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    Name: Mamta Maru Class:Mba Sem-Ii Roll No:28 Subject: Marketing Management Assignment On

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    9824777672
    The document summarizes the product life cycle of Lux soap in India. It describes the various stages of the cycle - introduction, growth, maturity, and decline. In the introduction stage in the 1920s, Lux launched in major Indian cities and used strategies like higher prices, selective distribution, and advertising to target early adopters. In the growth stage, sales rapidly increased as Lux expanded to other cities with slightly lower prices and increased advertising. In maturity, Lux faced competition and modified its product line while maximizing profits. In decline, Lux sales reduced due to currency fluctuations, economic slowdown, and competition from brands like Cinthol and Fairglow.

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    Name: Mamta Maru Class:Mba Sem-Ii Roll No:28 Subject: Marketing Management Assignment On

    Uploaded by

    9824777672
    203 views8 pages
    The document summarizes the product life cycle of Lux soap in India. It describes the various stages of the cycle - introduction, growth, maturity, and decline. In the introduction stage in the 1920s, Lux launched in major Indian cities and used strategies like higher prices, selective distribution, and advertising to target early adopters. In the growth stage, sales rapidly increased as Lux expanded to other cities with slightly lower prices and increased advertising. In maturity, Lux faced competition and modified its product line while maximizing profits. In decline, Lux sales reduced due to currency fluctuations, economic slowdown, and competition from brands like Cinthol and Fairglow.

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    The document summarizes the product life cycle of Lux soap in India. It describes the various stages of the cycle - introduction, growth, maturity, and decline. In the introduction stage in the 1920s, Lux launched in major Indian cities and used strategies like higher prices, selective distribution, and advertising to target early adopters. In the growth stage, sales rapidly increased as Lux expanded to other cities with slightly lower prices and increased advertising. In maturity, Lux faced competition and modified its product line while maximizing profits. In decline, Lux sales reduced due to currency fluctuations, economic slowdown, and competition from brands like Cinthol and Fairglow.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    203 views8 pages

    Name: Mamta Maru Class:Mba Sem-Ii Roll No:28 Subject: Marketing Management Assignment On

    Uploaded by

    9824777672
    The document summarizes the product life cycle of Lux soap in India. It describes the various stages of the cycle - introduction, growth, maturity, and decline. In the introduction stage in the 1920s, Lux launched in major Indian cities and used strategies like higher prices, selective distribution, and advertising to target early adopters. In the growth stage, sales rapidly increased as Lux expanded to other cities with slightly lower prices and increased advertising. In maturity, Lux faced competition and modified its product line while maximizing profits. In decline, Lux sales reduced due to currency fluctuations, economic slowdown, and competition from brands like Cinthol and Fairglow.

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    NAME: MAMTA MARU

    CLASS :MBA SEM-II


    ROLL NO:28
    SUBJECT: MARKETING MANAGEMENT
    ASSIGNMENT ON
    PRODUCT LIFE CYCLE OF LUX
    INTRODUCTION STAGE
    • Lux launched the world’s first mass-market beauty soap in the US in
    1924 & had been launched in India in 1929.

    • At that time there was only one competitor of Lux, which was from its
    own brand “LIFEBUOY”.

    • In the initial stages Lux was introduced in the major cities of INDIA like
    Calcutta, Mumbai etc.

    MARKETING OBJETIVES :

    To create the product awareness and to attract the customers


    towards the product

    MARKETING STRATEGIES :

     Product: They offer only one product in the market. They did not
    come up with the differentiated product

     Price : They offer the relatively higher price than their competitor
    (LIFEBUOY) because they wanted to recover their initial cost of making
    the product.

     Advertising: They allocate more advertising budget so that more


    and more customers could be attracted towards
    the product. In ads they targeted the early adopters, who were
    readiest to buy the product.

     Distribution : was selective and only covers the major cities of


    INDIA to get recognition in those cities

     Their distribution channel: Manufacturer --> Wholesaler -->


    Retailer
    GROWTH STAGE
    • In the growth stage, their sales rapidly started rising.

    • They have expanded their market to the other cities of INDIA.

    MARKETING OBJECTIVES :

    • To expand their market to the other cities of INDIA.

    • To maximize more market share

    MARKETING STRATEGIES :

    • Product : The company had offered the same product in the market.

    • Price : The company had changed their price to some extent because
    of maximizing the market share ( Slightly cut down the prices )

    • Advertising : They had increased their advertising budget as in the


    initial stages because of attracting the new customers or to retain the
    existing customers

    Sharmila Tagore, Hema Malini, Juhi Chawla, Madhuri Dixit,


    Sridevi

    • Distribution: In this stage, company had expanded their market to


    the other cities of INDIA. Their distribution channel was the same as in
    the initial stages of the product.
    • Promotion : The company had also used the different
    proportioning strategies to attract the new and the existing
    customers.

    MATURITY STAGE
    • They modified the product by adding some changes in the product.

    • In this stage, few competitors enter into the market like CINTHOL,
    FAIRGLOW, SANTOOR, CHANDRIKA, FIAMA DI WILLS and VIVEL

    • The company has expanded their market to almost all the cities of
    INDIA.

    MARKETING OBJECTIVES :

    • To maximize more profit while defending the market share

    • To expand the market to all the cities of INDIA.

    MARKETING STRATEGIES:

    • Product : The Lux has made the modification in the product by


    introducing:

    Lux Almond, Lux Orchid , Lux Fruit, Lux Saffron, Lux Sandalwood,
    Lux Rose, Lux International, Lux Chocolate, Lux Aromatic
    Extracts, Lux Oil and Honey.etc

    • Price : The Lux products are now available at higher prices in the
    market, the reason behind is that the company’s marketing objectives
    is to maximize more profit.

    • Distribution: Now Lux products are available in almost all the cities
    of INDIA. Their distribution channel is same as in the initial stage.

    • Advertising : In this stage advertising has been reduced to some


    extent because of the more brand awareness in the minds of
    customers.
    • PROMOTIONAL OFFERS : eg. Buy 3 get 1 free.

    DECLINE STAGE
    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, India’s 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

    • 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.

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