Top Story

e4m_logo.png

Home >> Media – Print >> Article

Lux shampoo: New strategy to increase consumption

10-April-2001
Font Size   16
Lux shampoo: New strategy to increase consumption

HLL move to introduce the low-cost shampoo brand — Lux — in a 50 ml bottle at an introductory price of Rs 6 is to upgrade sachet users to Lux shampoo bottles. Thereby increasing the depth of consumption, both in terms of quantity used per wash occasion and the number of washes per family.

Lux shampoo was already available in a 6 ml sachet priced at Re 1 and a 4 ml sachet priced at 50 paise. The 50 ml bottle is priced at Rs 6. However, the company did not wish to introduce Lux shampoo in its latest innovation of a bubble pack.

HLL’s other shampoo brands—Sunsilk and Clinic—are also available in a bubble pack with the aim to upgrading sachet users. “Once Sunsilk and Clinic, being well established brands, have sufficiently propagated the mechanism, this pack option can be considered for Lux,” the spokesperson said.

In qualitative research, the 50 ml pack has been highly appreciated, the company claims, with the graphics holding high appeal.

Among HLL’s other shampoo brands available in a 50 ml bottle is Sunsilk, priced at Rs 30.05. Clinic Plus and Clinic All Clear are available in 80 ml bottles priced at Rs 40 and Rs 45, respectively.

Lux shampoo has a marketshare of 3.5 per cent in volume share. HLL is a market leader in the Rs 700-crore shampoo market with a marketshare of about 65 per cent.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign