Case analysis of LUXBy.J.Ramya2t3-20Tps(NRP)

ABOUT LUXLux- a brand of HULCategory- toiletriesIntroduced in 1925 in UKIntroduced in India in 1929Word Lux-LuxuryVariants-6

SEGMENTATIONOn Age- 16-35 yearsBased on Income- Middle income GroupGender- Female

PositioningOver the years positioned as a beauty soap of the Stars

LUXNAME: LUX; Brand of HUL

LOGO:

Product VariantsDifferent VariantsStrawberry & CreamPeach & CreamFestive GlowLux InternationalLux Purple Lotus & Cream & limited editions

PriceLux Peach & Cream Rs 18/90 gms Lux Strawberry & Cream Rs 18/110 gms Lux Purple Lotus & Cream Rs18/110 gmsMini Lux Rs 5

PlaceCutting-edge distribution network- At Hindustan Unilever Limited, distribution network is one of the key strengths that help them reach their products across the length and breadth of this vast country. It has 2000+ suppliers and associates 7,000 stockists and direct coverage in over 1 million retail outlets across India.

RSNet- An IT-powered system has been implemented to supply stocks to redistribution stockists on a continuous replenishment basis. For rural India, HUL has established a single distribution channel by consolidating categories.

AdvertisingThey used all the means of advertising. They used:Print mediaTelevision mediaThey used celebrities for endorsing LUX as a luxury soap.They used various promotional offers that helped to gain a large consumer base.

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 & Asin

Promotional Offers

Meet Ash and Abhishek campaign

Gold Coin Offer

Sponsoring TV shows

KAPFERER represents brand identity diagrammatically as a six-sided prism as shown below:InternalisationExternalisationConstructed Source/SenderConstructed Receiver

Kaperfer ModelPhysique according to him is the basis of the brand. E.G. the physique of Philips is technology and reliability while for the brand Tata it is trust

Personality is same as Aaker, it answers the question what happens to this brand when it becomes a person?

Culture symbolizes the organization, its country-of-origin and the values it stands for.E.G. traditional brands like balsara, dabur and zandu.

Relationship is the handshake between consumer and the organisation. E.G. the relationship with safola is safety.

Reflection is the consumers perception for what the brands stands for. E.G. cokes image more attract youth.

Self-image is what the consumer think of himself.E.G. benz Car owner think that since he has bought the car he is treating himself to one of the best car in the world.

PhysicalProduct features, symbols & attributes

PersonalityCharacter & attitude

RelationshipBeliefs & association

CultureSet of Values

ReflectionCustomers view of the brand

Self-ImageInternal mirror of customer as user of brand

LUX Physique: Plastic wrapped body; Various labelsIt offers its consumers a range of soaps enriched with the goodness of a variety of nourishing ingredients rose extracts, almond oil, milk cream, fruit extracts and honey which are known to harbour the secrets of incredibly perfect skin. Personality:A novel metallic substrate packaging beautifully showcased the ingredients and its globally accepted ingredient-linked perfumes heightened the sensorial experience.The product offers value for money in the premium segment. It doesnt compromise on the quality even if decision pertains to increase in price.

Culture:HUL a trustworthy organizationAn association creation with starsComplete skin care.Relationship:A feeling of famous and luxuryCreates a feel that Lux can make anyone a celebrityTried to create a bonding of affection between couples

Reflection:Attracts females as they feel they can be as beautiful as actress celebrity or a branded soap that makes you feel luxurious.Self-Image:Be a CelebrityBe a star

Brand StrategySales PromotionLux Gold Star offerLux Star Bano, Aish Karo contest:Har Star Lucky Star activityConsumer promotion- By distributions of samples of new variants, coupons, free trials and demonstration at shopping malls, markets and point of purchase.Trade promotion- Discounts and lucrative offers to the retailers via price offs, advertising and display allowances and free merchandises.Business and sales force promotion-Conducting trade shows and conventions. Contests for sales representatives and specialty advertising.

The product offers value for money in the premium segment. It doesnt compromise on the quality even if decision pertains to increase in price. As Lux is popularly known as brand of celebrities it is also one of the reason that consumer has a perception in mind that this product is of good qual

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