india’s first fully automatic water purifier

 
It starts-stops-purifies-stores water that is as safe as boiled,
even if you are not around. It’s insta serve jug keeps water
always ready to be served.
 
    
  Features  
Automatic Features
Safety Features
       
   

No electricity Automatic Automatic Insta-serve

on/off feature storage jug
i

*MRP – Rs 6,900

 
 
  Features  
Automatic Features
Safety Features
     
 
 World-class End of life Auto safety lock
germkill safety indicator

COMPARIS
ON CHART*
   
Key safety features Pureit Marvella Leading UV in-line purifi

Removes harmful viruses, bacterias and parasites

End of life indicator
Automatic safety lock
 
Fully automatic features Pureit Marvella Leading UV in-line purifi
 
4.5 litres of storage capacity
Insta-serve jug
Automatic filling
No electricity
 
* Based on the published information in respective product manual/company's website/independent design
agency certification as on 30th June 2010.

Hindustan Unilever Pureit Water Purifier

Hindustan Unilever Pureit Marvella

Introducing Pureit Marvella

India's first fully automatic water purifier
This is a new introduction from Pureit Water Filter as a wall hanging model. connected direct to tap. It
is just forRs.6900/-

It works without electricity and once connected to tap it starts, stops, fills, purifies water and gives 'As
Safe As Boiled' water even when you are not around .......Automatically.

At HUL- 'We Care' - Now Pureit has brought a new product.It can be attached to your kitchen tap!
Thus you can have continueous 'Filtered Waterr Supply'.No extra Electricity.No extra Gas.No Extra
Expense.

Considering the need of customers-We now have TWO Models.

One 'On Line-Auto Fill' at Rs.3200 per pc

Other 'Off Line'. at Rs.2000 per pc.

Download Presentation

The same Table of concessions apply for bulk supply and "Corporate Gifting".

We market :  
 

Discount :
Discount : multiple
single point multiple
Qty. single point delivery
delivery delivery
delivery location
location
below 25 2% Rs. 1960 1% Rs. 1980
25 - 49 5% Rs. 1900 3% Rs. 1940
50 - 99 7% Rs. 1860 5% Rs. 1900
100 and above 10% Rs. 1800 7% Rs. 1860

Welcome to the world of Hindustan Unilever Pureit Water Filter– the most advanced in-home water
purifier in the world! Pureit, a breakthrough offering of Hindustan Unilever, comes with many unique
benefits – complete protection from all water-borne diseases, great convenience, and unmatched
affordability. Pureit’s unique Germkill Battery TMtechnology kills all harmful viruses and bacteria and
removes parasites and pesticide impurities, giving you water that's 'as safe as boiled water TM. It
assures your family of 100% protection from all water-borne diseases like jaundice, diarrhoea, typhoid
and cholera. What’s more, it doesn’t need gas, electricity or continuous tap water supply. You will be
further reassured to know that Pureit meets the stringent germ-kill criteria of the Environmental
Protection Agency (EPA), the toughest regulatory agency in the USA. Protect your loved ones with a
Pureit Water Purifier today!

 
Recently we are accredited to market Pureit water filter for export in bulk in India's neighbourhood
countrys. Provided payment terms are full advance and freight arranged by consignee at his cost. We
will provide spares when required. For more details visit - http://www.pureitwater.com

W hen Shapoor Mistry, Chairman of Eureka Forbes, made a rare public appearance at a press
conference to announce the launch of new variant of Aquasure, it emphasised his company's vision
to provide pure and safe drinking water to every Indian home. Today the pioneer and leader in water
purification is targeting the mass market with value-for-money (VFM) products. Competing with
Eureka Forbes is one of the largest FMCG majors in the country, Hindustan Unilever Ltd (HUL), with
its Pureit brand.

Both players are looking at segmenting the VFM storage water purifier market with new products and
technologies to provide the benefits of pure drinking water by riding up and down the price value
chain. Mistry emphasises, “The new Aquasure is being launched to offer affordable solutions that are
within easy reach for all.''

Pegged at Rs 2,290, Aquasure has been riding the price value chain from the time it launched its first
product in 2005 at Rs 1,500. In fact, Aquasure existed as the Forbes Aquasure brand in the Eureka
Forbes portfolio where it consisted of RO (reverse osmosis) and UV (ultraviolet) water purifiers.
Aquasure entered the storage segment in 2005 at the bottom of the pyramid. HUL started at the
bottom end of the market with Pureit at almost the same time.

Unlike the high-end RO and UV filters, it is the lower end of water purification with non-electrical,
storage water purifiers, which is growing faster today.

According to Marzin Shroff, CEO (Direct Sales) and Senior Vice-President (Marketing), Eureka
Forbes, “There is a dramatic growth of 60-65 per cent at the mass VFM segment where Aquasure is
currently positioned compared to the top end of RO and UV filters which have reduced growth rates
at 25 per cent.''

