Lux soap targets urban and sub-urban females aged 16 to 35 from middle and upper middle class families in Bangladesh. It has traditionally positioned itself as the beauty soap of film stars but has recently shifted its positioning to focus more on common girls. Lux differentiates itself from competitors like Meril on attributes like quality, freshness, and confidence. It communicates through word of mouth, campaigns celebrating milestones, sponsoring movies, and offering prizes in advertisements to maintain its leadership position in the beauty soap market.

1. ARGUS

2. Shanjeeda Afroze 141-11-676
Mahfuza Akther 141-11-680
Farzana Akter 141-11-692
Mabruka Khanam Mim 141-11-709
Farzana Parvin Akhi 141-11-685
NAME ID NO

3. STP

4. SEGMENTATION OF LUX
Geographical Demographic
Psychographic Behavioral

5. GEOGRAPHIC
Urban
&
Sub urban

6. DEMOGRAPHIC
• Gender = Female
• Age = 16 to 35
• Income group = Upper middle and Middle class.

7. • Motivation : infatuated
others, specially guys.
• Personality: Confident
and Self loving.
• Life style: Every type.
Because everyone wants
to be as beautiful as a
Star.
• Value: Confidence and
Freshness
PSYCHOGRAPHIC

8. BEHAVIORAL
• Occasion = Regular
• Benefits = Good quality
• User status = Regular status

9. Targeting
Female
Urban &
Sub
urban
Middle
Class

10. POSITIONING
• Market leader as a beauty soap
• Over the years positioned as a beauty soap of the
stars.
• Lux is the brand that appreciates beauty and glamour.
• Lux is the beauty soap of the film stars.
• Lux is always reliable and trustworthy.
• Created good position buyers mind .

11. SHIFT IN POSITIONING FORM STARS TO
COMMON GIRL

13. LUX V/S MERIL

15. Communication

17. WORD OF MOUTH

18. CAMPAIGN

19. 50 YEARS OF LUX CELEBRATED

20. LUX CHANNEL I SUPPER STAR

22. IN RECENT YEARS LUX SPONSORED SEVERAL
MOVIES

23. LUX ADVERTISEMENTS OFFERING GOLD
LOCKETS

24. LUX FALGUNI OPSORI

25. LUX WIN A FLAT IN DHAKA