The document discusses advertising and its objectives. It defines advertising as a form of communication used to encourage or persuade an audience to take some action, usually to drive consumer behavior regarding a commercial offering. The main objectives of advertising are to get consumers to try a new product, continue purchasing a product, switch to a new brand, or switch back to a brand. It also discusses the different types of advertisers and their goals.

1. LUX Beauty Soap 0
[Type the document title]
IMPACT OF ADVERTISING ON CUSTOMER
BEHAVIOUR: AN EMPIRICAL STUDY OF LUX
BEAUTY SOAP
[Type text]
Firoj Md Shah0
Page
PG-11-017

2. IMPACT OF ADVERTISING ON CUSTOMER
BEHAVIOUR: AN EMPIRICAL STUDY OF LUX BEAUTY
SOAP
Submitted By
Firoj Md Shah
PG-11- 017
Under The Guidance of
Dr. Rishi Taparia
Integrated Academy of Management and Technology
Ghaziabad
1

3. ACKNOWLEDGEMENT
A work is never a work of an individual. I owe a sense of gratitude to the
intelligence and co-operation of all people who had been so easily let me
understand what I needed from time to time for completion of this exclusive
project. It is a matter of great satisfaction and pleasure to present this report
on of LUX Beauty Soap. I take this opportunity to owe my thanks to all those
involved in my training. First and foremost, I express heartfelt thanks to Pro.
Rishi Taparia , Din of Student Welfare – PGDM, Department of Management
studies for his valuable guidance, his full support and co-operation without
which this project report would not have been completed. I am thankful to
him for his encouragement and able guidance at every stage of my training
work.
2

4. Table of content
Chapter No Chapter Name Page No
Chapter One Introduction…………………………… 6
Objective of the study……………… 6
Industry Overview ………………….. 7
Chapter Two History of LUX beauty Soap……….. 9-13
Chapter Three What is all about Advertisement …. 15-16
Type of Advertisement……………….. 17-20
Chapter Four LUX Beauty Soap Ad History in India. 22-27
Chapter Five Questionner Analysis …………………… 29-37
Chapter Six Conclusion…………………………………….. 39
Recommendation …………………………. 40
Limitation ……………………………………. 41
Reference …………………………………….. 42
3

5. Executive summary
I was appointed on for a project work which is related to brand
promotion and Advertisement. I took LUX beauty soap for my Project
assignment. I have to find out how much advertisement and Promotion
effecting on the customer mind.
I have taken 200 respondents for my project study. I have chosen online
survey method. I have use different social mesial to conduct the survey.
After completing the survey what I got the result that is what I aspect.
Yes LUX beauty soap is doing their business since a long time. It is very
success to create it’s brand name and strong brand position. LUX
consistently using the Bollywood top most famous and fashionable beauty
lady and handsome heroes. Since the old age LUX associating their brand
with those heavy personality person.
LUX approaching 360* business strategy. They giving ad on different
media channel. They are master on Digital, Print and Event advertisement.
Customer are very positive towards the brand.
4

