LUX

~THE BEAUTY SOAP

GROUP 2 (TEAM B)
Raghav Chadha
Shivali Jindal
Somya Gupta
GROUP 2 (TEAM A)
Rajat Lakhina
Suryoday Roy
Siddhi Nigvekar
Lux has traditionally positioned
the brand by influencing
consumer beliefs and attitudes
by highlighting on the theme
of "beauty soaps of film stars".
In your opinion, why has HUL
adopted this approach
instead of highlighting certain
specific brand features or
benefits?
Question
1
Exploiting the need to be pretty
Women have been socially conditioned to make effort to look pretty. Celebrities were
considered to be prettiest ones.
In Sync with the time
Bollywood was on the rise during those days and people were imitating stars from
their attire to their habits
Help people remember ads
Brand recall increases with every celebrity appearance associated with the
brand; Every time people see Kareena onscreen, they assume that she uses Lux
Make people believe the product contributes to superstar status
Consumers tend to believe that stars actually use these products and that the
product contributes to the stars personality and status; Katrina Kaif and Kareena
Kapoor
Stand out
Helps the product stand out from the clutter; Shah Rukh Khan is a youth icon
Earlier positioned as mundane cleansers .
The positioning which could cater to the self esteem needs of a
consumer became more relevant when disposable income and
aspirations regarding luxury increased
HUL had positioning issues with Lifebuoy where it was relegated to a
disinfectant soap cake ,and lost market share to a cheaper brand
positioned to provide a richer sensory experience (Nirma) .
Positioning of Soaps

Use of successful female actresses in advertisements .
Based on the premise that it will work for you if it works for the actress and
make you as pretty as a star.
However ,commoditization of celebrity endorsements led to dilution the
positioning sought ,and the message was changed to bring the star in
you ,and with Lux, an ordinary person can impact her world with her
own star quality.
Now the role of the film star is to demonstrate that every user has a star in
her who is as pretty as the celebrity
Classical Conditioning
If you are to expand the base
of the market by suitably
changing the consumers
existing beliefs and attitudes
what kind of strategies will you
adopt, e.g. changing beliefs
about the brand? Add some
new attributes, choose a new
theme of brand positioning,
etc.
Question
2
Lux has always been
projected as a
beauty soap-hence
targeted at females-
housewives and
decision makers
To tackle the stagnation
issue, the product can be
expanded as a family
wherein product features of
moisture, germ protection,
freshness etc. must be
highlighted
Lux can adopt a new
positioning that
demonstrates its efficacy
cleansing power like a
detergent ,while
emphasizing on overall
beauty .
The strategy to reposition is
to make the existing
customer base believe that
the Lux brand is not just
about beauty but also
overall family care
Sufficient differentiation
necessary to prevent
cannibalization of
Lifebuoys sales
As a brand manager of
Lux, given its long-
established brand equity,
you want to enter into
new product categories.
What kind of personal use
product categories will
you venture into?
Question
3



Advantages
Already established as a beauty-
enhancing product; hence
entering an associated market
would be a smooth transition
Have a demo package deals
with the parent products for trial
purposes
The same celebrities can be used as
models for these categories and
hence strengthening the brand
recall over a wide range of
products
Using existing brand equity of Lux
Body wash
Shampoos and
conditioners
Body Lotions and
moisturizers
Facial beauty
products like
scrubs and packs
Shampoos and Conditioners
Creative variations in ads-to prevent ad wearout
What will be the
nature of your
communication to
differentiate the brand
from other 'me-too' or
similar quality brands
of toilet soaps?
Question
4
Most soap brands show models having a fantasy-life because
of the soap they use, differentiating that and making it a
common mans soap by shifting focus from
Models/Celebrities to events or people that would connect
better with the consumer
Instead of focusing just on the youth, Lux should broaden its
customer base by introducing variants for other age groups
also, and hence involving other representatives in the ads.
Using a never-before storyboard
Reaching people and increasing involvement through
alternative channels such as social media
Engagement with Social Media
Association with an event or occasion
Increasing users involvement in ads
Engagement over social media