When HUL and Eureka Forbes entered the storage water purifier market almost at the same time in
2005, HUL decided to test-launch its product in Tamil Nadu while Eureka Forbes decided to go pan-
India.

However, both have adopted different strategies to make a mark in the segment. HUL has decided to
replicate its FMCG strategy in its water business. It has decided to straddle the water purification
pyramid completely in terms of pricing and products in the home water drinking segment. Having
entered the premium segment with Pureit Marvella, there are chances of it bringing out more
upgraded products with increasing price points to cater to all sets of consumers.

“We would look at the entire pyramid of water purification and if there is an unmet consumer need like
an RO or UV filter we would look at it. Ideally, we would like to play the full pyramid in this business in
terms of price points and convenience,'' says Vikram Surendran, General Manager - Water, HUL and
a former employee of Eureka Forbes. RO and UV filters require electricity and water unlike the
storage devices which currently come under HUL's Pureit franchise.

In fact, from the time HUL launched its initial Pureit products (Classic and Compact) pegged upwards
of Rs 1,000, it has been going up the price value chain with brands such as Autofill (Rs 3,200) and
now Marvella (Rs 6,900). HUL is riding on its distribution strengths to make the Pureit brand available
across the country. Nearly 75 per cent of HUL's existing distributors have been roped in to sell the
brand and additional distributors with expertise in durables retailing and direct-to-home selling agents
are also supporting the business.

“We are leveraging the strengths of our existing distributors who form the backbone of the distribution
channel and then layering it with other specialised distributors,'' adds Surendran.

Claiming to reach three million consumers across towns with a population in excess of 50,000, HUL is
also undertaking pilot studies of its other distribution channels such as the direct selling network (HUL
Network) and Project Shakti (a microfinance scheme). However, the FMCG major believes there
might be limitations to selling the water purification devices through the traditional FMCG channels.

“There is a significant difference between selling soap and a water purifier. We are still testing these
channels to see if it will work,'' says Surendran.

While HUL is trying to find a foothold in the nascent category, an established player such as Eureka
Forbes too has set its strategy in place.

For instance, it has decided to sell Aquasure through the trade unlike its iconic brand Aquaguard
which has been sold through the direct sales route all these years. Aquasure has been positioned as
a ‘fighter' brand in the VFM segment with its pricing and costs which, on an average, are almost 25
per cent less than the Aquaguard brand in the overlapping segments such as the RO and UV filters.
 Today, Aquasure has 16 SKUs offering five different technologies under its franchise. “We have
proactively approached the bottom of the pyramid with Aquasure as we saw an opportunity in the
segment. The product was meant for the smaller cities with water problems and required no
plumbing,'' says Shroff.

Going forward, prices are also likely to stabilise in the Rs 450-crore storage water purifier segment.
As Shroff observes, “Prices should stabilise between Rs 1,500 and Rs 2,500.'' With the market large
enough to accommodate more players, it is not pricing but new technologies which are expected to
grow the category.

ugust 23, 2010 15:20 IST

Hindustan Unilever Ltd. has marked its entry into the premium water purifier segment with the launch
of Pureit ‘Marvella’. India’s first fully-automatic water purifier, Pureit ‘Marvella’ is a premium ‘in-line’
water purifier that reiterates Pureit’s proposition of providing ‘as safe as boiled water’. Targeted at the
discerning Indian consumer, Pureit ‘Marvella’ is an aspirational product and is poised to become the
preferred choice for modern households.
         Pureit ‘Marvella’ is a fully-automatic water purifier that does not need electricity for the
purification process to take place.
         In addition, it does not need running water due to its auto-storage facility that allows it to
store up to 4.5 liters of drinking water.
         It meets the stringent germkill criteria of EPA (Environmental Protection Agency), USA
and uses a technique that kills and removes harmful virus, bacteria, parasites and other impurities
from water.
         Pureit ‘Marvella’ is priced at Rs. 6900/- and is available at all leading retail outlets across
the country. 

The Five Secrets Of A Successful Launch

By Michael Shoppel and Philip Davis
Each year, millions of dollars are wasted when products enter the market ill prepared to
meet customer expectations and requirements. Insufficient customer feedback and lack of
customer involvement during the development process are the key reasons for
unsuccessful launches. Conversely, feedback from customers in your target market is the
number one factor leading to successful product and website introductions.
Customer-oriented development organizations have long championed the principle
of active collaboration with target users during the development process. But even the
most ardent promoters of bringing customers and partners into the product development
process confront challenges when attempting to migrate the concept into practice.
Early access programs, alpha and beta programs, pilot programs, and field trials are
examples of customer feedback programs. These programs have both quantitative (e.g.
find and fix bugs, assess interoperability, evaluate performance, etc.) and qualitative
goals (e.g. market readiness, user acceptance, feature set completeness). These programs
are logistically complex, and require a high degree of interaction with customers and your
development team. While product teams are in many cases well prepared to manage the
complexity of developing products, they are typically untrained, unequipped and
unprepared for simultaneously managing customer feedback.Successfully validating
your product with feedback from your target market will maximize market acceptance
and minimize post launch costs. In this white paper we will explore the five key factors
leading to successful customer feedback programs. These are the five secrets of a
successful launc

