lux

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BRANDING N ame, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers .

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The objectives that a good brand will achieve include: Delivers the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer Concretes User Loyalty

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LUX WAS FIRST INTRODUCED IN 1916 LUX launched in USA as Laundry soap 1929 LUX launched in India 1925 LUX launched in USA as Toilet soap

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PRICE Lux Peach & Cream Rs 18/90 gms Lux Strawberry & Cream Rs 18/110 gms Lux Purple Lotus & Cream Rs18/110 gms MINI LUX IS RS 5

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Promotion Celebrity Endorsement Brand Ambassdors Sponsoring TV shows Promotional Offers Gold Coin Offer

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Features Lux offers its consumers a range of soaps enriched with the goodness of a variety of nourishing ingredients – rose extracts, almond oil, milk cream, fruit extracts and honey which are known to harbour the secrets of incredibly perfect skin .

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Style A novel metallic substrate packaging beautifully showcased the ingredients and its globally accepted ingredient-linked perfumes heightened the sensorial experience.

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QUALITY It doesn ’ t compromise on the quality even if decision pertains to increase in price. As Lux is popularly known as brand of celebrities it is also one of the reason that consumer has a perception in mind that this product is of good quality

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Brand loyalty The brand Lux has been India`s third most trusted brand according to the recent survey by the economic times. The brand enjoys customer loyalty in rural and urban areas equally. It has generations of customers in the same family.

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Retailer Survey Results Since how many years are you keeping the stock of Lux - 0-1 years- 9% 1-5 years-58% 5-10 years-33% Is lux a profitable brand for you- Yes-71% No-29% Is the demand for the product regular- Yes-83% No-17%

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Conclusions LUX is a well known & accepted brand (100 % Brand Awareness; Ranked No. 3 in Economic Times Most Trusted Brands) LUX has a regular demand pattern throughout the year but the demand is higher in the first fortnight of every month . Consumers still prefer to buy LUX from Local Kirana shops rather than from Retail Outlets. (59 %)

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