Submitted by: Sheikh Subhan

Contents
CHAPTER 1: BRAND PROFILE ....................................................................................................... 3
Introduction: ..................................................................................................................................... 3
Vision: ................................................................................................................................................ 3
Logo: .................................................................................................................................................. 4
Packaging: ......................................................................................................................................... 4
CHAPTER 2: MARKET ...................................................................................................................... 5
Target Market: .................................................................................................................................. 5
Demographics: ............................................................................................................................... 5
Psychographics: ............................................................................................................................. 5
Product Positioning: ......................................................................................................................... 5
Marketing Mix: ................................................................................................................................. 5
1. Product: .................................................................................................................................. 6
2. Price:....................................................................................................................................... 6
3. Place ....................................................................................................................................... 6
4. Promotion ............................................................................................................................... 7
➢ Mediums: ................................................................................................................................ 7
➢ Lux “Fans of each other”: .................................................................................................... 8
➢ Lux Style Awards: .................................................................................................................. 8
Market Share of LUX ....................................................................................................................... 9
CHAPTER 3: ANALYSIS ................................................................................................................. 10
Competitor Analysis ....................................................................................................................... 10
1. Palmolive.............................................................................................................................. 10
2. Dove ...................................................................................................................................... 10
3. Lifebuoy ............................................................................................................................... 11
4. Dettol .................................................................................................................................... 11
5. Ponds .................................................................................................................................... 11
SWOT Analysis: .............................................................................................................................. 12
• Strengths: ................................................................................................................................. 12
1. Acquired strong brand image: ........................................................................................... 12
2. Big Market share: ............................................................................................................... 12
3. Big Marketing budget:........................................................................................................ 12
4. Offers a lot of variants:....................................................................................................... 12
5. They keep on innovating: ................................................................................................... 13
6. Acquire deep insights: ........................................................................................................ 13

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 • Weaknesses: ............................................................................................................................. 13
1. No hold in rural areas:........................................................................................................ 13
2. Controversies: ..................................................................................................................... 13
• Opportunities: ......................................................................................................................... 13
1. Targeting Men:.................................................................................................................... 13
2. Shower gels should be marketed: ...................................................................................... 13
• Threats: .................................................................................................................................... 14
1. Competition: ........................................................................................................................ 14
2. Consumer preferences: ....................................................................................................... 14
Porter’s Five Forces ........................................................................................................................ 14
• Competitive Rivalry:........................................................................................................... 14
• Buyer Bargaining Power: ................................................................................................... 14
• Bargaining power of suppliers: .......................................................................................... 15
• The threat of substitutes: .................................................................................................... 15
• The threat of new entrants: ................................................................................................ 15
BCG Matrix:.................................................................................................................................... 15
• Dogs: ..................................................................................................................................... 15
• Question Mark: ................................................................................................................... 16
• Stars: .................................................................................................................................... 16
• Cash cows: ........................................................................................................................... 16
CHAPTER 4: BRAND PERSONIFICATION ................................................................................. 17
Brand Elements:.............................................................................................................................. 17
• Logo: ..................................................................................................................................... 18
• Packaging:............................................................................................................................ 18
• Sound:................................................................................................................................... 19
• Smell: .................................................................................................................................... 19
CHAPTER NO 5: MESSAGE ANALYSIS ...................................................................................... 20
Male Celebrity Endorsement: ........................................................................................................ 20
Female Celebrity Association: ....................................................................................................... 21
Celebrity Endorsement: ................................................................................................................. 22
USP Promotion: .............................................................................................................................. 23

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 CHAPTER 1: BRAND PROFILE

Introduction:

Lux is a sub-brand of Unilever, which is one of the main multinational companies,

started in the UK. Unilever has more than 400 brands. LUX was presented in 1899 with the

name of "Sunlight Flakes" which was laundry soap. Later in 1900, the name was changed from

"Sunlight Flakes" to "LUX". In 1925, they presented another item, premium aroma soaps and

it turned into a tremendous achievement. Today, LUX is a personal care brand, and it is

accessible in more than 100 nations. Their significant and major income is from India, Pakistan,

Bangladesh, Brazil, South Africa, and Thailand. Other than these nations, they truly do partake

in a decent market share around the world. The brand has an exceptionally limited product

offering that incorporates body wash, soaps, body-related products, and so on.

