By. Shah Email.

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COMPANY PROFILE: HUL

Hindustan Unilever Limited (HUL), a 52%-owned subsidiary of Anglo-Dutch giant Unilever, has been working its way into India since 1888. Spans many categories - soaps, detergents, personal care, tea, coffee, branded staples, ice cream and culinary products.

Revenue Share
19.60% 44.30% 10.50% 26.60%

soaps and detergents personal care products beverages

others

The Company has over 16,000 employees and has an annual turnover of around Rs. 21,736 crores (financial year 2011 - 2012). HUL is a subsidiary of Unilever, one of the worlds leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about 46.5 billion in 2011. Unilever has about 52% shareholding in HUL.

A clear direction (Vision) The four pillars of our vision set out the long term direction for the company where we want to go and how we are going to get there: We work to create a better future every day We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. We will inspire people to take small everyday actions that can add up to a big difference for the world. We will develop new ways of doing business with the aim of doubling the size of our company while reducing our environmental impact.

Food brands: Annapurna salt and atta Bru coffee Brooke Bond (3 Roses, Taj Mahal, Taaza, Red Label) tea Kissan squashes, ketchups, juices and jams Lipton tea Knorr soups & meal makers and soupy noodles Kwality Wall's frozen dessert Modern Bread, ready to eat chapattis and other bakery items

Homecare Brands ActiveWheel detergent Cif Cream Cleaner Comfort fabric softeners Domex disinfectant/toilet cleaner Rin detergents and bleach Sunlight detergent and colour care Surf Excel detergent and gentle wash Vim dishwash Magic Water Saver

Personal Care Brands: Aviance Beauty Solutions Axe deodorant and aftershaving lotion and soap LEVER Ayush Therapy ayurvedic health care and personal care products Breeze beauty soap Clear anti-dandruff hair products Clinic Plus shampoo and oil Close Up toothpaste Dove skin cleansing & hair care range: bar, lotions, creams and anti-perspirant deodorants Denim shaving products Fair & Lovely skin-lightening products Hamam Lakm beauty products and salons

Lifebuoy soaps and handwash range Liril 2000 soap Lux soap, body wash and deodorant Pears soap Pepsodent toothpaste Pond's talcs and creams Rexona soap Sunsilk shampoo Sure anti-perspirant Vaseline petroleum jelly, skin care lotions TRESemm

Water Purifier Brand: Pureit Water Purifier

BRAND LUX
The name 'LUX' was derived from the word "Luxury." LUX toilet soap was introduced in 1925 in the U.S. One of India's most trusted personal care brands. Since its launch in India in the year 1929, LUX has offered a range of soaps in different colours and world class fragrances. It went coloured in 1958. In the early 1990s, LUX responded to the growing trend away from traditional soap bars by launching its own range of shower gels, liquid soaps and moisturizing bars.

POSITIONING
Positioned as a beauty soap in India. Endorsement by various filmstars. Changed its positioning from Beauty soap of Film stars to Bring out the star in you. Keeping to the growing demands of customers, LUX introduced soaps in different colours, packaging and fragrances. LUX International introduced for the premium segment and the affordable segment was catered by LUX beauty soap. LUX international has moved from being a soap brand to a skin care brand and has the tagline Not just soap, its skin care.

PRODUCT MIX
PRODUCT LUX lies in staple goods category of convenience goods. 1.Variety

Soap Body Wash

2. Packaging

Almond, Orchid, Saffron, International, Chocolate, Aromatic, Fruit, Gold, Oil & Honey, Rose, Sandalwood, fruit Strawberry & Cream and Peaches & Cream, LUX gold. Soft Luxury Uplifting Firm, White Glamour Silk Nourishment

Package Size- 75g, 100g, 125g, 150g Launched mini LUX of 45g at Rs 5 Novel Metallic substrate packaging Showcase Female model on the pack. Also Display key ingredients graphically

PRICE
Introduced at 2 annas in 1929

Skimming Pricing Strategy to recover their intital Cost

Penetration Price Strategy to gain market share

Now Available at higher prices to increase profit Packaging

45 g 75 g 125 g(Pack of four) LUX International

Current price(Rs)
6 10 73 28

PLACE
Follows Intensive and Indirect distribution Wide display in stores Different Eye Catching Decorations inside the store and in the showcase for outside display

PROMOTION
Follows Pull promotional strategy Offers Like Buy 3 get 1 free, Lux beauty ticket, Har star lucky Star, Lucky Date with Ash Catchy Taglines like play with Beauty, Surat bhi hai Khubsurat bhi hai, Choclate Seduction Sponsorships-- Lux Zee Cine Awards, Lux Perfect Bride, Lux channel I superstar. Ads by Bollywood stars. Creative Partner-MTV Ads on Tv , Newspaper and Billboards. Online Contests Promotional Campaigns in Schools, Colleges. Organizes zonal beauty contests.

POTENTIAL OF LUX IN INDIAN MARKET

Lux was amongst the first entrants into the Indian personal care industry. under the Unilever brand and no competitor in the market. Soap market growing at 10 - 12% a year. Rural penetration of Lux. Government initiatives such as rural job guarantee scheme and farm loan waiver. Increasing demand in the rural segment due to increase in the purchasing power. Thus it needs to tap the rural market.
Current Product Current Market New Product

Penetration Strategy
Attract users : Gold coin offer New Brand Ambassadors

Product Development Strategy

Product Reformulation like Honey, chocolate, strawberry, peaches and cream, Gold. Product line extension : addition of small size (Rs 5/-,45 g)

New Market

Market Development Strategy

Introduction of Lux (regional) in Different regions

Diversification Strategy
Introduction Of Body Wash

RECOMMENDATIONS
Lux has reached the maturity stage in its PLC and there is a danger of moving towards the decline stage, hence the following steps should be taken:
Tap the rural market by o Further segmentation and target higher income groups. o Promotion through radio(A.M, F.M), TV programs. Cost-effective distribution and increase in margin of Kirana shop-owners. Lux Black Provocateur was launched in the premium segment, but failed to capture the market. Thus Lux should focus on this segment keeping in mind the consumer preferences. Test launch in the mens segment. Should introduce Lux facewash and variants according to regional preferences like Coconut oil soap in South and Lotus in East. Test Launch of Lux Shampoo and Hand Wash.

REFERENCES
http://economictimes.indiatimes.com/News/News-By-Industry/ConsProducts/FMCG/HUL-plans-makeover-for-LUX-Wheel-to-boost-marketshare/articleshow/4813971.cms www.hul.co.in http://www.managementparadise.com/forums/marketing-management/139305-luxcomprehensive-study.html www.wikipedia.org http://www.televisionpoint.com/news2009/newsfullstory.php?id=1250512673 http://www.livemint.com/2009/05/06234303/HUL-losing-market-share-as-riv.html

Thank You

**** Shah App no *****