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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.
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.
Labeling: Lux trade character or logo is present prominently in the package. Female model. Displayed graphically Packaging: Different colors Different variants( Saffron variants & Pink Rose extracts etc ). Package size Launched
Key ingredients.
Saffron
Mini Lux
Prominent Variants:
Lux almond Lux orchid Lux fruit Lux saffron Lux sandalwood Lux rose Lux international Lux chocolate Lux aromatic extracts Lux oil and honey glow etc.
Place:
HUL distribution network key strength (Which helps reach out its product across the length and width of the vast country). 2000+ Suppliers & Associates. 7000 Stockiest. Direct coverage in over 1 million retail outlets.
Price:
Competitive prices: Neither high nor low.
Promotion:
Active since 1929. Leela Chitnis in the first Lux print advertisement featuring an Indian actress. Featured all top actress of their times. Idea: if it is good enough for a film star, it is good for me.
USP or the common thread through all the advertisements is the Presence of Movie Stars through the ages. The product has been positioned on the basis of REFERENCE GROUP by using a celebrity popular at that point in time. Some amount of attribute positioning by mentioning the various ingredients has also been done.
Sales Promotion:
Lux gold star offer: 22 Carat Gold coin in the Soap First 10 caller (Extra 30 gm gold) Lux star bano, Aish karo contest: A special promotional pack of Lux soap Scratch card -50 lucky winner got the chance to meet Aishwarya rai.
Target Area: Urban and Sub urban and middle class people.
Better product
Recommendation:
Ayurvedic variant Lux kids special soap Target rural area Target male customers
Thank you!!!