Case Study-Lux: Jainam Shah Deepak Parwani Uday Vir Singh Rana Deepanwita Burman Harshida Punjabi Roshna Ashish Prasad

Case Study-Lux
Jainam Shah
Deepak Parwani
Uday Vir Singh Rana
Deepanwita Burman
Harshida Punjabi
Roshna
Ashish Prasad
Ad Campaigns Run by Lux
Every aspiring starlet has been making it her

career goal to appear in the Lux ad which has
become a kind of a way announcing her
arrival in the industry.
Devika Rani may have been one of the
foremost stars of early talkies cinema but in
1941 the distinction of being the first Lux
model went to her contemporary, Leela
Chitnis
Vast majority of actresses who appeared in the Lux

advertisements were drawn from the Bombay film
industry. As a product, however, that reached the
entire country, regional advertising was critical to
the success of Lux.
All the leading "vamps" of the

Bombay film industry appeared in
the advertisement as well.
In this sense the campaign
highlighted and awarded female
performance of all kinds.
The Lux campaign was a product

of complex negotiations between
advertisers and the industry,
between stars, their publicists or
agents, secretaries and producers.
Moreover the stars looked their

best in these pictures as their
portraits were taken by skilled
photographers. Worked on by
equally skilled artists, in later years
they involved stylists and makeup
artistes to create the glamorous star
persona of Lux.
The Lux campaign continues to be

predicated on the aura of the female
star and its one-time attempt to
change this using Shahrukh Khan
in a bathtub of petals was not very
successful.
Lux
continues
cinematic
commercials.
to
subjects
feature
its
in
its
The consumer buying process is a five steps activity. These five

steps are:
Need Recognition.
Information Search.
Evaluation and Intention.
Purchases decision and
Post purchases reaction.
Need Recognition : The starting point of buying process is the

perceived want or a desire . Basic personal hygiene and Skin
care are the primary needs.
Information search: A need aroused and recognized can be

satisfied only when the product or services is available . Not
required much due to tremendous PULL STRATEGY
APPROACH.
Evaluation and Intension : It is consumers deep interest in

the product or services that paves the way for evaluation and
intention. Deep interest is me-too stimulus.
Purchase decision: It is the positive intention of the consumer

that leads to a purchases decision. Decision to purchase
implies consumer commitment for a product or a service .
Point of sales promotions and positioning as premium soap
helps in purchase decision.
PSYCHOLOGICAL DETERMINANTS
1)MOTIVATION
It is an intervening variable between stimulus and response

and a governing force of consumer behavior.
Motivation refers to the drives, urges, wishes or desires which

initiate the sequence of events known as behavior.
Core motivation-bathing/personal hygiene.

Motivation drive is Beauty enhancement.
2)PERCEPTION
Perception is the process where by stimuli are received and

interpreted by the individual and translated into a response.
Interpretation by the consumer is driven by high degree of

association of the brand with CELEBRITIES from Bollywood
which is converted to purchase decision by the consumer due
to me-too internal stimulus.
3)LEARNING
Consumer behavior is a process of learning because, it is

modified according to the customers past experience and the
objective he or she has set.
The exposure of the consumer to repetitive association of

LUX with CELEBRITIES has led to belief.
4)ATTITUDE
Attitude measurements help in understanding and prediction

way when presented with a given stimulus and the attitude
towards people, place, products and things can be positive and
negative or favorable or unfavorable.
Attitude in case of LUX is favorable due to its clear message

being beauty enhancement and premium.
5) PERSONALITY
The personality of an individual is either expressed in terms of

traits or type. The personality traits may be-aggressivenesshonesty-anxiety-independence-sociability and so on.
To position the personality of LUX, HUL has leveraged strong

brand association since inception.
Question -1
Being aware of a common perception that Indian consumers

hold, i.e. fair skin denotes beauty; Lux concentrated on
endorsing popular leading actresses of that era so that they can
relate to the consumer beliefs.
Lux tried to bridge up those aspiring models and existing stars

of the industry which had drawn a lot dreams in the eyes of
millions of women.
QUESTION -1 (CONTD..)
For ex. Lux Haute Pink advertisement, with a women in a