In Pakistan, LUX has just presented their soaps and body wash. Their target audience

is mainly females furthermore to draw attention to their potential clients they have made their

products and marketed them accordingly. It separates itself from different brands because of

its unique fragrances and that is its USP. They offer fragrance as well as skincare ingredients

in their soaps which makes the skin soft and delicate. Since the beginning, LUX has used

celebrities and influencers for its support. In Pakistan, numerous female celebrities like Saba

Qamar, Mehwish Hayat, Mahira khan, and other actors were seen in their ads. Similar is the

situation with different countries. The promotions are intended to define the attraction of

female beauty and aroma after the use of LUX. The picture they are attempting to make of their

image is that with the use of LUX, one can get as beautiful and appealing as a celebrity.

Vision:

“Our vision is to grow our business while decoupling our environmental footprint from

our growth and increasing our positive social impact.”

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Logo:

The logo of LUX is simple typography. As they need to position themselves as a top-

notch brand, thus the logo is colored to be GOLD and the logo has a smooth texture that mirrors

the perfection and smoothness the product gives to its customers.

Packaging:

The Packaging is kept simple alongside elements that show the variation of the product.

With the assistance of sober tones like black and red, Lux gave an attempt to give an elegant

touch to its packaging.

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 CHAPTER 2: MARKET

Target Market:

Demographics:

• Gender: Mainly Female

• Age: 16-35

• Income: Middle-income group (Low priced)

• SEC: Category A to C (Urban to Semi-Urban- Middle and Upper class)

• Frequent Romantic Movie watchers

• Advertisement driven

Psychographics:

• Status conscious

• Looks Conscious

• Liking for the fragrance of LUX

Product Positioning:

• Beauty Soap for Women

• Reliable and Trustworthy brand for Consumers

Marketing Mix:

Lux as a brand has tasted achievement and is one of the most amazing performing

products of Unilever. The perfect mix of marketing strategies has assisted the brand reach to

great heights and success.

The 4Ps (Product, Price, Place, Promotion) have assisted Lux with accomplishing business

goals and objectives and have helped shape the strategy.

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 1. Product:

Lux has a range of products that are pointed toward offering a wide range of excellent

products including soaps, hand washes, shower gels, hair conditioners, and other bathing

products. All products are in different sizes to suit the requirements and needs of the customers.

Soap sizes range from small, medium, and large soap bars. Also, there are options for various

colors and fragrances. There are more than 20 variations for every unique item. Lux products

face fierce competition from Camay, FA, Palmolive, and Dove. New entrants like safeguard,

Protex, and old veterans like Dettol have stepped in owing to their anti-septic properties during

the COVID-19.

2. Price:

The pricing of Lux products has been done with middle-class people in their minds.

Lux is an economical brand when compared with the luxury brands out there and Lux offers

equivalent quality to them. The soaps are being presented for Rs.53-85 and shower gels are

less expensive than offering from different luxury brands.

Lux has an incredible brand image, and the price complements it and assists Lux with

retaining its position as a market leader in the Pakistani middle-class families market. Indeed,

even the newer 2022 contributions from the organization are either priced penetrative or

extremely competitive pricing strategies are utilized.

3. Place

This is the stronghold for Lux as it has one of the most amazing distribution networks

as Unilever places the products everywhere in the country. The distribution is generally through

third parties that have constructed a phenomenal organization for setting all Unilever items in

the reach of consumers. The item is first conveyed to the wholesalers who then, at that point,

send them out to various retailers. The retailers place the item in the possession of the ultimate

purchasers. Lux items are, indeed, even accessible at well-known E-commerce stores like

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Daraz.pk. The broad appropriation network guarantees that the scope of Lux items is just about

as wide as could be expected.

4. Promotion

This is something that only some brands as large as Lux can pull off. Stars like Mahira

Khan and Fawad Khan, the brand resonates well with the fans of these stars, and you can see

the promotions placed all around the country at the most exceptional billboards and

simultaneously TV ads are run that give the sound to you when you see these billboards. When

you see the billboard, it gives the sound in your mind of the soft music theme of LUX ads or

any such ads because they are interrelated.

Lux ambassadors include Mahira Khan, Maya Ali, Saba Qamar, Reema and some more.

The adverts and promotional material show up in TVCs, print media, online advertisements,

and so on and leave everybody with a beautiful feeling and delightful inclination towards the

brands.

For a big brand like LUX, the spending is huge and that is displayed in the sales too.

Therefore, other than the 4th P (Price) they invest in the other 3 Ps (Promotion, Place, and

Product)

There are some unique promotional campaigns as well like the Lux coin and turning in

a wrapper of the soap for something else of value. It, again and again, reinforces the image in

the minds of the consumer that a little use of the soap makes you attractive and appealing with

the ‘Zara Sa Lux’ ad campaign.

