WHATS THERE IN A NAME ???

BRANDING

Presentation
On

By
Apurve Patil

A Service

A Packaging
A product

A Logo

A Country
A Person

A Shop

A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

Brand = Product + Images

Product width: 12 Product length: 30

WORLD BEAUTY QUEENS

AFFORDABLE

LOGO:

SLOGAN: CHARACTERS:

Brings out the star in you. Current top Models/ Actresses.

 1925: Introduced as toilet soap. 1929: Arrival in India 1930s -1970s: Packaging and colour changes to reflect fashion trends. 1958 : Five colours made up the range. 1990s: Launched range of shower gels, liquid soaps and moisturizing bars. 1992: Launched Lux beauty facial wash, Lux beauty bath and Lux beauty shower. 2004: Re-launched an entire range in the UK ,Ireland, India. (included five shower gels, three bath products and two new soap bars) 2005: Launched Wine & Roses bath cream, Glowing Touch and Sparkling Morning shower gels.

Gender: Female Age: 16-35 Income: Middle income group (Rs. 15 to 20) Highest selling beauty soap in urban area

Changing with the times

The brand kept the consumers excited.
Lux has two basic extensions in terms of segments.

 Target Area: Urban and Sub urban Upper middle and middle class people Recent target -Male category Future Target- Rural market.

 It is positioned as a beauty soap in India. Keeps its youthful image. It conveys the message from its ad that if its good enough for a film star, then its good for you too to Play with beauty. It taps into an emotion very close to humanitys basic need social interaction. From being a soap for the stars, Lux has recently started positioning itself in such a way that the ordinary woman can relate to the brand.

 PRODUCT: Tangible, Non Durable, convenience good. PRICE: Known for its competitive pricing.
Segment Mini lux Regular Economy International Premium Price/Weight Rs 6/35gm Rs 10/75gm Rs 18/100gm Rs 18/ 75gm Rs 27/ 135gm

PLACE: Cutting-edge distribution network with 2000+ suppliers and associates; 7,000 stockists; over 1 million retail outlets across India; PROMOTION: Presence of Movie Stars, Sales Promotion, Online contests.

ADVERTISING STRATEGIES

Film Stars Promoting Lux

FAIR AND LOVELY ADVERTI SEMENT

Extended
Pride Value

Core
Available

Brand Essence PERSONAL HYGIENE

QUALITY Variety BEAUTY

Strengths
Many variants

Weakness

Mainly positioned as beauty soap targeted towards women, lack Strong sales and unisex appeal distribution network backed by HUL Strong brand image Innovative promotions Mass appeal/Market presence across all segments ( 15% of soap market)

Some variation like the sunscreen, international variant did not do well in the market
Not much popular in rural areas

Opportunities
Soap industry is growing by 10% in India Beauty segments compounded annual growth rate (CAGR) is very high Liquid body wash is currently in growth stage Lux should come out with more variants in this segment Large market share Strong hold over the market

Threats
High internal competition (Pears Beauty segment) New entrants (Vivel) Maturity stage threat of slipping down to decline stage if constant reinvention is not carried out

To make cleanliness commonplace, to lessen work for women, to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products.
William Hesketh Lever

www.hul.com www.wikipedia.com www.mbaparadise.com www.fmcg.com www.quickmba.com www.scribd.com