The year-wise brand image of the soap can be described as — The 30s: This is when the widespread advertising of the product began. Partially attribute positioning can also be considered for Lux, since the ingredients of Lux have also been greatly highlighted. The beauty soap industry has a few major producers of which Unilever holds market share of slightly less than 50%. While still retaining the star element, the focus shifted to the consumer and the role of the brand in her life. Active marketing of these body washes is going on in the social media. They are designed in a fashion to get a quick response.
The Har Star Lucky Star offer came in when Lux finished 75 years of stardom. This can already be seen in the market, but it needs to be enforced further. Because Lux has different skin type soap so now if they provide different types of beauty soaps for male and female soapunder the same brand name i. The novel metallic substrate packaging of Lux has been characteristic of the soaps with the same font style of writing the brand name that go back as far as any of us can remember, coupled with the ingredient linked fragrances of the soap have been written down memories of so many generations. The price range of Lux products is between Rs. The 2010s: Today, the focus is back on beauty — which has been the roots of the product.
The range of products includes beauty soaps, shower gels, bath additives, hair shampoos and conditioners. A positioning map of the company is shown Figure 2. Operating in Bangladesh for over the last four decades the company is trying to significantly contribute towards the augmentation of the standard of living by bringing world class high quality products at the door step of their customers. Bringing out limited editions of the product has been a popular way of attracting attention and promoting sales. It is during this era that the brand began to focus on ingredients. s market according to geographical locations.
Operating in Bangladesh for over the last four decades the company is trying to significantly contribute towards the augmentation of the standard of living by bringing world class high quality products at the door step of their customers. In 1929, advertising featured 26 of the biggest female stars of the day, creating a huge impact among the movie-loving target audience. Different ad campaigns for different regions say, Middle East, China, etc started coming in. The main source of information was the focus group discussion. This could cater to a new segment in the market.
Today, Lx also serves as a sponsoring brand name for so many awards and functions like the popular Lux Zee Cine awards, making its positioning of being associated with the stars more prominent. If we see in India, then the first print ad of Lux came starring Leela Chitnis. This is a bit costly and is only available in big stores. Unilever, with the aid of its heavy promotional activities, has been able to penetrate the market. Because we believe that femininity is so much more than you can see, and we want to inspire women to embrace their femininity and dare to express their beauty beyond appearances.
Sales promotion Sales promotion is essential for any brand to move ahead in the market. Made like the costliest French soap and known as the beauty secret of some of the most glamorous stars — from Elizabeth Taylor, Audrey Hepburn, Marilyn Monroe, to Ashwarya Rai, Katrina Kaif and Shu Qi -our alluring beauty treats delight women in more than 100 countries worldwide every day. So, the stars of Lux stepped down from the pedestals they stood on before and the campaign focus began to highlight the multi-faceted nature of a woman, which the ordinary consumer of the soap was better able to relate to at the time. Since 1925, Lux has been bringing the best of beauty and the pleasure that comes with it to women around the world. Its distribution process is highly efficient.
s product features distribution and promotional activities have created high brand loyalty for which it is still the market leader. The product is available in six different fragrances under three different sizes. These changes kept coming with changing fashion trends. The benefit was now more than just beauty itself; it expanded to be about the confidence that comes from beautiful skin. Moreover some survey reports also reveal the same result.
Lux at that time was much more gentle on the clothes, it dissolved much more easily and was advertised as being suitable for home use. The Lux Gold Star Offer, Lux Star Bano Aish Karo, Lux Har Star Lucky Star, etc have been popular sales promotion activities of the brand. Since the 1930s, over 400 of the worlds most stunning and sensuous women have been proudly associated with Lux advertisements. Other companies in the industry are not as big as Unilever Bangladesh Ltd but they are posing threat to the company by a tendency of a gradual increase in their market share. However, it never takes much time for a bubble to break and yet it could be impossible to break a strong bubble. Today, Lux is the market leader in countries like , , , , South Africa and Developed by Unilever, Lux soap is now headquartered in Singapore.
Chapter 2Product Category, Market Segmentation, Target Marketing and PositioningThis chapter describes the category of the selected product. It focused not only on beauty but the confidence that beauty generates in a woman. It is noted as a brand that pioneered female celebrity endorsements. Research revealed that Bangladeshi customers are highly attracted to this sort of offers. Beauty soap is a product with a vulnerable demand in Bangladesh. That is why the company targets urban and sub urban upper middle and middle class people who are the second highest population of segment of the country.
Report on Competition Scenario in Bangladesh, page 18, prepared by Bangladesh Enterprise Institute, July 2005. At that time, the Shah Rukh Khan ads had come on air. This part of the report illustrates the market share of different companies in the beauty soap industry. The soaps are already on shelf in Lux has become the first soap brand in the world to use sustainable oils made from algae. During this era, Lux also launched campaigns featuring interviews and close-ups with stars, bringing to life the '9 out of 10' idea. Lux espouses that beauty is a female instinct that shouldn't be denied, and showcases the pleasure that every woman enjoys from using her beauty.