HUL has traditionally positioned the Lux soap brand by featuring popular film stars in advertisements to influence consumer beliefs and attitudes. This approach creates a strong connection with consumers by implying the soap has qualities that attract top celebrities to endorse it. It also helps the brand stand out among competitors. Going forward, Lux could expand its market by developing new product lines featuring natural ingredients or herbal formulations. It could also venture into personal care categories like fragrances. Lux would differentiate itself through educating customers about product variations and benefits while continuing to build the brand's trusted legacy.

1. Brand Mgmt. Assignment
Lux Case Study
SubmittedBy:
Rupali SinghPGFA1543
SubmittedTo:
Prof.RajeshElhance

2. Ques 1: Lux has traditionally positioned the brand by influencing consumer beliefs and
attitudes by highlighting on the theme of “beauty soaps of film stars”. In your opinion, why
has HUL adopted this approach instead of highlighting certain specific brand features or
benefits?
Ans 1: HUL has always recognized the value of using spokespeople who are admired by the
class as well as the mass; and so has always associated the advertisements for LUX with
celebrities belonging to the entertainment industry. It is a rough estimate that 20% of all TV
commercials feature celebrities, and advertisers pay hundreds of Crores of rupees for their
services.
 Normally there lies immense considerations for the company before it finally decides to
endorse its products by celebrities – these are dangers of overshadowing the product and
being overexposed, the target audience’s receptivity, and other potential risks to the
advertiser due to sudden image crisis of the celebrity endorser.
 HUL has successfully managed over the years to avert these risks by careful selection of
celebrities, who mostly belonged to the top performing class in the entertainment
industry. For example, Leela Chitnis, Hema Malini, Sridevi, Juhi, Kareena, Aishwarya
and even Sharukh Khan has endorsed the brand and has always bought a star power and
presence to the advertising that attracted attention and made it memorable, yet has never
overshadowed the brand they were promoting.
 The advertisements created a strong feeling among consumers that using the soap they
could probably look different from the mass. These celebrities had a huge fan following
and that proved highly beneficial for the company to break through the clutter easily.
 One of the most important considerations in choosing a celebrity endorser is how well the
individual matches with and is received by the advertiser’s target audience. LUX had
always chosen celebrities who can be well associated with the product and thereby boost
its sales.
 Highlighting on the theme “Beauty soap of film stars”, LUX wanted to develop a strong
connection with the consumers by influencing on their belief and attitude that the soap
has certain features and benefits which has influenced the industry leaders to endorse
their brand.
 The soap must have a better quality or else celebrities would not have been interested in
endorsing the brand – they would obviously not like to hamper their own image by
associating with a wrong brand only for monetary benefits. The message was clear and
transparent – highlighting only on features or benefits would make the advertisement look
dull and consumers would easily switch over to other brands.
 A celebrity’s behavior may pose a risk to the company. HUL could manage to avert these
risks easily by their careful selection of celebrities – the ones with more power in their
performance rather than seeking attention on scandals. Also the personality of the
celebrity matched the product and company’s image. The advertising was focused on
emotional appeal more than the rational appeal. Thus LUX could position itself
successfully in the heart of the consumers rather than on their minds

3.  Bringing out limited editions of the product has been a popular way of attracting attention
and promoting sales and when you tell people that a product/service can help them, they
may or may not believe you. After all, you have a vested interest in selling your services.
But when celebrities say that the particular product/service has helped them, and it could
help others, people tend to listen — and believe. After all, most people assume "he
wouldn't say it if it weren't true."When you get a celebrity to endorse your company or
sign a licensing agreement, you benefit from customers' awareness of the property,
[which] could include the perception of quality, educational value or a certain image."
 Celebrity endorsement helped the lux soap in differentiating the brand from others
consumers remember it by celebrity faces and gives it a different opinion.
Ques 2: If you are to expand the base of the market by suitably changing the existing
consumers’ beliefs and attitudes what kind of strategies will you adopt, e.g. changing beliefs
about the brand? You may add some new attributes; choose a new theme of brand positioning
etc.
Ans 2: The Lux soap can be defined to customer for a UV rays protection or Skin
Diseases protection soap which will create new belief in consumers that this brand is
changing according to environment and for consumer protection. For this purpose we
can:
The second characteristic that we have to change its colour from red and pink to some yellow
or green as it looks kind of medicated.
The third is that we can add ‘clouding’ effect that appears when it is added to water so that it
looks more safe and medicinal.
The fourth and most important is the absolute trust that we have to build by showing facts
about the skin diseases that are spreading nowadays and how the soap can reduce this.
The soap will need to change the packaging so that is looks more medicinal and protective for
skin like showing mild and beautiful skin protected by soap.
Also it can enter into lux for natural Indian Beauty- This will be done by showcasing the
common girls and stating that Indian women are the most beautiful in the world
.Positioning the brand for every Indian and not for affluent.
Ques 3: As a brand manager of Lux, given its long established brand equity, you want to
enter into new product categories. What kind of personal use product categories will you
venture into?
Ans 3: Lux is famous for fragrances so they can also enter into:
 Perfumes
 Men Soap

4.  Men perfumes and Deodorants
 Hair oil with a unique fragrance etc.
With key categories such as soaps, shampoos fast reaching maturity in terms of
penetration, HUL can also enter into these personal use product categories.
Ques 4: What will be the nature of your communication to differentiate the brand from other
‘me-too’ or similar quality brands of toilet soaps?
Ans 4:
Educate the customer about their product with product differentiation soaps.
 Different line of soaps under lux brand to cater to different customer needs.
 Made from natural extracts (Combination of different fruits)
 Neem and Aloe vera (Herbal and medicated soaps)
 Made from flower extracts.
 Sandalwood and Rose water (Natural glowing skin from ages)
 Cream and milk for smooth body.
 With glycerine and lemon extracts to fight with pears.
 Lux germ protection bar.
 Brand will grow to cater different requirements of the people, so they will not go to
another brand as their skin needs will be addressed by lux.
Aware about lux as if it is best for them-
 Lux- Living up to Expectations
 Aggressive advertising.
 Skincare at its best-Lux
 LUX- Learn, use and experience.
Strategy to educate customer, make her or him buy and let them feel that they have associated
with a long life experience.