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LUX-The Beauty Soap: by Group 2:-Anjali Nishita Ravindra Vaibhav

Lux soap has traditionally positioned itself by highlighting that film stars use its products to represent beauty. HUL adopted this approach to differentiate Lux as a premium brand representing personality and beauty. Highlighting celebrities matched Lux's brand image and Indian customers admire film stars as role models. To expand its market, Lux could introduce a new men's product focused on youth, with attributes like freshness and fragrances that attract women. It could position the product as making men charming and changing beliefs that it improves masculinity by attracting women. As brand manager, Lux could venture into after-bath creams targeted at young women to make skin smooth, glowing and protected from sun damage. Marketing would differentiate Lux by emphasizing

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Ravindra Kumar
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50 views11 pages

LUX-The Beauty Soap: by Group 2:-Anjali Nishita Ravindra Vaibhav

Lux soap has traditionally positioned itself by highlighting that film stars use its products to represent beauty. HUL adopted this approach to differentiate Lux as a premium brand representing personality and beauty. Highlighting celebrities matched Lux's brand image and Indian customers admire film stars as role models. To expand its market, Lux could introduce a new men's product focused on youth, with attributes like freshness and fragrances that attract women. It could position the product as making men charming and changing beliefs that it improves masculinity by attracting women. As brand manager, Lux could venture into after-bath creams targeted at young women to make skin smooth, glowing and protected from sun damage. Marketing would differentiate Lux by emphasizing

Uploaded by

Ravindra Kumar
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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LUX-The Beauty Soap

By Group 2:Anjali Nishita Ravindra Vaibhav

QUESTION-1

Lux has traditionally positioned the brand by influencing consumer belief and attitudes by highlighting on the theme of Beauty soaps of film stars. In your opinion, why has HUL adopted this approach instead of highlighting certain specific brand features or benefits?

To differentiate Lux as a premium brand which represent a personality or beauty To encash Indian psychology of beauty consciousness Personality of the celebrity matched the brand image Indian customer admire film stars and find them as their Reference groups

Question-2

If you are to expand the base of the market by suitably changing the consumers existing beliefs and attitudes what strategies will you adopt, e.g changing beliefs about the brand? Add some new attributes, choose a new theme of brand positioning, etc.

To introduce a new product focusing to youth male With the attribute like coolness ,freshness and a fragrance like musk, spicy , sweet that attracts women. Depicting it as a product which makes you charming , loveable and have masculine image

Changing belief that new product of lux improve masculine quality which attract women By making brand ambassador to couple like Dhoni and Sakshi who is a youth icon having beautiful wife who also use other brand of Lux

Question-3

As a brand manager of Lux, given its longestablished brand equity, you want to enter into new product categories. What kind of personal use product categories will you venture into?

A new product Lux After bath cream Target group will be young women It address the issue of making skin smooth and glowing It protect skin from harmful sun rays

What will be the nature of your communication to differentiate the brand from other me too or similar quality brands of toilet soaps?

The marketing communication will differentiate and promote LUX as:

User of this product are empowered with inner beauty


It is for long lasting beauty A classic as well as modern product suits in any era

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