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