1.
Recognize the value of customer feedback during development
Return on investment (ROI) in customer feedback programs can be measured by the
following formula: quantity + quality + timeliness of customer feedback divided by
program-specific costs + opportunity costs. While maximizing ROI for a customer
feedback program is a primary objective, minimizing the opportunity costs associated
with under-executed programs is of equal or greater importance. Opportunity costs
include unscheduled or costly follow-up releases to “fix” the product, higher than
expected support costs, weaker than expected market acceptance, lost customer feedback
to validate and endorse the product, and lost marketing feedback to understand
importance/satisfaction indicators which drive the development of the next release.
Traditional ROI criteria: For most organizations, baseline reasons for inviting current
and prospective customers to evaluate new or next generation products and services
include:
•  Evaluating and tuning performance across multiple customer configurations and
environments
•  Obtaining suggestions and requests for enhancements
•  Gathering usability feedback and statistics
•  Finding and fixing bugs
•  Avoiding incompatibilities with complementary products
Newer ROI criteria: Competition, product complexity, and the number of stakeholders in
new product introductions are all increasing, while development cycle time is decreasing.These
factors have raised the bar by which customer feedback programs are measured to include:
•  Gathering feedback for use in marketing and public relations
•  Preparing the entire organization for the “real” launch
•  Creating word of mouth “buzz” among highly valued, early adopter customers who act
as references in the marketplace
•  Preparing third party developers
•  Preparing the channel (sales force, distributors, retailers, and product and service
trainers)
•  Forging stronger working relationships with key customers
Execution of a successful product launch begins months before the actual launch, and it
starts with successful incorporation of feedback from your target market
2. Assign adequate resources for effective program execution
The weeks immediately preceding a product launch are typically the most hectic for anyproduct
development team. There are literally hundreds of critical activities that must beaccomplished.
Examples include:
•  Finalize the product
•  Press and analyst briefings
•  Create and print marketing collateral
•  Notify/train the sales force and channels
•  Complete the documentation
It is a fact of product development that customer feedback programs occur at a time in the
development process when product teams are at their busiest. Customers need the
maximum amount of attention and support when product teams have the least time to
spare. At this most hectic time, additional resources are also required to ensure success of
the customer feedback programs. These tasks encompass:
•  Program planning and process management
•  Target customer profiling, recruiting, and qualification
• Product fulfillment
•  Proactive customer engagement, follow-up and feedback management
•  Rapid resolution of customer problems, ‘preventive’ technical support
•  Feedback analysis and metric reporting to the product team and management
•  Measurement of return on investment (ROI)
Your organization makes an impression with each point of contact, from recruiting, to
regular interaction and follow-up, through program wrap up. Customers state that the
most unsatisfactory aspect of participating in customer feedback programs is lack of
communication from the product or service provider. In the words of one customer:
“Give me some assurance that I’m not wasting my time. If my feedback goes
unanswered, then I’m not sure if you didn’t get it, it’s unimportant, or it’s being ignored.
Raise my confidence level in your company.”
Product teams find it difficult to estimate the time, resources, and intra-company (and in
some cases inter-company) collaboration required to successfully prepare and execute
customer feedback programs. In addition, resources must be available to evaluate
program results and prioritize actions. In the vast majority of cases, resource
requirements are significantly underestimated and those resources are then siphoned from
these critical tasks to accomplish other activities. As a result, the effectiveness of the
launch is put at risk.
•  Do you know what your target customers really think about your product?
•  Are you certain it is easy to use?
•  Does it interoperate in the different customer environments?
The only way to know for certain is to ask your target customers – and that requires
resources.
3. Define objectives and the right process
The ultimate success of the product launch can almost always be traced to understanding
the requirements of your target market. The amount of time initially invested in defining
and prioritizing your feedback objectives directly impacts the quantity and quality of
information learned. This typically falls into two major categories:
1. Customer feedback objectives and
2. Product team/management objectives.
Customer feedback objectives typically include bugs and showstoppers; ease of
installation and ease of use; testimonials; and customer assessment of features,
functionality, quality, performance, and overall value. Product team/management
objectives typically include achieving high customer participation; identifying and fixing
bugs of a certain severity and priority as quickly as possible; verifying system and
software compatibility on real-world customer configurations; and testing internal
processes (e.g. technical/customer support).It is critical that Marketing, Engineering,
Quality Assurance, and Customer Service/Technical Support staff schedule sufficient
time to prepare a plan and establish complementary goals. With continually decreasing
product development cycles there is no time for rework. Without a set of objectives, the
process for obtaining and incorporating customer feedback becomes ad hoc and
unpredictable.
Defining the Right Process: A process that is scalable, unobtrusive to the product team,
and highly responsive to customers provides product teams with the greatest leverage and
flexibility. An ideal program minimizes product team overhead and interruptions while
maximizing customer participation, feedback, satisfaction with the process, and
ultimately the quality of information received.
The scope of your program (number of participants, their geographic distribution,
anticipated technical support requirements, product fulfillment logistics, frequency of
upgrades and revisions, product complexity, feedback management processes) establishes
your requirements for management and support resources. Even the simplest programs
typically require a substantial time investment by a minimum of three to four team
members to be effective.
Defining a process for generating the greatest quantity and quality of feedback from
customers is arguably the most difficult task, as it requires the greatest ongoing

