EXTENDING THE BRAND THROUGH LAUNCH OF NEW PRODUCT
GROUP 9
DIVYANSH BENGANI | AKSHAY KHAIRKAR | VIKASH KUMAR | POOJITHA POLAVARAPU | SHARVANI SHAKAMBARI | ADITYA TOTAWAR
1911235 1911258 1911262 1911277 1911288 1911295
Brand Overview
1 Indian beauty market to grow 3-fold to $20 bn by 2025
2 14% Market Share by volume in India for soap category
3 According to Bloomberg report, brand is on a decline
4 Rise in market share for Santoor, Godrej No.1, etc.
4 Product line limited to soaps, body wash and hand wash
Marketing Decision Problem & SWOT Analysis
Marketing Decision Problem Strengths Weaknesses
• To study the extendibility of the Lux brand • Women-Centric
• Market Penetration
to other product lines in the personal care • Fewer Product Lines
• Value-for-Money
sector. • Slow evolution
• To establish whether the currently
women-centric brand can extend to the SWOT
male population through products Analysis
targeted at men.
• To identify which product lines can the Opportunities Threats
brand expand to, such as creams, and
other skincare products.
• New Product Lines • Reducing Market
• To formulate a strategic marketing plan for Share
• Untapped Market
the launch of the most feasible product
Segments • Limited Core-
identified through market research Competencies
Methodology
Identification of needs in the market for the extension of LUX brand; selection and launch of new products
through an effective communication strategy
Surveys, Interviews,
Observations, etc.
Analysis of data gathered from
primary research and other
sources
Descriptive, Casual and
Predictive research
Age group identified,
Formulated pricing strategy
Advertising, Tagline,
Promotion
Primary Research Secondary Research
Conducted an online survey, Bar soap constitutes 88% of
Market Survey Bath and shower market
(7% growth projected)
Age group 15 - 40 years
: 91% respondents Beauty and personal care
market - 73.5% of total
Identified potential market for market share
a men specific Lux soap
Facial care market share -
Women interested in products 88.95% in skin care
like Face Wash, Moisturizers &
creams and are not affected by New product line in this
the introduction of new men segement can revitalize
product line Lux's market position
Category Men Women
Lux Soap Yes Yes
Lux Face wash No Yes
Ansoff Matrix
PRODUCTS
New
Existing
PRODUCT
MARKET
Existing
• A well positioned Brand, Good market share
DEVELOPMENT
PENETRATION Brand
STRATEGY
STRATEGY
MARKETS
• To diversify products,
• To tap new customers
Opportunities
• Lux For Men: A promising area
MARKET • Product Diversification in Women Categories: A strong
DIVERSIFICATION
New
DEVELOPMENT Options potential, given the popularity among women
STRATEGY
STRATEGY
Lux Facewash for Women
Wild Rose Mystic Lotus Mild Lavender
Description Description Description
Instantly refreshing face Soothing and rejuvenating Irresistibly soft and
wash face wash moisturizing face wash
Color Color Color
White and Pink Blue and White Purple and Black
Design and packaging Design and packaging Design and packaging
Regular Tube Regular Tube Regular Tube
Ingredients Ingredients Ingredients
Sandalwood Vitamin E/ B3, Anti-oxidants Essential oils
Skin Type Skin Type Skin Type
acne prone & oily skin For all skin types Rejuvenates Dry skin
types
01 02 detoxifying
03
Brand Identification Statement
To empower women to feel beautiful and confident on an everyday basis
Lux Facewash for Women
Persona 1 Persona 2 Persona 3
The Everyday College girl The upcoming Nine to Fiver The middle-aged housewife
Age: 18-25 years Age: 20-35 years Age: 35-50 years
Occupation: College Student Occupation: Young Corporate Professional Occupation: College Student
Personal Attributes: Price-sensitive, Personal Attributes: Price-sensitive, Personal Attributes: Price-sensitive,
Associates with glamour and celebrities concerned about presentability at workplace Beauty conscious, desires youthful skin
Tagline: Beauty in its new flavor
Lux for Men
Identified Segment:
Semi-Urban and Urban Middle Class population of 18-45 years age group
Variants:
18-25 Years, Fashion Size:
Musk,
Conscious, Young Adults, 75g
Cooling
Associates with glamour Mint
125g
& celebrities
Color:
Shape:
Musk: Light
25-35 Years, Associates “Curved
Brown
with manliness, Young Cuboidal” Cooling
Professionals Mint: Light
Blue
Price
35-45 Years, Middle Packaging: Target:
Aged, value for money, Box Type 75g: Rs 30
conscious about skin care 125g: Rs 50
benefits
Brand Identification Statement
To take care of the distinct needs of modern men with the changing lifestyle
Tagline: The Choice of Modern Men
Segmentation, Targeting and Positioning
Communication Strategy
Advertisements Sales and Promotion PR
- TV Ads - Buy X Get Y Free - Celebrity
- Sports Magazines Model for Lux for Endorsements
for Lux for Men Men (2+1) - Event Sponsorship
- Fashion Magazines - X% extra model for for both Men and
for Facewash Facewash (20% Women Category
extra) - Meet Your
- Billboards for both
Celebrity Campaigns
Scope and Limitation
• The sample covered by the survey does not the representation
of actual rural market size
• Our study is limited to middle and upper middle-class income families
• Project does not include distribution network analysis. We assume that
the new products will be distributed through the existing channels
