PRESENTED BY: AMBER MAHESHWARI (NR12070) SMIT MAKADIA (NR12072) SAGAR MEHTA (NR12076)

History of LUX:
First produced in U.K. in 1899
LUX trademark was registered in U.S.A. in 1900

Launched in India in 1929

Launched in U.S.A in 1916

LUX Beauty by numbers:

Number 1! Lux is the best-selling soap bar in the world. 1925 was the year Lux launched the worlds first mass market beauty soap, made like the costliest French soap 600 million women worldwide regularly delight in the superior fragrances.

12 Million Lux products are purchased every day of ever year.

1.5 Billion times per day, a Lux product is enjoyed around the world

400+ world famous actresses have been the face of Lux to date.
100+ countries across the globe enjoy Lux as their beauty soap.

Unique Selling Proposition

LUX is a brand which Appreciates BEAUTY and GLAMOUR LUX is a beauty soap of FILMSTARS A Delight to sense LUX celebrates the indulgent ritual of beautification

LUX is always reliable and trustworthy

Segmentation:

LUX has been segmented on the basis of demographic factors like Age, lifestyle, etc. Target market of LUX is the age group between 16-40 years and urban and semi-urban areas. The brand is being positioned as the favorite soap of Film Stars has been consistent in terms of communication and positioning.

Advertising Agency:

Price
LUX Strawberry, Peach, Festive Glow, etc.

are priced at Rs. 18/110 grams. LUX MINI Rs. 5

Prominent Variants:

Lux almond Lux orchid Lux fruit Lux saffron Lux sandalwood Lux rose Lux international

Lux chocolate
Lux aromatic extracts Lux oil and honey glow etc.

Promotional Offers:

Meet ASH and ABHI in London.

Gold Coin Offer

Har Star Lucky Star Offer

Packaging of LUX:

Limited Edition Soap:

Other promotional strategies world wide:

Cartoon Ad: Online Game in Japan of LUX:

Celebrity Endorsement:

LUX Female Brand Endorser: LUX Male Brand Endorser:

Sponsoring TV Shows:

SWOT Analysis

Strength Weakness
Opportunities

Strong and Dynamic brand image Value-for-money Innovative sales promotion tactics. Strong network of market research.

Lacks in unisex appeal. Stock out problem.

Growing Industry. Rising number of competitors. New products in same segments.

Threats

Promotion

Celebrity Endorsement:

Leela Chitnis

Asha Parekh

Rekha

Madhubala

Meena Kumari

Hemamalini

Babita

Chanda Usmani Jayaprada

Saira Banu

Kalpana

Helen

Zeenat Aman

Zahira Wahab

Sabana Azmi

Kareena Kapoor

Priyanka Chopra

Madhuri Dixit

Ashiwariya Rai Katrina Kaif