commitment of time to execute successfully. Methods for managing feedback and

problem resolution typically include:
•  Proactive, outbound telephone support
•  E-mail/newsgroup communication
•  Web-based surveys, bug tracking, and feedback management
•  On-site interviews
Most organizations have traditionally employed a combination of the first two methods.
Web-based communication offers a host of new benefits to both product teams and
customers, and the case for making the Web an integral part of customer feedback
programs has become extremely compelling. On-site feedback collection, due to its cost,
is typically reserved for the most technically sophisticated, high-end products with few
customers.
4. Recruit motivated evaluators from your target market
Selecting the appropriate quantity of target customers with the right characteristics is acrucial step in
setting up and carrying out a successful program. Recruiting a sample ofcustomers whose system
configurations and usage patterns reflect the target market forthe product or service should be the
goal of any customer feedback program – it is theonly way to capture real world, pre-market product
feedback and customer experienceswhich cannot be duplicated internally by any Quality Assurance
team.
The first step in developing the appropriate testing group is to define a matrix of target
requirements, which includes qualifying criteria such as:
•  Knowledge, experience, and usage level
•  System configuration and usage environment
•  Availability/desire to test and provide feedback
• Testimonial potential
The number of target customers to include in your program is a function of the type of
product or service, the aggregate amount of product/service usage you need for
meaningful results, and the selection criteria defined above. There is no magic formula.
The objective is to create a sample no larger than you can adequately manage, and no
smaller than will meet your matrix coverage requirements. In general, you will want to
include the largest number of target customers that can be effectively managed and
supported.
Incentives: While incentives can support program objectives and serve as a form of
appreciation, their success varies depending upon the type of feedback being elicited, the
type of product or service being evaluated, and the incentive being offered. More
important than offering incentives is recruiting target customers who are motivated to use
the product or service, and to provide high quality feedback at the frequency desired. No
form of incentive will make an enthusiast out of someone either marginally interested or
pressured into participating in a customer feedback program.
Your best incentive plan is a commitment to offer easy to use feedback mechanisms,
personal recognition, appreciation, and time for quality feedback. Feedbackto customers
equals feedbackfrom customers. Current or prospective customers need to feel their
efforts are being well spent, which means they need acknowledgment and support.

Because customers are generallynot being financially compensated for their feedback,they reasonably
expect greater interaction and technical support for their contribution tomaking your product or
service better.
5. Systems and best practices for managing customer feedback
The acquisition, analysis, and distribution of customer feedback are three of the most
challenging areas of customer feedback management for product teams. Success depends
on process, people and technology.
Most technology companies have not yet made investments to establish an infrastructure
for effectively communicating with customers during product development. This is
reflected by industry average participation rates of less than 15% during customer
feedback programs. For most programs, particularly those that are open to everyone (such
as public betas), the overwhelming majority of users who obtain or use the product or
service provide no feedback at all.
By contrast, programs that employ advanced feedback management systems and provide
the support staff necessary for proactively communicating with customers can
consistently achieve participation rates in the 70-100% range, producing substantially
greater feedback than industry norms. The good news is that product teamscan
measurably improve participation and productivity, independent of the product or service
under evaluation, by focusing on communication and innovative feedback management.
Feedback acquisition, analysis, and distribution: A central goal of effective customer
feedback programs is the collection, analysis, and distribution of meaningful data in real
time. For collection, this means actively soliciting feedback from customers, as well as
providing mechanisms that make it convenient for customers to give feedback. For
analysis, this means quantifying and qualifying feedback to inform product team and
management decision-making during development. And for distribution, this means
presenting structured, organized, actionable feedback as it arrives to feedback
stakeholders.
The most important element of being able to process feedback quickly is having pre-
defined metrics and categories (e.g. bugs by severity and priority, suggestions by
importance, and measurements of customer progress ranging from installation to
achieving specific usage levels). The customer graphical presentation of feedback during
development can provide a wealth of information to the product team and management,
and can objectively represent product performance and customer sentiment at a given
point in time.

Conclusion
The benefits of high return, customer feedback programs are numerous and compelling:maximize
ROI; validate compelling feature requirements; minimize post-launch supportcosts; provide proven
quality and performance; increase testimonial feedback, usabilityand target market acceptance.
Given the number of market, technical, and operational risk involved in new product
launches, and the financial returns for managing those risks successfully, customer-
oriented development organizations are reevaluating their processes for planning and
executing high ROI, highly leveraged, and professionally managed customer feedback
programs. Customer feedback is essential to achieve a successful product launch!

