SWOT Analysis of Lux with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Personal Health Care - Soaps
Not Just Soap Its Skin Care; ab khubsuriti se darr kaisa; Lux brings out the star in you
Lux stands for the promise of beauty and glamour as one of India's most trusted personal care brands.
Personal Health – Soap for
Urban & Semi Urban – Upper and middle class
Affordable Luxury Soap for the upper and middle class people
1. Strong market research (Door to door sampling – once in a year – Rural and Urban area) 2. Many variants (Almond oil, Orchid extracts, Milk cream, Fruit extracts, Saffron sandalwood oil and Honey) 3. Dynamically continuous innovations – New variants and innovative promotions (22 carat gold coin promotion – “Chance Hai”) 4. Strong brand promotion but relatively lower prices – Winning combination 5. Lux soap brand is sold in over 100 countries
1.Mainly positioned as beauty soap targeted towards women, lack unisex appeal 2.Some variation like the sunscreen, international variant did not do well in the market 3.Not much popular in rural areas
1.Soap industry is growing by 10% in India 2.Liquid body wash is currently in growth stage – Lux should come out with more variants in this segment 3.Large market share – Strong hold over the market
1.High internal competition (Pears – Beauty segment) 2.New entrants in this segment 3.Maturity stage – threat of slipping down to decline stage – if constant reinvention is not carried out
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