North South University

North South University School of Business and Economics

Course: Brand management

Course Code: Mkt 465
Brand Audit of Lux Soap

Submitted to-

Submitted by-

Narmin Tartila Banu

Shameen Al- Redwan

Lecturer of North South University

Nishat Tasnim

Marketing and International Business

Tariqul Islam
Rifat Mahmud Saikot

Date of submission-

Mehanaz Sultana

29 June, 2015
Letter of transmittal
1

Date: 29 June, 2015

Narmin Tartila Banu
Course Instructor, Strategic Brand Management
School of Business
North South University,
Bashundhara, Dhaka.

Subject: Seeking consent for submitting the Project report.

Dear Madam,
We are pleased to submit our report on Lux Soap Brand Audit. Our report focused on Brand History, Strategy,
Inventory, Brand Exploratory, and customer based brand of LUX
This project is an outcome of an analysis LUX Brand Unilever Bangladesh Ltd. The main purpose of this
report was to find what strategies the company use to market its world famous beauty soap LUX. We enjoyed
working on this report and hope you will find it innovative.

Sincerely,
Name

ID

Shameen Al- Redwan

1130754030

Nishat Tasnim

1320144030

Tariqul Islam

1320456030

Rifat Mahmud Saikot

1320457030

Mehanaz Sultana

1321581030

Table of Content
Contents

Page No.

Background

History
Privet Ownership
Brand Portfolio

4
5

Branding Strategy

Positioning

Points-of-Parity
Points-of-Difference
Brand Mantra

6
7

Brand inventory

Brand Elements

4ps of Brand

Brand Exploratory

Consumer Knowledge

10

Brand Resonance Pyramid

11

Comparative Analysis

12

Recommendation

13

Reference-

14

Lux Brand Audit

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. Lux
believes beauty doesnt have to be a chore and brings a combination of fun, pleasure and comfort to womens
beauty routines all over the world. Since its start in 1925 as the first mass marketed beauty soap, Lux has made
its way to over 100 countries across the globe and is now the most recognizable soap brand in the world.
During this long journey, some of the worlds most talented and beautiful women have become a part of Luxs
history as brand ambassadors.

Background
History:
Lux soap first produced in United Kingdom in 1899. It was produced by British company name Lever
Brothers. Lever Brothers was founded in 1885 by William Hesketh Lever and his brother James. They using
glycerin and vegetable oil such as palm oil to manufacture soap called Sunlight Soap. The flaked version of
soap called Lux soap.
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.
Introduced in the United States in 1924, Lux became the worlds first mass market toilet soap with the tagline
Made as fine as French Soap.
In 1929, LUX advertising featured 26 of the biggest female stars of the day, creating a huge impact among the
movie-loving target audience, and was focusing the movie stars lifestyle more than the product itself.
In the 1960s, advertising was shifted to product stories and the romanticizing of brand through its sensorial &
emotional dimensions. This was the era of the film star feeling and the Golden Lux.
Reflecting the shift in beauty trends in the 1970s, the Lux stars stepped down from their pedestals and were
portrayed as multi-faceted women with natural, wholesome beauty that the ordinary consumer could relate and
aspire to. The executions were more of a day in the life of the stars with focus on their natural beauty.
Establishing itself as the beauty soap for stars and beautiful women, the 1980s emphasized the importance of
skin care the first step to beauty. Lux was launched in China at this time.
1929 it was first launched in India featuring actresses such as Hema Malini, Parveen Babi, Madhuri Dixit, Rani
Mukerji and Aishwarya Rai.
In 1964 LUX came into Bangladesh and moved from generic beauty benefits to focus on specific benefits and
transformation. More emphasis on functionality and variant associations with different skin types as well as
mention of ingredients.
Today, Lux products are manufactured at 71 locations with more than 2000 suppliers and associates providing
the raw materials.
Subsequently, Lux soap has been marketed in several forms, including handwash, shower gel and cream bath
soap.

Ownership:
Lux soap first produced in United Kingdom in 1899. It was produced by British company name Lever
Brothers. Lever Brothers was founded in 1885 by William Hesketh Lever and his brother James. In the 1890s,
William Hesketh Lever, wrote down his ideas for Sunlight Soap his revolutionary new product that helped
popularize cleanliness and hygiene in Victorian England.
Lever opened their small office in New York in 1895. The Lux trademark was registered in United States in
4

1900. Lux soap was first launched in United States in 1916. And today it is a multinational company with
limited liability ownership.

Brand Portfolio:

LUX cream bath soap.

LUX Shampoo & Conditioner.

LUX shower gel.

