A. This advertising uses painting feminine celebrities to endorse their product.

However, the imagination during this advertising has been changed to

accommodate the preferences of the Pakistani audience.

The advertising begins with an effort of a girl enjoying the piano thereby already
setting the stage for a picture of grandeur. The audience is conferred with four far-
famed Pakistani celebrities, every of whom is endorsing a special ‘flavor’ of lux
soaps. the primary celebrity is shown enjoying the piano, the second is seen sitting
within the backseat of an automotive smelling a bouquet of roses, the third is
conferred against the ocean together with her hair waving behind her and therefore
the fourth celebrity is seen walking in a very ornately embellished area. the ladies
are pictured as self-made, rich, beautiful, ‘modern’ and however clothed in ancient
attire The male voice induces the viewer to believe that if a male is endorsing the
merchandise, the employment therefrom can build the user a lot of appealing to a
person. every celebrity is then seen at intervals her own ‘home’ describing why the
merchandise is vital to her. what's vital is that this ad would charm to girls across
completely different strata, as every celebrity is seen in a very completely different
context. the foremost ancient is that the girl seated in a very balcony, wearing
ancient wear, together with her arms resting on her lap stating that lx keeps her
skin soft. straightaway once, the particular packaging of the lx soap is conferred,
thereby embossing the image into the mind of the viewer so as to develop
familiarity and guarantee recall once the viewer really goes searching. The ad has
perpetually conferred pictures of the particular soap beside the celebrities so as that
the straightforward bar of soap becomes related to a sense of grandiose.

Analysis

As the analysis and therefore the advertisements themselves beyond any doubt
demonstrate, Lux, across all 3 countries, has used terribly similar selling
techniques. As has been proved by science, things perpetually conferred along,
begin to make associate degree association within the mind of the viewer. lx has
associated its product with high status, beauty, sensuality and success. All the ads
have used a male’s voice whereas presenting pictures of the merchandise
presumably as a method of attracting feminine customers towards the merchandise
Along with the similarities, there are stark variations between the advertisements.
In the main target is on achieving the skin of a model whereas in Pakistan the main
target is mistreatment a similar product that self-made girls use. In India, the main
target looks to be naturalizing Western product by associating with similar pictures
seen in Ayurveda traditions further as a preferred player.

B. conjointly the sturdy positioning, selling and advertising has helped lx to take
care of its position at the highest. The therefore has managed to induce a exciting
feel hooked up to that because the company roped in superstars to endorse their
product and create it premium soap albeit it's not so high-ticket. The soap has
positioned itself because the ‘soap of superstars’ that attracted its market. however,
with time the merchandise shifted its positioning from ‘soap of superstars’ to ‘need
for changing into a superstar’ and conjointly the line became ‘bring out the star in
you’.
lux has divided itself into 2 classes of lux beauty soap and International lx. each
cheap however targeted market with completely different appeals.

lux has primarily centered on beauty, glamour and high status over the years. The
pleasant fragrance, colorful packaging and wonder enhancing ingredients etc. have
contributed to the success of the complete.

Market Positioning refers to the flexibility to influence shopper perception relating

to a complete or product relative to competitors. the target of market positioning is
to determine the image or identity of a complete or product in order that customers
understand it in a very bound means.

C. affirmative the lux effectively managed its place careful complete building and
ever-changing the production line with ever-changing shopper. The complete is
being positioned because the favorite soap of Film stars has been consistent in
terms of communication and positioning. The complete is additionally the classic
example of made celebrity endorsement. however, all told these communications,
the celebrity ne'er shadowy the complete. lux was forever ever-changing with the
days. whether or not or not it's in terms of the merchandise or in terms of
promotions, the complete unbroken the customers excited. lux has 2 basic
extensions in terms of segments. lux beauty soap and International lux.