MARKETING MIX OF LUX

Marketing Mix Of Lux – Lux Marketing Mix

Lux is associated with FMCG industry and deals in the personal healthcare segment. It is a subsidiary brand of its parent company Unilever and was founded in the year 1899 by Lever Brothers. In the year 1900, its brand name was changed to Lux from Sunlight Flakes and it was launched in the consumer market of United States in the year 1925 and the United Kingdom in the year 1928. Some of its competitors are as follows-

• Nirma
• Vivel
• Johnson & Johnson
• Godrej
• Wipro
• Colgate-Palmolive

Product Mix in the Marketing Mix Of Lux Soap :

Lux is a global brand that deals in manufacturing and marketing of soap and related products. Its product range includes shower gels, beauty soaps, hair shampoos, bath additives and hair conditioners. Lux soap comes in packages of 40gm, 80gm and 120gm, colours like white, pink, blue, yellow and green and several fragrances.

Place Mix in the Marketing Mix Of Lux :

Lux is an international brand with its headquarters base at Singapore. Its products are available in more than one hundred countries of the world and occupy a huge market share in countries like South Africa, Thailand, Brazil, Bangladesh, Pakistan and India. Its international market includes United Kingdom, Japan, China, United States and Argentina.

Its manufacturing plants are located in seventy-one places across the world. Lux has a widespread and strong distribution network in a global market that includes distributors, warehouses, stockists and retailers. In India, distribution channel includes more than seven thousand stockists and two thousand suppliers so that products reach consumers through more than one million retail outlets as its products are easily obtainable via corner shops, convenient shops, supermarkets, hypermarkets and malls. Wholesalers and large retailers can place bulk orders directly with Lux Company.

Price Mix in the Marketing Mix Of Lux :

A sound pricing strategy takes a company forward and it is necessary to evaluate every aspect including market conditions, production costs and also prices set up by rival brands before setting up its own product prices. Lux Soap became a brand used by the mass market with its revenues crossing one billion euro in the year 2009.

It has adopted a competitive pricing policy as it faces stiff competition in the market and hence has kept product prices reasonable and affordable. In order to create bulk sales it has adopted a promotional pricing plan and offers incentives like discounts, coupons and one free product on bulk buying of three soaps. This helps in increasing sales figures and ultimately leads to greater revenues.

Promotions in the Marketing Mix Of Lux :

"Khoobsurati pr haq hai hmara"

Lux is a household name and has become a synonym for soap. Brand believes in aggressive and intensive marketing and has launched several ad campaigns for its international market. During early years it used print media and advertised via magazines like Ladies Home Journal to gain brand visibility. 

Currently Lux brand advertisers through several mediums like television, newspapers, magazines, billboards and social media platforms including Facebook , Twitter and Blogs. It also sponsors events and functions like Lux Zee Cine Awards and Lux Dance India Dance. Lux believes in celebrity endorsements and has always used them to promote its products in the consumer market for gaining maximum coverage.

Over the years famous international personalities associated with brand Lux are Deborah Kerr, Deanna Durbin, Samantha Eggar, Sandra Dee, Natalie Wood, Cheryl Ladd and Sophia Loren. In India, actors associated with Lux are Deepika Padukone, Katrina Kaif, Aishwarya Rai, Rani Mukherjee, Sridevi, Hema Malini and Sharmila Tagore. Lux has also included male models like Shahrukh Khan, Paul Newman and Abhishek Bachchan to act in its ad campaigns.