Lux is geographically expanding itsself-day by day lux being a brand ofunilever is targeting India, ThailandSouth Africa, Pakistan, China, Brazil,Canada, North America, WesternEurope, Srilanka, Bangladesh, theMiddle East.Lux is the market leader of India,Thailand, Brazil, South Africa.
Lux soap was launched in India in 1929 .Three in every five Indian consumers enjoy theluxurious bathing pleasure of Lux during the courseof a year.Target Area: Urban and Sub urban – Upper middleand middle class people.Highest selling beauty soap in urban area (Ruralarea: Lifebuoy).
Demographic segmentation is dividing themarket according to age, gender, occupation,education, religion, income ,nationality, socialclass, race, family lifecycle.
Demographically lux has targeted people all aroundthe world of almost all ages because lux has a vastrange of beauty soaps, age miracle, whiteningsoaps, cleansing, and many more so lux is targetingeveryone.Gender: FemaleAge: 16-35Expensive – Affordable.Income: Middle income group (Rs.15 to 20)People of almost all ages plus lux is so affordable sowomen of any occupation (income) can easily buy lux.
Market segmentation is done according to theoccasions, benefits, user status, loyalty statusand attitude towards product.
Lux basically focus on inter-marketsegmentation (forming segments ofconsumers who have similar needsand buying behavior even though theyare located in different countries).Lux is trying to satisfy the needs ofbuyers who have similar needs.LUX IS ALWAYS RELIABLE &TRUSTWORTHY.
Psychographic segmentation isdividing the market according tosocial class, life style and personality.Lux has targeted almost all the classesbecause of its affordable price.LUX IS A BRAND THAT APPRECIATESBEAUTY AND GLAMOUR.