Case analysis of LUX

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 gmsLux 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 EndorsementBrand 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:

Internalisation

Externalisation

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 “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 consumer’s perception for what the brands stands for. – E.G. coke’s 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– Customer’s 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 doesn’t 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 doesn’t 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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