Lux Case Analysis
Lux Case Analysis
Lux Case Analysis
LUX
By.
J.Ramya
2t3-20
Tps(NRP)
ABOUT LUX
SEGMENTATION
On Age- 16-35 years
Based on Income- Middle income Group
Gender- Female
Positioning
Over the years positioned as a beauty
soap of the Stars
LUX
NAME: LUX; Brand of HUL
LOGO:
Product Variants
Different Variants
Strawberry & Cream
Peach & Cream
Festive Glow
Lux International
Lux Purple Lotus & Cream & limited
editions
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
Place
Advertising
They used all the means of advertising.
They used:
Print media
Television media
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
Promotional Offers
Sponsoring TV shows
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Constructed Receiver
Kaperfer Model
Physical
Product features, symbols & attributes
Personality
Character & attitude
Relationship
Beliefs & association
Culture
Set of Values
Reflection
Customers view of the brand
Self-Image
Internal mirror of customer as user of brand
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 doesnt
compromise on the quality even if decision pertains to increase in price.
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
Reflection:
Self-Image:
Be a Celebrity
Be a star
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.
THANK YOU