➢ Mediums:

• Television, Newspapers,

• Magazines, Billboards and Social Media Platforms

• Print Media: Magazines like Ladies Home Journal

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 • Social Media: Facebook, Instagram Twitter, etc.

• Promotional offers like meeting celebrities, offering gold coins.

➢ Lux “Fans of each other”:

Lux recently took a great initiative where it featured three of the most glamourous and

unapologetically famous female celebrities of Pakistan. The idea of inviting Reema Khan,

Mahira Khan, and Maya Ali was to encourage every female to support and love one another

and to celebrate the past, present, and future of our industry

➢ Lux Style Awards:

Lux Style Awards is one of the initiatives that recognized celebrities and their work in

the Pakistani television and film industry. By introducing an awards show, the product

successfully positioned itself as a luxury beauty soap and gave its customers an impact of

richness and uniqueness

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Market Share of LUX

In Pakistan, there are only seven major producers of beauty soap. With its world-famous

brand LUX, Unilever Pakistan Ltd is competing in the industry. Unilever Pakistan, with a

market share of about 43 percent, is the market leader among these companies. Lux has a 43

percent market share due to its costs, which are closely related to market share. Lux is a

commodity that provides quality at a reasonable price. Lux is well aware that if they raise the

price of their bar soap, customers will turn to other beauty soaps that compete with Lux but are

less expensive. Lux offers the highest value for money when it comes to efficiency

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 CHAPTER 3: ANALYSIS

Competitor Analysis

1. Palmolive

Colgate Palmolive Pakistan, a local consumer goods company is the subsidiary

company of an American multinational company Colgate Palmolive and Pakistani Company

Lakson Group. Founded in 1977, the company is based in Karachi, Pakistan. It operates in

oral, personal, and fabric care sections of consumers’ daily used goods. Palmolive, when

introduced locally in the 1980s, being a popular brand all around the globe, unfortunately,

failed to make a big impact on the local market. The aggressive marketing technique used by

LUX was one of the main reasons behind its failure. Although Palmolive failed to cover the

top slot, it still covers a huge audience locally and globally.

Palmolive has a huge range of products which includes shampoo, bar soaps,

conditioners, body wash, and men’s care.

2. Dove

Dove is a personal care brand established in 1957 and owned by Unilever US. Their

products are manufactured and sold in more than 80 countries globally. They have a wide range

of products for men, women, and children. LUX is an internal competitor for Dove as both of

the brands are owned by Unilever. Dove has been targeting women earlier with different types

of marketing campaigns, now their main target is to focus on male customers and increase

brand awareness and healthy public relations.

Dove has three different types of beauty soap bars with three different types of skin

moisturizing formulae.

1. Dove White Beauty bar

2. Dove Pink Beauty bar

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 3. Dove Fresh Moisture Beauty bar

3. Lifebuoy

Lifebuoy is being operated for more than 110 years worldwide under Unilever. The

brand was established in 1894. In many countries such as Pakistan and India, Lifebuoy is a

leading brand in the market. The brand aims to provide accessible hygienic and healthy

solutions to people at affordable prices so that it can be within the reach of maximum

consumers.

The brand manufactures several products such as bar soaps, shower gels, hand

sanitizers, shampoos, and talcum powder. All of the products are safe to use on every type of

skin and trusted by the customers, which helps Lifebuoy in building a huge consumer base.

Lifebuoy tends to provide the best quality products in the best price range. This aim also helps

the company to grow and strengthen customer relations.

4. Dettol

Dettol was introduced in 1933 as an antiseptic liquid. But over time it multiplied its

product range into several products like soaps, hand washes, sanitizers, and shaving creams. It

has been accepted as a fighter with 100% result against germs with full protection for a family

as a whole. Due to its repute as a germ-controlling agent, people tend to opt for Dettol products

in their daily routine to stay hygienic and germ-free. The bathing soap can directly compete

with LUX in this regard as the consumers may prefer a bath soap with a germ-killing formula

instead of a simple soap bar with attractive packaging.

5. Ponds

Pond's competes in the market with its Skin novation and products including Gene Deep

Beauty for women to lighten dark spots with GenWhite Technology, Intelligent Aging with

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Intelligent Pro cell complex for women, and Facewashes with Activated Carbon for both men

and women.