6. Chapter- 1
 Introduction
 Objective of the study
 Industry overview
5

7. INTRODUCTION
Marketing research is the process through which the marketing
organizations can indentifies then basic problems area relating the specific
area of activity. During the marketing research the organization can
identifying the all problems area from different angle, which help in
identifying the comprehensive solution.
In my marketing project work I have taken the “IMPACT OF ADVERTISING
ON CUSTOMER BEHAVIOUR: AN EMPIRICAL STUDY OF LUX BEAUTY SOAP ”
OBJECTIVE & SIGNIFICANCE OF THE STUDY
OBJECTIVE:-
For every problem there is a research.
As all researchers are based on some & my study is also based upon some
objective & these are as follow:
1. To find out how advertisement work in human mind
2. How LUX Advertisement, impact on customer buying behavior
3. To understand advertisement effect on sales of LUX Soap.
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8. INDUSTRY OVERVIEW
Fast Moving Consumer Goods (FMCG) goods are all consumable items
(other than groceries/pulses) that one needs to buy at regular intervals. These
are items which are used daily, and so have a quick rate of consumption, and a
high return. FMCG can broadly be categorized into three segments which are:
1. Household items as soaps, detergents, household accessories, Etc.
2. Personal care items as shampoos, toothpaste, shaving products, Etc. and
finally
3. Food and Beverages as snacks, processed foods, tea, coffee, edible oils,
soft drinks etc.
Global leaders in the FMCG segment are Nestlé, ITC, Hindustan Unilever
Limited, Reckitt Benckiser, Unilever, Procter & Gamble, Coca-Cola, Carlsberg,
Kleenex, General Mills, Pepsi, Gillette etc.
Overview
The burgeoning middle class Indian population, as well as the rural
sector, present a huge potential for this sector. The FMCG sector in India is at
present, the fourth largest sector with a total market size in excess of USD 13
billion as of 2012. This sector is expected to grow to a USD 33 billion industry
by 2015 and to a whooping USD 100 billion by the year 2025.
This sector is characterized by strong MNC presence and a well-
established distribution network. In India the easy availability of raw
materials as well as cheap labour makes it an ideal destination for this sector.
There is also intense competition between the organised and unorganised
segments and the fight to keep operational costs low.
A look at some factors that will drive growth in this sector:
 Increasing rate of urbanization, expected to see major growth in coming
years.
 Rise in disposable incomes, resulting in premium brands having faster
growth and deeper penetration.
 Innovative and stronger channels of distribution to the rural segment,
leading to deeper penetration into this segment.
 Increase in rural non-agricultural income and benefits from government
welfare programmes.
 Investment in stock markets of FMCG companies, which are expected to
grow constantly.
7

9. Chapter- 2
 History of the LUX BEAUTY
SOSP
8

10. History of lux beauty soap
Lux soap first produced in United Kingdom in 1899. It was produced by
British company name Lever Brothers. Lever Brothers was founded in 1885
by William Hesketh Lever and his brother James. They using glycerin and
vegetable oil such as palm oil to manufacture soap called “Sunlight Soap.” The
flaked version of soap called Lux soap. Glycerin was a lucrative byproduct of
the soap making process, and by the end of 1886, Lever brothers also had a
glycerin factory.
Visit any departmental store or retail outlet, and you find its shelved
stocked with Lux Beauty soaps in different variants, with attractive colours on
the packaging and its permanent sign of the female model present on the
package. Today, Lux is a household name when it comes to soaps and in many
places (especially in rural areas), it has become a synonym for soaps. People
often walk into a shop and ask for Lux, when they mean, that they wish to buy
a soap.
The Lux soap was first launched as laundry soap way back in 1916, with
specially targeting the delicate garments. The Level Brothers (who found what
we today know as Unilever), encouraged women to do their laundry at home
without worrying about those delicate silks and satins turning yellow which
often came as a result of the strong and harsh chemicals present in the
laundry soaps of that time. Lux at that time was much more gentle on the
clothes, it dissolved much more easily and was advertised as being suitable for
home use.
The Lux toilet soap as we know today came around in 1925. It was
advertised as a bathroom soap, and the initial name “Sunlight flakes” was
changed to Lux, which is the Latin word for “Light” and was supposed to be a
shortened version of the word “Luxury”. From 1925 till date, Lux has been
marketed in various forms – Soaps, Limited Editions, Bars, Flakes, Liquids,
Gels and Body washed.
In India, Lux was launched in 1929, and it has always come in various
colours and packages as well as world-class fragrances. These changes kept
9

11. coming with changing fashion trends. In 1958, the soap came in five colours –
pink, blue, white, yellow and green, and the customers would buy the soaps in
a way that they could match it with the colours of their bathrooms!
Lux has always used popular movie stars as its brand endorsers. Even if
the ad went around common women, it still had references to some or the
other movie star.
The year-wise brand image of the soap can be described as –
The 30s: This is when the widespread advertising of the product began.
At this time, Lux used much older women, who would talk about preserving
the youthful beauty of the skin in the series of print ads that came during this
time.
The 40s and the 50s: In this era, the focus shifted to the attributes that
the consumers associated with the brand and the role the brand played in her
life.
The 60s: It was in this decade that the “Fantasy Element” that we
commonly associate Lux with today was created, more simply put as the
feeling of being a film star that the soap generates. The campaigns began
highlighting the sensorial and emotional attributes of the brand along with the
beauty quotient. The ads did not contain a star, but contained references to
them.
The 70s: This was a time when they beauty trends shifted from the then
conventional ones. Natural and wholesome beauty became the buzz. So, the
stars of Lux stepped down from the pedestals they stood on before and the
campaign focus began to highlight the multi-faceted nature of a woman, which
the ordinary consumer of the soap was better able to relate to at the time.
The 80s: by this time Lux had established itself as the soap of the stars
and elite and its image became one of a must-have for beauty among all
women. The campaigns of the 80s started focusing on skincare, which was
portrayed to be the first step towards beauty. It was during this time that Lux
was launched in China.
The 90s: During this time, Lux moved away from being a general beauty
soap to launching soaps in the market that were more function specific.
Variants for different skin types also came in. The communication strategy
started becoming more localized and regionalized. Different ad campaigns for
10

