Submitted To: - Prof. Srinivas Govindrajan

ABHILASH DAS (ROLL 1)BIRAJA PRASANNA DASH (ROLL 12)SANGRAM KESHARI JENA (ROLL 42)SHOVAN DASH (ROLL 47)

[RAVENSHAW MANAGEMENT CENTRE][RAVENSHAW UNIVERSITY, CUTTACK]

Brand image measurement

Executive SummaryHindustan Unilver limited is India’s largest fast moving consumer goods company, with leadership in home and personal care products and beverages. Uniliver is one of the most popular brand is Lux. Lux toilet soap was introduced as a bathroom soap in the US in 1925 and in the UK in 1928 as a brand extension of Lux soap flakes. Subsequently Lux soap has been marketed in several forms, including hand wash, shower gel and cream bath soap. In India it was introduced in 1929.Lux has been making waves since its inception as the world’s first mass market beauty soap which sales at a fraction of cost of some expensive brands. It offers people a chance to pamper themselves for a modest price.

The basic objective of our study is to find out the brand stature, brand vitality , brand image and brand identity of lux .We have to also verify the gap between the internal positioning and external positioning with respect to our survey.

In our research process, we have used the quantitative as well as qualitative techniques such as the BAV model (Brand Asset Valuator) which is a patented model of world’s renowned advertising company Young and Rubicam and also the laddering technique that enables us to find out brand identity in terms of Attributes (A), Consequences(c) and Value (v).

In qualitative techniques we interviewed a total sample of 30 respondents within the Ravenshaw University campus and analyze their responses. Where as in the quantitative techniques, the process of interview was supported by a set of questionnaire and the analysis part was done by the use of 7 point Likert scale in which we had used 8 attributes in each quadrants.

From our quantitative analysis, we have found that the stature and vitality of lux is high. From this we interpret that our brand Lux is positioned in the first quadrant of BAV graph which means our brand is a very strong brand. In our qualitative analysis which we have done by the use of laddering technique, we have found that the important attributes the consequences and respective values from the point of view of our research.

Development of Lux

Lux soap was first launched in the UK in 1899 as a flaked version of Sunlight soap. Subsequently it was launched in the US in 1916 and marketed as laundry soap targeted specifically at 'delicates'. Lever Brothers encouraged women to home launder their clothes without fear of satins and silks being turned yellow by harsh lyes that were often used in soaps at the time. The flake-type soap allowed the manufacturer some leeway from lye because it did not need to be shaped into traditional cake-shaped loaves as other soaps were. The result was a gentler soap that dissolved more readily and was advertised as suitable for home laundry use. Lux is currently a product of Unilever. The name "Lux" was chosen as the Latin word for "light" and because it was suggestive of "luxury."

Lux toilet soap was introduced as bathroom soap in the US in 1925 and in the UK in 1928 as a brand extension of Lux soap flakes. Subsequently Lux soap has been marketed in several forms, including hand wash, shower gel and cream bath soap.

Lux soap was launched in India in 1929. The very first advertisement in 1929 featured Leela Chitnis as its brand ambassador. It was branded in India as "the beauty soap of film stars'. Lux is the largest personal wash brand in the country with a value share of 15%.

Three in every five Indian consumers enjoy the luxurious bathing pleasure of Lux during the course of a year.

In1960s, Lux went coloured for the first time. In 1970s, Jayalalitha Featured Lux in India. Hollywood film stars also promoted it as a beauty soap. Har star lucky star offer was introduced for its sales promotion. Lux is celebrating range of merchandise for the product. Chocolate seduction was a new variety where Karina Kapoor endorsed Lux. Aromatic glown is new flavor launched in the market. Lux white sta product for Lux in the body wash segment. Shahrukh khan: first Indian male brand ambassador. Priyanka Chopra: The current brand ambassador for Lux in India.

Instruments of Data CollectionsIn our research we have used both the Quantitative as well as the Qualitative methods to analyse the collected data. The BAV (Brand Asset Valuator) model is used in the quantitative technique while the laddering method is used in the qualitative analysis. For our research we had taken a sample of 30 respondents. All the respondents belong to the Ravenshaw University surroundings. We have taken the interview of the students, house wives and shopkeepers.