This innovative use of scientific research and development, as well as its integration

into its products, make it a market competitor. Ponds offers products ranging for the middle

and upper-middle class. Consumer groups are targeted with the products as per their lifestyle,

according to their age and gender

SWOT Analysis:

• Strengths:

1. Acquired strong brand image:

First of all, because of Unilever this brand LUX holds a very great brand image because

of its parent brand Unilever and other than that it has acquired and gained the image the same

as they want to position its brand in the minds of its target audience.

2. Big Market share:

One of the strengths of Lux is that it has acquired a big market share globally because

of the quality of products and promotional techniques. They offer what they can deliver and

they have successfully done and offered what they have promised to do so.

3. Big Marketing budget:

Lux being one of the biggest brands has a big marketing budget because it's very

important to associate people with the brand with help of its marketing and a big marketing

budget with the right marketing strategies is what Lux does and that is the secret of the success

of Lux.

4. Offers a lot of variants:

Lux offers a lot of variants in the products to capture a large audience. Different kinds

of fragrances, different SKUs are being offered for its target market.

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 5. They keep on innovating:

With innovation, they keep updating their products and packaging. There is a

transformation in their packaging and newer packaging gives the new look to fit in the new

demands of the customers same in the case of variants, lux is well aware of what should be

launched next and what is the demand from the consumers.

6. Acquire deep insights:

Whatever Lux does, firstly it acquires deep insights into its target audience and takes

action accordingly

• Weaknesses:

1. No hold in rural areas:

Although Lux is attempting to expand into rural markets, it does not appeal to the rural

market, owing to the way Lux’s communication is designed.

2. Controversies:

They tried to target men in India but ended up in a controversy. E.g., the Shahrukh khan case

Only targeted the Upper and upper-middle-class:

They can target the lower class as well but that can affect its brand image.

• Opportunities:

1. Targeting Men:

Men also use lux products but they are not the main target market of Lux. They can

expand their targeting to males and can introduce new variants.

2. Shower gels should be marketed:

As they are marketing and promoting shower gels indirectly but they can bring the

shower gels upfront and promote them.

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 • Threats:

1. Competition:

A lot of competition in the market so they need to be updating and innovating all the

time.

2. Consumer preferences:

They need to keep up the pace with their target audience as consumers’ preferences are

being changed otherwise one hit can knock out the brand in this world.

Porter’s Five Forces

Here we are going to discuss Porter’s Five Forces in connection with LUX soap:

• Competitive Rivalry:

LUX has a big market share in the local market. It has managed to do so even between

big brands like Dove, Pears, Palmolive, etc. The overall profits of the industry are shared

between the top players and the gain of one translates to the loss of the other because of the

nature of the industry. This makes the competition even tougher between the

various manufacturers. Despite the tough competition, LUX is fighting earnestly to retain its

market share and to increase its market growth even during the pandemic.

Dettol and other antiseptic soap competitors caused a decline in LUX profit level due

to the pandemic. LUX is operating across the globe and is facing competition from different

competitors in different markets.

• Buyer Bargaining Power:

Customers are the ultimate kings and the price level of LUX is a bit high making it out

of reach of some consumers. Consumers are opting for cheaper, more accessible brands.

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 The buyers can stop LUX from charging high rates because of the vast number of

options available to them.

• Bargaining power of suppliers:

As the number of suppliers in the soap industry is numerous, the overall competition

between the suppliers is high which reduces the bargaining power of the suppliers.

Because of this LUX enjoys suppliers that provide good quality raw materials at a

bargain. The overall supplier pressure and power are limited and low.

• The threat of substitutes:

LUX is facing stiff competition from all sides as there are several direct and indirect

substitutes for LUX. The whole pandemic situation has brought forward substitutes like Protex

and Safeguard that are causing issues to LUX. Although LUX itself has a huge chunk of market

share the substitutes are quickly catching up. Part of this threat is also because of the high price

point of LUX.

• The threat of new entrants:

Lux is facing a high threat from new entrants in the market as the entry to the market is

easy and accessible to all kinds of sellers. Even importing and selling is an option these days.

Companies can source materials from various other countries where prices are cheaper and sell

at a competitive price just like LUX.

BCG Matrix:

• Dogs:

LUX hand wash is the dog for the brand as it never took off and even LUX seems as

though it is attempting to separate itself from the disappointment of the hand wash lineup. It

has negligible to no growth and has no market share all things considered.

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 • Question Mark:

The body washes market is a growing market in Pakistan and LUX isn't considered to

be a practical choice for that. The Body wash of LUX is an issue for the youngster as the market

has a very high potential however the body washes from LUX have neglected to satisfy it.