12. different regions (say, Middle East, China, etc) started coming in. It was also
during this period that Lux went in for brand extension and launched its range
of Rich shampoos, shower gels and creams.
The 2000s: By now, Lux had expanded so far and wide, that the other
end was not visible from one end. This decade saw the focus of the campaigns
and the product shift from specific functional benefits of usage to the
emotional factor associated with the soaps. By this time, modelling and
fashion industry had drawn a lot of dreams in the eyes of millions of women.
Cashing in on this, Lux tried to bridge up those aspiring models and the
existing stars of the industry. Notable was the “Lux Haute Pink”
advertisement, with the woman in the bath tub, flying over the world in a hot
air balloon and spreading the beauty by blowing down bubbles from her tub.
It focused not only on beauty but the confidence that beauty generates in a
woman. Versions like Crystal Shine, Festive Glow, Sunscreen, Almond Extracts,
Orchid extracts, etc. Came in during this time.
The 2010s: Today, the focus is back on beauty – which has been the
roots of the product. The fruit versions of the soap – Strawberry and cream,
Peach and cream are quite popular. New variants – Purple lotus and cream,
and Aqua Sparkle had been launched at reality shows on televisions which is a
new development in the basket of marketing strategies of the soap.
Lux has always had the most beautiful women in the film industry
endorsing the brands. If we see internationally, there have been Marilyn
Monroe, Sophia Loren, Raquel Welch, Cheryl Ladd, Demi Moore, Brigitte
Bargot, Natalie Wood, Sandra Dee, Diana Rig, Samantha Eggar, Sarah Jessica
Parker, Catherine Zeta Jones, etc. If we see in India, then the first print ad of
Lux came starring Leela Chitnis. After that there have been a string of leading
ladies – Madhubala, Nargis, Meena Kumari, Mala Sinha, Sharmila Tagore,
Waheeda Rehman, Saira Banu, Hema Malini, Zeenat Aman, Juhi Chawla,
Madhuri Dixit, Sridevi, ashwarya Rai, Karishma Kapoor, Kareena Kapoor,
Babita, Priyanka Chopra, Katrina Kaif, Mahima Choudhry, etc. In fact, Lux
would be perhaps the only women’s beauty soap brand which has had male
models endorsing it. This came when Paul Newman (internationally) and Shah
Rukh Khan and Abhishek Bachchan (Indian) endorsed the brand. It can thus
be said, that the USP of Lux advertising is the presence of popular movie stars
in it. The positioning of the brand can be said to be according to the Reference
11

13. Group by using the famous celebrity at that point of time. Partially attribute
positioning can also be considered for Lux, since the ingredients of Lux have
also been greatly highlighted. Today, Lx also serves as a sponsoring brand
name for so many awards and functions like the popular Lux Zee Cine awards,
making its positioning of being associated with the stars more prominent.
Today, Lux beauty bar can be regarded to be in the maturity stage of its life
cycle.
Lux has always had the leading actors of their times endorse the brand,
which has made Lux the market leader and the brand has indeed set
benchmarks for competition in the market. Today, Lux is manufactured at
more than 71 locations and has more than 2000 suppliers and associates who
provide raw materials for its manufacture. The key markets of Lux lie in
Pakistan, Brazil, USA, China, Bangladesh & South Africa. Lux is also the market
leader in Saudi Arabia, Pakistan, Bangladesh, Brazil and Thailand. It is also one
of the most trusted brands in India. Lux has offerings in two of the four market
segments for soaps. These are popular and premium. The popular segment
covers all those soaps that we generally see sitting on our retail outlet shelves
– Strawberry and Cream, Peach and cream, Purple Lotus and cream, etc. The
Premium segment covers the Lux International range.
The novel metallic substrate packaging of Lux has been characteristic of the
soaps with the same font style of writing the brand name that go back as far as
any of us can remember, coupled with the ingredient linked fragrances of the
soap have been written down memories of so many generations.
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14. 13

