MARKETING MANAGEMENT

B.M.S
 Introduction
 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
 ORIGIN OF BRAND LUX
 “Luxury”

 Lux first appeared toilet

soap in 1925

 In1960s, Lux went coloured

 First Hollywood great to

appear in a Lux commercial

 In 1970s, Jayalalitha
Featured Lux
 MARKETING MIX
PRODUCT MIX
PROMOTION MIX

MARKETING MIX

PLACE MIX PRICING MIX

 MARKET SEGMENTATION
M a r k e t s e g m e n t a t io n

G e o g ra p h ic D e m o g ra p h ic P s y c h o g ra p h ic B u y e r B e h a v io u r V o lu m e

R e g io n G ender P e rs o n a lity C o n s e rv a tiv e s B u lk

C o u n try Age L If e s t y l e L ib e ra ls R e g u la r

S ta te F a m ily s iz e V a lu e s y s te m L ife s ty le

U rb a n In c o m e l e v e l

R u ra l
DISTRIBUTION NETWORK

PARENT COMPANY

WHOLESALER/ DISTRIBUTOR

STOCKIST

RETAILER

FINAL CONSUMER
 ADVERTISING STRATEGY

 LUX STAR TRADITION STARTED IN 1934, WITH

ACTOR LEENA CHITNIS

 BOLLYWOOD FILMSTARS ALSO PROMOTES ITS

BEAUTY SOAP

 HAR STAR LUCKY STAR OFFER

 LUX CELEBRATING RANGE

 CHOCOLATE SEDUCTION

 AROMATIC GLOW

 LUX WHITE STA BODY WASH

 SHAH RUKH KHAN: FIRST INDIAN MALE BRAND

AMBASSADER
 UNIQUE SELLING PROPOSITION
 LUX IS A BRAND THAT APPRECIATES BEAUTY AND
GLAMOUR

 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

ACHIEVEMENTS
India's Most Trusted Brand

Rank Brand
1 Lux
2 Colgate
3 Rin
4 Thums Up
5 Dettol
6 Fair & lovely
7 Surf
8 Coca cola
9 Pepsi
10 Horlicks
 PRESENT & FUTURE PLAN
 PENETRATE IN RURAL
SEGMENT

 INCREASE IN MARKET
SHARE

 TRAP THE UNTRAPPED

CATEGORY