Annexure

Homework Title / No. : launch of lux deo Course Code : _MGT514

Course Instructor: Mr. Manish Rajput Course Tutor (if applicable) : _____________

Date of Allotment: _____________________ Date of submission : 12/12/09

Student’s Roll No A (23) Section No. : S1901

Declaration:
I declare that this assignment is my individual work. I have not copied from any other student’s work or from any other
source except where due acknowledgment is made explicitly in the text, nor has any part been written for me by another
person.

Sahil chauhan

Student’s Signature

Evaluator’s comments: _____________________________________________________________________

Marks obtained : ___________ out of ______________________

Content of Homework should start from this page only:

TERM PAPER
OF
Marketing Management
 [Launching lux deo]

SUBMITTED TO:- SUBMITTED BY:-

Mr. Manish Rajput Sahil Chauhan
Regd no. 10904914
Sec – RS1901 (A23)

Contents
1. Overview of company
2. Product description
3. Product profile/brand value
4. Market Analysis & Strategy of LUX Deos
5. Marketing Plan, Objectives and Strategies
6. Product mix and line
7. Launching of Deo
8. Market growth of deodorant
9. Swot analysis of HUL
10. Bibliography
 Acknowledgement

First of all I would like to take this opportunity to express my gratitude towards
all those people who have helped me in the successful completion of this term paper, directly or
indirectly. I would also like to express my sincere gratitude towards “Mr. Manish Rajput” for
her guidance and help which she willingly provided at every step of my term paper.

Finally, I would like to thank all my family and friends for their encouragement, support and
good wishes

Company Description Hindustan

Unilever Ltd (HUL)
We all know that Hindustan liver limited is one of India’s (FMCG) fast moving consumer goods
company and have brands like Lifebuoy, Lux , Surf Excel, Rin, Wheel, Fair & Lovely, Pond's, Sunsilk, Clinic,
Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr , Kwality Wall's are household names across the
country and other products such as soaps, detergents, personal products, tea, coffee etc
 In the 19th and 20th century Unilever export its products to India. Firstly HLL began to export
Sunlight soap in 1888, which was followed by Lifebuoy in 1895 and other brands like Pears, Lux. Unilever set
up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company In 1931, followed by Lever
Brothers India Limited in 1933 and United Traders Limited in 1935. The three companies were merged and the
new entity that came into existence after merger was called as Hindustan Lever Limited in November 1956.
HLL offered 10% of its equity shares to the Indian public, and was the first foreign subsidiaries to do so. HLL
acquired many companies like Brooke Bond, Lipton and Chesebrough Pond's USA and becomes the one of the
biggest player of FMCG sector

HLL has also set up subsidiaries in Nepal, Nepal Lever Limited (NLL). The NLL
factory manufactures HLL's products like Soaps, Detergents and Personal Products both for Nepal and exports
to India. In February 2007, company has been renamed as "Hindustan Unilever Limited" to maintain balance
between the heritage of the Company and the future benefits with the corporate name of "Unilever”.

In January 2000, due to divestment strategy, the government decided to allocate 74 per cent
equity in Modern Foods to HLL. In 2002, HLL acquired the government's remaining stake in Modern
Foods.HLL is the biggest Fmcg company in India having largest market share and is one of the best
marketing company in India.

Detailed Product Description

Lux

All know that LUX is one of the premium brands of HLL having soaps, face

wash, body lotion etc and is also famous among people. Everyone like to look gorgeous and enjoy that

confidence which makes us feel better. And that's what the Lux range offers you – at a price you can afford.

From the look and feel of the product packaging to the subtle fragrances – is a delight to the senses. Lux has

been making waves since 1924, when it launched the world's first soap at affordable price. Lux was first

introduced as toilet soap in 1925 produced by Lever Brothers. From the very beginning Lux soap colours and

packaging were altered several times to show changing fashion trends. Five colors made up the range: pink,

white, blue, green and yellow .

 In in1990s, Lux responded to the growing trend by launching its own range of

shower gels, liquid soaps etc. Lux beauty facial wash, Lux beauty bath and Lux beauty shower were launched.

In 2004, the entire Lux range was relaunched in the to include five shower gels, three bath products and two

new soap bars.

Since 1930, over 400 of the world’s most stunning and gorgeous women have been

proudly associated with Lux advertisements and events. Marilyn Monroe, Demi Moore and Aishwarya Rai have

all been part of the Lux glamorous story.

Recent Developments

HUL’s LUX has forayed into other categories including soaps, face wash, hand wash,

shower products etc. Also, in keeping with its tradition of providing modern, products to consumers, company

has launched a range of LUX deo.

Lux has also introduced new hand wash and soaps according to the needs of health conscious consumers.

