Index

Unilever At Glance
Hindustan Lever At Glance
Lux At Glance
Product Profile of Lux
Market Scenario And Advertisements
Questionnaire For Non-Consumers
Analysis for non-Consumers
Questionnaire for Consumers
Analysis for Consumers
Synopsis of Analysis
Bibliography
Contributions to the project
Names and Numbers of the respondents
Unilever At A Glance
In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his
ideas for Sunlight Soap – his revolutionary new product that helped popularise
cleanliness and hygiene in Victorian England infamous for its unclean lifestyle. It
was ‘to make cleanliness commonplace; to lessen work for women; to foster
health and contribute to personal attractiveness, that life may be more enjoyable
and rewarding for the people who use our products.’
This was long before the phrase ‘Corporate Mission’ had been invented, but
these ideas have stayed at the heart of their business. Even if their language –
and the notion of only women doing housework – has become out-dated.
In a history that now crosses three centuries, Unilever’s success has been
influenced by the major events of the day – economic boom, depression, world
wars, changing consumer lifestyles and advances in technology. And throughout
they’ve created products that help people get more out of life – cutting the time
spent on household chores, improving nutrition, enabling people to enjoy food
and take care of their homes, their clothes and themselves.
More than ever, these brands are helping people 'feel good, look good and get
more out of life' – a sentiment close to Lord Leverhulme's heart over a hundred
years ago.
In the late 19th century the businesses that would later become Unilever were
among the most benevolent of their time. They set up projects to improve the lot
of their workers and created products with a positive social impact, making
hygiene and personal care commonplace and improving nutrition through adding
vitamins to foods that were already daily staples.
Success to them means acting with ‘the highest standards of corporate
behaviour towards employees, consumers and the societies and world in which
we live.’
Over the years Unilever has launched or participated in an ever-growing range of
initiatives to source sustainable supplies of raw materials, protect environments,
support local communities and much more.
Hindustan Lever (HLL) At A Glance

In the summer of 1890, visitors to the Kolkata harbour noticed crates full of
Sunlight soap bars, embossed with the words "Made in England by Lever
Brothers". With it, began an era of marketing branded Fast Moving Consumer
Goods (FMCG).

Soon after followed Lifebuoy in 1895 and other famous brands like Pears, Lux
and Vim. Vanaspati was launched in 1918 and the famous Dalda brand came to
the market in 1937.

In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati

Manufacturing Company, followed by Lever Brothers India Limited (1933) and
United Traders Limited (1935). These three companies merged to form HLL in
November 1956; HLL offered 10% of its equity to the Indian public, being the first
among the foreign subsidiaries to do so. Unilever now holds 51.55% equity in the
company. The rest of the shareholding is distributed among about 380,000
individual shareholders and financial institutions.

Since the very early years, HLL has vigorously responded to the stimulus of
economic growth. The growth process has been accompanied by judicious
diversification, always in line with Indian opinions and aspirations.

The liberalisation of the Indian economy, started in 1991, clearly marked an

inflexion in HLL's and the Group's growth curve. Removal of the regulatory
framework allowed the company to explore every single product and opportunity
segment, without any constraints on production capacity.

In January 2000, in a historic step, the government decided to award 74 per cent
equity in Modern Foods to HLL, thereby beginning the divestment of government
equity in public sector undertakings (PSU) to private sector partners. HLL's entry
into Bread is a strategic extension of the company's wheat business. In 2002,
HLL acquired the government's remaining stake in Modern Foods.

The vision that inspires HLL's 32,400 employees (40,000 including Group
Companies), including about 1,425 managers, is to “meet everyday needs of
people everywhere - to anticipate the aspirations of our consumers and
customers and to respond creatively and competitively with branded products
and services which raise the quality of life.” This objective is achieved through
the brands that the company markets.
It is an ethos HLL shares with its parent company, Unilever , which holds 51.55%
of the equity. A Fortune 500 transnational,Unilever sells Foods and Home and
Personal Care brands through 300 subsidiary companies in about 100 countries
worldwide with products on sale in a further 50.
HLL is also one of the country's biggest exporters and has been recognised as a
Golden Super Star Trading House by the Government of India; it is a net foreign
exchange earner. HLL is India’s largest exporter of branded fast moving
consumer goods. The company's Exports portfolio includes HLL's brands of
Soaps and Detergents, Personal Products, Home Care Products, Tea and
Coffee.
HLL’s brands have become household names. The company’s strategy is to
concentrate its resources on 30 national power brands, and 10 other brands
which are strong in certain regions. The top five brands together account for
sales of over Rs.3000 crores. Each of these mega brands has a potential scale
of Rs.1000 crores in the foreseeable future.
Some of the big brands in Soaps and Detergents are Lifebuoy,Lux, Liril, Hamam,
Breeze, Dove,(all Soaps), Surf Excel, Surf, Rin, Wheel (the number one
detergent brand in India, and HLL'slargest), 501, Sunlight (all detergents). HLL
also markets the Vim and Domex range of Home Care Products
Lux stands for the promise of beauty and glamour as one of India's most trusted
personal care brands by HLL. Lux continues to be a favorite with generations of
users for the experience of a sensuous and a luxurious bath.

Since its launch in India in the year 1929, Lux has offered a range of soaps in
different sensuous colors and world class fragrances. 2003 saw one of the
biggest milestones in the history of Lux. From being just a beauty soap of film
stars, Lux recognized the need for a compelling message about beauty that
would resonate with women of today.

Mr. MS Banga says, “Lux is all about being gorgeous everyday” He is of the
opinion that the message of beauty that Lux has passed to its consumers has
reverberated into large masses and a way to prove that would be the 18%
market share Lux holds as the largest soap brand in the personal wash market

Lux was also rated as the numero uno brand of the year by The Economic
Times Survey of India’s Most Trusted Brands conducted by the research
organization by the name ORG-MARG. The survey covered 4,674 consumers
across 12 centres - four metros, four Class I and four class II towns.

These are the results of the above mentioned survey:

The Top 20 Most trusted Indian Brands

Rank Brand Rank Brand

1 Lux 11 Ponds
2 Colgate 12 Pepsodent
3 Rin 13 Britannia
4 Thums Up 14 Vicks
5 Dettol 15 Clinic Plus
6 Fair & lovely 16 Bata
7 Surf 17 Ariel
8 Coca cola 18 Close Up
9 Pepsi 19 Limca
10 Horlicks 20 Sunsilk
Product Profile Of The Brand LUX
• Lux Energising Honey incorporates the beauty secrets of Fruit Extracts,
rich Milk Cream and Honey, for a fresh renewed feeling.

Lux Energising Honey

• Lux Nature Pure has nourishing coconut oil and cucumber soap bits. Its
creamy lather gently purifies the skin, leaving it clear and fragrant.

Lux Nature Pure

• Lux Golden glow comes with the magical touch of lustrous Honey and
precious Sandalwood Oil.

Lux Golden Glow

• Lux Orchid touch comes with the delicate touch of rare orchids and
precious Jojoba Oil, for a softer skin.

