A Case Study on 4 P's of Lux

In: Business and Management

Submitted By MridhulaGeorge
Words 1396
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PROMOTION
Promotion is an important marketing force that provides an extra incentive(usually short term in nature) for consumers, the trade, the sales force and other influential groups. Promotion ranks with advertising and selling efforts as one of the major activities that can be utilized in the marketing of packaged goods. Promotion is directed not only to consumers or the trade but also to the occasion to the sales force and other influential groups.
The great Indian brand wagon of Lux started nearly 4 decades ago. Great brands sometimes outlast their ambassadors as proven by Lux which celebrated its 75th anniversary in India.

The first ambassador Leela Chitnis featured in a Lux advertisement which flagged off the Lux wagon. She gave way to a galaxy of stars which include Madhubala, Nargis, Meena Kumari, Mala Sinha, Sharmila Tagore, Waheeda Rehman, Sairah Banu, Hema Malini, Zeenat Aman, Juhi Chawla, Madhuri Dixit, Sridevi, Aishwaria Rai Bachchan, Kareena Kapoor, Priyanka Chopra and most recently Katrina Kaif.

The last frontier for most actors aspiring to stardom is becoming a Lux ambassador. The brand has outlasted many soaps. From the beginning, Lux became a household name in the country.
Lux advertisements through ages
Lux campaigns have wooed millions of people over the decades. Popularly known as the beauty soap of film stars, Lux has been an intimate partner of the brightest stars on the silver screen for decades. An ode to their beauty, an announcer of their stardom, advertising campaigns on Lux have featured film stars across the nation, promising their beauty and complexion to common women

With top movie stars- from Madhubala to Madhuri, form Babita to Karishma and Kareena having endorsed the goodness of Lux over generations, it was natural that the brand has built equity as the best beauty soap in India. In 2005 Lux…...

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