Lux soap was first launched in 1916 as a laundry soap and later as a bathroom soap in 1925. It entered the Indian market in 1929 with its first brand ambassador Leela Chitnis. Lux soap has a market share almost equal to Lifebuoy soap. It has various packaging sizes from 100gm to 45gm and different color variants corresponding to different extracts. Lux soap prices are competitive, neither being too high nor too low. Its strengths include strong market research, many variants, a strong sales network backed by HUL, and strong brand promotion through innovative campaigns. However, its main weakness is being positioned only for women lacking unisex appeal. Opportunities exist in the growing soap industry and beauty segment in India as well
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Lux soap was first launched in 1916 as a laundry soap and later as a bathroom soap in 1925. It entered the Indian market in 1929 with its first brand ambassador Leela Chitnis. Lux soap has a market share almost equal to Lifebuoy soap. It has various packaging sizes from 100gm to 45gm and different color variants corresponding to different extracts. Lux soap prices are competitive, neither being too high nor too low. Its strengths include strong market research, many variants, a strong sales network backed by HUL, and strong brand promotion through innovative campaigns. However, its main weakness is being positioned only for women lacking unisex appeal. Opportunities exist in the growing soap industry and beauty segment in India as well
Lux soap was first launched in 1916 as a laundry soap and later as a bathroom soap in 1925. It entered the Indian market in 1929 with its first brand ambassador Leela Chitnis. Lux soap has a market share almost equal to Lifebuoy soap. It has various packaging sizes from 100gm to 45gm and different color variants corresponding to different extracts. Lux soap prices are competitive, neither being too high nor too low. Its strengths include strong market research, many variants, a strong sales network backed by HUL, and strong brand promotion through innovative campaigns. However, its main weakness is being positioned only for women lacking unisex appeal. Opportunities exist in the growing soap industry and beauty segment in India as well
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
Lux soap was first launched in 1916 as a laundry soap and later as a bathroom soap in 1925. It entered the Indian market in 1929 with its first brand ambassador Leela Chitnis. Lux soap has a market share almost equal to Lifebuoy soap. It has various packaging sizes from 100gm to 45gm and different color variants corresponding to different extracts. Lux soap prices are competitive, neither being too high nor too low. Its strengths include strong market research, many variants, a strong sales network backed by HUL, and strong brand promotion through innovative campaigns. However, its main weakness is being positioned only for women lacking unisex appeal. Opportunities exist in the growing soap industry and beauty segment in India as well
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
Price: Competitive prices: Neither high nor low Strengths: Strong market research (Door to door sampling – once in a year – Rural and Urban area.) Many variants (Almond oil, Orchid extracts, Milk cream, Fruit extracts, Saffron sandalwood oil and Honey) Strong sales and distribution network backed by HUL Strong brand image Dynamically continuous innovations – New variants and innovative promotions (22 carat gold coin promotion – “Chance Hai”) Strong brand promotion but relatively lower prices – Winning combination. Mass appeal/Market presence across all segments ( 15% of soap market) Weakness: Mainly positioned as beauty soap targeted towards women, lack unisex appeal
Some variation like the sunscreen,
international variant did not do well in the market
Not much popular in rural areas
Opportunities:
Soap industry is growing by 10% in India
Beauty segments compounded annual growth rate (CAGR) is very high Liquid body wash is currently in growth stage – Lux should come out with more variants in this segment Large market share – Strong hold over the market Threats: High internal competition (Pears – Beauty segment)
New entrants (Vivel)
Maturity stage – threat of slipping down to
decline stage – if constant reinvention is not carried out