Advertising:

Advertising is the effort to manipulate consumers purchasing decisions with a compelling ma
rketing message about goods or services.
In business, the goal of advertising is to attract new customers by identifying the target audie
nce and using an effective marketing strategy to reach out to them.

The advertising and publicity plan for the Lux marketing campaign is as follows: Lux uses
360 degree marketing communication through TVCs, print media, online ads etc as a part of
its complete marketing mix strategy. And for that Lux has used celebrities like Aishwarya
Rai, Kareena Kapoor, Shahrukh Khan, Audrey Hepburn for promotion and has positioned
itself as a soap made and used by celebrities. One unique way of promotion was through
cartoon ads and online games. Lux has also been involved in sponsoring various television
shows like lux channel I superstar etc. Lux brand keeps on coming up with new innovative
marketing campaigns to keep the audiences and consumers engaged.

On the other side, Sunsilk uses the mix of demographic, geographic and psychographic
segmentation variables to understand the changing needs of the customers and address them
accordingly. It uses differentiating targeting strategies to make the products available to the
customer accordingly as per their choice.

Sales Promotion: It is a marketing strategy where the product is promoted using short-term
attractive initiatives to stimulate its demand and increase its sales. This strategy is usually
brought to use for introducing new products; sell out existing inventories; attract more
customers etc. Sales promotion is a handy technique to fulfil the short term sales goals by
persuading potential customers to buy the product.

Lux always advertised as a product meant for indulging the senses, where bathing was a
wonderful ritual in itself, it petered down its approach in the recent years. The actors are still
shown seen indulging themselves. But the focus also moves towards the ordinary girl in a bid
to reach out to its female consumers. A wonderful example of this promotion was the 2005
Mujhme Star Jagaaye‘ campaign featuring Aishwarya Rai and Shilpa Anand. The campaign
also promoted a Model Hunt that went underway soon after. In 2004, Lux launched a Lux
star bano, Aish karo‘contest where consumers were supposed to buy a promotional pack of
Lux and scratch the special scratch card to earn their reward. Lux believes
in celebrity endorsements and has always used them to promote its products in the consumer
market for gaining maximum coverage.
On the other side, Sunsilk introduced “Hairapy”, which is an effective campaign in USA
which is about “Therapy for Hair”.  It provides free hair treatment to women and invest
heavy amount for promotion of Sunsilk brand. It gains trusty and loyal consumers via this
campaign. Via this campaign experts give beneficial suggestions about hair and different hair
styles. It provides suitable styles which are best and attractive for clients. Here in Bangladesh
Sunsilk also try to give free shampoo washes to customers. Most of the promotional activities
are done by parlors using Unilever products like Sunsilk.

Public Relation and Publicity: Marketers have tend to underuse public relations, yet a well-
thought out program coordinated with the other communications mix elements can be
extremely effective, especially if a company needs to challenge consumers misconceptions.