Logo of HUL INTRODUCTION OF HUL LUX is the brand of HUL. HUL stands for Hindustan Unilever Limited which is a leading and flourished FMCG products manufacturing company in india.It is owned by Anglo-Dutch company Unilever which owns a 67% controlling share in HUL as of March 2015 and is the holding company of HUL.[2] HUL's products include foods, beverages, cleaning agents, personal care products and water purifiers. HUL was established in 1933 as Lever Brothers and, in 1956, became known as Hindustan Lever Limited, as a result of a merger between Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and employs over 16,000 workers,[2] whilst also indirectly helping to facilitate the employment of over 65,000 people.[3] The company was renamed in June 2007 as "Hindustan Unilever Limited". As per Nielsen market research data, two out of three Indians use HUL products. HUL's brands spread across 20 distinct consumer categories. It owns 35 major Indian brands. HUL has consistently had the most number of brands in the Top 10 list for the most trusted brands in India. LUX, Surf Excel, 'Pepsodent and Ponds in Home and Personal Care segment and Kissan and Brooke Bond in Foods and Beverages Segment are some of its top brands. In 2008, it launched Ponds Age Miracle, Vaseline range of products in skin care category. Objectives of project report -To know and find the strategy used by the company to market the product ie LUX in the indian market and the base of segmenting the product. - To know the negative and positive aspects of those strategies -position of HUL soap products in the market against its competitors -To understand the customers buying behaviour of lux METHODOLOGY OF PROJECT REPORT While preparing for the report various method and techniques was used to gather more and more information about hul and its brand soap called LUX. The information mostly used in the report was taken from the main sources while Main source of information was on the spot discussion and analysis with the marketing intermediaries and customers. Some additional information was collected and used from the websites. Product Category of LUX It is the types of brand that is offered by the marketer to the customer. Here LUX is the product category of product line called bathing soaps that is manufactured by the HUL. It also falls in the product line of toiletry product as well as beauty soap. Market segmentation of Lux “market segmentation is a process of dividing a heterogeneous market into homogeneous sub units.” Market segmentation is the identification of portions of the market that are different from one another. Segmentation allows the firm to better satisfy the needs of its potential customers. A brief description of the various market segment HUL adopts for LUX are: Income : One of the essential characteristic of an FMCG product is an affordable price which is very important for its fast sales. It is the meeting point of demand for a product and its price that decide whether the product will sell or not. And the demand for a product is highly dependant on the income of the customer. Lux is not a very costly toilet soap. Its price varies from Rs.10 to rs.30. Therefore its target market starts from the middle income group Gender Lux since in its introduction is seen as a soap for women. Lux as a brand symbolises beauty. The Lux ads has hosted a bevy of film stars such as from Madhubala, Babita, Hema,Karisma to Kareena all endorsing the goodness of Lux over generations. This was done inorder to attract women who wanted to look and feel like the stars they idolised. Age : Lux is seen to mainly attract customers that fall within the age group of 16 to 35. In order tocater them, Lux comes up with new and interesting variants. One of the latest entrants, LuxCrystal Shine is mainly targeted at the youth . So is the Black Provocateur which symbolises boldness . Another example is the chocolate variant lux which was a novel idea. All these areintroduced to catch the attention of the youth. Geographical areas: Hindustan unilever india Ltd. divides the market as per geographical areas. The Indian present population of the country is divided into three parts as rural, sub urban and urban area customers. Company extends the differentiation as environmental division as per to Socio Economic Cluster (SEC) which is income and education. The SEC divides the consumers in five division starting from A to E, where A falls in the category which exceeds educated and consumers having low income, and starting from A to decreasing order E overturn the categorize. Targeting the market LUX is not a highly expensive but is an affordable product that is why the company targets the urban and sub urban people of upper middle and middle class people who composes the highest segment of population in our country than the people of below poverty line. Market share of HUL in INDIA Product Positioning: Hindustan unilever India Ltd has a good place in the consumers' mind by good and improved product