Post on 22-Nov-2014
description
Brand Management Of
Presented ByGroup One
Manika KaushikAastha Mishra
Nitin BansalAshish Khullar
Divyanshu Mishra
Introduction- HUL
Hindustan Unilever Limited (HUL) is India's largest FMCG company, touching the lives of two out of three
Indians with over 20 distinct categories in home & personal care products and food & beverages. They
endow the company with a scale of combined volumes of about 4 million tonnes and sales of over
Rs. 13,000 crores
HUL BRANDS in the bathing soap category
•LUX•Lifebuoy•Dove•Hamam•Pears•Liril•Breeze•Rexona
INTRODUCTION-LUX
1916LUX launched in USA as Laundry
soap
1929LUX launched in
India
1925LUX launched in USA
as Toilet soap
1960LUX went colored
SEGMENTATION
• On Age- 16-35 years
• Based on Income- Middle income Group
• Gender- Female
POSITIONING
• Over the years positioned as a beauty soap of the Stars
Shift in positioning from Stars to Common Girl
PRODUCT LIFE CYCLE
Introduction (1929- 1950s)
Company Objectives Actions
Sales Low
Cost of manufacturing HighProfits Negative
Marketing Objective Create product awareness in major cities
Product strategy Offer a basic product
Price strategy Higher than LifebuoyDistribution Created network in major
citiesAdvertising strategy Awareness among early
adopters.
Growth- (1950s- 1990s)
Company Objectives Actions
Sales Rising Sales
Cost of manufacturing Average cost reductionProfits Positively increasing
Marketing Objective Maximise market shareProduct strategy Offer variants
Price strategy To penetrate the marketDistribution Intensive network in the
entire countryAdvertising strategy Awareness an interest in
mass market
Maturity-(1990s to till date )
Company Objectives Actions
Sales Peak sales
Cost of manufacturing Low
Profits 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.
Marketing Mix
Product• Different Variants• Strawberry & Cream• Peach & Cream• Festive Glow• Lux International• Lux Purple Lotus & Cream & limited editions
Price• Lux Peach & Cream Rs 18/90 gms
Lux Strawberry & Cream Rs 18/110 gms Lux Purple Lotus & Cream Rs18/110 gms
• Mini Lux Rs 5
Promotion Celebrity 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,• Priyanka Chopra ,Katrina Kaif & the latest Asin
Sponsoring TV shows
Promotional Offers
•Meet Aish- Abhi in London
Gold Coin Offer
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.
Source- The Economic Times
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 of new variants, coupons, free trials and demonstration at shopping malls, markets and point of purchase.
• Trade promotion- Discounts and lucrative offers to the retailers via price offs, advertising and display allowances and free merchandises.
• Business and sales force promotion-Conducting trade shows and conventions. Contests for sales representatives and speciality advertising.
Brand attributes and association
• Features-Lux soap has been popular for its product offering.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 the soap’, was born. A novel metallic substrate packaging beautifully showcased the ingredients and its globally accepted ingredient-linked perfumes heightened the sensorial experience.
Perceived quality
• The product offers value for money in the premium segment. It doesn’t compromise on the quality even if decision pertains to increase in price.
• As Lux is popularly known as brand of celebrities it is also one of the reason that consumer has a perception in mind that this product is of good quality
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
HUL Analysis
Source- The Economic Times
Trend Analysis of LUX
Source- The Economic Times
Future Projection
• Difficult to maintain market share
• Innovation and market penetration
• Recommendations-
• Ayurvedic variant• Lux Kids
Market Survey Findings
• Areas covered - Kondli market New Delhi, Noida Sec-15 market , Noida Sec-18 market , Spice Mall Noida Sec-25, Dwarka market New Delhi
• Number of consumers surveyed -35• Number of Retailers surveyed- 15
Survey Videos
Survey Videos
Consumer Survey • Are you aware about brand Lux ?• Yes- 100% No-0%
• How you came to know about the brand LUX-• Tv-56% Internet-8% Radio-12% Print media- 24%
Which of the following product range are you aware about-Shampoo-33% Bodywash-37% Facewash-30%
Which Indian celebrity you associate the brand lux most-Katrina kaif-27% Kareena Kapoor-6% Priyanka Chopra-3% Aishwarya- 64%
How many latest varients of lux are you aware about-Stawberry and Cream-34% Peach and cream-28% Festive glow with Honey-11% Creamy white 27%
How frequent you purchase bathing soap-Once in a month-27% twice in a month-67% Once in two months-3% No regular pattern-3%
Are you aware of the following offers by Lux-Gold Coin offer-63% Meet Abhi-Ash in London-28% Not aware of any offer-9%
From where you purchase soap-Organized retail-41% Kirana shop-59%
Have you heard the Lux latest jingle “Sone se bhi sona lage..” by Shankar Mahadevan-Yes-85% No-15%
Retailer Survey ResultsSince how many years are you keeping the stock of
Lux-0-1 years- 9% 1-5 years-58% 5-10 years-33%
Is lux a profitable brand for you-Yes-71% No-29%
Is the demand for the product regular-Yes-83% No-17%
Which is the best selling variant of lux soap-Strawberry and cream-45% Peach and Cream-15% Festive Glow-5% Creamy white-26%No particular variant-9%
How frequent do you reorder your lux stock-Once in a month-10% Twice in a month-50% Once in two months-20% No regular pattern-20%
Are you aware of any of the following offers of Lux- Goldcoin offer- 57% Meet Abhi-Ash in London-33% Not aware-10%
How do you rate offers given by lux- 1(Poor)- 20% 2-20% 3-30% 4-20% 5(Excellent)-10%
How do you rate lux distribution and sales channel-1(Poor)-10% 2-10% 3-20% 4-10% 5(Excellent)-50%
How is the profit margin in comparison with other competing brands-Not much-10% Decent-50% Very good-40%
From where do you receive your stock- Company warehouse-20% Wholesellar-70% Any other-10%
Conclusions •LUX is a well known & accepted brand (100 % Brand Awareness; Ranked No. 3 in Economic Times Most Trusted Brands)
•TV is the prime source by which LUX reaches out to the Consumer. (56%)
•People associate Aishwarya the most with LUX. (64%)
•LUX has a regular demand pattern throughout the year but the demand is higher in the first fortnight of every month.
•LUX has a very strong sales & Distribution network like the other products of HUL.
•Strawberry & Cream is the largest selling Variant of LUX. (45 %)
•Consumers still prefer to buy LUX from Local Kirana shops rather than from Retail Outlets. (59 %)
•Promotional Offers given by LUX are known to most of the consumers.
Thank You