Lux Soap Business

Table of Contents

1. Introduction        
2. Company Overview        
3. Defining Marketing for the 21st Century        
4.         
5.         
6. Analyzing Consumer Markets        
7.         
8.         
9. Setting Product Strategy        
10.         
11. Designing and Managing Integrated Marketing Channels        
12. Designing and Managing Integrated Marketing Communications        
13. Conclusion        
14. References        

Introduction

“LUX” a name which has come with a lot of promises for accomplishing their mission to delight their customers within a glance. LUX has a huge collection of products containing much rare and unique material and from the very beginning consumers are appreciating and adopting their creations. The company continues to grow, with the addition of both new works and restored classics to reach and satisfy more people’s expectations.

The new product of LUX on which we are doing the term paper is “LUX soft touch” soap. This new amazing soap bar of LUX is formulated with amazing fragrance for Moisturizing, the best ever LUX soap that comes with just one color- pink. It has been made stunningly to make ladies feel alluring. Also it gives a supernatural showering experience which gives their skin feeling overpoweringly delicate and brilliant. It is now available in new outlook with the art of flower designs in the edges of soap with colorful packaging and promoted by popular celebrities in their advertisements. Also, it has the attributes of moisturizing silk essence and rose water and a world class perfume with the tagline of “Just a little LUX”.

Like every other companies LUX also had to adopt many strategies for marketing management and this term paper contains all the information of the processes the followed in a broad version.

Company Overview

LUX is a global brand developed by Unilever. The range of products includes beauty soaps, shower gels, bath additives, hair shampoos and conditioners. Lux started as “Sunlight Flakes” laundry soap in 1899.

The brand was founded by the Lever Brothers in 1899 and now known as Unilever. The name changed from “Sunlight Flakes” to “Lux” in 1900, a Latin word for “light” and suggestive of “luxury In 1925, it became the first mass-market toilet soap in the world. It is noted as a brand that pioneered female celebrity endorsements. As of 2009, Lux revenue was estimated at €1 billion, with market shares spread out to more than 100 countries around the globe. Lux’s early advertising campaigns aimed to educate users about its credentials as a laundry product and appeared in magazines such as Ladies Home Journal. By the early 1920s, it was a hugely successful brand and in 1924, the Lever Brothers conducted a contest that led them to a very interesting finding: women were using Lux as pud soaps