Lux Orchid Touch

• Lux Almond delight come with the deep moisturization of exotic Peach,
Cream and precious Almond Oil.
 Lux Almond Delight

International Lux Body Wash

International Lux Body Wash comes in 3 variants – White Spa, Rich Moisture
and Fresh Moisture.

Lux Fresh Moisture Body Wash For Oily Skin.

For people with oily skin, summer days are a nightmare! Ideally one should wash
one’s face with a mild cleansing lotion at least thrice a day. This will help prevent
pimples. As for the rest of the body, it could do with a little bit of Lux Fresh
Moisture Body Wash Fresh Moisture has extracts of orange peel and orchid
and is suitable for normal to oily skin which will give your skin a fresh n’ tangy
experience!

Lux Rich Moisture Body Wash For Dry Skin.

People with dry skin should use moisturizers regularly as it helps the skin stay
soft and smooth or else it will itch and flake. Lux Rich Moisture Body Wash is
there to fulfill this specific purpose of moisturizing– Rich Moisture contains
extracts of green apple and orchid and is suitable for dry to normal skin ,which
will give your skin a rich n’ creamy experience, and will keep your skin looking
healthy and moisturized even in winter.
Lux White Body Spa For Normal Skin.
Apart from the occasional tiny pimple or two, if you have clear skin, you are
blessed. To make the most of your great skin use Lux White Body Spa Body
Wash, it gives you a healthy, safer and fairer skin.

International Lux Body Wash comes in a beautifully designed bottle and is

available at select outlets in select cities. It is priced at Rs 70 for 250ml and Rs
40 for 150ml pack. Each pack comes with a Free Loofah to enhance the bathing
experience.

New Variants Of Lux Launched

Chocolate Seduction

Rich with cocoa cream and strawberry vitamins, this special offering from Lux
nourishes your skin and leaves it looking deliciously gorgeous.

The chocolate smell and colour is highly enticing, and the name Chocolate
Seduction builds on this attribute of the soap. This is the first time Chocolate in
soap has appeared in India. Further, for branded soaps across the world, this is a
first as well.

Aromatic Glow

Containing Lotus extracts and aromatic oils, this special offering from Lux leaves
you with a lingering fragrance and a glowing skin.

This celebration range is being specially offered at the same price as other Lux
variants Rs13.
Market scenario Of Lux And Advertising

Lux has been a brand under the umbrella of HLL since its inception in India.
Today the brand value of this brand is close to Rs 750 crores.

The soap market is segmented demographically into male and female, income,
age.; phychographically into lifestyle, personality ; behaviorally into benefits, user
rate, loyalty status, attitude towards the product.

Lux has always targeted women for their products as women are more particular
about what brand of product they use for personal care and hygiene than men.
And in a family after a woman gets the soap from the market, men don’t mind
using the same soap. This indirectly increases usage of the soap and thus the
sales increases.
Lux is basically targeting women who want to feel beautiful, special and
glamorous and look up to the movie stars of India.

Lux is positioned as a soap which helps you, “Being Glamorous everyday”.

We all like to look gorgeous and enjoy that confidence which makes us feel like
anything’s possible. And that's just what the Lux range offers you on a daily basis
– at a price you can afford. By the use of extensive campaigns Lux has emerged
as a successful leader in the soap market. Lux tries to portray an image of ‘the
beauty soap’ in all its campaigns. It has successfully done this by using
celebrities to endorse their brands. Lux was one of the first companies to use this
strategy in India. In its campaigns Lux has featured many stars starting from
Leela Chitnis and then later on starts like Madhubala, Madhuri Dixit, Karishma,
Aishwarya Rai and now Kareena, who have all endorsed the goodness of LUX. It
is probably the only brand that has had the endorsement of nearly 50 Indian film
stars. In the most recent add campaigns that started of to mark the 75th year of
stardom Lux started of with its campaign in which they introduced the first male
brand ambassador who was none other than the BADSHAH OF BOLLYWOOD –
Shahrukh Khan. All these stars feel that signing for Lux was a very important
decision in their lives and it has helped them know that they have made it big in
the industry. The starts feel honoured to be associated with Lux as it puts them
on the league with other great stars of the times that have gone. Shahrukh Khan,
the Badshah of Bollywood, says that “The benchmark of a true star in the film
industry is, when you are selected as a LUX star. To be amongst women such as
Hemaji, Sridevi, Juhi and Kareena is being a part of an ode to beauty. My
endorsement of LUX is a tribute to the true beauties of Bollywood. Hindi movies
without our leading ladies are as incomplete as a bathing experience without
LUX, the beauty soap of the stars."

All the women that Lux tries to endorse its brand are very beautiful. In short, Lux
has worked its charm on millions of women, making their dreams of beauty come
true.
 Questionnaire –
LUX
General public

Name: -
Age: -
Sex: - M / F

1. What is the first image does LUX bring in your mind?( best word that
describes LUX)
a. Stardom
b. Beauty
c. Freshness
d. Quality
e. Others ___________

2. Do you feel the value of stardom is attached to LUX? Why?

3. What do you feel about the advertising done by LUX?

Sensational
Classy
Feminine pride
Regressive
 4. What do you feel about the recent ad campaign launched by Lux
celebrating the 75th Anniversary of stardom and taking Shahrukh Khan In
the Ad.

5. Do you think this soap is targeted only to women? Yes / No

6. Is the pricing of Lux justified?

7. Do you feel Lux to be a premium segment soap or a

Survey Results for non-consumers of the product Lux
Sample size – 50
Men –17
Women – 33

1. What is the first image does LUX bring in your mind?( best word that
describes LUX)
Men Men Women Women Total Total
(%) (%) (%)
Stardom 6 35.294 19 57.57575 25 50
1 8
Beauty 7 41.176 10 30.30303 17 34
5
Freshness 1 5.8823 0 0 1 2
5
Quality 3 17.647 4 12.12121 7 14
1 2
Others 0 0 0 0 0 0
Total 17 100 33 100 50 100

Men Women

0% Stardom 0% Stardom
18% 0% 12%
35% Beauty Beauty
6%
Freshness Freshness
30% 58%
Quality Quality
41% Others Others
 Ove rall

14% 0%
Stardom
2%
Beauty
Freshness
50%
Quality
34%
Others

2. Do you feel the value of stardom is attached to LUX? Why?

Men Men Women Women Total Total

(%) (%) (%)
No 1 5.8823 2 6.060606 3 6
5 1
Yes, Stars use it 3 17.647 8 24.24242 11 22
1 4
Yes, Stars 13 76.470 23 69.69697 36 72
endorse it 6
Total 17 100 33 100 50 100

40
36
35

30
25 23
No
20 Yes, Stars use it
15 13 Yes, Stars endorse it
11
10 8

5 3 2 3
1
0
Men Women Total
Objective: The objective to ask this question to the respondents was to find out if the
brand image projected by the company is established by the target consumers correctly. A
brand image is very important to make a mark in the minds of the consumers. It is said
“where the mind goes, market follows.” So it is important for Lux to correct the
difference between what they are trying to project and what the consumers perceive as
even a slight blur between the two could lead to losing a potential consumer.

