Pgp30313_Lux

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)

Manufacturer: Unilever Group

Unilever is one of the worlds leading suppliers of fast moving consumer-goods.

Hindustan Unilever Limited

2014-15

HUL Share in Indian Market (%)

Net Revenue (2014-15)Rs. 30,806 crores

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

Brand Extension: Lux Body Wash

Brand Extension: Lux Body Wash

Launched in India in 2010 Launched in India in 2015

Brand Extension: Lux Body Wash

Marketing Mix : Product

• Initially launched 5 variants of Body wash• Magical Spell• Peach and cream• Strawberry and cream• Scarlett Blossom• White Impress

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

Marketing Mix : Product

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

Place

• Sold in retail shops, departmental stores• Available online through - Amazon, Flipkart, Nykaa, HouseofLux, Purplle

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

Segmentation

• Psychographic Segmentation• Women who appreciate being

stylish, elegant, fabulous, glamorous and like to celebrate beauty

• Geographic Segmentation• Tier I and Tier II cities

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

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

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