst Aid E

Margo &he soap as manufactured by =alcutta =hemical sand as

launched.

Products of lux soap

12

http://www.dettol.co.in/http://www.hul.co.in/brands-in-action/view-brands.aspxhttp://www.hul.co.in/brands-in-action/view-brands.aspxhttp://www.hul.co.in/brands-in-action/view-brands.aspxhttp://www.hul.co.in/brands-in-action/view-brands.aspxhttp://www.hul.co.in/brands-in-action/view-brands.aspxhttp://www.hul.co.in/brands-in-action/view-brands.aspxhttp://www.hul.co.in/brands-in-action/view-brands.aspxhttp://www.hul.co.in/brands-in-action/view-brands.aspxhttp://www.itcportal.com/http://www.itcportal.com/http://www.medimix.net/http://www.savlon.co.uk/http://www.hul.co.in/brands-in-action/view-brands.aspxhttp://www.hul.co.in/brands-in-action/view-brands.aspxhttp://www.hul.co.in/brands-in-action/view-brands.aspxhttp://www.hul.co.in/brands-in-action/view-brands.aspxhttp://www.hul.co.in/brands-in-action/view-brands.aspxhttp://www.hul.co.in/brands-in-action/view-brands.aspxhttp://www.hul.co.in/brands-in-action/view-brands.aspxhttp://www.hul.co.in/brands-in-action/view-brands.aspxhttp://www.itcportal.com/http://www.itcportal.com/http://www.medimix.net/http://www.savlon.co.uk/http://www.savlon.co.uk/http://www.savlon.co.uk/http://www.dettol.co.in/


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)u, is the oldest and most iconic beauty and bathing bar in India. It is the largest

selling soap brand in the orld and is the #umber 1 soap brand in India. Some of

the most beautiful and glamorous stars of the orld have endorsed this brand overthe years5 from )eela =hitnis to Hatrina Haif. &he brand encourages omen to

e,press their beauty by giving them an amaFing feeling every time they use this

product. ere e are counting some of the best )u, soaps India.

Most Popular Lux 2oaps

! Lux Lotus 6 Cream Purple 2oap4

&his pretty purple lu, soap is enriched ith purple lotus and cream

hich ill help you to get sil+y smooth s+in. It has a very pleasant smell

hich lingers for a fe hours post ash. &he creamy formula and

essential oils in this soap +eeps the s+in ell moisturiFed and does not

dry out the s+in post ash. &he soap lathers ell and ashes aay easily

ithout leaving any soapy residue behind.

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# Lux 0resh 2plash 2oap4

&his sea green lu, beauty soap is infused ith cooling mint5 sea minerals

and fine fragrance ma+ing it best for your early morning bath. &he soap

energiFes the body and ma+es the dull s+in5 spar+ling and refreshed. &he

soap gives a cooling sensation to the s+in hile bathing and ma+es the

body fragrant and energiFed.

$ Lux Creamy 7hite 2oap4

%efresh and replenish your s+in after a long day?s or+ ith lu, creamy

hite. &his soap is enriched ith ultra caring Siss moisturiFers hich

ma+es the bar so creamy that it feels li+e dallop of cream in your hand.

&he soap produces a lu,urious lather and glides smoothly on the s+in to

ma+e it smooth and moisturiFed.

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% Lux "nternational 2oap4

&his beauty soap ill surely ma+e you feel li+e an international star and

ill get your innumerable compliments on your lustrous and healthy

s+in. &his soap reaches till the layers of the s+in to provide optimum

hydration and ma+es the s+in soft5 smooth and supple. &he soap

maintains the natural moisture and p value of the s+in to +eep it

healthy and radiant from ithin.

& Lux 2andal 6 Cream 2oap4

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)u, sandal and cream soap comes ith the goodness of mil+ cream and

sandal 'btan. &he soap removes the dirt and impurities from the s+in to

ma+e it healthy and purified. %egular application of this soap also

lightens and brightens the s+in tone. Its uniCue curvaceous shape helps

you to have a better grip hile bathing. It has a pleasant smell of sandalhich lingers for a hile post ash.

6. Lux Strawberry & Cream Soap:

&his soap is infused ith soothing straberry essential oils and Siss

cream hich provides moisturiFation and hydration to s+in. &he soap

smells li+e straberries and produces a rich5 creamy lather to ma+es thes+in noticeably softer and smoother. 'nli+e regular bathing soap5 this

one does not dry out the s+in or ma+e it stretchy post ash. &he s+in

feels considerably smoother and softer than before. &he straberry in

this soap provides antio,idants to the s+in hich reduces fine lines and

rin+les.

