INTRODUCTION TO LUX:
We all want to be pampered, to look and feel great and that's just what LUX offersyou on a daily basis at a price you can afford. LUX is the brand of UNILEVER IN
. It has been winning hearts of IN
IAN consumersfor 80 years. LUX stands for the promise of beauty and glamour as one of India's most trusted personalCare brands.LUX PR
UCTS: LUX had modified their product into:
Almond delight, Energizing fruit, Aqua sparkle etc.
PRODUCT LIFE CYCLE STAGES
LUX launched the worlds first mass-market beauty soap in the US in 1924 & had beenLaunched in
India in 1929
. At that time there was only one competitor of LUX, which was from its own brandLIFEBU
.In the initial stages LUX was introduced in the major cities of IN
IA like Calcutta, Mumbai etc.
- was to create the product awareness and to attract theCustomers towards the product.The LUX MARKETING STRATEGIES in the initial stages:
:They offer only one product in the market. They did not come up with the differentiated product.
:In the initial stages of the product, they offered relatively higher price than theircompetitor (LIFEBU
). Because, they want to recover their initial cost of making theProduct.
:In the initial stages, they allocated more advertising budget so that more andMore customers could be attracted towards the product.In ads they targeted the
, who were readiest to buy the product.The first ambassador, Leela Chitnis.
istribution was selective and only covered the major cities of IN
IA to get recognition inthose cities. Their distribution channel was through: Manufacturer Wholesaler & Retailer