-The introduction stage of Lux:

Lux launched the world's first mass-market beauty soap in the US in 1924 and had been
launched in India in 1929. At that time there was only one competitor who was lifebuoy which
was Unilever's brand. Lux was launched in major cities of India like Mumbai, Kolkata (Calcutta),
etc.
The first goal of Lux was to reduce the usage of bar soap to one-third of that required by
households and to increase its market share from 0.1% to 2%. In India, a substantial number of
Indian women were using bar soap for daily washing purposes hence it was necessary for Lux to
introduce an alternative product to them. The company felt that if the product is attractive
enough, then it would be able to attract more consumers towards it and so lead them towards
using other Lux products such as toothpaste and hair oil,
-Market strategies in the introduction phase:
The first market strategy was aimed at creating brand awareness in major cities of India. Their
goal was to create brand awareness in major cities of India, as well as to get more early
adopters ready to buy it. They launched their product with a price slightly higher than their
competitor, Lifebuoy. The first costs were to be recovered through advertising and sales. The
brand ambassador was Leela Chitnis who was known for her TV serials and films. She was also
the first Indian female cricket player to score double centuries in an international game. This
helped them gain popularity among the masses, especially women who were part of the target
market.
-GROWTH: The growth stage of a market is characterized by the establishment of a new market
share and profitability increase. The product has become more popular and there is a high
demand for it. A period of rapid market acceptance and substantial profit improvement.
Advertising is done to keep the customers satisfied so that they continue using it for a long
time.
PRODUCT: It stayed the same till this phase.
PRICE: The price was slightly cut down, to increase the market share.
ADVERTISING: In this stage, they increased the budget to keep customers and attract new
customers. Many top-naught actors were signed like Juhi Chawla, Hema Malini, Zeenat Amaan,
Madhuri Dixit, Sharmila Tagore, and Sridevi. Distribution: Their distribution channels expanded
as their market increased to different cities.
-Maturity: A mature market is one in which most competitors are proved, and there are few
new entrants. In Lux soaps, the number of competitors started to increase in the second half of
2017.

Market strategies in the mature phase

These products had excellent quality at affordable prices but still supported customers' loyalty
towards the Lux soap brand because they loved the smell of these products. This made them
more attractive than other competitors' products.

-Decline: The sales show a downward drift and profits decrease. This is where the company has
to think of ways to get its product back in business. It may try hard at advertising or maybe add
new features, but come up with a new marketing strategy to increase its falling profits.
In this case, the company's sales have decreased significantly, and they do not seem to be able
to turn things around. Therefore, we can say that it has entered decline stage of its life cycle.