For the Qualitative analysis we have had the one-to-one in depth interview with the respondents. In the due course we tried to get into such a conversation mode that would create an environment of comfort where they could freely express their feelings. In these interview sessions with different respondents we came across different experiences. Some of the respondents were responsive to our queries but some of them were hesitating to express their perceptions. We adopted an approach to not to ask about the brand directly but the respondent’s personality or his likings and attitude to trap the hidden intent. In this manner we were able to carve out some attributes which the respondents mentioned in the due course of the interview according to their expectations and desire about the product. Then probing more with them about their attributes they related it to certain consequences which in turn allowed us to figure out their personal values which they might be relating to their ambitions, experiences, moral values, character and socio-economical needs.

For the Quantitative BAV analysis we have administered the interview with a set of Questionnaire. The Questionnaire contains different questions related to brand awareness, brand loyalty, using habits, buying behaviour, brand knowledge and brand personality. Then we have segregated different attributes in different parameters of Brand stature and Brand vitality. Then total of 32 attributes are divided into 8 attributes each for the respective segments implicating Knowledge, Esteem, Relevance and Differentiation. After segregation we have used a seven point Likert scale to find out the preferences given by respondents as per the importance of the attributes. Hence, we are attaching the Quantitative Questionnaires and Qualitative survey samples.

DRAFT QUESTIONNARE

We, the students of Ravenshaw Management Centre, are conducting a Marketing Research on the LUX soap for the study purpose only.

OBJECTIVE

To study the brand image of LUX.

IDENTIFICATION OF CUSTOMER

1-Name:

2- Gender: M F

3- DOB:

4- Age Group:

15-20 20-25 25-30 30-35

35-40 40-45 45-50 50 & Above

5- Educational Qualification:

Under Metric Metric Higher Secondary(+2) Graduation Post graduation Other

6-Occupation:

7-Family Annual Income:

Below 1 lakh 1 to 3 lakh 3 to 5 lakh 5 to 10 lakh Above 10 lakh

8- Family Members:

Below 5 5 to 7 7 to 10 10 & Above

*******

Questionnaire To Customer about product

1. What are the brands of soap, you are aware of ?

PRODUCTS TOM SPONTANEOUS AIDEDLUXDETTOLCINTHOLLIRILPEARSMARGOSANTOORNIRMASAVLONWILD STONEPARKAVENUEMYSORE SANDAL

2. Usage

PRODUCTS CURRENT USE PREVIOUS USE

EVER USE CONSIDER

LUXDETTOLCINTHOLLIRILPEARSMARGOSANTOORNIRMASAVLONWILD STONEPARKAVENUEMYSORE SANDAL

3. Have you ever used LUX? Y / N

4. If LUX is in current use, then of which category?

5.How many times you are using the LUX in a day?

I. OnceII. Twice

III. More than two times

6. Do all the members of your family use the same brand of soap ? Y /N

7. If No, what are the other brands ? ......................................................( Mention )

8. What is the frequency of purchase ?

I. WeeklyII. Bimonthly

III. Monthly

IV. QuarterlyV. Semi-annually

VI. More …………………..

9. Generally which one you prefer w.r.to weight ?

I. 50gmII. 75gm

III. 100gm

IV. 135gmV. 150gm

VI. Other………………

10. From which sources you get the information about your soap ?

Advertisement Relative’s or Friend’s Reference

Shopkeeper’s Reference Other…………………………………

…

********

11. What are the factors you take into consideration before buying a soap?

Price Value for money Brand value Celebrity Endorsement Relative Reference Discount Special offer Easy Availability Foam

Ingredients No Side Effect Fragrance Colour Packaging Skin care flavour Durability Effects on Germs

