Lux Brand in Pakistan

BRAND MANAGAMENT

BRAND AUDIT

ASSIGNMENT

Submitted to:  Sir Aamir Saeed

Submitted by: Fatima Brohi (14924)

                          Lalain Tariq  (14932)

Lux brand in Pakistan:

Lux is currently a product of Unilever. The name "Lux" was chosen as the Latin word for "light" and because it was suggestive of "luxury. In Pakistan Lux was first introduced in 1957 and till now Lux has become one of the top soap in Pakistan.

Lux stands for the promise of beauty and glamour as one of Pakistan's most trusted personal care brands.

Lux is available in five different variants; Peach & Cream, Strawberry & Cream, Purple Lotus & Cream, Fresh Splash and Nature pure and has also introduced shower gels, body wash and bath additives in its product range.

17.1: Directly competitive product to Lux in Pakistan:

• Capri: 

Capri being launched in 1969 is termed as a competitor to Lux brand. It is positioned for skin care with different exciting flavors for all skin types. Its variants include; Capri Moisturizing, Capri Cleansing, Capri Nourishing, Capri vitalizing and Capri Softening. It has also widened its product range into Face and hand washes. The Image of current Capri soaps that has formed is that it is beauty soap for models giving a tough competition to Lux. Capri has also endorses beautiful models in their advertisement to depict beauty and glamour.

17.2: Indirectly competitive product to Lux in Pakistan:

• Ponds:

Catering as an indirect competitor to Lux is the famous Ponds brand, which has innumerable beauty and health care products that is produced by the multinational company Unilever. The Company is operating in premium product segment so it is targeting particularly premium customers who are ready to pay for quality. It is considered its indirect competitor because it also caters to provide a sense of beauty to its users just like lux. The company has good research and development center which is constantly trying to innovate new variants and ranges giving a tough time to lux. It is providing Face wash, deep cleansers, facial foams and multiple creams.

17.3: Market Share of Lux:

Share of beauty soaps in Pakistan is around 50%. Rest of the market uses anti-bacterial soaps. Out of 50% Lux brand’s market share is:

• Market share of Lux:  22%

17.6: Vulnerability of Lux brand in:

• Material:

It is known about lux (soap) that it becomes mushy and soggy therefore its usage rate is high as compared to other soaps.

• Brand Awareness:

Lux has very good brand awareness in Pakistan; however, the range introduced i.e. body wash, bath addictive etc. is not really known by people. Lux does not effectively advertise its range other than soaps, which in return decreases the brand awareness.

• Visibility:

The visibility of lux soap is high but if we talk about the Lux shower gel and Lux bath addictive recently introduced are not visible enough to the consumers. These ranges of Lux can only be found in online stores.

17.7: Competitive Advantages of lux and its competitors:

(In this question we have taken one direct and one indirect competitor of Lux)

• Product Quality:

•            LUX:  LUX is synonymous with beauty, of giving women soft fragrant skin to make them look and feel glamorous and its many fans the million dollars feeling in another first from the beauty brand, the new soap tablet is designed with a visually appealing intricate lace design, precious Silk Essence and flower emboss, adding to its texture. When LUX innovates it goes all out and the superior new packaging architecture is being introduced across the range.

•        CAPRI:  The flagship brand Capri is associated with natural care. Through consistent innovations we have enabled women across the country to enjoy the wonders of Capri’s natural ingredients, at different price point, sizes and formats.