15. Chapter - 3
 WHAT IS ALL ABOUT
ADVERTISEMENT
14

16. What is all about advertisement
Advertising is a form of communication for marketing and used to
encourage or persuade an audience (viewers, readers or listeners; sometimes
a specific group) to continue or take some new action. Most commonly, the
desired result is to drive consumer behavior with respect to a commercial
offering, although political and ideological advertising is also common. In
Latin, ad vertebra means “to turn the mind toward.” The purpose of
advertising may also be to reassure employees or shareholders that a
company is viable or successful. Advertising messages are usually paid for
by sponsors and viewed via various traditional media including mass media
such as newspaper, magazines, television commercial, radio
advertisement, outdoor advertising or direct mail; or new media such
as blogs, websites or text messages
Commercial advertisers often seek to generate
increased consumption of their products or services through "branding,"
which involves associating a product name or image with certain qualities in
the minds of consumers. Non-commercial advertisers who spend money to
advertise items other than a consumer product or service include political
parties, interest groups, religious organizations and governmental
agencies. Non-profit organizations may rely on free modes of persuasion,
such as a public service announcement (PSA).
Objectives of Advertising
Four main Objectives of advertising are:
i. Trial
ii. Continuity
iii. Brand switch
iv. Switching back
Let’s take a look on these various types of objectives.
1. Trial: the companies which are in their introduction stage generally
work for this objective. The trial objective is the one which involves
convincing the customers to buy the new product introduced in the
15

17. market. Here, the advertisers use flashy and attractive ads to make
customers take a look on the products and purchase for trials.
2. Continuity: this objective is concerned about keeping the existing
customers to stick on to the product. The advertisers here generally
keep on bringing something new in the product and the advertisement
so that the existing customers keep buying their products.
3. Brand switch: this objective is basically for those companies who want
to attract the customers of the competitors. Here, the advertisers try to
convince the customers to switch from the existing brand they are using
to their product.
1. Switching back: this objective is for the companies who want
their previous customers back, who have switched to their
competitors. The advertisers use different ways to attract the
customers back like discount sale, new advertise, some reworking
done on packaging, etc.
Basically, advertising is a very artistic way of communicating with the
customers. The main characteristics one should have to get on their objectives
are great communication skills and very good convincing power.
Importance of Advertising
Advertising plays a very important role in today’s age of competition.
Advertising is one thing which has become a necessity for everybody in
today’s day to day life, be it the producer, the traders, or the customer.
Advertising is an important part. Lets have a look on how and where is
advertising important:
1. Advertising is important for the customers
Just imagine television or a newspaper or a radio channel without an
advertisement! No, no one can any day imagine this. Advertising plays a
very important role in customers life. Customers are the people who
buy the product only after they are made aware of the products
available in the market. If the product is not advertised, no customer
will come to know what products are available and will not buy the
product even if the product was for their benefit. One more thing is that
advertising helps people find the best products for themselves, their
16

18. kids, and their family. When they come to know about the range of
products, they are able to compare the products and buy so that they get
what they desire after spending their valuable money. Thus, advertising
is important for the customers.
2. Advertising is important for the seller and companies producing
the products
Yes, advertising plays very important role for the producers and the
sellers of the products, because
 Advertising helps increasing sales
 Advertising helps producers or the companies to know their
competitors and plan accordingly to meet up the level of
competition.
 If any company wants to introduce or launch a new product in
the market, advertising will make a ground for the product.
Advertising helps making people aware of the new product so
that the consumers come and try the product.
 Advertising helps creating goodwill for the company and gains
customer loyalty after reaching a mature age.
 The demand for the product keeps on coming with the help of
advertising and demand and supply become a never ending
process.
3. Advertising is important for the society
Advertising helps educating people. There are some social issues also
which advertising deals with like child labour, liquor consumption, girl
child killing, smoking, family planning education, etc. thus, advertising
plays a very important role in society
17

