Analysis of

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About the product.
Founded by the firm lever brothers
Lux is currently a product of Unilever.
The name "Lux" was chosen as the Latin
word for "light" and because it was
suggestive of "luxury.
In Pakistan Lux was first introduced in
1957 and till now Lux has become one of
the top soap in Pakistan
Marketing tools
Share of beauty soaps in Pakistan is around
50%. Rest of the market uses anti-bacterial
soaps. Out of 50% Lux brand’s market share is:
Market share of Lux:  22%
17.6: Vulnerability of Lux brand in:
Material:
It is known about lux (soap) that it becomes
mushy and soggy therefore its usage rate is
high as compared to other soaps.
 LUX is offered in Pakistan in six
different flavors which are: LUX
Energizing Honey, LUX Golden Glow,
LUX Nature Pure, LUX Orchid Touch,
LUX Almond Delight and LUX Aqua
Sparkle. Taking into account the
convenience of its customers, the company
manufactures all flavors of LUX in three
different sizes, 40gm, 80gm and 120gm.
Challenges/Brand
Problems
Lux has very good brand awareness in
Pakistan; however, the range introduced
i.e. body wash, bath addictive etc. is not
really known by people. Lux does not
effectively advertise its range other than
soaps, which in return decreases the brand
awareness and its direct competition are
capri and indirect competitive are pounds
The visibility of lux soap is high but if we
talk about the Lux shower gel and Lux
bath addictive recently introduced are not
visible enough to the consumers. These
ranges of Lux can only be found in online
stores.
Promotions and Key
Objectives:
Lux has always targeted the concept and not a
particular gender. The concept is to present soap
to consumer that smells nice, enhances beauty and
give you a glamorous feeling. The soap
advertisement has also roped in In
Pakistan created the Lux Style Awards to
celebrate the Pakistani film industry. The soap has
positioned itself as the ‘soap of superstars’ which
attracted its market. But with time the product
shifted its positioning from ‘soap of superstars’ to
‘need for becoming a superstar’ and also the tag
line became ‘bring out the star in you’. 
Lux has divided itself into two categories
of Lux beauty soap and International Lux.
Both affordable but targeted market with
different appeals.  Lux has essentially
focused on beauty, glamour and stardom
over the years. The pleasant fragrance,
colorful packaging and beauty enhancing
ingredients etc. have contributed to the
success of the brand.
 
In Pakistan ever since the brand was
introduced. Pakistani models including Reema
Khan, Meera, Aaminah Haq, Babra sharif and
various other leading models and actresses
have been "Lux models" from time to time.
Lux remains the leading soap brand in
Pakistan, representing the stylish class of
PakistanThings started with a TV show called
Lux Style Ki Duniya, now with the country's
leading models and actors taking part in the
annual Lux Style Awards every year. Ali Zafar
the famous Pakistani Singer has become the
first male model for Lux
 
Place:
Unilever pakistan ltd has a huge different
channel for lux
The company has six huge warehouses
The company does not use its own fleet of
transport for distributing the product.
Lux targets the urban and sub urban middle
and upper middle class people, its
distributed all over pakistan