Lux as a Brand

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Lux as a Brand

  1. 1. PRESENTED BY:AMBER MAHESHWARI (NR12070)SMIT MAKADIA (NR12072)SAGAR MEHTA (NR12076)
  2. 2. History of LUX: First LUX trademark produced in was registered U.K. in 1899 in U.S.A. in 1900 Launched in Launched in India in 1929 U.S.A in 1916
  3. 3. What’s there in a name? Lux was first named as “Sunlight Flakes” Later it was changed to “LUX” meaning Light Word LUX is the shortest version of “Luxury”
  4. 4. LUX Beauty by numbers: Number 1! Lux is the best-selling soap bar in the world. 1925 was the year Lux launched the world’s 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.
  5. 5. 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
  6. 6. 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.
  7. 7. Advertising Agency:
  8. 8. Price: LUX Strawberry, Peach, Festive Glow, etc. are priced at Rs. 18/110 grams. LUX MINI Rs. 5
  9. 9. 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.
  10. 10. Promotional Offers:  Meet ASH and ABHI in London.
  11. 11.  Gold Coin Offer
  12. 12.  Har Star Lucky Star Offer
  13. 13. Other promotionalstrategies world wide:Cartoon Ad Online game
  14. 14. Packaging of LUX:
  15. 15. Limited Edition Soap:
  16. 16. Celebrity Endorsement:  LUX Female Brand Endorser:  LUX Male Brand Endorser:
  17. 17. Sponsoring TV Shows:
  18. 18. SWOT Analysis… • Strong and Dynamic brand image Strength • Value-for-money • Innovative sales promotion tactics. • Strong network of market research. • Lacks in unisex appeal.Weakness • Stock out problem.Opportunities • Growing Industry. • Rising number of competitors. Threats • New products in same segments.
  19. 19. Thank You…

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