19. Types od advertisement
Print entire guide
A successful advertising campaign will spread the word about your
products and services attract customers and generate sales. Whether you are
trying to encourage new customers to buy an existing product or launching a
new service, there are many options to choose from.
The most suitable advertising option for your business will depend on
what products or services you are advertising, and your target audience. For
example, if you know that your target market reads a particular magazine, you
should advertise in that publication.
The following list is an introduction to advertising methods that you could
use. Remember, you can always be creative in your advertising to get noticed
(within advertising regulations).
Newspaper
Newspaper advertising can promote your business to a wide range of
customers. Display advertisements are placed throughout the paper, while
classified listings are under subject headings in a specific section.
You may find that a combination of advertising in your state/metropolitan
newspaper and your local paper gives you the best results.
Magazine
Advertising in a specialist magazine can reach your target market quickly and
easily. Readers (your potential customers) tend to read magazines at their
leisure and keep them for longer, giving your advertisement multiple chances
to attract attention.
If your products need to be displayed in colour then glossy advertisements in
a magazine can be ideal - although they are generally expensive.
Magazines do not usually serve a small area such as a specific town. If your
target market is only a small percentage of the circulation, then advertising
may not be cost-effective.
18

20. Radio
Advertising on the radio is a great way to reach your target audience. If
your target market listens to a particular station, then regular advertising can
attract new customers.
However, sound has its limitations. Listeners can find it difficult to
remember what they have heard and sometimes the impact of radio
advertising is lost. The best way to overcome this is to repeat your message
regularly - which increases your costs significantly. If you cannot afford to
play your advertisement regularly, you may find that radio advertising does
not generate strong results.
Television
Television has an extensive reach and advertising this way is ideal if you
cater to a large market in a large area. Television advertisements have the
advantage of sight, sound, movement and colour to persuade a customer to
buy from you. They are particularly useful if you need to demonstrate how
your product or service works.
Producing a television advertisement and then buying an advertising
slot is generally expensive. Advertising is sold in units (e.g. 20, 30, 60 seconds)
and costs vary according to the time slot in which your advertisement
appears.
Directories
Directories list businesses by name or category (e.g. phone directories).
Customers who refer to directories have often already made up their mind to
buy - they just need to decide who to buy from.
The major advantage of online directories over print directories is that
if you change your business name, address or telephone number, you can
easily keep it up to date in the directory. You can also add new services or
information about your business.
If your target market uses print and online directories, it may be useful to
advertise in both.
19

21. Billboards
Billboards can be signs by the road, hoardings at sport stadiums or
posters on buses, taxis and buses. Large billboards can get your message
across with a big impact. If the same customers pass your billboard every day
as they travel to work, you are likely to be the first business they think of
when they want to buy a product.
Even the largest of billboards usually contain a limited amount of information;
otherwise, they can be difficult to read. Including your website address makes
it easy for customers to follow up and find out more about your business.
Direct mail, catalogues and leaflets
Direct mail means writing to customers directly. The more precise your
mailing list or distribution area, the more of your target market you will reach.
A direct mail approach is more personal, as you can select your audience and
plan the timing to suit your business. Find out more about direct mail.
Catalogues, brochures and leaflets can also be distributed to your target area.
Including a brochure with your direct mail is a great way to give an interested
customer more information about your products and services. Learn more
about leaflet marketing using letterbox drops and hand-outs.
Online
Advertising on the internet can be a cost-effective way to attract new
customers. You can reach a global audience at a low cost. Many customers
research businesses online before deciding whom to buy from.
A well-designed website can entice customers to buy from you. Learn
more about doing business online
There are other ways to advertise your business online - you could promote
your products or services on social media sites, blogs and search engines and
other websites that your target audience visits. Find out more
about social media.
20

