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
PRODUCT MIX

PROMOTION MIX

MARKETING MIX

PLACE MIX

PRICING MIX

MARKET
SEGMENTATION
M a r k e t s e g m e n t a t io n
G e o g ra p h ic

D e m o g ra p h ic

P s y c h o g ra p h ic

B u y e r B e h a v io u r

V o lu m e

R e g io n

G ender

P e rs o n a lity

C o n s e rv a tiv e s

B u lk

C o u n try

Age

L If e s t y l e

L ib e ra ls

R e g u la r

S ta te

F a m ily s iz e

V a lu e s y s te m

L ife s ty le

U rb a n

In c o m e l e v e l

R u ra l

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

LUX WHITE STA BODY WASH

SHAH RUKH KHAN: FIRST INDIAN MALE BRAND

AMBASSADER

GLOW

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

Brand

Lux

Colgate

Rin

Thums Up

Dettol

Fair & lovely

Surf

Coca cola

Pepsi

10

Horlicks

PRESENT & FUTURE

PLAN

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SEGMENT

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