1. Submitted by
Joshner Johny
MACFAST

2.  The Toilet soaps market is estimated at 5,30,000 tpa
including small imports.
 Bathing and toilet soaps accounting for around 30% of
the soap market.
 Soap Industry divided into three segments namely
premium, popular and economy.
 Premium soaps are estimated to have a market volume of
about 80,000 tones which around share of 14 to 15%

3.  “Luxury”
 Lux first appeared toilet soap in 1925
 In1960s, Lux went coloured
 First Hollywood great to appear in a Lux commercial
 In 1970s, Jayalalitha Featured Lux

4.  1916 – Laundry soap
 1925 – Bathroom soap
 India – 1929
 First brand ambassador: Leela Chitnis
(1929)
 Market share is almost equal to Lifebuoy

5. MARKETING MIX
PRODUCT MIX
PRICING MIXPLACE MIX
PROMOTION MIX

6.  Product Classification:
 Tangible
 Non durable good
 Lux and other soaps fall into the category of
convenience good.

8. PARENT COMPANY
FINAL CONSUMER
RETAILER
STOCKIST
WHOLESALER/ DISTRIBUTOR

9.  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. Labeling :
• Lux trade character
or logo is present
prominently in the
package
• Female model
• Displayed graphically
– Key ingredients

11.  Different colors – Different variants( Saffron –
Saffron variants & Pink – Rose extracts etc. )
 Package size – 100gm, 120gm, 150 gm
 Launched – Mini Lux – 45gm - Rs 5

12. Competitive prices: Neither high nor low

13.  LUX IS A BRAND THAT APPRECIATES BEAUTY AND GLAMOUR
 LUX IS A BEAUTY SOAP OF THE FILM STARS
 A DELIGHT TO THE SENSES
 LUX CELEBRATES THE INDULGENT RITUAL OF BEAUTIFICATION
 LUX IS ALWAYS RELIABLE & TRUSTWORTHY

14.  India's Most Trusted Brand
Rank Brand
1 Lux
2 Colgate
3 Rin
4 Thums Up
5 Dettol
6 Fair & lovely
7 Surf
8 Coca cola
9 Pepsi
10 Horlicks

15.  LUX STAR TRADITION STARTED IN 1934, WITH ACTOR LEENA
CHITNIS
 BOLLYWOOD FILMSTARS ALSO PROMOTES ITS BEAUTY SOAP
 HAR STAR LUCKY STAR OFFER
 LUX CELEBRATING RANGE
 CHOCOLATE SEDUCTION
 AROMATIC GLOW
 LUX WHITE STA BODY WASH
 SHAH RUKH KHAN: FIRST INDIAN MALE BRAND AMBASSADER

16.  Active since 1929

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23. Internal Competitor:
External Competitor
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25.  PENETRATE IN RURAL SEGMENT
 INCREASE IN MARKET SHARE
 TRAP THE UNTRAPPED CATEGORY