presntn on lux by swekchha rai

8/14/2019 presntn on lux by swekchha rai

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75Th Anniversary OF LUX



Introduction

• LUX soap was launched in India in 1929.• It is probably the only brand that has had the

endorsement of nearly 50 Indian film stars.• Now the king khan also added to this list now saying,

(I am going to reveal my beauty secret - LUX. Now tellme who your favourite LUX star is?)

• The other main soap brand Lux also saw significantinnovations. However, Lux faced severe competitive

pressures from several brands, as a result of whichthe brand was flat in top-line. The overall marketgrowth for Soaps & Detergents was sluggish duringthe year with a sharp decline in the Popular &Premium segments of the market.



List of all Brand Ambassadors of

LUX

• Madhu bala

• Madhuri

• Hema Malini

• Sri Devi

• Kareena Juhi



Assumption

Both gender and product type will affect attitudes towardspokes-characters, perceptions of target audience andmemorability of product. Specifically:

• H1: Attitudes toward spokes-characters will be morepositive when the gender of the spokes-character matches the gender of the target audience for a product.

• H2: Gender of spokes-character will affect perceptions of target audience for test products so that a producttypically targeted to one gender will be significantly lesslikely to be perceived as targeted to that group with an

opposite gender or neutral spokes-character.• H3: The most memorable version of a spokes-character

will be the one with the most positive ratings on theattributes.



X-Factor

• Brands like Lux are trying a dramatically new

approach because of the need to grow beyond

limitations in a hugely-competitive market

• Lux has been recording a decline in marketshare for a year, despite aggressive attempts to

relaunch the brand(2001).Brand watchers feel

HLL ought to have launched a Lux variant

targeting men.



The ad film opens on ShahrukhKhan in a bath tub with rose petalstaking a bath



“ Aaj main aapko batane waalahoon

meri khoobsoorti ka raaz ” tells us

the actor.



Revealing Lux as his beauty secret,

the actor applies the soap over his

body.



Shahrukh now concludes by saying“ Ab bataiye aapka favourite Luxstar kaun hai ?” Super: to be

continued...



Why only SRK

• This is the product which closely related with thefemales emotions, this could be a way of company wanting to create a wider space aroundthe LUX to create a wider TG.

• Beauty being the central theme and emotionsbeing the space around the beauty, SRK, theman to represent feminine emotions

• It is the perfect time to bring SRK, b’coz thedefinition of beauty is changing..it is more to dowith emotion & attitude.



Pros & Cons

• Lux is a female soap for decade.

• “It is a bold strategy, but I am perplexed about it.

Lux has been a strong woman’s brand all along

and I am not too sure about the effect if theimage is disturbed,” says Sunil Alagh, corporate

analyst.

• Some people think it's a girlie ad



• Soaps are used by everyone. Unless men use

something else other than soaps to cleanse themselves,

i dont see why someone should object to a soap ad

featuring a male model...but SRK could have been

shown in a more different manner

• It’s not that Indian brands are becoming unisex, but their

does seem to be some experimentation going on.

Brands like Lux are trying a dramatically new approach

because of the need to grow beyond limitations in ahugely-competitive market.



• EXAMPLE

• That HLL’s Fair & Lovely, a hugely successful

fairness cream, is used by a big number of

Indian men. “There are many dark-skinned menwho want lighter skin.



• Queries

presntn on lux by swekchha rai

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