Lux Soap Marketing Strategy
1. Introduction
The objective of this report is to understand the ways brands influence their consumer or customers onto purchasing their products by using the Marketing Mix elements which includes the 4Ps – Product, Price, Place and Promotion.
2. Product Category The tangible product that I have chosen is a body wash soap by the brand Lux. It falls under the category of toiletry product as a beauty soap. The sub-categories would be other personal care products such as shampoo, body wash as well as face wash. The product mainly focuses on women.
2.1 Product Lux soap looks nothing extraordinary than any other bar soap. It has a rectangular shape with curves on all the edges of the soap. Soap is a product for many people and the lathering up can be a treasured part of a morning or nightly routine. The packaging of the soap uses endorsement by famous celebrities from India and has different types of flowers depending on the fragrance of the soap. Colors used on the packaging has always been more on the pastel side which most women would be
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Brand
Lux would usually appeal to women of all ages. No matter as young as a 5 years old girl to as old as a 97 years old grandmother. Alongside with the affordable pricing, it is targeted to the urban upper and middle class people who are commonly assumed to be financially well-off and can afford to buy Lux soap. Women always have a thing into looking up to celebrities as referencing on the latest trend, therefore the celebrity endorsed on the packaging would contribute to establishing a strong bond with the product.
If Lux soap were to be a person, it would be a sophisticated and a dedicated working woman just like the celebrity on the packaging. Her characteristic would be as gentle as a petal rose and on top of that, as strong as the torn from the rose’s stem. I say so because the soap walks in beauty but also fights against expectations that certain customers think that it is nothing more than just a typical scented
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