PROMOTION MIX

PRODUCT MIX

MARKETING MIX

PLACE MIX

PRICING MIX

 Product

Classification:

Tangible Non

durable good

Lux and other soaps fall into the category of convenience good.

 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.

Labeling :
Lux trade character or logo is present prominently in the package Female model Displayed graphically Key ingredients

Different colors Different variants( Saffron Saffron variants & Pink Rose extracts etc. ) Package size 100gm, 120gm, 150 gm

Launched Mini Lux 45gm - Rs 5

 Competitive

prices: Neither high nor low

 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

 India's

Most Trusted Brand

Rank 1 2 3 4 5 6 7 8 9 10 Brand Lux Colgate Rin Thums Up Dettol Fair & lovely Surf Coca cola Pepsi Horlicks

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

Active since 1929

 1970

Jayalalitha Shriya Sharan

Lux gold star offer: 22 Carat Gold coin in the Soap First 10 caller (Extra 30 gm gold) Lux star bano, Aish karo contest: A special promotional pack of lux soap Scratch card -50 lucky winner got the chance to meet Aishwarya rai.

 Internal

Competitor: Competitor

Lifebuoy: 1895, 18% Market shares

External

Godrej consumers products limited (GCPL): 2nd Largest soap maker after HUL 9.2% Market share Brands: Cinthol, Fairglow, Nikhar

Wipro: Brand: Santoor (No 1 in AP) and Chandrika

ITC: 1.75% growth in initial five months Brand: Superia, Fiama di wills and Vivel Sold in six states