Lux soap was launched in India in 1929 and is currently the largest personal wash brand in the country with 15% market share. It originated as a toilet soap in 1925 and was the first brand to feature Hollywood and Bollywood stars in its advertisements. Lux uses a multi-pronged marketing approach including segmentation, distribution network, advertising strategy, unique selling propositions to promote its range of beauty soaps and body washes. Its goal is to further penetrate the rural market and increase its market share.

1. MARKETING MANAGEMENT B.M.S

4. MARKETING MIX MARKETING MIX PRODUCT MIX PRICING MIX PLACE MIX PROMOTION MIX

5. MARKET SEGMENTATION

6. DISTRIBUTION NETWORK PARENT COMPANY FINAL CONSUMER RETAILER STOCKIST WHOLESALER/ DISTRIBUTOR

9. ACHIEVEMENTS India's Most Trusted Brand Rank Brand 1 Lux 2 Colgate 3 Rin 4 Thums Up 5 Dettol 6 Fair & lovely 7 Surf 8 Coca cola 9 Pepsi 10 Horlicks

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