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7. Lux Peach & Cream Soap:

&his soap contains peach and cream as its active ingredients and is

formulated for dry s+inned beauties. Peach is ell +non for its

moisturiFing properties and ma+es dry s+in smoother and softer than

before. It has a mild and feminine scent and lathers e,tremely ell to

clean the s+in of its dirt and impurities. &he soap lathers lu,uriously to

cleanse the s+in and ashes aay easily.

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2ummary

'nilever is a multinational consumer product manufacturing giantoperating in over hundred countries all around the globe.

'nilever india is the india chapter of 'nilever5 here the

company holds 82.37K share hereas the Government of Peoples

%epublic of india holds P?s5 are e,tensively used by the company to

mar+et )'/. &he product is available in si, different fragrances

under three different siFes. Since the demand for beauty soap mar+et

is to a great e,tent oligopolistic5 variations in price lead to price ar

hich can eventually brea+ don the company?s mar+et share. &hus

'nilever cannot provide a better price than its competitors. !ut

the price is affordable by most of the people. 'nilever india has

outsourced its distribution channels to third party distributors

hich allo them to distribute )'/ in massive bul+s amounting toaround ten million pieces. It underta+es the largest promotional activities

in the beauty soap industry.

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&he beauty soap industry has a fe major producers of hich 'nilever

holds mar+et share of slightly less than 72K. 0ther competing brands

li+e &ibbet5 Aromatic and Heya have started to have a strong

consumer base5 but )'/.?s product features distribution and

promotional activities have created high brand loyalty for hich it isstill the mar+et leader. 'nilever5 ith the aid of its heavy

promotional activities5 has been able to penetrate the mar+et. !ut

the other producers in the industry are posing a threat toards 'nilever?s

mar+et share as they have moved toards the rural masses of the

population. &herefore5 'nilever india should underta+e further

steps such as moving toards the rural andJor poorer.

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'nilever products touch the lives of over ; billion people every

day O hether thats through feeling great because theyve got

shiny hair and a brilliant smile5 +eeping their homes fresh and

clean5 or by enjoying a great cup of tea5 satisfying meal or

healthy snac+.

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HUL works to create a >etter future e?ery day and helps people feel

good; look good and get more out of life with >rands and ser?ices

that are good for them and good for others

@ith over


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HistoryIn the summer of 19995 visitors to the Hol+ata harbour noticed crates full

of Sunlight soap bars5 embossed ith the ords BMade in $ngland by

)ever !rothersB. @ith it5 began an era of mar+eting branded 4ast

Moving =onsumer Goods 4M=GE.

Soon after folloed )ifebuoy in 19:7 and other famous brands li+e

Pears5 )u, and "im. "anaspati as launched in 1:19 and the famous

Dalda brand came to the mar+et in 1:


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') formed a 7272 joint venture ith the 'S-based Himberly =lar+

=orporation in 1::>5 Himberly-=lar+ )ever )td5 hich mar+ets uggies

Diapers and Hote, Sanitary Pads. ') has also set up a subsidiary in

#epal5 'nilever #epal )imited '#)E5 and its factory represents thelargest manufacturing investment in the imalayan +ingdom.

In 6anuary ;2225 in a historic step5 the government decided to aard 3>

per cent eCuity in Modern 4oods to ')5 thereby beginning the

divestment of government eCuity in public sector underta+ings PS'E to

private sector partners. ')s entry into !read is a strategic e,tension of

the companys heat business. In ;22;5 ') acCuired the governments

remaining sta+e in Modern 4oods.

In ;22th AGM on 19 May ;223. !roo+e !ond and Surf $,cel breached thethe %s 15222 crore sales mar+ the same year folloed by @heel hich

crossed the %s.;5222 crore sales milestone in ;229.

0n 13th 0ctober ;229 5 ') completed 37 years of corporate e,istence

in India.

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Lux Marketing 2trategy

&his industan 'nilever product has focused on ide promotions most

of hich has been short lived. Apart from tagging itself as a beauty brand made for the stars5 it has even designed short term promotions for

sales. 0ne of the famous ones being

@-he Lux old 2tar /fferB &his as one of the popular promotions

hich offered gold coins in fe selected soaps.

