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 featuring stars, and unique selling propositions related to beauty and glamour. The brand's goal is to further penetrate the rural market and increase its overall market share.

1. MARKETING MANAGEMENT B.M.S

2. Introduction Lux stands for promise of beauty and glamour as one of India's most trusted personal care brands Lux soap was launched in India in 1929 Lux is the largest personal wash brand in the country with a value share of 15% Three in every five Indian consumers enjoy the luxurious bathing pleasure of Lux during the course of a year

3. ORIGIN OF BRAND LUX “ Luxury” Lux first appeared toilet soap in 1925 In1960s, Lux went coloured First Hollywood great to appear in a Lux commercial In 1970s, Jayalalitha Featured Lux

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

7. ADVERTISING STRATEGY LUX STAR TRADITION STARTED IN 1934, WITH ACTOR LEENA CHITNIS BOLLYWOOD FILMSTARS ALSO PROMOTES ITS BEAUTY SOAP HAR STAR LUCKY STAR OFFER LUX CELEBRATING RANGE CHOCOLATE SEDUCTION AROMATIC GLOW LUX WHITE STA BODY WASH SHAH RUKH KHAN: FIRST INDIAN MALE BRAND AMBASSADER

8. UNIQUE SELLING PROPOSITION LUX IS A BRAND THAT APPRECIATES BEAUTY AND GLAMOUR LUX IS A BEAUTY SOAP OF THE FILM STARS A DELIGHT TO THE SENSES LUX CELEBRATES THE INDULGENT RITUAL OF BEAUTIFICATION LUX IS ALWAYS RELIABLE & TRUSTWORTHY

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

10. PRESENT & FUTURE PLAN PENETRATE IN RURAL SEGMENT INCREASE IN MARKET SHARE TRAP THE UNTRAPPED CATEGORY

11. THANK YOU