Lux

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lux brand avertising and promotion strategies

Published in: Business, Lifestyle

Lux

  1. 1. Analysis of Lux electronic advertising Presented by Monu Jain Rolly Agrawal Pranay Bhansali
  2. 2. INTRODUCTION • Lux soap was launched in Indian in 1930 • Popularly known as `the beauty soap of film stars’, Lux has been a favorite with generations of users for the experience of sensuous, luxurious bathing. The brand name, Lux, has been taken from the word, `luxury
  3. 3. INTRODUCTION • Lux is the largest personal wash brand in the country • Lux has retained its leadership status by strongly differentiating itself • No soap brand can claim to be more aspirational for the Indian consumer than Lux - `the beauty soap of film stars’.
  4. 4. INTRODUCTION • Lux was launched in india in 1930 • Lux stands for promise of beauty and glamour as one of the indias most trusted personal care brands • Lux is a largest personal wash brand in the country with a value share of 15% • Three in every five indian consumer enjoy the luxurious bathing pleasure of lux during during the course of a year
  5. 5. INTRODUCTION • Lux has offered a range of soaps in different colours and fragrances. • The benefit offered by all was the same – beautiful skin. • Its world-class fragrances and nourishing ingredients have made a strong product differentiation for Lux, making the Lux bath a pleasurable experience.
  6. 6. advertising • Since the 1930s, over 400 of the world’s most stunning and sensuous women have been proudly associated with Lux advertisements • From the very first advertisement in 1929 featuring Leela Chitnis, the gorgeous faces of the silver screen have come out in the open with their beauty secret – Lux
  7. 7. advertising • BOLLYWOOD FILMSTARS PROMOTES ITS BEAUTY SOAP • HAR STAR LUCKY STAR OFFER • LUX CELEBRATING RANGE
  8. 8. advertising • CHOCOLATE SEDUCTION by kareena • AROMATIC GLOW • LUX WHITE STA BODY WASH • SHAH RUKH KHAN: FIRST INDIAN MALE BRAND AMBASSADER
  9. 9. advertising • PENETRATE IN RURAL SEGMENT • INCREASE IN MARKET SHARE • TRAP THE UNTRAPPED CATEGORY
  10. 10. Featuring stars • With top movie stars – – from Madhubala to Madhuri, from Babita to Karishma and Kareena, interspaced with leading film starsHema Malini, Juhi Chawla and Sreedevi – having endorsed the goodness of Lux over generations
  11. 11. • From the beginning, Lux, by using a leading film star of the time, has fulfilled the consumers’ aspirations of using beauty via the rationale, `if it’s good enough for a film star, it’s good for me.’
  12. 12. • The global brand team for Lux developed a new communication strategy. This strategy – bring out the star in you – for the first time moved the brand away from the long-running film star route.

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