LUX-LXDETTOL-DLCINTHOL-CNLIRIL-LR

PEARS-PR MARGO-MR

SANTOOR -SRNIRMA-NRSAVLON-SLWILD STONE-WSPARKAVENUE-PKMYSORE SANDAL-MS

12. Do you consider any other Factors ? Y / N

13. If yes, please mention ……………………………………………………

***********************

14. Which are the brands you prefer on overall basis? ( )

15. Which brand do you think has the best range of prices? ( )

16. Which brand gives good value for money? ( )

17. Which soap has the best brand value? ( )

18. Which are the brands do you like on celebrity endorsement point of view? (

)

19. Which brand is more recommended by relative mostly? ( )

20. Which brand offer good discount time to time? ( )

21. Based on special offer, which brand attracts you more? ( )

22. Which brand is available in maximum store? ( )

23. Which brand do you think has zero side effects? ( )

24. Which brand you prefer on fragrance? ( )

25. Which brand do you think comes up with variety of colours time to time? ( )

26. Which brand flavours do you like most? ( )

27. Packaging –wise; which brands attract you more? ( )

28. Which brand has a greater effect on germ? ( )

29. Which brand do you think better suits your skin type? ( )

30. Which brand you think having herbal ingredients?( )

31. Which brand is being preferred by all age groups? ( )

32. Which is the most trustworthy brand? ( )

33. Are you satisfied with your soap? Y / N

34. If No, what do you expect more from your product?

……………………………………………

35. Do you have any plan to switch over? Y / N

36. If yes, to which brand? ……………………..

37. Does your soap affect

i- body-odour Y / Nii- Freshness Y / Niii- Feel good factor Y / Niv- Hygiene Y/N

38. Do you feel it’s effectiveness remains throughout the day ? Y / N

39. Do you feel more active after bath? Y / N

40. If you are given a chance to compare your brand to a famous personality, whom

do you want to name? -----------------------------------------

7 point Likert scale

7-Must be there, 6- Most important, 5-Very important, 4-important, 3-Average, 2-Low, 1-Very Low

Knowledge

Attributes 1 2 3 4 5 6 7easy availability

available in many colour

Referred by all user Group

Best Brands

Traditional

Celebrity Endorsement

Shopper Purchases

Relative and Friend Reference

Esteem

Attributes 1 2 3 4 5 6 7Reliable

Trustworthy

care about Customer

Prestigious

Innovative

Authentic

Good Appearance

Progressive

Relevance

Attributes 1 2 3 4 5 6 7Skin Care

beauty Shop

Original

Best Price

Good fragrances

Zero side effect

Home

Moisturising effect

Differentiation

Attributes 1 2 3 4 5 6 7Dynamic

Fun

Arrogant

germs protection

Stylish

Unique

Famous

Seasonal Need

RATIONALE FOR QUESTIONNAIREQuestion. NO

Questions Rationale

1 What brands you are aware of? To know the brand knowledge and Overall awareness

11 What are the factors you take into consideration before buying soap?

To find out important attributes for Lux

10 From which sources you get the information about your soap?

Sources to get information about availability

4 Which soap has the best brand value? To identify the best brand

5 Do you have any plan to switch over? Y / N Indicates about the brand retention and brand Loyalty of customers

40 If you are given a chance to compare your brand to a famous personality, whom do you want to name?

Brand Personality

Data Representation

Occupation In our survey we had asked to 30 respondents among 17 were students, 6 were house wives and 7 were employed or self employed.

Student

House wife

Employed/Self

0 2 4 6 8 10 12 14 16 18

17

6

7

Gender DistributionOur team had surveyed in 30 people in Cuttack city who are Lux users among them 10 persons were female and 20 persons were male.

20

10

MaleFemale

Age GroupThe survey had shown that we surveyed in across all age groups. The highest respondents were belongs to 20 to 25 age group and the second highest age groups belongs to two age groups. And the Graph is as follows.

20-25 25-30 30-35 35-40 40-45 45-50 50-above

0123456789

10 9

6 6

21

01

Education QualificationThe respondent were belongs to various educational background, our respondent mainly belongs to post graduate or graduate backgrounds. The graph is as follows.