Observation: Although it’s quite easy to correlate Lux with stardom at first go…but
when asked why you feel stardom is attached to Lux…very few people could give the
reason without using any hints from us. This shows that the value of stardom is definitely
attached to Lux at a sub-conscious level which is good news because a brand is born from
the heart and not the logical mind of the consumer. Out of the 50 respondents 36 replied
that the value of stardom is attached to Lux as the stars themselves endorse Lux and are
indeed proud to be a part of Lux and these stars consider themselves to be a part of Elite
group who have appeared in the Lux commercials.

Conclusion: Lux has done well to stick to their image by keeping the advertising
strategy simple and effective, use glamorous stars, glamorous sets and glamorous shots
for the ad to create a glamorous image of a glamorous soap. People have the image of
their brand image in their sub-conscious minds only because of this use of stars so
effectively in their commercials. Lux has been the first brand in India to use Movie Stars
to endorse their product and have used this to their maximum potential.
 3. What do you feel about the advertising done by LUX?

Men Men Women Women Total Total

(%) (%) (%)
Sensational 3 17.6 6 18.1 9 18
Classy 4 23.5 8 24.2 12 24
Feminine Pride 8 47.1 19 57.5 27 54
Regressive 2 11.7 0 0 2 4
Total 17 100 33 100 50 100

Men Women

12% 18% 0% 18%

Sensational Sensational
Classy Classy
Feminine Pride 58% Feminine Pride
24% 24%
46% Regressive Regressive
 Total

4% 18%
Sensational
Classy
Feminine Pride
54% 24%
Regressive

Objective:
The objective behind asking this question was to figure out what impact does the simple
strategy of using stars to model around using their products have and what thoughts these
ads invoked in the minds of the people over the years. The way they think about the ads
reflects the image of how the people perceive the brand to be although being not a part of
the user community of the particular brand.

Observation:
Most of the respondents feel the ads are a symbol of feminine pride as all the stars used
by Lux are epitome of feminine beauty. Thus, more than 54% or the respondents
responded for feminine pride. A considerable number of people feel the ads over the
years are classy because of the way the actresses are depicted in their ads. Also there is a
small minority of people who think the quality of ads have gone down since the past
referring to the recent Shah Rukh Khan ads celebrating the 75th Anniversary of Lux.
These set of people have probably not understood the bold step taken by Lux to use the
male stars to promote their soaps. Lux

Conclusion:
Lux has always been this soap used by beautiful, classy, elegant people like the movie
stars of India and Lux has done well to portray this in their ads. The recent ad campaign
celebrating 75th Anniversary of Stardom can be considered a success in atleast continuing
the brand image of Lux by using all their previous Lux stars along with Shah Rukh Khan
other surveys and research will tell if this success is visible even in their sales.

4. What do you feel about the recent ad campaign launched by Lux

celebrating the 75th Anniversary of stardom and taking Shah Rukh Khan
In the Ad.

Men (17) - % -

9 - 52.9% - the ad portraits Lux is not only a women’s soap but also for the
men

5 -29.4% - It makes no sense taking shahrukh khan in the ad.

3 -17.6% - They have tried to do something new, maybe to attract the ladies.

Women (33) - % -

17 - 64% - the ad portraits Lux is not only a women’s soap but also for the men
 9 - 27.2% - they wondered what was Sharukh khan doing in an ad
(using the
Product) when the product is meant for women.

4 - 12.1% - the ad is meant for metrosexuals.

3 -9.09% - it motivates them more to buy the product as they are big fans of
Shahrukh khan.

Objective:
The objective of this question is to find what the consumers are thinking about the latest
campaign, showing Shahrukh Khan in the Lux ad. Over so many years Lux has been
taking only women in their ads, but now as they have taken Sharukh Khan in the ad we
would like to know weather the right message, which the company wants to convey, has
been percepted by the consumers in the right manner. This time they have come with
something new by taking Shahrukh Khan in the ad so we would like to know weather the
consumers have reacted positively or in a negative manner.

Observation:
Company’s point of view
Explaining the reasons for choosing the superstar who has already had much exposure
endorsing a host of other brands, Ashok Venkatramani, Vice-President (Skin), HLL, says,
"Shah Rukh is a big draw and women just love him. Putting the two together, we thought
we could reach our consumers with the new campaign." JWT expresses a similar view.
"The target audience for Lux is women. Shah Rukh is a great favourite with women of all
ages. So the strategy for Lux has not really changed. It is just the execution that is very
different; instead of a female star in the tub, we have Shah Rukh," claims Nandita
Chalam, Associate Vice-President & Senior Creative Director, JWT.
It is not that the leading actresses of yesteryear are absent in its new communication
either. There is one each from every decade till now standing next to Shah Rukh, who
will continue to star for the brand. Hema Malini ('70s), Sridevi ('80s), Juhi Chawla ('90s)
and Kareena Kapoor (today's star) will be also seen with Shah Rukh as he soaks in the
tub.
And it's not about Shah Rukh the star but the kind of person that he is, is what the Lux
brand hopes to integrate into its new campaign. "Instead of showing Shah Rukh as a
macho man riding a horse like the Marlboro man, the idea was to portray the metrosexual
male who had a soft touch. Shah Rukh has been portrayed as a different kind of male who
is different from the rest of the stars. He is shown as a soft guy who is in touch with his
emotions," states Venkatramani.
Ad industry veterans are divided and unsure about the effectiveness of this tactic. "This
will certainly create a buzz as it's out of the normal formula - I'm really unable to judge if
this will help the brand or not," says Sangeetha Shetty, Executive Vice-President, RK
Swamy BBDO. On the other hand, Sanjai Srivastava, Vice-President, Lowe, is confident
about the ad working for the brand. Says he, "In my opinion, Shah Rukh will make a
difference. In fact, one can already get a sense from the cut-through that the ad may have
achieved, or the `buzz' that it has created."
Consumers point of view.
As seen above only 18% of the people were able to percept the ad in the right manner
saying that the ad is meant to woo women more by showing Sharukh khan, most of the
people- 62% of the people could not get the ad right, they thought that LUX is trying to
target a new class of people – men, which is not the message LUX has tried to convey
through this ad. And about 12% said that they could not understand at all what LUX was
trying to convey.

Conclusion:
Comparing the consumer’s and the company’s point of view we found out that the
company has failed in their mission, they could not get the message across in a right
manner, they have left the consumers confused and thinking that what is the company’s
objective behind this ad. The consumers also had some negative thoughts about the
company which is not good for the company, the negative reactions fetched by the ad was
pretty high.
After showing this ad the company’s sale may increase but that’s just because of the buzz
created, as over the years the company was showing the actresses in all their ads but this
time showing Shahrukh Khan it has shocked the audience and a buzz is created.
But this buzz is just temporary as we all can see when the ad campaign was launched all
the people and the newspaper were talking about the ad but now that buzz is slowing
down, this is not what the company wants.
So basically the company’s goal to woo more women by showing Sharukh Khan is
failed, they could just create a temporary buzz showing the campaign.
No doubt most of the audience has reacted positively but at the same time they are left a
bit confused.
5. Do you think this soap is targeted only to women?

