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Brand Extension Assignment
Lux Body Wash
Submitted To: Prof. Sameer MathurSubmitted By: Snehal Karad
PGP30313
Brand Extension Assignment
Lux Body Wash
Submitted To: Prof. Sameer MathurSubmitted By: Snehal Karad (PGP30313)
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Manufacturer: Unilever Group
Unilever is one of the worlds leading suppliers of fast moving consumer-goods.
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Hindustan Unilever Limited
2014-15
HUL Share in Indian Market (%)
Net Revenue (2014-15)Rs. 30,806 crores
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Parent Brand : Lux
• Lux was launched as “Sunlight Flakes” laundry soap in 1899• In 1925, it became the first mass-market
toilet soap in the world• It was launched in India in 1929• In 2000 the focus shifted to emotional
space from skin benefits
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Brand Extension: Lux Body Wash
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Brand Extension: Lux Body Wash
Launched in India in 2010 Launched in India in 2015
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Brand Extension: Lux Body Wash
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Marketing Mix : Product
• Initially launched 5 variants of Body wash• Magical Spell• Peach and cream• Strawberry and cream• Scarlett Blossom• White Impress
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Marketing Mix : Product
• In 2015 New Lux Body Wash with long lasting fragrance launched• Available in 4 variants• Classic Collection• Strawberry and cream• Peach and cream
• Perfume Collection•Magical Spell• Scarlett Blossom
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Marketing Mix : Product
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Price
• Initially launched in a bottle of size• 125 ml INR 55• 240 ml INR 115
• At present bottle packaging available in 2 sizes • 100ml INR 70• 240ml INR 150
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Place
• Sold in retail shops, departmental stores• Available online through - Amazon, Flipkart, Nykaa, HouseofLux, Purplle
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Promotion
• Feel captivated by just little lux campaign• Prelaunch PR event for regions top media executives – story of how lux fragrances are composed• TV commercial featuring Katrina Kaif• Extensive outdoor - top of mind recall•Digital advertising - Facebook page• Luxessory Contest• “Lux makes me feel” contest
• In store promotion
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Segmentation
• Psychographic Segmentation• Women who appreciate being
stylish, elegant, fabulous, glamorous and like to celebrate beauty
• Geographic Segmentation• Tier I and Tier II cities
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Target
• Women of age group 18-40 yrs.• Women residential of Urban
and Semi-Urban• Women who appreciate
being stylish, elegant, glamorous and like to celebrate beauty
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Positioning
• Lux is about Celebrating beauty and glamour• Inspiring every woman to feel
confident in her own skin every day.• Beauty doesn’t have to be about
hard work, but rather, about pleasure
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References
• Fragrances in Bath and Shower in India, July 2011, Euromonitor
• http://www.hul.co.in/Images/HUL-Annual-Report-2014-15_tcm114-428112.pdf, HUL Annual Report 2014-15
• Beauty and Personal Care: Euromonitor from trade sources/national statistics
• https://unilevernetwork.com/my/About.aspx• https://www.youtube.com/watch?v=1euqULm_0TY• https://www.facebook.com/LuxIndia?fref=ts