4P ANALYSIS OF LUX SOAP:

Products:

Lux is an internationally renowned beauty soap brand of Unilever. Though manufactured in

India for the local market by Unilever India Ltd, as an international brand, it maintains an
international quality for the product. Formula given by Research and Development departments
in foreign countries, LUX is produced in India from imported raw materials like sodium soap,
glycerol and different extracts according to fragrances, coming from Unilever plants situated
abroad.

LUX is offered in India in different fragrances and has over 20 variants in India. Taking into
account the convenience of its customers, the company manufactures all fragrances of LUX in
three different sizes, 40gm, 80gm and 120gm. Lux appeals to the younger set of people and
primarily dominant in the semi urban areas. Lux faces competition from various brands like
Dove, Santoor, Vivel etc in the beauty segment and other brands like Lifebuoy, Medimix in
other segments.

Price:

Lux is a product which speaks to the middle class and target a large volume of customers.
Lux is highly economical and is positioned as an affordable Luxury soap for all. The price of
the soap ranges from Rs 5 to Rs 40 for different SKUs. Lux focuses on being a cost leader
and has adopted a competitive pricing. This is due to some constraints in the beauty soap
industry. Beauty soap is a product with a high demand in India. A change in price has a high
risk of creating price war among the rivals which will eventually cause a loss of profit. Its
prices are almost equal to its competitor. The new products or variants also launched by Lux
are priced keeping in mind the consumer's purchasing power and hence the brand always
ensures its products are affordable.

Place:
Lux has a strong distribution network with over 1.3 million outlets just in India. The
distribution process is handled by third party which works in tandem with Unilever. In India,
distribution channel includes more than seven thousand stockists and two thousand suppliers
so that products reach consumers through more than one million retail outlets as its products
are easily obtainable via corner shops, convenient shops, supermarkets, hypermarkets and
malls. Wholesalers and large retailers can place bulk orders directly with Lux Company.

Promotion:
Lux uses 360 degree marketing communication through TVCs, print media, social media
platforms including Facebook, Twitter and Blogs the recent campaign of LUX was about
Lux - The soap with a lump The soap with a lump' has neither the golden/pink overtones
nor the rose petals and saffron. It is also devoid of the milk and sandalwood. The film is
rather gloomy and features no celebs, but deals with the very serious issue of breast cancer
awareness. Lux has also been involved in sponsoring various television shows like Dance India
Dance etc. as a part of its complete marketing mix strategy. Lux has always positioned itself
as a soap which gives a good fragrance and leaves one with a beautiful feeling.