bath tub flying over the world in a hot air balloon and
spreading the beauty by blowing down bubbles from her tub.
This ad not only focused on the beauty but also focused on the
confidence that the beauty generates in a women.
Question 2
Lux should now come up with new variants that will focus more on
functionality. For ex. Soaps with lily/orchid extracts, aloe Vera
content etc.
Lux should associate itself with various events such as Beauty

pageants, fashion shows etc.
Attribute Positioning: Keeping on the same fair skin, change

the theme from celebrities and focus on skin glow through
ingredients and the new attributes introduced.
Question 3
Due to a long established brand equity, LUX cannot afford a total

category extension.
So entering into new categories would mean a Brand Line

Extension.
Existing Prod
Category
New Prod
Category
Existing Brand
Name
Brand Extension
Brand Line
Extension
New Brand
Name
Product Line
Extension
Multi Brand
QUESTION-3 (CONTD..)
The extension could be in the following categories:
Cosmetics
Shower gels
Rich shampoo
Products for men Lux Soap for men
Hand sanitizers
Paper Soaps and Wet wipes
Question 4
Promotional strategies like Kiosks Price-offs and Sample

distribution to counter competition from brands like ITC,
P&G etc.
Proximity Marketing- Using WiFi or Bluetooth to send

promotional messages of their products and services to their
customers of smartphones and tablets in the close proximity.
Strategic tie-ups with glamorous brands like Barbie, in order

to come up with LUX powered Barbie toys.
Question 4(CONTD..)
Engaging itself in various loyalty programs like LUX beauty

club.
Word of mouth marketing.
Open Flagship Stores.
THANK YOU !!!

Case Study-Lux: Jainam Shah Deepak Parwani Uday Vir Singh Rana Deepanwita Burman Harshida Punjabi Roshna Ashish Prasad

Uploaded by

Copyright:

Available Formats

Case Study-Lux: Jainam Shah Deepak Parwani Uday Vir Singh Rana Deepanwita Burman Harshida Punjabi Roshna Ashish Prasad

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Case Study-Lux: Jainam Shah Deepak Parwani Uday Vir Singh Rana Deepanwita Burman Harshida Punjabi Roshna Ashish Prasad

Uploaded by

Copyright:

Available Formats

Case Study-Lux

Ad Campaigns Run by Lux

Every aspiring starlet has been making it her

Vast majority of actresses who appeared in the Lux

All the leading "vamps" of the

The Lux campaign was a product

Moreover the stars looked their

The Lux campaign continues to be

The consumer buying process is a five steps activity. These five

Evaluation and Intention.

Purchases decision and

Post purchases reaction.

Need Recognition : The starting point of buying process is the

Information search: A need aroused and recognized can be

Evaluation and Intension : It is consumers deep interest in

Purchase decision: It is the positive intention of the consumer

It is an intervening variable between stimulus and response

Motivation refers to the drives, urges, wishes or desires which

Core motivation-bathing/personal hygiene.

Perception is the process where by stimuli are received and

Interpretation by the consumer is driven by high degree of

Consumer behavior is a process of learning because, it is

The exposure of the consumer to repetitive association of

Attitude measurements help in understanding and prediction

Attitude in case of LUX is favorable due to its clear message

The personality of an individual is either expressed in terms of

To position the personality of LUX, HUL has leveraged strong

Being aware of a common perception that Indian consumers

Lux tried to bridge up those aspiring models and existing stars

For ex. Lux Haute Pink advertisement, with a women in a

Lux should associate itself with various events such as Beauty

Attribute Positioning: Keeping on the same fair skin, change

Due to a long established brand equity, LUX cannot afford a total

So entering into new categories would mean a Brand Line

The extension could be in the following categories:

Products for men Lux Soap for men

Paper Soaps and Wet wipes

Promotional strategies like Kiosks Price-offs and Sample

Proximity Marketing- Using WiFi or Bluetooth to send

Strategic tie-ups with glamorous brands like Barbie, in order

Engaging itself in various loyalty programs like LUX beauty

Word of mouth marketing.

Open Flagship Stores.

THANK YOU !!!

You might also like