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.

Introduction:

“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.

ORIGIN OF BRAND LUX:

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.

UNIQUE SELLING PROPOSITION:

MARKETING MIX:

Product Classification:

Tangible Non durable good

Logo:

Product:

Lux trade character or logo is present prominently in the package.

Female model.

Displayed graphically – Key ingredients.

Labeling:

Packaging:

Different colors – Different variants( Saffron – Saffron variants & Pink – Rose extracts etc ).

Package size – 100gm, 120gm, 150 gm.

Launched – Mini Lux – 45gm - Rs 5.

Prominent Variants:

Lux almond Lux orchidLux fruitLux saffron Lux sandalwoodLux rose Lux international Lux chocolateLux aromatic extractsLux oil and honey glow etc.

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.

Place:

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 Starsthrough 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.

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

Product Positioning of Lux:

Created Good Position – Buyers mind – Better product 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 – Market leader of beauty soap.

Recommendation:

Ayurvedic variant

Lux kids special soap

Target rural area

Target male customers

Thank you!!!