13

11

15

Gradute intermidiateMatricPG

Socio economic analysisWe also collected the data from our respondents regarding their economical conditions. In that survey we asked regarding their family income. In this we had made the five categories and it had made 1 lakh to more than 5 lakhs .The graphical distribution of the data as are follows.

3

1114

2

0 to 11to33to55to10

Qualitative interview samplesThe reference material is given here for the exclusive Lux uses being interviewed by our groups near to the Ravenshaw University Campus proximity. The respondents are homogeneous sets of male and female students, housewives in the campus and some shopkeepers nearby.

Given below are a set of questioning techniques for soap category in Lux. Utmost importance was given to focus on the person but not on the product and understand the hidden intent for buying Lux and relate it to laddering to carve out the values with the help of different consequences. Given below are some interviews conducted by our group members during the survey. Some attributes and consequences repeated time to time , so some unique ones are taken into account as the samples.

Situation-1

Interviewer: As you have already mentioned that you are a lux user ,why you like it so much?Respondent: Yeah, I like it because it gives a very good fragrance. Interviewer: How good fragrance helps you?Respondent: I feel good after taking bath and I do feel confident in my day to day work.Interviewer: If you do your work confidently how does it help you in your life?Respondent: Being confident I can work efficiently.Interviewer: Then, how does work efficiency help you? Respondent: Yeah, work efficiency refines my job which means I am more accurate at my work. This accuracy may lead me towards my goal and become successful in life.

The summary ladder for (1) is:

V Successful In Life C Efficiency C Confident C Feel good C Freshness A Fragrance

Situation-2

Interviewer: Why do you use Lux?Respondent: I just like it. Interviewer: What are the features you like most in Lux?Respondent: I do not know…. But I like it.Interviewer: Are you a fan of Ms Priyanka Chopra? Respondent: Yes, I am.Interviewer: Do you aware that Ms Chopra is the Brand Ambassador of Lux?Respondent: Yes, I do . Interviewer: Do you think that Ms. Chopra is the perfect person for endorsing Lux?Respondent: Yes, I think she is the perfect person for endorsing Lux, because, she is a great actress and she was a Miss world. Therefore she is so famous in her early, and a role model for the youngsters.Interviewer: What happens if any one becomes famous?Respondent: If anyone is famous then s/he will have the good reputation in society.

The summary ladder for (2) is:

V Social status

C Following role model

C Famous

A Celebrity Endorsements

Situation-3

Interviewer: Madam, why do you buy Lux for family usages?

Respondent: Generally, one is for the family and other for the guests.

Interviewer: Are you concerned about price?

Respondent: No, I don’t think much about it.

Interviewer: In your colony do your neighbours buy soaps based on price?

Respondent: yeah, my neighbours are very rigid about price.Interviewer: Don’t you think that reasonable price of soap is necessary?

Respondent: Yes, it fits into the family budget and saves money.

Interviewer: Is saving money important?

Respondent: Yes, it helps in saving something for my family and saving something for family provides satisfaction and meet additional responsibilities.

The summary ladder for (3) is:

V Responsibility to family or Family person

C Self satisfaction

C Saves money

C Fits in budget

A Price

Situation-4Interviewer: You told you are a frequent user of Lux and sometimes you also go for Dettol ,can you explain me why?Respondent: As I have mentioned lux, I am using it for my skin and Dettol for protection from dust, bacterial infection, skin rash.

Interviewer: Do you think Dettol gives you better skincare than Lux?

Respondent: No………………………………(silence).

Interviewer: Silence.

Respondent: Well, I mean to say, for me better skincare is glowing and smooth skin and in between I use Dettol for nothing but for germ protection .

Interviewer: Glowing and smooth skin……… can you clarify?

Respondent: yes, to me glowing and smooth skin means soft skin/ bright skin, where I can show off, mix with friends and have a chat with them.

Interviewer: How this mixing with friends helps you?

Respondent: I have created a self image of myself among the peers. Interviewer: Why is that important to you?

Respondent: it is self esteem.

Interviewer: And what about germ protection?

Respondent: Germ protection is healthy skin that is disease free.