Men Men Women Women Total Total

(%) (%) (%)
Yes 35 329 52.9 23 69.6 32 64
No 30 6 35.2 5 15.1 11 22
No, only recently 23
2 11.7 5 15.1 7 14
25
targeted to men
also 20 Men
Total Women
15 17 100 33 100 50 100
11 Total
9
10 7
6 5 5
5 2
0
Yes No No, only
recently
targetted to
men also
Objective:
Lux has always targeted their soap towards women. This question was directly asked to
see if the respondents really feel the same way. We purposefully kept another option
along with yes and no, and that option was No, it is also targeted to men recently. We
added this option to see the impact of the ad is felt in the minds of the people. This would
tell us if the consumers are confused by the recent Ad campaign celebrating the 75th
Anniversary of Stardom.

Observation:
A large number of people think that the soap is targeted to women. About 64% of them
have responded in favour of the questions but there are some who think Lux is not only
targeted to women but to both, men and women. The people who think in such a way are
about 22%. Now, there are 14% people who think that Lux is now trying to target
metrosexual males due the buzz around the recent ad showing Shah Rukh Khan in a bath
tub promoting Lux. Thus, around 36% of the respondents feel that Lux is not just targeted
to women. This is something Lux should worry about because Lux has always targeted
women. The targeting of Lux is somehow not accepted by the people and about 7 people
out of 18 are confused about the targeting of Lux due to the recent Ad campaign with
Shah Rukh Khan in it.

Conclusion:
Lux has always targeted women as their consumers for a very good reason. Men are
typically not so much particular about soaps and other such personal care products and
this is exactly opposite in case of women. A soap targeted to men would not have done
well, as a soap targeted towards women would have in the era when Lux was launched.
Also once the women buy the soap men don’t mind using the soap as most households
use only a single soap in a bathroom for all the family members. This would increase the
sales as women would be more brand loyal towards Lux than men because they are
particular about what products they use. However their recent ad campaigns have added
towards the confusion of whether he soap is targeted only for women by using Shah
Rukh Khan and create a buzz in the short run. The company should try and come up with
some other innovate strategy to clear the confusion in people’s minds.
Men Men Women Women Total Total
(%) (%) (%)
Yes 16 94.117 27 81.81818 43 86
6 2
No 1 5.8823 6 18.18181 7 14
5 8
Total 17 100 33 100 50 100

6. Is the pricing of Lux justified? (Rs 13 for a 100gm bar)

 50
45 43
40
35
30 27 Men
25 Women
20 16 Total
15
10 6 7
5 1
0
Yes No

Objective:
The price of Lux is kept at Rs 13 for a 100gm bar of soap and an average family of four
members could do with it for about 2 weeks with a single bar of soap for bathing. The
objective of asking this question was to check if price is the important factor while
considering which soap people buy for their use.

Observation:
More than 85% of the respondents were satisfied by the price of Lux as they think the
value derived from the soap is delivered at a reasonable price. However, there are 14%
people who think the price of Lux is a little on the higher side and Lux also tries to trick
its consumers by doing these special promotions such as “Har Star Lucky Star Offer”
where there is a specific prize inside the Lux pack to lure them to buy more soaps.
However there are no combo offers for Lux as other brands come out with off and on.

Conclusion:
Although there is not much scope for increasing or decreasing price as the soap market is
a very competitive market, however the promotional activity to increase the sales of Lux
without revamping the brand should be considered as it is cheaper. Using discounts and
combo offers would definitely increase sales much more than compared to the offers like
“Har Star lucky Star” offer. Also using combo offers would help them sell more units
than the Har Star Lucky Star offer because this offer is on sale of every unit of soap sold,
whereas in case of combo offers people would have to buy 2 or 3 soaps to avail of the
offer.
7. Do you feel Lux is a premium soap

Men Men Women Women Total Total

(%) (%) (%)
Yes 12 70.5 24 72.7 36 72
No 5 29.4 9 27.3 14 28
Total 17 100 33 100 50 100
 35
31
30
24
25
19 Men
20
Women
15 12 Total
9
10
5
5

0
Yes No

Objective:
The objective to ask this question is to check if people are clear about the way Lux has
positioned itself and to find reasons of people getting confused about the positioning of
Lux and calling it a “non premium brand”

Observation:
The positioning of Lux in the awkward way is costing Lux its brand image. In our survey,
72% of the people responded positively that Lux is premium soap. But there are about
28% people denying that Lux is a premium Brand. This is where Lux needs to work as
they are losing potential customers just because the message conveyed has not reached
them correctly.

Conclusion: Lux has positioned itself at a very awkward way which can confuse people
about the positioning it wants. Although Lux is positioned as premium soap with
Bollywood stars being proud to be associated with Lux, it is also priced at a bare 13 Rs a
bar. Contrary to this, the other premium soaps like Cinthol and Palmolive range from
Rs16 to Rs19 per bar. Thus due to the difference in the prices people tend to get confused
whether this is a premium soap or just another soap calling itself as a premium soap.
Basically what has happened here is that Lux which is depicted as a luxurious soap
because of its connection to the Stardom industry has entered in the basic soap’s price
segment. Due to this the consumers are left confused as to Lux is a premium soap or not
 Questionnaire –
LUX
Customers

Name: -
Age: -
Sex: - M / F
Contact no: -
1. What is the first image does LUX bring in your mind? ?( best word that
describes LUX)
a. Stardom
b. Beauty
c. Freshness
d. Quality
e. Others ___________

2. What do you feel about the recent ad campaign launched by Lux

celebrating the 75th Anniversary of stardom and taking Shahrukh Khan In
the Ad.

3. Has lux enhanced your beauty and made a difference to your looks?
Yes / No

5. Make different innovations in the product, does it make a lot of

differences to you? Yes / No

6. Do you try different types of LUX as they come out? Yes / No

7. What factor exactly motivates you to buy this product? (Motivational

research)

8. After having a bath with Lux, where does your confidence and looks
stand?
a. Full of confidence
b. Somewhat confident
c. Same as before
9. Can you give any suggestions to Lux to improve in any way they can?

Q1.}What is the first image does LUX bring in your mind? ?( best
word that describes LUX)

Men Men Women Women Total Total

(%) (%) (%)
Stardom 4 50 29 69.04761 33 66
9
Beauty 3 37.5 11 26.19047 14 28
6
 Freshness 1 12.5 1 2.380952 2 4
4
Quality 0 0 0 0 0 0
Others 0 0 1 2.380952 1 2
4
Total 8 100 42 100 50 100

Men

13% 0%
Stardom
Beauty
Freshness
49%
Quality
38%
Others

Women

2%0%2%

26% Stardom
Beauty
Freshness
Quality
70% Others

Overall

4% 0%
2%
Stardom
28%
Beauty
Freshness
Quality
Objective :- 66% Others
The objective of this question is to find out the actual image of the company. We want to
find out what the consumers actually think about LUX – basically what type of soap it is?
Objective:
We want to find out what LUX projects itself to be and what the consumers think
of LUX and also find out weather any difference exist regarding the projected
image of LUX between the company and the consumer, and if yes why is it so?
And what can be done to correct the image.

