Group members:

 Saad Irfan (18618)

 Pooja Motiani (19075)
 Rabia Fatima (18905)
 Pasham Pari (18922)
• Made like the costliest French soap
and known as the beauty secret of
some of the most glamorous stars –
from Elizabeth Taylor to Ashwarya
Rai and Katrina Kaif.
• Lux is a global brand developed by
Unilever which was founded by the
Lever Brothers in 1899.
• Lux started as "Sunlight
Flakes" laundry soap in 1899.
• The name was changed from
“Sunlight Flakes” to “Lux” in 1900
which denotes “light” or “luxury” as
it became a mass-market toilet-soap.
• In 1916, Lux was launched in the US as a laundry soap.
• Lux, as a toilet soap, was launched in the United States in
1925 and in the United Kingdom in 1928.
• It became the first mass-market toilet soap in the world, in
1925.
• It is noted as a brand that pioneered female celebrity
endorsements.
• In 1960, Lux went colored.
• Since 1925, Lux has been bringing the best of beauty and
pleasure to every woman in the world.
• The fascinating beauty treats delighted women in more
than 100 countries worldwide every day.
The name Lux comes from a Latin word that means
“light” or denotes luxury. Lux got its name in 1925.

The brand logo is the name

of the brand itself in which
the L is connenected to the
X with the U in the middle.
• REX Design, based in Brazil, created the Global identity of LUX
soaps brand.
• Being partner of the company for the last ten years, the agency
was hired to create a design system that would globally
establish the LUX brand unifying its packaging design in more
than a hundred countries in which the brand plays.
• Lux have state of the art design and packaging attracts women
over beauty, glamour and fashion
The range of products includes beauty soaps, shower gels,
bath additives, hair shampoos and conditioners
Lux is available in 5 variants now
• Peach & Cream
• Strawberry & Cream
• Purple Lotus & Cream
• Fresh Splash
• Nature pure
Lux has introduced Perfumed Bars and it is available in 3 variants now:
LUX BODY WASH PRODUCT RANGE

• Single bar- 150gm

• White impress
• Trio pack- 115gm/each
• Magical spell
• Velvet touch • Body wash- 220ml
Company has various sales depot located in different cities through out the
country including:
• Faisalabad
• Karachi
• Wazirabad
• Lahore
• Rahim yar khan
• Dera Ismail khan
• Multan
Lux doesn’t distribute its product by itself instead its sell through 3rd party which
is NPD Pvt Ltd. Distribution department send products directly to distributors or
to sales depot as per instructions of sales department head office.
• Lux has evolved so much in all the years but there is one thing which has
always been the same; the celebrity endorsements.
• Lux has been endorsed by almost 50 of the leading lady stars.
• The brand has always been endorsed by the Lady stars, and some very few
male stars, who represents beauty and sophistication.
• Sheila Ramani, Babar Shareef. Ali Zafar, Reema Khan, Meera, Humaima Malik,
Mehvish Hayat, Sheheryar Munawar Sidiqui, Fawad Khan, Amina Sheikh,
Mahira Khan etc
• Lux has also endorsed fashion and Style by sponsoring shows like Lux Style Ki Duniya
and Lux Carnivale de Couture.
• But the biggest contribution to promoting the arts by Lux, has been the formation of the
only credible platform, the “Lux Style Awards”. The Lux Style Awards is the largest
award ceremony held annually in Pakistan since 2002.
• The Lux Style Awards were created as the "Oscars of Pakistan". By the masterminded
Naheed Chowdhry who headed the Unilever Lux team at that time. The Awards reached
a viewership of 90+MM in Pakistan alone.
• The campaign included media such as TV advertisements, Radio, PR, Brand Activation
(Voting) through a mail-in competition, etc.
Each panel makes use of a flower texture that’s related to one of
Lux’s newest perfume fragrances. They are so life-like, that
passerby's just can’t seem to get enough of it.
• Using larger than life displays made from
thousands of fake pink roses, the activation
area was turned into a huge photo-op with
periodic bursts of fragrance giving audiences
a multi-sensory experience of the product’s
proposition.

