Top Story

e4m_logo.png

Home >> Media – Print >> Article

Lux shampoo: New strategy to increase consumption

10-April-2001
Font Size   16
Share
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

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...