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PRESENTATION ON : SOAP

INDUSTRY

SUBMITTED TO:Dr. Sanjeev Prashar

SUBMITTED BY:Adeshwar Raja

Akshay Saxena

Ankit Jain

Anup Dubey

MayankSomaniNeerajAggarwal

S Parasaran

VeenaVijaykumar

Section- B PGDM-DCP

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DEMOGRAPHIC SEGMENTATION &

TARGETINGLIFEBUOY

Age: 6-50+

Gender:Anyone Familysize: 2, 3-4, 5+

Income: Rs.5,000+

TargetArea:Lowerincomegroup

LUX

Age: 15-50+

Gender: female,Male Familysize: 2, 3-4,5+

Income: Rs.10,000+

TargetArea: Higherincomegroup.

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BEHAVIOURAL SEGMENTATION &

TARGETING

LUX

Benefits: Quality,

Fragrance & Skincare.

Userstatus: Regular

user

LIFEBUOY

Benefits:Totalprotection

antisepticsoap. Userstatus: Regularuser

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VALUE PROPOSITION

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VALUE PROPOSITION

LIFEBUOY

Itprovidestotal

protectionand

positionedas health

andhygienesoap.

LUX

Itstands forpromise of

beauty & glamouras

one oftheIndias mosttrustedpersonalcare

brand.

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POSITIONING

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POINT OF DIFFERENCE

LUX

Luxhas moved from being mereasoapbrandtoa skincarebrandandhasthetaglineNot just a

soap, its skin care

Itconsists ofnatural oilwithextra milkcream init.

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Brandpositionedasenablingawomanto expressherbeauty

Luxwantedto ensurethatthebrandbepositionedaspremiumbut

also didnotwantedto compromise ontheshare. Thusborn

International Lux whichisthepremium variantandtheaffordable

segmentwascateredbyLux beauty soap.

Earlier, thebrandusedthepositioningBeauty soap of Film stars

Luxinternationalhas moved frombeingasoapbrandto a skincare

brandandhasthetaglineNot just soap, its skin care

Luxalso launchedthe ''Strawberryand Creamand ''Peachesand

Cream'' soaps.

POSITIONING OF LUX

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POSITIONING OF LIFEBUOYFirst, lifebuoywaslaunchedas redbrickshaped.

Ithasbeen repositionedin 2002 as family

soap.

Itlaunched many variants:LifebuoyActive Red

LifebuoyActive Orange

LifebuoyInternational Plus

Lifebuoy

International Gold

LifebuoyNature (Neem & Tulsi)

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MARKETING MIX

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MARKETING MIX OF LUX

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PRODUCT

Itis manufacturedin most modernsoapplantwithworldclass

quality.

Itcomesindifferentsizesas minilux for Rs.5

Itextendeditsproductlinebylaunchingshowergel.

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Prominent Variants:

Luxalmond

Lux orchid

Lux fruit

Luxsaffron

Luxsandalwood

Lux rose

Luxinternational

Luxchocolate

Luxaromaticextracts

Lux oilandhoneyglowetc.

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PRICE

Affordableprice

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PLACE

For rural market:

Manufacturer

Wholesaler

Retailer

Customers

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For urban market:

Manufacturer

Retailer

Customers (in all cities)

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PROMOTION

Activesince 1929

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Featured all top actress of their times.

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Idea: if it is good enough for a film star, it is good

for me and I can shine like her.

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FirstMaleBrandAmbassador- Shahrukh Khan

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SecondMaleBrandAmbassador-

AbhishekBachchan

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Promotion through sponsoring

shows

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Sales Promotion

Luxgoldstar offer: 22 Carat Goldcoininthe

Soap.

Buy 3 get 1 free.

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MARKETING MIX OF

LIFEBUOY

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PRODUCT

Launchedas Carbolic Red Soap Symbolizehealth & hygiene.

Rechaniliseditsproductcyclebyintroducingnew variants

like-

LifebuoyActive Red LifebuoyActive Orange

LifebuoyInternational Plus

LifebuoyInternational Gold

LifebuoyNature (Neem & Tulsi) Recentlyithaslaunched talcumpowderunderthebrandname

oflifebuoy.

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PRICE

Affordableprice for

consumers.

Recentpricing ofLifebuoy:

LifebuoyTotal

Lifebuoynature

Lifebuoy

active total

Rs.12 for

125gm

Lifebuoy

Nature

Rs.10 for

100gm

Lifebuoy

Gold care

Rs. 10 for

100gm

Lifebuoycare

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PLACE

Ithas madehisstrategylikethatineverysmall orbigshopcustomerwillbeableto find outtheproduct.

It hasalready appointed 6000suchsub-stockists. As a result,the distribution network directly covers about 50,000villages, reachingabout 250 millionconsumers.

By the swasthya chetna project company has already

covered great % of villages andisbeingprogressivelyextended.

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PROMOTION

Ituses healthcareprogramme astheir

promotionso asto awarepeople oftheir

health. Italso doespromotionthroughTVandprint

campaigns, theagencyteam focusedattention

onthe familyhealththemes.

Continued

The Health for the entire family

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Continued..

Forpromotionin rural markets, itcreatedthe

Lifebuoy Swashthya Chetana project.

Thebrand registereda 30percentincreasein

volumes afterlaunchingthisproject.