• While walkthrough activations are a pretty

standard affair, this activation even managed
to integrate escalators into the setup, crafting
a very immersive experience for their
audiences.
LUX Gold Coin Lux #Meinbhi Campaign
• Lux is a product which speaks to the middle class and target a large
volume of customers
• Lux is highly economical and is positioned as an affordable Luxury
soap for all
• Lux has adopted a competitive pricing mechanism in its marketing
mix so as to compete with other players and survive in the market
• New variants are also being launched keeping price in mind and
consumer purchasing power
• Lux is a recognized brand all over the world.
• People know it for glamour, fragrance and beauty.
• Lux is brand which has primarily focused and connected with women
across 100 countries around the globe.
• In fact, Lux has emerged as a market leader in many countries like
Pakistan, Brazil, Thailand, India and South Africa.
• Lux uses 360 degree marketing communication through TVCs, print
media, online ads etc as a part of its complete marketing mix strategy.
 Gender
Mostly target female
from age 16 to 35

Income Geographical
Middle & higher income,
basically upper & middle
Urban & semi-urban
class areas
 Essence
Not just soap , but its
skin care

Insight
Lux not only helps you look good but
also make you feel confident

Competitive Environment Target

Direct: Dove, Palmolive, Mostly Female
Pears, Capri, Vital, Tibet SEC ‘A’ to SEC ‘C’
Indirect: Lifebuoy, Dettol
And other local soaps Age 16 to 35

Root Strength
Unilever as a parent company, established
brand name
 4. Relationship
Resonance What about you &
Buy as a regular habit, me?
strong resonance, positive
experience, matching
consumer expectation
Judgement Feeling
Good quality soap,
3. Response
Social attractiveness,
attractive packaging self-worth, warmth What about you?
useful features and from experience of
high reliability bathing

Performance Imagery
Enhancing beauty, soft & Lux has always positioned 2. Meaning
smooth skin, providing itself as a soap used by stars, a What are you?
fragrance & freshness glamorous high quality soap

Salience
High brand awareness, no. 1 beauty soap in health sector. Lux is 1. Identity
identified as a beauty soap for women and has more depth than Who are you?
breadth
 Dettol/ lifebuoy/
Factors Lux Dove Palmolive Palmy/Capri
Safegurd
Urban/semi urban Urban Areas/ premium
Target Market Middle class Middle-low class urban/ semi urban kids
areas brand

Price (Rs) 50-60 95 50-55 38 50

Natural Glowing skin,

USP Beauty/Attraction Natural Beauty Germ Protection
extracts/sensitive skin beauty

Promotional strategies 360 degree approach emotional appeal TVC TVC TVC, kid involvement episodes

Parent Company Unilever Unilever Colgate Zil RB/ Unilever

Body wash, shower
shampoo,facewash,con Handwash, shampoo,
Line Extensions gel, shower cream, handwash,shampoos
ditioner,lotion lotion
body spray
• For Urban areas / premium brand
• Targets natural beauty.
• Referred as cream bar.
• Evolving emotional campaigns.
• Targets mainly all women
• Beauty soaps
• Budget friendly
• Target middle and low class people
• Capri – lowing skin
• Palmy – affordability and quality
• Palmolive – natural beauty soap
• Both are anti-bacterial soap, based on
clinical testing
• Provides germ removal and deodorant
protection
• Eye catching colors and pleaseant fragrances
• Target kids, mother and professional doctors
 Point Of Parity Point Of Difference
Attributes- features Parent company/heritage offerings
Premium quality Promotional activities
Affordable price Unique soap design
Excellent trade promotion
Different bar sizes
• Reliable & Trustworthy
• State of the art textures
• Confidence, glamour and attraction
• Satisfying fragrance
• Soap for the “stars”
• Brand Mantra: ‘Bs zara sa lux’
Strengths:
Strong brand image.
Value for money.
Strong branding strategies
Strong distribution & communication
channel
Opportunities:
Easy market penetration.
Growth opportunities
Can expand its portfolio furthur
Weaknesses:
Nothing very different is provided.
Lacks unisex appeal although there is
market.
Not much awareness in rural areas
Threats:
Often cannibalized by internal
competition
New entrants in market
• Should move up in the brand pyramid from benefits to
value.
• Focus more on consumer insight.
• Focus on event marketing – womens day.
• They should also penetrate in rural areas by offering sub-
brand of Lux
• Kids can also be targeted because they have a say in
purchase
• Awareness should be created about Lux shower cream,
body wash and hand wash.