Interviewer: How this disease freeness helps you?

Respondent: This disease freeness encourages me to lead a youthful and energetic life. Interviewer: Can you identify other major difference between the two soap?

Respondent: ummmmmmmmmmm ……….. silence

Interviewer: Silent.

Respondent: Yes, yes, Lux gives more foam compared to Dettol……ha..ha. Interviewer: How more foam is important to you?

Respondent: ummm …. More foam means more fun .

Interviewer: More fun… means?

Respondent: Hence, I am a happy man.

These are samples of some of the differentiated situations in our survey.

Presentation of findings and conclusionsBrand Asset Valuator Quantitative AnalysisBrand Asset valuator is a model developed by Brand Asset consulting division of Young and Rubicam Company. Young and Rubicam is an advertising company which provides information to enable firms to improve the marketing decision-making process and to manage brands better. Brand Asset Valuator and BAV also describe the Y&R group managing the database.

BAV analyze Four (4) dimensions: "Differentiation," "Relevance," "Esteem," and "Knowledge." Differentiation and Relevance build up to "Brand Strength." Esteem and Knowledge are used to calculate "Brand Stature." BAV defines these terms as follows.

"Differentiation" quantifies the brand's point of difference. "Relevance" how appropriate the brand is to you. "Esteem" how well the regarded the brand is. "Knowledge" an intimate understanding of the brand. "Brand Strength" describes the brand's growth potential. "Brand Stature" describes the brand's current power.

BAV is a patented model of Y&R Company. They have studied 30,000 brands across 400,000 consumers in 48 countries through 240 studies.

BAV had taken 48 attributes across four dimensions to estimate the exact Brand Positioning.

We had taken LUX, the flagship soap brand Of Hindustan Unilver limited. It is having Position in the consumer mind as beauty soap which is used by film stars. We had estimated the positioning of Lux among 30 respondents in Cuttack city by taking 32 attributes as follows across four above mentioned dimensions.

Knowledge o Easy availabilityo Available in many colouro Referred by all user Groupo Traditionalo Best Brandso Celebrity Endorsemento Shopkeeper Pusho Relative Reference

Esteem o Reliableo Trustworthyo Care about Customero Prestigiouso Innovativeo Authentico Good Appearanceo Progressive

Relevance o Skin Careo Beauty Shopo Originalo Best Priceo Good fragranceso Zero side effecto Foamo Moisturizing effect

Differentiation o Dynamico Funo Advancedo Germs protectiono Stylisho Uniqueo Famouso Seasonal Need

The above attributes are qualitative attributes and to quantify these qualitative information we have taken the help of 7 point Likert scale. The formulation of the Likert scale is as follows

7= must be there6= most important5= very important

4= important3= average2= low1= very low

Survey result

We had taken 30 respondent for random sampling survey. In that survey the data collected from respondents were interpreted through Likert scale to analyse the positioning of lux in Cuttack city.

Steps

For each attribute we have put corresponding values in their respective cells in a n excel sheet

After filling all the cells in each dimension as we above mentioned , we sum up all the attribute values for each dimension

We this , we got the grand total score for each dimension across 30 respondents and 8 attributes of each dimension

For getting average of total 30 respondents and 8 attributes, we had divided the the score with 30x8=240 for the average dimension score

After getting these scores, we converted the scores of 7 point scale to 100 point scale , for re presentable study in Graph we have taken the scores in percentage

As we know that the among these four dimensions , two dimension differentiation and relevance contribute to brand vitality and other two dimension knowledge and esteem contributes to brand stature, we took averaged score for both the brand descriptors by summing up these scores and making an average dividing by two with the help of scores obtained for corresponding dimension

Then we plotted the above results in a 2-D graph where X axis :- brand stature, Y axis is :- Brand vitality

Findings

In this findings we are getting Stature Score = 74.10714286(High) Vitality Score = 71.9047619(High)

By this we can interpret that our brand LUX is positioned in 1st quadrant of this

BAV graph which means our brand is very strong brand.

