LOVELY PROFESSIONAL

UNIVERSITY

Term Paper of Marketing Management

Topic- LUX Face Wash

Submitted to-: Submitted by-:

Ms. Kanika Jhamb Prashant Kumar Yadav
Roll no –RS1904B56
Regis. No. - 10907634
Course- M.B.A (Regular)
 INDEX
 Introduction
 Company description
 Business Mission
 Marketing Objective
 Situation analysis
 Industry analysis
 Technology
 Swot analysis
 Target Market strategy
 Marketing mix
 Product
 Place, distribution
 Promotion
 Implementation
 Evaluation and Control
 Organizational structure and plan
 Summary and notes
How to launch a FACE WASH of LUX:-

Introduction

Name of the company is Lux it registered office address is, Lux House, Model
Town, Jhansi -284135

Tel:-079-658-04401, Fax-079-54-6605

Web:-www.Lux.co.in

Lux is well known company in the market everybody know about Lux. Lux
manufactures so many brands (products) soaps, shampoo etc. but now I have to
launch a face wash. So what I should I do and how to launch a new product, it’s i
am going to discuss:-

(1)COMPANY DISCRIPTION

The Lux established in 1969 and since then it has expand billion. Today Lux has
ars.17 billion shares in this market and has been added its products like soaps,
Shampoo, knowledge as marketing MIRACLE. Lux known for its focus on cost
effectiveness by integrating latest technology manufacturing facilities with
innovative marketing strategy to create world class brands ,has by passed MNC’
like, HLL(Hindustan liver limited), p&g to become the market leader in this price-
sensitive industry.

In value terms, Lux holds 16% market share in the branded detergents
segment.
(ii)BUSINESS MISSION

The Company’s goals are to make customers more satisfied and provide more
quality product who would more reliable and company trying to give customer’s
maximum satisfaction for low cost products .The Company’s products offer an
attractive alternative to use their products. The company commitment extends from
the extend the business quality products and more consumer focus.

(iii)MARKETING OBJECTIVE

The marketing objective is to establish the company as an expert in the market

plane. Lux has to establish an expert in the market place. Lux has to establish itself
as a leader in the market. To accomplish this objective, customers must faith on its
products.
Objective metric:-

To extend the business To accomplish this marketing objective . Lux must have to
tie-ups some other branded (Foreign) company and produce very good quality
products. People know about at leas more countries and use it.

(IV)INDUSTRY ANALYSIS

Company planning has a radical charge since the turn of the century. Products are
designed for the middle and lower income people and today’s market place shifted
according to different income groups. The manufacturing and marketing operations
were divided in several closely held group companies,

Lux how owns all Shops and shampoo. It is made by the

Hindustan liver limited. Shampoo also made by same company

Marketing of products is carried out through a 100% subsidiary, Lux consumer

care limited LCLL, it the license for using the trade marks and the brand Lux,
Which are owned by HLL chemicals Pvt.Ltd. LCLL’S Lease for the brand will be
in Perpetuity expect in the event of HLL Associate ‘s equity stake in LCCL falling
below 51%..

(V) COMPETITORS

The company is creating a new in the market place and therefore faces competition
from a variety of companies. There are currently lots of head to head competitors.
The exiting competition can make more consumers focused. Before launching and
new product good knowledge about its competitors are very crucial. Because it
very necessary to know about competitors all the things like product quality, price ,
packaging, brand image of that product, marketing strategy that competitors are
using.

A new product success is depending upon all the thing

about competitors mentioned top is play the very important role to success new
product.

The competitors of Lux face wash is given below:-

1. Himalaya face wash

2. Garnier face wash
3. Ayur Face wash
4. Dove Face wash
5. Lakme Face wash
(vi) TECHNOLOGY:-
Technology play very vital role to success in any product its does not matter
products are nearly launched or its older. Because it is the technology who design
the product , shape, quality, packaging etc. Take a simple example suppose you
have to go from Delhi to Mumbai it will take more time bus and train, built by air
it will take less time ,this is what I may trying to convince. Because there are lots
of company where old model Machinery are still working , and they are using
older technology, so for betterment of products and company new Technology is
very important.

(VII)STRENGHTS:-

Strong brand equity is a rs.17 billion umbrella brand offering consumers a broad
portfolio of products at multiple price points in the soaps, Shampoo personal care
market.

(ii) Produces a range of industrial chemical products which premierlly serve as

raw material or intermediates for shops and Shampoo business.

(iii) It has very cheap price product like soaps and shampoo, so it has large number
of buyer and people are aware about this company so it is the strength of lux face
wash. And people easily accept his product.

