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Lux branding strategies

Date post:17-Jul-2015
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  • Case analysis of


    Lux- a brand of HULCategory- toiletriesIntroduced in 1925 in UKIntroduced in India in 1929Word Lux-LuxuryVariants-6

    On Age- 16-35 yearsBased on Income- Middle income GroupGender- Female
  • Positioning

    Over the years positioned as a beauty soap of the Stars
  • LUX

    NAME: LUX; Brand of HULLOGO:
  • Product Variants

    Different Variants

    Strawberry & CreamPeach & CreamFestive GlowLux InternationalLux 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 gmsMini 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 mediaTelevision mediaThey 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

    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 trustPersonality 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.
  • PhysicalProduct features, symbols & attributesPersonalityCharacter & attitudeRelationshipBeliefs & associationCultureSet of ValuesReflectionCustomers view of the brandSelf-ImageInternal mirror of customer as user of brand
  • LUX

    Physique: Plastic wrapped body; Various labelsIt 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 organizationAn association creation with starsComplete skin care.Relationship:A feeling of famous and luxuryCreates a feel that Lux can make anyone a celebrityTried 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 CelebrityBe a star
  • Brand Strategy

    Sales PromotionLux Gold Star offerLux Star Bano, Aish Karo contest:Har Star Lucky Star activityConsumer 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

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