Available in sandal, lime, spice and rose ensuring germ-free hands. The product was launched in 2008.

Brand Values

Ever since its launch in 1924, Lux has been growing its brand image regularly. All the

campaigns for different variants have captured various changes in the brand values without keeping away from

the brand essence i.e. beauty and Freshness. These values have a strong appeal and relevant appeal to both the

sexes. Hence over the last couple of years, lux has always closely monitored consumer behavior, changing
attitudes and emerging needs of the costumers. All of this has resulted in a brand that has not aged but grown

into an active and changing personality according to the need of the customer.

After 85years, Lux, remarkably still evokes a very high degree of trust and respect in

customers mind is still a tough competitor for other products. Thus it can be said that lux has a good brand value

and image in the mind of the customers.

Launching of LUX deo

We are proud to propose a new range of deodorant protection brings you incredible

natural effectiveness that is kind to both, you and environment. This year launch of the new variant lux Deo,

with the baseline ‘Aur Kya’ to communicate its positioning. It addresses towards the need for effective body

odour removal through the unique proposition of deodorant. Today in the market, lux has three distinct variants,

Lux face wash, beauty soap, creams continues to operate in the 'healthy skin' category. Lux soaps are the

strongest player in 'freshness' category.

This is a natural extract recommended by a professional dermatologist in Arizona, U.S.A. It

was already approved for safety and hygene.Lux Deo is the latest offer from the HUL. This latest deo is based

at satisfying a problem, hesitation to get close because of body odour. It has a unique long lasting formula that

prevents body odour for all day long. It comes in two exciting fragrances: Spice and cologne that keeps user

feeling fresh all day long.

 Product profile

The lux Body Deodorants made from 100% natural mineral salts which eliminate and prevents body odor and
allows the user feel fresh and clean for all day long. It gives excellent protection. And, it is just pure and natural
and prevents from causing bacteria. The protective layer will not block pores. It is 100% free of perfumes and
harmful chemicals. It is economical and ideal for travel, as it is won't leak or run out unexpectedly.

Directions: Always apply to clean and dry skin. Simply spray deodorant underarms and also works great for

foot odor. For spray, just spray on directly on skin.

Promotion

LUX has been closely identified by its innovation, which is reflected in its promotions. It was
the first brand of this category that comes up with an idea of creative offers like gold coins and pendants in
soap. After getting a good response from these offers they started new offers to increase the sales like, Buy 3
Get 1 Free.

LUX advertising always had a strong impact on customers by carefully choosing the elements
which reflect aspects of the brand. No wonder then, the commercials featuring of celebrities like, Hema Malani,
Aishwarya Ray and kareena Kapoor makes the Lux very famous among women’s and this creates an curiosity
in the mind of girls for using the product.
 The confidence that advertisement shows were closely connected to the properties of the Lux
product. The lux Deodorant targets audiences in the markets of India that has appealed to different age groups
of both sexes. The current advertising reinforces this bond and the fact that lux has provided protection over the
years.

Market Analysis & Strategy of LUX Deos

This report shows the market for the range of Lux Deodorants. LUX, a brand of Hindustan

Unilever Ltd. (HUL) in India, is launching a new range of deodorants in Indian market. Thus this report

contains information regarding market, image positioning etc. that will help to launch the deodorants in the

market. This report shows the market for Deodorants over last 4-5 years, with relevant supporting quantitative

information. Report also projects performance and potential of the market for the next 5-6 years and predicts the

situation of market for the product.

After analyzing the situation of market there is need of identify the multiple segments of market for deodorants

by using certain criteria such as demographic, psychographic and behavioral characteristics of the consumers.

Segmentation will help in defining the target customer. Among these segments, we will analyze only those in

which Lux is active because of the best opportunities available. This is called ‘Target Segments’ and the

procedure is called Targeting. After specific targeting become clearer then the need of identifying target

consumer arises, or in other words it can be said that brand Positioning for Lux. Thus, the STP (Segmentation,

Targeting, Positioning) model will help in described above and helps us in defining the marketing process for

launching the product successfully.

 Marketing Plan, Objectives and Strategies…
If a company wants to increase their sale they should have marketing objectives and should lead to sales. .They
should:

 be clear
 be measurable, and
 Have a stated time frame for achievement.

Examples of marketing objectives follow:

 Must create awareness among the target audience by 30 percent in one year.
 Must Inform target audience about features and benefits of product and its competitive advantage
through advertisements and marketing activities.
 Decrease or remove potential customers' resistance to buying product,and leading to a 20 percent
increase in sales that are closed in six months or less.

If you had multiple objectives made sure that they should not conflict with each other and should be
consistent. Also, be sure that the remainder of your marketing plan components - the marketing strategy, action
programs, controls and measures, budget - supports your marketing objectives.

Setting your marketing objectives and finalizing the remaining components of your marketing plan may serve
as a reality check: Do you have the resources necessary to accomplish your objectives?