Observation :-
Image projected by lux:-
Lux "Being just gorgeous every day" MS Banga (former head)
Launched in 1895 Lux stands for the promise of beauty and glamour as one of
India's most trusted personal care brands. Lux continues to be a favorite with
generations of users for the experience of a sensuous and Luxurious bath.
From the look and feel of the product and packaging to the subtle fragrances – it
is a delight to the senses.
Here LUX has projected it self to be a soap which is associated with glamour and
beauty.
Image in the minds of the people :-
According to the consumers 66% said LUX is related to glamour, 28% said
beauty, which means that 96% of the people had the right image of LUX as a
soap in their mind

Conclusion:-
LUX has been endorsing various filmstars over the years, right from Leela chitins
to Madhubala to Sridevi to Kareena kapoor, over the years their strategy has
remained the same, they have tried to associate their product with the film
industry which is related to beauty and glamour due to this over the years most of
the public knows that what Lux actually stand for.

While questioning the consumers we learnt that LUX could project the right
U.S.P. only because of their continuous advertisements showing their favorite
film stars. We learnt that only a negligible amount of people did not like to use the
product the way it is meant to be(use for luxurious bathing - they used it as basic
soap to wash their hands)

Therefore the strategy follwed by LUX is very appropriate they should not make
any drastic changes in their advertisement, they should just keep on endorsing
the current sensation (bollywood star) and because of this most of their
consumers know what the product is and will be all about.

Q2} What do you feel about the recent ad campaign launched by

Lux celebrating the 75th Anniversary of stardom and taking
Shahrukh Khan In the Ad.

Men (8) - % -
 4 - 50% - the ad portraits Lux is not only a women’s soap but also for
the men

1 -12.5% - It makes no sense taking shahrukh khan in the ad.

3 -37.5% - They have tried to do something new, maybe to attract the

ladies.

Women (42) - % -

27 - 64% - the ad portraits Lux is not only a women’s soap but also for
the men

5 - 12% - they wondered what was Sharukh khan doing in an ad

(using the
Product) when the product is meant for women.

4 - 9.5% - the ad is meant for metrosexuals.

6 -14.5% - it motivates them more to buy the product as they are big
fans of Shahrukh khan.

Objective:
The objective of this question is to find what the consumers are thinking about
the latest campaign, showing Shahrukh Khan in the Lux ad. Over so many years
Lux has been taking only women in their ads, but now as they have taken
Sharukh Khan in the ad we would like to know weather the right message, which
the company wants to convey, has been percepted by the consumers in the right
manner. This time they have come with something new by taking Shahrukh Khan
in the ad so we would like to know weather the consumers have reacted
positively or in a negative manner.

Observation:
Company,s point of view
Explaining the reasons for choosing the superstar who has already had much
exposure endorsing a host of other brands, Ashok Venkatramani, Vice-President
(Skin), HLL, says, "Shah Rukh is a big draw and women just love him. Putting the
two together, we thought we could reach our consumers with the new campaign."
JWT expresses a similar view. "The target audience for Lux is women. Shah
Rukh is a great favourite with women of all ages. So the strategy for Lux has not
really changed. It is just the execution that is very different; instead of a female
star in the tub, we have Shah Rukh," claims Nandita Chalam, Associate Vice-
President & Senior Creative Director, JWT.
It is not that the leading actresses of yesteryear are absent in its new
communication either. There is one each from every decade till now standing
next to Shah Rukh, who will continue to star for the brand. Hema Malini ('70s),
Sridevi ('80s), Juhi Chawla ('90s) and Kareena Kapoor (today's star) will be also
seen with Shah Rukh as he soaks in the tub.
And it's not about Shah Rukh the star but the kind of person that he is, is what
the Lux brand hopes to integrate into its new campaign. "Instead of showing
Shah Rukh as a macho man riding a horse like the Marlboro man, the idea was
to portray the metrosexual male who had a soft touch. Shah Rukh has been
portrayed as a different kind of male who is different from the rest of the stars. He
is shown as a soft guy who is in touch with his emotions," states Venkatramani.
Ad industry veterans are divided and unsure about the effectiveness of this tactic.
"This will certainly create a buzz as it's out of the normal formula - I'm really
unable to judge if this will help the brand or not," says Sangeetha Shetty,
Executive Vice-President, RK Swamy BBDO. On the other hand, Sanjai
Srivastava, Vice-President, Lowe, is confident about the ad working for the
brand. Says he, "In my opinion, Shah Rukh will make a difference. In fact, one
can already get a sense from the cut-through that the ad may have achieved, or
the `buzz' that it has created."
Consumers point of view.
As seen above only 18% of the people were able to percept the ad in the right
manner saying that the ad is meant to woo women more by showing Sharukh
khan, most of the people- 62% of the people could not get the ad right, they
thought that LUX is trying to target a new class of people – men, which is not the
message LUX has tried to convey through this ad. And about 12% said that they
could not understand at all what LUX was trying to convey.

Conclusion:
Comparing the consumer’s and the company’s point of view we found out that
the company has failed in their mission, they could not get the message across in
a right manner, they have left the consumers confused and thinking that what is
the company’s objective behind this ad. The consumers also had some negative
thoughts about the company which is not good for the company, the negative
reactions fetched by the ad was pretty high.
After showing this ad the company’s sale may increase but that’s just because of
the buzz created, as over the years the company was showing the actresses in
all their ads but this time showing Shahrukh Khan it has shocked the audience
and a buzz is created.
But this buzz is just temporary as we all can see when the ad campaign was
launched all the people and the newspaper were talking about the ad but now
that buzz is slowing down, this is not what the company wants.
So basically the company’s goal to woo more women by showing Sharukh Khan
is failed, they could just create a temporary buzz showing the campaign.
No doubt most of the audience has reacted positively but at the same time they
are left a bit confused.

Q3} Has Lux enhanced your beauty and made a difference to

your looks?
 Men Men Women Women Total Total
(%) (%) (%)

Yes 4 50 29 69.047619 33 66

No 4 50 13 30.952381 17 34

Total
8 100 42 100 50 100

35 33

30 29

25

20 Men
17
Women
15 13 Total

10

4 4
5

0
Yes No

Objective;
The objective of this question is to find out that if - LUX what is it exactly made for
which is beauty is actually sensed by the consumers. We want to know weather
the company is successful of what it has promised in the soap, whether the
cosumer has got what they had expected when they saw the ad, and if not then
whay are they still using the product?

Observation:
Companys’s point of view
The company says LUX is a soap which depicts beauty that is it is endorsed by
film stars. From being just a beauty soap of film stars, Lux recognized the need
for a compelling message about beauty that would resonate with women of
today.
The company says that LUX is available for every type of skin oily, dry, normal
and also coming up with soap which will protect the skin from the harsh sun in
the summer.
Therefore LUX is concentrating hard to improve the quality of the skin of their
consumers
Consumer’s view;
According to the consumers 66% of the people found some difference in their
skin and the rest did not find any difference or a very minimal difference.