LUX Soaps and Shampoos

LUX Shower Gel

Branding Strategy
Potisionting:
The concepts of points-of parity and points-of-difference can be invaluable tools to guide positioning. Two
kye issues in arriving at the optimal competitive brand positioning are5

1. Defining and communicating frame of reference.

2. Chossing and establishing points-of-parity and points-of-difference.

Target customer A research carried out by Unilever Bangladesh revels that urban rich people are more
likely to buy imported and expensive product. On the other hand rural people tend to buy cheap product
without evaluating its quality. However Urban, Sub-urban, Upper middle and Middle class people tend to buy
affordable product. Lux is not highly expensive but affordable product. That is why the company target Urban,
Sub-urban, Upper middle and Middle class people because they are financially well-off and can afford to by
LUX

Points-of-Parity:
Unilever Bangladesh Ltd and its product LUX obtained a good position in the buyers mind through better
product attributes, price and quality, offering using different promotion than the competitors do. The
company offers improved quality of products in the industry at an affordable price with high branding, which
ultimately helps to position the product in the buyers mind as the best quality beauty soap.
The market share of the company in the beauty soap industry is somewhere around 43%.Since in the beauty
soap industry all products are of same price Unilever cannot provide its consumers with better price but it is
in a great position in reference with its packaging, fragrances and product designing.
Though in comparison to its competitors the pricing of LUX is similar but the product gives them the highest
quality. This positioning created a strong customer loyalty for LUX, for which it is the market leader in the
industry.

Points-of-Difference:

Evaluation
Criteria

LUX

Sandalina

Meril Splash

Dettol

Lifebuoy

Desirability

It is the goal of
Lux to give
women that
million dollars
feeling every
time they use a
Lux product,
be it one of
their fragrant
beauty soaps.

Sandilina
Sandal Soap
soften,
smoothen and
perfume your
skin.

The touch of
aromatic
freshness gives
the skin a
soothing
beauty.

Dettol Original
Soap with
classic Dettol
fragrance
provides germ
protection from
a wide range of
unseen germs.

Lifebuoy is
known
traditionally for
its classic red
bar and distinct
smell which
was
synonymous
with
cleanliness.

Deliverability

Lux combines
exquisite
fragrances
composed by
Worlds Best
Perfume
Experts with
the most exotic
ingredients like
Almond oil,
Coca butter,
Vitamin E,
Olive oil, to
give a truly
unique bathing
experience.

It is made of
natural sandal
wood oil and
moisturizing
complex.

All of the
soaps have the
main
ingredient of
Green Tea,
which is
widely used in
therapeutic
remedies
because of the
presence of
anti-oxidants.
Moreover, it
promotes
younger
looking skin. .
The natural
ingredients are
proved and
tested by time
and are trusted
to deliver
certain benefits

The soap is
dermatologically
tested, which
protects you
from 100 kinds
of infectious
germ also a
proud partner of
iccddr,b . The
brand is
endorsed by the
Bangladesh
Private Medical
Practisioners
Association
(BPMPA).

The soap fight

against 10
infection
causing
stronger germs
which is
accredited by
London Health
association.
Also a Antibacterial soap
which kills
100% germ

Differentiation

The frequent
changes in
packaging and
floral design
on the soap
add uniqueness
to the bar. Also
the Lux bar
soaps come in
a variety of
floral aromas,
produced in a
wide range of
scents
including
Fresh

Sandalina
Sandal Saop is
especially
made to take
care of even
most delicate
skin, cleansing
thoroughly,
gently and
naturally using
natural source
of
beautification

Meril Splash
will give the
experience of
freshness like
no other. 4
revitalizing
variants Meril
Splash
Turmeric,
Meril
Cucumber,
Meril Splash
Belly and
Meril Splash
Extra with new
fragrances are

It cleanses
protects and
moisturizes
your skin,
keeping you
healthy every
day. Also
available in
Dettol Original
Bar, Dettol
Skin Care
Bar ,Dettol
Cool Bar,
Dettol Orange
Burst Bar.

The modern
packaging also
gives Lifebuoy
a better feel,
fragrance and
effectiveness.
Moreover the
bar soap is
available in
three variants
Lifebuoy total
10, Hand
Wash,
Lifebuoy Mild
Care.
7

Splash,
Purple
Lotus,
Sandal and
Cream, Soft
Touch Bar.

enriched with
the goodness
of Mother
Nature.

Brand mantra:
Lux has been extremely successful building its brand equity by working with beautiful and talented women. It
is the goal of LUX to give women million dollars feeling every time a women use LUX fragrant soaps.
Moreover till 90s to now the brand concentrated on building its association with the increasingly popular
movie world, focusing more on movie stars and their association with the product. Also they have created a
huge impact among the movie-loving target audience.

