Advertising of Lux in India
Selection of Media:
There are number of Sources available for passing the product message. These are as follows;
Lux has made it a point to use every above source for its advertisement. However the most frequent source used is television.
Lux was launched in India in 1929. Its slogan was “the beauty soap of film stars.” The first advertisement was by actress Leela Chitnis as the brand ambassador. It has heavily advertised in India using Bollywood actresses as its brand ambassadors from Asha Parekh, Mala Singh, Hema Malini, Rekha, Kareena Kapoor Khan, Aishwarya Rai Bachchan, ...view middle of the document...
Marketing Strategy of Lux
The FMCG (fast moving consumer goods) market is highly competitive, one that is rife with the advent of newer brands. In a capitalist set-up, there begins a system of hard selling and introduction of more innovative products to boost sales and garner a larger consumer base. Advertising is a major player in the arena of marketing. For this, it becomes essential to understand the purpose behind the launch of a product, its various utilities and the trajectory it has mapped in the market.
The soap selected for the study is the globally acclaimed Lux, a product owned by Unilever. In India, Lux is owned by Hindustan Unilever, an offshoot of its Anglo-Dutch counterpart and one of India’s largest FMCG companies. A luxurious brand, touted as the ‘beauty soap of the film stars,’ Lux has been a consistent ubiquitous part of the Indian household and one of India’s most trusted personal care products. With generation after generation of women sustaining a product in the market, consistent with its former glory, a statistic mentioning that three in every five Indian consumers use Lux may not seem entirely far-fetched.
Lux has always marketed itself as a product used by the stars. A common refrain associated with such a promotional strategy says ‘if it is good enough for the stars, it is good enough for me.’ Marketing covers the four main aspects, when it comes to any product that needs to be sold in a market, namely the: product mix, price mix, place mix and promotion mix. The marketing mix of Lux shall be examined from the perspective of the four P’s in marketing.
Price mix: A sound pricing strategy induces a consumer to purchase a certain product. It proves to be a worthy incentive. In a country of wide economic disparities like India, the price of the product takes precedence over the quality, for the less affluent.
When Lux was launched in 1929, the pricing was kept high so that the product could make up for its manufacturing cost. The prices were later reduced in order to penetrate a greater market segment. As of now, the product pricing is competitive i.e. on par with those of the competitors.
Place mix: The place mix refers to not just the distribution channels of a product, but also the geographic location of its availability which greatly affects its accessibility. Lux was earlier sold only in major cities at the time of its launch. Post 1950s, the...