1

Submitted By:
Bhakti Shelar
SMBA 2, Roll No - 08
ITM, Thane

Introduction
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Lux is a global brand developed by Unilever

Name Lux derrived from luxury

Introduced as lux toilet soap in 1924

Launched in india in 1929 as a Beauty Soap

It came in different colures in 1958

Different variants of soaps are available now such as Almond,

Orchid, Saffron, International, Chocolate, Honey, Rose etc.

Market Share of HUL 54%

Market Share of Lux 15%

Toughest Competitor Internal competitor i.e. Lifeboy with 17%

Market share compared to other brands of soaps.

The most beautiful women in the film industry endorsing the

brand.

SRM (Stimulus Response

Model)
Model of Buyer Behavior
Marketing and Other Stimuli

Buyers black
box

Buyer
Responses

Marketing
Product
Price
Place
Promotion

Buyer
characteristics
Buyer decision
process

Product Choice
Brand choice
Dealer choice
Purchase timing
Purchase
amount

Other
Environmenta
l
Economic
Technological
Cultural

Marketing

Environmental

Buyers Black Box

( Buyers
Characteristics)

Buyer Decision
Process

Product Almond, Orchid,

Saffron, Rose,
Honey etc
Package Size - 75g,
100g, 125g, 150g

Cultural
Product & adds
should be according
to choices and
tastes of people

Motivation
Motivates by
promotional
activates through all
mediums & make
people to belief lux
is their need.

Need RecognitionNeed for soap to

wash face, hands or
need soap for bath.

Price Rs 6 to Rs 20 (High
Prices to increase
profits )

EconomicDifference in local
and international
soaps. People switch
to others due to
high prices.

Perception
Making picture of
soap in mind that is
useful people buy
the soap.

Information
SearchCollect Information
through adds,
asking other people
experience

Place HUL Distribution

Network . 2000+
Suppliers &
Associates , 7000
Stockists.

TechnologicalNew techniques and

reinventions in
soaps to maintain
market share to
save a slip from
maturity to decline
stage of Product life
cycle.

Learning's
By experience if
satisfied for the 1st
time, then stick to
the same product.

Alternative
Evaluation
Look for alternatives
in respect of price
and quality and
select best one.

Beliefs &
AttitudesIf Both positive then
customer loyalty for

Purchase
DecisionIf satisfied needs,
stick to lux for

Promotion Buy 3 get 1 free,

4
Gold
coins in soap
etc., Taglines like

Buyer Responses
5

Why consumer will chose lux over its competitors? What unique
features lux is offering? Why ladies are attracted towards lux?

Advertisements:

- Lux hires famous celebrities to change or make brand new image of

lux.
- Ashwariya Rai, Katirna Kaif, Priyanka Chopra etc are endorsing this
brand.
- Lux makes people to belief that it is better product than others by
advertising through these celebrities.

Variety:

- Lux is famous for its so many flavors.

- Consumers wants different varieties in their daily soaps such as
different types of flavors with different action like for cleansing,
whitening ,soft youthful skin, glowing skin etc.
- lux is focusing on all these things with different variants in their beauty
soap in order to maintain their existing customers and acquire new
ones.

GE Matrix of Lux Beauty Soa

1st Segment
X
U
L business is
-The
strong and
the
market is attractive.
- Bring reinventions to
increase or sustain its
Market Share.

HUL Market Leader

54%
Lux Market Share
15%
Different Verities
inventions to increase
and sustain its Market
Share.

2nd Segment

3rd Segment

-The business is either

strong but the market
is not attractive or
the market is strong
and the business is
not strong.
- Make judgment on
how to further deal
with these SBUs

-Businesses are weak

and their market is
not attractive.
- Repositioning these
SBUs, develop better
cost-effective offering
or get rid of these
SBUs