Origin of lux and product life cycle stages

Lux - origin and product life cycle stages

1. Lux- history and life cycle stages APARNA PRAVEEN S2 MBA [ MACFAST] KERALA,INDIA WWW.MACFAST.ORG

2. Origin and history Lux Soap was introduced to America in 1925 by the Lever Brothers. It was a white soap packaged in pastel colors designed to be comparable to the finer French soaps, but more affordable. Once Lux Soap began its national campaign in 1926, it was also advertised for men and children. The Thompson agency then began a campaign in 1928 to get endorsements from Hollywood actresses, by sending 425 actresses cases of Lux Soap. It received 414 endorsements in return, leading them to claim that 9 out of 10 stars in Hollywood use Lux Soap .

3. INTRODUCTION TO PRODUCT LIFE CYCLE • The course of a products sales and profits over its lifetime is called the product life cycle. • PLC shows the stages that products go through from development to withdrawal from the market. • Product Life Cycle (PLC): – Each product may have a different life cycle. – PLC determines revenue earned. – Contributes to strategic marketing planning – To identify when a product needs support, redesign, renovating , withdrawal, etc .

4. Introduction Stage Lux launched worlds first beauty soap in 1924 At that time there were only one competitor that is its own brand lifebuoy Later in the initial stage it was introduced in Calcutta, Mumbai etc.

5. Stages of life cycle

6. growth stage • In the growth stage, their sales rapidly started rising. • They have expanded their market to the other cities of INDIA. • MARKETING OBJECTIVES = The marketing objectives of the Lux were to expand their market to the other cities of INDIA. • Another objective was to maximize more market share. • In the growth stage, company had the following MARKETING STRATEGIES : • Product = In the growth stage, the company had offered the same product in the market.

7. Maturity stage At present LUX is selling over 100 countries and market leader in various countries including Arabia, Brazil, India. In the early 1990s, LUX responded to the growing trend away from traditional soap bars by launching its own range of shower gels, liquid soaps and moisturizing bars. LUX beauty facial wash, LUX beauty bath and LUX beauty shower were launched in 1992.In 2004, the entire LUX range was re-launched in the UK to include five shower gels, three bath products and two new soap bars. In the year of 2005, saw LUX Orchid Touch the launch of three exciting new variants with dreamy names such as “Wine &Roses” bath cream, “Glowing Touch” and “Sparkling Morning” shower gels. LUX is still in the maturity stage as result of creative marketing strategy with the changing time and trends in market

8. . DECLINE STAGE The major reasons for its decline are given as follows : • 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. • 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. • 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. • W ith 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

9. Present situation of lux In today lux has became the market leader in many of the countries like UAE ,Brazil, India, Thailand and South Africa LUX has the 5 th largest consumer reach in Asia which is way ahead of their competitor Dove Also the strong positioning ,marketing strategies helped LUX to maintain its Position at the top respectively.

10. THANK YOU !