High Stature Low StatureH

igh

Vit

alit

y LUXL

ow V

ital

ity

BAV IMPLICATIONSAs we have found the respective scores for “ Relevance Score” = 72.79

“Differentiation score”=74.1071”

“Knowledge score”=75.47”

“Esteem score”=68.33

This shows all of them are high according to scale of measurement which is out of 100.

High relevance implies no tinkering with the positioning and current projection of the brand. The soap brand is also distinguished its position among all soap brands in its segment. It enjoys good promotion as the knowledge score are good and up to an extended. The users also have a regard for the brand. As over the years famous film stars have endorsed the brand as a beauty soap it created an esteem for itself among its users.

Qualitative analysis

Successful Greater Social Settlement Social belongingness Prosperous More Self More In Life (v) Achievement (v) Status (v) in personal Life/Marriage (v) / companionship (V) Life (V) Responsible (v) Esteem (v) Sensibility/Family man (V)

Progressive To be Famous(c2) Impress Enjoyment Save Money Showoff Dependable /Efficient(c2) opposite Sex (c2) Sharing with others(c2) /Self Satisfaction(c2) Peers(c2) /Reliable(c2) Happy /Healthy (c2) More productive work / Better time mgt (c2). More beautiful

Freshness(c1) Following (c1) Cute /) Save Fun(c1) More Germ Free bath / (c1) Comes in(c1) Attracted (c1) Faithful(c1) -Feel Good role model Possessive(c1 Time(c1) Attractive safety budget towards brand -Feel confident /Pride(c1) -Efficiency -Active

Foam (A)

Fragrance(A) Experience (A) Celebrity(A) Shape(A) Easy Availability(A) Good package(A) Hygiene(A) Good price(A) Better Brand Value(A) Good advt.(A) Trustworthy(A) After Bath Endorsement

Beauty Soap(A) Skin Care(A)

HVM (Hierarchical Value Map) Of LUX

Values Consequences Attributes38.Social status 14.Progressive/efficient 1.Fragrance39.Greater Achievement 15.To be famous 2.Skin Care40.Successful in life 16.Impress opposite sex 3.Experience .After bath 41.Settlement in personal life (Marriage)

17.Enjoyment & sharing with others

4.Celebrity endorsement

42.Social belongings/ Companionship

18.Saves money/ self satisfaction 5.Shape

43.Prosperous life 19.show off peers 6.Easy availability44.Responsible person 20Dependable/Reliable 7.Beauty soap45.Self esteem 21.Happy and healthy 8.Good package46.Family man 22.productive work/Greater time

management9.Hygiene

23.Freshness 10.Good price24Feel good 11.Better brand value25.Feel confident 12.Good Advertisement26.Efficiency 13.Trust worthy27.Active28.Following role model29.More beautiful and positive feeling30.Fun31Germfree and safety32.Within budget33.Attracted towards brand34.Faithful35.More attractive/pride36.Cute& possessive 37.Saves time

From our qualitative analysis we came to know that among all the attributes, certain attributes like skin care, celebrity endorsement, easy availability and beauty soap are important from the point of view of our research because they offer certain values to the people which play an important role in their lives.

Conclusion

People distinguish the psychological aspect of a brand form experiential aspect. The experiential consist of sum of all points of contact with the brand is known as brand experience. This psychological aspect sometimes referred to as the brand image, is symbolic construct created within minds of people and consists of all the information and expectation associated with the product and service.

In our case the brand image of the brand Lux lies in first quadrant of BAV model which means both the brand descriptor (brand vitality, brand stature) has a very impressive score of above 70% each .As brand stature measure the current strength of the brand so Lux got the potential to be powerful brand and brand vitality measures the growth prospect of a brand. So it has a great relevance to users and stands out to be a differentiated product in times to come.

Hence our study concludes the brand image of Lux as a market leader in beauty soap segment which delivers more value to its user. The most important attributes that have emerged from our survey are skin care, celebrity endorsement, easy availability and beauty soap. The values that implied these attributes are Successful in life, Social Status, Self Esteem which consequently matches with the current internal positioning of the brand which is communicated through the Lux advertisement.