@2tar 5ano Aish


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.ecent Ad?ertisements

Hatrina Haif has been roped in to become the brand ambassador of )u,

lately. In the most recent advertisement of 6uly5 ;21; hich stars both

Hatrina Haif and Shahru+h Hhan in the campaign. &hey endorsed tovariants of the )u, soap O )u, Peach and =ream and )u, Straberry

and =ream. &he fragrance of the ne )u, soap stands for love and

sensuality and the ad uses the slogan O !e+aboo*.

&he ad as made to be promoted at the time hen both Shahru+h

Hhan?s and Hatrina Haif?s movie as about to be released.

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Celebrity endorsement

=elebrity endorsement is the very important and basic tools for the

promotion of the product and no a day it is become a trend for the

product mar+eting and brad building. oever it is easy to select a

celebrity but it is very difficult to establish a strong relationship beteen

the product and the endorser. &he celebrity can ma+e a better brand

image and also helpful for profit ma,imiFation

Hollywood

Since the 1:


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Cele>rity >eauty

)u, is a super brand that celebrated beauty across the orld since 1:;7.

&he soap hich as endorsed by the beautiful film stars came to India in

1:;:. )u, has been the largest selling personal ash brand in the

country.

)u, has effectively managed its P)= through careful brand building and

changing the product in line ith the changing consumer. &he brand is

being positioned as the favorite soap

of 4ilm stars has been consistent in terms of communication and

positioning. &he brand is also the classic e,ample of successful celebrity

endorsement. &he first celebrity to endorse the brand as )eela =hitnis .

4rom )eela to Aisharya 5 4rom Madhuri to Madhubala5 )u, has been

endorsed by more than 72 film stars a sort of record isnt itE. !ut in all

these communications5 the celebrity never shadoed the brand.

)u, as alays changing ith the times. @hether it be in terms of the

product or in terms of promotions5 the brand +ept the consumers e,cited.

)u, has to basic e,tensions in terms of segments. )u, beauty soap and

International )u,.

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)u, as initially a premium brand. )u, as being projected as an

aspirational brand and the endorsements by stars further reinforced the

positioning. &he increasing competition in the soap category forced )u,

to rethin+ on its targeting strategy. &he brand had a choice either to

compromise on mar+et share and uphold the premium positioning or to

retain the mar+et share and dilute the positioning. )u, anted to ensurethat the brand be positioned as premium but also did not anted to

compromise on the share. &hus born International )u, hich is the

premium variant and the affordable segment as catered by )u, beauty

soap.

)u, beauty soap is available in 4our variants $,otic 4loer Petals5

4ruit $,tracts5 Almond and Sandal. )u, has a common ingredient ofMil+ cream in all the variants.

Although the brand enjoyed success and has sustained its leadership

position5 of late this brand has been facing issues of stagnation. &he

stagnation is caused by the plethora of brands competing for the mar+et

share and the scope for differentiation has reduced to almost nil.&ogether ith the rush for celebrities to endorse anything from salt to

cars5 )u, is finding it difficult to sustain groth in this cluttered mar+et.

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In ;227 )u, celebrated its 37th anniversary spar+ing of a controversy.

Deviating its tradition of roping in !ollyood Divas5 this time none

other than Shah %u+h Hhan endorsed )u,. &he ads created instant

controversy ith mar+eters discussing hether the brand has suddenly become MA)$. Paul #eman also has endorsed )u, soap hich shos

that )u, ma+es such stunts to e,cite the mar+et. @hatever be the

controversy5 the brand again succeeded in creating

e,citement in the mar+et. Some argue that )) as testing a ne

positioning to appeal to male users hile others say that it as a one

time endorsement to brea+ the clutter. 4or mar+ing the 37th year )u,

came out ith a celebration range endorsed by Hareena Hapoor . &he

=elebration range too created nes because of its variant =hocolate

Seduction. &hese innovative products created lot of e,citement that

ensured that )u, remained in the top of mind of the consumers. Another

variant hich I li+e personally is the )u, ith 0rchid hich loo+ed cool

in terms of pac+aging and loo+s.

0ver these years5 the positioning of )u, also evolved. $arlier the brand

used the positioning B !eauty soap of 4ilm starsB . !ut as the customer

evolved5 the positioning lost its charm because customers began to doubt

hether the film stars actually used this brand. &a+ing a cue from thecustomers5 )u, changed the positioning appealing to the need for

becoming a star. &he ne positioning is communicated ith the tagline B

!ring out the star in youB.

