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Lux Presentation 1226827433542952 8

Lux soap was launched in India in 1929 and is currently the largest personal wash brand in the country with 15% value share. It uses celebrities in its advertising to promote its message of beauty and glamour. Lux soap targets consumers across geographic, demographic, psychographic, and behavioral segments through its distribution network of parent companies, wholesalers, stockists, and retailers to reach the final consumer. Its unique selling proposition is being the beauty soap of film stars that celebrates beauty and indulgence.

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Prajakta Pawar
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254 views11 pages

Lux Presentation 1226827433542952 8

Lux soap was launched in India in 1929 and is currently the largest personal wash brand in the country with 15% value share. It uses celebrities in its advertising to promote its message of beauty and glamour. Lux soap targets consumers across geographic, demographic, psychographic, and behavioral segments through its distribution network of parent companies, wholesalers, stockists, and retailers to reach the final consumer. Its unique selling proposition is being the beauty soap of film stars that celebrates beauty and indulgence.

Uploaded by

Prajakta Pawar
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 PPT, PDF, TXT or read online on Scribd
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MARKETING MANAGEMENT

B.M.S
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 coloured

 First Hollywood great to


appear in a Lux commercial

 In 1970s, Jayalalitha
Featured Lux
MARKETING MIX
PRODUCT MIX
PROMOTION MIX

MARKETING MIX

PLACE MIX PRICING MIX


MARKET SEGMENTATION
M a r k e t s e g m e n t a t io n

G e o g ra p h ic D e m o g ra p h ic P s y c h o g ra p h ic B u y e r B e h a v io u r V o lu m e

R e g io n G ender P e rs o n a lity C o n s e rv a tiv e s B u lk

C o u n try Age L If e s t y l e L ib e ra ls R e g u la r

S ta te F a m ily s iz e V a lu e s y s te m L ife s ty le

U rb a n In c o m e l e v e l

R u ra l
DISTRIBUTION NETWORK

PARENT COMPANY

WHOLESALER/ DISTRIBUTOR

STOCKIST

RETAILER

FINAL CONSUMER
ADVERTISING STRATEGY

 LUX STAR TRADITION STARTED IN 1934, WITH


ACTOR LEENA CHITNIS

 BOLLYWOOD FILMSTARS ALSO PROMOTES ITS


BEAUTY SOAP

 HAR STAR LUCKY STAR OFFER

 LUX CELEBRATING RANGE

 CHOCOLATE SEDUCTION

 AROMATIC GLOW

 LUX WHITE STA BODY WASH

 SHAH RUKH KHAN: FIRST INDIAN MALE BRAND


AMBASSADER
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


ACHIEVEMENTS
India's Most Trusted Brand

Rank Brand
1 Lux
2 Colgate
3 Rin
4 Thums Up
5 Dettol
6 Fair & lovely
7 Surf
8 Coca cola
9 Pepsi
10 Horlicks
PRESENT & FUTURE PLAN
 PENETRATE IN RURAL
SEGMENT

 INCREASE IN MARKET
SHARE

 TRAP THE UNTRAPPED


CATEGORY

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