Professional Documents
Culture Documents
LUX
LUX
ertyuiopasdfghjklzxcvbnmqwert
yuiopasdfghjklzxcvbnmqwertyui
opasdfghjklzxcvbnmqwertyuiopa
Brand Management
sdfghjklzxcvbnmqwertyuiopasdf
Brand-LUX
ghjklzxcvbnmqwertyuiopasdfghj
The Beauty Soap of Film Stars…
klzxcvbnmqwertyuiopasdfghjklz
xcvbnmqwertyuiopasdfghjklzxcv
bnmqwertyuiopasdfghjklzxcvbn
mqwertyuiopasdfghjklzxcvbnmq
wertyuiopasdfghjklzxcvbnmqwer
tyuiopasdfghjklzxcvbnmqwertyu
iopasdfghjklzxcvbnmqwertyuiop
Submitted
asdfghjklzxcvbnmqwertyuiopasd
By
Sarang Miskin
fghjklzxcvbnmqwertyuiopasdfgh
10BSP1069
jklzxcvbnmqwertyuiopasdfghjklz
xcvbnmrtyuiopasdfghjklzxcvbn
Brand Management
Table of Contents
Sr Contents Page No
No.
1 Company Profile-HUL 3
6 Advertisements 7
9 Conclusion 9
2
Brand Management
3
Brand Management
Market
The personal wash market is valued at Rs. 60 billion. It is a
highly penetrated market though per capita consumption lags
even South Asian countries like Indonesia. The market has seen
stagnant sales over the last four years and the low entry
barriers have led to intense competition between national and
local brands.
Achievements
Lux is the largest personal wash brand in the country with
a value share of 17%. Three in every five Indian consumers
enjoy the luxurious bathing pleasure of Lux during the course of
a year. This strong association with consumers has led to Lux
4
Brand Management
Trade Character
Labelling
The LUX Trade Character or Logo is present prominently
on the package. A novel metallic substrate packaging
showcases the ingredients, and a female model is shown on the
pack. Also displayed graphically are the key ingredients. The
ingredients, place of manufacture have been listed. Also listed
is the consumer complaint cell address in case of
unsatisfactory product.
Packaging
A novel metallic substrate packaging beautifully
showcases the ingredients, in case of the soaps. A female
model is shown on the pack. The colors are different for
different variants such as saffron for the saffron variant, pink
for the rose extracts etc. The Bars come in package sizes of
100g, 120g, 150 g
Brand Promotion
The promotion mix is classified as follows:
Advertising:
Transit
Electronic Media
Print Media
Direct
Sales Promotion
Personal Selling
6
Brand Management
Direct Selling
Indirect Selling
Public Relations
Direct Marketing
Advertisement :
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 .Lux campaigns have wooed millions of people
over the decades. Popularly known as the beauty soap of film
stars, Lux has been an intimate partner of the brightest stars
on the silver screen for decades. An ode to their beauty, an
announcer of their stardom, advertising campaigns on Lux have
featured film stars across the nation, promising their beauty
and complexion to ordinary women. With top movie stars from
Madhubala to Madhuri, from Babita to Karishma and Kareena
having endorsed the goodness of Lux over generations, it was
natural that the brand has built equity as the best beauty soap
in India. From the beginning Lux, by using a leading film star of
the time, has fulfilled the consumers aspirations of using
beauty soaps via the rationale µif it’s good enough for a film
star, it’s good for me. This later moved into a transformation
role of having a bath with Lux, which transports the user into a
fantasy world of icons, film stars and fairy lands.
and direct the change rather than follow it. By using brand-
oriented research, the company identified two sets of
consumers. One was the loyal base of existing Lux Beauty Bar
consumers. The other was the target segment which would be
the source of growth for Lux. The entire re-launch exercise was
aimed at delivering a superior mix, which would tap into this
source of growth. The consumer needs and triggers which were
identified included: fragrance, quality of lather, long-lasting,
value for money product, familiarity and belief were factors
that translated into a sense of reliability and quality.
Conclusion:
The Strong association with consumers has led to Lux
becoming one of the most trusted brands in the country. Lux
has retained its leadership status by strongly differentiating
itself .No soap brand can claim to be more aspirational for the
Indian consumer than Lux -the beauty soap of film stars. With
the top movie stars, Lux’s advertising campaigns have wooed
millions of people over the decades. However Lux’s new
branding strategy of making every Lux user feel like a star
himself and the unconventional idea using Shah Rukh Khan as
their brand ambassador has earned high returns for the
company. However with the changing lifestyles,income
patterns and trends in Indian population, Lux needs to tap the
right mix of innovative strategies to revive its glory days.