AGENCY MANAGEMENT

PROJECT

MADE BY:

HUDA BASAR-89205
MARISHA MEHTA-89222
NIKITA VIRA-78528
 Executive Summary
Unilever is a multinational consumer product manufacturing giant operating in over
hundred countries all around the globe.Unilever is one of the world’s largest and leading
multinational companies; the company is trying to significantly contribute towards the
augmentation of the standard of living by bringing world class high quality products at the
door step of their customers. Unilever commenced their business activities on a larger scale
by setting up their first factory in Netherlands, in the year of 1872.Unilever’s one of the
most popular brand is LUX. They segments LUX.’s market according to geographical
locations. It further differentiates these segments into Socio Economic Cluster (SEC) which
takes into account the criteria of education and profession which ultimately measures the
financial ability of consumers. Unilever targets the urban and sub urban upper middle class
and middle class segment of the population
Tactical marketing tools, 4P’s, are extensively used by the company to market
LUX.Unilever, with the aid of its heavy promotional activities, has been able to penetrate
the market.

Company Profile – HUL

• A 52% owned subsidiary of Anglo Dutch giant Unilever.

• India – 1888

• India largest FMCG company

• Touching 2 out of 3 Indian consumer

• 20 distinct categories – Home and personal care products, food and beverages.

• HLL – HUL

• 100 factories – India – Manufacturing its diverse product range

• Headquarter: Mumbai
INTRODUCTION
 Lux stands for promise of beauty and glamour as one of India's most trusted
personal care brands

 Lux is the largest personal wash brand in the country with a value share of 15%

 Three in every five Indian consumers enjoy the luxurious pleasure of Lux during the
course of a year

PRODUCT PROFILE

Product- luxflowerdew body splash

FLOWER DUE : spray all over your body and fill your senses with a fragrant lift.

 Product Classification:
 Tangible
 Non durable good

Lux body splash fall into the category of convenience good –(The consumer purchases such
goods frequently, immediately and with a minimum of effort. )

LUX falls under the category of toiletry product as a body splash

greatest appeal of a body splash is its fragrance. Among the most popular of after-bath
delights, body splashes are both deliciously fragrant and good for the skin. It makes sense
then that women gladly spend thousands of dollars every year on these pampering
sprays.Splashes are meant to be applied to the entire body after bathing and provide a
subtle hint of scent. For those of us who cannot tolerate either strong perfumes or their
price, body splash is an appealing alternative. There is also a small amount of alcohol in
body splash, which helps to preserve fragrance and has a mildly astringent effect on the
skin.

SWOT Analysis

Strengths:-
 Strong market research (Door to door sampling – once in a year – Rural and Urban
area.)
  Strong sales and distribution network backed by HUL

 Strong brand image

 Dynamically continuous innovations – New variants and innovative promotions (22

carat gold coin promotion – “Chance Hai”)

 Strong brand promotion but relatively lower prices – Winning combination.

 Mass appeal/Market presence across all segments ( 15% of soap market)

 Strong emotional touch

Weakness:

 Mainly positioned as beauty toiletry product towards women, lack unisex appeal

 Some variation like the sunscreen, international variant did not do well in the
market

 Not much popular in rural areas

 New product

 Market share

Opportunities:

 Beauty segments compounded annual growth rate (CAGR) is very high

 Liquid body wash is currently in growth stage – Lux should come out with more
variants in this segment

 Large market share – Strong hold over the market

 Changing taste and preference

Threats:

 High internal competition (Nike, Adidias, pink)

 New entrants

 Market condition
Marketing plan

Product

LUX is an internationally renowned beauty product brand of Unilever. It is the next

revolution in the realm of personal care. Lux plans to cater to all these customers. "Beauty

begins with Lux. " Flower due bodysplashis an anti-persparant,styling feminine body

splash. The productis designed around a logo that utilises custom designed typography to

give it a distinctive and recognisable look – its complimenting packaging and striking short,

block lettering exemplified there on setting it apart from the generic competitor. It contains

silk proteins to leave skin silky smooth. Each time you spray it leaves smoothing

ingredients behind on your skin to help condition it. This product smells heavenly. When

you spray it on it feels a bit heavier than the regular body splashes. It's like using a spray

lotion without needing to rub it into the skin. The scent lasts much longer.

PRICE

The product solves an immediate problem. Cologne is too expensive for most and body

splash does the job at a price they can afford. This is its fundamental feature.Developing the

pricing strategy requires an intimate look at the product strategy. theproduct is an

innovation – on the grounds of addressing a previously untargeted market like a sub-

culture or youth segment – the most profitable strategy for the lux flower due body splash
would be a market-penetration tactic.

Market-penetration aims to set a comparatively low price for a new product in order to

attract a large number of buyers and enhance a current market share.

The price set for lux flower due body splash is

120ml standard bottle @ 95 rs/unit

240ml large bottle @ 165rs/unit

PLACE

The process of efficiently and effectively making and getting products and

services to end-users requires a marketing logistics network.Essentially, the

physical distribution of the proposed products should propagate through a

series of intermediaries as a fast moving consumer good typically purchased

by consumers weekly.

Places where we can find the product to purchase it:

 Websites:

www.unilever.com

www.amazon.com

www.healthpricer.com

www.drugstore.com

 Stores-beauty section
  Supermarkets

 Retail stores

PROMOTION

Mass communication can be utilised through the use of free-to-air television, radio,

newspapers and magazines, as well as other methods like cinema and outdoor advertising.

All its campaigns revolve round the central theme of “Beauty begins with Lux”. Besides

Print, the brand also uses outdoors to its maximum impact.

Product Life Cycle

Body splash is in the introduction stage.

INTRODUCTION

OBJECTIVE:
- to create awareness and trial-promotion

GROWTH

OBJECTIVE:

-to compete-advertising spending high

MATURITY

OBJECTIVITY:

- to sustain market share-sales promotion and use of greater variety

of media
DECLINE

OBJECTIVITY:

- to retain the product at reduce cost- price cut and cost cutting in promotion

- as every product has a decline stage we have decided to keep changing the trends of

body splash with new innovations.

Marketing Strategies

- Use of television media for promotional purposes

- Print media is being used

- Available at famous retailers of toiletry products

- Affordable price

- Posters are used to promote and increase brand recall at selected

locations

Market segmentation
 Gender: Female

 Age: 16-35

 Income: Middle income group

 Highest selling beauty soap in urban area

 Expensive – Affordable,

 Target Area: Urban and Sub urban – Upper middle and middle class people

 EDUCATION: HIGHHER SECONDARY TO POST GRADUATE

SEGMENTATION:

 GEOGRAPHIC:- DELHI, MUMBAI, AHEMDABAD,BANGLORE,KOLKATA

PSYCHOGRAPHIC:

 LIFESTYLE: ENJOYS MUSIC, MOVIES, PARTIES ANND SUCH ACTIVITIES

BEHAVIOUR:

 OCCASION: REGULAR

Product Positioning of Lux

 Created Good Position – Buyers mind – Better product attributes, price and quality

 Offering product in a different way

 Offering – improved quality of the product – affordable price with high branding – to
position the product as a best quality products in buyers mind.

 Market share of HUL: 54.3%

 Market share of LUX: 15%

 Better Positioning – Market leader of toiletry products

UNIQUE SELLING PROPOSITION

 LUX IS A BRAND THAT APPRECIATES BEAUTY AND GLAMOUR

 A DELIGHT TO THE SENSES

 LUX CELEBRATES THE INDULGENT RITUAL OF BEAUTIFICATION

 LUX IS ALWAYS RELIABLE & TRUSTWORTHY