Conclusion;
According to LUX all their consumers should find a difference in their skin after
using LUX but only 66% reacted positively.
Therefore we asked the rest 34 % that why do they use the soap even if it is not
making any difference, the answers we got was mostly all men who did not find
the difference were using the soap because their whole family uses the same
soap but that soap is bought by their wife or their mom who feel there is some
difference in their skin. And the women use it because their skin has adjusted to
this soap only over a period of time even though it does not make any difference.
We also found out that mostly people who do not find any difference on their skin
is because the difference made in skin is a gradual process and in those people
the difference is more slow and over a period of time they do not realize even if
their skin has changed a little bit.
We also learnt that what happens is when a women buys a soap she buys the
soap suiting her skin and that soap is used by her whole family which may not
have the same skin type. Therefore the skin remains the same.
Therefore LUX should try to convey to the people to choose their soaps
according to their skin type only, even if the women has to buy different type of
soap for her family, the monthly usage of the soap will be the same.

Q4} After having a bath with Lux, where does your confidence
and looks stand?
a. Full of confidence
 b. Somewhat confidant
c. Same as before

Men Men Women Women Total Total

(%) (%) (%)
Full of 2 25 11 26.19047 13 26
confidence 6
Somewhat 2 25 18 42.85714 20 40
Confident 3
Same As before 4 50 13 30.95238 17 34
1
Total 8 100 42 100 50 100

25

20
20 18
17

15 13 13 Full of confidence
11 Somewhat Confident
10 Same As before

5 4
2 2

0
Men Women Total

Analysis:

The above question is related to question 3} because;

When people find some difference on their skin they would feel very confidant or
even if they find some difference but over a period of time they would feel
somewhat confidant, but there are 17% of the people who feel same as before
because:

a.} People who do not find any difference on their skin is because the difference
made in skin is a gradual process and in those people the difference is more
slow and over a period of time they do not realize even if their skin has changed
a little bit.
Therefore they feel their skin is same as before.

b.} When a women buys a soap she buys the soap suiting her skin and that soap
is used by her whole family which may not have the same skin type. Therefore
he/she feels their skin is still the same.

Therefore Lux promises from being just a beauty soap of film stars, Lux
recognized the need for a compelling message about beauty that would resonate
with women of today.
The company says that LUX is available for every type of skin oily, dry, normal
and also coming up with soap which will protect the skin from the harsh sun in
the summer.
Lux continues to be a favorite with generations of users for the experience of a
sensuous and luxurious bath.

The above statistics shows that LUX is successful to give the consumers what it
promises but it is up to the consumers now to choose the soap according to their
skin type, and surely they will find the difference, and they will better and
confidant after they step out from the bathroom, now LUX should try to just bring
awareness in its consumers that they should buy the soap not according to their
skin type only but also the skin of their family member.

Q5} Make different innovations in the product, does it make a lot

of differences to you?
 Men Men Women Women Total Total
(%) (%) (%)
Yes 5 62.5 34 80.95238 39 78
1
No 3 37.5 8 19.04761 11 22
9
Total 8 100 42 100 50 100
45
39
40
34
35
30
Men
25
Women
20
Total
15 11
10 8
5
5 3

0
Yes No

Q6} Do you try different types of LUX as they come out?

 Men Men Women Women Total Total
(%) (%) (%)
Yes 5 62.5 34 80.95238 39 78
1
No 3 37.5 8 19.04761 11 22
9
Total 8 100 42 100 50 100
45
39
40
34
35
30 Men
25
Women
20
15 11 Total
8
10 5
3
5
0
Yes No

Objective:
The objective of these questions are to find out weather the consumers are
actually interested when the company comes out with new innovations and new
products and if they are interested do they use and continue to use these this
products. As LUX is a company which keeps on making innovations and coming
out with new products every few months they have to see weather the
consumers know about the new product and if yes weather they use it.
They have to make different innovations so that the consumers do not get bored
of the same product.

Observation:
Over the years LUX has been coming out with new products like :-
Lux Energising Honey incorporates the beauty secrets of Fruit Extracts, rich Milk
Cream and Honey, for a fresh renewed feeling.
Lux Nature Pure has nourishing coconut oil and cucumber soap bits. Its creamy
lather gently purifies the skin, leaving it clear and fragrant.
Lux Golden glow comes with the magical touch of lustrous Honey and precious
Sandalwood Oil.
Lux Orchid touch comes with the delicate touch of rare orchids and precious
Jojoba Oil, for a softer skin. (the latest offereing by LUX)
Lux Almond delight come with the deep moisturization of exotic Peach, Cream
and precious Almond Oil.
Aroma glow Containing Lotus extracts and aromatic oils, this special offering
from Lux leaves you with a lingering fragrance and a glowing skin. This
celebration range is being specially offered at the same price as other Lux
variants (the latest offereing by LUX)
Chocolate seduction Rich with cocoa cream and strawberry vitamins, this special
offering from Lux nourishes your skin and leaves it looking deliciously gorgeous.
The chocolate smell and colour is highly enticing, and the name Chocolate
Seduction builds on this attribute of the soap. This is the first time Chocolate in
soap has appeared in India. Further, for branded soaps across the world, this is a
first as well. (the latest offereing by LUX)
As seen in the above statistics 78% of the consumers are interested in the new
products which they are offering and those people have started using the new
products according to their skin. The people have reacted positively to the
products.

Conclusion:-
The main reason for LUX to come out with new products is:
a.} To keep on improving the quality of the product.

b.} To see to that the consumers are not getting bored of using the same product
everyday, coming out with new products the current consumers gets more
excited and anxious about the new product and will not loose interest in the
company and will also remain brand loyal. And also seeing new types of products
and innovation many new consumers will purchase the product.

The current offering by LUX has been positively intercepted by the consumers because
and of this about 78% of the consumers are interested in the new products. This shows
that the objective of LUX by introducing new soap in the market and keeping hold of
their consumers is established.

Q7}Do you think the pricing of the product is justified?

 Men Men Women Women Total Total
(%) (%) (%)
Yes 7 87.5 39 92.85714 46 92
3
No 1 12.5 3 7.142857 4 8
1
Total 8 100 42 100 50 100

50 46
45
39
40
35
30
Yes
25
No
20
15
10 7
3 4
5 1
0
Men Women Total

Objective:
The price of Lux is kept at Rs 13 for a 100gm bar of soap and an average family of four
members could do with it for about 2 weeks with a single bar of soap for bathing. The
objective of asking this question was to check if price is the important factor while
considering which soap people buy for their use.

Observation:
More than 90% of the respondents were satisfied by the price of Lux as they think the
value derived from the soap is delivered at a reasonable price. However, there are 8%
people who think the price of Lux is a little on the higher side and Lux also tries to trick
its consumers by doing these special promotions such as “Har Star Lucky Star Offer”
where there is a specific prize inside the Lux pack to lure them to buy more soaps.
However there are no combo offers for Lux as other brands come out with off and on.
Conclusion:
Although there is not much scope for increasing or decreasing price as the soap market is
a very competitive market, however the promotional activity to increase the sales of Lux
without revamping the brand should be considered as it is cheaper. Using discounts and
combo offers would definitely increase sales much more than compared to the offers like
“Har Star lucky Star” offer. Also using combo offers would help them sell more units
than the Har Star Lucky Star offer because this offer is on sale of every unit of soap sold,
whereas in case of combo offers people would have to buy 2 or 3 soaps to avail of the
offer.