These are some brand mantra of LUX

 Brand

Inventory

Brand Elements
There are six brand elements of LUX soap and they are under
1. Memorability

LUX is easily recognized and pronounced.

LUX name is very short
Logo of LUX is very simple and attractive

Due to these factors LUX Brand has strong memorability in mind of customers.
2. Meaningfulness

The name LUX launched in 1900, a Latin word for light and suggestive of luxury.

3. Likability
LUX is more likable among the customers due to following factors.

Affricative advertisements
Popular celebrities.
Feeling of luxury.
Colors, flavors and packaging.
Lux promotion through beauty competition, contest for flat, gold coin, gold chain, trip to famous
countries etc.
Sponsoring events and programs related to skin care and beautification of women
Suitable pricing and different sizes of pack.

4. Transferability

LUX is easily transferability from one geographical region to another.

5. Adaptability
LUX is well flexible brand it has changes its slogans, color of logo, brand ambassador, and packaging with
successful marketing.

Though it is difficult to come up with new slogans but LUX updates its slogan and successful
to made most desired actresses their brand ambassadors.
Its flavors and packaging up dates with the time changes.

6. Protectability

The LUX trademark was registered in United States in 1900.

It has proper licensing.
Its patents and copy writes are reserved
9

4 Ps of Lux Brand
Product:
LUX is an international renowned beauty soap brand of Unilever. Though it is manufactured in Bangladesh for
the local market by Unilever Bangladesh Ltd but as an international brand, it maintains international quality for
the product. Formula was given by the Research and Development in foreign countries. LUX is produced in
Bangladesh from imported raw materials from abroad like Sodium Hydroxide, Emulsifier, Glycerol, Almond
oil, Coca butter, Vitamin E, Olive oil, and different extracts according to flavors coming from Unilever plants.
LUX is offered in Bangladesh in four different flavors which are: LUX Fresh Splash Bar, LUX Purple Lotus
Bar, LUX Sandal and cream Bar, UX Soft Touch Bar.
Newly introduced lux called LUX Star Collection has singed of Deepika Padukone on it and available two
different flavors- Sweet Temptation, Deluxe Empire.
The company manufactures all flavors of Lux in four different sizes 10 gm. 40 gm. 100 gm. 125gm.
Price
Though Unilever Bangladesh gives its LUX customers a lot in terms of the product itself, it has also better
pricing. Beauty soap is a product with a vulnerable demand in Bangladesh. Their prices are almost equal to its
competitor. If we compares LUXs price with its competitor companies LUX s brand loyalty and good will is
the reasons for highest selling soap brand.
Gram
Price

40 gm.
10 taka

100 gm.
25 taka

125 gm.
45taka

150 gm.
40 taka

Place:
Unilever Bangladesh Ltd. has a huge distribution channel for LUX all over the country as its sales more than
10 million pieces a year. The company has six huge warehouses in Bangladesh, where the product goes after
they are manufactured at Kalur Ghat factory. The company does not use its own fleet of transport for
distributing its product. However, it has outsourced its distribution process to various third party distributors,
exclusively dedicated to Unilever Bangladesh Ltd. These distributions then supply the product all over
Bangladesh to a huge number of retailers like Grocery shop Shapnow, Agora, Meena Bazar, Uni-mart etc.
Even though LUX targets the urban and sub-urban middle and upper middle class people they are distributing
their products all over Bangladesh because of a recent increase demand of its product to all segments of the
population

10

Factory

Warehous
e

wholesell
ers

Retailers

Consumer
s

Promotion:
Unilever is giving more concentration on its promotional activates to make its brand renowned. It almost
spends 20% to 25% of its NET Proceeds from Sales (NPC) for LUX promotional activities. They do not only
promote LUX in Bangladesh for the beauty conscious females, it also promotes the brand for males and the
company proved that, by including world famous male celebrity Sharukh khan for their advertising campaign
in 2010, 2012 also. Unilever Bangladesh Ltd. spends huge amount of money for promoting LUX though TV
commercials, newspaper advertising and billboards. One of the LUX huge successes is LUX Channel I
Superstar. For almost half a decade Lux Channel I Superstar has been consistently coming up with new stars
for Bangladesh, and still it is only a beginning.

