SCDL MBA PROJECT - A Study of market size of LUX

1.1 Unilever at a Glance:

Unilever is one of the world’s largest and leading multinational companies; Unilever commenced their business activities on a larger scale by setting up their first factory in Netherlands, in the year of 1872. Operating in India for over the last four decades the company is trying to significantly contribute towards the augmentation of the standard of living by bringing world class high quality products at the door step of their customers. The usage of Unilever products by over 90% of the people in India stands a testimony to their successful operation. . Their array of products show that they produce household care, fabric cleaning, skin cleansing, skin care, oral care, hair care, personal grooming, and tea based beverage products under worldwide famous brand names Wheel, LUX, Lifebuoy, Fair & Lovely, Pond's, Close Up, Sunsilk, Lipton, Lipton Taaza, Pepsodent, All Clear, Vim, Surf Excel, and Rexona.

1.2             Objective of this report:

This report is an outcome of an analysis of marketing strategies used by Unilever India Ltd. The main purpose of the report is to find what strategies the company uses to market its world famous beauty soap, LUX, in India; the positive and negative aspects of those strategies. The report further analyzes the position of Unilever India Ltd. in the toiletry industry in comparison to its competitors. The report discusses the process of using market segmentation, target marketing, the product, pricing, promotional and distribution strategies and a competitive analysis.

1.3             Methodology of this report:

For accessibility and availability of information we have chosen to work on the strategies of Unilever India Ltd. As the company operates in the market with a huge number of products in different industries, we have decided to focus on one of their world wide successful brands, LUX.