Q8} Where do rate lux on a scale from 1-5

1
2
3
4
5
Men Men Women Women Total Total
(%) (%) (%)
1 point 0 0 0 0 0 0
2 points 0 0 0 0 0 0
3 points 2 25 8 19.04761910 20
4 points 2 25 11 26.19047613 26
5 points 4 50 23 54.76190527 54
Total 8 100 42 100 50 100
men

1
0%
25% 2
3
50% 4

25% 5
6

women
total

1
0% 19% 1
2 0% 20%
2
3
3
55% 4
54% 4
26% 5 26% 5
6
6

Objective;-
The objective of this question is to see whether the consumers like the soap or
not and what do they feel about this product overall, basically how much do they
like this product.

Analysis:-
As seen above 80% of the people like the product a lot that is out of 50 people
40 people have given the product 4 or more points out of 5, these customers
tend to be loyal to their brand because over the time they have got adjusted to
this soap and that is why they rated this product so high. These are the
consumers who are satisfied and know that actually lux is associated with beauty
and stardom.
The rest 20% of the people have rated the product by giving it 3 points, we learnt
that most of these 20% of the people are the 34% of the people who did not find
any difference by using the products, these consumers can rate the product
higher if they start using the right product suiting their skin type, as they will feel
some difference after changing the type of the soap they use. These consumers
also feel that somewhat beauty and glamour has been attached to LUX.
LUX as a company would be highly satisfied seeing their product rated so high all
they have to take care is to see to that those 34% of the people get satisfied with
their product if they start to use the right type of soap. LUX depicting itself as a
soap related to beauty and stardom has been paid off by seeing the consumers
reacting so positively that is by giving LUX so many high points.
Now LUX feels it has conveyed its message in the right manner.
The best part is non of its consumers have given LUX below 3 points which
shows non of its consumer is not able to interpret the image of LUX in right
manner and therefore all of them feel that they should keep using this product.
Q9} What factor exactly motivates you to buy this product?
(Motivational research)

Men (8) - % -

4 - 50 - wife or mom buys along with groceries, so even they use the
same as
them.

1 - 12.5 - seeing the glamorous ads on T.V. they thought of trying it and
then
liked it.

3 - 37.5 - they tried the product and they loved the quality of the product
they got what they expected and wanted from the soap.

Women (42) - % -

10 - 23 - seeing the glamorous ads on T.V. they thought of trying

it and then liked using the product.

24 - 57 - they tried the product and they loved the quality of the product they
got what they expected and wanted from the soap.

8 - 20 - it was cheaper compared to the other premium soaps.

Objective:-
The objective of thi question s asically to find out why the consumers are
purchasing this product, what is their motive behind purchasing this product as to
why are they purching LUX only and not other product. To know what goes on
their mind before they buy the product so that the company can study it and try
hard to improve their weakness and also strengthen their strength.

Analysis:-
Men:-
It was found out about 50 % of the men use the product just because the soap is
bought by some other person in the house and the whole family uses the same
product. LUX can not do anything about this, they just can try to motivate more
women to buy this product so that she indirectly buys so for her whole family and
they use it accordingly keeping in mind even the type of the skin of the other
family members also who are using the product.
About 3 men out 8 said they tried the product once and they liked it because it
was giving them what it promised and what they wanted. Therefore in this case
LUX has been successful in completing its goal of providing what it promises that
is beauty and a luxurious bath. The consumer has believed in the image of LUX.
And 1 person said that he is buying the product because of the ads shown by
LUX, this shows that LUX is following an excellent strategies and ad campaign
and the message set across is received in the right manner by the consumer,
that is why he is interested in the ads and buying the product.

Women:-
It was found that 57% women which means 24 women out of 42 said they tried
the product once and they liked it because it was giving them what it promised
and what they wanted. Therefore in this case LUX has been successful in
completing its goal of providing what it promises that is beauty and a luxurious
bath. The consumer has believed in the image of LUX.
About 23% - 10 out of 42 said they buy the product because of the ads shown by
LUX, this shows that LUX is following an excellent strategies and ad campaign
and the message set across is received in the right manner by the consumer,
that is why he is interested in the ads and buying the product. The ads depicting
the actresses is so power full that so many women follow the ads and buy this
product because their favorite star is in it.
About 8 women said that they buy this product because of it being premium soap
and the price being cheap that is Rs. 13 for 100 gms. The strategy followed by
LUX is excellent because they have positioned them selves to be a luxurious
soap which is entered in the basic soap price segment.

Over all LUX has succeeded by following their strategy and giving the consumers
what they promise and also due to their advertisement strategy they have got
such a high rating and positive response.
Synopsis

LUX is one of the most trusted brands in the country. This is phrase is quoted by
the company and also all the consumers and the general public believe in this
statement because over the years LUX has never compromised on its quality it
has always given what it has promised according to or higher than the
consumers’s expectation, according to the analysis done above it is seen that
most of the consumers have been satisfied and even the general public have
reacted positively to the brand. Over so many years when you keep on satisfying
the consumers automatically the trust between the company and the consumer
will be built, therefore even the company and the consumers know that LUX is
one of the most trusted brands in the country.

Lux "Being just gorgeous every day" MS Banga

According to the above survey we found out that LUX has stuck to its image and
the consumers and most of the general public knows that LUX is all about being
gorgeous everyday, and it has satisfied most of the consumers’ expectations.
Lux continues to be a favorite with generations of users for the experience of a
sensuous and luxurious bath Lux stands for the promise of beauty and glamour
as one of India's most trusted personal care brands.

LUX basically stands for glamour and beauty. Over the years LUX has been
endorsing the filmstars right from Leela chitins to Madhubala to Sridevi to
Kareena kapoor, over the years their strategy has remained the same, they have
tried to associate their product with the film industry which is related to beauty
and glamour due to this over the years most of the public knows that what lux
actually stand for. The ads depict film stars all the time due to this even in the
back of the mind of the consumers and the general public the soap is related to
glamour, stardom and beauty. This has been very advantageous for LUX
because now whenever people talk about LUX they associate it with beauty and
glamour which the company exactly tries to convey and to add to it the
consumers also feel that using this product actually makes difference to their skin
so they associate more to glamour and beauty.

LUX’s image related to glamour and beauty has been steady over the years due
to continuous advertising and most of the people thought that LUX is just
targeted to women which actually is- until recently, when the Shahrukh Khan ad
came the audience was left confused as to why have they taken SRK in their ad
the message could not be conveyed by the company in the right manner – the
company wanted to attract more women as SRK has a large women fan
following so they thought women’s ad and SRK would finely go together but the
audience thought the company is trying to attract the male audience also which
was not the case. Therefore here the image of the compny could not be
portrayed correctly. Therefore to rectify the image the company should not try to
take him in another ad and continue by taking the current female sensation in the
film industry.
LUX – a premium soap
LUX has been always related to beauty and glamour as it endorses big filmstars
and even the filmstars are proud to be associated with LUX-

Dream girl Hema Malini says, 'One of the turning points in my career was when I
was signed up by LUX. It was then that I knew I had made my mark in Indian
cinema as a leading lady. To be a LUX star is a much sought after honour
amongst leading ladies and it truly means a lot to me.

