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Lux : Celebrating BeautyBrand : Lux

Company: HUL

Lux is a super brand that celebrated beauty across the world since 1925 !he soap which

was endorsed by the beauti"ul "ilm stars came to #ndia in 1929 Lux has been the largest

selling personal wash brand in the country

Lux has e""ecti$ely managed its %LC through care"ul brand building and changing the

product in line with the changing consumer !he brand is being positioned as the

"a$orite soap o" &ilm stars has been consistent in terms o" communication and

positioning !he brand is also the classic example o" success"ul celebrity endorsement!he "irst celebrity to endorse the brand was Leela Chitnis &rom Leela to 'ishwarya (

&rom )adhuri to )adhubala( Lux has been endorsed by more than 5* "ilm stars + a sort

o" record isn,t it- But in all these communications( the celebrity ne$er shadowed the

brand

Lux was always changing with the times .hether it be in terms o" the product or in

terms o" promotions( the brand /ept the consumers excited Lux has two basic

extensions in terms o" segments Lux beauty soap and #nternational LuxLux was initially a premium brand Lux was being pro0ected as an aspirational brand

and the endorsements by stars "urther rein"orced the positioning !he increasing

competition in the soap category "orced Lux to rethin/ on its targeting strategy !he

brand had a choice either to compromise on mar/et share and uphold the premium

positioning or to retain the mar/et share and dilute the positioning Lux wanted to

ensure that the brand be positioned as premium but also did not wanted to compromise

on the share !hus born #nternational Lux which is the premium $ariant and the

a""ordable segment was catered by Lux beauty soapLux beauty soap is a$ailable in &our $ariants : xotic &lower %etals( &ruit xtracts(

'lmond and andal Lux has a common ingredient o" )il/ cream in all the $ariants

'lthough the brand en0oyed success and has sustained its leadership position( o" late

this brand has been "acing issues o" stagnation !he stagnation is caused by the plethora

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o" brands competing "or the mar/et share and the scope "or di""erentiation has reduced

to almost nil !ogether with the rush "or celebrities to endorse anything "rom salt to

cars( Lux is "inding it di""icult to sustain growth in this cluttered mar/et

#n 2**5 Lux celebrated its 35th anni$ersary spar/ing o" a contro$ersy 4e$iating its

tradition o" roping in Bollywood 4i$as ( this time none other than hah u/h 6han

endorsed Lux !he ads created instant contro$ersy with mar/eters discussing whether

the brand has suddenly become )'L %aul 7ewman also has endorsed Lux soap which

shows that Lux ma/es such stunts to excite the mar/et .hate$er be the contro$ersy(

the brand again succeeded in creating excitement in the mar/et ome argue that HLL

was testing a new positioning to appeal to male users while others say that it was a one

time endorsement to brea/ the clutter &or mar/ing the 35th year Lux came out with a

celebration range endorsed by 6areena 6apoor !he Celebration range too created news

because o" its $ariant : Chocolate eduction !hese inno$ati$e products created lot o"

excitement that ensured that Lux remained in the top o" mind o" the consumers

'nother $ariant which was introduced was the Lux with 8rchid which loo/ed cool in

terms o" pac/aging and loo/s

8$er these years( the positioning o" Lux also e$ol$ed arlier the brand used the

positioning Beauty soap o" &ilm stars But as the customer e$ol$ed( the positioning

lost its charm because customers began to doubt whether the "ilm stars actually used

this brand !a/ing a cue "rom the customers( Lux changed the positioning appealing to

the need "or becoming a star !he new positioning is communicated with the tagline

;Bring out the star in you'lthough worldwide the brand is being endorsed by "ilm

stars( the actual pac/age usually contains picture o" international models and not "ilm

stars

Lux( will launch its new $ariant < =#ndulgence> which is a pale peach colored translucent

soap with tiny( glittering pearly beads sprin/led e$enly and $isibly across the translucent

soap #t is made o" extracts o" peach and a$ocado and contains glycerin that helps to

/eep the s/in so"t( supple and moisturi?ed !he beads o" glittering pearls acts as an

agent to enhance the smoothness o" the s/in and /eep it glowing and radiant all day

through

Lux wants the agency to ma/e "resh and inno$ati$e creati$e and strategic proposals to

position this beauty soap as the ultimate soap "or a glowing( radiant and supple s/in #t

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wants to rein"orce the beauty element strongly since the mar/et has a "air share o" such

soaps that Lux has to contend with

Pepsi

PepsiCo, Incorporated (Short for Pepsi Company) (NYSE: PEP) is a large conglomerate with

interests in manufacturing, mareting and selling a wide !ariety of car"onated and non#

car"onated "e!erages, as well as salty, sweet and grain#"ased snacs, and other foods$ %esides

the Pepsi#Cola "rands (including &ountain 'ew), the company owns the "rands uaer ats,

*atorade, +rito#ay, So%e, Naed, and -ropicana$

PepsiCo owns fi!e different "illion#dollar "rands$ -hese are Pepsi, -ropicana, +rito#ay, uaer,

and *atorade$ -he company owns many other "rands as well$

PepsiCo is a world leader in con!enience foods and "e!erages$ Its world renowned "rands are

a!aila"le in nearly .// countries and territories$ PepsiCo entered India in 0121 and has grown to

