LUX- For Men

Presented to:

Sir Imran Patel

Project Partners:

Maria Amjad 2071162

Taqadasa Khan 2072040

Farah Khizer 2073290

Ayesha Safdar 2073395

Introduction

Lux soap is a product of unilever brands and its major market area is India, Pakistan, China, Japan and UK.

It was the first mass market toilet soap launched in 1924.

Sold in over 100 countries. Market leader in countries including Arabia, Brazil, India, Thailand and South Africa.

Made sales of 1.0 billion euros in 2005.

Existing Brand- Product Profile

Product Category: Personal Care Brand

Logo:

Product Range:• Orchid touch• Almond delight• Energising fruit• Aqua sparkle

Existing Brand- Competitors

Nivea Avon Body Shop Dove Capri Palmolive Palmy

Existing- Targeting and Segmentation Demographic

• Age: 15-50+ • Gender: female• Family size: 2, 3-4, 5+• Income: Rs.20,000+• Occupation: From

middle class to upper class

• Education: Schools, Colleges, Universities

• Religion: Islam, Christianity and Hinduism etc.

• Race: Asian

Geographic

• World region: Asia• Country: Pakistan• Cities: All major cities of

Pakistan• Density: Urban• Climate: Hot and Dry

Existing- Targeting and Segmentation

Behavioural• Occasions: Parties,

Birthdays, Sports and Regular Occasions

• Benefits: Quality, Taste, Economy, Health User status

• First time user: Attitude towards product positive.

Psychographic• Social class: Middle

class, Upper class.• Lifestyle: Actualizes,

Fulfilled, Believers, Achievers, Strivers, Experience’s makers and Strugglers

Lux depends heavily on advertising and continued product innovation to maintain and expand their market position. Major components of its ad strategy are:

• Famous movie and TV stars as brand ambassadors.

• Outdoor and TV ads: Brand awareness moved from 21% to 93% among women.

• Direct Customer Contact: Include field and desk research.

Existing- Advertising

Existing- Brand Personality

• Main idea: Lux Soap is synonymous with glamour and the message is that it makes a star out of an average person.

• To further enhance its symbolism with glamour “Lux Style Awards” have been conducting since the past 5 years.

Existing- Brand Ambassadors• First lux tv ad;Leela chitins

(1923)

• Marilyn Monroe, Demi Moore and Catherine Zeta-Jones. Paramount movie star Paulette Goddard (1943)

• Probably the only brand that has had the endorsement of nearly 50 Indian film stars. Big Bollywood names like Madhu bala, Madhuri, Hema Malini , Sri Devi, Kareena Juhi, Shahrukh Khan etc.

• Pakistani stars eg. Iman Ali who is the current ambassador. Babra Sharif, Meera, Veneeza Ahmed and Aaminah Haq.

Major Manufacturers of Men’s Soap

LIFE BUOY

DETTOL

SAVLON

SAFE GUARD

LUX for Men Introduction

The idea is to introduce three new soaps by Lux in the market which will need very heavy advertisement and a strong launch campaign to make an impression on men, give awareness about the soap and persuade them to buy Lux for Men.

Market Share for Men Soap

The market share of the Men Based Soaps:

Dettol …… 11.7%share

Life Buoy ……. 23% share

SafeGuard …... 35% share

Other soaps ….. 30% share

Target Market and Segmentation Demographic

• Age: 15-50+ • Gender: Male• Income: Rs.20,000+• Occupation: From

middle class to upper class

• Race: Asian• Nationality:

Pakistani

Geographic

• World region: Asia• Country: Pakistan• Cities: All major cities

of Pakistan• Density: Urban• Climate: Hot and Dry

LUX for Men - Product Range

Soaps in masculine fragrances would be provided e.g.: bay rum, bayberry, spice, lime, musk, sandalwood, patchouli, and oakmoss. 3 soaps will be launched initially:

“Lux – Revamp”

Lux – “Swash”

Lux – “Clarion”

Product Features Swash: Goat milk soaps

with a lot of lather for shaving.

Revamp: Men get skin problems because of a lot of pollution in Pakistan. It is also a hand Repair Soap for hardworking hands that are dry and cracked.

Clarion: Unscented soaps for men who don’t like fragrances.

PromotionsSince it would be something new and innovative for the market heavy promotions will be used to penetrate into the market.

Buy two, get one free.

Campaign would involve a lucky draw in which whoever gets the coupon will win a Honda City

Lux for Men - Placement

We have decided to launch this product first in Karachi, as Karachi is one of the most polluted cities of Pakistan and also carries a large men market who would be interested in buying lux for men

LUX for Men- Pricing

Pricing would be done according to the size of the soap bar

• 80 g: Rs. 20

• 125 g: Rs. 35

Lux for Men- Creative Idea Focusing on masculine

attitudes and behaviors

Introducing masculine ideas of soap eg. No fragrance etc.

Making Lux for Men a fashion statement through using famous stars as brand ambassadors.

Using colors that attract men.

Lux for Men- Competitive Edge

Focuses specifically on men's needs and wants

Provides a range of soap products for men to chose from

Media used for Advertisements

Majorly TVC. Timed between men programs.gadgets, cars etc.

Billboards on places where men hangout.

Men Magazines: both online and print

Would be advertised on online sites like askmen.com and online social networks like facebook.

Lux for Men- Brand Ambassadors

Atif Aslam: Will make it a fashion statement.

Shan: Will give the image of glamour.

Shahid Afridi: Will make it popular among youngsters.