Lux Marketing Strategy

LUX brings out the star in you!

Other Countries:

LUX soap is very popular in Nepal and the brand appointed Nepali model-turned-

actress Jharana Bajracharya to be theLUX Girl in the summer of 2003. After that, she appeared on many TV commercials. Nigerian actress Genevieve Nnaji appeared as the face ofLUX soap in 2004. Two decades earlier, singer Patti Boulaye had been Nigeria's face of

LUX. In Norway during the 1950s and 1960s, LUX advertisements featured fictional Italian

actresses.LUX soap is also a category leader in Pakistan, the brand being synonymous with glamour. While initially it was also marketed as the beauty soap of the film stars, recently it is focusing more on bringing out the star in ordinary people. Current brand ambassador is Iman Ali.

Product Category, Market Segmentation, Target Marketing

and Positioning

Product Category:

LUX falls under the category of toiletry product as a beauty soap.

Market Segmentation:

The company claims thatLUX is the highest selling beauty soap in Pakistan. Moreover some survey project s also reveals the same result.thoughLUX is the highest selling beauty soap in Pakistan, it does not go for traditional mass marketing. Moreover as a beauty soapLUX does not even segment its market according to gender.unilever Pakistan Ltd. segments their market according to geographical areas. The population of the country is segmented into three parts which are urban, sub urban and rural area consumers.The company further differentiate the geographical segments according to Socio Economic Cluster (SEC) i.e. education and Income. The SEC divides the population in five segments starting from A to E, where A categorizes the highly educated and high income earners holders, and sequentially in descending order E categorizes the opposite.

Target Market:

5

LUX brings out the star in you!

Urban and sub urban middle class, and rural poor people are the largest part of Pakistan population. A research carried out by...