20-11-2012, 12:14 PM
Overview : Lux Soap
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1916 – Laundry soap
1925 – Bathroom soap
India – 1929
First brand ambassador: Leela Chitnis (1929)
Market share is almost equal to Lifebuoy
Packaging:
Different colors – Different variants( Saffron – Saffron variants & Pink – Rose extracts etc. )Package size – 100gm, 120gm, 150 gmLaunched – Mini Lux – 45gm - Rs 5
Strengths:
Strong market research (Door to door sampling – once in a year – Rural 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
Dynamically continuous innovations – New variants and innovative promotions (22 carat gold coin promotion – “Chance Hai”)
Strong brand promotion but relatively lower prices – Winning combination.
Mass appeal/Market presence across all segments ( 15% of soap market)
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
Opportunities:
Soap industry is growing by 10% in India
Beauty segments compounded annual growth rate (CAGR) is very high
Liquid body wash is currently in growth stage – Lux should come out with more variants in this segment
Large market share – Strong hold over the market
Threats:
High internal competition (Pears – Beauty segment)
New entrants (Vivel)
Maturity stage – threat of slipping down to decline stage – if constant reinvention is not carried out