By:

Neha Shetty

Manisha Tripathi

Shibani Mujherjee

Bhavini Dabgar

Pooja Majithia

WEAKNESS STRENGTHS

1. Lux lacks unisex appeal, stresses on feminine appeal more.

2. Wear rate is very high, gets easily dissolved.

3. There is a shortage of stocks despite having large distribution network in towns and rural areas.

4. As it contains harmful fillers, it cannot provide complete moisturization.

1. Lux has very wide range of products to offer.

2. Lux possesses a very strong network of market research. Eg: Surveying and collecting sample annually.

3. The brand is known to deliver value for money in the eyes of consumers.

4. It is a dynamic brand which innovates according to changing trends.

History of LuxBeauty Soaps The brand was founded by the Lever Brothers (today known as Unilever)

in 1899. The name changed from “Sunlight Flakes” to “Lux” in 1900, a Latin word for “light”and suggestive of “luxury.”

Lux toilet soap was launched in the United States in 1925 and in the United Kingdom in 1928. Subsequently, Lux soap has been marketed in several forms, including handwash, shower gel and cream bath soap.

Lux has included many leading actors in its endorsement and has set up a benchmark for competition in the market. Today it is manufactured in more than 71 locations, has more than 2000 suppliers and associates for providing raw materials.

Key markets of Lux are in India, Pakistan, China, Brazil, U.S.A, Bangladesh, South Africa and Thailand.

Early Beginnings and Building the Beauty Brand

Lux’s early advertising

campaigns aimed to

educate users about its

credentials as a laundry

product and appeared

in magazines such as

Ladies Home Journal. By

the early 1920s, it was a

hugely successful brand

and in 1924, the Lever

Brothers conducted a

contest that led them to

a very interesting

finding: women were

using Lux as toilet soap.

Introduced in the United

States in 1924, Lux

became the world’s first

mass market toilet soap

with the tagline “made as fine as French Soap”.

Change in communication strategy Lux was slowly seeming to lose relevance as

consumers were beginning to question whether film stars actually used it. In addition, many other competitive soap brands had begun advertisement using similar methods of communication. In this context the global brand team for Lux developed a new communication strategy. This new strategy had a tagline "Bring out the star in you".

This was the first time that a brand moved away from the long running film star route but rather it focused on a regular girl and structured the ad on her.

Even stars were now portrayed as normal people. This can be seen in T.V commercial of “LuxCrystal Shine” where Priyanka Chopra was portrayed as a normal woman which gave more youthful and contemporary image.

PR Activities Press relations:It has been maintaining constant communication with its customers and potential customers informing them of various developments taking place in the brand by using press relations.

Events:• Lux celebrated 75 years of existence in Indian market in a grand way by unveiling Shahrukh Khan as their latest brand ambassador.• Kareena Kapoor, Juhi Chawla, Hema malini & Sridevi graced the event as they all endorsed in the past. The event was held at Grand Intercontinental n Mumbai.•In 2002, Pakistan created LuxStyle Awards in addition to celebrate Pakistani Film Industry.

Limited edition:Chocolate seduction, Aromatic glow, Festive glow and Haute pink were soaps introduced in the market for a limited time.

Lux presented 30 grams gold to the first 3 winners of the Lux “Gold Star” offer. In context to the promotional offer that Lux unveiled on October 2000, a customer finding 22 carat gold coin on his on her soap would win an opportunity of 30 grams additional gold.

In Lux “Star Bano, Aish Karo” contest all one needed to do was to buy a special promotional pack of Lux soap with a scratch card and 50 lucky winners got to meet Aishwarya Rai. It also gave gift vouchers worth 50000 at Shoppers Stop along with a Neeta Lulla saree, a makeover from Michelle Tung and a one day residence with a dinner date with Aishwarya Raiherself.

Target Audience

Lux is not a highly expensive product. That is why the company targets urban and sub urban middle class and middle class people who are the second highest population of segment of the country.