Description
SWOT ANALYSIS OF LUX
Lux
Parent Company
HUL (Unilever)
Category
Personal Health Care - Soaps
Sector
FMCG
Not Just Soap Its Skin Care; ab khubsuriti se darr kaisa; Lux brings Tagline/ Slogan out the star in you
Lux stands for the promise of beauty and glamour as one of India's USP most trusted personal care brands.
STP
Segment
Personal Health – Soap for
Target Group
Urban & Semi Urban – Upper and middle class
Positioning
Affordable Luxury Soap for the upper and middle class people
SWOT Analysis
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 Strength 5. Lux soap brand is sold in over 100 countries
1.Mainly positioned as beauty soap targeted towards women, lack unisex appeal Weakness 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 Opportunity 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 Threats constant reinvention is not carried out
Competition
1. Vivel 2. Lifebuoy Competitors 3. Nirma
doc_417422743.docx
SWOT ANALYSIS OF LUX
Lux
Parent Company
HUL (Unilever)
Category
Personal Health Care - Soaps
Sector
FMCG
Not Just Soap Its Skin Care; ab khubsuriti se darr kaisa; Lux brings Tagline/ Slogan out the star in you
Lux stands for the promise of beauty and glamour as one of India's USP most trusted personal care brands.
STP
Segment
Personal Health – Soap for
Target Group
Urban & Semi Urban – Upper and middle class
Positioning
Affordable Luxury Soap for the upper and middle class people
SWOT Analysis
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 Strength 5. Lux soap brand is sold in over 100 countries
1.Mainly positioned as beauty soap targeted towards women, lack unisex appeal Weakness 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 Opportunity 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 Threats constant reinvention is not carried out
Competition
1. Vivel 2. Lifebuoy Competitors 3. Nirma
doc_417422743.docx