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LUX Presentation.

Lux soap is India's largest personal wash brand with a 15% market share. It was launched in India in 1929 and has since featured many Bollywood stars in its advertisements positioning itself as the soap of film stars. Lux comes in many variants like almond, orchid, and saffron extracts. It is marketed through a wide distribution network and competitive prices. Lux's marketing promotes the brand's association with beauty and glamour through celebrity endorsements to appeal to its target audience of urban women aged 16-35 from middle income households.

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Vijay Reddy
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3K views17 pages

LUX Presentation.

Lux soap is India's largest personal wash brand with a 15% market share. It was launched in India in 1929 and has since featured many Bollywood stars in its advertisements positioning itself as the soap of film stars. Lux comes in many variants like almond, orchid, and saffron extracts. It is marketed through a wide distribution network and competitive prices. Lux's marketing promotes the brand's association with beauty and glamour through celebrity endorsements to appeal to its target audience of urban women aged 16-35 from middle income households.

Uploaded by

Vijay Reddy
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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Introduction:

Lux stands for promise of beauty and glamour as one of India's most trusted personal care brands. Lux soap was launched in India in 1929. 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.

ORIGIN OF BRAND LUX:


 Luxury .  Lux first appeared toilet soap in 1925.  In1960s, Lux went colored. First Hollywood great to appear in a Lux commercial.  In 1970s, Jayalalitha Featured Lux.

UNIQUE SELLING PROPOSITION:


 LUX is

a brand that appreciates beauty and glamour.

LUX is a beauty soap of the film stars. A delight to the senses. LUX celebrates the indulgent ritual of beautification. LUX is always reliable & trustworthy.

MARKETING MIX: Product:


Product Classification:  Tangible  Non durable good Logo:

Labeling:  Lux trade character or logo is present prominently in the package.  Female model.  Displayed graphically Packaging: Different colors Different variants( Saffron variants & Pink Rose extracts etc ). Package size Launched

Key ingredients.

Saffron

100gm, 120gm, 150 gm. 45gm - Rs 5.

Mini Lux

Prominent Variants:
Lux almond Lux orchid Lux fruit Lux saffron Lux sandalwood Lux rose Lux international Lux chocolate Lux aromatic extracts Lux oil and honey glow etc.

Place:
 HUL distribution network key strength (Which helps reach out its product across the length and width of the vast country).  2000+ Suppliers & Associates.  7000 Stockiest.  Direct coverage in over 1 million retail outlets.

Price:
Competitive prices: Neither high nor low.

Promotion:
Active since 1929. Leela Chitnis in the first Lux print advertisement featuring an Indian actress. Featured all top actress of their times. Idea: if it is good enough for a film star, it is good for me.

USP or the common thread through all the advertisements is the Presence of Movie Stars through the ages. The product has been positioned on the basis of REFERENCE GROUP by using a celebrity popular at that point in time. Some amount of attribute positioning by mentioning the various ingredients has also been done.

First Male Brand Ambassador:

Sales Promotion:
 Lux gold star offer: 22 Carat Gold coin in the Soap First 10 caller (Extra 30 gm gold) Lux star bano, Aish karo contest: A special promotional pack of Lux soap Scratch card -50 lucky winner got the chance to meet Aishwarya rai.

Market segmentation of Lux:


Gender: Female. Age: 16-35. Income: Middle income group (Rs. 15 to 20). Highest selling beauty soap in urban area (Rural area: Lifebuoy). Expensive

Affordable. Upper middle

Target Area: Urban and Sub urban and middle class people.

Product Positioning of Lux:


Created Good Position Buyers mind attributes, price and quality. Offering product in a different way. Offering improved quality of the product affordable price with high branding to position the product as a best quality beauty soap in buyers mind. Market share of HUL: 54.3% Market share of LUX: 15% Better Positioning

Better product

Market leader of beauty soap.

Recommendation:
Ayurvedic variant Lux kids special soap Target rural area Target male customers

Thank you!!!

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