4. PRODUCT
POSITIONING
• Better product attributes, price
and quality, offering the product
in a different way than the
competitors do
• High branding
• STAR-STUDDED LEGACY
5.
6. BASIC
MARKETING
STRATEGY
• Marketing Strategy is simple - build a
brand based on beauty and then throw
millions of dollars at the media to support
it
• Catchy tag line
• Pretty packaging
• High priced celebrity endorsements
• Advertising through radio, tv, store ads
etc.
10. PLACE
• They have a wide distribution
channel
• Present at every big and small store
11. • IT SPENDS ALMOST 20% TO 25% OF ITS
NET PROCEEDS FROM SALES(NPC) OF
LUX FOR PROMOTIONAL ACTIVITIES
SINCE THE 1930S, OVER 400 OF THE
WORLD’S MOST STUNNING AND
SENSUOUS WOMEN HAVE BEEN
PROUDLY ASSOCIATED WITH LUX
PROMOTION
13. WEAKNESSES
• CONSIDERED TO BE A SOAP TARGETED
TOWARDS WOMEN:
• DOES NOT APPEAL TO THE RURAL MARKETS:
• CONTROVERSIAL ADVERTISEMENTS:
14. OPPORTUNITIES:
• INDUSTRY GROWTH IN EMERGING MARKETS:
• INCREASE PENETRATION OF BODY WASH:
• LOOK FOR MORE SALES AND TRADE
PROMOTIONAL SCHEMES:
• PENETRATE MORE IN RURAL MARKETS:
16. COMPETITORS
• Palmolive (Colgate-Palmolive)
• Dove (Unilever)
• Dettol (Reckitt Benckiser Group plc)
• Pears (Unilever)
• Life boy (Unilever)
• Safeguard (Procter & Gamble)
• Capri (ZIL LTD)
• Fa (Henkel AG)
• Zest (Previously by Procter & Gamble) (Currently
by Unilever)
17. COMPETITIVE
EDGE
• Brand Name
• Strong Distribution Channel
• More Variants
• Strong Advertisement
• Celebrity Endorsement
• LUX Style Awards
18. RECOMMENDATIONS:
• It should focus on the urban areas
• Introduce some variants of Anti-
Bacterial and Herbal.
• Should also focus on men while
manufacturing products and
advertising.
• Should give some offers to its loyal
customers.
