presntn on lux by swekchha rai
TRANSCRIPT
8/14/2019 presntn on lux by swekchha rai
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75Th Anniversary OF LUX
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Introduction
• LUX soap was launched in India in 1929.• It is probably the only brand that has had the
endorsement of nearly 50 Indian film stars.• Now the king khan also added to this list now saying,
(I am going to reveal my beauty secret - LUX. Now tellme who your favourite LUX star is?)
• The other main soap brand Lux also saw significantinnovations. However, Lux faced severe competitive
pressures from several brands, as a result of whichthe brand was flat in top-line. The overall marketgrowth for Soaps & Detergents was sluggish duringthe year with a sharp decline in the Popular &Premium segments of the market.
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List of all Brand Ambassadors of
LUX
• Madhu bala
• Madhuri
• Hema Malini
• Sri Devi
• Kareena Juhi
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Assumption
Both gender and product type will affect attitudes towardspokes-characters, perceptions of target audience andmemorability of product. Specifically:
• H1: Attitudes toward spokes-characters will be morepositive when the gender of the spokes-character matches the gender of the target audience for a product.
• H2: Gender of spokes-character will affect perceptions of target audience for test products so that a producttypically targeted to one gender will be significantly lesslikely to be perceived as targeted to that group with an
opposite gender or neutral spokes-character.• H3: The most memorable version of a spokes-character
will be the one with the most positive ratings on theattributes.
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X-Factor
• Brands like Lux are trying a dramatically new
approach because of the need to grow beyond
limitations in a hugely-competitive market
• Lux has been recording a decline in marketshare for a year, despite aggressive attempts to
relaunch the brand(2001).Brand watchers feel
HLL ought to have launched a Lux variant
targeting men.
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The ad film opens on ShahrukhKhan in a bath tub with rose petalstaking a bath
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“ Aaj main aapko batane waalahoon
meri khoobsoorti ka raaz ” tells us
the actor.
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Revealing Lux as his beauty secret,
the actor applies the soap over his
body.
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Shahrukh now concludes by saying“ Ab bataiye aapka favourite Luxstar kaun hai ?” Super: to be
continued...
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Why only SRK
• This is the product which closely related with thefemales emotions, this could be a way of company wanting to create a wider space aroundthe LUX to create a wider TG.
• Beauty being the central theme and emotionsbeing the space around the beauty, SRK, theman to represent feminine emotions
• It is the perfect time to bring SRK, b’coz thedefinition of beauty is changing..it is more to dowith emotion & attitude.
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Pros & Cons
• Lux is a female soap for decade.
• “It is a bold strategy, but I am perplexed about it.
Lux has been a strong woman’s brand all along
and I am not too sure about the effect if theimage is disturbed,” says Sunil Alagh, corporate
analyst.
• Some people think it's a girlie ad
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• Soaps are used by everyone. Unless men use
something else other than soaps to cleanse themselves,
i dont see why someone should object to a soap ad
featuring a male model...but SRK could have been
shown in a more different manner
• It’s not that Indian brands are becoming unisex, but their
does seem to be some experimentation going on.
Brands like Lux are trying a dramatically new approach
because of the need to grow beyond limitations in ahugely-competitive market.
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• EXAMPLE
• That HLL’s Fair & Lovely, a hugely successful
fairness cream, is used by a big number of
Indian men. “There are many dark-skinned menwho want lighter skin.
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• Queries
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