The marketing strategy section of your plan outlines your game plan to achieve your marketing objectives. It is,

essentially, the heart of the marketing plan. The marketing strategy section should include information about:

 Product – about your product(s)and services

 Price - what you will charge customers for products and services

 Promotion - how you will promote or create awareness of your product in the marketplace

 Place (distribution) - how you will bring your product(s) together with your customers.

These are the "4Ps of marketing":

  Product
 Price
 Promotion
 Place (distribution)

However, brief explanations of what should be included in the marketing strategy section of your marketing

plan pertaining to the 4 Ps appear below.

Product Description

A product can be a physical item, a service, or an idea.

 Describe in detail your products or services in terms of the features and benefits they offer customers.

 Describe what you need to have or do to provide your product or service (how it's produced).

Pricing

List the price of your products and describe your pricing strategy. List price ranges for product lines. For

example, if your product is a line of cosmetics, include information in this strategy section about your deodorant

"ranging in price from 100 to 150 per item" rather than a detailed product price list. (You should, however,

consider including a detailed price list in the Supporting Documents section.)

Describe any price flexibility or negotiating room, as is common with large purchases such as houses or cars.

Outline any discounts you offer for long-term customers, bulk purchases or prompt payment. Also, include the

terms of sale, such as "net due in 30 days," extended payment plans, and whether you accept credit cards.

Promotion Plan

a promotion plan describes the tools or tactics used to accomplish your marketing objectives.

In your Action Programs section, you will describe the steps that need to be taken in detail, when they should be

done, who will do them, and so on.

 Placement (Sales and Distribution)

In this section, describe how your products and customers "meet" or come together through sales and

distribution.

Describe your sales philosophies and methods. Do you employ an aggressive sales method for a large number

of quick sales, or a relaxed method where the emphasis is on having customers feel comfortable to come back

another time even if they don't buy now? Do you use contract sales people or employees? Explain your

approach to sales issues.

PRODUCT MIX AND LINE

A product mix (also called product assortment) is the set of all products and items that a particular seller offers.

A product mix consists of various product lines.

A product line is a group of products that are closely related, because they function in a similar manner, are

sold to the same customer groups, are marketed through the same types of outlets, or fall within given price

ranges.

Width – Number of different product lines offered

Length – Number of products offered within a particular product line.

Product Line Depth – Number of versions offered of each product in the line.

Packaging
Packaging involves designing and producing the container or wrapper for a product. The package may include

the product's primary container a secondary package that is thrown away when the product is about to be used

and the shipping package necessary to store, identify, and ship the product. The Soothe deodorant contain in

stylish bottle. It will be the primary container of the Soothe, and there will be no secondary package for the

Soothe deodorant.

Growing Use of packaging as marketing tool:

1. Self service

2. Consumer affluence: consumer is now willing to pay a little more for Convenience, appearance and prestige

of better packages.

3. Company & Brand Image: Instant Recognition

4. Innovation Opportunity

Labeling

Printed information appearing on or with the package, is also part of packaging.

On the bottle of the deodorant there will be really stylish printing innovated by experienced designers, stylish

cap. Written all the information about the Soothe deodorant.Net volume, price, manufacturing date and the

variant.
 Launching of Deo
HLL want to launch a new product of lux into market. This time co. is launching

lux deo with different fragrances for men’s and women’s. They had done homework and decided exactly what

to offer and how to generate sales. It is very difficult to increase sales because these days large number of

products were launched everyday and there is very tough competition in market. So for this there is a proper

procedure to launch product in the market and defined a proper procedure of launching a new product in the

market. Lux deo is the brand extension of the lux range and it will provide benefit in the success of the product.

These are the following steps kept in mind………….

1. Identifying the competitors: - Before launching the product a proper market study must be done

to know the competitors in the market and their strategies. There are various competitors of HUL in market

offering large range of products like dove, Park Avenue, play boy etc. So for this there is a need of market

survey and have to take a serious look at competitors by doing the proper SWOT (strengths, weaknesses,

opportunities and threats) analysis. By doing swot analysis strategies and target market of competitors will

come to know and helps in making the policies to compete with them. As HUL is launching deo under the

brand name LUX it is important to know the products offered in the market by competitors. There are various

products like brut, axe etc offered by competitors but if new product or service is entirely unique and without

any competition, it's important to put product according to the customers prospective .Once it is decided whom

will be competitor’s, review their marketing strategy, including their ads, brochures and websites and target

market after all the process it is to be evaluated how new product will stand up against other products.

2. Target the customer. To successfully launch a new product with minimum financial outlay, it's

essential to focus exclusively on those customers who are targeted according to the different segments. These

customers may be those peoples currently buying something else and can appreciate the additional features of
new product offered to them. So for targeting the market there must be a proper segmentation according to age,

sex, taste, preferences etc. There will be a proper positioning of product in the mind of the customers.