Wide distributor Network:-

i. High interest person

ii. Less presence in premium segment
iii. Lack global tie ups and thus lacking in export markets.
 OPPORTUNITIES:-

i. Exports
ii. Acquisitions for strengthen its distribution tie- ups
iii. Entry into other categories like Detergent, toothpastes and fabric
whiteners.

THREATS:-

i. MNC’S industry to India particulars in toilet and soap industry.

ii. Emergence of small but storng regional players.

TARGET MARKET STRATEGY

Launching any product marketing is very necessary .The marketing environment

and the board environment. The task environment includes the actors engaged in
producing, distributing, and promoting the offering. These are the company,
suppliers, distributors, dealers and the material suppliers in the supplier group of
material and service suppliers. such marketing research and service agencies
advertisements ,insurance companies , transportation, telecommunications
,companies , distributor, dealers include agents , brokers, manufacturing
representatives and others who give facility to finding and selling to customers.

The board environment consists of six companies, demographic environment,

economic environment, physical environment, technological environment, political
environment and social –cultural environment.

Marketers must pay close attention the trends and developments in these
environments and make timely adjustments to their marketing strategist.

Firstly I should start by dividing the market into segments. I identify and profile
distinct groups of buyers who might proper or require varying product a service
mixes by examine demographic, psychographics and behavior differences among
buyers.

After identifying market segments, then I have too decides which

present the greatest opportunity-which are its target markets.fro each, the company
(Lux) develops a marketing offering that it positions in the minds of target buyers
as delivering some central benefits. For example Volvo develops its car as the
safest a customer can buy Scorpio, a sports-utility launched in India by Mahindra
in 2009, is design deed for people who prefer a study vehicle that offers luxury and
comfort. Scorpio therefore is positioned as a vehicle that offers the luxury of a car

Company address needs by printing forth a value proposition a set of

benefits that they offer to customers to satisfy their needs. The intangible value
proposition is made physical by an offering.

As we know Lux is well known brand in market. Today it has 17 billion

store in this market. Lux known for its focus on cost effectiveness by integrating
latest technology manufacturing facilities with innovative marketing strategies to
world class brand.

Nirma holds 16% market share in the branded detergents segment.

I have to launce LUX FACE WASH a new product. For this I have to do lots
of things. Although Lux is well known brand new face wash market, so I will have
to do all the marketing strategy whatever being done for new product. Which can
be a combination of products, services information and experiences.

A brand is an offering from a known source. For example, a brand names

such as MCDONALD’S carrier many associations in people’s minds that make up
the brand image. Hamburgers, children, fast food, convince, and golden arches. So
Lux face wash should strive to build a strong, favorable and unique brand image.

VALUE AND SATISFACTION

The offering will be successful if it delivers value and satisfaction to the target
buyer. The buyer chooses different of firings based on which she perceives to
deliver the most value.

TARGET MARKET:

As we know Nirma is Targeting only lower and middle class people . In premium
class appearance is negligible. There are lots of product of face wash segment.

Main company who makes face wash are as following :

Name of company price range

Pears 38

Himalya 45

Garnier 60

Everyouth 52

Joves 60

Lakme 65

They all are premium brand and well established in the market and they targeted
premium and middle class. Lux can also target premium class

It depends upon product quality. Brand image also matter what kind of perception
people have about Lux.

MARKETING MIX:

There are 4 P’s basically which are as followed:

PRODUCT:

Face wash comes under FMCG product category. It is useful for all people.

PROMOTION:
Promotion of product is play vital role in selling a product.

It should be,

1. A cohesive ,affordable and user friendly

2. All the information regarding company and products should be written on
company websites.
3. Demonstrations presented as trade shows and events.
4. Product data base that provides pertinent data features and benefits of
product.

Evaluation and control

Evaluation is main part how we done all the things market research , knowledge
about competitors strategy target market product promotion evaluation and goo
control over all these activities are very essential

RESPONSIBILITY MANAGEMENT:

Responsibility management solves most of important problem faced by system

administrator. Employees should have proper responsibility about management.

Place Distribution:

Place and distribution channels plays an important role of product.

IMPLEMENTATION OF TIME TABLE:

The company plans to more market shares at the end of 2010

1. The company plans to have secured selling in each region of the country
even abroad i.e. global market.

SUMMARY
Lux has to sale it is new product face wash throughout the country and also
target the new entry. For this Nirma has to set quarterly and yearly sales target
and actual sales will be compared to these quarterly plans

One major concern is that the current financial strategy of supporting we have
to new business by personal funds. Finally we have to utilize all marketing
plans.

So after using all the function of marketing we launch our product in market
and we also done the work after launching a product in maket.