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Name: Pradeep Mohanani Roll No: 105220.

Assignment: - 3

Topic: - Case Study on Lux-The Beauty Soap.

Q-1: 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 HUL adopted
this approach instead of highlighting certain specific features or
benefits?

Ans: - Lux was launched in India in 1929. In earlier times when


the Lux was launched, Film Stars where worshipped like God &
people used to follow their style statement. Lux noticed that
quickly & keeping the tag line of “beauty soaps of film stars” was
working fine at that time. At that time no body was concern
about the features & benefits. Lux took the advantage of
consumer’s blind belief in following Film Stars. As literacy rate at
that time was not so high in India, highlighting benefits & specific
brand features would not have worked much for them. But as
time evolved there were many questions like “Do film stars really
use these soap”. Taking a que from Customers Lux changed its
positioning by appealing the need for becoming the star. So Lux
came out with the tag line “Bring out the star in you.” Now
slowly the generation is changing. Every body is concerned about
contents & benefits. Lux sensed this & they are marketing their
International Range by tag line “Not Just Soap, its Skin Care”.

Q-2: 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.

Ans: - To Expand the base of market I would like to introduce the


Soap for Men with an add just like what Lux showed on with
Sharaukh Khan on their 75th Anniversary. I would like to advertise
this with tag line “why only women look beautiful”. Also I l would
like to position the Lux International with lavish events in the
country. As far as India is concerned there are no mature
competitors of Lux International Range. It is positioned well
above Lux brand but it is not marketed well. I would like to have
sampling of Lux International Products in posh areas of metros.
Also people perceive Lux as costly brand. I would like to do some
tuning in the pricing. I would like to introduce soap for Kids too.
In villages where people are still followers of Film Stars, I would
like to go with the tag line “Sabun Jo Stars Lagate hai.” & the
packaging should have photos of heroins apart from models. In
villages it can go well as there are still people left which blindly
follow film stars.

Q-3: 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?

Ans: - As a brand manager I would like to enter into following


new categories.

1. 100 % Vegetarian Soaps.

2. Herbal Soaps.

3. Soap for kids.

4. Anti-bacterial Soap.
5. Increase the brand promotion of Lux International.

6. Soap with low ph level.

7.Anticeptic Soap.

Also I would like to sponsor the events attached with youths to


increase the scope of social marketing.

Q-4: What will be the nature of your communication to


differentiate the brand from other ‘me-too’ or similar quality
brands of toilet soaps?

Ans:-I would communicate with the tag line like “Its not just a
soap, It’s your skin’s best friend.”

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