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Although orldide the brand is being endorsed by film stars5 the actual

pac+age usually contains picture of international models and not film

stars.

@hile )u, beauty soap is stic+ing to the age old positioning5 )u,

international has moved from being a soap brand to a s+in care brand.

)u, International has the tagline B #ot 6ust Soap5 Its S+in =areB. 'nder

the )u, umbrella brand5 )) has introduced variety of personal ash

products li+e body shampoo5 hair shampoo etc.

)u, is the classic e,ample of ))s mar+eting genius. &he brand ill

e,periment and e,plore more in the days to come....

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2tudy of LU: with respect to % PEs

AF Product4)'/ is an internationally renoned beauty soap brand of 'nilever.&hough manufactured in India for the local mar+et by 'nilever India

)td5 as an international brand5 it maintains an international Cuality for

the product. 4ormula given by %esearch and Development departments

in foreign countries5 )'/ is produced in India from imported ra

materials li+e sodium soap5 glycerol and different e,tracts according to

flavors5 coming from 'nilever plants situated abroad.

)'/ $nergiFing oney5 )'/ Golden Glo5 )'/ #ature Pure5 )'/

0rchid &ouch5 )'/ Almond Delight and )'/ ACua Spar+le. &a+ing

into account the convenience of its customers5 the company

manufactures all flavors of )'/ in three different siFes5>2gm5 92gm and

1;2gm.

A Product is anything that can be offered to a mar+et to satisfy a need or

ant products that are mar+eted include physical goods5 services5

e,periences5 events5 person5 place5 properties5 organiFation5 informationand ideas.

!rand name

Product innovation

Tuality and Tuantities

Pac+aging and labeling

Style5 shape and design

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5FPrice4

&hough 'nilever india gives its )'/ customers a lot in terms of the

product itself5 it cannot provide a better pricing. &his is due to some

constraints in the beauty soap industry. !eauty soap is a product ith a

vulnerable demand in india. A change in price has a high ris+ of creating price ar among the rivals hich ill eventually cause a loss of profit.

Its prices are almost eCual to its competitor.

=ompares )u,Ls price ith its major competitor

=ompany carries out research on competitors Lprice and brand loyalty

hen it feels e,treme necessity of changing price. &he brand loyalty test

is an e,ploratory research hich is +non as !rand ealth =hec+-

'p!='E. %ecent price of lu, soap122 gE is %s.;<

cFPlace4

&he company does not use its on fleet of transport for distributing

its product. oever5 it has outsourced its distribution process to various

third party distributors5 e,clusively dedicated to 'nilever India )td.

&hese distributors then supply the product all over India to a huge

number of retailers. $ven though )'/ targets the urban and sub urban

middle and upper middle class people they are distributing their productsall over India because of a recent increase in demand of its product to all

segments of the population.

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DF Promotion4

ItLs certain annual promotional campaigns li+e )'/ =hannel Superstar

and )'/ =hannel Annual =inema Aards has made the product

a part of the glamour orld. Since the 1:22 of the orldLsmost stunning and sensuous omen have been proudly associated ith

)u, advertisements.

&hey do not only promote )'/ in India for the beauty conscious

females5 it also promotes the brand for males and the company proved

that5 by including orld famous male celebrity Shahru+h Hhan for their

advertising campaign.

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2wot analysis

Strength

Strong mar+et research Door to door sampling O once in a year O

%ural and 'rban area.E

Many variants Almond oil5 0rchid e,tracts5 Mil+ cream5 4ruit

e,tracts5 Saffron sandalood oil and oneyE

Strong sales and distribution netor+ bac+ed by ')

Strong brand image

Strong brand promotion but relatively loer prices O @inning

combination.

Mass appealJMar+et presence across all segments 17K of soap

mar+etE.

@orldide fame of 'nilever.

'nilever is igh reputable company.

@ea+ness

Mainly positioned as beauty soap targeted toards omen.

Some variation li+e the sunscreen5 international variant did not do

ell in the mar+et.

#ot much popular in rural areas

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0pportunity

Soap industry is groing by 12K in India

!eauty segments compounded annual groth rate =AG%E is very

high

)iCuid body ash is currently in groth stage O )u, should come

out ith more variants in this segment

)arge mar+et share O Strong hold over the mar+et

&hreats

igh internal competition Pears O !eauty segmentE

#e entrants "ivelE

Maturity stage O threat of slipping don to decline stage O ifconstant reinvention is not carried out.

