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    For Instance, in 2004, A 5.9% Decline in Turnover Was Primarily Due To A 4% Appreciation in The Average Euro Exchange Rate

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    Puneet Singh Chhabra
    The document discusses the decline stage of Lux soap in India. It lists several reasons for Lux's decline including currency fluctuations, economic slowdowns reducing consumer spending, and increased competition from other soap brands like Lifebuoy, Fairglow, and brands from Godrej, Wipro, and ITC.

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    For Instance, in 2004, A 5.9% Decline in Turnover Was Primarily Due To A 4% Appreciation in The Average Euro Exchange Rate

    Uploaded by

    Puneet Singh Chhabra
    15 views3 pages
    The document discusses the decline stage of Lux soap in India. It lists several reasons for Lux's decline including currency fluctuations, economic slowdowns reducing consumer spending, and increased competition from other soap brands like Lifebuoy, Fairglow, and brands from Godrej, Wipro, and ITC.

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    Product Life Cycle of

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    The document discusses the decline stage of Lux soap in India. It lists several reasons for Lux's decline including currency fluctuations, economic slowdowns reducing consumer spending, and increased competition from other soap brands like Lifebuoy, Fairglow, and brands from Godrej, Wipro, and ITC.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    15 views3 pages

    For Instance, in 2004, A 5.9% Decline in Turnover Was Primarily Due To A 4% Appreciation in The Average Euro Exchange Rate

    Uploaded by

    Puneet Singh Chhabra
    The document discusses the decline stage of Lux soap in India. It lists several reasons for Lux's decline including currency fluctuations, economic slowdowns reducing consumer spending, and increased competition from other soap brands like Lifebuoy, Fairglow, and brands from Godrej, Wipro, and ITC.

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    DECLINE STAGE

    Besides of all campaigns for the sales promotion of Lux .The reasons for its decline are : 1. Currency fluctuations: Unilever products are in over 100 countries worldwide, As a result, it is exposed to adverse currency fluctuations. For instance, in 2004, a 5.9% decline in turnover was primarily due to a 4% appreciation in the average Euro exchange rate. 2. SLOWDOWN: In year 2008 - 09 due to hard economic conditions in INDIA and other countries the sales were highly affected as the consumer started looking for some alternate products with a cheaper price than Lux. 3. Competition: Lux has been facing competition from HUL itself (Lifebuoy) & from other companies like:Godrej Consumer Products : GCPL, Indias second largest soap maker with 9.2% market share. with leading brands such as CINTHOL, FAIRGLOW & NIKHAR. Fairglow brand, India's first Fairness soap, has created marketing history as one of the most successful innovations.

    DECLINE STAGE

    CONTINUED

    Wipro : The presence of Wipro in the toilet soap industry can be seen through their brands such as SANTOOR and CHANDRIKA. In the southern market of India it is a major market player in toilet soap. ITC : It entered the segment last year and has made a strong headway in a short time by growing to 1.75% in just five months. With the brands like: Superia, Fiama Di Wills and Vivel. Decline Stage of the LUX
    Sales Costs Profits Marketing obj Product Strategy Price Strategy Distribution Strategy Advertising Strategy Declining sales Low cost per customer Declining profits Reduce expenditure and milk the brand Phase out weak items Cut price
    Go selective: phase out unprofitable outlets Reduce to level needed to retain hard-core loyal customers

    Film stars promoting the product Lux

    Thank you

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