''My association with LUX has a very personal significance,' reveals Kareena,
'since my mother Babita and sister Karisma have also been LUX stars. I am
humbled to share the stage with leading industry ladies like Hema Malini, Sridevi
and Juhl Cilawla. While the awards and the recognitions certainly help in
establishing an actor, I think being a LUX star is the final endorsement of your
star appeal. I am proud of my association with LUX.'

This shows that LUX is a premium soap and one of its own as no other soap
have such a fan following.

People started doubting on this statement because recently to compete with

other brands LUX reduced their price all the LUX soap were priced at Rs.13 for
100gms. due to this people feel that LUX has lost it’s premium label just because
of it being priced in the segment where basic soaps are priced whereas other
premim soaps like cinthol dove and Palmolive have been priced Rs. 18 and
above.

This pricing strategy has left a difference of image. To correct this image the
company cannot do anything, as the market is too competitive the only thing we
feel is that through the advertisement and on the soap packet they should try to
depict and concentrate the word premium.(the actresses can say the feeling they
get after having bath with this soap truly shows the premium ness of the soap).

So basically the identity(what the company potrays itself to be) and the
image(what the consumers think of the company) of LUX is similar there is no
such major difference, the general public and the consumers know what the
product is all about, only few strategies(mentioned above) need to be
changed,by following those changes the image and the identity of the company
should match
Bibliography:

Web sites referred – www.hll.com

www.mouthshut.com
www.unilever.co.uk
www.indiainfoline.com
Project done by:
Saxena Mohit 38
Shah Atish 54
Patil Nikita 3
Chandorkar Anil 07
Chhatriwala Pratik 08
Contributions to the project - Anil

Data collection done by-

Aatish
Nikita
Mohit.

Collection of questionnaire responses (for consumers) done by-

Nikita
Pratik

Collection of questionnaire responses (for non consumers) done by-

Mohit
Aatish

Data arrangement (for consumers) – Nikita

Pratik

Data arrangement (for non consumers) – Mohit

Aatish

Data Analysis (consumers) –

Pratik
Nikita

Data Analysis (non consumers) – Mohit

Aatish

Final analysis – done by all.

Contributions to the project –Nikita

Data collection was done by-

Aatish
Mohit.

Collection of questionnaire responses (for consumers)were done by-

Anil
 Pratik

Collection of questionnaire responses (for non consumers) were done by-

Mohit
Aatish

Data arrangement (for consumers) were done by – Anil

Pratik

Data arrangement (for non consumers) were done by – Mohit

Aatish

Data Analysis (consumers) were done by – Anil

Pratik

Data Analysis (non consumers) were done by – Mohit

Aatish

Final analysis was – done by all.

Contributions to the project- Mohit

Data collection done by-

Aatish
Nikita

Collection of questionnaire responses (for consumers) done by-

Anil
Pratik
Nikita

Collection of questionnaire responses (for non consumers) done by-

Aatish

Data arrangement (for consumers) – Anil

Pratik
Nikita

Data arrangement (for non consumers) - Aatish

Data Analysis (consumers) – Anil

Pratik
 Nikita

Data Analysis (non consumers) – Aatish

Final analysis – done by all.

Contributions to the project- Pratik

Data collection done by-

Aatish
Nikita
Mohit.

Collection of questionnaire responses (for consumers) done by-

Anil
Nikita

Collection of questionnaire responses (for non consumers) done by-

Mohit
Aatish

Data arrangement (for consumers) – Anil

Nikita

Data arrangement (for non consumers) – Mohit

Aatish

Data Analysis (consumers) – Anil

Nikita

Data Analysis (non consumers) – Mohit

Aatish

Final analysis – done by all.

Contributions to the project- Aatish

Data collection done by-

Nikita
Mohit.
Collection of questionnaire responses (for consumers) done by-
Anil
Pratik
Nikita

Collection of questionnaire responses (for non consumers) done by-

Mohit

Data arrangement (for consumers) – Anil

Pratik
Nikita

Data arrangement (for non consumers) – Mohit

Data Analysis (consumers) – Anil

Pratik
Nikita

Data Analysis (non consumers) – Mohit

Final analysis – done by all.

List of references for the questionnaire is –

Consumer Non consumer
Rajiv Mehra Sunny Vig
Aashish Shah– 9819367636 Prashant Vadke– 9819578394
Keyur Shah– 23862547 Jash shah-9819471329
Atul Doshi– 20542992 Jayesh shah-9820271749
Hardik Jain– 9324257601 Hemant shah-9821050668
Nilesh shah Vasant shah
Akshay laliwala- 9372499490 Hiren Patel
Rajiv Patankar Zarvin Baam
Amrita Talwar Merzad Daruwalla
Anisha Pillai Anik Gadia
Priti Lilani– 9833015189 Sandeep Goenka
Rakhi Patil– 9833020386 Bimal Chorariya
Amruta Thakur– 26672703 Ajay Mehta
Minjal Solani- 26683912 Arun Lakhotia
Amruta Gandhi– 9833593303 Ashok Soni
Rachna Parekh- 9820310648 Paresh Kriplani
Michelle James Ashwin Kumar
Chhaya Bangur Chirag sirsalewala- 9819172474
Dhara Shroff Ritesh Deshpande
Chitra Bose Amit Arora
Amrita Kamat Vrishin Shah
Veena shah Hardik sanghani - 9892105501
Rupal shah – 9819891586 Chirag Doshi- 9819298863
Nanda shah Vishal Agarwal- 9323035687
Ruchi shah - 9819584482 Prachodaya Kulkarni- 9821771807
Varsha shah – 9324578926 Swati Bhosle
Aarti shah Shweta Modi
Shilpa shah Nilam Choksi
Arpi shah- 9820755242 Bhavna Mehra
Sonal mehta Nikita Gupta
Nita shah – 9820879075 Dimpi Shah
Ritesh Deshpande Dipti Kamat
Amit Arora Urvashi Gopalakrishnan
Arpita Mukharjee Shamma Khan
Sangeeta Apte Rina Vyas
Roma D’costa Deepika Gandhi
Gayathri Bachav Resha Maheshwari
Amisha Goyal Ayesha Bendre
Merzad Daruwalla Neha Chopra
Bharti Maurya Bijal Bhandre
Pooja Arora Sania Kagarwala
Tanisha Parekh Gauri Mhatre
Karishma Pandit Nisha Shah
Rajvi Bose Chintan Mehta
Nipa Shah Pritesh Gandhi
Sheetal Vora Mehul Purohit
Poonam Jain Riya Baglani
Aarti Agarwal Aarti Mulchandani
Sneha Laliwala Ankit Shah
Shruti Ambaye Priya SonI