• Stars:

The Velvet Glow series of LUX is a gigantic and tremendous achievement and is the

rising star as it packs vitamin E and jasmine which people are looking for in skincare products

nowadays. It is rapidly tracking down its direction to the top and is the star performer with a

high market share and high growth.

• Cash cows:

LUX has been selling soap bars in the market for a long while now and their soap bars

have become a necessity for households that have been involving LUX for certain years

presently. The soap bars are the cash cows for LUX as the growth isn't so much however the

share held by LUX is huge and LUX is using that share to earn money.

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 CHAPTER 4: BRAND PERSONIFICATION

Lux was at first marketed as toilet soap and as a laundry product. Where its competitor

was lifebuoy. In any case, later, it has become one of the luxurious brands competitive to Olay,

Dove, and so forth. Lux has now branded itself as a beauty soap whose brand personality is of

five characters characteristics i.e., excitement, competence, beauty, sophistication, and most

significant refinement but some studies say that feminine, caring, dependable, pure, sensuous,

serene, and mature are the more appropriate adjectives to describe the brand personality of

LUX.

Since lux has consistently endorsed itself with female celebrities, it created an image as

a product for women in particular yet for recent years, numerous popular male celebrities have

been the face of lux in different campaigns and promotions such as Fawad Khan, Fahad

Mustafa and Ali Zafar have been doing ads. Over the years, lux has been including popular

celebrities from two India and Pakistan and presently has changed its perception as a Unisex

product. Lux has been a part of many major projects one of them is sponsoring "Lux style

awards" which objectively focuses on the glamourous and elite class of Pakistan. The Product,

which was once a normal ordinary soap, has acquired a decent market position and good

position in the market and the customer's mind through improved and better product price and

quality, offering, and offering it unexpectedly in comparison to its competitors.

Brand Elements:

LUX has been following in its footsteps to become a powerful brand. A powerful brand

has a strong identity. The brand elements of LUX are as follows:

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 • Logo:

Theme line: The theme lines are mainly associated with the campaigns. The Three latest

theme lines are:

“Bus Zara sa Lux”

“Chand Sa Roshan Chehra”

“Khoobsurti Se Kya Sharmana”

• Packaging:

18
 The packaging is kept simple along with elements that explain their variant of the

product. With the help of sober colors like black and red, Lux has tried to give an elegant touch

to its packaging.

• Sound:

Lux uses exciting music to complement their brand and maybe to grab the attention of

the consumers. The music is elegant yet it has excitement in it which discriminates the brand

from the advertisements.

• Smell:

As the product is mainly focused on smell, hence in all the marketing campaigns, the

element of smell has been highlighted. Celebrities smelling themselves of a side actor

pretending to smell the fragrance of lux has been a vital element of their advertisements.

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 CHAPTER NO 5: MESSAGE ANALYSIS

Male Celebrity Endorsement:

Lux tried to expand its target audience by targeting males. The brand ambassador was Shahrukh

Khan promoting Lux “Meri beauty ka Raaz, Lux” but that ad became a controversy and

received backlash. After that, they stick to the previous idea of targeting Females.

URL: https://www.youtube.com/watch?v=_lf7_AcsIqI

In recent years they tried another way of expanding the target market by making it a Unisex

brand by involving various male actors such as Fawad Khan, Ali Zafar and Shehryar Munawar

Hussain in them but the ratio was always more of women with only 1 Man (Celebrities)

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Female Celebrity Association:

URL: https://www.youtube.com/watch?v=E9WrLdKpq4Y

In this ad, the leading ladies were Humaima Malik, Meera, Reema and Mahira khan. They

showed glamour and communicated the message that the lux soap bar has 1000 gold coins in

it. That was a promotional technique communicated through this ad.

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Celebrity Endorsement:

URL: https://www.youtube.com/watch?v=C_ZXcPDAHRU

In this Ad, Mehwish Hayat and Fahad Mustafa try to communicate the healthy benefits of using

Lux on the face by saying “Chand Sa Roshan Chehra” and highlighting the ingredients of Lux

soap which can be used on the face for glowing skin.

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USP Promotion:

“Khoobsoorti sai Kia Sharmana”

URL: https://www.youtube.com/watch?v=UxXD6t0X3IA

In this ad of 2019, Saba Qamar is promoting beauty and confidence and also talking about the

7 healthy ingredients in Lux!

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%20
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