Case analysis of

LUX

By.
J.Ramya
2t3-20
Tps(NRP)

ABOUT LUX

Lux- a brand of HUL

Category- toiletries
Introduced in 1925 in UK
Introduced in India in 1929
Word Lux-Luxury
Variants-6

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

Cutting-edge distribution network- At Hindustan Unilever Limited,

distribution network is one of the key strengths that help them reach
their products across the length and breadth of this vast country. It
has 2000+ suppliers and associates 7,000 stockists and direct
coverage in over 1 million retail outlets across India.

RSNet- An IT-powered system has been implemented to supply

stocks to redistribution stockists on a continuous replenishment
basis.

For rural India, HUL has established a single distribution channel by

consolidating categories.

Advertising
They used all the means of advertising.
They used:
Print media
Television media

They used celebrities for endorsing LUX

as a luxury soap.
They used various promotional offers that
helped to gain a large consumer base.

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

Meet Ash and Abhishek campaign

Gold Coin Offer

Sponsoring TV shows

KAPFERER represents brand identity diagrammatically as

a six-sided prism as shown below:
Constructed Source/Sender
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Constructed Receiver

Kaperfer Model

Physique according to him is the basis of the brand.

E.G. the physique of Philips is technology and reliability while for the
brand Tata it is trust

Personality is same as Aaker, it answers the question what

happens to this brand when it becomes a person?

Culture symbolizes the organization, its country-of-origin and the

values it stands for.
E.G. traditional brands like balsara, dabur and zandu.

Relationship is the handshake between consumer and the

organisation.
E.G. the relationship with safola is safety.

Reflection is the consumers perception for what the brands stands

for.
E.G. cokes image more attract youth.

Self-image is what the consumer think of himself.

E.G. benz Car owner think that since he has bought the car he is
treating himself to one of the best car in the world.

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:

Attracts females as they feel they can be as beautiful as actress

celebrity or a branded soap that makes you feel luxurious.

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.

 The product offers value for money in the

premium segment. It doesnt compromise
on the quality even if decision pertains to
increase in price.
As Lux is popularly known as brand of
celebrities it is also one of the reason that
consumer has a perception in mind that
this product is of good qual

THANK YOU