Brand building activities Lux

2. “Idea One”
Batch: 4th Section: A
EMBA (Marketing)
Jagannath University
Name Id No.
Kazi Asikul Islam M140204753
Muhammad Anwar Hossain
Forhad
M40204766
Kazi Sultan Mahmud M140204777
Md. Yasin Patwary M140204527

3. Views on Brands
“A name, logo, or symbol that
evokes in customers a perception of
added value for which they will pay
a premium price.”
John Torella, J.C. Winters Group, Toronto
“A product with a personality.”
Chris Staples, Rethink, Vancouver
Marketing communications in any form has an
impact on customers’ perceptions.

4. About Brand Building
 Involves all the activities that are
necessary to nurture a brand into a
healthy cash flow stream for the
company after launch

5. Brand building activities of

6. INTRODUCTION-LUX
1916
LUX launched in
USA as Laundry
soap
1925
LUX launched in
USA as Toilet soap
1929
LUX launched
in Bangladesh
1960
LUX went
colored

7. Introduction
• Lux stands for promise of beauty and glamour as
one of Bangladeshi's most trusted personal care
brands
• Lux soap was launched in Bangladesh in 1929
• Lux is the largest personal wash brand in the
country with a value share of 15%
• Three in every five Bangladeshi consumers enjoy
the luxurious bathing pleasure of Lux during the
course of a year

8. SEGMENTATION
• On Age- 16-35 years
• Based on Income- Middle income Group
• Gender- Female

9. Over the years positioned as a beauty soap of the Stars

10. PRODUCT LIFE CYCLE

11. Marketing Mix
Product
• Different Variants
• Strawberry & Cream
• Peach & Cream
• Festive Glow
• Lux International
• Lux Purple Lotus & Cream & limited editions

12.  Lux with beauty oil for soft skin .

13. Price
 Lux Peach & Cream Tk.18/90 gms
 Lux Strawberry & Cream Tk.18/110 gms
 Lux Purple Lotus & Cream Tk.18/110 gms
 Mini Lux Tk 5

14. Promotion
Celebrity Endorsement
• Brand Ambassadors of
LUX past & Present
 Momo
 Munmun
 Ishita
 Shokh
 Madhubala,
 Nargis

15. Sponsoring TV shows

16. Promotional Offers
• Buy at first to meet with Deepika
• Buy two pack & get opportunity to be a star.

17. Promotional Offers
• Find gold & diamond locket with Lux
• Buy Lux & win flat at Dhaka

18. Place
 Cutting-edge distribution network- Bangladeshi Unilever
Limited, distribution network is one of the key strengths that help
them reach their products across the length and breadth of this
vast country. It has 2000+ suppliers and associates 7,000 stockists
and direct coverage in over 1 million retail outlets across
Bangladesh.
 TkNet- An IT-powered system has been implemented to supply
stocks to redistribution stockists on a continuous replenishment
basis.
 For rural Bangladesh, Bangladeshi Unilever Ltd. has established a
single distribution channel by consolidating categories.

21. Brand Awareness
 Sales Promotion
 Lux gold & diamond Locket offer.
 To meet with Deepika in shortly.
 Get opportunity to be a star.
 Consumer promotion- By distributions of samples
of new variants, coupons, free trials and demonstration at
shopping malls, markets and point of purchase.
 Trade promotion- Discounts and lucrative offers to
the retailers via price offs, advertising and display
allowances and free merchandises.
 Business and sales force promotion-
Conducting trade shows and conventions. Contests for
sales representatives and speciality advertising.

22. Brand attributes and association
• Features-Lux soap has been popular for its product
offering. It offers its consumers a range of soaps enriched
with the goodness of a variety of nourishing ingredients –
rose extracts, almond oil, milk cream, fruit extracts and
honey which are known to harbour the secrets of incredibly
perfect skin.
• Style- To establish the presence of nourishing ingredients
in the new Lux, a unique concept, ‘ingredients you can see in
the soap’, was born. A novel metallic substrate packaging
beautifully showcased the ingredients and its globally
accepted ingredient-linked perfumes heightened the
sensorial experience.

23. Perceived quality
 The product offers value for money in the
premium segment. It doesn’t compromise
on the quality even if decision pertains to
increase in price.
 As Lux is popularly known as brand of
celebrities it is also one of the reason that
consumer has a perception in mind that this
product is of good quality

24. Brand loyalty
 The brand Lux has been Bangladesh's third most trusted brand according
to the recent survey by the economic times. The brand enjoys customer
loyalty in rural and urban areas equally. It has generations of customers in
the same family. It particularly targets to girls and ladies who are
considered to be loyal to a brand if it delivers to the requisite parameters

25. Future Projection
 INCREASE IN MARKET SHARE
 Innovation and market penetration
 TRAP THE UNTRAPPED CATEGORY

26. Recommendation on Future
Projection
 Bring up the Ayurvedic variation
 Remove moisture like Dove soap
 Separately make for Kids like-
 Reduce eye burning like baby soap.

27. Conclusions
• LUX is a well known & accepted brand (100 % Brand Awareness;
Ranked No. 3 in Economic Times Most Trusted Brands)
• TV is the prime source by which LUX reaches out to the Consumer.
(56%)
• People associate the Lux super star Momo the most with LUX.
(64%)
• LUX has a regular demand pattern throughout the year but the
demand is higher in the first fortnight of every month.
• LUX has a very strong sales & Distribution network like the other
products of Bangladeshi Unilever Ltd..

28. Conclusions
• Strawberry & Cream is the largest selling Variant of LUX.
(45%)
• Promotional Offers given by LUX are known to most of the
consumers.

29. Thank You