Case analysis of
ABOUT LUXLux- a brand of HULCategory- toiletriesIntroduced in 1925 in UKIntroduced in India in 1929Word Lux-LuxuryVariants-6
SEGMENTATIONOn Age- 16-35 yearsBased on Income- Middle income GroupGender- Female
PositioningOver the years positioned as a beauty soap of the Stars
LUXNAME: LUX; Brand of HULLOGO:
Different VariantsStrawberry & CreamPeach & CreamFestive GlowLux InternationalLux Purple Lotus & Cream & limited editions
PriceLux Peach & Cream Rs 18/90 gms
PlaceCutting-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.
AdvertisingThey 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.
Brand Ambassdors of LUX past & PresentLeela 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 OffersMeet Ash and Abhishek campaign
Gold Coin Offer
Sponsoring TV shows
KAPFERER represents brand identity diagrammatically as a six-sided prism as shown below:
Kaperfer ModelPhysique 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.
LUXPhysique: 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.
Brand StrategySales 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.
Click here to load reader