Brand Ambassadors: LUX has worked with many Hollywood, Bollywood and Dollywood celebrities
around the globe. It is noted as a brand that pioneered female celebrity endorsements. These are celebrities
name who were proud model of LUX among these years.
Year
1983
1986
1987
1991
1992
1993
1995
1997
1999
2000
2001
2005
2006
2007
2009
2011
2012
2014
2015- Now

Celebrity Name
Nutun
Doyel
Shuborna Mustafa
Chompa , Shakila Jafar
Nipa
Mousumi
Afsana Mimi, Shomi, Bipasha
Mou
Poppy
Ishita
Opi karim
Kushum Shikdar
Sharuk khan, Hema Malani, Karina Kapoor, Shri
Devi
Ashwarya Rai Bacchan, Prinka Chopra
Mehazabine, Asin
Ashwarya Rai Bacchan
Sharuk Khan, Katrina Kaif
Moushumi, Momo, Mehjabin
Depika Padukone, Imran Khan

Brand Exploratory
11

Consumer Knowledge: We have conducted a survey by using questionnaire techniques. We have

compiled the information in this way regarding brand. Consumers of LUX brand are mostly savvy customer
they have a lot of knowledge and awareness about the brand. Moreover, 100% of our survey participants know
about the advertisement of LUX with high price brand ambassadors. Also 91% of our participants are user of
LUX. They have strong image about the brand due to its corporate image, logo, attractive packaging and POP,
POD. They also know about the promotional schemes of LUX like LUX Channel I Super Star Customer is
educated now a day and have good knowledge of quality which LUX provide its consumers.

Brand Resonance Pyramid

Re
so
na
nc
e

Feelin
gs
Judgment
Imagery
Performance
Salience
Salience

Consumers of this country are aware of this brand

Target consumers are think about this brand

Performance

LUX have special features other than the competitors

LUX gives is consumers better pricing

Imagery

People can buy LUX in lot of places.

LUX soap is up-to-date and successful

Judgment
12

Consumers find it good quality

Consumers trust the maker of this brand
They recommend this brand to others.
They find this brand superior to other bands

Feelings

They feel warmth feelings

They feel freshness
They feel they are more beautiful.

Resonance

Consumers are loyal to LUX soap.

They feel it is special for us.
They really love and find special LUX
They purchase LUX whenever they go to store for soap.
They really like to use LUX

Competitive analysis:

Competitors of LUX:
Sandalina Sandal Soap: Sandalina Sandal Soap is a product of khohinoor Chemical. Its aim is to give
consumers feeling of luxury for their beautification. Sandilina Sandal Soap softens, smoothen and perfume the
skin. It is made of natural sandal wood oil and moisturizing complex. Sandalina Sandal Saop is especially
made to take care of even most delicate skin, cleansing thoroughly, gently and naturally using natural source of
beautification. It packaging is inspired by Mughal Empires tradition. Its brand ambassador is Joya Ahsan.

Meril Splash: Meril Splash gives the experience of freshness like no other. 4 revitalizing variants Meril
Splash Turmeric, Meril Cucumber, Meril Splash Belly and Meril Splash Extra with new fragrances are
enriched with the goodness of Mother Nature. The natural ingredients are proved and tested by time and are
trusted to deliver certain benefits. If a women start using Meril Splash, she will live the brand slogan:
"Snigdhotar Onuprerona".
All of the soaps have the main ingredient of Green Tea, which is widely used in therapeutic remedies because
of the presence of anti-oxidants. Moreover, it promotes younger looking skin.

Dettol: Dettol is a brand of Rackitt Benckiser. It was first introduced on 1950. Dettol Original Soap with
classic Dettol fragrance provides germ protection from a wide range of unseen germs. The soap is
dermatologically tested, which protects you from 100 kinds of infectious germ also a proud partner of iccddr,b.
The brand is endorsed by the Bangladesh Private Medical Practitioners.

13

It cleanses protects and moisturizes your skin, keeping you healthy every day. Also available in Dettol Original
Bar, Dettol Skin Care Bar, Dettol Cool Bar, Dettol Orange Burst Bar.

Lifebuoy: Lifebuoy is a brand of Unilever. It was first introduced on 1895. It was around 2002 when the soap
moved from hard soap to mild soap. The packaging was also changed and replaced with softer pinkish red
glow. The new soap had refreshing fragrance and its positioning changed makes its promise to be health in
softer more versetile and responsible color.
Lifebuoy is known traditionally for its classic red bar and distinct smell which was synonymous with
cleanliness. The soap fight against 10 infection causing stronger germs which is accredited by London Health
association. Also a Anti-bacterial soap which kills 100% germ. The modern packaging also gives Lifebuoy a
better feel, fragrance and effectiveness. Moreover the bar soap is available in three variants Lifebuoy total 10,
Hand Wash, Lifebuoy Mild Care.

