MARKETING MANAGEMENT

B.M.S

Introduction

Lux stands for promise of beauty and glamour as one of India's most trusted personal care brands
Lux soap was launched in India in 1929 Lux is the largest personal wash brand in the country with a value share of 15%

Three in every five Indian consumers enjoy the luxurious bathing pleasure of Lux during the course of a year

ORIGIN OF BRAND LUX

Luxury Lux first appeared toilet soap in 1925 In1960s, Lux went coloured First Hollywood great to appear in a Lux commercial

In 1970s, Jayalalitha Featured Lux

MARKETING MIX
PROMOTION MIX PRODUCT MIX

MARKETING MIX

PLACE MIX

PRICING MIX

MARKET SEGMENTATION
Market segmentation
Geographic Region Demographic Gender Psychographic Personality Buyer Behaviour Conservatives Volume Bulk

Country
State Urban

Age
Family size Income level

LIfe style
Value system

Liberals
Life style

Regular

Rural

DISTRIBUTION NETWORK
PARENT COMPANY

WHOLESALER/ DISTRIBUTOR STOCKIST

RETAILER
FINAL CONSUMER

ADVERTISING STRATEGY

LUX STAR TRADITION STARTED IN 1934, WITH ACTOR LEENA CHITNIS

BOLLYWOOD FILMSTARS ALSO PROMOTES ITS BEAUTY SOAP

HAR STAR LUCKY STAR OFFER

LUX CELEBRATING RANGE CHOCOLATE SEDUCTION

AROMATIC GLOW
LUX WHITE STA BODY WASH SHAH RUKH KHAN: FIRST INDIAN MALE BRAND AMBASSADER

UNIQUE SELLING PROPOSITION

LUX IS A BRAND THAT APPRECIATES BEAUTY AND GLAMOUR LUX IS A BEAUTY SOAP OF THE FILM STARS A DELIGHT TO THE SENSES

LUX CELEBRATES THE INDULGENT RITUAL OF BEAUTIFICATION

LUX IS ALWAYS RELIABLE & TRUSTWORTHY

ACHIEVEMENTS
India's Most Trusted Brand
Rank 1 2 3 4 5 6 Brand Lux Colgate Rin Thums Up Dettol Fair & lovely

7
8 9

Surf
Coca cola Pepsi

10

Horlicks

PRESENT & FUTURE PLAN

PENETRATE IN RURAL SEGMENT INCREASE IN MARKET SHARE

TRAP THE UNTRAPPED CATEGORY