Lux, le savon de star

Résumé du document

This 33 slides powerpoint presentation analyses the reasons of success of the lux soaps. It gives information about the past strategy, the point in which they are actually and their goals for the product. Extracts of the presentation:
"Lux background
- First world launch in 1899 (UK)
- India largest FMCG company
- Meaning of Lux: from the latin, meaning «light»
- First endorsement Leela Chitnis
The target market has changed, so do trends and mentalities. Lux is now facing a new world were soap technical attributes has become one of the first incentive"

"Why does Lux don't meet its success anymore?
- Today's world has changed and celebrity entity is not anymore the only incentive for the purchase process. Countries such as India, Japan or Pakistan are yet still in the same old trend. By remaining on the same tradition of star endorsement without adaptation to the new generation, Lux has lost is credibility in western countries."

Extraits

[...] but is the product viewed as a star? The story of THE brand for stars What is the real impact of star endorsement? sign of a celebrity is that his name is often worth more than his services.” Daniel J. Boorstin Instant brand awareness and recall Celebrity values define, and refresh the brand image Celebrities add new dimensions to the brand image. Instant credibility or aspiration to the brand Lack of ideas Convincing clients source: http://www.coolavenues.com/know/mktg/saurabh-celebrity-1.php “The health of a brand can definitely be improved up to some extent by celebrity endorsement. [...]

[...] Regular soap shape Old architecture of Lux Brand salience The soap of the star Used by stars Natural benefits Make hands softer Moisturize Smell good Good looking No other brands can fit like Lux Feel like a star I am star Brand performance Brand imagery Consumer judgements Consumer feelings Brand resonance Actual architecture of Lux Brand salience Old-fashioned brand Used by old stars My grandma used to buy it Not enough elaborated for me Liquid products are far better Naff Inexistent Brand performance Brand imagery Consumer judgements Consumer feelings Brand resonance Lux brand cycle Lux image Different Banal Weak Strong Product Brand image Lux Lux life cycle Sales Time Maturity Decline The brand weaknesses: Too old-fashioned The name «Lux» which sticks too much on consumer's minds in a kind of stereotype way Unclear portfolio Liquid format soap increasing shares Competitors analysis Dove Palmolive Fa Nivea Vegetable oil based soap ingredients Differentiation : PN Neutral Less irritant Beauty bar Targeting everybody Palmolive First product launched in 1988 oil and olive Natural aspects and organic 1900: Patent application for Eucerit, an emulsifying agent. 1909: Labello is launched on the market. It is the first lip care product in sliding tube packaging. Latin branding Fa Very moisturing Good flagrances Where are we now? Where do we want to go? How do we get there? How did we get there? [...]

[...] New modern and luxury case-shape packaging (like old days) Renew with the vegetable oil attribute (formula unchanged since more than 1century) Stop celebrities endorsements and put regular people instead Price is not the main problem although it should be higher Add to the Lux liquid bottle a sample of a small regular soap in a luxurious design box Launch of a vanity case format of the regular soap (handbags for airplanes/check-in suitcases . ) Becoming a niche brand? Today, consumers are willing to pay more for shower gels because they offer a larger variety of scents, vitamins and moisturizers. Regular soap shape is part of Lux DNA Famous regular soaps are virtually inexistent apart Lux Which means total space for Lux to target this niche market BUT Lux old-fashioned brand image is still present in everyone mind and staying on the regular soaps market could be dangerous . [...]

[...] How do we get there? Where do we want to go? BCG Matrix Market growth Market share High Low Low High Competitive positioning map Old-fashion Trendy Good skin care Basic skin care Competitive positioning map Low price High Price Specific background image no specific background image The placement Mass brand Masstige Luxury Actual positioning. Don't match with the message Target position. Luxury product in a mass market Where are we now? How did we get there? Where do we want to go? [...]

[...] . le savon the star What's a brand? «Our brand is everything we do» Outlines Where are we now? How did we get there? Where do we want to go? How do we get there? How did we get there? Where do we want to go? How do we get there? [...]