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MARKETING STRATEGIES FOR LEADING SOAP BRANDS OF INDIA
Prepared by: Sumant Rathod (91)
Leading Soap Brands
Lux(HLL-1929)
Dove(HLL-1995)
Lifebuoy(HLL-1895)
STP: Lux, Dove, Lifebuoy
Lux has been segmented on the basis of demographic factors like, age, lifestyle etc.
Target market of lux is the age group between 16-40 and urban and semi urban areas.
The brand is being positioned as the favourite soap of Film stars has been consistent in terms of communication and positioning.
Contd…
Dove has segmented and targeted the
market towards urban areas as it is
being positioned and repositioned as the
premium brand like, ― mildest soap, trail
for result.‖
Globally; ―it is not a soap but a cream
bar.‖
Contd…
Initially lifebuoy was targeted at males
and positioned as the health and value
platform.
In year 2002 company changed its
positioning strategy, as a family brand.
In 2004; repositioned as ―health
protection for family and me.‖
Marketing Mix Strategies
Lux
Product
○ Different Variants
○ Strawberry & Cream
○ Peach & Cream
○ Festive Glow
○ Lux International
○ Lux Purple Lotus & Cream & limited editions
4P’s;Lux
Lux
Price
○ Lux Peach & Cream Rs 18/90 gms
○ Lux Strawberry & Cream Rs 18/110 gms
○ Lux Purple Lotus & Cream Rs18/110 gms
○ Mini Lux Rs 5
4P’s contd...
Lux
Place & Promotion
○ It has 2000+ suppliers and associates 7,000
stockists and direct coverage in over 1 million
retail outlets across India.
○ Celebrity endorsement
○ Events \ Programs sponsorship
○ Gold coin offer etc.
Promotional Activities; Lux
Dove
Product
Focused on women(―non-models‖)–
beautiful in their own way.
○ White beauty bar
○ go fresh Cool Moisture Beauty Bar
○ Winter Care Beauty Bar
4P’s; Dove
4P’s; Dove Contd...
Dove
Price
○ With the entry in Indian market in 1995 it was priced at Rs.50— NOT SATISFACTORY FOR THE C0NSUMERS
○ People with higher income level did not consider it worth buying.
○ DOVE then changed its strategy and lowered its price to Rs.28—thereby attracting the upper middle class Indian consumer.
Dove
Place & Promotion
The general trade comprises grocery stores, chemists, wholesale, and general stores.
Various promotional awareness :-
○ DOVE Self esteem fund in 2006
○ AD commercials on TV by doing comparison
with other products of same range
○ REAL beauty campaign in 2008
Lifebuoy
Product
○ HLL currently provides Lifebuoy consumers
with four choices
○ Lifebuoy Strong
○ Lifebuoy Fresh
○ Lifebuoy Gold and
○ Lifebuoy Naturals
4P’s; Lifebuoy
Lifebuoy
Price
○ Offering soaps with modern forms and good sensorial experience at affordable prices.
Place & Promotion
In addition to its TV campaign
direct consumer contact, radio,
statics, and point-of sale, in order to reach consumers who do not have access to a television set.
Contd...
Lifebuoy
Place & Promotion
○ In addition to its TV campaign
○ direct consumer contact, radio,
○ statics, and point-of sale, in order to reach
consumers who do not have access to a
television set.
Thank You…