LUX-THE BEAUTY SOAPConsumer Beliefs and

Attitude Formation

Group 1CIMP

Questions to be answered…

1. Lux has traditionally positioned the brand by influencing consumer beliefs and attitudes by highlighting on the theme of “beauty soaps of film stars”. In your opinion, why has HUL adopted this approach instead of highlighting certain brand features or benefits?

2. If you are to expand the base of the market by suitably changing the consumers’ existing beliefs and attitudes what kind of strategies will adopt e.g. changing beliefs about the brand? Add some new attributes, choose a new theme of brand positioning, etc.

3. As a brand manager of Lux, given its long established brand equity, you want to enter new product categories. What kind of personal use product categories will you venture into?

4. what will be the nature of your communication to differentiate the brand from other “me-too” or similar quality brands of toilet soaps?

Answer to question 1

Unique selling proposition: Use of Lux makes every individual beautiful

Answer to question 2

Attributes: Lather smooth Long lasting

Theme: “Feel the beauty in you”

Answer to question 3

Possible new product categories can be: Scrub soap Lux men Baby lux Lux hair gel (hair styling cream) Lux talc Lux shaving cream Lux face wash

Answer to question 4

Advertisement using concert at mall

Advertisement giving pass to the consumer when they reach to any retail outlet or local kirana shop to buy Lux

THANK YOU !