3. Define marketing strategy and techniques. After defining the target customer, sales and

marketing channels also must be decided. It must be decided whether to do distribute through internet or

dealers .Generally, multichannel marketing achieve the greatest success .It is necessary to know target customer

and target market. Suppose your strategy is to market a low-cost customer you might choose traditional direct

marketing sales as your primary channel. The trend from traditional strategies based on personalization, rather

than generalization approaches integrated. If you want to target high cost customer you might use traditional as

well as modern techniques to distribute the products. HUL involve the whole organization, because it needs

both internal and external communications to identify the strategy and direction of the organization.

4. Test concept and marketing approach. With all the efforts and money it takes to bring a new
product to market, it is foolishness to rush to the launch phase before testing your product. It's best to examine

product, marketing message and marketing materials offered by the company. Before launching the product it is

to be tested whether the product will be accepted by the customer or not. Only after testing is complete,

company should proceed to the final creation of marketing approach and strategy.

5. Positioning:-Positioning is the art of designing the company’s offer and image to occupy a place in the
mind of the target customers. The goal is to locate the brand in the mind of consumers to maximize the benefits

of the firm. Positioning starts with a product. Therefore it is important to develop approach in order to obtain a

brand image, target the market and to position the LUX deo to their respective target markets. The present

report focuses on the explanation of the promotional, marketing mix and business strategy.

6. Roll out campaign. Campaign often plays a vital role in the launch of a product. There are various
ways of campaign like through advertisement, events, public relations etc .But no matter what publicity route
you choose, first make sure your product is ready and available for purchase in order to maximize returns. And

other marketing efforts should follow closely on the press roll out. Monitor the results of all media, and in the

first weeks and months, be prepared to adjust campaign to take advantage of what is working best. Company

must hold various promotional events, advertisements for the promotion of the product. As HLL is launching

the deo there must awareness and availability of the product in market which is only possible by promotional

campaign. All the Medias like newspapers, tv, radios, internet etc must be used for the promotion of the

product.

7. Launch of the product: - After a proper campaign process it is to be decided about the launch of
the product keeping in mind the various concepts of marketing mix. A proper process must be followed keeping

in mind the 4p’s price, place, product, promotion .when all is set launch product by handling an inaugural

ceremony.

8. Taking the feedback from customer:- work doesn’t ends after launch of the product now it’s

time to take feedback from customer about the product. Feedback will tell whether the product is successful or

not. Company will also come to know about the need of customer and can review the product. Feedback is

necessary because by this it can be specified that what consumers want and what they are getting. It will also

help in the launching of new product.

9. Know your product's lifecycle. The campaign which is used during the introduction phase of

product launch will need to be updated as product matures. It is needed to monitor the marketing results

carefully and record the results that will indicate when it's time to revise the product, media message for

generating the higher revenue. This is needed because every product reaches the maturity stage where revenue

generations decrease and it’s time to review the product.

Market growth of deodorant

 This graph shows the market growth of the product after the one month of launch up to the fifth month.

According to this market survey products market share increases rapidly but due to tough competition in the

market it starts declining at the ending of second month.

4.5

3.5

2.5

1.5

0.5

0
1 month 2 month 3 month 4 month 5 month

Graphic representation of product growth

But after the end of the third month sales increases due to the quick response of the company.HUL
increases the sales promotion of deodorant creates awareness in the market. Due to this there is increase in the
sales and remain constant up to fifth month. This shows that after launching the product job doesn’t ends
product but it needs regular promotion in case of new product. After examining the market cause of decline in
the growth of product indicates that it is caused by due to the decrease in the price of the other company’s
product. So here HUL reduces its products prices and records increase in the growth rate and maintained it.
Market survey is must in today’s competitive world because market trends keep on changing regularly so that’s
why it’s necessary.

Swot analysis of HUL

Strengths:
1. HUL as well as Lux has Strong and well differentiated brands with a good share positions in the market.

Brand image and value will help in positioning of the new product.
 2. Strong R&D based products which are delivered to customers make a platform for the success of deo

due the trust of customers on HUL.

3. Deodorant have advantage due to the introduction of two new fragrances i.e. Spice and cologne.

Weaknesses:

1. Competition with own products

2. Competition with other products like Rexona, Setwet etc

3. High price then other products

Threats:
1. Aggressive price competition from local and multinational players.
2. Unfavorable raw material prices.
Opportunities:
1. Brand growth through increased consumption depth and frequency of usage across all categories.
2. Market and brand growth through increased penetration especially in rural areas.
3. Upgrading consumers through innovation to new levels of quality and performance.
4. Growing consumption in Out of Home categories Establishing HLL as a sourcing hub for Unilever
companies in various countries.

Bibliography
Marketing management by Philip Kotler, Kelvin Keller

http://EzineArticles.com/?expert=Sean_R_Mize

http://Entrepreneur Media.com

http://www.bnet.com/2410-13240_23-57049.html

http://www.entrepreneur.com/tradejournals/article/160927574.html

http://www.superbrandsindia.com