price, quality, and attribute, presently product in a different loom than the manufactures do. Company provides the customers with quality of products in the market and that too in a reasonable price with immense brand, which finally helps the company to make a place for the product in the consumers' mind as top quality beauty soap. The company's market share in the beauty soap manufacturing is around 43%.as in the beauty soap manufacture all the products in the market are of the same price. Hindustan unilever can't provide its consumers with more improved price but it has a large position in location with its fragrance, product deign, packaging Positioning plan of the company explains the position of LUX in the customers mind with just one reason the price and the quality. 4 p’s of LUX • Product: This product is worldwide famous and it fall under beauty soap of Hindustan unilever. LUX produce in Indiafor for the local consumer but it is an internationally produce. In India LUX comes in six different flavors which are as follows- LUX Golden Glow
LUX Energizing Honey
LUX Orchid Touch
LUX Nature Pure
LUX Almond Delight
LUX Aqua Sparkle
• Price: Hindustan unilever India provides worthy or we can say it's value for money product to their customer in the form of LUX beauty soap. This company face the Indian market competition with the local market beauty soap product, therefore they try to give their product which is having good quality at cheaper rate or product which normal consumer can afford so they can take over the most of the market share. Beauty soap and beauty products are in huge demand in Indian market. • Place: Hindustan unilever India Ltd. has reach the sales over 11 million soaps per year. The reason behind is only because of their company's distribution channel, which is very vast in India. Hindustan unilever India Ltd. is a multinational company so they have huge store house in India and each store house in country's main part. • Promotion: When it comes to this part Hindustan unilever India Ltd. never make any scarifies with the promotional activities to promote LUX which is the most selling product in the beauty soap market in India. LUX is not only trying to promote their soap for the female but also to the male with the help of with world famous male celebrity Shahrukh khan for their advertising. Conclusion • The beauty soap in India has a very few manufacturer who produce soap .on the other hand demand for the LUX soap is very Hugh compared to other soap, because LUX soap is offering good quality with the low price which is very useful for the company to increase their profit as well as their consumer. Hindustan unilever is the multinational company it has huge segment for male and female with different types at a lower price and in India people are more caring about the soap and there smell . The way they make a promotion is one of the best promotions, because they use boll wood celebrities as brand • Ambassador. Which is the best part of promotion and one more thing they use which in which they organized beauty contest. These things attracting a large number of consumers. In Indian market consumers are very fascinated of discounted items. Recommendation Lux has been following a trend of constant product development and improvement since itsinception. This has always proved to be successful for the brand. Therefore a similar strategycan be followed in the future: Lux can go for a high end Ayurvedic variant. Lux has beenassociated with beauty and feminine grace till now. In the present day consumers are intonaturopathy and believe in natural treatments like the Ayurveda. Keeping with this trend, Luxcan foray into Ayurvedic variant. HUL already has Hamam soap in this category. But it is alow priced soap whose target audience is quite different from Lux. This new variant can provide the current customers of Lux with a blend of both class and natural goodness. Today’s children are tomorrow’s customers. Children have a major share in the decisionmaking process of consumers. Therefore it will be a viable decision to launch Lux KidsSpecial soap. By doing this Lux can “catch them young” and get a loyal customer base fromthem. This variant can be in vibrant colours as opposed to the soft colours used currently. Thefragrances can also be made more “fun” and vibrant. Lux has high penetration in the urban and semi urban areas. However, it has only 19.8% penetration in the rural areas. The rural market has great untapped potential, which HUL hasnot concentrated on till now. Consumers are becoming more and more aware and undergoing asurge in disposable income. This huge opportunity can be explored by Lux. HUL already has astrong distribution channel in almost all regions. What is needed here is a change in thecommunication strategy to reach out to the rural cu stomers. The various channels of communication should be made more appealing to this rural segment of customers REFERENCES Marketing Management- PHILIP KOTLER-12 Edi www.HUL .COM WWW.wikipedia .com