Overview : Lux Soap

 1916 – Laundry soap

 1925 – Bathroom soap

 India – 1929

 First brand ambassador: Leela Chitnis (1929)

 Market share is almost equal to Lifebuoy

Packaging:

Different colors – Different variants( Saffron

– Saffron variants & Pink – Rose extracts
etc. )

Package size – 100gm, 120gm, 150 gm

Launched – Mini Lux – 45gm - Rs 5

Price:
 Competitive prices: Neither high nor low
Strengths:
 Strong market research (Door to door sampling
– once in a year – Rural and Urban area.)
 Many variants (Almond oil, Orchid extracts,
Milk cream, Fruit extracts, Saffron sandalwood
oil and Honey)
 Strong sales and distribution network backed by
HUL
 Strong brand image
 Dynamically continuous innovations – New
variants and innovative promotions (22 carat
gold coin promotion – “Chance Hai”)
 Strong brand promotion but relatively lower
prices – Winning combination.
 Mass appeal/Market presence across all
segments ( 15% of soap market)
Weakness:
 Mainly positioned as beauty soap targeted
towards women, lack unisex appeal

 Some variation like the sunscreen,

international variant did not do well in the
market

 Not much popular in rural areas

Opportunities:

 Soap industry is growing by 10% in India

 Beauty segments compounded annual growth
rate (CAGR) is very high
 Liquid body wash is currently in growth stage
– Lux should come out with more variants in
this segment
 Large market share – Strong hold over the
market
Threats:
 High internal competition (Pears – Beauty
segment)

 New entrants (Vivel)

 Maturity stage – threat of slipping down to

decline stage – if constant reinvention is not
carried out