MARKETING

MANAGEMENT

B.M.S
 Introduction
Lux stands for promise of beauty and glamour
as one of India's most trusted personal care
brands

Lux soap was launched in India in 1929

Lux is the largest personal wash brand in the

country with a value share of 15%

Three in every five Indian consumers enjoy

the luxurious bathing pleasure of Lux during
the course of a year
 ORIGIN OF BRAND LUX
Luxury

Lux first appeared toilet

soap in 1925

In1960s, Lux went

coloured

First Hollywood great to

appear in a Lux commercial

In 1970s, Jayalalitha
Featured Lux
 MARKETING MIX
PRODUCT MIX
PROMOTION MIX

MARKETING MIX

PLACE MIX PRICING MIX

 MARKET
SEGMENTATION
M a r k e t s e g m e n t a t io n

G e o g ra p h ic D e m o g ra p h ic P s y c h o g ra p h ic B u y e r B e h a v io u r V o lu m e

R e g io n G ender P e rs o n a lity C o n s e rv a tiv e s B u lk

C o u n try Age L If e s t y l e L ib e ra ls R e g u la r

S ta te F a m ily s iz e V a lu e s y s te m L ife s ty le

U rb a n In c o m e l e v e l

R u ra l
DISTRIBUTION
NETWORK

PARENT COMPANY

WHOLESALER/ DISTRIBUTOR

STOCKIST

RETAILER

FINAL CONSUMER
 ADVERTISING
STRATEGY
LUX STAR TRADITION STARTED IN 1934, WITH
ACTOR LEENA CHITNIS

BOLLYWOOD FILMSTARS ALSO PROMOTES ITS

BEAUTY SOAP

HAR STAR LUCKY STAR OFFER

LUX CELEBRATING RANGE

CHOCOLATE SEDUCTION

AROMATIC GLOW

LUX WHITE STA BODY WASH

SHAH RUKH KHAN: FIRST INDIAN MALE BRAND

AMBASSADER
 UNIQUE SELLING PROPOSITION
LUX IS A BRAND THAT APPRECIATES BEAUTY
AND GLAMOUR

LUX IS A BEAUTY SOAP OF THE FILM STARS

A DELIGHT TO THE SENSES

LUX CELEBRATES THE INDULGENT RITUAL OF

BEAUTIFICATION

LUX IS ALWAYS RELIABLE & TRUSTWORTHY

ACHIEVEMENTS
India's Most Trusted Brand

Rank Brand
1 Lux
2 Colgate
3 Rin
4 Thums Up
5 Dettol
6 Fair & lovely
7 Surf
8 Coca cola
9 Pepsi
10 Horlicks
 PRESENT & FUTURE
PLAN
PENETRATE IN RURAL
SEGMENT

INCREASE IN MARKET
SHARE

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