Lux is a brand of toiletries introduced in India in 1929 by HUL. It is targeted towards females aged 16-35 from middle income groups. Over the years, Lux has positioned itself as the beauty soap of celebrities. It offers various variants containing ingredients like rose, almond oil, and fruit extracts. Lux endorses celebrities to appeal to customers' desire to emulate stars. It promotes brand awareness through advertising, product sampling, and contests that offer prizes to enhance customers' feeling of luxury and celebrity.

1. Case analysis of
LUX

2. ABOUT LUX
• Lux- a brand of HUL
• Category- toiletries
• Introduced in 1925 in UK
• Introduced in India in 1929
• Word Lux-Luxury
• Variants-6

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

4. Positioning
• Over the years positioned as a beauty
soap of the Stars

5. LUX
• NAME: LUX; Brand of HUL
• LOGO:

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

7. Price
• Lux Peach & Cream Rs 18/90 gms
Lux Strawberry & Cream Rs 18/110 gms
Lux Purple Lotus & Cream Rs18/110 gms
• Mini Lux Rs 5

8. Place
• Cutting-edge distribution network- At Hindustan 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 India.
• RSNet- An IT-powered system has been implemented to supply
stocks to redistribution stockists on a continuous replenishment
basis.
• For rural India, HUL has established a single distribution channel by
consolidating categories.

9. Advertising
• They used all the means of advertising.
• They used:
– Print media
– Television media
• They used celebrities for endorsing LUX
as a luxury soap.
• They used various promotional offers that
helped to gain a large consumer base.

10. Promotion-Celebrity Endorsement
Brand Ambassdors of LUX past & Present
• Leela Chitnis
•Madhubala,
• Nargis,
• Meena Kumari,
• Mala Sinha,
•Sharmila Tagore,
• Waheeda Rehman,
• Saira Banu,
• Hema Malini,
• Zeenat Amaan,
• Juhi Chawla,
• Madhuri Dixit,
• Sridevi,
• Aishwarya Rai
• Kareena Kapoor,
• Priyanka Chopra ,Katrina Kaif & Asin

11. Promotional Offers
• Meet Ash and Abhishek campaign

12. Gold Coin Offer

13. Sponsoring TV shows

14. KAPFERER represents brand identity diagrammatically as
a six-sided prism as shown below:
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Constructed Source/Sender
Constructed Receiver

15. Kaperfer Model
• Physique according to him is the basis of the brand.
– E.G. the physique of Philips is “technology and reliability” while for the
brand Tata it is “trust”
• Personality is same as Aaker, it answers the question “what
happens to this brand when it becomes a person?”
• Culture symbolizes the organization, its country-of-origin and the
values it stands for.
– E.G. traditional brands like balsara, dabur and zandu.

16. • Relationship is the handshake between consumer and the
organisation.
– E.G. the relationship with “safola” is safety.
• Reflection is the consumer’s perception for what the brands stands
for.
– E.G. coke’s image more attract youth.
• Self-image is what the consumer think of himself.
– E.G. benz Car owner think that since he has bought the car he is
treating himself to one of the best car in the world.

17. • Physical
– Product features, symbols & attributes
• Personality
– Character & attitude
• Relationship
– Beliefs & association
• Culture
– Set of Values
• Reflection
– Customer’s view of the brand
• Self-Image
– Internal mirror of customer as user of brand

18. LUX
• Physique:
– Plastic wrapped body; Various labels
– 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.
• Personality:
– A novel metallic substrate packaging beautifully showcased the
ingredients and its globally accepted ingredient-linked perfumes
heightened the sensorial experience.
– 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.

19. • Culture:
– HUL a trustworthy organization
– An association creation with stars
– Complete skin care.
• Relationship:
– A feeling of famous and luxury
– Creates a feel that Lux can make anyone a celebrity
– Tried to create a bonding of affection between couples

20. • Reflection:
– Attracts females as they feel they can be as beautiful as actress
celebrity or a branded soap that makes you feel luxurious.
• Self-Image:
– Be a Celebrity
– Be a star

21. Brand Strategy
• Sales Promotion
– Lux Gold Star offer
– Lux Star Bano, Aish Karo contest:
– Har Star Lucky Star activity
• 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
specialty advertising.

23. • 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 qual

24. THANK YOU