Financial Daily from THE HINDU group of publications
Friday, Jun 21, 2002
Financial Daily from THE HINDU group of publications Friday, Jun 21, 2002 |
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Marketing
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Promotions & Offers Jyothika brand ambassador of Lux Jasmine shampoo Our Bureau
CHENNAI, June 20 HINDUSTAN Lever Ltd (HLL) has appointed film star Jyothika as the brand ambassador of its new Lux Shampoo with Jasmine. Launched last month, this variant of Lux shampoo with Vitaconditioner, a new ingredient, is targeted specifically at the Southern market. This shampoo will be available in 4 ml and 7 ml sachets priced at 50 paise and Re 1 respectively. There is also a 50 ml bottle priced at Rs 7.50. According to Mr Mahesh Kanchan, Area Sales Manager (Personal Products), HLL, who addressed a news conference here, the focus would be on sachets as 80 per cent of the shampoo market in the South was skewed towards sachets. Since its launch five years ago, the shampoo's sachets have been priced below Rs 2, the average market price. Lux shampoo has seen a few relaunches and now has a 4.6 per cent market share in the South, and a 7.3 per cent share all India. The company targets for Lux Jasmine a 10 per cent share of the market. "The launch will be backed by strong television, cinema and radio advertising along with on-ground activity with retailers and wholesalers," he said. The shampoo has earlier been endorsed by film stars Sushmita Sen, Tabu, Mahima Chaudhry and Urmila Matondkar.
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