3.lux swot analysis and brief

8/3/2019 3.Lux Swot Analysis and Brief

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Introduction

Lux stands for promise of beauty and glamour asone 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 theluxurious bathing pleasure of Lux during the

course of a year


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Luxis a global brand developed byUnilever. The range of products includesbeauty soaps, shower gels, bath additives, hair shampoos and conditioners.

Lux started asSunlight Flakes

laundry soapin 1899.In 1924, it became the first mass market toilet soap in the world. It is noted as abrand that pioneered female celebrity endorsements.

As of 2005, Lux revenue is at 1.0 billion euros, with market shares spread out tomore than 100 countries across the globe.

Today, Lux is the market leader in several countriesincludingBrazil,India,ThailandandSouth Africa.Developed byUnilever, Lux (soap) is now headquartered inSingapore.
http://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Laundry_soaphttp://en.wikipedia.org/wiki/Brazilhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Soaphttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Soaphttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Brazilhttp://en.wikipedia.org/wiki/Laundry_soaphttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/File:Lux_logo.jpghttp://en.wikipedia.org/wiki/File:Lux_logo.jpg


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ORIGIN OF BRAND LUX

Luxury

Lux first appeared toilet

soap in 1925

In1960s, Lux went coloured

First Hollywood great toappear in a Lux commercial

In 1970s, JayalalithaFeatured Lux


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Overview : Lux Soap

1916Laundry soap 1925Bathroom soap

India1929

First brand ambassador: Leela Chitnis (1929)

Market share is almost equal to Lifebuoy


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Prominent Variants:

Lux almond

Lux orchid

Lux fruit

Lux saffron Lux sandalwood

Lux rose

Lux international

Lux chocolate

Lux aromatic extracts

Lux oil and honey glow etc.


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Logo:

Labelling:

Lux trade character or logo is present prominently

in the package

Female model

Displayed graphicallyKey ingredients


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Packaging:

Different colorsDifferent variants( Saffron

Saffron variants & PinkRose extracts etc. )

Package size100gm, 120gm, 150 gm

LaunchedMini Lux45gm - Rs 5


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Price:

Competitive prices: Neither high nor low


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Promotion:Active since 1929


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Featured all top actress of their times.


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Idea: if it is good enough for a film star, it is good

for me.


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First Male Brand Ambassador:


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Sales Promotion:

Lux gold star offer: 22 Carat Gold coin in the SoapFirst 10 caller (Extra 30 gm gold)

Lux star bano, Aish karo contest: A special

promotional pack of lux soapScratch card -50 lucky

winner got the chance to meet Aishwarya rai.


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SWOT Analysis


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Strengths:

Strong market research (Door to door samplingonce

in a yearRural 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


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Dynamically continuous innovationsNew variants

and innovative promotions (22 carat gold coin

promotionChance Hai)Strong brand promotion but relatively lower prices

Winning combination.

Mass appeal/Market presence across all segments (15% of soap market)


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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


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Opportunities:

Soap industry is growing by 10% in India

Liquid body wash is currently in growth stageLux

should come out with more variants in this segmentLarge market shareStrong hold over the market


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Threats:

High internal competition (PearsBeauty segment)

New entrants (Vivel)

Maturity stagethreat of slipping down to decline

stageif constant reinvention is not carried out


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Product Positioning of Lux

Created Good PositionBuyers mindBetter product

attributes, price and quality

Offering product in a different way

Offeringimproved quality of the productaffordable pricewith high brandingto position the product as a best

quality beauty soap in buyers mind.

Market share of HUL: 54.3%

Market share of LUX: 15%

Better PositioningMarket leader of beauty soap


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Recommendation:


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Recommendation:

Ayurvedic variant

Lux kids special soap

Target rural area

Target male customers


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Questions???

3.lux swot analysis and brief

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