22. Chapter- 4
 LUX BEAURY SOAP
ADVERTISEMENT
HISTORY in India
21

23. Lux beauty soap advertisement history
in india
Lux is a latin word whose meaning is light, a symbol of luxury. That’s the
reason why it has always been branded in India as “filmi sitaaron ka
saundarya saabun (the beauty soap of film stars)”. Lux soap was first
launched in India by Lever Brothers in 1909. The very first advertisement
in 1909 featured Leela Chitnis as its brand ambassador. Lux soap has been
heavily advertised in India using top Bollywood actresses. Madhubala,
Saira Bano, Meena Kumari, Helen, Mala Sinha, Sadhna, Babita, Asha Parekh,
Hema Malini, Rekha, Zeenat Aman, Rati Agnihotri, Vidya Sinha, Sridevi, Jaya
Prada, Madhuri Dixit, Juhi Chawla, Karisma Kapoor, Rani Mukerji, Amisha
Patel, Kareena Kapoor and Tabu have all been past brand ambassadors of
Lux soap. Lux is currently a product of Unilever.
Currently Aishwarya Rai, Priyanka Chopra, Katrina Kaif and Asin
Thottumkal are the brand ambassadors of Lux. Shriya Saran is the Lux
brand ambassador from kollywood and tollywood. Shahrukh Khan is the
first male actor in a Lux soap advertisement and he is also joined by
Abhishek Bachchan.
Lux’ has been associated with almost all the top Bollywood actresses.
Let’s have a look at some of the Indian Actresses in Lux advertisements.
Let’s start the list with 1929 ad, when Leela Chitnis became the first Indian
actress to appear in any advertisement.
The Bollywood Beautiful actress who has been promoting since born of
that LUX brand India. Where LUX is stand for only for those actress and
there positive approach. Those actresses are
22

24. Prema Narayan 1970
Mina Kumari 1969
Meema Maline 1976
23

25. Rekha
24

26. Miss words Miss. Aishhwarya Rai 1997
Katerina Kife 2010
25

27. In 2005, LUX Beauty Soap celebrate their success 125 years, there the
Baadshah of Bollywood – Shah Rukh Khan came onto the brand and featured
in a memorable TVC with Hema Malini, Sridevi, Juhi Chawla and Kareena
Kapoor. Once again, Shan Rukh Khan will feature in a stunning Lux
commercial with the gorgeous Katrina Kaif who will drive him ‘Bekaboo’! The
magical fragrance of Lux that’s driving Shah Rukh Khan ‘Bekaboo’ has been
created by world renowned perfumer Didier Gaffet. In Shah Rukh Khan’s
words, ‘The fragrance of Lux reminds me of being happy and being in love’.
At the shoot, Shah Rukh Khan said, “I’m happy to be associated with Lux
yet again! The fragrance of Lux will captivate you just as it has made me
‘Bekaboo’. The fragrance of Lux that stands for love and sensuality brings out
the lover in me.”
Katrina Kaif adds, “Lux for me is a very special and iconic brand; it
symbolizes beauty. When I think of Lux, I think of fun and spontaneity. Lux
embodies a type of a woman rather than just soap and of course the fragrance
that embodies sensuality. Lux’s amazing fragrance makes the whole
experience of bathing fun!”
26

28. The campaign has been shot and directed by French director- Juan
Delcan. Gulzar has composed the sufi music score for the ad and sung by Sonu
Nigam Katrina has been styled by leading Bollywood fashion designer Rocky.
27

29. Chapter- 5
 Questionnaire
Analyzing
28

30. Questioner analysis
Gender Group of Customer
Male 3
Female 197
Out of 200 tespondent female is 197. Here we can entreprate that 98.85% of
LUX beauty soal is female.
Age Group of customer
18-30 107
31-40 56
41-50 31
51 and Above 06
29

31. The age diagam says that maximun costomer are coming form youth age. So
LUX has to be very stong to attrect Youth.
RespondeR’s occupation
Home Maker 76
Student 93
Self Employed 25
Others 6
30

32. Income Group
2 lakh-4 lakh 76
4 lakh-6 lakh 87
6 lakh-8 lakh 32
8 and Above 05
74% of customer are form middle income family. From that angle of view LUX
should be very connected with Middle and Upper income group in the term of
economical.
31

33. Brand Awareness
People know LUX Brand 200
Don’t know about LUX 0
Out of 200 respondent 200 meanse 100% people know abot LUX brand. So it
has a huge brand name.
32