"ecome the country3s largest selling food and "e!erage companies$ PepsiCo India and its

partners ha!e in!ested more than 4$S$56// million since the company was esta"lished in the

country in 0121$

PepsiCos Profile :PepsiCo3s Profile 7e!enues in .//6 is more than 581 "illion$ Share in Indiancar"onated soft drin maret is 86 "ottling plants in India, of which 09 are company owned and

.0 are franchisee owned$ PepsiCo3s +rito ay snac di!ision has 8 state of the art plants$ It has

more than 02,/// employees across the world$ In India, PepsiCo pro!ides direct employment to

;,/// people and indirect employment to 9/,/// people including suppliers and distri"utors$

CE : &r$Sanuarters : *urgaon$

Brand Image of Pepsi : Pepsi is a "rand that e!ery youngster relates to$ %ut this definitely

doesn3t mean that other age groups are not its user3s$ -hus Pepsi3s "rand image is its hip, cool,

li!ely and refreshing attitude$

Advertising Strategy of Pepsi : Pepsi3s target audience are mostly teens and young adults and

their ad!ertising reflects this in e!ery possi"le way$ -he company changes its ad!ertising

strategy and image to reflect the target?s interests$ Pepsi maes sure that the ad!ertisements

reflect to the target audience3s interests and nostalgia$

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-he ad!ertising strategy includes cool, hip promos to attract more of the target audience$ -he

ad!ertising is mostly creati!e and has different elements lie music and sports other than

"ollywood$ Pepsi$com also plays an important role in ad!ertising and attracts target audience "y

gi!ing access to options lie downloads, gaming, music mi@ing applications etc$$

Some of Pepsi3s successful Campaigns are AYeh 'il maange more,3 A%u""ly Campaign,3Youngistan Campaign BYeh hai Youngistaan &eri aan B

D"out Youngistan Campaign: -his campaign has two new cele"rities 7an"ir apoor and

'eepia Paduone Fwho acted in the two most#taled a"out =indi films in .//6, to accompany

"rand am"assador Shah 7uh han$ B-his time Pepsi wanted an all#encompassing theme$

AYoungistan3 reflects the mood of India3s youth, which is today een to tae the ropes and dri!e

India,G says Punita al, e@ecuti!e director, mareting, PepsiCo$

BYoungistanG, hopes to cash in on the "uHH surrounding today3s youngsters$ Youngistan is not so

much a place and it is a state of mind of today3s youth$ Bhile the term is new, what it stands for

J the *enNe@t attitude J is not newG$

Segmenting pattern : 'emographics: -he Campaign targets teens and young adults of metros

and phase II cities$ Psychographics: -he campaign attempts to capture the youth of today "y

focusing on their personality, lifestyle and attitude of youth through the ad!ertisement

Targeting Strategy : -he Youngistaan Campaign uses undifferentiated targeting strategy to

reach out to its target audience$ -hat is, it launched youngistaan campaign for all the target

audience in the same way$

Positioning: -he campaign3s positioning is done on the "asis of user approach i$e$ a personality

"ased approach where a user3s image or association ru"s off on the "rand image$ -he user could

"e a cele"rity or an ordinary user$ +or this campaign Pepsi used the three most popular cele"rities

of the last year i$e$ Shahruh han, 7an"ir apoor, 'eepia Paduone

Placement of the Campaign : -he campaign was first launched on -$K during the tri#series

matches in +e"ruary$ -he campaign is launched with a 89/#degree acti!ation across radio,

outdoor, modern trade, e" and wireless platforms$ Pepsi has launched a we"site for Youngistan

inside the Pepsi Cool Lone and is planning to mae it a responsi!e peer group site where

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youngsters can !isit and mae comments on any topic$ Pepsi Youngistan is also sponsoring

AAassup YoungistanG on &-K, a show where youth can !oice their thoughts$

Advertising Agency for Youngistan :Dd!ertising Dgency for Youngistan - ( $ alter

-hompson), rans as the largest ad!ertising agency "rand in the 4$S$ and as the fourth#largest

full ser!ice networ in the world$ It was the first agency to "e associated with anthropology and

the study of consumer "eha!ior$

Competitors for Youngistan : Competition for Pepsi has always come from its arch ri!al Coca

Cola$ Coe ept up with Pepsi3s Youngistan "y launching a campaign Bashn &ana leG staring

=rithi 7oshan$ Sprite, a su"sidiary of Coca Cola company has also launched an ad campaigncalled B=industanG, mocing the Pepsi3s BYoungistanG campaign$

Pepsi ha!ing attracted the youth with its funy campaign, now wishes to launch a new campaign

using the same targeting strategy in India with a Ayoungistan, =industan3 appeal$ -he new

campaign must show the popularity of the product with the youth across India and still retaining

the cool, funy and refreshing appeal$ It sees a new creati!e pitch for a fresh, inno!ati!e

campaign$