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Literature re?iewDiscovering the =onsumer Mar+et %esearch5 Product Innovation5

and the =reation of !rand )oyalty in !ritain and the 'nited States in the

Interar (ears. &his paper discusses the use of mar+et and consumer research at )everJ'nilever and its advertising agency in !ritain and the

'nited States5 6.@alter &hompson 6@&E5 in the interar period.

%esearch surveys conducted by 6@& in the 1:;2s and 1:


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States. &here5 its advertising agency 6@& suggested that the traditional

posit ioning of )u, as a product to be used to ash oolen

garments see slogan )u, onLt shrin+ oolensLLE

should be idened so that consumers sa )u, as product that could beused for all fine fabrics. Its advertisements often folloed an aggressive

mar+et e,pansion strategy for their productsR by suggesting a

ider frameor+ of possible uses for a given product both the customer

base and the usage rate of a product could be increased

Ansoff 1:73E. 4or its client )ever !rothers5 this strategy resulted in

increased sales from 125222 cases in 1:17 to over one million cases in

1:19 &he history of )u,4la+esLL1:72R)ovett 1:32E.

&his strategic mar+eting orientation of 6@&Ls Advertising

is further e,emplified in its decision to use advertisements in 1:;; to

promote the use of )u, for the ashing of dishes In the early 1:;2s5 the

)u, advertising campaign in the American mar+et too+ a crucial turn

toard dialogic consumer engagement. In 1:;>5 6@& invited

American houseives to submit testimonials for )u, soap fla+es.

&hese letters5 of hich about 7


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Objective of the study

$ffect of celebrity endorsement 2n consumer buying

behavior toards lu, soap.

• &o find out the mar+eting strategy of the company

regarding lu, soap .

• &o study the mar+eting mi, of the lu, soap.

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.121A.CH M1-H1D/L/3

RESEARCH METHODOLOG

Marketing research means the systematic gathering,

recording, analyzing o data a!o"t #ro!lems relating to

the marketing o goods and ser$ices% Marketing research

has #ro$ed an essential tool to make all the need o

marketing management. Marketing research thereore is

the scienti&c #rocess o gathering and analyzing o

marketing inormation to meet the needs o marketing

management.

'"tgathering o o!ser$ation is m"st !e systematic. (he s

ystematic cond"ct o researchre)"ires*

1 +rderliness, in hich the meas"rements are

acc"rate.2 -m#artiality in analysis and inter#retation. ll o

research can !e categorized into !asic and a##lied.

Selection of type of method for data collection is one of most critical

parts of any research. &his is all about discussing the different

techniCues and method for data collection and selection of the most

suitable method for the particular study. &his is done through evaluation

of the strength and ea+nesses of each method.

&he federal definition of research by Messian college as defined in the

federal policy is %esearch means a systematic investigation5 including

research development5 testing and evaluation5 designed to develop or

contribute to generaliFe +noledge*.

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Definition of %esearchA detailed study of a subject5 especially in order to discover neE

information or reach a neE understanding*

%esearch methodology is a ay to systematically solve the research

problems. It may be understood as a science of studying ho research

is done scientifically.

In it e study the various step that are generally adopted by a

researcher in studying his research problem along ith he problem

behind them. It is necessary for the researcher to +no not only the

research methodsJ techniCues but also the methodology.

%esearcher not only to needs to +no ho to develop certain indices

or the tests5 ho to calculate the mean5 the mode5 the median and the

standard deviation or the chi sCuare5 ho to apply particular research

techniCues5 but they also need to +no hich of these methods or

techniCues5 are relevant and are not5 hat ould they mean and

indicate and hy.

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%esearcher also need to understand the assumption underlying

various techniCues and they need to +no the criteria by hich they

can decide the certain techniCues and others ill not.

All this means that it is necessary for the researcher.

&he methodology used for the study as very rigorous. Appraisal

forms ere made5 intervies ith employees ere held and ebsites

ere chec+ed for any type of information related to the study.

%andom selection procedure as used and a sample of 72 employees

as ta+en. &he methodology so applied is briefly discussed belo

step by step.

.121A.CH D12",

%esearch design is the overall description of all the steps though

hich the projects have preceded forms the setting of objectives tothe riting of the project report. &he success of the project depends

on the soundness of the research design5 hich includes problem

definition5 specific method of data collection and analysis and time

reCuired for the project.