Recommendation:
The brand completely changed its beauty based positioning which is their benefit and decided to focus
on fragrance which is their product attribute. The brand is telling that it contains international quality
fragrances. From benefit to feature based positioning is a step backward for the brand. Usually brands start
with telling their attributes and after establishing it , the brand go for telling the benefits and later graduate to
abstract benefits which is much more than benefits(Laddering).
Here Lux chose itself to downgrade from a higher -order positioning to basic stuff. The brand is absolutely
confused about its future direction.
Lux in the new campaign has the tagline " " roughly translated to "Just need a little bit LUX
The tagline is ideally suited for a detergent rather than beauty soap. The treatment of the ad is below average
with zero creativity and usual theme. No wonder the brand is on a downward spiral.
What LUX right now needs is clarity about its brand mantra and its positioning. No amount of celebrity
endorsement will work if the brand is confused about its positioning. It had earlier focused on beauty oil and
now it is saying that fragrance is the key Unique Selling Proposition (USP). This confusion is only going to
kill this brand unless the marketing brains of Unilever sit together and decide on the brand mantra for LUX.
Otherwise we are going to see the slow death of an iconic brand.

14

Reference
1. LUX soap-http://www.unilever.com.bd/our-brands/detail/Lux/365830/?
WT.contenttype=view%20brands&gclid=Cj0KEQjw46sBRD7x6P0stibwbsBEiQAoMi4Zj8rAcOVT1vt3hCqOr_uRAlpAAbxvW1B7H
1kU-0jGBMaAs9Y8P8HAQ
2. Background- History -https://en.wikipedia.org/wiki/Lux_(soap)
3. Private ownership http://historyofbusiness.blogspot.com/2008/07/historyof-lux-soup.html
4. BrandPortfolio
http://www.unilever.com.bd/aboutus/introductiontounileverbangladesh/our
history/
5. Brand Ambassadors-www.youtube.com
6. Dettol-https://www.facebook.com/DettolIndia?fref=ts
7. Product and Price-Shapnow retail store, Gazipur
8. Sandilina Sandal Soap:http://www.kohinoor-bd.com
9. Meril splash-http://www.squaretoiletries.com/meril_splash.php
10.
Survey Questionnaire.

15

Dear respondent, we are students of North South University carrying out a study on the
consumption behavior pattern of locally produce soap of university students in Dhaka
city. We would request you to provide information in the structure provided in this form. We
assure you that we are not collecting any personally identifiable information and the general
information you provide will be used for academic purpose only and will be kept confidential.

Respondent Profile:
Gender:
[Please tick ()]
Age: ____________ years
University:

Male

Female

______________________________________________

Estimated household income (monthly BDT) from all sources of income: [Please
tick ()]
below 15,000
15,001 30,000
30,001 60,000
60,001 1,00,000
1,00,001 1,50,000
above 1,50,000
Information Sought:
1. Choose the brand of soap that you use or know most about:
1. LUX 2. Meril Splash 3. Sandilina Sandal Soap 4. Lifebuoy 5. Dettol
Rate your agreement [please tick ()] with the following statements (questions 2-3) in the
provided scale. A score of 7 would indicate strong agreement and a score of 1 would indicate
strong disagreement. You may choose any score in between 1 and 7 to represent the level of
your agreement.
2. I believe that this brand has special features like no other
Strongly
Disagree
1
2
3
4
5

Strongly
Agree
7

3. I would buy the mentioned brand of soap every time I buy soap.
Strongly
Disagree
1
2
3
4
5
6

Strongly
Agree
7

4. I believe this brand of soaps price is satisfactory

Strongly
Disagree
1
2
3
4
5

Strongly
Agree
7

16

5. I like the packaging and logo of the soap I use.

Strongly
Disagree
1
2
3
4

Strongly
Agree
7

Strongly
Agree
7

Strongly
Agree
7

Strongly
Agree
7

Strongly
Agree
7

Strongly
Agree
7

Strongly
Agree
7

6. I believe this brand of soaps has a successful brand image

Strongly
Disagree
1

7. I consider this brand of soap provides me good quality.

Strongly
Disagree
1
2
3
4
5
8. I trust this brand.
Strongly
Disagree
1
2
3
9. I recommend this brand to others
Strongly
Disagree
1
2
3

10.I believe this brand understand my needs.

Strongly
Disagree
1
2
3
4

11.I believe that I feel good about this soap brand

Strongly
Disagree
1
2
3
4
5

12.I am quite knowledgeable about this brand( Brand ambassadors, promotions,

sponsorships)
Strongly
Disagree
1

Strongly
Agree
7

Thank you very much for your kind cooperation.

17