LUX Case StudyConsumer Beliefs and

Attitudes.

Q1: 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?

Actresses were considered as epitome of beauty & every Indian women aspired to be like them

Careful selection of celebrities, who mostly belonged to the top performing class in the entertainment

industry

The more expensive the brand, the better is the quality and the performance.

Products with beautiful packaging are good.

In Short

Filmstars = Beauty

Q2: 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.

Lux can show a female celebrity in the role of the Sarpanch of a village portraying the benefits of using the Lux soap.

Through the medium of independent women entrepreneurs working with HUL’s Project Shakti, the brand of LUX can be pushed through to the rural market by providing higher incentives for them for pushing the LUX brand

A common woman who has empowered the village and treated social issues like dowry can be shown in the Advertisement portraying that the usage of lux has reduced evils like dowry as people now demand girls using lux as they are empowered with beauty and self confidence.

LUX- for the natural Indian beauty

This will be done by showcasing the common girls and stating that Indian women are the most beautiful in the world. Positioning the brand for every Indian and not for the affluent.

From small girls of 10-12 yrs to college going 18-22 all showed in advertisements saying they use Lux and it gives them confidence of facing the world by exploring the beauty they have without any makeup.

We will also focus on "be yourself " strategy that will say that u r d best, trust yourself, you are empowered by Lux and that gives u an identity of yours.

Positioning attributes - new attributes will be lux for all types of skin for oily skin, for dry skin, for acne prone skin , for people who have field work(i.e. direct sunlight)

Q3: 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?

With key categories such as soaps, shampoos fast reaching maturity in terms of penetration , HUL can enter into these personal use product categories.

Lux

Lux cold creams, moisturizers with

skin care ingredients like glycerin and

honey. Lux sanitizers- new fragrances in line

with soaps and deodorants.

Lux spa kit- including aroma oil,

moisturizers etc

Introducing new face wash with sun block in the

face wash category

Lux special kids soap complementing it

with “Your child is a born star”

Lux facial scrubs in different varieties

like apricot, cucumber.

Lux shaving line for men, After shave,

shaving foam cream.

Q4: What will be the nature of your communication to differentiate the brand from other “me-too” or similar quality brands of toilet soaps?

Educate the customers about their product with product differentiation soaps

Different line of soaps under Lux brand to cater to different customer needs

Brand will grow to cater to diff requirements of the people, so they will not go to another brand as their skin needs will be addressed by Lux

Aggressive Advertising

LUX - learn use & Experience Strategy to educate customer, make her buy the product and let her feel that she

has associated with a lifelong experience

Lux - living upto Expectations

Skincare at its best - Lux

• Made from natural fruit extracts (combination of diff fruits)

• Neem & Aloe Vera (herbal medicated soap)

• Made from flower extracts (rose,jasmine,fragnance bars)

• sandalwood n rosewater (natural glowing skin)

• Cream and milk for smooth body• With glycerin n lemon extracts to fight

with pears• Lux germ protection bar

Thank You!!