-3P12 /0 .121A.CH D12",

&he research design is formulated after the formulation of objectives

and according to the reCuirement of the study. &he folloing types of

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research design are used for the purpose of study ith different

objectives in frame of mind.

1:PL/.A-/.3 .121A.CH D12",

&his is used to formulate a problem for more precise investigation or

for developing hypothesis. It is also a used for establishing priorities

for further researchR it also clarifies the concepts and ma+ing analyst

familiar ith the problem.

1:P1."M1,-AL .121A.CH

$,perimental research is also called e,perimental or casual research5

e,perimental is defined as a process here events occur in a setting atthe discretion of the researcher and the controls are used to identify

the resources of variation in subjects? response. &he folloing are

most common design for the mar+eting e,periments.

• After only design*

• !efore after design*

• !efore after ith control group design*

• After only ith control design*

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• $, post facto design*

• =ontinuous dairy panel design*

• 4actorial design*

D12C."P-"81 .121A.CH D12",

Descriptive studies underta+en in such a circumstances here

researcher is interested in +noing the demographic characteristics of the consumer of hen he is interested in +noing the proportion of

people in the given population ho behaves in the particular manner

ma+ing projection of the certain thing or determining relation

beteen to or more variable.

&he descriptive research in the research as the name implies aredesign to describe something besides the emphasis on description it5

should it or should not be conclude that such studies should simply

fact gathering e,peditions. 'nfortunately5 it is relatively easy to start

a descriptive study ith the vague thought that the data collected ith

interesting.

ence e have used descriptive research design. &he population

ta+en for the purpose of study comprised of people from middle

class5 upper class.

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2/U.C12 /0 DA-A

&here are types of data secondary and primary data. &he secondary

data refers to those data hich are gathered for some other purpose

and are already available in the firm?s internal record and commercial

purpose? magaFines and ho sites.

0n the other hand5 primary data do not e,ist already is record and

publication. &he one has to gather primary data a fresh from the

specific study underta+en by him.

Main source of the data as a primary source of the data collection

for determining the performance appraisal process of the employees

and to study the factors upon hich performance of the employees

are appraised5 secondary source of data ere used.

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0indings• Price of lu, soap is high as compared to other soap.

• )u, should introduce its +ids special soap.

• )u, should promote its product i.e hair shampoo and body shampoo.

• )u, has been endorsed by 72 film stars but actually not used by them.

• )u, strategies are not sustainable in the long run.

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2uggestions

Introduce +id?s special )u, soap.

=ompany should target to all age group.

)u, is a brand of all segment of society5 so advertising should not

contain only

N4I)MI SI&A%0 HA SA!'# but also li+e NAAM ADMI HA

SA!'#.

&arget rural customer.

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Conclusion

)'/ Is Generic !rand @idely 'sed !y all Segment of Society5

so company should consider all segment of society hile launching its

different type of product.

&oday5 ') is one of India?s )argest e,porters of branded 4ast Moving

=onsumer Goods. It has been recogniFed by the Government of India asa Golden Super Star &rading ouse.

)u, has high penetration in urban semi-urban areas. oever5 it has

only1:.9K penetration in rural areas.

It enjoys sound financial position high profits from this sector.

&he beauty soap industry of india consists of a fe producers in the

industry. &he demand for this product is very much vulnerable in

terms of pricing. 'nilever India is providing LUX at a price hichis affordable to most of the people in the country. !eauty soap is

an uprising product in India as a greater portion of the population5 both

male and fem ale5 are no gett ing more b eauty conscious.

As a mul tin ati onal compa ny 'ni lever India ith heavy

promotional activities5 has been able to penetrate the mar+et @ith si,

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different fragrances5 three different siFes5 international standard

and high Cuality design5 as a product5 LUX has been highly successful

over the years.

Its distribution process is highly efficient. Its promotional

activities5 li+e the beauty contest has been a milestone in

attracting a huge number of customers. 0verall ith its

mar+eting activities LUX has been a successful brand.

&he only place here rival companies are progressing is in givingcustomers redemption offers. %esearch revealed that Indian customers

are highly attracted to this sort of offers. &hese offers are not sustainable

in the long run but still it ta+es aay a considerable part of lu,?s sale in

the short run.

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5i>liography

@ebsite.google.com

.hul.com

.lu,.com
http://www.google.com/http://www.hul.com/http://www.lux.com/http://www.google.com/http://www.hul.com/http://www.lux.com/

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