34. Responder know LUX brand through this media
TV Advertisement 82
Print Advertisement 37
Through Friends or reference 43
Magazine 32
Others 6
Out of 200 respondent 41% respondent know the LUX brand through TV
Advertisement. TV is more effective rather tah others.
33

35. Ad influnce Customer
Yes 187
No 13
Out of 200 respondent 93% respondent says that they are attracted on the
LUX advertisement. How the approach and how the messaging it good to heart
catching.
34

36. Customer buys LUX Based on Ad
Frequent Depends on LUX Ad
Totally depends on LUX Ad
Brand Loyal
Here the study is saying that 62% respond are Loyal for the LUX brand. 37%
respondent says that when they buying LUX soap the recall the influence
massages.
35

37. LUX Promotional Rating
5 rating scale (5= Very effective, 4= Effective, 3= Average Effective, 2=
Ineffective, 1= Highly ineffective)
5 84
4 98
3 16
2 2
1 0
47% respondent says that what LUX is promoting through different media
that is effective into the customer mind. There is very less who says LUX Ad is
non-effective.
36

38. LUX Customer Satisfaction Level
Highly Satisfied 112
Satisfied 57
Modality 27
Dissatisfied 4
LUX customers are majorly satisfied. There is very few who are not satisfied
with that brand.
37

39. Chapter- 6
 Conclusion
 Recommendation
 Limitation
 Reference
38

40. Conclusion
 From my study I found 100% of respondent know the LUX Beauty
Soap
 98% of respondent recall the LUX brand.
 87% of respondent know the LUX brand through Advertisement
 FMCG industry is highly consumer switchable industry.
 If LUX wants to exist need day to day promotion.
 When customer wants to buy soap he/she try to find or try to
associate the brand with his or her.
39

41. Recommendation
 LUX is high market performance beauty Soap, but rather market has full
of competition
 Customer only recall the brand name when it has a strong back
promotion support
 So LUX has to be continuing day to day promotion.
 Only Advertisement makes increase mind recall power of Customer.
 LUX should associate their brand name with customer demand.
 LUX involves more Bollywood celebrity because customer is habituate
to see LUX with young and fashionable celebrity.
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42. limitation
 For this study how much time I have taken is little less.
 Old advertisement has not proper recode on internet that’s why I didn’t
get old data.
 Two hundred respondents are less respondent for this study.
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43. reference
 Advertisement & Sales Promotion (SHH Kazi & Satish K Batra)
 Marketing Management (Kotler & Keller)
 www.google.com
 www.lux.com
 www.unilever.com
 http://www.unilever.com/brands-in-action/detail/Lux/292092/
 http://en.wikipedia.org/wiki/Lux_(soap)
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44. Questionnaire
1. Name Of Customer:
2. Contact No:
3. Address:
4. Please Specify your Gender:
i) Male ii) Female
5. Age group:
i) 18 – 30 ii) 31 – 40
iii) 41 – 50 iv) Above 50
6. Occupation:
i) Home Maker ii) Service Holder
iii) Self Employed iv) Other
7. What is your Average Annual Income?
i) 2-4 lakhs ii) 4-6 lakhs
iii) 6-8 Lakhs iv) 8 lakhs & more
8. Do you now about LUX Beauty Soap?
i) Yes ii) No
9. If Yes, How did you know?
i) Through TV Ad ii) Paper Ad
iii) From Friends iv) Magazines
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45. 10. What information you have got it’s influence you to buy?
i) Yes ii) No
11. To purchase the LUX brand you depend on the motivator factor or
are you a loyal toward your brand?
i) I frequently depend ii) Totally Depend
iii) Loyal to the brand
12. Can you easily associate the LUX Advertisement story and them?
i) Yes ii) No
13. If yes, how effectively LUX promoting their brand, Please gives rate.
(Where 5 = highly effective, 4= Effective, 3 = Average Effective, 4= Ineffective, 5=
highly ineffective)
1 2 3
4 5
14. How much you satisfied with the message of LUX advertisement?
i) Highly Satisfied ii) Satisfied
iii) Modality iv) Dissatisfied
15. Any suggestion in regard of LUX advertisement.
Thank you Sir / Madam
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