Analysis Of Lux Soap

Presented By: Ritu R. Shrivastava M.Com :

Introduction
Lux soap was first launched in 1916 as laundry soap targeted specifically at 'delicates. Lux soap was introduced by Lever Brothers . Lux toilet soap was introduced in 1925 as bathroom soap. The name 'Lux' was chosen as a play on the word "luxury.

Lux launched in USA as Laundry soap 1929. Lux is a beauty soap of film stars. In 1958 five colours made up the range: pink, white, blue, green and yellow. Lux launched in India in 1992.

LUX Beauty Soap- Form, Features, Style:

Lux has beauty offerings in two of the four market segments popular and premium ,spanning the needs of varied consumers. To establish the presence of nourishing ingredients in the new Lux, auniqueconcept, ingredients you can see in the soap, was born. Lux Beauty Bar was always projected as a pure and mild solution to soft and smooth skin.

 The

LUX Trade Character or Logo is present prominently on the package.

Study of LUX with respect to 4 Ps:

1.Product:

LUX is a Tangible, Non Durable Good on the basis of this classification. LUX and other soaps fall into the category of Convenience Good.

Some of the prominent variants:

Lux Almond Lux Orchid Lux Fruit Lux Saffron Lux Sandalwood Lux Rose Lux International Lux Chocolate Lux Aromatic Lux Provocateur Extracts Lux Oil and Honey Glow

Logo:

2. Promotion:
The great Indian brand wagon started nearly four decades ago. . The first ambassador, Leela Chitnis featured in a Lux advertisement which flagged off theLux wagon. She gave way to a galaxy of stars which includes Madhubala, Nargis, MeenaKumari, Mala Sinha, Sharmila Tagore, Waheeda Rehman, Saira Banu, Hema Malini, Zeena Amaan, Juhi Chawla, Madhuri Dixit, Sridevi, Aishwarya Rai and Kareena Kapoor.

Advertising:

Price:
HUL always gives value for money to their consumers. Lux Peach & Cream RS 18/90 gms. Lux strawberry & Cream RS 18/110 gms. Mini lux is Rs 5.

Place:
The need for a strong distribution network is imperative, since HULs corporate purpose is to meet the every day needs of people everywhere. It has 2000+suppliers and associates 7,000 stockists and direct coverage in over 1 million retail out lets across India.

WEAKNESSES:
Lux is mainly positioned as beauty soap targeted towards women, hence it lacks unisex appeal. Usage rate/ wear rate is high and is generally mushy and soggy. Some variants like the sunscreen, International variant did not do well in the market. Stock out problems - replenishment time is high in semi-urban/rural areas.

OPPORTUNITIES:
Soap industry growing by 10% in India. More promotions like price-offs and samples. Retentive strategy required as the soap segment is in the mature stage of its product lifecycle. Liquid body wash is currently in the growth stage Lux should come out with more variants in this segment.

Market Segmentation:
One cannot be everything to everyone, but can be everything to a selected few.This is the basis for segmentation. The definition of segmentation is market segmentation is a process of dividing heterogene. A brief description of the various factors Lux considers are: Gender Age Income Position

Competitor analysis:
The following are the competitor of lux: Dove Lifebuoy Santoor Margo Medimix

Thank You