Lux Case
case·,
I.
lux - Strong
Differentiation
The market has seen stagnant sales over the last
The personal wash market is valued at Rs.45 billion (ORG-MARG). four years and the low entry barriers have led to intense competition
between national and local brands.
Lux is the larges~ personal wash brand in the country with a value share of 17%. Consumer preference has led to Lux becoming one of the most trusted brands in the country. Lux has retained its leadership status by strongly differentiating itself - no soap brand can claim to be more aspirational for the Indian consumer than Lux - 'the beauty soap of film stars'.
The last three years have seen Lux continue to grow far ahead of the market, It has gained close to 4% share in this period. A key initiative that has fuelled this growth has been the launch of Mini Lux - strategically priced at Rs.5 to bring it within the reach of 300 million rural consumers. The introduction of new perfume and ingredient variants, addressing new benefit segments, has been the other growth driver. Lux soap was launched in India in 1929. The first bar of Lux was made in India and sold for a sum of two annas in 1934. From the very first advertiserrient in 1929 featuring Leela Chitnis, the gorgeous faces of tne silver screen have come out in the open with their beauty secret - Lux. Popularly known as 'the beauty soap of film stars', Lux has been a favourite with generations word, 'luxury'. of users for the experience of sensuous, luxurious bathing. The brand name, Lux, has been taken from the
Since its launch in India, Lux has offered a range of soaps in different colours and fragrances. The benefit offered by all were the same - beautiful skin. Desirable product sensoria's (appealing to all senses), its world-class fragrances and nourishing ingredients have made a strong product differentiation
1135
for Lux, making the Lux bath a pleasurable
experience.
But Lux being the market leader
evolved along with
I.
lux - Strong
Differentiation
The market has seen stagnant sales over the last
The personal wash market is valued at Rs.45 billion (ORG-MARG). four years and the low entry barriers have led to intense competition
between national and local brands.
Lux is the larges~ personal wash brand in the country with a value share of 17%. Consumer preference has led to Lux becoming one of the most trusted brands in the country. Lux has retained its leadership status by strongly differentiating itself - no soap brand can claim to be more aspirational for the Indian consumer than Lux - 'the beauty soap of film stars'.
The last three years have seen Lux continue to grow far ahead of the market, It has gained close to 4% share in this period. A key initiative that has fuelled this growth has been the launch of Mini Lux - strategically priced at Rs.5 to bring it within the reach of 300 million rural consumers. The introduction of new perfume and ingredient variants, addressing new benefit segments, has been the other growth driver. Lux soap was launched in India in 1929. The first bar of Lux was made in India and sold for a sum of two annas in 1934. From the very first advertiserrient in 1929 featuring Leela Chitnis, the gorgeous faces of tne silver screen have come out in the open with their beauty secret - Lux. Popularly known as 'the beauty soap of film stars', Lux has been a favourite with generations word, 'luxury'. of users for the experience of sensuous, luxurious bathing. The brand name, Lux, has been taken from the
Since its launch in India, Lux has offered a range of soaps in different colours and fragrances. The benefit offered by all were the same - beautiful skin. Desirable product sensoria's (appealing to all senses), its world-class fragrances and nourishing ingredients have made a strong product differentiation
1135
for Lux, making the Lux bath a pleasurable
experience.
But Lux being the market leader
evolved along with