PROMOTIONAL MIX OF LUX

PRESENTED BY-ABHISHEK BHATTACHARYA(03)

PANKAJ AGGARWAL(269)

ASHISH JAISWAL(249)SAILENDRA KUMAR(284)

What is promotion?

Any form of

communication a

business or organization

uses to inform, persuade,

or remind people about

its products.

What is promotional mix?

The Promotional Mix is a combination of the different types of promotion.

• There are basically two types of promotion:

Product Promotion Type of promotion that a business uses to

convince potential customers to buy products from them and not their competitors.

Institutional Promotion Type of promotion that a business uses to

create a favorable image for itself.

ELEMENTS OF PROMOTIONAL MIX

• Ingredientsof the

Promotion Mix

• Ingredientsof the

Promotion Mix

Advertising

Public Relations

Personal Selling

Sales Promotion

Goals and Tasks of Promotion

Informing

Reminding

Persuading

TargetAudience

AIDA Effects

attention

Knowledge

Interest Desire Action

Purchase

When Elements of Promotion Are Most Useful

aware

ness

knowledge

liking

preference

convic

tion

purchase

0

10

20

30

40

50

60

70

80

advertisingpersonal sellingsales promotionpublic relationColumn1

Creating a Promotion Plan

Analyze the Marketplace

Identify Target Market

Set Promotion Objectives

Develop Promotion Budget

Choose Promotion Mix

PROMOTION MIX OF LUX• ADVERTISING: Advertising is any paid form of non-

personal presentation and promotion of ideas, goods and services by an identified sponsor.

LUX ADVERTISEMENTS THROUGH THE AGES:

ADVERTISEMENT CONTINUTION

04/08/2023 © Souva Chattopadhyay

ADVERTISEMENT CONTINUTION

• JJ

CELEBRATING 75 YRS OF LUX… BRAKING THE WAY OF TRADITION

ADVERTISEMENT ANALYSIS

• 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 REFERANCE 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.

SALES PROMOTION Sales promotion, a key ingredient in

marketing campaigns, consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.

Where advertising offers a reason to buy, sales promotion offers an incentive to buy.

Sales promotion……. Consumer sales promotion:

• Samples• Coupons• Cash Refund Offers• Prices Off• Premiums• Prizes• Patronage Rewards• Free Trials• Warranties• Tie in Promotions• Cross Promotions• Point Of Purchase Displays• Demonstrations 

Sales promo…..• TRADE PROMOTION Prices Off Advertising and display Allowances Free Goods

• BUSINESS AND SALES-FORCE PROMOTION 

Trade Shows and Conventions Contests for Sales Reps Specialty Advertising

Sales promotion used by lux• Lux presented 30 gm gold each to the first

three winners of the Lux Gold Star offer from Delhi. According to the promotional offer that Lux unveiled in October 2000, a consumer finding a 22-carat gold coin in his or her soap bar got an opportunity to win an additional 30 gm gold. The first 10 callers every week got a 30 gm gold each.

Sales prmo…… Lux Star Bano, Aish Karo contest which

started on April 16 and went on till July 15 of 2005. All one needed to do was buy a special promotional pack of Lux soap. The pack comes with a special scratch card. The 50 lucky winners and their spouses were flown down to Mumbai to live a day like Aishwarya Rai would. The pièce de résistance was a dinner date with Aishwarya Rai herself.

Public Relation• Press relations: Presenting news and

information about the organization in the most positive light.

• Product Publicity: Sponsoring efforts to publicize specific products.

• Corporate Communications: Promoting understanding of the organization through internal and external communications.

• Lobbying: Dealing with legislators and government officials to promote or defeat legislation and regulation.

• Counselling: Advising management about public issues and company positions and image during good and bad times

Lux PR activities• Watch out Mumbai, Bangalore & Delhi!

Guess who is in town to launch the new Lux Orchid! None other than Kiwi cricket vice captain Chris Cairns who will bowl a maiden over - well 3 maidens to be precise. Lux Orchid will host the ‘Lux Orchid Nights’ in Mumbai, Bangalore & New Delhi, where Chris Cairns will look out for and crown the ‘Lux Orchid Face of the evening’. This is just one of the many activities planned for the launch of Lux Orchid with exotic orchid petals in Jojoba Oil.

04/08/2023 © Souva Chattopadhyay

Lux PR activities• Lux celebrated 75 yrs of existence in a

grand way by unveiling Shahrukh Khan. Kareena Kapoor, Juhi Chawla, Sridevi and Hema Malini graced the event and made it special. All the stars have endorsed Lux in the past. The event was held at the grand Intercontinental in Mumbai .

Personal selling This type of promotion requires contact

with potential buyers.

• Personal Selling is more important if...

* The product has a high value.

* It is a custom-made product.

* There are few customers.

* The product is technically complex.

* Customers are geographically concentrated.