Brand Management Of

Presented by-
Vikrant raja
Vipul yadav
Bhupendra Jangid
Vishvanath soni
Vishudeep
Vishvjeet singh
INTRODUCTION-LUX
1916
LUX launched in
USA as Laundry
soap
1929
LUX launched in
India
1925
LUX launched in USA
as Toilet soap
1960
LUX went
colored
SEGMENTATION
On Age- 16-35 years

Based on Income- Middle income Group

Gender- Female

LUX TIMELINE

INTRODUCED AS TOILET SOAP
MADE AS FINE AS FRENCH SOAP
1920
LAUNCHED IN MANY COUNTRIES
ASSOCIATED WITH MOVIES & STARS
1922-1940
ROMANCING THE CUSTOMER
ROLE OF THE BRAND IN CONSUMERS LIFE
1950
THE FOCUS SHIFTED TO PRODUCT STORIES
Eg. THE FILM STAR FEELING, GOLDEN LUX
1960
DIMENSIONALIZING BEAUTY, NATURAL BEAUTY
A DAY IN THE LIFE OF A STAR
1970
BRANDED AS A SKIN CARE PRODUCT
THE FIRST STEP TO BEAUTY
1980
VARIANT IN DIFFERENT SKIN TYPES
MENTIONING INGREDIENTS
1990
LUX TIMELINE

STRONGER EMOTIONAL SPACE
LUX, BRING OUT THE STAR IN YOU
2000
WOMEN EMPOWERMENT
PLAY WITH THE BEAUTY
ENDORSED AISHWARYA
2005-
2010
FOCUSED ON BRANDING ROUTES
SHIFTED TO THE FOCUS TO BEAUTY
SHAHRUKH KHAN WAS ENDORSED
2010-
TILL DATE
PRODUCT LIFE CYCLE
Introduction (1929- 1950s)
Company Objectives Actions
Sales Low
Cost of manufacturing High
Profits Negative
Marketing Objective Create product awareness in
major cities
Product strategy Offer a basic product
Price strategy Higher than Lifebuoy
Distribution Created network in major
cities
Advertising strategy Awareness among early
adopters.
Growth- (1950s- 1990s)
Company Objectives Actions
Sales Rising Sales
Cost of manufacturing Average cost reduction
Profits Positively increasing
Marketing Objective Maximise market share
Product strategy Offer variants
Price strategy To penetrate the market
Distribution Intensive network in the
entire country
Advertising strategy Awareness an interest in
mass market
Maturity-(1990s to till date )
Company Objectives Actions
Sales Peak sales
Cost of manufacturing Low
Profits High
Marketing Objective Maximize profit while defending
market share
Product strategy Diversify brand
Price strategy To match the nearest competitor
Distribution More intensive focusing on rural
area
Advertising strategy Multiple brand ambassadors for
different variants.
Promotion
Celebrity Endorsement

Brand Ambassdors of LUX past & Present
Leela Chitnis
Madhubala,
Nargis,
Meena Kumari,
Mala Sinha,
Sharmila Tagore,
Waheeda Rehman,
Saira Banu,
Hema Malini,
Zeenat Amaan,
Juhi Chawla,
Madhuri Dixit,
Sridevi,
Aishwarya Rai
Kareena Kapoor,
Priyanka Chopra ,Katrina Kaif & the latest Asin
Sponsoring TV shows
Shift in positioning from Stars to
Common Girl
THANK YOU