made by syed zamin shah MBA Hajvery university

1. MARKETING MIX
PRODUCT MIX
PRICING MIXPLACE MIX
PROMOTION MIX

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

4.  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.

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

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

7. Competitive prices: Neither high nor low

8.  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

9.  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

10.  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

11.  Active since 1929

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